Research Report on

Customer Satisfaction and Brand

Health Track- Traders & Users

For Rahimafrooz Batteries Ltd.

July 20, 2016 By MRB Bangladesh 1
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Others
Summary

By MRB Bangladesh 2
 Background of the Study
• Rahimafrooz Batteries Ltd. (RBL) is the largest lead-acid Battery manufacturer of the country. It
produces automotive battery for all automobile vehicles

• For understanding the market dynamics, RBL wanted to carry out Customer satisfaction and
brand health study for their brands in a regular interval

• This report outlines the 1st wave report for Customer satisfaction and brand health Study

By MRB Bangladesh 3
 Objectives

• Primary: to understand the status of customer satisfaction and brand equity of RBL battery
brands (GLOBATT, LUCAS & SPARK) with respect to the competition brands
 
• Secondary: to measure the effectiveness of sales and marketing activities of RBL vis-a-vis it
competition

By MRB Bangladesh 4
 Methodology

• Brand Health: We randomly approached to the target respondents and asked about the
awareness, consideration and usage of different battery brands. Based on that we have evaluated
the brand health parameters among users and non-users of different brands.
 
• Customer Satisfaction: From the random sample we have achieved the samples of users of
different battery brands. Among the users of a particular brand we have taken the satisfaction on
the brand they purchased on the last occasion and currently using.

• In this report, we have given the Customer Satisfaction first and then the Brand Health status.

By MRB Bangladesh 5
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Others
Summary

By MRB Bangladesh 6
Achieved Sample Field work has been conducted in June, 2016

Dhaka CTG Sylhet Rangpur Rajshahi Barisal Khulna Bogra Total Booster

Traders 51 30 20 21 13 20 20 8 183

Users 683 427 161 155 168 150 152 1,896 97

Users

Users Dhaka CTG Sylhet Rangpur Rajshahi Barisal Khulna Bogra Total Booster
PC (Drivers) 153 101 254 06
PC (Owners) 247 150 397 02
MC (Owners) 123 61 61 60 60 55 56 476 31
CV (Drivers) 86 62 50 50 62 50 50 410 23
CV (Owners) 74 53 50 45 46 45 46 359 35

By MRB Bangladesh 7
 Top Twelve Batteries

By MRB Bangladesh 9
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Others
Summary

By MRB Bangladesh 10
 Last purchased Brand & Satisfaction (Users)
Satisfaction level is high for
Last purchased Brand Hamko among MC owners Satisfaction
Base
Share of Lucas & high for Globatt & spark
1% 2% (46%) in the last among the rest users
T2B Mid B2B
purchased brand LUCAS 98 21
797
is the highest
13% among the PC
SPARK 99 1
76
owners GREEN 93 6 1
98
42% EXIDE 92 4 4
18% 25
APOLLO 97 3 78
NAVANA 98 21 124
7%
5%
HAMKO 97 21 344
LUCAS SPARK GREEN 4%EXIDE
1% 4%
APOLLO NAVANA HAMKO VOLVO VOLVO 96 22 251
RANGS GLOBATT
RANGS 94 6 17
GLOBATT 100 37

Base-1896 T2B- Very satisfied B2B- Very dissatisfied

Almost half of the users have bought Lucas battery on their last purchase and the satisfaction level is very high for it.

By MRB Bangladesh 11
 Key satisfaction/dissatisfaction parameters (Users)
Barnds Reasons for Satisfaction

LUCAS Provide good service 20% Durable 17%

SPARK Provide good service 16% Durable 9%

GREEN Provide good service 17% Durable 12%

EXIDE Provide good service 16% No need to give charge frequently 13%

APOLLO Provide good service 15% Durable 12%

NAVANA Provide good service 19% Durable 10%

HAMKO Provide good service 18% Durable 13%

VOLVO Provide good service 22% Durable 12%

RANGS Provide good service 22% Good quality 9%

GLOBATT Provide good service 20% Durable 9%

There was not sufficient sample to find the reasons for dissatisfaction

By MRB Bangladesh 12
 Satisfaction on Battery Retailers (Users)
Satisfaction on service of retailers Base Satisfaction on knowledge of retailers

T2B Mid B2B T2B Mid B2B

   LUCAS 95 5 798    LUCAS 92 7 1
   SPARK 98 11 92    SPARK 93 7
   GREEN 92 6 2 98    GREEN 88 11 1
   EXIDE 97 3 36    EXIDE 94 6
   APOLLO 99 1    APOLLO 95 41
130
   NAVANA 96 4    NAVANA 92 7 1
141
   HAMKO 97 21    HAMKO 94 6
344
   VOLVO 94 51 251    VOLVO 90 10
   RANGS 100 17    RANGS 94 6
   GLOBATT 95 5 37    GLOBATT 95 5

Satisfaction is high for Rangs on “service of retailers” and for Apollo & Globatt on “knowledge of retailers”

Base-1993

By MRB Bangladesh 13
T2B- Very satisfied B2B- Very dissatisfied
 Satisfaction on Pre Sales Service & After Sales Service (Users)

