Preface

The first real insight of an organization for a management comes only during his

or her vocational summer training period. The training synthesizes the theoretical

concepts learnt in the Lecture rooms and its practical orientation in any organization. As

an essential part of the MBA program students are expected to undergo summer training

for a period of eight to ten weeks with a company for real life working environment and

market intricacies after the completion of first year.

It is very important for a M.B.A. student. It gives practical knowledge to

student. Research study is the backbone of any management program. A management

graduate has to frequently do research work during his entire course span. Research for

summer training is the first step which the trainee takes towards the long journey ahead. I

was fortunate enough to have undergone my summer training at Eveready co. Ltd.,

Lucknow.

The project is carried out to translate the theoretical knowledge of subject into

the practical field work. This project is too carried out in partial fulfillment of MBA Third

Semester Course from “Technical Education & Research Institute” Ghazipur.

Customer satisfaction is still one of the single strongest predictors of customer retention.

It’s considerable more expensive to attract new customers than it is to keep old ones

happy. In a climate of decreasing brand loyalties, understanding customer service and

measuring customer satisfaction are very crucial.

There is obviously a strong link between customer satisfaction and customer

retention. Customer’s perception of Service and Quality of product will determine the

success of the product or service in the market.

1

With better understanding of customers’ perceptions, companies can determine

the actions required to meet the customers’ needs. They can identify their own strengths

and weaknesses, where they stand in comparison to their competitors, chart out path

future progress and improvement. Customer satisfaction measurement helps to promote

an increased focus on customer outcomes and stimulate improvements in the work

practices and processes used within the company.

Customer expectations are the customer-defined attributes of your product or

service you must meet or exceed to achieve customer satisfaction.

There are many reasons why customer expectations are likely to change over time.

Process improvements, advent of new technology, changes in customer’s priorities,

improved quality of service provided by competitors are just a few examples.

This survey has been conducted to get an overview of the “A Study on

Consumer Preference for Eveready Battery”. The main purpose of the study is to

know the expectations of those customers who use Eveready batteries and the satisfaction

levels of customers with the services provided by the Eveready Company. The objectives

are predefined and the task is to accomplish them.

The study was confined geographically to Lucknow. The potential respondents are

the consumers, who have use for the Electronic product. The whole process during the

report is well planned; the primary data collection is done from the respondents.

The summer training report is divided in to 7 chapters. The first chapter includes the

introduction to the organization, organizational structure. The second chapter includes the

products and services offered by the company and challenges for the company. The third

chapter includes the objective of the study, importance of the study and scope of the

study. The fourth chapter includes the research methodology. In this report descriptive

2

kind of research is done. The fifth chapter includes the data analysis & interpretation. The

sixth chapter includes the findings and recommendation. The seventh chapter includes the

conclusions & limitations, bibliography & references and annexure.

3

Acknowledgement

Sometimes words fall short to show gratitude, the same happened with me during

this project. The immense help and support received from Eveready Pvt. Ltd. Company

overwhelmed me during the project. I take this opportunity to express my gratitude to all

the people who have guided and helped me directly or indirectly in the course of

completion of my project.

I feel immense pleasure to express a deep sense of gratitude to my beloved Head

of Department Mr. Rahul Anand Singh and Training & Placement In charge Dr. Neetu

Singh (Technical Education & Research Institute Post Graduate College, Ghazipur) who

has given me an opportunity to do my Summer Training in Eveready Pvt. Ltd.Co.

I would like to thanks Eveready Pvt. Ltd. Company for giving me an

opportunity to do my internship in their esteemed organization. My special appreciation

extends to Mr. Amit Singh, Eveready Pvt. Ltd. Company Lucknow for his constant

encouragement throughout this period.

My special thanks to my friends who being a part of the same internship,

supported me throughout my internship and with whose help I could complete my work

efficiently and effectively. Their consistent help kept me motivated and going.

PRASHANT KUMAR SINGH

4

A BRIEF HISTORY

Eveready Industries India

Eveready Industries India, Ltd (EIIL) (previously known as Union Carbide India,

Limited) is the flagship company of the B.M. Khaitan Group. The brand Eveready has

been present in India since 1905.

EIIL's principal activities are the manufacture and market of batteries, flashlight cases,

electrolytic manganese dioxide and arc carbons. It also manufactures photo-engravers

plates/strips for printing, castings, hard facing and tube rods, carbon electrodes and other

related products. The company also produces and markets tea. The Group's operating

facilities are located at Kolkata, Chennai, Hyderabad, NOIDA, Gurgaon and Navi

Mumbai. During the fiscal year 2002 the group sold its wholly subsidiaries Dufflaghur

Investments Limited and Natex Investment and Marketing Limited. Batteries accounted

5

for 51% of fiscal 2002 revenues; Tea, 38%; Flashlight cases, 9%; Electrolytic Manganese

dioxide, 1%; Purchased products, 1% and Others, nominal.

EIIL is the world’s third largest producer of carbon zinc batteries, selling more than a

billion units a year. EIIL is India’s largest selling brand of dry cell batteries and

flashlights (torches), with dominant market shares of about 46% and 85% respectively.

EIIL started its operation in India in 1905. The first dry cell batteries were imported from

the USA and sold in the major cities of the country. These batteries were primarily used

in imported torches.

6

Eveready Battery Company, Inc.

Type Subsidiary

Industry Batteries

Founded1896 (as the American Electrical Novelty &

Manufacturing Company)

Headquarters St. Louis, Missouri, U.S.

Key people Ward M. Klein, CEO

ProductsEnergizer batteries

Eveready batteries

Parent Energizer Holdings

WebsiteEveready batteries

Energizer batteries

7

In 1939, the company set up its first battery plant in Kolkata. This was followed by

another battery manufacturing plant in Chennai in the year 1952. A torch manufacturing

plant was set up at Lucknow in 1958. Today it is one of the largest torch manufacturing

plants in South East Asia. The plant manufactures the full range of brass, aluminum and

plastic torches.

In 1969, the now infamous factory in Bhopal was opened.

Success

By the time of the Bhopal Disaster in 1984, the company was ranked twenty-first in size

among companies operating in India. It had revenues of Rs 2 billion (then equivalent to

US$170 million). Fifty-one per cent of the company (known at the time as UCIL) was

owned by Union Carbide Corporation; remaining shares were held by 24,000

stockholders. Ten thousand people were employed in five operating divisions that

manufactured batteries, carbon products, welding equipment, plastics, industrial

chemicals, pesticides, and marine products. EIIL became part of the Williamson Magor

Group through McLeod Russel Ltd in the latter half of 1994 following the sale of Union

Carbide Corporation's stake in UCIL. UCIL is primarily a dry-cell battery manufacturer at

the time, but as part of the Williamson Magor Group EIIL launched three brands of

packet tea under the Greendale Brand umbrella - Tez, Jaago and Premium Gold. Coupled

with EIIL’sbrands of packet tea are now easily available in most states in India. In 1997,

the Eveready brand was extended to its packet tea business.

8

Eveready Industries

EIIL has the license for the Eveready brand only in India, Bhutan and Nepal from

Energizer Holdings, so it had to create a new brand for export to other markets where

Energizer Holdings still has the rights to the Eveready brand. The brand LAVA was

launched in 1999. LAVA batteries and flashlights have been sold in Dubai, Bahrain,

Jordan, Sudan, Egypt, Bangladesh, Mauritius, Sri Lanka, Azerbaijan, Mexico, US,

Lebanon, Saudi Arabia, Ethiopia and Nigeria.

In 2005, EIIL celebrated its 100 anniversary in India. That same year, EIIL separated its

bulk tea business and de-merged McLeod Russell. EEIL also acquired the ailing BPL Soft

Energy System in 2005.

9

Milestones

1905: National Carbon starts its Indian operations with sale of batteries imported from

USA.

1926: Ever Ready Company India sets up the first arc carbon factory at Canal Road,

Kolkata.

1934: Eveready Company incorporated as a private company on 12 November.

