• 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. Splash Corporation

    Support: R&D Splash should continuously re-invest in the brand through committed R&D programs via the Splash R&D. They work with universities and research institutes to learn what is the best launching medium for philipino adults to bring out the power of emotional feel and satisfaction.

  2. Marketing Study of Southwest Airlines

    made in such a short amount of time and with so little effort (Lam, 1999). Even before the advent of Internet booking, Southwest Airlines' distribution system was already unique. While most airlines relied on independent travel agents to write up to 90% of their tickets, Southwest had steadfastly refused to link up with the computer reservation systems that agents used.

  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 ...

    They identified that each stage of retail branding has different product characteristics, production technology input; market position and consumer motivations associated with it. These stages overlap and not all companies follow the same sequence. Wileman & Jary (1997) as noted in Burt (2000)

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

    of the celebrity chosen to endorse the brand is a suitable one, as the longer the association between the celebrity and the brand, the more powerful the relationship in the consumers mind. Another form of learning is operant conditioning (Foxall, 1994), which occurs when people behave in a way that

  2. Home Depot - case study

    leading DIY chains in 2001 and 2002.Company has a very limited International presence and needs to expand in that area if it wants to be a truly global player. Home Depot Inc: Number of Retail Outlet Openings 2001-2003 (Euro monitor May 2004)

  1. McDonalds Corporation Case

    Besides, teenagers who were not big spenders would take up spaces just to talk and banter with the wait staff. So they came up with an innovative new system that would cut costs, provide value to their customers, and make more of a profit.

  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