Description
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction
“A STUDY OF BRAND AWARENESS OF AMARAON BATTERIES AMONG THE CUSTOMERS”
Undergone at AMARA RAJA BATTERIES LTD
Submitted In Partial Fulfillment Of The Requirement For The Award of the Degree Of MASTER OF BUSINESS ADMINISTRATION By
V.PRUTHVI RAJ REDDY (35080423)
Under The Guidance of Ms.R RAJEE MBA
Asst.Professor
Department of Business Administration S.R.M. UNIVERSITY Kancheepuram-603203. 2010
S.R.M SCHOOL OF MANAGEMENT
This is to certify that the bonafide project work submitted by V.PRUTHVI RAJ REDDY (35080423) student of final year MASTER OF BUSINESS ADMINISTRATION for the fulfillment of the degree course as per the curriculum of SRM SCHOOL OF MANAGEMENT during the year 2008-2010.
The report submitted for the viva voice held on __________________
Signature of the Guide
Signature of the Dean
ABSTRACT
• The project entitled “A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS ” Majority of the respondents are Relationship Executive, Customer care Executives and Center Heads. • • • • • • • • • • • • • • • • • • Majority of the respondents are Male category. More number of respondent’s falls under the are group of 20-30 years, 31-40 years, 41-50 year, above 51 year. More number of respondents falls under the experience of less than 1 year and between 1-40 years. Majority of the respondents are from Tirupati centers. Customers could not find ads in any regional channels. A considerable number of responds were not satisfied with the Amaron Batteries Almost every prospect says that our promoters are good. The customers are not aware of brand ambassador Narian Karthikyan. A considerable number of respondents recommend by friends Amaron brand as a good name in the market. From the research it can be concluded that more than 65% of the prospects feel that T.V. commercials attract them more than any other media. There is no mach aware in sub brand in Amaron black, Amaron GO, Amaron FLO, Amaron PLO, Amaron Fresh. Most the customer suggestion to start show rooms of fast growing rural areas and Mass media. Threes is know service centers in fast growing areas. In Tirupati most of the customers know about Amara Raja Battery they do not know about Amaron brand name. The customers are not aware of the brand ambassador Narian Karthikyan. The sub brand of Amaron is not so familiar among the customers. Customers could not find ADS in any regional channels. There is no sufficient/enough service centre nearby Tirupati.
ACKNOWLEDGMENT
I offer my sincere thanks to Dr. (Mrs.) JAYASHREE SURESH, Dean, SRM UNIVERSITY Kattankulathur-603203 for giving us an opportunity to undergo a Project in “A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS ”, I express my gratitude to Ms. RAJEE, Assistant Professor, Department of Business Administration for his valuable guidance, which helped me in preparing this report. I am thankful to the administration and faculty of SRM UNIVERSITY, for having required this Project from us, as it has provided an invaluable experience to us. I also thank my friends who were a moral support for us from the very beginning of the project in all circumstances. Last but not the least; I thank the Almighty for the successful completion of this project.
SATHYABAMA UNIVERSITY
(Established under Section 3 of UGC Act, 1956) JEPPIAAR NAGAR, RAJIV GANDHI SALAI, 600 119 www.sathyabamauniversity.ac.in
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE This is to certify that this Project Report is the bonafide work of Mr. B.CHANDU KUMAR Reg. No.2841205 who carried out the project entitled “A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS ” under our supervision from December 2009 to March, 2010.
Internal Guide (Name in Capital letters with Signature)
External Guide (Name in Capital letters with signature)
Head of the Department (Name in Capital letters with Seal & Signature)
Submitted for Viva voce Examination held on_____________________
Internal Examiner (Name in Capital letters with Signature)
External Examiner (Name in Capital letters with signature)
DECLARATION
I B.CHANDU KUMAR hereby declare that the Project Report entitled “ A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS “ done by me under the guidance of Mr. JOHN BRITTO (Internal) and Mr.KRUPAKAR (External) at AMARA RAJA BATTERIES Ltd, KARAKAMBADI, TIRUPATI, ANDHRA PRADESH is submitted in partial fulfillment of the requirements for the award of degree in MANAGEMENT STUDIES.
DATE: PLACE: SIGNATURE OF THE CANDIDATE
ACKNOWLEDGEMENT
The first paragraph of the Acknowledgements should thank the following dignitaries in the under mentioned sequence: Chancellor Directors
Dr. JEPPIAAR, M.A., B.L., Ph.D.,
Thiru. Marie Johnson, B.E., M.B.A., M.Phil Tmt. Mariazeena Johnson, B.E., M.B.A., M.Phil
Vice Chancellor
Dr. N.Manoharan, M.E.(Distinction)., Ph.D.
Followed by HOD, guide and others.
CONTENTS
List of Tables List of Graphs CHAPTERS CHAPTER – 1 CONTENTS 1.1 INTRODUCTION 1.2 INDUSTRY PROFILE 1.3 COMPANY PROFILE 1.4 PRODUCT PROFILE CHAPTER – 2 2.1 ABOUT THE TOPIC 2.2 OBJECTIVES OF THE STUDY 2.3 NEED FOR THE STUDY 2.4 SCOPE OF THE STUDY 2.5 RESEARCH METHADOLOGY 2.6 REVIEW OF LITERATURE 2.7 LIMITATIONS OF THE STUDY CHAPTER – 3 CHAPTER – 4 DATA ANALYSIS AND INTERPRETATION 4.1 FINDINGS 4.2 SUGGESTIONS 4.3 CONCLUSIONS QUESTIONNAIRE BIBLIOGRAPHY / REFERENCES PAGE NO.
LIST OF TABLES
TABLE NO
TITLE
PAGE NO
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
AGE WISE RESPONDENTS SPECIFYING AWARE OF COMPANY FACTORS CONSIDERING WHILE PURCHASING INFLUENCING TO PURCHASE ARE YOU AWARE OF BRAND AMARON CURRENT USAGE OF COMPANY SPECIFYING THE BATTERY MODEL REGARDING WARRANTY FACILITY CAPTION OF AMARON BATTERIES SEEN THE ADVERTISEMENT OF BATTERY SATISFACTION OF BRAND ADVERTISEMENT INFLUENCING OF CUSTOMERS THROUGH MEDIA
13.
OPINION ON LAUNCHING 60 MONTHS WARRANTY
14.
COMPARING WITH OTHER COMPANIES REGARDING 60 MTS WARRANTY
15. 16. 17. 18. 19. 20.
AWARE OF AMARON FEATURES CUSTOMERS OPINION REGARDING PRICING CUSTOMERS OPINION REGARDING DESIGN TYPE OF BATTERY FOR PRO-BIKE RIDER SUGGEST TO PURCHASE OTHERS SUGGESTIONS
LIST OF CHARTS
TABLE NO
TITLE
PAGE NO
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
AGE WISE RESPONDENTS SPECIFYING AWARE OF COMPANY PRICE CONSIDERATION INFLUENCING TO PURCHASE ARE YOU AWARE OF BRAND AMARON CURRENT USAGE OF COMPANY SPECIFYING THE KNOWN BATTERY OPINION ON WARRANTY FACILITY CAPTION OF AMARON BATTERIES SEEN THE ADVERTISEMENT OF BATTERY SATISFACTION OF BRAND ADVERTISEMENT INFLUENCING OF CUSTOMERS THROUGH MEDIA
13.
OPINION ON LAUNCHING 60 MONTHS WARRANTY
14.
COMPARING WITH OTHER COMPANIES REGARDING WARRANTY
15. 16. 17. 18. 19. 20.
AWARE OF AMARON FEATURES CUSTOMERS OPINION REGARDING PRICING CUSTOMERS OPINION REGARDING DESIGN TYPE OF BATTERY FOR PRO-BIKE RIDER SUGGEST TO PURCHASE OTHERS SUGGESTIONS
1.1 INTRODUCTION
Amara Raja the pioneer in VRLA battery in Asian Pacific Rim has foray into automotive batteries with its new brand called AMARON addressing automobile segment, launched across country by opening many franchises & pit stops covering all metros, major cities and urban towns. Battery is the second need of any vehicle after the fuel. The Battery consists of Positive and Negative Plates, which are made up of Active material (Lead oxide + Sulfuric Acid), Grid and Sulfuric Acid. Grid is a prime part of Lead Acid Battery and it plays vital role inside of the Battery. Positive and negative grids are required for batteries, which will be made from different Lead Alloys. Besides providing the necessary support to hold the active material together, the grids serve as a conductor of current required for the electrochemical reactions that takes place at the active material/electrolyte interface in the battery, during charge and discharge of the battery. The material composition of Grid is Lead and alloy, which is being casting as grids in the Grid casting machines namely - Grid casters. Grid casters are consists of Lead pot, Lead pump, Feed line & Lead Dispensing System, Mould and Trim Die. Lead bars are melted in the lead pot according to the specified temperature, pumped into the Ladle through the Lead Pump and Feed line. Ladle dispenses the molten lead into the Water Circulated Mould. After solidification, Grid will be released from the mould and trimmed in the Trim die according to the requirement.
Overall Equipment Effectiveness (OEE) is a comprehensive metric used by many industries to focus on equipment performance that contributes to the department’s productivity. Measuring equipment performance is crucial for any industry to gain continuous improvement and reduces its cost of ownership. OEE of equipment by calculating the ratio of actual procedures per day to its theoretical maximum procedures per day. Once complied, OEE provides clear and concise information for continues improvement teams to quickly identify where to focus in order to improve productivity and service level. In all Battery Manufacturing Plants, the Grid Casters are Critical Equipment. The manufacturing cost is very expensive, if the Grid casters are not used effectively. The Globalization opens the entry to more multinational companies in to the Indian market, which leads to the fall in battery selling cost, by the heavy competition. Hence Amara Raja is concentrating on reducing the manufacturing cost and over heads in the entire process. Amara Raja’s vision is bringing down the selling cost to as minimum competitive as through the elimination of rework and rejections in the process.
Also, Amara Raja intended to reduce the manufacturing cost by best utilization of the Equipment, which can be achieved by improvising the Machine Availability, Performance and Rate of Quality and its Over All Equipment Effectiveness (OEE). The effective utilization of Grid Casters will increase the machine availability, performance of the machine and rate of quality. This will definitely saves inventory, maintenance, manpower, energy costs resulting in the reduction of manufacturing cost.
1.2 INDUSTRYPROFILE:
A battery is an electrochemical device in which the free energy of a chemical reaction is converted into the electrical energy. The chemical energy contained in the active materials is converted into electrical energy by means of Electrochemical Oxidation-reduction reactions. It is the only device, which can store electrical energy in the form of chemical energy, and hence it is called a storage battery. Sealed maintenance free (SMF) batteries and Value Regulated Lead Acid (VRLA) technology are leading the battery industry in the recent years in automobile and industrial battery sector around the globe VRLA batteries have become the preferred choice in various applications such as uninterrupted power supply, emergency lights, security systems and weighing scales. SMF Batteries come under the rechargeable battery category so it can be used a number of times in the life of a battery. SMF batteries are more economical than Nickel-Cadmium batteries. These batteries are more compact than the wet type batteries. It can be used at any position; these batteries are very popular for portable power requirements and space constraint applications. VRLA batteries are leak proof, spill-proof and explosion – resistant and having life duration of 15-20 years. These batteries withstand the environmental conditions due to high technology, in built in the batteries. Each cell is housed in a power coated steel tray making them convenient to transportation and installation, so transit damages are minimized in the case of these batteries.
Classification of Batteries: Batteries are broadly classified into two segments like: 1: AUTOMOTIVE BATTERIES 2: INDUSTRIAL BATTERIES.
Automotive Batteries: A part from mopeds all other automobiles including scooters need storage battery. So automotive batteries are playing pre-dominant role in automobile sector by influencing the consumers in the automobile market. Automobile batteries can be further distinguished as the ORIGINAL EQUIPMENT (OE) market is as low as 5-6%. OE segment has the advantage of securing continuous orders and inquiries. This enables manufacturers to streamline production facilities, plan production schedules and attain certain level of operational efficiency. The replacement market, on the other hand, is much larger the replacement market is characterized by the presence of large unorganized sector, which constitutes around 55-60% of the total replacement market. This is possible due to low capital entry barrier. excise duties and sales tax. These players have the advantage of inapplicability of
Industrial Batteries: The Industrial Battery segment comprises of two categories. One comprises of the Stationery Segment and the second relating to Motive Power and Electric Vehicles. The Motive Power and the Electrical Vehicle Segment have not registered any substantial growth. The stationery segment comprising of TELECOM, RAILWAYS, and POWER INDUSTRIES have registered a growth in excess of 20% and this trend is likely to continue in the next 5 years. The industrial Segment is highly technological intensive and access to high quality world-class technology is an important factor and is vital for brand reference. The total demand for the industrial battery segment is met by indigenous production with a small saves about 10% of by imports. The demand for industrial batteries has grown slowly and steadily. All for industrial batteries are concerned the evolving consciousness among Corporate and Government departments regarding Environment factors will result in a shift towards pollution – free technology. Maintenance – Free Batteries (SMF). There has been a gradual preferential shift in this segment from the Conventional Lead batteries to Sealed The current years are not favorable to
industrial batteries due to industrial slowdown. The bull of battery industry admits that the sales are fallen but at the same time they are expecting larger orders especially from telecom industry, which gets going. Due to strong customers like TELECOM, RAILWAYS and ELECTRICAL BOARDS, the industrial batteries are on prosperous scale. Major manufacturers in the battery industry in India: 1: Exide Industries. 2: Standard Batteries. 3: Amco Batteries. 4: Tudor India. 5: Amara Raja Batteries Ltd. 6: Hyderabad Batteries Ltd. Prospects of SMF / VRLA batteries in India: The following factors are influencing the demand for VRLA technology batteries. ? Entry to multinational in Telecom Industry. ? DOT’s policy decision to upgrade the overall technology base. ? Constraints in the use of conventional battery in Radio paging and cellular segments. Due to project expansion in Telecom & Railway, the demand for VRLA batteries is greater than other industrial batteries.
TELECOM: The government’s policy to increase the capacity from 10 million to 21 million lines by 2000 increase the demand for storage batteries considerably. The value services like Radio paging and cellular will increase the demand for storage batteries in future considerably.
