Chapter 6: Competitive Situation

6.1 Direct Competitors

6.1.1 ENERGIZER

Energizer Battery, Schick-Wilkinson Sword and Playtex share more than a parent company, Energizer Holdings, Inc. (ENR), which was created in April 2000 as a result of a spin-off. They share rich histories and colorful characters whose curiosity and inventive spirit made them pioneers in portable power and personal shaving products. This spirit of innovation continues today with products that are, shall we say… powerful and cutting edge. Combined, Energizer, Schick and Playtex, have commercial and production operations in 49 countries and distribution in another 131 countries.

• Strengths : Long established market Energizer mascot ( well promotion )
• Product range : Lithium Batteries, Rechargeable Batteries, Everyday Use Batteries, Hearing Aid Batteries, Specialty Batteries, skin care products.
• Price range : RM 7.99 – RM 19.99




6.1.1 EVEREADY

Eveready got its start in the early 1900’s when the American Eveready Company, developer of the flashlight, joined forces with the National Carbon Company, developer of the first D-sized dry cell battery. In 1907, Eveready announced a new battery - the AA size - and introduced several styles of compact vest lights that used this new battery. The innovation continued throughout the years with the development of the AAA battery in 1911, the first 9-volt battery in 1956 and the first alkaline battery in 1957. Since then, families have used Eveready batteries to power their toys, clocks and other everyday devices. The Eveready name continues to stand for trust and reliability.

• Strengths : Over 100 years, the Eveready® brand has been powering people’s lives.
• Product range : Eveready® Gold® Alkaline, Eveready® Super Heavy Duty®, Eveready® Super Heavy Duty®
• Price range : RM 3.99 – RM 13.99