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Tudor India ltd-the power of global technology A Project Report on “Brand awareness towards prestolite battery” At “Tudor India ltd” (The power of global technology) [As a partial fulfillment for the requirement in summer project as a part of MBA Programme] Submitted To : Prof. Mehal Pandya HOD & Lecturer, MBA Dept. Submitted By :

Brand Awareness of Presto Lite Battery

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Page 1: Brand Awareness of Presto Lite Battery

Tudor India ltd-the power of global technology

A

Project Report on

“Brand awareness towards prestolite battery”

At

“Tudor India ltd”

(The power of global technology)

[As a partial fulfillment for the requirement in summer project as a part of MBA Programme]

Submitted To:

Prof. Mehal Pandya

HOD & Lecturer, MBA Dept.

Submitted By:

Nirav b. shah

Enrollment no. 097180592036

[SEM-II, Batch: 2009-11]

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Tudor India ltd-the power of global technology

Preface

The practical training is a life of a management student. In modern world, the importance of

management is increasing day by day. Industrial training provide a student sufficient knowledge

to develop an education to connect theory and practical.

I am student of M.B.A. being a part of our syllabus. I have taken training from “Tudor India

LTD” I am very glad to represent this project report before you as it involves my hard work,

experience as well as co ordination of all staff members.

Such type of training is very helpful to management students as it helps in strengthening

confidence and gives experience to check the theoretical knowledge.

Nirav B. shah

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Tudor India ltd-the power of global technology

Acknowledgements

The Summer Internship Program (SIP) undertaken by me at Tudor India Ltd at,

Ahmedabad was an extremely rewarding experience for me in terms of learning

and industry exposure.

I would like to extend my deep gratitude towards the Head of the organisation Mr.

HARISH GHANDHI who always motivated me and helped me during the

internship. Who gave his valuable time & guidance in every step of project? He

was like a mentor for me during these 45 Days Internship program giving me

valuable inputs & much needs sales exposure.

I would like to thank my faculty guide HOD & Prof. mehal pandya and all

faculty member who gave his valuable inputs in preparation of the report .He gave

valuable time from this busy schedule to help me in the analysis & interpretation of

my findings.

I would like to thank the associates of the operations department with Tudor India

Ltd, who constantly gave their suggestions & shared valuable insights in making

my report effectively.

I would also like to thank my colleagues who were working with me during the

internship in Tudor India Ltd for their corporation & support during the entire

period.

Nirav B. shah

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Tudor India ltd-the power of global technology

Executive summary

Tudor India, incorporated on Jan. 3, 1986, manufactures storage batteries catering to the

automotive, power standby, industrial and electric vehicle segments. The company is a wholly

owned subsidiary of CMP Batteries, UK, which in turn is the British arm of the world`s largest

battery manufacturing group based in Pennsylvania, USA. The US-based group has operations in

89 countries and markets products under brand names like Exide. It is a pioneer of sealed

maintenance-free batteries and has manufactured batteries that have powered the US Navy`s first

submarine, gone to the moon with the NASA space shuttle, and taken part in Operation Desert

Storm.

The company manufactures automotive batteries for two-wheelers, cars, light commercial

vehicles, heavy commercial vehicles, tractors, dumpers, excavators, and several other vehicles;

invertor brands like Classic Flat, Classic Tubular, Silver, and Presto Master; electric fork lift

trucks; electric cars and three-wheelers. The manufacturing unit is located at Prantij in the

Sabarkantha district of Gujarat with an installed capacity of 600,000 storage batteries. It has a

well developed sales and marketing network and customer care centers across India.

TIL is indian arm of chloride motive power batteries, UK, a wholly owened subsidiary of the

alpharetta-Georgia, USA, based global leader in stired electrical-energy solutions.

In,1997, TIL was the first company to introduce maintenance free lead acid batteries designed

with polyethylene separators, cold forged terminals and bone dry charged batteries in India, and

offer the products for most types of vehicles manufactured in India, including cars, light and

heavy commercial vehicles, sport utility vehicles, and tractors.

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Tudor India ltd-the power of global technology

Index

No. Particular Page no.

Preface I.acknowledgement II.Executive summary III.

1. Introduction of Company 11.1 Introduction of lead acid battery Industry

Automotive battery Industrial battery

2

1.2 Industrial outlook 81.3 Competition in the Global & Indian Battery Industry 101.4 Company profile of Tudor India 111.5 Product profile 151.6 Competitor profile 161.7 Production process 211.8 Need for the study 251.9 Statement of the problem 26

2 Introduction of brand awareness 272.1 Meaning of brand 282.2 Brand equity & brand awareness 31

3 Research methodology 323.1 Introduction of research 333.2 Research objective 343.3 Research design 353.4 Source of the data 363.5 Scope of the study 363.6 Sampling plan 373.7 Contact method 373.8 Research instrument 383.9 Tolls analysis 383.10 Limitation 38

4 Data analysis and interpretation 395 Finding and suggestion 516 Bibliography 547 Annexure 55

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1.1 Introduction of lead acid battery Industry

The Indian lead storage battery market is comprised of two primary segments: automotive and

industrial. In the automotive segment, lead storage batteries used as a secondary power source

and demand driven by growth in motorcycle population, passenger vehicle population and

commercial vehicle population and the replacement demand therein. In the industrial segment,

batteries used for power back up, demand in India currently driven by uses such as telecom

towers, power generation, and forklifts.

