Rayovac Corporation is the third U.S manufacturer of storage batteries and the market leader in the sale of products such as hearing aids, heavy duty, computer backup and lantern. The company is also involved in the manufacturing of flashlights among many other items. It has played a vital role in the battery industry in the US economy as early as the 1900s. It has always lagged behind Duracell, a subsidiary of Gillette, but experienced a rebirth after the Thomas H. Lee Group bought the company and its management was changed in 1996. The company has marketing strategies that may give them a competitive advantage over the other brands well known in the market i.e. Energizer and Duracell.

The case study is about the initiative of Rayovac Corporation to provide innovative products such as rechargeable batteries in the market, specifically North America. In the study, marketing analysis is to be conducted to see whether the idea is a viable one. They will analyze the strengths and opportunities that exist for these products in that particular market.  In analyzing the market, the corporation is known as the largest marketer and manufacturer of consumer batteries in the world. The company is involved in the sale of batteries that are used in households as well as for commercial use. In addition, the company also sells alkaline batteries in all standard sizes so as to be able to compete effectively in the already highly saturated and profitable household market. Rayovac’s main purpose is to be the leading choice for clients in the battery and rechargeable battery industry in the world. They intend to provide quality and standard sized batteries that would be able to satisfy the market’s needs in terms of energy use for both household and industrial use.

According to the case study, major changes are evident in the market with the changing market needs in the use of rechargeable batteries. For Rayovac to have a good idea of the market needs, they need to use marketing tools such as PEST analysis and SWOT analysis to analysis their threats and opportunities. For instance, politics in North America support the rechargeable battery industry and this will work to their advantage. In terms of economics, N. America is strong and it is a stable economy which works positively for the industry. The country offers a good strong market for the industry because of its demographics changes and its psychographics. Technologically advancements have worked to the advantage of the industry with reduced production costs in rechargeable batteries to meet target customer’s needs.

Rayovac needs to assess its strengths, weaknesses, opportunities and the threats in the industry. It is a strong competitor in the market and should take advantage of this advantage. Its main weakness is not being able to gain competitive advantage over its major competitors, Energizer and Duracell that dominate the N. American market in prices.  An opportunity for the company exists in its ability to provide rechargeable batteries to its commercial and household clientele leading them to being the number one battery provider in the region. The threat they face most is technologically advancements that are constantly taking place, they need to be innovative and inventive to stay ahead of its stiff competitors.

Brand value is another marketing tactic that the corporation can use to achieve its goals. This marketing tactic assists the company to increase its revenues in addition to reinforcing its presence in the market. This requires investment since it is a risk that has its rewards for the company. A branding strategy that is well thought out and well implemented will reduce risk and spread the company’s brand all over the market (Sicco Van Gelder, 2005). Rayovac can use this strategy since they already have an advantage in the fact that they are known in the US market to introduce an eco-friendly battery for commercial or household use. A strong brand identity will be able to push sales up resulting in profits and long term competitive advantage. The company would need to constantly review its strategies as their brand gains market share to continuing attracting more customers.

Branding techniques include the association of a company to logos, slogans, distinctive colours, musical tunes or sounds, unique product qualities, packaging, mascots, hallmarks and memorable product names. Rayovac can benefit from value branding since customers are most likely to remember a brand name, loyalty is guaranteed when the quality of product is high, familiarity is fostered, and premium image of a product leads to premium pricing, the company equity’s is increased, lower marketing costs in the long run and customers face less risk (side-effects) when using branded products as opposed to no-names. Branding benefits the company in the long term giving it competitive advantage over its competitors.

Rayovac should be able to consider a new management and marketing strategy to be assured of a competitive position in addition to long term sustainable growth in the industry. It can also be concluded from the case study that Rayovac Corporation is in dire need of a market entry plan that has been strategically analysed to guarantee notable success in the North American market.










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