POWERFUL, YET HUMBLE.

Chelsea LawlissJerad McHenry

Situation Analysis

Table of ContentsSituation Analysis

Objectives and Strategies

Media Tactics

New Media

Summary

Appendix

Bibliography

Situation AnalysisIntroduction

Rayovac Alkaline batteries are the third largest battery brand in the United States, and they wish to increase their share in the market, develop more brand awareness, and increase sales. In an effort to achieve these goals, Rayovac is launching an interactive media plan.1

Industry/ Segment Review | Alkaline Batteries

Alkaline batteries are a multi-billion dollar industry. Available in a variety of sizes, including AA, AAA, D and 9 volt, alkaline batteries fall into the disposable battery category.1

Rayovac Alkaline Batteries, owned by Spectrum Brands in Madison, Wisconsin, is the third best selling battery in the United States with about 13 percent of the market share. It trails Duracell and Energizer, which together make up 70 percent of the alkaline battery market. Duracell and Energizer use reliability and longevity as unique selling points, but independent research shows that Rayovac performs just as well as the leading competitive brands.1

Current Consumer Review

According to Simmons data, the current consumers of Rayovac batteries are mothers with children living at home buy most of the alkaline batteries purchased in the United States. Children, gamers, electronic device users, and those consumers buying batteries for safety purposes, i.e. fire alarms, flashlights, etc., are also potential targets for the alkaline battery category.

Marketing Review | Rayovac

Position: Emphasizes its lower price point for the same performance as Duracell and EnergizerPromotions:• Narration of current commercial reads, “They all perform equally, except at the cash register”• Rayovac Fan Fridays: Weekly giveaways on product website for “liking” their pageProduct: Packaging carries a label that reads, “ Rayovac. Last as long as Energizer.”Price: On a per battery basis, Rayovac batteries cost less than Energizer or Duracell2

Situation AnalysisCompetitive Review

Rayovac batteries are the #3 battery brand behind Duracell and Energizer. Both aided and unaided brand awareness of this brand are also low due to a discrepancy in spending capabilities: Duracell and Energizer outspend Rayovac 5:1.

Although Duracell and Energizer have higher “brand you can trust” and “quality brand” ratings, tests have proven that all three of the brands last as long in the same device. 1

Current Messaging/ Creative: Rayovac, Energizer, & Duracell

Rayovac: “Powers Your Fun,” “Powers Your Life”

The current creative campaign for Rayovac positions the batteries as the brand that can power all components of your life, from toys to safety devices, while emphasizing its low price point in comparison to the other leading brands. The current commercial features the slogan, “Lasts as Long. & Costs Less!”2

Energizer: “Now that’s Positive Energy”

The Energizer team is currently focusing on the marketing of their Ultimate Lithium batteries. Their “Now that’s Positive Energy” campaign is promoting their products as lasting longer with less waste. This campaign also emphasizes new programs and partnerships that are working toward making the world a better place.3

Duracell: “Trusted Everywhere” and “Power Those Who Protect Us”

Duracell’s most recent campaign highlights the battery as the one consumers can trust, whether for use in everyday items like games and cameras, but also in more serious situations, like that portrayed in their firefighter commercials. The “Power Those Who Protect Us” campaign says that Duracell batteries are the ones that firefighters rely on to run their equipment.4

Situation Analysis

Strengths Weaknesses

ThreatsOpportunities

• Rayovacbatteriesperformtheexactsameastheothertwoleadingbatterybrands

• Hastheabilitytomakeprogressandearnmoreofthemarketshareincomparisontotheotherestablished,biggerbrands

• Lowerbudgetforadvertisingexpenditures

• Only50%consumersareawareofRayovaconanaidedbasis,andonly25%cannameitonunaidedbasis

• Consumersdon’tbelievethatRayovacper-formsaswellastheleadingbrands

• Thecurrentrecessionallowsforthesuccessofvaluebrands

• RayovacbatteriesarejustaspowerfulasDuracellandEnergizer,butcostless

• BecauseDuracellandEnergizerhavelargersharesofthealkalinebatterymarket,theyhavemoremoneytoinvestonthe4P’s

Key Issues to be Addressed

• Consumers need to be convinced of the quality of Rayovac batteries, and that they perform just as well as the leading competitors.

• Increased awareness of the Rayovac brand needs to be generated

Situation AnalysisTarget Audience | Strategic Value Consumer

Our strategic value consumers are current users of Duracell and Energizer batteries. Duracell and Energizer consumers are 47% male and 53% female. The target is Caucasian and generally older, ranging in age from 30 to 49. The target is educated; 16% have a Bachelor’s degree and 10% have graduated with a Master’s degree.

The consmer is now employed full time and enjoys a comfortable household income ranging from $75,000 - $250,000 a year. They are married, with children and are likely living in the Midwest or in the South.

Reasearch indicates that this family has recently made major home improvements. As a growing family, they have also invested in a new or used car within the past 12 months. Our consumers are happy with their lives and enjoy sharing that happiness while spending time with their families. They enjoy camping, playing board games and going to local parks and beaches to enjoy the outdoors.

In regards to their beliefs about shopping and products, this consumer doesn’t mind paying extra for quality goods. However, they also look for specials and bragains when shopping. The current unstable economic situation in the United States has forced even the upper-class to look for deals.

Target Audience | Retail Audience

Walmart currently devotes 50 percent of all its battery shelf space to Rayovac. Considering, the price consciousness of our SVC, maintaining shelf space in America’s largest bargain retail big box store is important if we are to see sales of Rayovac batteries increase. It would be smart to increase the number of checkout displays and displays near recreational and household products that use batteries since batteries are an impulse buy. We want people who are considering purchasing battery powered products at Walmart to consider Rayovac batteries as well, and more displays near more products will help consumers choose Rayovac.1

Due to the struggling status of the American economy, we expect Duracell and Energizer consumers to be shopping at Walmart. By maximizing shelf space and point of sale advertising, we hope to give Energizer and Duracell consumers the opportunity to act out their battery buying impulses by purchasing readily available Rayovac batteries.

