CHAPTER 1

INTRODUCTION
Market potential is the all out interest for an item in a given business condition. So in the event that you would
compose a book on business, you will check all the books composed on business and the business they had. That
is your market potential. Off kilter, deciding the genuine qualities are troublesome and that is the place you have
to utilize different tips and strategies
Deciding of market potential
1) Market Size
The first and most significant factor to consider while deciding business sector potential is the market size of
your item. Market size is the complete market deals capability of all organizations set up. So in the event that I
anticipated propelling another cleanser or Shampoo, at that point all the various organizations, for example,
HUL and P&G are my rivals. Also, the joined deals of cleansers, including marked and non marked items are
my finished market size.
On the off chance that you see buyer level, the market size is commonly enormous. Market size would be in
Millions or billions as well. Be that as it may, as you go down to mechanical level, Market size can be anything
from a lakh to a thousand or even a hundred.
On the off chance that you were a vendor of modern metal balls, at that point all the organizations which are in
assembling are conceivably your clients. So on the off chance that you discover the quantity of enterprises in
your area, that is the perfect market size which you can target when propelling another Ball bearing item. Psyche
you, this is 100% market size. The market caught by you and who will be your future client is an alternate story
through and through.
The most ideal approach to get showcase size is to contact neighborhood inquire about organizations in the event
that it is a private company. On the off chance that it is a huge business, it is smarter to take Market inquire
about information from organizations like Nielson or IMRB. Assurance of market size is the initial step to
decide advertises potential.

2) Market development rate :The PC advertise when contrasted with the PC showcase or the cell phone
showcase is declining. So on the off chance that you are an organization which makes PC's, at that point you
must know that you are entering a declining market. Rather, on the off chance that you have the potential,
why not enter the Laptop showcase or the Smartphone advertise.
 The continuous pattern in the business is significant as it can forecase the fate of your item. At first, books were
extremely popular, however now they have been supplanted by EBooks and there is not really any requirement
for the physical books (however individuals despite everything adoration to understand them).

At the point when you study advertise development, you need to figure dependent on the contrasts between
product offering augmentations and a totally new idea in the Market. Samsung has the Samsung cosmic system
arrangement which is a pioneer arrangement in Samsung. Normally, at whatever point another product offering
expansion of Samsung Galaxy is propelled, it will sell in the market. Be that as it may, will another product
offering sell at a similar pace? So the Market development rate is emotional and it relies upon the sort of item you
are going to dispatch.

Market development rate can be dictated by checking the statistical data points of the most recent 5 years of the
business that you are in. Many top sites will give you such information. Indeed, even papers do visit investigation
of which are the ventures that are developing and at what rate. Today, if I somehow managed to enter the E-
business industry, it will be a shrewd decision in light of the fact that the business is developing significantly. Be
that as it may, 10 years down the line, another innovation may be created, which makes E-business purchasing out
of date.

3) Profitability
Returning to the E-trade model, numerous independent companies have a blended input for E-trade organizations.
Some state that the market is immense and there is a great deal of potential. In any case, others state that they
have endured gigantic misfortunes due to the measure of bundling and the vehicle costs required for delivery
across nation. These are the two points of view and them two are right.
Deciding and gauging your productivity is imperative to comprehend the market potential. On the off chance that
the business is going to give low productivity, at that point the volumes should be high (ex – fmcg items) or on
the off chance that the business is going to give low volumes, at that point the benefit should be higher (ex –
modern merchandise).
Estimation of gainfulness to decide Market potential can utilize three primary components
return on initial capital investment – Return on speculation
ROS – Return on deals
RONA – Return on net resources
ROCE – Return on capital utilized
You can utilize any of the counts referenced above to compute the probability of productivity and to decide how
beneficial the business or item will be.
4) Competition
You have to know and comprehend the challenge in an industry to decide the market potential for the item you
are going to dispatch. On the off chance that the business has high challenge, the section obstructions will be high
and simultaneously, setting up yourself will require profound pockets. You may need to bring down the cost of
your items despite the fact that you are giving higher worth. This necessitates you have enough cash to endure
shots till the time rivalry leaves the market.
This is actually what happens when top brands enter businesses which were ruled by Smaller players. Today, little
retailers are enduring under the brunt of enormous worldwide venders. In any case, this doesn't mean private
ventures have quit setting up themselves. They are utilizing various systems to draw in clients to their
organizations. One such technique is acceptable client assistance, which is absent in huge companies.
At the point when rivalry is low, advertise mindfulness will be low too. A model can be taken of modern
refrigeration items, where the challenge is low, yet the item information is low too. So your rival is similarly
liable to impact the potential purchaser as you may be. Separation will be insignificant in light of the fact that
there is no need of putting resources into separation. In such a market, the organizations which really separate,
actually command the market they are in.
Deciding business sector potential expects you to comprehend the market remaining of different contenders and it
likewise necessitates that you have the fundamental plans up your sleeves to see how to handle these contenders
when the opportunity arrives.

