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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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