1.

1 INTRODUCTION

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”.

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Awareness
First state in the process of learning about a new product, service, or idea in which
are consumers has received information about the existence of the innovation but has not
yet formed an opinion. For example, in the early sates 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).

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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) Sampling size 125.
6) Area of survey Tirupati.
7) Method of administering questionnaire-personal interview method.

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 1.2 INDUSTRY PROFILE

Overview of Industrial Batteries:

The Industrial Battery segment consists of two types of rechargeable Batteries.

 Lead Acid Batteries:

These are the most popular types of Batteries in Industrial segment with
applications in a wide range of applications, form 85% of Industrial Battery Sales.
Exide is the Leader in this segment with a market share of 45%. These rechargeable
Batteries are of two types.

 Vented Batteries:
These are generally referred as the conventional lead acid storage Batteries, which
consist of 60% of Lead acid Batteries sales. The expected growth in this business
is 10% p.a. In this segment Exide has highest market share, followed by Amco
and Unorganized sector.

 Sealed Batteries:
They are popularly referred to as Maintenance free or VRLA batteries. ARBL is
the Market leader with 40% market share followed by other manufacturers like
Hyderabad Batteries. Exide is a recent entrant in this segment.

The product finds application mainly in telecommunications, railways, oil & gas
and UPS systems. This segment has grown at 40% P.A. over last five years. We
expect growth to remain fairly strong at around 15% to 17% p.a. over the next
three years.

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  ARBL’s VRLA Battery Models:
Backed by Technology ARBL is the pioneer in VRLA segment it manufacturer’s
two types of VRLA batteries:
High Integrity, long life batteries, branded as Power Stack (80% of ARBL’s
Sales)
High rate discharge performance batteries, branded as Power Plus (20% of sales)

 Power Stack
These model batteries are designed to take care of the requirements of several
industrial applications such as good float performance, long life cycle, and
resistance to vibrations and capability to withstand partial stage of charge
operation. These batteries are used in critical standby applications in the following
areas:
 Telecommunications
 Railways (mainly in air-conditioned coaches, train lighting)
 Power generations and distribution
 Oil & gas and offshore
 Uninterruptible power systems
 Solar photo voltaic
 Process Industry
 Defense
 Power Plus
It is the ARBL’s high performance battery, designed to deliver maximum power
using minimum space and is ideally suited to applications requiring high
discharge currents for a short duration. These products generally have higher
margins and find applications in the following areas:

 Communications like EPABX

 Uninterruptible power systems
 Solar photo voltaic
 Railway signaling

APGCCS, Rajampet 5
  Switchgear operations in sub-stations
 Engine Starting
 Emergency lighting and other specialty applications
 VRLA Batteries - The Preferred Choice:
In lead acid storage batteries, VRLA batteries are becoming more popular despite
it being twice as expensive.

o The main reasons are:

o Superior performance
They are maintenance free as the inflow of lead is regulated by a valve
obviating the need for human intervention for monitoring specific gravity in the
battery container.

The battery is leak-proof as a result of which hazards of acid formation are

reduced considerably. Also, on account of lower outflow of contents from the
battery, the need for special ventilation is eliminated. Due to these, there is no need
for a special battery room.

Besides, ARBL has designed the batteries to save 80% space obviating the need
for separate space to install these batteries.

Due to all these advantages, ARBL’s VRLA batteries are preferred. Also, as and
when conventional batteries come up for replacement, they are substituted by these.
It is as a result of these that the Growth rate in VRLA batteries is higher at about
40% p.a. than the conventional lead acid storage batteries

Besides, VRLA finds application in railways for their signaling, communication and
air-conditioned coaches. Railways, too, are in the process of replacing conventional
batteries with VRLA batteries, which will drive growth ahead. ARBL is the first
company approved to supply VRLA batteries to Railways.

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LEAD ACID BATTERY MARKET
Rs. in Millions

VRLA’s ARBL’ s
Sector Total market % of Market % of Share
Shares Share
Telecom 3,350 3,300 99 % 1,590 71 %
Railways 1,200 400 33 % 252 11 %
Power & UPS 2,200 1,050 48 % 417 18 %
Total 6,750 4,750 70 % 2259 36 %

Table 1.1 Lead Acid Battery Market

 AUTOMOTIVE BATTERIES - OVERVIEW

The market size of the automotive battery business (SLI - Starting, Lighting
and Ignition) is estimated at Rs.8 billion for the FY 98 growing at 7% to 8% p.a. The
bulk of this market caters to replacement demand, which is estimated to be Rs. 7
billion, while the OEM market is about Rs.1 billion. Since an automotive battery is a
consumable, replacement market drives growth.