1939: Camper down Works - first modern battery plant established at Conspire in

Kolkata.

1941: Union Batteries merges with Eveready Company and the name is changed to

National Carbon Company.

1951: Renamed as Union Carbide India Ltd, a subsidiary of worldwide multinational,

Union Carbide Corporation.

1958: Company set its torch manufacturing plant in Lucknow , one of the largest in south

Asia.

1959: Name of the company changed to Union Carbide India Limited.

1984: Bhopal disaster at Union Carbide India LTD plant in Bhopal.

The Bhopal Disaster took place in the early hours of the morning of December 3, 1984, in

the heart of the city of Bhopal in the Indian state of Madhya Pradesh. A Union Carbide

subsidiary pesticide plant released 40 tones of methyl isocyanine (MIC) gas, immediately

killing nearly 3,000 people and ultimately causing at least 15,000 to 22,000 total deaths.

Bhopal is frequently cited as one of the world's worst industrial disasters. The

International Medical Commission on Bhopal was established in 1993 to respond to the

disasters.

10

1995: Sale of shares of Union Carbide Corporation in Union Carbide India Ltd to Mc

Leod Russel (I) Ltd. belonging to the Williamson Magor Group and a new name -

Eveready Industries India Ltd (EIIL).

1996: Mc Leod Russel (India) Ltd, merged with EIIL, bulk tea business brought into EIIL

fold.

2000: Bishnauth Tea Company merged with Eveready Industries India Ltd.

2005: Brand EVEREADY is a hundred years old.

2009: EIIL acquires controlling stake in Uniross SA of France, which is a leading

rechargeable battery manufacturer.

Products

Eveready Industries have business interests spreading across batteries, flashlights,

lighting solutions, alternative lighting solutions, and packed Tea.

Batteries

Zinc-carbon battery: A zinc-carbon battery which is commonly used for Toys, Cameras,

Torches, Walkman, CD-players, Radios, clocks and cordless mikes.

Alkaline Battery: Eveready Ultima Alkaline battery is the is one of one of the most

popular batteries used in electronic gadgets of modern times.

Rechargeable Battery: 'Eveready Recharge' is one of the pioneers as a brand of

rechargeable batteries and chargers to be introduced in India.

Battery Guide

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Flashlights

digiLED Torches: These torches use power efficient LEDs in place of the incandescent

bulbs.

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.

Lighting Solutions

Compact Fluorescent Lamps: In 2007, Eveready forayed into the lighting business with

the launch of a range of Compact Fluorescent Lamps.

Halogen Lamps: Eveready offers halogen lamps for outdoor lighting and video-shooting.

General lighting service/incandescent lamps: A range of incandescent bulbs in different

sizes, voltages and colors are used widely in household and commercial lighting, apart

from portable, decorative and advertising lighting.

12

Marketing

In 1992, Rediffusion Y&R, the agency on record, cracked the ‘Give me Red’ tagline that

Eveready Industry continues to use. In 2004, Amitabh Bachchan was appointed as brand

ambassador for a period of two years, during which the agency came up with another

‘Give me Red’ campaign. Following the Bachchan ads, it was only earlier in 2009 that

Eveready released an ad titled ‘Boxing’.

Eveready Industries has launched an advertising campaign for Eveready Ultima to

highlight its latest offering, Eveready Ultima Batteries. The entire animation has been

worked on by creating controlled trails of light concept which is derived out of light

painting. Recognizable shapes were made with a torch and captured on a digital still

camera. The film comprises over 3000 such photographs, played back quickly, one after

the other, like in a flicker book.

Advertisements

Eveready products are available under the mother brand name EVEREADY (Batteries

and Lighting Solutions) and also extended brand names like

EVEREADY ULTIMA (Alkaline Batteries)

EVEREADY RECHARGE (Rechargeable Batteries)

EVEREADY JEEVAN-SATHI (Brass Torches),

EVEREADY DigiLED (LED Flash Lights),

EVEREADY CFL (Compact fluorescent lamps),

EVEREADY PREMIUM GOLD / JAAGO / TEZ (Packaged Tea)

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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 centre’s. So much so, that many of our products are even

available at the paan 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.

As Eveready walks ahead in second century of existence, we have the following

objectives -

To consolidate our benchmark supplier position in all traditional outlets for

batteries and flashlights.

Employ a systematic and scientific approach towards increasing our reach and

quality of reach.

To leverage our sales & distribution competencies into identified newer channels

To service the outlets with a diversified range of products. This includes batteries,

flashlights, homelights, packet tea, CFLs and bulbs.

To constantly explore new selling arrangements in identified markets to improve

effectiveness of servicing

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MANUFACTURING

Eveready has its manufacturing units spread all across the country in order to maximize

logistical efficiency and reduce time-to-market. The Company’s state-of-the-art

manufacturing units are located in Kolkata, Noida, Uttaranchal, Chennai, Lucknow and

Maddur. The company has high-speed manufacturing units, both for batteries and

flashlights, with in-house facilities for metal flashlights along with a fully automated

injection-moulding set-up for plastic flashlights. Eveready also has a full-fledged

machine design group at Chennai with capabilities of making special-purpose machines

for both captive consumption and customer-specific requirements.

The manufacturing units of Eveready are ISO 9000 and ISO 14000 certified. Eveready

has a sophisticated R& D laboratory for design and testing of batteries. The laboratory is

NABL accredited.

The company also has its own flashlight design and development unit with the latest

computer aided design facility.

Eveready also has a state of the art packaging unit for packet tea at Chuapara T.E.

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Management - Eveready India

Name Designation

B M Khaitan Non-Executive Chairman

S Saha Whole Time Director

D A Nanda Non Executive Director

P H Ravikumar Independent Director

S R Dasgupta Independent Director

S Sarkar Independent Director

Name Designation

D Khaitan Non-Executive Vice Chairman

Amritanshu Khaitan Whole Time Director

A Khaitan Non-Executive Director

S Goenka Independent Director

V Bhandari Independent Director

16

Eveready is a market leader in the 1500 crore dry cell market in India. At present this

brand holds around 47 % market share. Nippo follows with a market share of 28%.

Eveready was one of the first brands in this segment. A flagship brand of BM Haitian

group, this brand is bracing for a marketing war against its competitors. The brand has a

history dated as way back as 1934.The brand is carefully nurtured by the company. Lots

of money is being spent on brand building in a seemingly low involvement product

category.

During the early nineties the brand created ripples in the market by its “Give me Red"

campaign. The campaign changed the way batteries are perceived and the campaign was a

hit among the target audience. The ad highlighted the color "Red" and for the next 16

years “red" was the central point in the brand campaign. The Give me Red campaign gave

an instant recognition for the brand among the TG which was young 15-25. The rationale

was the popularity of walkmans and portable music players which created a new market

for batteries.

Buoyed by the success of the campaign and wanting to create more punch to the brand,

Eveready roped in Amitabh Bachchan to endorse the brand. It was a costly affair and

from then on the “Give Me Red" campaign got diluted. Big B and the campaign did not

get together. While the campaign was aimed at younger crowd, B was a misfit. Again

should you need a celebrity to endorse a battery is another question altogether.( company

says that Big B campaign raised the market share from 41% to 47% since 2003).

Now another campaign was kicked off by Eveready changing the positioning of the

brand. While "Give me red" positioned the brand as an energetic and sturdy brand, the

new campaign aims to look at more features rather than image. The new positioning

strategy is to highlight the EMD (Electro magnesium) factor which will make the battery

last more and give a good 15% more performance than its competitors.

17

The current campaign is full of hyperbole with Amitabh again as a shopkeeper. The ad

seems like a parody of the successful Cadbury's "Pappu Pass Ho gaya" campaign

(which had some novelty around it). The Eveready campaign yet again failed to utilize

the charisma of Amitabh. The product may sell more because of the features not the

campaign.

The company also changed its base line to “Kutch to hai Extra" from the highly

successful " give me red". The only reason can be that the company officials and ad

agency is bored by the baseline not because the customer has rejected the baseline .