5) Product and purchaser type

Is your item a continue purchasing item or one time deal as it were? In the above models, Soap and cleanser is a
continue purchasing item. In any case, when you purchase a fridge, I question you will require another for the
following 10 years. So in your entire lifetime, you will purchase 8-10 coolers at the maximum. Yet, in a year, you
are probably going to purchase 40-50 cleansers independently. That is 300-400 cleansers for every person in their
job. Duplicate that by a billion and you can comprehend the market capability of the cleanser business.
So how as often as possible is your item going to be purchased once more? Numerous toothpaste organizations
effectively push the buyer to brush twice in a day. One reason is that your teeth will be better. Yet, another
explanation is that the toothpaste will be devoured quicker and you will purchase another toothpaste soon.
Subsequently the push for brushing twice every day!!
Is your item totally new in the market? How likely is the client to acknowledge and receive the equivalent and
what are the obstacles to be looked in item appropriation? Would you be able to figure them at the present time?
Since that will help in deciding business sector potential.
The over 5 components will give you an excellent thought regarding the market capability of your item,
independent of whether the item exists in the market or you are going to dispatch another one. Keep in mind –
this doesn't have any significant bearing to imaginative items in light of the fact that the market size and
development pace of inventive items is obscure.

Importance of Market Potential

It is significant for another business to know and decide the market capability of the result of administration being
advertised. On the off chance that the market potential is low, at that point there is no point spending a great deal
of cash on the item. One of the most significant parts of market potential is the measure of business an item can
produce in future when contrasted with today. Organizations can likewise assess the piece of the overall industry
of organizations in the market. The most pertinent inquiry is the objective market developing for the contribution.
Market potential assists business with arranging better and dispatch their items and administrations with better
readiness. Contingent on the general market potential, organizations can distinguish the business potential, or the
measure of deals they would do in that recognized market.

Assurance of Market Potential

It is a subset of the all out populace, where showcase potential is the populace, every one of whom can be
potential customers of the item or administration. Market potential is the greatest populace which would be keen
on the item/administration, and gives a decent knowledge on the development probability too.

All out market potential can be determined regarding units or cash. Elements for computing Market Potential
There are different elements which are significant for knowing the real market potential:

1. Absolute Size of the Market : This implies the all out estimation of clients or customers for the specific
contribution. higher the number better it is.
2. Degree of profitability : This would mean is the market beneficial to put resources into? A market which would
give a decent profit for the expenses caused would just prompt great business today just as in future.
3. Development Rate of the Market : An objective market might be acceptable today as far as size and ROI yet is
it going to be ascending in future too? Thus the development rate and patterns are significant for deciding the
market potential
4. Class Competition : what number and how large are the contenders for our item/administration?
5. Section Barriers : Are there any genuine obstructions to passage into the current market? for example High
permit cost can be an issue
6. World of politics : In worldwide markets, the world of politics frames a significant factor in deciding the
market potential.
7. Interior Environment : Overall the market potential might be awesome however the inquiry emerges that are
we sufficiently able to contend in the market with appropriate contribution, cost, rivalry.

Brand awareness

Brand mindfulness alludes to the degree to which clients can review or perceive a brand. Brand mindfulness is a
key thought in customer conduct, promoting the executives, brand the board and methodology advancement. The
buyer's capacity to perceive or review a brand is integral to buying dynamic. Buying can't continue except if a
customer is first mindful of an item classification and a brand inside that classification. Mindfulness doesn't really
imply that the shopper must have the option to review a particular brand name, yet the person must have the
option to review adequate distinctive highlights for buying to continue. For example, if a buyer requests that her
companion get her some gum in a "blue pack", the companion would be required to realize which gum to
purchase, despite the fact that neither one of the friends can review the exact brand name at that point.

Various kinds of brand mindfulness have been recognized, in particular brand review and brand acknowledgment.
Key scientists contend that these various sorts of mindfulness work in on a very basic level various ways and this
has significant ramifications for the buy choice procedure and for showcasing interchanges. Brand mindfulness is
firmly identified with ideas, for example, the evoked set and thought set which depict explicit parts of the buyer's
buy choice. Purchasers are accepted to hold somewhere in the range of three and seven brands in their thought set
over an expansive scope of item classifications. Customers will typically buy one of the main three brands in their
thought set.

Brand mindfulness is a key pointer of a brand's serious market execution. Given the significance of brand
mindfulness in buyer buying choices, advertisers have built up various measurements intended to quantify brand
mindfulness and different proportions of brand wellbeing. These measurements are on the whole known as
Awareness, Attitudes and Usage (AAU) measurements.

To guarantee an item or brand's market achievement, mindfulness levels must be overseen over the whole item
life-cycle - from item dispatch through to showcase decrease. Numerous advertisers normally screen brand
mindfulness levels, and on the off chance that they fall beneath a foreordained edge, the publicizing and limited
time exertion is escalated until mindfulness comes back to the ideal level.
Brand awareness refers to the extent to which customers are able to recall or recognise a brand. Brand awareness
is a key consideration in consumer behavior, advertising management, brand management and strategy
development. The consumer's ability to recognise or recall a brand is central to purchasing decision-making.
Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that
category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name,
but he or she must be able to recall sufficient distinguishing features for purchasing to proceed. For instance, if a
consumer asks her friend to buy her some gum in a "blue pack", the friend would be expected to know which gum
to buy, even though neither friend can recall the precise brand name at the time.

Different types of brand awareness have been identified, namely brand recall and brand recognition. Key
researchers argue that these different types of awareness operate in fundamentally different ways and that this has
important implications for the purchase decision process and for marketing communications. Brand awareness is
closely related to concepts such as the evoked set and consideration set which describe specific aspects of the
consumer's purchase decision. Consumers are believed to hold between three and seven brands in their
consideration set across a broad range of product categories. Consumers will normally purchase one of the top
three brands in their consideration set.