Satisfaction on pre sales service Base Satisfaction on after sales service

T2B Mid B2B T2B Mid B2B
   LUCAS 92 8 798    LUCAS 95 51
   SPARK 92 8 92    SPARK 96 31
   GREEN 86 13 1 98    GREEN 86 13 1
   EXIDE 97 3 36    EXIDE 89 6 6
   APOLLO 93 7    APOLLO 95 51
130
   NAVANA 86 13 1    NAVANA 94 6
141
   HAMKO 93 61    HAMKO 97 3
344
   VOLVO 89 10 251    VOLVO 95 32
   RANGS 88 12 17    RANGS 100
   GLOBATT 84 14 3 37    GLOBATT 100

High Satisfaction for Exide on Pre-sales service. On the contrary, Globatt & Rangs have the highest scores on ‘After sales service’
among the Users.
Base-1993

By MRB Bangladesh 14
T2B- Very satisfied B2B- Very dissatisfied
 Satisfaction level is high for

Satisfaction (Users) Hamko among MC owners

& high for Globatt & spark
among the rest users

Base
Satisfaction on behavior of retailer Overall satisfaction Satisfaction on company
T2B Mid B2B T2B Mid B2B T2B Mid B2B
   LUCAS 96 3 97 3 96 4 798
   SPARK 97 3 98 2 97 3 92
   GREEN 92 71 93 61 90 9 1 98
   EXIDE 94 6 94 6 86 11 3 36
   APOLLO 95 32 98 2 97 21 130
   NAVANA 97 11 96 31 96 4
141
   HAMKO 97 31 95 5 97 3
344
   VOLVO 95 41 97 3 94 51 251
   RANGS 100 100 94 6 17
   GLOBATT 100 100 97 3 37
Base-1993

Overall satisfaction is high for Globatt & Rangs whereas low for Green

By MRB Bangladesh T2B- Very satisfied B2B- Very dissatisfied 15

 Overall business & Profit Margin (Traders)
Overall Business Profit Margin
Base
T2B Mid B2B T2B Mid B2B
LUCAS 88 10 2 LUCAS 84 11 5
121
SPARK 86 11 4 SPARK 76 22 2
104
GLOBATT 78 20 2 60 GLOBATT 88 12
HAMKO 84 13 3 125 HAMKO 86 10 4
VOLVO 76 21 3 100 VOLVO 80 14 6
APOLLO 73 19 8 79 APOLLO 72 20 8
GASTON 76 21 3 38 GASTON 68 24 8
RANGS 70 22 8 50 RANGS 78 20 2
NAVANA 71 22 7 73 NAVANA 75 16 8
BT 79 11 11 19 BT 79 5 16
EXIDE 62 31 8 26 EXIDE 69 23 8
GREEN 95 50 57 GREEN 91 5 4
T2B-Very Good/ Good B2B- Very bad/ Bad Base-183 T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied
Overall satisfaction is very high for Green & for all the brands of Rahimafrooz. However retailers are very satisfied with profit margin on Green &
Globatt
By MRB Bangladesh 16
 Key satisfaction/dissatisfaction parameters (Traders)
Barnds Reasons Satisfaction
LUCAS Profitable 20% High demand 13%
SPARK Profitable 20% Good quality 13%
GLOBATT Profitable 20% Good quality 14%
HAMKO Profitable 19% High demand 16%
VOLVO Profitable 25% High demand 20%
APOLLO Profitable 32% High demand 23%
NAVANA Sales are good 10% High demand 7%

Barnds Reasons Dissatisfaction

LUCAS High price 19% Less profit 15%
SPARK Less profit 32% Not profitable 12%
GLOBATT Less profit 36% Sales are not good 9%
HAMKO Less profit 23% Not profitable 13%
VOLVO Sales are not good 21% Not profitable 14%
APOLLO Sales are less 17% Less profit 14%
NAVANA Quality is not good 14% Sales are not good 10%

By MRB Bangladesh 17
 Satisfaction on Quality and Sales Person (Traders)

Satisfaction on Quality of the Product Satisfaction on Company Sales Persons Behavior

T2B Mid B2B Base T2B Mid B2B
   LUCAS 79 9 12    LUCAS 82 5 13
121
   SPARK 73 14 13    SPARK 82 5 13
104
   GLOBATT 68 13 18    GLOBATT 70 8 22
60
   HAMKO 82 9 10    HAMKO 76 13 11
125
   VOLVO 71 16 13    VOLVO 73 13 14
100
APOLLO 73 19 8 79 APOLLO 81 9 10
   GASTON 66 18 16 38    GASTON 66 16 18
   RANGS 76 14 10 50    RANGS 80 14 6
   NAVANA 64 19 16 73    NAVANA 73 11 16
   BT 63 16 21 19    BT 74 11 16
   EXIDE 65 12 23 26    EXIDE 65 15 19
   GREEN 70 16 14 57
   GREEN 72 12 16

T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied Base-183

Highest satisfaction on product quality is for Hamko and for Company sales persons behavior is for Lucas, Spark, Apollo and Rangs
By MRB Bangladesh 18
 Satisfaction on Pre Sales Service & After Sales Service (Traders)
Satisfaction on Pre Sales Service Satisfaction on After Sales Service

T2B Mid B2B Base T2B Mid B2B

   LUCAS 75 12 12 121
   LUCAS 76 12 12
   SPARK 73 13 14 104    SPARK 76 13 11
   GLOBATT 62 17 22 60    GLOBATT 67 15 18
   HAMKO 78 10 12 125    HAMKO 78 12 10
   VOLVO 68 15 17 100    VOLVO 71 17 12
APOLLO 78 13 9 79 APOLLO 78 11 10
   GASTON 63 21 16 38    GASTON 63 18 18
   RANGS 74 14 12 50    RANGS 74 20 6
   NAVANA 71 12 16 73    NAVANA 71 14 15
   BT 63 16 21 19    BT 68 16 16
   EXIDE 62 15 23 26    EXIDE 50 35 15
   GREEN 67 14 19 57    GREEN 61 14 25

