Post on 19-Jan-2016
description
transcript
Preface
The first real insight of an organization for a management comes only during his
or her vocational summer training period. The training synthesizes the theoretical
concepts learnt in the Lecture rooms and its practical orientation in any organization. As
an essential part of the MBA program students are expected to undergo summer training
for a period of eight to ten weeks with a company for real life working environment and
market intricacies after the completion of first year.
It is very important for a M.B.A. student. It gives practical knowledge to
student. Research study is the backbone of any management program. A management
graduate has to frequently do research work during his entire course span. Research for
summer training is the first step which the trainee takes towards the long journey ahead. I
was fortunate enough to have undergone my summer training at Eveready co. Ltd.,
Lucknow.
The project is carried out to translate the theoretical knowledge of subject into
the practical field work. This project is too carried out in partial fulfillment of MBA Third
Semester Course from “Technical Education & Research Institute” Ghazipur.
Customer satisfaction is still one of the single strongest predictors of customer retention.
It’s considerable more expensive to attract new customers than it is to keep old ones
happy. In a climate of decreasing brand loyalties, understanding customer service and
measuring customer satisfaction are very crucial.
There is obviously a strong link between customer satisfaction and customer
retention. Customer’s perception of Service and Quality of product will determine the
success of the product or service in the market.
1
With better understanding of customers’ perceptions, companies can determine
the actions required to meet the customers’ needs. They can identify their own strengths
and weaknesses, where they stand in comparison to their competitors, chart out path
future progress and improvement. Customer satisfaction measurement helps to promote
an increased focus on customer outcomes and stimulate improvements in the work
practices and processes used within the company.
Customer expectations are the customer-defined attributes of your product or
service you must meet or exceed to achieve customer satisfaction.
There are many reasons why customer expectations are likely to change over time.
Process improvements, advent of new technology, changes in customer’s priorities,
improved quality of service provided by competitors are just a few examples.
This survey has been conducted to get an overview of the “A Study on
Consumer Preference for Eveready Battery”. The main purpose of the study is to
know the expectations of those customers who use Eveready batteries and the satisfaction
levels of customers with the services provided by the Eveready Company. The objectives
are predefined and the task is to accomplish them.
The study was confined geographically to Lucknow. The potential respondents are
the consumers, who have use for the Electronic product. The whole process during the
report is well planned; the primary data collection is done from the respondents.
The summer training report is divided in to 7 chapters. The first chapter includes the
introduction to the organization, organizational structure. The second chapter includes the
products and services offered by the company and challenges for the company. The third
chapter includes the objective of the study, importance of the study and scope of the
study. The fourth chapter includes the research methodology. In this report descriptive
2
kind of research is done. The fifth chapter includes the data analysis & interpretation. The
sixth chapter includes the findings and recommendation. The seventh chapter includes the
conclusions & limitations, bibliography & references and annexure.
3
Acknowledgement
Sometimes words fall short to show gratitude, the same happened with me during
this project. The immense help and support received from Eveready Pvt. Ltd. Company
overwhelmed me during the project. I take this opportunity to express my gratitude to all
the people who have guided and helped me directly or indirectly in the course of
completion of my project.
I feel immense pleasure to express a deep sense of gratitude to my beloved Head
of Department Mr. Rahul Anand Singh and Training & Placement In charge Dr. Neetu
Singh (Technical Education & Research Institute Post Graduate College, Ghazipur) who
has given me an opportunity to do my Summer Training in Eveready Pvt. Ltd.Co.
I would like to thanks Eveready Pvt. Ltd. Company for giving me an
opportunity to do my internship in their esteemed organization. My special appreciation
extends to Mr. Amit Singh, Eveready Pvt. Ltd. Company Lucknow for his constant
encouragement throughout this period.
My special thanks to my friends who being a part of the same internship,
supported me throughout my internship and with whose help I could complete my work
efficiently and effectively. Their consistent help kept me motivated and going.
PRASHANT KUMAR SINGH
4
A BRIEF HISTORY
Eveready Industries India
Eveready Industries India, Ltd (EIIL) (previously known as Union Carbide India,
Limited) is the flagship company of the B.M. Khaitan Group. The brand Eveready has
been present in India since 1905.
EIIL's principal activities are the manufacture and market of batteries, flashlight cases,
electrolytic manganese dioxide and arc carbons. It also manufactures photo-engravers
plates/strips for printing, castings, hard facing and tube rods, carbon electrodes and other
related products. The company also produces and markets tea. The Group's operating
facilities are located at Kolkata, Chennai, Hyderabad, NOIDA, Gurgaon and Navi
Mumbai. During the fiscal year 2002 the group sold its wholly subsidiaries Dufflaghur
Investments Limited and Natex Investment and Marketing Limited. Batteries accounted
5
for 51% of fiscal 2002 revenues; Tea, 38%; Flashlight cases, 9%; Electrolytic Manganese
dioxide, 1%; Purchased products, 1% and Others, nominal.
EIIL is the world’s third largest producer of carbon zinc batteries, selling more than a
billion units a year. EIIL is India’s largest selling brand of dry cell batteries and
flashlights (torches), with dominant market shares of about 46% and 85% respectively.
EIIL started its operation in India in 1905. The first dry cell batteries were imported from
the USA and sold in the major cities of the country. These batteries were primarily used
in imported torches.
6
Eveready Battery Company, Inc.
Type Subsidiary
Industry Batteries
Founded1896 (as the American Electrical Novelty &
Manufacturing Company)
Headquarters St. Louis, Missouri, U.S.
Key people Ward M. Klein, CEO
ProductsEnergizer batteries
Eveready batteries
Parent Energizer Holdings
WebsiteEveready batteries
Energizer batteries
7
In 1939, the company set up its first battery plant in Kolkata. This was followed by
another battery manufacturing plant in Chennai in the year 1952. A torch manufacturing
plant was set up at Lucknow in 1958. Today it is one of the largest torch manufacturing
plants in South East Asia. The plant manufactures the full range of brass, aluminum and
plastic torches.
In 1969, the now infamous factory in Bhopal was opened.
Success
By the time of the Bhopal Disaster in 1984, the company was ranked twenty-first in size
among companies operating in India. It had revenues of Rs 2 billion (then equivalent to
US$170 million). Fifty-one per cent of the company (known at the time as UCIL) was
owned by Union Carbide Corporation; remaining shares were held by 24,000
stockholders. Ten thousand people were employed in five operating divisions that
manufactured batteries, carbon products, welding equipment, plastics, industrial
chemicals, pesticides, and marine products. EIIL became part of the Williamson Magor
Group through McLeod Russel Ltd in the latter half of 1994 following the sale of Union
Carbide Corporation's stake in UCIL. UCIL is primarily a dry-cell battery manufacturer at
the time, but as part of the Williamson Magor Group EIIL launched three brands of
packet tea under the Greendale Brand umbrella - Tez, Jaago and Premium Gold. Coupled
with EIIL’sbrands of packet tea are now easily available in most states in India. In 1997,
the Eveready brand was extended to its packet tea business.
8
Eveready Industries
EIIL has the license for the Eveready brand only in India, Bhutan and Nepal from
Energizer Holdings, so it had to create a new brand for export to other markets where
Energizer Holdings still has the rights to the Eveready brand. The brand LAVA was
launched in 1999. LAVA batteries and flashlights have been sold in Dubai, Bahrain,
Jordan, Sudan, Egypt, Bangladesh, Mauritius, Sri Lanka, Azerbaijan, Mexico, US,
Lebanon, Saudi Arabia, Ethiopia and Nigeria.
In 2005, EIIL celebrated its 100 anniversary in India. That same year, EIIL separated its
bulk tea business and de-merged McLeod Russell. EEIL also acquired the ailing BPL Soft
Energy System in 2005.
9
Milestones
1905: National Carbon starts its Indian operations with sale of batteries imported from
USA.
1926: Ever Ready Company India sets up the first arc carbon factory at Canal Road,
Kolkata.
1934: Eveready Company incorporated as a private company on 12 November.
1939: Camper down Works - first modern battery plant established at Conspire in
Kolkata.