"Kutch to hai Extra” is actually diluting the intended positioning on the features. The

new baseline have striking resemblance with Maggi Ketchup's baseline " It’s different"

where there is no difference as such. Kutch to hai extra loses significance because the ad

is a hyperbole with no tangible benefits shown. So there is a risk that customer will not

believe that there is something extra in Eveready.

All said and done, Eveready is having a major say in the market with its established brand

and virtually no serious competition. But with the disruptive innovations like iPod and

Mp3 players that do not need conventional batteries, Eveready should be alert to the

changing market dynamics and a possibility of disruption. Already signs are there in the

form of Mobile phones used as a Walkman where the battery used is not the conventional

one.

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For now its

1. Companionship:

Eveready is a high value companion tie consumer of all socio-economic levels,

out trade, supplier and shareholders.

A brand means added value. It is the only steering mechanism available to build

profitable growth.

Eveready possess concerned about environmental issues.

Corporate identity of Eveready is highly visible.

Eveready ensures widest availability.

2. Tangible differentiation:

In competitive markets, strategic profitable growth can only come from intrinsic

differentiation, which is tangible.

R&D and marketing team have to innovate constantly to achieve this

differentiation to offer better value.

Real benefit, even it is small, must be measured, No attribute is small if

communication properly.

Eveready Industries India is endeavoring to become the second largest carbon zinc battery

maker in the world. At present, the company produces 1.2 billion batteries and the vision

was to take it to two billion batteries over the next few years. If the company manages to

achieve a Production capacity of two billion batteries, then it would pip Energizer and

become the second largest carbon zinc battery maker in the world. The largest carbon

zinc battery maker was Matsushita with 2.8 billion Batteries. Mr. Deepak Khaitan,

executive vice chairman and managing director Eveready Industries India said, the

19

company was currently the third largest carbon zinc manufacturer with a capacity of 1.2

billion batteries, which included exports and original equipment manufacturers (OEMs).

As part of its vision, Eveready was adding a new line in Kolkata and a Greenfield facility

in Uttaranchal with a capital expenditure of Rs 40 crore. The project would be financed

through internal accruals. The Uttaranchal facility would start off with production of

brass flashlights and then start producing batteries. Further, the company was also eyeing

the Chinese market and was in discussions with three companies for a Joint venture,

where Eveready would have 25-45 per cent stake. Khaitan said, the decision on the

specific company would be reached by the end of the financial year. Meanwhile, Calcutta

High Court has approved the demerger of bulk tea business of Eveready. Khaitan said.

McLeod Russell will be reborn in the next 4-6 weeks. He added that the demerger would

enhance shareholder value.

20

KEY STRENGTHS OF EVEREADY:

The key strength of Eveready lies in its 4 core assets, which are:

Brand ‘EVEREADY’. It is the result of a continuous and well-orchestrated brand

development strategy that maximizes the value from each consumer touch-point.

A distribution system that is deeply entrenched. Today it is having 4000

distributors.

Its skills of efficient mass-manufacture. Hence, it reduces the cost.

Its human capital comprise of highly efficient employees.

SPECIAL FEATURES PRESENT IN EVEREADY:

The special features present in Eveready:

Eveready has a totally computerized battery testing facility - the only battery

testing laboratory accredited by National Accreditation Board for Testing &

Calibration Laboratories (NABL) - where batteries can be tested as per BIS, IEC

and JEC standards

21

Eveready’s research team constitutes highly qualified Scientists, Engineers,

Chemists and Technicians dedicated to maintaining technology leadership in

Zinc-Carbon batteries, Flashlights and related components.

The Research Centre has Pilot Plant facilities, Analytical testing facilities such as

Atomic Absorption Spectrophotometer (AAS), Polar graph, X- Ray Diffract meter

(XRD) and a Chemical Laboratory. The Eveready Research Centre is capable of

providing world-class testing and research support to meet stringent customer

requirements from across the world.

“Give Me Red"

The company wants LED -based flashlights and lighting solutions to account for a quarter

of its turnover in two years.

Eveready is no longer just a battery maker. And Deepak Khaitan , executive vice

chairman and managing director of the India’s largest battery company, says the

company’s new mantra is “to light up people’s lives”.

While that sounds like a great social responsibility mission, Khaitan is candid enough to

say that the approach makes eminent business sense, too. ‘Once a person gets used to

light, he will never go back to darkness’ is the Eveready boss’s philosophy.

22

“Lighting up lives” has also meant a huge change in the positioning of the company,

which was largely known as a dry cell battery giant with more than 46 per cent market

share.

Eveready had created ripples in the market during the early nineties with its "Give me

Red" campaign, which changed the way batteries were perceived. The ad highlighted the

color “Red” which has been the central point in its brand theme and gave it instant

recognition. Khaitan can now start thinking of changing the brand theme to “Give me

LED”

Here’s why. Eveready, which is targeting to double its turnover to Rs 2,000 crore in two

years, says the share of batteries in the total turnover will come down from the current

level of 70 per cent to 45 per cent, while flashlights and lighting solutions would account

for around 25 per cent.

And the star attraction in the lighting space would be Eveready’s battery-operated LED

(light emitting diode) - based lamps for household consumption. Branded HomeLite at

the time of launch in July 2009, it will be rebranded Eveready Ultima, the umbrella brand

for the company’s high-end products. The name Ultima was chosen as it connotes

superiority. “When we entered the market, the product was already available. For one

product of ours, there were five Chinese ones available at a much lower price. But

eventually people realised that our products were superior,” said Khaitan.

Khaitan has a point, as he expects Ultima to sell more than two million pieces by the end

of March this year, with rural sales accounting for 70 per cent of the volumes. The

product has gained significant traction in power-deficient states such as Uttar Pradesh,

Bihar, West Bengal and Assam. Khaitan believes that sales from the countryside would

increase five times in the next couple of years.

23

Apart from the innovativeness of the product, what has helped is Eveready’s formidable

distribution network. “We can even reach out to villages that have a population of

50,000,” says Khaitan. Eveready’s salesmen touch nearly 3.2 million of India’s 12 million

retailers at least once a fortnight.

Khaitan is also banking on the rising prosperity in the villages. “With the growth in GDP

(gross domestic product), 40-50 million will come out of poverty. Moreover, the cost of

food is going up and farmers are making more money,” he says.

Clever pricing is clearly one major reason for the success of the product. The LED-based

battery operated lamps are priced at Rs 250-450 and a month’s battery would mean

shelling out Rs 45 at one go compared to kerosene, which is bought almost every

alternate day at Rs 2, albeit an expensive option in the long-run.

Khaitan knows the price dynamics. “For volumes in India, the price point is very

important,” he says. The company is already planning to launch the lamps for as low as

Rs 100 apiece. Though similar products are available at a lower price, Khaitan is

unperturbed. “We want them to be there in the market. Once people get used to light, they

can choose the superior product.”

The business philosophy obviously is simple : as long as missions like “power for all”

remain only a vision, sales of battery-operated lamps will surge. Once villages are

electrified, they can switch to bulbs. And Eveready sells bulbs, too.

The company wants LED -based flashlights and lighting solutions to account for a quarter

of its turnover in two years.

24

Eveready is no longer just a battery maker. And Deepak Khaitan , executive vice

chairman and managing director of the India’s largest battery company, says the

company’s new mantra is “to light up people’s lives”.

While that sounds like a great social responsibility mission, Khaitan is candid enough to

say that the approach makes eminent business sense, too. ‘Once a person gets used to

light, he will never go back to darkness’ is the Eveready boss’s philosophy.

“Lighting up lives” has also meant a huge change in the positioning of the company,

which was largely known as a dry cell battery giant with more than 46 per cent market

share.

Eveready had created ripples in the market during the early nineties with its "Give me

Red" campaign, which changed the way batteries were perceived. The ad highlighted the

colour “Red” which has been the central point in its brand theme and gave it instant

recognition. Khaitan can now start thinking of changing the brand theme to “Give me

LED”

Here’s why. Eveready, which is targeting to double its turnover to Rs 2,000 crore in two

years, says the share of batteries in the total turnover will come down from the current

level of 70 per cent to 45 per cent, while flashlights and lighting solutions would account

for around 25 per cent.

