SUBMITTED TO: SUBMITTED BY:

Mr. B.B. Acharya Md intakhab

Faculty Guide MBA (2009-11)
IUJNC, Ranchi Enrol. No. 09JU00200033
COMPANY GUIDE:
Mr. Harsh Thakkar
A report submitted in fulfillment of the requirements of MBA

Program in ICFAI University Jharkhand.

1
Forwarding Letter:

To: Mr. B.B. Acharya (Faculty Guide)

From: Md Intakhab
MBA (2009-11)
Enrol. No. 09JU00200033
Date: 1st June 2010

Sub: Interim report of executive training in Amaron Batteries.

This report has been made as the final report of Summer Internship
program of Session 2009-11 in order to emphasize on objectives, company
profile,target and tasks, strategies, achievements, mid course corrections,
limitations and conclusion on Amaron Batteries.
Amaron Batteries is manufactured by Amara Raja Batteries Ltd,
(ARBL).Amara Raja Batteries is an India-based automotive and industrial
battery manufacturing company established in 1985.It is the largest
manufacturer of Standby Valve Regulated Lead Acid (VRLA) batteries in the
Indian Ocean Rim comprising the area ranging from Africa and the Middle
East to South East Asia. Based in Chennai, with a fully integrated
manufacturing unit for its industrial batteries at Tirupati, Amara Raja has
reached a position of leadership in a short span of 7 years.

2
Acknowledgement:

I am very thankful to Mr.B.B.Acharya (Faculty Guide, IUJNC, Ranchi) for his kind
support and guiding me to complete my final report of SIP.Finally, I did my SIP from
Amaron Batteries, a brand of Amara Raja Batteries Ltd.It is an India-based automotive
and industrial battery manufacturing company established in 1985.

I am thankful to Mr.Harsh Thakkar (Franchiser,Amaron Batteries) who has assigned

me my work schedule for three months period and supported me a lot to learn from
organization about companies and their working pattern.

I am also thankful to the Marketing Executive(Amaron Batteries),Mr.Nishant Kumar,

and his sales team and other staff members, who all has supported me to complete
my report which is a part of my SIP curriculum and to learn a lot about sales &
marketing and also shared their valuable time and experience with me to improve
myself and gain specific knowledge of the particular areas in Ranchi.

Md. Intakhab

MBA (2009-11)

09JU00200033

3
CONTENTS:
Title page……….
Forwarding Letter……….
Acknowledgement……….
Page No.:
1. Objectives 4
2. Company profile 5
3. Target and Tasks 12
4. Strategies 14
5. Achievements 16
6. Mid course Corrections
7. Limitations
8. Conclusion

4
Objective:

The SIP for any management student acts as a pillar in order to understand and
enhance specific knowledge in business administration. It helps to apply our theoretical
knowledge, insight and perspective in practical situations.

SIP helps us to know about the consumer behavior, selling and buying process, after
sales services, proper documentation etc of a particular company, its customers and
products.

SIP is the first step for an MBA student in order to get familiar with the working pattern
of a corporate. It helps us to understand the task and target given by a company and to
achieve it within the specified time period.

During the first six weeks of our summer internship in Amaron Batteries I learnt about
company’s various products, its dealers,retailers and customers , association with staff
members, office administration of head office and branch office, flow of information,
proper coordination between hierarchical levels of the company, structural and formal
guidelines provided through the proper channel.

The company’s objective was to provide us proper training firstly on marketing survey
to understand the product and its performance and record the response of the
customer on the product,promotion,sales and marketing,telecalling for cash
collection,managing the sales team,and doing various activities like
campaigning,garage contact meet andmany other things to make me known about the
battery market of Ranchi.

5
Target and Tasks:
Our SIP schedule has been categorized into weekly work schedule. The interim report of
executive training in Amaron Batteries of six week includes four week of marketing survey to
find the point of sale of Amaron Batteries in Ranchi, and two weeks of sales team management
in which I’ve to see the daily collecting report(DCR),cash collection, organiging service
activities like free survice campaigning,garage contact meet

Week wise details of Target Assigned and Tasks Performed:

Week Target Assigned Target Achieved/ Task Performed

Not Achieved
To visit all battery Visited 14 different outlets
Week 1 outle in Kadru, Fully Achieved and recorded the response
Ashok Nagar & on different batteries and
Harmu the marketability of Amaron
Batteries.
To visit all battery Visited 17 different outlets
outlets in Upper and recorded the response
Week 2 Bazar,Ratu Road. Fully Achieved on different batteries and
the marketability of Amaron
Batteries.
To visit all battery Visited 25 different outlets
Week 3 outlets in Main Fully Achieved and recorded the response
Road, Karbala on different batteries and
Chowk. the marketability of Amaron
Batteries.
To visit all battery Visited 15 different outlets
Week 4 outlets in Fully Achieved and recorded the response
Thanpakna,Lalpur on different batteries and
the marketability of Amaron
Batteries.
To collect DCR from Distributed product leaflets,
each salesman and meeting people,taking
make and do a free snapsot of free customer
Week 5 service campaign in Fully Achieved battery checkup.
Main Road.

