EVEREADY EA LTD | ::News::.

EVEREADY Making Inroads In The Flashlights Business

EVEREADY East Africa Ltd (EEAL), the region’s leading dry cell manufacturer, intends to market LED flashlights as an alternative source of cost-effective lighting in the market.

EEAL has said the growing demand for its LED flashlights in recent months, especially rechargeable flashlights confirms that the market is in need for alternative lighting that is affordable.

EEAL Managing Director Mr. Steven Smith said economic conditions have seen consumers move from traditional filament bulbs to energy efficient and long-lasting LED bulbs, which has contributed to the rapid growth of the flashlight sector in recent months.

He said under an ongoing product diversification strategy, EEAL had taken lead position in providing new range of LED flashlights that are durable and cost saving and have proved to be successful in other markets.

EEAL now boasts close to 40 different flashlight products under the Energizer brand name. The MD said EEAL has conducted thorough market research to establish the products that the market required.

“Our decision to grow our flashlight business was arrived after a thorough research was conducted regarding the needs of the consumer vis a vis what EEAL is able to provide as a trusted alternative lighting and portable power provider,” said Mr. Smith.

Mr. Smith adds that: “The response has been encouraging and we feel that our consumers are getting value for their money and the bottom line is that they are enjoying quality products at reasonable costs.”

EEAL currently commands the largest market share in the flashlight sector. This, according to Mr. Smith, can be attributed to the fact that the company is in a better position to respond favourably to the ever-changing needs of the consumer.

Mr. Smith estimates that within the next five years, the flashlight division will register over 10 per cent growth. He also added that the flashlight division is currently accounting for over five per cent of the total revenue.

Mr. Smith also says the product diversification strategy is aimed at strengthening the company’s financial base, especially with the unfair competition posed in its core batteries business due to dumping of zero-rated or substandard batteries.

He says this new business model will ultimately complement the company’s core business, which is the manufacture of the D size zinc dry cell under the Eveready brand.

“We see this model as long term business strategy aimed at developing our flashlights side of operation as well as a deliberate diversion from our core business - the manufacturing of our flagship brand, the D Size Eveready Zinc battery.” noted Mr. Smith.

The Energizer flashlights are equipped with unique features that can withstand the roughest of all conditions. Smith also noted that as part of the consumer survey, the consumer was basically looking for innovative designs and flashlights that cater for their special needs.

Some of the Energizer brands are coated in impact resistant rubber, capable of withstanding a five-meter drop test and features both a three-watt LED bulb that never needs replacing and a shatterproof lens. The LED bulbs are set to replace the traditional Filament bulbs because of their long-lasting and cost-effective feature.

Mr. Smith said the new lighting implements have proved very useful for consumers in other markets and proven to be a hit with Kenyan consumers who are seeking for reliable cost-saving alternative lighting sources.

“These new implements are an answer to a demand in the market for alternative lighting that is portable, affordable to maintain and efficient”, the MD said adding that the new products were already available on Kenyan supermarkets.