And the star attraction in the lighting space would be Eveready’s battery-operated LED

(light emitting diode) - based lamps for household consumption. Branded HomeLite at

the time of launch in July 2009, it will be rebranded Eveready Ultima, the umbrella brand

25

for the company’s high-end products. The name Ultima was chosen as it connotes

superiority. “When we entered the market, the product was already available. For one

product of ours, there were five Chinese ones available at a much lower price. But

eventually people realised that our products were superior,” said Khaitan.

Khaitan has a point, as he expects Ultima to sell more than two million pieces by the end

of March this year, with rural sales accounting for 70 per cent of the volumes. The

product has gained significant traction in power-deficient states such as Uttar Pradesh,

Bihar, West Bengal and Assam. Khaitan believes that sales from the countryside would

increase five times in the next couple of years.

Apart from the innovativeness of the product, what has helped is Eveready’s formidable

distribution network. “We can even reach out to villages that have a population of

50,000,” says Khaitan. Eveready’s salesmen touch nearly 3.2 million of India’s 12 million

retailers at least once a fortnight.

Khaitan is also banking on the rising prosperity in the villages. “With the growth in GDP

(gross domestic product), 40-50 million will come out of poverty. Moreover, the cost of

food is going up and farmers are making more money,” he says.

Clever pricing is clearly one major reason for the success of the product. The LED-based

battery operated lamps are priced at Rs 250-450 and a month’s battery would mean

shelling out Rs 45 at one go compared to kerosene, which is bought almost every

alternate day at Rs 2, albeit an expensive option in the long-run.

Khaitan knows the price dynamics. “For volumes in India, the price point is very

important,” he says. The company is already planning to launch the lamps for as low as

Rs 100 apiece. Though similar products are available at a lower price, Khaitan is

unperturbed. “We want them to be there in the market. Once people get used to light, they

can choose the superior product.”

26

The business philosophy obviously is simple: as long as missions like “power for all”

remain only a vision, sales of battery-operated lamps will surge. Once villages are

electrified, they can switch to bulbs. And Eveready sells bulbs, too.

Eveready has always pursued and advocated the best prevailing management practices.

The team is alert to changes in the domestic and international markets resulting in higher

standards of excellence. When the TQM wave from Japan hit India in the mid 80’s, the

organization planned the realignment of its management system with focus towards

customer satisfaction. The organization was restructured and a Basic Training Program

(BTP) launched for deployment & implementation of TQM practices

In our success story spanning over a century, Eveready has been powered by its people—

a unique combination of youth and experience. The vision and leadership of a stable

senior-management is only matched by the motivation and energy of the youth brigade.

Aware of the potential of our strength, our human resource, Eveready has taken care to

create an atmosphere that not only attracts the best talents, but also nurtures and grooms

them into leaders of standards matched by the best in Corporate India. Here is a place

where the dream-laden beginners can look forward to start a value-adding and rewarding

career. Experienced middle-level executives can hope for a worthwhile career transition

into an organizational experience marked by opportunities to practice creative leadership

with autonomy & accountability . High performing senior professionals can look forward

to a strategic leadership role to shape & realize the company’s vision and contribute to

organization building . Even as the company eyes growth for itself, it is as much

committed to the growth of its employees. Good performance and high potential never

goes un-recognized or unrewarded. This is the secret of our highly motivated workforce

committed to excellence.

27

A happy individual always performs well. Keeping this in mind, Eveready strives to

strike a healthy work-life balance for its employees. The Eveready workplace exudes

warmth of a friendly, human touch as much as it boasts world-class professionalism. It

bustles with activity offering a vibrant work culture. Eveready believes in building and

nurturing one big family of Eveready citizens who develop a strong and deep emotional

bonding with the organization. It also helps in developing socially responsible corporate

citizens.

As Eveready surges ahead to build ‘The Next Century of Power’, it not only relies on the

rock-solid stable top management, but also expects the young, vibrant workforce to take

the company ahead with their ideas and innovation. After all, it is the power of people,

the power of ideas that gives Eveready the power to march full steam ahead.

Internship & Campus

Eveready is always on the lookout for young minds, who are not just talented, but with a

strong orientation of practical creativity and are raring to excel. It endeavors to identify

future business leaders and train them in the most structured & process based manner. It

scouts for the best talents from Business Schools, ICAI, ICWAI and Engineering

Colleges from all across India for its different operations like Sales & Marketing, Human

Resources, and Finance & Manufacturing.

Eveready follows the usual procedure of group discussions, personal interview &

psychometric evaluation before selecting the candidates as management trainees from the

campus.

28

A management trainee during his/her first year in the company is given assignments

across all functions of the organization, which allows him or her to understand the

company’s structure and its business processes. Most importantly, it allows them to

understand and inculcate the culture and ethos that Eveready stands for. During the course

of his/her professional life an employee is also provided with opportunities to gain cross-

functional expertise through a planned process of career planning and career

development. Cross-functional assignments are encouraged and practiced in the company.

Eveready also encourages summer internships for students from various Business Schools

and Engineering Colleges. As summer interns, students get to work on identified live

projects. Bright and hardworking students are identified during the internship programme.

The company also practices the process of “Pre Placement Offers” to talented summer

interns from Business schools, who are identified during the course of their engagement

for which the individual undergoes the process of their internship project presentations,

psychometric evaluation and personal interview.

29

PowerCell

Eveready acquired Power Cell, the erstwhile BPL Soft Energy Systems Ltd, in

2005.Powercell initially operated as a subsidiary of Eveready under the name Power cell

Battery India Ltd. In April 2007, it was amalgamated with Eveready and became the

Power cell Division of Eveready.

Power cell manufactures and markets dry cell batteries under two brands Power cell &

Shakti. It also markets torches under brand name Power Cell.

Power cell Division is also coming up with Compact fluorescent lamps (CFLs) and

Incandescent lamps (GLS) under the brand name Power Cell LITEZ.

Distribution Network

Power cell Division has a separate national network of distributors establishing a direct

reach of 300,000 outlets which support the entire range of products under the brand

Power Cell and Shakti.

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Product portfolio

The Battery product range includes Carbon Zinc Range & Alkaline Batteries.

Torches: Wide range of models includes the latest LED based models.

Compact Fluorescent Lamps (CFL): BIS approved Quality (Wide range of shapes &

wattages available to cater to all lighting requirements)

Incandescent Bulbs (GLS): Wide range BIS approved quality bulbs in Clear, Milky and

decorative range.

31

PRODUCTS OF EVEREADY

1. EVEREADY ULTIMA (Alkaline Batteries)

2. EVEREADY RECHARGE (Rechargeable Batteries)

3. EVEREADY JEEVAN-SATHI (Brass Torches),

4. EVEREADY DigiLED (LED Flash Lights),

5. EVEREADY HOMELITE (Alternate Lighting Solutions)

6. EVEREADY CFL (Compact fluorescent lamps),

7. EVEREADY POWERON (Homecare products) and

8. EVEREADY PREMIUM GOLD / JAAGO / TEZ (Packaged Tea) etc.

32

ABOUT THE PRODUCTS OF EVEREADY

Domestic:

Carbon Zinc

Eveready Industries India Limited. Is the world’s third largest producer of Carbon Zinc

batteries, selling over 1 billion batteries every year. Present in all segments of Dry cell

batteries, Eveready holds the dominant market share in every segment.

Rechargeable :

Eveready Industries India Limited is the first entrant and the leading brand in the

organized Rechargeable battery category. ‘Eveready Recharge’ batteries can be recharged

up to a thousand times.

33

Packet Tea:

After 100 years, has curved a niche in the packet tea industry. End of 2006 saw a

change... the packet tea brands were upgraded to bring it in line with the changing market

scenario. The association of Eveready with Tez, Premium Gold, Jaago and Classic will

not only connote assurance, trust and quality, but help build in the consumer proximity.

