Acknowledgement

The present work is an effort to throw some light on Marketing Strategy of AMARA RAJA. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people. With deep sense of gratitude I acknowledged the encouragement and guidance received by my organizational guide Mr. V.VENKAT (BRANCH MANAGER) and other staff members of AMARA RAJA. I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Research Report.

Rohit Raj Singh BBA 5th Sem. Roll No. 9341674

PREFACE
Today companies must urgently and critically rethink their business mission and marketing strategies .Instead of operating in a market place of fixed and known competition and stable consumer preferences, today companies work in war zone of rapidly changing customer/competitor, new law, managed trade policy and diminishing customer loyalty. Company considers the fact that today customer face a plenitude of product every category. Consider that customer exhibit varying and diverse requirement for product service combination and prices. In face of their vast choices, customer will gravitate to offering that best meet their individual needs and expectation. Therefore it is not surprising that todays winning companies are those who succeed in satisfying their target customer .If they cant bring something special to get market. They will not last long. The companies should be market focused and consumer driven. They pay extreme attention to quality and service to meeting and even exceeding customer expectation.

TABLE OF CONTENTS
S. No. Content 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Company Profile Mission & History Achievment Performance Product Swort Analysis Objectives of Study Research Methodology Data Collection Marketing Mix Advertishment Findings Limitation Conclusion Questionaire Bibliography

COMPANY PROFILE
Amara Raja Batteries Ltd, (ARBL) is the largest manufacturer of Standby Valve Regulated Lead Acid (VRLA) batteries in the Indian Ocean Rim comprising the area ranging from Africa and the Middle East to South East Asia. Based in Chennai, with a fully integrated manufacturing unit for its industrial batteries at Tirupati, Amara Raja has reached a position of leadership in a short span of 7 years. Amara Raja is in a strategic partnership with Johnson Controls Inc., USA. With this, ARBL is in Global Supply Alliance with Varta AG of Europe and Enertec, who are joint venture partners of JCI in South America and Mexico. The Business Group of Amara Raja is categorized as Industrial Battery Division, Automobile Battery Division and Power System Division. ARBL is the largest suppliers of stand-by power systems,catering to Indian utilities such as, Departments of Telecommunication, Indian Railways, Power Generation Stations, MTNL, VSNL, ITI and HTL. The company has preferential status with most MNC-OEMs such as ABB, Alcatel, Ericsson, Fujitsu, Lucent, Motorola, Nokia, Tata Liebert and Siemens. ARBL has prestigious Automotive OE clients including Ford, GM, Daimler Chrysler, Ashok Leyland, TELCO, and Mahindra & Mahindra. Amara Raja has a replacement Battery Brand Amaron hi-life. ARBL has a capacity for manufacture of around 1,000,000 units at its facility at Tirupati with an investment of US $ 10.00 million. A Greenfield project is planned at the same site with an additional investment of US $6 million to augment capacity to 2 million batteries. The Amaron hi-life battery is a product of the collaborative efforts of engineers at Johnson Controls Inc. and Amara Raja. This Zero maintenance product incorporates the latest technological advances in the field and is on par with batteries manufactured and marketed in developed countries. A fully charged, factory-activated battery, provides extra high starting performance and power at any temperature. The Power System Division is an important supplier of SMR based power plants to Telecom Industry. The key customers being the Telecom switching Equipment Manufacturers. As the company saw a growing business proposition in the integrated power supply, the production capacities of the same have been augmented. IPS using SMPS technology, for usage in Railways has been added into the product basket. We also design custom-built power electronics products like Industrial Battery Chargers, Charge Discharge Circuits, Formation Chargers, AC/DC distribution boards etc. Progressive conformance of Amara Raja to changing global standards and processes made it achieve ISO 9001 and the QS 9000 Certification.

MISSION & HISTORY

Mission, mantra, way of thinking, philosophy, what we live for call it what you want, you'll find it below. Introduce yourself to the way we think. "To transform our spheres of influence and to improve the quality of life by building institutions that provide better access to better opportunities, goods and services to more peopleall the time." Introduce latest generation technologies Adapt these technologies to suit the operating environment Develop and manufacture globally competitive, customer-focused products of worldclass quality Responsibly introduce these products into relevant markets Provide world-class customer support

Journey of Amara Raja:

Amara Raja Power Systems Ltd. was started in the year 1986 with a vision to provide Complete & Integrated DC Solutions to customer requirement. The company is situated in 200 acre Amara Raja Complex, Renigunta 7 Km from Tirupati, India with ultra manufacturing & testing facility.

Amara Raja Power Systems is a part of Amara Raja Group of Companies with its flagship company M/s Amara Raja Batteries Ltd, being the largest manufacturers of Maintenance free Valve Regulated Lead Acid Batteries in Indian Ocean Rim and also manufacturing Automotive Batteries with a brand name AMARON.

Amara Raja Power Systems began its operation with first commercial production of Uninterrupted Power Supply Systems in 1987 in Technical Collaboration with M/s HDR Power Systems Inc. USA. In the year 1989

Thyristor based Battery Chargers were added to the product line and ever since, we are the leading manufacturers of custom build Battery Chargers in India catering all the types of applications & services. Our designs and products are tested and well accepted by leading consultants viz. NTPC, NHPC, NPCIL, EIL, PGCIL, Mecon, DESEIN, DCL, TCE etc.

With change in Technology and opening up of Telecom sector, we are quick to adapt to the fast changing scenario. As a result in 1999, Amara Raja has started manufacturing Switch Mode Rectifiers (SMR) in Technical Collaboration with M/s Rectifier Technologies, Australia for telecom applications with expanded, modernized and integrated plant facilities.

