Eveready BatteriesEveready Batteries

Business DetailsBusiness Details

• Eveready industries india ltd is one of the leading FMCG Eveready industries india ltd is one of the leading FMCG companies. Eveready posseses expertise in marketing, companies. Eveready posseses expertise in marketing, manufacturing and distributing a diverse range of products to the manufacturing and distributing a diverse range of products to the entire length & breadth of the country. Its portfolio comprises of entire length & breadth of the country. Its portfolio comprises of dry cell batteries , rechargable dry cell batteries , rechargable batteries, flashlights, packet tea, batteries, flashlights, packet tea, mosquito repellents and lighting batteries, products. Its market mosquito repellents and lighting batteries, products. Its market share in batteries is 51.1 per cent and in flashlights about 76 per share in batteries is 51.1 per cent and in flashlights about 76 per cent (Industry) segment. Its market share ranges between 2–7 per cent (Industry) segment. Its market share ranges between 2–7 per cent in the various regions where the products have been cent in the various regions where the products have been launched. Its share in the mosquito repellent market varies launched. Its share in the mosquito repellent market varies between 1-3 per cent in the various target markets. It has between 1-3 per cent in the various target markets. It has recently commenced marketing of lighting products like CFL &GLS recently commenced marketing of lighting products like CFL &GLS lamps. It has a complete range of flashlights–LED, plastics, lamps. It has a complete range of flashlights–LED, plastics, aluminium & brass. Battery and flashlight products are branded as aluminium & brass. Battery and flashlight products are branded as ‘Eveready ‘Powercell’, ‘Shakti’ and ‘Mahashakti’. Packet tea ‘Eveready ‘Powercell’, ‘Shakti’ and ‘Mahashakti’. Packet tea products are branded Tez’, ‘Premium Gold’, ‘Jaago’ and ‘Classic’. products are branded Tez’, ‘Premium Gold’, ‘Jaago’ and ‘Classic’. Mosquito Coils are branded ‘Eveready PowerOn’. Mosquito Coils are branded ‘Eveready PowerOn’.

milestones of the companymilestones of the company

• It started its operation in India in 1905.It started its operation in India in 1905.• In 1926 company sets up its first arc In 1926 company sets up its first arc

carbon factory at canal road ,kolkata.carbon factory at canal road ,kolkata.• In 1934 company was incorporated as a In 1934 company was incorporated as a

private company on 12private company on 12thth November. November.• In 1939 it established its first modern In 1939 it established its first modern

battery plant in kolkata.battery plant in kolkata.• In 1941 Union batteries merged with In 1941 Union batteries merged with

Eveready and the name is changed to Eveready and the name is changed to national carbon company.national carbon company.

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• 1995: Sale of shares of Union Carbide 1995: Sale of shares of Union Carbide Corporation in Union Carbide India Ltd to Mc Corporation in Union Carbide India Ltd to Mc Leod Russel (I) Ltd. belonging to the Leod Russel (I) Ltd. belonging to the Williamson Magor Group and a new name - Williamson Magor Group and a new name - Eveready Industries India Ltd (EIIL). Eveready Industries India Ltd (EIIL).

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

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

• 2005: Brand EVEREADY is a hundred years 2005: Brand EVEREADY is a hundred years old. old.

Zinc Carbon BatteriesZinc Carbon Batteries • Eveready Eveready is one of the is one of the

world’s largest producers world’s largest producers of Zinc Carbon batteries, of Zinc Carbon batteries, selling more than 1 billion selling more than 1 billion batteries every year. The batteries every year. The Indian market for dry cell Indian market for dry cell batteries is estimated at batteries is estimated at 2.2 billion pieces by 2.2 billion pieces by volume and Rs.14 billion volume and Rs.14 billion by value.by value.

Alkaline BatteriesAlkaline Batteries • Eveready Ultima Alkaline Eveready Ultima Alkaline

battery is the ultimate energy battery is the ultimate energy solution to the power-hungry solution to the power-hungry electronic gadgets of modern electronic gadgets of modern times. It is undoubtedly a times. It is undoubtedly a new benchmark of quality & new benchmark of quality & performance in the category performance in the category of alkaline batteries. The of alkaline batteries. The promise of performance promise of performance comes with an affordable comes with an affordable price tag, making it truly an price tag, making it truly an ultimate choice. ultimate choice.

