Hi everyone, I am Nguyeen Le Hoang Anh. It's great to see you

From the group 13, I'm gonna share with you some interisting knowledge marketing in Energizer company.

How could the Energizer apply 4P 's concept to marketing its products ? Now we look at Energizer.

Energizer is a company - batteries in 1896 by 2 inventors of batteries + flashlight

Turn to 1957, they invented new product alkaline batteries but lost because Duracel was stronger

In 1980, it changed to the name Energizer 

In 1986, it turned to Eveready Battery Incorparate when the company was sold to Ralston Purina

 And 2000, the company became Energizer Holdings, Inc 

Now, It is one of the world's biggest companies 

Through over periods, Energizer has produced a variety of products for a variety of people

From children to adults, Energizer offers different types of batteries on the world

Now we turn back to the definition of marketing

Some of people is misundertanding the term of marketing. They think marketing is similar to ads or selling

but Marketing is more than that. 

 Marketing is a string of activities in creating new products, determining what prices, promoting and distributing to the customers.

We have 4P's which is applied in any of marketing strategies of companies 

The first step in 4P's is Product Images that you start a new business, you must a new product that everyone is willing to buy

 In that case, Energizer has its batteries. And everyone buy batteries for electronic devices 

Next, you need to set the price 

The price is a sensitive factor because it affects the quantity of supply, demand in market

 That's why some directors need to consider the price

 Energizer also do some pricing sensitive studies to give a good price for their products 

Place is the next step to evaluate the ideal locations for the product, where they can sell easily to the customer

 Example : .... 

The final one is promotion, promotion help sellers bring their products to the customers' hands 

It shows people that the products are exist, and motivate them to buy it -

Now it is more complicated, it has 6P's base on company's structure

Including positioning + packaging -

Positioning refers to the consumer's perception of a product or service in relation to its competitors

-And packaging is about the texture, cover of product to attract to people

-Also, marketing has external factors consist of global, technological, sociolcultural, competitive, economic

-Of these factor, Technology has a tremendous role in Energizer marketing

Why?

-Let's discover Energizer marketing strategies and find out the key of success in Energizer

-Energizer has gone through the period of marketing -

Founded in 1800's, the firm sell the first products such as alkaline batteries, watch batteries which satisfy people to use more their product

However, the primary way is still retail that consumer purchase products

 Energizer realize that success means more than just having a great product In order to continue to grow a brand for long-term success

 Energizer heavily focus on TV ads, broad reach media, and building the BRAND.

While Energizer did a lot on advertising or the product development, Energizer marketers need to understand customer's needs

Understand how they use Energizer's products, how often they buy, where they consume products; then, they can do to exceed the customer's expectation

The firm sometimes conducts the marketing research to know how customers make a right decision by using focus group as a mean of primary research for promotion

Today, marketers use relationship marketing to not only keep customer satified but to keep them coming back

As other companies, Energizer use Facebook,Twitter as a way to build and link its relationship with customers Energizer also consider any of factors .

 Of them, technology is extremly critical Nobody want to buy batteries just to have batteries 

They buy batteries because they want to use it in electronic devices

 Energizer do care about how technology develops 

Any changes in technology in those devices is of significant importance to the whole business 

The firm focuses on customer segmentation

-The process of dividing the total market into groups whose members have similar characteristics : locations, gender, age 

Because their target market is segmented, their marketing effort campaign is segmented. 

"Everybody buys batteriers " – They have a broad demographic.
"Everyone buy batteriers around the world" – They have broad geographic segmentation.
Energizer concentrate on customer's attitude because attitudes leads to behaviors

 consumer's attitudes toward wether they believe a device is high-tech, so they are willing to spend more for the batteries 

why Energizer  bunny is a marketing icon ?

- Let take a look of these features and icons, you can immediately recognize their brands as Starbuck, Mc Donald, Channel, Michelin and Pisbury Doughboy. These icons, in other words, are called marketing icons.

- So what is the marketing icon ?

It's about symbol/ feature when people see it, they will recognize the brand of companies.

We have marketing icon, we could help people easily to remember. 

Marketing icon helps Energizer build relationship with customers

- There are some certain criterias for a brand to become a marketing icon, which include :

+cultural impact

+ memorability

+ design 

+ enduring ability

+ recognizanility : 

+ distinctive feature and unique design

+ adaptability 

How about Energizer bunnny ? 

Let's start by watching the next 2 videos about Energizer Bunny ( turn on videos )

- So what do you think about the videos? Pretty cool right :))

 First appeared on TV commercials in 1989, Energizer Bunny was featured as a pink fluffy bunny wearing a black sunglassess and a blue beach sandals, with a bass drum bearing the Energizer logo. 

The special thing is that the bunny was empowered by Energizer batteries.

¨ Throughout the time, the Bunny become a phenomenon influences all people over the world.

=>> The reasons for the success of Energizer Bunny can be devided into 3 main reasons : The Appearance, The message and The nonstopable development of Energizer Bunny.

it is undoubtedly that the Bunny is simple, adorable and friendly to all the ages ,

=>>> Therefore, the Bunny's cool outlooking is easy to draw attention from the public and thus makes the brand memorable to the customers.

- And of course, Energizer didn't create the Bunny symbol just for fun .

 Frequently appear on TV commercials, advertisings and videos, the along with the tagline " keep going ", Energizer Bunny implys the characteristics of their products : powerful, unstopable and restless

Ø 1991-1992 : introduced their zero mercury akaline battery and the first AA lithium battery

Ø 1994 : The Energizer Bunny hot " Hare" baloon took flights 

Ø 1997: Hvae The Energizer LED lights and like the spirit of the Energizer Bunny, is nearly indistructible.

Ø 1999 :  Energizer Bunny is one  of the TOP 10 BRAND ICONS OF THE 20TH CENTURY.

Ø 2009 : The Energizer Bunny appears Facebook, Twitter, ....

Ø 2011: The Energizer Night Race raises awareness of the need for safe, clean , solar light for families without electricity around the world.

Ø 2013: The Energizer Bunny helps keep  their kids safe from little batteries.

Ø 2016 : The Bunny's  appearance at New York Fashion week in a slimmer  and more expressive animated features.

However, there was a debate  and lawsuits about Energizer Bunny. 

While Energizer has Energizer bunny, Duracel has also Duracel bunny.

- Duracell company was unlucky eventhough its pink Bunny appeared before Energizer Bunny 

However, thanks to key in  maitaining relationship with customers, Energizer had created a more approachable and symbolic icon that can easily get into customer's mind.