Today ARPSL is the largest supplier of Switch Mode Power Supply Systems to Core Indian Utilities such as Bharat Sanchar Nigam Ltd, Indian Railways, Power Generating Stations, KPTCL, MTNL, BEL, PUNCOM and HTL. Major MNCs like Siemens, Alcatel, Fujitsu, Motorola and Liebert are among ARPSLs clients.

With our rich experience & available technology we were closely involved with Indian Railways in developing SMPS based Integrated Power Supply Systems for S&T applications. We obtained RDSO approval in 2000 for our SMPS based IPS System and since then we are preferred suppliers of IPS.

Today we provide the Complete & Integrated DC Solutions with having manufacturing facility for MF-VRLA Battery, Thyristor based battery charger, Switch Mode Power Supply System, AC / DC Distribution Board, Bus ducts & associated accessories in a single complex with an experience of more than 15 years in these products catering to Power & Process, Telecom and Railway sectors.

RESEARCH & DEVELOPMENT

To cater to ever changing customer needs, Amara Raja has also built a Battery Excellence Centre - the first of its kind in Asia. This research and engineering centre has been conceived as a completely self-sufficient facility with a full range of testing equipment. The centre incorporates all the latest gadgetry for battery performance evaluation, design and life testing and also has capabilities for application engineering, vehicle systems study, simulations and computer-aided design including a full calibration laboratory on site. As a result, Amara Raja is uniquely placed to offer substantial benefits on sizing of batteries and electrical systems to its industrial and OEM customers and will be able to effect valuable improvements in product performance and manufacturing techniques. Furthermore, this centre will not only serve the needs of the domestic market, but also be a resource for alliance research and development projects. Amara Raja's plant is located in Karakambadi, a village 12 km from the temple town of Tirupati. The existing facility is ISO9001, QS9000 and TS 16949 certified by RWTUV Germany. The plant is part of the most completely integrated battery manufacturing facility in India with all critical components, including plastics sourced in-house from existing facilities on-site. This gives Amara Raja complete control over inventory and product quality.

SOCIAL RESPONSIBILITY
A company is known by the society it keeps. We believe in taking responsibility for whatever we do; within and without the company. It's what responsible leaders are expected to do. Our vision is to create communities that are economically and socially vibrant enough to stimulate growth and self-reliance; within and without the company. In keeping with this commitment, we've committed ourselves to social activities in the following four areas: Education Infrastructure Village development Environment Education To ensure our people have a better quality of life we provide primary schooling facilities for the children of our employees. We also provide our employees with facilities in the form of free memberships to education enhancement trusts and organizations like the library for employees on site, the Rajanna Trust for intellectual enhancement, the Krishna Deva Raya Trust and Cultural Association, Vinayashramam, Thapovanam and the Rashtriya Seva Samithi. Infrastructure Some of the infrastructure requirements of daily living that we take responsibility for include a bank for employees and the public, residential complexes for employees, medical and other facilities like a post office, subsidized transportation and recreational clubs for everyone who works with us. Village development India lives in her villages. It's why we focus a great deal on developing the same by helping in the building of roads, street lighting, rainwater storage plants and check dams. Under the banner of 'Grameena Vikasam' we're proud to have invested time and resources on all the ongoing and long-term initiatives. Environment Respect for environment is a core business value that is reflected in all the comprehensive, proactive environment programmes like the development of green belts, energy conservation and water harvesting, to name a few.

FACILITIES
Apart from the investments we make in getting the best people, we also make it a point to provide them with the best Manufacturing, Engineering and Service facilities that are outlined below: World-class integrated facility Oxide manufacture to finished battery dispatch in one complex Automation at every possible process and in all critical areas Fully furnished in-house plastic injection molding Ultra modern Sheet metal fabrication facility with CNC machines robotic welding equipment Govt. approved R&D Center for battery Test facilities to check the raw material to Parts Per Billion Level Full fledged calibration & chemical labs to correct instruments & check material purity SPC & SQC techniques for every process PPAP & APQP procedures for product development Only Industrial Battery Plant to get certified for QS-9000 Catia Software for Modeling Solid works for Sheet Metal Design Autocad FOR Sheet Metal Design Protel for PCB artwork and Electrical Schematic diagrams Compilers and programmers for Intel, Microchip and Atmel micro controllers HP/Fluke make Power Analyzers, Digital Storage Oscilloscopes for prototype modeling Vibration Test facility up to 3G Environment chambers to test the systems at sub zero and elevated temperatures Futuristic ambience State-of-the-art technology Value added ARBS Diagnostic service Collection centre for used batteries

ACHIEVMENTS

Amaron is the preferred supplier to Daimler Chrysler, Ford and General Motors Automotive Product of the year 2000 by Overdrive Excellence in Environmental Management in 2002 by AP Pollution Control Board Creative Advertiser of the year '02 by ABBY Ford "World Excellence Award" Ford Q1 Award ISO-9001 in 1997RWTUV QS 9000 in 1999RWTUV ISO/TS 16949 in 2004RWTUV Quality benchmarks Best Business Practices as per JCI ISO 14001 in 2002RWTUV Part of the world's largest battery manufacturing alliance - Johnson Controls Inc., USA Largest manufacturer of standby VRLA batteries in South Asia Pioneered the widely used VRLA batteries for industrial application in India Largest & dominant market leader of standby batteries in Railways, Telecom, Power Generating stations in India One of the largest (designed for producing 3.64million batteries p.a.) and most modern automotive battery plants in Asia Highly automated (oxide preparation to finishing; all processes and operations are automated) Part of Amara Raja's highly integrated battery complex (most components are built inhouse) Industrial Economist Business Excellence Award - 1991 by the Industrial Economist, Chennai. Best Entrepreneur of the year 1998 - by Hyderabad Management Association. Excellence award by institution of Economic Studies(ES), New Delhi. Udyog Rattan -1999 by Institution of Economic Studies (ES), New Delhi. Q1 Vendor Status by Ford India Limited - 2003. World Excellence Silver Award by Ford USA The spirit of Excellence by Academy of fine arts, Tirupati