Flashlights:

Eveready Industries India Limited is the largest manufacturer of flashlights in South Asia.

Since pioneering the portable lighting revolution in the country a century ago, Eveready

has enjoyed an uninterrupted leadership position in this segment. An unparalleled

distribution network ensures that Eveready torches are always available within easy

reach, wherever you are. From remote villages to the city heights, Eveready flashlights

light up lives across the length and breadth of the country.

34

Eveready digiLED:

Eveready has NOW launched an altogether new 'category' of torches - The LED torches.

The category is being called "Eveready digi LED"….and will have many models in its

portfolio. This category will offer to the consumers a torch which has…Low battery

consumption. Focused white light Slide switch for easy operation Strong durable body.

Poweron:

In an Endeavour to satisfy ever-changing consumer needs, Eveready has developed

Poweron, a mosquito coil which provides powerful protection against the all-pervasive

mosquito menace. Eveready Poweron the new generation fast action mosquito coil comes

in 3 variants: Red 12 hours’ protection Red 10 hours’ protection Green 8 hours protection

the coils come in a heat sealed pouch which protects the coil from moisture, fungus and

dust. The pleasantly fragrant coils repel mosquitoes powerfully and effectively, providing

Power on protection from Malaria, Dengue and Filarial.

Export:

The launch of LAVA marked the entry of Eveready Industries India Limited. Into the

35

global market. Making its presence felt in 15 countries, commencing its worldwide

journey with its launch in Sri Lanka, Bangladesh and Mauritius and then moving on to the

more distant markets of Middle East, Africa, Latin America, USA and United Kingdom,

LAVA is a recognized brand in the markets of Sudan, Ethiopia, Djibouti, Eritrea, Egypt

and Sri Lanka. Eveready Industries India Ltd., a $150 million company, is one of the

most reputed FMCG companies in India, with formidable strengths in manufacturing,

marketing and distributing a diverse range of products covering Batteries, Flashlights and

Packet Tea. Eveready is the world’s third largest producer of carbon zinc batteries, selling

more than a billion units a year. Its carbon zinc batteries dominate the Indian market with

a complete range for all equipment types. With such formidable strengths in the domestic

market, Eveready Industries India Ltd. launched its products in the Global market under

the brand name LAVA. Making its presence felt in 15 countries, LAVA is now a brand to

watch out for.

Aim / Vision / Mission

For over a century, our corporation has been a partner to consumers with our expertise in

portable power and light. Today, we endeavor to be the perfect Companion to consumers

by providing value-for-money brands with Tangible Differentiation in quality Every day,

we seek Consumer Proximity to ensure the enjoyment of better living. Our core

competence will be based on these three core values for the total synergy and future

profitable growth of our corporation

36

Quality Policy / Processes

Eveready has a totally computerized battery testing facility - the only battery testing

laboratory accredited by National Accreditation Board for Testing & Calibration

Laboratories (NABL) - where batteries can be tested as per BIS, IEC and JEC standards.

Eveready's research team constitutes highly qualified Scientists, Engineers, Chemists and

Technicians dedicated to maintaining technology leadership in Zinc-Carbon batteries,

Flashlights and related components. The Research Centre has Pilot Plant facilities,

Analytical testing facilities such as Atomic Absorption Spectrophotometer (AAS), Polar

graph, X-Ray Diffract meter (XRD) and a Chemical Laboratory. The Eveready Research

Centre is capable of providing world-class testing and research support to meet stringent

customer requirements from across the world.

Competitors:

Duracell:

Launched in mid-1973, leading player in industrial batteries segment.

Holds 26% market share in industrial batteries segment.

Sales grew by 46% to 314 cr. in 2008.

Cater with products like all purpose of batteries, power reserve, flashlights,

rechargeable,

My grid, digital memories, etc.

Nippo:

37

A household name in India was formed in 1972.

Produces and sells over 10 billion batteries a year.

First Indian dry battery company to be certified by ISO: 14001 and ISO: 9001

international standards.

Has a strong distribution network.

Holds 32% market share in India.

FUTURE PLANS:

Eveready may have to wait another 2-3 months before it can bring its newest

acquisition, France-based rechargeable batteries company Uncross. On June 2009

Eveready acquired an 80% stake in Uncross.

Vice chairman and managing director Deepak khaitan wants the company to enter

in other product portfolio to earn more profit. As reported a 5 percent drop in

April-June profit to Rs.15.15 crore from Rs.16.04 crore year.

The company is weighing options of re-entering the branded tea market through a

sourcing pact with group company McLeod Russel India Ltd and launching

foreign fast moving consumer durable brands in India.

38

Working with us

In our success story spanning over a century, Eveready has been powered by its people- a

unique combination of youth and experience. The vision and leadership of a stable senior-

management is only matched by the motivation and energy of the youth brigade.

Aware of the potential of our strength, our human resource, Eveready has taken care to

create an atmosphere that not only attracts the best talents, but also nurtures and grooms

them into leaders of standards matched by the best in Corporate India. Here is a place

where the dream-laden beginners can look forward to start a value-adding and rewarding

career. Experienced middle-level executives can hope for a worthwhile career transition

into an organizational experience marked by opportunities to practice creative leadership

with autonomy & accountability. High performing senior professionals can look forward

to a strategic leadership role to shape & realize the company’s vision and contribute to

organization building. Even as the company eyes growth for itself, it is as much

committed to the growth of its employees. Good performance and high potential never

goes un-recognized or unrewarded. This is the secret of our highly motivated workforce

committed to excellence.

A happy individual always performs well. Keeping this in mind, Eveready strives to

strike a healthy work-life balance for its employees. The Eveready workplace exudes

warmth of a friendly, human touch as much as it boasts world-class professionalism. It

bustles with activity offering a vibrant work culture.  Eveready believes in building and

nurturing one big family of Eveready citizens who develop a strong and deep emotional

39

bonding with the organization. It also helps in developing socially responsible corporate

citizens.

As Eveready surges ahead to build ‘The Next Century of Power’, it not only relies on the

rock-solid stable top management, but also expects the young, vibrant workforce to take

the company ahead with their ideas and innovation. After all, it is the power of people,

the power of ideas that gives Eveready the power to march full steam ahead.

Battery Guide

Primary Battery:

A primary battery is a battery that is designed to be cycled (fully discharged) only once

and then discarded. Although primary batteries are often made from the same base

materials as secondary (rechargeable) batteries, the design and manufacturing processes

are not the same. Primary batteries should not be recharged. Although attempts at

recharging a primary battery will occasionally succeed (usually with a diminished

capacity), it is more likely that the battery will simply fail to hold any charge, will leak

electrolyte onto the battery charger, or will overheat and cause a fire. It is unwise and

dangerous to recharge a primary battery.

Some Types of Primary Batteries:

A zinc-carbon dry cell or battery is packaged in a zinc can

that serves as both a container and anode. The cathode is a mixture of manganese dioxide

40

and carbon powder. The electrolyte is a paste of zinc chloride and ammonium chloride

dissolved in water. Zinc-carbon batteries are the least expensive primary batteries and

thus a popular choice for low-drain devices. They can be used in remote controls,

flashlights, toys, or transistor radios, where the power drain is not too heavy.

Alkaline batteries are a type of primary battery.

Compared with zinc-carbon batteries, while all produce approximately 1.5 volts per cell,

alkaline batteries have a higher energy density and longer shelf-life. The alkaline battery

gets its name because it has an alkaline electrolyte of potassium hydroxide, as opposed to

the acidic electrolyte of the zinc-carbon batteries which are offered in the same nominal

voltages and physical size.

Secondary Battery:

41

A secondary battery is commonly known as a

rechargeable battery. It is usually designed to have a lifetime of between 100 and 1000

recharge cycles, depending on the composite materials. Secondary batteries are,

generally, more cost effective over time than primary batteries, since the battery can be

recharged and reused. A single discharge cycle of a primary battery, however, will

provide more current for a longer period of time than a single discharge cycle of an

equivalent secondary battery.

