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 & July, 2016
Dhaka
CTG
Sylhet Rangpur Rajshahi Barisal Khulna
Traders
51
30
20
21
13
20
20
Users
873
427
161
155
168
150
152
Bogra
Total
8
183
2,086
Booster
108
Users
Users
Dhaka
CTG
Total
Booster
PC (Drivers)
244
101
345
14
PC (Owners)
346
150
496
05
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
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Sylhet Rangpur Rajshahi Barisal Khulna
Bogra
7
Top Twelve Batteries
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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
Hamko among MC owners
& high for Globatt & spark
among the rest users
Last purchased Brand
5%
5%
2% 1% 1% 1%
5%
40%
Share of Lucas
(54%) in the last
purchased brand
is the highest
among the MC
owners
7%
14%
18%
LUCAS
HAMKO
VOLVO
NAVANA
APOLLO
GREEN
GLOBATT
EXIDE
RANGS
GASTON
Satisfaction
T2B
Mid
Base
B2B
LUCAS
97
21
828
SPARK
99
1
102
GREEN
93
6 1
98
EXIDE
93
4 4
27
APOLLO
98
2
111
NAVANA
98
11
142
HAMKO
97
21
373
VOLVO
97
12
282
RANGS
95
5
20
SPARK
GLOBATT
Base-2086
37
100
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.
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Key satisfaction/dissatisfaction parameters (Users)
Barnds
Reasons for Satisfaction
LUCAS
Provide good service 20%
Durable 17%
SPARK
Provide good service 18%
Durable 10%
GREEN
Provide good service 17%
Durable 12%
EXIDE
Provide good service 18%
No need to give charge frequently 12%
APOLLO
Provide good service 15%
Durable 13 %
NAVANA
Provide good service 19%
Durable 10%
HAMKO
Provide good service 19%
Durable 13%
VOLVO
Provide good service 21%
Durable 12%
RANGS
Provide good service 22%
Good quality 9%
GLOBATT
Provide good service 19%
Durable 10%
There was not sufficient sample to find the reasons for dissatisfaction
By MRB Bangladesh
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Satisfaction on Battery Retailers (Users)
Satisfaction on service of retailers
T2B
LUCAS
SPARK
GREEN
Mid
95
98
92
Satisfaction on knowledge of retailers
Base
T2B
B2B
829
LUCAS
11
129
SPARK
6 2
98
GREEN
4
Mid
B2B
92
7 1
95
5
88
11
1
EXIDE
97
3
38
EXIDE
95
5
APOLLO
99
1
163
APOLLO
96
31
NAVANA
97
3
159
NAVANA
92
7 1
HAMKO
97
21
373
HAMKO
93
7
VOLVO
95
5
282
VOLVO
91
9
20
RANGS
95
5
37
GLOBATT
95
5
RANGS
GLOBATT
100
95
5
Satisfaction is high for Rangs on “service of retailers” and for Apollo on “knowledge of retailers”
Base-2194
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T2B- Very satisfied B2B- Very dissatisfied
Satisfaction on Pre Sales Service & After Sales Service (Users)
Satisfaction on pre sales service
T2B
Mid
T2B
B2B
97
3
129
SPARK
98
2
1
98
GREEN
93
6 1
3
38
EXIDE
95
5
163
APOLLO
98
2
159
NAVANA
96
31
373
HAMKO
95
5
3
7
SPARK
93
7
EXIDE
13
97
APOLLO
94
NAVANA
87
HAMKO
6
13
94
B2B
LUCAS
93
86
Mid
829
LUCAS
GREEN
Satisfaction on after sales service
Base
6
VOLVO
90
10
282
VOLVO
97
RANGS
90
10
20
RANGS
100
0
37
GLOBATT
100
0
GLOBATT
84
14
3
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-2194
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T2B- Very satisfied B2B- Very dissatisfied
Satisfaction level is high for
Hamko among MC owners
& high for Globatt & spark
among the rest users
Satisfaction (Users)
Overall satisfaction
Satisfaction on behavior of retailer
T2B
Mid
B2B
T2B
Mid
Base
Satisfaction on company
T2B
B2B
Mid
B2B
LUCAS
97
3
95
4
96
3
829
SPARK
98
2
96
22
98
2
129
GREEN
92
