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Introduction: Exide Industries is the largest manufacturer of storage
batteries in India. It has the widest range of storage batteries in the world
from 2.5 Ah to 20,400 Ah capacity, covering the broadest spectrum of
applications. The Company has also recently forayed into manufacture and
sale of Home UPS/Inverters. Exide has four divisions such as Automotive,
industrial, submarine and exports. In automotive segment, it is the strongest
player in retail trade (B2C).
This case talks about Exides B2B business in automotive and industrial
segment. How the company has created a stronghold in these pockets with
its focused strategies and how marketing plan for B2B and B2C segment
differs.
Exide Industries- In FY14, Exide reported net revenue of Rs. 5,964 crores
with net profit of Rs. 723 crores. During FY07-14, companys revenue has
galloped at 18% CAGR, indicating various alternative business segments and
customized strategy adopted by Exide. Automotive segment accounts for
60% of the revenue share, followed by Industrial and exports segment with
35% and 5% share respectively.
Gross Revenue
1% 5%
8000
6400
35%
4800
60%
In INR Crore
3200
1600
0
FY06
FY09
FY11
FY14
Automotive
Industrial
Submarine
Exports
Sukrati technologies