Rechargeable BatteriesRechargeable Batteries• There is a surfeit of power-There is a surfeit of power-

hungry electronic gadgets in hungry electronic gadgets in the market today. With every the market today. With every passing day, the list of such passing day, the list of such gadgets only gets longer. As gadgets only gets longer. As an answer to the changing an answer to the changing portable energy needs, portable energy needs, Eveready has come up with Eveready has come up with Eveready Recharge, world Eveready Recharge, world class range of rechargeable class range of rechargeable batteries. batteries.

Packet TeaPacket Tea

• ,  ,  Tez ho chai, to Tez ho chai, to josh aa jaye.josh aa jaye.

• Ab Aur Zyaada Dum, Ab Aur Zyaada Dum, Brand positioningBrand positioning - - a premium tea with a premium tea with full bodied flavor and full bodied flavor and aroma.aroma. Eveready Eveready ClassicClassic is sure to is sure to breathe a new lease breathe a new lease of life into you. of life into you.

digiLED TorchesdigiLED Torches • Eveready recently introduced Eveready recently introduced

a whole new category of a whole new category of torches with digiLED torches with digiLED technology. These torches technology. These torches use highly power efficient use highly power efficient LEDs in place of the LEDs in place of the incandescent bulbs. The incandescent bulbs. The long long life LEDs, the superior life LEDs, the superior quality lensquality lens & the Eveready & the Eveready expertise put together give expertise put together give the consumers an excellent the consumers an excellent torch with a torch with a focused bright focused bright white beam of lightwhite beam of light. .

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• Brass TorchesBrass Torches It has been a trustworthy, constant companion for the discerning It has been a trustworthy, constant companion for the discerning Indians through generations. It is Indians through generations. It is reliable, durable and repairable.reliable, durable and repairable.

• Aluminum & Plastic TorchesAluminum & Plastic TorchesThese torches have These torches have strong durable bodiesstrong durable bodies, , slide switchesslide switches for easy for easy handling and come in a wide range of models and colors. handling and come in a wide range of models and colors.

• Models like Commander, HiLite, Mobile, Red Flash, Rangoli etc.Models like Commander, HiLite, Mobile, Red Flash, Rangoli etc.

• Rechargeable TorchesRechargeable Torches These have an in-built battery and a plug, for easy recharge. These have an in-built battery and a plug, for easy recharge.

• Ultima TorchesUltima TorchesPresenting DL23 Ultima Torches from Eveready!Presenting DL23 Ultima Torches from Eveready!

• Its one watt LED offers focused, white and bright light – which Its one watt LED offers focused, white and bright light – which is is 12 times brighter than a normal LED!.12 times brighter than a normal LED!.

Mosquito CoilMosquito Coil & &Liquid Liquid vapouriservapouriser

• Eveready introduced Eveready introduced coils in the beginning coils in the beginning and then followed this and then followed this up with the up with the introduction of liquid introduction of liquid vaporizer.vaporizer.

• Eveready joins the Eveready joins the crusade against crusade against mosquito with its two mosquito with its two powerful weapons:powerful weapons:

• Mosquito coils Mosquito coils • Liquid vapouriser Liquid vapouriser

lighting solutions lighting solutions • Compact Fluorescent Lamps Compact Fluorescent Lamps

(CFL)(CFL) In 2007, Eveready forayed into In 2007, Eveready forayed into the lighting business with the the lighting business with the launch of a range of Compact launch of a range of Compact Fluorescent Lamps (CFL). Fluorescent Lamps (CFL).

• Halogen LampsHalogen LampsHalogen Lamps provide greater Halogen Lamps provide greater light and longer life than light and longer life than conventional incandescent conventional incandescent lamps. lamps.

• General lighting General lighting service/incandescent lamps service/incandescent lamps (GLS)(GLS)

used widely in apart from used widely in apart from portable, decorative and portable, decorative and advertising lighting advertising lighting

distributiondistribution

• Eveready has a wide distribution Eveready has a wide distribution network all over the country with 15 network all over the country with 15 branches, 40 godowns and 4,000 branches, 40 godowns and 4,000 distributors. Their products are distributors. Their products are available at grocery, general provision, available at grocery, general provision, music, electrical, hardware, stationery, music, electrical, hardware, stationery, gift /novelty stores, at the chemists’ gift /novelty stores, at the chemists’ shops and at photo studios and printing shops and at photo studios and printing centers. centers.