IMPORTANCE OF BRAND AWARENESS

AWARENESS

Awareness is the ability to directly know and perceive, to feel, or to be cognizant of events. More broadly, it is the
state of being conscious of something. Another definition describes it as a state wherein a subject is aware of
some information when that information is directly available to bring to bear in the direction of a wide range of
behavioral actions. The concept is often synonymous to consciousness and is also understood as being
consciousness itself.

COSIDERATION

In the legal system, the term consideration in contract law refers to something of value given to someone in return
for goods, services, or some other promise. A valid contract must include consideration for every party involved.
In simple terms, consideration is the basic reason a party enters into a legal contract.

CONVERSION
In electronic commerce, conversion marketing is the phrase used to often describe the act of converting a
customer who browses your site to a paying customer Conversion marketing is measured by conversion rate —
the percentage of visitors who take the desired action.

ADVOCACY

Advocacy is an activity by an individual or group that aims to influence decisions within political, economic, and
social institutions. Advocacy includes activities and publications to influence public policy, laws and budgets by
using facts, their relationships, the media, and messaging to educate government officials and the public.
Advocacy can include many activities that a person or organization undertakes including media campaigns, public
speaking, commissioning and publishing research. Lobbying (often by lobby groups) is a form of advocacy where
a direct approach is made to legislators on a specific issue or specific piece of legislation.

TYPES OF BRAND AWARENESS

Brand Recall

This is defined as a customer’s ability to elicit a brand name from their memory as a result of a prompt by a
product category. If a consumer hears the word “airlines” (a product category in this case), it should bring specific
brand names to mind.

Usually, a customer is able to recall at least 3 brands. A few can recall 7 brand names, and at least 1 to 2 brand
names for product categories that they have low interest in. Brand recall shows that there is a strong link between
the product category and brand. Brand recall is also referred to as unaided or spontaneous recall.

Brand Recognition

Defining brand recognition is to help customer’s ability to differentiate a brand when in contact with it. The
customer need not remember exact brand names. But when a brand name is given, the customer is able to state the
product or product category, for instance.

Brand recognition can also happen through other features like slogans, packaging, logos, and jingles. It is also
known as aided brand recall.

Top-of-mind awareness
What exactly is top-of-mind brand awareness? This is defined as the first brand that comes to a customer’s mind
when they are asked an unprompted question about a product category. It is a response that is “off the top of your
head”.

When the same concept is applied to a larger group of consumers, it is then referred to as the most remembered or
most recalled brand name. Sometimes, there can be many recalled brand name.

Brands that consumers can remember “off the top of their head ” are highly likely to be considered during
purchase. This is especially true where the consumer has to choose among competing brands and if there are
positive associations with the brand. This usually happens in the cases of impulse buying or low-involvement
categories.

Brand Dominance

Sometimes, brand names become synonymous with product categories. Such brands are said to be generic brands.
A good example here are brands like Coke and Kleenex. Usually, when one wants a beverage, they are likely to
ask for a coke.
While it might look like a great idea for a brand to end up being generic, it may work against a brand where
competing brand names are introduced at the request of the generic brand name.
CHAPTER 2

REVIEW OF LITERATURE

Stanley F. Teele et al (1944) had studied the marketing practices of Food manufacturers and observed that the
use of brand names is not directly related, however, to high distribution costs because it is the intensity with which
brands are promoted that determines costs rather than their use alone. The costs of marketing differ very decidedly
from organization to organization within the same product division of the food industry. It is of great importance
to see how wide a range of marketing practices may be adopted successfully by companies in competition with
each other. The wide variety of marketing practices had exemplified by the extent to which firms differed in the
selection of types of customers. Personal selling costs vary significantly from one industry to another, but within
each industry there is more of a
tendency toward a common or typical figure. Firms of larger size tend to had higher distribution costs in relation
to smaller firms in the same industry.

Barksdale et al [1972] had conducted in the United States cross-sectional study on consumers attitudes towards
the policies and practices of business of a national sample of consumers. Consumers showed a high level of
apprehension about certain policies of business and discontent over specific marketing practices. Most consumers
valued the free enterprise system highly.In the marketing system presence of imperfections was believed to be
caused by the ineptness, carelessness, and apathy of consumers. Consumers also believed that their problems
needed more attention and expressed the need for greater government regulation.

Drucker Peter F. [1973] had written that in modern society there is no otherleadership group but managers.
Despite the emphasis on marketing and its approach, marketing is still rhetoric rather than reality in many types of
businesses. After manyyears of marketing the rhetoric consumerism has become a powerful popular movement
that has prove that not much marketing has been practiced.
Williamson [1975] in a study concerning the pattern of adoption of new drugs, surveyed 140 general practitioners
and the results showed that doctors prescribing attitudes are strongly influenced by the characteristics of the drug.
He pointed out that a single marketing practice for the entire product line would be ineffective and recommended
a different combination of marketing variables to influence sales revenue in each product market taking into
account the complex factors characterizing each product market and the effects of the product characteristics on
doctor's prescribing attitudes. He also draws literature on risk assessment to examine the medical practitioners
prescribing the new drugs”. He concluded that the level of risk which a doctor perceives determines the external
validation he or she requires in order to prescribe the drugs. The preferred information sources vary with the
perceived riskiness of medicines by the doctors. He also stated that the most important source for low-risk drugs
are medical representatives, but are less important for higher risk drugs.