1941: Union Batteries merges with Eveready Company and the name is changed to
National Carbon Company.
1951: Renamed as Union Carbide India Ltd, a subsidiary of worldwide multinational,
Union Carbide Corporation.
1958: Company set its torch manufacturing plant in Lucknow , one of the largest in south
Asia.
1959: Name of the company changed to Union Carbide India Limited.
1984: Bhopal disaster at Union Carbide India LTD plant in Bhopal.
The Bhopal Disaster took place in the early hours of the morning of December 3, 1984, in
the heart of the city of Bhopal in the Indian state of Madhya Pradesh. A Union Carbide
subsidiary pesticide plant released 40 tones of methyl isocyanine (MIC) gas, immediately
killing nearly 3,000 people and ultimately causing at least 15,000 to 22,000 total deaths.
Bhopal is frequently cited as one of the world's worst industrial disasters. The
International Medical Commission on Bhopal was established in 1993 to respond to the
disasters.
10
1995: Sale of shares of Union Carbide Corporation in Union Carbide India Ltd to Mc
Leod Russel (I) Ltd. belonging to the Williamson Magor Group and a new name -
Eveready Industries India Ltd (EIIL).
1996: Mc Leod Russel (India) Ltd, merged with EIIL, bulk tea business brought into EIIL
fold.
2000: Bishnauth Tea Company merged with Eveready Industries India Ltd.
2005: Brand EVEREADY is a hundred years old.
2009: EIIL acquires controlling stake in Uniross SA of France, which is a leading
rechargeable battery manufacturer.
Products
Eveready Industries have business interests spreading across batteries, flashlights,
lighting solutions, alternative lighting solutions, and packed Tea.
Batteries
Zinc-carbon battery: A zinc-carbon battery which is commonly used for Toys, Cameras,
Torches, Walkman, CD-players, Radios, clocks and cordless mikes.
Alkaline Battery: Eveready Ultima Alkaline battery is the is one of one of the most
popular batteries used in electronic gadgets of modern times.
Rechargeable Battery: 'Eveready Recharge' is one of the pioneers as a brand of
rechargeable batteries and chargers to be introduced in India.
Battery Guide
11
Flashlights
digiLED Torches: These torches use power efficient LEDs in place of the incandescent
bulbs.
Brass Torches: Jeevan Sathi brass torchlight has been a reliable, durable and repairable,
making it a must-have evening companion especially in the villages. It is one of the most
trusted brands in rural India across all product categories.
Aluminum & Plastic Torches: These torches have strong durable bodies, slide switches
for easy handling and come in a wide range of models and colors.
Lighting Solutions
Compact Fluorescent Lamps: In 2007, Eveready forayed into the lighting business with
the launch of a range of Compact Fluorescent Lamps.
Halogen Lamps: Eveready offers halogen lamps for outdoor lighting and video-shooting.
General lighting service/incandescent lamps: A range of incandescent bulbs in different
sizes, voltages and colors are used widely in household and commercial lighting, apart
from portable, decorative and advertising lighting.
12
Marketing
In 1992, Rediffusion Y&R, the agency on record, cracked the ‘Give me Red’ tagline that
Eveready Industry continues to use. In 2004, Amitabh Bachchan was appointed as brand
ambassador for a period of two years, during which the agency came up with another
‘Give me Red’ campaign. Following the Bachchan ads, it was only earlier in 2009 that
Eveready released an ad titled ‘Boxing’.
Eveready Industries has launched an advertising campaign for Eveready Ultima to
highlight its latest offering, Eveready Ultima Batteries. The entire animation has been
worked on by creating controlled trails of light concept which is derived out of light
painting. Recognizable shapes were made with a torch and captured on a digital still
camera. The film comprises over 3000 such photographs, played back quickly, one after
the other, like in a flicker book.
Advertisements
Eveready products are available under the mother brand name EVEREADY (Batteries
and Lighting Solutions) and also extended brand names like
EVEREADY ULTIMA (Alkaline Batteries)
EVEREADY RECHARGE (Rechargeable Batteries)
EVEREADY JEEVAN-SATHI (Brass Torches),
EVEREADY DigiLED (LED Flash Lights),
EVEREADY CFL (Compact fluorescent lamps),
EVEREADY PREMIUM GOLD / JAAGO / TEZ (Packaged Tea)
13
Distribution
Eveready has a wide distribution network all over the country with 15 branches, 40
godowns and 4,000 distributors. Our products are available at grocery, general provision,
music, electrical, hardware, stationery, gift /novelty stores, at the chemists’ shops and at
photo studios and printing centre’s. So much so, that many of our products are even
available at the paan and cigarette shops.
According to AC Nielsen, Eveready batteries are available in 3.3 million outlets out of a
total universe of 7.3 million FMCG outlets. The distribution structure extends coverage
out to 5000-population villages.
The company employs a strong sales force so that they can operate the extensive sales
network successfully.
As Eveready walks ahead in second century of existence, we have the following
objectives -
To consolidate our benchmark supplier position in all traditional outlets for
batteries and flashlights.
Employ a systematic and scientific approach towards increasing our reach and
quality of reach.
To leverage our sales & distribution competencies into identified newer channels
To service the outlets with a diversified range of products. This includes batteries,
flashlights, homelights, packet tea, CFLs and bulbs.
To constantly explore new selling arrangements in identified markets to improve
effectiveness of servicing
14
MANUFACTURING
Eveready has its manufacturing units spread all across the country in order to maximize
logistical efficiency and reduce time-to-market. The Company’s state-of-the-art
manufacturing units are located in Kolkata, Noida, Uttaranchal, Chennai, Lucknow and
Maddur. The company has high-speed manufacturing units, both for batteries and
flashlights, with in-house facilities for metal flashlights along with a fully automated
injection-moulding set-up for plastic flashlights. Eveready also has a full-fledged
machine design group at Chennai with capabilities of making special-purpose machines
for both captive consumption and customer-specific requirements.
The manufacturing units of Eveready are ISO 9000 and ISO 14000 certified. Eveready
has a sophisticated R& D laboratory for design and testing of batteries. The laboratory is
NABL accredited.
The company also has its own flashlight design and development unit with the latest
computer aided design facility.
Eveready also has a state of the art packaging unit for packet tea at Chuapara T.E.
15
Management - Eveready India
Name Designation
B M Khaitan Non-Executive Chairman
S Saha Whole Time Director
D A Nanda Non Executive Director
P H Ravikumar Independent Director
S R Dasgupta Independent Director
S Sarkar Independent Director
Name Designation
D Khaitan Non-Executive Vice Chairman
Amritanshu Khaitan Whole Time Director
A Khaitan Non-Executive Director
S Goenka Independent Director
V Bhandari Independent Director
16
Eveready is a market leader in the 1500 crore dry cell market in India. At present this
brand holds around 47 % market share. Nippo follows with a market share of 28%.
Eveready was one of the first brands in this segment. A flagship brand of BM Haitian
group, this brand is bracing for a marketing war against its competitors. The brand has a
history dated as way back as 1934.The brand is carefully nurtured by the company. Lots
of money is being spent on brand building in a seemingly low involvement product
category.
During the early nineties the brand created ripples in the market by its “Give me Red"
campaign. The campaign changed the way batteries are perceived and the campaign was a
hit among the target audience. The ad highlighted the color "Red" and for the next 16
years “red" was the central point in the brand campaign. The Give me Red campaign gave
an instant recognition for the brand among the TG which was young 15-25. The rationale
was the popularity of walkmans and portable music players which created a new market
for batteries.
Buoyed by the success of the campaign and wanting to create more punch to the brand,
Eveready roped in Amitabh Bachchan to endorse the brand. It was a costly affair and
from then on the “Give Me Red" campaign got diluted. Big B and the campaign did not
get together. While the campaign was aimed at younger crowd, B was a misfit. Again
should you need a celebrity to endorse a battery is another question altogether.( company
says that Big B campaign raised the market share from 41% to 47% since 2003).
Now another campaign was kicked off by Eveready changing the positioning of the
brand. While "Give me red" positioned the brand as an energetic and sturdy brand, the
new campaign aims to look at more features rather than image. The new positioning
strategy is to highlight the EMD (Electro magnesium) factor which will make the battery
last more and give a good 15% more performance than its competitors.
