Tudor India ltd-the power of global technology


                                     Project Report on

              “Brand awareness towards prestolite battery”

                                  “Tudor India ltd”
                            (The power of global technology)

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

                                      Submitted To:
                                    Prof. Mehal Pandya
                              HOD & Lecturer, MBA Dept.

                                      Submitted By:
                                      Nirav b. shah
                              Enrollment no. 097180592036
                                  [SEM-II, Batch: 2009-11]
                         Tudor India ltd-the power of global technology


The practical training is a life of a management student. In modern world, the importance of
management is increasing day by day. Industrial training provide a student sufficient knowledge
to develop an education to connect theory and practical.
I am student of M.B.A. being a part of our syllabus. I have taken training from “Tudor India
LTD” I am very glad to represent this project report before you as it involves my hard work,
experience as well as co ordination of all staff members.
Such type of training is very helpful to management students as it helps in strengthening
confidence and gives experience to check the theoretical knowledge.
                                                                               Nirav B. shah
                     Tudor India ltd-the power of global technology


The Summer Internship Program (SIP) undertaken by me at Tudor India Ltd at,
Ahmedabad was an extremely rewarding experience for me in terms of learning
and industry exposure.

I would like to extend my deep gratitude towards the Head of the organisation Mr.
HARISH GHANDHI who always motivated me and helped me during the
internship. Who gave his valuable time & guidance in every step of project? He
was like a mentor for me during these 45 Days Internship program giving me
valuable inputs & much needs sales exposure.

I would like to thank my faculty guide HOD & Prof. mehal pandya and all
faculty member who gave his valuable inputs in preparation of the report .He gave
valuable time from this busy schedule to help me in the analysis & interpretation of
my findings.

I would like to thank the associates of the operations department with Tudor India
Ltd, who constantly gave their suggestions & shared valuable insights in making
my report effectively.

I would also like to thank my colleagues who were working with me during the
internship in Tudor India Ltd for their corporation & support during the entire

                                                                      Nirav B. shah
                         Tudor India ltd-the power of global technology

                                 Executive summary

Tudor India, incorporated on Jan. 3, 1986, manufactures storage batteries catering to the
automotive, power standby, industrial and electric vehicle segments. The company is a wholly
owned subsidiary of CMP Batteries, UK, which in turn is the British arm of the world`s largest
battery manufacturing group based in Pennsylvania, USA. The US-based group has operations in
89 countries and markets products under brand names like Exide. It is a pioneer of sealed
maintenance-free batteries and has manufactured batteries that have powered the US Navy`s first
submarine, gone to the moon with the NASA space shuttle, and taken part in Operation Desert
The company manufactures automotive batteries for two-wheelers, cars, light commercial
vehicles, heavy commercial vehicles, tractors, dumpers, excavators, and several other vehicles;
invertor brands like Classic Flat, Classic Tubular, Silver, and Presto Master; electric fork lift
trucks; electric cars and three-wheelers. The manufacturing unit is located at Prantij in the
Sabarkantha district of Gujarat with an installed capacity of 600,000 storage batteries. It has a
well developed sales and marketing network and customer care centers across India.
TIL is indian arm of chloride motive power batteries, UK, a wholly owened subsidiary of the
alpharetta-Georgia, USA, based global leader in stired electrical-energy solutions.
In,1997, TIL was the first company to introduce maintenance free lead acid batteries designed
with polyethylene separators, cold forged terminals and bone dry charged batteries in India, and
offer the products for most types of vehicles manufactured in India, including cars, light and
heavy commercial vehicles, sport utility vehicles, and tractors.
                 Tudor India ltd-the power of global technology


No.             Particular                                            Page
                Preface                                                 I.
                acknowledgement                                        II.
                Executive summary                                     III.

    1.          Introduction of Company                                  1
         1.1    Introduction of lead acid battery Industry               2
                     Automotive battery
                     Industrial battery
         1.2    Industrial outlook                                       8
         1.3    Competition in the Global & Indian Battery Industry     10
         1.4    Company profile of Tudor India                          11
         1.5    Product profile                                         15
         1.6    Competitor profile                                      16
         1.7    Production process                                      21
         1.8    Need for the study                                      25
         1.9    Statement of the problem                                26

2               Introduction of brand awareness                         27
         2.1    Meaning of brand                                        28
         2.2    Brand equity & brand awareness                          31

3               Research methodology                                    32
         3.1    Introduction of research                                33
         3.2    Research objective                                      34
         3.3    Research design                                         35
         3.4    Source of the data                                      36
         3.5    Scope of the study                                      36
         3.6    Sampling plan                                           37
         3.7    Contact method                                          37
         3.8    Research instrument                                     38
         3.9    Tolls analysis                                          38
         3.10   Limitation                                              38

4               Data analysis and interpretation                        39
5               Finding and suggestion                                  51
6               Bibliography                                            54
7               Annexure                                                55
Tudor India ltd-the power of global technology
                         Tudor India ltd-the power of global technology

1.1 Introduction of lead acid battery Industry

The Indian lead storage battery market is comprised of two primary segments: automotive and
industrial. In the automotive segment, lead storage batteries used as a secondary power source
and demand driven by growth in motorcycle population, passenger vehicle population and
commercial vehicle population and the replacement demand therein. In the industrial segment,
batteries used for power back up, demand in India currently driven by uses such as telecom
towers, power generation, and forklifts.
The following diagram shows the basic structure of the Indian lead storage battery industry:

                           Tudor India ltd-the power of global technology

        Automotive Batteries
 The automotive storage battery industry can broadly subdivide into two sub-segments: the OEM
 and retail or replacement markets. The OEM market largely dominated by leading manufacturers
 such as the following:

