• 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...

Introduction

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.

Middle

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.

Conclusion

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 ...

    Again, Mel has used Lineker as an example to best explain why sportsmen post sports career can still be commercially viable. Gary Lineker has the ability to break the rules and endorse products that appeal to the younger generation is because he fits some essential criteria.

  2. Marketing Study of Southwest Airlines

    Therein lays the innovation: Southwest has shown that when it comes to the Web, less can be more. With bigger rivals such as American Airlines Inc. furiously adding new features, such as wireless access to flight information, Southwest is trying to make sure the site stays as smart as it is simple.

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

    Internet commerce in particular, has given a chance to new business models to evolve, but also has used tried and successful business models such as auctions. This form of brokering allows intermediary, the e-business corporation to yield profits as transactions among buyers and suppliers are being made.

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

    is the concept of the internationalization of the grocery market. Recent events, such as the taking over of Asda by the American giant Wal-Mart raises many important questions about food retail and its impact on the international arena. As Dawson (2000)

  1. Kentucky Fried Chicken Corporation (KFC).

    4.2.4 Threat of Substitutes There are numerous substitutes for fast-food and for the fast-food offerings of the chicken chains like KFC: i) Microwavable products These products are conveniently available at all supermarkets that can be easily prepared at home ii)

  2. Strategic study of the VSM Group

    For example, Pfaff went bankrupt in 1999 and was acquired by VSM. Almost all of these companies produced the same products. Fortunately, one of competitive advantages of VSM was the production of special models produced in Zetina plant which gives VSM a competitive edge over to its rivals.

  1. Caterpillar Mitsubishi case study

    In 1931, the company created a separate engine sales group to market diesel engines to other original equipment manufacturer. This group was replaced in 1953 with a sales and marketing division to better serve the needs of a broad range of engine customers.

  2. STARBUCKS CASE STUDY

    promoting the product, relocation the brand, making espresso, cappuccino, mild, smooth and bold coffee`s. Product Development: To give offers in the same store would be cheaper than opening up a new store. The new items will have Starbucks logo and this will help them to make more profit because of the objects that they sell.

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