Recharged continuously

Buying batteries has become an everyday necessity. There has been a shift in the battery market towards rechargeable batteries, as these are much more economical to use. – The market share of rechargeable products is constantly growing as a result of the spread of digital equipment, which requires mobile power sources – says András Iván, trade marketing manager of VARTA Hungária Kft.
Private labels are spreading, but consumers prefer well-known brands for use in expensive electronic equipment. There is another option for consumers who are sensitive to prices. – Accession to the EU has brought new players to the battery market with low life span products which have an unknown environmental impact – says Zita Sebők, marketing manager of Energizer Magyarország Kft. – Durable, premium brand products are more popular in the West, as consumers there have realised that quality has a price. This is also the trend in Hungary – she adds. ATL spending in this category is not comparable to that of the cosmetics or washing powder category. The primary objective is image building. Examples of this are the Duracell bunny and Mr. Energizer. Displays play an important role in promoting sales, but need to be made exceptionally massive, as they carry an extremely large weight. Practically all manufacturers have rechargeable batteries and battery chargers. Price promotions are an important trade marketing tool which provides an impulse for buying and make consumers think about which kind of battery is more economical in the long run. VARTA batteries will be renewed in 2007.Introduction of rechargeable Easy Energy, Power Play and Professional sets will begin in July. Energizer will also continue to support its leading product, Ultimate Lithium. Brands use hostess promotions and prize games in addition to displays As a lot of questions can be asked regarding batteries, Energizer uses an increasing number of hostess promotions to answer these. VARTA has started using a new sales channel in 2007. Its wholesalers sell online, though VARTA is not directly involved in this activity.