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Amara Raja Batteries |
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Background
Amara Raja's Amaron Hi-Way truck batteries catered to the heavy commercial vehicles (HCV) segment, but it found itself as one of the marginal players in this market segment with low product visibility and brand awareness
Accentiv' India
Contact :S-10, 3rd Floor, Green Park Extension Market
110016 New Delhi
+91 11 42399804
accentiv-in@edenred.com
http://www.accentiv.co.in
Objectives
Increase awareness and visibility of Hi-Way batteries
Develop a healthy relationship with fleet owners on a one-to-one basis
Educate fleet owners about its product line, policies and procedures
Enroll and educate the key influencers segment about Amaron Hi-Way batteries so that they can recommend this product to the fleet owners
Action plan
Customer Relationship Management Program
o Market Research and Analysis
o Single CRM program both for fleet owners and auto electricians
o Promotional activities to raise the brand awareness
Results
Captured the market share and gained high level of product acceptance
High level of repeat purchases and enjoyed customer trust and confidence
Increase in sales by 200%
Targets
Fleet Owners and auto electricians
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