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- 1 -
HISTORY OF THE COMPANY
YEARLY EVENTS
1972
The Company was incorporated on 24th May, at Vadodara. Shri D.D. Lakhanpal and
Matsushita Electric Industrial Co. Ltd. Japan promoted the company.
In 1972 Mr. D. D. Lakhanpal realized the potential for dry cells batteries in the Indian
markets. So he, with the help of Mrs. Indira Gandhi, the then Prime Minister of India,
visited Japan, where the world-class batteries are manufactured. They visited various
battery producing companies one of which is Matsushita Electric Industrial Co. Ltd,
the pioneer and world leader in the dry cell batteries industry. Lt. Mrs. India Gandhi
was highly impressed by the business policies of Lt. Mr. Konu Suke Matsushita. So it
was decided to set up a dry cell battery unit in technical and financial collaboration
with Matsushita Electric Industrial Co. Ltd. in India. 1,66,666 shares taken up by
promoters, directors, etc., and 2,50,000 shares allotted to Matsushita Electric
Industrial Co. Ltd., Japan without payment in cash. 2,08,334 shares offered at par to
the public in January 1973. So Matsushita entered Indian battery industry with a good
40% share.
1981
5,00,000 Right Equity shares issued at par in prop. 4:5.
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1986
The Company received a letter of intent for the manufacture of 2,200 lakh pieces of
dry batteries per annum with zinc chloride technology.
1987
The Company proposed to introduce UM3 type (pencil batteries and later UM1 type
(standard type) batteries with the latest technology.
1989
UM 3D (NOVINO GOLD) batteries were introduced – the first of its kind. The best
batteries ever manufactured in India.
The company offered 22,50,000 No. of equity shares of Rs 10 each for cash at par on
`Rights basis' in the proportion 1:1 (all were taken up).
At this stage the company, Matsushita Electric Industrial Co. Ltd. was still
maintaining its 40% share.
1991
The Company proposed to expand the existing production capacity by establishing
new plant and machinery to manufacture Hi-tech Eco-Friendly, Mercury free, UM-3
(R-6) Type of Metal Jacketed Penlite Dry cell batteries.
1994
During the year, superior quality NOVINO SUMO-UM-IS (R-20) batteries and
PANASONIC Alkaline batteries were introduced.
The Company introduced superior quality and cost effective Novino Sumo-UM-2S
(R-6) Penlight type of dry cell battery with Zinc chloride technology. The company
also introduced "Panasonic" brand alkaline batteries.
- 3 -
1995
The Company started implementation of ambitious gas lighter project.
1996
The Company introduced New Novino UM-IPN (R-20) type of dry cell battery in
paper jacket section with the brand Novino Raja with a baby as a logo. Today in most
of the rural areas of India people recognize this dry cell battery by that logo only.
About Mr. K.S.Matsushita
Born as the youngest of eight children in Wakayama Prefecture to an impoverished
farming family on 27th November 1894. The family name has its origin in the large pine
tree, which stood in the family compound - "matsu" meaning "pine" and "shita" for
"beneath".
Apprenticed to an Osaka charcoal brazier shop at age nine in the year 1904.
Began working in a bicycle shop in February 1905.
On 21st October 1910, he was employed at a branch of Osaka Electric Light Co. as an
apprentice-wiring worker. Promoted to construction foreman three months later.
In June 1917 he decided to start his own business. Invented the attachment plug and
two-way plug.
On 7th March 1918 he founded Matsushita Electric House wares Manufacturing Works,
the predecessor of Matsushita Electric. Began marketing his plugs.
On 15th December 1935 he incorporated the company as Matsushita Electric Industrial
Co. Ltd., with nine subsidiary companies.
On 10th January 1961 he assumed the position of Chairman of Matsushita Electric
Industrial Co. Ltd. His son-in-law, Masaharu Matsushita, filled his former position of
President.
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In May 1973 he assumed the position of Executive Advisor, and was succeeded by
Vice President A. Takahashi as Chairman.
On 29th April 1987 he was awarded First Class Order of the Rising Sun with Poulownia
Flowers by His Majesty and Emperor of Japan.
And he passed away at the Matsushita Memorial Hospital in Osaka in March 1989.
About the company
The Baroda-based company is a 51% subsidiary of the Matsushita Group of Japan and
manufactures the NOVINO brand of batteries. The Indian promoters, Lakhanpal
Group, holds another 7% Equity in the company.
The company has two manufacturing units, located at Baroda (Gujarat) and Pithampur
(Madhya Pradesh). The company is the third largest dry battery manufacturer and
seller in India. The company has initiated cost cutting measures through backward
integration as well as by producing vital punched metal and plastic moulded
components in-house.
Late Mr. D. D. Lakhanpal, the founder of the Matsushita Lakhanpal Battery India
Limited & Mr. Konu Suke Matsushita laid the foundation stone of the Matsushita
Battery India Limited, on 15th August 1972 at G. I. D. C. Makarpura Industrial Estate,
Vadodara.
The building work & installation of the machinery from Japan was undertaken rapidly
& the production commenced from 2nd July 1973 with metal-jacketed cell in Hyper
Grade in UM-1 & UM-2 segments. On 1st October 1973 MLBI, Vadodara introduced
Hi-Top grade performance cell for the first time in India & on 1st January 1976 it
introduced paper jacketed "SPECIAL" cells. Since then the company has progressed
between ups & downs by sincere efforts of management & employees and the future
has been paved for higher achievements.
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Company’s Aim: "Our aim is to supply portable source of energy & its
related products, thus contributing to the betterment of society, not only
in India but throughout the world."
Matsushita Lakhanpal Battery India Ltd., has a very simple and
systematic philosophy. It has been clearly defined to all employees of the
organization. The main vital philosophy of the organization is " To Make People
Before Product". This philosophy has been supported and implemented by all the
employees from top level to lower management in the organization. The logic behind
this philosophy is to achieve organizational goals and objectives.
The main basic management objective of the company is " To Contribute to the
Society ". Therefore, in order to achieve above said objective, the company has it's
own creed and principles.
1973
Production commenced of metal-jacketed cell in "NOVINO HYPER" grade UM-1
and UM-2.
First dispatch of Metal Jacket leak proof NOVINO
Introduced HI - Top grade high performance cells for the first time in India.
1975
First Export consignment to Kuwait.
1976
Introduced paper jacketed "NOVINO SPECIAL" UM-1 cells.
