Energizer Marketing Mix

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Marketing Mix of Energizer analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Energizer marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Energizer Marketing Mix:

Product:

Energizer mainly specializes in their power batteries. They have various types of batteries such as Energizer MAX, Energizer Ultimate Lithium, Energizer Recharge, Energizer EcoAdvanced in their marketing mix product portfolio. Apart from batteries, they also sell replacement batteries for hearing aids, camera batteries, etc. They have rechargeable batteries and they sell different types of chargers along with them like Pro charger, 1-Hour charger, value charger, Universal charger, Universal value charger. It also has lighting equipments like Energizer Headlights, Energizer Weatheready, Energizer Hard Case Professional, Energizer Light Fusion Technology, Energizer Intrinsically Safe. Coming up with a new product requires a lot of market research and analysis. At Energizer, the research includes interviewing focus groups as the method of primary research. Statistics also play an important role in the product development process. Secondary data is taken from intrinsic sources. Demographics are used to segment the target market into different groups and introduce the product accordingly.


Image: Wikimedia


Price:

The batteries are fairly priced and are meant to target lower middle class to upper-class customers. Energizer has been keen on studying and analyzing the market before they come up with a market price for their product. Pricing strategy in its marketing mix decides whether the product would be a success or a failure. It needs to create value for the people who buy them. They identified appropriate price gap, how much price rise is feasible and how to appropriately price the product in order to break even and in turn increase profits. They carry out price sensitivity studies to study the different dynamics of the products. There are different kinds of products and they are priced differently based on how well they perform. There are some batteries with advanced technology which are priced higher. It depends on what the customer wants which would decide whether he would go for a normal battery with a fairly lower price or an advanced battery which would do the same work in a proportionally lesser time and more effectively and is fairly high priced. It also has on-site promotional offers or third-party promotional offers which have a tie-up with Energizer which could save you some money on your purchase.


Place:

Energizer is sold at almost all the retail stores, convenience stores, supermarkets, grocery stores. It can be found in huge supermarkets such as Walmart, Target, Sears, Publix, Tesco, etc. or even in local grocery stores. It is easily available and is really convenient to find the battery to your required specifications. Although it started its operations in the U.S., it has spread throughout the world and today Energizer batteries are available in many parts of the world. Along with physical availability, Energizer batteries are also available online. They have their own website but it is not an e-commerce website. You can find their products on various e-commerce websites such as Amazon, eBay, Walmart, BestBuy, Lowe’s, Jet, etc. Energizer’s distribution network is very extensive and diversified and it markets and sells its products in over 140 countries around the world. It entered the Indian market in 1995 after which it has become a home brand for every household.


Promotion:

Energizer is very well known for its TV advertisements which were very much visible throughout the 1990s and had conquered a significant amount of the screen time. During the 1990s, Energizer heavily relied on TV advertisements and 90-95% of their promotional strategy included TV ads. But later, post-2000s, Energizer focused on another medium for their promotion. Although they got into digital marketing, social media marketing, TV ads still compose about 50% of their promotional strategy. They had a mascot, who we fondly know as “The Energizer Bunny”, has been etched in the minds of the viewer. The TV ads were very persistent and the content was very catchy and it is still in the minds of the people. Energizer had a great product and a greater marketing strategy. Because of the success of “The Energizer Bunny” Energizer still plays the ads to stay visible to the users. Apart from the promotional campaigns, it is also involved in various CSR activities. After Hurricane Katrina, they donated batteries, razors and made some monetary donations to help the victims of the hurricane. This gives an overview of Energizer marketing mix.


About Energizer:

Energizer is a manufacturer of batteries. It was founded in 1980 as Eveready Battery Company and later changed its name to Energizer. It has its headquarters in Missouri. It is listed on New York Stock Exchange as Energizer Holdings, Inc. Its parent company was founded in 1896 as an American Novelty and Manufacturing Company. The Energizer Holdings, Inc. has acquired many brands throughout its tenure. Energizer later decided to separate its personal care section and energy section into two different brands and they are listed separately on NYSE as two publicly traded companies.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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