Marketing Plan Outline

Topics: Rechargeable battery, Battery, Alkaline battery Pages: 8 (2065 words) Published: January 11, 2009
Marketing Plan Outline

The product that most deserves to be introduced into the market is the self charging battery. There have been several variations or attempts on producing such a device, but none have quite made the jump into common everyday purchases made by consumers. The setbacks have been price, desire and practicality. Many people will not pay $20.00 for a battery to stick into a five dollar product. Rechargeable batteries have had a little more success, although those too get lost, cost more and cost money to recharge. Manufacturers do not want to go out of business so development of this type of product has not found adequate funding. Many too are not practical. Like the solar powered self charging battery being used in some cell phones. Nice idea, but impractical as one may be in a call and lose their charge for their phone. Now instead of putting in another battery or plugging into the nearest wall socket (which either may not be available), you simply need to take it out and let it charge under the sun…for 30 minutes to make your next call. There are several features that this outline will demonstrate the superior performance, durability and quality of these batteries in a very competitive market. The self charging battery we will offer requires no electrical outlet for recharging, it sounds an alarm when low to start the recharging cycle and it is designed to replace all standard battery types at an economical cost.

I.Market analysis

A.The consumer spending on batteries (the battery market) is about $50 billion in the U.S. alone, of which roughly $5.5 billion is allocated to rechargeable (secondary) batteries. The growth is estimated at 6% annually. (Bozzo, 2008)

1.Alkaline batteries are the primary battery market leaders. Others industry leaders will be lithium and zinc-air. Alkaline batteries can be stored up to 10 years and have a larger consumer base than the other alternative batteries.

2.Lead-acid will account for nearly half of the demand of rechargeables. This battery is mainly used for automotives and other types of industrial or standby types of equipment, such as used by the phone companies to back up their lines in case of an electrical power outage. These type of batteries are cheap, economical and can look forward to many more years of productive service until the world demands a more electrical type of vehicle or standby power source which would require a more powerful battery than the existing lead-acid ones currently in use.

3. Hybrid vehicles require a high voltage battery of about 150V, which is currently provided by connecting nickel-metal-hydride cells in series. These are expensive to replace and still ineffective to the overall ability of self charging batteries.

4. With the high prices and lack of longevity, rechargeable batteries will not be in the greatest demand.

5 Fuel cells still need a battery backup and therefore are not considered rechargeable or practical for home use at this time.

B.Worldwide market to outspend U.S.

1.“Worldwide primary and secondary battery demand is projected to rise at a nearly 7% annual pace through 2010 to $73.6 billion, according to a study published in August 2006 by The Freedonia Group” (Penton, 2007)

|Item |2000 |2005 |2010 |Annual growth (%) | | | | | |May 2000 |October 2005 | | | | | |North America |10,325 |12,100 |15,250 |3.2 |4.7 | | | | | |Western Europe |9630 |11,400 |13,950 |3.4 |4.1 | | | | | |Asia/Pacific...
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