RAILWAYS: In Railways, the demand estimate is based on the annual coach production which comes to 2500 numbers by Railways itself and 1000 numbers more by various
segments, plus Replacement demand and annual requirement for railway electrification. POWER SECTOR: In this sector, the estimated 90 private projects which are expected to produce 40,000 MV with an approximate capital outlay of Rs.1,40,000 crores would keep the industry’s future brighter in the coming years. The demand for VRLA batteries are increasing due to its performance over conventional batteries. acceptable to consumers. There appears to be a considerable potential for electrically operated material handling equipments and related vehicle besides the privatization of technology. It is expected to generate wider market for sophisticated batteries. The Railways will continue to generate demand for various applications. The power sector is also opening up a setting up of Generating Stations will give a boost to demand levels. The demand is OEM segments will grow time with the growing automation in Industries. The domestic storage battery industry is in the process of transcending the past limitations in the technology front and the new sophisticated battery will be introduced in threat from the overseas supplies; do not at the current moment appeal to be significant. So it is more
About Johnson Controls: Johnson Controls Inc. ranks 136th among the Fortune 500 companies in the world as the largest Battery manufacturer in North America and second largest in the world. It was named by a Week Magazine as one of the “World’s 100 Best Managed Companies” for the Third consecutive year and the Forbes Magazine praised it as “America’s Best Technology Users”. It has also won the General Motors “Supplied of the Year” award as well as “Manufacturing Excellence Award” by National Association of Manufacturers. Being a Leader in Auto Battery Market it has become the OEM (Original Equipment
Manufacturer) Supplier to Daimler Chrysler, Ford, Honda, and Nissan & Toyota. It’s after Market Customer includes Auto Zone, interstate Battery, Sears and Wal-Mart. JCI heading its operations from Milwaukee is a 52 year old Company spanning its operations through Automotive Systems Group and Controls Group with a turnover exceeding 12.5 Billion U.S Dollars and Net Profit crossing 300 Million US Dollars for the year 1998. Its Automotive Business accounts for 74% of Total Sales and Controls Business 26% of Sales. Its Automotive Systems Group is enjoying leadership in North America and Europe and has become the largest Auto Seating supplier in South America. It has got Strategic alliance with European Interior Systems Major. JCI manufactures Lead acid Batteries and VRLA Batteries and markets under the Brand name ‘Dynasty’. Its products ranging from seating systems, Door Systems, Integrated Electronics and Instrument Panels virtually cover Every Major Automaker. Its recent acquisition of Backer’s Group, an Automotive Interior Supplier Company who got 70% Market share in Europe is adding new platform in Interior Systems Growth Business. When it comes to Controls Group it has achieved Excellence both in New Construction and Existing Building Markets. It is being selected as preferred Supplier to US Federal Government’s Super Energy Savings Performance Contract Program. Till now it has Installed 10000 Metasys Integrated Facility Management Systems across North America and Europe. Its New Projects extends to Pentagon, Kremlin and Beijing. Japan has awarded the First Contract to it in Integrated Facility Management Systems. Week Magazine rated it as one among the “Worlds 100 Best Managed Companies” for the Third consecutive year and the Forbes Magazine praises it as “America’s Best Technology Users. It has also won the General Motors “Supplier of the Year” award as well as “Manufacturing Excellence award” by National Association of Manufacturers. Its German Seating Plant in Bochum has been declared as the Best Factory by leading German Magazine. It foresees growth in Automotive Seating and Interiors Systems in North America and Europe in the years to come.
Being a Leader in Auto Battery Market it has become the OEM (Original Equipment Manufacturer) Supplier to Daimler Chrysler, Ford, Honda, Nissan and Toyota. Its After Market Customers includes AutoZone, Interstate Battery, Sears and Wal-Mart. Apart from this Existing Business Scenario it is grabbing opportunities in US Govt.’s Market through Performance Contracting which helps Customers like US Department of Defense, Schools and other Federal Agencies to reduce their Energy Costs by Millions of Dollars annually through up gradation of their Lighting, Heating and Cooling Control Systems.
1.3 COMPANY PROFILE
Hardly a decade ago, was Karakambadi in itself a non-descript, faceless village. There has been no great tradition of industry in and around that area. The Technocrat entrepreneur Sri. Ramachandra Naidu Galla, hailing from Chittoor District of Andhra Pradesh has done MS in Control Systems at Michigan University, USA. He started his career as an engineer in the USA, worked for 17 years specializing in the areas of UPS systems, battery chargers and batteries has promoted Amara Raja Batteries as a private limited company in the year 1985 by the inspiration of his uncle Mr. P. Raja Gopal Naidu, to manufacture Value Regulated Lead Acid (VRLA) Batteries for the first time in India at Karakambadi to develop this region. Amara Raja has a strategic tie-up with Johnson Controls Incorporation of USA. Amara Raja went into public in the year 1991. Amara Raja and Johnson Controls Inc; both are having a 26% each share in ARBL and the remaining is on public share. Amara Raja is a company with commitment to achieve excellence in all its activities. The company is currently poised on a healthy growth curve and ended the financial year 2001-02 with a turnover of around Rs.200 crores. Amara Raja is the largest manufacturer of Maintenance Free – Value Regulated lead acid batteries (MF-VRLA) batteries in the Indian Ocean rim and Johnson Controls is the largest manufacturer of Lead Acid batteries in North America and a leading global supplier to major automobile manufacturers and industrial customers. The synergy of Amara Raja and Johnson Controls compliments the strengths of both product design and market presence. This joint venture meets the requirements for a global source for International quality batteries and support services for both Auto and Industrial applications in this region. By employing latest generation technology and with a clear understanding of current power back-up requirements, Amara Raja has become the benchmark in the
manufacture of Industrial batteries. In a brief span of 5 years since commencing of commercial operations, ARBL has emerged as a largest manufacturer of standby VRLA batteries in the Indian Ocean rim comprising the area ranging from Africa and the Middle East to South East Asia. Amara Raja has its Registered Office in Karakambadi near Tirupathi in A.P. Karakambadi is located at an approximate distance of 12 kms from Tirupathi. The manufacturing campus at Karakambadi is one the most beautifully landscaped campuses and boasts of the state of the art manufacturing facilities. The factory employs more than 1000 employees and has fully integrated manufacturing plants on a single campus.
AWARDS FOR AMARA RAJA BATTERIES LTD: • • • • • • “The Spirit of Excellence” – awarded by Academy of Fine Arts, Tirupathi. “Best Entrepreneur of the year, 1998” – awarded by Hyderabad Management Association, Hyderabad. “Industrial Economist Business Excellence Award” – in 1991 awarded by the Industrial Economists, Chennai. “Excellence Award” – by the Institution of Economic Studies, New Delhi. “Udyog Ratan Award” – by the Institution of Economic Studies, New Delhi. “Excellence in Environmental Management” for the year 2001-02 from the Andhra Pradesh State Pollution Control Board.
MILESTONES OF ARBL:
Year 1997 1998 1999 2001
Milestone Rs.100 Crores turnover ISO-9001 accreditation QS-9000 accreditation Rs. 200 Crores turnover
AMARA RAJA’S STRENGTHS: • • • • • • • Proven technology from GNB and being a pioneer. Strong and well organized customer base Full organized infrastructure in place Manufacturing facilities perceived as a benchmark in India Complete range of VRLA batteries. Proven field performance in all user segments Approved vendor status in major user segments.
ARBL’ FUTURE PLANS: • • • • • Maximize export of its batteries. Emerge itself as a global player Constant up gradation of its products Stream of new models Constant Stress of improving productivity.
AMARA RAJA GROUP COMPRISES OF FOLLOWING COMPANIES: • • • • • • Amara Raja Batteries Limited (ARBL), Karakambadi, Tirupathi. Amara Raja power Systems Pvt. Ltd (ARPSL), Karakambadi, and Tirupathi. Harsha Electronics Pvt. Ltd (HEPL), Karakambadi, Tirupathi Mangal Electro Systems Pvt. Ltd (MESPL), Petamitta, Chittoor Dist. Amara Raja Electronics Pvt. Ltd, (AREPL), Dighavamagham, Chittoor Dist Galla Foods & Spices Pvt.Ltd.
AMARA RAJA BATTERIES LIMITED: Amara Raja Batteries Limited was established in the year 1985 and then converted into limited in the year 1990. Amara Raja has a strategic tie-up with Johnson Controls Inc. of the USA. Amara Raja has demonstrated its commitment to offer optimum system solutions of the highest quality and has become the largest supplier of standby power systems to core Indian utilities such as the Indian Railways, Department of Telecommunications, Electricity Boards and major power generation companies. Extensive plans have been charted out the future, where in the company undertakes to become the most preferred supplier for power back-up systems. Amara Raja has offered time tested world-class technology and processes developed on International Standards – be it high integrity VRLA systems like POWR STACK and POWER PLUS or the recently launched high performance UPS battery – KOMBAT & AMARON HI – LIFE automotive batteries that are the products of the collaborative batteries efforts of engineers at Johnson Controls Inc. and Amara Raja.
ARBL comprises of two major divisions viz., 1: Industrial Battery Division. 2: Automotive Battery Division.
INDUSTRIAL BATTERY DIVISION (IBD): Amara Raja has become the benchmark in the manufacture of Industrial batteries. India is one of the largest and fastest growing markets for industrial batteries in the world and Amara Raja is leading in the front, with an 80% market share for standby VRLA batteries. It is also having the facility for producing plastic components required for Industrial batteries. ARBL is the first company in India to manufacture VRLA batteries (S.M.F). The company has set-up Rs.1920 lakhs plant in 18 acres in Karakambadi Village, Renigunta Mandal. The Project site is notified under “B” category.
CAPACITY: The actual installed capacity of IBD is 4 lakhs cells per annum and utilization capacity is reached to 3, 25,000 cells per annum.
PRODUCTS: Types of VRLA batteries manufactured in IBD are: 1: POWER STACK 2: KOMBAT (UPS battery) 3: BRUTE 4: GENPRO.
CUSTOMERS: Amara Raja being the first entrant in this industry has the privilege of pioneering VRLA technology in India. Amara Raja has established itself as a reliable supplier of high – quality products to major segments like TELECOM, RAILWAYS and POWER SECTORS.
COMPETITORS: The Major competitors for Amara Raja Batteries Products are: 1: Exide Industries Ltd. 2: Hyderabad Batteries Ltd. 3: GNB Industries (US based). 4: Prestolite Industries. 5: AMCO Industries.
AUTOMOTIVE BATTERY DIVISION (ABD): ARBL has inaugurated its new automotive plant at Karakambadi in Tirupathi on September 24th, 2001. This plant is part of the most completely integrated battery manufacturing facility in India with all critical components, including plastics sourced in-house from existing facilities on-site. In this project, Amara Raja’s strategic alliance partners Johnson Controls, USA have closely worked their Indian counterparts to plant engineering. It is also having the facility for producing plastic components required for automotive batteries.
CAPACITY: With an existing production capacity of 5 lakhs units of automotive batteries, the new Greenfield plant will now be able to produce 1 million batteries per annum. This is the first phase in the enhancement of Amara Raja’s production capacity in which the company has invested Rs.45 crores. In the next phase, at an additional cost of Rs.25 crores, production capacity will increase to 2 million units estimated to complete around 3 years. After that ARBL will become the single largest facility for battery manufacture in Asia.
PRODUCTS: The Products of ABD are: 1: Amaron HI-WAY (TRUCKS) 2: Amaron HARVEST (TRACTORS) 3: Amaron SHIELD (INVERTERS) 4: Amaron HIGH-LIFE (PASSENGER CARS) The plastic products of ABD are Jars and Jar Covers.
CUSTOMERS: ARBL has prestigious OEM (Original Equipment Manufacturer) clients like FORD, GENRAL MOTORS, MERCEDES BENZ, MARUTI UDYOG LTD., PREMIER AUTO LEYLAND, ASHOK LEYLAND, HINDUSTAN MOTORS, TELCO, MAHINDRA & MAHINDRA and SWARAJ MAZDA, DAEWOO MOTORS.
COMPETITORS: The following were the competitors for Amara Raja Batteries: 1: Exide Industries. 2: Prestolite 3: GNB Industries (US Based) 4: AMCO 5: Hyderabad Batteries Ltd.,
AMARA RAJA POWER SYSTEMS PVT. LTD.: Amara Raja Power Systems Pvt. Ltd. Was incorporated in 1984 and was copromoted by AP ELECTRONIC DEVELOPMENT CORPORATION (APEDC). By virtues of APEDC’s equity participation, ARPSL has become a deemed public limited company as per section 43 (A) of the companies Act 1956. ARPSL is engaged in the manufacture of Uninterrupted Power Systems (UPS), Battery chargers (BC), and inverters. The company has entered into a new collaboration with M/s. Rectifier Technologies, Australia for manufacturing the advanced switch Mode Power Supply units (SMPS) for battery charging purpose. The present credit rating of the company is “A”. Total strength of ARPS (P) L comes around 265.
PRODUCTS: The products of ARPSL are: 1: Conventional Charges. 2: Switch Mode Rectifiers (SMR) 3: Integrated Power Supply Systems (IPS).
CUSTOMERS: BSNL VSNL SPCNL SIEMENS RELIANCE AND LG.
HARSHA ELECTRONICS PRIVATE LIMITED (HEPL): It was incorporated in 1990 for manufacture of MS cabinets, Trays and Racks for batteries, UPS, Battery Chargers, Inverters, etc., and to manufacture small battery parts. It was registered as an ancillary unit to ARBL & ARPSL. The operations of the company are brisk and satisfactory.
It is having all the sheet metal processing machinery starting from sheet fitting to final painting with punching, bending, phosphate and powder coating process and total strength of HEPL comes around 193.
PRODUCTS: MS – CABINET TRAYS AND RACKS.
CUSTOMERS ARBL
:
ARPSL.
BOARD OF DIRECTORS
Executive Chairman Managing Director Director (Alternative to VR Rao) Director Director Director Director Director
: Ram Chandra Naidu Galla : Jayadev. Galla : Upendranath Nimmagadda : Raymond J Brown : P. Kennedy : Mark L Koczela : Aruna Kumari Galla : P. Lakshmana Rao.
PLAYERS:
Organized sector (60%), unorganized sector 40%. The OEM market is expected to grow at 5% p. a. over the next three years, while the replacement market is expected to grow at 8 % p.a. during the same period. 0PM is relatively higher in the replacement market as compared to OEM.
o Customers:
Tie-up with Johnson Controls for Technology edge: ARBL has a Technological and Financial alliance with Johnson Controls Inc. (JCI), USA, for the Automotive Battery (SLI) Project. It raised RS. 250 millions through preferential equity issue, ceding a 23.7% stake to JCI at RS 89 / share, in FY 98. JCI can increase this share till 30%.
