Spectrum Brands

In: Business and Management

Submitted By lexion
Words 5134
Pages 21
A Strategic Analysis


Spectrum Brands (SPC) is a global branded consumer products company with seven major product lines including Rayovac consumer batteries, Tetra pet supplies, Remington electric shaving, grooming and personal care products, VARTA portable lighting, Vigoro lawn care, Sta-Green lawn and garden, Repel, Hot Shot, and Spectracide household insect control. After acquiring United Industries from Thomas H. Lee (THL) the Boston based private equity firm in 2005, Rayovac (ROV) changed its name to Spectrum Brands and started trading on the New York Stock Exchange (NYSE) as “SPC”.
World Market
The worldwide market sector in which Spectrum competes is estimated to be US$300 billion1. The worldwide market for batteries alone is estimated at US$50 Billion2. Worldwide dog and cat food sales stood at US$45.12 billion, a 4.9% increase over the previous year3. The market for grooming consumer product is about 16 billion4. Spectrum also competes in the $8 billion 5 consumer lawn and garden market.
Corporate History
Rayovac Corporation is the third leading U.S. manufacturer of alkaline storage batteries and the market leader in other battery categories such as hearing aids, computer backup,…...

Similar Documents

Personality Spectrum

...Personality Spectrum Past Organizer Adventurer Giver Thinker Current Organizer Adventurer Giver Thinker • Did your personality spectrum profile surprise you? Why or why not? I have taken this test before during a leadership class for work about six years ago. I was very surprised by my scores; they differed by a few points but still fell within the same personality type and in the same order. While taking the test it seemed like it would go in another direction because I felt like I was answering the questions differently than I did six years ago. My life has changed dramatically and completely over the past two years and I was sure that I am not that same person. This is great news for me because I am finally getting back to being who I really am. After taking the test and evaluating my scores, completing the scoring diagram I match up perfectly with my true self. • How can you alter your study techniques to take advantage of your particular abilities and skills determined by the personality spectrum? I will use my results from the Personality Spectrum to improve my time management skills and setting priorities to help produce a more structured learning environment in my home. I will change my current strategies of studying – doing homework all at once; break them down into a more practical, controlled and systematic time frame. I will organize my evening time schedule to allow for this change. This will actually allow me to give the same......

Words: 495 - Pages: 2


...Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning, personality, relationships, and presentations. Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”), trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is “Think different”),etc. | Brand identity is the total proposal/promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world. Brand identity is the noticeable elements of a brand (for instance - Trademark......

Words: 5973 - Pages: 24

Spectrum Brands Diversification Case Study

...After Rayovac company’s successful long term course of rejuvenating its battery business for the purpose of spurring sales growth locally, a newly branded Rayovac brand supported by broad battery lineup via technological innovations, improved packaging, expanded distribution network, refined supply and purchase chain, slash in production cost and an increased plant capacity created Rayovac into a result oriented enterprise.(attachment C) Rayovac Company CEO, Jones with new entrepreneurial culture insights into the company performance, embanked into globalization of the battery business in 1999. The acquisitions of ROV limited the largest battery distributor in Latin America with approximated sales of $100 millions compared to the Rayovac sales in the region of $20 million was a strategic move that spurred sales in Latin America region greatly. Further, acquisition of Varta AG a leading manufacture of general batteries and a competitor of Rayovac within the Latin American market was also another strategic move as Rayovac was able to reduce operational cost by $30-$40 millions, solidifying Rayovac market lead in the region and made Rayovac the second leading battery producer in Europe as well as the leading producer and distributor of batteries in Austria and Germany. In Asian markets acquisition of 85% of Ningbo Baowang battery company with a modern manufacturing facility of alkaline and heavy duty batteries at very low costs was a good strategic move as this......

Words: 1808 - Pages: 8

Spectrum Case

...1. Assess the Spectrum organization and each of the markets in which the company operates. What are the key elements from each industry about which Falconi should be concerned? Over the years, with help from a number of acquisitions, Spectrum in 2005 had become a leading supplier of consumer batteries, lawn and garden care products, specialty pet supplies, and shaving and grooming products. In the battery market, North American consumers of household batteries sought convenience and quality when purchasing batteries and tended to gravitate towards the brand names they knew and trusted, with Duracell and Energizer dominating the market. These two firms were leaders in this market because of their ability to adapt to consumer needs and to merge with other consumer goods companies to create brand portfolios, thus gaining negotiating power with retailers, which was the most traditional channel. Of these retailers, mass merchandisers, home and garden centers and niche electronic stores accounted for 60% of sales. The growth within this segment has become relatively flat, at only 1-2% annually. The overall battery market in Canada was estimated to be 300million. The market for household batteries was highly seasonal, with the large majority of sales occurring during the months leading up to and following Christmas sales of electronics. The shaving and grooming industry was dominated by a select group of companies selling electric shavers and accessories, electric......