Battery Handling and Maintenance:

The following guidelines offer specific advice on battery handling and maintenance. This

advice is necessarily not all inclusive. Users are cautioned to observe specific warnings

on individual battery labels and to use common sense when handling batteries.

Battery Caution:

Do not attempt to recharge primary batteries. This kind of battery is not designed

to be recharged and may overheat or leak if recharging is attempted.

Be careful of the polarity while loading a battery. Reverse polarity may cause

damage to the equipment, in which the battery is wrongly loaded.

42

When recharging secondary batteries, use a charging device that is approved for

that type of battery. Using an approved charging device can prevent overcharging

or overheating the battery. Many chargers have special circuits built into them for

correctly charging specific types of batteries and will not work properly with other

types.

Do not use secondary (rechargeable) batteries in smoke detectors. Secondary

batteries have a high self-discharge rate. Primary batteries have a much longer

shelf life and are much more dependable in emergencies.

Consult the smoke detectors user manual for the recommended battery types.

Do not attempt to refill or repair a worn-out or damaged battery.

Do not allow direct bodily contact with battery components. Acidic or alkaline

electrolyte can cause skin irritation or burns. Electrode materials such as mercury

or cadmium are toxic.

Do not lick a 9 V battery to see if it is charged. You will, of course, be able to

determine whether or not the battery is charged, but such a test may result in a

burn that may range from simply uncomfortable to serious.

Do not dispose of batteries in fire. The metallic components of the battery will not

burn and the burning electrolyte may splatter, explode, or release toxic fumes.

Batteries may be disposed of, however, in industrial incinerators that are approved

for the disposal of batteries.

Do not carry batteries in your pocket. Coins, keys, or other metal objects can short

circuit a battery, which can cause extreme heat, acid leakage, or an explosion.

Extending Battery Life:

43

In a device, use only the type of battery that is recommended by the manufacturer

of the device.

To find a replacement battery that works with a given device, call the

manufacturer of the device or ask the retailer to check the manufacturer’s battery

cross-reference guide.

Store batteries in a cool, dry place. This helps extend their shelf life. Refrigerators

are convenient locations.

Do not store batteries in a freezer. Always let batteries come to room temperature

before using them.

Store batteries in their original boxes or packaging materials. The battery

packaging has been designed for maximum shelf life.

When storing battery-powered devices for long periods (i.e., more than a month),

remove the batteries. This can prevent damage to the device from possible battery

leakage. Also, the batteries can be used for other applications while the batteries

are still “fresh.”

Use a marking pen to indicate, on the battery casing, the day and year that the

battery was purchased. Avoid writing on or near the battery terminals.

Do not mix batteries from different manufacturers in a multi-cell device (e.g., a

torch). Small differences in voltage, current, and capacity, between brands, can

reduce the average useful life of all the batteries.

When using batteries in a multicell device (e.g., a torch), use batteries of the same

age and similar discharged capacity. This kind of matching will make it more

likely that all the batteries will discharge at the same rate, putting less stress on

any individual battery.

44

Do not use batteries in high-temperature situations (more 45 degree C) unless the

battery is designed for that temperature range).

Locate batteries as far away from heat sources as possible. The electrical potential

of the battery will degrade rapidly if it is exposed to temperatures higher than

those recommended by the manufacturer.

Some batteries may not operate to its optimum level if used below Zero degrees

Celsius. In case of doubt check with the manufacturer in such applications.

45

SWOT ANALYSIS

Strength:

Main strength lies in its distribution network.

More than 4000 vans sells there product all over India.

Well known for its marketing skills.

Among the top 20 best marketing companies of India.

Weakness:

Cost of production.

Needs improvements in quality.

Opportunity:

New markets in India especially urban.

Entering foreign markets.

Markets for cordless batteries and rechargeable batteries with chargers.

Threats:

Competitor brand has available in lesser price, which compare to our product have

little higher.

46

Local brands have more sales as compare to our products.

Awareness among the rural customers is very less.

Objectives of the study

To find out the consumer preference of Eveready

To find out the satisfaction levels towards service provide by Eveready.

To find out the major competitor of Eveready.

To study the market analysis of Eveready

To study the distribution channel of Eveready

47

Importance of the study

The importance of a project report is following.

The study will help to know that what additional features & what facilities should

be increase.

The importance of project study is that it is helpful to make future policy of the

company.

To find out the consumer preference of Eveready

To find out the satisfaction levels towards service provide by Eveready.

To find out the major competitor of Eveready.

To study the market analysis of Eveready

To study the distribution channel of Eveready

48

Scope of the study

Researcher has been conducted in the Lucknow City; it helps in accelerating demand of

the batteries in the market. The study will also help to know the market share and will

also help the creating & providing high quality service in batteries operators which

increase the brand loyalty batteries operators to words idea.

The study will also help in improving marketing sales promotion and new strategy of the

company.

49

Research Methodology

Research is a common language refers to a search of knowledge. Research is scientific &

systematic search for pertinent information on a specific topic, infect research is an art of

scientific investigation. Research Methodology is a scientific way to solve research

problem. It may be understood as a science of studying how research is don’t

scientifically. In it we study various steps that are generally adopted by researchers in

studying their research problem. It is necessary for researchers to know not only know

research method techniques but also technology. The scope of Research Methodology is

wider than that of research methods.

The research problem consists of series of closely related activities. At times, the first step

determines the native of the last step to be undertaken. Why a research has been defined,

what data has been collected and what a particular methods have been adopted and a host

of similar other questions are usually answered when we talk of research methodology

concerning a research problem or study. The project is a study where focus is on the

following points:

Research Design:-

50

A research design is defined, as the specification of methods and procedures for acquiring

the Information needed. It is a plant or organizing framework for doing the study and

collecting the data. Designing a research plan requires decisions all the data sources,

research approaches, Research instruments, sampling plan and contact methods. The

study was descriptive kind of research.

Research design is mainly of following types:

1. Exploratory research.

2. Descriptive studies

3. Causal studies/Experimental studies

1. Exploratory research:-

The major purposes of exploratory studies are the identification of problems, the more

precise Formulation of problems and the formulations of new alternative courses of

action. The design of exploratory studies is characterized by a great amount of flexibility

and ad-hoc veracity.

2. Descriptive research:-

Descriptive research in contrast to exploratory research is marked by the prior

formulation of specific research Questions. The investigator already knows a substantial

amount about the research problem. Perhaps as a Result of an exploratory study, before

the project is initiated. Descriptive research is also characterized by a Preplanned and

structured design.

3. Causal studies/Experimental studies

51

A casual design investigates the cause and effect relationships between two or more

variables. The hypothesis is tested and the experiment is done. There are following types

of casual designs

a. After only with control design

b. Before after with control design

c. Before after without control design

d. Consumer panel design

e. Ex-post facto design

Research Design has been classified into four subsections they are:

1. Sample selection and size;

2. Sampling procedure;

3. Data collection; and

4. Analytical tools

Sample Selection and size

The first step of research is sample selection, for which the respondents were consumers

in Varanasi city. The total consumers covered were 120. The same questionnaires were

distributed, but only 100 fully-completed questionnaires were received. Results are based

on the response of these 100 respondents, and in this 80 respondent chosen Eveready

batteries.

Sampling Procedure

There are basically two methods of sampling:-

52

Probability sampling

It is also known as random sampling. Under this sampling design every item of the

universe has an equal chance of inclusion in the sample. It is, so to say, a lottery method

in which individual units are picked from the whole group not deliberately but by some

mechanical process. Here it blind chance alone that determines whether one item or the

other is selected. The results obtained from probability sampling can be assured in terms

of probability.

Non Probability sampling

Non Probability sampling is that sampling procedure which does not afford any basis for

estimating the probability that each item in the population has been included in the

sample. In this type of sampling, items for the sample selected deliberately by the

researcher; his choice concerning the items remains supreme.

