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
Traders
51
30
20
21
13
20
20
Users
683
427
161
155
168
150
152
Bogra
Total
8
183
1,896
Booster
97
Users
Users
Dhaka
CTG
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
Sylhet Rangpur Rajshahi Barisal Khulna
Bogra
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
Hamko among MC owners
& high for Globatt & spark
among the rest users
Last purchased Brand
1% 2%
13%
42%
Share of Lucas
(46%) in the last
purchased brand
is the highest
among the PC
owners
18%
7%
5%
4%
T2B
Mid
Base
B2B
LUCAS
98
2
797
SPARK
99
1
76
GREEN
93
6 1
98
EXIDE
92
4 4
25
APOLLO
97
3
78
NAVANA
98
2
124
HAMKO
97
21
344
251
4%
1%
Satisfaction
LUCAS
SPARK
GREEN
EXIDE
APOLLO
VOLVO
96
22
NAVANA
HAMKO
VOLVO
RANGS
GLOBATT
RANGS
94
6
GLOBATT
Base-1896
17
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.
By MRB Bangladesh
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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
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Satisfaction on Battery Retailers (Users)
Satisfaction on service of retailers
T2B
LUCAS
Mid
95
SPARK
98
GREEN
92
Satisfaction on knowledge of retailers
Base
T2B
B2B
Mid
B2B
798
LUCAS
92
7 1
11
92
SPARK
93
7
6 2
98
GREEN
5
88
11
1
EXIDE
97
3
36
EXIDE
94
6
APOLLO
99
1
130
APOLLO
95
41
NAVANA
96
4
141
NAVANA
92
7 1
HAMKO
97
21
344
251
17
37
HAMKO
94
6
VOLVO
94
RANGS
51
100
GLOBATT
95
5
VOLVO
90
10
RANGS
94
6
GLOBATT
95
5
Satisfaction is high for Rangs on “service of retailers” and for Apollo & Globatt on “knowledge of retailers”
Base-1993
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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
Satisfaction on after sales service
Base
T2B
B2B
Mid
B2B
LUCAS
92
8
798
LUCAS
95
5
SPARK
92
8
92
SPARK
96
31
1
98
GREEN
3
36
EXIDE
130
APOLLO
95
5
1
141
NAVANA
94
6
61
344
251
17
37
HAMKO
97
3
VOLVO
95
32
GREEN
86
EXIDE
13
97
APOLLO
93
NAVANA
86
HAMKO
7
13
93
VOLVO
89
10
RANGS
88
12
GLOBATT
84
14
3
86
13
89
6 6
RANGS
100
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
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T2B- Very satisfied B2B- Very dissatisfied
1
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
798
LUCAS
96
3
97
3
96
4
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
3
95
5
97
3
VOLVO
95
41
97
3
94
51
RANGS
100
100
94
6
GLOBATT
100
100
97
3
344
251
17
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
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
By MRB Bangladesh
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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
89
Lucas has the highest
awareness among CV
owners & MC owners (99%)
TOM
Spont
68
Total awareness
49
48
34
LUCAS
99
86
14
20
3
5
SPARK
GREEN
100
1 5
97
80
16
APOLLO
LUCAS
HAMKO
VOLVO
VOLVO
9
Traders
56
51
SPARK
APOLLO
5
GREEN
71
68
32
29
4
NAVANA
Base183
45
23
5
GLOBATT
Total awareness
70
9
9
1
RANGS
85
73
15
HAMKO
Spont
97
46
20
1
NAVANA
Base1896
20
12
6
TOM
92
96
33
17
3
EXIDE
47
34
24
59
27
69
68
65
63
Users
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
7% 2%
Heard a bit but never used
7%
22%
8%
30%
25%
33%
25%
36%
25%
40%
44%
70%
42%
15%
LUCAS
SPARK
GREEN
Familiarity of Lucas
(74%), Navana (67%), and
Volvo (53%) is highest
among MC Owners
Heard a lot but never used
7%
20%
8%
23%
32%
Heard a lot & Used it
36%
27%
41%
28%
28%
38%
25%
17%
21%
17%
14%
EXIDE
APOLLO
NAVANA
28%
42%
24%
13%
36%
HAMKO
VOLVO
18%
8%
17%
RANGS
GLOBATT
Base-1896
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
By MRB Bangladesh
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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%11% 3%
Might Consider
6%
6%
16%
38%
42%
46%
15%
17%
14%
26%
31%
31%
Among 2-3 brands
31%
29%
22%
15%
7%
15%
5%
GREEN
EXIDE
APOLLO
5%
SPARK
5%
12%
24%
27%
34%
35%
22%
16%
18%
29%
37%
33%
3%
22%
45%
34%
24%
16%
9%
2%
20%
9%
HAMKO
VOLVO
RANGS
GLOBATT
10%
NAVANA
Only brand that I will Consider
