TUDOR INDIA LTD.

Report on market survey

Garage contact program under the guidance of Mr. Arun George
Febin C

Survey Report

The market survey was conducted in garages, service stations and battery shops in Kottayam. The survey was done by conducting interviews at the garages and retail outlets. The following questionnaire was used for the above purpose . The findings of the survey have been displayed with the help of charts and diagrams.

1. Have you heard about the brand Prestolite/ dealt with the brand? a. Yes b. No

Awareness about Prestolite

2, 6%

YES NO

31, 94%

From the data collected and the above pictorial representation we can infer that there is a considerable level of awareness among the sellers of batteries.

Among the aware not all were dealing with prestolite. In fact only a very small percentage of them actually sold prestolite batteries.

Distribution of Prestolite dealers in market

2, 6%

Yes No

31, 94%

Even with a high level of awareness the number of sellers is actually very low. This is a reason for concern and reasons for this divide are to be determined.

2. If yes, what are the areas where Prestolite scores better than its competition? a. Product range/ quality b. Pricing structure c. Service d. Any other

Better than competition

Cannot say 26

Service

Product range / Product quality Pricing structure

Pricing structure

Service Cannot say

Product range / Product quality 0

10

15

20

25

30

It can be seen most of the samples were unable to answer the question as they have not sold the brand in recent past. It was difficult for them to make a correct opinion.

Among those who knew about the product an equal number of them were of the opinion that service & product quality were better than the competition. It was followed by a better pricing.

3. If no, why are you not dealing with the brand and what will make you do business with the brand? a. Satisfied with present brand b. Product range / Product quality c. Pricing structure d. Service e. Lack of dealers f. Low marketing

Reason for not dealing with prestolite

low marketing 5

lack of dealers

service

1 Agree

pricing structure

Product range/quality

satisfied with present brand 0 1 2 3

3 4 5 6

The major reasons for the samples not dealing with prestolite are lack of awareness and availability in the area. Service, price & product quality are not a major reason for concern for the samples.

4. What are the areas where Prestolite needs to improve to gain more sales / market share? a. Product range/ Product quality b. Pricing Structure c. Service d. Any other aspect

Improvements
18 16 14 12 10 8 6 4 2 0 1 3 2 3 7 product quality/range pricing structure service Promotion lack of dealers cannot say 17

It is obvious that since most of the samples have not dealt with prestolite they were unable to answer the question. However a large portion of the respondents believed that the product quality needs to be improved. This is mainly based on past experience and fads like the battery being lighter compared to other brands.

5. What are factors/ parameters which influences a customer decision to promote/ sell a particular brand? a. Brand/ company image b. Product Quality c. Warranty/ service d. Profit Margin e. Any other

Reasons for selecting a brand

Warranty , 2, 7% Profit margin, 3, 10% Product quality , 13, 43% Others, 6, 20% Brand Product quality Warranty Profit margin Brand , 6, 20% Others

The question is really helpful to profile the customers and find out what factors influence the most. The data has been collected by a ranking scale. 20% of the total respondents opted brand image and product quality as the first preferred factor for influencing a customer to buy/promote a particular brand. Quality is the major contributing factor for 43%. percentage of respondents opted Service/Warranty & profit margin was vey small comparitivly.

6. Which brand you sell/suggest/promote the most to your customers and Why?

Brand preferance

0, 0%

9, 29% Exide 6, 19% Amaron Tata Green SF Prestolite 3, 10% 6, 19% Others

7, 23%

Exide was the major player in the market but is loosing its share to Amaron and Sf mainly because of better offers, promotional activity and service.

7. How many batteries are sold by you in month?

Sales
14 12 10 8 6 4 2 0 0-10 20-30 20-30 Sales

30-40

more than 40

On an average, in case of garages and service stations per day 1-5 cars comes with battery related problem. Some garages receive 2-3, some 3-4, and some 4-5 problems per day. So on an average 1-5 is the approximate range. It actually varies due to the location and awareness about the garage to the customers. In case of retailers it is a bit more than the garages. And they sell maximum 10-20 per month. Where as, in case of garages it fluctuates within a range of 5-10.

8. What are factors which influence a customer decision to buy any particular brand? a. Brand /company Image and awareness b. OE fitment c. Garage recommendation d. Price e. Warranty f. Any other

Factors influencing a customer

14, 47% Brand 3, 10% OE Garage recommendation 3, 10% 4, 13% 5, 17% 1, 3% Price Warranty other

5 respondents believe Brand /company Image awareness is the major factor influencing a customer decision. product promotion is very strong enough for the brand used by the customer. 1 respondents believe that warranty influences next a customer to buy the brand OE was a major contributing factor for 4 of the respondents. The majority of the samples that is 14 of them believed that garage recommendation was a crucial factor.

9. Now, after knowing about the company, its product range and quality aspects, are you willing to start association with PRESTOLITE?

Future association with the brand

2, 11%

Yes No

16, 89%

Suggestions and recommendations:

Availability is a major a factor to be considered. Number retailers could be increased by proper marketing. Good relationship and dealership with the retailers is also very much required for Prestolite. After sales service response time and service duration has to be managed properly.