All Energizer hearing aid batteries have traditionally been made in Bennington, Vermont, and the company is proud to continue this tradition with EZ Change. Although a few parts for the dispenser are made by an Energizer plant in China, the company has kept hearing aid battery production in the United States. The idea is to maintain jobs for loyal employees. Some of the Energizer employees’ families have been with the company for generations. Energizer feels that as long as it can keep bringing in innovations and remain competitive, it is going to keep production in Vermont.
Marketing Strategic Planning Related
- Lessons: Pay Attention to the Consumer and Think Outside the Box
- Competitors’ Reactions Have Been Ineffective
- EZ Change Was an Unqualified Success
- An Exciting Eighteen Months
- The Goal Was to Become Number One
- EZ Change Was Launched Based on Several Positive Assumptions
- EZ Change Was Thoroughly Tested Before It Was Launched
- Launching in a Diversified Market
- Total Guaranteed Customer Support
- Off-Shelf Displays Would Highlight EZ Change
- Television Would Be the Primary Advertising Medium
- The Advertising Message: ‘‘Precise Placement Every Time’’
- A Coordinated Sales Effort
- A Premium-Priced Product
- Larger Packaging That Opens with Bigger Type and Pictures
- A Very Simple Incremental Product Line
- ‘EZ Change’ Became the Ideal Name
- A New Product is Born
- It Is Not a Battery; It Is a Solution
- Creativity Based on Solid Consumer Research
- A Time for Change
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Tags
- Accelerating the Buying Process
- Anatomy of a Buying Decision
- Benefits Must Be Perceived by Customers
- Consumer and Retailer Convenience is Critical
- Effectiveness Leads to Repeat Purchases
- Elevating the Buying Process
- How Customers Perceive Value and Risk
- How to Qualify Customer Problems
- How to Quantify PIP Solutions
- How to Sell the Customer's Return
- Positioning and Partnering to Propose High-Margin Value Propositions
- Preemptive Ventures Are Often Winners
- Reverse-Engineering the Buying Process
- Sample Marketing Plans
- Successful Marketing Plans Eliminate the Negatives
- Successful Marketing Plans Often Solve Consumer Problems
- The Cause and Effect of Business Value
- The Sales Process-Redefined
- The Value of Customer Relationships
- What Customers Really Want
- What Customers Think About