The choice not to focus our resources on retail outlets like Target, stems from the reality that Energizer dominates that market. Sears and KMart stores are not as nationally located as WalMart. WalMart is the retailer that will be able to best further the business objective of this campaign.1

Objectives & Strategies

Objectives and StrategiesBusiness Objective:

Increase sales of Rayovac Alkaline batteries by 2%.

Marketing Objective:

Get users of Duracell and Energizer batteries to try Rayovac Alkaline batteries at least once in the 2012 calendar year.

Marketing Strategies:

• PositionRayovac as the best value and smartest buying decision.• Promote the idea that all alkaline batteries are created equally, via traditional and interactive media• Create new product packaging that emphasizes the smart purchasing decision that Rayovac batteries

are.• Pricing: Develop pricing plan that promotes Rayovac during times when consumers have a tight

budget, i.e. holidays, back-to-school• Place Rayovac batteries more prominently in electronics section, toy aisle, checkout line for im-

pulse buyers, sporting goods sections

Advertising Objectives

• Increase brand engagement with Rayovac online by consumers of competitive brand batteries, measured by click-throughs, time spent on website, and redemption of coupons offered on Rayovac website

• Convince users of Duracell and Energizer that Rayovac batteries are of equal quality, lifespan and power

• Increase awareness of the Rayovac brand by 20% amongst our target• Generate buzz and increase memorability/awareness of the Rayovac brand using a variety of socail

media platforms

Advertising Strategies

• Make online content more interactive through the introduction of more flash and video features online

• Stress independent research that shows Rayovac batteries to be as effective as Duracell and Energizer to prove that Rayovac batteries are reliable and powerful through traditional and interactive advertising

• Revamp slogans and enhance product packaging

Objectives and StrategiesAdvertising RationaleRayovac has a history of using big name celebrity promoters, and yet, they have very low aided and unaided brand awareness compared to Duracell and Energizer, prompting a total revamp of the message itself. Yet, the theme of core of value will remain in place. The reality of a long recession coupled with the fact that our consumer wants to save money, but not sacrifice quality or performance makes stressing Rayovac as powerful of a battery as Duracell and Energizer at a lower cost a worthwhile approach. Our SVC’s willingness to search for deals asserts that they will respond well to the value and power appeals. The relatively static nature of Rayovac’s site compared to Duracell and Energizer allows advertising and coupons to be avoided. Integration of more interactive media will make the messaging less ubiquitous and more drawing, thus, further communicating Rayovac’s value and increasing brand awareness.

Media Objectives

Target:

Current users of Energizer and Duracell batteries

Geography:

According to Simmons Data, our SVC is most likely to be living in the Midwest and in the South. We will heavily emphasize the campaign in these regions. However, because our retail target, WalMart, is located nationally, we will do light national coverage so as not to lose potential audiences.

Seasonality

Because Rayovac doesn’t have as strong of brand recognition as Duracell and Energizer, it would be detrimental to the business objective if there were periods of time with no advertising. Based on this rationale, a year-long national pulsing strategy with regional heavy-up periods from July through September for the back-to-school sales and October through January for the holiday season will be used.

Objectives and StrategiesScheduling

Duetoourbudget,aswellasthevariabilityinbatterysalesthroughouttheyear,weareoptingforapulsingadvertisingcampaign.AdvertisingwillbemostheavyduringthemonthsofJuly,August,November,December,andJanuaryinkeepingwithourseasonalitydescribedabovetotargetback-to-schoolandholidayshoppers.However,wewillkeepsomeformofadvertisinggoingthroughouttheentireyearsoastopreventourSVCfromforgettingaboutus.

Academicelectronicsandtoysaretypicalitemsthatrequirealkalinebatteries,andconsideringtheageofourSVC,itemstheywilllikelyneedtopurchasefortheirchildren.Sincebatteriesareanimpulsebuy,weplantomaketheadvertisingtheheaviestduringthelasttwoweeksofAugust,firstweekofSeptember,lasttwoweeksbeforeChristmasandtheweekafterChristmastocoincidewiththetimeswhenpeoplewillmostlikelyrealizetheyneedbatteries.Sincebatteriesareconsideredanimpulsebuy,itisexpectedthatpeoplemaybemoreapttopurchaseRayovacbatteriesclosertoback-to-schoolortheholidays.Unlikelargerticketitemsthatmayrequiremoreemotionalinvestmentorthought,weexpectconsumerstorealizetheyneedRayovacbatterieslaterintheback-to-schoolandChristmasbuyingseasons.Wewillgoheavieronouradvertisingduringtheendofthebacktoschoolandholidayshoppingseasons.ConsideringtheageofourSVCbeingprimechildrearingyears,weexpectlastminutepreparationforthesemajorannualeventstobeagreattimetouseadvertisingtodriveourbrandawarenessandsalesasourtargetrealizestheyneedbatteries.

Weighting

Online  Adver+sing  100%  

Twi3er  0%  

Facebook  0%  

SEO  and  SEM  0%  

App  0%  

Streaming  Video  0%  

Streaming  Audio  0%  

Online  Adver+sing  

Twi$er  12%  

Facebook  25%  

SEO  and  SEM  18%  

App  40%  

Streaming  Video  4%  

Streaming  Audio  1%  

Objectives and StrategiesCreative Brief

The Role of Advertising

Convince consumers of Duracell and Energizer batteries that they can get the same performance from Rayovac, but at a cheaper price

The “Big Idea”

“Same Battery, Different Label”

Tests and research have proven that Rayovac Alkaline batteries perform the same as Duracell and En-ergizer Alkaline batteries. Our “big idea” emphasizes that all alkaline batteries are created equally. This idea will help convince consumers that the quality of Rayovac batteries is not compromised for a lower price.

Key Message

Consumers can have the best of both worlds: power and savings.

