AAA Batteries

Rubii SHiroki I

Aoi IHyoin L

Eri K

Introduction

Use of AAA batteries

AAA Batteries

Music CD Player

Portable Mobile Charger

Electronic Toys

Dictionary

Brand

TOSHIBA

Panasonic

Sony\100 brand;DAISO

FDK

Place to get AAA batteries

ANYWHERE

100 yen shop:DAISO

Electronic stores:BIG CAMERAConvenient stores:

Family Mart

In a package…

2

4

8

10

12

20

Price of each: 4 per package

FDK (FUJITSU) \340

TOSHIBA \370

Sony \370

Panasonic \360

\100 brand \100

BIG CAMERA (http://bigcamera.com/)

Reasons of the choice

Price

Variety

Promotion & Advertisement

Place

Analysis of Current Market

Analysis of current market

【 Leading Brand 】• FDK• TOSHIBA• Panasonic• Maxell• Sanyo (Eneloop)

Analysis of current market

【 Statistics】 　 Primary cell Secondary cell

Market Size 1.893 billion 2.1673billion

Growth rate(Last 5 years) 5% 8%

Frequency 1 10Price

(Average) 370 680

4P Analysis

FDK (Fujitsu)

Product1: Series

depending on objectives

2: Made in Japan

Price\340

Place1: Convenience

store 2: Home center3: Supermarket

4: Drugstore

Promotion

1: At store2: Catalogue

TOSHIBA

Product1: Unique packaging

2: Stays long3: High power

4: Good to store5: Strong to

shakes

Price\370

Place1: Convenience

store2: Home center3: Supermarket

4: Drugstore

Promotion

1: At store2: catalogue

SONY

Product1: High power

2: safety

Price\370

Place1:convenience

store 2: Home center3: Super market

Promotion

Web site

Panasonic

Product1:High power

2: safety

Price\370

Place1: convenience

store 2: home center 3: supermarket

4: drugstore

Promotion

Website

\100 shop brand

Product1: Cheap price2: Stays long

Price\100

Place100 yen shop

Ex) Daiso

Promotion

At store

PRICEPRODUCT

PLACE PROMOTION

\100STORE

PANASONIC

SONY

TOSHIBA

Fujitsu

\100STOREPANASONIC

SONY

TOSHIBA

Fujitsu

\100STORE

PANASONIC

SONYTOSHIBA

Fujitsu

\100STORE

PANASONIC

SONY

TOSHIBAFujitsu

Cross-Matrix Analysis

15 minutes passedCOST

VOLT

H

H

L

L

2.49V

2.46V2.44V

2.40V

Down to 2VCOST

TIME

H

L

S

L

57M

1H12M

1H11M

1H5M

Time to whole usedCOST

TIME

L

H

S

L

3H40M

3H38M

3H2M

2H22M

2H45M

Conclusion

Conclusion

• Less usage• Saturated market, small • But <!> fixed share

• Still necessities in many products

e.g. Remote controlElectronic dictionary Toys

ClockWatch

Future Trend

• Shifting to New type of batteries ex) rechargeable, reusable

ex) Power Pad environmentally -

eco-friendly

References

• Power pad http://gigaom.com/2009/10/23/wireless-power-is-still-pretty-useless/

• http://www.kansai-event.com/kinomayoi/battery2/bat2_graph01.gif

• http://www.kansai-event.com/kinomayoi/battery/graph1.gif