1 / 18

Duracell

Duracell.com. Eric Gruen. Agenda. Overview of Duracell.com 5 Segmentation Groups Energizer/ Rayovac Analysis Expert Analysis Data Collection Data Analysis Conclusions and Recommendation Next Steps Questions. Overview. Duracell (Procter and Gamble) $2.4B Global Brand ($1B in US)

sancho
Télécharger la présentation

Duracell

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Duracell.com Eric Gruen

  2. Agenda • Overview of Duracell.com • 5 Segmentation Groups • Energizer/Rayovac Analysis • Expert Analysis • Data Collection • Data Analysis • Conclusions and Recommendation • Next Steps • Questions

  3. Overview • Duracell (Procter and Gamble) • $2.4B Global Brand ($1B in US) • Top Customers (Costco, Walmart, Target) • Current Objectives of Duracell.com • Educate • Sell-In with Buy-It-Now Feature • Drive Awareness • Incremental Purchases • Digital Spend for Brand • 20% of Entire BSA (Brand Spend Authorization) should be devoted to Digital • Developed and Maintained by Digitas, Digital Agency

  4. Target Audience

  5. Competitive Analysis: Energizer Easy to find products Facebook/Twitter Easy Connection Younger Target Audience Rollover Product Information

  6. Competitive Analysis: Rayovac Price Focus Easy to find products Facebook/Twitter Easy Connection Too many subjects to focus on

  7. Expert Analysis: Heuristics

  8. Data Collection • 3 Scenarios, each targeted to different consumer • Purchase AA8 pack of Batteries (Bonders) • Compare Duracell Power Peripherals (Investor) • Find and Use Duracell coupon from PG Brandsavers (Savvy) • Chose Consumers based on preliminary questionnaire that helped drive to targeting conclusions • Do you buy products solely on price (if Yes, then Savvy. If no, could be investor or bonder) • Do you seek as much knowledge or information before buying a product (if Yes, then investor, if no Savvy or bonder) • Do you buy name brand products for most products (if Yes, then bonder) • Do you only buy one type of battery (depending on answer, push towards one of the subgroups)

  9. Data Analysis

  10. Key Conclusions • Challenging to find what is needed • End-Users wanted to leave site • “I would have left a long time ago if I were on my own” • Duracell.com is not showing what is important to the consumer

  11. Key Recommendation

  12. Update Content • Products that not sold are featured • Old Promotions are featured with incorrect data • Must update with correct Information

  13. Home Page Update • Top of page should be simpler • Batteries, Rechargeables, Peripherals, Special Promos, Product Comparison Center and Trusted Everywhere Promos • Color Choices must be brighter • More engagement with videos, commercials that Duracell is known for

  14. Change the Layout • As currently constructed, the layout is very compact and it is tough to focus on one specific thing. • Duracell must reinvent the layout so that the end-user has a simpler time finding what they are looking for. • The site that best brings this to life that Duracell should aim to replicate is Starbucks.com.

  15. Complete Redesign • The above recommendations are all adjusting to the site that is already created. The team needs to take their time and ideate on ways to enhance the site. • Further, with the amount of money that is spent on digital during the course of a year (over $15 million), Duracell must expect their agency to come back with a plan that takes everything that is mentioned above into account. • The most important aspect of the redesign is to ensure that the end-user is in mind whenever any recommendation is given. • During the construction of the current site, it is apparent that the end-user was forgotten. That cannot and will not happen again.

  16. Next Steps • Already discussed with agency need to change certain items (and have already changed some: Twitter/Facebook, Sizing Issues) • Work on Digital Strategy to align Senior Management of the objective/purpose of Duracell.com • Work with agency to develop brief for site • Begin redesign and have fully implemented during F12/13

  17. Questions???

More Related