Tropical Battery Rebrand

SWOT, Marketing Plan, Integrated Communication Plan, Rebrand

Tropical Battery Company Limited is the largest importer of batteries per category in addition to being distributors of Automotive Accessories and Lubricants.


PROBLEM DEFINITION

Find unique strategies and tactics to communicate with the target audience in order to increase revenue streams by engaging new clients. Restructure the branding to engage the younger target audience.



SOLUTION PROCESS

The first step was to conduct a SWOT analysis of the company's marketing to get a good understanding of the company's strengths, weaknesses, opportunities & threats. This was conducted through a series of in-person interviews and questionnaires by management as well as other admin. Once we had enough data for the SWOT we moved on to the strategic planning. This included figuring out which weaknesses we could convert to strengths as well as taking advantage of the opportunities presented in the SWOT. Additionally; where threats were found; we needed to find ways to manage them.


With the completion of the SWOT and Marketing Plan we were in a position to build out the communication plan.

The plan included:

  • Re-branding both the Tropical Battery Brand as well as Auto Power Battery Brand

  • A refocus on differentiating with the Mobile Response Service (membership program & App)

  • A mascot 'Battery Man' who saves the day with Mobile Response in Emergency situations

  • TP Care Package partnership with car dealers & garages across the island

  • Among these many internal solutions were provided that can't be shared here



MISSION

To provide the Caribbean with quality automotive consumer products at reasonable prices. In order to do this, we must offer suppliers and customers a meaningful relationship that creates value and income for their businesses. Once we are able to fulfill this goal, we will be able to satisfy the needs of our employees, shareholders, and stakeholders.


POSITIONING

“A range of batteries for every budget”









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