71
86
13 1
90
9 1
98
EXIDE
95
5
89
55
87
11 3
38
APOLLO
96
21
96
4
96
31
163
NAVANA
97
11
94
6
97
3
3
159
3
97
51
HAMKO
97
3
97
41
96
31
94
100
0
100
0
95
5
100
0
100
0
97
3
VOLVO
95
RANGS
GLOBATT
373
282
20
37
Overall satisfaction is high for Globatt & Rangs whereas low for Green
Base-2194
By MRB Bangladesh
T2B- Very satisfied
B2B- Very dissatisfied
15
Overall business & Profit Margin (Traders)
Overall Business
T2B
Mid
LUCAS
88
SPARK
86
GLOBATT
Profit Margin
Base
B2B
HAMKO
70
NAVANA
71
BT
19
60
GLOBATT
3
125
HAMKO
3
100
VOLVO
79
APOLLO
38
GASTON
8
50
RANGS
7
73
NAVANA
19
BT
26
EXIDE
57
GREEN
8
22
22
11
62
GREEN
2
21
79
EXIDE
SPARK
21
76
RANGS
104
13
73
GASTON
4
20
76
APOLLO
LUCAS
11
84
VOLVO
121
10 2
78
31
95
T2B-Very Good/ Good B2B- Very bad/ Bad
T2B
3
11
8
5
Base-183
Mid
B2B
84
11
76
5
22
88
86
2
12
10
80
4
14
72
6
20
68
8
24
8
78
20
75
2
16
79
5
69
8
16
23
8
91
5 4
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
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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
By MRB Bangladesh
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%
17
Satisfaction on Quality and Sales Person (Traders)
Satisfaction on Quality of the Product
T2B
LUCAS
Base
9
73
71
APOLLO
73
18
9
10
16
13
19
66
RANGS
13
13
82
VOLVO
12
14
68
HAMKO
GASTON
B2B
79
SPARK
GLOBATT
Mid
Satisfaction on Company Sales Persons Behavior
18
76
8
16
14
10
T2B
LUCAS
82
5
13
104
SPARK
82
5
13
60
GLOBATT
125
HAMKO
100
VOLVO
79
APOLLO
38
GASTON
50
RANGS
73
NAVANA
73
11
16
74
11
16
64
BT
63
16
21
19
BT
EXIDE
65
12
23
26
EXIDE
57
GREEN
GREEN
70
16
16
14
B2B
121
NAVANA
19
Mid
T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied
70
8
22
76
13
73
11
13
81
66
14
9
16
18
80
65
72
14
15
6
19
12
16
Base-183
Highest satisfaction on product quality is for Hamko and for Company sales persons behavior is for Lucas, Spark, Apollo and Rangs
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18
Satisfaction on Pre Sales Service & After Sales Service (Traders)
Satisfaction on Pre Sales Service
T2B
LUCAS
75
SPARK
73
GLOBATT
62
Mid
Satisfaction on After Sales Service
Base
B2B
HAMKO
VOLVO
APOLLO
15
63
EXIDE
62
GREEN
67
14
104
SPARK
76
13
11
60
GLOBATT
125
HAMKO
100
VOLVO
79
APOLLO
38
GASTON
50
RANGS
73
NAVANA
71
21
19
BT
68
23
26
EXIDE
57
GREEN
12
9
16
14
71
BT
12
17
21
74
NAVANA
12
13
63
RANGS
76
10
78
GASTON
LUCAS
22
68
12
16
15
14
B2B
121
13
78
Mid
12
12
17
T2B
12
16
19
67
15
18
78
12
71
17
78
12
11
63
10
18
18
74
50
20
14
61
6
15
16
16
35
T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied
15
14
25
Base-183
Satisfaction on Pre and after sales service is high for Hamko and Apollo whereas that is low for Exide and Green
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19
Satisfaction on Distribution and Warranty (Traders)
Satisfaction on Product Distribution
T2B
LUCAS
Mid
Likability of the Warranty
B2B
79
SPARK
60
78
VOLVO
66
RANGS
68
NAVANA
70
14
104
SPARK
68
17
60
GLOBATT
67
125
HAMKO
100
VOLVO
79
APOLLO
38
GASTON
61
50
RANGS
62
73
NAVANA
63
19
BT
12
16
72
GASTON
LUCAS
10
68
APOLLO
121
14
23
HAMKO
15
6
71
GLOBATT
T2B
Base
16
15
8
13
26
22
11
10
19
BT
63
EXIDE
65
12
23
26
EXIDE
GREEN
67
11
23
57
GREEN
11
26
T2B-Very satisfied/satisfied B2B-Very dissatisfied/ dissatisfied
Mid
B2B
74
11
14
17
13
20
77
12
70
13
14
11
21
18
28
10
18
68
19
11
21
35
49
11
17
75
38
15
27
23
28
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.