Commercial Vehicles            Passenger Cars               Two-wheelers          Tractors
Ashok Leyland Ltd              Hindustan Motors Ltd         Kinetic Motor         International
                                                            Company Ltd,          Tractors
Asia Motor Works Ltd           Honda Siel Cars India Ltd    LML Limited           John Deere
Eicher Motors Ltd              Hyundai Motor India Ltd      Mahindra Two          Mahindra
                                                            Wheelers Ltd          &Mahindra Ltd
Force Motors Ltd               Mahindra Renault Pvt Ltd     Royal Enfield (Unit   New Holland
                                                            of Eicher Ltd)        Tractors
Hindustan Motors Ltd           Maruti Suzuki India Ltd      Suzuki Motorcycle     Same Deutz
                                                            India Pvt Ltd         Tractors
JCBL Ltd                       Mercedes-Benz India Pvt      TVS Motor             Tractors And
                               Ltd                          Company Ltd
                                                                                  Equipments ltd
Kamaz Vectra Motors Ltd        Skoda Auto India Pvt Ltd
Mahindra & Mahindra Ltd        Tata Motors Ltd
Mercedes-Benz India Pvt        Toyota Kirloskar Motor
                               Pvt Ltd
Piaggio Vehicles Pvt Ltd
Swaraj Mazda Ltd
Tata Motors Ltd
TVS Motor Company Ltd
Tatra Vectra Motors Ltd,
Volvo Buses India Pvt. Ltd.
Volvo India Pvt Ltd
                          Tudor India ltd-the power of global technology

Growth in the automotive battery driven primarily by new vehicle manufacture rates, which are
in turn drive by consumer demand for vehicles. Growth in the OEM segment has been strong in
recent years primarily due to increasing demand from the automotive segment driven by an
overall increase in the number of new car sales in India. Some industry leaders operate on annual
fixed price contracts for lead, though majorities have periodic lead price variation clauses based
on the market price for lead built into their contracts.
The graphs below depict the growth in sales for two-wheelers, commercial vehicles, and
passenger vehicles for the relevant times.


                        Tudor India ltd-the power of global technology




                          Tudor India ltd-the power of global technology

Aftermarket sales are drive by a number of factors including the number of vehicles in use,
average battery life, average age of vehicles, weather conditions, and population growth. In the
aftermarket segment, small-unorganized manufacturers who sell low-cost and often unbranded
products to cost conscious consumers tend to capture a significant part of the market, especially
for commercial vehicles and tractors. Unorganized manufacturers are also strong players in rural
areas where availability of branded products tends to be less prevalent. However, the share of
unorganized manufacturers has been declining in recent years primarily due to unreliability,
rising disposable incomes, increasing quality consciousness, environmental restrictions,
technology advances in the automotive industry and focus efforts by organized players to
increase their presence outside of major cities, including rural parts of the country.
It is conceivable that, in the near future, continued development of alternatives to the lead acid
battery might improve the viability, popularity, and market share of these alternatives in the
automotive battery market. In addition, other more novel "green" technologies such as fuel cells
and solar cells are also under development and may become viable power sources for electric
and hybrid vehicles. In particular, as the Ni-MH battery is already the preferred motive battery in
petrol-electric hybrid vehicles globally, when Ni-MH battery technology becomes further
developed and more commercialized in India, increased volume will enhance the power-to-price
ratio of Ni-MH batteries and therefore its competitiveness against lead acid batteries.
                         Tudor India ltd-the power of global technology

      Industrial Batteries
Industrial batteries have a wide range of usage, unlike batteries produced for the automotive
industry. The industrial batteries market can be broken down into the infrastructure market
(railways, telecom, and power), fast-moving industrial batteries (uninterrupted power supply
("UPS") and inverters, and electric forklift batteries. Valve regulated lead acid batteries are one
of the most widely used battery in the industrial segment. These batteries completely sealed,
maintenance free and are use in remote power and unmanned applications such as telecom
installations and UPS systems. Storage batteries also used in submarines. These batteries are
high technology batteries and are export from India. While operating margins on these batteries
are relatively high, demand can be irregular due to the cyclical nature of the industry.
                         Tudor India ltd-the power of global technology

1.2 Industry Outlook
The industry outlook is positive with demand for lead storage batteries expected to accelerate in
response to:
      An increase in domestic sales and export sales of four-wheelers and two-wheelers;
      continued strength in the automotive replacement segment and a revival in OEM sales;
      Increasing demand for reliable branded products in the commercial vehicles segment as a
       result of increasing truck volume due to improving road conditions;
      increase in infrastructure spending, fuelling demand for industrial batteries;
      increasing power shortages, fuelling demand for UPS systems and invertors; and
      Emergence of organized retail chains, fuelling demand for traction batteries
With disposable incomes on the rise in India, as well as an increasing technology gap between
branded and unbranded products, there should continue to be a steady consumer shift away from
less expensive unbranded batteries.
However, the following areas are of key concern:
Competitiveness: Competition in the battery industry appears to be intensifying over the
medium term. New manufacturers are entering the market with new technologies and in
collaboration with major global battery companies. This increasing competition has led existing
domestic companies to scale up their research and development efforts in an attempt to keep
pace in a rapidly changing industry.
The competition between branded and unbranded players is intense. Reduced supply of
exhausted batteries for unbranded players, extended distribution reach into rural areas and
competitive pricing is helping branded players to compete more effectively.
Cost pressures: Increasing lead prices, as discussed above, in the international markets continue
to be a cause of concern for the Indian battery industry. Volatile crude oil prices in the
international market also affect the price of PPCP, which is used for manufacturing battery
containers. Increases in crude oil prices also increase transportation costs for raw materials and
finished goods.
                         Tudor India ltd-the power of global technology

Imports: The other major concern facing the Indian battery industry has been that of relatively
inexpensive imports from China and some ASEAN countries. Thailand, in particular, is seeking
to expand the scope of its free trade agreement with India to include batteries. While Chinese
batteries have been flooding certain Indian markets for quite some time, the price differential has
come down significantly as compared to their Indian competitors. In September 2006, China
cancelled the VAT export refund for all lead battery manufacturers in a bid to control high
energy consuming and high polluting products. Consequently, the price differential has recently
shrunk to 5-10% and given the concern on quality of Chinese products, they are not likely to be a
major threat over the long term.
The combination of increasing competitiveness driven by innovation and global collaboration,
increasing raw material and other costs and threats from cheaper imports has made the lead acid
storage battery industry in India a challenging environment
                         Tudor India ltd-the power of global technology

