A Project Report On Exide

A Project Report On
Sales And Advertising Department of

EXIDE COMPANY
Submitted By
PARDEEP SINGH
ROLL NO.1107642
Under the guaidence of

GURPREET VIRK
In the partrialFullfillment of the

The degree of
Bachelor of Business Administration
PUNJAB TECHNICAL UNIVERSITY, JALANDHAR
C.T. INSTITUTIONS
UE II-PRATAPURA ROAD, SHAHPUR, JALANDHAR
Declaration
I undersigned the Pardeep Singh, hereby declare that the project work entitled,
“APROJECT ON THE STUDY OF SALES AND FORECASTING DEPARTMENT
OF THE EXIDE “ has been completed under the guidance of Prof. Gurpreet Virk.
This project is my original research work and the data collected by me is original
and not copied from any other source.
Pardeep SINGH
S.R.N CONTENT PAGE

o NO.
1 Introduction 2 to 4
2 Objectives 5 to 6
3 Scope 7 to 9
(a) Organization point of view
(b) Researcher point of view
4 Theoretical Background 10 to15
5 Company profile 16 to 36
a. History of Organization
b. Organizational structure
c. Products Profile
d. Achievements and awards
6 Research Methodology 37 to39

a. Data collection
b. Sampling techniques
c. Sample size
d. universe
7 Data Analysis and Interpretation 40 to56
8 Findings 57 to 58
9 Suggestions 59 to 60
10 Limitations 61 to 62
11 Summary 63 to 70
- Bibliography
- Annexure
CHAPTER-1
INTRODUCTION
Exide Industries Ltd is the country’s largest manufacturer of lead acid storage batteries and
power storage solutions provider. With seven international standard factories spread across the
nation, the company offers one of the widest ranges of batteries for every conceivable
application in industrial as well as automotive segments. Exide also has a manufacturing
subsidiary in Sri Lanka and does business globally through its subsidiaries and affiliates in
South-East Asia, Australia and Europe. Exide’s products are sold globally, particularly in
developed markets like Australia, Japan and Western Europe, under its own brand name.
Exide’s strong brand pull, established in India for close to hundred years, is supplemented by its
nationwide dealer network and a very strong R&D center. With the help of two of its Japanese
collaborators – Shin Kobe and Furukawa - Exide has consistently remained at the cutting edge of
international battery technology and introduced various pioneering products and power storage
solutions in the Indian and global markets.
Exide’s products find application in automotive, two-wheelers, inverters, UPS, power, telecom,
railways and submarines, among others. Exide is also present in the non-conventional energy
business where it designs and integrates solar and wind power solutions.
Exide Technologies, with operations in 80 countries and fiscal 2009 net sales of approximately
$3.3 billion, is one of the world's largest producers, distributors and recyclers of lead-acid
batteries. The Company's four global business divisions – Industrial Energy Americas, Industrial
Energy Europe, Transportation Americas, and Transportation Europe – provide a comprehensive
range of stored electrical energy products and services for industrial and transportation
applications. In addition, Exide’s Asia Pacific/ Rest of World operations contribute sizeable
revenues to the Company, divided evenly between the Industrial Energy and Transportation
products and services.
Exide Technologies is a global business organized to serve customers’ complex stored energy
systems needs. Key strengths of the Company are that its products and services span global
markets and geographic borders, melding two significant bases of experience and technology
expertise from its Transportation and Industrial battery divisions. The Company shares expertise
across business segments. For example, Exide established a global network of battery testing
centers and design improvement centers in North America, France, Spain, Australia and the U.K.
This global footprint enables better and faster means of introducing innovations in products and
services, changing the way the world uses and stores electrical energy.
Exide Technologies extends its customer offerings by selling services and systems that enhance
vehicle performance and fleet utilization or reduce risk of loss of power problems. Exide is
providing energy solutions – not merely batteries.
Exide Industries Ltd, the country’s largest lead acid storage battery manufacturer and stored
energy solutions provider, today declared its annual results for the year 2008-09. While net
turnover during the 12-month period rose 19 per cent to Rs 3,393 crore, net profit during the
same period increased 14 per cent to Rs 284 crore.
During the fourth quarter of the financial year 08-09, the company clocked a net turnover of Rs
798 crore which shows a marginal growth. However, the Profit before Tax at Rs 106 crore and
Net Profit at Rs 68 crore shows a growth of 19 per cent and 9 per cent respectively.
Exide industries provide a comprehensive range of stored electrical energy products and
services for industrial and transportation applications.
Transportation markets include original-equipment and aftermarket automotive, heavy-duty

truck, agricultural and marine applications, and new technologies for hybrid vehicles and
automotive applications. Industrial markets include network power applications such as
telecommunications systems, electric utilities, railroads, photovoltaic (solar-power related)
and uninterruptible power supply (UPS), and motive-power applications including lift
trucks, mining and other commercial vehicles.
The project was carried out for study and analysis the dealers network and consumer’s
perception about Exide batteries in Ludhiana.
It was done mainly to know the satisfaction level of the dealers against the different
services provided by the company and also to know the consumer’s satisfaction against
the product and services provided by the dealers.
CHAPTER-2
OBJECTIVES
(Customer & Dealer)
Researcher has carried out research for customer & dealer. The objective of customer and
dealer are as following:-
 For customers :-
 To find out the consumers’ satisfaction level for services provided by the Exide
dealers.
 To know the specific reasons for which customers purchase Exide batteries.
 For dealers:-
 To find out the satisfaction level of the dealers for company.

CHAPTER-3
SCOPE OF THE STUDY
A) Organization point of view
 Beneficial for organization for sales forecasting.

 Helps the company to know about their competitor in market.
 Make clarifications about dealers.
 Moves organization to evaluate SWOT analysis.
 Helps in the planning of marketing strategies for the product.
 Makes company to know more about current trend and requirement of market.
 Help to know that really consumers are satisfied with the product OR not.
B) Researcher point of view
 Get the practical implementation of the research.