For the study the consumers are selected by the convenience sampling

method. The selection of units from the population based on their easy availability and

accessibility to the researcher is known as convenience sampling

Data Collection method

Data Collection Method

Primary Secondary

53

Published Sources Unpublished Sources

Direct personal Interview

Indirect personal Interview Govt. publication

Information from correspondents Report Committees

Mailed questionnaire & Commissions Private Publication

Question filled by enumerators Research Institute

The task data collection begins after research problem has been defined. There are two

methods for data collection.

Primary data

Primary data may be described as those data that have been observed and recorded by the

researcher for the first time to their knowledge.

Secondary data

Secondary data are those data which have been already collected and analyzed by some

earlier agency for its own use; and later the same data are used by a different agency.

For the present study, the survey method was used for collecting primary data. A

structured questionnaire was used for the purpose. The questionnaire included multiple

choice questions. The main source of secondary data has been the leafy journal of

Consumer Behavior, and Indian journal of Marketing. The study employs primary data

collected by communicating with the respondents with the help of structured

questionnaire. The study mainly deals with the behavior of individual towards Consumer

Preference for Eveready Batteries in Lucknow.

Analytical Data

54

The data thus collected, was tabulated, interpreted and analyzed with a view to make the

study meaningful. In the present study, hypothesis testing, percentage, frequency and

cross tabulation methods have been used for analysis.

Q1. Do you use batteries?

(a) Yes (b) No

Table- 1

Particular No of respondent Percentage

Yes 100 100

No 0 0

Total 100 100

Chart- 1

55

Analysis

It is found that 100 % customers use batteries.

Interpretation

From the above analysis the researcher came to know that all of the persons use

batteries.

56

Q2: Do you know the brand Eveready for its batteries?

(a) Yes (b) No

Table- 2

Particular No of respondent Percentage

Yes 100 100

No 0 0

Total 100 100

Chart- 2

57

Analysis

It is found that 100 % customers know about Eveready brand for batteries.

Interpretation

From the above analysis the researcher came to know that all of the persons know

about Eveready brand for batteries.

58

Q3: Which company’s battery do you use?

(a) Eveready (b) Duracell (c) Nippo (d) others

Table- 3

Particular No of respondent Percentage

Eveready 80 80

Duracell 3 3

Nippo 7 7

others 10 10

Total 100 100

Chart-3

59

Analysis

It is found that 80 % customers use Eveready brand for batteries, 3% customers use

Duracell brand for batteries,7% customers use Nippo brand for batteries10%

customers use other brand for batteries.

Interpretation

From the above analysis the researcher came to know that most of the persons use

Eveready brand for batteries.

60

Q4: What type of batteries you use generally?

(a) AA/R06 (b) D/R20 (c) AA/rechargeable (d) AAA/R03

Table- 4

Particular No of respondent Percentage

AA/R06 24 30

D/R20 22 27.5

AA/rechargeable 20 25

AAA/R03 14 17.5

Total 80 100

Chart-4

61

Analysis

In the above graph it is showed 30% of customers use AA/R06 batteries, 27.50% of

customers use D/R20 batteries, 25% of customers use AA/Rechargeable batteries, 17.5%

of customers use AAA/R03 batteries.

Interpretation

From the above analysis the researcher came to know that most of customers use

AAA/R03 batteries.

62

Q5: Purpose of using the batteries?

(a) Torches (b) Clocks (c) Home lights (d) Remotes (e)

Calculator (f) Toys

Table-5

Particular No of respondent Percentage

Torches 20 25

Clocks 26 32.5

home lights 8 10

Remotes 12 15

Calculator 10 12.5

Toys 4 5

Total 80 100

63

Chart-5

Analysis

In the above graph it is showed 25% of customers using batteries for Torches, 32.5%

using batteries for clocks, 10% using batteries for Home light, 12% using batteries for

Remote, 12.5% using batteries for Calculators, 5% using batteries for Toys.

Interpretation

From the above analysis the researcher came to know that most of customers using

batteries Clocks.

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Q6: How often you purchase batteries?

(a) Forth nightly (b) Monthly (c) Quarterly (d) Yearly

Table- 6

Particular No of respondent Percentage

Forth nightly 12 15

Monthly 45 56.25

Quarterly 18 22.5

Yearly 5 6.25

Total 80 100

Chart-6

65

Analysis

In the above graph it is showed 15% of customers purchasing batteries Forth nightly,

56.25% of customers purchasing batteries Monthly, 22.50% of customers purchasing

batteries Quarterly, 6.25% of customers purchasing batteries Yearly.

Interpretation

From the above analysis the researcher came to know that most of customers purchasing

batteries Monthly.

66

Q7: Factors you consider to judge a product?

(a) Product quality (b) Price (c) Promotion (d) Distribution coverage (e) Brand name/

Goodwill (f) After sales service

Table-7

Particular No of respondent Percentage

Product quality 20 25

Price 15 18.75

Promotion 10 12.5

distribution coverage 15 18.75

Brand name/ goodwill 12 15

After sales service 8 10

Total 80 100

Chart-7

67

Analysis

It is found that 25 % customers judging the product on the basis of Product quality,

18.75% customers judging the product on the basis of Price, 12.5% customers judging

the product on the basis of Promotion, 18.75 % customers judging the product on the

basis of Distribution coverage, 15 % customers judging the product on the basis of Brand

name/Good will, 10% customers judging the product on the basis of After sale service.

Interpretation

From the above analysis the researcher came to know that most of the persons judging

the product on the basis of Product quality.

68

Q8: According to you which company produce economical batteries?

(a) Eveready (b) Nippo (c) Duracell (d) Others

Table- 8

Particular No of respondent Percentage

Eveready 40 40

Nippo 25 25

Duracell 10 10

Others 25 25

Total 100 100

Chart- 8

69

Analysis

The above report which company produce economical batteries generally shows that 40%

respondent say that Eveready, 25% respondent say that Nippo, 10% respondent say

that Duracell and 25% respondent say that Others

Interpretation

From the above analysis the researcher came to know that Eveready company produce

economical batteries mostly.

70

Q9: Do you think promotional activities have impact on purchasing the batteries?

(a) Yes (b) No

Table- 9

Particular No of respondent Percentage

Yes 45 56.25

No 35 43.75

Total 80 100

Chart- 9

71

Analysis

The above report on the basis of know the think promotional activities have impact on

purchasing the batteries shows that 56.25 % respondent to say yes & 43.75 % says no

Interpretation

From the above analysis the researcher came to know that promotional activity effect the

purchasing.

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Q10: If yes, which promotional activities affect the purchasing?

(a) Newspaper (b) Television (c) Radio (d) Internet (e) Magazine

(f) Bill board / Hoardings / Glow sign (g) None of them

Table- 10

Particular No of respondent Percentage

Newspaper 10 12.5

Television 15 18.75

Radio 10 12.5

Internet 10 12.5

bill board / hoardings / glow sign 15 18.75

None of them 20 25

Total 80 100

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Chart- 10

Analysis

The above report which promotional activities affect the purchasing generally shows that

12.5% respondent say that newspaper, 18.75% respondent say that television, 12.5%

respondent say that radio,12.5% bill board / hoardings / glow sig. 18.75% respondent

say that internet and 25% None of them

Interpretation

From the above analysis it can be interpreted that the maximum respondent are saying

that none of them.

74

Q11: Do you think wide availability affects the purchase decision of a consumer?

(a) Yes (b) No

Table- 11

Particular No of respondent Percentage

Yes 50 62.5

No 30 37.5

Total 80 100

Chart- 11

75

Analysis

The above report on the basis of know wide availability affects the purchase decision

of a consumer shows that 62.5% respondent to say yes & 37.5% says no

Interpretation

From the above analysis the researcher came to know that wide availability affects the

purchase decision of a consumer.

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Q12: According to you who are the decision makers at the time of purchasing?

(a) Yourself (b) Parents(c) Grandparents (d) Spouse (e) Children (f) Friends

(g) If others…………………..

