Research Project

on the
Brand “Exide”

Presented by:

Wasifur Rahman

FMS – New Delhi

91-9891864213
 Contents
• Brand History

• Types of Product offered by the

Brand

• Overview of Brand Owner

• Strategic Brand Positioning

• Current market position

• Ansoff Matrix Analysis
 History of Exide
CESCO (1916
)

ABEML (1947)

CESCO
(1972)
India Ltd

Chloride
(1998) Industries Exide Industries Ltd (1995)
Ltd
Nomenclature of the Brand

Oxidization Excellent
Oxide
Exide
 Products Under Exide Brand

 Conventional Lead Acid Battery

 VRLA Battery

 Nickle Cadmium Battery

 Tubular & Tele tubular Battery

 High End Submarine Batteries

Exide Industries
Ltd
• Head Corporate Office in Kolkata, West Bengal.

• Largest Power Storage Solution Company in India and one of

the
largest in South east Asia.

• On domestic front it has 6 factories, 2 in WB, 2 in Maharastra,

1 in
TN and 1 in Haryana.
• All over India – 4000 dealer outlet, 4 regional offices, 28
branch office.

• On International front it has majority stake in foreign

companies. like
Caldyne Automatics Ltd & Chloride batteries Ltd (SE Asia),
Source – Official website of Exide Industries
 Company profile continues…….

Stock Holding Pattern

Stock code: 500086

Benchmarked : BSE Auto
Others, 33%
Market Cap : Rs. 33,600 mn Promotor
Ow ned, 48%
Face Value : Rs. 1
FIIs Ow ned, 8%
CMP : Rs. 42 (FY09) Public Ow ned,
11%
EPS : Rs. 4.3 (FY09)

Target Market

Automotive Industrial Submarine

• Exide – CHLORIDE • Exide – CEIL • EXIDE

• Exide – INDEX • Exide – SF
• Exide – DYNEX • Exide – POWEER
• SF SONIC SAFE

• Exide - JUPITAR
 Diversified Client Portfolio

Automotive
Passenger Vehicles Tata Motors, Maruti, Mahindra-Renault, Hyundai, Fiat, General Motors,
Skoda, Mercedes Benz, Mitsubishi Motors

Two-Wheeler Bajaj Auto, Hero Honda, Honda Motors

Commercial Ashok Leyland, Mahindra, Swaraj Enterprise, Hindustan Motors, Eicher

Vehicles Motors, Escorts, Force Motors

Farm Equipment Punjab Tractors, Mahindra, John Deere, Piaggo Vehicles Ltd.,
Sonalika International, New Holland

Industrial
Telecom BSNL, VSNL, Tata Indicom, Motorola, Lucent Technologies, Ericsson

Power BHEL, Karnataka Power Corporation Lts., GAIL, BEL, ABB, MSEB, NTPC,
Powerware
Other Industrial Indian Railways, L&T, Godrej, Emerson, Josts, Aplab, TVS Electronic,
Numeric, Tata Honeywell, APC, Epoch Electronics Ltd., Tata Liebert,
Dubas
 Strategic Brand Positioning
 Positioning multiple brands across the entire price spectrum
with established brand equity.

 'EXIDE', the brand name embodies the values of excellence,

commitment, dependability and service, which has shaped its
character and leadership with a continuing responsibility.

 Pricing strategy has resulted in a high recall brand

proposition.

 As a Market Leader since inception, has redefining the

market periodically.

 Joined hands with UNICEF to support them in their Child

Environment Programme.
 Road to Success
Factors
 Battery Technology from Ex Parent company CESCO.

 Enjoying a monopoly in Indian market up to 80’s.

 In several African Countries good batteries, irrespective of brand

are known as ‘Exide’!

 Technical collaboration with Shin Kobe group for new technology

in Automotive Batteries.

 Technical collaboration with Furukawa group for new technology

in Industrial Batteries.
 Road to success continues………..

Strategies adopted
 Entering in the Non-Conventional energy sources, where it
integrate and design solar and wind power solution.

 Manufacturing the widest range of storage batteries in the world

from 2.5 Ah to 20400 Ah capacity.

 Offers a battery for every type of vehicle on Indian roads.

 Exide - Inva tubular batteries for Inverter, Tele tubular for

Telecom sector.

 Tied up with Tata to supply batteries for TATA - Nano.

 Acquisition of two lead smelter company.

 Introduction of “ Batmobile ” , “ Exidereachout ”
 Project “Kissan” and “Highway”
 Analysis of Current Position
Net Sales over the years
4500
3881
4000
3443
3500 3157
3000
Rs Crore

2500
2083
2000
1500
1000
500
0
0
2006 2007 2008 2009

Net Profit over the years EPS over the

400 364 5 years
4.5 4.3
350
284 4 3.6
300
248 3.5 3.1
250 3
Rs Crore

Rs.

200 2.5 2.1

152
150 2
1.5
100
1
50 0.5
0 0
0 0
2006 2007 2008 2009 2006 2007 2008 2009

Source – Angel Broking Research

 Current position
continues…..
Indian Indus trial Batte ry M ark et

FY0 8 Sale s Br e ak Up

S bmar ine, Exide, 48%

Others, 52%
2%

Indu s trial,
35%

A utomotiv e, Indian Automotive Battery Market

6 3%

Others, 28%

Exide, 72%
 Current position
continues…..

 Double its Industrial Battery capacity and increase its

Automobile Battery capacity by 50%.

 Capturing the growth in Automotive Replacement market, as

its market share has increased from 72% to 75%.

 Penetrating the rural market through Project Kissan.

 TPM Award 2008, from Japan Institute of Plant Maintenance.

 Substantial increase in export due to demand from

Singapore, UK, South Korea, South Africa.
Ansoff's Product/Market
Matrix
Thank
You