Tone and Manner

The tone of Rayovac resonates as powerful, but humble. This battery is for hard working families who make smart purchasing decisions and are not worried about brand names, but rather want the most for their dollar. The manner in which this will be achieved is through advertising that focuses on the idea that what the consumer is buying is not the brand name, but rather the promise of quality performance and reliability. Ads will not be flashy, but instead feature every day families using the product, with nar-rative that focuses on the proven performance quality of the battery.

Media Tactics

Media Tactics Media TacticsOnline Advertising

Online advertising is providing consumers with an interactive experience that is not achievable through traditional media. Online advertising can facilitate engagement with brands and drive traffic back and forth between online and offline mediums, thus increasing the impression making capabilities of a brand’s advertising efforts. One of the greatest advantages of the ads placed online is that they have the ability to reach consumers based not only on their demographics, but also their beliefs, behaviors, and lifestyles. This is the medium where advertising gets personal.5

Online Advertising Creative Units

Purchase banner ads during the last two weeks before Christmas and last week of December along with the last two weeks of August and first week of September to coincide with back to school. Ads placed periodically during most of the year while more heavy in July, August, November, December, and January, but most heavy closest to Christmas and back to school, as immediate need may stimulate the impulse buying of batteries.

Flash Ad

Ad Description:

The Flash Ad communicates Rayovac’s comparability to Energizer and Duracell. It uses the tagline: “Same Battery, Different Label,” juxtaposed with two generic, unlabeled batteries marked “A” and “B.” This ad appeals to the brand consciousness of current Rayovac consumers reinforcing the idea you are getting the same quality battery for less. The Flash Ad also attracts our SVC, current Energizer and Duracell consumers, communicating that Rayovac batteries are just as good of a battery. Combining this message of comparability with price aids in the the marketing strategy to position Rayovac as the best value and smart buying decision in the alkaline battery category, thus communicating that Duracell and Energizer consumers should switch to Rayovac.

Online Advertising Targeting

Contextual TargetingContextual Advertising aims to deliver ads based on the content of the web page that a consumer is using. For example, we would target our SVC while they were shopping online at bestbuy.com or toysrus.com during the holiday season, or on weather.com and walmart.com during the back-to-school and camping seasons.6

Geographic TargetingGeographic targeting allows for ads to be directed to consumers based on their location, thus providing them with more local and relevant ads and search results. We will focus on the South and Northeast/Atlantic Coastal regions where our SVC is most likely to live. Geo-targeting really allows us to narrow in on our SVC and provide them with relevant information on where they can purchase Rayovac alkaline batteries.6

Behavioral TargetingBehavioral Targeting directs ads to consumers based on their specific web behaviors. The tracking of which kind of sites that our SVC has been visiting lately will allow us to place ads when they are most relevant. For example, if our target is searching for camping supplies or is making a shopping list for back to school, Rayovac advertisements would appear so that the consumer would be reminded of Rayovac when making purchasing decisions.6

Specific Online Advertising Media Buy | Top 10 Best Sites

Expedia Ebay Yahoo Best Buy Amazon Ask Cafemom AOL Babycenter MSN

Refer to the appendix for the Monthly Costs of Online Ad Buy spreadsheetThese 10 sites were chosen based on the logic that they would reach a large number of people, a large majority of which have characteristics of our SVC. Specifically, we chose websites that had a high reach, but also chose several that had high compositions. We also wanted to make sure we had a range of sites, including ones that focused on online shopping like Best Buy and Amazon, to sites that provided updates for our news savvy consumer, like Yahoo and MSNBC. The parent geared websites, Cafemom and Babycenter will reach our SVC during the holiday months as she is baking and doing crafts with her kids, as well as during the months when they are preparing for school to start. It could be argued that some of the websites that we chose are extremely large, perhaps negating the effort to reach a specific demographic; however, we argue that because Duracell and Energizer have such a large share of the battery market, it would be in Rayovac’s best interests to reach out to those sites at strategic times of the year in order to make itself known.

Online Advertising Cost Analysis:

The total cost of the proposed one year online advertising campaign is $103,641,324.00.*Refer to the Appendix for media flowchart and budget spreadsheet.

Streaming Video | Hulu.com

Hulu is the ninth most visited site in America according to Comscore7 making it a valuable site in terms of advertising reach which will aid us in our marketing objective of building brand awareness among Energizer and Duracell users. Hulu offers advertisers the choice of video or video plus iinteractive banner ads. Hulu

is the leader in the number of video ads and frequency of views. It also has one of the highest ad recall rates. Users cannot fast forward through ads on Hulu, thus driving exposure which results in building awareness. This frequency would aid in creating consumer awareness of Rayovac Batteries. Hulu ultimately is less likely to be used by current consumers over Youtube or basic search sites like AOL, Google, or Youtube, but in attracting competitors’ consumers the reach of such a popular site will be useful in challenging Duracell and Energizer’s vast market share.8

Hulu will be best to use in creating recognition of the Rayovac brand among consumers as opposed to targeting our SVC.

Suggested ad forms include the standard or premium format. Viewer choice ads are too expensive for a brand like Rayovac that has a lot of bases in ad buying, SEO, and SEM to cover in order to compete against major competitors in market share and communication of the brand identity.

A premium ad may be a good purchase in that it allows the integration of traditional video with banner ads. This may expose a user to Rayovac more than the fleeting message of a standard ad. The recall rate of Hulu video ads with the boost of an integrated banner ad may be a powerful tool in raising Rayovac brand awareness and ultimately raising sales.

To run a standard or premium ad on Hulu targeted to members of our SVC who use the site would cost $23,070 at $30 CPM and with a reach of 769,211 people.8

Media Tactics Media Tactics

Streaming Audio | Pandora.com

Pandora is an online radio station that is customizable based on the user’s artist and song preferences and is supported by advertising7.