 Learns the practicality of the marketing concepts.
 Get more confidence by interacting with others.
 Enhances the ability of observing.
 Improves the analytical thinking.
 Get the knowledge of marketing environment.
CHAPTER-4
MARKETING RESEARCH
Marketing research plays an important role in the process of marketing. Starting with
market component of the total marketing talks. It helps the firm to acquire a better understanding of
the consumers, the competition and the marketing environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing problem to

facilitate decision making.”
- Coundiff & Still.
“Marketing research is a systematic problem

analysis, model building and fact finding for the
purpose of important decision making and
control in the marketing of goods and services.
- Phillip Kotler.
RESEARCH INSTRUMENT USED - DETAILS & WHY?
If one wants to know what type of dentifrice people use, what they think of, television
commercials, or why they buy particular brands of cars, the natural procedure is to ask them.
Thus, the questionnaire method has come to be the more widely used of the two data collection
method. Many consumers are now familiar with the telephone caller who greets them with “We
are making a survey”, and then proceeds to ask a series of questions. Some interviews are
conducted in person, others by telephone, and others by mail. Each of these has its special
advantages and disadvantages and limitations. The questionnaire method in general, however,
has a number of pervasive advantages and disadvantages. Discussion of particular variations will
be more meaningful if these characteristics of the general methods are brought out first.
A questionnaire consists of list of questions to be asked from the respondents and the space
provided to record the answer / responses. Questionnaire can be used for the personal interviews,
focus groups, mails and telephonic interviews. The choice among these alternatives is largely
determined by the type of information to be obtained and by the type of respondents from whom
it is to be obtained.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to question, written or oral.
Questionnaire in the project consists of: 30
 Multiple choice questions
 Dicthomus
MULTIPLE CHOICE QUESTIONS:
Questions of this type offer the respondents an alternative to choose the right answer among
others. It is faster, time saving and less biased. It also simplifies the tabulating process.
OPEN END QUESTIONS:
In this type respondents are free to answer in their own words and express the ideas they think
are relevant, such questions are good as first questions or opening questions. They introduce the
subject and obtain general reaction.
DICTHOMUS:
These are the questions which are Boolean in nature. These answers are straightforward and
respondents have to answer them in a straight way. That means the answer can only be either
‘Yes” or ‘No’.
CUSTPMER SATISFACTION:-
It is a customer’s feeling of pleasure OR disappointment that result from comparing a product’s

perceived performance (outcomes) to their expectations.
Whether the buyer is satisfied after purchase depends on the offer’s performance in relationship
to buyer’s expectations, and whether the buyer interprets any deviations between the two.
If the performance matches the expectations, the customer is satisfied.
If the performance falls short expectations, customer is dissatisfied.
If the performance exceeds expectations, the customer is delighted.
SERVICES:-
A number of experts have attempted to define the services but no single definition has been
accepted universally. Services are human efforts which provides succor to the needy. It may be
education to a student.
‘‘Services can also be defined as an action of organization that maintains and improves the well
being and function of people’’.
Customer empowerment has become a way of life for many companies that have had to adjust to
a shift in power with their customer relationship.
Customer relationship management is the process of carefully managing detailed information

about individual customer and all customers ‘‘touch point’’ to maximize customer loyalty.
PERCEPTION:-
A motivated person is ready to act. How she/ he is influenced by her/his view of situation. In
marketing perceptions are more important than reality, because it’s perception that affects
consumer’s actual behavior.
Perception is the process by which we select, organize, and interpret information inputs to create
a meaningful picture of the world.
CONSUMER BEHAVIOUR:-
Successful marketing requires that companies fully connect their customers. Consumer behavior
is the study of how individual, groups, and organization select, buy, use, and dispose of goods,
services, ideas to satisfy their needs and wants.
CHAPTER-5
COMPANY PROFILE
a) HISTORY OF THE ORGANISATION
b) PRODUCT PROFILE
c) ACHIEVEMENTS AND AWARDS
ABOUT EXIDE:-
Exide Technologies is the world's second-largest producer of automotive lead acid batteries for
automotive and industrial applications. The Company’s four global business groups –
Transportation Americas, Transportation Europe and Rest of World, Industrial Energy Americas
and Industrial Energy Europe and Rest of World – provide a comprehensive range of stored
electrical energy products and services for industrial and transportation applications.
Transportation markets include original-equipment and aftermarket automotive, heavy-duty