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Satisfaction on Replacement (Traders)
Satisfaction on Product replacement after placing any complain
T2B
LUCAS
Base
B2B
70
SPARK
20
74
GLOBATT
80
HAMKO
81
VOLVO
10
121
19
7
104
12
8
60
14
76
APOLLO
68
GASTON
68
RANGS
Mid
16
4
18
58
13
36
15
BT
74
11
54
19
68
79
50
19
16
26
27
T2B-Very short time/short time B2B- Very long time/long time
100
73
12
25
125
38
6
73
GREEN
8
28
NAVANA
EXIDE
5
7
57
Base-183
Satisfaction on Product Replacement after placing the complain is high for Globatt and Hamko and low for Exide, Rangs,
Gaston, Green & Apollo
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Lowest score
Comparatively low score
Highest score
Satisfaction Summary (Users)
Average
Parameters
LUCAS
SPARK
GREEN
EXIDE
APOLLO
NAVANA
HAMKO
VOLVO
RANGS
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
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GLOBATT
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
complain
By MRB Bangladesh
23
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Others
Summary
By MRB Bangladesh
24
Awareness among Users & traders
98
88
Lucas has the highest
awareness among CV
owners & MC owners (99%)
TOM
Spont
69
36
LUCAS
4
4
SPARK
GREEN
100
97
80
1 5
15
APOLLO
TOM
92
96
LUCAS
HAMKO
VOLVO
VOLVO
10
Traders
56
51
SPARK
APOLLO
5
GREEN
71
68
32
29
4
NAVANA
Base183
45
23
5
GLOBATT
Total awareness
70
9
10
1
RANGS
85
73
15
13
HAMKO
Base2086
22
1
Spont
97
46
20
17
NAVANA
59
27
35
7
4
EXIDE
50
36
26
13 18
Users
71
70
67
64
51
45
99
86
Total awareness
3
RANGS
3
12
BT
21
3
10
EXIDE
2
GLOBATT
2
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.
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Familiarity of
Hamko is higher
among MC and CV
owners/drivers
Familiarity(Users)
Heard only name
8% 2%
23%
Heard a bit but never used
7%
8%
34%
25%
29%
23%
25%
36%
40%
42%
67%
42%
17%
LUCAS
SPARK
GREEN
Familiarity of Lucas
(74%), Navana (67%), and
Volvo (53%) is highest
among MC Owners
Heard a lot but never used
19%
33%
6%
8%
24%
26%
28%
29%
Heard a lot & Used it
36%
43%
38%
24%
18%
21%
18%
16%
24%
EXIDE
APOLLO
NAVANA
42%
37%
HAMKO
18%
18%
8%
VOLVO
RANGS
25%
Base-2086
14%
GLOBATT
Availability in the Market (Spont. by the Traders)
99%
100%
96%
96%
65%
LUCAS
SPARK
GLOBATT
HAMKO
VOLVO
Availability
90%
65%
APPOLO
GASTON
78%
RANGS
92%
NAVANA
37%
45%
BT
EXIDE
62%
Base-183
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
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While Green is only relevant to MC owners,
the consideration for Lucas, Navana and
Volvo is also highest among the MC users
Consideration(Users)
I will never use this brand
1%13% 3%
Might Consider
6%
6%
5%
4%
31%
24%
26%
30%
31%
29%
36%
22%
15%
8%
15%
6%
22%
10%
23%
17%
8%
2%
17%
8%
GREEN
EXIDE
APOLLO
NAVANA
HAMKO
VOLVO
RANGS
GLOBATT
6%
SPARK
3%
10%
30%
LUCAS
Only brand that I will Consider
12%
42%
44%
Among 2-3 brands
17%
15%
16%
39%
Among many Brands
35%
12%
14%
17%
28%
30%
37%
26%
46%
34%
35%
Base-2086
35%
Availability in the Store (Traders)
68%
Availability
69%
57%
56%
44%
34%
40%
22%
LUCAS
SPARK
GLOBATT
HAMKO
VOLVO
APPOLO
GASTON
27%
RANGS
NAVANA
Base-183
33%
10%
15%
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.