Table-12

Particular No of respondent Percentage

Yourself 15 18.75

Parents 17 21.25

Friends 8 10

Spouse 10 12.5

Children 5 6.25

If other 25 31.25

Total 80 100

Chart- 12

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Analysis

The above report you who are the decision makers at the time of purchasing generally

shows that18.75% respondent say that Yourself , 21.25% respondent say that parents,

10% respondent say that friends,12.25% spouse 6.25% respondent say that children

and 31.25% If other

Interpretation

From the above analysis it can be interpreted that the maximum respondent are saying

that other after that parents.

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Q13: Do you consider yourself to be brand loyal for purchasing batteries?

(a) Yes (b) No

Table- 13

Particular No of respondent Percentage

Yes 45 56.25

No 35 43.75

Total 80 100

Chart- 13

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Analysis

The above report on the basis of consider yourself to be brand loyal for purchasing

batteries shows that 56.25% respondent to say yes & 43.75 % says no

Interpretation

The maximum number of respondent to says yes after that no.

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Findings

The above report on the basis of use batteries shows that 100 % respondent to say

use batteries.

The above report on the basis of Use Company batteries show that 80%

respondent to say uses Eveready batteries.

The above report type of batteries you use generally shows that30% respondent

say that AA/R06, 27.5% respondent say that D/R20, 25% respondent say that

AA/rechargeable and 17.5% respondent say that AAA/R03

The above report purpose of using the batteries generally shows that 25%

respondent say that Torches, 32.5% respondent say that clocks, 10%

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respondent say that home lights and 15% respondent say that remotes,12.5%

respondent to Calculator 5% respondent for toys

The above report : how often you purchase batteries generally shows that 15%

respondent say that Forth nightly, 56.25% respondent say that monthly,

22.5% respondent say that quarterly and 6.25% respondent say that yearly

The above report on the basis of know the brand Eveready for its batteries

shows that 100 % respondent to say use batteries every persons know the brand

Eveready for its batteries

The above report : factors you consider to judge a product generally shows that

25% respondent say that Product quality, 18.75% respondent say that price,

12.5% respondent say that promotion, 18.75% distribution coverage , 15%

Brand name/ goodwill and10% respondent say that After sales service

The above report you which company produce economical batteries generally

shows that 40% respondent say that Eveready, 25% respondent say that

Nippo, 10% respondent say that Duracell and 25% respondent say that

Others

The above report on the basis of know the think promotional activities have

impact on purchasing the batteries shows that 56.25 % respondent to say yes &

43.75% says no

The above report which promotional activities affect the purchasing generally

shows that 12.5% respondent say that newspaper, 18.75% respondent say

that television, 12.5% respondent say that radio,18.75% bill board /

hoardings / glow sig. 12.75% respondent say that internet and 25% None of

them

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The above report on the basis of know wide availability affects the purchase

decision of a consumer shows that 62.5 % respondent to say yes & 37.5% says

no

The above report you who are the decision makers at the time of purchasing

generally shows that 18.75% respondent say that Yourself , 21.25%

respondent say that parents, 10% respondent say that friends,12.5% spouse

6.25% respondent say that children and 31.25% If other

The above report on the basis of consider yourself to be brand loyal for

purchasing batteries shows that 56.25 % respondent to say yes & 43.75% says

no

Recommendations

After completion of the research work the researcher came to some conclusions which

could help the company in development & improvement of service process. This is

helpful in future development of the company. The following points come in the

suggestion parts which came after the analysis and conclusion of the research:-

The company should improve the quality of the product.

The company should improve its promotional activities through advertisement,

free gifts coupons etc. Since the price of the product is also an important factor

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which influence the purchasing decision so the company should design the

products price according to the customer affordance level.

Company should instruct the sales representatives not to make extra ordinary

commitments on behalf of the company for sale.

The distribution channel should be arranged according to the convenient of the

customer.

Conclusions

From the above study it can be concluded that Eveready is performing well in the

existing market condition in the area of Lucknow, but the market of Lucknow is highly

competitive and there is a scope of huge improvement with the changing scenario an

marketing condition of less developed area of Lucknow, so there is an extensive need of

improving company image and better utilization of resources to utilize the market

potential.

The results of current time are satisfactory but the company should try to attract

more customers towards the company.

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From above analysis and survey we can conclude as follows

The researcher found that the market position of Eveready is good.

The customers are satisfied with the promotional activities of Eveready.

The result shows that the companies which are providing more facilities are

leading in the market.

The researcher found that the companies, who are spending more money on their

promotional activity & market attractive schemes with low price, are successful in

the market.

The result shows that the companies which employee’s cooperation is good are

leading in the market.

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Limitations of the Research

The research is confined to a certain parts of Lucknow and does not necessarily shows a

pattern applicable to all of Country.

1. Some respondents were reluctant to divulge personal information which can affect

the validity of all responses.

2. In a rapidly changing industry, analysis on one day or in one segment can change

very quickly. The environmental changes are vital to be considered in order to

assimilate the findings.

3. Sometime the customer did not give right information about himself.

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4. Sometime the gap of communication was come in between the interaction.

5. The study is confined to the existing customers of Eveready only.

Bibliography

Books/Magazines Referred:-

Kotler, Philip & Armstrong, Graw- “Principle of Marketing”,

Pearson Education, New Delhi 2007.Publisher- Dorling

Kindersley (India) Pvt. Ltd.

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Kotler, Philip- “Marketing Management”: Analysis, planning,

Implementations & control, Pearson Education, New Delhi

2003, 11 t h Ed ition.

Kothari C. R. – “Research Methodology” 2n d revised edition

2004 published by New Age International Ltd.

Beri- “Marketing Research” (Tata Mc Graw-Hill), 1993 2 n d

Edition.

“Marketing Strategy and Management”- Mr. Michael J.

Baker.

Gupta CB-“An Introduction to Statistical Method (Vikas)”,

1995, 9 t h Edition .

Eveready In-house Newsletters.

BUSINESS MAGAZINE & NEWS PAPER:

The Times of India

The Economic Times

4Ps, Pitch, Business & Economy

Business Word& Business Standard

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Business Today

Business

Internet:

www.google.com

www.eveready.com

www. Evereadybatteries.com

Questionnaire

Name…………………………….

Age……………………………….

Occupation……………………..

Address………………………….

Phone number………………….

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Q1: Do you use batteries?

(a) Yes

(b) No

Q2: Do you know the brand Eveready for its batteries?

(c) Yes

(d) No

Q3: which company’s battery do you use?

(a) Eveready

(b) Duracell

(c) Nippo

(d) Others

Q4: What type of batteries you use generally?

(a) AA/R06

(b) D/R20

(c) AA/rechargeable

(d) AAA/R03

Q5: Purpose of using the batteries?

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(a) Torches

(b) Clocks

(c) Home lights

(d) Remotes

(e) Calculator

(f) Toys

Q6: How often you purchase batteries?

(a) Forth nightly

(b) Monthly

(c) Quarterly

(d) Yearly

Q7: Factors you consider to judge a product?

(a) Product quality

(b) Price

(c) Promotion

(d) Distribution coverage

(e) Brand name/ goodwill

(f) After sales service

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Q8: According to you which company produce economical batteries?

(a) Eveready

(b) Nippo

(c) Duracell

(d) Others

Q9: Do you think promotional activities have impact on purchasing the batteries?

(a) Yes

(b) No

Q10: If yes, which promotional activities affect the purchasing?

(a) Newspaper

(b) Television

(c) Radio

(d) Internet

(e) Magazine

(f) Bill board / Hoardings / Glow sign

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(g) None of them

Q11: Do you think wide availability affects the purchase decision of a consumer?

(a) Yes

(b) No

Q12: According to you who are the decision makers at the time of purchasing?

(a) Yourself

(b) Parents

(c) Grandparents

(d) Spouse

(e) Children

(f) friends

(g) If others…………………..

Q13: Do you consider yourself to be brand loyal for purchasing batteries?

(a) Yes

(b) No

Q14: Do you want to give any suggestions?

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………………………………………………………………………………………

………………………………………………………………………………………

……………………………………………………………………………………..

THANK YOU

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