Words: 1157 - Pages: 5

Spectrum of Gamers

...Nicolas Huitron Mrs. Eason English 101 7 Oct. 2013 Spectrum of Gamers It’s a normal evening in my bedroom as I just sat down in my chair and getting ready to play a game of League of Legends. Armed with my mouse and keyboard as I hit the play button to queue for a game, other players doing the same. But no matter where you are playing, you will find the same three types of gamers to play with or against. These gamers fall into many different categories but they can be classified according to how they play the game, such as the toxic gamer, the friendly gamer and the unskilled gamer. The toxic gamers are the worst kind of gamers to play with. They play like the name implies--angry, foul, and irritable. These kinds of player make the team at risk to lose because of their cursing, bickering and calling other players names. Playing with these kinds of players can be a horrible experience as you become a target of their rage. Many players in this group are usually of the younger range of video game players. My friend Connor is this type of player. His anger at the unskilled players in League of Legends causes him to fuss about at the team. He gets mad at any sight of an error and causes him to be even more spiteful. These jerks of the game community usually leave everyone in the game in a bad mood and other players wonder how they are not banned from playing. However, the friendly gamer is the complete opposite. This player usually is care-free and is not too worried......

Words: 502 - Pages: 3

Brand Architecture and Product-Market Relationship Spectrum

...Brand architecture and product-market relationship spectrum Brand architecture organizes and structures the brand portfolio by specifying brand roles and the nature of relationships between brands and different product-market contexts. Well-structured and managed brand architecture can generate clarity, synergy, brand leverage rather than a diffused focus, marketplace confusion, and brand building waste. (Aaker & Joachimstaler, 2009: 102). - Endorsers An endorsement from an established brand creates credibility to the offering that is being endorsed. (Aaker & Joachimstaler, 2009: 102) - Subbrands Subrands are connected to the master brand, but may add to or modify the master brand. (Aaker & Joachimstaler, 2009: 103) - Driver roles Driver roles influence the customers’ purchase decision for that brand. o Brand relationship spectrum - Branded house The master brand is the dominant and primary brand. The master brand provides an ‘umbrella’ under which many of its offerings operate. A branded house usually maximizes synergy, as participation in one product market creates associations and visibility that can help in another (Aaker & Joachimstaler, 2009: 119). - Subbrands Subbrands can act as drivers to add associations that are relevant to the customer (Aaker & Joachimstaler, 2009: 115). Subbrands can also stretch the master brand into categories where it hasn’t been before. Subbrands can also add a new benefit or attribute to the master brand....

Words: 303 - Pages: 2


...notes and issues The Full Spectrum of Real Estate Risk Analysis1 by Gary P. Taylor, MAI, SRA, and William E. Endsley he full spectrum of real estate risk analysis begins with the traditional banking infrastructures needed to fund property development and economic growth. The spectrum extends to the newer securitization products and property rating systems being developed to accelerate growth in mature economies. This spectrum also includes developing economies, economies in crisis, and economies in transition. Without a plan to spread rational and transparent capital development to every area of the world, economic uncertainty and threats to security will spread instead. Most importantly, the real estate spectrum includes a diverse group of citizens, governments, civil societies, and corporations that share power, often in inequitable ways. This paper looks at the role of the independent real estate valuer in examining the current distribution of the wavelengths that make up the continuum of real estate and capital markets. It examines the strands that make up this spectrum and offers suggestions for strengthening these individual strands and thereby amplifying the whole. Independent, ethical, and informed real estate valuers must analyze the full spectrum of real estate risks to protect the assets of a global public and help ensure an equitable sharing of economic power in the future. Spectrum Analyzers “Common spectrum analyzer measurements include frequency, power...

Words: 4276 - Pages: 18

Political Spectrum

...The Political spectrum is a system of classification of different political positions upon one or more. On the. Demo metric axes it symbolizes independent political decisions. In other words a way of representing peoples world views often from liberal to conservative. A political spectrum is an arch that has a left and a right wing on the lower left wing it starts with radical, then to liberal, to moderate to, conservative and lastly reactionary. These stances are different views of political decisions. A radical stance favors a lot of change yo an altered or entirely new social system. Liberals believe that the government must take action to change economic, political, and ideological policies thought to be unfair. Next is Moderate, moderates hold a belief that falls between liberal and conservative views including somewhat similar views from both conservative and liberal. The Conservative stance wants to keep in place. The economic, political, and social structures of society, so no change in society. Lastly on the spectrum is reactionary. The reactionary part if this spectrum seeks extreme change to resort society to an earlier, more conservative state. Overall where I fall on the political spectrum is more moderate then Liberal or Conservative. Examples of my decisions are biased off of current events that are currently being discussed in the United-states like the issue of legalization of marijuana, budget cuts in school funds and drinking ages at 18 or 21. My views of......