PERFORMANCE OF TEN YEARS AT A GLANCE

(Rupees in Million)

Particulars Production (Nos) Sales (Nos) Gross Sales Profit before Depreciation, Interest and Tax Profit before Depreciation Profit before Tax Profit After Tax Equity Capital Reserves and Surplus Net Worth Gross Block Net Block Book Value per Share (Rs.) Earnings per Share (Rs.) Dividend (%)

2007-08

2006-07

2005-06

2004-05

2003-04 2002-03 2001-02 2000-01 1999-00 1998-99

4,194,960 3,116,954 2,129,491 1,230,974 944,632 735,754 604,949 382,774 247,039 239,604 4,121,017 3,083,573 2,117,664 1,222,943 947,658 709,957 580,369 378,153 244,992 240,527 13,499.87 1,833.14 7,451.03 912.94 4,458.30 533.91 2,685.44 1,999.23 1,987.35 1,882.20 1,550.13 1,320.81 1,865.46 273.57 136.33 238.12 338.08 308.94 320.11 622.45

1,703.83 1,459.38 943.63 113.88 3,217.14 3,331.02 3,105.84 2,545.92 58.50* 16.57*
*

882.01 711.98 470.43 113.88 2,322.78 2,436.66 2,577.79 1,629.97 42.80* 8.26*

520.47 373.46 238.47 113.88 1,898.98 2,012.85 1,907.12 1,091.7 176.76 20.94

272.12 135.81 86.90 113.88

134.57 11.52 13.90 113.88

234.34 117.34 74.01 113.88

331.41 247.35 182.23 113.88

303.47 235.14 205.32 113.88

316.49 263.83 195.36 102.73

619.82 573.02 438.95 102.73

1,692.97 1,632.04 1,637.41 1,582.68 1,555.57 1,290.73 1,129.58 1,806.85 1,745.92 1,649.10 1,587.53 1,602.99 1,393.46 1,232.32 1,672.30 1,593.02 1,556.05 1,453.41 1,008.57 961.52 1,001.40 1,087.12 1,094.72 158.66 7.63 153.32 1.22 144.82 6.50 139.41 16.00 733.80 140.77 19.64 823.32 616.83 135.64 19.02 30 647.41 491.98 119.96 42.73 60

35 35 25 20 15 15 35 35 In September 2007, the Company sub-divided the face value of equity share from Rs. 10/- paid up to Rs. 2/- paid up. Consequently the book value per share and earnings per share for the years 2007-08 and 2006-07

AMARA RAJA BATTERIES LIMITED Tirupati, Andhra Pradesh, India

Audited Financial Results for the year ended March 31, 2009

Rs. Lakhs S.No 1 Particulars Quarter Ended Year Ended 31.03.2009 31.03.2008 31.03.2009 31.03.2008 33,024.41 30,468.00 131,772.30 108,332.57

4 5 6 7 8 9

10 11

12 13 14

15

(a) Net Sales/Income from Operations (b) Other Operating Income 278.49 78.36 640.40 141.01 Total - 1 33,302.90 30,546.36 132,412.70 108,473.58 Expenditure (a) Increase/decrease in stock 3,091.54 781.46 1,534.00 (5820.66) in trade and work in progress (b) Consumption of raw 17,131.60 18,643.55 84,530.55 76,285.89 materials (c) Purchase of traded goods 80.68 41.03 850.86 63.79 (d) Employees cost 1,425.70 1,063.05 5,161.34 4,080.78 (e) Depreciation 997.16 671.98 3,455.64 2,444.52 (f) Other Expenditure 5,584.57 4,849.99 19,733.90 15,955.25 Total - 2 28,311.25 26,051.06 115,266.29 93,009.57 Profit from Operations before 4,991.65 4,495.30 17,146.41 15,464.01 Other Income, Interest & Exceptional Items (1-2) Other Income 55.81 31.88 165.24 87.84 Profit before Interest and 5,047.46 4,527.18 17,311.65 15,551.85 Exceptional Items (3+4) Interest 486.57 490.13 1,823.66 1,293.09 Profit after Interest but before 4,560.89 4,037.05 15,487.99 14,258.76 Exceptional Items (5-6) Exceptional Items 343.41 86.79 3,222.13 (335.05) Profit (+)/ Loss (-) from 4,217.48 3,950.26 12,265.86 14,593.81 Ordinary Activities before tax (7-8) Tax expense 1,412.55 1,331.83 4,217.99 5,157.50 Net Profit (+)/Loss(-) from 2,804.93 2,618.43 8,047.87 9,436.31 Ordinary Activities after tax (9-10) Extraordinary Item (net of tax expense) Net Profit (+)/Loss(-) for the 2,804.93 2,618.43 8,047.87 9,436.31 period (11-12) Paid-up equity share capital 1,708.12 1,138.75 1,708.12 1,138.75 (Face Value of the Share shall be indicated) Reserve excluding Revaluation 38,850.52 32,171.39

16 (a)

(b)

17

18 (a)

(b)

