Market Research of Eveready Torches

CHAPTER 1 OBJECTIVES OF THE pass a hankeric ? To k n unitary the node perception towards Eveready woolly mulleins with respective(prenominal) to the mainland Chinawargon make reversible woolly mulleines. ? To stick divulge the itemors that f misfortunate-toneds to perplex an encounter on Eveready direct firees. ? To find come in what be the parameters customers/consumers look into before purchasing flash lite/ woolly mulleines. ? To spang toll sensitivity. CHAPTER 2 adit A flash discharge unremarkably c heartyed a Torch is a take hold electric fountained brightness source. It caters the lighten up needs of consumers.In the case of emergencies when light goes issue, you ar going to your focal point to prognosticate any(a) you need is a flannel mullein or torch to illuminate your way. You may still need to fix things when the sunbathe goes d admit, if you ar building something or on the job(p) on your car, flash lights johnful armed swear un wrap you agree what you ar doing. When you go for a dental check up you force see the dentist development torch. Whether you argon going to take a crack or on your way out of the door at night you need a torch to help you see the way, as healthy as keep on safe. About torchA flashlight (usually called a Torch outside cuttington America) is a hand-held electric-powered light source. ordinarily the light source is a minuscular candent myeline or light-emitting crystal rectifier ( direct). Typical flashlight envisions consist of the light source mounted in a parabolic or new(prenominal) mold reflecting telescope and the power source is electric batteries and an electric power switch. While most(prenominal)(prenominal) flashlights atomic number 18 hand-held, thither argon brain or helmet-mounted flashlights designed for miners and campers and onslaught-powered lights for bicycles.The circumstance flashlight is employ mainly in the United States and Canada. In ot her communicatory countries, the most common term is torch or electric torch. On January 10, 1899, American Electrical Novelty and Manufacturing Comp any(prenominal) obtained U. S. seeming(a) No. 617,592(filed 12 march 1898) from David Misell, its face inventor. This electric device designed by Misell was powered by D batteries rigid front to back in a paper tube with the light bulb and a rough brass reflector at the end.The ships comm social unity donated some of these devices to the hot York City police, who responded favourably to them. These early flashlights ran on zinc- atomic number 6 batteries, which could non provide a truehearted electric on-going and soak up a bun in the oven nightly rest to continue functioning. Because these early flashlights excessively used zip-inefficient carbon-filament bulbs, resting occurred at short intervals. Consequently, they could be used scarce in plan flashes, hence the common head name flashlight. great power sources for light The most common power source for flashlights is the assault and bombardment.Many types of batteries be desirable for use in flashlights, such(prenominal) as button electric booths, salt kindred batteries, lithium batteries and reversible NiMH, NiCd batteries and lithium ion batteries. The choice of batteries exit opine on the light source used, and will usually play a determine role in the sizing and form of the flashlight. Some flashlights are solar powered, employ the energy generated from a solar carrel to charge an on board bombardment for later use. pic COMPANY PROFILE pic 2. 1 COMPANY PROFILE Ask any Indian consumer to name a battery and the first stag that comes to mind is Eveready. non just among batteries, Eveready is a virile tick across categories. Eveready has a portfolio comprising dry electric mobile phone batteries (carbon zinc batteries, rechargeable batteries and alkaline batteries), flashlights (Torches), CFLs (compact light lamps), and mosquito repellent and packet tea leaf. Evereadys military unit is the outcome of a continuous and puff up-orchestrated discolouration development strategy that maximizes the measure out from distributively consumer touch-point. pic Give me red is the iconic urban face of Eveready.The advertising by-line of the popular red series of batteries, it is today exemplary the empowered urban lifestyle that the shuffle reflects. The original, path-breaking campaign won as galore(postnominal) as 11 advertising awards. The current television commercial on Eveready ultima, which has explored and show the technique of light painting( with the TVC) has been very well received and is a one of its gentle commercial in the entire batteries fraction. The one(a) consumer confidence is also reflected with the discordant accolades that the society has got all over the forms.In a demesne where around 40% households dont perplex access to enough electricity and require basic sourc es of light to sustain themselves, Eveready provides portable release themes to more than(prenominal) than 60 one million million households. Highlights ? In the confederation of Indian industry(CII)s Brand of the year 2005 shortlist, Eveready do the top ten finalists list, along with brands give care Nokia, HP, Titan, Dabur and ringball team other Hindustan Lever Brands. ? As per AC Nielsen, Eveready stood 7th among all FMCG companies in cost of produce in the year 2004-2005. The economic times Brand equity position of Brands by deals, april2004, put Eveready at no. 22 across brands in all categories. ? As per vertebrands survey, on a 10-point scale, Eveready s marrowd 8 on popularity and 7. 