T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied Base-183

Satisfaction on Pre and after sales service is high for Hamko and Apollo whereas that is low for Exide and Green
By MRB Bangladesh 19
 Satisfaction on Distribution and Warranty (Traders)
Satisfaction on Product Distribution Likability of the Warranty
T2B Mid B2B Base T2B Mid B2B
   LUCAS 79 6 15    LUCAS 74 11 15
121
   SPARK 71 14 14    SPARK 68 14 17
104
   GLOBATT 60 23 17    GLOBATT 67 13 20
60
   HAMKO 78 10 12    HAMKO 77 12 11
125
   VOLVO 68 16 16    VOLVO 70 17 13
100
APOLLO 72 15 13 79 APOLLO 75 14 11
   GASTON 66 8 26 38    GASTON 61 21 18
   RANGS 68 22 10 50    RANGS 62 28 10
   NAVANA 70 11 19 73    NAVANA 63 18 19
   BT 63 11 26 19    BT 68 11 21
   EXIDE 65 12 23 26    EXIDE 38 35 27
   GREEN 67 11 23 57    GREEN 49 23 28

T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied T2B-Very Good/ Good B2B- Very bad/ Bad Base-183

Satisfaction on Product Distribution is high for Lucas, Hamko and Apollo and the likability of Product warranty is high for Hamko, Apollo and Lucas;
On the other hand Green and Exide is running with a low satisfaction on both the parameters.
By MRB Bangladesh 20
 Satisfaction on Replacement (Traders)
Satisfaction on Product replacement after placing any complain

T2B Mid B2B Base

LUCAS 70 20 10
121
SPARK 74 19 7
104
GLOBATT 80 12 8
60
HAMKO 81 14 5 125
VOLVO 76 16 8 100
APOLLO 68 28 4 79
GASTON 68 18 13 38
RANGS 58 36 6 50
NAVANA 73 15 12 73
19
BT 74 11 16
26
EXIDE 54 19 27
57
GREEN 68 25 7

T2B-Very short time/short time B2B- Very long time/long time Base-183

Satisfaction on Product Replacement after placing the complain is high for Globatt and Hamko and low for Exide, Rangs,
Gaston, Green & Apollo

By MRB Bangladesh 21
 Lowest score
Satisfaction Summary (Users) Comparatively low score
Highest score
Average

Parameters LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Satisfaction on Last purchased brand

Satisfaction on Service of retailers

Satisfaction on Knowledge of retailers

Satisfaction on Pre Sales service

Satisfaction on After Sales Service

Satisfaction on Behavior of the retailers

Overall satisfaction

Satisfaction on Company

By MRB Bangladesh 22
 Satisfaction Summary (Traders)
Lowest score
Comparatively low score
Highest score
Average

Parameters LUCAS SPARK GLOBATT HAMKO VOLVO APOLLO GASTON RANGS NAVANA BT EXIDE GREEN

Overall business

Profit margin

Satisfaction on Quality of the product

Satisfaction on Company Sales Persons Behavior

Satisfaction on Pre Sales service

Satisfaction on After Sales Service

Satisfaction on Product Distribution

Likability of the Warranty

Satisfaction on Product replacement after placing any

B y M R B B a n g l a d e scomplain
h
23
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Others
Summary

By MRB Bangladesh 24
 Awareness among Users & traders
Lucas has the highest TOM Spont Total awareness
98 awareness among CV
Users
89 owners & MC owners (99%)

68 65 68 69
63
48 49 47
34 34 33
24 Base-
20 16 17 20
14 12 9 9 1896
3 5 1 5 3 6 1 1
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

TOM Spont Total awareness

99 100 97 96 97
92 Traders
86 85
80
73 70 71
68
59 56
51 Base-
46 45
32 183
27 29
20 23 21
15 12
9 10
5 5 4 3 3 3 2 2
LUCAS HAMKO VOLVO SPARK APOLLO GREEN NAVANA RANGS BT EXIDE GLOBATT GASTON

Lucas has the highest awareness & Exide has the lowest awareness among users. On the contrary, Lucas, Hamko, Volvo and Navana
have the highest awareness (total) among traders.
By MRB Bangladesh 25
 Familiarity of Familiarity of Lucas

Familiarity(Users) Hamko is higher

among MC and CV
owners/drivers
(74%), Navana (67%), and
Volvo (53%) is highest
among MC Owners
Heard only name Heard a bit but never used Heard a lot but never used Heard a lot & Used it
7% 2% 7% 8% 7% 8%
25% 20% 13%
22% 25% 30% 23% 36%
33% 27%
32% 41%
25% 36% 40% 28%
28%
38%
70% 44% 25% 28%
42% 17% 21% 42% 36% 18%
15% 17% 14% 24% 17%
8% Base-1896
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Availability in the Market (Spont. by the Traders)