Excellent Working Capital Management: Since ARBL’s scales have primarily to the Public Sector, which has the reputation of being of, slow in paying its dues. Despite that, ARBL has been able to manage its working capital very well. Its working capital as a percentage to sales has reduced drastically from 41.6% in financial year ‘94 to 13.7% by financial year ‘99. Debtors have reduced from 118 days in financial year‘94 to 64 days in financial year‘99. It has utilized internal cash generations to extract better discounts on it’s purchased by paying creditors earlier than is normal. That is reflected in the current liabilities reducing from 63 days to 42 days currently.
Higher Margins due to In-house Production: ARBL has invested its surplus cash to build capabilities to manufacture several of its components in-house, to enhance the quality of battery components. It manufactures everything in-house: from oxide/grids to cabinets and racks. It also produces transformers and all sub-systems for power systems within its own facility. As a result, its margins have been inching upwards over the last three years (from 27.1% in Fy 96 to 30.85% in FY 99) despite a sharp fall in realizations over the same time frame. However, we expect this increase in margins to be capped as competition intensifies. But Operating margins will be affected when ARBL makes forays into automotive batteries, where margins are inherently lower than the Industrial batteries segment. After FY 00 for ARBL it is a Volume game to drive growth.
A cautious payout strategy: ARBL’s payout has been conservative over the last few years, mainly on account of its intention to repay loans first and make itself debt-free. Now that it has achieved that objective, we expect payouts to become more liberal, which will help improve valuations.
Executive Summary Conclusion: Believe that the competition puts pressure on margins; being a pioneer of VRLA Batteries still ARBL can retain its market share. Besides ARBL has done backward Integration to ensure quality and lower cost of operations. Hope these steps will help ARBL for consistent growth and market sustainability.
1.4 PRODUCT PROFILE
PRODUCT PROFILE OF ARBL GROUP:
Sino. 1
Product Name Amaron Harvest High totally Free,
Features
Applications
Performance, For tractors. Maintenance high power
charge acceptance 2 3 Amaron Shield Amaron Hi-Life batteries Ready to fit, long life For Inverters Low maintenance. Long life, Maintenance Cars, tested, 4 Kombat no utility 3 vehicles, wheelers, Free, fully scaled and tractors, improved safety. High discharge, high performance batteries, which are compact, Light weight factory charged, explosion resistant & Environment friendly. 5 Amara Raja Industrial Light weight, sturdy Industrial applications weather proof & long power plants, railways lasting, high integrity, telecommunications, High energy density. process industry, Motive vehicles, Lighting. photovoltaic, & power, service defense. solar electric emergency, UPS, starting, power, EPBS engine emergency fine alarm
leakage HCV’s gensets & LCV’s
lighting, SPB portable security systems.
6
Amara Raja Genpro
Zero maintenance, no For Generators. specific gravity checks no water tapping up required, long life, ideal size factory charged, therefore ready to use, assured service. starting and For trucks
7
Amaron Hi-Way Batteries
Long life, Ultra low maintenance, ready to fit, higher cranking power
8 9
Quanta (uninterrupted life) Brute (The motive power Zero maintenance, no House) tapping of water in its lifetime, no leaks, high energy density, no sulphation of plate’s value regulated, safe & explosion proof.
UPS batteries. A factory vehicle like forklifts pallet trucks, stackers and platform trucks.
2.1 TOPIC OF STUDY
BRAND AWARENESS
Brand “A name sign or symbol used to identify items or services of the seller (s) and to differentiate them form goods of competitors”. “Simply put, a brand is a promise, By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality”. “A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service”. “A brand is the most valuable real-estate in the world, a corner of the consumer’s mind”.
Awareness First state in the process of learning about a new product, service, or idea in which is consumer has received information about the existence of the innovation
but has not yet formed an opinion. For example, in the early stages of a political campaign, we become aware of the candidates but do not immediately have an opinion or interest in each of them. Building awareness is extremely important in industrial marketing because a prospect may not agree readily to see a salesperson representing an unknown company or product. The likelihood that consumers recognize the existence and availability of a company’s product or service. Creating brand awareness is one of the key steps in promoting a product.
BRAND AWARENESS: Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share. Having knowledge of the existence of a brand because brand awareness is considered the first step in the sale, the primary goal of some advertising campaigns is simply to make the target market aware that a particular brand exists. Often, this effort alone will sell the product (or service).
2.2 OBJECTIVE OF THE STUDY
AIM: To study the Brand Awareness of the Amaron Batteries among the customers.
OBJECTIVE: • • • • To know the factors through which customers come to know about Amaron brand. To know the awareness of Amaron Sub brands among the customers. To know the reasons for preferring Amaron brand. To know the rank or place of Amaron among its competitors.
To know the suggestions of customers for improving the Brand awareness of Amaron Batteries.
2.3 FORMULATION OF THE PROBLEM:
The problem taken in this research study is the AWARENESS in which a detailed analysis is made on the Amaron Brand. Hence t improve the Brand Awareness of the brand the research will be useful. This will occur when the customers find something lacking in the awareness campaigns of the company. Thus the problem can be given some suggestions when the research is done with the feedback of the customers or the respondents.
2.4 SCOPE OF THE STUDY
Scope of the study is to discuss the Brand Awareness of Amaron Batteries. This research also includes the study of analyzing the factors to improve the awareness of the brand and it will easy to restructure the advertising strategies of the brand and to know the present awareness level of the brand among the customers.
2.5 LIMITATIONS OF THE STUDY
• • • • As the sample size considered only 100, the characteristics of the whole population may not be reflected by the samples. The survey was conducted within the limits of the Tirupati Town and as such the findings cannot be generalized to other places. Some of the respondents were reluctant to co-operate and to provide necessary information. Time was a limiting factor.
2.6 RESEARCH METHODOLOGY
RESEARCH DESIGN
PRIMARY DATA: The data collection was carried using Questionnaire. The data was collected through Personal interview method.
SECONDARY DATA: For this research work the secondary data are collected from the previous information available with the company. Apart from that book, websites are referred. The research design adopted is “Descriptive research design” It is a type of conclusive research that has its major objective the description that has its major objective the description of something usually market characteristics or functions.
COMPONENTS OF RESEARCH DESIGN: 1) Information obtained from primary data and secondary data. Secondary Data involves external data such as published materials and computerized databases. 2) Method of administering questionnaire-Questionnaire Schedule. 3) Scaling techniques Nominal & Rank order. 4) Nature of questionnaire structured. 5) Length of the questionnaire 20 questions. 6) Sampling size 150 7) Area of survey Tirupati. 8) Method of administering questionnaire-personal interview method.
Research Methodology
3.1 DATA ANALYSIS AND INTERPRETATION
STATISTICAL TOOLS USED FOR DATA ANALYSIS STATISTICAL TOOLS USED • • Percentage analysis Chi Square Test
CHI-SQUARE TEST Chi-square test, developed by Prof. Fisher is considered as an important test amongst several tests used in statistics for judging the significance of the sampling data. Chi-square is one of the simplest methods and most widely used nonparametric tests in statistical work. With the help of Chi-square test we can find out whether two or more attributes are associated or not. The observed and expected frequencies completely coincide when the Chi-square is zero, Chi-square is calculated with the help following formula. Where 0i = Observed frequency E i= expected frequency Chi-Square ?2 = ? (Oi-Ei) 2/Ei
TABLE NO: 01
AGE WISE RESPONDENTS
OPTIONS 1 to 2 years 3 to 4 years 5 to 6 years 7 to 8 years TOTAL
NO.OF RESPONDENTS 51 49 24 26 150
% OF REEPONDENTS 34 33 16 17 100
INFERENCE: From the above table 34% are using 1 to 2 years, 33% are using 3 to 4 Years, 16% are using 5 to 6 years, 17% are using 7 to 8 years
CHART NO: 1
AGE WISE RESPONDENTS
Using the Amaron Battery
40 35 30 25 20 15 10 5 0 34 33
16
17
% of respondents
1-2 yrs
3-4yrs 5-6 yrs
7-8 yrs
TABLE NO: 02
SPECIFYING AWARE OF COMPANY
OPTION Exide Amaron Panasonic Amco Others TOTAL
NO.OFRESPONDENTS 45 61 18 23 3 150
% OF RESPONDENTS 30 41 12 15 2 100
INFERENCE: From the above table it is conclude that 30% of customers aware of Exide batteries, 41% are Amaron, 12% are Panasonic, 15% are Amco and 2% are others.
CHART NO: 2
SPECIFYING AWARE OF COMPANY
Specifying the battery
45 40 35 30 25 20 15 10 5 0 41 30
12
15
% of respondents
2 Panasonic Amco Others Exide Amaron
TABLE NO: 03
FACTORS CONSIDERING WHILE PURCHASING THE BATTERY OPTION Price Life Warranty Brand name High technology TOTAL NO.OFRESPONDENTS 10 57 32 40 11 150 % OF RESPONDENTS 7 38 21 27 7 100
INFERENCE: From the above table it is conclude that 7%of the customers may prefer pricing factor while purchasing, 38% are based on life, 21% are warranty, 27% are brand name, 7% are high technology
CHART NO: 3
PRICE CONSIDERATION
PRICE CONSIDERATION
40 35 30 25 20 15 10 5 0
Pr ice
38 27 21 % of respondents 7 7
W ar ra nt Br y an d Hi na gh m e te ch no lo gy
Li fe
CHI – SQUARE TEST: HO: There is no significant difference between the price considerations.
OPTION Price Life Warranty Brand name High technology TOTAL
Oi 10 57 32 40 11 150
Ei 30 30 30 30 30 150
(Oi-Ei)²/Ei 13.13 24.30 0.13 3.83 12.03 53.13
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/5=30 Calculated value = ? (Oi-Ei) ²/Ei=53.13 Frequency of freedom = (n-1) = (5-1) =4 Table value 4 at 0.05 =9.488 Since Table value > Calculated value. HO: is rejected. HI: There is the significant difference between the price considerations.
CONCLUSION: Table value 4 at 0.05 is 9.488 > Calculated value. So there significant difference between the customers opinion about price consideration.
TABLE NO: 04
INFLUENCING OF PURCHASING THE BATTERY
OPTION Advertisement Dealers Mechanics Others TOTAL
NO.OFRESPONDENTS 53 44 49 4 150
% OF RESPONDENTS 35 29 33 3 100
INFERENCE: From the above table it is conclude that 35% of the customers are influenced by advertisements, 29% are dealers, 33% are mechanics and the remaining 3% are others
CHART NO: 4
INFLUENCING OF PURCHASING THE BATTERY
40 35 30 25 20 15 10 5 0
35
INFLUENCING OF PURCHASING
29
33
3
tis em en ts
M ec ha ni cs
D
O th er s
ea le rs
A dv er
% of respondents
TABLE NO: 05
AWARE OF AMARON BRAND BATTERIES
OPTION Yes No TOTAL
NO.OFRESPONDENTS 111 39 150
% OF RESPONDENTS 74 26 100
INFERENCE: From the above table it is conclude that the 74% of the responses are aware of brand Amaron but the remaining 26% are not aware.
CHART NO: 5
AWARE OF AMARON BRAND BATTERIES
AWARE OF BRAND AMARON
80 70 60 50 40 30 20 10 0 Yes No % of respondents 74
26
TABLE NO: 06
PERCENTAGE OF USAGE OF DIFFERENT COMPANY BATTERIES
OPTION Exide Amaron Panasonic Amco Others TOTAL
NO.OFRESPONDENTS 45 61 18 23 3 150
% OF RESPONDENTS 30 41 12 15 2 100
INFERENCE: From the above table it is conclude that the present usage of the batteries are 30% are exide,41% are Amaron,12% are Panasonic and the remaining are 2% are others.
CHART NO: 6
CURRENT USAGE OF COMPANY
PRESENT USAGE OF THE COMPANY
45 40 35 30 25 20 15 10 5 0 41 30 15 2 % of respondents
12
ar on
Pa na s
Am
O th er s
Ex id e
on ic
Am
co
TABLE NO: 07
SPECIFYING THE BATTERY MODEL
OPTION Hi-life Hi-way Harvest Pro Fresh Go TOTAL
NO.OFRESPONDENTS 21 22 23 54 20 10 150
% OF RESPONDENTS 14 15 15 36 13 7 100
INFERENCE: From the above table it is conclude that 14% of the respondents are specified HIlife,15%are Hi-way,15% are Harvest,36% are Pro,13% are Fresh and the remaining are 7% are Go.
CHART NO: 7
SPECIFYING THE BATTERY MODEL
SPECIFYINY THE MODEL
40 35 30 25 20 15 10 5 0 36
14
15
15
13 7
% of respondents
Hi - li fe Hi -w ay Ha rv es t
Fr es h
Pr o
G o
TABLE NO: 08
REGARDING WARRANTY FACILITY
OPTION Excellent Good Poor Best TOTAL
NO.OFRESPONDENTS 30 52 18 50 150
% OF RESPONDENTS 20 35 12 33 100
INFERENCE: From the above table it is conclude that opinion about the Amaron battery warranty is 20%of respondents are excellent,35% are good, 12% are poor and the remaining are 33% are best.
CHART NO: 8
REGARDING WARRANTY FACILITY
WARRANTY FACILITY
40 35 30 25 20 15 10 5 0 35 33
20 12
% of respondents
G oo d
Ex ce l le nt
Po or
Be st
CHI – SQUARE TEST: HO: There is no significant difference between in the customer opinion about Amaron battery warranty.
OPTION Excellent Good Poor Best TOTAL
Oi 30 52 18 50 150
Ei 37.5 37.5 37.5 37.5 150
(Oi-Ei)²/Ei 1.5 5.606 10.14 4.166 21.412
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/4=37.5 Calculated value = ? (Oi-Ei) ²/Ei=21.412 Frequency of freedom = (n-1) = (4-1) =3 Table value 3 at 0.05 =7.815 Since Table value > Calculated value.
HO: is rejected. HI: There is the significant difference between the customers opinion about Amaron battery design.
CONCLUSION: Table value 3 at 0.05 is 7.815 > Calculated value. So there significant difference between the customers opinion about Amaron battery warranty.
