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Energizer                          brand	 extension                      darby archbold                      kerith rae   ...
CURRENT                product                CATEGORIES                   Power                   Lighting               ...
Through innovation we simplify                                 and enhance the lives of                   Mission   custom...
Key	             FIGURES                             $76 MILLION                                                  INVESTED...
Makes life easier every day    BRAND  EXTENSION                           PortableQUALIFICATIONS                          ...
ENERGIZER:   company   OPPORTUNITYSaturday, April 7, 2012
TRENDS:    market    OPPORTUNITY                                   COMPUTERS                          MOBILE              ...
LET’S             talk	 THE BLACK AND WHITE OF        BIOLOGY...                                                          ...
Objective                     Extend the Energizer brand                     into a new category with                     ...
Entry into a new category                          Energizer plastics   Energizer anti-bac   Antibacterial electronic acce...
Positioning     Proactive protector of your touch pointsSaturday, April 7, 2012
PRODUCTS:    category    OFFERINGS                ProTecht   }Saturday, April 7, 2012
PRODUCTS:    packaging                          ANTIBACTERIAL iPHONE CASE                                                 ...
18-35      Tech-savvy              PRIMARY               TARGET                          Protectors   Busy beesSaturday, A...
product                DISTRIBUTION                               OpportunitySaturday, April 7, 2012
The broccoli is the only thing                          youll need to clean when you                          get home.   ...
Don’t be afraid to join the                    Mile High Club.                           ProTechtSaturday, April 7, 2012
CAMPAIGN:    outdoor                          This space covered                             with ProTecht                ...
Expected revenue with primary target      Growth     Expected Revenue (M)         Likelihood   Revenue (M)        16%     ...
1   LAUNCH                          2    DISTRIBUTION, COLORS                              ACRYLIC PC COVERS              ...
Energizer                          brand	 extension                      darby archbold                      kerith rae   ...
AppendixSaturday, April 7, 2012
Target    Population of all Americans 18-34: 60 million    42% say they are too busy to take care of themselves like they ...
Target  Shopping habits  Convenience stores (last 4 weeks): 68%  Drug Stores (last 4 weeks): 67%  Home Electronics Stores ...
Numbers              Weight Per Silicone Cover:              •4g per keyboard cover              •2g per cell phone cover ...
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Energizer

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Transcript of "Energizer "

  1. 1. Energizer brand extension darby archbold kerith rae jessica sartorettoSaturday, April 7, 2012
  2. 2. CURRENT product CATEGORIES Power Lighting Sun care Infant care Feminine care ShavingSaturday, April 7, 2012
  3. 3. Through innovation we simplify and enhance the lives of Mission customers and consumers better than anyone elseSaturday, April 7, 2012
  4. 4. Key FIGURES $76 MILLION INVESTED IN RESTRUCTURING COMPANY GREW 9.4% IN 2011 $4.654 SALES BILLION NET INCOME $261.2 MSaturday, April 7, 2012
  5. 5. Makes life easier every day BRAND EXTENSION PortableQUALIFICATIONS Distributed in a mass merchandiserSaturday, April 7, 2012
  6. 6. ENERGIZER: company OPPORTUNITYSaturday, April 7, 2012
  7. 7. TRENDS: market OPPORTUNITY COMPUTERS MOBILE &TABLETS $60 $100 1:3 887,000 > 30%Saturday, April 7, 2012
  8. 8. LET’S talk THE BLACK AND WHITE OF BIOLOGY... A single sneeze can The life span of bacteria is 100x more germs on your spray droplets infested with from a few hours to a few cell phone than your toilet bacteria and viruses as far weeks to hundreds of handle as three feet yearsSaturday, April 7, 2012