The following diagram shows the basic structure of the Indian lead storage battery industry:

Source: www.Exide.com

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Tudor India ltd-the power of global technology

Automotive Batteries

The automotive storage battery industry can broadly subdivide into two sub-segments: the OEM

and retail or replacement markets. The OEM market largely dominated by leading manufacturers

such as the following:

Commercial Vehicles Passenger Cars Two-wheelers Tractors

Ashok Leyland Ltd Hindustan Motors Ltd Kinetic Motor

Company Ltd,

International

Tractors

Asia Motor Works Ltd Honda Siel Cars India Ltd LML Limited John Deere

Tractors

Eicher Motors Ltd Hyundai Motor India Ltd Mahindra Two

Wheelers Ltd

Mahindra

&Mahindra Ltd

Force Motors Ltd Mahindra Renault Pvt Ltd Royal Enfield (Unit

of Eicher Ltd)

New Holland

Tractors

Hindustan Motors Ltd Maruti Suzuki India Ltd Suzuki Motorcycle

India Pvt Ltd

Same Deutz

Tractors

JCBL Ltd Mercedes-Benz India Pvt

Ltd

TVS Motor

Company Ltd

Tractors And Farms Equipments ltd

Kamaz Vectra Motors Ltd Skoda Auto India Pvt Ltd

Mahindra & Mahindra Ltd Tata Motors Ltd

Mercedes-Benz India Pvt Ltd

Toyota Kirloskar Motor

Pvt Ltd

Piaggio Vehicles Pvt Ltd

Swaraj Mazda Ltd

Tata Motors Ltd

TVS Motor Company Ltd

Tatra Vectra Motors Ltd,

Volvo Buses India Pvt. Ltd.

Volvo India Pvt Ltd

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Tudor India ltd-the power of global technology

Growth in the automotive battery driven primarily by new vehicle manufacture rates, which are

in turn drive by consumer demand for vehicles. Growth in the OEM segment has been strong in

recent years primarily due to increasing demand from the automotive segment driven by an

overall increase in the number of new car sales in India. Some industry leaders operate on annual

fixed price contracts for lead, though majorities have periodic lead price variation clauses based

on the market price for lead built into their contracts.

The graphs below depict the growth in sales for two-wheelers, commercial vehicles, and

passenger vehicles for the relevant times.

Table-1

Source: www.Exide.com

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Tudor India ltd-the power of global technology

Table-2

Source: www.Exide.com

Table-3

Source: www.Exide.com

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Tudor India ltd-the power of global technology

Aftermarket sales are drive by a number of factors including the number of vehicles in use,

average battery life, average age of vehicles, weather conditions, and population growth. In the

aftermarket segment, small-unorganized manufacturers who sell low-cost and often unbranded

products to cost conscious consumers tend to capture a significant part of the market, especially

for commercial vehicles and tractors. Unorganized manufacturers are also strong players in rural

areas where availability of branded products tends to be less prevalent. However, the share of

unorganized manufacturers has been declining in recent years primarily due to unreliability,

rising disposable incomes, increasing quality consciousness, environmental restrictions,

technology advances in the automotive industry and focus efforts by organized players to

increase their presence outside of major cities, including rural parts of the country.

It is conceivable that, in the near future, continued development of alternatives to the lead acid

battery might improve the viability, popularity, and market share of these alternatives in the

automotive battery market. In addition, other more novel "green" technologies such as fuel cells

and solar cells are also under development and may become viable power sources for electric

and hybrid vehicles. In particular, as the Ni-MH battery is already the preferred motive battery in

petrol-electric hybrid vehicles globally, when Ni-MH battery technology becomes further

developed and more commercialized in India, increased volume will enhance the power-to-price

ratio of Ni-MH batteries and therefore its competitiveness against lead acid batteries.

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Tudor India ltd-the power of global technology

Industrial Batteries

Industrial batteries have a wide range of usage, unlike batteries produced for the automotive

industry. The industrial batteries market can be broken down into the infrastructure market

(railways, telecom, and power), fast-moving industrial batteries (uninterrupted power supply

("UPS") and inverters, and electric forklift batteries. Valve regulated lead acid batteries are one

of the most widely used battery in the industrial segment. These batteries completely sealed,

maintenance free and are use in remote power and unmanned applications such as telecom

installations and UPS systems. Storage batteries also used in submarines. These batteries are

high technology batteries and are export from India. While operating margins on these batteries

are relatively high, demand can be irregular due to the cyclical nature of the industry.

1.2 Industry Outlook

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Tudor India ltd-the power of global technology

The industry outlook is positive with demand for lead storage batteries expected to accelerate in

response to:

An increase in domestic sales and export sales of four-wheelers and two-wheelers;

continued strength in the automotive replacement segment and a revival in OEM sales;

Increasing demand for reliable branded products in the commercial vehicles segment as a

result of increasing truck volume due to improving road conditions;

increase in infrastructure spending, fuelling demand for industrial batteries;

increasing power shortages, fuelling demand for UPS systems and invertors; and

Emergence of organized retail chains, fuelling demand for traction batteries

With disposable incomes on the rise in India, as well as an increasing technology gap between

branded and unbranded products, there should continue to be a steady consumer shift away from

less expensive unbranded batteries.

However, the following areas are of key concern:

Competitiveness: Competition in the battery industry appears to be intensifying over the

medium term. New manufacturers are entering the market with new technologies and in

collaboration with major global battery companies. This increasing competition has led existing

domestic companies to scale up their research and development efforts in an attempt to keep

pace in a rapidly changing industry.

The competition between branded and unbranded players is intense. Reduced supply of

exhausted batteries for unbranded players, extended distribution reach into rural areas and

competitive pricing is helping branded players to compete more effectively.

Cost pressures: Increasing lead prices, as discussed above, in the international markets continue

to be a cause of concern for the Indian battery industry. Volatile crude oil prices in the

international market also affect the price of PPCP, which is used for manufacturing battery

containers. Increases in crude oil prices also increase transportation costs for raw materials and

finished goods.

Imports: The other major concern facing the Indian battery industry has been that of relatively

inexpensive imports from China and some ASEAN countries. Thailand, in particular, is seeking

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Tudor India ltd-the power of global technology

to expand the scope of its free trade agreement with India to include batteries. While Chinese

batteries have been flooding certain Indian markets for quite some time, the price differential has

come down significantly as compared to their Indian competitors. In September 2006, China

cancelled the VAT export refund for all lead battery manufacturers in a bid to control high

energy consuming and high polluting products. Consequently, the price differential has recently

shrunk to 5-10% and given the concern on quality of Chinese products, they are not likely to be a

major threat over the long term.