96% 100% 96% Availability 92%
99% 90%
78%
65% 65% 62%
45% Base-183
37%

LUCAS SPARK GLOBATT HAMKO VOLVO APPOLO GASTON RANGS NAVANA BT EXIDE GREEN

Lucas has the highest familiarity & Hamko is in second position among users. Lucas, Hamko, Volvo, Spark & Navana are the top five
batteries among traders
By MRB Bangladesh 26
 Consideration(Users)
While Green is only relevant to MC owners,
the consideration for Lucas, Navana and
Volvo is also highest among the MC users
I will never use this brand Might Consider Among many Brands Among 2-3 brands Only brand that I will Consider
1%11% 3% 6% 6% 14% 10% 4% 5% 3%
16% 15% 17% 12% 16% 18% 22%
24%
38% 26% 31% 31% 27%
42%
29% 37%
34% 45%
31% 29% 35% 34%
33% 34%
46% 31% 22% 20%
22% 15% 15% 24%
7% 10% 16% 9% 9% Base-1896
5% 5% 2%
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Availability in the Store (Traders)

Availability
69%
68% 57% 56%
44% 40% Base-183
34% 33%
22% 27%
10% 15%

LUCAS SPARK GLOBATT HAMKO VOLVO APPOLO GASTON RANGS NAVANA BT EXIDE GREEN

Lucas enjoys highest consideration & Hamko is in second position among users.
The highest stock has been found in store for Hamko followed by Lucas and Spark.
By MRB Bangladesh 27
 Usage(Users)
Ever Used Used in last 12 months
74%

47%

33%
29%
21% 20%
16%
13% 11%
9% 8%
5% 6% 3% 1% 4% 4% 2%
4% 1%
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Base-1896

Lucas has been used by most of the users

By MRB Bangladesh 28
 Recommendation
Users
Recommend Mostly recommend MOUB
71%
Lucas was Lucas is the most often Base-1896
recommended mostly used brand to the MC
45% 46% by the MC owners (57%) owners (57%)
30%
26%
18% 17%17%
12% 10% 13%13%
9% 7% 6%
4% 4% 5% 5% 3% 1% 1% 4% 4% 3% 1% 1% 3% 2% 2%
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Traders
Recommend Mostly recommend Mostly Sold Brand
79% Base-183
73%
56% 58%
52%
40% 38% 38%
33% 28%
27%
18% 22% 21%
16% 18% 15%
14% 15% 17% 13%
14% 13%
4% 5% 2%2% 4%4% 5% 6% 4% 4%

LUCAS SPARK GLOBATT HAMKO VOLVO APPOLO GASTON RANGS NAVANA EXIDE GREEN

Lucas is the most often used brand to the users. Hamko comes as second. Lucas and Hamko are recommended by traders as top two
brands. These two brands are also mostly sold brands.
By MRB Bangladesh 29
 Consumer disposition funnel (Users) Base-1896

42% 57% 1% 4%
41% 39%
74% 3% 11%
76% 24% 19%
97% 13% 54%
99%
16% 83% 86%
98% 63%

Lucas Exide Apollo

2% 18% 4%
48% 55% 31%

4% 33% 13%
21% 50% 21%
19% 66% 64%
97% 96% 94%
20% 68% 68%

Globatt Hamko Spark

By MRB Bangladesh 30
Awareness Consideration Ever used Last purchased
 Consumer disposition funnel (Users) Base-1896

5% 56% 13%
46%

9% 29%
49% 44%
19% 65%
94%
95%
20% 69%

Green Volvo

7% 1%
32% 23%

21% 4%
35% 14%
58% 27%
90% 82%
65% 33%

Navana Rangs

By MRB Bangladesh 31
Awareness Consideration Ever used Last purchased
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Imagery (Users)
Summary

By MRB Bangladesh 32
 Category Important Attribute (top 10) (Users)

Attribute Rank
Durable 1
Famous battery/Popular 2
Manufactured by a renowned company 3
Gives good warranty 4
Good quality 5
High/Modern technology 6
VFM 7
Nice colour 8
Widely available 9
Good design 10

By MRB Bangladesh 33
 Brand Image Profiling
BRAND IMAGE PROFILING is ….. An attempt to discount Size of Brands skewing
the image dimensions towards it

For example, the first bear is a big bear, and the second is a small
bear, the first bear has bigger ears. But relative to their size the
second bear’s ears are bigger than those of the first. They are so big
that you might actually describe the second bear by saying he has
big ears i.e. these are very big relative to the size of his body.
By MRB Bangladesh 34
 Brand Image Profiling (Users) Above Par Below Par At Par

Attribute LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Durable

Famous battery/Popular

Manufactured by a renowned company

Gives good warranty

Good quality

High/Modern technology

VFM

Nice colour

Widely available

Good design

By MRB Bangladesh 35
 Credit Facility & Gift (Traders)
70% retailers received gifts form company
Give Credit Facility Which brands give gifts

% of Retailer receiving credit facility % of Retailer receiving gifts

HAMKO 40% HAMKO 50%
LUCAS 36% LUCAS 49%
SPARK 32% SPARK 41%
VOLVO 30% VOLVO 40%
NAVANA 23% NAVANA 29%
GLOBATT 17% APPOLO 28%
APOLLO 17% GLOBATT 22%
RANGS 14% RANGS 19%
GREEN 14% GREEN 19%
GASTON 10%
Base-129
Compared to competition Rahimafrooz is giving more credit facility to the retailers. Around 70% of the traders said that they receive
gifts from battery companies and they mainly receive from Hamko, Lucas ,Spark and Volvo