1.3 Competition in the Global Battery Industry
The following are the major companies in the global battery manufacturing industry:
      Johnson Controls, USA (Power Solution Division)
      GS Yuasa Corporation, Korea and Japan
      Exide Technologies, USA
      Enersys, USA
      Exide Industries Limited, India
      C & D Technologies, USA
      Oerlikon Batteries, Switzerland

Major Players in the Indian Battery Industry
   The major players in the Indian battery industry are:

              Exide Industries Limited, India
              Amara Raja Batteries Limited
              HBL Power Systems Limited
                         Tudor India ltd-the power of global technology

1.4 Company profile of Tudor India
Tudor India Limited launched Prestolite the internationally renowned brand of storage batteries
in India in 1997. Tudor India Limited is a wholly owned subsidiary of CMP Batteries Ltd.,
U.K., which is turn, is the British Arm of the world's largest battery manufacturing group based
on Pennsylvania, USA, Which is one of the leading companies in the world in the field of
industrial batteries. CMP wholly owned by the world's largest battery manufacturing group based
in the USA, which founded by Thomas Edison in 1888 as The Electric Storage Battery
Company. This group has a leading presence in 22 countries with 72 manufacturing facilities and
50 brands and a sales turnover of over Rs.10000 crores. Tudor India has been in operation for
over two years offering an exhaustive range of Prestolite batteries for automobiles as well as
Tubular batteries for stand-by applications such s UPS, Inverters, etc. The company plans to
introduce Industrial and SEaled Maintenance-free batteries in the Indian market shortly. In
keeping with the group philosophy of commitment to technological leadership in design and
performance, Tudor India now offers power packed two-wheeler batteries
This US- based group has:
   3.2 billion-dollars in revenues
   21000 employees
   Operations in 89 countries
   5 Global business units
   11 industrial battery-manufacturing plants
   17 automotive battery-manufacturing plants
   12 recycling facilities
The group manufactures and distributes a vast range of batteries, including:
   Sealed Absorbed Glass mat and Gel batteries
   Batteries with Tubular and pasted flat plates
   Batteries with expanded and cost grids
   Lead and lithium batteries with prismatic and cylindrically wound design
   Automotive batteries for two wheelers, cars, tractors, trucks, construction equipment
   The group is also the global pioneer of sealed maintenance free batteries.
   Batteries for motive power applications
                         Tudor India ltd-the power of global technology

The Power of Global Technologies

Prestolite batteries, which come to you from the world's largest group in the battery business,
have specially designed for use in tropical climate with the following tried and tested customer
      Cold-forged Terminal Inserts prevent loose connections, leakage, and corrision.
      Polyethylene Envelope Separator with Glass Mat prevents treeing and short circuits,
       enhances the electrical performance due to its high porosity and increases the life of the
       battery by holding up the active material in place despite bumps and vibrations.
      Heat-Sealed Covers prevent spillover and contamination of electrolyte and increases the
       integrated strength of the battery for longer life.
      Lead-Calcium Alloy for negative and Low Antimony alloy for positive plates results in
       negligible water loss.
      Extra Electrolyte above the Plates ensures that the battery runs cooler and hence
       reduces water loss thus making it truly maintenance free
                          Tudor India ltd-the power of global technology

1986 - Tudor India Ltd was incorporate on third of January, as a Public Limited. Company with
the Registrar of Companies, Maharashtra, with the object of setting up a plant for manufacturing
storage batteries in India in collaboration with M/s. Sociedad Espanola Del Acumulador Tudor

    The Company was granted the commencement of business certificate on 17th April. The
        Company has obtained necessary approvals from the Government of India for the
        technical and financial collaboration.
    The lead acid storage batteries are of three types - stationary, traction and automotive.
    Stationary batteries find applications in telecommunication sector, emergency lighting,
    Whereas traction batteries find applications is propulsion of electric vehicles, mining
        locomotives, alarm systems, etc.
    Automotive batteries commonly referred to as SLI batteries used for starting, lighting, and
        ignition of internal combustion engine vehicles of all kinds.

    The Company will be manufacturing automotive batteries. In India, these batteries are
        currently manufactured by both organized and unorganized sectors. The major
        manufacturers of the automotive and industrial batteries are in the organized sector and
        Chloride Industries Ltd., Standard Batteries Ltd., Amco Batteries Ltd., Willard India Ltd.,

       An automotive battery is a matured product in a product life cycle. The Company will
        manufacture a full range of automotive batteries in polypropylene containers and lids from
        32 AH to 210 AH for use in four wheelers, light and heavy commercial vehicles.

1988 - The Company allotted Letter of Intent and granted Foreign Collaboration approval in the
1989 -During the year, Collaboration agreement was entered and land was acquired.
                         Tudor India ltd-the power of global technology

1990 - The applications for financial assistance under term loans and import of capital goods
made. These sanctions received in 1991.
1991 - Although the letter of intent was procured by the Company in
1988 - The Industrial License was granted to the Company in July.
2000 - The Company increase in the authorized share capital from Rs. 165 million to Rs. 3.50

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

2001 - The Company has allotted 8,616,445 No. of equity shares at Rs 20.31 (face value Rs 10 at
a premium of Rs 10.31) per share to CMP Batteries Ltd, UK in discharge of hte liability towards
Deferred Payment credit to the extent of Rs 17.5 crore.
2003 -The board approves to delist the company‟s equity shares from Ahmedabad Stock

Tudor India (Prestolite) Head Office Address:
Suman Tower 1st Floor Sector 11
Gandhinagar: 382011
Gujarat, India.
Phone Number: (79) 23227075 23221683
Tudor India (Prestolite) Financial Details:
No of Employees – 101-250
Turnover in Crs – 10-100 Crs
Sector- Private Sector
                Tudor India ltd-the power of global technology

1.5 Product profile

                 Name: EURO55
                 Price: Rs 6000
                 Warranty in Months: 24
                 Heavy-duty maintenance free batteries for tropical climates and Indian
                 road conditions - for premium segment vehicles

                 Name: PS55
                 Price: Rs 4400
                 Warranty in Months: 18

                 Heavy duty, low maintenance batteries for all segments of vehicles

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

                 Heavy-duty maintenance free batteries designed for optimizing energy
                 supply in addition to providing backup for vehicle accessories.
                         Tudor India ltd-the power of global technology

