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A Critical Study of Brand Awareness of Tata green Battery, Ara
Summer Project Report
Submitted by
Jai prakash Maurya[Reg. No. 091512101027]
In partial fulfillment of the degreeof
Master of Business Administrationin
Marketing
Under the
Faculty of Management StudiesAugust 2010
Dr MGR
Educational and Research Institute
UNIVERSITY
(Established u/s 3 of UGC Act, 1956)
N.H.4, Periyar EVR Road
Maduravoyal, Chennai - 600 095
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DECLARATION
I declare that the Project Report entitled
Brand Awareness of Tata green Battery submitted by me
for the degree of Master of Business Administration is the record of
work carried out by me during the period in
[TATA AUTOCOMP GY BATTERIES Ltd, Ara] from
6th June to 16th July 2010 under the guidance
of-------------------------------------and has not formed the basis for the
award of any degree, diploma, associateship, fellowship, titles in this
or any other University or other similar institution of higher learning.
Student
Date:
Counter Signature of the GUIDE
--------------------------------
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Bonafide certificate
We certify that the Project entitled Brand Awareness of Tata green Battery
submitted for the degree of Master of Business Administration by Mr. JAI PRAKASH
MAURYA [Reg. No. 091512101027] is the Bonafide record of Project Work carried out by
him during the period from 7th June to 16th July under the guidance and supervision of
Mrs. Arti Chandani and, that this work has not formed the basis for the award of any Degree,
diploma, associateship, fellowship or other titles in this University or other similar institution of
higher learning.
Guide: Head of Dept.
Date: Date:
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Acknowledgements
The Summer Internship Program (SIP) undertaken by me at Tata Auto Comp GY Batteries Ltd.
at, Ara was an extremely rewarding experience for me in terms of learning and industry exposure.
I would like to extend my deep gratitude towards the Head of the organisation
Mr. KARTHIKEYA SHASTRI who always motivated me and helped me during the
internship. Who gave his valuable time & guidance in every step of project? He was like a mentor
for me during these 45 Days Internship program giving me valuable inputs & much needs sales
exposure.
I would like to thank my faculty guide Mrs. Arti Chandaniand all faculty members who gave
his valuable inputs in preparation of the report .He gave valuable time from this busy schedule to
help me in the analysis & interpretation of my findings.
I would like to thank the associates of the operations department with Tata Auto Comp GY
batteries Ltd, who constantly gave their suggestions & shared valuable insights in making my
report effectively.
I would also like to thank my colleagues who were working with me during the internship in
Tudor India Ltd for their corporation & support during the entire period.
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CONTENTS
Declaration
Bonafide Certificate
Acknowledgement
Section I:Introduction 1
Introduction of the concept of summer project
Scope of the study
Objectives of the Study
Limitations of the Study
Section II:Company Profile 8
Introducing the company
History of the company,
Hierarchy of the company
Section III: Report 17
Observations in the company
Summarizing the project experience
Finding during the project work
Suggestions for improvement.
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CHAPTER - 1
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INTRODUCTION
Introduction-Scope of the study-
Objective of the study-Limitation
Meaning of brand
A Brand is symbol, a mark, a name that acts as a means of communications, which brings
about an identity of a given product.
A Brand in short is an identifier of the seller or the maker. A brand name consists ofwords, letter, or numbers that can vocalize. Brand mark is the visual representation of the
brand like a symbol, design, distinctive coloring, or lettering. Brand creates a bond
between the customer and a product.
Definition:
According to American marketing association A Brand is defined as a name, item,
sign, symbol or special design or some combination of these elements that is intended to
identify the goods or services of one seller or a group of sellers. A brand differentiates
these products from those of competitors.
In the words of Philip kotler
A brand is a name, term, sign, symbol or design or combination of them. Intended to
identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors
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Role of Branding
In todays world brand names come to create identify to distinguish one product from
another, the following points to pin down its precise role.
