Duracell StayCharged Campaign

1. StayCharged Campaign

2. Agenda
Marketing Strategy
Pricing Strategy
Communication Strategy
Implementation
Situational Analysis
Marketing Strategy

3. External Situational Analysis
Population according to size of households in which they live in 2013

4. External Situational Analysis
TV
40%
Cinema advertisment
2%
Out-Of-Home
8%
Internet
22%
other
28%

5. Internal Situational Analysis
StayCharged

6. Marketing Strategy
Objective •Promote StayCharged batteries
Campaign
•StayCharged 24 Days to Christmas
Targeting
•Middle income families with children
Channels
•Online and Offline

7. Duracell Calendar

8. Communication Strategy
Quality Calendar
Competition reaction is unexpected

9. Road Trip

10. Social Media

11. Social Media
#StayChargedForChristmas
#EnergyForChristmas
#DuracellAdventCalendar
Wednesday, December 3
Update your desktop or mobile background with a stunning photograph of Duracell’s
Bunny Santa Claus in Madrid

12. Internet Banner

13. Out-of-home advertisement

14. Distribution Channel

15. Pricing Strategy
StayCharged price for a 4-pack: 22 €
Discounts in calendar: 20 %
StayCharged Final Price: 17.60 €
TARGET REVENUE (ROI) FROM STAYCHARGED: 5,200k €
BREAK EVEN IF 49% USE CALENDAR

16. Summarized Budget
Budget Euro
Advertising 2,591,216
Sales promotion 46,718
Direct Marketing 175,193
Internet marketing 175,193
Survey 11,680
Total 3,000,000

17. 1 6 13 20 27 1 10 17 24 1 8 15 22 19 1 5 12 19 26
Tool Details
Advent Calendar
TV Spot writing script
TV spot production
TV spot advertisment
designing posters and bus shelter ads
Poter placement
Placing bus shelter ads
Sales discount for advent Calendar
product bundel offer for advent calendar
Direct Marketing Tour with Santa through spain
Facebook account
Instagram account
Twiter account
social media campaign adaptation
Upkeep and utilization of social media
Banner Ads
Measurement Survey
JanuaryOctober
Advertising
Internet marketing
Sales promotion
November December
Implementation Time-Scale

19. No price responses
Compete on quality
Build awareness of existing features and their
benefits
Price responses
Use complex price actions
Offer bundled prices, two-part pricing, quantity
discounts, price promotions
Deploy simple price auctions
Adjust product’s regular price in response to
competitor’s price change

20. Tool Details Costs Date of Occasion
Advent Calendar 430,500 01-Oct-14
TV Spot writing script 116,795 01-Oct-14
TV spot production 1,167,955 06-Oct-13
TV spot advertisment 700,773 01-Dec-14
designing posters and bus shelter ads 58,398 20-Oct-14
Poter placement 58,398 24-Nov-14
Placing bus shelter ads 58,398 24-Nov-14
Sales discount for advent Calendar 23,359 01-Dec-14
product bundel offer for advent calendar 23,359 01-Dec-14
Direct Marketing Tour with Santa through spain 175,193 01-Dec-14
Facebook account 23,359 01-Nov-14
Instagram account 23,359 01-Nov-14
Twiter account 23,359 01-Nov-14
social media campaign adaptation 46,718 01-Oct-14
Upkeep and utilization of social media 11,680 01-Nov-14
Banner Ads 46,718 01-Dec-14
Measurement Survey 11,680 05-Jan-15
Total 3,000,000
Advertising
Internet marketing
Sales promotion