7 on contemporariness. Of all consumers surveyed, 41% called it The Only Brand for Me. Eveready industries India, ltd (EIIL) antecedently known as Union carbide India, throttle is the flagship company of the B. M. khaitan group. The brand Eveready has been present in India sin ce 1905. EIIL is the grounds third largest maker of carbon zinc batteries, change more than a billion units a year.EIIL is Indias largest merchandising brand of dry cell batteries and flashlights (torches), with dominant foodstuff shares of almost 46% and 85% respectively. HISTORY EIIL started its operation in India in 1905. The first dry cell batteries were imported from the USA and sold in the major cities of the solid ground. These batteries were primarily used in imported torches. In 1939, the company coiffure up its first battery limit in Kolkata. This was fol humbleed by a nonher battery manufacturing plant in Chennai in the year 1952. A torch manufacturing plant was effect up at Lucknow in 1958. like a shot it is one of the largest torch manufacturing plants in southerly East Asia. The plant manufactures the full barf of brass, aluminium and p wearic torches. In 2005, EIIL celebrated its 100 anniversary in India. MILESTONES 1905 position(a) carbon starts its In dian operations with sale of batteries imported from USA. 1934 Eveready Company incorporated as a private company on 12 November. 1939 Camperdown works- first modern battery plant established at Cossipore in Kolkata. 1941 union batteries merges with Eveready Company and the name is changed to interior(a) carbon company. 951 renamed as union carbide India ltd, a subsidiary of world all-inclusive multinational, union carbide tum. 1958 company set its torch manufacturing plant in Lucknow, one of the largest in south Asia. 1996 Mc Leod Russel(India) ltd, merged with EIIL, bulk tea st era employment brought into EIIL fold. 2000 Bishnauth Tea Company merged with Eveready industries India ltd. 2005 brand Eveready is a hundred years old. 2009 EIIL acquires unconditional stake in Uniross SA of France, which is a spark advance rechargeable battery manufacturer. Eveready is Indias largest seller of dry cell batteries selling near 1. billion units annually. It is also the largest marke ter of torches selling more than 20 million pieces per annum. ken STATEMENT For over a century, our corporation has been a partner to consumers with our expertise in portable power and light. Today, we endeavour to be the perfect Companion to consumers by providing value-for- coin brands with plain Differentiation in pure tone any day we seek Consumer Proximity to tally the enjoyment of better living. Our core competency will be based on these three core values for the tot up synergy and future profitable growth of our corporation.Companys philosophy on corporate governance The company believes that close corporate governance consists of a conclave of business practices which result in sweetening of the value of the company to the shareholders and simultaneously modify the company to fol broken in out its obligations to other stakeholders such as customers, vendors, employees, and financiers and to the society in general. The company further believes that such practices ar e founded upon the core values of transparency, empowerment, accountability, independent monitoring and environmental advisedness.The company makes its best endeavours to uphold and recruit these core values in all aspects of its operations. 2. 1. A. MANUFACTURING Eveready has its manufacturing units spread all across the country in order to maximize logistic efficiency and reduce time-to-market. The Companys state-of-the-art manufacturing units are located in Kolkata, Noida, Uttaranchal, Chennai, Lucknow and Maddur. The company has luxuriously-speed manufacturing units, twain for batteries and flashlights, with in-house facilities for surface flashlights along with a fully alter injection-moulding set-up for plastic flashlights.Eveready also has a mature machine design group at Chennai with capabilities of do special-purpose machines for both captive function and customer-specific requirements. The manufacturing units of Eveready are ISO 9000 and ISO 14000 certified. Evere ady has a sophisticated R& D laboratory for design and scrutiny of batteries. The laboratory is NABL accredited. The company also has its own flashlight design and development unit with the latest computer aided design initiation. 2. 1. B. DISTRIBUTION Eveready has a enormous diffusion web all over the country with 15 branches, 40 godowns and 4,000 distributors.Our products are for sale at grocery, general provision, music, electrical, hardware, stationery, gift / bracelet stores, at the chemists shops and at photo studios and stamp centres. So much so, that many of our products are even forth attack at the paan and tooshie shops. According to AC Nielsen, Eveready batteries are available in 3. 3 million outlets out of a total universe of 7. 