Languages and Titles

Amara Raja Batteries

     Loyalty - Automotive/Oil |

Background

Amara Raja's Amaron Hi-Way truck batteries catered to the heavy commercial vehicles (HCV) segment, but it found itself as one of the marginal players in this market segment with low product visibility and brand awareness

Accentiv'

Contact : Gaurav Vij

S-10, 3rd Floor, Green Park Extension Market

110016 New Delhi

+91 9811015000

gaurav.vij@accorservices.com.

http://www.accorservices.co.in

Objectives

Increase awareness and visibility of Hi-Way batteries

Develop a healthy relationship with fleet owners on a one-to-one basis

Educate fleet owners about its product line, policies and procedures

Enroll and educate the key influencers segment about Amaron Hi-Way batteries so that they can recommend this product to the fleet owners

Action plan

Customer Relationship Management Program

o Market Research and Analysis

o Single CRM program both for fleet owners and auto electricians

o Promotional activities to raise the brand awareness

Results

Captured the market share and gained high level of product acceptance

High level of repeat purchases and enjoyed customer trust and confidence

Increase in sales by 200%

Targets

Fleet Owners and auto electricians

Amara Raja Batteries mulls battery unit

Published: Wednesday, Mar 24, 2010, 2:31 IST

By KV Ramana | Place: Hyderabad | Agency: DNA

Amara Raja Batteries plans to expand capacity to be able to meet the rising demand in the automobile sector.“We will certainly expand. There are various options before us for increasing the capacity. The options include setting up of a greenfield facility somewhere in India. The expansion plan is part of our business plan for 2011-12 and we will take it up after the closure of this financial year,” Murali Krishna Chevuturi, group CFO, Amara Raja, told DNA.The company is evaluating several locations. Indications are that it will select a location close to the automobile units in central or north...