AAA Batteries
Rubii SHiroki I
Aoi IHyoin L
Eri K
Introduction
Use of AAA batteries
AAA Batteries
Music CD Player
Portable Mobile Charger
Electronic Toys
Dictionary
Brand
TOSHIBA
Panasonic
Sony\100 brand;DAISO
FDK
Place to get AAA batteries
ANYWHERE
100 yen shop:DAISO
Electronic stores:BIG CAMERAConvenient stores:
Family Mart
In a package…
2
4
8
10
12
20
Price of each: 4 per package
FDK (FUJITSU) \340
TOSHIBA \370
Sony \370
Panasonic \360
\100 brand \100
BIG CAMERA (http://bigcamera.com/)
Reasons of the choice
Price
Variety
Promotion & Advertisement
Place
Analysis of Current Market
Analysis of current market
【 Leading Brand 】• FDK• TOSHIBA• Panasonic• Maxell• Sanyo (Eneloop)
Analysis of current market
【 Statistics】 Primary cell Secondary cell
Market Size 1.893 billion 2.1673billion
Growth rate(Last 5 years) 5% 8%
Frequency 1 10Price
(Average) 370 680
4P Analysis
FDK (Fujitsu)
Product1: Series
depending on objectives
2: Made in Japan
Price\340
Place1: Convenience
store 2: Home center3: Supermarket
4: Drugstore
Promotion
1: At store2: Catalogue
TOSHIBA
Product1: Unique packaging
2: Stays long3: High power
4: Good to store5: Strong to
shakes
Price\370
Place1: Convenience
store2: Home center3: Supermarket
4: Drugstore
Promotion
1: At store2: catalogue
SONY
Product1: High power
2: safety
Price\370
Place1:convenience
store 2: Home center3: Super market
Promotion
Web site
Panasonic
Product1:High power
2: safety
Price\370
Place1: convenience
store 2: home center 3: supermarket
4: drugstore
Promotion
Website
\100 shop brand
Product1: Cheap price2: Stays long
Price\100
Place100 yen shop
Ex) Daiso
Promotion
At store
PRICEPRODUCT
PLACE PROMOTION
\100STORE
PANASONIC
SONY
TOSHIBA
Fujitsu
\100STOREPANASONIC
SONY
TOSHIBA
Fujitsu
\100STORE
PANASONIC
SONYTOSHIBA
Fujitsu
\100STORE
PANASONIC
SONY
TOSHIBAFujitsu
Cross-Matrix Analysis
15 minutes passedCOST
VOLT
H
H
L
L
2.49V
2.46V2.44V
2.40V
Down to 2VCOST
TIME
H
L
S
L
57M
1H12M
1H11M
1H5M
Time to whole usedCOST
TIME
L
H
S
L
3H40M
3H38M
3H2M
2H22M
2H45M
Conclusion
Conclusion
• Less usage• Saturated market, small • But <!> fixed share
• Still necessities in many products
e.g. Remote controlElectronic dictionary Toys
ClockWatch
Future Trend
• Shifting to New type of batteries ex) rechargeable, reusable
ex) Power Pad environmentally -
eco-friendly
References
• Power pad http://gigaom.com/2009/10/23/wireless-power-is-still-pretty-useless/
• http://www.kansai-event.com/kinomayoi/battery2/bat2_graph01.gif
• http://www.kansai-event.com/kinomayoi/battery/graph1.gif
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