...Rayo Rayovac | Rayovac Corporation | The Rechargeable Battery Opportunity | | Mike McElligott | 2/5/2013 | This case discusses the Rayovac Corporation and the opportunities associated with entering the North American Canadian market by means of rechargeable batteries. We must find out if Rayovac is a niche player, volume player, or a company that will remain with the status quo. | RAYOVAC CORPORATION: The Rechargeable Battery Opportunity RAYOVAC_____________________________________________________________________________ Rayovac is the third largest consumer battery manufacturer and marketer in the world. Product lines include general batteries, rechargeable batteries, chargers, hearing aid batteries, lighting products, electric shaving/grooming products, and an assortment of personal care items. The company, as of 2004, has 14% market share globally, and 20% market share in Canada. Half of Rayovac’s revenue is due to their “general” battery product line. Unfortunately the company does not hold nearly enough market share as it’s’ competitors. Rayovac does however; enjoy a positive net income and a modest growth rate. The opportunity to enter the rechargeable battery market has been relatively unsuccessful in the past despite endorsers such as Michael Jordan in 1993. This is likely due to consumers being ill-informed about product benefits. Consumers are also unaware that Rayovac has an equal product to that of Duracell and Energizer, yet they offer...
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...Rayovac Rechargeable Battery Case Study Advanced Market Planning Algoma University Student: Ahmad Shokair Prof.: Peter. J. Ostrowski Introduction The following information contains marketing analysis about the commencement of Rayovac Corporation and its modern marketing innovation. In the marketing world basis, manufacturing and producing batteries, in addition considering a strong and profitable entry to the potential market is considered to be a gamble, nonetheless its very complicated and difficult market to obtain. Many potential business owners were aiming for that market, however most of them has failed to satisfy its requirements for many reasons. Rayovac, as a company is specializing in producing such a high-quality, and advanced batteries, such as the rechargeable ones, has drilled its own brand name globally, and in addition, particularly in the North American market. The marketing analysis will be conducted in order to observe and utilize the strength and the weakness of the company to better understand the ideology of their market, and what type of marketing solutions should be implemented in order to enhance improvements. Rayovac’s Current Marketing Situation Rayovac Corporation is considered to be the largest manufacturer and marketer of consumer battery around the world. Its product has reached all type of consumers around the world, and has increased exponentially among household and commercial uses. Moreover, the product line...
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...Lo que veremos hoy Los Retos Las oportunidades La estrategia Los beneficios El plan de acción Los retos Crecimiento de la División de Pilas Rayovac de Spetrum Brands Canada Inc. Desarrollo de la línea de productos en un mercado lucrativo, en donde agregue valor y pueda construir nombre de marca Las oportunidades Un segmento que crece Un mercado que cambia Costo creciente de las pilas desechables. Poca y difícil diferenciación Crecimiento vegetativo entre 1 y 2% Mercado concentrado en los líderes, con fuerte posición competitiva Un consumidor que se transforma Aumento en la demanda por mejor desempeño Aumento de conciencia ambiental Crecimiento en el uso aparatos electrónicos de alto consumo Recargables $40 a $100 millones en 5 años Crecimiento compuesto anual del 20% en Canadá. No hay un líder de la categoría. Los Grandes competidores parecen poco interesados en competir en este segmento. La estrategia Product(( Shot( Tecnología NiMH (Híbrido de Metal de Níquel) Duran más de 3 veces más que las alcalinas Recargables hasta 500 veces No tóxicas, mejores para el medio ambiente Cargadores multiformato y baterías recargables Código de color Verde Garantía de satisfacción Precargadas A quién + Dónde + Cuánto + Cómo A quién Buscamos a los usuarios fuertes Hevy Users Los Smith Son muy organizados con sus gastos. Mamá controla el presupuesto y procura no gastar de más. Viven en Woodvine...
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...After Rayovac company’s successful long term course of rejuvenating its battery business for the purpose of spurring sales growth locally, a newly branded Rayovac brand supported by broad battery lineup via technological innovations, improved packaging, expanded distribution network, refined supply and purchase chain, slash in production cost and an increased plant capacity created Rayovac into a result oriented enterprise.(attachment C) Rayovac Company CEO, Jones with new entrepreneurial culture insights into the company performance, embanked into globalization of the battery business in 1999. The acquisitions of ROV limited the largest battery distributor in Latin America with approximated sales of $100 millions compared to the Rayovac sales in the region of $20 million was a strategic move that spurred sales in Latin America region greatly. Further, acquisition of Varta AG a leading manufacture of general batteries and a competitor of Rayovac within the Latin American market was also another strategic move as Rayovac was able to reduce operational cost by $30-$40 millions, solidifying Rayovac market lead in the region and made Rayovac the second leading battery producer in Europe as well as the leading producer and distributor of batteries in Austria and Germany. In Asian markets acquisition of 85% of Ningbo Baowang battery company with a modern manufacturing facility of alkaline and heavy duty batteries at very low costs was a good strategic move as this made...