The combination of increasing competitiveness driven by innovation and global collaboration,

increasing raw material and other costs and threats from cheaper imports has made the lead acid

storage battery industry in India a challenging environment

1.3 Competition in the Global Battery Industry

The following are the major companies in the global battery manufacturing industry:

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Tudor India ltd-the power of global technology

Company

Johnson Controls, USA (Power Solution Division)

GS Yuasa Corporation, Korea and Japan

Exide Technologies, USA

Enersys, USA

Exide Industries Limited, India

C & D Technologies, USA

Oerlikon Batteries, Switzerland

Major Players in the Indian Battery Industry

The major players in the Indian battery industry are:

Exide Industries Limited, India

Amara Raja Batteries Limited

HBL Power Systems Limited

1.4 Company profile of Tudor India

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Tudor India ltd-the power of global technology

Tudor India Limited launched Prestolite the internationally renowned brand of storage batteries

in India in 1997. Tudor India Limited is a wholly owned subsidiary of CMP Batteries Ltd.,

U.K., which is turn, is the British Arm of the world's largest battery manufacturing group based

on Pennsylvania, USA, Which is one of the leading companies in the world in the field of

industrial batteries. CMP wholly owned by the world's largest battery manufacturing group based

in the USA, which founded by Thomas Edison in 1888 as The Electric Storage Battery

Company. This group has a leading presence in 22 countries with 72 manufacturing facilities and

50 brands and a sales turnover of over Rs.10000 crores. Tudor India has been in operation for

over two years offering an exhaustive range of Prestolite batteries for automobiles as well as

Tubular batteries for stand-by applications such s UPS, Inverters, etc. The company plans to

introduce Industrial and SEaled Maintenance-free batteries in the Indian market shortly. In

keeping with the group philosophy of commitment to technological leadership in design and

performance, Tudor India now offers power packed two-wheeler batteries

This US- based group has:

3.2 billion-dollars in revenues

21000 employees

Operations in 89 countries

5 Global business units

11 industrial battery-manufacturing plants

17 automotive battery-manufacturing plants

12 recycling facilities

The group manufactures and distributes a vast range of batteries, including:

Sealed Absorbed Glass mat and Gel batteries

Batteries with Tubular and pasted flat plates

Batteries with expanded and cost grids

Lead and lithium batteries with prismatic and cylindrically wound design

Automotive batteries for two wheelers, cars, tractors, trucks, construction equipment

The group is also the global pioneer of sealed maintenance free batteries.

Batteries for motive power applications

The Power of Global Technologies

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Tudor India ltd-the power of global technology

Prestolite batteries, which come to you from the world's largest group in the battery business,

have specially designed for use in tropical climate with the following tried and tested customer

benefits:

Cold-forged Terminal Inserts prevent loose connections, leakage, and corrision.

Polyethylene Envelope Separator with Glass Mat prevents treeing and short circuits,

enhances the electrical performance due to its high porosity and increases the life of the

battery by holding up the active material in place despite bumps and vibrations.

Heat-Sealed Covers prevent spillover and contamination of electrolyte and increases the

integrated strength of the battery for longer life.

Lead-Calcium Alloy for negative and Low Antimony alloy for positive plates results in

negligible water loss.

Extra Electrolyte above the Plates ensures that the battery runs cooler and hence

reduces water loss thus making it truly maintenance free

Milestones

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Tudor India ltd-the power of global technology

1986 - Tudor India Ltd was incorporate on third of January, as a Public Limited. Company with

the Registrar of Companies, Maharashtra, with the object of setting up a plant for manufacturing

storage batteries in India in collaboration with M/s. Sociedad Espanola Del Acumulador Tudor

S.A.,Spain.

The Company was granted the commencement of business certificate on 17th April. The

Company has obtained necessary approvals from the Government of India for the

technical and financial collaboration.

The lead acid storage batteries are of three types - stationary, traction and automotive.

Stationary batteries find applications in telecommunication sector, emergency lighting,

etc.

Whereas traction batteries find applications is propulsion of electric vehicles, mining

locomotives, alarm systems, etc.

Automotive batteries commonly referred to as SLI batteries used for starting, lighting, and

ignition of internal combustion engine vehicles of all kinds.

The Company will be manufacturing automotive batteries. In India, these batteries are

currently manufactured by both organized and unorganized sectors. The major

manufacturers of the automotive and industrial batteries are in the organized sector and

Chloride Industries Ltd., Standard Batteries Ltd., Amco Batteries Ltd., Willard India Ltd.,

etc.

An automotive battery is a matured product in a product life cycle. The Company will

manufacture a full range of automotive batteries in polypropylene containers and lids from

32 AH to 210 AH for use in four wheelers, light and heavy commercial vehicles.

1988 - The Company allotted Letter of Intent and granted Foreign Collaboration approval in the

year.

1989 -During the year, Collaboration agreement was entered and land was acquired.

1990 - The applications for financial assistance under term loans and import of capital goods

made. These sanctions received in 1991.

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Tudor India ltd-the power of global technology

1991 - Although the letter of intent was procured by the Company in

1988 - The Industrial License was granted to the Company in July.

2000 - The Company increase in the authorized share capital from Rs. 165 million to Rs. 3.50

million.

The Company issue of up to 17.51 million equity shares of Rs. 10/- each on preferential basis to CMP Batteries Ltd., UK or its holding or subsidiary or associated or affiliated companies to the exclusion of all other shareholders of the company, either in cash or by way of conversion of existing Unused.

2001 - The Company has allotted 8,616,445 No. of equity shares at Rs 20.31 (face value Rs 10 at

a premium of Rs 10.31) per share to CMP Batteries Ltd, UK in discharge of hte liability towards

Deferred Payment credit to the extent of Rs 17.5 crore.

2003 -The board approves to delist the company’s equity shares from Ahmedabad Stock

Exchange.

Tudor India (Prestolite) Head Office Address:

Suman Tower 1st Floor Sector 11

Gandhinagar: 382011

Gujarat, India.

