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

ThankThank

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