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...campaigns. The tricky part is in standing out amongst the crowd of so many. One of the most successful PR campaign was actually done by a battery company by the name of Rayovac. Who would have thought that such hype could come from a battery company? Their campaign increased their followers by 30% in only 2 days (Black, L., 2011). This number is staggering, definitely one any company would want to replicate. Knowing mass media was the best way to their consumers, Rayovac Batteries maximized the opportunity they had of consumers being stuck at home during one of the worst snow storms in February of 2011. The basis of the campaign was to draw awareness of their company. They created a fun virtual snowball fight on twitter where every follower that threw a virtual snowball to someone also changed their twitter profile picture to a Rayovac branded image (Black, L., 2011). This campaign had to be created quickly as the time was limited for this weather situation when it would be most impactful. The company kept things light and fun. Nationally the campaign was being called one big snowball party (Rayovac.com, 2012). The fact here is Rayovac accomplished their goal to put their name out there for others to see. When a consumer goes to shop for a battery, the first battery company name the recall will be Rayovac. Now that Rayovac has their name in their minds, this is where some additional...
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...INCOME 13 PROFITABILITY RATIOS 13 LIQUIDITY RATIOS 14 LEVERAGE RATIOS 15 ACTIVITY RATIO 16 SHARE PRICE 17 RECOMMENDATIONS 18 REFERENCES 19 INTRODUCTION Spectrum Brands (SPC) is a global branded consumer products company with seven major product lines including Rayovac consumer batteries, Tetra pet supplies, Remington electric shaving, grooming and personal care products, VARTA portable lighting, Vigoro lawn care, Sta-Green lawn and garden, Repel, Hot Shot, and Spectracide household insect control. After acquiring United Industries from Thomas H. Lee (THL) the Boston based private equity firm in 2005, Rayovac (ROV) changed its name to Spectrum Brands and started trading on the New York Stock Exchange (NYSE) as “SPC”. World Market The worldwide market sector in which Spectrum competes is estimated to be US$300 billion1. The worldwide market for batteries alone is estimated at US$50 Billion2. Worldwide dog and cat food sales stood at US$45.12 billion, a 4.9% increase over the previous year3. The market for grooming consumer product is about 16 billion4. Spectrum also competes in the $8 billion 5 consumer lawn and garden market. Corporate History Rayovac Corporation is the third leading U.S. manufacturer of alkaline storage batteries and the market leader in other battery categories such as hearing aids, computer backup,...
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...For the exclusive use of D. PATEL S w 905M26 GILLETTE’S ENERGY DRAIN (A): THE ACQUISITION OF DURACELL1 Professor Frank C. Schultz and Michael T. McCune prepared this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2004, Ivey Management Services Version: (A) 2008-08-27 It was February of 2001, and James Kilt, newly elected chief executive officer (CEO) of Gillette, was preparing for his first strategy session with Gillette’s board of directors. Kilt pondered what actions to propose in order to satisfy the board, as well as investors, that he had an effective turnaround plan for Gillette’s Duracell division. Kilt, 52, had been the president and CEO of Nabisco just one week previously and was widely credited with dramatically...
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...____________ We will notify you by email the status of your savings submission. Instant Savings and mail-in savings cannot be combined on the same items. For the product(s) listed below, you must include the original UPC barcode from the product box/package. ITEMS PURCHASED 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Homeright Original Paintstick Mold Armor House Wash 56 oz. Mold Armor E-Z Deck Wash 56 oz. Stanley 15" Hand Saw Stanley Retractable Utility Knife Stanley LeverLock 1" x 25' Tape Rule DeWalt 20 pc. Black Oxide Drill Bit Set DeWalt 34 pc. Impact Ready Set Dewalt 20V Max Drill/Driver Kit DeWalt 20V Max Compact Drill DeWalt 20V Max Impact Driver Kit Rayovac Alkaline Battery D 12 pk. Rayovac Alkaline Battery C 12 pk. Rayovac Alkaline Battery 9v 8 pk. Rayovac Alkaline Battery AAA 30 pk. Rayovac Alkaline Battery AA 30 pk. Spectracide Weed & Grass Killer RTU 26 oz. Jobes Fertilizer Houseplant Spikes 50 pk. Jobes Fertilizer Flowering Plant Spikes 50 pk. U.S. Flag Set Nylon 2-1/2' x 4' 1. MAIL TO: Ace Star Spangled Savings Program Promotion Dept. 13-62522 P.O. Box 540013 El Paso, TX 88554-0013 Original...