6
 To collect DCR from Distributed product leaflets,
Week 6 each salesman and Fully Achieved meeting people and giving
arranged a Garage product knowledge,taking
contact meet in snapsot of free customer
Chutia, battery checkup.

Week Target Assigned Target Achieved/ Task Performed

Not Achieved
To visit all battery Visited 12 different outlets
Week 7 outle in Pandra. Fully Achieved and recorded the response
on different batteries and
the marketability of Amaron
Batteries.
To visit all battery Visited 15 different outlets
outlets in BEDU. and recorded the response
Week 8 Fully Achieved on different batteries and
the marketability of Amaron
Batteries.
To visit all battery Visited 21 different outlets
Week 9 outlets in Kokar and Fully Achieved and recorded the response
kantatoli. on different batteries and
the marketability of Amaron
Batteries.
To visit all battery Visited 18 different outlets
Week 10 outlets in Fully Achieved and recorded the response
Thanpakna,Lalpur on different batteries and
the marketability of Amaron
Batteries.
To collect DCR from Distributed product leaflets,
each salesman and meeting people,taking
make and do a free snapsot of free customer
Week 11 service campaign in Fully Achieved battery checkup.
Main Road.
To collect DCR from Distributed product leaflets,
Week 12 each salesman and Fully Achieved meeting people and giving
arranged a Garage product knowledge,taking
contact meet in car snapsot of free customer
care church road. battery checkup.

7
Strategies:
With my very first day of SIP, I was assigned with a salesman of Amaron Batteries by
our frenchiser company for the first week. The role performed by an salesman is of
load is bursement, as his role starts from the very initial stage of group formation, to
proper training to them, proper document collection, form-filling and eventually
assisting them for loan disbursement from the Branch office.

According to the training schedule provided by our company guide,Mr.Harsh Thakkar, I

have to work with the salesman, and I started my work with a salesman in Doranda,
Ranchi. The task assigned to me wasto live with a salesman whole day and go with
him all the counter which that salesman has to go to that particular day.I have also to
see that there should be an adequate no. of order from the retail counter and proper
collection of money within the credit period given to the retailer and at the end of each
day I have to receive DCR (daily collecting report) from each salesman ,which shows
the report of each day that where a salesman had been the whole day to a particular
area in Ranchi or outside the ranchi. I first have to do campaigning every week i.e. first
Promotion of the product and giving the customer free battery checkup and record their
name,contact no. ,any grievance against the product or the franchiser or the
company.we have also to take the snapsot of activity with the customer so the nothing
could be hidden and the information goes to the company,the amara Raja Batteries
Ltd.

I have also to arrange a garage contact meet every week that was to do with a
salesman in his contact of garage in the city.In this I have to rent some chair ,a
shed,some sweets,snacks,softdrink and all these for our loyal customer and retailer
and garage owner.we offer them these while they are called and feedback of the
amaron batteries was taken we also use to give the free battery checkup,extra
knowledge about the amaron batteries.

These activities we do each week and here also we have to take the snapsot of the
event.for all of these activities we have been provided with adequate fund from our
marketing executive of the company and after the success of each event we are been
appreciated.
8
With my very first day of SIP, I was assigned with a salesman of Amaron Batteries by
our frenchiser company for the first week. The role performed by an salesman is of
load is bursement, as his role starts from the very initial stage of group formation, to
proper training to them, proper document collection, form-filling and eventually
assisting them for loan disbursement from the Branch office.

According to the training schedule provided by our company guide,Mr.Harsh Thakkar, I

have to work with the salesman, and I started my work with a salesman in Doranda,
Ranchi. The task assigned to me wasto live with a salesman whole day and go with
him all the counter which that salesman has to go to that particular day.I have also to
see that there should be an adequate no. of order from the retail counter and proper
collection of money within the credit period given to the retailer and at the end of each
day I have to receive DCR (daily collecting report) from each salesman ,which shows
the report of each day that where a salesman had been the whole day to a particular
area in Ranchi or outside the ranchi. I first have to do campaigning every week i.e. first
Promotion of the product and giving the customer free battery checkup and record their
name,contact no. ,any grievance against the product or the franchiser or the
company.we have also to take the snapsot of activity with the customer so the nothing
could be hidden and the information goes to the company,the amara Raja Batteries
Ltd.