Reserves as per balance sheet of previous accounting year Earnings Per Share (EPS) Basic and diluted EPS before 3.28 Extraordinary items for the period, for the year to date and for the previous year Basic and diluted EPS after 3.28 Extraordinary items for the period, for the year to date and for the previous year Public shareholding - Number of shares 40,942,524 - Percentage of shareholding 47.94 Promoters and Promoter Group Shareholding Pledged / Encumbered - Number of shares NIL - Percentage of shares (as a % NIL of the total shareholding of promoter and promoter group) - Percentage of shares (as a % NIL of the total share capital of the company) Non - encumbered - Number of shares 44,463,726 - Percentage of shares (as a % 100 of the total shareholding of the Promoter and Promoter group) Percentage of shares (as a % of 52.06 the total share capital of the company)

3.07

9.42

11.05

3.07

9.42

11.05

40,942,524 47.94

NIL NIL

NIL

44,463,726 100

52.06

Notes:
1As the Company's business activity falls within a single primary business segment, viz., "Lead Acid Storage Batteries", the disclosure requirements of AS -17 "Segment Reporting", notified by the Companies (Accounting Standards) Rules, 2006 are not applicable. 2)The exceptional items as mentioned in item no. 8 represents translation loss/ (gain), due to rupee depreciation/appreciation, against foreign currency assets/liabilities accounted as per AS - 11 "The effect of changes in Foreign Exchange Rates", notified by the Companies (Accounting Standards) Rules, 2006. 4)The board has recommended a final dividend of Rs.0.80 per share subject to the approval of the shareholders at the ensuing Annual General Meeting. 5)The details of the number of investor complaints for the quarter ended 31st March 2009: beginning: nil; received: 9; disposed: 9 and pending: nil. 6)Previous year/period figures have been re-grouped / re-classified wherever necessary to conform to current year figures. By Order of the Board Dr. Ramachandra N.Galla Chairman

Place:Hyderabad Date : June 01, 2009

AUTOMOBILES PRODUCTS

Amaron PRO Hi-life batteries - Lasts long, really long Amaron PRO, brought to you by Amara Raja Batteries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron PRO Hi-life batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the Amaron PRO so good: longest life, patented BIC vents for enhanced safety, the highest cranking power and a completely unnecessary 60-month warranty. Amaron PRO Hi-life batteries Design Features and benefits Longest life - Thanks to the reformulated Advanta paste recipe. Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a low-corrosion and no top-ups experience. Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs

Amaron FLO batteries - Lasts long, really long Amaron FLO, brought to you by Amara Raja Batteries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron FLO batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the Amaron FLO so good: longest life, patented BIC vents for enhanced safety, the highest cranking power and a completely unnecessary 48-month warranty. Amaron FLO batteries Design Features and benefits Long life - Thanks to the reformulated Advanta paste recipe. Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a low-corrosion and no top-up experience. Fully Sealed & Tested - Factory charged, wet shipped and ready to fit. Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

Amaron GO batteries - Lasts long, really long Amaron GO, brought to you by Amara Raja Batteries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron GO batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the Amaron GO so good: longest life, patented BIC vents for enhanced safety, the highest cranking power and a completely unnecessary 36 months warranty. Amaron GO batteries Design Features and benefits Long life - Thanks to the reformulated Advanta paste recipe. Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a low-corrosion and no top-ups experience. Factory Fresh - Wet Shipped and ready to fit.

Amaron Black batteries - Lasts long, really long Amaron Black, brought to you by Amara Raja Batteries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron Black batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the Amaron Black so good: longest life, patented BIC vents for enhanced safety, the highest cranking power and a completely unnecessary 18 months warranty. Amaron Black batteries Design Features and benefits Long life - Thanks to the reformulated Advanta paste recipe. Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a low-corrosion and no top-ups experience. Factory Charged - Wet Shipped and ready to fit

Amaron Fresh batteries - Lasts long, really long Amaron Fresh, brought to you by Amara Raja Batteries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron Fresh batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the Amaron Fresh so good: longest life, patented BIC vents for enhanced safety, the highest cranking power and a completely unnecessary 12 months warranty. Amaron Fresh batteries Design Features and benefits Long life - Thanks to the reformulated Advanta paste recipe. Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a low-corrosion and no top-ups experience. Factory Charged - Wet Shipped and ready to fit.

AmaronR Hi-way truck batteries - Lasts long, really long AmaronR Hi-way truck batteries, brought to you by Amara Raja Batteries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good AmaronR Hi-way batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the AmaronR Hi-way truck batteries so good: longest life, patented BIC vents for enhanced safety, the highest cranking power and an unprecedented 24-month warranty. AmaronR Hi-way truck batteries Design Features and benefits Long life- A robust plate design and a ribbed container make this the ideal long life battery for applications on rough terrain and under extreme conditions. High Cranking Power - 19mm lugs and the largest intercell welds of their kind reduce electrical resistance and provide increased cranking performance. Leak proof - A labyrinth type duplex cover that makes the battery safer and leak resistant. Types of Hi-way truck batteries 80 Ah - HCV 620 D313 100 Ah - HCV 700 H29R 130 Ah - HCV 800 DO4R 150 Ah - HCV X00 DO4R

Amaron Harvest batteries - Lasts long, really long Amaron Harvest, brought to you by Amara Raja Bateries Limited (ARBL), the largest manufacturers of Stand-by VRLA Industrial Batteries in the Indian Ocean Rim and Johnson Controls Inc, USA; the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron Harvest batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant using world class technology and stringent quality control parameters that make them last long, really long. Some of the other features that add to making the Amaron Harvest so good: ribbed container profile to withstand extremes of temperature, shocks and any kind of rough terrain. Amaron Harvest also comes with an unnecessary 24month pro-rated warranty. Types of Harvest tractor batteries 75 Ah - TRA 500 D31R/L 90 Ah - TRA 600 H29R/L

