• 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. Strategic study of the VSM Group

    acquire a manufacturing company in Asia to access into the new market. The lack of information of competitors as it is described in the case, which is another unsustainable situation that has a great impact on the strategy.

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

    So maybe like David Beckham, when he's retired he will still appeal to us because he was in our time" MC, 18 The following statement implies that active sports celebrities endorse "fashion" and the "latest stuff", which insinuates that they would endorse products targeted at a young target market group.

  1. Marketing Study of Southwest Airlines

    Frank Barton School of Business at Wichita State University. * Business Ethics lists Southwest Airlines in its "100 Best Corporate Citizens", a list that ranks public companies based on their corporate service to various stakeholder groups. The "100 Best Corporate Citizens" list is found in the March/April 2002 issue of Business Ethics.

  2. Nike marketing case study

    On the other hand, if the athlete were caught in drug addicted or any immoral attitude, it will affect the customers not to buy Nike's products, thus will affect Nike's sales, revenue and profit. (Cloke M., 2011) 3.3 Intense Competitors There is intense competition faced by Nike.

  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 ...

    The extension of brands is supported by other authors such as Burt (2000) who says that brand names now extend beyond the core product offer, confirming the central role that retail brands now play within the corporate strategy of an organisation.


    Examples include products like coffee, sugar, tea, bananas, honey, cotton, wine, fresh fruit, chocolate, flowers and gold. 1. When Starbucks are obtaining great supreme beans in Indonesia this supports the farmers to take care of their families and spend in a viable production.

  2. Business Strategy - Kellogs Case Study.

    programmes for its consumers and the public in generalâ âIncrease the association between Kellogg and physical activityâ âUse the cereal packs to communicate the âbalanceâ message to consumersâ âIntroduce food labelling that would enable consumers to make decisions about the right balance of food.â Source: Kelloggs website Goals â the

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