I have also to arrange a garage contact meet every week that was to do with a
salesman in his contact of garage in the city.In this I have to rent some chair ,a
shed,some sweets,snacks,softdrink and all these for our loyal customer and retailer
and garage owner.we offer them these while they are called and feedback of the
amaron batteries was taken we also use to give the free battery checkup,extra
knowledge about the amaron batteries.

These activities we do each week and here also we have to take the snapsot of the
event.for all of these activities we have been provided with adequate fund from our
marketing executive of the company and after the success of each event we are been
appreciated

9
Achievements:
During these twelve weeks, far from the land of theoretical aspects I dwelled in the
practical field. This gave me the opportunity to learn, to think, to understand, to judge,
to analyze, to develop, to observe, to grow, to handle pressure situations, to achieve
targets within a specified time, to understand the behaviors of customers, to feel the
environment of a corporate and many more relevant experiences.

The week wise achievements are as follows:

Marks Obtained
Target Achieved/ Not from Company
Week Target Assigned Achieved Guide (Out of
10)
To visit all battery outle in
Week 1 Kadru, Ashok Nagar & Fully Achieved 6
Harmu
To visit all battery outlets
in Upper Bazar,Ratu Road. Fully Achieved
Week 2 7
To visit all battery outlets
Week 3 in Main Road, Karbala Fully Achieved 7
Chowk.
To visit all battery outlets Fully Achieved
Week 4 in Thanpakna,Lalpur 8
To collect DCR from each
salesman and make and
Week 5 do a free service Fully Achieved 9
campaign in Main Road.

To collect DCR from each Fully Achieved

Week 6 salesman and arranged a 9
Garage contact meet in
Chutia,

10
 Marks Obtained
Target Achieved/ Not from Company
Week Target Assigned Achieved Guide (Out of
10)
To visit all battery outle in
Week 7 Pandra. Fully Achieved 6

To visit all battery outlets

in Bedu. Fully Achieved
Week 8 7

To visit all battery outlets

Week 9 in Kokar and Kabtatoli. Fully Achieved 7

To visit all battery outlets Fully Achieved

Week 10 in Thanpakna,Lalpur 8

To collect DCR from each

salesman and make and
Week 11 do a free service Fully Achieved 9
campaign in Main Road.

To collect DCR from each Fully Achieved

Week 12 salesman and arranged a 9
Garage contact meet in
church road,

11
Company profile:
COMPANY

Amaron Batteries is manufactured by Amara Raja Batteries Ltd, (ARBL).Amara Raja

Batteries is an India-based automotive and industrial battery manufacturing company
established in 1985.It is the largest manufacturer of Standby Valve Regulated Lead
Acid (VRLA) batteries in the Indian Ocean Rim comprising the area ranging from Africa
and the Middle East to South East Asia. Based in Chennai, with a fully integrated
manufacturing unit for its industrial batteries at Tirupati, Amara Raja has reached a
position of leadership in a short span of 7 years.

Amara Raja is in a strategic partnership with Johnson Controls Inc., USA. With this,
ARBL is in Global Supply Alliance with Varta AG of Europe and Enertec, who are joint
venture partners of JCI in South America and Mexico. The Business Group of Amara
Raja is categorized as Industrial Battery Division, Automobile Battery Divisionand
Power System Division.

ARBL is the largest suppliers of stand-by power systems,catering to Indian utilities

such as, Departments of Telecommunication, Indian Railways, Power Generation
Stations, MTNL, VSNL, ITI and HTL. The company has preferential status with most
MNC-OEMs such as ABB, Alcatel, Ericsson, Fujitsu, Lucent, Motorola, Nokia, Tata
Liebert and Siemens.

ARBL has prestigious Automotive OE clients including including Ashok Leyland, Fiat,
General Motors, Hindustan Motors, Honda, Hyundai, Mahindra & Mahindra, Maruti and
Tata Motors. The company is an exclusive supplier to Daimler Chrysler, Ford and
Maruti-Swift platform.

Amara Raja received Ford India 's highest recognition for supplier quality – the
prestigious Ford Q1 Award and has also won the Ford World Excellence Award,
one of the 24 companies, making it eligible to supply batteries to Ford – worldwide.