Brand is a massive asset: Brand is an intangible asset, because it is impossible
to duplicate brand name.
Brand is promotional tool: The product differentiation done by a brand through
sales promotion.
Brand is a weapon to protect market: A consumer has tried and liked a
product; the brand enables him to identify the product and repeat the purchase.
Brand is antidote for middlemens survival: The class of middle man always
tends to go for a successful brand.
Brand is a means of identifications of customers: Brand is the easiest way of
identifying product or service by customers.
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A brand can convey the consumers through six levels as shown below:
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Brand equity
Brands differ in the power and value they have in the market due to different factors. A
powerful brand known to have brand equity, There are brands, which buyers have a highdegree of brand awareness, brand acceptability, brand preference and brand loyalty
respectively. Brand equity is based on the scope to that, it has brand loyalty, name,
awareness, perceived quality, strong brand relations, and other assets like patents,
trademarks. In addition, brands that have strong brand equity seen as a valuable asset to
the firm and can bought or sold for a price.
Brand equity is a set of brand assets and liabilities joined to a brand via its name and
symbol, which adds or subtracts from the value offered by goods or service to a firms
customers
Brand awareness
Brand awareness is an important and undervalued part of brand equity.
Awareness can influence perceptions and attitudes and it drives brand choice and loyalty.
It reflects the salience of the brand in the customers mind. It is a part for the
communications process. It has a key role in the consumer decision-making process and
in determining the consideration. Consumers are aware of a large number of brands when
making buying decisions, and brands with higher awareness levels are more likely to be
part of the final buying decision. Brand awareness also said to influence the brands
perceived quality, as found in a consumer choice.
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Scope of the study
The study was conduct at various places of Ara, and I have visited people randomly
nearby my locality.
The study plays a very important role in market research. It also helps to
understand and identify the human action towards brand.
The information thus gathered by conducting a systematic market research wouldhelp to finding out the brand awareness of the consumers.
This study mainly focused towards people of Ara who belong to different type of
battery user and reside in different localities, in order to find out their preference
given to particular brand.
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OBJECTIVE OF THE STUDY
The objective of the study defines the way of doing things for teaching the organizationalgoal one by one individual to get the customers view about the organization and theirsatisfaction towards the product.
Tata Auto Comp GY Batteries Pvt Ltd. Is one of the largest producing companies ofbatteries of different kinds (for 2-wheeler, 4-wheeler, inverter, and for heavy vehicle.) inIndia but it was not as popular in Bihar as compare to other states. Tata Auto Comp GYbatteries Ltd. Basically adopt franchise model techniques, for that the companies tie upwith some local & international well reputed companies and started the marketing as pertheir standards. Companies including like Yamaha, Hyundai, Bajaj, Ashok-Leyland andalso tie-up with Indian army to supply the batteries. As it known that its manufacturing
unit situated in Pune but its 2-wheeler batteries have t import from Japan.
In Bihar, Tata Auto Comp GY batteries Ltd. Having a tie up with K.G.S sons Privatelimited. It covers the all district of Bihar indented to work on standard marketing inBihar.
The main objectives of this study are as follows:-
Primary Objectives:-
To study the brand awareness of TATA GREEN BATTERIES (Tata Auto Comp GYBatteries Ltd). In Ara, Bihar.
To identify some dealers and distributors of Batteries throughout Ara and encouragethem for sale of Tata green batteries
Secondary Objective:-
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LIMITATION OF THE STUDY
The study was limited to only in and around Ara district of BIHAR, in these area thereare number of batteries seller shops dealers, garage, and potential customers are situated.
Limitation while carrying out the project, there were certain limitations which are
discussed as follows;-
The study was limited to period of 45 days (7th June 2010 to 16th July 2010).
The study was limited to only some numbers of dealers, batteries shops and somecustomers.
Some of the dealers & customers were hesitant in giving the adequate information.