truck, agricultural and marine applications, and new technologies for hybrid vehicles and
automotive applications. Industrial markets include network power applications such as
telecommunications systems, electric utilities, railroads, photovoltaic (solar-power related) and
uninterruptible power supply (UPS), and motive-power applications including lift trucks, mining
and other commercial vehicles.
Exide was founded by W.W. Gibbs in 1888 and was then called Electric Storage Battery
Company. Gibbs purchased the ideas and patents of inventor Clement Payen to make the storage
battery a commercial product. Gibbs targeted electric lighting companies so they could use the
storage batteries to provide services to their customers.
In 1900, the company developed a product of greater capacity and less weight for electric
taxicabs. This battery was the first to bear the name Exide, short for "Excellent Oxide".
When the United States entered World War I, Exide batteries were used to operate airplane radio
sets and power radio stations. In 1938, Exide acquired Giant Storage Battery Company, and
expanded into battery chargers and testers.
Exide bought out the dry battery business of a company called Britannia Batteries Ltd. During
World War II, Exide was a major supplier of batteries for U.S. Navy submarines and primary
contractor for batteries used in the Mark 18 electric torpedo.
Exide entered the dry-cell battery industry in 1957 when it acquired the Ray-O-Vac Company,
then the second largest producer of dry-cell batteries in the US. Following the acquisition of the
Wisconsin Battery Company, Exide started producing motorcycle and specialty batteries. In
1987, it acquired General Battery Corporation.
Robert A. Lutz, former president and vice chairman at Chrysler Corporation, was appointed
Exide's Chairman of the Board in 1998. He reorganized the worldwide management structure
into Global Business Units and sold off non-battery units to allow the company to concentrate on
its primary business. In 2000, Exide acquired GNB Technologies, a leading North American
supplier of automotive batteries. Two years later Exide filed for bankruptcy after compiling a
debt of $2.5 billion as a result of the recent acquisitions.
Exide is a sponsor of the Cornell Automotive X-Prize Team. Exide Technologies has signed an
agreement to be to be the sole lead-acid battery supplier for the REVA (Revolutionary Electric
Vehicle Alternative) car-making project in Bangalore, India.
The company was incorporated as Associated Battery Makers (Eastern) Ltd., on 31 January,
1947 under the Companies Act, 1913 to purchase all or any of the assets of the business of
manufacturers, buyers and sellers of and dealers in and repairers of electrical and chemical
appliances and goods carried on by the Chloride Electric Storage Company (India) Ltd, in India,
since 1916 with a view thereto to enter into and carry into effect (either with or without
modification) an agreement which had already been prepared and was expressed to be made
between the Chloride Electric Storage Co (India) Ltd on the one part and the company of the
other part. The name of the company was changed to Chloride India Ltd on 2 August, 1972. The
name of the company was again changed to Chloride Industries Ltd. vide fresh Certificate
Incorporation dated 12 October, 1988. The name of the company was further changed to Exide
Industries Ltd. on 25 August, 1995.
The company manufactures the widest range of storage batteries in the world from 2.5 Ah to
20,400 Ah capacities, covering the broadest spectrum of applications. The company has six
factories strategically located across the country – two in Maharashtra, one in West Bengal, two
in TamilNadu and one in Haryana. The company’s predecessor carried on their operations as
import house from 1916 under the name Chloride Electrical Storage Company. Thereafter, the
companies started manufacturing storage batteries in the country and have grown to become one
of the largest manufacturer and exporter of batteries in the sub-continent today. Exide separated
from its UK-based parent, Chloride Group Plc., in 1989, after the latter divested its ownership in
favor of a group of Indian shareholders. The company has grown steadily, modernised its
manufacturing processes and taken initiatives on the service front. Constant innovations have
helped the company to produce the world’s largest range of industrial batteries extending from
2.5 Ah to 15000 Ah and covering various technology configurations.
COMPANY’S HISTORY:-
1916 Chloride Electrical Storage Co. (CESCO), UK, set up trading operations in India as an
import house.
1946 First factory set up in Shamnagar, West Bengal.
1947 Two Indian Companies were formed: Associated Battery Makers (Eastern) Ltd. –
ABMEL took over the manufacturing operations.
1960 ABMEL became a listed public limited company.
1969 Second Factory set up in Chinchwad, Pune.
1972 ABMEL’s name changed to Chloride India Limited.
1976 R&D Centre established in Kolkata.
1981 Third factory set up in Haldia, West Bengal.
1988 Chloride India Limited was renamed as Chloride Industries Limited.
1992 First Submarine batteries delivered to the Indian Navy.
1994 Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of Japan, a
subsidiary of the Hitachi Group.
1995 Chloride Industries Ltd renamed Exide Industries Limited. (EIL)
1997 Fourth factory set up at Hosur, Tamil Nadu.
1998 Exide acquires the Industrial Operations of Standard Batteries Ltd as a going concern,
thereby adding four more factories, taking the total number of factories to eight.
1999 Foundation stone for 9th factory laid at Bawal, Haryana.
2000 Acquisition of 100% stake in Chloride Batteries South East Asia Pte Ltd., (CBSEA),
Singapore & 49% in Associated battery Manufacturers, Ceylon, (ABMEL), Sri Lanka.
2000 Implementation of SAP Enterprise Resource Planning integrating Corporate Office,

Nine Factories, R&D Centre and More than 30 Sales Offices across India.
2001 Launch of autoexide.com, a full fledged auto portal.
2003 Commissioning of Eighth factory at Bawal, Haryana

New JV company in UK- ESPEX Batteries Ltd formed with 51% EIL holding.
Strategic Alliance with IBG in Netherlands for Marketing in Europe.
2004 Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became a subsidiary
consequent to acquiring further 12.50% Equity holding.
2005 Investment in 50% shareholding of ING Vysya Life Insurance Company Limited.
2006 Launch of SAP-CRM in Industrial SBU.
2007 Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring the balance
49% shareholding.
2007 Investment with 26% shareholding.in CEIL Motive Power Pty Ltd. A Joint Venture in
Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd.
2009 Stakeover Standard Furukuwa of Japan.
Brands
EXIDE, CHLORIDE
INDEX DYNEX
Standard Furukawa (SF)
SONIC
JUPITER
CONREX
Subsidiaries
 Associated Battery Manufacturers (Ceylon) Limited (“ABML”)
 Espex Batteries Limited (“ESPEX”)
 Chloride Batteries S E Asia Pte Limited (“CBSEA”)
 Leadage Alloys India Limited (Leadage)
 Tandon Metals Ltd. (“TML”)
 Caldyne Automatics Limited (“Caldyne”)
 Chloride International Limited (“CIL”)
ORGANIZATION FLOW
S.B Ganguly, Chairman Emeritus
R.G. Kapadia, Chairman & Non Executive Director

R.B. Raheja, Vice Chairman& Non-Executive Director
T.V. Ramanathan, Managing Director& Chief Executive Officer
G. Chatterjee, Director – Industrial
P.K. Kataky, Director – Automotive
S.K .Mittal, Director – Research & Development
A.K. Mukherjee, Director – Finance & Chief Financial Officer
Vijay Aggarwal, Non Executive Director
H. M. Kothari, Non Executive Director
Bhaskar Mitter, Non Executive Director
S.N. Mookherjee, Non Executive Director
A.H. Parpia, Non Executive Director
S.B. Raheja (Alternate D S Parekh), Non Executive Director
W. Wong, Non Executive Director