Introduction of UM-3 pencil dry cell battery.
1981
500 million productions achieved.
- 6 -
1987
Foundation stone of Pithampur Project laid.
1989
Introduced Zinc Chloride Metal Jacket cell for the first time in India.
Pioneers of Gold Segment in India.
1993
Installation of Machinery for mercury (Hg) free NOVINO GOLD (3D & 1D)
1994
Awarded ISO-9001 certificate
1996
4000 million productions achieved.
1997
Awarded ISO-14001 (EMS) Certificate Export Award.
The Indian battery segment did see a lot of pressure in the last two years on account
of dumping of low-priced Chinese batteries, which were being pumped in large
volumes. However, that phase is now practically at an end as consumers have realized
the dangers of using low-quality Chinese batteries. This has benefited battery
manufacturers like Matsushita Lakhanpal.
For the year ended March 2003, the company reported a turnover of Rs 155.4 crore
and registered a net profit of Rs.8.8. crore, thereby registering an EPS of Rs.11.4. As
on March 2003, the company had an investment of around Rs. 20 crore in debt
schemes of various mutual funds. It has announced a 30% dividend payout.
In the first half of the current FY, Sales and Net Profits have dropped by 8% and 12%
to Rs.87.56crore and Rs.4.13 crore respectively. However, given the brand equity of
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NOVINO, Cash available with the company and decreasing threat from Chinese
manufacturers, the company should do well in the times to come.
Business Profile
Lakhanpal National Ltd (LNL) is a major player in dry cell batteries and was
promoted by Matsushita Electric Company of Japan (51% equity) and the Lakhanpals.
While the company produces all the 3 sizes of batteries, its presence is stronger in the
small size, a segment-gaining fast in volumes with the proliferation of electronic
goods in the country.
Recent Developments
The Company, which used to market its products under the brand name Novino in the
dry cell segment, has launched the Panasonic brand of alkaline batteries. The
company is focusing on the Panasonic brand, taking into consideration future growth
prospects of the alkaline battery segment. The company has cut down on its raw
material costs through backward integration, producing metal punched and plastic
moulded components in-house. This has paid off handsomely in FY98 with a 58%
surge in net profit. The company has been certified with both ISO 9001 and ISO
14001.
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The map showing the locations of factories and offices of MLBI in India
- 9 -
The Baroda Factory
The Pithampur Factory
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LITERATURE REVIEW
The principal task of marketing management is to fulfill the aspirations of the
consumers. It is thus imperative to understand what the consumers want; how they
make the choice; or what are there sources of information and influence processes etc.
in this process an organization can identify new opportunities in the market; evaluate
and monitor marketing actions; and in general, evolve better marketing program to
serve the intere4st of consumers. Thus market research acts a link between the
consumer and the marketer.
Role of Market Research
“Market research is defined as the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem in field of
marketing”.
According to American Marketing Association (AMA) marketing research is defined
as “the systematic gathering, recording and analyzing of data about problems relating
to the marketing of goods and services”.
MR is the function which links the consumer, costumer, and public to the marketer
through information – information used to identify and define marketing opportunities
and problems; generate; refine and evaluate marketing actions; monitor marketing
performance; and improve understanding of marketing as a process. MR is a
systematic collection and analysis of information that is ultimately used in evolving
some marketing decisions. Likewise, marketing manager(s) should provide a clear
detailed scenario of the problems faced by the company before the market researcher.
They must not use MR as a fire-fighting device or to justify some preconceived
actions.
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The Market Research Process
MR exercise may take many forms but systematic enquiry is features common to all
such forms. Being a systematic enquiry, it requires careful planning of the orderly
investigation process. Through it is an oversimplification to assume that all research
processes would necessarily follow a given sequence, MR often follow a generalized
pattern which can be broken down and studied sequentially.
Stages in the market research process
In planning and designing a specific research project, it is necessary to anticipate all
the steps that must be undertaken if the project is to be successful in collecting valid
and reliable information.
The steps of MR process are highlighted in the following flow diagram.
The steps are explained below the figure.
Defining the problem
Statement of the research objectives
Planning a Research Design
Planning a sample
Collecting the data
Analyzing the data
Formulation of conclusion
Prepare and present the report
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Defining the problem
Clear problem definition is of crucial importance in MR as in terms of both
time and money. It is rightly said that “a problem well defined is half-solved”.
Careful attention to problem definition allows the researcher to set the proper
research objectives, which in turn facilitate relevant and economic data
collection.
Statement of the research objectives
After clarifying and identifying the research problem with or without
exploratory research, the research must be a formal statement of research
objectives.
Research objectives may be stated in qualitative or quantitative terms and
expressed as research question statement or hypothesis.
Planning a research design
Once the research problem been defined and the objectives decided, the
research design must be developed. A market design is a master plan
specifying the procedure for collecting and analyzing the needed information.
It represents a framework for the research action. The objectives of the study
discussed in the previous step are included in the research design to ensure
that data collected is relevant to the objectives. The researcher must at this
stage also determine the type and source of information needed, the data
collection methods, the sampling methodology and the data timing and
possible costs of the research.
Planning a sample
Although the sampling plans included in the research design, the actual
sampling is as separate and important stages in the research process. Sampling
involves procedures that use a small number of items or parts of the
population to make conclusion regarding the whole population. The first
sampling question that needs to be asked is that who is to be sampled, who is
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the target population. The next important issue concerns size – how large or
how small should a sample be? Generally speaking, large samples give
reliable information than the smaller ones, but if probability sampling is used,
a small proportion of the sample may give reliable measures of the universe.
Collecting the data
The data collection process follows the formulation of research design
including the sample plan. Data, which can be secondary or primary, can be
collected using variety of tools. These tools are classified into two broad
categories, the observation method and the survey methods, all of which have
their inherent advantages and disadvantages.
In MR, field survey is commonly used to collect primary data from the
respondents. Surveys can be a) personal, b) by mail, c) telephonic and d) by
diary.
It is common practice to use structured questionnaires prepared in advance, to
elicit the necessary from the respondents. Whether it is personal or mail
survey, it is necessary to design suitable questionnaire, conduct a pilot survey
and undertake a pre-testing of the questionnaire. The pre-testing will enable
the researcher to realize the shortcomings of his questionnaire.
