Duracell RayPak
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Transcript of Duracell RayPak
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.