3 million FMCG outlets. The distribution structure extends reporting out to 5000- tribe villages. The company employs a operose gross revenue force so that they can operate the extensive sales network successfully.As Eveready walks ahe ad in countenance century of existence, we drop the following objectives To merge our benchmark supplier position in all traditional outlets for batteries and flashlights. Employ a systematic and scientific approach towards increase our relate and quality of reach. To leverage our sales & distribution competencies into identified newer channels To helper the outlets with a diversified lop of products. This includes batteries, flashlights, home lights, packet tea, mosquito repellents, CFLs and bulbs. To constantly explore new selling arrangements in identified markets to remediate effectiveness of servicing. 2. 1. C. CORPORATE FACT shred SBUs Batteries(including Rechargeable Batteries) Flashlights piece of land Tea & biting louse repellent fire Products New Products & transmission line Development Powercell Division Workforce As on 31. 12. 08 (including Powercell) 2627 R&D facility Kolkata, West Bengal yearbook Sales 92,530. 74 (Rs Lakhs) Manufacturing Locatio ns and Sales offices pic 2. 1. D. PRODUCTS Eveready products are available below the mother brand name Eveready (batteries and discharge solutions) and also extended brand name like EVEREADY ULTIMA(Alkaline Batteries) ? EVEREADY RECHARGE(Rechargeable Batteries) ? EVEREADY JEEVAN-SATHI(Brass Torches) ? EVEREADY Digi conduct( direct Flash Lights), ? EVEREADY CFL(Compact fluorescent lamps), ? EVEREADY POWERON (homecare products) and ? EVEREADY gift GOLD/JAGOO/TEZ (packaged tea) and so forth Eveready offers a basket of FMCG products that find place in each household- Batteries pic It is indisputablely not an overstatement that battery and Eveready spend a penny been synonymous with each other in India since time immemorial. subsequently all, this is the only battery that has been with the tidy sum- in their good and unsound times, in light as well as in darkness- through generations, for over a century. Eveready has diversified the portfolio to pillowcase eachones needs. Ever eady offers a spacious range of batteries to fulfil the divers(a) portable energy requirements of modern India. It has also come out with the Eveready sulky batteries, which are long-lasting value-for-money solutions for your low-drain devices like TV/DVD remote controls, table/ fence clocks and portable FM radio players. Zinc carbon batteriesEveready is one of the worlds largest producers of zinc carbon batteries, selling more than 1 billion batteries all year. The Indian market for dry cell batteries is estimated at 2. 2 billion pieces by volume and rs. 14 billion by value, and Eveready is the undisputed market leader with more than half of the share of the market. The zinc carbon batteries are ideal for flashlights, remote controls, toys, penlights, cameras, clocks, medical equipments, FM radios/MP4 players, etc. Alkaline Batteries picEveready ultima alkaline battery is the ultimate energy solution to the power-hungry electronic gadgets of modern times.It is undoubtedly a new benchmark of quality & execution of instrument in the category of alkaline batteries. The shout out of performance comes with an affordable price tag, making it truly an ultimate choice. Eveready ultima alkaline batteries are best movemented for power-hungry new age gadgets like- digital cameras, remote-controlled toys, MP3 players, gamey-end portable audio-recording systems, etc. Rechargeable Batteries picThere is a surfeit of power-hungry electronic gadgets in the market today. With every fling day, the list of such gadgets only gets longer.As an firmness to the changing portable energy needs, Eveready has come up with Eveready recharge, world variety range of rechargeable batteries. Since todays high-tech devices demand more powerful batteries, Eveready rechargeable batteries are designed to put on optimal performance. They are ready whenever you are. The high end batteries come with an legal charger. The intelligent charger range includes chargers of unhomogeneous capacities. Lighting Solutions Eveready offers a wide variety of lighting solutions to suit the requirements of throng in both urban and awkward areas.Looking ahead, Eveready sees its business growing in the following business line ? Mass consumption items like candent lamps, colour decoration lamps, etc. ? zero saving alternatives, like T5 lamps, electronic ballasts, luminaries for fluorescent/compact fluorescent lamps with electronic controls. ? New-age technologies like leads & products around LEDs. Compact fluorescent lamps (CFL) In 2007, Eveready forayed into the lighting business with the launch of a range of compact fluorescent lamps (CFL). Halogen lamps The lamps are so designed that they produce more light per units of energy, thus saving energy, and last longer.Halogen lamps are used in a variety of applications. Eveready has on offer halogen lamps that suit every possible requirement for alfresco lighting and video-shooting purposes. General lighting service / can dent lamps (GLS) Eveready offers a vast range of incandescent bulbs in distinct coats, voltages and colours. replace lighting solutions pic pic Eveready digiLED lanterns- with its digiled technology, unlike a kerosine lamp or candle, the Eveready lantern gives bright, continuous and unflickering light from long lasting LEDs.All this at the aforesaid(prenominal) running cost per hour, as that of a kerosene lamp or candle. It illuminates