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...different departments, thereby creating two or more intersecting lines of authority. Also, matrix addresses issues that arise with the growth, diversification, productivity, and competitiveness in its structure. Matrix structures provide flexibility, enhanced cooperation, and creativity. They enable the company to respond quickly to changes in the environment by giving special attention to specific projects or problems. An approached to organization design in which employees report both to a functional or departmental supervisor and a project supervisor is a matrix design. When David Jones started his career in Rayovac in 1996, the company almost exclusively produced batteries. In his first year, Rayovac generated sales of about $400 million. Mr. Jones has changed the strategic direction of the company, introducing Matrix structures and he diversified the product lines and Rayovac is not competing in several different markets. Ultimately, Jones strategies have led to a name chang for the corporation. It is now known as the Spectrum Brands Corporation. The Spectrum Company not only produces batteries; but also many varieties like pet products, personal grooming, and lawn and garden care. Matrix structure has helps the company annual sales growth and diversified its production in to multi- items. The market becomes bigger in the world wide markets and the manufacturing has become a house whole name. Jones strategies have overall led a positive impact on the Spectrum Brands. Therefore...
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...Project Design Plan Double A alkaline batteries are used in many electronic devices today. Alkaline batteries produce electricity from the chemical reaction between zinc and manganese dioxide. There are many different manufactures of Double A batteries all claiming that their batteries last longer. Literature Review There are many different uses for Double A batteries and all battery manufactures want their batteries to be the longest lasting. There have been many tests done by the manufacturers of batteries and independent companies. The Power Stream Company tested the discharge rate of different batteries. They used the CBA II Battery Analyzer to test the discharge rate of each battery. The batteries they tested were Radio Shack Enercell Plus, Duracell Coppertop, Energizer Titanium, Energizer Max, Eveready Gold, Energizer Lithium and the Power Stream 2000 mAH Rechargeable. The Radio Shack Enercell and the Duracell Copper top were the two best batteries. The Radio Shack Enercell was best at a high discharge rate and the Duracell Copper Top was best at a very low discharge rate. The Bit Box Company tested over forty different brands of batteries. They used their own engineered constant load testing device. That was connected to a laptop computer which would graph the results of the test. It could test several batteries at one time. They used batteries from name brand manufacturers to discount store brands. The graph below shows the results of...
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...The Marketing Mix By: Mikhail David BUS 235 Instructor: Adebowale Onatolu April 24, 2014 Companies apply and use the marketing mix in order to gain consumers, more consumers equal more sales and more sales equals more money. One company that applies the marketing mix successfully is Procter and Wagner better known as P&G, they produce many commonly used products that are purchased by millions of people all over the world. According to (Kerin, Hartley, Berkowitz, Rudelius 2011) “ Marketing seeks first to discover consumer needs through extensive research, it then seeks to satisfy those needs by successfully implementing a marketing program possessing the right combination of the marketing mix the four P’s.” P&G possess all four combinations of the marketing mix, from products, price, place and promotion. P&G’s products are of good quality and supplies merchandise to numerous consumer’s, p&g.com states “For 175 years, P&G has created products that make people’s lives better and were firsts of their kind.” The company has produced some of the most top tier products in the industry; their products include but are not limited to Bounty paper towels, Charmin toilet paper, Crest toothpaste, Dawn hand soap, Duracell Batteries, Gillete Razors...