Arndt et al [1977] had conducted in Norway cross-sectional study for exploring the opinions of present and
potential business executives concerned for marketingpractices and corporate responsibility. The survey has not
revealed any pronounced pro-business stance in the area of consumerism. The executives were more pro-business
on statements of ideological nature; they were at the same time critical of marketing practices when their own
experiences as consumers were unplcasar. The researcher concluded that on the consumerism executives were not
too far out of step with the executives from other developed.

Slatter [1977] stated that a pharmaceutical product market share is dependent on the medical practioner
acceptance. The product is also a function of all the level of promotional expenditure at the time of product
introduction and the inherent therapeutic quality of drug. “He found that a company obtaining a higher market
share in a particular therapeutic segment, leading to higher profits, will be able to spend more on the promotional
activities to defend its market position as well as to support a large research and development resulting in new
product development.

Lilien [1979] had done the research in the business marketing practices in a major project called ADVISOR and
reported the following findings:
1. The marketing budget is decided to be 7% of its sales by most of the average companies. It spent only 10% of
their marketing budget on promotional activity like advertising while the remaining on sales force, trade shows,
sales promotion and direct mail.
2. The companies will spent a higher than average amount on promotion like advertising when their products have
higher quality, uniqueness or purchase frequency or where more customer preferences.
3. The companies set a higher than average marketing budget when their customers were more dispersed or when
the growth rate of customer is higher.

French et al [1982] had examined consumerism and related regulation through a cross-sectional study during a
highly uncertain economic period in Britain. The periodis characterized by high unemployment, presence of EEC
trade regulations and agovernment reluctant to support industry.The author found that there is dissatisfaction in
the mood of consumers towards the current marketing practices concerning product quality, truth in advertising
and fairness in prices. The author further concluded that a mood is strong enough for consumers to advocate not
only price controls, but also promotion and product quality controls as well. The Study further stated that the
businesses which ignored public criticism for their practices have experienced a tremendous trouble in the future
growth.

Mackowiak et al [1985] found the relationship between promotion and demand for medicines by using
econometric modeling. They looked at benzodiazepines and diuretics which were the medicines from 1977 to
1981 and investigated the overall organizations promotional expenditure affecting the demand for a group of
medicines that is overall market size and how individual company promotional expenditure affected demand for a
particular drug that is market share.

 Keller (2003) also noted that brand awareness is built and increased by familiarity with the brand as a result of
repeated vulnerability which eventually leads to consumers experience with the brand. Consumer’s experience of a
particular brand could either be by hearing, seeing, or thinking about it and this will help the brand to stick in their
memory. Brand awareness can be referred to as the degree of consumers’ familiarity with a brand.
CHAPTER 3
COMPANY PROFILE

EXIDE INDUSRIES LIMITED is a storage battery manufacturing company. It is one of the

largest producers of batteries. It manufactures two types of batteries i.e., automotive and
industries batteries. Automotive batteries are meant for cars, vehicles, trucks etc. Industrial
batteries (i.e., VRLA value regulated lead acid0 are meant for standby power Railways,
telecommunication system etc.

Exide was first started in the year 1946 at Shamnagar near Calcutta and having branches all
over India it is oldest players in storage of lead acid batteries sector.

Exide is a dominant player in the Industrial Battery segment, with a product range covering
capacities from 2.5 Ah to 10,000 Ah and more. Using the latest technological inputs of
manufacture industrial batteries for the power, telecom, infrastructure projects, computer
industries, railways, and mining and defence sectors.

Product range includes both Flooded type Lead Acid batteries as well as sealed Maintenance
Free(SMF) VRLA type in the Mono block and 2V range to meet in which most applications
needs. VRLA batteries are manufactures in Technical Collaboration with Shin Kobe-Japan
Manufacturers of Hitachi Range of batteries Continuous process of developing new products
and enhancing existing products in our R&D Centre at Kolkata.

To ensure industrial customers have the benefit of the latest range of packaged power
products and created the sealed maintenance free power safe battery which ranks among the
best in different class of batteries.

The 4925 million Exide Industries Ltd. Is the largest power storage solution corporation in
South and South East Asia and among the largest in the world.They supply over 70% of
India’s automotive and industrial needs and are global supplier to American Power
Conversion, the world’s largest UPS manufacturer. Exide is also one of the few companies in
the world to manufacture submarine batteries.
Exide’s on-house R&D, recognised by the department of scientific & Industrial Research,
Ministry of Science and Technology, Government of India, and technology collaborations
with Shin Kobe, a subsidiary of the Hitachi Group, and also Furukuwa keeps them on a par
with world leaders, for products manufactured by them- Industrial batteries, Traction
batteries, fast-moving batteries. Apart from official certifications, customer appreciation from
individuals as well as companies such as Honda, Toyota and Hyundai testify to our quality.
With six factories spread across the country, Exide’s range and scale of manufacturing
operations can be matched by very few companies in the world.

About Exide

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 range of batteries for every conceivable
application in industrial as well as automotive segment. 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 centre. 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, power, telecom, railway and submarines,
among others. Exide is also present in the non-conventional energy business where it designs
and integrates solar and wind power solutions.