Secondary data means data that are already available i.e. they refer to data,
which have already been collected and analyzed by some one else for some
other purpose. When researcher utilizes secondary data, he has to look various
sources from where he can obtain data. Usually published data is available in:
1) Various publications of central, state and local government
2) Various publications of international bodies
3) Technical and trade journals
4) Books, magazines and newspapers
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5) Reports and publications of various associations connected with business
and industry, banks, stock exchanges, etc.
6) Reports prepared by research scholars, universities, economist, etc in
different fields
7) Public records and statistics, historical documents and other sources of
publication information
Analyzing the data
Data processing begins with the editing of the data and coding process,
tabulation and drawing statistical inferences. Editing involves inspecting the
data collection forms for omission, legibility and consistency in classification.
Before tabulation, need to be classified into meaningful categories. The rules
for categorizing, recording and transferring the data to data storage media
called codes. This coding process facilitates the manual or computer
tabulation. If computer analysis is being used, the data can be punched and
verified.
Analyses represent the application of logic to the understanding of the data
collected about the subject. In its simplest forms, analysis may be
determination of consistent patterns and summarizing of appropriate details.
The appropriate analytical tool chosen would depend on informational
requirements of the problem, characteristics of the research designs and the
nature of the data gathered.
Formulation of conclusion, preparing and presenting the report
The final stage in the research process is that of interpreting the information
and drawing conclusions for use in managerial decisions. The research report
should effectively communicate the research findings and need not necessarily
include complicated statements about the technical aspects of the study and
research methods.
- 15 -
The researchers are required to make both the oral and written presentation. Since
each project is different, the presentation of each required originality. However, the
better the earlier steps in the research process have been executed, the more likely is it
that a good presentation would result.
SOME ASPECTS OF MARKETING RESEARCH
Consumer marketing research especially involves various techniques as the attitude
measuring scales, the psychographics, the demographics, the semantics, etc. Any
consumer marketing research involves in-depth analysis of the personality and age,
income, family, habits, etc., as these tend to influence the answers of the consumers.
- 16 -
RESEARCH STUDY
The aim of this research is to study the dealer’s and customer’s perception and
satisfaction level about the Novino brand dry cell batteries manufactured by
Matsushita Lakhanpal Battery India Ltd. (MLBI).
Objectives:
To find the dealer’s overall perception and satisfaction level about Novino
brand dry cell batteries with respect to other brands of dry cell batteries.
To find the customers’ overall perception and satisfaction level about Novino
brand dry cell batteries with respect to other brands of dry cell batteries.
To study and understand the distribution network of the company.
To study the customer’s and dealer’s attitude towards other brands as
compared to Novino brand and their willingness to buy/sell Novino brand dry
cell batteries.
- 17 -
RESEARCH METHODOLOGY
Research Design:
When the researcher is interested in knowledge the characteristics of certain groups
such as age, sex, education level, occupation, etc.; interested in knowing the
proportion of the population who have behaved in a particular manner; making the
projections of certain things; or determining the relationship between two or more
variable, “Descriptive Study” becomes necessary. That is why we have decided to go
for a structured, undisguised Descriptive Study.
Descriptive studies are well structured. Design in such studies must be rigid
and not flexible and must focus attention on following:
What the study is about and why is it being made?
What techniques of gathering data will be adopted?
How much material will be needed?
Where can be the required data found?
Processing and analyzing of the data.
Reporting the findings.
To get the quantitative information during the study various methods can be
adopted like watching or observing people, experimenting on prices and designs
of the products, interviewing etc. Since we were required to interact with the
subjects we have adopted personal interview/survey method.
- 18 -
SAMPLING
An integral component of a research design is the sampling plan. Specifically, it
address three questions: whom to survey (The Sample Unit), how many to survey
(The Sample Size), and how to select them (The Sampling Procedure). Making a
census study of the entire universe will be impossible on the account of limitations of
time & money. Hence sampling becomes inevitable. A sample is only a portion of the
universe population. According to Yule, a famous statistician, the object of sampling
is to get the maximum information about the parent population with minimum effort.
Properly done, sampling produces representative data of the entire population.
Sampling Methodology:
In our case the population/universe is too large – around 35 lakhs. So we decided to
go for probability sampling. Under this sampling design every item of the universe
has an equal chance, or probability, of being chosen for sample. This implies that the
section of the sample items is independent of the persons making the study – that is,
the sampling operation is controlled objectively so that the items will be chosen
strictly at random. Probability sample may take the form of:
Simple random sampling
Systematic sampling
Stratified sampling
Cluster and area sampling
Sequential sampling
Multi stage sampling
In our case we have adopted “Simple Random Sampling”.
In case of customers
Population/Universe : Citizens of Baroda city and Halol
Sample Size : One thousand (1,000)
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In case of dealers
Population/Universe : Retailers in and around Baroda city(i.e. Baroda district)
Sample Size : Nine hundred (900)
Data Collection Method:
Collection of data is the first step in statistics the goal of conclusion. The data
collection process follows the formulation of research design including the sample
plan. Data, which can be secondary or primary, can be collected using variety of tools.
In our case we needed only primary data. Primary data can be collected in many
important ways:
Observation method
Interview method
Through questionnaires
Through schedules
Warranty cards
Distributor audits
Consumer panels
Using mechanical devices
Through projective techniques
Depth interviews
Content analysis
The most commonly used method to collect primary data is through field survey.
Those surveys can be a) personal; b) mail; c) telephonic. It is common practice to
use structured questionnaires prepared in advance, to elicit the necessary from the
respondents.
In our research we have adopted survey and interview method to collect data.
Data Collection method : Face to face Interviews
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Data Collection Instrument : Structured, Undisguised questionnaire
Source of Data:
In case of customers:
Students, self-employed, service people, businessmen and housewives
In case of dealers:
Provision and General stores, medical stores, photo studios, electrical and
electronics shops, stationeries, etcc
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BRIEFING ABOUT OTHER DRY CELL BATTERY COMPANIES
There are many dry cell battery-manufacturing companies in India. Some of them are
listed below:
Eveready Industries India Ltd. (Eveready)
BPL
Indo National Ltd. (Nippo)
Duracel
Geep
Energizer
BRIEFING ABOUT SOME COMPETITORS
Eveready Industries India Ltd.
Eveready Industries India Ltd. is heralded as the market leader of India when it comes
to dry cell batteries and flashlights.
