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Energizer & Creeden Teaming up for Growth

Energizer & Creeden Teaming up for Growth. June, 2007. Battery Category is won or lost based on the execution of 3 principles. Right Location, Right Product & Right Message. Right Location – Front End

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Energizer & Creeden Teaming up for Growth

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  1. Energizer & Creeden Teaming up for Growth June, 2007

  2. Battery Category is won or lost based on the execution of 3 principles. Right Location, Right Product & Right Message • Right Location – Front End • Right Product – Premium (Energizer Max) and Performance (Energizer Lithium, Titanium and Rechargeables) • Right Message – Communicates the right battery for the right device or need. Sell up, sell more!

  3. Energizer’s approach to the category puts the consumer first!! Understanding the consumer is the key to success. Moderately brand loyal. Seek national brands, but want a deal. Desire a high performance battery and are willing to pay for it. Most brand loyal segment. Highly brand loyal. Seek national brands. Will pay full price--don’t seek promotions or sales. Buy the cheapest battery. Not brand loyal. Least interested in the product category. Buy what is convenient at the time. Energizer Consumer Segmentation Study – 2005

  4. Energizer’s portfolio is designed to meet all consumer attitudes and provide an opportunity to trade up PremiumBrandsShoppers PremiumBrandsLoyalists PriceDriven ConvenienceDriven TechnologyDriven ShopperAttitude (20%) (15%) (23%) (16%) (26%) Trade Up Opportunity! Category Segment Trade Up Opportunity! Price Premium Performance Specific Brands Private Label Energizer Consumer Segmentation Study – 2005

  5. Our Strategy is working!Energizer is the Market Share Leader All Outlets $ Share of Total Batteries Source: ACNielsen Scantrack & Homescan 52 wks 12/30/06 All Outlets

  6. More importantly, Energizer is Driving Retail Dollar Growth Retail Dollar Growth 2004-2006 in millions Total Batteries $200.1 Energizer $221.4 Duracell $113.9 Rayovac ($66.4) Private Label ($23.1) All Other ($45.7) ($100.0) $0.0 $100.0 $200.0 $300.0 Source: Energizer 6 Channel All Outlet Report latest 3 year period ending 11/4/06

  7. Energizer Premium, Lithium and Rechargeables are driving category growth Energizer Lithium +46% Rech +27%!! Source: Energizer All Outlet Report (A Nielsen syndicated/panel, Account POS 52 wks ending 12/30/06)

  8. Jan 2007 Category Retail $4.2 billion Performance 14% Premium 53% Price 23% Miniatures(HA & Elec) 6% Photo 3% While Premium is an important segment of the business, Lithium and Rechargeables (Performance) will contribute 55% of the dollar growth over the next 5 years 2010 +106% Five Year Growth by Segment +15% +11% Retail Dollars (millions) +18% -37% Household Batteries Specialty Batteries • 55% of retail dollar growth will come from the Performance Segment (+ $460 million) • 35% of retail dollar growth will come from the Premium Segment (+ $300 million) * 2007 Retails Sales – All Outlet Reporting 52-weeks ending 1/27/07, 2010 Energizer projections

  9. NO ONE ELSE HAS IT World’s Longest Lasting AA and AAA Batteries in High-Tech Devices • Lasts up to 7X longer in Digital Cameras* • AA- 600 pictures vs 80 with standard Alkaline • AAA – 528 pictures vs 70 with standard Alkaline • Best value per picture • Best Battery in Extreme Temperatures • -40°F to 140°F • Outstanding 15 year shelf life • Lightweight • 33% lighter than ordinary alkaline • Leak Resistant Construction Source: ANSI Testing *vs.. ordinary alkaline, results vary by camera.