17
The current campaign is full of hyperbole with Amitabh again as a shopkeeper. The ad
seems like a parody of the successful Cadbury's "Pappu Pass Ho gaya" campaign
(which had some novelty around it). The Eveready campaign yet again failed to utilize
the charisma of Amitabh. The product may sell more because of the features not the
campaign.
The company also changed its base line to “Kutch to hai Extra" from the highly
successful " give me red". The only reason can be that the company officials and ad
agency is bored by the baseline not because the customer has rejected the baseline .
"Kutch to hai Extra” is actually diluting the intended positioning on the features. The
new baseline have striking resemblance with Maggi Ketchup's baseline " It’s different"
where there is no difference as such. Kutch to hai extra loses significance because the ad
is a hyperbole with no tangible benefits shown. So there is a risk that customer will not
believe that there is something extra in Eveready.
All said and done, Eveready is having a major say in the market with its established brand
and virtually no serious competition. But with the disruptive innovations like iPod and
Mp3 players that do not need conventional batteries, Eveready should be alert to the
changing market dynamics and a possibility of disruption. Already signs are there in the
form of Mobile phones used as a Walkman where the battery used is not the conventional
one.
18
For now its
1. Companionship:
Eveready is a high value companion tie consumer of all socio-economic levels,
out trade, supplier and shareholders.
A brand means added value. It is the only steering mechanism available to build
profitable growth.
Eveready possess concerned about environmental issues.
Corporate identity of Eveready is highly visible.
Eveready ensures widest availability.
2. Tangible differentiation:
In competitive markets, strategic profitable growth can only come from intrinsic
differentiation, which is tangible.
R&D and marketing team have to innovate constantly to achieve this
differentiation to offer better value.
Real benefit, even it is small, must be measured, No attribute is small if
communication properly.
Eveready Industries India is endeavoring to become the second largest carbon zinc battery
maker in the world. At present, the company produces 1.2 billion batteries and the vision
was to take it to two billion batteries over the next few years. If the company manages to
achieve a Production capacity of two billion batteries, then it would pip Energizer and
become the second largest carbon zinc battery maker in the world. The largest carbon
zinc battery maker was Matsushita with 2.8 billion Batteries. Mr. Deepak Khaitan,
executive vice chairman and managing director Eveready Industries India said, the
19
company was currently the third largest carbon zinc manufacturer with a capacity of 1.2
billion batteries, which included exports and original equipment manufacturers (OEMs).
As part of its vision, Eveready was adding a new line in Kolkata and a Greenfield facility
in Uttaranchal with a capital expenditure of Rs 40 crore. The project would be financed
through internal accruals. The Uttaranchal facility would start off with production of
brass flashlights and then start producing batteries. Further, the company was also eyeing
the Chinese market and was in discussions with three companies for a Joint venture,
where Eveready would have 25-45 per cent stake. Khaitan said, the decision on the
specific company would be reached by the end of the financial year. Meanwhile, Calcutta
High Court has approved the demerger of bulk tea business of Eveready. Khaitan said.
McLeod Russell will be reborn in the next 4-6 weeks. He added that the demerger would
enhance shareholder value.
20
KEY STRENGTHS OF EVEREADY:
The key strength of Eveready lies in its 4 core assets, which are:
Brand ‘EVEREADY’. It is the result of a continuous and well-orchestrated brand
development strategy that maximizes the value from each consumer touch-point.
A distribution system that is deeply entrenched. Today it is having 4000
distributors.
Its skills of efficient mass-manufacture. Hence, it reduces the cost.
Its human capital comprise of highly efficient employees.
SPECIAL FEATURES PRESENT IN EVEREADY:
The special features present in Eveready:
Eveready has a totally computerized battery testing facility - the only battery
testing laboratory accredited by National Accreditation Board for Testing &
Calibration Laboratories (NABL) - where batteries can be tested as per BIS, IEC
and JEC standards
21
Eveready’s research team constitutes highly qualified Scientists, Engineers,
Chemists and Technicians dedicated to maintaining technology leadership in
Zinc-Carbon batteries, Flashlights and related components.
The Research Centre has Pilot Plant facilities, Analytical testing facilities such as
Atomic Absorption Spectrophotometer (AAS), Polar graph, X- Ray Diffract meter
(XRD) and a Chemical Laboratory. The Eveready Research Centre is capable of
providing world-class testing and research support to meet stringent customer
requirements from across the world.
“Give Me Red"
The company wants LED -based flashlights and lighting solutions to account for a quarter
of its turnover in two years.
Eveready is no longer just a battery maker. And Deepak Khaitan , executive vice
chairman and managing director of the India’s largest battery company, says the
company’s new mantra is “to light up people’s lives”.
While that sounds like a great social responsibility mission, Khaitan is candid enough to
say that the approach makes eminent business sense, too. ‘Once a person gets used to
light, he will never go back to darkness’ is the Eveready boss’s philosophy.
22
“Lighting up lives” has also meant a huge change in the positioning of the company,
which was largely known as a dry cell battery giant with more than 46 per cent market
share.
Eveready had created ripples in the market during the early nineties with its "Give me
Red" campaign, which changed the way batteries were perceived. The ad highlighted the
color “Red” which has been the central point in its brand theme and gave it instant
recognition. Khaitan can now start thinking of changing the brand theme to “Give me
LED”
Here’s why. Eveready, which is targeting to double its turnover to Rs 2,000 crore in two
years, says the share of batteries in the total turnover will come down from the current
level of 70 per cent to 45 per cent, while flashlights and lighting solutions would account
for around 25 per cent.
And the star attraction in the lighting space would be Eveready’s battery-operated LED
(light emitting diode) - based lamps for household consumption. Branded HomeLite at
the time of launch in July 2009, it will be rebranded Eveready Ultima, the umbrella brand
for the company’s high-end products. The name Ultima was chosen as it connotes
superiority. “When we entered the market, the product was already available. For one
product of ours, there were five Chinese ones available at a much lower price. But
eventually people realised that our products were superior,” said Khaitan.
Khaitan has a point, as he expects Ultima to sell more than two million pieces by the end
of March this year, with rural sales accounting for 70 per cent of the volumes. The
product has gained significant traction in power-deficient states such as Uttar Pradesh,
Bihar, West Bengal and Assam. Khaitan believes that sales from the countryside would
increase five times in the next couple of years.
23
Apart from the innovativeness of the product, what has helped is Eveready’s formidable
distribution network. “We can even reach out to villages that have a population of
50,000,” says Khaitan. Eveready’s salesmen touch nearly 3.2 million of India’s 12 million
retailers at least once a fortnight.
Khaitan is also banking on the rising prosperity in the villages. “With the growth in GDP
(gross domestic product), 40-50 million will come out of poverty. Moreover, the cost of
food is going up and farmers are making more money,” he says.
Clever pricing is clearly one major reason for the success of the product. The LED-based
battery operated lamps are priced at Rs 250-450 and a month’s battery would mean
shelling out Rs 45 at one go compared to kerosene, which is bought almost every
alternate day at Rs 2, albeit an expensive option in the long-run.
Khaitan knows the price dynamics. “For volumes in India, the price point is very
important,” he says. The company is already planning to launch the lamps for as low as
Rs 100 apiece. Though similar products are available at a lower price, Khaitan is
unperturbed. “We want them to be there in the market. Once people get used to light, they
can choose the superior product.”
The business philosophy obviously is simple : as long as missions like “power for all”
remain only a vision, sales of battery-operated lamps will surge. Once villages are
electrified, they can switch to bulbs. And Eveready sells bulbs, too.
The company wants LED -based flashlights and lighting solutions to account for a quarter
of its turnover in two years.
24
Eveready is no longer just a battery maker. And Deepak Khaitan , executive vice
chairman and managing director of the India’s largest battery company, says the
company’s new mantra is “to light up people’s lives”.
While that sounds like a great social responsibility mission, Khaitan is candid enough to
say that the approach makes eminent business sense, too. ‘Once a person gets used to
light, he will never go back to darkness’ is the Eveready boss’s philosophy.