Amaron Shield - Power Infinite The new Amaron Shield, with an unheard of 24 months warranty. A product of Amara Raja Batteries Ltd. (ABRL), Amaron Shield is a result of a partnership between the Amara Raja Group and Johnson Controls Inc, USA, the global leader in Interior experience, building efficiency and power solutions. What makes it so good Amaron Shield batteries are made in ARBL's QS 9000, ISO 14001 & TS 16949 certified plant, using world class technology and quality control parameters, making them a long life, high performance and maintenance-free battery. Some of the other features that add to making the Amaron Shield so good: leak proof, highpower and hi back up time and ready-to-install. Amaron SHIELD Design Features and benefits Long life - The robust plate design and a ribbed container provide extra strength and improved resistance to corrosion. Ultra Low Maintenance(ULM) - The special hybrid alloy system minimizes water loss, making the battery ultra low maintenance and ensuring longer life. Ready to install - Factory charged, wet shipped and equipped with T3 terminals. Charge acceptance - The unique paste formulation provides for quick charging between power failures.

Optima batteries - the ultimate power source The Optima range of batteries comes in three kinds: yellow top, blue top and red top. Each kind has a specific application it is ideal for. The key feature of the Optima range is its endurance and ability to withstand the rigours of the most extreme of applications. What makes it so good It's all down to the Spiralcell Technology. The deep cycle characteristic of this technology coupled with its extreme resistance to vibration provides highperformance vehicles with the repetitive power needed in a spill-proof package. Furthermore, this patented technology makes Optima the extreme performance battery of choice for power vehicles needing longer charges and more life than in traditional batteries. Types of Optima batteries Optima YellowTop: Deep cycle batteries for extreme applications Optima BlueTop: For twice the life of traditional marine and RV batteries Optima RedTop: The battery that withstands the most vibrations

EXPORTS

With the quest for growth and expansion of business beyond Indian shores, Amara Raja is poised to become a global player in the coming years. Amara Raja's Industrial and Automotive batteries are exported to Singapore , Malaysia , Hongkong , Thailand , Indonesia , Vietnam , Taiwan , Philippines , China , Japan , Greece , SriLanka , Mauritius , Australia , Kuwait , Dubai , Iran , Yemen , Omen , Bahrain , Qatar , UAE , Kenya , Tanzania and South Africa. In Singapore , Amaron supplies to the entire fleet of Comfort Delgro' cabs and had done an extensive branding of the taxis to enhance visibility thus capturing a sizeable market share. Amaron has proved to be the only battery that has twice the life when compared to any other battery even in the dry and humid desert conditions of Northern Australia . By virtue of it's superior quality, Amaron has asserted itself under private labels in Japan , where stringent Quality and Technology are firmly adhered.

APPLICATION
O.E.Customer Hyundai(Santro) Maruti Udyog Ltd(Wagon R) Maruti Udyog Ltd(Swift) GMIL(Tavera) GMIL(Optra) Ashok Leyland(Goods) Ashok Leyland(Passenger) Ashok Leyland(Goods) M&M(Scor./Comm./Marshall) M&M(Bolero) M&M(Champion) M&M(Tractors-All Types) HONDA(City) HONDA(Accord) TELCO(Ace-Cub) TELCO(207DI/Sumo/Variants) TELCO(Safari-CRDI) TELCO(Telco709/907) TELCO(1613) TELCO(1313/1512) SWARAJ MAZDA(Truck) HML-Kolkata(Ambasador-D) HML-Kolkata(Ambasador-P) HML-Chennai(Lancer-P) HML-Chennai(Lancer-D) EICHER Tractors(For Available Models) INTERNATIONAL Tractors DCIL FIAT FORD(Ikon-D)* FORD(Ikon-P)* FORD(Endeavour-D)* Model Number 38B20R 38B20L 38B20R 80D26R 55D23R 75D31R HCVX00D04R HCV500D31R 65D26R 75D31L 48D26R TRA500D31L 34B19L 55B24L 38B20L 75D31R 95D31R HCV700H29R HCV800D04R HCVX00D04R 75D31R 75D31R 55D26R 38B20L 95D31L TRA500D31R TRA500D31R MB-2A-600048076 DIN50 Din43 Din36 95D31R Rating 12V 35Ah 12V 35Ah 12V 35Ah 12V 60Ah 12V 55Ah 12V 75Ah 12V 150Ah 12V 80Ah 12V 65Ah 12V 75Ah 12V 50Ah 12V 75Ah 12V 32Ah 12V 60Ah 12V 35Ah 12V 75Ah 12V 80Ah 12V 100Ah 12V 120Ah 12V 150Ah 12V 75Ah 12V 75Ah 12V 60Ah 12V 35Ah 12V 80Ah 12V 75Ah 12V 75Ah 12V 100Ah 12V 50Ah 12V 43Ah 12V 36Ah 12V 80Ah

INDUSTRIAL PRODUCTS

Amara Raja's Powerstack, is a high performance battery designed to meet the demands of a wide range of industrial applications. The Powerstack range is modular in structure and is capable of accommodating a wide spectrum of capacities depending on the application. Major application areas include Telecommunications, Power Utilities, Railways, Defence and other heavy Industries. The advantages of Powerstack at a glance: Design float life of 20 years Proven performance in harsh tropical conditions Deep discharge capabilities Unbeatable track record in applications across heavy industries QS 9000 - accredited across all functional areas and businesses ranging from manufacturing to services

World class ISO 14001 accredited facility Powerstack comes to you with all the backing, advantages and technological advancement of Amara Raja to provide all the power requirements that heavy industries crave.

