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.

1. DURACELL
RECHARGEABLE
RELAUNCH

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

5. SEGMENTATION
ANALYSIS
Electronic
devices
Children
Parents
as main
Buyers

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

8. IMPLEMENTATION
PLAN

9. DROPPING THE
SUPREME LINE
BASIC STAYCHARGEDSUPREME
• NO QUALITY DIFFERENTIATION
• PRICE RANGE NOT BROAD
• AMBIGUOUS INCENTIVE TO PURCHASE

10. SEASONALITY &
CANNIBALIZATION

11. NEW PRICING
STRATEGY

12. POINT-OF-SALE
IN-STORE & ONLINE

13. BUNNY.POWER
P R O M O T I O N S

15. POWER
A
TREE
EVENT

16. NATURE
POWERS
THE
WORLD

17. LET DURACELL
POWER THE
REST

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