PRODUCT PROFILE:-
Energy neither can be created nor destroyed. It can be changed from one
Form to another. – Law of conservation of energy.
A battery is perhaps the only gift of science where eclectic energy is stored by means of
electrochemical potential generated by electrochemical reactions. (Chemical reactions initiated
by electric which takes place with the means of electron exchange between the reactants). As and
when required, the stored energy can be converted back to electrical energy through similar
electro chemical reactions. In certain cases, the electrochemical reaction converting the energy
transformation is not reversible. Such batteries are called primary cells, where the electro
chemical reactions governing the energy transformation is reversible; the cells are turned as
secondary cells. Several cells, when connected in a designed manner give a set of a battery. In
this electrical energy can be stored through charging them. This energy can be extracted as and
when needed till the entire charge is exhausted through a chemical reaction. The process of
battery manufacturing is concerned with creating and sustaining electro chemical potential
differences .the potential difference is maintained between two surfaces called electrodes or
plates. These electrodes or plates are surrounded in an environment, which connects them and
helps them to sustain the potential difference. This usually consists of a medium called
electrolyte. In case of lead acid batteries, which are the products of the organization, the
electrodes or plates are made of lead and diluted sulphuric acid is used as electrolyte.
BUSINESS PROFILE:-
1. Automotive Batteries.
In the domestic market, the Company sells its products under EXIDE, SF, SONIC and
Standard Furukawa Brands. ’EXIDE’ and ‘SF” are its flagship brands. In the international
market the products are sold mainly under DYNEX, INDEX & SONIC brands. The Company
supplies batteries to almost all the car and two-wheeler manufacturers in the country.
The Company has a distribution network comprising over 4000 dealer outlets. These outlets are
supported by 4 regional offices and 28 branch offices. The Company also exports batteries to the
Middle East, Japan and CIS countries.
The Company has a market share of 72% in case of Automotive OEM and 70% in case of
Organized Retail. The Company also manufactures submarine batteries.
2. Industrial Batteries.
The Company designs and manufacture its industrial batteries in a wide range from 2.5 Ah to
20,600 Ah in conventional flooded and Valve Regulated Lead Acid (VRLA) design. In domestic
market, the Company sell its products mainly under EXIDE, INDEX, SF, CEIL & POWER
SAFE brands and in the international markets mainly under CEIL, CHLORIDE and INDEX
brands.
Industrial batteries are of three types, Conventional lead acid batteries, VRLA (Valve regulated
lead acid batteries) batteries and Nickel-Cadmium batteries.
Both organized and unorganized players compete in the OEM and retail industrial battery
markets. Industrial batteries cater mostly to the infrastructure sector such as railways, telecom,
power plants, solar cells and other industrial segments such as uninterrupted power supply,
inverters and traction batteries. Exide’s Inva tubular batteries for Inverter applications were
introduced in 2000 and Tele tubular for Telecom Sector introduced in the year 2007 has created
volume growth.. The Company also manufactures industrial batteries for niche segments such as
miners’ cap lamp batteries and submarine batteries.
3. Submarine Batteries.
The Company also manufactures high-end submarine batteries (Type 1, 2 & 3). The Company
manufactures two to three submarine batteries a year to meet the country’s defence requirements.
The Company is one of the five companies in the World which has the capability to make
submarine batteries for both Russian and German types. With the government’s permission, in
recent years, the Company has exported to Algeria.
Automotive exports
• Exide Industries India is of the largest manufacturers of Lead Acid Storage Batteries in
World, marketing its products to Western Europe, Middle East, Africa, South America, SAARC
and South East Asian Countries.
• EXIDE*, CHLORIDE, INDEX, DYNEX, Standard Furukawa, SF SONIC, JUPITER,

CONREX are all brands in which we market our products globally.
• The company has a technical collaboration with Shin Kobe Denki, Japan, the makers of
the Hitachi brand of batteries, and Furukawa Battery Company, Japan
• Exide India has its own R&D Centre, which is continuously designing and developing
batteries for International and Domestic market.
• ISO/TS – 16949 – give the entire literature.
• Exide are the OEM suppliers to almost every car manufacturer of repute - E.g.: General
Motors, Toyota, Hyundai, TATA Motors, Maruti, FIAT, Leyland, Renault, Honda to name a
few. Almost 80% of car manufactured in India are fitted with a battery manufactured by us.
Awards/ Certificates and Recognitions:-