By MRB Bangladesh 36
Alternative Brand & Type of Outlet to Purchase
(Users)
Alternative Brand Local dealer Show room/shop/ show room Outlet where many brands are available From company
LUCAS
1% Outside area dealers
HAMKO
1% 3% 3%
1% 4%
0% 3%
3% 5% 1%
2% 4% 0%
6% 5%
VOLVO 1% 12% 1% 0% 3%
2% 0%
36% SPARK 33% 33%
42% 42% 38% 37% 41% 38%
5% NAVANA 55% 44%
5% GREEN 23% 28% 6%
18% 14% 20% 16%
APOLLO 27%
9% 16% 20%
15% GLOBATT
47%
10% 36% 39% 38% 38% 37% 38%
EXIDE 24% 24% 29%
14% RANGS
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Base-1896

Lucas, Volvo and Hamko are the major alternative brands to purchase. Users mainly purchase battery from local dealers, showrooms and Outlets
where many brands are available.

By MRB Bangladesh 37
 Reasons for purchasing from the outlets
(Users)
TOP

LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

Familiar shop/outlet 67% 67% 61% 72% 79% 64% 68% 70% 76% 57%

Provides discount 26% 29% 17% 8% 23% 27% 23% 20% 6% 14%

Good after sales service 41% 41% 33% 32% 40% 35% 51% 40% 41% 35%

Retailer behaves well towards Users 19% 17% 24% 16% 15% 16% 23% 20% 18% 22%

Provides real battery 49% 42% 52% 32% 53% 48% 52% 45% 29% 46%

Provides credit facility 15% 16% 18% 12% 21% 14% 14% 10% 24% 5%

Accepts credit/debit card 3% 3% 2% 0% 3% 3% 1% 2% 12% 0%

Right price 46% 50% 40% 44% 46% 47% 44% 34% 24% 38%

Nearest place 19% 20% 24% 12% 18% 23% 20% 17% 35% 16%

By MRB Bangladesh 38
 Important attributes & Most important attribute (Users)
Important attributes Most important attribute
Durable 84% Durable 42%
Good warranty 56% Good quality 9%
Reliable 45% VFM 7%
Good quality 42% Good warranty 6%
Low price 39%
Reliable 6%
VFM 30% Worldwide trustworthy country
made 4%
No need to give charge frequently 28%
Low price 3%
Famous battery 27%
No need to top up with water Experienced with 3%
frequently 26%
Battery never gets down easily 3%
Safe 26%
Battery never gets down easily 25% Provides best after sales service 3%

Gives discount 23% No need to give charge frequently 2%

Experienced with 21% Safe 2%

According to users Durability is the most important attribute of a Battery followed by Good Quality, VFM & Good warranty.

Base-1896
By MRB Bangladesh 39
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Source Of Awareness
Summary

By MRB Bangladesh 40
 Source of Awareness (Users) Base-1896

TOP
Shop Hanging From
Newspaper/ Holding/ Wall On bus/ leaflet/ ad/Banner Road Shop sign/ words of
TV Radio Internet shopkeep Mechanics others None
Magazine Bill board painting Bus stop paper/ / backlit show Flange er mouth
brochure signboard

LUCAS 29% 30% 25% 22% 24% 22% 6% 6% 34% 8% 9% 56% 45% 39% 2% 2%

SPARK 18% 16% 18% 15% 16% 16% 4% 3% 23% 7% 7% 39% 37% 27% 2% 5%

GREEN 17% 17% 18% 19% 16% 21% 3% 4% 24% 3% 4% 46% 37% 37% 1% 6%

EXIDE 11% 16% 16% 14% 12% 16% 4% 6% 16% 4% 5% 34% 33% 25% 4% 8%

APOLLO 13% 16% 17% 14% 15% 13% 2% 4% 20% 4% 4% 32% 29% 22% 3% 8%

NAVANA 19% 18% 17% 11% 9% 15% 7% 5% 22% 6% 7% 33% 38% 22% 3% 10%

HAMKO 21% 20% 19% 19% 20% 17% 4% 3% 26% 6% 8% 45% 41% 32% 4% 5%

VOLVO 20% 18% 17% 17% 19% 14% 4% 3% 23% 5% 8% 40% 37% 28% 3% 5%

RANGS 14% 17% 15% 12% 10% 12% 4% 3% 18% 4% 6% 30% 31% 20% 3% 12%

GLOBATT 20% 23% 18% 10% 12% 20% 9% 4% 24% 5% 7% 26% 35% 20% 1% 8%

Major source of awareness comes from the shopkeepers & the words of mouth

By MRB Bangladesh 41
 Exposure to Any Battery Communication (Traders)
Any battery communication

Yes No
20%

80% Base-183

Source of Awareness
58% Base-147
52%
46% 44% 40%
33% 31% 27%
20%
11% 7% 4%
n TV d .. e e g p ge
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so ar lit
.
zin ur tin to n ow ne adi
e r o k a h
ain
s la sh er R
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/F ad In
t
Bi /b b la l p B n
pa
n
g/ e r r/M r/ u s/ sig Ro
m d in n ap
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Co r an sp /p
a
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Ho / B
et
S
om ad ew lifl
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80% traders have been exposed to battery advertisement & their main source of awareness is from the company person followed by TV
By MRB Bangladesh 42
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Maintenance
Summary

