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1.

ABHISHEK-19062

2.HARIPRIYA-19080

Launch of Amaron 3.KESHAV PRABHU -19086

4. ROHITH N – 19104
Automotive Batteries 5. SHRINIDHI R - 19110
Amara Raja Batteries Limited(ARBL) was started in
1985 by Mr. Ramachandra N Galla.

Pioneer in manufacturing sealed maintenance free


valve regulated lead acid(VRLA) batteries for
industrial application in India.

Largest manufacturer of VRLA batteries in Indian


INTRODUCTION Ocean Rim and among the top 10 in the world.

Technical collaboration with Johnson Controls, a


global automotive component manufacturer.

OEM supplier for FORD, GM, DAIMLER


CHRYSLER, HINDUSTAN MOTORS.
ARBL’s Strategic Business Unit
OEM
Automotive
Battery Segment
Storage Battery Replacement
Market Market
Industrial Battery
Segment
 The Industrial Batteries Division
 The automotive Batteries Division
Segmentation - Replacement Market

Targeting – Customers who want long


STP lasting and low maintenance batteries

Positioning – Long lasting and High


performance
Strength
1)Unique feature with patented Silver Alloy Mix and High heat resistant technology
2)Excellent promotional activities
3)Strong Distribution Network(7250 Retailers)
4)Innovative design

Weakness
1)High cost lead to low margin

SWOT
ANALYSIS Opportunities
1) Increase in sale of automobiles
2)Focus on international market
3)Gaining ground in the OEM segment

Threats
1) Competition from local and international brands .
Highlighted its products by tagline “Lasts long,
really long”.

Launched mineral water campaign during summer.

Brand Sponsorship in go-karting competitions.


Promotion
Unique franchisees across country named “Pit Stop”.

Distribution through service stations, accessories


shop, Old battery dealers etc.
Ansoff's Model

• Product development
• No need of water top ups
• Patented silver alloy
• Different product
look(rugged)
• Product feature addition
• Charge Indicators
• Convenient fold down
handles
1) When the OEM market is the key segment in the automotive battery
industry, why did Amara Raja focus on the replacement market?
What should it do to increase the market share?
• Exide is the market leader in the OEM category , it was not
advisable to take head on and focus on replacement market.
• Exchange old batteries for Amaron batteries.
• Product differentiation from competitors.
• After sales service.
2) In what way does branding help Amara Raja to market a low
involvement product like automotive batteries?
• To create involvement among the low involvement products, high
degree of creativity is required.
• Advertisement was very creative and helped them to create a brand
image in the minds of customers.
So ,ARBL was able to capture the market in short span 3 yrs and 6%
market share.
3) What should ARBL do to penetrate the OEM segment?
• Meeting OEM market through backward integration.
• Modification of product and promoting .
• By maintaining long term relationship with retailers.
• Designing of product which is easy to install and repair.
THANK YOU

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