Transcript interstate batteries project presentation

Claire Fitzpatrick, Regina
Lastra, Viktoria Leks
Profile of Segment Researched:
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Non-IABC customers
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Adults roughly aged 20-65.
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Occupation:student, coach, odontopediatric,
and CEO.
Education: in the process of getting a
bachelors degree, completed a bachelors
degree, and a master degree.
3 females and 3 males interviewed.
Problem
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The problem IABC has encountered is a lack of
general awareness of their All Battery Centers
and interest in stores themselves.
The objectives of this
How can we
createthe
consumer
awareness about
study
are
following:
IABC stores?
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How can we stimulate consumer interest in IABC
stores?
Where do non-existing customers purchase their
batteries?
What criteria is involved when consumers decide
where and why to purchase their batteries?
What is IABC’s brand positioning in the
Key Insights
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Women were more likely to go to a battery
store like Batteries Plus or IABC because they
do not have the background knowledge of
specialized batteries
Men would concentrate on finding the best
price and quality product.
Consumers stressed brand when it came to
purchasing their batteries.
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Brand loyalty was huge among alkaline battery
Key insights (continued)
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According to Mintel Reports, “Investments in
brand equity have kept the battery market
alive and profitable.
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Consumers asked to select the highest quality
brand select for the most part only one of two
brands (Durable and Energizer), the same ones
that account for 82% of FDM sales and invest $3080 million in advertising annually.
Key insights (continued)
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Our primary data suggests similar findings:
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One respondent stated, “If I’ve never heard of the
battery’s brand, I might not purchase it and [I will]
pay a little more for a more recognized brand.”
Consumers seemed to think that advertising for
alkaline batteries is not as important as
advertising for specialized batteries.
Respondents also said that price was a major
factor and that finding the best deal was very
important to them.
Key insights (continued)
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Our interviewees also stated that the name
was somewhat confusing. The name has no
direct link to battery characteristics like
longevity, or quality.
They found the logo to be unfriendly and sort
of Christmas-like because of the red and green
color combination.
Consumers also believe that specialized
battery stores carry more expensive inventory
Implications for advertising:
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Advertise their products to a wider reach of
people.
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To create more awareness and brand recognition
as well as interest in the brand as a whole.
The Interstate All Battery Center should
advertise their centers regionally and in local
markets.
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mixture of radio and local television to get the
reach and frequency that would be necessary to
The End!