Energizer had three primary objectives in launching EZ Change. First, it wanted to become the number one brand of hearing aid batteries. Prior to EZ Change, Energizer was number three in a three-way race, and it wanted to completely change that positioning. Second, it wanted to separate itself from the competition by providing a solution that would give the company a leadership place in the hearing aid battery category. Third, it wanted to strengthen the overall franchise of the entire Energizer brand. The hundredyearold company had developed the first flashlight battery and had introduced numerous innovations in portable power. A major driver was to continue this tradition.
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
- 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
- Production in the United States of America
- 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
-
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