duracell relaunch rechargeable strategy in the spanish market

DURACELL RECHARGEABLERELAUNCH

CAMPAIGNOBJECTIVES

• Relaunch Rechargeable Portfolio

• Grow in the Spanish market

• Inform consumers about rechargeable

benefits

SWOTANALYSIS

Strengths:

- Market leader

- Brand recognition

- Product Quality

- Less environmental impact over alkaline batteries

- Savings (Time and Money)

Weaknesses:

- Consumer unawareness ofrechargeable benefits

- High price sensitivity

- Impulsiveness of the customers

- High Substitutes offer

SWOTANALYSIS

Opportunities:

- Growth of the Rech. Market

- Incresing differentiation demand

- Increasing consciousness of sustainability

Threats:

- Increasing offer of products that do not use batteries

- Energizer has a strong image regarding the rechargeable segment

- Retail brands low price strategy is eroding our established market

SEGMENTATIONANALYSIS

Electronic devices

Children

Parentsas mainBuyers

DESCRIPTION OF OUR CONSUMER

Parents:

- 35-50 years old

- Want to satisfy children’s needs

- Looking for value/money

Who?Electronics/Toysdistributors:

- InStore

- Online

Where?SeasonalPurchase:

- Christmas

- Birthdays

When?

TARGETING &SEGMENTATION

• High Quality batteries

• Loyal consumer

BONDERS:

• Cheap for normal Devices

• Premium for main Devices

SAVVIES:

• Concerned about Savings

• Sensitive to Environment

INVESTORS

IMPLEMENTATION PLAN

DROPPING THESUPREME LINE

BASIC STAYCHARGEDSUPREME

• NO QUALITY DIFFERENTIATION

• PRICE RANGE NOT BROAD

• AMBIGUOUS INCENTIVE TO PURCHASE

SEASONALITY &CANNIBALIZATION

NEW PRICINGSTRATEGY

POINT-OF-SALEIN-STORE & ONLINE

BUNNY.POWERP R O M O T I O N S

POWER A

TREEEVENT

NATUREPOWERSTHE WORLD

LET DURACELLPOWER THE REST

Mom: sleeping, honey? 00:12

Me: studying all night 00:17

Mom: That’s my girl!! 00:19

Me: 00:17

Mom: You will kick butt! 00:19

EMOTICONSTILL GOING STRONG

BUDGET ALLOCATION

2%

65%3%

1%

2%

27%

Disney World

TV Advertisement

Emoticons

Plant a tree Event

Youtube

In-Store

POWER US WITH YOUR QUESTIONS