TABLE NO: 09
ABOUT THE CAPTION OF AMARON BATTERY
OPTION Excellent Good Poor Best TOTAL
Oi 30 52 18 50 150
Ei 37.5 37.5 37.5 37.5 150
(Oi-Ei)²/Ei 1.5 5.606 10.14 4.166 21.412
INFERENCE: From the above table it is conclude that the caption of the Amaron batteries are recognized as 71% are last long, really long, 7% are loves Ur car, 6% are FI, FI and the remaining 15% are risk free battery.
CHART NO: 9
ABOUT THE CAPTION OF AMARON BATTERY
AMARON CAPTION
80 70 60 50 40 30 20 10 0 71
% of respondents 15 7 LL,RL Loves ur car 6 FI,FI Risk free battery
TABLE NO: 10
SEEN THE ADVERTISEMENT OF THE BATTERY
OPTIONS Yes No TOTAL
NO.OFRESPONDENTS 115 35 150
% OF RESPONDENTS 77 23 100
INFERENCE: From the above table it is conclude that 77% of the respondents are seen the advertisement of the Amaron batteries and the remaining 23% of the respondents are not seen.
CHART NO: 10
SEEN THE ADVERTISEMENT OF THE BATTERY
BATTERY ADVERTISEMENT
90 80 70 60 50 40 30 20 10 0 77
% of respondents 23
Yes
No
TABLENO: 11
SATISFACTION OF BRAND ADVERTISEMENT
OPTION Highly satisfied Moderate satisfy Satisfied Dissatisfied Highly dissatisfied TOTAL
NO.OFRESPONDENTS 33 36 71 8 2 150
% OF RESPONDENTS 22 24 47 5 1 100
INFERENCE: From the above table it is conclude that the satisfaction of the brand advertisement are 22% are highly satisfied,24% are moderately satisfied, 47% are satisfied,5% are dissatisfied and the remaining 1%are highly dissatisfied.
CHART NO: 11
SATISFACTION OF BRAND ADVERTISEMENT
BRAND ADVERTISEMENT SATISFACTION 50 45 40 35 30 25 20 15 10 5 0
tis fie
47
22
24
% of respondents
5
1
ie d
d
d
fie d
tis fie
tis fie ig h ly
d
tis
ig h
el y
M od
er at
H
D
H
di ss at
sa
sa
Sa
ly
iss a
isf
CHI – SQUARE TEST: HO: There is no significant difference between in the customer satisfaction of brand advertisement
OPTION Highly satisfied Moderate satisfy Satisfied Dissatisfied High dissatisfied TOTAL
Oi 10 57 32 40 11 150
Ei 30 30 30 30 30 150
(Oi-Ei)²/Ei 0.03 1.2 56.03 16.03 26.03 99.69
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/4=30 Calculated value = ? (Oi-Ei) ²/Ei=99.69 Frequency of freedom = (n-1) = (5-1) =4 Table value 4 at 0.05 =9.488 Since Table value > Calculated value.
HO: is rejected. HI: There is the significant difference between the customers satisfying on brand advertisement.
CONCLUSION: Table value 4 at 0.05 is 9.488 > Calculated value. So there significant difference between the customers opinion about on brand
Advertisement. TABLE NO: 12
INFLUENCING CUSTOMERS THROUGH MEDIA
OPTION Television Printing media Hoardings Wall paintings Other TOTAL
NO.OFRESPONDENTS 39 25 51 21 14 150
% OF RESPONDENTS 26 17 34 14 9 100
INFERENCE: From the above table it is conclude that the 26% of respondents are promoted through the televisions, 17% are promoted print media, 34% are hoardings, 14% are wall paintings and the remaining 9% are others.
CHART NO: 12
INFLUENCING CUSTOMERS THROUGH MEDIA
PROMOTION OFAMARON BATTERIES
40 35 30 25 20 15 10 5 0 34 26 17 14 % of respondents 9
Te liv is io Pr ns in tm ed ia Ho ar di W ng al s lw r it in gs O th er s
TABLE NO: 13
OPINION ON LAUNCHING 60 MONTHS WARRANTY
OPTION Never heard off Heard of only Know little bit Know very well TOTAL
NO.OFRESPONDENTS 21 25 35 69 150
% OF RESPONDENTS 14 17 23 46 100
INFERENCE: From the above table it is conclude that the opinion of launching the new battery on 60 months warranty regarding respondents are 14% are Never heard of,17%are Heard of only,23% are Know little bit and the remaining 46% are very well. Know
CHART NO: 13
OPINION ON LAUNCHING 60 MONTHS WARRANTY
NEW BATTERY LAUNCHING 50 45 40 35 30 25 20 15 10 5 0 46
23 14 17
% of respondents
Never Heard Know Know heard of only little bit very of well
TABLE NO: 14
COMPARING WITH OTHER COMPANIES REGARDING 60 MTS WARRANTY
OPTION Yes No TOTAL
NO.OFRESPONDENTS 121 29 150
% OF RESPONDENTS 81 19 100
INFERENCE: From the above table it is conclude that the opinion about the 60 months warranty battery are 81% are responded as Yes and the remaining 19% are responded as No.
CHART NO: 14
COMPARING WITH OTHER COMPANY REGARDING 60 MTS WARRANTY
60 MONTHS WARRANTY
90 80 70 60 50 40 30 20 10 0 81
% of respondents 19
Yes
No
TABLE NO: 15
AWARE OF AMARON FEATURES
OPTION Zero maintenance Life long 60 months warranty TOTAL
NO.OFRESPONDENTS 73 21 56 150
% OF RESPONDENTS 49 14 37 100
INFERENCE: From the above table it is conclude about Amaron batteries features that 49% are Zero maintenance, 14% are lifelong and the remaining 37% are 60 Months warranty.
CHART NO: 15
AWARE OF AMARON FEATURES
AMARON FEATURES
60 50 40 30 20 10 0
te na nc e
49 37 % of respondents 14
lo ng Li fe 60 M
ai n
Ze ro
on th s
m
w
ar ra nt y
TABLE NO: 16
CUSTOMERS OPINION REGARDING PRICING
OPTION High Reasonable Low TOTAL
NO.OFRESPONDENTS 37 59 54 150
% OF RESPONDENTS 25 39 36 100
INFERENCE: From the above table it is conclude that 29% of the respondents said that the price of Amaron batteries are high, 39% are reasonable and the remaining 36%arelow.
CHART NO: 16
CUSTOMERS OPINION REGARDING PRICING
PRICE FACTOR OF AMARON BATTERY
45 40 35 30 25 20 15 10 5 0 39 25 36 % of respondents
gh
le
Hi
Re
as
on ab
Lo
w
TABLE NO: 17
CUSTOMERS OPINION REGARDING DESIGN
OPTION Excellent Very good Good Poor TOTAL
NO.OFRESPONDENTS 25 63 58 4 150
% OF RESPONDENTS 17 42 39 3 100
INFERENCE: From the above table it is conclude that opinion about Amaron battery design 17% of respondents are excellent, 42% are very good, 39% of respondents are good and the remaining 3% are poor.
CHART NO: 17
CUSTOMERS OPINION REGARDING DESIGN
OPINION ABOUT DESIGN
45 40 35 30 25 20 15 10 5 0 42 39
17 3
% of respondents
G oo d
Ex ce l le nt Ve ry go od
Po or
CHI – SQUARE TEST: HO: There is no significant difference between in the customer opinion about Amaron battery design.
OPTION Excellent Very Good Good Poor TOTAL
Oi 25 63 58 4 150
Ei 37.5 37.5 37.5 37.5 150
(Oi-Ei)²/Ei 4.17 17.34 11.21 29.93 62.64
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/4=30 Calculated value = ? (Oi-Ei) ²/Ei=62.64 Frequency of freedom = (n-1) = (4-1) =3 Table value 3 at 0.05 =7.815 Since Table value > Calculated value.
HO: is rejected. HI: There is the significant difference between the customers opinion about Amaron battery design
CONCLUSION: Table value 4 at 0.05 is 9.488 > Calculated value. So there significant difference between the customers opinion about on brand Advertisement.
TABLE NO: 18
TYPE OF BATTERY FOR PRO-BIKE RIDER
OPTION 2.5 LB 5 LB 9 LB TOTAL
NO.OFRESPONDENTS 72 40 38 150
% OF RESPONDENTS 48 27 25 100
INFERENCE: From the above table it is conclude that opinion about the present usage for pro-bike rider are responded as48% are 2.5LB,27% are 5LB and the remaining 25% are 9LB.
CHART NO: 18
TYPE OF BATTERY FOR PRO-BIKE RIDER
PRESENT USAGE FOR BIKE
60 50 40 30 20 10 0 2.5LB 5 LB 9 LB 27 25 % of respondents 48
TABLE NO: 19
SUGGESTIONS TO PURCHASE OTHERS
OPTION Yes No TOTAL
NO.OFRESPONDENTS 131 19 150
% OF RESPONDENTS 87 13 100
INFERENCE: From the above table it is conclude that opinion about suggestions to purchase others of Amaron battery 87% of respondents are suggested Yes and the remaining 13% are No.
CHART NO: 19
SUGGESTIONS TO PURCHASE OTHERS
SUGGESTIONS TO PURCHASE OTHERS
100 80 60 40 20 0 Yes No 13 % of respondents 87
4.1 FINDINGS
• • • • • • • • • • • • • • • • • • • Majority of the respondents are Relationship Executive, Customer care Executives and Center Heads. Majority of the respondents are Male category. More number of respondent’s falls under the are group of 20-30 years, 31-40 years, 41-50 year, above 51 year. More number of respondents falls under the experience of less than 1 year and between 1-40 years. Majority of the respondents are from Tirupati centers. Customers could not find ads in any regional channels. A considerable number of responds were not satisfied with the Amaron Batteries Almost every prospect says that our promoters are good. The customers are not aware of brand ambassador Narian Karthikyan. A considerable number of respondents recommend by friends Amaron brand as a good name in the market. From the research it can be concluded that more than 65% of the prospects feel that T.V. commercials attract them more than any other media. There is no mach aware in sub brand in Amaron black, Amaron GO, Amaron FLO, Amaron PLO, Amaron Fresh. Most the customer suggestion to start show rooms of fast growing rural areas and Mass media. Threes is know service centers in fast growing areas. In Tirupati most of the customers know about Amara Raja Battery they do not know about Amaron brand name. The customers are not aware of the brand ambassador Narian Karthikyan. The sub brand of Amaron is not so familiar among the customers. Customers could not find ADS in any regional channels. There is no sufficient/enough service centre nearby Tirupati.
4.2 SUGGESTIONS
) Amara Raja Company Brand Ambassador can be like Indian Cricketers and cinema Industrial. ) Most of the customers suggest for Service center nearby areas. ) To improve the more advertisements in Regional channels. ) Sign boards in the road side and taxi stand. ) Amaron should have quick services for drivers. ) To extend awareness of Amaron sub brands among people, it can give the pamphlets to the drivers. ) When we are having questionnaire with the drivers most of them say that they were became aware of Amaron sub brands through their friends. So Amaron need more mass media.
4.3 CONCLUSION
Timeshare is making a strong impact in India with timeshare owners growing rapidly over the last few years. The industry is still in the early stages of growth and the Timeshare owners are increasing and exerting pressure for more resorts and capacities. Amara Raja batteries Private Limited (ARBL) has acquired a good brand image but that is not sufficient to sustain with the growing competitors in the industry. More brand building and product promotion has to be done to capture the market of this huge potential industry.
QUESTIONNAIRE
A STUDY ON BRAND AWARENESS AMONG CUSTOMERS WITH REGARD TO AMARONBATTERIES Customer Name Customer Age : : [ ]
Customer Vehicle model :
1. From how many number of years you are using the vehicle a) 1-2 years c) 5-6 years b) 3-4 years d) 7-8 years
2. Specify the batteries which you are aware of a) Exide c) Panasonic d) Amco b) Amaron
[
]
d) others, specify…………….. ]
3. Which factors do you consider most while purchasing the battery? [ a) Price d) Brand name b) Life e) High technology [ c) Warranty
4. Who influenced to purchase the present battery? a) Advertisement c) Mechanics b) Dealers d) others
]
5. Are you aware of branding Amaron batteries? a) Yes b) No
[
]
6. At present which company battery you are using to your vehicle? [ a) Exide c) Panasonic d) Amco b) Amaron d) others, specify…………….. [ e) Fresh f) Go [
]
7. Specify which battery you know in Amaron a) Hi-life b) Hi-way c) Harvest d) Pro
]
8. What is the opinion on Amaron battery warranty facility a) Excellent b) Good c) Bad d) Best
]
9. Which of the following is Amaron Caption? a) Last’s Long, Really Long c) Fit it, forget it b) Loves your car d) Risk Free Battery
[
]
10. Have you seen any advertisement of AMARON battery? a) Yes b) No
[
]
c) If yes which media_______________________________ 11. Do you satisfy with AMARON brand advertisement? a) Highly satisfied c) Satisfied b) Moderately satisfied d) Dissatisfied e) highly dissatisfied [ ]
12. In your opinion which is the most influencing media for the customers to promote Amaron Batteries a) Televisions d) Wall writings b) Print media c) Hoardings [ ]
e) others, specify……………………..
13. Recently Amaron Batteries Limited launched anew battery with 60 months Warranties are you aware of that a) Never heard of d) Know very well 14. Is any other company giving 60 months warranty to their battery? [ a) Yes b) No If yes, specify the company ……………….. [ ] ] b) Heard of only c)Know little bit [ ]
15. Are you aware of the following AMARON features? a) Zero maintenance c) 60 month’s warranty 16. What is your opinion on price of Amaron batteries a) High b) Reasonable c) Low b) Long life battery
[
]
17. What is your opinion about AMARON battery design? a) Excellent c) Good b) Very good d) Poor
[
]
18. Which type of battery you are using in PRO-BIKE RIDER a) 2.5LB b) 5LB c) 9LB
[
]
19. Do you suggest Amaron Batteries to others a) Yes b) No
[
]
20. Would you like to give any suggestions? …………………………………………………………………………………
………………………………………………
BIBILOGRAPHY
Reference Books
BOOK NAME
AUTHOR NAME
YEAR
Websites 9 www.google.co.in 9 WWW.AMARARAJABATTERIES.COM 9 www.brandnet.com
doc_731629780.pdf
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction
“A STUDY OF BRAND AWARENESS OF AMARAON BATTERIES AMONG THE CUSTOMERS”
Undergone at AMARA RAJA BATTERIES LTD
Submitted In Partial Fulfillment Of The Requirement For The Award of the Degree Of MASTER OF BUSINESS ADMINISTRATION By
V.PRUTHVI RAJ REDDY (35080423)
Under The Guidance of Ms.R RAJEE MBA
Asst.Professor
Department of Business Administration S.R.M. UNIVERSITY Kancheepuram-603203. 2010
S.R.M SCHOOL OF MANAGEMENT
This is to certify that the bonafide project work submitted by V.PRUTHVI RAJ REDDY (35080423) student of final year MASTER OF BUSINESS ADMINISTRATION for the fulfillment of the degree course as per the curriculum of SRM SCHOOL OF MANAGEMENT during the year 2008-2010.
