Eveready Batteries

Business Details
• Eveready industries india ltd is one of the leading FMCG companies. Eveready
posseses expertise in marketing, manufacturing and distributing a diverse
range of products to the entire length & breadth of the country. Its portfolio
comprises of dry cell batteries , rechargable batteries, flashlights, packet tea,
mosquito repellents and lighting batteries, products. Its market share in
batteries is 51.1 per cent and in flashlights about 76 per cent (Industry)
segment. Its market share ranges between 2–7 per cent in the various regions
where the products have been launched. Its share in the mosquito repellent
market varies between 1-3 per cent in the various target markets. It has
recently commenced marketing of lighting products like CFL &GLS lamps. It
has a complete range of flashlights–LED, plastics, aluminium & brass. Battery
and flashlight products are branded as ‘Eveready ‘Powercell’, ‘Shakti’ and
‘Mahashakti’. Packet tea products are branded Tez’, ‘Premium Gold’, ‘Jaago’
and ‘Classic’. Mosquito Coils are branded ‘Eveready PowerOn’.
milestones of the company
• It started its operation in India in 1905.
• In 1926 company sets up its first arc carbon
factory at canal road ,kolkata.
• In 1934 company was incorporated as a private
company on 12th November.
• In 1939 it established its first modern battery
plant in kolkata.
• In 1941 Union batteries merged with Eveready
and the name is changed to national carbon
company.
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• 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 Industries India Ltd (EIIL).
• 1996: Mc Leod Russel (India) Ltd, merged with EIIL,
bulk tea business brought into EIIL fold.
• 2000: Bishnauth Tea Company merged with
Eveready Industries India Ltd.
• 2005: Brand EVEREADY is a hundred years old.
Zinc Carbon Batteries
• Eveready is one of the
world’s largest producers
of Zinc Carbon batteries,
selling more than 1 billion
batteries every year. The
Indian market for dry cell
batteries is estimated at
2.2 billion pieces by
volume and Rs.14 billion
by value.
Alkaline Batteries
• Eveready Ultima Alkaline battery
is the ultimate energy solution to
the power-hungry electronic
gadgets of modern times. It is
undoubtedly a new benchmark of
quality & performance in the
category of alkaline batteries.
The promise of performance
comes with an affordable price
tag, making it truly an ultimate
choice.
Rechargeable Batteries
• There is a surfeit of power-
hungry electronic gadgets in
the market today. With every
passing day, the list of such
gadgets only gets longer. As
an answer to the changing
portable energy needs,
Eveready has come up with
Eveready Recharge, world
class range of rechargeable
batteries.
Packet Tea
• ,  Tez ho chai, to
josh aa jaye.
• Ab Aur Zyaada Dum,
Brand positioning -
a premium tea with
full bodied flavor and
aroma. Eveready
Classic is sure to
breathe a new lease
of life into you.
digiLED Torches
• Eveready recently introduced a
whole new category of torches
with digiLED technology. These
torches use highly power efficient
LEDs in place of the incandescent
bulbs. The long life LEDs, the
superior quality lens & the
Eveready expertise put together
give the consumers an excellent
torch with a focused bright
white beam of light.
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• Brass Torches
It has been a trustworthy, constant companion for the discerning Indians
through generations. It is reliable, durable and repairable.

• Aluminum & Plastic Torches

These torches have strong durable bodies, slide switches for easy
handling and come in a wide range of models and colors.
• Models like Commander, HiLite, Mobile, Red Flash, Rangoli etc.

• Rechargeable Torches
These have an in-built battery and a plug, for easy recharge.

• Ultima Torches
Presenting DL23 Ultima Torches from Eveready!
• Its one watt LED offers focused, white and bright light – which is
12 times brighter than a normal LED!.
Mosquito Coil &Liquid
vapouriser
• Eveready introduced
coils in the beginning
and then followed this
up with the introduction
of liquid vaporizer.
• Eveready joins the
crusade against
mosquito with its two
powerful weapons:
• Mosquito coils
• Liquid vapouriser
lighting solutions
• Compact Fluorescent Lamps
(CFL)
In 2007, Eveready forayed into
the lighting business with the
launch of a range of Compact
Fluorescent Lamps (CFL).
• Halogen Lamps
Halogen Lamps provide greater
light and longer life than
conventional incandescent
lamps.
• General lighting
service/incandescent lamps
(GLS)
used widely in apart from
portable, decorative and
advertising lighting
distribution

• Eveready has a wide distribution network

all over the country with 15 branches, 40
godowns and 4,000 distributors. Their
products are available at grocery,
general provision, music, electrical,
hardware, stationery, gift /novelty stores,
at the chemists’ shops and at photo
studios and printing centers.
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• • Here are the
various
manufacturing
locations and
sales offices of
EIIL in India.
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Head office+4 regions

15 branch offices

10-12 territories

distributors

whole seller

retailer
Promotion
• In 90s Eveready
launched its
memorable “GIVE
ME RED”.
• One of the most
memorable
campaign run in
Indian media.
Conti…………..
• At the time when the
battery industry was
flickering on the falling
growth, EIIL painted
the rural landscape
red, and flashed
volume on the strength
on an interactive
campaign.
Cont……………
• Besides this the company have 1000 vans used for
distribution and they all are painted with the
Eveready logo and message.
• They also increased their packing of ten units to 20
units to acquire more place on the shelf.
• o & m organizing the various film shows. game
shows to increase the awareness in rural areas.
• earlier in 2009 that Eveready released an ad titled
‘Boxing’.
• “Ful-ful masala”.
price
• EIIL knows that price-
sensitive Indian
consumers continues
to prefer using the low-
priced dry cell
batteries so the
minimum cost is Rs5
then it vary from
product to product
Segmentation, targeting and
positioning
They had segmented the market on
the geographical bases into rural and
urban market:-
They have designed UM1 batteries for
rural areas.
Alkaline batteries for the urban use
such as in toys, remotes etc.
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• They have targeted the urban

market
• As well as rural market.
• The positioning strategy of eveready
is that they claim to provide
cheapest & qualitiable product.
How to promote in rural areas
where mass media has not
reached yet?
• By painting walls of the shops of
retailers
• By printing advertisement on packing
of other products which are in good
use in those areas.
• Hoardings and posters can also serve
the purpose.
Current senario

• Company has 51% of market shares

• 60% shares in UM1 segment
• 37% shares in UM2 segment
• Today it is one of the largest torch
manufacturing plants in South East
Asia.
Future plan or objectives
• To consolidate our benchmark supplier position in all
traditional outlets for batteries and flashlights.
• Employ a systematic and scientific approach towards
increasing our reach and quality of reach.
• To leverage our sales & distribution competencies into
identified newer channels
• To service the outlets with a diversified range of products.
This includes batteries, flashlights, homelights, packet tea,
mosquito repellents, CFLs and bulbs.
• To constantly explore new selling arrangements in identified
markets to improve effectiveness of servicing
 Ma rke t size: 1920 m illion
pie ce s

UM 3%

UM 37&

UM 60& 1
2
3
 Z in k s e g m e n t

In d o N a t io n a l E ve re a d y
32% 35% 1
2
Lak han pal
BPL 3
21% G eep 7%
4
5
Thank you