1.6 Competitor profile

Exide Industries Limited (EIL), India's flagship of the Lead Acid storage battery industry – is
also the largest Power storage solutions company in South and South East Asia. It manufactures
the widest range of storage batteries in the world from 2.5 Ah to 20,600 Ah (Ampere hour)
capacity, to cover the broadest spectrum of applications. The company, formerly known as
Chloride Industries, Ltd., found in 1916 and based in Kolkata, India. EIL broadly operates in two
segments vis-à-vis Automotive and Industrial. Nearly 55-60% of the company's revenues accrue
from automotive batteries and about 40-42% from Industrial batteries, and the balance from
others like Submarine batteries.
Exide Industries Limited, together with its subsidiaries, manufactures and sells lead acid storage
batteries primarily in India. It offers automotive and motorcycle batteries to car and two-wheeler
manufacturers; industrial batteries, such as conventional lead acid batteries, valve regulated lead
acid batteries, tubular batteries, miners' cap lamp batteries, and Tele tubular for railways,
telecom, power plants, solar cells, power supply, inverter applications, and traction batteries; and
submarine batteries. The company also offers solar lanterns, solar home lights, solar powered
boats, and battery powered electric boats; industrial battery chargers, rectifiers, and parts; and
recycled leads.
                             Tudor India ltd-the power of global technology

                              SF Sonic – the technology edge

Standard Furukawa (SF) Sonic brand of automotive batteries are manufacture with the technical
collaboration of Furukawa Batteries (FB), Japan.
Range of SF Sonic batteries
        SF Sonic range of batteries employ flooded technology and made in different versions for
         varying needs. SF Supersonic – Gives more power and performance. Incorporates FB
         C21 alloy technology with superior starting power and totally maintenance free
         characteristics (fit and forget concept), It has pocket separators and glass mat for superior
         protection against shorts.
        SF Sonic Jet –- with hybrid, alloy. It is design for the modern car offering longer life and
         greater reliability. SF Sonic Turbo – For more power and performance with hybrid
         technology and double separation for longer life
        SF Sonic Power box – Made for inverter applications. It employs hybrid technology and
         has extra thick plates for long life. These batteries have deep cycling characteristics and
         special additives to promote quick recharge cycle. The grids also have a special geometry
         for high performance operation.
 Technology
    Grid alloy technology:
     The grid alloy technology in every SF Sonic battery is based on FB specifications to
     withstand the high temperatures in India. The grid construction is of central lug type with
     semi radial construction, a good balance between excellent high rate performance and long

    Separators
     The separators employed are PVC for the low cost versions and polyethylene with glass mat
     reinforcement for the medium and high end.
                            Tudor India ltd-the power of global technology

 Containers
The containers are made of PP copolymer, which possesses excellent impact and other physical
properties. The cover design is uncomplicated with easy to maintain top venting systems. In the
case of maintenance free batteries, they have a coin flush filter vent system to give a clean flat
maintainable surface with resistance to spark propagation inside battery to avoid the possibility
of bursting during charging operations.

Raising the Bar

         SF Sonics quality and process control laboratory checks all incoming metals, components
          and bought out parts. Incoming and blended metals analyzed for quality with optical
          emission spectrograph. What‟s more, the SF Sonic R&D setup, approved by the Ministry
          of Science Technology Government of India, is a high-tech hub of innovation.
          The plant at Taloja, is equipped with state-of-art machinery and instrumentation. Much
          such equipment have designed and produced with in-house capabilities, saving crores in
          foreign exchange. Operations are also conduct on machines developed with the expertise
          of Furukawa Battery Company, Japan.
          The plant takes credit for inning several laurels:
         The Bajaj Gold Award for Quality
         ISO 9000 certification, for the first time in Asia
         TS 16949 certification by TUV NORD in 2004
         ISO 14000 certification by TUV NORD in 2003
         The Quality Gold Award from MCV
Therefore, riding with Sonic simply signifies riding with innovation, and leaving everyone miles
                        Tudor India ltd-the power of global technology

                                   AMCO Batteries
AMCO Batteries Limited of the Amalgamations Group is the leading battery manufacturer with
a wide spectrum of world-class high performance polypropylene batteries for the automobile
industry. AMCO is No. 1 battery for Two Wheelers and the preferred choice for the new
generation Bikes, Scooters, Cars and all other passenger vehicles. AMCO batteries ensure instant
start, long life, and trouble free performance. It occupies pride of place in both the Original
Equipment and Replacement markets enjoying an enviable preferred choice as OE fitment.
Because of its record of accomplishment in the two-wheeler battery segment, the company has
the privilege of being an exclusive supplier to Hero Honda, TVS, HMSI, Yamaha, Bajaj, Royal
Enfield etc. The company has a record of accomplishment of supplying 4-wheeler batteries to
TAFE Tractors, Eicher Tractors, Cummins India Ltd, Sonalika Tractors etc. Pioneering Quality
Standards in batteries with contemporary technology and ceaseless attention to quality, AMCO
Batteries Limited is the first battery in manufacturer awarded ISO-9001 Certification by
BVQI.AMCO Batteries Limited with its state of the art technology (R&D) recognized the
Department of Science and Technology, Government of India that contributes towards import
substitution and indigenization. AMCO Batteries has proven its commitment to its customers by
establishing well supported nation-wide network of marketing offices and service centers that
ensure ready availability and reliable after sales service and maintenance. Ms. Jayshree
Venkatraman, Director, AMCO Batteries Limited & TAFE Power Source won the distinguished
alumnus award from the International Management Institute (IMI), which is give in recognition
of dedicated and meritorious service to business and society beyond expectations of expertise in
the workspace. AMCO Batteries Limited backed by the strength and focused approach of the
group to achieve formidable presence in core industry sectors by pioneering new ventures in
collaboration with world leaders. AMCO has been award with QS 9000:1998, ISO 9001, ISO
14001, and TS16949 certification, which is proof of its highest quality standards and Eco
                          Tudor India ltd-the power of global technology