The report submitted for the viva voice held on __________________
Signature of the Guide
Signature of the Dean
ABSTRACT
• The project entitled “A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS ” Majority of the respondents are Relationship Executive, Customer care Executives and Center Heads. • • • • • • • • • • • • • • • • • • Majority of the respondents are Male category. More number of respondent’s falls under the are group of 20-30 years, 31-40 years, 41-50 year, above 51 year. More number of respondents falls under the experience of less than 1 year and between 1-40 years. Majority of the respondents are from Tirupati centers. Customers could not find ads in any regional channels. A considerable number of responds were not satisfied with the Amaron Batteries Almost every prospect says that our promoters are good. The customers are not aware of brand ambassador Narian Karthikyan. A considerable number of respondents recommend by friends Amaron brand as a good name in the market. From the research it can be concluded that more than 65% of the prospects feel that T.V. commercials attract them more than any other media. There is no mach aware in sub brand in Amaron black, Amaron GO, Amaron FLO, Amaron PLO, Amaron Fresh. Most the customer suggestion to start show rooms of fast growing rural areas and Mass media. Threes is know service centers in fast growing areas. In Tirupati most of the customers know about Amara Raja Battery they do not know about Amaron brand name. The customers are not aware of the brand ambassador Narian Karthikyan. The sub brand of Amaron is not so familiar among the customers. Customers could not find ADS in any regional channels. There is no sufficient/enough service centre nearby Tirupati.
ACKNOWLEDGMENT
I offer my sincere thanks to Dr. (Mrs.) JAYASHREE SURESH, Dean, SRM UNIVERSITY Kattankulathur-603203 for giving us an opportunity to undergo a Project in “A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS ”, I express my gratitude to Ms. RAJEE, Assistant Professor, Department of Business Administration for his valuable guidance, which helped me in preparing this report. I am thankful to the administration and faculty of SRM UNIVERSITY, for having required this Project from us, as it has provided an invaluable experience to us. I also thank my friends who were a moral support for us from the very beginning of the project in all circumstances. Last but not the least; I thank the Almighty for the successful completion of this project.
SATHYABAMA UNIVERSITY
(Established under Section 3 of UGC Act, 1956) JEPPIAAR NAGAR, RAJIV GANDHI SALAI, 600 119 www.sathyabamauniversity.ac.in
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE This is to certify that this Project Report is the bonafide work of Mr. B.CHANDU KUMAR Reg. No.2841205 who carried out the project entitled “A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS ” under our supervision from December 2009 to March, 2010.
Internal Guide (Name in Capital letters with Signature)
External Guide (Name in Capital letters with signature)
Head of the Department (Name in Capital letters with Seal & Signature)
Submitted for Viva voce Examination held on_____________________
Internal Examiner (Name in Capital letters with Signature)
External Examiner (Name in Capital letters with signature)
DECLARATION
I B.CHANDU KUMAR hereby declare that the Project Report entitled “ A STUDY OF BRAND AWARENESS OF AMARON BATTERIES AMONG THE CUSTOMERS “ done by me under the guidance of Mr. JOHN BRITTO (Internal) and Mr.KRUPAKAR (External) at AMARA RAJA BATTERIES Ltd, KARAKAMBADI, TIRUPATI, ANDHRA PRADESH is submitted in partial fulfillment of the requirements for the award of degree in MANAGEMENT STUDIES.
DATE: PLACE: SIGNATURE OF THE CANDIDATE
ACKNOWLEDGEMENT
The first paragraph of the Acknowledgements should thank the following dignitaries in the under mentioned sequence: Chancellor Directors
Dr. JEPPIAAR, M.A., B.L., Ph.D.,
Thiru. Marie Johnson, B.E., M.B.A., M.Phil Tmt. Mariazeena Johnson, B.E., M.B.A., M.Phil
Vice Chancellor
Dr. N.Manoharan, M.E.(Distinction)., Ph.D.
Followed by HOD, guide and others.
CONTENTS
List of Tables List of Graphs CHAPTERS CHAPTER – 1 CONTENTS 1.1 INTRODUCTION 1.2 INDUSTRY PROFILE 1.3 COMPANY PROFILE 1.4 PRODUCT PROFILE CHAPTER – 2 2.1 ABOUT THE TOPIC 2.2 OBJECTIVES OF THE STUDY 2.3 NEED FOR THE STUDY 2.4 SCOPE OF THE STUDY 2.5 RESEARCH METHADOLOGY 2.6 REVIEW OF LITERATURE 2.7 LIMITATIONS OF THE STUDY CHAPTER – 3 CHAPTER – 4 DATA ANALYSIS AND INTERPRETATION 4.1 FINDINGS 4.2 SUGGESTIONS 4.3 CONCLUSIONS QUESTIONNAIRE BIBLIOGRAPHY / REFERENCES PAGE NO.
LIST OF TABLES
TABLE NO
TITLE
PAGE NO
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
AGE WISE RESPONDENTS SPECIFYING AWARE OF COMPANY FACTORS CONSIDERING WHILE PURCHASING INFLUENCING TO PURCHASE ARE YOU AWARE OF BRAND AMARON CURRENT USAGE OF COMPANY SPECIFYING THE BATTERY MODEL REGARDING WARRANTY FACILITY CAPTION OF AMARON BATTERIES SEEN THE ADVERTISEMENT OF BATTERY SATISFACTION OF BRAND ADVERTISEMENT INFLUENCING OF CUSTOMERS THROUGH MEDIA
13.
OPINION ON LAUNCHING 60 MONTHS WARRANTY
14.
COMPARING WITH OTHER COMPANIES REGARDING 60 MTS WARRANTY
15. 16. 17. 18. 19. 20.
AWARE OF AMARON FEATURES CUSTOMERS OPINION REGARDING PRICING CUSTOMERS OPINION REGARDING DESIGN TYPE OF BATTERY FOR PRO-BIKE RIDER SUGGEST TO PURCHASE OTHERS SUGGESTIONS
LIST OF CHARTS
TABLE NO
TITLE
PAGE NO
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
AGE WISE RESPONDENTS SPECIFYING AWARE OF COMPANY PRICE CONSIDERATION INFLUENCING TO PURCHASE ARE YOU AWARE OF BRAND AMARON CURRENT USAGE OF COMPANY SPECIFYING THE KNOWN BATTERY OPINION ON WARRANTY FACILITY CAPTION OF AMARON BATTERIES SEEN THE ADVERTISEMENT OF BATTERY SATISFACTION OF BRAND ADVERTISEMENT INFLUENCING OF CUSTOMERS THROUGH MEDIA
13.
OPINION ON LAUNCHING 60 MONTHS WARRANTY
14.
COMPARING WITH OTHER COMPANIES REGARDING WARRANTY
15. 16. 17. 18. 19. 20.
AWARE OF AMARON FEATURES CUSTOMERS OPINION REGARDING PRICING CUSTOMERS OPINION REGARDING DESIGN TYPE OF BATTERY FOR PRO-BIKE RIDER SUGGEST TO PURCHASE OTHERS SUGGESTIONS
1.1 INTRODUCTION
Amara Raja the pioneer in VRLA battery in Asian Pacific Rim has foray into automotive batteries with its new brand called AMARON addressing automobile segment, launched across country by opening many franchises & pit stops covering all metros, major cities and urban towns. Battery is the second need of any vehicle after the fuel. The Battery consists of Positive and Negative Plates, which are made up of Active material (Lead oxide + Sulfuric Acid), Grid and Sulfuric Acid. Grid is a prime part of Lead Acid Battery and it plays vital role inside of the Battery. Positive and negative grids are required for batteries, which will be made from different Lead Alloys. Besides providing the necessary support to hold the active material together, the grids serve as a conductor of current required for the electrochemical reactions that takes place at the active material/electrolyte interface in the battery, during charge and discharge of the battery. The material composition of Grid is Lead and alloy, which is being casting as grids in the Grid casting machines namely - Grid casters. Grid casters are consists of Lead pot, Lead pump, Feed line & Lead Dispensing System, Mould and Trim Die. Lead bars are melted in the lead pot according to the specified temperature, pumped into the Ladle through the Lead Pump and Feed line. Ladle dispenses the molten lead into the Water Circulated Mould. After solidification, Grid will be released from the mould and trimmed in the Trim die according to the requirement.
Overall Equipment Effectiveness (OEE) is a comprehensive metric used by many industries to focus on equipment performance that contributes to the department’s productivity. Measuring equipment performance is crucial for any industry to gain continuous improvement and reduces its cost of ownership. OEE of equipment by calculating the ratio of actual procedures per day to its theoretical maximum procedures per day. Once complied, OEE provides clear and concise information for continues improvement teams to quickly identify where to focus in order to improve productivity and service level. In all Battery Manufacturing Plants, the Grid Casters are Critical Equipment. The manufacturing cost is very expensive, if the Grid casters are not used effectively. The Globalization opens the entry to more multinational companies in to the Indian market, which leads to the fall in battery selling cost, by the heavy competition. Hence Amara Raja is concentrating on reducing the manufacturing cost and over heads in the entire process. Amara Raja’s vision is bringing down the selling cost to as minimum competitive as through the elimination of rework and rejections in the process.
Also, Amara Raja intended to reduce the manufacturing cost by best utilization of the Equipment, which can be achieved by improvising the Machine Availability, Performance and Rate of Quality and its Over All Equipment Effectiveness (OEE). The effective utilization of Grid Casters will increase the machine availability, performance of the machine and rate of quality. This will definitely saves inventory, maintenance, manpower, energy costs resulting in the reduction of manufacturing cost.
1.2 INDUSTRYPROFILE:
A battery is an electrochemical device in which the free energy of a chemical reaction is converted into the electrical energy. The chemical energy contained in the active materials is converted into electrical energy by means of Electrochemical Oxidation-reduction reactions. It is the only device, which can store electrical energy in the form of chemical energy, and hence it is called a storage battery. Sealed maintenance free (SMF) batteries and Value Regulated Lead Acid (VRLA) technology are leading the battery industry in the recent years in automobile and industrial battery sector around the globe VRLA batteries have become the preferred choice in various applications such as uninterrupted power supply, emergency lights, security systems and weighing scales. SMF Batteries come under the rechargeable battery category so it can be used a number of times in the life of a battery. SMF batteries are more economical than Nickel-Cadmium batteries. These batteries are more compact than the wet type batteries. It can be used at any position; these batteries are very popular for portable power requirements and space constraint applications. VRLA batteries are leak proof, spill-proof and explosion – resistant and having life duration of 15-20 years. These batteries withstand the environmental conditions due to high technology, in built in the batteries. Each cell is housed in a power coated steel tray making them convenient to transportation and installation, so transit damages are minimized in the case of these batteries.
Classification of Batteries: Batteries are broadly classified into two segments like: 1: AUTOMOTIVE BATTERIES 2: INDUSTRIAL BATTERIES.
Automotive Batteries: A part from mopeds all other automobiles including scooters need storage battery. So automotive batteries are playing pre-dominant role in automobile sector by influencing the consumers in the automobile market. Automobile batteries can be further distinguished as the ORIGINAL EQUIPMENT (OE) market is as low as 5-6%. OE segment has the advantage of securing continuous orders and inquiries. This enables manufacturers to streamline production facilities, plan production schedules and attain certain level of operational efficiency. The replacement market, on the other hand, is much larger the replacement market is characterized by the presence of large unorganized sector, which constitutes around 55-60% of the total replacement market. This is possible due to low capital entry barrier. excise duties and sales tax. These players have the advantage of inapplicability of
Industrial Batteries: The Industrial Battery segment comprises of two categories. One comprises of the Stationery Segment and the second relating to Motive Power and Electric Vehicles. The Motive Power and the Electrical Vehicle Segment have not registered any substantial growth. The stationery segment comprising of TELECOM, RAILWAYS, and POWER INDUSTRIES have registered a growth in excess of 20% and this trend is likely to continue in the next 5 years. The industrial Segment is highly technological intensive and access to high quality world-class technology is an important factor and is vital for brand reference. The total demand for the industrial battery segment is met by indigenous production with a small saves about 10% of by imports. The demand for industrial batteries has grown slowly and steadily. All for industrial batteries are concerned the evolving consciousness among Corporate and Government departments regarding Environment factors will result in a shift towards pollution – free technology. Maintenance – Free Batteries (SMF). There has been a gradual preferential shift in this segment from the Conventional Lead batteries to Sealed The current years are not favorable to
industrial batteries due to industrial slowdown. The bull of battery industry admits that the sales are fallen but at the same time they are expecting larger orders especially from telecom industry, which gets going. Due to strong customers like TELECOM, RAILWAYS and ELECTRICAL BOARDS, the industrial batteries are on prosperous scale. Major manufacturers in the battery industry in India: 1: Exide Industries. 2: Standard Batteries. 3: Amco Batteries. 4: Tudor India. 5: Amara Raja Batteries Ltd. 6: Hyderabad Batteries Ltd. Prospects of SMF / VRLA batteries in India: The following factors are influencing the demand for VRLA technology batteries. ? Entry to multinational in Telecom Industry. ? DOT’s policy decision to upgrade the overall technology base. ? Constraints in the use of conventional battery in Radio paging and cellular segments. Due to project expansion in Telecom & Railway, the demand for VRLA batteries is greater than other industrial batteries.
TELECOM: The government’s policy to increase the capacity from 10 million to 21 million lines by 2000 increase the demand for storage batteries considerably. The value services like Radio paging and cellular will increase the demand for storage batteries in future considerably.