“Lighting up lives” has also meant a huge change in the positioning of the company,
which was largely known as a dry cell battery giant with more than 46 per cent market
share.
Eveready had created ripples in the market during the early nineties with its "Give me
Red" campaign, which changed the way batteries were perceived. The ad highlighted the
colour “Red” which has been the central point in its brand theme and gave it instant
recognition. Khaitan can now start thinking of changing the brand theme to “Give me
LED”
Here’s why. Eveready, which is targeting to double its turnover to Rs 2,000 crore in two
years, says the share of batteries in the total turnover will come down from the current
level of 70 per cent to 45 per cent, while flashlights and lighting solutions would account
for around 25 per cent.
And the star attraction in the lighting space would be Eveready’s battery-operated LED
(light emitting diode) - based lamps for household consumption. Branded HomeLite at
the time of launch in July 2009, it will be rebranded Eveready Ultima, the umbrella brand
25
for the company’s high-end products. The name Ultima was chosen as it connotes
superiority. “When we entered the market, the product was already available. For one
product of ours, there were five Chinese ones available at a much lower price. But
eventually people realised that our products were superior,” said Khaitan.
Khaitan has a point, as he expects Ultima to sell more than two million pieces by the end
of March this year, with rural sales accounting for 70 per cent of the volumes. The
product has gained significant traction in power-deficient states such as Uttar Pradesh,
Bihar, West Bengal and Assam. Khaitan believes that sales from the countryside would
increase five times in the next couple of years.
Apart from the innovativeness of the product, what has helped is Eveready’s formidable
distribution network. “We can even reach out to villages that have a population of
50,000,” says Khaitan. Eveready’s salesmen touch nearly 3.2 million of India’s 12 million
retailers at least once a fortnight.
Khaitan is also banking on the rising prosperity in the villages. “With the growth in GDP
(gross domestic product), 40-50 million will come out of poverty. Moreover, the cost of
food is going up and farmers are making more money,” he says.
Clever pricing is clearly one major reason for the success of the product. The LED-based
battery operated lamps are priced at Rs 250-450 and a month’s battery would mean
shelling out Rs 45 at one go compared to kerosene, which is bought almost every
alternate day at Rs 2, albeit an expensive option in the long-run.
Khaitan knows the price dynamics. “For volumes in India, the price point is very
important,” he says. The company is already planning to launch the lamps for as low as
Rs 100 apiece. Though similar products are available at a lower price, Khaitan is
unperturbed. “We want them to be there in the market. Once people get used to light, they
can choose the superior product.”
26
The business philosophy obviously is simple: as long as missions like “power for all”
remain only a vision, sales of battery-operated lamps will surge. Once villages are
electrified, they can switch to bulbs. And Eveready sells bulbs, too.
Eveready has always pursued and advocated the best prevailing management practices.
The team is alert to changes in the domestic and international markets resulting in higher
standards of excellence. When the TQM wave from Japan hit India in the mid 80’s, the
organization planned the realignment of its management system with focus towards
customer satisfaction. The organization was restructured and a Basic Training Program
(BTP) launched for deployment & implementation of TQM practices
In our success story spanning over a century, Eveready has been powered by its people—
a unique combination of youth and experience. The vision and leadership of a stable
senior-management is only matched by the motivation and energy of the youth brigade.
Aware of the potential of our strength, our human resource, Eveready has taken care to
create an atmosphere that not only attracts the best talents, but also nurtures and grooms
them into leaders of standards matched by the best in Corporate India. Here is a place
where the dream-laden beginners can look forward to start a value-adding and rewarding
career. Experienced middle-level executives can hope for a worthwhile career transition
into an organizational experience marked by opportunities to practice creative leadership
with autonomy & accountability . High performing senior professionals can look forward
to a strategic leadership role to shape & realize the company’s vision and contribute to
organization building . Even as the company eyes growth for itself, it is as much
committed to the growth of its employees. Good performance and high potential never
goes un-recognized or unrewarded. This is the secret of our highly motivated workforce
committed to excellence.
27
A happy individual always performs well. Keeping this in mind, Eveready strives to
strike a healthy work-life balance for its employees. The Eveready workplace exudes
warmth of a friendly, human touch as much as it boasts world-class professionalism. It
bustles with activity offering a vibrant work culture. Eveready believes in building and
nurturing one big family of Eveready citizens who develop a strong and deep emotional
bonding with the organization. It also helps in developing socially responsible corporate
citizens.
As Eveready surges ahead to build ‘The Next Century of Power’, it not only relies on the
rock-solid stable top management, but also expects the young, vibrant workforce to take
the company ahead with their ideas and innovation. After all, it is the power of people,
the power of ideas that gives Eveready the power to march full steam ahead.
Internship & Campus
Eveready is always on the lookout for young minds, who are not just talented, but with a
strong orientation of practical creativity and are raring to excel. It endeavors to identify
future business leaders and train them in the most structured & process based manner. It
scouts for the best talents from Business Schools, ICAI, ICWAI and Engineering
Colleges from all across India for its different operations like Sales & Marketing, Human
Resources, and Finance & Manufacturing.
Eveready follows the usual procedure of group discussions, personal interview &
psychometric evaluation before selecting the candidates as management trainees from the
campus.
28
A management trainee during his/her first year in the company is given assignments
across all functions of the organization, which allows him or her to understand the
company’s structure and its business processes. Most importantly, it allows them to
understand and inculcate the culture and ethos that Eveready stands for. During the course
of his/her professional life an employee is also provided with opportunities to gain cross-
functional expertise through a planned process of career planning and career
development. Cross-functional assignments are encouraged and practiced in the company.
Eveready also encourages summer internships for students from various Business Schools
and Engineering Colleges. As summer interns, students get to work on identified live
projects. Bright and hardworking students are identified during the internship programme.
The company also practices the process of “Pre Placement Offers” to talented summer
interns from Business schools, who are identified during the course of their engagement
for which the individual undergoes the process of their internship project presentations,
psychometric evaluation and personal interview.
29
PowerCell
Eveready acquired Power Cell, the erstwhile BPL Soft Energy Systems Ltd, in
2005.Powercell initially operated as a subsidiary of Eveready under the name Power cell
Battery India Ltd. In April 2007, it was amalgamated with Eveready and became the
Power cell Division of Eveready.
Power cell manufactures and markets dry cell batteries under two brands Power cell &
Shakti. It also markets torches under brand name Power Cell.
Power cell Division is also coming up with Compact fluorescent lamps (CFLs) and
Incandescent lamps (GLS) under the brand name Power Cell LITEZ.
Distribution Network
Power cell Division has a separate national network of distributors establishing a direct
reach of 300,000 outlets which support the entire range of products under the brand
Power Cell and Shakti.
30
Product portfolio
The Battery product range includes Carbon Zinc Range & Alkaline Batteries.
Torches: Wide range of models includes the latest LED based models.
Compact Fluorescent Lamps (CFL): BIS approved Quality (Wide range of shapes &
wattages available to cater to all lighting requirements)
Incandescent Bulbs (GLS): Wide range BIS approved quality bulbs in Clear, Milky and
decorative range.
31
PRODUCTS OF EVEREADY
1. EVEREADY ULTIMA (Alkaline Batteries)
2. EVEREADY RECHARGE (Rechargeable Batteries)
3. EVEREADY JEEVAN-SATHI (Brass Torches),
4. EVEREADY DigiLED (LED Flash Lights),
5. EVEREADY HOMELITE (Alternate Lighting Solutions)
6. EVEREADY CFL (Compact fluorescent lamps),
7. EVEREADY POWERON (Homecare products) and
8. EVEREADY PREMIUM GOLD / JAAGO / TEZ (Packaged Tea) etc.
32
ABOUT THE PRODUCTS OF EVEREADY
Domestic:
Carbon Zinc
Eveready Industries India Limited. Is the world’s third largest producer of Carbon Zinc
batteries, selling over 1 billion batteries every year. Present in all segments of Dry cell
batteries, Eveready holds the dominant market share in every segment.
