Launch of Amaron Automotive Batteries
Presented By:-Harshith S Shetty (11090)Nirnay Prakhar (11095)Praveen P Kurup (11100)Rohit Roy (11105)Siddhi Agrawal (11110)
IntroductionAbout the company:• ARBL -leading industrial & automotive battery
manufacturer in India.• Started by Ramachandra N. Galla, an NRI, in
1985.• First company to manufacture sealed
maintenance free valve regulated lead acid(VRLA) batteries.
• Technical collaboration with Johnson Controls, a global automotive component manufacturer.
Automotive market:• 62% market share ; valued at Rs. 160 bn.
• Automotive battery market is divided into two segments: OEM & replacement segments.
• Exide - 90% share in OEM & 25% share in replacement market.
Branding• They chose a brand name which signifies the
product attribute of “lasting long” – ‘Amar’ ‘on’.• No need to ever top up the water level.• High heat resistant technology.• The colour of the battery is black instead of
white. • Convenient fold down handles, charge indicator,
fancy looking wends. • Rugged look.• Fluorescent green coloured letters.
Promotional Strategies:• Increase brand awareness.• The ad campaign was designed to highlight the
attributes of long life and low maintenance.• Launched a mineral water campaign.• Associated itself with events like motor sports and
go-karting.• 100 franchisees named Pit Stops.• Distributes products to about 7250 retailers
including service stations, accessory shops, lubricant dealers, departmental stores etc.
Why did Amara Raja focus on the replacement market ?
• Exide leading with 90% market share in OEM market.
• New in automotive segment.• Replacement market dominated by
unorganized sector.• Create a brand awareness first.• Better price realization.
How did Branding help Amara Raja to market a low involvement product ?
• Brand awareness and high rate of brand recall.• Product differentiation.• Ensures that the product commands the best
quality so that it can be positioned as a premium brand.
• A brand element that conveys certain valued associations or responses.
• Decided to do break away advertising which was unconventional.
How to penetrate OEM Segment ?