• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Duracell RayPak
 

Duracell RayPak

on

  • 831 views

Created a Duracell line extension called the Ray Pak.

Created a Duracell line extension called the Ray Pak.

Statistics

Views

Total Views
831
Views on SlideShare
830
Embed Views
1

Actions

Likes
0
Downloads
19
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Duracell RayPak Duracell RayPak Presentation Transcript

    • LINE EXTENSION FOR DURACELLDURACELL’S RAYPAKPresented by Alexandria Griffin
    • CONTENTS Solar Energy overview RayPak Intro RayPak Name Over communication Line Extension Concerns The Hole Competitors Positioning Slogan Target Segment Strengths and Concerns
    • WHAT IS SOLAR POWER? Power generated from the sun. The sun hits a solar panel, the solar panel then directs the energy created by the sun’s light to a storage container. Electronic devices can be charged through this energy. Usually for permanent locations – attached to buildings.
    • THE DURACELL RAYPAK – THE NEWEST ADDITION TO THE SMART POWER LINE - FOR AN EASIER FUTURE  New technology  Solar panels charge  Backpack organizes and protects
    • “Breakthrough products should not bear the house name.” pg. 158 THE NAME  Duracell meant battery power.  Duracell is trying to mean “portable power”.  Starts as Duracell  Ends as the Ray brand.  Line Extension possibilities“Words are triggers. They trigger the meanings which are buried in the mind.” pg. 203
    • WHY DURACELL?
    • DURACELL’S BRAND IMAGE Trusted Everywhere Forward Thinking Brand Aligned with Alternative Energy Sources Smart Power Line  Shows they know what the power needs of their market are.
    • CONCERNS…
    • “Often the solution to a problem is so simple that thousands of people have looked at it without seeing it.” pg. 207OVER COMMUNICATION, CLUTTER, AND LINE EXTENSIONSCONCERNS? Over Communication and clutter Line Extensions  Worried yet?  Don’t be.WHY? Innovation  New product, new buzz Trends  Eco-friendly, Tech Emphasis, and Price Consciousness.
    • LINE EXTENSION CONCERNS Is RayPak a good fit for Duracell?  Moving forward attitude.  Green relations.  Smart Power Line.  First to introduce.
    • WHY DOES THE USER WANT THIS?
    • “An advertiser who wants to introduce a new product category must carry in a new ladder” pg. 37WHAT HOLE ARE WE FILLING?  First  Solar Energy Everyday  Lifestyle  Users have a problem  Solution  And we are the solution  Future  Bringing the future forward
    • LET’S LOOK AT THE COMPETITORS…
    • COMPETITORS IN THE BATTERY MARKET Most purchased brands, by age, May 2005-June 2006 Base: 17,648 adults who have bought batteries in the last 12 months Energizer Rayovac Top Competitor Low End Iconic Mascot Value for Price Chart from Mintel Market Research reports, Batteries, 2007 Book states that Less Powerful Duracell outsellsEnergizer (pg. 136)
    • “Where there are no brands or weak brands you can line extend.” pg. 150COMPETITORS IN THE SOLAR PACK INDUSTRY•Fairly new technology•Not well known•It’s not advertised•Must be sought Voltaic Ecowatt High End Low End Top Quality Value for Money Only a few styles Varieties of Styles Scientifically Minded Hippie/Fashion Minded
    • BRANDING WITH THE SLOGAN…
    • “That’s why if you have a truly new product, it’s often better to tell the prospect what the product is not, rather then what it is.” pg. 37SLOGAN“Cut the cord and move forward.”  Adulthood  Anti-outlet  Move forward in two ways  Future of charging IS essentially RayPak.
    • WHO WANTS THIS PRODUCT?
    • TARGET MARKET Young Digerati College educated Money to spare Eco Tech Busy Eco friendly Friendly Savvy Lifestyles Tech savvy Hip and Fashionable
    • STRENGTHS CONCERNS Product will be new on  Cannibalization of battery the market market Breakthrough  May alienate older people technology with the technology Brand name is trusted Has a lot off potential segmentation of targeting
    • QUESTIONS AND/OR COMMENTS?Thank you for listening.
    • IN CONCLUSION: We will be able to convince the target of the benefits of the Duracell RayPak through:  The positioning of this backpack as a portable device that is the future of charging.  The targeting of Young Digerati as the primary market.