4%
10%
34%
31%
LUCAS
Among many Brands
Base-1896
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
74%
47%
33%
21%
LUCAS
13%
5%
9%
6%
3% 1%
SPARK
GREEN
EXIDE
11%
4%
APOLLO
20%
29%
16%
8%
NAVANA
4%
HAMKO
VOLVO
1%
RANGS
4% 2%
GLOBATT
Base-1896
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%)
71%
Lucas is the most often
used brand to the MC
owners (57%)
45% 46%
LUCAS
12%
4% 4%
9% 5% 5%
SPARK
GREEN
3% 1%
10%
1%
EXIDE
18%
7% 6%
4% 4%
APOLLO
NAVANA
30%
17%17%
Base-1896
26%
13%13%
HAMKO
VOLVO
3% 1% 1%
3% 2% 2%
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)
42%
57%
1%
4%
41%
39%
11%
3%
74%
24%
76%
19%
13%
97%
99%
98%
54%
83%
63%
16%
Lucas
Exide
2%
18%
48%
4%
21%
19%
33%
4%
55%
13%
50%
68%
Globatt
Hamko
31%
21%
64%
96%
20%
86%
Apollo
66%
97%
94%
68%
Spark
By MRB Bangladesh
Awareness
Base-1896
30
Consideration
Ever used
Last purchased
Consumer disposition funnel (Users)
5%
13%
56%
46%
9%
29%
44%
49%
65%
19%
94%
69%
20%
Green
95%
Volvo
7%
1%
32%
21%
4%
35%
58%
23%
14%
27%
90%
82%
65%
33%
Navana
Rangs
By MRB Bangladesh
Awareness
Base-1896
31
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)
By MRB Bangladesh
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
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)
Attribute
LUCAS
SPARK
GREEN
Above Par
EXIDE
APOLLO
NAVANA
HAMKO
Below Par
VOLVO
At Par
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
HAMKO
LUCAS
SPARK
VOLVO
NAVANA
GLOBATT
APOLLO
RANGS
GREEN
40%
36%
32%
30%
23%
17%
17%
14%
14%
% of Retailer receiving gifts
HAMKO
LUCAS
SPARK
VOLVO
NAVANA
APPOLO
GLOBATT
RANGS
GREEN
GASTON
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
By MRB Bangladesh
36
Alternative Brand & Type of Outlet to Purchase
(Users)
Alternative Brand
1% 1%
LUCAS
HAMKO
VOLVO
2%
36%
5%
SPARK
NAVANA
5%
Local dealer
Outlet where many brands are available
Outside area dealers
1%3%
3%
1%
42%
42%
GREEN
APOLLO
9%
15%
10%
14%
18%
55%
12%
0%
36%
39%
LUCAS
SPARK
3%
3%
5%
1%
33%
38%
4%
0%
0%
6%
5%
3%
37%
41%
38%
28%
20%
6%
16%
38%
37%
HAMKO
VOLVO
1%
2%
33%
44%
23%
14%
16%
GLOBATT
EXIDE
4%
0%
Show room/shop/ show room
From company
27%
20%
24%
24%
GREEN
EXIDE
38%
29%
47%
38%
RANGS
APOLLO
NAVANA
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)
Most important attribute
Important attributes
84%
Durable
56%
Good warranty
42%
Good quality
39%
Low price
30%
VFM
28%
No need to give charge frequently
Famous battery
27%
No need to top up with water
frequently
26%
Safe
26%
Battery never gets down easily
Gives discount
Experienced with
25%
9%
Good quality
45%
Reliable
42%
Durable
VFM
7%
Good warranty
6%
Reliable
6%
Worldwide trustworthy country
made
4%
Low price
3%
Experienced with
3%
Battery never gets down easily
3%
Provides best after sales service
3%
No need to give charge
frequently
2%
Safe
2%
23%
21%
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
On bus/
Bus stop
Shop
leaflet/
paper/
brochure
Radio
22%
24%
22%
6%
6%
34%
8%
9%
56%
45%
18%
15%
16%
16%
4%
3%
23%
7%
7%
39%
17%
18%
19%
16%
21%
3%
4%
24%
3%
4%
11%
16%
16%
14%
12%
16%
4%
6%
16%
4%
APOLLO
13%
16%
17%
14%
15%
13%
2%
4%
20%
NAVANA
19%
18%
17%
11%
9%
15%
7%
5%
HAMKO
21%
20%
19%
19%
20%
17%
4%
VOLVO
20%
18%
17%
17%
19%
14%
RANGS
14%
17%
15%
12%
10%
GLOBATT
20%
23%
18%
10%
12%
Newspaper/
Magazine
Holding/
Wall
Bill board painting
TV
LUCAS
29%
30%
25%
SPARK
18%
16%
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%
37%
27%
2%
5%
46%
37%
37%
1%
6%
5%
34%
33%
25%
4%
8%
4%
4%
32%
29%
22%
3%
8%
22%
6%
7%
33%
38%
22%
3%
10%
3%
26%
6%
8%
45%
41%
32%
4%
5%
4%
3%
23%
5%
8%
40%
37%
28%
3%
5%
12%
4%
3%
18%
4%
6%
30%
31%
20%
3%
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
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
42
Report Structure
Background and Objective
Sample
C SAT
Brand Health Tracking
Maintenance
Summary
By MRB Bangladesh
43
Maintenance Cost
Top up battery with water
20%
Yes
No
80%
Base-1896
Is there any maintenance cost?