Rayovac would benefit from placing ads on Pandora because this website can target very specifically based on age, gender, location, and genre.9 Also the profile

of the Internet radio user shows that they are “more affluent, more educated, and employed#,” all characteristics that our SVC skews toward. Quantcast data indicates that Pandora has a high composition of 130 with our SVC. Combined with the fact that this arena for online advertising is growing ever more popular and is a space that isn’t cluttered with advertising, our ads really have a chance to standout7.

The best advertising package for Rayovac to use would be an “Audio + Companion Display Ad” combination. The 15 second audio component would still be heard by the user even if they clicked off the Pandora page during the advertisement and the display ad will have impact as it will not be cluttered by other ads on the screen. Pandora’s role in our media plan isn’t huge, but will provide reinforcement of the Rayovac brand during the a heavy-up time, the month of August.

The total cost of running a combo + display ad on Pandora for one month is $6,829. The reach is 525,352 people at $13 CPM.

Media TacticsSearch Engine Marketing (SEM)

SEM, or paid search advertising, accounts for 25% of the clicks made by consumers online. These paid-for ad placements on search engine results pages generate leads of potential consumers to contact, assists in e-commerce, increases visits and sales on websites, generates increased branding and awareness, provides information where your product can be found locally and registers your site so people now how to find you.10

SEM becomes crucial at the Zero Moment of Truth, the moment when consumers consult their laptops, smart phones, or some other wired device to research more about a product before making a purchasing decision. During these searches, it is crucial for Rayovac to come up as a top hit in search results so that potential consumers have information about the brand at their fingertips.10

Rayovac is currently not investing in Search Engine Marketing. Leading the way in SEM in the battery category are Energizer and Duracell, which are the brands of batteries that our SVC currently buys. The words most commonly bought by Energizer and Duracell include: “battery,” “batteries,” “AA battery,” ‘rechargeable batteries,” and “batery.” It would be a wise and beneficial decision for Rayovac to invest monies into SEM to increase awareness among our target group. Rayovac is not appearing in the first couple of pages of organic search, let alone paid search, so in order to convince users of Duracell and Energizer that Rayovac batteries are of the same quality and power as the batteries that they already use, but for a cheaper price, then their website needs to start appearing in line with its competition - not behind it.

General Keywords battery battery care heavy duty batteries batteries leaking batteries coupons for batteriesbattery operated battery disposal replacement batterybattery coupons buy batttery cheap batteries battery price Brand Keywordsbattery sales all-purpose batteries Rayovacbattery discounts batteries for sale Rayovac batteriesinexpensive batteries types of batteries Spectrum brandslong lasting battery Remingtonlongest lasting battery Battery Type Same battery different label compare battery brands aa batteries Powers your funcompare battery types aaa batteries Powers your life compare batteries 9V battery battery rayovacbattery power 12V battery Battery Warehousecheapest place to buy batteries C battery BatteriesPlusbulk batteries D battery Wal-Mart batterieswholesale batteries alkaline batteries Target batteriesfire safety lithium batteries Best Buy batteriesback to school supplies rechargeable batteries Circuit City batteriesbattery reviews battery type Lasts as long and costs less

Media TacticsPromotions Offense/Competition Battery Operated Products Fan Friday Energizer battery operated Stay Connected Sweepstakes It keeps going and going battery operated lights Rayovac facebook Now that’s positive energy flashlight batteries Rayovac twitter Energizer Bunny hearing aid batteries Rayovac reviews Duracell watch batteries Rayovac coupons The battery trusted everywhere camping batteries Rayovac discounts Prepare and protect camping necessities Rayovac printable coupon Power those who protect us battery toy Rayovac products best battery battery operated toy Rayovac company best value battery battery Christmas lights quality batteries Christmas batteries Defense smoke detectorbad batteries Misspelled smoke alarmsworst batteries batterys camera batterybattery acid batery laptop battery batterie car battery

This list of key words was chosen because they encapsulate a wide range of potential terms related to our product. The list includes words associated with batteries in general, words that resonate with the Rayovac brand and its competition, as well as products that require batteries to operate. Misspelled versions of the word ‘battery’ were also included to account for typing mistakes and common spelling errors.

Based on continued in-depth research using the Google AdWords tool, the following 20 words were chosen as the top related search terms. Overall, most of the terms we chose were good. However, we decided that in order to optimize our results, terms that did not receive at least 15,000 hits per month were not the best choice for Rayovac. Also, the terms that were searched most often were not too specific, but still related to our products.

Top 20 Search Term and their hits per month11

batteries (6,120,000) battery operated (301,000)Rayovac (40,500) BatteriesPlus (246,000)Energizer (246,000) battery coupons (49,500)Duracell (201,000) cheap batteries (27,100)best battery (135,000) battery price (90,500)battery reviews (90,500) buy battery (74,000)battery power (246,000) Walmart batteries (74,000)alkaline batteries (33,100) battery operated lights (60,500)AA batteries (74,000) batterie (90,500)smoke detector (201,000) fire safety (201,000)

Media TacticsSEM (Cont.)The average CPM for this SEM ad is $0.78 - $1.17 with an average of 94 - 115 clicks per day. The estimated cost per day of this cam-paign would be approximately $100/day, or $3,000 per month. In an effort to optimize the campaign we got rid of the words “fire safety” and “smoke detector,” words that don’t directly have to do with batteries, however the number of clicks went down drastically. We also attempted to rid of the terms for stores, “Walmart batteries” and “Batteries Plus,” but they did not succeed in resulting in more clicks or a decreased CPM.11

This campaign will run complimentary to our heavy up periods- in conjunction with back-to-school sales in August, and then to coincide with the holiday-gift-buying season, November through January. Demographically speaking, this ad will focus in the areas where our SVC is most likely to live, that is the Midwest and Southern regions of the United States.