Rechargeable :
Eveready Industries India Limited is the first entrant and the leading brand in the
organized Rechargeable battery category. ‘Eveready Recharge’ batteries can be recharged
up to a thousand times.
33
Packet Tea:
After 100 years, has curved a niche in the packet tea industry. End of 2006 saw a
change... the packet tea brands were upgraded to bring it in line with the changing market
scenario. The association of Eveready with Tez, Premium Gold, Jaago and Classic will
not only connote assurance, trust and quality, but help build in the consumer proximity.
Flashlights:
Eveready Industries India Limited is the largest manufacturer of flashlights in South Asia.
Since pioneering the portable lighting revolution in the country a century ago, Eveready
has enjoyed an uninterrupted leadership position in this segment. An unparalleled
distribution network ensures that Eveready torches are always available within easy
reach, wherever you are. From remote villages to the city heights, Eveready flashlights
light up lives across the length and breadth of the country.
34
Eveready digiLED:
Eveready has NOW launched an altogether new 'category' of torches - The LED torches.
The category is being called "Eveready digi LED"….and will have many models in its
portfolio. This category will offer to the consumers a torch which has…Low battery
consumption. Focused white light Slide switch for easy operation Strong durable body.
Poweron:
In an Endeavour to satisfy ever-changing consumer needs, Eveready has developed
Poweron, a mosquito coil which provides powerful protection against the all-pervasive
mosquito menace. Eveready Poweron the new generation fast action mosquito coil comes
in 3 variants: Red 12 hours’ protection Red 10 hours’ protection Green 8 hours protection
the coils come in a heat sealed pouch which protects the coil from moisture, fungus and
dust. The pleasantly fragrant coils repel mosquitoes powerfully and effectively, providing
Power on protection from Malaria, Dengue and Filarial.
Export:
The launch of LAVA marked the entry of Eveready Industries India Limited. Into the
35
global market. Making its presence felt in 15 countries, commencing its worldwide
journey with its launch in Sri Lanka, Bangladesh and Mauritius and then moving on to the
more distant markets of Middle East, Africa, Latin America, USA and United Kingdom,
LAVA is a recognized brand in the markets of Sudan, Ethiopia, Djibouti, Eritrea, Egypt
and Sri Lanka. Eveready Industries India Ltd., a $150 million company, is one of the
most reputed FMCG companies in India, with formidable strengths in manufacturing,
marketing and distributing a diverse range of products covering Batteries, Flashlights and
Packet Tea. Eveready is the world’s third largest producer of carbon zinc batteries, selling
more than a billion units a year. Its carbon zinc batteries dominate the Indian market with
a complete range for all equipment types. With such formidable strengths in the domestic
market, Eveready Industries India Ltd. launched its products in the Global market under
the brand name LAVA. Making its presence felt in 15 countries, LAVA is now a brand to
watch out for.
Aim / Vision / Mission
For over a century, our corporation has been a partner to consumers with our expertise in
portable power and light. Today, we endeavor to be the perfect Companion to consumers
by providing value-for-money brands with Tangible Differentiation in quality Every day,
we seek Consumer Proximity to ensure the enjoyment of better living. Our core
competence will be based on these three core values for the total synergy and future
profitable growth of our corporation
36
Quality Policy / Processes
Eveready has a totally computerized battery testing facility - the only battery testing
laboratory accredited by National Accreditation Board for Testing & Calibration
Laboratories (NABL) - where batteries can be tested as per BIS, IEC and JEC standards.
Eveready's research team constitutes highly qualified Scientists, Engineers, Chemists and
Technicians dedicated to maintaining technology leadership in Zinc-Carbon batteries,
Flashlights and related components. The Research Centre has Pilot Plant facilities,
Analytical testing facilities such as Atomic Absorption Spectrophotometer (AAS), Polar
graph, X-Ray Diffract meter (XRD) and a Chemical Laboratory. The Eveready Research
Centre is capable of providing world-class testing and research support to meet stringent
customer requirements from across the world.
Competitors:
Duracell:
Launched in mid-1973, leading player in industrial batteries segment.
Holds 26% market share in industrial batteries segment.
Sales grew by 46% to 314 cr. in 2008.
Cater with products like all purpose of batteries, power reserve, flashlights,
rechargeable,
My grid, digital memories, etc.
Nippo:
37
A household name in India was formed in 1972.
Produces and sells over 10 billion batteries a year.
First Indian dry battery company to be certified by ISO: 14001 and ISO: 9001
international standards.
Has a strong distribution network.
Holds 32% market share in India.
FUTURE PLANS:
Eveready may have to wait another 2-3 months before it can bring its newest
acquisition, France-based rechargeable batteries company Uncross. On June 2009
Eveready acquired an 80% stake in Uncross.
Vice chairman and managing director Deepak khaitan wants the company to enter
in other product portfolio to earn more profit. As reported a 5 percent drop in
April-June profit to Rs.15.15 crore from Rs.16.04 crore year.
The company is weighing options of re-entering the branded tea market through a
sourcing pact with group company McLeod Russel India Ltd and launching
foreign fast moving consumer durable brands in India.
38
Working with us
In our success story spanning over a century, Eveready has been powered by its people- a
unique combination of youth and experience. The vision and leadership of a stable senior-
management is only matched by the motivation and energy of the youth brigade.
Aware of the potential of our strength, our human resource, Eveready has taken care to
create an atmosphere that not only attracts the best talents, but also nurtures and grooms
them into leaders of standards matched by the best in Corporate India. Here is a place
where the dream-laden beginners can look forward to start a value-adding and rewarding
career. Experienced middle-level executives can hope for a worthwhile career transition
into an organizational experience marked by opportunities to practice creative leadership
with autonomy & accountability. High performing senior professionals can look forward
to a strategic leadership role to shape & realize the company’s vision and contribute to
organization building. Even as the company eyes growth for itself, it is as much
committed to the growth of its employees. Good performance and high potential never
goes un-recognized or unrewarded. This is the secret of our highly motivated workforce
committed to excellence.
A happy individual always performs well. Keeping this in mind, Eveready strives to
strike a healthy work-life balance for its employees. The Eveready workplace exudes
warmth of a friendly, human touch as much as it boasts world-class professionalism. It
bustles with activity offering a vibrant work culture. Eveready believes in building and
nurturing one big family of Eveready citizens who develop a strong and deep emotional
39
bonding with the organization. It also helps in developing socially responsible corporate
citizens.
As Eveready surges ahead to build ‘The Next Century of Power’, it not only relies on the
rock-solid stable top management, but also expects the young, vibrant workforce to take
the company ahead with their ideas and innovation. After all, it is the power of people,
the power of ideas that gives Eveready the power to march full steam ahead.
Battery Guide
Primary Battery:
A primary battery is a battery that is designed to be cycled (fully discharged) only once
and then discarded. Although primary batteries are often made from the same base
materials as secondary (rechargeable) batteries, the design and manufacturing processes
are not the same. Primary batteries should not be recharged. Although attempts at
recharging a primary battery will occasionally succeed (usually with a diminished
capacity), it is more likely that the battery will simply fail to hold any charge, will leak
electrolyte onto the battery charger, or will overheat and cause a fire. It is unwise and
dangerous to recharge a primary battery.
Some Types of Primary Batteries:
A zinc-carbon dry cell or battery is packaged in a zinc can
that serves as both a container and anode. The cathode is a mixture of manganese dioxide
40
and carbon powder. The electrolyte is a paste of zinc chloride and ammonium chloride
dissolved in water. Zinc-carbon batteries are the least expensive primary batteries and
thus a popular choice for low-drain devices. They can be used in remote controls,
flashlights, toys, or transistor radios, where the power drain is not too heavy.
Alkaline batteries are a type of primary battery.
Compared with zinc-carbon batteries, while all produce approximately 1.5 volts per cell,
alkaline batteries have a higher energy density and longer shelf-life. The alkaline battery
gets its name because it has an alkaline electrolyte of potassium hydroxide, as opposed to
the acidic electrolyte of the zinc-carbon batteries which are offered in the same nominal
voltages and physical size.