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Usage(Users)
Ever Used
Used in last 12 months
71%
45%
33%
22%
LUCAS
14%
6%
8% 6%
SPARK
GREEN
12%
3% 1%
EXIDE
6%
APOLLO
20%
30%
16%
9%
NAVANA
4%
HAMKO
VOLVO
1%
RANGS
4% 2%
GLOBATT
Base-2086
Lucas has been used by most of the users
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Recommendation
Users
Recommend
Mostly recommend
MOUB
Lucas was
recommended mostly
by the MC owners (57%)
67%
Lucas is the most often
used brand to the MC
owners (57%)
43% 43%
LUCAS
12%
4% 5%
8% 5% 5%
SPARK
GREEN
3% 1%
11%
1%
EXIDE
18%
7% 7%
5% 5%
APOLLO
NAVANA
29%
17% 17%
Base-2086
26%
13% 13%
HAMKO
VOLVO
3% 1% 1%
3% 2% 1%
RANGS
GLOBATT
Traders
Recommend
79%
Mostly Sold Brand
Base-183
73%
58%
56%
40%
Mostly recommend
38%
33%
18%
16%
27%
22%
28%
4% 5%
LUCAS
52%
SPARK
GLOBATT
HAMKO
18%
14%
VOLVO
15%
14%
APPOLO
15%
2%2%
GASTON
21%
4%4%
RANGS
5% 6%
NAVANA
38%
17%
4% 4%
EXIDE
13%
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
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13%
Consumer disposition funnel (Users)
40%
56%
1%
5%
42%
45%
12%
3%
71%
25%
73%
21%
12%
97%
99%
98%
56%
83%
64%
15%
Lucas
Exide
2%
18%
47%
4%
17%
22%
33%
5%
54%
14%
49%
70%
Globatt
Hamko
35%
21%
65%
97%
22%
88%
Apollo
68%
96%
94%
69%
Spark
By MRB Bangladesh
Awareness
Base-2086
30
Consideration
Ever used
Last purchased
Consumer disposition funnel (Users)
5%
14%
56%
45%
8%
30%
44%
49%
67%
17%
94%
71%
18%
Green
95%
Volvo
7%
1%
31%
22%
4%
36%
61%
24%
14%
29%
90%
83%
67%
35%
Navana
Rangs
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Awareness
Base-2086
31
Consideration
Ever used
Last purchased
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Imagery (Users)
Summary
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32
Category Important Attribute (top 10) (Users)
By MRB Bangladesh
Attribute
Rank
Durable
1
Famous battery/Popular
2
Manufactured by a renowned company
3
Gives good warranty
4
Good design
5
Good quality
6
High/Modern technology
7
VFM
8
Widely available
9
Nice color
10
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
T2B (Familiarity)
LUCAS
SPARK
GREEN
EXIDE
APOLLO NAVANA HAMKO
VOLVO
RANGS GLOBATT
Durable
Famous battery/Popular
Manufactured by a renowned company
Gives good warranty
Good design
Good quality
High/Modern technology
VFM
Widely available
Nice color
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35
Brand Imagery Of Rahimafrooz Brands (Users)
LUCAS
SPARK GLOBATT
LUCAS
SPARK GLOBATT
Durable
72%
43%
41%
Perfect Size
51%
31%
28%
Famous Battery
65%
37%
34%
Low Price
43%
26%
26%
Manufactured By A Renowned Company
62%
38%
35%
Reliable
54%
29%
28%
Innovative
52%
31%
29%
Made According To Customers’ Requirement
50%
28%
25%
Gives Good Warranty
65%
42%
41%
Low Maintenance Cost
51%
28%
30%
Good Quality
59%
34%
30%
No Need To Give Charge Frequently
56%
28%
27%
High Technology Based
52%
30%
29%
No Need To Give Water Frequently
54%
31%
27%
VFM
55%
30%
27%
Battery Never Gets Down Easily
55%
28%
28%
Nice Colour
46%
27%
28%
No Hassle To Use
52%
27%
27%
Trustworthy
58%
33%
29%
Active
51%
28%
28%
Widely Available
61%
38%
33%
Unique
48%
24%
23%
Safe
57%
31%
30%
Provides Best After Sales Service
50%
27%
25%
International Brand
53%
30%
29%
This Is For Me
47%
24%
24%
Provides Good Service
59%
32%
30%
Have Enriched Product Portfolio
45%
25%
23%
Have Less Complains Against It
53%
27%
