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  • Launch of Amaron Automotive Batteries

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    Harshith Shetty
    152 просмотров8 страниц
    Amaron Automotive Batteries is launching in India led by Amara Raja, the leading industrial and automotive battery manufacturer. They have a 62% market share in the automotive battery market which is divided into OEM and replacement segments dominated by Exide. Amara Raja focused on branding Amaron as a long lasting, low maintenance battery through an advertising campaign highlighting its attributes and partnering with automotive events. They initially focused on the replacement market since Exide dominated OEM and the replacement market was less organized.

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    Amaron Automotive Batteries is launching in India led by Amara Raja, the leading industrial and automotive battery manufacturer. They have a 62% market share in the automotive battery market which is divided into OEM and replacement segments dominated by Exide. Amara Raja focused on branding Amaron as a long lasting, low maintenance battery through an advertising campaign highlighting its attributes and partnering with automotive events. They initially focused on the replacement market since Exide dominated OEM and the replacement market was less organized.

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    152 просмотров8 страниц

    Launch of Amaron Automotive Batteries

    Загружено:

    Harshith Shetty
    Amaron Automotive Batteries is launching in India led by Amara Raja, the leading industrial and automotive battery manufacturer. They have a 62% market share in the automotive battery market which is divided into OEM and replacement segments dominated by Exide. Amara Raja focused on branding Amaron as a long lasting, low maintenance battery through an advertising campaign highlighting its attributes and partnering with automotive events. They initially focused on the replacement market since Exide dominated OEM and the replacement market was less organized.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 8

    Launch of Amaron Automotive Batteries

    Presented By:Harshith S Shetty (11090) Nirnay Prakhar (11095) Praveen P Kurup (11100) Rohit Roy (11105) Siddhi Agrawal (11110)

    About the company: ARBL -leading industrial & automotive battery manufacturer in India. Started by Ramachandra N. Galla, an NRI, in 1985. First company to manufacture sealed maintenance free valve regulated lead acid(VRLA) batteries. Technical collaboration with Johnson Controls, a global automotive component manufacturer.

    Introduction

    Automotive market: 62% market share ; valued at Rs. 160 bn. Automotive battery market is divided into two segments: OEM & replacement segments. Exide - 90% share in OEM & 25% share in replacement market.

    Branding They chose a brand name which signifies the product attribute of lasting long Amar on . No need to ever top up the water level. High heat resistant technology. The colour of the battery is black instead of white. Convenient fold down handles, charge indicator, fancy looking wends. Rugged look. Fluorescent green coloured letters.

    Promotional Strategies: Increase brand awareness. The ad campaign was designed to highlight the attributes of long life and low maintenance. Launched a mineral water campaign. Associated itself with events like motor sports and go-karting. 100 franchisees named Pit Stops. Distributes products to about 7250 retailers including service stations, accessory shops, lubricant dealers, departmental stores etc.

    Why did Amara Raja focus on the replacement market ? Exide leading with 90% market share in OEM market. New in automotive segment. Replacement market dominated by unorganized sector. Create a brand awareness first. Better price realization.

    How did Branding help Amara Raja to market a low involvement product ?

    Brand awareness and high rate of brand recall. Product differentiation. Ensures that the product commands the best quality so that it can be positioned as a premium brand. A brand element that conveys certain valued associations or responses. Decided to do break away advertising which was unconventional.

    How to penetrate OEM Segment ?

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