Words: 1190 - Pages: 5

Spectrum Sensing

...Review 28 January 2008 Spectrum Sensing Design for Cognitive Radios Prof. Danijela Cabric danijela@ee.ucla.edu Spectrum Utilization Power Spectrum Density (dBm/Hz) -100 -110 -120 -130 -140 -150 0 1 2 3 4 5 6 GHz Freq (GHz) Utilization(%) 0~1 54.4 1~2 35.1 2~3 7.6 3~4 0.25 4~5 0.128 5~6 4.6 Even though the spectra is allocated it is almost unused Cognitive Radios can make better use of the spectrum How Does a Cognitive Radio Operate? PU1 PU3 CR1 PSD PU2 CR2 Primary Cognitive PU4 Frequency Sense the spectral environment over a wide bandwidth Transmit in “white space” & Adapt bandwidth and power Detect if primary user appears Move to new white space Cognitive Radio System Design Network Management Sensing MAC Sensing Signal Processing Sensing radio Spectrum Allocation Network Link Layer Wideband signaling Wideband radio Physical Layer Spectrum sensing is the key enabling functionality How do we implement spectrum sensing in a system? Spectrum Sensing Problem Primary User Cognitive Radio users must guarantee non-interference requirement Tx Rx CR CR Decoding SNR Sensing SNR distance Distance and channel not known Cognitive radio can only observe (sense) primary system Tx signals Need to sense signals in highly negative SNR Sensing SNR < Decoding SNR – worst case channel Sensing SNR < [5dB to 20 dB] – [20 dB to 40 dB] = [-35 to 0 dB] Designing Spectrum Sensors – Sensing......

Words: 1183 - Pages: 5

Autism Spectrum

...The Influence of Affective Empathy and Autism Spectrum Traits on Empathic Accuracy Marije aan het Rot*, Koen Hogenelst Department of Psychology and School of Behavioral and Cognitive Neurosciences, University of Groningen, Groningen, Netherlands Abstract Autism spectrum disorder is characterized by interpersonal deficits and has been associated with limited cognitive empathy, which includes perspective taking, theory of mind, and empathic accuracy (EA). The capacity for affective empathy may also be impaired. In the present study we aimed to determine if EA in normally developing individuals with varying levels of autism spectrum traits is moderated by trait affective empathy. Fifty male and fifty female participants (‘perceivers’) completed the Autism-Spectrum Quotient and the Balanced Emotional Empathy Scale to assess autism spectrum traits and trait affective empathy, respectively. EA was assessed using a Dutch-language version of a previously developed task and involved rating the feelings of others (‘targets’) verbally recounting autobiographical emotional events. Targets varied in trait emotional expressivity, assessed using the Berkeley Expressivity Questionnaire. Perceivers with more autism spectrum traits performed worse on the EA task, particularly when their trait affective empathy was relatively low. Interpersonal deficits in autism spectrum disorder may be partially explained by low cognitive empathy. Further, they might be aggravated by a limited......

Words: 7592 - Pages: 31

Electromagnetic Spectrum

...The electromagnetic spectrum is the range of all possible frequencies of electromagnetic radiation.[1] The "electromagnetic spectrum" of an object is the characteristic distribution of electromagnetic radiation emitted or absorbed by that particular object. Types of Electromagnetic Spectrum: Radio-The wireless transmission through space of electromagnetic waves in the approximate frequency range from 10 kilohertz to 300,000 megahertz. Micro wave-An electromagnetic wave with a wavelength between that of infrared and short waves (one millimeter to one meter).Microwaves are used in radar, in communications, and for heating in microwave ovens and in various industrial processes. infrared radiation-Invisible radiation in the part of the electromagnetic spectrum characterized by wavelengths just longer than those of ordinary visible red light and shorter than those of microwaves or radio waves. Visible radiation( light)- electromagnetic radiation that can produce a visual sensation. Ultraviolet-Of or relating to the range of invisible radiation wavelengths from about 4 nanometers, on the border of the x-ray region, to about 380 nanometers, just beyond the violet in the visible spectrum.X-rays- Gammo rays-Electromagnetic radiation emitted by radioactive decay and having energies in a range from ten thousand (104) to ten million (107) electron volts. Dangers for using any EM radiation: EM radiation impinges upon a conductor, it couples to the conductor, travels along it...