Phone Number: (79) 23227075 23221683

Website: www.tudor-india.com

Tudor India (Prestolite) Financial Details:

No of Employees – 101-250

Turnover in Crs – 10-100 Crs

Sector- Private Sector

1.5 Product profile

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Tudor India ltd-the power of global technology

Name: EURO55

Price: Rs 6000

Warranty in Months: 24

Heavy-duty maintenance free batteries for tropical climates and Indian

road conditions - for premium segment vehicles

Name: PS55Price: Rs 4400 Warranty in Months: 18

Heavy duty, low maintenance batteries for all segments of vehicles

Name: PXT55 Price: Rs 6495 Warranty in Months: 24

Heavy-duty maintenance free batteries designed for optimizing energy supply in addition to providing backup for vehicle accessories.

1.6 Competitor profile

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Tudor India ltd-the power of global technology

Exide Industries Limited (EIL), India's flagship of the Lead Acid storage battery industry – is

also the largest Power storage solutions company in South and South East Asia. It manufactures

the widest range of storage batteries in the world from 2.5 Ah to 20,600 Ah (Ampere hour)

capacity, to cover the broadest spectrum of applications. The company, formerly known as

Chloride Industries, Ltd., found in 1916 and based in Kolkata, India. EIL broadly operates in two

segments vis-à-vis Automotive and Industrial. Nearly 55-60% of the company's revenues accrue

from automotive batteries and about 40-42% from Industrial batteries, and the balance from

others like Submarine batteries.

Exide Industries Limited, together with its subsidiaries, manufactures and sells lead acid storage

batteries primarily in India. It offers automotive and motorcycle batteries to car and two-wheeler

manufacturers; industrial batteries, such as conventional lead acid batteries, valve regulated lead

acid batteries, tubular batteries, miners' cap lamp batteries, and Tele tubular for railways,

telecom, power plants, solar cells, power supply, inverter applications, and traction batteries; and

submarine batteries. The company also offers solar lanterns, solar home lights, solar powered

boats, and battery powered electric boats; industrial battery chargers, rectifiers, and parts; and

recycled leads.

SF Sonic – the technology edge

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Tudor India ltd-the power of global technology

Standard Furukawa (SF) Sonic brand of automotive batteries are manufacture with the technical

collaboration of Furukawa Batteries (FB), Japan.

Range of SF Sonic batteries

SF Sonic range of batteries employ flooded technology and made in different versions for

varying needs. SF Supersonic – Gives more power and performance. Incorporates FB

C21 alloy technology with superior starting power and totally maintenance free

characteristics (fit and forget concept), It has pocket separators and glass mat for superior

protection against shorts.

SF Sonic Jet –- with hybrid, alloy. It is design for the modern car offering longer life and greater reliability. SF Sonic Turbo – For more power and performance with hybrid technology and double separation for longer life

SF Sonic Power box – Made for inverter applications. It employs hybrid technology and

has extra thick plates for long life. These batteries have deep cycling characteristics and

special additives to promote quick recharge cycle. The grids also have a special geometry

for high performance operation.

Technology

Grid alloy technology:

The grid alloy technology in every SF Sonic battery is based on FB specifications to

withstand the high temperatures in India. The grid construction is of central lug type with

semi radial construction, a good balance between excellent high rate performance and long

life.

Separators

The separators employed are PVC for the low cost versions and polyethylene with glass mat

reinforcement for the medium and high end.

Containers

The containers are made of PP copolymer, which possesses excellent impact and other physical

properties. The cover design is uncomplicated with easy to maintain top venting systems. In the

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case of maintenance free batteries, they have a coin flush filter vent system to give a clean flat

maintainable surface with resistance to spark propagation inside battery to avoid the possibility

of bursting during charging operations.

Raising the Bar

SF Sonics quality and process control laboratory checks all incoming metals, components

and bought out parts. Incoming and blended metals analyzed for quality with optical

emission spectrograph. What’s more, the SF Sonic R&D setup, approved by the Ministry

of Science Technology Government of India, is a high-tech hub of innovation.

The plant at Taloja, is equipped with state-of-art machinery and instrumentation. Much

such equipment have designed and produced with in-house capabilities, saving crores in

foreign exchange. Operations are also conduct on machines developed with the expertise

of Furukawa Battery Company, Japan.

The plant takes credit for inning several laurels:

The Bajaj Gold Award for Quality

ISO 9000 certification, for the first time in Asia

TS 16949 certification by TUV NORD in 2004

ISO 14000 certification by TUV NORD in 2003

The Quality Gold Award from MCV

Therefore, riding with Sonic simply signifies riding with innovation, and leaving everyone miles

behind.

AMCO Batteries

AMCO Batteries Limited of the Amalgamations Group is the leading battery manufacturer with

a wide spectrum of world-class high performance polypropylene batteries for the automobile

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industry. AMCO is No. 1 battery for Two Wheelers and the preferred choice for the new

generation Bikes, Scooters, Cars and all other passenger vehicles. AMCO batteries ensure instant

start, long life, and trouble free performance. It occupies pride of place in both the Original

Equipment and Replacement markets enjoying an enviable preferred choice as OE fitment.

Because of its record of accomplishment in the two-wheeler battery segment, the company has

the privilege of being an exclusive supplier to Hero Honda, TVS, HMSI, Yamaha, Bajaj, Royal

Enfield etc. The company has a record of accomplishment of supplying 4-wheeler batteries to

TAFE Tractors, Eicher Tractors, Cummins India Ltd, Sonalika Tractors etc. Pioneering Quality

Standards in batteries with contemporary technology and ceaseless attention to quality, AMCO

Batteries Limited is the first battery in manufacturer awarded ISO-9001 Certification by

BVQI.AMCO Batteries Limited with its state of the art technology (R&D) recognized the

Department of Science and Technology, Government of India that contributes towards import

substitution and indigenization. AMCO Batteries has proven its commitment to its customers by

establishing well supported nation-wide network of marketing offices and service centers that

ensure ready availability and reliable after sales service and maintenance. Ms. Jayshree

Venkatraman, Director, AMCO Batteries Limited & TAFE Power Source won the distinguished

alumnus award from the International Management Institute (IMI), which is give in recognition

of dedicated and meritorious service to business and society beyond expectations of expertise in

the workspace. AMCO Batteries Limited backed by the strength and focused approach of the

group to achieve formidable presence in core industry sectors by pioneering new ventures in

collaboration with world leaders. AMCO has been award with QS 9000:1998, ISO 9001, ISO

14001, and TS16949 certification, which is proof of its highest quality standards and Eco

friendliness.