Exide Haldia had a rich haul at the CII awards ceremony in Kolkata for 08-09 winning five
awards in different categories.
At the CII (Eastern Region) awards ceremony in Kolkata for 08-09 Exide Shyamnagar won
CII Productivity Award -1ST Prize in category “A” for Significant Improvement in
Productivity during the year
CII Quality Award – Certificate of Appreciation for Commendable effort in the area of Total
Quality at the CII(ER) Quality Award 2008-09
For Industrial Plant
(A) Company’s Plant at Shamnagar, West Bengal is an ISO-9001 & ISO-14001 Certified by
TUV-NORD, Germany. It has secured the following awards and recognitions:
Certificate of Appreciation for Commendable Effort in Total Quality – by CII – 2003
Certificate of Appreciation for Commendable Effort in Energy Conservation – by CII – 2003
Certificate of Merit for Most Significant Achievement in Total Quality Management– by CII-
2004 & 2005
Certificate of Appreciation for Best Practice in Industrial Relations – by CII –2005-06
1st Position for Sustaining a High level of Productivity Award Contest – by CII – 2006-07
Most Significant Improvement in TQM Quality Award Contest – by CII – 2006-2007
(B) Company’s Plant at Haldia, West Bengal is an ISO-9001 and ISO 14001 certified by TUV-
NORD, Germany. It has secured the following awards and recognitions:
Quality Award by CII-2003 & 2006
Productivity Award from CII ‘Category A’-2003
Safety Award from CII- 2003
Award for Best Practices in Industrial Relations – by CII -2004
Indal Trophy for HRD- by CII- 2005 & 2007
Productivity Award- by CII-2005
Certificate of Appreciation for Energy Conservation- by CII- 2005
Environment Excellence Award- by West Bengal Pollution Control Board & Indian Chamber
of Commerce - 2005
ITC Trophy for Safety, Health & Environment - by CII – 2007
(C) Company’s Plant at Hosur, Tamilnadu is an ISO-9001, ISO / TS-16949 and ISO-14001
certified by TUV-NORD of Germany. It has secured the following awards and recognitions:
100 PPM award from OEM customer American Power Corporation –January ’03
Quality award from OEM customer Toyota - April ’03 & April ‘04
Safety award from Government of Tamilnadu - April’03
100 PPM award from OEM customer Hyundai - June’03
Zero PPM Award from OEM customer Toyota – April’04
Green award from OEM customer Toyota - April’04
Best Quality supplier award from OEM customer Toyota – April’05
Zero PPM award from OEM customer Toyota- April’05
Quality Delivery Award from OEM customer Toyota - April’05

First Prize in Best Garden Competition (Industrial Category) awarded by Mysore Horticulture
Society – 2005
Leadership and Excellence Award in Safety, Health & Environment by CII –2006
Indian Manufacturing Excellence – “Gold” Award –for Automotive Ancillary Category from
Frost & Sullivan in 2006
CII-EXIM Bank Award for Strong Commitment to Excel by CII in 2006
6th TERI Corporate Environmental Award- May’ 07
(D) Company’s Plant at Taloja, Maharashtra is an ISO / TS-16949 & ISO 14001 Certified. It has
secured the following awards and recognitions:
Supplier Award – Certificate of Appreciation- by Honda Siel Cars India Limited in 2002.
1st Company to be put on MPCB Website for using secured landfill in 2003.
Quality Silver Award by Bajaj in 2006.
(E) Company’s Plants at Chinchwad, Maharashtra and Bawal, Haryana are ISO / TS – 16949
and ISO – 14001 certified by TUV – NORD and the one at Kanjurmarg, Maharashtra is an ISO –
9001 certified by TUV – NORD.
(F) The Company also secured Best SMF Battery Award for three consecutive years –2005-
2006-2007
The following table depicts the ISO certifications of the
Company’s various Plants:-
FACTORIES ISO9001:2000 ISO14001:1996 TS6949:2002
SHAMNAGAR
CHINCHAWAD
HALDIA
HOSUR
TALOJA
BAWAL
KANJARMARG
CHAPTER-6
Research methodology
a) Data collection
1. Primary data
2. Secondary data
b) Sampling technique
c) Sample size
Universe
DATA COLLECTION:-
The task of data collection begins after a research problem has been defined and research design/
plan chalked out. While deciding about the method of data collection to be used for study, the
researchers should keep in mind two types of data via .primary and secondary.
 Primary data:
Primary data are obtained by a study specifically designed to fulfill the data of the problem at
hand .primary data is collected during the course of doing experiment by using various method
of data collection such as interview method questionnaires method .Various methods of
collections of primary data
1. Observation method
2. Interview method
3. Questionnaires method
4. Collection of data through schedules
Researcher has used questionnaires method as collection of primary data.
Another type of data collected is secondary data.
 Secondary data:
Secondary data means information that is already available. Secondary data means which are
not originally collected but rather obtained from published data are available in:
a) Various publications of central, state and local governments
b) Various publications of foreign govt. or of international bodies and their subsidiary

organizations.
c) Technical and trade journals.
d) Books and magazines.
Secondary data is collected by researcher with the help of:-
 Company documents,
 Books
 Published information
 Webpage
SAMPLING TECHNIQUE:-
In research universe refers to total no. of particular items in a defined area on a particular time. In
research generally it is not possible to select whole population for survey. So researcher uses
sampling technique for research. The selection process of sampling is called sampling
technique.
Types of sampling technique:-

1. Probability sampling
 Simple random sampling

 Cluster sampling
 Systematic sampling
 Stratified sampling
2. Non probability sampling
 Quota sampling
 Judgment sampling
 Convenience sampling
 Deliberate sampling
Researcher has used convenience sampling.

SAMPLE SIZE
Part of the universe which is selected for survey is called SAMPLE SIZE. Researcher must
prepare a sample design for his study i.e., he must plan how a sample should be selected and of
what size such a sample would be.
Sample size of research is:-
 10 in case of dealer survey

 20 in case of customer survey
UNIVERSE
In research universe refers to total no. of particular items in a defined area on a particular time.
Researcher’s universe is Ludhiana, Phagwara, Jalandhar, Amritsar.

CHAPTER-7
Data Analysis and Interpretation
Analysis of Customer Questionnaire
Que.1 how would you rate your level of satisfaction with company in regards to price&
value?
Alternative Customer response %age

Excellent 1 5
Very good 9 45
Good 6 30
Fair 3 15
Poor 1 5
 5% customers are greatly satisfied with product price.

 45%customers are fully satisfied with product price.
 30% customers are satisfied with product price.
Que2. How would you rate the product of company?

Fair 3 15
Good 13 65
Excellent 3 15
Superb 1 5
 65% customers rate the product as good.

 15% customers rate the product as excellent.
 15% customers rate the product as fair.
Que3. Exide`s product have to improve on quality?

Strongly agree 3 15
Agree 12 60
Neither agree nor disagree 5 25
Disagree
strongly disagree
 60% 0f customers are agree that company should improve quality of product.
 25% 0f customers have no idea about quality improvement.
 No customer is in favor of not to improvement the quality of product.
Que4. How would you rate the services of Exide Industries Ltd.

