Published by MBA Skool Team, Last Updated: March 04, 2017
Marketing Strategy of Exide Industries analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Exide Industries marketing mix, help the brand succeed in the market.
Exide Industries marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Exide Industries Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Exide Industries marketing strategy can be explained as follows:
Exide Industries being a premier battery manufacturer, it manufactures battery for any heavy equipment that requires battery. It manufactures a plethora of industrial batteries. Exide’s product width primarily consists of automotive batteries, industrial batteries, genset batteries, solar batteries, inverter batteries, home UPS batteries and submarine batteries. All these form the marketing mix product strategy of Exide Industries. Among the automotive batteries products are divided among 2-wheeler, 3-wheeler, 4-wheeler etc. Industrial batteries cater to the railways, telecommunication sector, power and infrastructural projects, traction and motive power, UPS system & miner’s cap lamp. Two of the highest selling brands selling across India are Exide Inva Tubular IT500 battery and Exide InstaBrite battery. In the Home-UPS system batteries, they typically manufacture battery of two main types, one with low KVA where load capacity ranges from 450 watts to 1000 watts; for high KVA the capacity ranges from full load output of 6A to 42A.
Image: company website
Exide Industries Price/Pricing Strategy:
Below is the pricing strategy in Exide Industries marketing strategy:
Exide has a diverse product range which has got a diverse pricing for its products.
Exide has been in fierce competition with Amara Raja Batteries Limited, due to which they price their products as driven by the market. The top selling brand of batteries; i.e. Exide Inva Tubular battery, the price ranges in between ₹11500 to ₹12000. Exide InstaBrite battery prices around ₹11500. As for home appliances, Exide manufactures pure sine wave inverters, the price has been more or less stagnant for inverters. It costs approximately ₹4000. Price virtually depends on the commodity prices and the prices of raw materials, which varies over the years. As a prime manufacturer of Lead Acid type batteries, lead costs drives the actual cost of the battery, efficient utilization of lead smelting facilities has helped them keep down the costs and thus ultimately the prices of its Lead Acid batteries. Hence, this gives an overview in the marketing mix pricing strategy of Exide Industries.
Exide Industries Place & Distribution Strategy:
Following is the distribution strategy in the Exide Industries marketing mix:
Exide distributes its products primarily via retail chain. Exide batteries can be easily available in any battery or automobile retail shop. It also has exclusive retails who sells only Exide batteries at their outlets. With 35000+ retail outlets, Exide dominates the Fast-Moving Consumer Durables Industry. More than 70% of their sales come from retail sales. Exide’s primary and tertiary distribution network forms the base of their retail strategy. Being an Indian brand and being present in the market since independence, the rural reach which Exide has is highly integrated. Exide pays fair margin to its distributors, which helps them to maintain a strong network of retail chain.
In the online sales, Exide batteries can be purchased from online ecommerce platforms, but the online sales is limited as consumers tend to buy more from the retailers instead.
The promotional and advertising strategy in the Exide Industries marketing strategy is as follows:
Exide Industries spends a very less percentage of their revenues in advertisement and promotional activities. As Exide, has been present in the market for 70 years, it has got high brand image among consumers. Advertisement initiatives primarily involve Television advertisements and billboards. Exclusive partnership with automobile showrooms at strategic locations, also cashes in to their promotional activities. Exide promotes their products as being highly maintenance free, excellent storage life and quick recharge ability. In order to increase their visibility, Exide Industries is involved in many CSR initiatives which revolves around community activities, education, health and women empowerment. Exide urges consumers to recycle old batteries, as old batteries disposed improperly is harmful to the environment, this helps them to earn goodwill among consumers and government agencies. Hence, this summarizes the marketing mix of Exide.
Exide Industries is the leading battery manufacturing company in India. Headquartered in Kolkata, it was founded in the year 1947 got incorporated as Associated Battery Makers Eastern Limited (ABMEL). Exide had setup its own Research & Development centre in the year 1976, and has gained expertise in battery technology over the years. Over the past 70 years Exide has been a pioneer in the battery industry. Exide currently has 9 manufacturing plants in 5 states across India. Shyamnagar plant in West Bengal being their mother plant. Headed by R.
G. Kapadia, with annual revenues of ₹7217 crores; Exide Industries is the 2nd largest battery manufacturer in India just after Amar Raja Batteries.
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