a wide area and is ideal for activities like studying, preparation and other in-house work making it a true light for our home Types of digiLED Lanterns pic pic pic pic pic pic pic pic pic pic Packet tea India wakes up with tea every morning. It is the drink that enlivens, energises and rejuvenates the mind and the body.It is the drink that binds muckle across cultures. This is why Eveready has lined up a wide range of tea blends to match the needs of a diverse tea-drinking nation and the different tea cultures that are an integral part of th e countrys socio-cultural fabric. Eveready today has offerings- Eveready tez, Eveready premium gold, Eveready jaago and eveready classic. Brands which satisfy the diverse moods of the tea drinkers. FLASHLIGHTS pic Eveready has been the pioneer in the field of portable lighting for many a decades.Eveready with a huge variety of products is the largest manufacturer and marketer of torches in south Asia. healthy known for its quality, range, colour options and value for money models. Eveready caters to all the lighting needs of both- the urban and folksy consumers. DigiLED Torches Eveready recently introduced a whole new category of torches with digiLED technology. These torches use passing power efficient LEDs in place of the incandescent bulbs. The long life LEDs, the topping quality lens & the Eveready expertise put together give the consumers an excellent torch with a focused bright bloodless beam of light. pic pic The torches are available in a Variety of shapes & sizes, with a splutter of bright vibrant colours. Mainly for its quality of power efficiency, as batteries lasts longer, these torches have live an instant hit with the value conscious consumers across India. UltraLED torches pic Torches with powerful beams which reach tremendous distances, dependableer light with enhanced efficiency, coupled with superordinate advantages of the original digiLED torches. The range offers the user wide choice in shapes, sizes & new bimetal colours. Brass torches picTrue to its name, the Jeevan Sathi brass torchlight has been a trustworthy, constant companion for the discerning Indians through generations. It is reliable, durable and repairable, making it a must-have level companion especially in the villages. It is one of the most trusted brands in country-bred India across all product categories. atomic number 13 & plastic torches pic Eveready has always gone for variety to bring out new models which suit the diverse requirements of all its customers . These torches have strong durable bodies, slide switches for easily treatment and come in a wide range of models and colours.Rechargeable torches Eveready also provides rechargeable torches to its customers. These have an in-built battery and a plug, for easy recharge. These torches are true value-for-money and are targeted at the urban and semi-urban households. Models like Commander, HiLite, Mobile, RedFlash, Rangoli & CityLite are brands in their own capacity bought by thousands of mass every month. CHAPTER 3 seek method actingology Methodology is a systematic way of solving a problem it includes the investigate methods for solving a problem. Type of investigate Descriptive & Empirical Research entropy source Primary and secondary selective information Data collection method discourse and survey Data collection tools Questionnaires and slack interview Sample Universe Nadia govern (Areas- kastodanga, maniktalapada, kalitala, nimtala, Simurali- narapatipada, shantipur, ranaghat, krishnanagar). Sample size 250 Sample externalize The target population of the study consists of various respondents of various places (mostly through in rural areas and small town targeting low class group people and middle class). This is because to know that if price is the only factor of mend of china made torches.Sample size After due consultation with the company, also keeping in mind the requirements of the company for the research, the sample size that was found to be appropriate for the study was 250(each place 25-35 respondents). take Technique Stratified sampling technique a stratified sample is obtained by independently selecting a separate simplistic random sample from each population stratum. A population can be divided into different groups based on class, income. The survey was conducted by visiting different places(shops, market, respondents home, etc).Statistical tools mere(a) percentage analysis and Ranking method is the main statistical tool used f or study. 3. 1. SCOPE OF THE STUDY ? The result of this research would help the company to market their products. ? The result will help in alter sales. ? The study will help the company to make cognisant the consumers about the product. 3. 2. LIMITATIONS OF THE RESEARCH The following limitations can be pointed out from the research that I conducted in comparison to the problems that were given to me by Eveready industries India ltd. Sample size was not sufficient to know the unequivocal figures. The research got confined to the Nadia district (towns and rural areas). 4. DATA ANALYSIS AND INTERPRETATION The respondents who were cover under this study can be categorized on the basis of certain important criteria like age, annual income (class), propensity towards clean-living LED light and knowingness about new Eveready LED torches in the market. Table-4. 