Search Engine Optimization (SEO)

Search Engine Optimization is beneficial to companies and their websites because it optimizes natural search. Research shows that people are more likely to click on the first few links that appear once a search is conducted. Search algorithms respond well to sites that have strategically included terms in their content that they know their consumers will use when searching for their products. By including these keywords that SEM Analysis has identified as important in their content and titles, the Rayovac website has the potential to raise its place in natural search.12

Content:Rayovac’s website makes use of generic tabs and sub-tabs in comparison to their major competitors, Duracell and Energizer. Rayovac’s site links lack appeal for click-through. Energizer and Duracell have trademark imagery, like their logo and brand mascots, present in flash ads. It is hard to miss their at-tempts to get consumers to click, whereas Rayovac lacks the same level of enticement.

Site Structure:The drop-down menus and sub tabs are too dense. For the average skimmer or sampler of Internet content, the links seem like minutia. Inquiring consumers/potential consumers may give up on learning about Rayovac.

Clarity: All information is clearly labeled.

Media TacticsInbound links: The clickstream analysis on Alexa shows a coupon site (coupons.com), Google, and Facebook account-ing for the majority of immediate upstream visits. The majority of traffic to the Rayovac website in-volves two sub-links both clearly identified as Rayovac.13

Design: Inadequate use of page. Too much static content. Depending on web use habits, site content can easily be ignored.

Delivery of Aspects in Media Strategy:Drop downs/ subtabs need to be streamlined and text needs to be revised for creativity to pique the interest of web users in order to increase click through rate. Making the aforementioned changes along with adding some animation through flash to draw attention to content will drive return visits and click through benefiting the Rayovac site by raising its ranking in natural search. Tab, heading and sub-tab text should be revised to fit the tone of the Rayovac brand.2

Anlaysis of current SEO Strategy | Natural Search Performance

Searches:

• batteries: third page• bargain battery: no presence• alkaline battery: second page• high performance alkaline batteries: fourth page sees brands with less market share. (Memorex and

Sony: no presence.)• cheap batteries: no presence

In natural search, Rayovac is associated with the most basic of searches: alkaline batteries and batteries. This makes sense since Rayovac is the third best selling battery in the United States; however, searches based on terms related to the price or product comparability to Duracell and Energizer see results for Rayovac.

Rayovac and Duracell consistently have a higher ranking in natural search. In the short term, sales and market share will not increase enough to raise Rayovac’s ranking in these basicsearches.

However, the idea that language is not being used to exploit Rayovac’s basic selling points of price and comparability is upsetting.

To gain more of a search presence and more association with Rayovac brand values and selling points in natural search, some keywords should either be further used or added to the Rayovac website.

Media TacticsProposed Keywordsbargain batter discount battery high performance battery good batterycheap battery powerful batteryreliable battery best batterycost effective battery capable batteryefficient battery better batterycomparable battery alkaline batterylow cost alkaline battery batteryless costly battery effective batteryquality battery similar battery

These keywords communicate Rayovac battery values: overall quality, and comparability to Energizer and Duracell. They will hopefully combat the banality of the current text on Rayovac’s site and increase Rayovac’s rank in natural search.

Landing Page Review

The landing page is consistent. The Rayovac page is rightfully centered on the product that we are trying to sell.2

Web users see information on Rayovac batteries which will raise awareness of Rayovac alkaline batter-ies as a product. The landing page needs a revision of content, as mentioned in the SEO suggestions, in order to pique enough interest to stimulate visitor recall of and interest in Rayovac batteries. Currently, bounce rate is far exceeding time on site and page views suggesting that web users are not getting the necessary exposure to Rayovac’s product and brand message, thus, the message of the landing page needs to be better delivered.12

On a positive note, the Rayovac page offers many choices to investigate the product line and explore promotions being offered.2

Rayovac currently doesn’t have search ads within the Google search results that lead to their site. They have consumer product ads that lead to retail sites, but they would benefit from having an ad within the search results that actually tracks to their web page, like their competitors, Energizer and Duracell, do. 12

New Media

New MediaApplication

Applications, or apps, are software that run on handheld devices that have “smart” operational systems. Apps allow consumers to interact with a brand, as it is a pull medium. Advantages of this medium include its ability to be extremely localized, as well as personal to what the consumer needs at the moment. Not only is the app industry huge and growing by 10% every month, most people own handheld mobile devices.14

An app strategically designed to address a specific need will not only add value to the Rayovac target’s life, but also keep the Rayovac brand at the forefront of innovative technologies, as our SVC is technologically savvy.

Rayovac’s Proposed App | “Battery Detective”

To get battery consumers thinking about Rayovac, we will develop an app that utilizes image capturing technology to assist consumers in making battery purchases and promoting the Rayovac brand. A user can take a picture of a barcode on a battery powered device. The app will tell the consumer what size batteries the product uses and how fast it uses up battery life to assist in battery purchases. Advertising for Rayovac will be imbedded in the app including flash and video ads.

Outside of our own advertising we will seek out advertising from toy, electronic, and outdoors companies to support the costs of maintaining a successful app. These categories of advertisers are important to our consumer as they offer products that correlate with our target’s interests and shopping habits during the back-to-school and holiday seasons.

Principles for a Successful Application15

1. Must be Unique: App maximizes image recognition technology in a way that aids in productivity. It is in line with the trend of converging traditional and e-commerce.

2. Descriptive App Name: “Battery Detective”- Describe’s how the app investigates what batteries the product needs and what the batteries’ life expectancies are when used in that particular device.

3. Develop a polished app icon4. Provide a detailed app store description: “Never be without the right battery again! Use our easy-to-use image recognition app to determine size, quantity, and price of the batteries needed to power all your favorite devices. 5. Explain how app shall function: After clicking the app, one is prompted to capture the product’s barcode with their phone camera. After one click, the Battery Detective will tell you the battery type needed, how

many are required, and how long the batteries are expected to last!”

