Rayovac 2013 Annual Report Download - page 52

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products in the fiscal year ending September 30, 2014. Within our Home and Garden Business segment, we
entered the rodenticide category with the Black Flag Rodenticide product line. We also introduced several
innovative products such as the powerful, non-selective herbicide, Spectracide Weed & Grass Foaming Edger
and the Cutter Skinsations insect repellent aerosol. Under the Remington brand we launched the HyperFlex series
rotary shavers, indestructible hair clippers and an award winning wax applicating system and epilator line.
Additionally, Rayovac launched the Ready Power 10 year guarantee across all alkaline portfolios, award winning
emergency 2-Hour Power and back-up 7-Hour Power affordable portable power devices and an environmentally
friendly rechargeable smart phone charger. During Fiscal 2013 our Global Pet Supplies segment introduced
Dingo Market Cuts which is a new line of wholesome Chicken Jerky Fillets that are made in the
U.S. Additionally, a new line of environmentally friendly stain and odor products were launched under the
Nature’s Miracle Green brand.
Competitive Landscape
We compete in seven major product categories: consumer batteries, hardware and home improvement, pet
supplies, home and garden control products, electric shaving and grooming products, small appliances, and
electric personal care products.
The consumer battery product category consists of non-rechargeable alkaline or zinc carbon batteries in cell
sizes of AA, AAA, C, D and 9-volt, specialty batteries, which include rechargeable batteries, hearing aid
batteries, photo batteries and watch/calculator batteries, and portable lighting products. Most consumer batteries
are marketed under one of the following brands: Rayovac/VARTA, Duracell, Energizer or Panasonic. In
addition, some retailers market private label batteries, particularly in Europe. The majority of consumers in North
America and Europe purchase alkaline batteries. The Latin America market consists primarily of zinc carbon
batteries but is gradually converting to higher-priced alkaline batteries as household disposable income grows.
Our major competitors in the consumer batteries product category are Energizer Holdings, Inc., The Procter &
Gamble Company and Matsushita.
We believe that we are the largest worldwide marketer of hearing aid batteries and that we continue to
maintain a leading global market position. We believe that our close relationship with hearing aid manufacturers
and other customers, as well as our product performance improvements and packaging innovations, position us
for continued success in this category.
Our global pet supplies business comprises aquatics equipment (aquariums, filters, pumps, etc.), aquatics
consumables (fish food, water treatments and conditioners, etc.) and specialty pet products for dogs, cats, birds
and other small domestic animals. The pet supply market is extremely fragmented, with no competitor holding a
market share greater than twenty percent. We believe that our brand positioning, including the leading global
aquatics brand in Tetra, our diverse array of innovative and attractive products and our strong retail relationships
and global infrastructure will allow us to remain competitive in this fast growing industry. Our largest
competitors in the pet supplies product category are Mars Corporation, The Hartz Mountain Corporation and
Central Garden & Pet Company.
Products in our home and garden category are sold through the Home and Garden Business, which operates
in the U.S. market under the major brand names Spectracide, Hot Shot, Cutter, Repel, Black Flag and Garden
Safe. The Home and Garden Business manufactures and markets outdoor and indoor insect control products,
rodenticides, herbicides, insect repellents and lawn maintenance products. In addition, we produce and market
several private-label brands for many major retailers.
The Home and Garden Business’ marketing position is primarily that of a branded value, enhanced and
supported by innovative products of outstanding quality and appealing packaging that is designed to drive sales
at the point of purchase. Our commitment to quality and value has earned the trust of consumers and the
confidence of retailers, who count on us to deliver the fast-selling products, merchandising solutions and quality
service they require. The Home and Garden Business’ primary competitors include The Scotts Miracle-Gro
Company, Central Garden & Pet Company and S.C. Johnson & Son, Inc.
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