TATA Green

TATA Green batteries are brought to you by "TATA AutoComp GY Batteries Pvt Ltd." (TGY) -

a joint venture between TATA AutoComp Systems Ltd, India's leading auto component group

and GS Yuasa International (GYIN), Japan, one of the world's largest automotive battery

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manufacturers. GS Yuasa International (GYIN) is the world leader in Two Wheeler batteries and

Asia's number one in Four Wheeler batteries. TATA Green Batteries, by their sheer design and

use of state-of-the-art technology built to deliver highest performance for all kinds of vehicles

(Bikes, Three-wheelers, Cars, UV's, Trucks, and Tractors) and inverters, while being 90%

recyclable.

In order to bring you the best Batteries in the world, we have set up a state-of-the-art, eco

friendly manufacturing unit at MIDC Ranjangaon, near Pune, Maharashtra. The unit comprises

world-class manufacturing facilities and our product features are bench marked with the best-in

class to meet stringent international safety regulations:

World-class manufacturing facility comprising of all critical processes

Product features are benchmark with the best in class to meet stringent international

safety regulations.

Hi-tech facility for design, development, prototyping, testing, and a highly capable team

of engineers

Extensive use of anti-pollution equipments, as per international norms

The unit manufactures the entire range of automotive batteries (passenger cars, utility

vehicles, commercial vehicles and farm vehicles) and inverter batteries.

1.7 Production process

Lead Battery Manufacturing process

A battery consists of rectangular lead plates with holes in it. A paste, which is a mixture of red

lead and 33% dilute sulphuric acid, is presses into these holes. These plates slightly tapered on

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both sides to assist in retention of the paste. This paste remains porous and allows the acid to

react with the lead inside the plate. (Some manufacturers use pastes in the plates made directly

from Lead Dioxide and Lead, thus avoiding the necessity to form plates). At this stage, the

positive and negative plates are identical. The plates are then stacked together with suitable

separators (typically polypropylene) and inserted into the battery container. An odd number of

plates are always use, with one more negative plate than positive; each alternate plate is connect

together. After the acid has been, add to the cell, the cell then given its first forming charge. The

battery is then seals, packaged and ready to be dispatch.

A lead acid battery is a secondary battery and hence can be charge several times during its

service life. One of the problems with the plates in a lead-acid battery is that they change size as

the battery charges and discharges. The plates increase in size as the active material absorbs

sulphate from the acid during discharge and decrease as they give up the sulphate during

charging. This causes the plates gradually shed the paste during their life. Besides, during every

charge cycle, the battery undergoes a process of corrosion of positive plate.

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Raw Materials

Lead

LEAD ALLOY BLENDING

CASTING CRIDPASTING

PLATE CUTTING

FORMATION

PLATE CHARGING

ASSEMBLY AND DISPATCH

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Lead is the key raw material used in the manufacture of batteries and accounts for approximately

75%-80% of the overall raw material costs. A significant portion of the non-recycled lead

required by the domestic industry is imported, and thereby exposes Indian battery companies to

the risk of global price fluctuations. Lead prices have become an extremely volatile base metal in

last two years.

Lead is a known hazardous material which, when untreated, poses a great threat to the

environment as well as the health of the general populace. Recycling lead batteries is one of

easiest ways to control this source of environmental degradation and the exposure of the general

population to untreated lead, which poses environmental, and health implications. Over the past

few years, companies in the Indian battery industry have made significant efforts to reduce their

dependence on imported lead by steadily increasing their usage of recycled lead in accordance

with the Batteries (Management and Handling) Rules, 2001 (the "Batteries Rules"). The

Government in 2001 to regulate the collection, channelization and recycling as well as the import

of used lead acid batteries in the country introduced these rules.

According to the Batteries Rules, every manufacturer, importer, dealer, assembler, and re-

conditioner is responsible for collecting old and expired batteries from its customers in exchange

for new batteries. The Batteries Rules were introducing to ensure the environmentally friendly

disposal of used batteries. Prior to the enactment of the Batteries Rules, lead batteries sold by

dealers to unorganized smelters who recycled the lead and sold the used batteries in the

secondary markets while exposing the environment to a greater risk. The Batteries Rules

currently make it mandatory for dealers to maintain records, file half-yearly returns, and ensure

recycling only from registered recyclers. While the Batteries Rules have been in force for several

years, effective implementation remains an issue. Though the bigger players in the industry offer

attractive prices for scrap batteries, the implementation at the dealer level has been slow. Most

dealers are prepared to let the consumer retain their old battery rather than take it back to enable

safer recycling.

Approximately 85% of lead is recycled globally. Currently, recycling in India is well below the

global standard.

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However, due to the enactment of the Batteries Rules and the price volatility of imported lead,

more companies are increasing their focus on using recycled lead. Recycled lead will have a two-

fold benefit for the Indian battery industry:

1) Reduce India's dependence on imported lead, thus lowering the exposure to volatility in

international lead prices as well as foreign currency fluctuation; and

2) Reduce the availability of exhausted batteries to the unorganized sector and thus ensure that

lead is not recycled in a manner that is detrimental to the environment.

1.8 NEED FOR THE STUDY

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Today costumers are facing a growing range of choice in the different brands of products and

services. They are making their choice based on their perceptions of brand, quality service, and

value.

Companies need to understand the rapid growth of global market place. Where, the companies

should choose brand names with an eye to their global reach.

This study is not concerned only with brand awareness but deals also with other facts. It includes

a wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

If given, would they like to purchase same brand product again?

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Do brand suggestive to the products?

Are they satisfied with the brand, price, quality etc…?

These questions will help in understanding better, what factor influence the people about brand

awareness?

The marketers have realized that they have to take technical decisions concerning the brand to

cater to the needs of the consumers to develop brand identify and brand position.

The company must understand how their consumers perceive brand, quality and how much they

expect.