1 Annual Income Level Annual Income Level No.Of Respondent destiny Below 1 Lakh 134 53. 6 1-3 Lakh 105 42 above 3 Lak h 11 4. 4 summarise 250 100 Eveready LED 31 12. % Eveready incandescent modified 3 1. 2% China made Torch 211 84. 4% Others 5 2% pic Interpretation Among the 250 respondents i. e. he consumers, it can be seen that the consumers of china made torches are the highest i. e. 84. 4%. Eveready LED torches have 12. 4% consumers. 1. 2% of respondents are thither who have an attachment with Eveready and thinks there torch is best for them they have modified incandescent Eveready brass torch into white light (because consumers like white led light). 2% of the respondents are the users of other torches. Table 4. 3 Eveready LED torch users Distribution consort to income Below 1 Lakh 1-3 hundred thousand Above 3 hundred thousand 3 users 17 users 11 users Interpretation It can be inferred that among 31 consumers that use Eveready LED torch, there are 3 users from the low income group i. e. below 1 lakh. 17 customers are from 1-3 lakh group and 11 users are from above 3 lak h group. Table-4. 4 AWARENESS about Eveready LED Torches Awareness No.Of Respondents Percentage Yes 65 26% No 185 74% Total 250 100 pic Interpretation Now coming to the point of awareness among the people about the Evereadys new product i. . Eveready LED Torches, the response was very disappointing. Among 250 respondents only 65 people i. e. 26% are aware about Eveready LED flashlight. Table-4. 5 Consumers those are aware but do not like to have due to high price (not affordable) Out of 65 people who are aware, the people who would not like to purchase are 40. 1-3 lakhs Below 5 lakhs 35 people 5 people Interpretation It can be seen that out of 65 people who are aware, 35 people of low class would not like to purchase due to its high price, it is not affordable. CHAPTER 5 RESULTS The findings that can be drawn from the survey- ? 100% positive answer regarding Eveready torches persuasiveness, reliability and longevity shows companys high image. ? 100% consumers like the white LED light torches. ? It was found that most of the low class people are not able to purchase Eveready LED torches because they cannot afford due to its high price. As Eveready LED torches are new entrants in the market, most of the people are unmindful(predicate) about the Eveready LED torches. IMPACT OF chinaware MADE TORCHES ON EVEREADY LED FLASHLIGHTS 1. devious of incandescent torches market to LED Torches market. ? Eveready incandescent bulb torches were used and appreciated by the consumers before China made rechargeable torches with LEDs instead of incandescent bulb came into the market. After china made torches entered the market, people want the white light of LEDs and the low price.As, no Eveready LED torches were available that time (before 5-6 years), the customers/consumers were forced to purchase china made LED rechargeable torches. So, there was a paper bag towards LEDs torches (china made torches). 2. Shifting of normal torches i. e. torches without rechargeabl e factor, to rechargeable torches. ? China made torches came into the market with the facility of recharging the batteries at that time when Eveready have had no rechargeable torches. wad /consumers horizon it more economical than Eveready normal torches and tend towards it. NOTE but it is not true, the fact is that the Eveready torches are more economical because the batteries that are used in it as a power source runs for 4 months in a single time). So, demand given over towards rechargeable torches. 3. Its been 2 years Eveready has launched LED flashlights/torches with high quality light. unless there is a particular segment i. e. low class people have a tendency to buy china made torches due to its low price (although they were using Eveready incandescent torches before ). customers perception has changed . . Considering all the facts, the most important part that has been affected (impact of china made torches) is sales. Although Eveready is doing well but the market that h as been captured by china made torches (mostly the low class people who purchase china made low price torches), Eveready is missing to target that part. NOTE As there are many customers/consumers who are using Eveready LED torches (Eveready is meeting its sale targets) this shows that the impact of china made torches that has been on Eveready torches is diminishing.People are shifting from china made torches due to their lack in reliability, longevity, durability and many factors. They lack in adding value to the customers. CHAPTER 6 RECOMENDATIONS ? Eveready is extensively using its trade strategies to reach customers advertisements are being done but while surveying, the segment of customers that are not aware of the product to reach them we have to make them aware through extensive advertising.There are hoardings determined in the market but they are only seen over the distributors or vainglorious retailers. There must be more hoardings, bill boards showcasing Eveready led to rches. ? Eveready should launch a new led torch with low price particularly focalisation the low class (low income group) people. Advertising should be focusing these people. ? Extensive advertising on radio. REFERENCES ? WEBSITES www. evereadyindustries. com www. wikipidea. org ? credit line Research Methods Donald R Cooper, Pamela Schindler