History

The company was incorporated as Associated Battery Makers (Eastern) Ltd., on 31st January,
1947 under the companies Act, 1913 to purchase all or any of the asset 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 there 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 part and the company of the other
part. The name of the company was changedto Chloride India Ltd on 2 nd August, 1972. The
name of the company was again changed to Chloride Industries Ltd. Vide fresh certificate of
Incorporation dated 12th October, 1998. The name of the company was further changed to
Exide Industries Ltd. On 25th 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 – in Maharashtra, one in West Bengal,
second in Tamil Nadu 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 company started manufacturing
storage batteries in the country and has growth 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 p/c., in 1989, after the latter divested its ownership in favours of a group of
Indian shareholders. The company has grown steadily, modernized 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. In the year 1994, the company
had entered into a technical collaboration with Shin Kobe Electric Machinery Co. Ltd. Of
Japan, a subsidiary of the Hitachi Group. The main objective of entering into this
collaboration was accessing technology for the new automotive vehicles entering the Indian
market. Further in the year 1998, with an objective of increasing capacity without the time
lag in setting-up Greenfield project the company acquired the Industrial Undertakings of
Standard Batteries Limited as a going concern. This acquisition strengthened its production
base as well as giving the company access to technology from The Furukawa Battery
Company of Japan. Exide Industrial Limited is a storage battery manufacturing company it is
amongst oldest players in the storage lead acid batteries sector. It is one of the largest
producers of batteries. It manufactures two types of batteries i.e. automotive and Industry
 batteries. Automotive batteries are meant for cars. Vehicles, track house etc. Industrial
batteries (i.e. VRLA Vaal Regulated lead Acid0 are meant by standby power Railways,
Telecommunication system etc. Exide was born in 1946 at Shamanagar near Kolkata and
having branches all over India now the headquarter of the industry is at Kolkata. As on today,
the company has a domestic market share of 45% in industrial, 72% in Auto OE and 73% in
replacement auto. The company power most of industrial and automotive segments in the
country and the products are used in critical application in infrastructure and defence sector.

The following table represents the ISO certifications of the company’s various plants:

ISO TS- ISO OHSAS

9001 16949 14001 18001
Haldia   
Hosur    
Shamnagar   
Taloja   
Chinchwad   
Bawal 

AWARDS:

(A) Company’s Plant at Sham agar, 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
 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
 TC Trophy for safety, Health & Environment-by CII-2007

(C) 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 2000

 1st company to be put on MPCB Website for using secured landfill in 2003
 Quality Silver Award by Bajaj in 2006

(D) 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 recognition:

 100 PPM award from OEM customer American Power Corporation-January 3

 Quality award from OEM customer Toyota-April 3
 Safety award from Government of Tamilnadu-April 3
 100PPM award from OEM customer Hyundai-June 3
 Zero PPM Award from OEM customer Toyota-April 4
 Green award from OEM customer Toyota- April 4
 Best Quality supplier award from OEM customer Toyota-April 5
 Zero PPM award from OEM customer Toyota-April 5
  Quality Delivery award from OEM customer Toyota-April 5
 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 2006
 CII-EXIM Bank Award for Strong Commitment to Excel by CII in 2006
 6th TERI Corporate Environmental award-May 7

(E) Company’s Plants at Chinch wad, Maharashtra and Bawal, Haryana are ISO/TS-16949 and
ISO-14001 certified by TUV-NORD

(F) The company also secured Best SMF Battery Award for three consecutive years -2005- 2006-
2007

INDUSTRIAL BATTERIES

The company plans and manufactures its industrial batteries in a wide range from 205 Ah to
20,600 Ah in conventional flooded and Valve Regulated Lead Acid (VRLA) design. In local
market, the company sell its products for the most part under EXIDE, INDEX, SF, CEIL &
POWER SAFE brands and in the international markets mainly under CEIL, CHLORIDE and
EXIDE brands.

Industrial batteries are if three types, conventional lead acid batteries, VRLA (Valve
regulated lead acid batteries and Nickel-cadmium batteries. Both organized and unorganized
players.

AUTOMOTIVE BATTERIES

In the local market, the company offers under EXIDE, SF, SONIC and Standard Furukawa
Brands. ‘EXIDE’ and ‘SF’ are its lead brands. In the international market the products are
sold mainly under DYNEX, INDEX and SONIC brands. The company supplies batteries to
almost all the car and two-wheeler manufacturer in the country. The company has a
distribution network comprising more than 4000 merchant outlets. These outlets are
supported by 4 local work places 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.

SUBMARINE BATTERIES

The company also manufactures high-end submarine batteries (Type 1, 2 & 3. The company
manufactures two to three submarines batteries a year to meet the country’s defence
requirements. The company is one of the five companies in the world 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.
BOARD OF DIRECTORS OF EXIDE INDUSRIES LIMITED

NAME DESIGNATION

Mr. Bharat Dhirajlal Shah Chairman &Independent Director

Mr. G. Chatterjee Managing Director & Chief executive officer

Mr. A. K. Mukherjee Director Finance & Chief Financial Director

Mr. R. B. Raheja Vice Chairman & Non-Executive Director

Mr. Subir Chakraborty Director Automotive

Mr. Arun Mittal Director Industrial

Mr. Vijay Aggarwal Independent Director

Mr. Nawshir H. Mirza Independent Director

Mr. Surin Kapadia Independent Director

Mr. Sudhir Chand Independent Director

Ms. Mona N. Desai Independent Director

VISION, MISSION AND CORE VALUES

VISION

To be recognized as a world class company and be the customer preferred choice in energy
storage system.

MISSION
To carefully balance the interests of all stakeholders; strive to fulfil aspirations of the
employees and pursuer excellence with passion, without deviating from our core values.