1.9 STATEMENT OF THE PROBLEM

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In the emerging knowledge based economy, it has become necessary to know how much market

power lies with the brand name. The study of brand awareness is essential in marketing planning.

Customer needs and preferences keep changing where brands ultimately command customer’s

loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness towards

the product. This study will help us to understand the brand awareness, what problems are facing

by the consumers, which appropriate measures to taken to solve the problems.

This project has mainly taken up to understand the brand awareness, buying motives to ensure

the “Brand awareness towards Prestolite battery” apart from this; it is to understand the new

opportunities in the market for the improvement of brand awareness and sales towards the

products.

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Page 33: Brand Awareness of Presto Lite Battery

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With the opening of the market or the post liberalization period has resulted in many companies

entering the markets with offerings of their goods and services.

In the earlier stages of economic revolution consumer had to accept what the manufacturer has

produced. However, today’s consumers are much more educated, demanding; expect lot more to

suit their ever-changing life styles. There by their quality expectations have been elevated from

time to time in order to rebuild it-self around its customer.

The manufacturer should be able to satisfy, with the type of product and services to match the

ever-changing customer requirements. In developing a marketing strategy for products, the

sellers have to confront the branding decision. Brand is a major issue in product. Customers have

strong preference for particular versions and brands of basic goods and services. The

manufactures eventually learn that market power lies with the brand name companies.

Consumers buying decisions are influence by the brand.

In this competitive world, the “Brand plays an important role and a brand is very prominent asset

owned by an organization. Brand endowed with awareness, perceived quality, associations, and

brand loyalty. Brand is present as creative idea.

A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to

the buyer. Brand represents a level of quality.

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2.1 Meaning of brand

A Brand is symbol, a mark, a name that acts as a means of communications, which brings about

an identity of a given product.

A Brand in short is an identifier of the seller or the maker. A brand name consists of words,

letter, or numbers that can vocalize. Brand mark is the visual representation of the brand like a

symbol, design, distinctive coloring, or lettering. Brand creates a bond between the customer and

a product.

Definition:

According to American marketing association “A Brand is defined as a name, item, sign,

symbol or special design or some combination of these elements that is intended to identify the

goods or services of one seller or a group of sellers. A brand differentiates these products from

those of competitors.

In the word of Philip kotler

“A brand is a name, term, sign, symbol or design or combination of them. Intended to identify

the goods or services of one seller or group of sellers and to differentiate them from those of

competitors”

Role of Branding

In today’s world brand names come to create identify to distinguish one product from another.

The following points to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is impossible to

duplicate brand name.

Brand is promotional tool: The product differentiation done by a brand through sales

promotion.

Brand is a weapon to protect Market: A consumer has tried and liked a product; the brand

enables him to identify the product and repeat the purchase.

Brand is antidote for middlemen’s survival: The class of middle man always tends to go

for a successful brand.

Brand is a means of identifications of customers: Brand is the easiest way of identifying

product or service by customers.

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A brand can convey the consumers through six levels as shown below:

Attributes: a brand first brings to mind certain attributes for a particular product.

Benefits: consumers are buying benefits of the product with brand.

Values: the brand tells about values, which says same thing about the product values.

Culture: the brand represents a different culture.

Personality: a brand project a personality, which can be person, animal or object.

User: the brand suggests its own target audience to use the product.

2.2 Brand equity

Brand Conveying the Consumer

Attributes

Benefits

Values

Culture

Personality

User

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Brands differ in the power and value they have in the market due to different factors. A powerful

brand known to have brand equity, There are brands, which buyers have a high degree of brand

awareness, brand acceptability, brand preference and brand loyalty respectively. Brand equity is

based on the scope to that, it has brand loyalty, name, awareness, perceived quality, strong brand

relations, and other assets like patents, trademarks. In addition, brands that have strong brand

equity seen as a valuable asset to the firm and can bought or sold for a price.

Brand equity is a set of brand assets and liabilities joined to a brand via its name and symbol,

which adds or subtracts from the value offered by goods or service to a firm’s customers

Brand awareness

Brand awareness is an important and undervalued part of brand equity.

Awareness can influence perceptions and attitudes and it drives brand choice and loyalty. It

reflects the salience of the brand in the customer’s mind. It is a part for the communications

process. It has a key role in the consumer decision-making process and in determining the

consideration. Consumers are aware of a large number of brands when making buying decisions,

and brands with higher awareness levels are more likely to be part of the final buying decision.

Brand awareness also said to influence the brand’s perceived quality, as found in a consumer

choice.

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3.1 INTRODUCTION TO RESEARCH

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“ALL PROGRESS IS BORN OF INQUIRY”

Research inculcates scientific and inductive thinking and it promotes the development of logical

habits of thinking and organization. The research methodology has gone through which path to

solve the research problem and which tools have been adopted to achieve the desired objective

and more importantly it tells why only that path or tools have been chosen and not other?

Many marketing writers confuse the term 'market research' with the term 'marketing research',

and sometimes these two terms used interchangeably. Thus, it is important to differentiate

between the two terms. Marketing research defined as "the function that brings the consumer,

customer, and public to the market through information - information used to identify and define

marketing objectives and problems; generate, refine and evaluate marketing actions, monitor

marketing performance; and improve understanding of the marketing process". This clearly

shows that marketing research is wide ranging in its concerns. The term 'market research'

according to Adcock et al, is "used to define the specialist activities involved in collecting

information directly through the use of questionnaires and other associated techniques". They

then emphasize, "It is useful to consider market research as a specialist activity which is within

the scope of the marketing research function" and that it is "concerned with collecting primary

information".

3.2 Research Objective

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Any activity done without any objective in a mind cannot turn fruitful. An objective provides a

specific direction to an activity. Objectives may range from very general to very specific, but

they should be clear enough to point out with reasonable accuracy what researcher wants to

achieve through the study and how it will be helpful to the decision maker in solving problem.

To research whether Brand awareness in Branded Battery’s affects the sales or helps the

Retailer in making a sale.

To conduct study on consciousness of buying behavior of Brand “Prestolite”

Brand Awareness for Branded Battery’s in consumer minds.