New MediaFacebook- Paid Advertising

As a social networking platform with over 800 million active users, Facebook has become the number one social networking site on the Internet. It is through this medium that users can share likes and interests, status updates, upload and share pictures and converse with people within their network.16

BenefitsBenefits of using paid advertising on Facebook include the ability to target your audience by their age, location and interests. Also, as the largest social media platform, the potential reach of your advertising message on Facebook is huge. Your targeted ads can also be tested to see what does and doesn’t work.17 In addition to specific targeting tools and a huge reach potential, the Facebook advertising platform also allows one to track click-through rates of your placed, as well as include a link in the ad that can link the user directly to the Rayovac website.

RationaleUsing paid advertising on Facebook can really drive traffic to the Rayovac website, while at the same time providing an opportunity for our target consumer to interact with the brand through a medium that they trust and share their interests with. Through the content and picture components of the paid-for ads, Rayovac can continue to enforce their quality and power- characteristics that the current advertising plan is really stressing.

RoleThe role that paid-for Facebook advertisements will play in this campaign will be as a tool that facilitates convenient online shoppping, supported by strategic targeting methods and “friend suggestions” that Facebook sponsors. This medium will also be used to promote our “Same Battery, Different Label” campaign.

Targeting Strategies In order to best utilize this advertising medium, certain demographics and interests of our target will be specified to increase the effectiveness of the ads. The target will be defined as following:• 30-49 years old, males and females; with children; lives in the United States• Has at least one of the following interests: Food & Dining, Gaming (Console), Gardening,

Outdoor Fitness Activities, Traveling, Parents (All), Charity/Causes, Education/Teaching, Environment, Health and Wellbeing, or Home & Garden

TimingPaid Facebook advertising will be used during the months of August and September and November througha Januray, in correspondence with our heavy-up strategy for the back-to-school and holiday seasons.

Cost Breakdown18 • Estimated Reach: 31,778,460 people• CPM: $0.46 USD per thousand impressions• Daily Budget: $50.00 USD per day • Cost of 5 month ad buy:

Facebook- Unpaid Advertising

Unpaid advertising on Facebook can include building a Company Page, creating and promoting Events and offering services and products through the Marketplace.19

BenefitsThe benefits of these services include the opportunity to start and develop a two-way conversation with your consumer, manage brand reputation and inform consumers about your company, and promote deals and events.20

RationaleThe rationale behind using these forms of unpaid Facebook advertising revolve around the concept of being able to manage the public’s perception of the Rayovac brand, as well as fostering a personal relationship between the company and its consumers. Also, Facebook allows Rayovac to keep tabs on the competition and how they are positioning themselves in the public eye and what their current advertising strategies are.

RoleUnpaid Facebook advertising will not only increase engagement and interaction between the company and its consumers, but it will also provide opportunities to educate consumers about the higher quality, but lower price point advantage that Rayovac has over its competition. In addition to Rayovac Facebook page that will be monitored year-round, we will also take advantage of three other tools available to us via unpaid Facebook advertising

New Media New MediaTactics• During the holiday season, we will run a promotional “Like to Win” campaign. Every time a person

likes our Facebook page, they will be sent a 10% off coupon to Toys ‘R Us or Best Buy and a free pack of AA batteries to have on-hand for the holiday season. The increased traffic online during the gift-buying season sparks peoples’ desires to want to save.

• During our “slow season” (February- June) we still want to keep our consumers engaged with the brand. During this time we will run a campaign off of our main Facebook page called, “Save and Compare!” Our fans will be urged to purchase a pack of Rayovac batteries, as well as a package of one of our competitor brands, and then use them in similar electronics in their homes. We want con-sumers to see that the Rayovac battery performs just as well as its competitors. Fans of the page will be prompted to share their experiences. This campaign is mainly to foster interaction between the company and its consumers, as well as educate the public about the quality performance of Rayovac batteries.

• For the back-to-school season, we will create a “Recycle your Batteries” event. The purpose of the event would be to encourage people to recycle their old batteries properly. Rayovac will offer cash/product prizes to persons who can recycle the most batteries in their communites. Fans will need to post their results and proof to the Rayovac website for validation.

Principles for Success20

1. Connect Facebook to all your other media platforms: Provide links/information regarding Rayo-vac’s Facebook page on banner ads, flash ads, company website, Twitter account and on any other promotional materials used

2. Communicate like a “real human:” Advise your Facebook manager to approach having conversa-tions with your consumers on a more informal level. Speak “with them” not “at” them.

3. Have a two-way conversation: Make it a priority to respond to consumers comments,- compli-ments, concerns, and questions on a regular basis. Be sure to prompy conversation by asking inter-esting and engaging questions.

4. Keep up to date: Updates to the page should be made daily and consistently in order to keep fans and consumers interested. It it is very important to remain relevant and not go stale.

5. Have contests: Make the effort to sponsor contests that will not only expose the target more to the product, but spike their interest in the prospect of competition and the potential to earn free Rayovac products.

TimingThe Rayovac Facebook page will be managed and maintained year-round. The promotional events listed above will correspond to the media plan’s goals of having heavy up periods during the back-to-school and holiday time periods. Any contests run will be during periods during the year that Rayovac isn’t do-ing as much paid advertising, in order to keep the Rayovac brand in the public’s eye.

Cost Breakdown

“Recycle your Batteries:” $100,000 allocated for promotional prizesEmployee salary: $50,000/year

New MediaTwitter- Paid Advertising

BenefitsTwitter is a microblogging websites that allows users to communicate through “tweets” of 140 characters or less. These messages and updates are quick and to the point. They allow businesses to communicate directly with their consumers. Tools like Hootsuite, Analytics, and Tweetdeck allow users to monitor their conversations and how people are talking about their company/brand, which in turn provides valuable insight into what the consumers want and what is popular at the moment.21

RationalePaid use of Twitter is useful because cost per impression tactics are an economical mode of advertising since you only pay when attention is actually garnered. Sponsored tweets and trends allow conversation and buzz to be created among twitter users who are targeted either on the basis of geography or interests.22

RolePaid twitter ads for Rayovac will serve the advertising objectives of Rayovac to increase brand engagement. Promotions may assist in increasing coupon redemption as discussed in the Objective and Strategies section. By creating buzz through Twitter, Rayovac can also increase brand awareness amongst its target.22

Specifically, we plan to use promoted trends to make connections with people through interests and demographic and psychographic conditions similar to our current consumers and SVC. Through promoted trends we are trying to interject ourselves into conversations and contexts that make Rayovac seem both useful and interesting.21

TacticWe will use promoted tweets to further drive buzz and interest about our brand.

