-Energizer has gone through the period of marketing -
Founded in 1800's, the firm sell the first products such as alkaline batteries, watch batteries which satisfy people to use more their product
However, the primary way is still retail that consumer purchase products
Energizer realize that success means more than just having a great product In order to continue to grow a brand for long-term success
Energizer heavily focus on TV ads, broad reach media, and building the BRAND.
While Energizer did a lot on advertising or the product development, Energizer marketers need to understand customer's needs
Understand how they use Energizer's products, how often they buy, where they consume products; then, they can do to exceed the customer's expectation
The firm sometimes conducts the marketing research to know how customers make a right decision by using focus group as a mean of primary research for promotion
Today, marketers use relationship marketing to not only keep customer satified but to keep them coming back
As other companies, Energizer use Facebook,Twitter as a way to build and link its relationship with customers Energizer also consider any of factors .
Of them, technology is extremly critical Nobody want to buy batteries just to have batteries
They buy batteries because they want to use it in electronic devices
Energizer do care about how technology develops
Any changes in technology in those devices is of significant importance to the whole business
The firm focuses on customer segmentation
-The process of dividing the total market into groups whose members have similar characteristics : locations, gender, age
Because their target market is segmented, their marketing effort campaign is segmented.
"Everybody buys batteriers " – They have a broad demographic.
"Everyone buy batteriers around the world" – They have broad geographic segmentation.
Energizer concentrate on customer's attitude because attitudes leads to behaviors
consumer's attitudes toward wether they believe a device is high-tech, so they are willing to spend more for the batteries
why Energizer bunny is a marketing icon ?
- Let take a look of these features and icons, you can immediately recognize their brands as Starbuck, Mc Donald, Channel, Michelin and Pisbury Doughboy. These icons, in other words, are called marketing icons.
- So what is the marketing icon ?
It's about symbol/ feature when people see it, they will recognize the brand of companies.
We have marketing icon, we could help people easily to remember.
Marketing icon helps Energizer build relationship with customers
- There are some certain criterias for a brand to become a marketing icon, which include :
+cultural impact
+ memorability
+ design
+ enduring ability
+ recognizanility :
+ distinctive feature and unique design
+ adaptability
How about Energizer bunnny ?
Let's start by watching the next 2 videos about Energizer Bunny ( turn on videos )
- So what do you think about the videos? Pretty cool right :))
First appeared on TV commercials in 1989, Energizer Bunny was featured as a pink fluffy bunny wearing a black sunglassess and a blue beach sandals, with a bass drum bearing the Energizer logo.
The special thing is that the bunny was empowered by Energizer batteries.
¨ Throughout the time, the Bunny become a phenomenon influences all people over the world.
=>> The reasons for the success of Energizer Bunny can be devided into 3 main reasons : The Appearance, The message and The nonstopable development of Energizer Bunny.
it is undoubtedly that the Bunny is simple, adorable and friendly to all the ages ,
=>>> Therefore, the Bunny's cool outlooking is easy to draw attention from the public and thus makes the brand memorable to the customers.
- And of course, Energizer didn't create the Bunny symbol just for fun .
Frequently appear on TV commercials, advertisings and videos, the along with the tagline " keep going ", Energizer Bunny implys the characteristics of their products : powerful, unstopable and restless
Ø 1991-1992 : introduced their zero mercury akaline battery and the first AA lithium battery
Ø 1994 : The Energizer Bunny hot " Hare" baloon took flights
Ø 1997: Hvae The Energizer LED lights and like the spirit of the Energizer Bunny, is nearly indistructible.
Ø 1999 : Energizer Bunny is one of the TOP 10 BRAND ICONS OF THE 20TH CENTURY.
Ø 2009 : The Energizer Bunny appears Facebook, Twitter, ....
Ø 2011: The Energizer Night Race raises awareness of the need for safe, clean , solar light for families without electricity around the world.
Ø 2013: The Energizer Bunny helps keep their kids safe from little batteries.
Ø 2016 : The Bunny's appearance at New York Fashion week in a slimmer and more expressive animated features.
However, there was a debate and lawsuits about Energizer Bunny.
While Energizer has Energizer bunny, Duracel has also Duracel bunny.
- Duracell company was unlucky eventhough its pink Bunny appeared before Energizer Bunny
However, thanks to key in maitaining relationship with customers, Energizer had created a more approachable and symbolic icon that can easily get into customer's mind.
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