Today the brand Eveready is synonymous with power, with a durable franchise that
has spanned over a century. It’s a name that has progressed with the country, be it
lighting up a slushy monsoon path or keeping beat with a nation young with
achievers. In this new millennium, sales of Eveready Industries India Ltd. have
reached over US $200 million. The flagship of the Williamson Magor Group,
Eveready has expertise in the areas of manufacturing, cultivating, marketing and
distributing a diverse range of products. The portfolio ranges from carbon zinc
batteries, rechargeable batteries, alkaline batteries and flashlights to packet tea and
bulk tea.
In fact the group has over 130 years of experience, growing the world’s finest teas in
the most challenging of terrains. Some of the best tea brands in the world have a blend
with the produce of Williamson Magor gardens. Thus from the first flush of tea in the
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gardens to the first invigorating sip in the morning, Eveready is always there to
revitalize your day.
MILESTONES
1905
National Carbon starts its Indian operations with sale of batteries
ImportedfromUSA.
1926
Ever Ready Company India sets up the first arc carbon factory at
Canal Road, Kolkata.
1934
Eveready Company incorporated as a private company on 12th 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 National
Carbon Company.
1951
Renamed as Union Carbide India Ltd, a subsidiary of world wide
Multinational, Union Carbide Corporation.
1959
Name of the company changed to Union Carbide India Ltd.
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
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Industries India Ltd (EIIL).
1996
Mc Leod Russel (India) Ltd, merged with EIIL, bulk tea business brought into EIL
fold.
2000
Bishnauth Tea Company merged with Eveready Industries India Ltd.
2005
Brand EVEREADY is hundred years.
Indo National Ltd.
Indo National Ltd., the second largest dry cell battery manufacturer in India was
incorporated in 1972 as a joint venture with Matsushita Electric Industrial Co., Ltd.,
of Japan with the goal of bringing the world’s best battery technology to the country.
A lot of firsts are to its credit like the tamperproof top seal, Zinc Chloride technology
in AA batteries, introduction of twin piece Manganese battery in shrink pack and
Nippo Premium Gold, a first in India. Upgrading it further to Mercury free status,
another first in India. Nippo also offers a range of torchlights from its stable.
With factories at Nellore and Tada, both in Andhra Pradesh, Nippo caters to the soft
energy requirements of the country.
Being India’s first certified battery company with ISO 9001 and ISO 14001,
Nippo also has the ISI mark of quality on all its batteries.
They have walked away with the Management Excellence Awards Silver and Gold
from MEI, Japan.
Nippo celebrated its 25th anniversary in 1998 and continues its tradition of providing
world class products to its customers.
- 24 -
Brand building has been a part of the advertising exercise over the last few years,
where leading celebrities like Rahul Dravid and Govinda have been engaged to
campaign for Nippo across the country. Besides using he electronic media, a lot of
outdoor activities through hoardings, wall paintings and mobile media like buses
have been utilized extensively for Nippo.
Duracell
As part of The Gillette Company, Duracell is the world's leading manufacturer and
marketer of high-performance alkaline batteries. Duracell also markets primary
lithium and zinc air batteries as well as rechargeable nickel-metal hydride batteries
The story of Duracell begins in the early 1920's with an inventive scientist named
Samuel Ruben and an eager manufacturer of tungsten filament wire named Philip
Rogers Mallory. Ruben came to the P.R. Mallory Company seeking a piece of
equipment he needed for an experiment. But Ruben and Mallory saw an opportunity:
uniting the one's inventive genius with the other's manufacturing muscle. Their
partnership, which would last until 1975 with Mallory's death, was the bedrock of
Duracell International.
Samuel Ruben's inventions revolutionized battery technology. Amidst World War II,
for instance, Ruben devised the mercury cell, which packed more capacity in less
space and was durable enough for the harsh climates of wartime theaters like North
Africa and the South Pacific — places where ordinary zinc carbon batteries used in
flashlights, mine detectors, and walkie-talkies couldn't hold up. P.R. Mallory
manufactured millions of mercury cells for the war effort. The Mallory Battery
Company was formed shortly thereafter.
In the 1950's, Samuel Ruben went on to improve the alkaline manganese battery,
making it more compact, durable, and longer lasting than anything before it. At about
the same time, Eastman Kodak introduced cameras with a built-in flash unit that
- 25 -
required more power than zinc carbon cells could provide. The cameras needed
alkaline manganese cells but in a new size, the AAA. Mallory made them, and also
licensed the technology to others because the company, at that time, had no consumer
distribution.
The photographic demand for power put alkaline cells on the map — and the
DURACELL brand was introduced in 1964. Soon, the consumer market for
DURACELL batteries rocketed and supplies had to be rationed in the 1970's as
manufacturing capacity caught up.
Today, Duracell is the world's leading producer of high-performance alkaline
batteries. The tradition of innovation started by Ruben and Mallory is still evident in
new DURACELL batteries such as DURACELL ULTRA with M3 Technology.
Duracell believes there is no limit to the potential of portable power.
- 26 -
QUALITY STANDARDS AND PRODUCT PROFILE
In this fast changing complex world, for a mass producer of Dry batteries, it becomes
Inevitable to retain the respect of customers around the world.
Providing higher standards of products and services to customers has been a prime
motto for MLBI. With a perfect combination of advanced technology and Quality
standards, MLBI today delivers the best in Battery Industry. A combination evolved
over the past three decades. Ever since inception, MLBI has committedly provided
portable sources of energy to customers in India and across the world. Today,
millions of customers enjoy a source of light or a piece of entertainment powered by
superior quality batteries made by the company.
Its expanded product line-up caters to the varied requirements of its customers – be it
for the king of all batteries “Novino Raja” (‘Raja’ in India means ‘a King’) or be it
for “Novino Gold”. MLBI’s products are made for all types of customers – both rural
and urban. They give satisfaction to every pocket – with economy as well as
premium products.
This success has been achieved by setting up a Quality Management System (QMS),
a system, which ensures commitment of all employees towards compliance to
stringent quality standards, an endeavor to meet the requirements of customers and
achieve higher levels of “Customer Satisfaction”, a committed effort to give more
than what the customer desires from the company’s products and services, a
commitment of all employees perfectly guided by the top-management of the
company, a perfect blend of Management power and Manufacturing power (see
Quality Policy).
As part of this process, the company established the internationally accepted Quality
Management System (QMS) and got certified for ISO 9001 standards. Thereafter, a
series of internal and external audits, surveillance and re-certification audits have
- 27 -
become a part of an annual calendar of activities. This system has been successful in
demonstrating company’s commitment to quality.