                                        TATA Green
TATA Green batteries are brought to you by "TATA AutoComp GY Batteries Pvt Ltd." (TGY) -
a joint venture between TATA AutoComp Systems Ltd, India's leading auto component group
and GS Yuasa International (GYIN), Japan, one of the world's largest automotive battery
manufacturers. GS Yuasa International (GYIN) is the world leader in Two Wheeler batteries and
Asia's number one in Four Wheeler batteries. TATA Green Batteries, by their sheer design and
use of state-of-the-art technology built to deliver highest performance for all kinds of vehicles
(Bikes, Three-wheelers, Cars, UV's, Trucks, and Tractors) and inverters, while being 90%
In order to bring you the best Batteries in the world, we have set up a state-of-the-art, eco
friendly manufacturing unit at MIDC Ranjangaon, near Pune, Maharashtra. The unit comprises
world-class manufacturing facilities and our product features are bench marked with the best-in
class to meet stringent international safety regulations:
      World-class manufacturing facility comprising of all critical processes
      Product features are benchmark with the best in class to meet stringent international
       safety regulations.
      Hi-tech facility for design, development, prototyping, testing, and a highly capable team
       of engineers
      Extensive use of anti-pollution equipments, as per international norms
      The unit manufactures the entire range of automotive batteries (passenger cars, utility
       vehicles, commercial vehicles and farm vehicles) and inverter batteries.
                          Tudor India ltd-the power of global technology

1.7 Production process
Lead Battery Manufacturing process
A battery consists of rectangular lead plates with holes in it. A paste, which is a mixture of red
lead and 33% dilute sulphuric acid, is presses into these holes. These plates slightly tapered on
both sides to assist in retention of the paste. This paste remains porous and allows the acid to
react with the lead inside the plate. (Some manufacturers use pastes in the plates made directly
from Lead Dioxide and Lead, thus avoiding the necessity to form plates). At this stage, the
positive and negative plates are identical. The plates are then stacked together with suitable
separators (typically polypropylene) and inserted into the battery container. An odd number of
plates are always use, with one more negative plate than positive; each alternate plate is connect
together. After the acid has been, add to the cell, the cell then given its first forming charge. The
battery is then seals, packaged and ready to be dispatch.

A lead acid battery is a secondary battery and hence can be charge several times during its
service life. One of the problems with the plates in a lead-acid battery is that they change size as
the battery charges and discharges. The plates increase in size as the active material absorbs
sulphate from the acid during discharge and decrease as they give up the sulphate during
charging. This causes the plates gradually shed the paste during their life. Besides, during every
charge cycle, the battery undergoes a process of corrosion of positive plate.
            Tudor India ltd-the power of global technology

  LEAD                                            CASTING CRID

FORMATION                                            PASTING

  PLATE                ASSEMBLY
                          Tudor India ltd-the power of global technology

Raw Materials
Lead is the key raw material used in the manufacture of batteries and accounts for approximately
75%-80% of the overall raw material costs. A significant portion of the non-recycled lead
required by the domestic industry is imported, and thereby exposes Indian battery companies to
the risk of global price fluctuations. Lead prices have become an extremely volatile base metal in
last two years.
Lead is a known hazardous material which, when untreated, poses a great threat to the
environment as well as the health of the general populace. Recycling lead batteries is one of
easiest ways to control this source of environmental degradation and the exposure of the general
population to untreated lead, which poses environmental, and health implications. Over the past
few years, companies in the Indian battery industry have made significant efforts to reduce their
dependence on imported lead by steadily increasing their usage of recycled lead in accordance
with the Batteries (Management and Handling) Rules, 2001 (the "Batteries Rules"). The
Government in 2001 to regulate the collection, channelization and recycling as well as the import
of used lead acid batteries in the country introduced these rules.
According to the Batteries Rules, every manufacturer, importer, dealer, assembler, and re-
conditioner is responsible for collecting old and expired batteries from its customers in exchange
for new batteries. The Batteries Rules were introducing to ensure the environmentally friendly
disposal of used batteries. Prior to the enactment of the Batteries Rules, lead batteries sold by
dealers to unorganized smelters who recycled the lead and sold the used batteries in the
secondary markets while exposing the environment to a greater risk. The Batteries Rules
currently make it mandatory for dealers to maintain records, file half-yearly returns, and ensure
recycling only from registered recyclers. While the Batteries Rules have been in force for several
years, effective implementation remains an issue. Though the bigger players in the industry offer
attractive prices for scrap batteries, the implementation at the dealer level has been slow. Most
dealers are prepared to let the consumer retain their old battery rather than take it back to enable
safer recycling.
                          Tudor India ltd-the power of global technology

Approximately 85% of lead is recycled globally. Currently, recycling in India is well below the
global standard.
However, due to the enactment of the Batteries Rules and the price volatility of imported lead,
more companies are increasing their focus on using recycled lead. Recycled lead will have a two-
fold benefit for the Indian battery industry:
1) Reduce India's dependence on imported lead, thus lowering the exposure to volatility in
international lead prices as well as foreign currency fluctuation; and
2) Reduce the availability of exhausted batteries to the unorganized sector and thus ensure that
lead is not recycled in a manner that is detrimental to the environment.
                           Tudor India ltd-the power of global technology

Today costumers are facing a growing range of choice in the different brands of products and
services. They are making their choice based on their perceptions of brand, quality service, and
Companies need to understand the rapid growth of global market place. Where, the companies
should choose brand names with an eye to their global reach.
This study is not concerned only with brand awareness but deals also with other facts. It includes
a wide preview of
         From where did they come to know about the product?
         Did they feel that the brand is important to purchase?
         If given, would they like to purchase same brand product again?
         Did they feel that the branded product matches their expectations?
         How the brands influence the market?
         How relevant the brand towards trend?
         Do brand suggestive to the products?
         Are they satisfied with the brand, price, quality etc…?
These questions will help in understanding better, what factor influence the people about brand
The marketers have realized that they have to take technical decisions concerning the brand to
cater to the needs of the consumers to develop brand identify and brand position.
The company must understand how their consumers perceive brand, quality and how much they
                        Tudor India ltd-the power of global technology