However, unlike the Industrial Battery segment, the unorganized sector is a

major player in the replacement market. Though official data is not available,
estimates shows that its market share is about 60%. Among the organized sectors,
Exide’s market share is 65% and the other main players are Amco and Tudor India.

o 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.

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 Amara Raja’s Performance and upcoming opportunities:

 Largest manufacturer of Industrial Batteries:

Being the pioneer and largest manufacturer of Valve regulated lead acid
batteries in the Indian Ocean Rim (i.e. the area ranging from Africa and the Middle
East to Southeast Asia), it controls 40 % market share in VRLA battery segment and
25 % of the Total Industrial market in India.

Growth by replacement of Conventional Driven Batteries:

Growth in VRLA batteries (40% p. a. in the last three years) has been driven by
replacement of conventional batteries with VRLA batteries and new demand. This is
mainly because VRLA batteries, unlike the conventional lead storage batteries, are
maintenance free, spill-proof, have a longer life and do not require a special
ventilation system.

Besides, they save on space too. Given these attributes, we believe that users of
conventional batteries in telecom, power, oil and gas, and railways will continue to
switch to VRLA batteries resulting in a sustainable 15 % to 17 % annual growth in
the next three years to come.

Since ARBL sales grew by 73 % p.a. over the last five years, we expect this will
grow by 21 % p.a. through FY 02-03. While it was the telecom sector, which fuelled
growth for ARBL in the past on account of replacement of conventional batteries
with VRLA batteries, continued buying from the telecom sector and a similar
converging demand from railways would drive its future growth.

Automotive Battery foray to spur long-term growth:

To sustain from the competition evolved in the Industrial Battery segment (due to
high margins) ARBL has just begun the manufacture of Automotive Batteries with
an initial capex of Rs.450 millions. We hope this is a step in the right direction to

APGCCS, Rajampet 8
 sustain its long-term growth prospects, as automotive batteries demand is growing at
7% to 8% p.a. Its initial strategy is to target the OEM market and later develop the
replacement market. The full impact of the returns will be felt over the next two
years and break-even will be achieved in the FY03. ARBL has already got a
breakthrough as the exclusive automotive battery supplier to Ford, General Motors
and Mercedes-Benz cars in India. After market initiative has also been started in Jan
2000 with its brand name Amaron. Though this will not result in significant volumes
immediately, it assumes significance as it reflects the high quality batteries and new
models like JIS batteries for Japanese cars and DIN Batteries for European cars.

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.

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 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.

APGCCS, Rajampet 10
 1.3 COMPANY PROFILE

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.

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 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.

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 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.

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ORGANIZATION PROFILE

Description of Amara Raja

Mr. Galla Ramachandra Naidu, Chairman and Managing Director who was an
NRI having engineering background promoted AMARA RAJA POWER SYSTEMS (P)
LTD. in 1984 and AMARA RAJA BATTERIES LTD. in 1985 at Karakambadi Village
near TIRUPATI. He also seeded Harsha Electronics Pvt. Ltd. in 1990 at Karakambadi
Village, Mangal Electro Systems Pvt. Ltd. in 1996 at Petamitta Village near Chittoor and
AMARA RAJA Electronics Ltd. in 2000 at Diguvamagham Village near Chittoor.

Before embarking on this venture he worked as Senior Project Engineer with M/s
Sargent & Lundy, USA (Power Consultants) for about 20 Years. Prior to this, he worked
as an Electrical Engineer for US Steel Corporation for about 3 Years.

In 1989 ARBL has entered into Industrial Battery market with Technical alliance
with GNB Batteries, USA to promote advanced Maintenance Free Valve Regulated Lead
Acid (MF-VRLA) batteries prior to setting its own facilities

ARBL imported the product in semi-knocked (SKD) down condition. In

September 1990, it was converted into a public limited company and it’s IPO (Initial
Public Offer) in January 1991 aggregating Rs.59.SMiliion. It was formed to manufacture
Maintenance-free, sealed lead acid Batteries in which commercial production
commenced from May 1992. Despite its initial Technical support from GNB Batteries,
during the financial year 1998 ARBL ceded a 23.7% stake to Johnson Controls Inc. USA,
at a premium of Rs.75 per share to cement a financial and technical tie-up to foray into
Automotive Batteries.