Excellent 1 5
Very good 6 30
Good 4 20
Fair 7 35
Poor 2 10
 10% customer says that company provides poor service.

 5% customer thinks that company provides excellent service.
 35% customers are in favor of fair service.
Que5. How would you rate your level of overall satisfaction with Company

Excellent 1 5
Very good 12 60
Good 1 5
Fair 5 25
Poor 1 5
 Total satisfaction with company of customers is 60%

 5% are not satisfied with company.
Que6. How did you hear about company`s product?

Advertisement 10 50
Sales representative 1 5
Colleague/ friend 5 25
Other 4 20
 Advertisement is major source of awareness to customers. (50%)

 Colleague /friend plays 25% role in awareness of product.
Que7. How likely are you to recommend Exide Industries Ltd. to a friend or relative?
Would you say the chances are …?

Excellent 3 15
Very good 5 25
Good 11 55
Fair
Poor 1 5
 Normally 55% customers will recommend to their friend OR relative to buy the product.
 The chances not to recommend relative are very few are 5%.
 Excellency for this is only 15%.
Que8. Would you like to purchase the product of company in future?

Definitely 6 30
Probably 9 45
Be unsure 5 25
Probably not
Definitely not
 Definitely 30% customer will buy the product in future.

 Probably 45% customer will buy the product in future.
 25% customers are unsure for their future purchasing.
Que9. You believe Company deserves your loyalty.

Strongly agree 3 15
Agree 10 50
Disagree 2 10
strongly disagree
 15% of customers are strongly agreed on company loyalty.

 25 % are neither agree nor disagree on company loyalty.
 50% are agreed on company loyalty.
Que10. Do you think company is following customize solution?

Strongly agree 6 30
Agree 10 50
Disagree 1 5
strongly disagree 1 5
Half of the customers think that company is following customize solution.
10% customers think that company is not following customize solution.

Analysis of Dealer Questionnaire
Que1. How would you rate the overall quality of your relationship with company,
considering all of your experiences with them? Would you say it is?
alternative Dealer response %age

Excellent 5 50
Very good 3 30
Good 1 10
Fair
Poor 1 10
\
 50% of the dealers are having excellent relationship with company.

 10% dealers do not believe in company relationship.
 10% dealers are having good relationship with company.
Que2. How would you rate your level of satisfaction with Company in regards to customer
service?

Excellent 3 30
Very good 6 60
Good
Fair 1 10
Poor
 30% dealers believe in excellent service of company..

 10% dealers believes in fair service of company
 Almost 60% dealers believe in very good service of company
Que3. Are the profit margin given to you is.

Satisfactory 4 40
Good 4 40
Fair 2 20
Poor
 Margin provided by company could satisfy only 40% dealers.

 40% dealers think that margin is good.
 30% dealers think that margin is fair.
Que4. Do you think the delivery time is too much for product?

Strongly agree
Agree 1 10
Disagree 3 30
 There is no single dealer who says that delivery time is too much.
 40% are strongly disagree that delivery time is too much
 20% are neither agree nor disagree with delivery time.
Que5. There are no bonus /incentive/gifts for dealer

Strongly agree 1 10
Agree 2 20
Disagree 1 10
 10% dealers says that there is bonus OR incentive for them.

 30% are neither agree nor disagree with bonus OR incentive.
 30% strongly believe in bonus & incentive of company..
Que6. The company does not listen to complaint and grievance.

Strongly agree 1 10
Agree 2 20
Disagree
 10% dealers believe that company do not listen any complaint.

 10% dealers are neither agree nor disagree with this.
 60% dealers strongly believe that company listen their company.
Que7. The company is able to survive because of the

Quality of the product 7 70
Price of product 1 10
No competitor
Brand name 2 20
Customer satisfaction
 70% dealers believe that company is surviving in market because of quality.

 According to survey 20% dealers think company is survived because of Brand name.
 10%dealers believe that company is because of its product.
Que8. The organization does not take suggestion from dealer

Strongly agree 2 20
Agree
Disagree 3 30
 Strongly suggestions taken by are only 10% dealers.

 20% dealers think that company do not take any suggestion..
 40% are neither agree nor disagree for the same

Strongly agree 5 50
Agree 3 30
Disagree 1 10
strongly disagree
 Half of dealers strongly say that company deserves their loyalty.

 10%dealers are not in favor of company loyalty.
 10% dealers are neither agree nor disagree with this.
Que10. Would you like to continue for the company in future?

Definitely 9 90
Definitely not 1 10
Be unsure
Probably not
Probably
 90% of dealers want to be continuing for the company.

 10% dealers do not want to be continuing for company.
CHAPTER-8
OBSERVATION AND FINDINGS
Customer point of view
 80 % of customers are satisfied with price of the batteries of company.
 85 %of the customers are satisfied with product.
 75 % of customers want to improvement in quality.
 55 % of customers are satisfied with service of company.
 Totally 70% customers are satisfied with company at all.
 A total of 50% customers hear about company by advertisement & 20% by

relative \friend OR college
 In future 95% of customer will recommend to his relative OR friend.
 75% of present customers want to be continuing for company.
 65 % customers think that company deserves their loyalty.
 80 % customers think that company customizes their solution.
Dealer point of view;-
 90 % dealers have good relationship with company.
 90% dealers are satisfied with service provided by company.

 80% dealers are satisfied with margin given by company.
 90% dealers are satisfied with delivery time taken by company.
 70% dealers are satisfied with bonus and incentive given by company.
 60% dealers say that company listen their complaint\ grievances.
 70% dealers say that company is surviving in market because of Quality Product.
 20% dealers say that company is surviving in market because of Brand Name.
 40% dealers say that company takes their suggestions.
 90% dealer says that company deserves their loyalty.
 90% dealers want to remain in future.

