Rayovac 2011 Annual Report Download - page 53

accessories and began marketing the i-Light IPL device in the United States which uses cutting edge intense
pulsed light technology to remove hair for up to six months and has been approved by the FDA. Furthermore, we
launched coffee machines using new fast brew technology under the Farberware tradename. For the North
American Aquatic business we launched energy efficient Marineland LED reef capable lights. These LEDs
produce a high quality, natural-looking light that shimmers, adding depth and dimension to the aquarium. In the
Companion Animal business we launched Dingo Grill House™, the longer lasting combo treat made with real
chicken and expanded the popular Nature’s Miracle product line to include: litter and accessories, shampoo,
waste management and pet crates.
During Fiscal 2010, we launched our Rayovac Platinum Nickel Metal Hydride rechargeable batteries. These
batteries are ready to use directly out of the package, and stay charged up to 3 times longer than other
rechargeable batteries. We also introduced Instant Ocean aquatic food and chemical products and additional
products under the Dingo and Nature’s Miracle brands.
During Fiscal 2009, we introduced the Roughneck Flex 360 flashlight. We also launched a long lasting
zero-mercury hearing aid battery. This product provides the same long lasting performance as conventional
hearing aid batteries, but with an environmentally friendly formula. During Fiscal 2009, we also introduced a line
of Tetra marine aquatic products, new dog treat items and enhanced Nature’s Miracle Stain & Odor products.
During Fiscal 2008, we introduced longer lasting alkaline batteries in cell sizes AA and AAA. We also
launched several new products targeted at specific niche markets such as Hot Shot Spider Trap, Cutter Mosquito
Stakes, Spectracide Destroyer Wasp & Hornet and Spectracide Weed Stop. We also introduced a new line of
men’s rotary shavers with “360° Flex & Pivot Technology.” The flex and pivot technology allows the cutting
blades to follow the contour of a person’s face and neck. In addition, we added Teflon®coated heads to our
blades to reduce redness and irritation from shaving. We also introduced “The Short Cut Clipper.” The product is
positioned as the world’s first clipper with exclusive curved cutting technology. We also launched “Shine
Therapy,” a hair straightener with vitamin conditioning technology: Vitamin E, Avocado Oil and conditioners
infused into the ceramic plates.
During Fiscal 2007, advancements in shaver blade coatings continued to be significant with further
introductions of Titanium, Nano-Diamond, Nano-Silver and Tourmaline on a variety of products, which allowed
us to continue to launch new products or product enhancements into the market place.
Competitive Landscape
We compete in seven major product categories: consumer batteries, pet supplies, home and garden control
products, electric shaving and grooming products, small appliances, electric personal care products, and portable
lighting.
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, and specialty batteries, which include rechargeable batteries, hearing aid
batteries, photo batteries and watch/calculator batteries. 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.
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.
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