Promoted tweets, or tweets that have been paid for by their company, come up in live newstreams even if someone does not follow Rayovac. Like normal tweets, they can be favorited, retweeted and replied to. These tweets appear on the top of search result pages.23

Paid use of Twitter will coincide with our online advertising timing. To drive brand awareness, Rayovac will use promoted tweets throughout the year, but in order to coincide with the times when our target consumers are purchasing battery powered products, there will be a heavy uptick in paid Twitter advertising during the months of August, September, November, December, and January as back to school and holiday shopping drive the impulse buying of batteries.

The cost of Twitter advertising is charged on a cost per impression basis. Advertising is sold by Twitter in a tier system. Cost of entry for this medium is $5,000 as that is the lowest per month expenditure allowed. Cost per engagement for promoted tweets ranges from $0.75 to $2.50.24

New MediaTwitter- Unpaid Advertising22

As an unpaid marketing tool, Twitter is great at creating conversations and relationships. It also allowsthe advertiser to have a lot of opportunities to communicate the tone of the brand sparking interest.8

Benefits/RationaleRayovac can use Twitter to create buzz through conversation and interaction with followers. The brand’s tone can be developed in contrast to its competition, Energizer and Duracell. Twitter allows the user to monitor it’s public image, as well as its relationship to its comsumers.

Tactics1. In order to track our success in persuading people about the comparability of Rayovac to Energizer-

and Duracell, we will use Twitter to track the conversations being held about our brand being sure topromote any positive sentiments offered by our followers.

2. Rayovac will also use Twitter as a microblogging platform to tell our story of low cost reliability.3. Promotions will reinforce the idea that Rayovac offers low cost, powerful batteries. 4. To further up the status of the Rayovac brand, we will use Twitter to interact with celebrities includ-

ed in the company’s traditional advertising and PR promotions to better achieve the awareness and positive regard Duracell and Rayovac have.

Principles for Success and their ApplicationIn executing our Twitter campaign, we intend to diversify our Twitter content in order be interestingand current. We may choose to talk about products sold by our major retailers that use alkalinebatteries or some of our celebrity spokespeople. In this way, we avoid the banality of constantly talkingabout batteries without failing to present information that ultimately points back to the promotionsand value of the Rayovac brand. In this way, we will be tweeting what the audience wants to hear,thus, generating the kind of interest in our Twitter feed to get people talking about Rayovac.12 Theengagement with celebrities and opinion leaders will further add to perceptions of brand quality andlegitimacy without over doing the hard sale in our advertising. To add ethos to our brand, and thus, be seen as comparable to Energizer and Duracell, we will seek verification for the Rayovac Twitter page.

We aso suggest that as a company, Rayovac and Spectrum Brands embrace the concept of brandevangelism. Rayovac batteries by themselves are relatively inconsequential. People who sustain thebrand should work as couriers of both the culture and value of the Rayovac brand adding to the interestand buzz about Rayovac as well as communicating the unique marketing points of Rayovac. Rayovacemployees would be good candidates to talk about the promotions and culture of the Rayovac brand.They are familiar with Rayovac promotions and brand values and can easily communicate such conceptswithout being too caught up in the corporate message. These real people will be conversational and funwhile knowledgeable of the Rayovac brand.

Timing: Unlike our paid Twitter advertising, our unpaid Twitter content will be consistent throughout the year. It may be used to reinforce promotions and sales appeals put out in promoted content, but the number main purposes of the unpaid content are building brand awareness and status.

Cost: It will cost $50,000 to pay someone to manage our Twitter page.

Summary

Media TacticsSummary

This 2012 Media Plan for Rayovac Alkaline batteries is designed to add value to the Rayovac brand through increased interaction between the brand and its target and throught the integration of different online advertising platforms. The approaches taken to reach the new SVC, current users of Duracell and Energizer batteries, were done with the understanding that Rayovac is a powerful, but humble brand. In order to convert our target to the Rayovac brand, strategic attention was paid toward emphasizing the equal power and life of the battery in comparison to its competitors. The tactics employed in this plan take into account that batteries are an impulse buy. Efforts were made to channel spending and various advertising strategies to reach the SVC when battery powered products are most likely to be purchasd- during the back-to-school and holiday shopping seasons.

Balancing promotions, educational opportunites, and social media based interactions between the brand and the consumer were three components of the campaign that set it apart from its competition. This plan reaches the target via banner ads, rich media ads, takeovers, and videos on their favorite websites. The SVC is also reminded of the Rayovac product via its social media platforms, Facebook and Twit-ter, as well as through hulu.com and pandora.com. The target will also see an increased presence of the Rayovac brand via SEM and SEO. These tactics, in conjunction with one another, provide our SVC with many opportunites to engage with, learn about, and purchase Rayovac batteries.

By building brand awareness and communicating the quality of Rayovac batteries in new, more targeted ways, we can ultimately achieve our business and marketing objectives for the year 2012.

