Caselet Code : CLMM001
Publication date : 2005
Subject : Marketing Management
Industry : Automobiles
Length :
 05 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLMM001) click on the link below, and select from the list:

» Marketing Management Caselets

» Marketing Case Studies**

» ICMR Case Collection

 
Current Exchange Rates
INR 100.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)
 
 
Abstract

The caselet gives an overview of automotive battery market in India. It examines the factors that made Amara Raja Batteries Limited (ARBL) enter the automotive battery segment. The caselet discusses the new product development process followed by ARBL for the launch of its automotive battery brand 'Amaron'. Finally, it explains the company's efforts to differentiate the brand in all aspects of marketing mix.


Issues:

» Segmentation and targeting in Indian automotive component market

»  New product development process

»  Challenges in new product development

»  Branding of low involvement products

»  Marketing mix elements

Key words:

Amara Raja Batteries Limited (ARBL), VRLA Battery Segment, Johnson Controls, Storage Battery Market, Industrial Battery Market, Automotive Battery Market, Original Equipment Manufacturer, Replacement Segment, Price Realization, TNS Mode, Ogilvy & Mather (O&M), Exide, Promotion Strategy, "Amaron", Claymation, Narain Karthikeyan, Franchisees, Brand Attributes, Private Label's Program.

Questions for Discussion:

1. When the OEM market is the key segment in the automotive battery industry, why did Amara Raja focus on the replacement market?

2. In what way does branding help Amara Raja to market a low-involvement product like automotive batteries?