Group-4:

Anjali Gera (221001)

Ananyo Deep Saha (221019)
Anvesh Reddy Methuku (221032)
Itika Aggarwal (221056)
Akshay Bharadwaj (073003)
Debpriya De (073012)
SPECTRUM BRANDS
Presented to:
Prof. Bhalender Singh Nayyar
1. Analysis of Markets
Market Share Company Sales Overall Size Source
Battery & Lighting 14% 1062 7586 pg 6
Shaving & Personal 25% 414 1656 pg 6
Lawn & Garden & Insect 23% 447 1943 pg 7
Insect 24% 150 625 pg 7
Pet Products 8% 286 3575 pg 7
Net Sales 2359 (in millions)
Market Sizes
Competitors, Consumer Behavior & Channels
Market Competitors
Consumer
behaviour Channels of distribution
Battery
Duracell (40%),
Energizer (40%)
Convenience, quality,
brand names
Wholesalers, distributors, professionals,
OEMs, mass merchandisers, home and
garden centres & niche electronic stores
(60%)
Shaving
Norelco, Braun,
Conair, Helen
Seasonal, purchased as
gifts Mass merchandisers, specilaity retailers
Garden
Scott (30%), CGPC
(17%)
Affluent baby
boomers, seasonal
Mass merchandisers, home centres,
independent nurseries & hardware
stores
Insect Scott, S.C.Johnson
Awareness of insect-
borne diseases
Mass merchandisers, home centres,
independent nurseries & hardware
stores
Pet
CGPC (9%), Hartz
Mountain
Companion, high
disposable income
Specilaity pet stores, independent pet
retailers, mass merchants, grocery stors
& professional outlets
4. Problems might encounter
External factors (customers & competitors)
Relationships with customers will have to be refined
Competitors might act aggressively and over take
during the transition period

Internal factors (employee reaction)
Employees may resist the change in sales force
structure
Employee turn-around might increase due to
increase in workload for certain markets/channels
Cost of training required for employees might be
greater depending on their learning ability
5. What would be the impact of the
changes suggested by you on sales staff
morale?
The employees from both Rayovac/Remington
and Nu-Gro might feel apprehensive about the
new developments.
Sales representatives might be concerned about
their future employment status.
The employees might be averse to the overall
changes, and might take some time to adjust to
the new set-up.

What can Falconi do to minimize it?
Creating a reasonable and effective commission
structure
Instituting an elaborate system of perks and
incentives
Recognizing sales achievements
Regaining the trust of the employees through
transparency in communication and conduct


6. Brands with Distributors
Spectrum Brands should continue with distributors for
Tetra company for specialty pet products, though it
costs 15% of the revenue as against 2-3% for the
sales people due to:

Since the market with pet products have largely
small retailers mostly unorganized, it will be difficult
for sales people to target them

However, if we continue with distributors to manage
these small retailers, they can leverage on existing
relationships with those retailers