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...Spectrum Brands Diversification Case Study - Term Papers - Tma304 www.termpaperwarehouse.com › Business and Management May 2, 2013 - Read this essay on Spectrum Brands Diversification Case Study . Come browse our large digital warehouse of free sample essays. Get the ... Spectrum Brands Diversification Strategy a Success Or a Failure ... www.studymode.com/.../spectrum-brands-diversification-strategy-a-succ... Spectrum brands strategy for diversification: success of failure? ... Marketing strategy case study brand consolidation: Introduction As per case study, Unilever is ... Spectrum brands strategy for diversification success of failure ... www.studymode.com › ... › Marketing & Advertising Rating: 4.5 - 1 vote Assessing the strategies of CEO David Jones to globalize Rayovac's battery and ... of the company's financial results will be based on data from the case and other sources. ... A Study on E-commerce Success and Failure Stories E-Commerce ... Spectrum Brands | Case Study Solution | Case Study Analysis www.caseforest.com/case-study-Spectrum-Brands.aspx GROWTH STRATEGY 2. SPECTRUM BRANDS 3. MANAGEMENT 3. STRATEGY 3. RELATED DIVERSIFICATION 3. UNRELATED DIVERSIFICATION 4 60 Free Essays on Spectrum Brands Diversification Strategy a ... www.cyberessays.com/.../spectrum-brands'-diversification-strategy-a-suc... Essays on Spectrum Brands Diversification Strategy a Success Or a Failure Case Study Analysis for students to reference for free. 1 - 60. 60 Free...
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...Spectrum Brands, Inc. – The Sales Force Dilemma Case Spectrum consists of four organisations – Rayovac, Remington, United Industries and Tetra Holdings. It basically services North American Market and other markets but the case focuses on Canada. The four Industries mentioned are: Batteries, Shaving and Grooming Products, Lawn and Garden Market and Pet Care are covered Shaving and Grooming products and Lawn and Gardening products have seasonal demand. Stiff competition in the Pet supplies market by over 500 manufacturers and have a great clutter of retailers where not a single player having more than 10% market share. Batteries are dominated by two players Dura Cell and Energiser covering around 80% of the market which left Spectrum with only 20% market share to compete for with other brands. The growth rate is really low at around 1-2%. Alkaline Battery market growth had flat lined and was expected to be in the market only for the next 5-10 years. Spectrum would have to focus more on rechargeable batteries. Spectrum operates in areas which are highly fragmented and seasonal. Seasonal fluctuations in the battery and shaving markets, restricted sales to December. Since with its spate of acquisitions it has acquired a wide product mix it would be better if the sales force are trained to cater to this product mix. It may be cost-intensive and time consuming initially but cross promotion is possible with the trained sales force in the long term The new sales force structure...
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...Assessment 2: Management and Organizational Structure issues Strayer University Situation To gain perspective of operating efficiencies within the Spectrum Brands organization, an examination of differing structures will be written. This paper will offer perspectives of the matrix and multidivisional structures, possible communication problems and ways to overcome them. A recommendation of effective centralization of organizations will be offered. Action 1. When David Jones joined Rayovac batteries were the main product line. For the company to utilize a matrix structure would prove effective in times of growth by branching out into other product lines. This requires existing management and employees having different backgrounds and focusing on different aspects of a project. Assuming Spectrum Brands intends to create a new vacuum cleaner, a team would be formed with each person being from different departments, and possibly specializations. This would exist as a person from design and engineering and another from marketing working to create the vacuum. The organization would exist as a team with the individuals still having to report to their functional management, but also reporting to project managers working on associated aspects of the vacuum cleaner product development. As the vacuum cleaner product develops, certain individuals would become more involved while others might drop out of the team completely. Action 2. The use of multidivisional structure...
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...Case Preparation For Discussion (Gillette) 1. Central problem/issue in case: The main problem is that, since its acquisition, Duracell has become a drain on the financial performance of Gillette. The board needs to decide what should be done to turn Duracell around and restore Gillette to a dependable financial performer. 2. How is the battery industry (you can use five forces analysis to answer this question)? Has it been changing? If yes, how? Overall, the industry is very attractive. New entrants realize the potential of snagging a piece of a highly profitable industry that produced $5.2 billion in revenue and $807 million operating margin. Threat of new entrants is low, as the capital requirements and technology development needed to stay relevant in the market proves to be a daunting barrier to entry. Also, in order to realize a significant profit, economies of scale must be realized to produce a massive amount of batteries while keeping costs low. This would be harder for smaller entrants to achieve. Threat of substitute products is low, as no replacement good has been introduced that may provide the consumer with the same benefits as using a battery. This makes the industry attractive. However, if a company produced a good that could replace the need for a battery, this would detrimentally alter the battery industry, making threat of substitute products a major factor of the industry. The bargaining power of suppliers is low because there is little differentiation...
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