Rayovac 2009 Annual Report Download - page 48

Table of Contents
Index to Financial Statements
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.
We also operate in the shaving and grooming and personal care product category, consisting of electric shavers and accessories, electric grooming
products and hair care appliances. Electric shavers include men’s and women’s shavers (both rotary and foil design) and electric shaver accessories
consisting of shaver replacement parts (primarily foils and cutters), pre−shave products and cleaning agents. Electric shavers are marketed primarily under
one of the following global brands: Remington, Braun and Norelco. Electric grooming products include beard and mustache trimmers, nose and ear
trimmers, body groomers and haircut kits and related accessories. Hair care appliances include hair dryers, straightening irons, styling irons and hair−setters.
Europe and North America account for the majority of our worldwide product category sales. Our major competitors in the electric personal care product
category are Conair Corporation, Wahl Clipper Corporation and Helen of Troy Limited.
Products in our home and garden category are sold through the Home and Garden Business. The Home and Garden Business manufactures and
markets outdoor and indoor insect control products, rodenticides, herbicides and plant foods. The Home and Garden Business operates in the U.S. market
under the brand names Spectracide, Cutter and Garden Safe. The Home and Garden Business’ marketing position is primarily that of a value brand,
enhanced and supported by innovative products and packaging to drive sales at the point of purchase. The Home and Garden Business’ primary competitors
in the home and garden category include The Scotts Miracle−Gro Company, Central Garden & Pet Company and S.C. Johnson & Son, Inc.
The following factors contribute to our ability to succeed in these highly competitive product categories:
•Strong Diversified Global Brand Portfolio. We have a global portfolio of well−recognized consumer product brands. We believe that the
strength of our brands positions us to extend our product lines and provide our retail customers with strong sell−through to consumers.
•Strong Global Retail Relationships. We have well−established business relationships with many of the top global retailers, distributors and
wholesalers, which have assisted us in our efforts to expand our overall market penetration and promote sales.
•Expansive Distribution Network. We distribute our products in approximately 120 countries through a variety of trade channels, including
retailers, wholesalers and distributors, hearing aid professionals, industrial distributors and OEMs.
•Innovative New Products, Packaging and Technologies. We have a long history of product and packaging innovations in each of our six
product categories and continually seek to introduce new products both as extensions of existing product lines and as new product categories.
•Experienced Management Team. Our management team has substantial consumer products experience. On average, each senior manager has
more than 20 years of experience at Spectrum, VARTA, Remington or other branded consumer product companies such as Regina, Newell
Rubbermaid, H.J. Heinz and Schering−Plough.
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