Words: 308 - Pages: 2

Spectrum Brands, Inc. – the Sales Force Dilemma Case

...Spectrum Brands, Inc. – The Sales Force Dilemma Case Spectrum consists of four organisations – Rayovac, Remington, United Industries and Tetra Holdings. It basically services North American Market and other markets but the case focuses on Canada. The four Industries mentioned are: Batteries, Shaving and Grooming Products, Lawn and Garden Market and Pet Care are covered Shaving and Grooming products and Lawn and Gardening products have seasonal demand. Stiff competition in the Pet supplies market by over 500 manufacturers and have a great clutter of retailers where not a single player having more than 10% market share. Batteries are dominated by two players Dura Cell and Energiser covering around 80% of the market which left Spectrum with only 20% market share to compete for with other brands. The growth rate is really low at around 1-2%. Alkaline Battery market growth had flat lined and was expected to be in the market only for the next 5-10 years. Spectrum would have to focus more on rechargeable batteries. Spectrum operates in areas which are highly fragmented and seasonal. Seasonal fluctuations in the battery and shaving markets, restricted sales to December. Since with its spate of acquisitions it has acquired a wide product mix it would be better if the sales force are trained to cater to this product mix. It may be cost-intensive and time consuming initially but cross promotion is possible with the trained sales force in the long term The new sales force......

Words: 507 - Pages: 3


...eARTICL BRAND PLANNING by Kevin Lane Keller < CONTENTS PAGE E eARTICL BRAND PLANNING by Kevin Lane Keller E. B. Osborn Professor of Marketing Tuck School of Business Dartmouth College A Shoulders of Giants p ublication info@SOGiants.com | w ww.SOGiants.com E Published by Shoulder of Giants info@SOGiants.com All text © Shoulder of Giants 2009 The work (as defined below) is provided under the terms of the Creative Commons Public License. The work is protected by copyright and/or other applicable law. Any use of the work other than as authorized under this license or copyright law is prohibited. In terms of this copyright you are free to share, to copy, distribute and transmit the work under the following conditions: Attribution – You must attribute the work in the manner specified by the author or licensor Noncommercial – You may not use this work for commercial purposes. No Derivative Works – You may not alter, transform, or build upon this work. For any reuse or distribution, please see the Full License Terms of this work. CONTENTS This is a free eArticle based on the eBook and video of Brand Planning. It offers key points from the full title – giving you the ability to learn something new about this business topic in just a few minutes while discovering how to get even more from the full length versions. INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1. BRAND......

Words: 3352 - Pages: 14


...What exactly is the electromagnetic spectrum? Is a continuous range of wavelengths, which includes gamma rays, ultraviolet waves and other forms of electromagnetic radiation. How does the issue of scarcity and interference relate to the electromagnetic spectrum? The spectrum is considered scarce because of the limited number of frequencies for operation and two parties cannot broadcast on the same frequency in the spectrum. Interference not only can be caused by broadcasters but by natural phenomenons like thunderstorms. Another factor, which can attribute to interference is one known as Intermodulation. This happens when two or more frequencies affect each other’s transmission. What key decision did Congress make in 1927 in regards to the electromagnetic spectrum? In 1927 Congress declared that there could be no private ownership of the airwaves or spectrum; they were now considered public and could only be used with the approval and permission of the government. Who would own the electromagnetic spectrum? The airwaves were considered publicly owned. Who would be responsible for allocation of the spectrum and who would it be controlled by? Congress created a five member commission who now had the responsibility for allocation of the spectrum and controlling these allocations. What agency would be responsible for giving out licenses and was it free of charge or was it for a fee? What Congress considered a balanced five member commission which is today know as......

Words: 338 - Pages: 2

Personality Spectrum

...|PERSONALITY SPECTRUM I |Name: |David Barrena |Date: |7-7-2011 | STEP 1. Rank order all 4 responses to each question from most like you (4) to least like you (1). Place a 1, 2, 3, or 4 in the space next to the responses. 1. I like instructors who a. 4 tell me exactly what is expected of me. b. 4 make learning active and exciting. c. 4 maintain a safe and supportive classroom. d. 4 challenge me to think at higher levels. 2. I learn best when the material is a. 4 well organized. b. 4 something I can do hands-on. c. 2 about understanding and improving the human condition. d. 3 intellectually challenging. 3. A high priority in my life is to a. 3 keep my commitments. b. 4 experience as much of life as possible. c. 4 make a difference in the lives of others. d. 4 understand how things work. 4. Other people think of me as a. 4 dependable and loyal. b. 3 dynamic and creative. c. 4 caring and honest. d. 3 intelligent and inventive. 5. When I experience stress I would most likely a. 3 do something to help me feel more in control of my life. b. 1 do something physical and daring. c. 4 talk with a friend. d. 4 go off by myself and think about my situation. 6. I would probably not be close friends with someone who is a.......

Words: 374 - Pages: 2