Energizer seeks to extend its brand into electronic accessories by launching antibacterial smartphone cases, keyboards, and tablets covers. The strategy is to bring Energizer's protective qualities to electronics by introducing "ProTecht" branded accessories. The target market is tech-savvy 18-35 year olds who want easy, convenient solutions to stay protected. An integrated marketing campaign including outdoor, digital, and in-store advertising will launch initially in mass merchandisers like Target to gain distribution and recognition for the new product line.

1. Energizer
brand extension
darby archbold
kerith rae
jessica sartoretto
Saturday, April 7, 2012

2. CURRENT
product
CATEGORIES
Power
Lighting
Sun care
Infant care
Feminine care
Shaving
Saturday, April 7, 2012

3. Through innovation we simplify
and enhance the lives of
Mission customers and consumers better
than anyone else
Saturday, April 7, 2012

4. Key
FIGURES $76 MILLION
INVESTED IN
RESTRUCTURING
COMPANY GREW 9.4% IN 2011
$4.654
SALES
BILLION
NET INCOME
$261.2 M
Saturday, April 7, 2012

5. Makes life easier every day
BRAND
EXTENSION Portable
QUALIFICATIONS
Distributed in a mass merchandiser
Saturday, April 7, 2012

6. ENERGIZER:
company
OPPORTUNITY
Saturday, April 7, 2012

7. TRENDS:
market
OPPORTUNITY
COMPUTERS
MOBILE
&TABLETS
$60 $100
1:3 887,000
> 30%
Saturday, April 7, 2012

8. LET’S talk THE BLACK AND WHITE OF
BIOLOGY...
A single sneeze can
The life span of bacteria is 100x more germs on your spray droplets infested with
from a few hours to a few cell phone than your toilet bacteria and viruses as far
weeks to hundreds of handle as three feet
years
Saturday, April 7, 2012

9. Objective
Extend the Energizer brand
into a new category with
products that makes
everyday life easier for
consumers
Strategy
Bring the protective qualities of Energizer brand products
into the electronics accessories category
Saturday, April 7, 2012

10. Entry into a new category
Energizer plastics Energizer anti-bac
Antibacterial electronic accessories
Saturday, April 7, 2012

11. Positioning
Proactive protector of your touch points
Saturday, April 7, 2012

12. PRODUCTS:
category
OFFERINGS
ProTecht }
Saturday, April 7, 2012

13. PRODUCTS:
packaging
ANTIBACTERIAL iPHONE CASE
Simple
Fun
ProTecht Recyclable
!"#$%#&%'(&%)"*+*,*+%-'(%)./&0
Saturday, April 7, 2012

14. 18-35 Tech-savvy
PRIMARY
TARGET
Protectors Busy bees
Saturday, April 7, 2012

15. product
DISTRIBUTION
Opportunity
Saturday, April 7, 2012

16. The broccoli is the only thing
you'll need to clean when you
get home.
ADVERTISING: ProTecht
thought
STARTERS
Saturday, April 7, 2012

17. Don’t be afraid to join the
Mile High Club.
ProTecht
Saturday, April 7, 2012

18. CAMPAIGN:
outdoor
This space covered
with ProTecht
Technology.
Saturday, April 7, 2012

19. Expected revenue with primary target
Growth Expected Revenue (M) Likelihood Revenue (M)
16% $4.8M 1% $1.2M
12% 3.6M 1% 900K
10% 3M 10% 7.5M
8% 2.4M 20% 12M
5% 1.5 M 30% 11.25M
3% 900K 30% 6.75M
0% $0 8% $0
Expected revenue first year $39.6 M
Saturday, April 7, 2012

20. 1 LAUNCH
2 DISTRIBUTION, COLORS
ACRYLIC PC COVERS
3 iPODS, ARM BANDS,
LOOKING
HEADPHONES
AHEAD
4 CONTACT PAPER: KEYS &
DOOR KNOBS
5 SERVICE ENVIRONMENTS:
RETAIL & DINING
Saturday, April 7, 2012

21. Energizer
brand extension
darby archbold
kerith rae
jessica sartoretto
Saturday, April 7, 2012

22. Appendix
Saturday, April 7, 2012

23. Target
Population of all Americans 18-34: 60 million
42% say they are too busy to take care of themselves like they should (25 million
people)
95% have cell phones, 23.6 million
43% use cleaning wipes; they are 33% more likely than the average consumer
23% take preventative measures with their health; they are 19% less likely than the rest
of the population to do so. They’re too busy to take care of themselves and want easy,
convenient solutions.
They buy antibacterial soap more than any other kind of bar soap (34% compared to
22% deodorizing, 31% moisturizing)
42% are parents. Average number of kids is 2.
“Younger consumers are generally more engaged in household cleaning, with 25-34s
most likely to preferantibacterial products and to pay extra for time savers. Young adults
are also leading the way in purchasing cleaning products online.”
“The 25-34s are far more likely than others to order cleaning products online, a behavior
that points to the need for convenience as well as a generational shift in how household
products are purchased.”
Mintel, Household Cleaning: The Consumer - US - May 2011
Saturday, April 7, 2012

24. Target
Shopping habits
Convenience stores (last 4 weeks): 68%
Drug Stores (last 4 weeks): 67%
Home Electronics Stores (last 3 months): 46%
Home Improvement (last 3 months): 49%
Office Supply Stores (last 3 months): 25%
Target (last 4 weeks): 21%
Wal-Mart (last 4 weeks): 38%
Saturday, April 7, 2012

25. Numbers
Weight Per Silicone Cover:
•4g per keyboard cover
•2g per cell phone cover
•10g per tablet cover
Cost of Silicone per pound with Antimicrobial additive: $20.5
Number of grams in a pound 453
•Number of keyboard covers in a pound: 113
•Cost per case: .18 cents
•Number of cell phone covers in a pound: 226
•Cost per case: .09 cents
•Number of tablet covers in a pound: 40.53
•Cost per case: .53 cents
Current selling rate of iskin microban: $24.99
Current price of tablet skin: $15.99 (No microban technology) Reduced from $24.99
Current price of cell phone case: $24.99 with microban technology
Saturday, April 7, 2012