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• Here are the Here are the various various manufacturing manufacturing locations and locations and sales offices of sales offices of EIIL in India.EIIL in India.

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Head office+4 regions

15 branch offices

10-12 territories

distributors

whole seller

retailer

Promotion Promotion

• In 90s Eveready In 90s Eveready launched its launched its memorable “GIVE memorable “GIVE ME RED”.ME RED”.

• One of the most One of the most memorable memorable campaign run in campaign run in Indian media. Indian media.

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• At the time when At the time when the battery industry the battery industry was flickering on the was flickering on the falling growth, EIIL falling growth, EIIL painted the rural painted the rural landscape red, and landscape red, and flashed volume on flashed volume on the strength on an the strength on an interactive interactive campaign.campaign.

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• Besides this the company have 1000 vans Besides this the company have 1000 vans used for distribution and they all are painted used for distribution and they all are painted with the Eveready logo and message.with the Eveready logo and message.

• They also increased their packing of ten units They also increased their packing of ten units to 20 units to acquire more place on the shelf.to 20 units to acquire more place on the shelf.

• o & m organizing the various film shows. o & m organizing the various film shows. game shows to increase the awareness in game shows to increase the awareness in rural areas.rural areas.

• earlier in 2009 that Eveready released an ad earlier in 2009 that Eveready released an ad titled ‘Boxing’.titled ‘Boxing’.

• ““Ful-ful masala”.Ful-ful masala”.

priceprice

• EIIL knows that EIIL knows that price-sensitive Indian price-sensitive Indian consumers continues consumers continues to prefer using the to prefer using the low-priced dry cell low-priced dry cell batteries so the batteries so the minimum cost is Rs5 minimum cost is Rs5 then it vary from then it vary from product to productproduct to product

Segmentation, targeting and Segmentation, targeting and positioningpositioning

They had segmented the market on They had segmented the market on the geographical bases into rural and the geographical bases into rural and urban market:-urban market:-

They have designed UM1 batteries for They have designed UM1 batteries for rural areas.rural areas.

Alkaline batteries for the urban use Alkaline batteries for the urban use such as in toys, remotes etc.such as in toys, remotes etc.

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• They have targeted the urban They have targeted the urban marketmarket

• As well as rural market.As well as rural market.

• The positioning strategy of eveready The positioning strategy of eveready is that they claim to provide is that they claim to provide cheapest & qualitiable product. cheapest & qualitiable product.

How to promote in rural areas How to promote in rural areas where mass media has not where mass media has not reached yet?reached yet?

• By painting walls of the shops of By painting walls of the shops of retailersretailers

• By printing advertisement on packing By printing advertisement on packing of other products which are in good of other products which are in good use in those areas.use in those areas.

• Hoardings and posters can also serve Hoardings and posters can also serve the purpose.the purpose.

Current senario Current senario

• Company has 51% of market sharesCompany has 51% of market shares

• 60% shares in UM1 segment60% shares in UM1 segment

• 37% shares in UM2 segment37% shares in UM2 segment

• Today it is one of the largest torch Today it is one of the largest torch manufacturing plants in South East manufacturing plants in South East Asia. Asia.

Future plan or objectives Future plan or objectives

• To consolidate our benchmark supplier position in all To consolidate our benchmark supplier position in all traditional outlets for batteries and flashlights. traditional outlets for batteries and flashlights.

• Employ a systematic and scientific approach towards Employ a systematic and scientific approach towards increasing our reach and quality of reach. increasing our reach and quality of reach.

• To leverage our sales & distribution competencies into To leverage our sales & distribution competencies into identified newer channels identified newer channels

• To service the outlets with a diversified range of To service the outlets with a diversified range of products. This includes batteries, flashlights, products. This includes batteries, flashlights, homelights, packet tea, mosquito repellents, CFLs and homelights, packet tea, mosquito repellents, CFLs and bulbs. bulbs.

• To constantly explore new selling arrangements in To constantly explore new selling arrangements in identified markets to improve effectiveness of servicing identified markets to improve effectiveness of servicing

1

2

3

UM 60&

UM 3%

UM 37&

Market size: 1920 million pieces

Zink segment

1

2

3

4

5

Eveready35%

BPL

Indo National 32%

Geep 7%

Lakhan pal 21%

Thank you