27%
Is A Premium Brand
48%
25%
29%
Drivers Like
52%
26%
26%
Is Highly Recommended By Experts
50%
25%
28%
Good Design
47%
30%
29%
Exciting Consumer Promotions
41%
22%
24%
By MRB Bangladesh
36
Credit Facility & Gift (Traders)
70% retailers received gifts form company
Give Credit Facility
Which brands give gifts
% of Retailer receiving credit facility
HAMKO
LUCAS
SPARK
VOLVO
NAVANA
GLOBATT
APOLLO
RANGS
GREEN
% of Retailer receiving gifts
HAMKO
LUCAS
SPARK
VOLVO
NAVANA
APPOLO
GLOBATT
RANGS
GREEN
GASTON
40%
36%
32%
30%
23%
17%
17%
14%
14%
Base-183
50%
49%
41%
40%
29%
28%
22%
19%
19%
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
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37
Alternative Brand & Type of Outlet to Purchase
(Users)
Alternative Brand
5%
LUCAS
VOLVO
1% 1%
2%
HAMKO
35%
Local dealer
Outlet where many brands are available
Outside area dealers
SPARK
0%3%
2%
1%
41%
38%
55%
NAVANA
5%
APOLLO
GREEN
9%
15%
11%
15%
18%
37%
11%
0%
2%
30%
41%
5%
1%
35%
17%
13%
16%
GLOBATT
EXIDE
4%
0%
Show room/shop/ show room
From company
46%
25%
19%
50%
24%
30%
GREEN
EXIDE
1%
2%
31%
26%
4%
0%
0%
5%
37%
35%
19%
35%
41%
40%
NAVANA
HAMKO
VOLVO
5%
3%
38%
5%
16%
55%
38%
RANGS
LUCAS
SPARK
APOLLO
RANGS
GLOBATT
Base-2086
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.
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38
Alternative Brands of Some Brands (Users)
Alternative Brands
Last purchased Brands
LUCAS
SPARK
GREEN
EXIDE
Base
829
129
98
38
163
159
373
282
20
37
LUCAS
0%
57%
68%
39%
51%
57%
63%
53%
70%
70%
SPARK
20%
0%
8%
11%
12%
5%
3%
5%
0%
5%
GREEN
10%
3%
0%
29%
4%
0%
1%
0%
0%
0%
EXIDE
2%
2%
8%
0%
0%
1%
0%
0%
0%
0%
APOLLO
9%
5%
10%
3%
0%
2%
2%
5%
0%
0%
NAVANA
11%
12%
0%
0%
4%
0%
10%
12%
5%
5%
HAMKO
23%
9%
2%
8%
11%
14%
0%
20%
10%
8%
VOLVO
20%
11%
0%
3%
16%
17%
19%
0%
10%
11%
RANGS
1%
1%
0%
0%
1%
3%
1%
3%
0%
0%
GLOBATT
3%
0%
0%
0%
0%
1%
1%
1%
5%
0%
By MRB Bangladesh
APOLLO NAVANA HAMKO VOLVO
RANGS GLOBATT
39
Reasons for purchasing from the outlets
(Users)
TOP
LUCAS
SPARK
GREEN
EXIDE
APOLLO
NAVANA
HAMKO
VOLVO
RANGS
GLOBATT
Familiar shop/outlet
68%
73%
61%
70%
79%
62%
69%
70%
80%
57%
Provides discount
27%
27%
17%
7%
23%
25%
24%
21%
10%
14%
Good after sales service
41%
48%
33%
33%
44%
39%
50%
42%
40%
35%
Retailer behaves well towards Users
19%
17%
24%
15%
23%
18%
22%
22%
25%
22%
Provides real battery
48%
37%
52%
30%
43%
45%
49%
42%
25%
46%
Provides credit facility
15%
14%
18%
15%
16%
15%
14%
9%
20%
5%
Accepts credit/debit card
3%
3%
2%
0%
4%
5%
2%
2%
10%
0%
Right price
46%
41%
40%
41%
34%
42%
43%
32%
20%
38%
Nearest place
21%
31%
24%
15%
19%
23%
22%
20%
40%
16%
By MRB Bangladesh
40
Important attributes & Most important attribute (Users)
Most important attribute
Important attributes
84%
Durable
55%
Good warranty
42%
Good quality
37%
Low price
30%
VFM
28%
No need to give charge frequently
Famous battery
27%
Safe
26%
Battery never gets down easily
25%
No need to top up with water
frequently
25%
Gives discount
Experienced with
8%
Good quality
45%
Reliable
41%
Durable
VFM
6%
Good warranty
6%
Reliable
6%
Worldwide trustworthy country
made
4%
Low price
3%
Provides best after sales service
3%
Experienced with
3%
Battery never gets down easily
2%
No need to give charge
frequently
2%
Safe
2%
23%
20%
According to users Durability is the most important attribute of a Battery followed by Good Quality, VFM & Good warranty.