CORE VALUES

 Customer orientations
 Personal integration & commitment
 Team work and mutual support
 People development and involvement
 Striving for excellence
 Management by processes and facts
 Responsible corporate citizenship

The rationale behind each of these core values is as detailed below:

CORE VALUE: CUSTOMER ORIENTATION:

Excellent organizations know and intimately understand their customers (both external and
internal). They understand that customer loyalty; retention and market share gain is
maximized through a clear focus on the needs and expectations of both existing and potential
customers. Keeping in mind their competitive advantages, they anticipate and gather
customer’s needs and expectations and act in order to meet/exceed them through product and
service quality. They build and maintain effective and proactive relationships with customers.

CORE VALUE: PERSONAL INTEGRITY & COMMITMENT

People are the backbone of an organization of the characters of its people gives the character
and culture of the organization. Personal integrity gives courage and fearlessness whilst
commitment gives ownership and as consequence accountability, factors which are essential
for superior performance

Lack of integrity and commitment can break and devastate any laid down system, however
well defined it may be.

CORE VALUE: TEAMWORK AND MUTUAL SUPPORT:

Organizations are groups of people, not individuals. No one person has the competence and
experience to know all the processes and practices. People are dependent on each other and
only when they work as a team and support each other synergy can come. In most cases, we
see a problem that appears impossible to solve by an individual, gets solved when approached
through a cross-functional team.

CORE VALUE: PEOPLE DEVELOPMENT AND INVOLVEMENT:

Excellent organizations identify and provide the competencies needed to implement the
strategies and plans. They actively support development so that people can use their full
potential and adapt to the changes. They encourage and provide opportunities for
involvement in improvement activities while building a culture of trust, openness and
empowerment.

CORE VALUE: STRIVING FOR EXCELLENCE;

Excellent organizations continuously learn, both from their own activities and from that of
others. They capture and share the knowledge in order to maximize learning across the
organization. There is an openness to accept and use new ideas to seek opportunities for
continuous improvement and innovation that add value.

CORE VALUE: MANAGEMENT BY PROCESSES AND FACTS:

Excellent organizations have an effective management system based upon and designed to
deliver, the needs and expectations of all stakeholders. Policies, strategies, objectives and
plans are enabled and assured through a clear set of integrated processes. These processes are
established, managed and improved continuously. Decisions are based on factually reliable
information rather than on hearsay and hunches.

CORE VALUE: RESPONSIBLE CORPORATE CITIZENSHIP:

Excellent organizations adopt a highly ethical approach by being transparent and accountable
to their stakeholders. They actively promote social responsibility and ecological
sustainability. Through open and inclusive stakeholder engagements they meet and exceed
the expectations and regulations of the local and global community. They are aware of the
 organization’s impact on both the current and future community and take care to minimize
any adverse impacts.

ORGANISATIONAL STRUCTURE

MANAGING
DIRECTOR

MARKETING FINANCE HRM

OPERATIONS
DIRECTOR DIRECTOR DIRECTOR
DIRECTOR

MARKETING FINANCE
MANAGERS SUPERVISORS
PRODUCTION PERSONNEL
TEAM LEADERS MANAGER

SALES ACCOUNTS
TEAMS ASSISTANTS

PRODUCTION
TEAM
MEMBERS
CUSTOMERS OF EXIDE:

 EICHER
 MOTOROLA
 BHEL
 GODREL
 APLAB
 ERICSSON
 SIEMENS
 EMERSON
 HMT and so on...

COMPERETITORS OF EXIDE:

The present competitors of Exide Industries Limited are:

 AMCO BATTERIES
 TUDOR
 PRESTOLITE
 HYDERABAD BATTERIES LTD
 AMARARAJAN BATTERIES
 PANASONIC.

The coverage in India

 Bawal
 Taloja
 Shamnagar
 Haldia
 Chinchwad
 Hosur
Quality / Environment / Occupational Health & Safety System:

 Total Quality Management

In keeping with its vision to make customer satisfaction the core of its business philosophy,
Exide Industries Limited, has implemented an exhaustive organization. TQM is a strategies
initiative of EXIDE and they have progressed a lot along this unending journey towards
Business Excellence. The Quality Management System (QMS) is certified to ISO 9001 for
Industrial Division as well as Submarine Division. For the Automotive Division the QMS is
certified to ISO/TS-16946. These certifications although issued in the names of the different
factories, however include all the business processes of R&D, Manufacturing, Marketing,
Sales and After Sales Support and Corporate functions. The Environmental Management
System (EMS) is certified to ISO 14001. The Occupational Health & Safety (OH&S) system
is certified to OHSAS-18001. The certification body is the renowned TUV-NORD head
quartered in Germany

The TQM efforts are focused around the 3 broad dimensions of

 Customer Orientation.
 Process Improvements, and
 People Involvement

The aim of all processes is geared toward customer satisfaction, which is periodically
measured to get feedback about the performance and act as trigger points to undertake
corrections and improvements. The processes have been mapped and defined in the QMS /
EMS / OH&S systems, and actions are taken to continually improve upon them in order to
improve the quality of products and services, reduce waste and improve efficiencies. People
involvement is ensured through team working such as Quality Circles and Small Group
Activities. From system certifications the company has extended to Business Excellence
based on the European Foundation for Quality Management (EFQM) Model.

