energizerlithium_overview ces 2010 original

1、EnergizerLithiumThe Worlds BestAA/AAAin High Tech Devices1AgendaEnergizers Performance Products Driving Profitable GrowthLithium AA and AAAConsumer Preference for Performance BatteriesConsumer Support Drives Energizer PerformanceStrategic OEM PartneringLithium2Energizers PerformanceProductsDriving P

2、rofitable Growth3A History of InnovationEnergizer is leading the march of the technology evolution every step of the way!Our history of breakthroughs in innovationbegan over 100 years ago.First dry cell battery for consumer useFirst rechargeable flashlightThe Energizer Bunny makes his TV debutFirst

3、alkaline battery for consumer useLed industry in environmental initiatives andFirst AA lithium battery, Energizer e2 Lithiumoffered first zero- added mercury productThat innovative spirit still continues today in everything we do!41896 1959 19671980s19891992Leading Today.Energizers growth strategies

4、 have been proven in the marketplace.Energizer+$243MMDuracell+$42MMPrivate Label+$42MMRayovac-$36MMRedefining Tomorrow.Were going to continue to lead, innovate and power the future.The world is changing, and were changing with it.Source: Energizer All Outlet Report;52 weeks ending June 2004 vs. 52 w

5、eeks ending June 20095Energizer is the share leader in 8 of last 10 quarters Share numbers are for total manufacturer, all segments*6Source: Energizer All Outlet Report Period Ending 10/03/2009An integrated approach to driving retail growthPackagingPromotionOnlineMerchandisingProduct News Across The

6、 PortfolioMedia7The success of the Performance Evolution strategy proves Energizer growth initiatives succeedTotal Lithium % Chg Pre vs Post Advanced8Source: Nielsen FDMx ending 8/8/09Bottom LineEnergizer is driving segment growth Energizer Has The Best Performance BatteriesEnergizer Ultimate Lithiu

7、mWORLDs LONGEST LASTINGAA/AAA batteries in high tech devicesLasts Up to 8X longer* in Digital Cameras15 year shelf lifeWorks in extreme temperatures Weighs 33% less than alkaline Available in both AA and AAAEnergizer RechargeLong Lasting Reusable Power for High Tech devicesCan be charged 100s of tim

8、es Great for frequent usage Economical optionWorlds best selling NiMH rechargeable brandTop selling chargers*vs Energizer Max9Energizer LithiumThe WorldsBestAA/AAAin High Tech Devices10Energizer Lithium has experienced significant growth over the last six years11Source: ENR All Outlet Report 6 years

9、 ending 12/2008In the US, Lithium AA batteries are sold in 74% of retailers and now account for 9% of all AA battery salesLithium AA batteries are as easy to find as AA alkalineLithium AA-4pk is contributing more growth to Energizer than any of the Alkaline batteriesLithium AA and AAA batteries can

10、be found in over 65,000 stores in the US12Source: Nielsen 52 wks ending 11/28/09; MVI Store CountsEnergizer Lithium AAA few of our global retail partners.Argentina: Carrefour, Wal Mart, Auchan, Jumbo, Cencosud, Coto, Disco, Libertad, La Anonima, Josimar, Saturno Hogar, Tucuman Pilas, Dinosaurio, El

11、Tehuelche, Entertaiment Depot, Bosan, INC, Tele Import, Fravega, Musimundo, Garbarino, Compumundo Austria: Bauhaus, Beltec, Metro Australia: API, Bunnings, Rabbit, Coles, Kmart, Sigma, Danks, Dick Smith, Woolworths Benelux: Auchan, Lyreco, Makro, Minit, Prodilux, BBC Brazil: Talhe Norte, Leroy Merli

12、n, Photo Specialty stores Canada: United Grocers,Zellers,Acklands-Grainger,Blacks Photo, Wal-Mart, Future Shop, Intertan Chile: Ripley, Falabella, Fasa, Jumbo, Cencosud, Lider (D&S), Sodimac, Tottus, Casa Royal, Mirasol, HyM y Salvatierra China: Wal-Mart, Carrefour, Auchan Colombia: Exito-Casino. Ca

13、rrefour, La 14, Homecenter, Vivero, Carulla, SAO, Oduperly, Foto Japon, Panamericana, Home Sentry, Farmacity, Locatel, Falabella Czech Republic: Ahold, Tenglemann Ecuador: FYBECA, Supermaxi, Kiwy, Ecuacolor, Paco, Comisariatos de las fuerzas armados, Equipos CotopaxiFinland: Liiga Foto, Eiri Foto Fr