Unavailability of the right contact many times the right contact persons were notpresent, in that case follow up was done 2-3 times.
Most of batteries merchants were very reluctant to provide information on margins onTata green batteries.
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Behavior is an attitudinal, which needed specialized knowledge of the area, so there ischance of interpretation error.
The focus of the study was Tata. Thus the finding cannot be applied to any other
company.
The study was limited in the city of Ara thus cannot be replicated to any other city.
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CHAPTER - 2
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COMPANY PROFILE
Introduction of the company-
History of the company-Hierarchy
INTRODUCTION
Introduction of lead acid battery Industry
The Indian lead storage battery market is comprised of two primary segments:
automotive and industrial. In the automotive segment, lead storage batteries used as a
secondary power source and demand driven by growth in motorcycle population,
passenger vehicle population and commercial vehicle population and the replacement
demand therein. In the industrial segment, batteries used for power back up, demand in
India currently driven by uses such as telecom towers, power generation, and forklifts.
The following diagram shows the basic structure of the Indian lead storage battery .
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Automotive Batteries
The automotive storage battery industry can broadly subdivide into two sub-segments:
the OEM and retail or replacement markets. The OEM market largely dominated by
leading manufacturers such as the following:
Industrial Batteries
Industrial batteries have a wide range of usage, unlike batteries produced for the
automotive industry. The industrial batteries market can be broken down into the
infrastructure market (railways, telecom, and power), fast-moving industrial batteries
Commercial Vehicles Passenger Cars Two-wheelers Tractors
Ashok Leyland Ltd Hindustan Motors Ltd Kinetic Motor
Company Ltd,
International
Tractors
Asia Motor Works Ltd Honda Siel Cars India Ltd LML Limited John Deere
Tractors
Eicher Motors Ltd Hyundai Motor India Ltd Mahindra Two
Wheelers Ltd
Mahindra
&Mahindra Ltd
Force Motors Ltd Mahindra Renault Pvt Ltd Royal Enfield (Unit
of Eicher Ltd)
New Holland
Tractors
Hindustan Motors Ltd Maruti Suzuki India Ltd Suzuki Motorcycle
India Pvt Ltd
Same Deutz
Tractors
JCBL Ltd Mercedes-Benz India Pvt
Ltd
TVS Motor
Company Ltd
Tractors AndFarms
Equipments ltdKamaz Vectra Motors Ltd Skoda Auto India Pvt Ltd
Mahindra & Mahindra Ltd Tata Motors Ltd
Mercedes-Benz India PvtLtd
Toyota Kirloskar Motor
Pvt Ltd
Piaggio Vehicles Pvt Ltd
Swaraj Mazda Ltd
Tata Motors Ltd
TVS Motor Company Ltd
Tata Vectra Motors Ltd,
Volvo Buses India Pvt. Ltd.Volvo India Pvt Ltd
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(uninterrupted power supply ("UPS") and inverters, and electric forklift batteries. Valve
regulated lead acid batteries are one of the most widely used battery in the industrial
segment. These batteries completely sealed, maintenance free and are use in remote
power and unmanned applications such as telecom installations and UPS systems.
Storage batteries also used in submarines. These batteries are high technology batteries
and are export from India. While operating margins on these batteries are relatively high,
demand can be irregular due to the cyclical nature of the industry.
Production process
Lead Battery manufacturing process
A battery consists of rectangular lead plates with holes in it. A paste, which is a mixture
of red lead and 33% dilute sulphuric acid, is presses into these holes. These plates slightly
tapered on both sides to assist in retention of the paste. This paste remains porous and
allows the acid to react with the lead inside the plate. (Some manufacturers use pastes in
the plates made directly from Lead Dioxide and Lead, thus avoiding the necessity to form
plates). At this stage, the positive and negative plates are identical. The plates are then
stacked together with suitable separators (typically polypropylene) and inserted into the
battery container. An odd number of plates are always use, with one more negative plate
than positive; each alternate plate is connect together. After the acid has been, add to the
cell, the cell then given its first forming charge. The battery is then seals, packaged and
ready to be dispatch.
