Marketing Mix of Exide Batteries and 4Ps (Updated 2024)

The Marketing mix of Exide Batteries analyses the 4Ps of Exide Batteries, which includes the Product, Price, Place, and Promotion of Exide Batteries. Exide Batteries is a public company of Indian origins. It is a subsidiary of its parent company, Exide Industries Limited, and deals in the automobile battery sector. It was established in the year 1947. Exide has targeted vehicle owners as its customers seek the best possible product.

Lifetime warranty and superior services have made Exide Industries this company one of India’s most known and popular brands. Exide has several sub-brands and subsidiaries to help it achieve its goals. Following are its major rival companies-

• SF Sonic
• AC Delco
• Okaya
• Amaron

About Exide Batteries

• Type: Multinational battery manufacturing company.
• Industry: Battery Manufacturing
• Founded: 1916
• Founder: The Electric Storage Battery Company
• Headquarters: India
• Area served: Global
• Key people: Mr. Bharat Dhirajlal Shah (Chairman) and Subir Chakraborty (Chief executive officer)
• Number of employees: Over 20,000+

Exide Batteries Product Strategy

Exide is the only battery brand globally to provide a lifetime warranty and free services at any of its centers. The company manufactures lead-acid batteries for industrial and automotive usage.

The product mix of Exide Batteries in 2023 is as follows(Source)

1. Automotive Batteries: Lead-Acid Batteries: These batteries are designed for automotive applications, including cars, trucks, motorcycles, and commercial vehicles. They come in various sizes and types to meet different vehicle specifications.
2. Industrial Batteries: Forklift Batteries: Heavy-duty batteries designed for electric forklifts and material handling equipment used in warehouses and industrial settings. Stationary Batteries: Batteries are used in uninterruptible power supply (UPS) systems, telecommunications, backup power, and renewable energy storage solutions.
3. Marine Batteries: Marine Deep Cycle Batteries: Batteries are specifically engineered for marine and recreational vehicle applications, providing reliable power for boats and other watercraft.
4. Commercial Batteries: Batteries for commercial trucks, buses, and other heavy-duty vehicles, ensuring dependable starting power.
5. Motorcycle Batteries: Batteries are designed to meet the power requirements of motorcycles and other two-wheeled vehicles.
6. Golf Cart Batteries: Batteries optimized for golf carts, electric utility vehicles, and other small electric vehicles used on golf courses and in various recreational settings.
7. Powersport Batteries: Batteries for a wide range of powersport vehicles, including ATVs, snowmobiles, jet skis, and more.
8. Specialty Batteries: Lawn and Garden Batteries: For lawnmowers, tractors, and other outdoor equipment, AGM Batteries: Absorbent Glass Mat (AGM) batteries are designed for high-performance and deep-cycle applications.
9. Chargers and Accessories: Battery Chargers: Battery chargers for maintaining and charging various types of batteries. Battery Accessories: Accessories like battery terminals, cables, and maintenance products.

Exide Batteries Place Strategy

Exide Batteries has spread a network in every part of India and the world and has set up its headquarters base in Kolkata, India. It has manufacturing plants in both Sri Lanka and India. Two factories are established in Uttarakhand, one in Haryana, one in the Hosur district of Tamil Nadu, two in Haldia and Shamnagar in West Bengal, and the remaining two in Maharashtra.

Exide has highly developed R & D facilities for further development purposes. Exide products are available on six continents and in nearly eighty countries, including European and Southeast Asian markets. It has subsidiaries in Sri Lanka, Singapore, and the United Kingdom. Exide has a distribution channel that is strategically placed to provide maximum coverage and includes twenty-eight branch offices, four regional offices, and four thousand dealer outlets.

Here are five key components of Exide Batteries’ place strategy:

1. Distribution Network: Exide maintains an extensive distribution network, partnering with authorized dealers, distributors, and retailers across regions. This network ensures Exide batteries are readily accessible to consumers and businesses in remote areas.
2. Automotive and Industrial Markets: Exide strategically positions its products to cater to both automotive and industrial markets. This involves aligning with vehicle manufacturers, service centers, and industrial facilities to supply batteries that meet specific requirements.
3. Aftermarket Sales: Recognizing the importance of aftermarket sales, Exide products are widely available in auto parts stores, repair shops, and battery specialty stores. This makes it convenient for vehicle owners to replace their batteries when needed.
4. E-commerce Presence: Exide leverages e-commerce platforms to offer consumers the option of purchasing batteries online, providing detailed product information, compatibility guides, and customer support to facilitate online sales.
5. Service Centers and Support: Exide Batteries often collaborates with service centers and garages, ensuring that trained professionals can assist customers with battery selection, installation, and maintenance. This enhances customer confidence in the brand.

Exide Batteries Pricing Strategy

Exide Batteries has gained the nation’s trust and enjoys an unrivaled reputation. Only qualitative products can take a company to the desired heights. One needs the best pricing strategy to survive because it all comes back to sales and revenues.

Exide has a reasonable pricing policy so customers can easily afford its products. The brand has dealt effectively with rival companies by adopting a competitive pricing policy on costs and keeping price ranges marginally lower than its competitors. Another significant reason for affordable prices is that it wanted to make further inroads in its rural and urban markets.

Exide Batteries employs a comprehensive pricing strategy that aligns with its brand positioning and market dynamics, utilizing the following fundamental principles:

1. Value-Based Pricing: Exide carefully assesses the value its batteries provide to consumers and businesses, setting prices that reflect the reliability, longevity, and performance of its products. This approach ensures that customers perceive Exide batteries as offering excellent value for their investment.
2. Segmented Pricing: Exide recognizes the diverse needs of its customers and segments its pricing accordingly. This includes different price points for automotive, industrial, and specialty batteries, allowing customers to choose products that meet their specific requirements.
3. Competitive Pricing: In a competitive battery market, Exide continuously monitors the pricing strategies of its competitors. While maintaining quality and brand reputation, Exide adjusts its prices strategically to remain competitive and capture market share.
4. Promotional Pricing: Exide employs promotional pricing tactics to stimulate demand and incentivize purchases during specific seasons or events. Promotions may include discounts, bundle deals, and limited-time offers, providing additional value to customers.
5. Tiered Product Lines: Exide offers a range of battery models within each category, allowing customers to select from different price tiers based on performance, warranty, and features. This tiered approach caters to a wide spectrum of consumer budgets and preferences.

Exide Batteries Promotion Strategy

Exide Batteries has a great marketing channel that helps highlight its features and qualities. Its ads are informative and help create positive awareness and excellent brand visibility. Ads are shown in electronic and print media via radio, television, newspapers, websites, billboards, and magazines. Social media has also become an advertisement platform for Exide.

Indian Cricket Captain Mahendra Singh Dhoni has been roped in as a Parent Company Exide Industries brand ambassador and will promote all its products. One of its favorite taglines that define its identity is India runs on Exide. It is very apt as it has been very successful and can leave a distinctive mark on Indian consumers.

Exide Batteries employs a promotion strategy centered on the following factors:

1. Brand Endorsements: Leveraging endorsements by automotive and industrial experts to build trust and credibility in the market.
2. Point-of-Sale Promotion: Implementing in-store displays and promotional materials to educate consumers on the benefits of Exide batteries and encourage purchases.
3. Online Presence: Utilizing digital marketing, social media campaigns, and partnerships with e-commerce platforms to reach a wider audience and offer exclusive promotions, ensuring a solid online presence.

Some Recent Video ads and Print ads of Exide Batteries are:

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