CHAPTER-9
RECOMMENDATIONS & SUGGESTIONS
Customer oriented
 Company should provide better customer service.
 Company should improve warranty period.
 Company may provide home delivery service.
 Prices should be fair.
 Better service with no addition of extra cost.
 Should provide free service camp.
 Maintain continue customer relationship.
 Target the customer according to their need.

Dealer oriented
 Company should provide more service camps.
 Scrap battery should purchase at more price.
 Should improve service.
 Do not provide dealership in nearby area.
 Should improve quality.
 Company can give more margins to dealers.
 Provide more flexi board to dealers.
 Company should visit the dealers after regular interval.
 Give more attention on promotion activity of dealers.

CHAPTER-10
LIMITATIONS
Limitations
General
Difference in methodology.
Lack of communication
Consumer behavior.
Applying same technique to consumer as well as industrial goods.
Objective is not determined.
Questionnaire is not designed according to objective.
Always respondent is not correct.
Researcher itself has used biasness.
 Within a time span of two months it was difficult to cover whole of Punjab
district.
 Questionnaire filled in two months was only 100 in number so analysis part may
indulge some wrong analysis.
 Whole project was limited to area of Punjab district so it may be possible that
response of another district or area may be different.
 Wrong response by customer while filling questionnaire may result in wrong
analysis.
1. The study was limited carried out in Pune and its vicinity with sample size of 100
2. Time was a constraint in study as only 50 day allotted.

3. The information gathered was based on customers’ response to questionnaire.
Even then a genuine attempt has been made to get correct data from them.
4. Sample drawn need not be true representative and may have led to same Sampling
error.
5. Financial factors are not considered.
6. Suggestions are not verified.
i. AREA LIMITATION: The study was limited to Ludhiana city only. Hence findings may
differ from other parts of India where I have not visited
ii. NON-RESPONSE ERROR: It is almost impossible to obtain data from each & every
respondent covered in sample. There are always some respondents who refuse to give
information
iii. LIMITED SOURCE OF DATA COLLECTION: Sources of data for collection of secondary
data were limited
iv. TIME CONSTRAINT: There was time constraint to this project. The project has to be
completed within 2 months.
v. BUSY RESPONDENT: Many times respondents were so busy that they didn’t t give
reply. There were biased replies also.
vi. OTHER REASONS: There were heavy rains during the period of survey. So there was
many times problem in conducting survey & transportation.

CHAPTER-11
SUMMARY
Exide Technologies is the India’s largest producer of automotive lead-acid batteries for
automotive and industrial applications. Exide industries provide a comprehensive range of
stored electrical energy products and services for industrial and transportation applications.
The project was carried out for study and analysis the dealers network and consumer’s
perception about Exide batteries in Pune.
It was done mainly to know the satisfaction level of the dealers against the different
services provided by the company and also to know the consumer’s satisfaction against
the product and services provided by the dealers.
For over 85 years, Exide Industries Limited has pioneered battery technology in India. It is the
only company in the country to design and manufacture batteries from 2.5 AH - 20600 AH in
conventional flooded and VRLA design.
Exide is only company which manufactures submarine battery in Asia. Exide has
responded to defense needs with our indigenous batteries for the Indian Navy’s German
design HDV submarines.
Automobile manufacturers are among the largest companies in the world. These corporations are
often multinational, meaning they have subsidiaries and manufacturing plants in many different
countries. These companies often share parts, use parts made in foreign factories, or assemble
entire cars in foreign countries. The three major automobile manufacturers in the United States—
General Motors Corporation, Ford Motor Company, and Chrysler, formerly DaimlerChrysler AG
—provide much of the industry's total direct employment in the United States, but increasingly
foreign automakers, such as Toyota Motor Corporation and Nissan Motor Co., Ltd., are building
automobile assembly plants in the United States.
In 2008, more than 70 million motor vehicles, including cars and commercial vehicles were
produced worldwide. In 2007, a total of 71.9 million new automobiles were sold worldwide: 22.9
million in Europe, 21.4 million in Asia-Pacific, 19.4 million in USA and Canada, 4.4 million in
Latin America, 2.4 million in the Middle East and 1.4 million in Africa.
The Indian automotive component industry is dominated by around 500 players which account
for more than 85% of the production. The turnover of this industry has been growing at a
mammoth 28.05% per annum from 2002-03 onwards as illustrated in Fig. which clarifies its
emergence as one of India's fastest growing manufacturing sectors.
The global battery market is estimated at around US $11bn and is highly consolidated, with the
Top-3 players constituting about 55% of the market – Johnson Controls (30%), Exide Tech
(14%) and GS Yuasa (11%).The Company has a market share of 72% in case of Automotive
OEM and 70% in case of Organized Retail. The Company also manufactures submarine batteries
Exide Haldia had a rich haul at the CII awards ceremony in Kolkata for 08-09 winning five
awards in different categories. Company’s Plant at Shamnagar, West Bengal is an ISO-9001 &
ISO-14001 Certified by TUV-NORD, Germany.
The survey resulted into following conclusions:-

 75 % of customers want to improvement in quality.
 Totally70% customers are satisfied with company at all.
 75% of present customers want to be continuing for company.
 55 % of customers are satisfied with service of company.
 90 % dealers have good relationship with company.
 90% dealers are satisfied with delivery time taken by company
 70% dealers say that company is surviving in market because of Quality Product.
 80% dealers are satisfied with margin given by company.
 Company should improve warranty period.
 Company may provide home delivery service
 Company should visit the dealers after regular interval.