Secondary Battery:
41
A secondary battery is commonly known as a
rechargeable battery. It is usually designed to have a lifetime of between 100 and 1000
recharge cycles, depending on the composite materials. Secondary batteries are,
generally, more cost effective over time than primary batteries, since the battery can be
recharged and reused. A single discharge cycle of a primary battery, however, will
provide more current for a longer period of time than a single discharge cycle of an
equivalent secondary battery.
Battery Handling and Maintenance:
The following guidelines offer specific advice on battery handling and maintenance. This
advice is necessarily not all inclusive. Users are cautioned to observe specific warnings
on individual battery labels and to use common sense when handling batteries.
Battery Caution:
Do not attempt to recharge primary batteries. This kind of battery is not designed
to be recharged and may overheat or leak if recharging is attempted.
Be careful of the polarity while loading a battery. Reverse polarity may cause
damage to the equipment, in which the battery is wrongly loaded.
42
When recharging secondary batteries, use a charging device that is approved for
that type of battery. Using an approved charging device can prevent overcharging
or overheating the battery. Many chargers have special circuits built into them for
correctly charging specific types of batteries and will not work properly with other
types.
Do not use secondary (rechargeable) batteries in smoke detectors. Secondary
batteries have a high self-discharge rate. Primary batteries have a much longer
shelf life and are much more dependable in emergencies.
Consult the smoke detectors user manual for the recommended battery types.
Do not attempt to refill or repair a worn-out or damaged battery.
Do not allow direct bodily contact with battery components. Acidic or alkaline
electrolyte can cause skin irritation or burns. Electrode materials such as mercury
or cadmium are toxic.
Do not lick a 9 V battery to see if it is charged. You will, of course, be able to
determine whether or not the battery is charged, but such a test may result in a
burn that may range from simply uncomfortable to serious.
Do not dispose of batteries in fire. The metallic components of the battery will not
burn and the burning electrolyte may splatter, explode, or release toxic fumes.
Batteries may be disposed of, however, in industrial incinerators that are approved
for the disposal of batteries.
Do not carry batteries in your pocket. Coins, keys, or other metal objects can short
circuit a battery, which can cause extreme heat, acid leakage, or an explosion.
Extending Battery Life:
43
In a device, use only the type of battery that is recommended by the manufacturer
of the device.
To find a replacement battery that works with a given device, call the
manufacturer of the device or ask the retailer to check the manufacturer’s battery
cross-reference guide.
Store batteries in a cool, dry place. This helps extend their shelf life. Refrigerators
are convenient locations.
Do not store batteries in a freezer. Always let batteries come to room temperature
before using them.
Store batteries in their original boxes or packaging materials. The battery
packaging has been designed for maximum shelf life.
When storing battery-powered devices for long periods (i.e., more than a month),
remove the batteries. This can prevent damage to the device from possible battery
leakage. Also, the batteries can be used for other applications while the batteries
are still “fresh.”
Use a marking pen to indicate, on the battery casing, the day and year that the
battery was purchased. Avoid writing on or near the battery terminals.
Do not mix batteries from different manufacturers in a multi-cell device (e.g., a
torch). Small differences in voltage, current, and capacity, between brands, can
reduce the average useful life of all the batteries.
When using batteries in a multicell device (e.g., a torch), use batteries of the same
age and similar discharged capacity. This kind of matching will make it more
likely that all the batteries will discharge at the same rate, putting less stress on
any individual battery.
44
Do not use batteries in high-temperature situations (more 45 degree C) unless the
battery is designed for that temperature range).
Locate batteries as far away from heat sources as possible. The electrical potential
of the battery will degrade rapidly if it is exposed to temperatures higher than
those recommended by the manufacturer.
Some batteries may not operate to its optimum level if used below Zero degrees
Celsius. In case of doubt check with the manufacturer in such applications.
45
SWOT ANALYSIS
Strength:
Main strength lies in its distribution network.
More than 4000 vans sells there product all over India.
Well known for its marketing skills.
Among the top 20 best marketing companies of India.
Weakness:
Cost of production.
Needs improvements in quality.
Opportunity:
New markets in India especially urban.
Entering foreign markets.
Markets for cordless batteries and rechargeable batteries with chargers.
Threats:
Competitor brand has available in lesser price, which compare to our product have
little higher.
46
Local brands have more sales as compare to our products.
Awareness among the rural customers is very less.
Objectives of the study
To find out the consumer preference of Eveready
To find out the satisfaction levels towards service provide by Eveready.
To find out the major competitor of Eveready.
To study the market analysis of Eveready
To study the distribution channel of Eveready
47
Importance of the study
The importance of a project report is following.
The study will help to know that what additional features & what facilities should
be increase.
The importance of project study is that it is helpful to make future policy of the
company.
To find out the consumer preference of Eveready
To find out the satisfaction levels towards service provide by Eveready.
To find out the major competitor of Eveready.
To study the market analysis of Eveready
To study the distribution channel of Eveready
48
Scope of the study
Researcher has been conducted in the Lucknow City; it helps in accelerating demand of
the batteries in the market. The study will also help to know the market share and will
also help the creating & providing high quality service in batteries operators which
increase the brand loyalty batteries operators to words idea.
The study will also help in improving marketing sales promotion and new strategy of the
company.
49
Research Methodology
Research is a common language refers to a search of knowledge. Research is scientific &
systematic search for pertinent information on a specific topic, infect research is an art of
scientific investigation. Research Methodology is a scientific way to solve research
problem. It may be understood as a science of studying how research is don’t
scientifically. In it we study various steps that are generally adopted by researchers in
studying their research problem. It is necessary for researchers to know not only know
research method techniques but also technology. The scope of Research Methodology is
wider than that of research methods.
The research problem consists of series of closely related activities. At times, the first step
determines the native of the last step to be undertaken. Why a research has been defined,
what data has been collected and what a particular methods have been adopted and a host
of similar other questions are usually answered when we talk of research methodology
concerning a research problem or study. The project is a study where focus is on the
following points:
Research Design:-
50
A research design is defined, as the specification of methods and procedures for acquiring
the Information needed. It is a plant or organizing framework for doing the study and
collecting the data. Designing a research plan requires decisions all the data sources,
research approaches, Research instruments, sampling plan and contact methods. The
study was descriptive kind of research.
Research design is mainly of following types:
1. Exploratory research.
2. Descriptive studies
3. Causal studies/Experimental studies
1. Exploratory research:-
The major purposes of exploratory studies are the identification of problems, the more
precise Formulation of problems and the formulations of new alternative courses of
action. The design of exploratory studies is characterized by a great amount of flexibility
and ad-hoc veracity.
2. Descriptive research:-
Descriptive research in contrast to exploratory research is marked by the prior
formulation of specific research Questions. The investigator already knows a substantial
amount about the research problem. Perhaps as a Result of an exploratory study, before
the project is initiated. Descriptive research is also characterized by a Preplanned and
structured design.
3. Causal studies/Experimental studies
51
A casual design investigates the cause and effect relationships between two or more
variables. The hypothesis is tested and the experiment is done. There are following types
of casual designs
a. After only with control design
b. Before after with control design
c. Before after without control design
d. Consumer panel design
e. Ex-post facto design
Research Design has been classified into four subsections they are:
1. Sample selection and size;
2. Sampling procedure;
3. Data collection; and
4. Analytical tools
Sample Selection and size
The first step of research is sample selection, for which the respondents were consumers
in Varanasi city. The total consumers covered were 120. The same questionnaires were
distributed, but only 100 fully-completed questionnaires were received. Results are based
on the response of these 100 respondents, and in this 80 respondent chosen Eveready
batteries.
Sampling Procedure
There are basically two methods of sampling:-
52
Probability sampling
It is also known as random sampling. Under this sampling design every item of the
universe has an equal chance of inclusion in the sample. It is, so to say, a lottery method
in which individual units are picked from the whole group not deliberately but by some
mechanical process. Here it blind chance alone that determines whether one item or the
other is selected. The results obtained from probability sampling can be assured in terms
of probability.
Non Probability sampling
Non Probability sampling is that sampling procedure which does not afford any basis for
estimating the probability that each item in the population has been included in the
sample. In this type of sampling, items for the sample selected deliberately by the
researcher; his choice concerning the items remains supreme.
