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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Segmentation and targeting in Indian automotive component market
• New product development process
• Challenges in new product development
• Branding of low involvement products
• and Marketing mix elements.

Keywords

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