14、ance: Auchan, BHV Siege, Boulanger, Galeries Lafayette, Leroy Merlin, Lyreco, Majuscule, Sonepar, Virgin Megastores, Techi Cine Photo Germany: Bauhaus, Conrad Electronics, Globus, Kloppenberg, MGE Gulf: Geant, Carrefour, Plug Ins Hungary: Auchan, Metro, Tesco Hong Kong: 7-Eleven, Circle K, Fortress,

15、 Parkn Shop Superstores, Fotomax Italy: Auchan, Carrefour, Coop Italia,Metro, Tenglemann, Bricofer Japan: Yodobashi Camera, Kitamura Camera, Bic Camera, ASKUL, Kimura Camera Korea: E-mart, Walmart, LG Mart, Lottemart, Tesco, Carrefour, Aram Mart, Mega Mart, 7-11, LG25, Mini Stop Lebanon: Monoprix, B

16、HV Malaysia: Jaya Jusco, Carrefour, Parkson, Guardian, Giant, Watsons, 7-11,Ocean, The Store, Faiar Mexico:Wal Mart, Comextra, Farmacia Guadalajara, Office Depot, Macapyla, Farmacias Benavides, Soriana,Omega, Corporacion Fotogrfica, Sanborn Hermanos, HEB, Gigante, Radio Shack, Chedraui, Office Max,

17、Blockbuster , Dorians, Coppel, Sears New Zealand: Pak n Save, New World, Foodtown, Woolworths, countdown, Fresh Choice. Supervalue, Kmart, Mitre 10, Repco Norway: Elite Photo, Foto Schroder, Fotoknudsen Click, Preus and Fotoland Peru: Wong, Plaza Vea, Tottus, Ripley, Ace Home Center, Sodimac Poland:

18、 Ahold, Casino, Lyreco, Metro, Tesco PUB: Stock, Tienda Inglesa, Multiahorro y Tata Russia: Auchan, Ruamaru Slovak Republic: Ahold,Skamsck Spain: Auchan, El Corte Ingles, Media Markt Video, Lyreco, Leyroy Markt, Migros Sweden: Fuji Photo Saudi Arabia: Azizia Panda United Singapore: NTUC, Shop N Save

19、, Cheers, Watsons, SPC, Cold Storage, Giant, 7-11, Guardian, Photo Finish, Carrefour South Africa: Makro, Game Switzerland: Migros, Perrot Image, Atac, Spedisser, Conrad Electronic, Techni Cine Photo Taiwan: Geant Hyper, 7 Eleven, CVS, Watsons UK: Argos, Homebase, John Lewis, Lyreco, Robert Dyas, Sa

20、insburys, Jessops, Swains. U.S.A.: Top Accounts: Wal- Mart, Walgreen, Target, Best Buy, Sams Club, CVS, The Home Depot, Office Depot, Lowes, Kroger, K-Mart, Super Value, Meijer, Commissaries, American Sales, Publix, Albertsons, Eckerd, BJs McClane, Longs Drug, Ace Hardware, Fred Meyer, HE Butt, Corp

21、orate Express, AAFES, Menard, United Stationers Supply, Brooks Pharmacy, Circuit City, True Value, US Navy Exchange, Food Lion, Sears Roebuck, Tractor Supply, Advanced Auto Parts Venezuela: Farmatodo, Locatel Servicios, Ferretera Epa, Ferretotal Caracas, Garzon Hipermercado, Makro Comercializadora,

22、Todohogar, Automercado San Diego, Automercado Plazas, Euromercado, Excelsior Gamma Supermercados, Plansuarez, Super Mart, Super Tiendas Enne, Supermercado Casa San Juan, Supermercado Luxor Guacara, Central Madeirense, Mikro 760, Supermercados Unicasa.13Growth is driven by consumers who recognize the

23、 manybenefits of EnergizerLithium in a variety of devicesDigital Camera*Video Recorder*Photo Flash*Lego Mindstorm NXTGPSEnergizer Lights0%100%200%300%400%500%600%* Results may vary by device14Lasts up to 8x longerLasts up to 4x longerUp to 200 more flashesUp to 3.5more hours Worlds Longest Lasting i

24、n high tech devices Performs in temperatures from -40F to 140F Outstanding 15 year shelf lifeUp to 7 hours longer 33% lighter than alkaline AA Leak resistant construction Worlds best in High-Tech Devices for EmergencyBrighter, LongerPreparedness and the Great Outdoors%longerinEnergizerLithium AA vs.