RAILWAYS: In Railways, the demand estimate is based on the annual coach production which comes to 2500 numbers by Railways itself and 1000 numbers more by various
segments, plus Replacement demand and annual requirement for railway electrification. POWER SECTOR: In this sector, the estimated 90 private projects which are expected to produce 40,000 MV with an approximate capital outlay of Rs.1,40,000 crores would keep the industry’s future brighter in the coming years. The demand for VRLA batteries are increasing due to its performance over conventional batteries. acceptable to consumers. There appears to be a considerable potential for electrically operated material handling equipments and related vehicle besides the privatization of technology. It is expected to generate wider market for sophisticated batteries. The Railways will continue to generate demand for various applications. The power sector is also opening up a setting up of Generating Stations will give a boost to demand levels. The demand is OEM segments will grow time with the growing automation in Industries. The domestic storage battery industry is in the process of transcending the past limitations in the technology front and the new sophisticated battery will be introduced in threat from the overseas supplies; do not at the current moment appeal to be significant. So it is more
About Johnson Controls: Johnson Controls Inc. ranks 136th among the Fortune 500 companies in the world as the largest Battery manufacturer in North America and second largest in the world. It was named by a Week Magazine as one of the “World’s 100 Best Managed Companies” for the Third consecutive year and the Forbes Magazine praised it as “America’s Best Technology Users”. It has also won the General Motors “Supplied of the Year” award as well as “Manufacturing Excellence Award” by National Association of Manufacturers. Being a Leader in Auto Battery Market it has become the OEM (Original Equipment
Manufacturer) Supplier to Daimler Chrysler, Ford, Honda, and Nissan & Toyota. It’s after Market Customer includes Auto Zone, interstate Battery, Sears and Wal-Mart. JCI heading its operations from Milwaukee is a 52 year old Company spanning its operations through Automotive Systems Group and Controls Group with a turnover exceeding 12.5 Billion U.S Dollars and Net Profit crossing 300 Million US Dollars for the year 1998. Its Automotive Business accounts for 74% of Total Sales and Controls Business 26% of Sales. Its Automotive Systems Group is enjoying leadership in North America and Europe and has become the largest Auto Seating supplier in South America. It has got Strategic alliance with European Interior Systems Major. JCI manufactures Lead acid Batteries and VRLA Batteries and markets under the Brand name ‘Dynasty’. Its products ranging from seating systems, Door Systems, Integrated Electronics and Instrument Panels virtually cover Every Major Automaker. Its recent acquisition of Backer’s Group, an Automotive Interior Supplier Company who got 70% Market share in Europe is adding new platform in Interior Systems Growth Business. When it comes to Controls Group it has achieved Excellence both in New Construction and Existing Building Markets. It is being selected as preferred Supplier to US Federal Government’s Super Energy Savings Performance Contract Program. Till now it has Installed 10000 Metasys Integrated Facility Management Systems across North America and Europe. Its New Projects extends to Pentagon, Kremlin and Beijing. Japan has awarded the First Contract to it in Integrated Facility Management Systems. Week Magazine rated it as one among the “Worlds 100 Best Managed Companies” for the Third consecutive year and the Forbes Magazine praises it as “America’s Best Technology Users. It has also won the General Motors “Supplier of the Year” award as well as “Manufacturing Excellence award” by National Association of Manufacturers. Its German Seating Plant in Bochum has been declared as the Best Factory by leading German Magazine. It foresees growth in Automotive Seating and Interiors Systems in North America and Europe in the years to come.
Being a Leader in Auto Battery Market it has become the OEM (Original Equipment Manufacturer) Supplier to Daimler Chrysler, Ford, Honda, Nissan and Toyota. Its After Market Customers includes AutoZone, Interstate Battery, Sears and Wal-Mart. Apart from this Existing Business Scenario it is grabbing opportunities in US Govt.’s Market through Performance Contracting which helps Customers like US Department of Defense, Schools and other Federal Agencies to reduce their Energy Costs by Millions of Dollars annually through up gradation of their Lighting, Heating and Cooling Control Systems.
1.3 COMPANY PROFILE
Hardly a decade ago, was Karakambadi in itself a non-descript, faceless village. There has been no great tradition of industry in and around that area. The Technocrat entrepreneur Sri. Ramachandra Naidu Galla, hailing from Chittoor District of Andhra Pradesh has done MS in Control Systems at Michigan University, USA. He started his career as an engineer in the USA, worked for 17 years specializing in the areas of UPS systems, battery chargers and batteries has promoted Amara Raja Batteries as a private limited company in the year 1985 by the inspiration of his uncle Mr. P. Raja Gopal Naidu, to manufacture Value Regulated Lead Acid (VRLA) Batteries for the first time in India at Karakambadi to develop this region. Amara Raja has a strategic tie-up with Johnson Controls Incorporation of USA. Amara Raja went into public in the year 1991. Amara Raja and Johnson Controls Inc; both are having a 26% each share in ARBL and the remaining is on public share. Amara Raja is a company with commitment to achieve excellence in all its activities. The company is currently poised on a healthy growth curve and ended the financial year 2001-02 with a turnover of around Rs.200 crores. Amara Raja is the largest manufacturer of Maintenance Free – Value Regulated lead acid batteries (MF-VRLA) batteries in the Indian Ocean rim and Johnson Controls is the largest manufacturer of Lead Acid batteries in North America and a leading global supplier to major automobile manufacturers and industrial customers. The synergy of Amara Raja and Johnson Controls compliments the strengths of both product design and market presence. This joint venture meets the requirements for a global source for International quality batteries and support services for both Auto and Industrial applications in this region. By employing latest generation technology and with a clear understanding of current power back-up requirements, Amara Raja has become the benchmark in the
manufacture of Industrial batteries. In a brief span of 5 years since commencing of commercial operations, ARBL has emerged as a largest manufacturer of standby VRLA batteries in the Indian Ocean rim comprising the area ranging from Africa and the Middle East to South East Asia. Amara Raja has its Registered Office in Karakambadi near Tirupathi in A.P. Karakambadi is located at an approximate distance of 12 kms from Tirupathi. The manufacturing campus at Karakambadi is one the most beautifully landscaped campuses and boasts of the state of the art manufacturing facilities. The factory employs more than 1000 employees and has fully integrated manufacturing plants on a single campus.
AWARDS FOR AMARA RAJA BATTERIES LTD: • • • • • • “The Spirit of Excellence” – awarded by Academy of Fine Arts, Tirupathi. “Best Entrepreneur of the year, 1998” – awarded by Hyderabad Management Association, Hyderabad. “Industrial Economist Business Excellence Award” – in 1991 awarded by the Industrial Economists, Chennai. “Excellence Award” – by the Institution of Economic Studies, New Delhi. “Udyog Ratan Award” – by the Institution of Economic Studies, New Delhi. “Excellence in Environmental Management” for the year 2001-02 from the Andhra Pradesh State Pollution Control Board.
MILESTONES OF ARBL:
Year 1997 1998 1999 2001
Milestone Rs.100 Crores turnover ISO-9001 accreditation QS-9000 accreditation Rs. 200 Crores turnover
AMARA RAJA’S STRENGTHS: • • • • • • • Proven technology from GNB and being a pioneer. Strong and well organized customer base Full organized infrastructure in place Manufacturing facilities perceived as a benchmark in India Complete range of VRLA batteries. Proven field performance in all user segments Approved vendor status in major user segments.
ARBL’ FUTURE PLANS: • • • • • Maximize export of its batteries. Emerge itself as a global player Constant up gradation of its products Stream of new models Constant Stress of improving productivity.
AMARA RAJA GROUP COMPRISES OF FOLLOWING COMPANIES: • • • • • • Amara Raja Batteries Limited (ARBL), Karakambadi, Tirupathi. Amara Raja power Systems Pvt. Ltd (ARPSL), Karakambadi, and Tirupathi. Harsha Electronics Pvt. Ltd (HEPL), Karakambadi, Tirupathi Mangal Electro Systems Pvt. Ltd (MESPL), Petamitta, Chittoor Dist. Amara Raja Electronics Pvt. Ltd, (AREPL), Dighavamagham, Chittoor Dist Galla Foods & Spices Pvt.Ltd.
AMARA RAJA BATTERIES LIMITED: Amara Raja Batteries Limited was established in the year 1985 and then converted into limited in the year 1990. Amara Raja has a strategic tie-up with Johnson Controls Inc. of the USA. Amara Raja has demonstrated its commitment to offer optimum system solutions of the highest quality and has become the largest supplier of standby power systems to core Indian utilities such as the Indian Railways, Department of Telecommunications, Electricity Boards and major power generation companies. Extensive plans have been charted out the future, where in the company undertakes to become the most preferred supplier for power back-up systems. Amara Raja has offered time tested world-class technology and processes developed on International Standards – be it high integrity VRLA systems like POWR STACK and POWER PLUS or the recently launched high performance UPS battery – KOMBAT & AMARON HI – LIFE automotive batteries that are the products of the collaborative batteries efforts of engineers at Johnson Controls Inc. and Amara Raja.
ARBL comprises of two major divisions viz., 1: Industrial Battery Division. 2: Automotive Battery Division.
INDUSTRIAL BATTERY DIVISION (IBD): Amara Raja has become the benchmark in the manufacture of Industrial batteries. India is one of the largest and fastest growing markets for industrial batteries in the world and Amara Raja is leading in the front, with an 80% market share for standby VRLA batteries. It is also having the facility for producing plastic components required for Industrial batteries. ARBL is the first company in India to manufacture VRLA batteries (S.M.F). The company has set-up Rs.1920 lakhs plant in 18 acres in Karakambadi Village, Renigunta Mandal. The Project site is notified under “B” category.
CAPACITY: The actual installed capacity of IBD is 4 lakhs cells per annum and utilization capacity is reached to 3, 25,000 cells per annum.
PRODUCTS: Types of VRLA batteries manufactured in IBD are: 1: POWER STACK 2: KOMBAT (UPS battery) 3: BRUTE 4: GENPRO.
CUSTOMERS: Amara Raja being the first entrant in this industry has the privilege of pioneering VRLA technology in India. Amara Raja has established itself as a reliable supplier of high – quality products to major segments like TELECOM, RAILWAYS and POWER SECTORS.
COMPETITORS: The Major competitors for Amara Raja Batteries Products are: 1: Exide Industries Ltd. 2: Hyderabad Batteries Ltd. 3: GNB Industries (US based). 4: Prestolite Industries. 5: AMCO Industries.
AUTOMOTIVE BATTERY DIVISION (ABD): ARBL has inaugurated its new automotive plant at Karakambadi in Tirupathi on September 24th, 2001. This plant is part of the most completely integrated battery manufacturing facility in India with all critical components, including plastics sourced in-house from existing facilities on-site. In this project, Amara Raja’s strategic alliance partners Johnson Controls, USA have closely worked their Indian counterparts to plant engineering. It is also having the facility for producing plastic components required for automotive batteries.
CAPACITY: With an existing production capacity of 5 lakhs units of automotive batteries, the new Greenfield plant will now be able to produce 1 million batteries per annum. This is the first phase in the enhancement of Amara Raja’s production capacity in which the company has invested Rs.45 crores. In the next phase, at an additional cost of Rs.25 crores, production capacity will increase to 2 million units estimated to complete around 3 years. After that ARBL will become the single largest facility for battery manufacture in Asia.
PRODUCTS: The Products of ABD are: 1: Amaron HI-WAY (TRUCKS) 2: Amaron HARVEST (TRACTORS) 3: Amaron SHIELD (INVERTERS) 4: Amaron HIGH-LIFE (PASSENGER CARS) The plastic products of ABD are Jars and Jar Covers.
CUSTOMERS: ARBL has prestigious OEM (Original Equipment Manufacturer) clients like FORD, GENRAL MOTORS, MERCEDES BENZ, MARUTI UDYOG LTD., PREMIER AUTO LEYLAND, ASHOK LEYLAND, HINDUSTAN MOTORS, TELCO, MAHINDRA & MAHINDRA and SWARAJ MAZDA, DAEWOO MOTORS.
COMPETITORS: The following were the competitors for Amara Raja Batteries: 1: Exide Industries. 2: Prestolite 3: GNB Industries (US Based) 4: AMCO 5: Hyderabad Batteries Ltd.,
AMARA RAJA POWER SYSTEMS PVT. LTD.: Amara Raja Power Systems Pvt. Ltd. Was incorporated in 1984 and was copromoted by AP ELECTRONIC DEVELOPMENT CORPORATION (APEDC). By virtues of APEDC’s equity participation, ARPSL has become a deemed public limited company as per section 43 (A) of the companies Act 1956. ARPSL is engaged in the manufacture of Uninterrupted Power Systems (UPS), Battery chargers (BC), and inverters. The company has entered into a new collaboration with M/s. Rectifier Technologies, Australia for manufacturing the advanced switch Mode Power Supply units (SMPS) for battery charging purpose. The present credit rating of the company is “A”. Total strength of ARPS (P) L comes around 265.
PRODUCTS: The products of ARPSL are: 1: Conventional Charges. 2: Switch Mode Rectifiers (SMR) 3: Integrated Power Supply Systems (IPS).
CUSTOMERS: BSNL VSNL SPCNL SIEMENS RELIANCE AND LG.
HARSHA ELECTRONICS PRIVATE LIMITED (HEPL): It was incorporated in 1990 for manufacture of MS cabinets, Trays and Racks for batteries, UPS, Battery Chargers, Inverters, etc., and to manufacture small battery parts. It was registered as an ancillary unit to ARBL & ARPSL. The operations of the company are brisk and satisfactory.
It is having all the sheet metal processing machinery starting from sheet fitting to final painting with punching, bending, phosphate and powder coating process and total strength of HEPL comes around 193.
PRODUCTS: MS – CABINET TRAYS AND RACKS.
CUSTOMERS ARBL
:
ARPSL.
BOARD OF DIRECTORS
Executive Chairman Managing Director Director (Alternative to VR Rao) Director Director Director Director Director
: Ram Chandra Naidu Galla : Jayadev. Galla : Upendranath Nimmagadda : Raymond J Brown : P. Kennedy : Mark L Koczela : Aruna Kumari Galla : P. Lakshmana Rao.
PLAYERS:
Organized sector (60%), unorganized sector 40%. The OEM market is expected to grow at 5% p. a. over the next three years, while the replacement market is expected to grow at 8 % p.a. during the same period. 0PM is relatively higher in the replacement market as compared to OEM.
o Customers:
Tie-up with Johnson Controls for Technology edge: ARBL has a Technological and Financial alliance with Johnson Controls Inc. (JCI), USA, for the Automotive Battery (SLI) Project. It raised RS. 250 millions through preferential equity issue, ceding a 23.7% stake to JCI at RS 89 / share, in FY 98. JCI can increase this share till 30%.
