Energizer 2001 Annual Report Download - page 6

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PRIMARY BATTERIES
Together, alkaline and carbon zinc primary batteries under the well-known
Energizer and Eveready brand names account for 82 percent of the company’s
global sales. For fiscal 2001, our share of the global market for alkaline and
carbon zinc batteries is estimated at 28 percent and 26 percent, respectively.
In the United States today, nearly one of every three alkaline batteries sold is
made by Energizer.
Our Energizer e2super-premium brand, introduced in June 2000, incorporates
unique titanium technology and advanced cell construction together with
consumer-friendly features like patented E-SNAP reclosable packaging and
an improved gauge-style tester. Based on preliminary test data, by spring
2002, Energizer e2 will last up to 20 percent longer than when first introduced
in the summer of 2000.
In summer 2001, we renamed and relaunched our U.S. flagship premium brand
as Energizer Max – adding more power, personality and presence. Based on
current estimates, the beefed up Energizer Max will outlast previous standard
Energizer up to 15 percent in both standard and high-tech tests by early 2002.
The newly restaged brand also features a new global packaging design that
clearly communicates its long-lasting performance attributes and incorporates
consumer-friendly features such as clearly marked cell size and “use by” dating.
New attention-grabbing in-store merchandising displays showcase the new
packaging and create excitement with bold use of the Energizer Bunny.
Our popular Eveready value brand continues to offer consumers economy
plus a reliable brand name and dependable performance in both alkaline
and carbon zinc batteries.
We also relaunched our line of Energizer photo batteries under the
Energizer e2brand name. Delivering several times the power of an alkaline
cell, Energizer e2photo battery is the world’s longest lasting AA 1.5V lithium
battery in high-tech devices. Improved 35 percent across the entire line of the
most popular cell sizes – EL123, 223, 2CR5 and CR2 – Energizer e2delivers
the power needed for today’s high-tech, power-hungry cameras and flash units.
In addition, we are adding to our to our lineup the CRV3, used in the latest
generation of digital cameras.
Energizer is continuously making battery product improvements across all product
lines, and by summer 2002 battery performance will be increased in base, super-
premium, photo (including the L91), Nickel Metal Hydride and miniature brands.
PRIMARY AND MINIATURE
batteries
ENERGIZER’S NEW ADVERTISING CAMPAIGN POSES THE QUESTION, “DO YOU HAVE
THE BUNNY INSIDE?” TO REMIND CONSUMERS THAT THE UNSTOPPABLE POWER OF
THE POPULAR ENERGIZER BUNNY IS IN ALL OUR HIGH-PERFORMANCE BATTERIES.
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