- Energizer Holdings
company_name = Energizer Holdings Inc.
company_type = Public (NYSE|ENR)
foundation = Spun-off from
Ralston Purina Companyin 2000
Town and Country, Missouri, USA
Ward M. Klein, CEO
num_employees = 14,848 (2006)
products = Energizer Batteries Schick Products Playtex Products
[http://finance.google.com/finance?q=Energizer Google Finance] ] | revenue = $3.4 Billion (2007)
operating_income = $434 Million (2007)
net_income = $321 Million (2007)
assets = $3.5 Billion (2007)
equity = $654 Million (2007)
homepage = [http://www.energizer.com/ www.energizer.com]
Energizer Holdings (NYSE|ENR), headquartered in
St. Louis, Missouri, is an American manufacturer of multiple consumer products, including batteries, where it has a market shareof approximately 25%. [http://www.time.com/time/insidebiz/article/0,9171,1198890,00.html] The company sells in over 165 countries. [2006 Annual Report, pg. 5]
Joshua Lionel Coweninvented a decorative lighting fixture for potted plants which consisted of a metal tube housing a light bulb and a dry cell battery. It failed commercially, and so Cowen sold his company and patents to Conrad Hubertthat same year. Hubert renamed Cowen's company the "American Electrical Novelty & Manufacturing Company".
In 1905, Hubert changed the name again to "The American Ever Ready Company", selling flashlights and batteries under the trademark "Ever Ready".
In 1914, The American Ever Ready Company became part of
National Carbon Company. Hubert stayed on as president. The trademark was shortened to "Eveready".
In 1917, National Carbon Company merged with
Union Carbideto form The Union Carbide and Carbon Co.
From 1917 until 1921, Eveready used the trademark "DAYLO" for their
flashlights and on their batteries.
In 1959, employee
Lewis Urryinvented the long-lasting alkaline battery. The company did not aggressively market the invention, however, and instead continued to market the old Zinc-carbon battery. As a result, the company lost significant market share to Duracell. [ [http://www.fundinguniverse.com/company-histories/Energizer-Holdings-Inc-Company-History.html International Directory of Company Histories, Vol. 32. St. James Press, 2000 (history company through 2000 via fundinguniverse.com)] ]
Prior to 1980, the company's alkaline battery had been called the Eveready Alkaline Power Cell. In 1980, it was rebadged under its current name, Energizer.
Union Carbidesold its Battery Products Division to Ralston Purinafor US$1.4 billion. At that time, the Eveready and Energizer batteries held 52 percent market share. The company under Ralston lost market share to rival Duracell.
In 1999, Energizer sold its
rechargeable batterydivision, although it still markets them for retailsale.
In 2000, Ralston spun off Energizer and it was listed on the
New York Stock Exchange. [ [http://www.fundinguniverse.com/company-histories/Energizer-Holdings-Inc-Company-History.html International Directory of Company Histories, Vol. 32. St. James Press, 2000 (history company through 2000 via fundinguniverse.com)] ]
Energizer currently maintains production facilities in
Asheboro, North Carolina; St. Albans, Vermont; Maryville, Missouri; and Singapore. The current technology center is located in Westlake, Ohio.
In 2005, the Columbia dry cell battery developed by National Carbon Company (predecessor of Energizer) was designated an ACS National Historical Chemical Landmark in recognition of its "significant improvement over previous batteries, meeting consumer demand for a maintenance-free, durable, no-spill, inexpensive electrochemical power source". [http://acswebcontent.acs.org/landmarks/drycell/drycell.html]
In 1986, Energizer highlighted an advertising campaign best known for
Mary Lou Rettonaverring: "It's supercharged!"
In the late 1980s, Energizer rolled out an advertising campaign featuring
Mark 'Jacko' Jacksonand his pitch line "Energizer! It'll surprise you! Oi!". [ [http://www.imdb.com/name/nm0413823/bio Jacko IMDB] ]
Since 1989, the well-known
Energizer Bunnyhas been featured in its television ads. The bunny was based on the similar Duracell Bunnyused in the UK.
In Australia and the UK the mascot for for Energizer is a muscle-bound anthropomorphic AA battery. He performs his actions with extreme speed, which is intended to illustrate that Energizer batteries are long lasting.
Both the Eveready and Energizer marques are used under license by auto parts magnate
Pep Boysfor their in-house car batteries. [ [http://www.allbusiness.com/automotive/automotive-trade-motor-vehicle-parts/6136036-1.html Pep Boys Offers ENERGIZER Automotive Batteries with Lifecycle Technology] ] The Energizer logo used by Pep Boys is similar to the 1980s-era logo first used with the consumer dry cell batteries.
Eveready East Africa
* [http://www.energizer.com Energizer Holdings]
* [http://www.energizer-eu.com/ Energizer Europe]
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