AppendixOnline Advertising - Simmons/Quantcast Data Charts

Other Websites to Consider

Online Site Specifics

Budget Detail

Media Usage Flowchart

Bibliography

Simmons Choices 3 - 2008 Top Websites Visited in Last 30 Days, Amongst Duracell or Energizer Battery Users

Website Rank Website Name Reach (% of Target Visiting Index

1. yahoo.com 29% 109

2. mapquest.com 28% 116

3.. amazon.com 20% 117

4. ebay.com 20% 115

5. youtube.com 16% 109

6. weather.com 15% 117

7. msn.com 14% 115

8. myspace.com 14% 103

9. bestbuy.com 13% 118

10. aol.com 11% 106

11. hotmail.com 10% 106

12. expedia.com 9% 116

13. yellowpages.com 8% 116

14. ask.com 8% 111

15. espn.com 8% 112

Implications: By conducting research on Simmons Choices, it was revealed that our SVC, current users of Duracell and Energizer batteries, are visiting the above sites most frequently. Because batteries are a low involve-ment purchase it isn’t likely that they will be doing a ton of research on them before making a purchas-ing decision. Thus, online advertisements will make the most impact if they appear on websites that our SVC uses most often, especially those websites like amazon.com and bestbuy.com where our consumer may purchase a product that needs batteries.

Top 15 Websites Based on Reach

Simmons Choices 3 - 2008 Top Websites Visited in Last 30 Days, Amongst Duracell or Energizer Battery Users

Website Rank Website Name Composition (horizontal %)

1. bizrate.com 75%

2. abc.com 74%

3. barnesandnoble.com 73%

4. webmd.com 73%

5. bestbuy.com 73%

6. cbs.com 73%

7. msnbc.com 72%

8. circuitcity.com 72%

9. mapquest.com 72%

10. ticketmaster.com 72%

11. weather.com 72%

12. yellowpages.com 71%

13. expedia.com 71%

14. accuweather.com 71%

15. travelocity.com 71%

Top 15 Websites Based on Composition

Implications: Research conducted on Simmons Choices about our SVC indicates that of all the people who visited the above websites in the past 30 days, the composition number tells what percentage of them use Duracell or Energizer batteries. The types of websites that have high composition of our SVC seem to be websites devoted to traveling, the news and weather. By placing advertisements on these types of websites during our strategic times of the year, we can target our SVC as they looking preparing for camping trips, look-ing for deals on back-to-school items and also when they are looking at the weather- a common habit when dressing kids for school and traveling during the winter and over the holidays.

QuantCast December 2010 Top Websites Visited in Last 30 Days, Amongst our SVC

Website Rank Website Name Coverage % (Reach)

1. Google 75

2. Youtube 75

3. Facebook 70

4. ebay 57

5. Yahoo 56

6. ask.com 47

7. msn.com 38

8. amazon.com 34

9. live.com 33

10. answers.com 32

11. about.com 25

12. Aol.com 24

13. walmart.com 22

14. go.com 19

15. myspace.com 15

Top 15 Websites Based on Composition Index

Implications:Retail and search sites round out the top five based on composition. Ebay and Walmart both appeal to the bargain centrism of our existing Rayovac and Energizer consumers we are trying to target. Ask and about.com are search engines aiming to cut down on the clutter of Internet search and quickly deliver answers for users. This appeals to the no nonsense nature of our SVC.

Top 15 Websites Based on Reach (Coverage %)

QuantCast December 2010 Top Websites Visited in Last 30 Days, Amongst our SVC

Website Rank

Website Name Coverage % (Reach)

1. Google 75

2. Youtube 75

3. Facebook 70

4. ebay 57

5. Yahoo 56

6. ask.com 47

7. msn.com 38

8. amazon.com 34

9. live.com 33

10. answers.com 32

11. about.com 25

12. Aol.com 24

13. walmart.com 22

14. go.com 19

15. myspace.com 15

Implications: Sites that are highly ubiquitous among users of the Internet and revolve around basic search, retail, and social networking make up the top sites in terms of reach for our SVC. This pattern is important be-cause it shows what our SVC uses the Internet for. We know that our advertising buys should be on sites related to the search, social, and retail activities that our SVC takes part in.

Other Websites to Consider

disney.com

According to Simmons data, our SVC is likely to have children and this site is popular among families with children

nytimes.com

Simmons data reports that 70% of people who have visited nytimes.com in the last 30 days are users of Duracell or Energizer batteries

cabela's.com

Research shows that our SVC enjoys camping and spending time with their family. Cabela’s is an out-doors outfitter that provides a lot of the necessary camping supplies and electronics.

toysrus.com

Because our SVC is likely to have children, Toys ‘“R” Us is a popular locale for toys, many of which need batteries!

weather.com

Our SVC often checks the weather in preparation for the school day, when making travel plans, etc. Ac-cording to Simmons, it is a website with an extremely high reach and is often accessed daily.

Online Ad Month Insertions Media Buying Spreadsheet

Media Usage FlowchartMedia Usage Flowchart

Bibliography1. Pierce,Deb.“RayovacAlkalineBatteriesClientBrief.”J447InteractiveMediaStrategies.Sept2011.2. www.rayovac.com3. www.energizer.com4. www.duracell.com5. Lectureslides,Week4a6. Lectureslides,Week5:LeighGodin,Starcom7. Lectureslides,Week6:HuluandPandora8. Quantcast9. PandoraMediaKit10.LectureSlides,Week9a11.adwords.com12.Lecture9:SEM,SEO,andLandingPages13.alexa.com14.Brendemuehl,Abby.“MobileApps.”Ppt.15.“MobileApps:ANewHorizon.Slide6.Ppt.16.Bamberger,Alexandra.“Facebook.”Slide2.Ppt.17.FacebookAds.https://www.facebook.com/advertising/?campaign_id=402047449186&placement=pf

&extra_1=018.https://www.facebook.com/advertising/?campaign_id=402047449186&placement=pf&extra_1=019.Wolin,Gabby.“Facebook:APlatformforSocialMediaMarketing.Powerpointpresentation.”Slides9,

10,11.20.Yafet,Elise.“EverythingFacebook.”Slide12.Ppt.21.Meuser,Ashley.“Twitter.”Slides3,6.Ppt.22.McHenry,Jerad.“Twitter.”Ppt.23.Renckens,Marie.“Twitter.”Slide7.Ppt.24. http://mashable.com/2011/12/06/cost-of-twitter-follower/