Over the last few years they have won a number of awards and accolades from different
Chambers of Commerce, Forums and Customers. They include the prestigious CII-EXIM
business Excellence Awards, the Manufacturing Excellence IMEA Award by Frost &
Sullivan, Corporate Environment Excellence. The TQM activities also include the initiative
of Total Maintenance (TPM). The state of the art factories are implementing the rigorous
road map given by the Japanese Institute of Plant Maintenance (JIPM). This is paying rich
dividends in the form of improvement in production, machine utilization, reduction of
downtime, reduction of cost etc. One of the factories has already been recommended for the
JIPM-TPM Award.

The various policies at EXIDE INDUSTRIES LIMITED:

 Quality Policy:

The aim of the company is to always provide satisfaction to customers.

 A Quality System meeting international standards will be implemented and

maintained.

 The Company will develop, design, produce and market products and services that
cater continuously to the needs and expectations of customers and succeed in
gaining/retaining a competitive edge.

 Procedures and processes shall be standardized and effective control systems

instituted to eliminate variability due to non-conformance. The standards and systems
shall be continually reviewed and upgraded.

 Periodic audits and management reviews shall be carried out.

 Human resources will be developed through planned and structured training and
development programs to be conducted on a regular basis.

 Environmental Policy

Minimize the adverse impact of the activities, of the organization products and services by
implementing an environmental management system.
  Communicate with all interested parties and all people working for or on behalf of
the organization.

 Prevent pollution, through waste minimization at the source, recovery/treatment of

emissions and releases, conservation of energy, re-cycling and optimum use of
resources.

 Continually improve the environmental performance through setting and reviewing

associated objectives and targets and periodic evolution.

 Comply with applicable legal requirements and other requirements related to the
environmental aspects.

 Total Productive Maintenance (TPM) Policy:

The members of Exide Industries Limited in the pursuit of excellence and customer
satisfaction are committed to achieve optimum utilization of all available resources by
implementation of Total Productive Maintenance.

The aim of organization is to:

 Create a safe and clean working environment.

 Improve Overall Equipment Efficiency by eliminating all losses.

 Strive for Zero breakdowns, Zero defects and Zero accidents.

 Train, Involve and empower people.

 Occupational Health & Safety Policy

The members at Exide Industries limited believe in the core values of striving for Excellence
and Responsible Corporate Citizenship and hence are committed to providing a healthy and
safe working environment throughout the organization. It is the policy of the company to:

 Ensure continual improvement in the OH & S Management System and its

performance by setting and reviewing objectives and targets.

 Ensure that operations and processes are safe and free from risk to health

 Comply with all applicable legal and other requirements related to identify OH & S
risks.

 This OH & S Policy shall be made available to interested parties.

 Educate and involve persons, working under the control of it, in OH & S activities.

 Corporate Social Responsibility Policy:

In line with the vision of being recognized by society as a responsible corporate citizen the
following shall be the policy,

 Exide shall successfully combine shareholder value with environmental and social
responsibility.

 CSR is considered as one of the key business processes, which has been identified by
the management and considered critical to be a successful organization. Exide shall
also establish the sub-processes to internalize this key process with a mechanism to
measure and control the effectiveness.

 The Policy is to help people through a sustainable model; in such a way that they are
able to stand on their own feet and can participate in the economy through their
enhanced capacities.

 Exide firmly commits itself to do its business in a responsible and ethical way.
The factory has various departments:

 Customer Support and Services

 Personal and Administration
 Accounts department
 Engineering Services
 Materials department
 Productive department
 Technical department
 Marketing department (the head office is Peenya at Bangalore)

Focus For Exide Hosur:

 Make a Hosur Factory a Global Player

 Quality
 Productivity
 Cost
 Delivery
 Safety and Cleaner Environment
 Highly Motivated Team
 Fast Response (Before and After Sales)
 Long Lasting Term Customer Relationship

EXIDE Hosur-Dream to Be Realized:

 To become a Formidable Global Enterprise through manufacturing excellence

PRODUCTS OF EXIDE INDUSTRIES LTD:

The EXIDE produces the following products:

 Golf cart Battery

  VRLA for telecom
 Plante
 Tabular for Inverters
 VRLA for UPS system
 Traction
 Railway starter
 Miner’s cap lamp

List of awards won by Exide Haldia at CII (Eastern Region) Annual

Awards Ceremony 08-09

QUALITY AWARD CII 2009 Exide Trophy for Significant Improvement

in TQM – 2nd Prize

PRODUCYIVITY CII 2009 Certificate of Merit for winning the Second

position for sustained Level of High
Overall Productivity.

SHE (SAFETY, HEALTH CII 2009 Certificate of Appreciation in recognition

& ENVIRONMENT) of commendable efforts towards significant
improvement in Safety, Health &
Environment (SHE).

ENERGY CII 2009 Certificate of Appreciation in recognition

CONSERVATION of commendable efforts towards significant
improvement in Energy Conservation.

