Running Head: NEW PRODUCT MARKETING COMPANY AUDIT
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New Product Marketing Company Audit
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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
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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.
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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.
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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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