  9. 9. Objective Extend the Energizer brand into a new category with products that makes everyday life easier for consumers Strategy Bring the protective qualities of Energizer brand products into the electronics accessories categorySaturday, April 7, 2012
  10. 10. Entry into a new category Energizer plastics Energizer anti-bac Antibacterial electronic accessoriesSaturday, April 7, 2012
  11. 11. Positioning Proactive protector of your touch pointsSaturday, April 7, 2012
  12. 12. PRODUCTS: category OFFERINGS ProTecht }Saturday, April 7, 2012
  13. 13. PRODUCTS: packaging ANTIBACTERIAL iPHONE CASE Simple Fun ProTecht Recyclable !"#$%#&%(&%)"*+*,*+%-(%)./&0Saturday, April 7, 2012
  14. 14. 18-35 Tech-savvy PRIMARY TARGET Protectors Busy beesSaturday, April 7, 2012
  15. 15. product DISTRIBUTION OpportunitySaturday, April 7, 2012
  16. 16. The broccoli is the only thing youll need to clean when you get home. ADVERTISING: ProTecht thought STARTERSSaturday, April 7, 2012
  17. 17. Don’t be afraid to join the Mile High Club. ProTechtSaturday, April 7, 2012
  18. 18. CAMPAIGN: outdoor This space covered with ProTecht Technology.Saturday, April 7, 2012
  19. 19. Expected revenue with primary target Growth Expected Revenue (M) Likelihood Revenue (M) 16% $4.8M 1% $1.2M 12% 3.6M 1% 900K 10% 3M 10% 7.5M 8% 2.4M 20% 12M 5% 1.5 M 30% 11.25M 3% 900K 30% 6.75M 0% $0 8% $0 Expected revenue first year $39.6 MSaturday, April 7, 2012
  20. 20. 1 LAUNCH 2 DISTRIBUTION, COLORS ACRYLIC PC COVERS 3 iPODS, ARM BANDS, LOOKING HEADPHONES AHEAD 4 CONTACT PAPER: KEYS & DOOR KNOBS 5 SERVICE ENVIRONMENTS: RETAIL & DININGSaturday, April 7, 2012
  21. 21. Energizer brand extension darby archbold kerith rae jessica sartorettoSaturday, April 7, 2012
  22. 22. AppendixSaturday, April 7, 2012
  23. 23. Target Population of all Americans 18-34: 60 million 42% say they are too busy to take care of themselves like they should (25 million people) 95% have cell phones, 23.6 million 43% use cleaning wipes; they are 33% more likely than the average consumer 23% take preventative measures with their health; they are 19% less likely than the rest of the population to do so. They’re too busy to take care of themselves and want easy, convenient solutions. They buy antibacterial soap more than any other kind of bar soap (34% compared to 22% deodorizing, 31% moisturizing) 42% are parents. Average number of kids is 2. “Younger consumers are generally more engaged in household cleaning, with 25-34s most likely to preferantibacterial products and to pay extra for time savers. Young adults are also leading the way in purchasing cleaning products online.” “The 25-34s are far more likely than others to order cleaning products online, a behavior that points to the need for convenience as well as a generational shift in how household products are purchased.” Mintel, Household Cleaning: The Consumer - US - May 2011Saturday, April 7, 2012
  24. 24. Target Shopping habits Convenience stores (last 4 weeks): 68% Drug Stores (last 4 weeks): 67% Home Electronics Stores (last 3 months): 46% Home Improvement (last 3 months): 49% Office Supply Stores (last 3 months): 25% Target (last 4 weeks): 21% Wal-Mart (last 4 weeks): 38%Saturday, April 7, 2012
  25. 25. Numbers Weight Per Silicone Cover: •4g per keyboard cover •2g per cell phone cover •10g per tablet cover Cost of Silicone per pound with Antimicrobial additive: $20.5 Number of grams in a pound 453 •Number of keyboard covers in a pound: 113   •Cost per case: .18 cents •Number of cell phone covers in a pound:  226 •Cost per case: .09 cents •Number of tablet covers in a pound: 40.53     •Cost per case: .53 cents Current selling rate of iskin microban: $24.99 Current price of tablet skin: $15.99 (No microban technology) Reduced from $24.99 Current price of cell phone case: $24.99 with microban technologySaturday, April 7, 2012
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