QUALITY CIRC CII 2009 QC “UDAYAN” 2nd position in Quality

Circle Competition.
 Milestones:

Milestones of EIL are

1916 Chloride Electric Storage Co. (CESCO) UK sets up trading operations in India as an
import house.

1946 First factory set up in Shamnagar, West Bengal.

1947 Incorporated as Associated Battery Makers (Eastern) Limited on 31 January 1947 under
the Companies Act.

1947 Incorporated Chloride International Limited (previously Exide Products Limited)

1969 Second factory at Chinchwad, Pune

1972 The name of the company was changed to Chloride India Limited

1976 R & D Centre established at Kolkata

1981 Third factory at Haldia, West Bengal

1988 The name of the Company was changed to Chloride Industries Limited

1994 Technical Collaboration with Shin Kobe Electric Machinery Co. Ltd. Of Japan, a
subsidiary of the Hitachi Group

1995 Chloride Industries Limited renamed Exide Industries Limited

1997 Fourth factory at Hosur, Tamil Nadu

1998 Acquisition of industries/ manufacturing units of Standard Batteries Ltd located at taloja
& Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and plant at Ahmednagar (Maharashtra)
from Cosepa Fiscal Industries Limited as a going concern

1999 Acquired 51% Shareholding in Caldyne Automobiles Ltd

2000 Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore and 49%
stake in Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka.
2003 Commissioned plant at Bawal, Haryana

2003 New joint venture in UK, ESPEX, with 51% holding.

2004 Associated Battery Manufacturer (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

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

PRODUCT PROFILE:

Exide Eternity

Exide has recently introduced the Exide Eternity battery which offers a Lifetime Warranty to
the Indian consumers.

Life time Warranty

The lifetime warranty ensures that once the customer owns the Exide Eternity, he will ever
have to buy another battery for his car provided he retains ownership of that car.

Design

Exide Eternity has been specially designed to meet the tough conditions on Indian roads and
the tropical climate. The battery boasts of special features such as: Special grid alloy system.
Polyethylene envelop separators, Double channel side venting, cold forged terminal inserts,
smart battery indicator, fire-resistant gas filters and Retractable handles.

COMPANY’S SHARE CAPITAL

The Authorized Equity Share Capital of the Company is Rs 100,00,00,000/- divided into
100,00,00,000 Equity Shares of the face value of Rs 1/- each. The Paid up Equity Share
Capital of the company is Rs 80,00,00,000/- (Rs 80 Crores) divided into 80,00,00,000 Equity
Shares of the face value of Rs 1/- each.

Listing on Stock Exchanges (with Stock Codes)

The Company’s shares are listed with three Stock Exchanges:

 Bombay Stock Exchange (BSE)- Stock Code -50086

 National Stock Exchange (NSE)-Symbol-EXIDEIND
 Calcutta Stock Exchange (CSE)-Stock Code-100515060

EXIDE CARE:

The flagship of Exide Industries Limited Distribution Network is the Exide Care. Designed
on a platform of common identity elements and specified service standards, these outlets
across India are manifestations of Exide’s commitment to superior Customer Care and
Service. Exide Cares are one stop Battery shops providing Total Power solutions to
Customers through Exide’s wide range of Products. The Exide Care’s design, ambience,
cutting edge service technology and customer focus combine to give the Customer a
complete “experience” of the brand. Presently in the wide network of 3000 plus Exide
authorized dealers across India, there are 100 exclusive Exide Cares.

Overview:

In many critical sectors batteries are an essential requirement to start electrically operated
equipments or to keep it going when the mains fail. Railway, Defence, Mining, Hospitals,
airlines, Tele-Communications, Power Stations and various Utility Industries- All depend on
Exide to fulfill their needs for start up, Motive Power or for Standby Power. In recent years
Exide has used its strength in battery technology to move into high potential areas such as
solar and integrated power systems, and batteries for electrical vehicles. Exide uses latest
world class manufacturing technology to produce Batteries for the above applications. It
factories has all the modern equipments necessary to manufacture world-class products. It
also sources its components from the best battery component manufacturers in the world.

AWARDS:

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 supplieraward 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.
 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.

Exide Industries Limited awarded the Frost Sullivan 2010 Market

Leadership award in the Industrial Battery segment

Exide Industries Ltd was honoured with the 2010 Market Leadership Award in the Indian
Industrial. Battery Segment by Frost & Sullivan, the global consultancy major. The award
was presented to Exide Industries limited at the glittering; India back-up Industry Excellence
Award ceremony held on 24th November, 2010 at the Leelakempinski, Guargaon. Exide
Industries was awarded for demonstrating outstanding achievement in areas such as
improving market reach, technological innovations, customer service, strategic product
development, and building strategies to sustain growth amidst fierce competition.

The Award recognizes the company’s leadership within the industry in terms of revenues or
units, as specified. Receive the award, Mr. Subir Chakra borty, Executive Vice President, and
Marketing& Sales- Industrial. Exide Industries Limited said, we are proud that an
international company like Frost & Sullivan has recognized Exide’s market leadership in
Industrial batteries. Indeed this vindicates Exide Industrials uncompromising dedication
towards highest quality standards and of continuous up gradation in our technology and
systems.
 COMPANY PROFILE

ESTABLISHED: 31st January 1947

PRODUCT : LeadAcid Storage Batteries, Automotive,Motorcycle,

Gensets.

CAPITAL : Rs. 357 million

TURNOVER :Rs.9848 million

EMPLOYEES :over 4000

MARKET SHARE : 33% market share in overall

Domestic Auto Battery

Market industrial battery

Market share is 50
PRODUCT PROFILE

1 Automotive batteries For cars, jeeps, and commercial

vehicles, passenger’s cars, two
wheelers and tractors.

2 Heavy duty batteries For trucks and tractors.

3 Light weight batteries For wireless transmission

batteries.

4 Transaction batteries For material handling

equipment.

5 Train lighting cells For railway coaches.