duracell relaunch rechargeable strategy in the spanish market
TRANSCRIPT
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DURACELL RECHARGEABLERELAUNCH
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CAMPAIGNOBJECTIVES
• Relaunch Rechargeable Portfolio
• Grow in the Spanish market
• Inform consumers about rechargeable
benefits
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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
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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
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SEGMENTATIONANALYSIS
Electronic devices
Children
Parentsas mainBuyers
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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?
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TARGETING &SEGMENTATION
• High Quality batteries
• Loyal consumer
BONDERS:
• Cheap for normal Devices
• Premium for main Devices
SAVVIES:
• Concerned about Savings
• Sensitive to Environment
INVESTORS
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IMPLEMENTATION PLAN
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DROPPING THESUPREME LINE
BASIC STAYCHARGEDSUPREME
• NO QUALITY DIFFERENTIATION
• PRICE RANGE NOT BROAD
• AMBIGUOUS INCENTIVE TO PURCHASE
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SEASONALITY &CANNIBALIZATION
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NEW PRICINGSTRATEGY
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POINT-OF-SALEIN-STORE & ONLINE
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BUNNY.POWERP R O M O T I O N S
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POWER A
TREEEVENT
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NATUREPOWERSTHE WORLD
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LET DURACELLPOWER THE REST
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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
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BUDGET ALLOCATION
2%
65%3%
1%
2%
27%
Disney World
TV Advertisement
Emoticons
Plant a tree Event
Youtube
In-Store
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POWER US WITH YOUR QUESTIONS