Base-2086
By MRB Bangladesh
41
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Source Of Awareness
Summary
By MRB Bangladesh
42
Source of Awareness (Users)
Base-2086
TOP
On bus/
Bus stop
Shop
leaflet/
paper/
brochure
Radio
21%
24%
21%
6%
6%
33%
8%
10%
55%
46%
18%
15%
17%
15%
4%
3%
22%
7%
8%
39%
17%
18%
19%
16%
21%
3%
4%
24%
3%
4%
11%
16%
15%
14%
12%
16%
4%
6%
16%
4%
APOLLO
13%
14%
17%
14%
16%
13%
3%
3%
18%
NAVANA
21%
15%
17%
10%
12%
14%
7%
4%
HAMKO
21%
18%
19%
18%
20%
16%
4%
VOLVO
19%
16%
17%
16%
21%
13%
RANGS
13%
14%
14%
11%
10%
GLOBATT
18%
20%
16%
10%
12%
Newspaper/
Magazine
Holding/
Wall
Bill board painting
TV
LUCAS
30%
28%
25%
SPARK
17%
15%
GREEN
17%
EXIDE
Hanging
ad/Banner
Internet
/ backlit
signboard
Road
show
From
Shop sign/
words of
shopkeep
Mechanics
Flange
mouth
er
others
None
39%
2%
2%
38%
27%
2%
5%
46%
37%
37%
1%
6%
6%
35%
33%
25%
4%
9%
4%
6%
32%
31%
23%
2%
7%
20%
6%
8%
34%
42%
26%
2%
9%
3%
24%
6%
9%
45%
42%
32%
4%
5%
4%
3%
21%
5%
9%
40%
39%
29%
3%
5%
11%
4%
3%
16%
4%
6%
30%
35%
21%
3%
11%
18%
7%
4%
20%
6%
7%
28%
37%
20%
1%
8%
Major source of awareness comes from the shopkeepers & the words of mouth
By MRB Bangladesh
43
Exposure to Any Battery Communication (Traders)
Any battery communication
Yes
20%
No
Base-183
80%
Source of Awareness
58%
52%
Base-147
46%
44%
40%
33%
31%
27%
20%
11%
7%
4%
80% traders have been exposed to battery advertisement & their main source of awareness is from the company person followed by TV
By MRB Bangladesh
44
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Maintenance
Summary
By MRB Bangladesh
45
Maintenance Cost
Top up battery with water
18%
Yes
No
82%
Base-2086
Is there any maintenance cost?