For the study the consumers are selected by the convenience sampling
method. The selection of units from the population based on their easy availability and
accessibility to the researcher is known as convenience sampling
Data Collection method
Data Collection Method
Primary Secondary
53
Published Sources Unpublished Sources
Direct personal Interview
Indirect personal Interview Govt. publication
Information from correspondents Report Committees
Mailed questionnaire & Commissions Private Publication
Question filled by enumerators Research Institute
The task data collection begins after research problem has been defined. There are two
methods for data collection.
Primary data
Primary data may be described as those data that have been observed and recorded by the
researcher for the first time to their knowledge.
Secondary data
Secondary data are those data which have been already collected and analyzed by some
earlier agency for its own use; and later the same data are used by a different agency.
For the present study, the survey method was used for collecting primary data. A
structured questionnaire was used for the purpose. The questionnaire included multiple
choice questions. The main source of secondary data has been the leafy journal of
Consumer Behavior, and Indian journal of Marketing. The study employs primary data
collected by communicating with the respondents with the help of structured
questionnaire. The study mainly deals with the behavior of individual towards Consumer
Preference for Eveready Batteries in Lucknow.
Analytical Data
54
The data thus collected, was tabulated, interpreted and analyzed with a view to make the
study meaningful. In the present study, hypothesis testing, percentage, frequency and
cross tabulation methods have been used for analysis.
Q1. Do you use batteries?
(a) Yes (b) No
Table- 1
Particular No of respondent Percentage
Yes 100 100
No 0 0
Total 100 100
Chart- 1
55
Analysis
It is found that 100 % customers use batteries.
Interpretation
From the above analysis the researcher came to know that all of the persons use
batteries.
56
Q2: Do you know the brand Eveready for its batteries?
(a) Yes (b) No
Table- 2
Particular No of respondent Percentage
Yes 100 100
No 0 0
Total 100 100
Chart- 2
57
Analysis
It is found that 100 % customers know about Eveready brand for batteries.
Interpretation
From the above analysis the researcher came to know that all of the persons know
about Eveready brand for batteries.
58
Q3: Which company’s battery do you use?
(a) Eveready (b) Duracell (c) Nippo (d) others
Table- 3
Particular No of respondent Percentage
Eveready 80 80
Duracell 3 3
Nippo 7 7
others 10 10
Total 100 100
Chart-3
59
Analysis
It is found that 80 % customers use Eveready brand for batteries, 3% customers use
Duracell brand for batteries,7% customers use Nippo brand for batteries10%
customers use other brand for batteries.
Interpretation
From the above analysis the researcher came to know that most of the persons use
Eveready brand for batteries.
60
Q4: What type of batteries you use generally?
(a) AA/R06 (b) D/R20 (c) AA/rechargeable (d) AAA/R03
Table- 4
Particular No of respondent Percentage
AA/R06 24 30
D/R20 22 27.5
AA/rechargeable 20 25
AAA/R03 14 17.5
Total 80 100
Chart-4
61
Analysis
In the above graph it is showed 30% of customers use AA/R06 batteries, 27.50% of
customers use D/R20 batteries, 25% of customers use AA/Rechargeable batteries, 17.5%
of customers use AAA/R03 batteries.
Interpretation
From the above analysis the researcher came to know that most of customers use
AAA/R03 batteries.
62
Q5: Purpose of using the batteries?
(a) Torches (b) Clocks (c) Home lights (d) Remotes (e)
Calculator (f) Toys
Table-5
Particular No of respondent Percentage
Torches 20 25
Clocks 26 32.5
home lights 8 10
Remotes 12 15
Calculator 10 12.5
Toys 4 5
Total 80 100
63
Chart-5
Analysis
In the above graph it is showed 25% of customers using batteries for Torches, 32.5%
using batteries for clocks, 10% using batteries for Home light, 12% using batteries for
Remote, 12.5% using batteries for Calculators, 5% using batteries for Toys.
Interpretation
From the above analysis the researcher came to know that most of customers using
batteries Clocks.
64
Q6: How often you purchase batteries?
(a) Forth nightly (b) Monthly (c) Quarterly (d) Yearly
Table- 6
Particular No of respondent Percentage
Forth nightly 12 15
Monthly 45 56.25
Quarterly 18 22.5
Yearly 5 6.25
Total 80 100
Chart-6
65
Analysis
In the above graph it is showed 15% of customers purchasing batteries Forth nightly,
56.25% of customers purchasing batteries Monthly, 22.50% of customers purchasing
batteries Quarterly, 6.25% of customers purchasing batteries Yearly.
Interpretation
From the above analysis the researcher came to know that most of customers purchasing
batteries Monthly.
66
Q7: Factors you consider to judge a product?
(a) Product quality (b) Price (c) Promotion (d) Distribution coverage (e) Brand name/
Goodwill (f) After sales service
Table-7
Particular No of respondent Percentage
Product quality 20 25
Price 15 18.75
Promotion 10 12.5
distribution coverage 15 18.75
Brand name/ goodwill 12 15
After sales service 8 10
Total 80 100
Chart-7
67
Analysis
It is found that 25 % customers judging the product on the basis of Product quality,
18.75% customers judging the product on the basis of Price, 12.5% customers judging
the product on the basis of Promotion, 18.75 % customers judging the product on the
basis of Distribution coverage, 15 % customers judging the product on the basis of Brand
name/Good will, 10% customers judging the product on the basis of After sale service.
Interpretation
From the above analysis the researcher came to know that most of the persons judging
the product on the basis of Product quality.
68
Q8: According to you which company produce economical batteries?
(a) Eveready (b) Nippo (c) Duracell (d) Others
Table- 8
Particular No of respondent Percentage
Eveready 40 40
Nippo 25 25
Duracell 10 10
Others 25 25
Total 100 100
Chart- 8
69
Analysis
The above report which company produce economical batteries generally shows that 40%
respondent say that Eveready, 25% respondent say that Nippo, 10% respondent say
that Duracell and 25% respondent say that Others
Interpretation
From the above analysis the researcher came to know that Eveready company produce
economical batteries mostly.
70
Q9: Do you think promotional activities have impact on purchasing the batteries?
(a) Yes (b) No
Table- 9
Particular No of respondent Percentage
Yes 45 56.25
No 35 43.75
Total 80 100
Chart- 9
71
Analysis
The above report on the basis of know the think promotional activities have impact on
purchasing the batteries shows that 56.25 % respondent to say yes & 43.75 % says no
Interpretation
From the above analysis the researcher came to know that promotional activity effect the
purchasing.
72
Q10: If yes, which promotional activities affect the purchasing?
(a) Newspaper (b) Television (c) Radio (d) Internet (e) Magazine
(f) Bill board / Hoardings / Glow sign (g) None of them
Table- 10
Particular No of respondent Percentage
Newspaper 10 12.5
Television 15 18.75
Radio 10 12.5
Internet 10 12.5
bill board / hoardings / glow sign 15 18.75
None of them 20 25
Total 80 100
73
Chart- 10
Analysis
The above report which promotional activities affect the purchasing generally shows that
12.5% respondent say that newspaper, 18.75% respondent say that television, 12.5%
respondent say that radio,12.5% bill board / hoardings / glow sig. 18.75% respondent
say that internet and 25% None of them
Interpretation
From the above analysis it can be interpreted that the maximum respondent are saying
that none of them.
74
Q11: Do you think wide availability affects the purchase decision of a consumer?
(a) Yes (b) No
Table- 11
Particular No of respondent Percentage
Yes 50 62.5
No 30 37.5
Total 80 100
Chart- 11
75
Analysis
The above report on the basis of know wide availability affects the purchase decision
of a consumer shows that 62.5% respondent to say yes & 37.5% says no
Interpretation
From the above analysis the researcher came to know that wide availability affects the
purchase decision of a consumer.
76
Q12: According to you who are the decision makers at the time of purchasing?
(a) Yourself (b) Parents(c) Grandparents (d) Spouse (e) Children (f) Friends
(g) If others…………………..