25、EnergizerMAXThe Worlds Best* Battery Just Got Better!Increased power output driven by improved materials and constructionUp to 26 more shots!Up to 30 min. more light in portable lightingShipping February 2010!Supported with TV AdvertisingUp to 30 more minutes in toys and audio devices*In high-tech d

26、evices15Consumer Preference forPerformance Batteries16New devices and higher power requirements are driving changesin shopperbehavior.As devices become more “critical” and power hungry, shoppers have become more engaged in the category and are willing to pay more forthe right battery.2008Attribute20

27、052008Acceptance of High PerformanceBatteries64%80% AgreeingIm more interested in how I maybenefit by using a high performance battery than I was five years ago3956Im more willing to pay more to getlonger battery life than I was five years ago43562005Im willing to pay more for thebatteriesin the dev

28、ices I use the most48%51%17Consumer SupportDrives Energizer Lithium Performance18Energizer is significantly supporting advertisingand promotion of Energizer drive lithium salesLithiumto furtherMain focus of A&P support has been for Energizer Lithiumsince 2005Majority of 2008 & 2009 TV advertising co

29、py supporting Energizer LithiumRefining trade promotion strategy to aggressively drivetrial and repeat purchase of Performance batteriesNetworkTargeted CablePrograms19Energizer TV AdvertisingOverall advertising spend in calendar 2009 is over $33 million to build the Energizer Lithium message across

30、network TV, Cable, Targeted Hispanic and OnlineAliens spot which has been Energizers (as well as the categorys) top performing spot over the past three years on both recognition and branding. Driving these strong indicators is the high entertainment value.20Strategic OEMPartnering Activities21spotGa

31、rminG5GPSOregon ScientificPersonal LocatorAction CamsatmapMagellanGPSGPSAppleWireless MouseBlack andHoneywellMotion SensorDeckerPower MonitorNikonDigital CamerasPentax K-xDigital SLREPICThomsonDigital Video CameraBushnellStealthcamPhilipsRCANokiaDigital BinocularsHybrid PhoneCellular Phone ChargerEn

32、ergizer collaborates with the worlds leading devicemanufacturers to develop partnerships from the inception of new products22EnergizerLithiumOEM Partnership ObjectivesObjective:Create awareness and trial for EnergizerLithiumStrategy:Partner with OEMs that demonstrate Lithiums product benefits and ha

33、ve a quality brand imageEnergizers Partnership Includes: Technical expertise and knowledge sharing Brand-building marketing activities Consumer and trade communication and education23EnergizerLithiumPartnership CriteriaPack-in AA or AAAHigh drain device (performance benefits using Energizer Ultimate

34、 Lithium)Innovative team with a Collaborative mindset Strategic partner for Energizer24EnergizerLithiumPartnering OpportunitiesReciprocal website programs/recommendations Sponsorship of partner eventsImage use (online, print, as appropriate) Product for agreed upon eventsIntroduction to sales team f

35、or retail partnership opportunities Custom brochureIn-pack $ off coupon25EnergizerLithiumOEM Partner BenefitsStrategic OEM pricingValued added to consumer by including batteries Excellent consumer experience out of the box Coupon in-pack for replacement batteriesCo-marketing benefitsTechnical suppor

36、tBattery selection/ design assistancePerformance estimates/ claims generation/ ad substantiation26Examples of OEMPartnering Activities27In-BoxLeafletLiquid Image28In-Box LeafletPentaxNew K-x SLR Digital Camera ships with 4 L91 1566 shots with 50% flash 1900 shots with no flash Ships with lithium bro

37、chure Recommends Ultimate Lithium in manual29Package CommunicationNikonConsumer-focused communication and education via: On camera sticker with 1000 shot claim On box logoOn camera sticker In-pack brochure (7 languages; coupon)noIn-pack brochureOn Box Logo30Retail PromotionPentax in JapanInstore Col

38、laboration with PENTAX in JapanObjectiveIncreased Lithium AA/AAA awareness among potential DSC purchasers at point of saleKey MessageEnergizer Lithium enables PENTAX SLR KmCamera to take 1,650 photosEnergizer Lithium battery enables K-m to takeLasts up to 7X longer in DSC1,650 shots*23. Based on CIPA standard. Result varies by condition.360 shots with alkaline3131Retail PromotionNintendo in UKThe below highlights how Energizer promoted Ultimate Lithium in-store during the