Maintenance cost
per battery
10%
24%
48%
52%
Yes
Base-1896
65%
No
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%
14%
LUCAS
7%
SPARK
11%
GREEN
6%
EXIDE
8%
APOLLO
15%
NAVANA
15%
HAMKO
14%
VOLVO
12%
RANGS
22%
Time taken to replace the
battery
T2B
MID
B2B
Base
78
LUCAS
GLOBATT
21
1
114
Base
Others
Spark-6
81
NAVANA
19
0
21
Green-11
Exide-2
Apollo-10
80
HAMKO
16
4
50
Rangs-2
Globatt-8
VOLVO
72
22
6
36
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
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
47
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
48
68%
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
3%
Could reach to Call Center
Yes
No
Yes
20%
97%
No
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)
TOM
Total
Considerati
Awareness
on
Ever used
Used in last
12 months
MOUB
Bottom
TOP
Last
Recommend Mostly
purchase
others
recommend
brand
Satisfaction
on last
Satisfaction
purchase on company
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
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
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%
Base-254
GLOBATT LUCAS
8%
6%
4%
VOLVO NAVANA HAMKO APOLLO
4%
None
3%
3%
3%
SPARK GASTON YUASA
Source of Awareness
TV
86%
Shop leaflet/
Hanging
Holding/ Bill Newspaper/
On bus/ Bus
paper/
ad/Banner/
Wall painting
board
Magazine
stop
brochure
backlit signb
19%
18%
16%
14%
10%
9%
Radio
Internet
Shop sign/
Flange
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%
Main message of the ad.
How much you have enjoyed
T2B
How much
enjoyed this ad
Mid
85%
B2B
16%
7%
6%
5%
A good battery
The battery seen in
advertisemen
Everyone should use it
9% 6%
Good battery
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%
Tea garden part
6%
I liked the ad
6%
5%
Car gets cankered Everything was good
Liked the Model
Base-68
87%
Nothing
Disliked Elements
4%
4%
1%
The car stops while the
battery is cankered
Suddenly the car stops
While giving water into
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
24%
Brand that Aired the ad.
Yes
No
Base-60
38%
17%
12%
8%
8%
5%
5%
3%
2%
2%
76%
YUASA
Base-254
LUCAS GLOBATT SPARK HAMKO APOLLO NAVANA VOLVO
RANGS Can't say
Source of Awareness
TV
85%
Hanging
Shop leaflet/
Hording/ Bill
Newspaper/
ad/Banner/
paper/
Wall painting
board
Magazine
backlit signb
brochure
28%
27%
20%
13%
7%
Internet
On bus/ Bus
stop
Road show
Radio
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
Main message of the ad.
How much you have enjoyed
T2B
Mid
B2B
15%
15%
7%
How much
enjoyed this ad
63%
24%
5%
Well service
Long Lasting Battery
14%
Good battery
Base-51
5%
Very strong
Increases the power
of the car
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%
Everything is good
I liked the ad
5%
5%
Theme of the
advertisement
Good face
Base-51
Disliked Elements
88%
Nothing
2%
2%
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%
Base-397
Source of Awareness
TV
81%
Newspaper/ Hording/ Bill
Magazine
board
22%
19%
Shop leaflet/ Hanging
paper/
ad/Banner/
brochure backlit signb
16%
14%
Internet
Wall
painting
On bus/ Bus
stop
Radio
Shop sign/
Flange
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
Base-96
No
94%
Main message of the ad.
How much you have enjoyed
T2B
Mid
14%
B2B
9%
How much
enjoyed this
ad
6%
73%
19%
4%
8%
Good battery
Base-96
6%
An advertisement of No need to give water Charge remains for a
battery
long time
Very strong
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%
Disliked nothing
By MRB Bangladesh
8%
5%
Suddenly the car stops
Battery becomes ruined
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
13%
Brand that Aired the ad.
Yes
No
Base-50
50%
14%
87%
Base-397
12%
YUASA NAVANA HAMKO
6%
LUCAS
6%
4%
2%
2%
2%
2%
VOLVO APOLLO SPARK GLOBATT RANGS Can't say
Source of Awareness
TV
58%
Shop leaflet/
Hanging
Newspaper/ Hording/ Bill
On bus/ Bus
paper/
ad/Banner/
Magazine
board
stop
brochure
backlit signb
36%
30%
26%
26%
22%
Internet
Radio
12%
8%
Wall painting Road show
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
Main message of the ad.
How much you have enjoyed
T2B
Mid
23%
B2B
16%
How much
enjoyed this ad
38%
52%
10%
Base-29
Very strong
Good battery
10%
10%
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
90%
Disliked nothing
Liked the Model
Healthy man
Powerful thing
Disliked Elements
7%
3%
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
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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
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Thank You
Your Contact:
Specialist Team
A N M Ziaul Islam Mithu
Group Business Director
ziaul.islam@mrbglobalbd.com
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