  10. Energizer®e2®Lithium®has experienced AMAZINGgrowth over the last five years Dollar Growth Index vs 2001 Source: ENR All Outlet Report; ending12/31/2006

  11. Energizer® is the #1 Rechargeable Brand, and is driving incremental growth Rechargeable Brands Absolute Dollar Growth All Outlet – Latest 52 Wks (millions) Rechargeable Brand Dollar Share Latest 52 wks Energizer 49% All Other 27% Rayovac 7% Duracell 18% Source: All Outlet Report, AC Nielsen, POS, Homescan Data, Latest 52 Weeks Ending 12/2/2006

  12. Best in Class retailers have already embraced the concept of Right Location, Right Product and Right Message.

  13. The Right Location.Front End Checkout We know front end works • Research tells us 64% of Consumes expect to find batteries at the front end • Research tells us if consumers don’t see batteries, they will not look for them. • Front end is especially important in hardware. Customers are not coming to a hardware store to buy batteries. Putting them at the front of the store reminds them of their need and they are prompted to purchase This battery home in a Super Center was moved from the inline in the hardware section to the center of a main aisle at front of the store. 13% increase in weekly sales This battery home in large independent hardware store moved from the inline to the front of the store. 67% Increase in sales Hardware needs to move the home location from the in-line to the front end

  14. The Right Location. RIGHT LOCATION, PRODUCT AND MESSAGE WORKS IN HARDWARE • National Independent Hardware Chain • Location: Product moved from In-line to front of store at Checkout • Product: A full assortment of premium and performance batteries are included • Message: The appropriate trade up messaging is included • Sales increased 67.3%

  15. RIGHT LOCATION, PRODUCT AND MESSAGE WORKS IN HARDWARE • True Value • Location: Corporate direction is battery end cap should be placed at the front of the store in a prominent position • Product: A full assortment of premium and performance batteries as well as miniatures are included • Message: The appropriate trade up messaging is included • Execution began Jan 07

  16. Jan 2007 Category Retail $4.2 billion Household Performance 14% HouseholdPremium 53% Household Price 23% Miniatures(HA & Elec) 6% Photo 3% The Right Product.Premium & Performance 2010 Five Year Growth by Segment +106% +15% +11% +18% -37% Lithium and Rechargeable batteries are the fastest growing segments today. They will continue to be the fastest growing segments well into the future * 2007 Retails Sales – All Outlet Reporting 52-weeks ending 1/27/07, 2010 Energizer projections

  17. The Right Message Helps consumers find the right battery for the right device and increases the retailers ring

  18. Hardware Channel Priorities • Front End Program • 3 Sided end cap display • SBS messaging kit for retailers end cap • Supplemental / Promotional Display • Store Level Support • 3. Shows and Markets

  19. Everyday Hardware Program # 1 Priority #1 Front End Program - Household Batteries • 25% discount if purchased in Case Quantities • 18% off if purchased in inner carton quantities • Product Mix • Max 5 BP, 5 MP, AA-16, D8, 9V4 (All Hardware) • Gold – 5 BP (all except Ace & True Value) • Lithium - AA/AAA 2 packs (All) AA/AAA 4 packs • Titanium AA/AAA 4 packs (All) • Rechargeable AA/AAA 2 and 4 packs (All), Charger with Batteries 5 BP’s-= AA-4, AAA-4, C-2, D-2, 9V1 5MP = AA-8, AAA-8, C-4, D-4, 9V2

  20. Everyday Hardware Program# 1 Priority #1 Front End Program - Specialty Batteries • 25 % off if purchased in inner carton quantities • List Cost $245.88, Discount $61.47, Net Cost $184.41 Product Mix

  21. Everyday Hardware Program#2 Priority #2 Supplemental / Promotional Displays This has not changed

  22. Tools for Executing the Priorities#2 Supplemental / Promotional Displays • Ad Calendar

  23. WHAT WE DON’T WANT DO NOT SPEND TIME ON ANYTHING THAT IS NOT FRONT END • NO IN-LINE SECTIONS • NO CLIP STRIPS • NO WING RACKS • NO SERVICE DESK • NO ANYTHING THAT IS NOT FRONT END

  24. Add top Sku Lists

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