To know the brand image Prestolite

To identify the consumer needs

To research and see which Brand is ahead in “Top-of-the-Mind Awareness” among

Branded battery’s

To know the consumer attitude and demand towards the brand Prestolite

To find opinion about brand and service provided by Prestolite

To find the effectiveness of advertisement in developing the brand

To know the consumers reaction towards brand Prestolite in respect of price,

maintenance, service etc

3.3 RESEARCH DESIGN

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A research design is pattern or an outline of a research project is working. It is a statement of

only the essential elements of a study, which provide the basic guidelines for the detail of the

project. It comprises a series of prior decisions that taken together provide a master plan for

executing a research project.

A research design serves as a bridge between what has been established i.e. the research

objective and what done, in conduct of the study to realize those objectives. If there were no

research design, the research would have only foggy notion about what is to be done. There are

numerous specific designs, which can classify into three broad categories.

Research design is the conceptual structure within which the research would conduct.

In fact, it is the general blueprint for the collection, measurement, and analysis of data.

As far as the project is concerned, our study focuses on the following design:

Exploratory Research Design:

The objective of our exploratory research is to find new ideas of relationships between several

facts. The exploratory research includes the expert’s opinion with the help of the company

personnel and an interview with customers.

Descriptive Research Design:

Descriptive design is a sound basis for making predictions pertaining to the specific marketing

practices, which is a part of the conclusive research. Its main aim is to collect data with a definite

purpose, which makes the facts practical and valuable.

The descriptive research data would collected by secondary data sources like books, magazines,

newspapers.

3.4 SOURCES OF DATA

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Collecting the required information from the right source is very important. Sources from which

the data are collected differ as per the required of researcher.

There are two types of data collection sources:

1) Primary data source

This data is gathering for the first time for the problem solution. Primary data has to

collect through well-equipped instruments, as they are first hand information collected for

the research.

Primary data about prestolite have collected from the survey of various respondents.

2) Secondary data source

It refers to already gathered and collected data. These may be internal sources within the

clients firms. Externally, these sources may include books or periodicals, data services,

and through internet.

3.5 Scope of the study:

The study was conduct at various places of Ahmedabad, and a sample size of 100 people was use

to conduct this study. I have visited people randomly nearby my locality.

The study plays a very important role in market research. It also helps to understand and

identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to

finding out the brand awareness of the consumers.

This study mainly focused towards people of Ahmedabad who belong to different type of

battery user and reside in different localities, in order to find out their preference given to

particular brand.

3.6 Sampling plan

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Sample unit

The sampling units are various areas of Ahmadabad, which have approached to collect data

from different dealer.

Sampling method

Sampling method used in this research is simple random sampling and convenience which

also known as non-probability sampling. Under this sampling design, every item of universe has

an equal chance of inclusion in sample. It is say to a lottery method.

Sample size

The size of the sample was restricted to 100, as to just get a quick analysis

3.7 Contact Method

Personal interview is use as a method of contacting people.

It is a market research technique for gathering information through face-to-face contact with

individuals. It is the best technique to use early on in the research process when the researcher is

not yet sure which questions need to be asking, because new and better questions can come out

of the dialogue.

3.8 Research instrument

Research Instrument used in this research was Questionnaire.

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A questionnaire is a formalized set of questions for eliciting information. It is one of the most

common instruments used for primary data collection. Questions are close-ended and open-

ended.

The questionnaire can administer in various ways. It can administer by means of a personal

interviewer as well as by the telephone, Mail. Here, the questionnaire was administer by a

personal interview

3.9 Tools of analysis

For the proper analysis of data, Quantitative Technique such as percentage method was use. In

addition, Microsoft excel was also used for preparing charts for deducing inferences.

3.10 Limitation

Although full efforts have made in the study but the following limitations should kept in

the mind before making any conclusion:

Sample size was small in comparison of entire population (100)

The respondents may be bias or influenced by outside factors.

The time constraint was one of the major problems.

The respondents were limited and cannot be treat as the whole population.

The accuracy of indications given by the respondents may not consider adequate.

The research has been conduct according to present market conditions of recession, so

the finding and inferences may not hold good for every business cycle.

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1. Which brand of batteries you sell in your shop?

particular percentage

Prestolite 26

Amco 38

Tata green 58

Exide 85

SF 74

other 63

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Interpretation:

In this study, most of dealer sells Exide, Tata green, SF, and amron. Therefore, few

dealers sell prestolite battery. At this stage, company should increase relationship with

dealer.

2. Which brand of companies most sells in your shop? (GIVE RANK)

BRAND Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Prestolite Amco Tata green

Exide SF other 0

10

20

30

40

50

60

70

80

90

percentage

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Prestolite 05 10 08

Tata green 16 22 09

Exide 53 10

Amco 30 42 22 09

SF 22 25 11

Other 10 18 25

Interpretation:

Most of dealers sell Exide, amco, SF, and amron. Therefore, the company provides best

service, distribution and improves the quality of battery. In addition, company provides

the promotional scheme and good margin on the product.

3. Do you sell the prestolite battery?

Rank 1 Rank 2 Rank 3 Rank 4 Rank 50

10

20

30

40

50

60

PrestoliteTata greenExideAmcoSFOther Amron

particular percentage

Yes 26No 74

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Interpretation:

Only 26% dealer sells prestolite battery. Because of customer are not aware about the

brand. Therefore, the company should plan to increase sales.

4. If yes then why customer prefer more?

feature Very satisfied Quite satisfied Neither satisfied

nor dissatisfied

Quite

dissatisfied

Very

dissatisfied

price 1 2 3

26%

74%

YesNo

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maintenance 1 2 2 1

service 1 2 1

warranty 2 2 1

durable 2 2 1

Interpretation:

Customers who use the Prestolite battery, they are satisfied with their price, maintenance,

and warranty. However, service and durable is average.