Excellent Working Capital Management: Since ARBL’s scales have primarily to the Public Sector, which has the reputation of being of, slow in paying its dues. Despite that, ARBL has been able to manage its working capital very well. Its working capital as a percentage to sales has reduced drastically from 41.6% in financial year ‘94 to 13.7% by financial year ‘99. Debtors have reduced from 118 days in financial year‘94 to 64 days in financial year‘99. It has utilized internal cash generations to extract better discounts on it’s purchased by paying creditors earlier than is normal. That is reflected in the current liabilities reducing from 63 days to 42 days currently.
Higher Margins due to In-house Production: ARBL has invested its surplus cash to build capabilities to manufacture several of its components in-house, to enhance the quality of battery components. It manufactures everything in-house: from oxide/grids to cabinets and racks. It also produces transformers and all sub-systems for power systems within its own facility. As a result, its margins have been inching upwards over the last three years (from 27.1% in Fy 96 to 30.85% in FY 99) despite a sharp fall in realizations over the same time frame. However, we expect this increase in margins to be capped as competition intensifies. But Operating margins will be affected when ARBL makes forays into automotive batteries, where margins are inherently lower than the Industrial batteries segment. After FY 00 for ARBL it is a Volume game to drive growth.
A cautious payout strategy: ARBL’s payout has been conservative over the last few years, mainly on account of its intention to repay loans first and make itself debt-free. Now that it has achieved that objective, we expect payouts to become more liberal, which will help improve valuations.
Executive Summary Conclusion: Believe that the competition puts pressure on margins; being a pioneer of VRLA Batteries still ARBL can retain its market share. Besides ARBL has done backward Integration to ensure quality and lower cost of operations. Hope these steps will help ARBL for consistent growth and market sustainability.
1.4 PRODUCT PROFILE
PRODUCT PROFILE OF ARBL GROUP:
Sino. 1
Product Name Amaron Harvest High totally Free,
Features
Applications
Performance, For tractors. Maintenance high power
charge acceptance 2 3 Amaron Shield Amaron Hi-Life batteries Ready to fit, long life For Inverters Low maintenance. Long life, Maintenance Cars, tested, 4 Kombat no utility 3 vehicles, wheelers, Free, fully scaled and tractors, improved safety. High discharge, high performance batteries, which are compact, Light weight factory charged, explosion resistant & Environment friendly. 5 Amara Raja Industrial Light weight, sturdy Industrial applications weather proof & long power plants, railways lasting, high integrity, telecommunications, High energy density. process industry, Motive vehicles, Lighting. photovoltaic, & power, service defense. solar electric emergency, UPS, starting, power, EPBS engine emergency fine alarm
leakage HCV’s gensets & LCV’s
lighting, SPB portable security systems.
6
Amara Raja Genpro
Zero maintenance, no For Generators. specific gravity checks no water tapping up required, long life, ideal size factory charged, therefore ready to use, assured service. starting and For trucks
7
Amaron Hi-Way Batteries
Long life, Ultra low maintenance, ready to fit, higher cranking power
8 9
Quanta (uninterrupted life) Brute (The motive power Zero maintenance, no House) tapping of water in its lifetime, no leaks, high energy density, no sulphation of plate’s value regulated, safe & explosion proof.
UPS batteries. A factory vehicle like forklifts pallet trucks, stackers and platform trucks.
2.1 TOPIC OF STUDY
BRAND AWARENESS
Brand “A name sign or symbol used to identify items or services of the seller (s) and to differentiate them form goods of competitors”. “Simply put, a brand is a promise, By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality”. “A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service”. “A brand is the most valuable real-estate in the world, a corner of the consumer’s mind”.
Awareness First state in the process of learning about a new product, service, or idea in which is consumer has received information about the existence of the innovation
but has not yet formed an opinion. For example, in the early stages of a political campaign, we become aware of the candidates but do not immediately have an opinion or interest in each of them. Building awareness is extremely important in industrial marketing because a prospect may not agree readily to see a salesperson representing an unknown company or product. The likelihood that consumers recognize the existence and availability of a company’s product or service. Creating brand awareness is one of the key steps in promoting a product.
BRAND AWARENESS: Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share. Having knowledge of the existence of a brand because brand awareness is considered the first step in the sale, the primary goal of some advertising campaigns is simply to make the target market aware that a particular brand exists. Often, this effort alone will sell the product (or service).
2.2 OBJECTIVE OF THE STUDY
AIM: To study the Brand Awareness of the Amaron Batteries among the customers.
OBJECTIVE: • • • • To know the factors through which customers come to know about Amaron brand. To know the awareness of Amaron Sub brands among the customers. To know the reasons for preferring Amaron brand. To know the rank or place of Amaron among its competitors.
To know the suggestions of customers for improving the Brand awareness of Amaron Batteries.
2.3 FORMULATION OF THE PROBLEM:
The problem taken in this research study is the AWARENESS in which a detailed analysis is made on the Amaron Brand. Hence t improve the Brand Awareness of the brand the research will be useful. This will occur when the customers find something lacking in the awareness campaigns of the company. Thus the problem can be given some suggestions when the research is done with the feedback of the customers or the respondents.
2.4 SCOPE OF THE STUDY
Scope of the study is to discuss the Brand Awareness of Amaron Batteries. This research also includes the study of analyzing the factors to improve the awareness of the brand and it will easy to restructure the advertising strategies of the brand and to know the present awareness level of the brand among the customers.
2.5 LIMITATIONS OF THE STUDY
• • • • As the sample size considered only 100, the characteristics of the whole population may not be reflected by the samples. The survey was conducted within the limits of the Tirupati Town and as such the findings cannot be generalized to other places. Some of the respondents were reluctant to co-operate and to provide necessary information. Time was a limiting factor.
2.6 RESEARCH METHODOLOGY
RESEARCH DESIGN
PRIMARY DATA: The data collection was carried using Questionnaire. The data was collected through Personal interview method.
SECONDARY DATA: For this research work the secondary data are collected from the previous information available with the company. Apart from that book, websites are referred. The research design adopted is “Descriptive research design” It is a type of conclusive research that has its major objective the description that has its major objective the description of something usually market characteristics or functions.
COMPONENTS OF RESEARCH DESIGN: 1) Information obtained from primary data and secondary data. Secondary Data involves external data such as published materials and computerized databases. 2) Method of administering questionnaire-Questionnaire Schedule. 3) Scaling techniques Nominal & Rank order. 4) Nature of questionnaire structured. 5) Length of the questionnaire 20 questions. 6) Sampling size 150 7) Area of survey Tirupati. 8) Method of administering questionnaire-personal interview method.
Research Methodology
3.1 DATA ANALYSIS AND INTERPRETATION
STATISTICAL TOOLS USED FOR DATA ANALYSIS STATISTICAL TOOLS USED • • Percentage analysis Chi Square Test
CHI-SQUARE TEST Chi-square test, developed by Prof. Fisher is considered as an important test amongst several tests used in statistics for judging the significance of the sampling data. Chi-square is one of the simplest methods and most widely used nonparametric tests in statistical work. With the help of Chi-square test we can find out whether two or more attributes are associated or not. The observed and expected frequencies completely coincide when the Chi-square is zero, Chi-square is calculated with the help following formula. Where 0i = Observed frequency E i= expected frequency Chi-Square ?2 = ? (Oi-Ei) 2/Ei
TABLE NO: 01
AGE WISE RESPONDENTS
OPTIONS 1 to 2 years 3 to 4 years 5 to 6 years 7 to 8 years TOTAL
NO.OF RESPONDENTS 51 49 24 26 150
% OF REEPONDENTS 34 33 16 17 100
INFERENCE: From the above table 34% are using 1 to 2 years, 33% are using 3 to 4 Years, 16% are using 5 to 6 years, 17% are using 7 to 8 years
CHART NO: 1
AGE WISE RESPONDENTS
Using the Amaron Battery
40 35 30 25 20 15 10 5 0 34 33
16
17
% of respondents
1-2 yrs
3-4yrs 5-6 yrs
7-8 yrs
TABLE NO: 02
SPECIFYING AWARE OF COMPANY
OPTION Exide Amaron Panasonic Amco Others TOTAL
NO.OFRESPONDENTS 45 61 18 23 3 150
% OF RESPONDENTS 30 41 12 15 2 100
INFERENCE: From the above table it is conclude that 30% of customers aware of Exide batteries, 41% are Amaron, 12% are Panasonic, 15% are Amco and 2% are others.
CHART NO: 2
SPECIFYING AWARE OF COMPANY
Specifying the battery
45 40 35 30 25 20 15 10 5 0 41 30
12
15
% of respondents
2 Panasonic Amco Others Exide Amaron
TABLE NO: 03
FACTORS CONSIDERING WHILE PURCHASING THE BATTERY OPTION Price Life Warranty Brand name High technology TOTAL NO.OFRESPONDENTS 10 57 32 40 11 150 % OF RESPONDENTS 7 38 21 27 7 100
INFERENCE: From the above table it is conclude that 7%of the customers may prefer pricing factor while purchasing, 38% are based on life, 21% are warranty, 27% are brand name, 7% are high technology
CHART NO: 3
PRICE CONSIDERATION
PRICE CONSIDERATION
40 35 30 25 20 15 10 5 0
Pr ice
38 27 21 % of respondents 7 7
W ar ra nt Br y an d Hi na gh m e te ch no lo gy
Li fe
CHI – SQUARE TEST: HO: There is no significant difference between the price considerations.
OPTION Price Life Warranty Brand name High technology TOTAL
Oi 10 57 32 40 11 150
Ei 30 30 30 30 30 150
(Oi-Ei)²/Ei 13.13 24.30 0.13 3.83 12.03 53.13
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/5=30 Calculated value = ? (Oi-Ei) ²/Ei=53.13 Frequency of freedom = (n-1) = (5-1) =4 Table value 4 at 0.05 =9.488 Since Table value > Calculated value. HO: is rejected. HI: There is the significant difference between the price considerations.
CONCLUSION: Table value 4 at 0.05 is 9.488 > Calculated value. So there significant difference between the customers opinion about price consideration.
TABLE NO: 04
INFLUENCING OF PURCHASING THE BATTERY
OPTION Advertisement Dealers Mechanics Others TOTAL
NO.OFRESPONDENTS 53 44 49 4 150
% OF RESPONDENTS 35 29 33 3 100
INFERENCE: From the above table it is conclude that 35% of the customers are influenced by advertisements, 29% are dealers, 33% are mechanics and the remaining 3% are others
CHART NO: 4
INFLUENCING OF PURCHASING THE BATTERY
40 35 30 25 20 15 10 5 0
35
INFLUENCING OF PURCHASING
29
33
3
tis em en ts
M ec ha ni cs
D
O th er s
ea le rs
A dv er
% of respondents
TABLE NO: 05
AWARE OF AMARON BRAND BATTERIES
OPTION Yes No TOTAL
NO.OFRESPONDENTS 111 39 150
% OF RESPONDENTS 74 26 100
INFERENCE: From the above table it is conclude that the 74% of the responses are aware of brand Amaron but the remaining 26% are not aware.
CHART NO: 5
AWARE OF AMARON BRAND BATTERIES
AWARE OF BRAND AMARON
80 70 60 50 40 30 20 10 0 Yes No % of respondents 74
26
TABLE NO: 06
PERCENTAGE OF USAGE OF DIFFERENT COMPANY BATTERIES
OPTION Exide Amaron Panasonic Amco Others TOTAL
NO.OFRESPONDENTS 45 61 18 23 3 150
% OF RESPONDENTS 30 41 12 15 2 100
INFERENCE: From the above table it is conclude that the present usage of the batteries are 30% are exide,41% are Amaron,12% are Panasonic and the remaining are 2% are others.
CHART NO: 6
CURRENT USAGE OF COMPANY
PRESENT USAGE OF THE COMPANY
45 40 35 30 25 20 15 10 5 0 41 30 15 2 % of respondents
12
ar on
Pa na s
Am
O th er s
Ex id e
on ic
Am
co
TABLE NO: 07
SPECIFYING THE BATTERY MODEL
OPTION Hi-life Hi-way Harvest Pro Fresh Go TOTAL
NO.OFRESPONDENTS 21 22 23 54 20 10 150
% OF RESPONDENTS 14 15 15 36 13 7 100
INFERENCE: From the above table it is conclude that 14% of the respondents are specified HIlife,15%are Hi-way,15% are Harvest,36% are Pro,13% are Fresh and the remaining are 7% are Go.
CHART NO: 7
SPECIFYING THE BATTERY MODEL
SPECIFYINY THE MODEL
40 35 30 25 20 15 10 5 0 36
14
15
15
13 7
% of respondents
Hi - li fe Hi -w ay Ha rv es t
Fr es h
Pr o
G o
TABLE NO: 08
REGARDING WARRANTY FACILITY
OPTION Excellent Good Poor Best TOTAL
NO.OFRESPONDENTS 30 52 18 50 150
% OF RESPONDENTS 20 35 12 33 100
INFERENCE: From the above table it is conclude that opinion about the Amaron battery warranty is 20%of respondents are excellent,35% are good, 12% are poor and the remaining are 33% are best.
CHART NO: 8
REGARDING WARRANTY FACILITY
WARRANTY FACILITY
40 35 30 25 20 15 10 5 0 35 33
20 12
% of respondents
G oo d
Ex ce l le nt
Po or
Be st
CHI – SQUARE TEST: HO: There is no significant difference between in the customer opinion about Amaron battery warranty.
OPTION Excellent Good Poor Best TOTAL
Oi 30 52 18 50 150
Ei 37.5 37.5 37.5 37.5 150
(Oi-Ei)²/Ei 1.5 5.606 10.14 4.166 21.412
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/4=37.5 Calculated value = ? (Oi-Ei) ²/Ei=21.412 Frequency of freedom = (n-1) = (4-1) =3 Table value 3 at 0.05 =7.815 Since Table value > Calculated value.
HO: is rejected. HI: There is the significant difference between the customers opinion about Amaron battery design.
CONCLUSION: Table value 3 at 0.05 is 7.815 > Calculated value. So there significant difference between the customers opinion about Amaron battery warranty.