 Give more attention on promotion activity of dealers.
BIBLIOGRAPHY
Books
1. Philip Kotler - Marketing Management
2. Philip Kotler and Armstrong - Principles of Marketing
3. R.C. Kothari - Research Methodology
4. Station, J. William - Introduction to Marketing
Magazines
1. Business Today and

2. Business India
Newspapers
1. Times of India and,

2. Hindustan (Hindi Edition)
Web Site
1. http://www.pepsizone.com
2. http://www.com/currentcompany_info/iondex.html
3. http://www.pepsi.com/current/diet_pepsi/product.html
4. http://www.pepsizone.yahoo.com
ANNEXURE
QUESTIONNAIRE FOR CUSTOMER

Que1. For what purpose you are using the Exide battery?
a) 2-wheeler b) 3-wheeler c) 4-wheeler

d) Other purpose
Que2. In total, how long have you been a customer of Exide industries ltd.?
a) Less than one year b) One to under three years c) Three to under five years
d) Five to fewer than ten years e) ten years or more
Que3. How would you rate your level of satisfaction with Company in regards to price& value?
a) Excellent b) Very Good c) Good
d) Fair e) Poor
Que4. How would you rate the product of company?
a) Fair b) Good c) Excellent
d) Superb
Que5. Exide`s product have to improve on quality?
a) Strongly agree b) Agree c) Neither agree nor disagree
d) Disagree e) strongly disagree
Que6. How would you rate the services of Exide Industries Ltd.
d) Fair e) Poor
Que7. How would you rate your level of overall satisfaction with Company
a) Excellent c) Good e) Poor

b) Very Good d) Fair
Que8. How did you hear about company`s product?
a) Advertisement b) Sales representative c) Colleague/friend d) Other
Que9. Company values people and relationships ahead of short-term goals.
Que10. How likely are you to recommend Exide Industries Ltd. to a friend or relative? Would you
say the chances are …?
d) Fair e) Poor
Que11. Would you like to purchase the product of company in future?
a) Definitely b) Probably c) Be unsure

c) Probably not e) Definitely not
Que13. Do you think company is following customize solution?

Questionnaire for Dealer
Que1. In total, how long have you been a dealer of Company?
b) Less than one year b) One to under three years c) Three to under five years
d) Five to fewer than ten years e) ten years or more
Que2. How would you rate the overall quality of your relationship with company, considering all of
your experiences with them? Would you say it is?
d) Fair e) Poor
Que3. How would you rate your level of satisfaction with Company in regards to customer service?
d) Fair e) Poor
Que4. Are the profit margin given to you is.
a) Satisfactory b) Good c) Fair d) Poor
Que5. Do you think the delivery time is too much for product?
b) Strongly agree b) Agree c) Neither agree nor disagree
Que6. There are no bonus /incentive/gifts for dealer
Que7. The company does not listen to complaint and grievance
Que8. The company is able to survive because of the
a) Quality of the product b) Price of product c) No competitor
d) Brand name e) Customer satisfaction

Que9. The organization does not take suggestion from dealer
Que10. . You believe Company deserves your loyalty.
Que11. Company values people and relationships ahead of short-term goals.
Que12. . Would you like to continue for the company in future?
b) Definitely b) Probably c) Be unsure

d) Probably not e) Definitely not

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A Project Report On

Sales And Advertising Department of

Under the guaidence of

In the partrialFullfillment of the

S.R.N CONTENT PAGE

4 Theoretical Background 10 to15

6 Research Methodology 37 to39

Transportation markets include original-equipment and aftermarket automotive, heavy-duty

 To find out the satisfaction level of the dealers for company.

A) Organization point of view

 Beneficial for organization for sales forecasting.

B) Researcher point of view

 Get the practical implementation of the research.

“Marketing research is a systematic gathering, recording and analysis marketing problem to

- Coundiff & Still.

“Marketing research is a systematic problem

RESEARCH INSTRUMENT USED - DETAILS & WHY?

Questionnaire in the project consists of: 30

 Multiple choice questions

MULTIPLE CHOICE QUESTIONS:

OPEN END QUESTIONS:

It is a customer’s feeling of pleasure OR disappointment that result from comparing a product’s

If the performance falls short expectations, customer is dissatisfied.

If the performance exceeds expectations, the customer is delighted.

Customer relationship management is the process of carefully managing detailed information

Transportation markets include original-equipment and aftermarket automotive, heavy-duty

2000 Implementation of SAP Enterprise Resource Planning integrating Corporate Office,

2003 Commissioning of Eighth factory at Bawal, Haryana

Standard Furukawa (SF)

R.G. Kapadia, Chairman & Non Executive Director

T.V. Ramanathan, Managing Director& Chief Executive Officer

G. Chatterjee, Director – Industrial

P.K. Kataky, Director – Automotive

S.K .Mittal, Director – Research & Development

A.K. Mukherjee, Director – Finance & Chief Financial Officer

Vijay Aggarwal, Non Executive Director

H. M. Kothari, Non Executive Director

Bhaskar Mitter, Non Executive Director

S.N. Mookherjee, Non Executive Director

A.H. Parpia, Non Executive Director

S.B. Raheja (Alternate D S Parekh), Non Executive Director

W. Wong, Non Executive Director

Form to another. – Law of conservation of energy.

• EXIDE*, CHLORIDE, INDEX, DYNEX, Standard Furukawa, SF SONIC, JUPITER,

• ISO/TS – 16949 – give the entire literature.

Awards/ Certificates and Recognitions:-

For Industrial Plant

Certificate of Appreciation for Commendable Effort in Total Quality – by CII – 2003

Certificate of Appreciation for Commendable Effort in Energy Conservation – by CII – 2003

Most Significant Improvement in TQM Quality Award Contest – by CII – 2006-2007

Quality Award by CII-2003 & 2006

Productivity Award from CII ‘Category A’-2003

Safety Award from CII- 2003

Award for Best Practices in Industrial Relations – by CII -2004

Indal Trophy for HRD- by CII- 2005 & 2007

Productivity Award- by CII-2005

Certificate of Appreciation for Energy Conservation- by CII- 2005

ITC Trophy for Safety, Health & Environment - by CII – 2007

Safety award from Government of Tamilnadu - April’03