Energizer 2004 Annual Report Download - page 6

Batteries and Lighting Products
Product Portfolio Keeps Going
Energizer has built the most comprehensive portfolio of products in the
industry powered by two of the world’s most recognized brand names –
Energizer
®
and Eveready
®
. We manufacture and market leading products
in three major categories: household batteries, including the premium, per-
formance and price segments; specialty batteries; and lighting products.
Household Batteries.
Energizer
®
MAX
®
, our premium battery offering, is
the latest generation of our flagship alkaline brand and delivers dependable,
long-lasting power to everyday devices consumers depend on and enjoy.
Energizer Performance Brands
™
deliver the most extensive line of prod-
ucts engineered specifically for demanding high-drain devices. During
2004, we improved the power of Energizer
®
e2® Titanium technology AA
batteries by 10 percent to last up to 39 more minutes in CD players and
electronic games and to deliver up to 99 more flashes with a film camera.
Energizer
®
e2® Lithium remains the only battery line harnessing the power
of lithium in a 1.5 volt cell for high-tech devices – giving consumers more
memories, more songs and more messaging than any other battery avail-
able. During 2004, we introduced the world’s longest-lasting AAA lithium
battery and improved the performance of our lithium AA battery, now last-
ing up to seven times longer than ordinary alkalines in digital cameras.*
Energizer
®
Rechargeable NiMH batteries lead the category and give
consumers an economical, environmental and reusable source of power
As one of the world’s largest manufacturers of
dry cell batteries and flashlights, Energizer brings
portable power to the lives of consumers in every
corner of the globe. Our comprehensive portfolio
of products uniquely meets the distinct needs and
expectations of diverse consumer groups and gives
retailers options to compete in highly developed,
developing and under-developed markets.
At Energizer, much of our century-old success is clearly reflected in numbers. More than 6 billion batteries
manufactured each year. Portable power delivered to millions of consumers in over 150 countries around
the globe. But the number I’m proudest of is Energizer Battery’s nearly 10,000 colleagues throughout the
world.These dedicated individuals are driven to keep going and keep providing our consumers with safe,
reliable and long-lasting portable power and our customers with creative solutions to drive category growth.
JOSEPH W. M CCLANATHAN, PRESIDENT AND CHIEF EXECUTIVE OFFICER, ENERGIZER BATTERY
ENR 2004 Annual Report
4
for today’s high-drain devices. During 2004, we introduced 2500 mAh
NiMH AA batteries, the hardest-working rechargeable in high-tech
devices, packaged with the convenient
Energizer
®
Compact Charger. Also
in 2004, we introduced a new Energizer
®
15-Minute Charger that quickly
charges high-capacity AA or AAA NiMH batteries (up to 2200mAh).
These performance brands are found in the battery aisle and electronic
sections of most stores, and also on the new EnergiZone
™
– Right Battery,
Right Now
™
merchandising units that help consumers find and select the
correct battery to power their high-tech devices.
In the price segment, our Eveready
®
carbon zinc batteries and Eveready
®
Gold
®
alkaline batteries offer value-conscious consumers reliable perform-
ance, economical price and a recognizable, trusted brand name.
Specialty Batteries. Energizer markets a range of miniature batteries for
hearing aids, watches and small electronics, and photo batteries for film
cameras. We continue to provide innovative solutions like the EZ Change
®
dispenser and the new Energizer
®
Multi-Drain silver oxide watch batteries.
Lighting Products. Energizer markets a complete line of flashlights and
other battery-powered lighting products under the Energizer
®
and
Eveready
®
brands – including premium and value flashlights and lanterns
for home, work and outdoors, plus novelty and impulse flashlights. In
2004, we launched the convenient Energizer
®
Quick Switch flashlight that
runs on two D, C or AA batteries to solve consumer concerns about having
the right size battery when they need a flashlight.
Global Sales Keep Growing
With 20 production and packaging plants in North America, Europe, Asia
and Africa, Energizer markets and sells batteries and lighting products in
over 150 countries worldwide, producing approximately 6 billion battery
cells annually.Total battery sales grew 8 percent to $1,944.6 million and
segment profit grew 10 percent to $406.0 million in 2004. North American
Battery accounted for 57 percent of segment sales and 67 percent of
segment profit, excluding research and development expenses, while
International Battery accounted for 43 percent and 33 percent of sales and
segment profit, excluding research and development expenses, respectively.
* Results vary by camera.