• 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. Splash Corporation

    This would provide a focus for all employees to strive and work towards this achievable and realistic goal. This removes the focus from the producers of low-cost products to products that are oriented to the satisfaction and performance with consumers of their product.

  2. Marketing Study of Southwest Airlines

    In 2002, the cost per booking via the Internet was about $1, compared to the cost per booking of $6-$8 through a travel agent. Terra Lycos, one of the largest global Internet network search engines, reports that Southwest received 50 percent more Internet searches than any other airline.

  1. Nike marketing case study

    3.0 CONS OF NIKE'S CORE MARKETING STRATEGY Although Nike's marketing strategies had brings lot of positive implications to the company, but it will bring negative implications to Nike too. The negative implications that will identify in this assignment are high cost incurred, influence of spokesperson, and competitors.

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

    (Burt & Davies 1999.) Retailers saw generics weakening their profitability and tarnishing the quality image associated with their other product lines. De Chernatony & McDonald (1992) argue retailers had misjudged the consumer's needs by assuming that low prices were the key determination factor for driving consumer choice.

  1. McDonalds Corporation Case

    The McDonalds applied automation to food, just as Henry Ford had to car-manufacture. 3. Use a model from your textbook to describe how fast food restaurants have transformed beef production in the U.S.A. The model that beef production manufacturers are using according to the text book is input- transformation -

  2. Logistics case study.

    They have specified their ideal of each major area of the organisation in which they must strive to fulfil to achieve the mission in the Vision Statement. They have defined their Goals also in which it defines the desired future positions of the organisation 2.7 Key Inputs of Value Chain

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

    number of globally renowned stars, but look to address global niches through athletes that may be either a global idol, local luminary or foreign enigma. By tapping in to their own nationality codes, celebrities may find more marketing opportunities at home and abroad.

  2. Business Strategy - Kellogs Case Study.

    : Kelloggs website Objectives ? specifies how aims are going to be achieved, these need to be SMART, that is specific, measurable, achievable, realistic and Time framed. ?Encourage and support physical activity among all sectors of the population? ? Use resources to sponsor activities and run physical activity focused community

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