All processes in MLBI, from a QMS perspective, are tuned to make every step in the
process of making batteries focused on the customer. From the time a new design
idea is generated, to the emergence of the final product, to its delivery and even to
the extent of measuring the response of the customer – all are well taken care of in
this system. The continual improvement of the entire system regularly over-hauls all
processes involved in achieving the final goal. An effort only to bring in the priceless
smile on the face of millions of customers world-over.
The Strength The Quality Within ISO 9001
Through MLBI’s ISO activity the company formulated the QUALITY POLICY,
which elaborates its commitment to quality and its future business direction, which
includes its responsibility to the environment.
The Quality Policy extends not only to the personnel within the organization, but also
to members of its sales channel, it’s suppliers and sub-contractors. Thus ensuring the
supply of high quality products at all times. The Quality Policy also especially
underlines MLBI’s commitment towards the preservation of the environment.
MLBI’s persistent efforts to meet the ISO 9001 requirements were duly rewarded on
28th January 1995 when it became one of the few companies in India to receive the
ISO-9001 certification at the pre-audit stage itself.
At Matsushita Lakhanpal Battery India Ltd., they believe that the ISO 9001 is not an
end in itself. It is only the beginning and they strive hard to enhance customer
satisfaction by continuous supply of good quality products to the customers all over
the world as per their needs.
Quality Policy
To manufacture and supply dry batteries and related products to the customers as per
their needs. In order to achieve this objective, MLBI’s Quality Policy shall be:
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1. Adherence to laid down specifications and systems.
2. For enhancing customer satisfaction, training / awareness shall be
imparted to its employees, sales force and suppliers.
3. Promotion and facilitation of value creative Quality and process
related activities with Business associates.
4. To make every effort for continual improvement in all business
processes.
As a responsible enterprise Matsushita Lakhanpal Battery India Ltd. shall strive to
supply quality products to its valuable customer at the point of demand.
Environment Management System (EMS)
(A Step towards ECO friendly Operations)
ISO - 14001 Certification (EMS)
Nature has given us beautiful things beyond imagination. It is the responsibility of
every human to maintain the eco-balance in tune with nature.
Recognizing this responsibility towards nature, Matsushita Lakhanpal Battery India
Ltd. (MLBI), decided to make environment-related aspects as part of their major
activities. In spite of the fact that manufacturing of dry batteries does not result into
any large scale damage to the eco-system like other major industries, MLBI decided
to strive for contributing in every possible way.
Way back in 1996, an Environment Control Office (ECO) was set up in MLBI to
take care of various Environment related aspects. These mainly included pollution
control measures, creating environmental consciousness among MLBI workforce and
members of the society, setting stringent benchmarks for achieving Environment
Objectives, etc. Today MLBI’s Environment Management System (EMS), in several
cases, goes beyond the requirements of available external standards.
- 29 -
Several activities form a part of MLBI’s efforts in this endeavor. Each employee of
MLBI has been trained on issues related to the environment, impacts of their
activities and requirements for successful implementation of an Environment
Management System. These trainings over a period of time have proved to be
immensely successful. Each employee now not only works within the framework of
EMS but also spreads the message of taking care of the environment to people
beyond the business boundaries of the company. Each Environment-related aspect
has been considered in detail and complied with the requirements of ISO 14001.
MLBI was successful in attaining ISO 14001 certification in December 1997 (see
Environment Policy). Thereafter, a series of internal and external audits, surveillance
and re-certification audits have become a part of an annual calendar of activities.
This system has been successful in demonstrating company’s commitment to
environment requirements by complying to set standards.
MLBI has also taken special initiatives along with Government and Pollution control
bodies in formulating policies for protection of the environment. Latest international
trends that exist today have not only guided the Battery Industry but several other
industries. These efforts have helped in introducing eco-friendly batteries in India.
Today, harmful chemicals like mercury and cadmium are not added during the
manufacturing of Dry Batteries by MLBI.
MLBI takes care of nature so that our children and their coming generations live a
better life – in harmony with nature.
Environment related activities have always been given top priority by Matsushita
Lakhanpal Battery India Ltd., since the commencement. As Environmental issues
started evoking a serious concern the world over, Matsushita Lakhanpal Battery
India Ltd., set up an Environment Control Office (ECO) in the year 1996 to
monitor not only pollution control aspects, but also for promotion of other
environment related activities including creation of environmental consciousness
among MLBI's work force. In this regard, MLBI’s environmental status was
audited by EPPO (Environment Protection Promotion Office) in line with ISO
- 30 -
14001 EMS requirements, which later went on to become the bench mark for
their ISO 14001 campaign.
During the campaign, MLBI’s target was to provide awareness, training and
education to all its employees regarding environment, impacts of their activities on
the environment and some details about Environment Management System. They
laid much emphasis on training by imparting training for nearly 2 hours per person
per year during the campaign stage to ensure that every employee attained the
minimum necessary knowledge about environment and related activities. On
successful completion of these activities, MLBI achieved the ISO 14001 certification
in December '97 and was re-certified in February 2001.
MLBI has always been in the forefront for environment related activities and its
commitment towards the environment includes bringing the latest international
trends in creating a legal framework for environment and pollution control as
applicable to the battery industry. This leadership has been demonstrated in the past
while participating with Government and pollution Control bodies in formulating
policies towards the introduction of Environment-friendly products in the Indian
markets. The achievement of ISO 14001 has given them a new surge of confidence
for pioneering many such activities and contributing their bit towards making the
world a better place to live in.
- 31 -
PRODUCT PROFILE
The overall battery industry can be classified into two segments — primary and
secondary. Primary batteries are typically non-rechargeable. Dry cell batteries fit into
this category. Secondary batteries can be recharged. They are of the conventional lead
acid battery or the more advanced valve regulated lead acid types. These are typically
used in automobiles, telecom equipment and UPS.
Matsushita Lakhanpal Battery India Ltd. manufactures only primary batteries. The
specifications and other vital information about various batteries produced at MLBI
are given below:
- 32 -
Products under R20 category
1) NOVINO SPECIAL
Cell Type - R20, UM – 1P, ‘D’ size
Construction - Paste type, Paper Clad
Category - Multipurpose
Nominal Voltage - 1.5V
Storage Guarantee - 18 Months
Relevant BIS Std - IS 8144-1997
Total Height - 59.50 ~ 61.50 mm
Diameter - 32.20 ~ 34.20 mm
Leakage Guarantee - No leakage during usable period
Recommended Appl- Medium drain torches, radio, tape
recorders, etc
Std Packing - 25 pcs/Display Box, 12 Display
Ideal Storage - Cool and dry place
- 33 -
2) NOVINO HYPER
Cell Type - R20, UM – 1U, ‘D’ size
Construction - Paste type, Metal Clad
Category - Multipurpose
Nominal Voltage - 1.5V
Storage Guarantee - 24 Months
Relevant BIS Std - IS 8144-1997
Total Height - 59.50 ~ 61.50 mm
Diameter - 32.20 ~ 34.20 mm
Leakage Guarantee - Up to 0.6 c.v.