In the emerging knowledge based economy, it has become necessary to know how much market
power lies with the brand name. The study of brand awareness is essential in marketing planning.
Customer needs and preferences keep changing where brands ultimately command customer‟s
The realistic side of the problem is to know the acceptance level of the brand awareness towards
the product. This study will help us to understand the brand awareness, what problems are facing
by the consumers, which appropriate measures to taken to solve the problems.
This project has mainly taken up to understand the brand awareness, buying motives to ensure
the “Brand awareness towards Prestolite battery” apart from this; it is to understand the new
opportunities in the market for the improvement of brand awareness and sales towards the
Tudor India ltd-the power of global technology
                          Tudor India ltd-the power of global technology

With the opening of the market or the post liberalization period has resulted in many companies
entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the manufacturer has
produced. However, today‟s consumers are much more educated, demanding; expect lot more to
suit their ever-changing life styles. There by their quality expectations have been elevated from
time to time in order to rebuild it-self around its customer.
The manufacturer should be able to satisfy, with the type of product and services to match the
ever-changing customer requirements. In developing a marketing strategy for products, the
sellers have to confront the branding decision. Brand is a major issue in product. Customers have
strong preference for particular versions and brands of basic goods and services. The
manufactures eventually learn that market power lies with the brand name companies.
Consumers buying decisions are influence by the brand.
In this competitive world, the “Brand plays an important role and a brand is very prominent asset
owned by an organization. Brand endowed with awareness, perceived quality, associations, and
brand loyalty. Brand is present as creative idea.
A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to
the buyer. Brand represents a level of quality.
                         Tudor India ltd-the power of global technology

2.1 Meaning of brand
A Brand is symbol, a mark, a name that acts as a means of communications, which brings about
an identity of a given product.
A Brand in short is an identifier of the seller or the maker. A brand name consists of words,
letter, or numbers that can vocalize. Brand mark is the visual representation of the brand like a
symbol, design, distinctive coloring, or lettering. Brand creates a bond between the customer and
a product.
According to American marketing association “A Brand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to identify the
goods or services of one seller or a group of sellers. A brand differentiates these products from
those of competitors.
In the word of Philip kotler
“A brand is a name, term, sign, symbol or design or combination of them. Intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of
Role of Branding
In today‟s world brand names come to create identify to distinguish one product from another.
The following points to pin down its precise role.
      Brand is a massive asset: Brand is an intangible asset, because it is impossible to
       duplicate brand name.
      Brand is promotional tool: The product differentiation done by a brand through sales
      Brand is a weapon to protect Market: A consumer has tried and liked a product; the brand
       enables him to identify the product and repeat the purchase.
      Brand is antidote for middlemen‟s survival: The class of middle man always tends to go
       for a successful brand.
      Brand is a means of identifications of customers: Brand is the easiest way of identifying
       product or service by customers.
                          Tudor India ltd-the power of global technology

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

                                     Brand Conveying
                                      the Consumer







Attributes: a brand first brings to mind certain attributes for a particular product.
Benefits: consumers are buying benefits of the product with brand.
Values: the brand tells about values, which says same thing about the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality, which can be person, animal or object.
User: the brand suggests its own target audience to use the product.
                         Tudor India ltd-the power of global technology

2.2 Brand equity
Brands differ in the power and value they have in the market due to different factors. A powerful
brand known to have brand equity, There are brands, which buyers have a high degree of brand
awareness, brand acceptability, brand preference and brand loyalty respectively. Brand equity is
based on the scope to that, it has brand loyalty, name, awareness, perceived quality, strong brand
relations, and other assets like patents, trademarks. In addition, brands that have strong brand
equity seen as a valuable asset to the firm and can bought or sold for a price.
Brand equity is a set of brand assets and liabilities joined to a brand via its name and symbol,
which adds or subtracts from the value offered by goods or service to a firm‟s customers

         Brand awareness
Brand awareness is an important and undervalued part of brand equity.
Awareness can influence perceptions and attitudes and it drives brand choice and loyalty. It
reflects the salience of the brand in the customer‟s mind. It is a part for the communications
process. It has a key role in the consumer decision-making process and in determining the
consideration. Consumers are aware of a large number of brands when making buying decisions,
and brands with higher awareness levels are more likely to be part of the final buying decision.
Brand awareness also said to influence the brand‟s perceived quality, as found in a consumer
Tudor India ltd-the power of global technology
                         Tudor India ltd-the power of global technology


                    “ALL PROGRESS IS BORN OF INQUIRY”
Research inculcates scientific and inductive thinking and it promotes the development of logical
habits of thinking and organization. The research methodology has gone through which path to
solve the research problem and which tools have been adopted to achieve the desired objective
and more importantly it tells why only that path or tools have been chosen and not other?
Many marketing writers confuse the term 'market research' with the term 'marketing research',
and sometimes these two terms used interchangeably. Thus, it is important to differentiate
between the two terms. Marketing research defined as "the function that brings the consumer,
customer, and public to the market through information - information used to identify and define
marketing objectives and problems; generate, refine and evaluate marketing actions, monitor
marketing performance; and improve understanding of the marketing process". This clearly
shows that marketing research is wide ranging in its concerns. The term 'market research'
according to Adcock et al, is "used to define the specialist activities involved in collecting
information directly through the use of questionnaires and other associated techniques". They
then emphasize, "It is useful to consider market research as a specialist activity which is within
the scope of the marketing research function" and that it is "concerned with collecting primary
                         Tudor India ltd-the power of global technology

3.2 Research Objective
Any activity done without any objective in a mind cannot turn fruitful. An objective provides a
specific direction to an activity. Objectives may range from very general to very specific, but
they should be clear enough to point out with reasonable accuracy what researcher wants to
achieve through the study and how it will be helpful to the decision maker in solving problem.