By MRB Bangladesh 43
 Maintenance Cost
20% Top up battery with water

Yes No

80%
Base-1896

Is there any maintenance cost? Maintenance cost per

0.1039
battery
0.2412
48% Yes No
52% 0.6549

Base-1896
less than 200 taka 201-500 taka above 500 taka
Base-991

By MRB Bangladesh
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Replacement
Summary

By MRB Bangladesh 45
 Replacement (Users)
Base-1993
Needed any replacement
Yes No
86% 93% 89% 94% 92% 85% 85% 86% 88% 78%

7% 11% 6% 8% 15% 15% 14% 12% 22%

14%
LUCAS SPARK GREEN EXIDE APOLLO NAVANA HAMKO VOLVO RANGS GLOBATT

T2B MID B2B

Base
Base
78 21 1
Time taken to replace the

LUCAS
Others
114
Spark-6
NAVANA 81 19 0 Green-11
battery

21
Exide-2

Apollo-10
HAMKO 80 16 4 50
Rangs-2
Globatt-8
36
VOLVO 72 22 6
Base-265
T2B- Very short time/ B2B- Very long time

17% of the respondents had to replace the last purchased brand and Companies didn’t take much time for the replacement

By MRB Bangladesh 46
Time taken to provide the battery after placing an order
(Traders)
Time taken to provide battery after placing the order

T2B Mid B2B Base

LUCAS 83 12 6
121
SPARK 78 16 6
104
GLOBATT 80 10 10
60
HAMKO 79 15 6
125
VOLVO 81 9 10
100
APOLLO 85 13 3 79
GASTON 82 16 3 38
RANGS 76 22 2 50
NAVANA 78 14 8 73
BT 89 5 5 19
EXIDE 77 12 12 26
GREEN 72 18 11 57

T2B-Very short time/short time B2B- Very long time/long time

BT followed by Apollo, Lucas and Gaston took the shortest time to deliver the product after placing the order. Rests brands are almost
in a same position

By MRB Bangladesh 47
 Frequency of Product Delivery (Traders)

Once in 2-3 days once in a week once in two weeks once in a month once in two months Don't come
0
2 3 3 3 4 1 0 0
18 8 4 4 4
4 6 0 6 8 11 5
17 8 10
78% 18 80% 11 79% 82% 5
15 76% 20
17 73% 19 19 72%
16 35
69% 67% 33
22 20 29 68%
17 17 20 13
32 19 21
23
26
40 40 34 43
44 42 37 26
33
30
35 21
21 12 22 14 21
18 16 16 15
10 11
4
LUCAS SPARK GLOBATT HAMKO VOLVO APOLLO GASTON RANGS NAVANA BT EXIDE GREEN

The product delivery frequency is high for Gaston and Globatt

By MRB Bangladesh 48
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Communication with Call center

Summary

By MRB Bangladesh 49
 Communication with Call center (Users)
Approached to Call Center Could reach to Call Center

3% Yes No
20% Yes No

97% 80%
Base-1993 Low Base-51

Only 3% of the total respondents has approached to call center and 80% of the them could reach to call center

By MRB Bangladesh 50
 Report Structure
Background and Objective

Sample

C SAT

Brand Health Tracking

Others
Summary

By MRB Bangladesh 51
 Result Summary (Users) TOP Bottom

Satisfaction
Total Considerati Used in last Recommend Mostly Last on last Satisfaction
TOM Awareness on Ever used 12 months MOUB others recommend purchase purchase on company
brand
brand

LUCAS 48% 98% 97% 74% 47% 46% 71% 45% 42% 98% 96%

SPARK 3% 68% 64% 13% 5% 4% 12% 4% 4% 99% 97%

GREEN 5% 20% 19% 9% 6% 5% 9% 5% 5% 93% 90%

EXIDE 1% 16% 13% 3% 1% 1% 3% 1% 1% 92% 86%

APOLLO 3% 63% 54% 11% 4% 4% 10% 4% 4% 97% 97%

NAVANA 6% 65% 58% 21% 8% 6% 18% 7% 7% 98% 96%

HAMKO 17% 68% 66% 33% 20% 17% 30% 17% 18% 97% 97%

VOLVO 12% 69% 65% 29% 16% 13% 26% 13% 13% 96% 94%

RANGS 1% 33% 27% 4% 1% 1% 3% 1% 1% 94% 94%

GLOBATT 1% 20% 19% 4% 2% 2% 3% 2% 2% 100% 97%

By MRB Bangladesh
T2B 52
 Base-183

Result Summary(Traders) TOP Bottom

Available in the Recommend Mostly Mostly sold

TOM Total Awareness store others recommend brand Overall business Profit margin

LUCAS 27% 99% 68% 79% 40% 33% 88% 84%

SPARK 9% 96% 57% 56% 18% 16% 86% 76%
GLOBATT 2% 68% 34% 27% 4% 5% 78% 88%
HAMKO 20% 100% 69% 73% 22% 28% 84% 86%
VOLVO 15% 97% 56% 58% 14% 18% 76% 80%
APPOLO 5% 92% 44% 52% 15% 14% 73% 72%
GASTON 2% 71% 22% 15% 2% 2% 76% 68%
RANGS 3% 85% 27% 21% 4% 4% 70% 78%
NAVANA 4% 97% 40% 38% 5% 6% 71% 75%
BT 3% 45% 10% 8% 2% 3% 79% 79%
EXIDE 3% 56% 15% 17% 4% 4% 62% 69%
GREEN 5% 70% 33% 38% 13% 13% 95% 91%