5. If no then why customer not prefer more?

feature Very satisfied Quite satisfied Neither satisfied

nor dissatisfied

Quite

dissatisfied

Very

dissatisfied

price 1 2 4 6 2

maintenance 1 1 4 4 4

service - 2 6 5 6

warranty 2 3 3 4 3

Very sa

tisfied

Quite sa

tisfied

Neither

satisfi

ed nor d

issati

sfied

Quite diss

atisfi

ed

Very diss

atisfi

ed0

0.51

1.52

2.53

3.5

pricemaintenanceservicewarrantydurable

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durable - 2 4 3 4

Interpretation:

Some of Customers who use the Prestolite battery, they are not satisfy with service, maintenance, and warranty. Therefore, the company should more focus on service and their quality.

6. Which

media

company

prefer

for advertisement?

Particular PercentageNEWS PAPERMAGAZINE 10T.V HOARDING 56OTHER

NEWS PAPER MAGAZINE T.V. HOARDING OTHER0

10

20

30

40

50

60

0

10

0

56

0

Percentage

Very sa

tisfied

Quite sa

tisfied

Neither

satisfi

ed nor d

issati

sfied

Quite diss

atisfi

ed

Very diss

atisfi

ed01234567

pricemaintenanceservicewarrantydurable

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Interpretation:

Company give advertise through hoarding, it is good for company. However, company

should also give advertise through TV add, newspaper and radio also. It increases

awareness about product.

7. When customers come, they are aware about the brand.

particu

lar

percent

age

Yes 16No 84

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Interpretation:

The above table interprets that, when customer comes for purchase battery, they do not

aware about brand of Prestolite because of company do not promote.

8. Where does the brand stand when consumers are ask to choose among a competitive set?

particular percentage

Top of mind 6middle of mind 12Bottom of mind 82

16%

84%

YesNo

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Interpretation:

Only 6% know the Prestolite brand means on the top of mind and 82 % below the middle

of mind because of company not give advertise in media.

6%

12%

82%

Top of mindmiddle of mindBottom of mind

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9. Does the brand offer a specific value proposition to the consumer?

Interpretation:

The above table interprets that, Prestolite battery provide specific value proposition like

quality, warranty period, etc. However, some dealer not satisfies with design, look, and

feature.

62%

38%

YesNo

particula

r

percentage

Yes 62No 38

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10. Is the brand strong enough to keep consumers coming back for more?

Interpretation:

The above table interprets that, customers are satisfied with the brand and come back for

purchase the product at 28%. Therefore, company promotes the brand through electronic

media.

Yes No0

10

20

30

40

50

60

70

80

percentage

particular percentage

Yes 28No 72

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11. When company organize campaign, customer comes for participate?

Interpretation:It is good for company. So, company organise more campaign in the city and give the good servise to the customer.

Yes No0

10

20

30

40

50

60

70

58

42

percentage

particular percentage

Yes 58No 42

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Page 57: Brand Awareness of Presto Lite Battery

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FINDINGS

That most of consumer do not know about the Prestolite brand

Only few the respondents are aware of Prestolite battery.

That the majority of the respondents not bought Prestolite battery because of unpopularity

in brand and service.

That the majority of the respondents are in favor of other brand like Exide, amco, Tata

green, etc

That the majority of the respondents are expresses advertising is important for a brand.

That the majority of the dealers agree to that Prestolite retail outlet creates brand image.

That the majority of the respondents give importance to brand for any purchase

Company not gives the advertisement on media

That majority of the respondents have given opinion to promote a brand through TV.

Company has not strong market as well as brand image.

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SUGGESTIONS

The company should increase the level of advertisement through T.V, newspaper, and

automobiles magazine to sell the product.

The company should require change look and style of the battery. This effect on the brand

image

Company should be promoting the retailer to selling the Prestolite battery.

The company should create brand image in the market for meet the competition.

Company should not be dependent on distributors and dealers for sales. They should develop

their point purchase.

That Tudor India (Prestolite battery) should bring advertisement in print media and audio to

attract more consumers towards brand.

That Tudor India (Prestolite battery) should keep on bringing out new time attractive offers

and schemes to increase brand value.

Company should invest money in advertise

Company should provide the Brochure of the product

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BIBLIOGRAPHY

BOOKS:

Philip kotler ‘marketing management’ , 12th edition published by Pearson education

Donald r.cooper Research methodology published by Tata McGraw Hill Publishing

Company Ltd

WEB SITES:

http:\www.tudorindia.com

http:\www.scibd.com

http:\www.google.com

http:\www.sideshre.com

http:\www.docstok.com

http:\www.justdial.com

http:\www.wikipedia.com

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Questionnaire

I am the student of MBA (HGCE), Ahmadabad. As I am doing my summer project on ‘Brand

awareness towards prestolite battery’, I solicit your response to fill up my questionnaire. Your

response shall be keeping confidential and shall be use for academic purpose only. It shall take 5

to 10 minutes.

1. Name:___________________

2. Age:____

3. Contact no.______________

4. Which brand of batteries you sell in your shop?

a. Prestolite ( ) d. Tata green ( ) f SF ( )

b. Amco ( ) e. Exide ( ) g any other ( )

5. Which brand of companies most sells in your shop? (GIVE RANK)

BRAND Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Prestolite

Tata green

Exide

Amco

SF

Other______

6. Do you sell the prestolite battery?

Yes ( ) No ( )

7. If yes then why customer prefer more?

feature Very satisfied Quite satisfied Neither satisfied Quite Very

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nor dissatisfied dissatisfied dissatisfied

price

maintenance

service

warranty

durable

8. If no then why customer not prefer more?

feature Very satisfied Quite satisfied Neither satisfied

nor dissatisfied

Quite

dissatisfied

Very

dissatisfied

price

maintenance

service

warranty

durable

9. Which media company prefer for advertisement?

Newspaper ( ) Magazine ( )

TV ( ) Hording ( )

Other_______

10. When customers come, they are aware about the brand.

Yes ( ) No ( )

11. Where does the brand stand when consumers are ask to choose among a competitive set?

Top of mind ( ) middle of mind ( )

Bottom of mind ( )

12. Does the brand offer a specific value proposition to the consumer?

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Yes ( ) No ( )

13. Is the brand strong enough to keep consumers coming back for more?

Yes ( ) No ( )

14. When company organize campaign, customer comes for participate?

Yes ( ) No ( )