TABLE NO: 09
ABOUT THE CAPTION OF AMARON BATTERY
OPTION Excellent Good Poor Best TOTAL
Oi 30 52 18 50 150
Ei 37.5 37.5 37.5 37.5 150
(Oi-Ei)²/Ei 1.5 5.606 10.14 4.166 21.412
INFERENCE: From the above table it is conclude that the caption of the Amaron batteries are recognized as 71% are last long, really long, 7% are loves Ur car, 6% are FI, FI and the remaining 15% are risk free battery.
CHART NO: 9
ABOUT THE CAPTION OF AMARON BATTERY
AMARON CAPTION
80 70 60 50 40 30 20 10 0 71
% of respondents 15 7 LL,RL Loves ur car 6 FI,FI Risk free battery
TABLE NO: 10
SEEN THE ADVERTISEMENT OF THE BATTERY
OPTIONS Yes No TOTAL
NO.OFRESPONDENTS 115 35 150
% OF RESPONDENTS 77 23 100
INFERENCE: From the above table it is conclude that 77% of the respondents are seen the advertisement of the Amaron batteries and the remaining 23% of the respondents are not seen.
CHART NO: 10
SEEN THE ADVERTISEMENT OF THE BATTERY
BATTERY ADVERTISEMENT
90 80 70 60 50 40 30 20 10 0 77
% of respondents 23
Yes
No
TABLENO: 11
SATISFACTION OF BRAND ADVERTISEMENT
OPTION Highly satisfied Moderate satisfy Satisfied Dissatisfied Highly dissatisfied TOTAL
NO.OFRESPONDENTS 33 36 71 8 2 150
% OF RESPONDENTS 22 24 47 5 1 100
INFERENCE: From the above table it is conclude that the satisfaction of the brand advertisement are 22% are highly satisfied,24% are moderately satisfied, 47% are satisfied,5% are dissatisfied and the remaining 1%are highly dissatisfied.
CHART NO: 11
SATISFACTION OF BRAND ADVERTISEMENT
BRAND ADVERTISEMENT SATISFACTION 50 45 40 35 30 25 20 15 10 5 0
tis fie
47
22
24
% of respondents
5
1
ie d
d
d
fie d
tis fie
tis fie ig h ly
d
tis
ig h
el y
M od
er at
H
D
H
di ss at
sa
sa
Sa
ly
iss a
isf
CHI – SQUARE TEST: HO: There is no significant difference between in the customer satisfaction of brand advertisement
OPTION Highly satisfied Moderate satisfy Satisfied Dissatisfied High dissatisfied TOTAL
Oi 10 57 32 40 11 150
Ei 30 30 30 30 30 150
(Oi-Ei)²/Ei 0.03 1.2 56.03 16.03 26.03 99.69
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/4=30 Calculated value = ? (Oi-Ei) ²/Ei=99.69 Frequency of freedom = (n-1) = (5-1) =4 Table value 4 at 0.05 =9.488 Since Table value > Calculated value.
HO: is rejected. HI: There is the significant difference between the customers satisfying on brand advertisement.
CONCLUSION: Table value 4 at 0.05 is 9.488 > Calculated value. So there significant difference between the customers opinion about on brand
Advertisement. TABLE NO: 12
INFLUENCING CUSTOMERS THROUGH MEDIA
OPTION Television Printing media Hoardings Wall paintings Other TOTAL
NO.OFRESPONDENTS 39 25 51 21 14 150
% OF RESPONDENTS 26 17 34 14 9 100
INFERENCE: From the above table it is conclude that the 26% of respondents are promoted through the televisions, 17% are promoted print media, 34% are hoardings, 14% are wall paintings and the remaining 9% are others.
CHART NO: 12
INFLUENCING CUSTOMERS THROUGH MEDIA
PROMOTION OFAMARON BATTERIES
40 35 30 25 20 15 10 5 0 34 26 17 14 % of respondents 9
Te liv is io Pr ns in tm ed ia Ho ar di W ng al s lw r it in gs O th er s
TABLE NO: 13
OPINION ON LAUNCHING 60 MONTHS WARRANTY
OPTION Never heard off Heard of only Know little bit Know very well TOTAL
NO.OFRESPONDENTS 21 25 35 69 150
% OF RESPONDENTS 14 17 23 46 100
INFERENCE: From the above table it is conclude that the opinion of launching the new battery on 60 months warranty regarding respondents are 14% are Never heard of,17%are Heard of only,23% are Know little bit and the remaining 46% are very well. Know
CHART NO: 13
OPINION ON LAUNCHING 60 MONTHS WARRANTY
NEW BATTERY LAUNCHING 50 45 40 35 30 25 20 15 10 5 0 46
23 14 17
% of respondents
Never Heard Know Know heard of only little bit very of well
TABLE NO: 14
COMPARING WITH OTHER COMPANIES REGARDING 60 MTS WARRANTY
OPTION Yes No TOTAL
NO.OFRESPONDENTS 121 29 150
% OF RESPONDENTS 81 19 100
INFERENCE: From the above table it is conclude that the opinion about the 60 months warranty battery are 81% are responded as Yes and the remaining 19% are responded as No.
CHART NO: 14
COMPARING WITH OTHER COMPANY REGARDING 60 MTS WARRANTY
60 MONTHS WARRANTY
90 80 70 60 50 40 30 20 10 0 81
% of respondents 19
Yes
No
TABLE NO: 15
AWARE OF AMARON FEATURES
OPTION Zero maintenance Life long 60 months warranty TOTAL
NO.OFRESPONDENTS 73 21 56 150
% OF RESPONDENTS 49 14 37 100
INFERENCE: From the above table it is conclude about Amaron batteries features that 49% are Zero maintenance, 14% are lifelong and the remaining 37% are 60 Months warranty.
CHART NO: 15
AWARE OF AMARON FEATURES
AMARON FEATURES
60 50 40 30 20 10 0
te na nc e
49 37 % of respondents 14
lo ng Li fe 60 M
ai n
Ze ro
on th s
m
w
ar ra nt y
TABLE NO: 16
CUSTOMERS OPINION REGARDING PRICING
OPTION High Reasonable Low TOTAL
NO.OFRESPONDENTS 37 59 54 150
% OF RESPONDENTS 25 39 36 100
INFERENCE: From the above table it is conclude that 29% of the respondents said that the price of Amaron batteries are high, 39% are reasonable and the remaining 36%arelow.
CHART NO: 16
CUSTOMERS OPINION REGARDING PRICING
PRICE FACTOR OF AMARON BATTERY
45 40 35 30 25 20 15 10 5 0 39 25 36 % of respondents
gh
le
Hi
Re
as
on ab
Lo
w
TABLE NO: 17
CUSTOMERS OPINION REGARDING DESIGN
OPTION Excellent Very good Good Poor TOTAL
NO.OFRESPONDENTS 25 63 58 4 150
% OF RESPONDENTS 17 42 39 3 100
INFERENCE: From the above table it is conclude that opinion about Amaron battery design 17% of respondents are excellent, 42% are very good, 39% of respondents are good and the remaining 3% are poor.
CHART NO: 17
CUSTOMERS OPINION REGARDING DESIGN
OPINION ABOUT DESIGN
45 40 35 30 25 20 15 10 5 0 42 39
17 3
% of respondents
G oo d
Ex ce l le nt Ve ry go od
Po or
CHI – SQUARE TEST: HO: There is no significant difference between in the customer opinion about Amaron battery design.
OPTION Excellent Very Good Good Poor TOTAL
Oi 25 63 58 4 150
Ei 37.5 37.5 37.5 37.5 150
(Oi-Ei)²/Ei 4.17 17.34 11.21 29.93 62.64
Ei = ?Oi / N; Where Ei=expected frequency Oi=Observed frequency Ei=150/4=30 Calculated value = ? (Oi-Ei) ²/Ei=62.64 Frequency of freedom = (n-1) = (4-1) =3 Table value 3 at 0.05 =7.815 Since Table value > Calculated value.
HO: is rejected. HI: There is the significant difference between the customers opinion about Amaron battery design
CONCLUSION: Table value 4 at 0.05 is 9.488 > Calculated value. So there significant difference between the customers opinion about on brand Advertisement.
TABLE NO: 18
TYPE OF BATTERY FOR PRO-BIKE RIDER
OPTION 2.5 LB 5 LB 9 LB TOTAL
NO.OFRESPONDENTS 72 40 38 150
% OF RESPONDENTS 48 27 25 100
INFERENCE: From the above table it is conclude that opinion about the present usage for pro-bike rider are responded as48% are 2.5LB,27% are 5LB and the remaining 25% are 9LB.
CHART NO: 18
TYPE OF BATTERY FOR PRO-BIKE RIDER
PRESENT USAGE FOR BIKE
60 50 40 30 20 10 0 2.5LB 5 LB 9 LB 27 25 % of respondents 48
TABLE NO: 19
SUGGESTIONS TO PURCHASE OTHERS
OPTION Yes No TOTAL
NO.OFRESPONDENTS 131 19 150
% OF RESPONDENTS 87 13 100
INFERENCE: From the above table it is conclude that opinion about suggestions to purchase others of Amaron battery 87% of respondents are suggested Yes and the remaining 13% are No.
CHART NO: 19
SUGGESTIONS TO PURCHASE OTHERS
SUGGESTIONS TO PURCHASE OTHERS
100 80 60 40 20 0 Yes No 13 % of respondents 87
4.1 FINDINGS
• • • • • • • • • • • • • • • • • • • Majority of the respondents are Relationship Executive, Customer care Executives and Center Heads. Majority of the respondents are Male category. More number of respondent’s falls under the are group of 20-30 years, 31-40 years, 41-50 year, above 51 year. More number of respondents falls under the experience of less than 1 year and between 1-40 years. Majority of the respondents are from Tirupati centers. Customers could not find ads in any regional channels. A considerable number of responds were not satisfied with the Amaron Batteries Almost every prospect says that our promoters are good. The customers are not aware of brand ambassador Narian Karthikyan. A considerable number of respondents recommend by friends Amaron brand as a good name in the market. From the research it can be concluded that more than 65% of the prospects feel that T.V. commercials attract them more than any other media. There is no mach aware in sub brand in Amaron black, Amaron GO, Amaron FLO, Amaron PLO, Amaron Fresh. Most the customer suggestion to start show rooms of fast growing rural areas and Mass media. Threes is know service centers in fast growing areas. In Tirupati most of the customers know about Amara Raja Battery they do not know about Amaron brand name. The customers are not aware of the brand ambassador Narian Karthikyan. The sub brand of Amaron is not so familiar among the customers. Customers could not find ADS in any regional channels. There is no sufficient/enough service centre nearby Tirupati.
4.2 SUGGESTIONS
) Amara Raja Company Brand Ambassador can be like Indian Cricketers and cinema Industrial. ) Most of the customers suggest for Service center nearby areas. ) To improve the more advertisements in Regional channels. ) Sign boards in the road side and taxi stand. ) Amaron should have quick services for drivers. ) To extend awareness of Amaron sub brands among people, it can give the pamphlets to the drivers. ) When we are having questionnaire with the drivers most of them say that they were became aware of Amaron sub brands through their friends. So Amaron need more mass media.
4.3 CONCLUSION
Timeshare is making a strong impact in India with timeshare owners growing rapidly over the last few years. The industry is still in the early stages of growth and the Timeshare owners are increasing and exerting pressure for more resorts and capacities. Amara Raja batteries Private Limited (ARBL) has acquired a good brand image but that is not sufficient to sustain with the growing competitors in the industry. More brand building and product promotion has to be done to capture the market of this huge potential industry.
QUESTIONNAIRE
A STUDY ON BRAND AWARENESS AMONG CUSTOMERS WITH REGARD TO AMARONBATTERIES Customer Name Customer Age : : [ ]
Customer Vehicle model :
1. From how many number of years you are using the vehicle a) 1-2 years c) 5-6 years b) 3-4 years d) 7-8 years
2. Specify the batteries which you are aware of a) Exide c) Panasonic d) Amco b) Amaron
[
]
d) others, specify…………….. ]
3. Which factors do you consider most while purchasing the battery? [ a) Price d) Brand name b) Life e) High technology [ c) Warranty
4. Who influenced to purchase the present battery? a) Advertisement c) Mechanics b) Dealers d) others
]
5. Are you aware of branding Amaron batteries? a) Yes b) No
[
]
6. At present which company battery you are using to your vehicle? [ a) Exide c) Panasonic d) Amco b) Amaron d) others, specify…………….. [ e) Fresh f) Go [
]
7. Specify which battery you know in Amaron a) Hi-life b) Hi-way c) Harvest d) Pro
]
8. What is the opinion on Amaron battery warranty facility a) Excellent b) Good c) Bad d) Best
]
9. Which of the following is Amaron Caption? a) Last’s Long, Really Long c) Fit it, forget it b) Loves your car d) Risk Free Battery
[
]
10. Have you seen any advertisement of AMARON battery? a) Yes b) No
[
]
c) If yes which media_______________________________ 11. Do you satisfy with AMARON brand advertisement? a) Highly satisfied c) Satisfied b) Moderately satisfied d) Dissatisfied e) highly dissatisfied [ ]
12. In your opinion which is the most influencing media for the customers to promote Amaron Batteries a) Televisions d) Wall writings b) Print media c) Hoardings [ ]
e) others, specify……………………..
13. Recently Amaron Batteries Limited launched anew battery with 60 months Warranties are you aware of that a) Never heard of d) Know very well 14. Is any other company giving 60 months warranty to their battery? [ a) Yes b) No If yes, specify the company ……………….. [ ] ] b) Heard of only c)Know little bit [ ]
15. Are you aware of the following AMARON features? a) Zero maintenance c) 60 month’s warranty 16. What is your opinion on price of Amaron batteries a) High b) Reasonable c) Low b) Long life battery
[
]
17. What is your opinion about AMARON battery design? a) Excellent c) Good b) Very good d) Poor
[
]
18. Which type of battery you are using in PRO-BIKE RIDER a) 2.5LB b) 5LB c) 9LB
[
]
19. Do you suggest Amaron Batteries to others a) Yes b) No
[
]
20. Would you like to give any suggestions? …………………………………………………………………………………
………………………………………………
BIBILOGRAPHY
Reference Books
BOOK NAME
AUTHOR NAME
YEAR
Websites 9 www.google.co.in 9 WWW.AMARARAJABATTERIES.COM 9 www.brandnet.com
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