Amara Raja has a replacement Battery Brand Amaron hi-life. ARBL has a capacity for
manufacture of around 1,000,000 units at its facility at Tirupati with an investment of
US $ 10.00 million.A Greenfield project is planned at the same site with an additional
investment of US $6 million to augment capacity to 2 million batteries. The Amaron hi-
12
life battery is a product of the collaborative efforts of engineers at Johnson Controls
Inc. and Amara Raja.

This Zero maintenance product incorporates the latest technological advances in the
field and is on par with batteries manufactured and marketed in developed countries. A
fully charged, factory-activated battery, provides extra high starting performance and
power at any temperature. The Power System Division is an important supplier of SMR
based power plants to Telecom Industry.The key customers being the Telecom
switching Equipment Manufacturers.

As the company saw a growing business proposition in the integrated power supply,
the production capacities of the same have been augmented. IPS using SMPS
technology, for usage in Railways has been added into the product basket.The
company also design custom-built power electronics products like Industrial Battery
Chargers, Charge Discharge Circuits, Formation Chargers, AC/DC distribution boards
etc. Progressive conformance of Amara Raja to changing global standards and
processes made it achieve ISO 9001 and the QS 9000 Certification.

The Amara Group of Companies, include the following companies -

 Amara Raja Batteries Ltd. - manufactures industrial and automotive batteries.

 Amara Raja Power Systems (P) Ltd. - Design and development of Power
Electronic products, Power electronics Systems Integration and testing, Magnetics
Manufacturing.
 Mangal Precisions Products (P) Ltd. - Fabrication of advanced sheet metal
products and fasteners, plastic component and compounds.
 Amara Raja Electronics (P) Ltd. - PCB Assembly, Electronic products Assembly
and Testing and manufacturing of Battery chargers, Digital inverters and trickle
chargers.
 Galla Foods Private Ltd. - 100% Export Oriented Unit (EOU) for food products

13
 MISSION

Mission, mantra, way of thinking, philosophy, what we live for… call it what you want,
you'll find it below. Introduce yourself to the way we think.

"To transform our spheres of influence and to improve the quality of life by building
institutions that provide better accessto better opportunities, goods and services to
more people…all the time."

 Introduce latest generation technologies

 Adapt these technologies to suit the operating environment
 Develop and manufacture globally competitive, customer-focused products of
world-class quality
 Responsibly introduce these products into relevant markets
 Provide world-class customer support

HISTORY

-Dec 1985 foundation stone laid down for Amara Raja.

-May 1992 designed and implemented the most advanced battery manufacturing
facility in India.
-Feb 1997 received the ISO 9001 certification.
-Dec 1997 commissioned own plastics & tool room sections.Also signed joint venture
with Johnson Controls.
-May 1999 received QS 9000 certification.

14
-Jan 2000 launched Amaron automotive batteries.
-April 2001 launched the new corporate logo.
-Sep 2001 awarded the ISO 14001 certification and launched new corporate logo.
-May 2002 commissioned phase 1 of new automotive battery plant with a capacity of 2
million batteries.
-july 2002 launched Quanta UPS batteries.
-Aug 2002 launched Amaron Hiway and Harvest batteries.
-Mar 2004 received Ford World Excellence Award.
-Sep 2004 launched Amaron PRO, GO and FRESH automotive batteries.
-Oct 2004 OE agreement with Maruti Udiog Ltd.
-Jun 2005 OE agreement with Hyundai Motors.
-Aug 2005 NK series limited edition batteries launch.
-Dec 2007 launched Power Zone and New-Look Amaron Black,FLO Batteries.
-May 2008 launched Amaron PRO Bike Rider 2W Batteries

MANAGEMENT

RAMACHANDRA N GALLA
Chairman
Amara Raja Batteries Ltd.

15
Dr. Ramachandra N. Galla is the Patriarch of an illustrious business family of Andhra
Pradesh, Gallas, who have established a name for themselves by successfully setting
up Amara Raja Batteries. Born in 1938, Dr. Ramachandra Galla is an Electrical
Engineer from S.V. University, Tirupati and has to his credit Masters degrees in
Applied Electronics, Roorkee, India and Systems Sciences, Michigan State University,
USA.

