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
“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.
“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
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
“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.
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.