A lead acid battery is a secondary battery and hence can be charge several times during
its service life. One of the problems with the plates in a lead-acid battery is that they
change size as the battery charges and discharges. The plates increase in size as the active
material absorbs sulphate from the acid during discharge and decrease as they give up the
sulphate during charging. This causes the plates gradually shed the paste during their life.
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Besides, during every charge cycle, the battery undergoes a process of corrosion of
positive plate.
HISTORY OF THE COMPANY
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Tata Auto Comp GY Batteries Pvt Ltd (TGY) is a 50:50 joint venture between TATA
AUTO COMP SYSTEM LTD (taco) and GS Yuasa international (GYIN), Japan.
Established in February 2006, TGY offer comprensive battery solutions to the Indian
market with a focus on latest technology in automotive and inverter batteries. TGY
batteries will drive the TACO Groups retail aspirations with a nationwide service and
distribution network setup to cater the aftermarket.
The joint venture is a backed by the rich values, ethics, integrity, uncompromising quality
and social consciousness of the TATA group; its only natural that TGY imbibes them for
same unwavering spirit of commitment.
Headquartered in Pune, TGYs state-of-the-art eco-friendly manufacturing facility is
situated at MIDC Ranjangon, near Pune, Maharashtra. Spread over 15 acres (around
60,000 square meters), the facility has a capacity of producing 3 million batteries per
annum. The project cost is Rs. 100 crores and there is sufficient area available at
Ranjangoan for future addition of manufacturing capacity.
Cutting Edge, Environment Friendly Technology
Tata green uses the state of t6he art manufacturing process based on calcium-calcium (C-C) technology. The calcium-calcium technology replaces traditionally used dangerous
chemical element with harmless calcium. This makes your battery environmentally clean,
inoffensive and safer. Tata green is nearly 90% recyclable, drawing less from nature, for
a safer and cleaner future..
Our JV Partners:
GS Yuasa
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GS YUASA international, Japan GS Yuasa international (GYIN) is a subsidiary of GS
Yuasa Corporation (GYC), which is a merged entity of two leading battery makers in
Japan Japan storage battery Co. and Yuasa Corporation. GYC has a turnover US$ 2.2
billion and its business domains include automotive (53%), industrial (34%), lighting and
special tools (9%), consumer and other (4%). GYC is globally # 1 in two wheeler
batteries and #1 in Asia for automotive batteries. it operates 28 plants in 14 countries.
Operational capabilities
TGY has a single manufacturing facility with critical manufacturing process like lead
oxide formation, paste mixing, plate formation, assembly, charging, testing etc.being in
house while noncritical processes will be outsourced. Extensive anti-pollution
equipments as per international norms are planned for the facility to ensure an
environment friendly operation.
The brand: Tata Green Batteries
Tata green batteries is a high performance automotive battery, which offers
comprehensive solution in the Indian battery market with the focus o latest technology,
more value for money and environment friendly products. Tata green by its sheer design
is built to deliver high levels of all-terrain capabilities making it toughest of road
condition.
Hierarchy of the company
TAIICHRIO KATO: - Vice president- operations & manufacturing
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(Graduate In Chemical Engineering from
Kobe University Japan)
RAVI GUPTA:- Chief Executive Officer
(MMS marketing from university of Mumbaiand B.E mechanical from Birla
institute of
Technology)
RAJEEV MALIK:- Head of Marketing
(MBA marketing from PuneUniversity and B.E mechanical from
Gujarat University)
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CHAPTER - 3
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REPORT
Observation in the company-
Summarizing-Finding-Suggestion
OBSERVATION IN THE COMPANY
Generally the term observation refers to an activity of a living being (such as a human),or consisting of receiving knowledge of the outside world through the sense.