Amaron Quanta

Amaron Quanta is not just another UPS battery, it is a UPS battery with a back-up for a back-up. What does this mean? Well, our UPS battery is further backed by the worldrenowned technology that others cannot provide you with. Put simply, Amaron Quanta is the product of fail-safe, fool-proof battery technology, produced and tested in our premier manufacturing facility and provides several firsts for a battery of its kind.

. The advantages of Amaron Quanta at a glance: Unique heavy-duty, corrosion-resistant alloy for positive grids, to increase cyclic life in a tropical environment Lower internal resistance for superior high-discharge performance Instacharge, a patented paste recipe for excellent charge acceptance Aesthetically designed with a rugged Flappon terminal protector that prevents shorts Compact, lightweight, factory-charged, explosion-resistant and environment friendly Clean and sleek looks Apart from the technology itself, helping us meet our stringent quality norms is our QS 9000 accredited manufacturing plant. All of which makes Amaron Quanta the unrivall

APPLICATION

Telecom: Our Batteries power: almost half of BSNL / MTNL exchanges 70% of the Private Basic Service providers' exchanges More than 70% of the Cellular service providers' exchanges Our prestigious telecom customers include: All ITI plants for In-house and switch requirements BSNL / MTNL All NT Switch OEMs viz., Lucent, Alcatel, Siemens, Nokia, Ericsson etc., All C-DOT switch OEMs viz. BEL, BHEL, CGL, UTL, etc. All private Basic and Cellular service providers All Network Integrators Power Control: We provide Back-Up critical installations in Power generating Units and provide backup power for transmission and distribution sub-stations like: Raichur Thermal Power station North Chennai Thermal Power station ARBL is an approved vendor for NTPC / NHPC and Power Grid Corporation. Oil & Gas: ARBL provides integrated solutions for renewable energy back-up power for ONGC's offshore platforms. The island of Lakshadweep is powered through Amara Raja Power Systems. We also provide back-up power for low power transmitters for Doordarshan. Motive Power ARBL is the country's first manufacturer of maintenance-free traction batteries used in Forklifts and Pallet trucks. Our customers include APC, Siemens, Alstom, Crompton Greaves etc., Defence ARBL introduced new technologies for back-up power in Defence, Police and Paramilitary communication systems.

UPS & EPABX: ARBL is the preferred suppliers for all leading UPS back-up manufacturers like APC, Numeric, DB Power, APLab, Electronics & Controls etc. Our UPS batteries are the

fastest growing battery brand since it's launch in July 2002 with a nation-wide footprint of Sales and Service points and over 300, 000 batteries in use at over 10, 000 customer sites.

Railways ARBL pioneered the use of maintenance-free batteries in the Indian Railways. Over 50 % of Indian Railways' II and III Tier self-generation Air-conditioned coaches are powered by ARBL. Over 40% of Railway's Signaling and Telecom power supply solutions are provided by ARBL.

SWOT ANALYSIS OF Amara Raja

STRENGTHS

WEAKNESS

Strong presence in well defined niches. Core knowledge of competitive advantage Strong Brand Image Product Development Strength Strong Distribution Network Extensive Supply Chain IT Initiatives R & D a key strength

Variable Demand Low Penetration High price

Limited differentiation

OPPORTUNITIES

THREATS

Untapped Market Market Development Export opportunities. Innovation Increasing income level of the middle class Creating additional consumption pattern

Existing Competition(Exide, Minda, Luminous) New Entrants

OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due consideration to adhere to the advertising, sales promotion and various sales influencing factors in the battery market.

In the fast changing completive as well as economic scenario all around the world and the domestic front, the main objective of the study are:-

To study the promotional polices of the battery companies onto various highways. Study the comparative adds promotion by exide in respect to amaron. Analysis regarding displays set up on the highways by the companies in order to induce the sales.

Study for designing the budget requirement of the company for the coming year mainly focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not representing up to mark performance.

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the problem. It may be understood as a science of studying how research is done scientifically. In the we study the various steps that are generally adopted by the researcher in studying his research problem along with logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology used. Researchers not only need to know how to develop certain indices or tests, how to calculate mean or median or mode, how to apply particular research techniques but must also know which of these methods or techniques are relevant and what would they mean and indicate and why. Research process consists of series of actions or steps necessary to effectively carry our the research.

RESEARCH DESIGN:
The function of research design is to provide for collection of relevant evidence with minimal expenditure of time effort and money. I followed the census method as I did daily route riding along with the executives and the salesmen. I got opportunity to meet and interact with each one of the retailers and closely came to know specific need of the promotion of Amara raja in the market as a whole. I covered the distribution area under highways at Delhi. Under the supervisor I got number of relevant date from on spot inspection and personal observation.

METHODS OF DATA COLLECTION:

Observation and interaction with the retailers provided me in depth knowledge about the availability of changes in promotional items provided by Amara raja and other by the distributors. I collected all vita data from the outlets visits and survey during my summer training and which would be of high consideration regarding the designing of the coming years marketing budget by the Amara raja Company. The survey sheet was instantaneously equipped of data duly observed by me and in a systematic manner. The data thus inculcated is through Primary Source by Personal Interviews, Enquiries and Observation. The responses thus received were also encouraging on my behalf and as well as the company.

