• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Rayovac Corporation case study

Extracts from this document...


Rayovac Corporation Rayovac was a well established brand which had two main competitors that it had fallen behind, since it had not aggressively marketed the brand for many years. The main competitors were Duracell and Energizer, which had come out with a new line of batteries called e2. They had also fallen behind in market share and consumer awareness, while the company switched hands several times. The Tomas H. Lee Group of Boston acquired the company in 1996 and, attempting to turn the company around, the group brought in David A. Jones as the new CEO. He had experience in turning around other top companies such as GE, Electrolux, Regina, and Thermoscan, and the Tomas H. Lee Group was hoping that his experience at various different types of companies would help build a stronger company. Jones's main focus was on changing the marketing strategies, a sufficient distribution change, orient the company globally, and increasing the product lines. Jones stepped up the advertisement campaigns by obtaining credible spokespersons, such as Michael Jordan and Brett Favre, and a more sustained focus on Arnold Palmer. He also recognized the need to target national mass merchandisers for distribution since they were congruent with Rayovac's value pricing strategy. ...read more.


The lightning bolt is already directly connected to Gatorade as well as Rayovac, therefore decreasing the need to reinforce the associations between the brands and relies on the reconstruction schema theory for relating both brands to one symbol. Appendix 1 represents the associations between the two brands relative to extreme sports, and shows the links to be established with the proposed strategy. Famous celebrities like Vin Diesel and Shaquille O'Neal, were chosen to be the representatives directed at the American teenage population, whom could be associated with power and exceptional performance. The athletic appeal of these gentlemen could easily be connected to Gatorade, and Shaq, also being a part of the hip-hop scene with his rap album releases, could be linked up with such electronic gear as MP3 players and other portable music players that would require the use of batteries. When it comes to the Asian market, continuation of the marketing strategies that target the younger market that is emerging in Asia will feature Yao Ming, the famous Chinese NBA player. Yao Ming is the ideal spokesperson for the target market because he is seen as a role model and represents power and energy. ...read more.


This would gain the attention of the consumers at the time of purchase, a purchase that would be impulse and not analytically processed. There is a trend in the battery market for consumers to impulse buy the battery products that are needed, instead of using a pre-purchase plan for the items. Using this data, affectively influencing the target markets through advertisements and point of sale promotions should increase the sales potential for the brand. In conclusion, Rayovac had a broad history of differing marketing strategies, however they failed to focus on the main purchasing groups of batteries. To compete with Energizer's new e2 battery, the XXX strategy reaching out to teenagers should keep the competition hopping. There could be a new product introduced corresponding with this marketing strategy that would also compete with Energizer, called Rayovac X. Influencing the purchasing habits of women is a necessity for the new campaign strategy as it would allow a more focused approach towards the purchasers of Rayovac's products. Finally, the current distribution strategy that emphasizes further penetration into retail distribution channels is considered as successful and thus should continue in order to provide further availability of the product to as more consumers as possible. APPENDIX 1 TEENAGE SPREADING ACTIVATION CHART APPENDIX 2 FEMALE SPREADING ACTIVATION CHART ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term ...

    "But they are still famous. So even if they look a bit silly you still think 'ah, it must be good stuff'." MR, 26 It would probably still be safe to say that if the product was a sports product, which was being endorsed by a retired sports celebrity, in

  2. Marketing Study of Southwest Airlines

    Southwest was ranked number 24 out of 60. * Southwest Airlines was listed by HISPANIC magazine in the 2000, 2001, and 2002 Hispanic Corporate 100 for leadership in providing opportunities for Hispanics and for supporting recruitment, scholarships, and minority vendor programs. * Southwest Airlines was recognized for its top-notch service and low fares by Business Travel Magazine.

  1. This study will investigate, discuss and analyse the reasons behind consumer purchases of supermarket ...

    McGoldrick (1990) the central objective of own branding is to achieve and maintain competitive advantage. Although price is the main way of gaining competitive advantage and distinguishing a retail brand from a manufacturer's brand, McGoldrick argues that it is not the only way.

  2. Nike marketing case study

    3.1 Costly Since Nike has implemented several marketing strategies, it had incurred high costs in producing and promoting its products. The costs are increase among handling inventory, designing, advertising and production. (Abhiroopsur, 2009) Beyond that, the inflation had raised the costs of raw materials and transportation.

  1. www.eBay.com Case Study: E-Business model

    They are responsible for advertising their products as they think it is better so they can sell easier. Customers (buyers and sellers) are moreover providing feedback and recommendations to eBay on what they would like to change or improve. What other companies pay its customers to do, eBay's sellers and buyers are doing for free.

  2. Logistics case study.

    Type of Opportunity Timeframe Expected Growth Reference Business to Business 1998 - 2003 $43 B - 1.3 Trillion Business to Consumer 1998 - 2003 $ 8 - 108 Billion Total electronic commerce1998 $ 13 Billion BCG Consulting Total electronic commerce1998 $ 5 Billion Market Corp Total electronic commerce1998 $ 7.8 Billion Forrester Res.


    Employees are given the advantage to run the business themselves in relation to business. Marketing: Starbucks has spent lot of money in advertising which includes billboards, and online advertising. They advertised using old fashioned way as a replacement of earning more money.

  2. Business Strategy - Kellogs Case Study.

    desired end result/s On goal is of goal of having the best safety performances in their workplaces and factories, with an ultimate goal of zero injuries. Another goal is to gain majority of market share within the industry Core Competence â the particular or unique skill /s that an organization

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work