Besides having overall control of the company as CEO and Managing Director,
Mr.R.N.Galla is in charge of production. His son, Mr.Jayadev Galla, who is acting as an
Executive Director of the company, has worked earlier with GNB Battery Technologies,

APGCCS, Rajampet 14
USA as an International Sales Executive. As a closely managed company the promoter is
very conscious of the technological developments required to keep ahead of competition.
The tie-up with Johnson Controls is an example for his vision.
CUSTOMERS:

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”.

APGCCS, Rajampet 15
 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

APGCCS, Rajampet 16
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, 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.

About Amara Raja Sister concerns:

Actually the Head office is at Karakambadi a small village located near Tirupati.
It is having many Branch Offices and many Regional offices all over India. At the head
office only production takes place. First comes AMARA RAJA POWER SYSTEMS, that
has been established on 13.02.1984 and commercial Production started on 02.10.1987.
Here manufacturing of Battery chargers (conventional), Converters, Inverters, UPS,
Integrated Power Systems, SMPS (Switch Mode Power Supply) takes place. Next
coming to Harsha Electronics Private Limited, which is located opposite to ARPSL. It
has been established on 09.11.90 and commercial production started on 04.01.92. Here
manufacturing of trays, cabinets, racks, takes place, which are used during actual
production process. After HEPL, comes ARBL the plant has been established in 1985
and the commercial production started in 1992. Here manufacturing of VRLA Power
Stack, Power plus Batteries and automotive batteries takes place.

Mangal Electro Systems Private Limited is other small plant located at

Pentameter, a Village near Pakala. This has been established in the year 1996 and
commercial production started in 1997. This is meant for manufacturing Copper
Connectors, T.P. Assembly, M.S. Bolts, and Trickle Chargers etc.

APGCCS, Rajampet 17
 2. RESEARCH METHODOLOGY

2.1 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.

2.2 OBJECTIVES OF THE STUDY

• To know the factors through which customers came to know about

Amaron brand.
• To know the reasons for preferring Amaron brand.
• To give the suggestions of customers for improving the Brand
awareness of Amaron Batteries

2.3 RESEARCH TOOLS

Data source : Primary and secondary data

Research approach : Survey method

Sampling scheme : Convenience sampling

Contact method : Direct contact

Sample size : 125

Methodology deals with the research design used, data collection methods
used, sampling methods used, analysis and interpretation done and limitations inherent in
the project.
Methodology is one of the main aspects of every research. This explains how the
research was conducted following methodology has been in this project work.

APGCCS, Rajampet 18
2.4 RESEARCH DESIGN
The research design for this research descriptive in nature. Descriptive research
studies attempt to obtain a clear, complete and accurate description of a situation.
Descriptive study is necessary when the research is interested in knowing the
characteristic of a certain group.

Data Sources:
Data for this research was collected both from primary and secondary sources.
There are two types of data sources:
1. Primary sources
2. Secondary sources.

1. Primary sources:
This consists of original information gathered for specific purpose. The normal
procedure is to interview people individually and /or on groups, to get the required data
Here the data being sought is various methods and techniques of recruitment followed in
this organization.

2. Secondary sources:
The profile of the company and text books on HRM and PERSONNEL
MANAGEMENT and various magazines.

2.5 RESEARCH APPROACHES:

The research availed the 'survey research' type of research where in the researcher
goes to the respondent with the questionnaire, clarifies and doubts rose by the respondent
and notes the responses. This is of the form of personal interviewing of the respondent,
who may fill in the questionnaire.

APGCCS, Rajampet 19
2.6 RESEARCH INSTRUMENTS:
The researcher has used questionnaire as the research instruments.
Types of questions used in the questionnaire:
• Open-ended questions
• Close-ended questions
Open-Ended questions:
Open ended questions are used to get the suggestions from the respondent in order
to give feedback to the company.
Closed-Ended questions:
In closed ended questions, there are two types of questions:
1. Multi choice questions
2. Double -ended questions.

Multi choice questions:

In this multi choice question, the respondents are given four to five choice in
which he has to select one. For this questions are we can apply statistical tolls like
weighted average method to relate the results to the universe.
Double-ended questions:
In these questions the respondent will be given two choices for answer in which they
have to choose one.

Sampling procedure:
A sampling of 125 is taken, for administering questionnaire. While analyzing qualitative
data relating to the opinion of customers, scaling sampling techniques and ranking
methods have been used.
The sampling procedure determines how the respondents be chosen.

