IDEAPOND Market Research- Retail Flashlight,Headlamp, Lanterns August 2017

Good/Better/Best Price vs Value Positioning Flashlights Confidential

AUGUST 2017 $39 $38 $37 $36 $35 $34 $33 $32 $31 $ 0 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 Lumens

BEST

Best Betterqood 40<

40

80

120

150

200

250

320

410

450

500

600

BETTER

Rayovac Ozark Trail Energizer Maglite Bushnell Coast Coleman

Energizer

Energizer

Maglite

Maglite LuxPro

Huskey Coast Home Depot

Walmart

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Utilitech

Defiant

X LifeGear $39 $38 $37 $36 $35 $34 $33 $32 $31 $30 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 H $13 $12 $11 $10 $9 X $8 $7 $6 XL $5 X $4 $3 X $2 $1 Lumens 40<

Rayovac

Rayovac

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40

80

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

Energizer* Home Depot

$39 $38 $37 $36 $35 $34 $33 $32 $31 S3Q

*

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 * $10 $9 $8 $7 $6 $5 * $4 $3 * $2 $1

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40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Rayovac

*

*

Home Depot

$39 $38 $37 $36 $35 $34 $33 $32 $31 5 0

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

BEST

*

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GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

$39 $38 $37 $36 $35 $34 $33 $32 $31 5

Huskey

*

Home Depot

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

BEST

*

*

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*

*

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40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

Defiant

*

Home Depot

$39 $38 $37 $36 $35 $34 $33 $32 $31 5 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

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Lumens

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40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Maglite

*

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Home Depot

$39 $38 $37 $36 $35 $34 $33 $32 $31 5 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

*

BEST

*

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GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Coast

$39 $38 $37 $36 $35 $34 $33 $32 $31

*

Home Depot

*

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

BEST

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40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Rayovac * Defiant * Energizer* Maglite * Huskey * Coast *

$39 $38 $37 $36 $35 $34 $33 $32 $31 530 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 * $10 $9 $8 $7 * $6 $5 * $4 $3 * $2 $1

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40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Defiant

Huskey

* *

Home Depot

$39 $38 $37 $36 $35 $34 $33 $32 $31 5 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20

BEST

$19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 Lumens

* BETTER

* *

*

*

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,tr

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Rayovac Ozark Trail Energizer Maglite Bushnell Coast Coleman

L

X LifeGear

Walmart $39 $38 $37 $36 $35 $34 $33 $32 $31 $30 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 X $8 $7 $6 XL $5 X $4 $3 X $2 $1 Lumens

40<

H H X H

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HH

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H

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L

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H

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40

H

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X

L H

L

L

80

GOOD

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

• Rayovac

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20

BEST

$19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 • Lumens

BETTER

• GOOD

•

•

•

40<

40

80

120

150

200

250

320

41o

450

500

600

700

800

1ooo 11oo 1200 1300

•Ozark Trail

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31 5 0

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

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BEST

II

40<

40

80

GOOD

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

• Mag lite

•

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31

•

$

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

BEST

•

•

• BETTER

•

•

Lumens

GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

•

• Bushnell

•

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31

•

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

•

•

BEST

r:l

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GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

$39 $38 $37 $36 $35 $34 $33 $32 $31

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Walmart

5 0

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 I{ $9 $8 $7 $6 t. $5 I{ $4 $3 I{ $2 $1 40< Lumens

BEST

BETTER

GOOD

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

• Energizer

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31 530 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

• •

BEST

BETTER

•

• ••• •

GOOD

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Lumens

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

ecoleman

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31 5

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$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

BEST

BETTER

GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

Coast

Walmart $39 $38 $37 $36 $35 $34 $33 $32 $31 5 0

8

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

•

•

BETTER

•

40<

40

BEST

GOOD

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

•

•Ozark Trail • Bushnell

• •

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31

•

5 0

$29 $28 $27 $26

•

$25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 Lumens

BEST

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40

80

GOOD

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Rayovac

LOWEâ&#x20AC;&#x2122;S

Utilitech Energizer Maglite LuxPro Coast $39 $38 $37 $36 $35 $34 $33 $32 $31 $30 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 H $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 Lumens

H

H

L

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H

H

H H C H L

WHH HH W

BETTER

H

H H H

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GOOD

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40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

Coast

•

$39 $38 $37 $36 $35 $34 $33 $32 $31 $ 0

•

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

BEST

• BETTER

GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Utilitech.

LOWE'S

$39 $38 $37 $36 $35 $34 $33 $32 $31

•

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

•

•

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•

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•

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BEST

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tJ

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

LOWE'S LuxPro •

$39 $38 $37 $36 $35 $34 $33 $32 $31 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

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.

BETTER

• 40<

40

80

120

GOOD

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Rayovac • LOWE'S

$39 $38 $37 $36 $35 $34 $33 $32 $31 5 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20

BEST

$19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5. $4 $3 $2 $1

•

Lumens

•

BETTER

GOOD

• 40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000

1100

1200

1300

Maglite • LOWE'S

$39 $38 $37 $36 $35 $34 $33 $32 $31 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

•

BEST

BETTER

GOOD

40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

Energizer.

LOWE'S

$39 $38 $37 $36 $35 $34 $33 $32 $31 5 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

• • • •• • • •• •

•• •

Lumens

•

BEST

• BETTER

GOOD

• 40<

40

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

• Energizer

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31 530 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 • $6 $5 $4

Energizer.

Home Depot

LOWE'S

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*

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$3 $2 1

$1 Lumens

Energizer*

40<

40

80

GOOD

120

150

200

250

320

41o

450

500

600

700

800

1ooo 11oo 1200 1300

Coast Coast

*

Coast •

*•

Home Depot

Walmart $39

$38 $37 $36 $35 $34 $33 $32 $31

*

5 0

8

$29 $28 $27 $26 $25 $24 $23 $22 $21 $20 $19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1

Lumens

*

*'

•

•

• •

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* •

40<

40

BEST

GOOD

80

120

150

200

250

320

410

450

500

600

700

800

1000 1100 1200 1300

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Home Depot

Home Depot

Home Depot

Home Depot

Home Depot

Walmart

Walmart

Walmart

Walmart

Walmart

Walmart