1.)

MARKETING RESEARCH OBJECTIVES:

a.)

To undertake a market study to know the Amararaja promotion on the highways.

b.)

Comparative sales promotion (accessories) analysis with regard to Amararaja and others.

2. 3. 4.

TYPE OF STUDY : EXPLORATORY RESEARCH AREA : NEW DELHI

SOURCE OF INFORMATION : (PRIMARY)

In this type of data collection mode the interviewer uses the wording and order that seems most appropriate in the context of each interview. These interviews are useful in

obtaining a clearer understanding of the problem and determining what areas should be investigated

DATA COLLECTION INSTRUMENT : (SURVEY SHEET)

There are several ways of collecting the information considerably in the context of money costs, time and other resources at the disposal of the researcher. I collected data for my project work through the medium of Survvey Sheets In this method I got the prepared sheets from the company comprising of relevant questions related with my project. Then I contacted respondents on their shops along with the sheets for collecting the information.

6.)

SAMPLING PLAN:

Sample design is a design is a definite plan determined before any data are actually collected for abstraining a sample for a given population. The sample design to be used must be decided by the researcher taking into consideration the nature of inquiry and other related factors. I have paid attention of the following points while designing the sample: a) b) c) d) Target population Sample Unit Sampling Size Sampling Method

a).

TARGET POPULATION :

The population of the study consisted of retailers. Target population was taken from the city of New delhi.

b).

SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was likely to be selected as any other outlet that is all the outlets is all the outlets of the population have equal chances. Shop pursuing promotional tools (both dealers and retailers) in Ghaziabad city.

c).

SAMPLE SIZE:

a total of 53 shops were observed from the New delhi city.

d).

SAMPLING METHOD:

Purposive sampling

ORGANISATION STRUCTURE

Department Sales Business Unit Head Market Unit Head

Unit Head

Territory Development Manager Account Development Coordinator

Customer Executives Department Personal Personal Manager HR Executive

Department Marketing MARKETING MANAGER Coordinator Department Finance Unit Finance Controller Financial Services Manager

MARKETING MIX
Marketing mix of any organization consists of 4 Ps i.e. Product, price, place and promotion having its own significance, that varies from one organization to the other in Amara- Raja the information about all the 4 Ps that can be available to me is ginven here:

PRODUCT: Product mix of Amara-Raja consists of the various brands of Automobiles & Industrial products. Product strategy of the Amara-Raja is to promote all brand.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but as done for the different product of the company, company has priced the product same as that of its major competitor or the market leader.

PLACE:

PROMOTION: this past of the marketing is playing a very vital and important
role in the current situation in India. Looking at the competition and promoting and advertising budget of the companies Amara raja and Exide, one can easily estimate the importance of this. The promoting mix of Amara raja is divided in to top line promotion and below the line promotion.

Top line promotion includes the promotion designed and done by the companys corporate office of , Tirupati, design of banner, and other p-s done by the company simultaneously all around India with no difference in designs etc fall in this category. Below the line promotion includes the promotion Schemes, publicity material, POS display done by the company from zonal, plant, sale, manager and area sales manager level. At the sales manager and area sales manager level the promotion done exclusively for the cities in their respective area and other POS display.

Amaron : Lasts Long , Really Long . TingTong !

Brand : Amaron Company :Amara Raja

Amaron is a disruptive brand in the automotive segment. Launched in mid 2000 , this brand has created some excitement in the rather dull automotive battery market in India. Amara Raja has been a leading player in the industrial battery segment. In 2000 they forayed in the lucrative Automotive battery market which is predominantly dominated by players like Exide. Automotive battery market can be categorized into two: OEM and replacement market. OEM segment is dominated by established players while replacement market is dominated by local players and other non branded batteries. Car Battery replacement is viewed as a grudge purchase by the car owners. No one thinks of battery until it breaks down. This product comes under the category of High Involvement and Low Interest product. We can consider this as a slow moving consumer good . Amaron wanted to differentiate itself from the existing players in the market. It had to do so because the product category is SMCG with low interest. So the question is how to create that excitement. The Indian automotive battery market is worth around 1200 crore. Organised players constitute 40% of that market. The first thing the company has done was to create the product differentiation with respect to the product feature. Amaron decided to bringout the Zero maintenance battery into the Indian market ( I think it is the first company to do so). That means that we needn't check for the water level and so on. Amaron also ensured that the product commands the best quality so that the product can be positioned as a premium brand. Then came the form differentiation. Conventional batteries were all looking alike with a transparent body and blue/ red top. Amaron decided on a black body with fluorescent green logo splashed over. There was also another reason for the black body. There is a possibility of government regulations stipulating the use of Recycled plastics for battery. Amaron is using such plastics so it need not effect the changes once the regulations are implemented. And since the water level needn't be checked, Black body will have no problem for the customers. The purpose of using fluorescent green was that since our country is very hot, the color should stay in Promotional materials , hoarding and in the product. So green was chosen.

Then came the differentiation regarding the advertising. Amaron decided that it will do the breakaway advertising. Traditionally conventional battery ads seldom sells battery. It is the sheer distribution and the presence of well established brand name that does the selling.

So Amaron wanted its ads to look different and establish the brand name in this crowded market. So O&M decided to have a un-battery like campaign for Amaron. For the first time in India "Claymation" ie using clay models + animation was used for advertising .Amaron ads were classic examples of " Clutter busting". The ads were attention grabbing and outright funny. It won many awards for the agency and Amaron grabbed 6% market share in a short span of time. The Amaron Campaign Pandu Mangal has been well received by the public and research shows that Amaron has a top of the mind brand recall . The ads coupled with claymation and hyperbole effectively communicates the positioning of " lasting long" . The jingle "TingTong" has also been a smash hit. This is a brand that is a classic case of smart marketing and careful differentiation. I hope this brand " Lasts Long, really long" ( I just bought one for my car !) Ting Tong.