APGCCS, Rajampet 20
Sampling technique:
Non-probability, convenience sampling is adopted.
Statistical tool : weighted average method.

WEIGHTED AVERAGE METHOD = no. of respondents X Weights

Sample size

2.7 LIMITATION OF STUDY:

 The survey was conducted with in 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.
 Some respondents might have given biased responses.

APGCCS, Rajampet 21
 3. ANALYSIS AND INTERPRETATION
3.1 Type of battery used by the customer in his/her vehicle at present

TABLE NO: 3.1

OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Exide 51 40
Amaron 44 35
Sonic 7 6
Amco 12 10
Others 11 9
TOTAL 125 100

GRAPH-3.1

currently useing batteries

50
40
40 35
percentage

30

20
10 9
10 6

0
Exide Amaron Sonic Amco Others
opinion

INTERPRETATION:
From the above graph it is observed that 40% of respondents are using exide, 35%
of people used Amaron, 10% of respondents are used Amco, 9% of respondents are used
other batteries and 6% of respondents are used Sonic, It shows that company as to satisfy
the respondents for their batteries.

APGCCS, Rajampet 22
3.2. The reason for giving preference to this brand.

TABLE NO: 3.2

NO. OF
OPINION RESPONDENTS PERCENTAGE (%)
Warranty period 36 28
Performance 27 23
Reliability 33 26
Brand 15 12
Price 14 11
Total 125 100

GRAPH-3.2

Preferances

30 28
26
25 23
percentage

20
15 12 11
10
5
0
Warranty Performance Reliability Brand Price
period
opinion

INTERPRETATION:
From the above graph it is observed that 28% of respondents giving their
preference to warranty period, 26% respondents are giving their preference Reliability,
23% of respondents are giving performance, 12% of respondents are giving their
preference brand 11% of respondents are giving their preference to price It shows that
company has to satisfy the respondents 100% in future.
3.3. Source to know about Amaron batteries

TABLE NO 3.3

APGCCS, Rajampet 23
 OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Sign Boards 34 27
Mass Media 41 33
Service Centers 5 4
Friends 45 36
TOTAL 125 100

GRAPH-3.3

Factors to know the brand

40 36
33
35
30 27
percentage

25
20
15
10 4
5
0
Sign Boards Mass Media Service Friends
Centers
opinion

INTERPRETATION:
From the above graph it is observed that 36% respondents are known by friends,
33% respondents are known by Mass media, 27% of respondents are known Amaron
batteries by Sign boards, 4% respondents are known by service centers.

3.4. Customer references towards Amaron batteries his/her friends.

TABLE NO: 3. 4

APGCCS, Rajampet 24
OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Yes 31 25
No 94 75
Total 125 100

GRAPH-3.4

Refering Amaron to friends

25

Yes
No

75

INTERPRETATION:
From the above graph it is observed that 25% of respondents refer to their friends
and 75% of respondents are not showing interest to refer their friends. It shows that
company has to satisfy the customers about their brands.

3.5. The reason for preferring the Amaron batteries.

TABLE NO: 3.5

APGCCS, Rajampet 25
 OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Reasonable price 20 16
Reliability 35 28
Brand name 40 32
Better performance 30 24
Total 125 100

GRAPH-3.5

Reason for preferring Amaron

35 32
28
30
24
25
percentage

20 16
15
10
5
0
Reasonable Reliability Brand name Better
price performance
opinion

INTERPRETATION:
From the above graph it is observed that the 32% of respondents are prefer due to
its brand name, 28% of respondents are prefer on its reliability, 24% of respondents are
feeling their better performance. 16% of respondents are prefer Amaron batteries based
on its reasonable price.

3.6. Following source is the best way of bringing brand awareness of Amaron
batteries among the customers.

APGCCS, Rajampet 26
TABLE NO: 3.6

OPINION NO. OF RESPONDENTS PERCENTAGE (%)

Sign boards 11 9
Mass media 52 42
Service centers 27 21
Friends 28 22
Others 7 6
Total 125 100

GRAPH-3.6

Source to bring brand awareness

50 42
40
percentage

30 22
21
20
9
10 6

0
Sign boards Mass media Service Friends Others
centers
opinion

INTERPRETATION:
From the above graph it is observed that the 42% of respondents are awareness
with mass media, 22% of respondents are awareness with friends, 21% of respondents are
awareness with service centers, 9% of respondents are getting brand awareness with sign
boards, and 6% of respondents are awareness with others.

