A STUDY ON CUSTOMER

SATISFACTION OF
EVEREADY BATTERIES

NIRANJAN MAJJI
1225108224
GITAM Institute of Management
BRIEF PROFILE OF THE COMPANY

 Eveready Industries India Ltd is the leading FMCG

company

 It possesses expertise in manufacturing , marketing and

distributing a diverse range of products to the entire
length & breadth of the country.
OBJECTIVES
 To Approach Appropriate media for promotion

 To analyze the preference of the customers in buying

Eveready batteries.

 To identify the close competitors to Eveready and assess

the factors considered by the buyer to purchase Eveready
batteries.
HISTORY
Eveready Industry India ltd.(EIIL) (formerly known as Union
Carbide India, Limited) is the flagship company of the
B.M.Khitan Group. EIIL started its operation in India in the
year 1905. The first dry cell batteries were imported from USA
and sold in the major cities of the country. These batteries were
primarily in imported torches.
In 1939, the country setup is first battery plant in Kolkata.
This was followed by another battery manufacturing plant in
Chennai in the year 1952. to boost up the market for batteries,
it was logical for the company to setup a torch manufacturing
plant.
COMPANY PROFILE
 EVEREADY INDUSTRIES INDIA LTD (EIIL) started its operation in
India in the year 1905.
 The first dry cell batteries were imported from USA and sold in the major
cities of the country.
 These batteries were primarily used in imported torches. The value of the
first consignment, nearly a hundred years ago, was less than Rs 500.
 Today, EIIL has a turnover of more than Rs 900crore and has a diverse
product portfolio ranging from carbon zinc batteries, alkaline batteries,
flashlights and rechargeable, packet tea under the Greendale brand and bulk
tea.
PRODUCT PROFILE
 Playing the role of a future technology leader, Eveready
not only markets rechargeable batteries and chargers but
is also the sole Indian player in the organized segment.

 ‘Eveready Recharge’ AA NiCd and AAA NiMh batteries

can be recharged up to a thousand times and therefore
result in huge savings!
Flashlights
 Brass Torches: Jeevan Sathi brass torchlight has been a reliable, durable and
repairable, making it a must-have evening companion especially in the
villages.
 It is one of the most trusted brands in rural India across all product
categories.

 Aluminum & Plastic Torches:

 These torches have strong durable bodies, slide switches for easy
handling and come in a wide range of models and colors.
ALKALINE BATTERIES

The recently launched Eveready Alkaline battery is well

geared to meet the power demands of the next generation
of digital equipments such as
 MP3 players,
 personal compact disc players,
 digital cameras and
 new-age toys.
ZINC BATTERIES

 Eveready is the world’s third largest producer of

carbon zinc batteries, selling close to1 billion primary
batteries every year.

 Everyday carbon zinc batteries dominate the Indian

market and are available in all standard sizes and
technology types.
Hierarchy in the sales:

Branch Manager

AREA SALES MANAGER

S.R/RTSM/VSM
SALES OFFICER
S.R/RTSM/VSM S.R/RTSM/VSM
Supply chain:

FACTORY - I FACTORY - II

CARRY & FORWARD

DISTRIBUTOR - I DISTRIBUTOR - II DISTRIBUTOR - III
DISTRIBUTOR - I DISTRIBUTOR - II DISTRIBUTOR - III

RETAILOR -I RETAILOR - II RETAILOR - III

RETAILOR -I RETAILOR - II RETAILOR - III
Manufacturing locations
Distribution:-

 Eveready has a wide distribution network all over the country

with 15 branches, 40 godowns and 4,000 distributors.
 Our products are available at grocery, general provision, music,
electrical, hardware, stationery, gift /novelty stores, at the
chemists’ shops and at photo studios and printing centers. 
 So much so, that many of our products are even available at the
pan and cigarette shops.
 According to AC Nielsen, Eveready batteries are available in 3.3
million outlets out of a total universe of 7.3 million FMCG outlets.
 The distribution structure extends coverage out to 5000-population
villages.
 The company employs a strong sales force so that they can operate
the extensive sales network successfully.
RESEARCH METHODOLOGY

The data for the study is collected from two sources

 Primary data

 Secondary data

 Primary data is collected through a questionnaire

from the customers
 Secondary data is collected from internet and
newspapers
Sampling design:
The size of the sample is 100 and the technique used to collect
the data is random sampling technique

Limitation of the study:

The study is limited to Hyderabad city covering the areas like
 L.B.NAGAR,
 DILSHUKNAGAR,

 BEGUMBAZAR,

 HIMAYATHNAGAR.
ANALYSIS
TYPES OF BATTERIES USED

26; 26%
AA
60; 60% AAA
14; 14%
All
COMPETITORS FOR EVEREADY

23; 23%
Nippo
Duracell
77; 77%
PERFORMANCE OF THE BATTERY

3; 3%
10; 10%
14; 14%

Satisfaction
Good
Verygood
Excelent

73; 73%
OPINION ON THE RATE OF SERVICE

10; 10%

20; 20%
20; 20% Poor
Satisfactory
Good
30; 30% Very Good
20; 20% Excelent
OPINION OF TYPE OF BATTERIES

34; 34%
Single use
Rechargeable
66; 66%
CHANGING OF BATTERIES

8; 8%

21; 21%
16; 16%
Once in a week
Twice a week
Once a month
for every 2 months
55; 55% Less frequently
PURCHASE PATTERN

8; 8%
10; 10%
30; 30%
kirana
Medical shop
Shoping mall
52; 52% Electrical shop
FINDINGS

 Importance to the durability rather than the price

 Nippo is close competitor of Eveready

 A large proportion of the respondents perceived that the

quality of Eveready is good
 Most selling are AA batteries and followed by
rechargeable batteries
SUGGESTIONS

 It Is advised to arrange hoardings & wall paints in main

centers
 Company should involve in matter of reaching the
promotional schemes to the retailers, so that they will get
their benefits accurately
 To augment the sales, the company must extend the
CREDIT PERIOD and offer DISCOUNTS & GIFTS to
the dealers.
CONCLUSION
 From this research, it can be concluded that the most
influencing factor for opting Eveready is due to the unique
qualities like
 brand image
 durability and
 convenient

 By the changing lifestyle the consumption of the batteries are

also increased
 Out of the brands available in batteries majority of the
respondents prefer EVEREADY BATTERIES for its
advantages
THANK
YOU…..