Recommended Appl - Medium drain torches, radio, tape
recorders, etc
Std Packing - 25 pcs/Display Box, 12 Display
Boxes/Carton. Blister Pack
Ideal Storage - Cool and dry place
- 34 -
3) NOVINO SUMO
Cell Type - R20, SUM – 1S, ‘D’ size
Construction - Paper lined, Metal Clad
Category - Heavy Duty
Nominal Voltage - 1.5V
Storage Guarantee - 24 Months
Relevant BIS Std - IS 8144-1997
Total Height - 59.50 ~ 61.50 mm
Diameter - 32.20 ~ 34.20 mm
Leakage Guarantee - Up to 0.6 c.v.
Recommended Appl - Heavy drain Torches, Tape Recorders,
other heavy duty appliances
Std Packing - 2 pcs/Blister, 10 Blisters/ Display box, 10
Display boxes/Carton
Ideal Storage - Cool and dry place
- 35 -
Products under R14 category
1) NOVINO HYPER
Cell Type - R14, UM – 2U, ‘C’ size
Construction - Paste type, Metal Clad
Category - Multipurpose
Nominal Voltage - 1.5V
Storage Guarantee - 24 Months
Relevant BIS Std - IS 8144-1997
Total Height - 48.50 ~ 50.00 mm
Diameter - 24.70 ~ 26.20 mm
Leakage Guarantee - Up to 0.6 c.v.
Recommended Appl - Medium drain Torches, Radio, Tape, recorders
Std Packing - 20 pcs/Display Box, 15 Display boxes/cartoons
Ideal Storage - Cool and dry place
- 36 -
Products under R6 category
1) NOVINO HYPER
Cell Type - R6, UM-3U, 'AA' size
Construction - Paperlined, PVC Shrinked
Category - Multipurpose
Nominal Voltage - 1.5V
Storage Guarantee - 24 Months
Relevant BIS Std - IS 8144-1997
Total Height - 49.00 ~ 50.50 mm
Diameter - 13.50 ~ 14.50 mm
Leakage Guarantee - No leakage during usable period.
Recommended Appl - Medium drain Torches, Radio, clock, etc
Std Packing - 10 pcs/Strip, 5 Strips/Display box. 12
Display boxes/carton
Ideal Storage - Cool and dry place
- 37 -
2) NOVINO SUMO
Cell Type - R6, SUM-3S, 'AA' size
Construction - Paperlined, Metal Clad
Category - Multipurpose
Nominal Voltage - 1.5V
Storage Guarantee - 24 Months
Relevant BIS Std - IS 8144-1997
Total Height - 49.00 ~ 50.50 mm
Diameter - 13.50 ~ 14.50 mm
Leakage Guarantee - Up to 0.5 c.v..
Recommended Appl - Medium drain Torches, Tape recorders
Std Packing - 10 pcs/Strip, 5 Strips/Display box. 12
Display boxes/carton
Ideal Storage - Cool and dry place
- 38 -
3 )NOVINO GOLD
Cell Type - R6, UM-3D, 'AA' size
Construction - Paperlined, Metal Clad
Category - Heavy duty
Nominal Voltage - 1.5V
Storage Guarantee - 36 Months
Relevant BIS Std - IS 9128-1999
Total Height - 49.00 ~ 50.50 mm
Diameter - 13.50 ~ 14.50 mm
Leakage Guarantee - Up to 0.5 c.v..
Recommended Appl - Toys, Camera, Personal Stereo etc
Std Packing - 10 pcs/Blister, 6 Blisters/ Display box, 10
Display boxes/Carton
Ideal Storage - Cool and dry place
- 39 -
3) NOVINO PREMIUM GOLD (ECO FRIENDLY)
Cell Type - R6, UM-3NE, 'AA' size
Construction - Paperlined, Metal Clad
Category - Heavy duty
Nominal Voltage - 1.5V
Storage Guarantee - 36 Months
Relevant BIS Std - IS 9128-1999
Total Height - 49.00 ~ 50.50 mm
Diameter - 13.50 ~ 14.50 mm
Leakage Guarantee - Up to 0.5 c.v..
Recommended Appl - Photography, walkman, toys, etc
Std Packing - Primary: Blister packing 2 pcs/card
Secondary: Display - 60 pcs/display
Tertiary: Carton - 600 pcs/carton
Ideal Storage - Cool and dry place
- 40 -
Apart from these standard dry cell batteries, Matsushita Lakhanpal Battery India Ltd.
also manufactures custom made batteries for various companies including Indian
Railways and Indian Defence Forces. The batteries used in the wireless sets along the
international border of India are all manufactured at MLBI.
- 41 -
DATA ANALYSIS AND INTERPRETATIONS
For Dealers:
The data collected from the primary sources (through collection of the responses to
the questionnaire) was assembled, sorted, selected and analyzed. The analysis of the
data is as follows:
Q.1. Do you get Delivery of Novino Batteries in time?
Delivery of Novino batteries
83.94%
9.24%1.87% 4.95%
Always Sometimes Rarely No reply
Out of the total dealers covered, it was found that about 84% of them receive
the stock on time. It shows that the distribution channel of the company is effective
even in the rural areas. Around 16% those who don’t get in time are those dealers who
don’t buy very frequently or those who buy in very small quantities.
- 42 -
Q.2. Are all types of batteries available to you when required?
Availiblity of all type of batteries
73.38%
16.39%
5.9%4.73%
Always Sometimes Rarely No reply
Around 73% of the dealers say that all types of batteries are available
whenever required where 27% say that they are either available sometimes or never.
This is because the sales representatives does not visit new outlets and those outlets
which are located in too remote areas.
Q.3. What is your satisfaction level about S.R.’s visit and opinion about his
qualities?
Satisfaction level about S.R. visit
67.77%
22.22
4.62% 4.73%
Highly satisfied Partially satisified
Least satisfied No reply
- 43 -
Dealers opinion about S.R.