By MRB Bangladesh
T2B 53
 Report Structure

Background and Objective

Sample

Business Status
Exposure to Globatt AD._Private Car Drivers

Summary

By MRB Bangladesh 54
 Snapshots of GLOBATT ad. : Private vehicle

By MRB Bangladesh 55
 Exposure to “Golbatt AD” : Private vehicle
Seen or not Brand that Aired the ad.
Yes
No
Base-79
31%
39%
24%
69% 8% 8% 6% 4% 4% 3% 3% 3%
Base-254 GLO LUCAS VOLVO NAVANA HAMKO APOLLO None SPARK GASTON YUASA
BATT

Source of Awareness

Shop leaflet/ Hanging

Holding/ Bill Newspaper/ On bus/ Bus Shop sign/
TV paper/ ad/Banner/ Wall painting Radio Internet
board Magazine stop Flange
brochure backlit signb

86% 19% 18% 16% 14% 10% 9% 4% 4% 4%

One third of the drivers claimed that they have seen this ad, among them 39% recognized this ad for Globatt whereas 24% stated
as Lucas & 8% for Volvo & Navana. Main source of awareness is TV.

By MRB Bangladesh 56
 Exposure to “Golbatt AD” : Private vehicle
Resembled with any ad or no

9%

Yes
No Base-68

91%

How much you have enjoyed Main message of the ad.

T2B Mid B2B 16%

7% 6% 5%
How much enjoyed
85% 9% 6%
this ad
Good battery A good battery The battery seen in Everyone should use it
advertisemen
Base-68

Most of the respondents enjoyed the ad & the main message of the ad was ‘’Good battery’’
By MRB Bangladesh 57
 Exposure to “Golbatt AD” : Private Car
Liked Elements
19%

6% 6% 6% 5%

Tea garden part I liked the ad Car gets cankered Everything was Liked the Model
good

Base-68

Disliked Elements
87%

4% 4% 1%
Nothing The car stops while the Suddenly the car stops While giving water into
battery is cankered the battery

Tea garden part was the most enjoyable part of this ad. Most of the respondents said that there was nothing to diskile.
By MRB Bangladesh 58
 Report Structure

Background and Objective

Sample

Business Status
Exposure to Yuasa AD._Private Car Drivers

Summary

By MRB Bangladesh 59
 Snapshots of YUASA ad. : Private Vehicle

By MRB Bangladesh 60
 Exposure to “YUASA AD” : Private vehicle

Seen or not Brand that Aired the ad.

Yes
24% No Base-60

38%

17%
12%
8% 8% 5% 5%
76% 3% 2% 2%
Base-254 YUASA LUCAS GLOBATT SPARK HAMKO APOLLO NAVANA VOLVO RANGS Can't say

Source of Awareness

Hanging Shop leaflet/

Hording/ Bill Newspaper/ On bus/ Bus
TV ad/Banner/ paper/ Wall painting Internet Road show Radio
board Magazine stop
backlit signb brochure

85% 28% 27% 20% 13% 7% 7% 5% 5% 2%

24% the drivers claimed that they have seen this ad, among them 38% recognized this ad for YUASA whereas 17% stated as Lucas & 12%
for Globatt. Main source of awareness is TV.

By MRB Bangladesh 61
 Exposure to “YUASA AD” : Private vehicle

Resembled with any ad or no

16%
Yes
No

84%
Base-51

How much you have enjoyed Main message of the ad.

T2B Mid B2B 15% 15%

7%
5% 5%
How much en-
63% 24% 14%
joyed this ad
Good battery Very strong Increases the power Well service Long Lasting
of the car Battery
Base-51

63% of the respondents enjoyed the ad & the main message of the ad were ‘’Good battery’’ & ‘’’Very strong battery’’

By MRB Bangladesh 62
 Exposure to “YUASA AD” : Private vehicle
Liked Elements

13%

7%
5% 5%

Everything is good I liked the ad Theme of the advertisement Good face

Base-51
Disliked Elements
88%

2% 2%
Nothing Did not like the car Different car would have
been better

Respondents like the theme & models of the ad. Most of the respondents said that there was nothing to diskile.

By MRB Bangladesh 63
 Report Structure

Background and Objective

Sample

Business Status
Exposure to Globatt AD._Private Car Owner

Summary

By MRB Bangladesh 64
 Snapshots of GLOBATT ad. : Private vehicle

By MRB Bangladesh 65
 Exposure to “Golbatt AD” : Private vehicle

Seen or not Brand that Aired the ad.

Yes
No 47% Base-118
30%
18%
10% 7% 5% 3% 3% 2% 2% 2% 1%
70% TT S O KO NA SA K ay GS
A A LV LL
O
AR ON ts
Base-397 OB UC VO
M V A O U A P ST
n' A N
GL
L HA NA AP Y S
GA Ca
R

Source of Awareness
Shop leaflet/ Hanging
Newspaper/ Hording/ Bill Wall On bus/ Bus Shop sign/
TV Magazine board paper/ ad/Banner/ Internet painting stop Radio Flange
brochure backlit signb

81% 22% 19% 16% 14% 11% 8% 8% 5% 1%

One third of the PC owners claimed that they have seen this ad, among them 47% recognized this ad for Globatt Ad whereas 18%
stated as Lucas & 10% for Volvo. Main source of awareness TV.

