new product marketing unit 6 mini project

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Business Finance

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you will continue the brand audit started in Unit 4 and continued in Unit 5. Unit 4 is attached below showing what company is being used. In this Unit, you will complete and submit the following sections:

  • Brand Exploratory
    • Consumer Knowledge
    • Competitive Analysis

Your APA-formatted response should be a minimum of two double-spaced pages (not including the title and references pages). You are required to use your course textbook and at least one other credible reference. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Please use headings and subheadings as indicated above for this assignment.

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Running Head: NEW PRODUCT MARKETING COMPANY AUDIT 1 New Product Marketing Company Audit NEW PRODUCT MARKETING COMPANY AUDIT 2 Introduction Organizations do brand audits to analyze the performance of their brand against the set goals. Brand audits enable companies to identify the strengths and weaknesses of the brands they own and also recognize the opportunities for growth and innovation (Nolan, 2017). If the profits of a company are falling, an audit will help give insight into the impact and performance of the brands in the marketplace. Because brands have life cycles like living entities, they start with a lot of promise and excitement, grow, and then eventually, they become steady. At the mature stage of evolvement, they begin to lose their place because customers start moving to the latest form of the item. Therefore, brand audits become relevant in monitoring the cycle so companies can keep their brands fresh and marketable and also know when to revitalize and reinvigorate before the sales drop (Dev & Keller, 2014). Background History The Eveready Energizer Holdings leads in the business of power solutions by providing dynamic solutions to its clients. A United States patent number 617592 was obtained by American Electrical Novelty and Manufacturing Company from an inventor called David Misell on January 10, 1899. David Misell had discovered an electric device powered by ‘D' batteries laid in a paper tube, front to back, with a rough brass reflector and a light bulb at one end. Misell signed over the ‘flashlight’ to the Electric Company owned by Conrad Hubert. The company successfully changed its name to The American Ever Ready Company in 1905 and sold batteries and flashlights under the Eveready trademark. In 1914, it became part of the national carbon company, the brand shortened to Eveready, but Hubert remained the President. In 1917, the National Carbon Company formed a merger with Union Carbide resulting NEW PRODUCT MARKETING COMPANY AUDIT 3 in The Union Carbide and Carbon Company In 1906, the British Eveready Electrical Company. Between 1917 and 1921, Eveready used DAYLO as their trademark on products. In 1957, some employees in Union Carbide invented an alkaline battery that lasted longer than the other batteries using zinc/manganese dioxide chemistry. The company ignored the invention and continued marketing the old zinc-carbon battery which resulted in the loss of market to Duracell. Ownership Status In 1986, Ralston Purina Company purchased the battery production division of Union Carbide for $US1.4 billion and turned it to the Eveready Battery Company, Inc. At the time of purchase, Energizer and Eveready batteries held a market share of 52 percent. Once the company became a subsidiary of Ralston, it lost a larger market share to rival Duracell. In 1992, Union Carbide bought back the Eveready Electrical Company from Hanson trust thus reconsolidating its former subsidiary back. Eveready sold its division of rechargeable batteries in 1999 although it still does the retail marketing. Ralston spun off Eveready In 2000, and New York Stock Exchange-listed it as Energizer Holdings Inc. The holding company manages its most important subsidiary, the Eveready Battery Company Inc. Currently, The Company has its United States production facilities located in North Carolina, Vermont, Missouri, Maryville, Bennington, Asheboro, and Marietta. Numerous production facilities operate outside The US, and the majority of batteries come from China. Target Market Identification Eveready Energizer Company targets people who need lighting services at an affordable price. The company aims at customers in all locations of the world. NEW PRODUCT MARKETING COMPANY AUDIT 4 Brand Portfolio Eveready Energizer Company produces a variety of products including, 1) Rechargeable batteries and Dry cells branded under the names, Eveready, Uniross and Powercell, 2) Lanterns and flashlight under the name Eveready and Powercell. 3) Lamps and Luminaries branded as Eveready and Powercell, 4) mobile power banks radios and fans under the Eveready brand, 5) Car batteries and accessories under different brand names, 6) Fabric care detergents, and others. NEW PRODUCT MARKETING COMPANY AUDIT 5 References Nolan, K. P. (2017). From analysis to evaluation: brand management and the future of IO psychology. Industrial and Organizational Psychology, 10(4), 626-633. Dev, C. S., & Keller, K. L. (2014). Brand revitalization. Cornell Hospitality Quarterly, 55(4), 333-341. Energizer Holdings retrieved from www.energizerholdings.com/
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Running Head: NEW PRODUCT MARKETING UNIT 6 MINI PROJECT

New product marketing unit 6 mini project
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NEW PRODUCT MARKETING UNIT 6 MINI PROJECT

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New product marketing unit 6 mini project
Brand exploratory
After developing a given product, a company must ensure that it implements various
mechanisms that seek to gather information about the overall perception of the customers on the
underlying brand. Brand exploratory in simple terms refers to a series of activities that a
company can undertake to gather information about the perception of a given customer group
about the underlying...


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