0
20
40
60
80
Good Average Bad No reply
Opinion
Perc
en
tag
e
Behaviour Involvement Knowledge
Around 68% of the dealers are happy about the S.R.’s visit and around 70%
have good opinion about the qualities of the S.R. like his behavior, involvement and
knowledge about the products. The other 32% are not happy about the S.R.’s visit
because of varied reasons like they don’t like his behavior or involvement or
knowledge about products or due to his irregular visits.
Q.4. Are you satisfied with the margin of Novino Batteries?
Opinion for margin in Novino
48.41%
43.67%
5.94% 1.98%
Good Average Bad No reply
Only 48% of the dealers are satisfied with the margin of Novino Batteries and
the satisfied dealers are mostly from the rural areas. The unsatisfied ones are mostly
from the urban areas. They are not satisfied because of many reasons like a) many
other brands are available in urban areas providing more margin than Novino brand
- 44 -
batteries, b) other brands coming out with new schemes for the dealers like cash
discounts.
Q.5. What is your opinion about company’s credit policy?
Credit policy
57.2132.01
4.18
5.72
Good Average Bad No reply
The company does not give credit to the distributors but the stockist give
credit up to the period of 15 days to the wholesalers and retailers. But most of the
dealers want a credit period of atleast one month. So that is the obvious reason for the
dissatisfaction of most of the dealers.
Q.6. Are you aware of companies replacement policy? If yes, give your opinion
about it.
Awareness about Replacement policy
010203040506070
Yes No No reply
- 45 -
Opinion about Replacement policy
64.85
21.05
6.58 7.52
Good Average Bad No reply
Around 60% of the dealers are aware of the replacement policy of the
company though they never faced any replacement problems either with the
customers or the stockists and others are not aware because they say they never faced
any problem with the Novino brand batteries, so they have not bothered to know
about the replacement policy. Those who are aware of the policy around 65% of them
feel the policy is good because according to the replacement policy the defective
stock if any will be replaced immediately.
Q.7. Give your opinion about the following:
Dealers opinion
0
20
40
60
80
100
Sales
pro
mot
ion
POP m
ater
ial
Adv
ertis
emen
t
Pro
duct q
uality
Pac
kaging
Off-
take
Pe
rce
nta
ge
Good Average Bad No reply
- 46 -
Most of the dealers are satisfied with the quality, packaging and off-take of Novino
brand batteries but not very satisfied with the sales promotion activities, availability
of POP material and advertisements of the Novino brand batteries.
Q.8. What is your satisfaction level about company’s involvement?
Company's involvement
55.2329.26
7.268.25
Highly satisfied Partially satisfied
Least satisfied No reply
Only 55% of the dealers are satisfied with the company’s involvement directly
or indirectly. The other 45% of the dealers who are not satisfied are mostly from the
urban areas. They say the company representative does not visit them unless there is
some problem.
- 47 -
For Customers:
Q.1. Are Novino Batteries available at your nearest store?
Availibility of Novino batteries at nearest
shop
12.5%
85.2%
0.8%
1.5%
Always
Sometimes
Rarely
No reply
It is obvious from the pie chart that around 85% of the customers interviewed
say that Novino brand batteries are always available at their nearest store. So it can be
inferred that MLBI has succeeded in reaching almost all of its customers and within
no time it will succeed in reaching 100% of its customers through its effective
distribution channel.
Q.2. What is your opinion about following features of Novino batteries?
Customer's opinion
74.5
24
0.8
0.7
69
27.8
1.1 2.1
77.5
19.5
2 1
62
33.5
1.5 3
47
45
6.7
1.3
0
10
20
30
40
50
60
70
80
90
Good Average Bad No reply
Life span Power Leakproofness Packaging Outlook
- 48 -
Most of the customers are satisfied with the lifespan, power and leakproofness of the
Novino brand batteries. But they are not very much satisfied with the packaging and
outlook of the batteries.
Q.3. Rank the following with respect to their product quality.
Ranking w.r.t. product quality
0
10
20
30
40
50
60
70
Nippo Novino BPL Geep Eveready
I
II
III
IV
V
No reply
From the responses we got the from the customers interviewed, we inferred
that in the Baroda region Novino brand of batteries enjoy the top position followed by
Eveready, BPL, Nippo and Geep in the same order.
Q.4. How important is manufacturing date to you?
Importance of manufacturing date
4%3.8%
29.1%
63.1%
Important OK Not important No reply
- 49 -
Around 60% of the customers say that the manufacturing date is important to
them and other 40% say not that important. The customers who say that mnf. date is
important are mostly the educated lot. The later 40% are either housewives and
uneducated lot or the ones who change batteries very frequently.
Q.5. Have you ever seen Novino Batteries advertisement? If yes, give your opinion
about it.
Awareness about advertisement
1.1%
54.8%
44.1%
Yes No No reply
Response about advertisement
5.54%4.61%
47.44%
42.41%
Good Average Bad No reply
Only 55% of the customers have seen the Novino batteries advertisement and
45% of them have not seen. That is because MLBI does not come up with their
advertisements frequently. MLBI manufactures batteries mostly for special clients or
- 50 -
for the rural areas. So the need does not arise to go for advertisements except some
banners and hoardings.
Q.6. Do you have any problem with Novino batteries?
Problem with Novino battery
1%
83.6%
15.4%
Yes No No reply
Majority of the customers never faced any problem with the Novino brand
batteries and that is because MLBI makes sure that the whole stock is inspected 100%
before dispatch. The 16% those who face problem are those who does not follow the
instructions mentioned on the package.
Q.7. If any problem is faced, what type of problem is it?
Type of problem faced
11.13%
32.46%
9% 22%
34.41%
Leakage Dead cell Rusted Short life No
- 51 -
Causes of problems: 1) Leakage: if the batteries are left unused in the appliances for
longer period any battery is tend to leak due to continuous flow of
electric current. 2) Dead Cell: if the batteries are placed in opposite directions even
for a second there will definitely be a short circuit resulting into dead cells. 3) Short
Life: each kind of battery is meant for some specific purpose. If a low power battery
is used in a heavy duty appliance, it will not perform for more time. 4) Rusted: if the
batteries are stored in a moist place either by the retailer or by the customer, the
batteries are bound to get rusted. These are the reasons why customers face problem
with the batteries.
Q.8. Did you inform the retailer?