By MRB Bangladesh 66
 Exposure to “Golbatt AD” : Private vehicle
Resembled with any ad

6%

Yes
No Base-96

94%

How much you have enjoyed Main message of the ad.

14%
T2B Mid B2B
9%
6% 6%
How much en- 4%
73% 19% 8%
joyed this ad

Good battery An advertisement of No need to give Charge remains for a Very strong
battery water long time
Base-96

Only 6% of the PC owners said that they find it similar with other battery ad. However they have enjoyed a lot after watching this ad and
the main message of this ad was “good Battery”

By MRB Bangladesh 67
 Exposure to “Golbatt AD” : Private Car
Liked Elements

16% 15%
11%

Tea garden part Everything was good The tour enjoyment

Base-96
Disliked Elements
69%

8% 5%
Disliked nothing Suddenly the car stops Battery becomes ruined

By MRB Bangladesh 68
 Report Structure

Background and Objective

Sample

Business Status
Exposure to Yuasa AD._Private Car Owners

Summary

By MRB Bangladesh 69
 Snapshots of YUASA ad. : Private Vehicle

By MRB Bangladesh 70
 Exposure to “YUASA AD” : Private vehicle
Seen or not Brand that Aired the ad.

13% Yes
No Base-50
50%

14% 12%
6% 6% 4% 2% 2% 2% 2%
87% Base-397
YUASA NAVANA HAMKO LUCAS VOLVO APOLLO SPARK GLOBATT RANGS Can't say

Source of Awareness

Shop leaflet/ Hanging

Newspaper/ Hording/ Bill On bus/ Bus
TV paper/ ad/Banner/ Internet Radio Wall painting Road show
Magazine board stop
brochure backlit signb

58% 36% 30% 26% 26% 22% 12% 8% 4% 2%

Only 13% of the PC owners claimed that they have seen this ad, among them 50% recognized this ad for YUASA Ad whereas 14% stated as
Navana & 12% for Hamko. Main source of awareness TV.

By MRB Bangladesh 71
 Exposure to “YUASA AD” : Private vehicle
Resembled with any ad or no

3%

Yes
No

97%
Base-29

How much you have enjoyed Main message of the ad.

23%
T2B Mid B2B
16%
How much en- 10% 10%
38% 52% 10%
joyed this ad

Base-29 Very strong Good battery Long Lasting Battery An advertisement of

battery

Only 3% of the PC owners said that they find it similar with other battery ad and the enjoinment score is also low for this ad. The main
message of this ad was “Very Strong battery”

By MRB Bangladesh 72
 Exposure to “YUASA AD” : Private vehicle

Liked Elements
16%
12% 12%
9%

Everything was good Liked the Model Healthy man Powerful thing

Disliked Elements
90%

7% 3%
Disliked nothing Everything is fine Accident occurred with the
person
Base-29

By MRB Bangladesh 73
 Summary (Users)
Brand health:
 Lucas is the distant leader in terms of TOMA (48%). Thus highest awareness for Lucas (98%) followed
by Hamko (68%) and Volvo (69%)
 70% users have heard a lot about Lucas followed by Hamko (42%) & Green ( 42%)
 46% users stated that Lucas is the only brand they would consider to use and most important reason
for considering Lucas is its good service and durability. Lucas is the most often used (MOUB)
battery among the users followed by Hamko and Volvo. According to users, most important battery
attribute is durability/ long lasting .
Satisfaction:
 Users are satisfied with the performance of their last purchased battery. As a result they are not
willing to switch their battery.
 Consideration transfer into purchase mostly for Lucas, Hamko and Volvo. Most of the users are loyal
with their regular brands.
Source of awareness:
 Users mainly get to know about the battery brands from the shopkeepers, mechanics and the
words of mouth.

By MRB Bangladesh 74
 Summary (Traders)
Brand health:
 The awareness of Rahimafrooz battery brands are very high among the Retailers.
 Lucas and Hamko are the most available brands among traders & also got the highest score in terms
of “Most recommended brand”. These two brands are also mostly sold brands.
Satisfaction:
 Overall business is very good for any Rahimafrooz battery brands. They are very satisfied with
Green, Hamko and Globatt on profit margin. Pre and after sales service are high for Hamko and
Apollo whereas low for Exide & Green. On quality of product Hamko is the retailers’ 1st choice
 Almost half of the traders said that Rahimafrooz was giving the credit facility and one third said that
they gave gifts as well
Source of awareness:
 80% of the traders are exposed to any battery communication and their major source of awareness
are company sales person and TV
By MRB Bangladesh 75
 Recommendation and Way Forward
Lucas: Very popular and most aware of brand. Due to lack of innovations or changes people are feeling
kind of monotonicity with the brand. Need to work on ‘Colour’ and ‘Design’.
Spark: Durability perceived as a problem with this battery.
Globatt: Creating awareness is the most critical task. It will probably take a generation to move to MF
batteries as people will only change if their current one is expired. By that time, creating strong
awareness with detail of benefits to create relevance. Need to make people realize the ‘Value for the
premium price’ and ensuring ‘availability’ to create ‘awareness’ is critical.

By MRB Bangladesh 76
 Thank You
Your Contact:

Specialist Team

A N M Ziaul Islam Mithu

Group Business Director
[email protected] © 2016 MRB – All rights reserved.

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