Dr. Galla started his career as an Electrical Engineer in US Steel Corporation, USA
moved on to Sargent & Lundy, USA as a Consulting Engineer for the Designing of
Nuclear & Coal Fired Power Plant. He initiated various projects in these corporations &
mastered the ropes of this competitive business in a very short time. Dr. Galla laid the
foundation of Amara Raja batteries in 1985 in Chittoor. With his intense zeal and highly
focused approach, he propelled Amara Raja Batteries in the top league of battery
companies in India.In his capacity as the Chairman, Dr. Ramachandra Galla has
promoted and established the following companies from the conceptual stage which
are now well established and profit making.

Dr Galla's finest hour as a businessman came in 1998 when he was presented BEST
ENTERPRENEUR OF THE YEAR 1998 ” – by Hyderabad Management Association,
Hyderabad. He has been bestowed with honorary doctorate degrees from Jawaharlal
Nehru Technical University in 2008 at Hyderabad & Sri Venkateswara University in
2007 at Tirupati. He has also been conferred with “THE SPIRIT OF EXCELLENCE”
award by Academy of Fine Arts, Tirupati, and various other prestigious awards.Dr.
Galla has established various charitable trusts like Krishna Devaraya Educational &
cultural association (KECA), Rajanna Trust, Mangamma & Gangul Naidu Memorial
Trust.
He is dedicated to rural development and improving the economic conditions of the
farmers in Chittoor District, Andhra Pradesh, India. KECA which was established in
1975 provides scholarship to the poor and needy students to pursue their higher
education. While Rajanna Trust that was established in 1999 to construct check dams
and deepening the tanks to improve the ground water levels. MANGAL TRUST was
established in 2003 to provide drinking water facilities, constructing check dams &
providing infrastructure facilities to Petamitta and surrounding villages.
16
JAYADEV GALLA
Managing Director
Amara Raja Batteries Ltd.

Jayadev Galla (Jay) is the Managing Director of Amara Raja Batteries Limited (ARBL).
Jay holds a bachelors’ degree in Political Science and Economics from the University
of Illinois at Urbana Champaign, USA.ARBL is a leading manufacturer of Advanced
Lead Acid batteries for Industrial and Automotive applications. ARBL is a joint venture
between Amara Raja group and US based Johnson Controls Inc. (JCI). JCI is a USD
35 billion conglomerate and the global leader in building efficiency, automotive interior
experience and automotive power solutions. The company owns the brand name
“Amaron” which is the second largest selling automotive battery brand in India today.
ARBL is a widely held public limited company listed on the National Stock Exchange of
India Limited and the Bombay Stock Exchange Limited. The gross revenue for the year
ending 31 March 2009 is more than USD 300 mn.

Achievements

 Spearheading ARBL’s automotive batteries (Amaron) venture

 Striking a partnership with JCI, U.S.A. for the automotive battery business
 Winning the prestigious Ford World Excellence Award in 2004 achieved by
meeting global delivery standards. ARBL is the 3rd supplier from India to be
given this award.

17
 FOUR P’s STRATEGY

Product:
Amaron is India's leading automotive battery brand with an extensive product range
that includes:-
 Pro
 Flo
 Go
 Black
 Fresh
 Hi-way
 Harvest
 Shield
 Pro-Biker Rider
 Optima

AMARON-PRO
Amaron PRO Hi-life batteries Design Features and benefits:
 Longest life - Thanks to the reformulated Advanta paste recipe.

18
  Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for
a low-corrosion and no top-ups experience.
 Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

AMARON-FLO
Amaron FLO batteries Design Features and benefits:
 Long life - Thanks to the reformulated Advanta paste recipe.
 Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for
a low-corrosion and no top-up experience.
 Fully Sealed & Tested - Factory charged, wet shipped and ready to fit.
 Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

AMARON-GO
Amaron GO batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.

19
  Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for
a low-corrosion and no top-ups experience.
 Factory Fresh - Wet Shipped and ready to fit.

AMARON-BLACK
Amaron Black batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.

 Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for
a low-corrosion and no top-ups experience.
 Factory Charged - Wet Shipped and ready to fit.

AMARON-FRESH

Amaron Fresh batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.

 Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for
a low-corrosion and no top-ups experience.
 Factory Charged - Wet Shipped and ready to fit.

20
AMARON HI-WAY
AmaronR Hi-way truck batteries Design Features and benefits:
 Long life - A robust plate design and a ribbed container make this the ideal
long life battery for applications on rough terrain and under extreme
conditions.
 High Cranking Power - 19mm lugs and the largest intercell welds of their
kind reduce electrical resistance and provide increased cranking
performance.
 Leak proof - A labyrinth type duplex cover that makes the battery safer
and leak resistant.