Maintenance cost
per battery
10%
23%
49%
51%
Yes
Base-2086
67%
No
less than 200 taka
201-500 taka
above 500 taka
Base-1058
By MRB Bangladesh
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Replacement
Summary
By MRB Bangladesh
47
Replacement (Users)
Base-2194
Needed any replacement
Yes
No
86%
93%
89%
95%
93%
86%
86%
87%
90%
78%
14%
LUCAS
7%
SPARK
11%
GREEN
5%
EXIDE
7%
APOLLO
14%
NAVANA
14%
HAMKO
13%
VOLVO
10%
RANGS
22%
Time taken to replace the
battery
T2B
B2B
Base
79
LUCAS
21
82
NAVANA
18
80
HAMKO
VOLVO
MID
72
GLOBATT
16
22
1
117
0
22
4
51
6
36
Base-274
T2B- Very short time/ B2B- Very long time
12% of the respondents had to replace the last purchased brand and Companies didn’t take much time for the replacement
By MRB Bangladesh
48
Time taken to provide the battery after placing an order
(Traders)
Time taken to provide battery after placing the order
T2B
LUCAS
SPARK
GLOBATT
HAMKO
VOLVO
APOLLO
GASTON
RANGS
NAVANA
BT
EXIDE
GREEN
83
78
80
79
81
85
82
76
78
89
77
72
Mid
B2B
Base
12 6
16
6
10
10
15
6
9
10
13 3
16
3
22
2
14
8
5 5
12
12
18
11
121
104
60
125
100
79
38
50
73
19
26
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
49
Frequency of Product Delivery
Once in 2-3 days
2
3
6
4
78%
18
17
17
17
once in a week
3
0
17
73%
22
3
6
80%
once in two weeks
4
8
15
20
76%
0
18
1
8
11
19
20
once in a month
0
0
8
79%
20
69%
29
13
32
40
44
40
34
42
43
37
(Traders)
once in two months
4
10
82%
11
5
19
72%
19
21
16
LUCAS
12
SPARK
18
GLOBATT
22
HAMKO
14
VOLVO
0
4
4
5
35
67%
23
33
33
26
26
30
21
Don't come
35
16
16
10
15
21
APOLLO
GASTON
RANGS
NAVANA
BT
4
EXIDE
21
11
GREEN
The product delivery frequency is high for Gaston and Globatt
By MRB Bangladesh
50
68%
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Communication with Call center
Summary
By MRB Bangladesh
51
Communication with Call center (Users)
Approached to Call Center
2%
Could reach to Call Center
Yes
No
Yes
20%
98%
No
80%
Base-2194
Low Base-51
Only 2% of the total respondents has approached to call center and 80% of the them could reach to call center
By MRB Bangladesh
52
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Others
Summary
By MRB Bangladesh
53
Base-2086
Result Summary (Users)
TOM
Total
Consideration Ever used
Awareness
Bottom
TOP
Used in last
12 months
MOUB
Last
Recommend Mostly
purchase
others
recommend
brand
Satisfaction
on last
purchase
brand
LUCAS
45%
98%
97%
71%
45%
43%
67%
43%
40%
97%
SPARK
4%
69%
65%
14%
6%
5%
12%
4%
5%
99%
GREEN
4%
18%
17%
8%
6%
5%
8%
5%
5%
93%
EXIDE
1%
15%
12%
3%
1%
1%
3%
1%
1%
93%
APOLLO
4%
64%
56%
12%
6%
5%
11%
5%
5%
98%
NAVANA
7%
67%
61%
22%
9%
7%
18%
7%
7%
98%
HAMKO
17%
70%
68%
33%
20%
17%
29%
17%
18%
97%
VOLVO
13%
71%
67%
30%
16%
13%
26%
13%
14%
97%
RANGS
1%
35%
29%
4%
1%
1%
3%
1%
1%
95%
GLOBATT
1%
22%
22%
4%
2%
1%
3%
2%
2%
100%
By MRB Bangladesh
T2B
54
Base-183
Result Summary(Traders)
TOP
Bottom
TOM
Total Awareness
Available in the
store
Recommend
others
Mostly
recommend
Mostly sold
brand
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
Overall business Profit margin
T2B
55
Summary (Users)
Brand health:
 Lucas is the distant leader in terms of TOMA (45%). Thus highest awareness for Lucas (98%) followed
by Hamko (70%) and Volvo (71%)
 67% users have heard a lot about Lucas followed by Hamko (42%) & Green ( 42%)
 44% 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 convert 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 and the words of mouth.
By MRB Bangladesh
56
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
57
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
58
Thank You
Your Contact:
Specialist Team
A N M Ziaul Islam Mithu
Group Business Director
ziaul.islam@mrbglobalbd.com
© 2016 MRB – All rights reserved.
59