Whether informed the retailer
42.85%
56.49%
Yes No
Around 43% of the customers who faced problem with Novino batteries never
bothered to inform the retailer about the problem. The customers belonging to this lot
are mostly students who are generally careless/irresponsible. Remaining 57% of the
problem-faced customers inform to the retailer.
- 52 -
Q.9. Did you get it replaced? If yes, what is the duration of replacement?
Whether got replacement
51.5%
48.5%
Yes No
Duration of replacement
53%
47%
0%0%
Immediately Within a week
Within a month More than a month
About 51% of the problem faced customers get the batteries replaced. Others who do
not get replaced are those who faced the problem due to their own negligence. The
customers who get replacement get it either immediately or within a week, when the
S.R. visits.
Q.10. Do you recommend others to buy Novino batteries?
Whether recommend Novino batteries to
others
54.4%
43.2%
2.4%
Yes No No reply
- 53 -
More than half of the respondents recommended others to buy Novino
batteries.
Distribution of respondents according to age and occupation
Distribution of respondent according to age
56.5%
7.4%9.4%
26.4%
< 20 21-35 36-50 51-above
Distribution according to occuption
21.7%
20%
34.5%
23.8%
Student Self employed Service Business
- 54 -
CONCLUSIONS
The data analysis and its interpretation lead to the following conclusions:
From the survey of Customer
Out of the total respondents surveyed, majority are from the service class and
majority of the respondents say that Novino Batteries are always available at
their nearest store, which gives an indication that the distribution channel is
very strong.
Majority of the respondents are satisfied with the life span, power and leak
proofness of the Novino batteries but they feel that packaging and outlook of
the product are not up to its brand image.
As we are talking about the preference, the first preference goes to Novino
followed by Eveready, BPL, Nippo and lastly Geep, which reveal that when
customer goes for purchasing a battery, their first preference is Novino, but in
case of non-availability of Novino batteries they go for other brands.
More then ¾th of the respondents feel that manufacturing date is important for
them. As purchasing decisions are generally made by students and housewives
(which are included in self-employed class), manufacturing date is more
important to them compared to service and business class.
More than half of the respondents haven’t seen the advertisement and of the
remaining who has seen the advertisement many are not satisfied with it.
Majority of the respondents don’t have any problem with Novino batteries.
Very few respondents who have problem with Novino batteries are those who
do not follow the instructions printed on the package.
Out of those few respondents, who faced problems with Novino batteries,
major problem is short-life and leakages.
Almost 50% of those who faced problem with Novino batteries inform the
retailer about the problem and the least interested category opted for
replacement is of students.
- 55 -
Out of which who inform the retailer almost 55% of them got replaced their
batteries. Out of these 55%, most of them get immediate replacement and the
rest get it within a week.
More than half of the respondents said that they would recommend others to
buy Novino batteries.
From the survey of Dealer
Majority of the dealers get the delivery of Novino Batteries in time. All types
of batteries are available to P&G and electrical Shops whenever they require
as most of the sales are from these shops whereas medical shops and photo
studios are not visited for batteries in particular by the customers.
As P&G and electrical shops purchase in bulk quantities and also frequently,
the salesman maintains a good relationship with these shops. So there is a
good response from these shops towards SR’s visit compared to photo studios
and medical shops.
Also SR visits only selected shops and drops out few shops, which are also
located in the same vicinity. As well as SR doesn’t take the pain to visit new
openings/outlets. Therefore we can conclude that the distribution channel is
successful in retaining old outlets but at the same time they should target new
outlets too.
Most of the dealers feel that the profit margin is not satisfactory.
Majority of the dealers are satisfied with the companies credit policy.
Majority of the dealers are aware of the replacement policy and are also
satisfied with it. Those who are not aware of the replacement policy, is
because they never faced any replacement problem. But at the same time 7 to
9 % are not satisfied with the replacement policy.
Majority of the dealers are not happy with the sale promotion activities, POP
material and advertisements but at the same time they feel that the quality,
packaging and off-take of Novino brand batteries are satisfactory.
- 56 -
P&G and electrical shops are satisfied with the company’s involvement
whereas medical, photo studios & other shops are less satisfied with the
company’s involvement.
- 57 -
RECOMMENDATIONS
PRODUCT: -
1. Outlook of batteries need to be more attractive.
2. There is a need to enter new product line such as Rechargeable Batteries.
3. Regular R & D should be there for continuous improvement in quality and
services.
PRICE: -
1. Price should be competitive as more and more competitors are entering
into the market and are offering their products at a lower price.
PLACE: -
1. Distribution channel should be made stronger by capturing new outlets in
and around the city.
2. There should be a regular visit to each and every outlet from company’s
representative every month.
PROMOTION: -
1. As far as advertising is concerned, it should be educating the customers so
that they can understand the usability of the product accordingly.
2. Usually customers are not brand loyal in case of secondary products like
batteries. So there should be some reminder advertisements from time to
time and POP material should be available at all the outlets.
OTHERS: -
1. Replacement policy should be improved
2. Credit period shouldn’t be volatile
- 58 -
LIMITATIONS
I had to work under several constraints and limitations. Some of the key limitations
are:
The survey and research has been done only in Baroda city and Halol,
therefore the results show the market position of Baroda an Halol only but
results cannot be considered as representative of whole of Gujarat.
The sample size of the Baroda city and Halol region taken was small,
therefore it can be said that the chosen sample is not the representative of the
whole population and this hindered quantitative research.
Out of the whole research and analysis, only few major dry cell battery
brands could be highlighted, leaving aside the medium and small-scale dry
cell battery manufacturers.
The questionnaire mostly contained multiple-choice questions. Therefore
many respondents did not give a proper thought before up the questions, and
some even ticked things, which were not applicable. Therefore all this
increased the bias.
- 59 -
BIBLIOGRAPHY
BOOKS:
KOTLER PHILIP, MARKETING MANAGEMENT, PEARSON
PUBLICATION, EDITION 11TH.
BERI G. C., MARKETING RESEARCH, EDITION 2002.
MALHOTRA NARESH, MARKETING RESEARCH , PEARSON
PUBLICATION, EDITION 2003.
JOURNALS AND BROCHURES OF MLBI.
WEBSITES:
www.novino-batteries.com
www.indiainfoline.com
Search engines:
http://www.google.com
http://www.search.com
- 60 -
ANNEXURES
The following important annexure relevant to this study are enclosed here with:
1) Questionnaires
2) Cross tabulation of the study