3.7. Suggestions for improve the brand awareness of Amaron batteries among the
customers.

TABLE NO. 3.7

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 OPINION NO. OF RESPONDENTS PERCENTAGE (%)
To start show rooms at fast 47 37
growing rural areas
To increase no. of sign boards 26 20
Frequent Ads in mass media 39 31
Others specify (A popular 13 10
brand ambassador)
Total 125 100

GRAPH-3.7

Suggestions for improve the brand

awareness

37
40 31
35
percentage

30
25 20
20 10
15
10
5
0
To start show To increase Frequent Ads Others
rooms at fast no. of sign in mass media specify (A
grow ing rural boards popular brand
areas ambassador)
opinion

INTERPRETATIONS:
From the above graph it is observed that most of the respondents 37% are
suggesting to start the service centers at rural areas, 31% respondents are prefer in mass
media 20% of respondents prefer to increase the sign boards, and 10% of respondents are
prefer in others to improve the brand awareness.

3.8. Following media is helped to know about the Amaron batteries.

TABLE NO: 3.8

OPINION NO. OF RESPONDENTS PERCENTAGE (%)
T.V Adds 33 26

APGCCS, Rajampet 28
 Hoardings 40 29
News paper 10 8
Magazines 27 21
As Sponsor for sporting 20 16
Total 125 100

GRAPH-3.8

Efficient communication channel

35
29
30 26
25 21
percentage

20 16
15
8
10
5
0
T.V Adds Hoardings News paper Magazines As Sponsor
for sporting
opinion

INTERPRETATION:
From the above graph it is observed that 29% of respondents are agreed to
hoarding, 26% of respondents are agreed to T.V adds, 21% of respondents are agreed to
magazines, 16% of respondents are agreed in sponsor for sporting and only 8% of
respondents are agreed to newspaper in efficient communication channel.

3.9. Customer rating towards Amaron advertisement.

TABLE NO: 3.9

OPINION NO. OF RESPONDENTS PERCENTAGE (%)
22 18
(0-2)

APGCCS, Rajampet 29
 45 35
(2-5)
30 24
(5-7)
28 23
(7-10)
Total 125 100

GRAPH-3.9

Advertisement rating by consumer

40 35
35
30
24 23
percentage

25
18
20
15
10
5
0
(0-2) (2-5) (5-7) (7-10)
opinion

INTERPRETATION:
From the above graph it is observed that majority of the respondents 35% (2-5)
rated towards Amaron advertisements, 24% (5-7) rated to Amaron advertisements, 23%
(7-10) rated to Amaron advertisements, 18% (0-2) rated to Amaron advertisements, and it
shows that company has to increase the advertisements to improve their position in
market with other competitors.

3.10. Customer preference towards the battery in his/her vehicle fails.

TABLE 3.10
OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Exide 53 41

APGCCS, Rajampet 30
 Amaron 44 32
Sonic 20 15
Amco 13 11
Total 125 100

GRAPH-3.10

Prefer of Brands

45 41
40
35 32
30
percentage

25
20 15
15 11
10
5
0
Exide Amaron Sonic Amco
opinion

INTERPRETATION
From the above graph it is observed that most of the 41% respondents prefer
Exide batteries, 32% of respondents prefer the Amaron, 15% of respondents prefer sonic
and only 11% of respondents prefer Amco batteries.

3.11. Customer rating towards image of Amaron batteries based on its quality.
TABLE 3.11
OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Excellent 20 16

APGCCS, Rajampet 31
 Good 32 26
Average 37 29
Below average 20 16
Poor 16 13
Total 125 100

GRAPH-3.11

Based on this quality

35
29
30 26
25
percentage

20 16 16
13
15
10
5
0
Excellent Good Average Below Poor
average
opinion

INTERPRETATION
From the above graph it is observed that 29% of respondents are rated average,
26% of respondents are rated good, 16% of respondents are rated excellent, 16%
respondents are rated below average and only 13% of respondents are rated poor about
quality of Amaron batteries.

3.12. Customer rating towards brand value of Amaron batteries based on its
durability

TABLE 3.12
OPINION NO. OF RESPONDENTS PERCENTAGE (%)

APGCCS, Rajampet 32
 Excellent 50 40
Good 30 24
Average 20 16
Below average 15 12
Poor 10 8
Total 125 100

GRAPH-3.12

based on its durability

45 40
40
35
30 24
25
20 16
12
15 8
gn
tap
rc
e

10
5
0
Excellent Good Average Below Poor
average
opinion

INTERPRETATION
From the above graph it is observed that 40% of respondents are rated excellent,
24% of respondents are rated good 16% of respondents are rated average, 12%
respondents are rated below average and only 8% of respondents are rated poor about its
durability.