HIGHWAY ANALYSIS

An indigenous effort on the behalf of the surveyor in order to be very cautions while collection of the raw data that is of primary nature of promotion at highways. This highway is a part of the study undertaken on the behalf of the Amararaja Co. in order to help it design out its next coming years marketing and advertising are performed in order to capture the psychological attention of the passed by in order to refresh them. The study is thereby based on the primary data collected at various refreshing outlets being covered on the major highways of New delhi. It is basically a comparative study between the two major Colagiants- Amararaja and Exide.

SURVEY TERMINOGY

SHOP NAME AREA Studied) GSB DPS WALL-PAINTING: RACK

: :

Name of the Outlet. Route break-though being covered. (Market Area

: :

Glow Sign Board. Dealer Printed Sign Board. Outlet containing Co. painting on the wall for promotion.

Various types of racks holding the display of the

MARKET PROMOTION ANALYSIS

The research approach being followed in New delh Market was regarding the Supervision of various outlets, which is one of the major consumable highways. There was a special inspection done onto the statistical need of various sales promoting accessories being provided to the retailers.

The distributing unit covers the over all supply to the market with his efficient sales force in application. The unit here has a monthly requirement of 50 to 100 batteries during season.

Amarons maintenance free battery and Exides invatubular battery being the most demanded range of battery.

RACKS:
They are different types of plastic or material holders, which are used for the display of the product such as batteries. This creates a healthy exposure of the products, remembrance to the ultimate consumers. These all help in generating the companys brand image at different levels:

Market Retailers Consumers

30 25 20 15 10 5 0 Amaron Exide Other Series1

GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the respective product of the company. The companies for their product promotion and sales enhancement usually provide them.

25

20

15 Series1 10

0 Amaron Exide Other

DPS- DEALER PRINTED SIGN BOARD:

Display boards of the same nature with an additional feature of the retailers name or the outlets name being mentioned on them, in order that the sponsors bear the valueaddition on the behalf of the company. Usually provided to stockiest who have large consumption of the product.

30 25 20 15 10 5 0 Amaron Exide Other Series1

WALL PAINTINGS:

Painting of the brand advertisement on the walls of the outlets, which in result attract and remind the consumer about the product? This makes the consumer aware of the popularity and promotional effort made on the behalf of the company.
25

20

15 Series1 10

0 Amaron Exide Other

LIMITATIONS

The HIGHWAY Survey being conducted as the project work under Amararaja. Mainly dealt with the following limitations:-

1.

The survey report that was conducted had a pre-defined foundation of interviewing the retail outlet owners. Its based on simple observational analysis which may lead to deflection at the time of conclusion a rival.

2.

The survey sheet being designed had a limited scope of primary data coverage only. It did not take into consideration the other availability of supply and Co ground on which It decided upon the provision of distribution of the promotional accessories.

3.

During the entire survey the retailers willingness for acquiring the accessories in accordance with the schemes followed with them could not be noticed. This could be one of the reasons of the non-appropriate promotional efforts in making an awareness among the customers

CONCLUSION
1. The various retailers had an enormous demand for better GBSs and in many cases of DPS for a better, impressive outlet look to attract consumers. 2. The steady flow of the company promotional accessories be felt irrespective of the consumption of the outlets of the product. For example: racks, counters, sign board, etc. 3. In a competitive environment the company got to study the schemes of their closest rivals, which they followed and in return fulfilled, the needs regarding their outlets set up. 4. The archrivals product study can be entertained from the retailers and the privilege on their part is known which helps in formulation of better marketing promotional schemes. 5. Exides regular stockholders be traced and break up by providing motivational introductory offers enhancing the market capture.

6.

Amararaja should try to make arrangements so that the marketing representative would visit the retail cutler regularly and try to solve the retailers, as well as the distributors, problems which they usually face during the peak season.

7.

Better efficient sales representatives are appointed to update the retailers about the schemes in comparison to others, This would encourage a curiosity regarding the Amararaja schemes among them.

The complaints of the retailers be studied and paid attention of the highest deghest degree to ensure better market capturing.

QUESTIONAIRE
Name of Outlet: Route No: Contact Person: Address: Q1: Which companys product you sell more? (a) Amaron (b) Exide (c) Other Q2: Why you prefer Amaron /Exide or Mix? (a) Consumer Demand (b) Service (c) Scheme (d) Relation with companys employee Q3: Do any of the company has its monopoly? (a) Amaron (b) Exide Q4: Which company provide better delivery of goods? (a) Amaron (b) Exide (c) Other Q5: Which company provide better service in case of emergency? (a) Amaron (b) Exide (c) Other Q6: Which company provide better schemes? (a) Amaron (b) Exide (c) Other Q7: Which company provide better customer satisfaction? (a) Amaron (b) Exide (c) Other Q8: Which company provide better after sale service? (a) Amaron (b) Exide (c) Other Q9: Which company have good relations with dealers? (a) Amaron (b) Exide (c) Other Q10: Name the particular product which have huge market demand? (Reason also)

BIBLIOGRAPHY Books :
Marketing Management:Twelfth Edition Philip Kotler & Kevin Lane Keller

Newspapers:
The Times of India Business Times Economic Times

Websites:
www.google.com www.Amara Raja.com