exide presentation
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This is a research on the Brand "Exide"TRANSCRIPT
Research ProjectResearch Projecton the on the
Brand “Exide”Brand “Exide”
Presented by:
Wasifur Rahman
FMS – New Delhi
91-9891864213
Contents Contents
• Brand History
• Types of Product offered by the Brand
• Overview of Brand Owner
• Strategic Brand Positioning
• Current market position
• Ansoff Matrix Analysis
History of ExideHistory of Exide (1916)
CESCO
ABEML (1947)
CESCOIndia Ltd
(1972)
ChlorideIndustries
Ltd(1998) Exide Industries Ltd (1995)
Nomenclature of the BrandNomenclature of the Brand
Oxidization ExcellentOxide Exide
Products Under Exide BrandProducts Under Exide Brand
Conventional Lead Acid Battery
VRLA Battery
Nickle Cadmium Battery
Tubular & Tele tubular Battery
High End Submarine Batteries
Exide Industries Ltd• Head Corporate Office in Kolkata, West Bengal.
• Largest Power Storage Solution Company in India and one of
the
largest in South east Asia.
• On domestic front it has 6 factories, 2 in WB, 2 in Maharastra,
1 in
TN and 1 in Haryana.
• All over India – 4000 dealer outlet, 4 regional offices, 28 branch office.
• On International front it has majority stake in foreign
companies. like
Caldyne Automatics Ltd & Chloride batteries Ltd (SE Asia),
Associated Batteries Manufacturer (Srilanka), ESPEX batteries Ltd (UK)
Source – Official website of Exide Industries
Company profile continues…….
Stock code: 500086
Benchmarked : BSE Auto
Market Cap : Rs. 33,600 mn
Face Value : Rs. 1
CMP : Rs. 42 (FY09)
EPS : Rs. 4.3 (FY09)
Target Market
Automotive Industrial Submarine
• Exide – CHLORIDE
• Exide – INDEX
• Exide – DYNEX
• SF SONIC
• Exide - JUPITAR
• Exide – CEIL
• Exide – SF
• Exide – POWEER SAFE
• EXIDE
Stock Holding Pattern
Promotor Ow ned, 48%
Public Ow ned, 11%
FIIs Ow ned, 8%
Others, 33%
Diversified Client Portfolio
Automotive
Passenger Vehicles
Tata Motors, Maruti, Mahindra-Renault, Hyundai, Fiat, General Motors, Skoda, Mercedes Benz, Mitsubishi Motors
Two-Wheeler Bajaj Auto, Hero Honda, Honda Motors
Commercial Vehicles
Ashok Leyland, Mahindra, Swaraj Enterprise, Hindustan Motors, Eicher Motors, Escorts, Force Motors
Farm Equipment Punjab Tractors, Mahindra, John Deere, Piaggo Vehicles Ltd.,Sonalika International, New Holland
Industrial
Telecom BSNL, VSNL, Tata Indicom, Motorola, Lucent Technologies, Ericsson
Power BHEL, Karnataka Power Corporation Lts., GAIL, BEL, ABB, MSEB, NTPC, Powerware
Other Industrial Indian Railways, L&T, Godrej, Emerson, Josts, Aplab, TVS Electronic, Numeric, Tata Honeywell, APC, Epoch Electronics Ltd., Tata Liebert, Dubas
Strategic Brand PositioningStrategic Brand Positioning Positioning multiple brands across the entire price spectrum with established brand equity.
'EXIDE', the brand name embodies the values of excellence, commitment, dependability and service, which has shaped its character and leadership with a continuing responsibility.
Pricing strategy has resulted in a high recall brand proposition.
As a Market Leader since inception, has redefining the market periodically.
Joined hands with UNICEF to support them in their Child Environment Programme.
Road to Success Road to Success
Battery Technology from Ex Parent company CESCO.
Enjoying a monopoly in Indian market up to 80’s.
In several African Countries good batteries, irrespective of brand
are known as ‘Exide’!
Technical collaboration with Shin Kobe group for new technology
in Automotive Batteries.
Technical collaboration with Furukawa group for new technology
in Industrial Batteries.
Factors
Strategies adopted
Road to success continues………..
Entering in the Non-Conventional energy sources, where it integrate and design solar and wind power solution.
Manufacturing the widest range of storage batteries in the world
from 2.5 Ah to 20400 Ah capacity.
Offers a battery for every type of vehicle on Indian roads.
Exide - Inva tubular batteries for Inverter, Tele tubular for
Telecom sector.
Tied up with Tata to supply batteries for TATA - Nano.
Acquisition of two lead smelter company.
Introduction of “ Batmobile ” , “ Exidereachout ”
Project “Kissan” and “Highway”
Analysis of Current PositionAnalysis of Current Position
2083
31573443
3881
00
500
1000
1500
2000
2500
3000
3500
4000
4500
2006 2007 2008 2009
Rs C
rore
152
248
284
364
00
50
100
150
200
250
300
350
400
2006 2007 2008 2009
Rs
Cro
re
Net Sales over the years
Net Profit over the years EPS over the years
2.1
3.1
3.6
4.3
00
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
2006 2007 2008 2009
Rs.
Source – Angel Broking Research
Current position continues…..
FY08 Sales BreakUp
Automotive, 63%
Industrial, 35%
Sbmarine, 2%
Indian Automotive Battery Market
Exide, 72%
Others, 28%
Indian Industrial Battery Market
Exide, 48%Others, 52%
Double its Industrial Battery capacity and increase its Automobile Battery capacity by 50%.
Capturing the growth in Automotive Replacement market, as its market share has increased from 72% to 75%.
Penetrating the rural market through Project Kissan.
TPM Award 2008, from Japan Institute of Plant Maintenance.
Substantial increase in export due to demand from Singapore, UK, South Korea, South Africa.
Current position continues…..
Ansoff's Product/Market Matrix
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