Table-12
Particular No of respondent Percentage
Yourself 15 18.75
Parents 17 21.25
Friends 8 10
Spouse 10 12.5
Children 5 6.25
If other 25 31.25
Total 80 100
Chart- 12
77
Analysis
The above report you who are the decision makers at the time of purchasing generally
shows that18.75% respondent say that Yourself , 21.25% respondent say that parents,
10% respondent say that friends,12.25% spouse 6.25% respondent say that children
and 31.25% If other
Interpretation
From the above analysis it can be interpreted that the maximum respondent are saying
that other after that parents.
78
Q13: Do you consider yourself to be brand loyal for purchasing batteries?
(a) Yes (b) No
Table- 13
Particular No of respondent Percentage
Yes 45 56.25
No 35 43.75
Total 80 100
Chart- 13
79
Analysis
The above report on the basis of consider yourself to be brand loyal for purchasing
batteries shows that 56.25% respondent to say yes & 43.75 % says no
Interpretation
The maximum number of respondent to says yes after that no.
80
Findings
The above report on the basis of use batteries shows that 100 % respondent to say
use batteries.
The above report on the basis of Use Company batteries show that 80%
respondent to say uses Eveready batteries.
The above report type of batteries you use generally shows that30% respondent
say that AA/R06, 27.5% respondent say that D/R20, 25% respondent say that
AA/rechargeable and 17.5% respondent say that AAA/R03
The above report purpose of using the batteries generally shows that 25%
respondent say that Torches, 32.5% respondent say that clocks, 10%
81
respondent say that home lights and 15% respondent say that remotes,12.5%
respondent to Calculator 5% respondent for toys
The above report : how often you purchase batteries generally shows that 15%
respondent say that Forth nightly, 56.25% respondent say that monthly,
22.5% respondent say that quarterly and 6.25% respondent say that yearly
The above report on the basis of know the brand Eveready for its batteries
shows that 100 % respondent to say use batteries every persons know the brand
Eveready for its batteries
The above report : factors you consider to judge a product generally shows that
25% respondent say that Product quality, 18.75% respondent say that price,
12.5% respondent say that promotion, 18.75% distribution coverage , 15%
Brand name/ goodwill and10% respondent say that After sales service
The above report you which company produce economical batteries generally
shows that 40% respondent say that Eveready, 25% respondent say that
Nippo, 10% respondent say that Duracell and 25% respondent say that
Others
The above report on the basis of know the think promotional activities have
impact on purchasing the batteries shows that 56.25 % respondent to say yes &
43.75% says no
The above report which promotional activities affect the purchasing generally
shows that 12.5% respondent say that newspaper, 18.75% respondent say
that television, 12.5% respondent say that radio,18.75% bill board /
hoardings / glow sig. 12.75% respondent say that internet and 25% None of
them
82
The above report on the basis of know wide availability affects the purchase
decision of a consumer shows that 62.5 % respondent to say yes & 37.5% says
no
The above report you who are the decision makers at the time of purchasing
generally shows that 18.75% respondent say that Yourself , 21.25%
respondent say that parents, 10% respondent say that friends,12.5% spouse
6.25% respondent say that children and 31.25% If other
The above report on the basis of consider yourself to be brand loyal for
purchasing batteries shows that 56.25 % respondent to say yes & 43.75% says
no
Recommendations
After completion of the research work the researcher came to some conclusions which
could help the company in development & improvement of service process. This is
helpful in future development of the company. The following points come in the
suggestion parts which came after the analysis and conclusion of the research:-
The company should improve the quality of the product.
The company should improve its promotional activities through advertisement,
free gifts coupons etc. Since the price of the product is also an important factor
83
which influence the purchasing decision so the company should design the
products price according to the customer affordance level.
Company should instruct the sales representatives not to make extra ordinary
commitments on behalf of the company for sale.
The distribution channel should be arranged according to the convenient of the
customer.
Conclusions
From the above study it can be concluded that Eveready is performing well in the
existing market condition in the area of Lucknow, but the market of Lucknow is highly
competitive and there is a scope of huge improvement with the changing scenario an
marketing condition of less developed area of Lucknow, so there is an extensive need of
improving company image and better utilization of resources to utilize the market
potential.
The results of current time are satisfactory but the company should try to attract
more customers towards the company.
84
From above analysis and survey we can conclude as follows
The researcher found that the market position of Eveready is good.
The customers are satisfied with the promotional activities of Eveready.
The result shows that the companies which are providing more facilities are
leading in the market.
The researcher found that the companies, who are spending more money on their
promotional activity & market attractive schemes with low price, are successful in
the market.
The result shows that the companies which employee’s cooperation is good are
leading in the market.
85
Limitations of the Research
The research is confined to a certain parts of Lucknow and does not necessarily shows a
pattern applicable to all of Country.
1. Some respondents were reluctant to divulge personal information which can affect
the validity of all responses.
2. In a rapidly changing industry, analysis on one day or in one segment can change
very quickly. The environmental changes are vital to be considered in order to
assimilate the findings.
3. Sometime the customer did not give right information about himself.
86
4. Sometime the gap of communication was come in between the interaction.
5. The study is confined to the existing customers of Eveready only.
Bibliography
Books/Magazines Referred:-
Kotler, Philip & Armstrong, Graw- “Principle of Marketing”,
Pearson Education, New Delhi 2007.Publisher- Dorling
Kindersley (India) Pvt. Ltd.
87
Kotler, Philip- “Marketing Management”: Analysis, planning,
Implementations & control, Pearson Education, New Delhi
2003, 11 t h Ed ition.
Kothari C. R. – “Research Methodology” 2n d revised edition
2004 published by New Age International Ltd.
Beri- “Marketing Research” (Tata Mc Graw-Hill), 1993 2 n d
Edition.
“Marketing Strategy and Management”- Mr. Michael J.
Baker.
Gupta CB-“An Introduction to Statistical Method (Vikas)”,
1995, 9 t h Edition .
Eveready In-house Newsletters.
BUSINESS MAGAZINE & NEWS PAPER:
The Times of India
The Economic Times
4Ps, Pitch, Business & Economy
Business Word& Business Standard
88
Business Today
Business
Internet:
www.google.com
www.eveready.com
www. Evereadybatteries.com
Questionnaire
Name…………………………….
Age……………………………….
Occupation……………………..
Address………………………….
Phone number………………….
89
Q1: Do you use batteries?
(a) Yes
(b) No
Q2: Do you know the brand Eveready for its batteries?
(c) Yes
(d) No
Q3: which company’s battery do you use?
(a) Eveready
(b) Duracell
(c) Nippo
(d) Others
Q4: What type of batteries you use generally?
(a) AA/R06
(b) D/R20
(c) AA/rechargeable
(d) AAA/R03
Q5: Purpose of using the batteries?
90
(a) Torches
(b) Clocks
(c) Home lights
(d) Remotes
(e) Calculator
(f) Toys
Q6: How often you purchase batteries?
(a) Forth nightly
(b) Monthly
(c) Quarterly
(d) Yearly
Q7: Factors you consider to judge a product?
(a) Product quality
(b) Price
(c) Promotion
(d) Distribution coverage
(e) Brand name/ goodwill
(f) After sales service
91
Q8: According to you which company produce economical batteries?
(a) Eveready
(b) Nippo
(c) Duracell
(d) Others
Q9: Do you think promotional activities have impact on purchasing the batteries?
(a) Yes
(b) No
Q10: If yes, which promotional activities affect the purchasing?
(a) Newspaper
(b) Television
(c) Radio
(d) Internet
(e) Magazine
(f) Bill board / Hoardings / Glow sign
92
(g) None of them
Q11: Do you think wide availability affects the purchase decision of a consumer?
(a) Yes
(b) No
Q12: According to you who are the decision makers at the time of purchasing?
(a) Yourself
(b) Parents
(c) Grandparents
(d) Spouse
(e) Children
(f) friends
(g) If others…………………..
Q13: Do you consider yourself to be brand loyal for purchasing batteries?
(a) Yes
(b) No
Q14: Do you want to give any suggestions?
93
………………………………………………………………………………………
………………………………………………………………………………………
……………………………………………………………………………………..
THANK YOU
94