      To research whether Brand awareness in Branded Battery‟s affects the sales or helps the
       Retailer in making a sale.
      To conduct study on consciousness of buying behavior of Brand “Prestolite”
      Brand Awareness for Branded Battery‟s in consumer minds.
      To know the brand image Prestolite
      To identify the consumer needs
      To research and see which Brand is ahead in “Top-of-the-Mind Awareness” among
       Branded battery‟s
      To know the consumer attitude and demand towards the brand Prestolite
      To find opinion about brand and service provided by Prestolite
      To find the effectiveness of advertisement in developing the brand
      To know the consumers reaction towards brand Prestolite in respect of price,
       maintenance, service etc
                          Tudor India ltd-the power of global technology

A research design is pattern or an outline of a research project is working. It is a statement of
only the essential elements of a study, which provide the basic guidelines for the detail of the
project. It comprises a series of prior decisions that taken together provide a master plan for
executing a research project.
A research design serves as a bridge between what has been established i.e. the research
objective and what done, in conduct of the study to realize those objectives. If there were no
research design, the research would have only foggy notion about what is to be done. There are
numerous specific designs, which can classify into three broad categories.
Research design is the conceptual structure within which the research would conduct.
In fact, it is the general blueprint for the collection, measurement, and analysis of data.
As far as the project is concerned, our study focuses on the following design:
Exploratory Research Design:
The objective of our exploratory research is to find new ideas of relationships between several
facts. The exploratory research includes the expert‟s opinion with the help of the company
personnel and an interview with customers.

Descriptive Research Design:
Descriptive design is a sound basis for making predictions pertaining to the specific marketing
practices, which is a part of the conclusive research. Its main aim is to collect data with a definite
purpose, which makes the facts practical and valuable.
The descriptive research data would collected by secondary data sources like books, magazines,
                           Tudor India ltd-the power of global technology

Collecting the required information from the right source is very important. Sources from which
the data are collected differ as per the required of researcher.
There are two types of data collection sources:

   1) Primary data source
       This data is gathering for the first time for the problem solution. Primary data has to
       collect through well-equipped instruments, as they are first hand information collected for
       the research.
       Primary data about prestolite have collected from the survey of various respondents.

   2) Secondary data source
       It refers to already gathered and collected data. These may be internal sources within the
       clients firms. Externally, these sources may include books or periodicals, data services,
       and through internet.

3.5 Scope of the study:
The study was conduct at various places of Ahmedabad, and a sample size of 100 people was use
to conduct this study. I have visited people randomly nearby my locality.
      The study plays a very important role in market research. It also helps to understand and
       identify the human action towards brand.
      The information thus gathered by conducting a systematic market research would help to
       finding out the brand awareness of the consumers.
      This study mainly focused towards people of Ahmedabad who belong to different type of
       battery user and reside in different localities, in order to find out their preference given to
       particular brand.
                          Tudor India ltd-the power of global technology

3.6 Sampling plan
 Sample unit
The sampling units are various areas of Ahmadabad, which have approached to collect data
from different dealer.

 Sampling method
Sampling method used in this research is simple random sampling and convenience which
also known as non-probability sampling. Under this sampling design, every item of universe has
an equal chance of inclusion in sample. It is say to a lottery method.

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

3.7 Contact Method
Personal interview is use as a method of contacting people.
It is a market research technique for gathering information through face-to-face contact with
individuals. It is the best technique to use early on in the research process when the researcher is
not yet sure which questions need to be asking, because new and better questions can come out
of the dialogue.
                         Tudor India ltd-the power of global technology

3.8 Research instrument
Research Instrument used in this research was Questionnaire.
A questionnaire is a formalized set of questions for eliciting information. It is one of the most
common instruments used for primary data collection. Questions are close-ended and open-
The questionnaire can administer in various ways. It can administer by means of a personal
interviewer as well as by the telephone, Mail. Here, the questionnaire was administer by a
personal interview

3.9 Tools of analysis
For the proper analysis of data, Quantitative Technique such as percentage method was use. In
addition, Microsoft excel was also used for preparing charts for deducing inferences.

3.10 Limitation
         Although full efforts have made in the study but the following limitations should kept in
         the mind before making any conclusion:
             Sample size was small in comparison of entire population (100)
             The respondents may be bias or influenced by outside factors.
             The time constraint was one of the major problems.
             The respondents were limited and cannot be treat as the whole population.
             The accuracy of indications given by the respondents may not consider adequate.
         The research has been conduct according to present market conditions of recession, so
         the finding and inferences may not hold good for every business cycle.
Tudor India ltd-the power of global technology
                             Tudor India ltd-the power of global technology

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

                             particular        percentage
                             Prestolite        26
                             Amco              38
                             Tata green        58
                             Exide             85
                             SF                74
                             other             63

                Prestolite   Amco     Tata    Exide     SF    other

   Interpretation:
      In this study, most of dealer sells Exide, Tata green, SF, and amron. Therefore, few
      dealers sell prestolite battery. At this stage, company should increase relationship with
                          Tudor India ltd-the power of global technology

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

            BRAND             Rank 1     Rank 2     Rank 3       Rank 4        Rank 5
            Prestolite        05                                 10            08
            Tata green        16         22         09
            Exide             53         10
            Amco              30         42         22           09
            SF                22         25                      11
            Other             10         18         25



                                                                          Tata green
           30                                                             Exide
           10                                                             Other Amron

                 Rank 1     Rank 2     Rank 3     Rank 4     Rank 5

      Interpretation:
       Most of dealers sell Exide, amco, SF, and amron. Therefore, the company provides best
       service, distribution and improves the quality of battery. In addition, company provides
       the promotional scheme and good margin on the product.
                     Tudor India ltd-the power of global technology

3. Do you sell the prestolite battery?

                  particular      percentage
                  Yes             26
                  No              74




 Interpretation:
   Only 26% dealer sells prestolite battery. Because of customer are not aware about the
   brand. Therefore, the company should plan to increase sales.
                                Tudor India ltd-the power of global technology

   4. If yes then why customer prefer more?

feature              Very satisfied      Quite satisfied Neither           satisfied Quite                Very
                                                               nor dissatisfied         dissatisfied      dissatisfied
price                1                   2                     3
maintenance          1                   2                     2                        1
service                                  1                     2                        1
warranty             2                   2                     1
durable                                  2                     2                        1

                 2                                                                          price
               1.5                                                                          maintenance
                 1                                                                          service
               0.5                                                                          warranty

                 0                                                                          durable
                           Very       Quite        Neither     Quite        Very
                         satisfied   satisfied    satisfied dissatisfied dissatisfied

