Eveready Batteries

Eveready Batteries

Business Details • Eveready industries india ltd is one of the leading FMCG companies. Eveready

posseses expertise in marketing, manufacturing and distributing a diverse range of products to the entire length & breadth of the country. Its portfolio comprises of dry cell batteries , rechargable batteries, flashlights, packet tea, mosquito repellents and lighting batteries, products. Its market share in batteries is 51.1 per cent and in flashlights about 76 per cent (Industry) segment. Its market share ranges between 2–7 per cent in the various regions where the products have been launched. Its share in the mosquito repellent market varies between 1-3 per cent in the various target markets. It has recently commenced marketing of lighting products like CFL &GLS lamps. It has a complete range of flashlights–LED, plastics, aluminium & brass. Battery and flashlight products are branded as ‘Eveready ‘Powercell’, ‘Shakti’ and ‘Mahashakti’. Packet tea products are branded Tez’, ‘Premium Gold’, ‘Jaago’ and ‘Classic’. Mosquito Coils are branded ‘Eveready PowerOn’.

milestones of the company • It started its operation in India in 1905. • In 1926 company sets up its first arc carbon

factory at canal road ,kolkata. was incorporated as a private • In 1934 company company on 12th November. • In 1939 it established its first modern battery plant in kolkata. • In 1941 Union batteries merged with Eveready and the name is changed to national carbon company.

Continue………….. • 1995: Sale of shares of Union Carbide Corporation in Union Carbide India Ltd to Mc Leod Russel (I) Ltd. belonging to the Williamson Magor Group and a new name - Eveready Industries India Ltd (EIIL). • 1996: Mc Leod Russel (India) Ltd, merged with EIIL, bulk tea business brought into EIIL fold. • 2000: Bishnauth Tea Company merged with Eveready Industries India Ltd. • 2005: Brand EVEREADY is a hundred years old.

Zinc Carbon Batteries

• Eveready is one of the

world’s largest producers of Zinc Carbon batteries, selling more than 1 billion batteries every year. The Indian market for dry cell batteries is estimated at 2.2 billion pieces by volume and Rs.14 billion by value.

Alkaline Batteries • Eveready 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 & performance in the category of alkaline batteries. The promise of performance comes with an affordable price tag, making it truly an ultimate choice.

Rechargeable Batteries • There is a surfeit of power-

hungry electronic gadgets in the market today. With every passing day, the list of such gadgets only gets longer. As an answer to the changing portable energy needs, Eveready has come up with Eveready Recharge, world class range of rechargeable batteries.

Packet Tea • ,  Tez ho chai, to

josh aa jaye. • Ab Aur Zyaada Dum, Brand positioning a premium tea with full bodied flavor and aroma. Eveready Classic is sure to breathe a new lease of life into you.

digiLED Torches • Eveready recently introduced a

whole new category of torches with digiLED technology. These torches use highly power efficient LEDs in place of the incandescent bulbs. The long life LEDs, the superior quality lens & the Eveready expertise put together give the consumers an excellent torch with a focused bright white beam of light.

Continue……….. • Brass Torches

It has been a trustworthy, constant companion for the discerning Indians through generations. It is reliable, durable and repairable.

• Aluminum & Plastic Torches

These torches have strong durable bodies, slide switches for easy handling and come in a wide range of models and colors. • Models like Commander, HiLite, Mobile, Red Flash, Rangoli etc.

• Rechargeable Torches

These have an in-built battery and a plug, for easy recharge.

• Ultima Torches

Presenting DL23 Ultima Torches from Eveready! • Its one watt LED offers focused, white and bright light – which is 12 times brighter than a normal LED!.

Mosquito Coil &Liquid vapouriser • Eveready introduced

•

• •

coils in the beginning and then followed this up with the introduction of liquid vaporizer. Eveready joins the crusade against mosquito with its two powerful weapons: Mosquito coils Liquid vapouriser

lighting solutions • 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 Halogen Lamps provide greater light and longer life than conventional incandescent lamps. • General lighting service/incandescent lamps (GLS) used widely in apart from portable, decorative and advertising lighting

distribution • Eveready has a wide distribution network

all over the country with 15 branches, 40 godowns and 4,000 distributors. Their products are available at grocery, general provision, music, electrical, hardware, stationery, gift /novelty stores, at the chemists’ shops and at photo studios and printing centers.

Continue…. •

• Here are the

various manufacturing locations and sales offices of EIIL in India.

Continue………. Head office+4 regions 15 branch offices 10-12 territories distributors whole seller

retailer

Promotion • In 90s Eveready

launched its memorable “GIVE ME RED”. • One of the most memorable campaign run in Indian media.

Conti………….. • At the time when the

battery industry was flickering on the falling growth, EIIL painted the rural landscape red, and flashed volume on the strength on an interactive campaign.

Cont…………… • Besides this the company have 1000 vans used for

distribution and they all are painted with the Eveready logo and message. • They also increased their packing of ten units to 20 units to acquire more place on the shelf. • o & m organizing the various film shows. game shows to increase the awareness in rural areas. • earlier in 2009 that Eveready released an ad titled ‘Boxing’. • “Ful-ful masala”.

price • EIIL knows that price-

sensitive Indian consumers continues to prefer using the lowpriced dry cell batteries so the minimum cost is Rs5 then it vary from product to product

Segmentation, targeting and positioning They had segmented the market on the geographical bases into rural and urban market:They have designed UM1 batteries for rural areas. Alkaline batteries for the urban use such as in toys, remotes etc.

Continue…………. • They have targeted the urban

market • As well as rural market. • The positioning strategy of eveready is that they claim to provide cheapest & qualitiable product.

How to promote in rural areas where mass media has not reached yet? • By painting walls of the shops of

retailers • By printing advertisement on packing of other products which are in good use in those areas. • Hoardings and posters can also serve the purpose.

Current senario • Company has 51% of market shares • 60% shares in UM1 segment • 37% shares in UM2 segment • Today it is one of the largest torch manufacturing plants in South East Asia.

Future plan or objectives • To consolidate our benchmark supplier position in all • • • •

traditional outlets for batteries and flashlights. Employ a systematic and scientific approach towards increasing our reach and quality of reach. To leverage our sales & distribution competencies into identified newer channels To service the outlets with a diversified range of products. This includes batteries, flashlights, homelights, packet tea, mosquito repellents, CFLs and bulbs. To constantly explore new selling arrangements in identified markets to improve effectiveness of servicing

Ma rke t size: 1920 m illion pie ce s

UM 3% UM 37& UM 60&

1 2 3

Z in k s e g m e n t

In d o N a t io n a l 32% Lak han pal 21%

E ve re a d y 35%

1 2

G eep 7%

BPL

3 4 5

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