• 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

    It should be more flexible. The strategy they followed only concentrating on the retailers, it is possible the best way for the US market but in the Europe market is not the same. Therefore they need to make a clear strategy, otherwise the partly 'trail-and-error process' will continue.

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

    the stores, in order, to observe the effect of various promotional techniques, which were used in the store to generate consumer interest; field notes were also kept to keep a diary of the events which occurred. The main benefit of this technique is that first hand information can be studied

  1. Marketing Study of Southwest Airlines

    They had to learn political correctness along the way, just like everyone else. Television Sports Advertising With male business customers generating about half of its revenue, Southwest Airlines is a big advertiser in sports television programming (Lam, 1999). Southwest has built national brand status, in large part through sponsorship deals

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

    The secondary research has identified key findings that will have a major influence on what will be investigated at the primary research stage. Two areas have been identified that presents endorsement opportunities for celebrities, which are; areas of expertise and areas of attractive appeal.

  1. Sony Corporation

    He transformed the company that made stand-alone products shipped in boxes to one that produced an almost organic swarm of interconnected devices, services and experiences, all riding on the blurred pulses of a ubiquitous wide-spectrum network. Idei split the group's unwieldy audio/video products company and created a new division for information technology products.

  2. Caterpillar Mitsubishi case study

    Komatsu took advantage of the situation and began major marketing and manufacturing efforts in the US. Komatsu ended up doubling their market share to 25%. Caterpillar was forced to react. They began closing plants which amounted to 15% of its total manufacturing space and began to reduce headcount.


    YES NO YES YES S Sustainable Advantage Human Resource Management: Starbucks has formed a relationship with the employees and with its company. The work is cured with self-respect, providing welfares to the employees, and providing help to the employees. To ensure that the customers are assisted properly the Store Manager wants to become second worldwide.

  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