    Interpretation:
          Customers who use the Prestolite battery, they are satisfied with their price, maintenance,
          and warranty. However, service and durable is average.
                              Tudor India ltd-the power of global technology

   5. If no then why customer not prefer more?

feature           Very satisfied      Quite satisfied Neither          satisfied Quite               Very
                                                           nor dissatisfied           dissatisfied   dissatisfied
price             1                   2                    4                          6              2
maintenance       1                   1                    4                          4              4
service           -                   2                    6                          5              6
warranty          2                   3                    3                          4              3
durable           -                   2                    4                          3              4




             4                                                                            price
                    Very         Quite         Neither       Quite        Very
                  satisfied     satisfied   satisfied nor dissatisfied dissatisfied

    Interpretation:
          Some of Customers who use the Prestolite battery, they are not satisfy with service,
          maintenance, and warranty. Therefore, the company should more focus on service and
          their quality.
                   Tudor India ltd-the power of global technology

6. Which media company prefer for advertisement?

           Particular              Percentage
           NEWS PAPER
           MAGAZINE                       10
           HOARDING                       56

      60                                          56



               0                    0                       0

 Interpretation:
   Company give advertise through hoarding, it is good for company. However, company
   should also give advertise through TV add, newspaper and radio also. It increases
   awareness about product.
                   Tudor India ltd-the power of global technology

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

                     particular percentage

                     Yes          16
                     No           84




 Interpretation:
   The above table interprets that, when customer comes for purchase battery, they do not
   aware about brand of Prestolite because of company do not promote.
                        Tudor India ltd-the power of global technology

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

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



                                                                   Top of mind
                                                                   middle of mind
                                                                   Bottom of mind


    Interpretation:
       Only 6% know the Prestolite brand means on the top of mind and 82 % below the middle
       of mind because of company not give advertise in media.
                     Tudor India ltd-the power of global technology

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

                        particular percentage

                        Yes         62
                        No          38


 Interpretation:
   The above table interprets that, Prestolite battery provide specific value proposition like
   quality, warranty period, etc. However, some dealer not satisfies with design, look, and
                    Tudor India ltd-the power of global technology

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

                 particular      percentage
                 Yes             28
                 No              72








                       Yes                     No

 Interpretation:
   The above table interprets that, customers are satisfied with the brand and come back for
   purchase the product at 28%. Therefore, company promotes the brand through electronic
                        Tudor India ltd-the power of global technology

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

                    particular      percentage
                    Yes             58
                    No              42



         30                                                         percentage



                        Yes                      No

      Interpretation:
       It is good for company. So, company organise more campaign in the city and give the
       good servise to the customer.
Tudor India ltd-the power of global technology
                      Tudor India ltd-the power of global technology


   That most of consumer do not know about the Prestolite brand
   Only few the respondents are aware of Prestolite battery.
   That the majority of the respondents not bought Prestolite battery because of unpopularity
    in brand and service.
   That the majority of the respondents are in favor of other brand like Exide, amco, Tata
    green, etc
   That the majority of the respondents are expresses advertising is important for a brand.
   That the majority of the dealers agree to that Prestolite retail outlet creates brand image.
   That the majority of the respondents give importance to brand for any purchase
   Company not gives the advertisement on media
   That majority of the respondents have given opinion to promote a brand through TV.
   Company has not strong market as well as brand image.
                           Tudor India ltd-the power of global technology


 The company should increase the level of advertisement through T.V, newspaper, and
   automobiles magazine to sell the product.
 The company should require change look and style of the battery. This effect on the brand
 Company should be promoting the retailer to selling the Prestolite battery.
 The company should create brand image in the market for meet the competition.
 Company should not be dependent on distributors and dealers for sales. They should develop
   their point purchase.
 That Tudor India (Prestolite battery) should bring advertisement in print media and audio to
   attract more consumers towards brand.
 That Tudor India (Prestolite battery) should keep on bringing out new time attractive offers
   and schemes to increase brand value.
 Company should invest money in advertise
 Company should provide the Brochure of the product
                       Tudor India ltd-the power of global technology



     Philip kotler „marketing management‟ , 12th edition published by Pearson education
     Donald r.cooper Research methodology published by Tata McGraw Hill Publishing
      Company Ltd

     http:\
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Tudor India ltd-the power of global technology
                           Tudor India ltd-the power of global technology

I am the student of MBA (HGCE), Ahmadabad. As I am doing my summer project on „Brand
awareness towards prestolite battery‟, I solicit your response to fill up my questionnaire. Your
response shall be keeping confidential and shall be use for academic purpose only. It shall take 5
to 10 minutes.
1. Name:___________________
2. Age:____
3. Contact no.______________
4. Which brand of batteries you sell in your shop?
           a. Prestolite     ( )            d. Tata green   ( )   f SF           ( )
           b. Amco           ( )            e. Exide        ( )   g any other    ( )

5. Which brand of companies most sells in your shop? (GIVE RANK)
              BRAND                Rank 1    Rank 2     Rank 3     Rank 4       Rank 5
              Tata green

6. Do you sell the prestolite battery?
           Yes ( )             No ( )
                          Tudor India ltd-the power of global technology

7. If yes then why customer prefer more?
feature         Very satisfied       Quite satisfied Neither   satisfied Quite         Very
                                                    nor dissatisfied    dissatisfied   dissatisfied

8. If no then why customer not prefer more?
feature         Very satisfied       Quite satisfied Neither   satisfied Quite         Very
                                                    nor dissatisfied    dissatisfied   dissatisfied

9. Which media company prefer for advertisement?
           Newspaper ( )                             Magazine ( )
           TV            ( )                        Hording    ( )

10. When customers come, they are aware about the brand.
           Yes ( )              No ( )

11. Where does the brand stand when consumers are ask to choose among a competitive set?
           Top of mind         ( )             middle of mind ( )
           Bottom of mind ( )
                         Tudor India ltd-the power of global technology

12. Does the brand offer a specific value proposition to the consumer?
           Yes ( )           No ( )

13. Is the brand strong enough to keep consumers coming back for more?
           Yes ( )          No ( )

14. When company organize campaign, customer comes for participate?
           Yes ( )           No ( )

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