Types of Hi-way truck batteries

 80 Ah - HCV 620 D313
 100 Ah - HCV 700 H29R
 130 Ah - HCV 800 DO4R
 150 Ah - HCV X00 DO4R

21
AMARON-HARVEST

What makes it so good

Amaron Harvest batteries are made in a QS 9000, ISO 14001 & TS 16949 certified
plant using world class technology and stringent quality control parameters that make
them last long, really long. Some of the other features that add to making the Amaron
Harvest so good: ribbed container profile to withstand extremes of temperature, shocks
and any kind of rough terrain. Amaron Harvest also comes with an unnecessary 24-
month pro-rated warranty.

Types of Harvest tractor batteries

 75 Ah - TRA 500 D31R/L

 90 Ah - TRA 600 H29R/L

AMARON-SHIELD
Amaron SHIELD Design Features and benefits:
22
 Long life - The robust plate design and a ribbed container provide extra strength
and improved resistance to corrosion.
 Ultra Low Maintenance(ULM™) - The special hybrid alloy system minimizes
water loss, making the battery ultra low maintenance and ensuring longer life.
 Ready to install - Factory charged, wet shipped and equipped with T3 terminals.
 Charge acceptance - The unique paste formulation provides for quick charging
between power failures.

AMARON-PRO BIKE
RIDER
APPLICATION CHART
Two Wheelers
Vehicle Scooters Battery Type
Manufacturer
Bajaj Bajaj Bravo
LML Supremo (KS) AP-ATX2.5L
Bajaj Saffire,Spirit,Wave
Kinetics Kinetic Honda DX,ZX,Marvel,Kine,Zoom
TVS Scooty ES,Scooty Pep,Scooty Pep+,Spectra
Honda Activa,Dio AP-ATX5L

Hero Honda Pleasure,Street

Suzuki Access125
Kinetics Nova135,Nova EX,Kinetic SYM Flyte,Blaze
LML NV SPL,Select II, Sensation,Star
AP-ATX9
Express,Supremo(ES)

23
Vehicle Motor Bikes Battery Type
Manufacturer
Bajaj CT 100, Discover, Discover DTSi (KS),Caliber, Boxer, KB125 4S
Champion,Platina, Pulser (KS), Wind 125
Kinetic Boss, Velocity (KS), Challenger, K4 100
TVS Centra,Fiero(KS),Fiero F2(KS),Fiero Fx (KS), Max100 R,Samurai,
Shogun,Shaolin, Star, StarCity (KS), Victor GX, Victor GLX, Edge AP-ATX2.5L
Honda Shine, Unicorn (KS)
Yamaha Rajdoot Std. RXZ, Crux, Enticer (KS), Ace, Gladiator Std (KS),
Gladiator DX (KS),Libero G5, RXZ, Fazer (KS), RX135, YBX 125,
Alba 106

Hero Honda Achiever (KS), CD dawn, CD Deluxe, CD 100, CD 100SS,

Glamour (KS), Glamour F1 (KS),Sleek, Ambition, Passion
(KS), Splendor, Splendor+, SuperSplendor (KS), CBZ (KS), AP-ATX2.5L
CBZ X-Treme, Hunk(KS), Splendor NXG
Suzuki Heat,Zeus125X(125XU)
LML Adreno FX(KS),Energy FX(KX),Beamer(ks),Freedom
DX,Freedom Prima110(125),Freedom Topper

Bajaj Discover (ES), Discover DTSi (ES), XCD125 DTS-Si

Kinetic Velocity(ES)
TVS Apache RTR (KS), Fiero (ES), Fiero Fx (ES), Fiero F2 (ES),
StarCity (ES)
Yamaha Enticer (ES), Gladiator (ES), Frazer (ES), Alba106 (ES) AP-ATX5L
Hero Honda Achiever (ES), Glamour (ES), Glamour F1 (ES),
Passion+(ES), Ambition (ES), Super Splendor
Royal Enfield Bullet350, Bullet500, Bullet Std., Bullet Deluxe, Lightning,
Electra(KS), Electra 5S(KS),Thunderbird, Machismo,
Machismo 500

Bajaj Pulsar 180 DTSi-UG (ES), Pulsar150 DTSi-UG (ES), Pulsar

200,Pulsar 220 DTSi, Avenger, Eliminator
Kinetic Kinetic 4S, GF Laser, GF170
TVS Apache RTR
LML EnergyFX(ES), Beamer(ES), FreedomDX, AP-ATX9
FreedomPrima110, FreedomPrima125, FreedomTopper

Price:
24
Lead in the battery is one of the most recycled products in the world and it’s price rise
defenetly causes rise in the prices of batteries. Even before the current lead price
fluctuation started lead was recycled in smelters all over the world for generations now.
And battery dealers always bought back old batteries at a fixed price.

