Project report

Rural marketing
Eveready
NameMayank
Roll no-39
Section-M3

Company Profile
In our home if remote control stops working or clock stops
ticking and the reason for it is pencil cell then the brand
name which comes first in our minds is EVEREADY.
It was founded on 1896 (as the American Electrical
Novelty & Manufacturing company). Its headquarters are
in St. Louis, Missouris, United States. The key people in it
are Ward m. Klein, CEO.
Energizer Holdings Inc., formerly known as Eveready
Battery Company, Inc. is the largest manufacturers of dry
cell batteries and global leader in the dynamic business of
providing portable power.
Since 1913 the Union Carbide and Carbon Corporation
took over Eveready and the marketing of this pencil cell
was started.
Eveready has a wide distribution network all over the
country with 15 branches 40 godowns and around 4000
distributors. The Eveready pencil cells are available at all
small and big shops right from the general stores, grocery
store, music store, stationery stores, gifts and novelty
stores, photo studios and printing centers. Not only that
even a small PAAN VALA are also selling the same
product. The Eveready has his manufacturing units all
over the India. Not only that they are manufacturing at a
high speed. The manufacturing units of Eveready ISO 9000
and ISO 14000 certified.
Just the figures of sales are enough to know the
performance of company i.e annual sales 92,530.74 (Rs.
Lakh). It has value of Rs.6.5 add in it VAT 12.5% which
gives the rate of Rs.9 in the market.

Eveready Battery Co. changed its name to energizer

holdings Inc. and was to become a public co. listed on the
NYSE in April 2000.

PROFILE OF THE COMPANY

Eveready Industries India Limited is one of Indias most
reputed FMCG companies. The company has a portfolio
comprising

dry

cell

batteries

(carbon

zinc

batteries,

rechargeable batteries and alkaline batteries), flashlights

(torches) and packet tea. It has recently forayed into the
mosquito

repellent

industry

under

the

brand

name,

Poweron. Eveready is Indias largest selling brand of

dry cell batteries and flashlights (torches) with dominant
market shares of about 46%. Eveready Industry now has
about 8200 Employees in the group. Eveready is certified
with

I.S.O-9002

Customers

are

certification
well

for

satisfied

most

with

of

its

products

plants.
of

the

company, and the plant is licensed by Bureau of Indian

Standards for Manufacturing of all its Batteries.

Business Segments

Revenue From products

9%
Batteries

Tea

Falsh light

1% 1%
Electrolytic magnese dioxide

Purchased products

51%
38%

Major revenue of Eveready industries comes from

Batteries segment with 51% of overall annual
revenue.
Tea segment is also a major revenue source with
38% of overall annual contribution.

share of turnover

7%

12%

Battery
flashight
Lighting and electricals
Tea
21%

60%

In terms of share in turnover and share of

profitability Batteries and tea segments are
highest.

VISION

 For over a century, Eveready Corporation has

been a partner to consumers with our expertise in
portable power and light.
Today, Eveready endeavor to be the perfect
Companion to consumers by providing value-formoney brands with tangible Differentiation in
quality every day; Eveready seek consumer
proximity to ensure the enjoyment of better
living.
Evereadys core competence will be based on
these three core values for the total synergy and
future profitable growth of our corporation.

EVEREADY Gold

EVEREADY Gold Alkaline

batteries
are
an affordable, dependable power solution for low
to moderate drain devices.

EVEREADY Super Heavy Duty

EVEREADY Super Heavy Duty carbon zinc batteries
are an economical choice for low drain devices.
For
devices
that
have
a
higher
drain,
try EVEREADY Gold alkaline batteries.
EVEREADY Rechargeable
EVEREADY Rechargeable batteries bring a whole
new meaning to the word value.
One set of rechargeable batteries can be charged
up to 1000 times.

Major Players

EVEREADY
INDO NATIONAL NIPPO
MATUSHITA LAKHANPAL NOVINO PANASONIC
GILLETTE- DURACELL
SHERAVANI INDUSTRIAL SYNDICATE- GEEP

Business
Batteries

Vertical:

Eveready Industries is the undisputed market

leader

commanding

markets share.

over

50%

of

Indian

 Second

largest

producer

of

carbon

zinc

batteries globally with an off take of 1.3

billion+ batteries annually
Offers Eveready Ultima Alkaline batteries for
powerful devices like

digital cameras, remote-controlled toys,

among others, Eveready

(Carbon

Zinc) batteries for low drain devices like

TV/DVD remote
controls, table/wall clocks, flashlights and
so on
Offers one of the most comprehensive
Rechargeable Batteries range and power
banks

Strengths
One of the highest brand recall in the
portable battery industry
One of the widest product portfolio to
Indias portable energy requirements
Extensive
deep-rooted
distribution
network across urban and rural India

 Enjoys significant price leadership over

competition

Enhancing
Visibility
Rural Marketing

Brand

Publicizing through wall paintings across

villages
Regular Haat and Chaupal activities
Branding initiatives in melas

Brand endorsement by well

known celebrities

Eveready brand are endorsed

by
well-known
celebrities
making
sure
that
rural
population can connect with
them.

Pan India Distribution network

of Eveready is well framed
helping it enhance availability of
product at every location of
country.

Store name
Aryan kiriyana
general store +(91)9555239973
Address-Rithala
village, Rithala,
Delhi - 110085,
Firani road