Duracell Relaunch Rechargeable Strategy in the Spanish Market
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The document discusses Duracell's plans to relaunch their rechargeable battery portfolio in Spain. The objectives are to grow their rechargeable business in Spain and increase consumer awareness of rechargeable battery benefits over alkaline batteries. A SWOT analysis identifies strengths in brand recognition and product quality, but weaknesses in consumer unawareness and price sensitivity. Opportunities exist in sustainability awareness, while threats include alternative products and competition from Energizer and retail brands. The implementation plan includes new pricing, point-of-sale displays, promotions, and a budget allocation focused on TV, in-store, and online advertising.
Duracell Relaunch Rechargeable Strategy in the Spanish Market
- 2. CAMPAIGN OBJECTIVES • Relaunch Rechargeable Portfolio • Grow in the Spanish market • Inform consumers about rechargeable benefits
- 3. SWOT ANALYSIS Strengths: - Market leader - Brand recognition - Product Quality - Less environmental impact over alkaline batteries - Savings (Time and Money) Weaknesses: - Consumer unawareness of rechargeable benefits - High price sensitivity - Impulsiveness of the customers - High Substitutes offer
- 4. SWOT ANALYSIS 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
- 6. DESCRIPTION OF OUR CONSUMER Parents: - 35-50 years old - Want to satisfy children’s needs - Looking for value/money Who? Electronics/Toys distributors: - InStore - Online Where? Seasonal Purchase: - Christmas - Birthdays When?
- 7. TARGETING & SEGMENTATION • High Quality batteries • Loyal consumer BONDERS: • Cheap for normal Devices • Premium for main Devices SAVVIES: • Concerned about Savings • Sensitive to Environment INVESTORS
- 9. DROPPING THE SUPREME LINE BASIC STAYCHARGEDSUPREME • NO QUALITY DIFFERENTIATION • PRICE RANGE NOT BROAD • AMBIGUOUS INCENTIVE TO PURCHASE
- 13. BUNNY.POWER P R O M O T I O N S
- 18. 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 EMOTICON STILL GOING STRONG
- 19. BUDGET ALLOCATION 2% 65%3% 1% 2% 27% Disney World TV Advertisement Emoticons Plant a tree Event Youtube In-Store
- 20. POWER US WITH YOUR QUESTIONS