The developed world has very very strict regulations regarding scrapping and recycling
of lead acid storage batteries.

In India we have a thing called Battery Management and Handling Rule which
stipulates that every battery sold in the after market is against one old battery taken
from the customer and recycled in an authorised smelter, as part of pollution control
and as the company's obligation to the society.

In real life that 100 per cent recycling doesn't really happen and some batteries do find
their way to unauthorised smelters who fuel the illegal manufacture of batteries in the
unorganised sector. However, most large organised battery manufacturers try to get
back as many old batteries from the market as practically feasible.

Exide owns one lead smelter in Pune called Tandon Metals and partly owns another
one near Bangalore called Lead Age. Don't know about the lead smelting operation of
other battery manufacturers in India. I don't think they have any direct stake in any lead
smelter. Exide never had any extended warranties until Amaron came into the
market.When Exide was all alone in the market they never took recycling batteries
seriously ,but today every battery dealer makes it a point to atleast collect the old
batteries . Companies like Amaron actually offer a pro-rata warranty after 2 years.
After the first 2 years are over (during these 2 years, you get a free replacement), after
these 2 years are over, you still get a replacement, but have to pay the difference
between the (estimated) price of a 2 year old battery and a new one. It's a marketing
gimmick. But yes, it does have a proper 2 year warranty. Price is always the factor for
something good to be discontinued in this country, most people are concerned about
the price, and the knowledge is so limited that even a chai wala can convince people
that any XYZ battery is good for your car. "Sirji maine apne thelle par non-stop light
chalai thi pure chaar saal tak is battery pe, no prov-lame! Socho aapki gaadi to kabhi
kabhi chalti hai" .

Promotion:
At that time when Amara Raja was launching its products, all existing batteries were
transparent with red or blue tops. Amaron chose black, with a good reason too. There
were two advantages: If government legislation in the future requires battery makers to
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use recycled plastics, it can only be in black. "Secondly, we don't need to know the
level of water in the battery. That's a huge advantage for us. In other batteries, the
water keeps going off due to the reaction inside and the plates corrode. In our product,
that happens at such a low rate that it lasts more than the life of the battery. Hence
there is no need to top it (with distilled water) during the life of the battery. It doesn't
corrode which means that it `lasts long'," explains Ramachandra. Adds Galla: "It
differentiates us. At the same time when we do go to recyclable plastics, we don't have
to make a change in terms of aesthetics."

Next was the brand name itself and the colours. Ad agency O&M and research agency
TNS Mode researched a brand name and came up with Amaron — an amalgam of the
Hindi word, Amar, (immortal) and `on' in English. The colour chosen had to be
distinctive.

The company chose to associate itself with a rugged sport and roped in racer Narain
Karthikeyan to endorse the brand. The company actively promotes go-karting as a
leisure sport and supports go-kart competitions.

Today, the brand has 100 franchisees across the country and about 7,250 retailers. It
targets retailers of almost every kind — plain old battery dealers, or dealers in
lubricants, auto spare parts, service stations, gas stations, accessories shops, the
works.

Innovative marketing and advertising has marked Amaron's progress. In fact, the ad
budget for the last financial was Rs 3.5 crore, no mean feat then, that it was among the
big spenders as far as creative advertising goes.

One such promo it did last year was to reinforce the point that its batteries don't lose
water. So, it came up with the mineral water campaign last summer in a few cities
where its people stood at select petrol bunks and gave out water bottles — the logic
was at 40 Degrees heat "your Amaron doesn't need water but you certainly do". It gave
away three lakh water bottles last summer, in a campaign that it claimed ensured high
recall for its batteries.

Place:
Amara raja was new to this segment so before venturing to this business it made huge
investment in research and development in india and also it made jonson controls inc
its strategic partner.Among the market leaders in the industrial batteries segment,
Amara Raja, with technology from its equity partner, Johnson Controls Inc, forayed into
the replacement battery segment with the launch of Amaron Hi-Life auto batteries in
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Janaury 2000. "A car replacement battery is a `grudge' purchase," declares S.
Ramachandra, the wiry Executive Vice President of Amara Raja. A battery is a battery
and how many car owners actually look under their bonnet to see what battery is
driving their car. Till, like other electrical accessories, it fails on them suddenly and
they've got to replace it, cursing under their breath.

