Energizer 2005 Annual Report Download - page 7

PhotoPerformance Hearing Aid BatteriesPrice Lighting Products
The Energizer®e2® Lithium AAA earned top
honors from Drug Store News as the Best
Photo/Electronic Product introduced in 2004.
Energizer®e2® performance alkaline with
titanium technology and advanced cell
construction delivers longer-lasting power
in today’shigh-tech devices**.
Energizer offers a complete line of high-
capacity rechargeable batteries and
technologically advanced chargers.
Energizer®Rechargeable®batteries are
engineered to power the most advanced
high-drain devices, giving consumers an
economical and reusable source of power.
Price batteries. In the price sub-segment,
we offer value-conscious consumers
economical, reliable performance and
recognizable, trusted brand names with
our Eveready®carbon zinc batteries and
Eveready®Gold®alkaline batteries.
Specialty Batteries
Energizer markets a range of specialty
batteries used in hearing aids, medical
devices, watches and other small electronic
devices including cameras and toys. Our
innovative processes enable us to lead
the market in technology,as well as
in consumer and retailer-driven solutions.
Lighting Products
Under the Energizer®and Eveready®brands,
we offer a full line of flashlights and lanterns
for home, work and outdoor use. In 2005,
we successfully launched an innovative
six-LED headlight with multiple light output
and sleek design. Through our Disney
licensing agreement, we launched several
Disney lighting products, including pen-
dants, 2-in-1 lanterns and an updated line
of AA flashlights.
Advertising and Marketing
Keep Going®campaign. The “Keep
Going®”marketing campaign launched a
year ago has boosted the popularity of the
Energizer Bunny®and the Energizer®brand
as measured by brand image ratings and
awareness tracking. New television spots
that began airing in September 2005 high-
light the Energizer Bunny®as the inspiration
for people to keep going and going, rein-
forcing the brand’sposition as the battery
that never quits, for people who never quit.
We also developed new advertising for
Energizer®e2® Lithium specifically aimed
at the Hispanic market, which humorously
reinforces that Energizer®e2® Lithium batter-
ies are the world’s longest lasting AA and
AAA batteries in high-tech devices.
Hip to Hear™.During the second year of
the Energizer®EZ Change®“Hip to Hear™”
program, the company is partnering with
the non-profit group, American Speech-
Language-Hearing Association. This nation-
wide initiative educates baby boomers and
music fans about the importance of hearing
loss prevention and treatment.
Global Markets and Sales
Energizer has a truly global footprint, with
20 production and packaging plants on
four continents producing nearly 6 billion
batteries each year that aremarketed in
165 countries around the world.
Fiscal 2005 total battery sales climbed 6
percent to $2,059.0 million and segment
profit grew 7 percent to $433.4 million. This
year,North American Battery accounted for
57 percent of segment sales and 63 percent
of segment profit, excluding research and
development expenses, while International
Battery accounted for 43 percent and
37 percent of segment sales and profit,
respectively, excluding research and devel-
opment expenses.
Visit www.energizer.com for product
details, plus battery/flashlight facts,
historyand more.
ENR 2005 Annual Report 5
*Results vary by camera. **Versus Energizer®MAX®,in average of industry standard tests.
Price