Established in February 2006, TGY offer comprensive battery solutions to the Indian
market with a focus on latest technology in automotive and inverter batteries. TGY
batteries will drive the TACO Groups retail aspirations with a nationwide service and
distribution network setup to cater the aftermarket.
The joint venture is a backed by the rich values, ethics, integrity, uncompromising quality
and social consciousness of the TATA group; its only natural that TGY imbibes them for
same unwavering spirit of commitment.
Headquartered in Pune, TGYs state-of-the-art eco-friendly manufacturing facility
is situated at MIDC Ranjangon, near Pune, Maharashtra. Spread over 15 acres
(around 60,000 square meters), the facility has a capacity of producing 3 million
batteries per annum. The project cost is Rs. 100 crores and there is sufficient area
available at Ranjangoan for future addition of manufacturing capacity.
I have done my project from Ara which is just nearby Patna in Bihar. In my company I
found so many things. In my company each and every thing was arranged in a very
systematic way. For each and every work there was a separate department.
Such as
HR Department
Marketing Department
Finance Department
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Logistics Department etc.
HR DEPARTMENT
The main work of this department is from recruiting to orienting new employees, from
writing job descriptions to tracking attendance from instituting and monitoring polices to
monitoring benefits.
Marketing Department
The main work of Marketing Department is to act as a guide and lead the companys
other department in developing producing, fulfilling and servicing products or services
for their customer.
Finance Department
The main work of Financial Department is to record the all financial transactions related
to organization which is used in daily life.
Logistics Department
The main work of Logistic Department is to Control and direct the flow of goods and
services, information, real time-data and human resources from the point of origin to
point of destination.
The working environments of workers are also very good. There is the facility of all those
things which is necessary for working condition. The all workers were satisfied with their
job and handsome salary.
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The company is also paying attentation towards the Brand Awareness of their
product. Because Brand Awareness is an important part of any organization for
enhance the profit.
SUMMARIZING
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FINDINGS
That most of consumer do not know about the Tata green brand.
Only few of the consumers are aware of Tata green battery.
The majority of the consumers not bought Tata green battery because of
unpopularity in brand and service.
That the majority of the consumers are in favor ofother brand like Exide, Amco,
Prestolite, etc
That the majority of the consumers are expresses advertising is important for a
brand.
That the majority of the dealers agree to that Tata green retail outlet creates
brand image.
That the majority of the consumers give importance to brand for any purchase.
Company not gives the advertisement on media.
That majority of the consumers have given opinion to promote a brand through
TV.
Company has not strong market as well as brand image.
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SUGGESTIONS
The company should increase the level of advertisement through T.V, newspaper, and
automobiles magazine to sell the product. This will help in creating the awareness on the
part of the consumer. Right now the consumer is not aware of the brand and is willing to
buy the brand which is suggested by the retailer. If the consumer knows the Tata brand
with the help of advertising then the consumer himself will ask for the brand and the
reliance of the company on the retailer will be much less.
The company has need to change look and style of the battery. Because stylish and
attractive look of any product always attract the consumer.
Company should be promoting the retailer to selling the Tata green battery. This will
definitely help to company in Brand awareness.
The company should create brand image in the market for meet the competition.
Company should not be dependent on distributors and dealers for sales. They should
develop their point purchase.
Tata Auto Comp GY batteries Ltd. (Tata green battery) should keep on bringing
out new time attractive offers and schemes to increase brand value.
Company should invest money in advertise.
Company should provide theBrochureof the product.
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BIBLIOGRAPHY
BOOKS:
Philip kotler marketing management , 12th edition published by Pearson
education
Donald r.cooper Research methodology published by Tata McGraw Hill
Publishing Company Ltd
WEB SITES:
http:\www.scibd.com
http:\www.google.com
http:\www.sideshre.com
http:\www.docstok.com
http:\www.justdial.com
http:\www.wikipedia.com
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