Ever since it came into the market three years ago, Amara Raja has been doing quite a
bit to keep Brand Amaron in the consciousness of car owners so that when they reach
for a new battery, Amaron, a zero maintenance battery, is right up there in the
consideration set.

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Mid course corrections:
As SIP is my first work experience ever, so everyday I am learning many new things
and working as directed by my company guide. But when we are actually doing the
work by ourselves, we have to apply our own mind and techniques which is not always
totally correct at the first move. Hence it needs some corrections; may be in the pattern
of doing the work, time frame, decision making, dealing with customers,bringing
order,managing each salesman,doing campaigning,garage contact meet and so on.
Therefore, the mid course corrections during our schedule is very necessary in order to
be successful.

So, the mid course corrections for me are the following:

1. According to the operations manual of the company, a money has to be collected

within the credit period given to retailers. But the salesmans in order to achieve
their specific targets always do not verify the counterss and the businesses of the
retailer. It is very important as because the company is providing them the
battery in credit in a hope only to get the payment in time but because of the
negligence of the salesman extra batteries get delivered to them without their
previous clearance of their account and hence in this way large some of money
get trap as an outstanding to the company at the end of the month.

2. The salesman at their respective locations form new customer counter to provide
them batteries. This requires that the salesman must provide them all relevant
information, details about the company and about the Amaron battery service
process.Some salesman do this work carelessly which in the later phases
causes problems as of greater delay in the cash collection. Therefore, I was
doing the same, I focused more on proper documentation, providing them with
relevant and adequate information about the product and making them clear
about the credit period given by the company which is only 15 days and they
have to make the payment or their further delivery of battery is stopped and if
further delay is done then their complain on batteries are not heared within
this.As I was doing my SIP alone in Amaron Batteries I had to face many
chalenges . But support of the salesman and the marketing executive made me
easy to do my work.
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Limitations:
Limitations are the constraints or the restrictions in the path way of our working
schedule. It acts as blockage while following any process of the company causing
delay in the flow of work and the desired result. In order to get the success we need to
cut down and overcome these limitations. The limitations for my company are the
following:-

(1) Weak public relation:- the franchiser-retailer relation is not good at some
place.No extra affort is being done to improve the relation which causes problem
while collection of money.retailers are not satisfied by the service at some
places.

(2) Overdue:- due to irregular paying, bad paying record it is very important to check
the repayment ability.

(3) After sale service:- some retailers are not satisfied with the service of Amaron
Batteries,they also expect some type of extra reward for good performer.

(4) Long Warranty Period:-Amaron Batteries have a long warranty period(i.e.4-

5years) and the dealers refuses the warranty and sometime
misbehaves.Sometime it happen that customer lose the warranty card in the
period of 4-5 years or the condition of the card becomes very bad.

(5) High price:- Prices of Amaron Batteries are comparatively much higher than
other batteries.As the company Amaron Batteries is working in semi urban and
rural areas so the group members are mostly illiterate, it is one of the first
limitations for the company as they are unable to promote the product properly
due to high price which creat a gap and which are filled by other company.

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Conclusion:
Battery market in Ranchi is very big and attractive,so many player flocked to capture
their market share. Many big companies like Amco,Exide,Boshc,Shakti,Luminous,
Escorts,Tata Green,Icon,Prestolite,Tudor etc. out of these companies Amaron
Batteries is also the one.It is produced by Amara Raja batteries Ltd. & jhonson control.

Evaluations and impact studies of Amaron Batteries suggest that their retailers and
customers:

 Are very much known to the product Amaron Batteries,they know its features
and quality,its performance in market.
 Are knowing the companies service and overall satisfied with it .they find
Amaron Batteries to be better than other batteries in the market.
 Are happy with its performance warranty and they are ready to pay its cost
though it is little higher than others.
 Are the good and easy with the product, they feel relaxed because of its long
run.

Therefore in concluding words, I can say that through the executive training on Amaron
Batteries, I learnt a lot of things and a marvelous experience of practical business
environment. The company guided me in the right direction which helped me to
understand the organizational culture, teamwork, targets and the process to achieve
them, to handle pressure, management information system, work flow, information flow
and so on.

In a nutshell, I can say that the executive training at Amaron Batteries helped me to
develop greater skills within myself such as managerial skills, communication skills,
interpersonal skills, employability skills, corporate etiquettes such as office etiquettes,
meeting etiquettes, telephone etiquettes, presentation etiquettes, customer interaction
etiquettes, time management and maintaining a healthy relationship with the company
and its customers.

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