LINE EXTENSION FOR DURACELLDURACELL’S RAYPAK

Presented by Alexandria Griffin

CONTENTS

Solar Energy overview RayPak Intro RayPak Name Over communication Line Extension

Concerns The Hole Competitors Positioning Slogan Target Segment Strengths and

Concerns

WHAT IS SOLAR POWER? Power generated from the sun.

The sun hits a solar panel, the solar panel then directs the energy created by the sun’s light to a storage container.

Electronic devices can be charged through this energy.

Usually for permanent locations – attached to buildings.

THE DURACELL RAYPAK– THE NEWEST ADDITION TO THE SMART POWER

LINE- FOR AN EASIER FUTURE

New technology Solar panels charge Backpack organizes and protects

THE NAME Duracell meant battery power. Duracell is trying to mean “portable power”.

Starts as Duracell Ends as the Ray brand.

Line Extension possibilities

“Breakthrough products should not bear the house name.” pg. 158

“Words are triggers. They trigger the meanings which are buried in the mind.” pg. 203

WHY DURACELL?

DURACELL’S BRAND IMAGE

Trusted Everywhere Forward Thinking Brand Aligned with Alternative

Energy Sources Smart Power Line

Shows they know what the power needs of their market are.

CONCERNS…

OVER COMMUNICATION, CLUTTER, AND LINE EXTENSIONS

CONCERNS? Over Communication and clutter Line Extensions

Worried yet? Don’t be.

WHY? Innovation

New product, new buzz Trends

Eco-friendly, Tech Emphasis, and Price Consciousness.

“Often the solution to a problem is so simple that thousands of people have looked at it without seeing it.” pg. 207

LINE EXTENSION CONCERNS

Is RayPak a good fit for Duracell? Moving forward attitude. Green relations. Smart Power Line. First to introduce.

WHY DOES THE USER WANT THIS?

WHAT HOLE ARE WE FILLING?

First Solar Energy Everyday

Lifestyle Users have a problem

Solution And we are the solution

Future Bringing the future

forward

“An advertiser who wants to introduce a new product category must carry in a new ladder” pg. 37

LET’S LOOK AT THE COMPETITORS…

COMPETITORS IN THE BATTERY MARKET

Energizer

Top CompetitorIconic Mascot

Book states that Duracell outsells

Energizer (pg. 136)

Rayovac

Low EndValue for PriceLess Powerful

Chart from Mintel Market Research reports, Batteries, 2007

Most purchased brands, by age, May 2005-June 2006 Base: 17,648 adults who have bought batteries in the last 12 months

COMPETITORS IN THE SOLAR PACK INDUSTRY

Voltaic

High End Top Quality

Only a few stylesScientifically Minded

Ecowatt

Low EndValue for Money

Varieties of StylesHippie/Fashion Minded

•Fairly new technology•Not well known•It’s not advertised•Must be sought

“Where there are no brands or weak brands you can line extend.” pg. 150

BRANDING WITH THE SLOGAN…

SLOGAN

“Cut the cord and move forward.”

Adulthood Anti-outlet Move forward in two ways Future of charging IS essentially RayPak.

“That’s why if you have a truly new product, it’s often better to tell the prospect what the product is not, rather then what it is.” pg. 37

WHO WANTS THIS PRODUCT?

TARGET MARKET

Young DigeratiCollege educatedMoney to spareEco friendlyTech savvyHip and Fashionable

STRENGTHS CONCERNS

Product will be new on the market

Breakthrough technology

Brand name is trusted

Has a lot off potential segmentation of targeting

Cannibalization of battery market

May alienate older people with the technology

QUESTIONS AND/OR COMMENTS?Thank you for listening.

IN CONCLUSION:

We will be able to convince the target of the benefits of the Duracell RayPak through: The positioning of this backpack as a portable device

that is the future of charging. The targeting of Young Digerati as the primary

market.