3.13. Influence of brand image of Amaron batteries on sales.

TABLE 3.13
OPINION NO. OF RESPONDENTS PERCENTAGE (%)
Excellent 55 44

APGCCS, Rajampet 33
 Good 40 32
Average 15 12
Below average 10 08
Poor 05 04
Total 125 100

GRAPH-3.13

Influences on sales

50 44
40 32
percentage

30
20 12
8
10 4
0
Excellent Good Average Below Poor
average
opinion

INTERPRETATION
From the above graph it is observed that 44% of respondents are rated excellent, 32%
of respondents are rated good 12% of respondents are rated average, 8% respondents are
rated below average and only 4% of respondents are rated poor to the influence of brand
image on Amaron batteries sales

3.14 The consumer rating towards Amararaja batteries

Table: 3.14 Weighted average method

APGCCS, Rajampet 34
Interpretation:
From the above table it is observed that based on the customer taste and preferences
AMARON got 1st rank

Weights 5 4 3 2 1
Total score Mean Final
Opinions Warranty rank
Company period Performance Reliability Brand Price

Exide 30 25 25 30 15 125 400 3.2 3

Amaron 40 25 30 10 20 125 430 3.4 1

Sonic 30 30 25 15 25 125 401 3.3 2

Amco 5 25 30 35 30 125 315 2.6 5

Tata 20 20 15 35 35 125 330 2.7 4

green
Total 125 125 125 125 125 625 1876 14.2

SONIC got 2nd rank

EXIDE got 3rd rank
TATA GREEN got 4th rank
AMCO got 5th rank

4.1 FINDINGS

• It is found that 40% of respondents are using exide, 35% of people used Amaron,

APGCCS, Rajampet 35
 and only 6% of respondents are used Sonic batteries.

• It is found that 28% of respondents giving their preference to warranty period,

low percentage 11% of respondents are giving their preference to price.

• It is found that 36% respondents are known by friends, and only 4% respondents
are known by service centers.

• It is found that 75% of respondents are not showing interest to refer their friends.
25% of respondents refer to their friends and it shows that company has to satisfy
the customers about their brands.

• It is found that the 32% of respondents are prefer due to its brand name, 16% of
respondents are prefer Amaron batteries based on its reasonable price.

• It is found that 42% of respondents are awareness with mass media and only 6%
of respondents are awareness with others.

• It is found that most of the respondents 37% are suggesting starting the service
centers at rural areas and only 10% of respondents prefer in others to improve the
brand awareness.

• It is found that 29% of respondents are agreed to hoarding and only 8% of

respondents are agreed to newspaper in efficient communication channel.

• It is found that majority of the respondents 35% (2-5) rated towards Amaron
advertisements and only 18% (0-2) rated to Amaron advertisements, and it shows
that company has to increase the advertisements to improve their position in
market with other competitors.

• It is found that most of the 41% respondents prefer Exide batteries and only 11%
of respondents prefer Amco batteries.

APGCCS, Rajampet 36
 • It is found that 29% of respondents are rated average and only 13% of
respondents are rated poor about quality of Amaron batteries.

• It is found that 40% of respondents are rated excellent and only 8% of

respondents are rated poor about its durability.

• It is found that 44% of respondents are rated excellent, and only 4% of

respondents are rated poor to the influence of brand image on Amaron batteries
sales

• It is found that AMARON got 1st rank, and AMCO got 5th rank.

4.2 SUGGESTIONS

APGCCS, Rajampet 37
 • Most of the customers suggest for Service center nearby areas then it is easy to
customers for service their batteries and to save their valuable time.
• To improve the more advertisements in Regional channels with this customer
know about the Amaron batteries where it is found easy to get.
• Sign boards in the road side and taxi stand that customers are easily see them and
understand about the Amaron batteries.
• The company has to take immediate steps for quick delivery to satisfy the
customer their needs to fulfill them in a future.
• To extend awareness of Amaron sub brands among people, it can give the
pamphlets to the drivers and arrange some demos in main centers.
• 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

APGCCS, Rajampet 38
 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.

APGCCS, Rajampet 39