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Ultimate Lithium® Technical Overview the World’ S Best AA / AAA in High Tech Devices Tbltable of Cttcontents Energizer® Lithium® The World’s Best AA/AAA in High Tech Devices Energizer® Lithium® has experienced significant growth over the last six years Source: ENR All Outlet Report 6 years ending 12/2008 In the US, Lithium AA batteries are sold in 74% of retailers and now account for 9% of all AA battery sales • Lithium AA batteries are as easy to find as AA alkaline • Lithium AA-4pk is contributing more growth to Energizer than any of the Alkaline batteries • Lithium AA and AAA batteries can be found in over 65,000 stores in the US Source: Nielsen 52 wks ending 11/28/09; MVI Store Counts Energizer® Lithium® AA A few of our global retail partners... Argentina: Carrefour, Wal Mart, Auchan, Jumbo, Cencosud, Coto, Disco, Libertad, La Anonima, Josimar, Saturno Hogar, Tucuman Pilas, Dinosaurio, El Tehuelche, Entertaiment Depot, Bosan, INC, Tele Import, Fravega, Musimundo, Garbarino, Compumundo Austria: Bauhaus, Beltec, Metro Australia: API, Bunnings, Rabbit, Coles, Kmart, Sigma, Danks, Dick Smith, Woolworths Benelux: Auchan, Lyreco, Makro, Minit, PdilProdilux, BBC BilBrazil: TlhTalhe NtNorte, Leroy MliMerlin, Pho to SiltSpecialty stores CdCanada: UitdUnited GZllAkldGrocers,Zellers,Acklands‐GiGrainger, BlkBlacks Pho to, WlWal‐ Mart, Future Shop, Intertan Chile: Ripley, Falabella, Fasa, Jumbo, Cencosud, Lider (D&S), Sodimac, Tottus, Casa Royal, Mirasol, HyM y Salvatierra China: Wal‐Mart, Carrefour, Auchan Colombia: Exito‐Casino. Carrefour, La 14, Homecenter, Vivero, Carulla, SAO, Oduperly, Foto Japon, Panamericana, Home Sentry, Farmacity, Locatel, Falabella Czech Republic: Ahold, Tenglemann Ecuador: FYBECA, Supermaxi, Kiwy, Ecuacolor, Paco, Comisariatos de las fuerzas armados, Equipos CotopaxiFinland: Liiga Foto, Eiri Foto France: Auchan, BHV Siege, Boulanger, Galeries Lafayette, Leroy Merlin, Lyreco, Majuscule, Sonepar, Virgin Megastores, Techi Cine Photo Germany: Bauhaus, Conrad Electronics, Globus, Kloppenberg, MGE Gulf: Geant, Carrefour, Plug Ins Hungary: Auchan, Metro, Tesco Hong Kong: 7‐Eleven, Circle K, Fortress, Park’n Shop Superstores, Fotomax Italy: Auchan, Carrefour, Coop Italia,Metro, Tenglemann, Bricofer Japan: Yodobashi Camera, Kitamura Camera, Bic Camera, ASKUL, Kimura Camera Korea: E‐mart, Walmart, LG Mart, Lottemart, Tesco, Carrefour, Aram Mart, Mega Mart, 7‐11, LG25, Mini Stop Lebanon: Monoprix, BHV Malaysia: Jaya Jusco, Carrefour, Parkson, Guardian, Giant, Watson’s, 7‐11,Ocean, The Store, Faiar Mexico:Wal Mart, Comextra, Farmacia Guadalajara, Office Depot, Macapyla, Farmacias Benavides, Soriana, Omega, Corporacion Fotográfica, Sanborn Hermanos, HEB, Gigante, Radio Shack, Chedraui, Office Max, Blockbuster , Dorian‘s, Coppel, Sears New Zealand: Pak n Save, New World, Foodtown, Woolworths, countdown, Fresh Choice. Supervalue, Kmart, Mitre 10, Repco Norway: Elite Photo, Foto Schroder, Fotoknudsen Click, Preus and Fotoland Peru: Wong, Plaza Vea, Tottus, Ripley, Ace Home Center, Sodimac Poland: Ahold, Casino, Lyreco, Metro, Tesco PUB: Stock, Tienda Inglesa, Multiahorro y Tata Russia: Auchan, Ruamaru Slovak Republic: Ahold,Skamsck Spain: Auchan, El Corte Ingles, Media Markt Video, Lyreco, Leyroy Markt, Migros Sweden: Fuji Photo Saudi Arabia: Azizia Panda United Singapore: NTUC, Shop N Save, Cheers, Watsons, SPC, Cold Storage, Giant, 7‐11, Guardian, Photo Finish, Carrefour South Africa: Makro, Game Switzerland: Migros, Perrot Image, Atac, Spedisser, Conrad Electronic, Techni Cine Photo Taiwan: Geant Hyper, 7 Eleven, CVS, Watsons UK: Argos, Homebase, John Lewis, Lyreco, Robert Dyas, Sainsburys, Jessop’s, Swains. U.S.A.: Top Accounts: Wal‐Mart, Walgreen, Target, Best Buy, Sam’s Club, CVS, The Home Depot, Office Depot, Lowes, Kroger, K‐Mart, Super Value, Meijer, Commissaries, American Sales, Publix, Albertsons, Eckerd, BJ’s McClane, Longs Drug, Ace Hardware, Fred Meyer, HE Butt, Corporate Express, AAFES, Menard, United Stationers Supply, Brooks Pharmacy, Circuit City, True Value, US Navy Exchangg,e, Food Lion, Sears Roebuck, Tractor Supply, Advanced Auto Parts Venezuela: Farmatodo, Locatel Servicios, Ferretería Epa, Ferretotal Caracas, Garzon Hipermercado, Makro Comercializadora, Todohogar, Automercado San Diego, Automercado Plaza´s, Euromercado, Excelsior Gamma Supermercados, Plansuarez, Super Mart, Super Tiendas Enne, Supermercado Casa San Juan, Supermercado Luxor Guacara, Central Madeirense, Mikro 760, Supermercados Unicasa. Growth is driven by consumers who recognize the many bbfitenefits of EiEnergizer® Lithium® in a variety of devices Lasts up to 8x longer 235+ more talk mins in smartphones 200 more flashes Lego Mindstorm NXT 3.5 more hours • World’s Longest Lasting in high tech devices • Performs in temperatures from ‐40°F to 140°F • Outstanding 15 year shelf life 7 hours • 33% lighter than alkaline AA longer • Leak resistant construction • World’s best in High‐Tech Devices for Emergency Energizer Lights Brighter Preparedness and the Great Outdoors Longer % longer in Energizer® Lithium® AA vs. Energizer® MAX® *Results may vary by device **Garmin eTrex Vista GPS The World’s Best* Battery Just Got Better! Increased power output driven by improved materials and construction Up to 30 min. more Up to 26 more sh!hots! light in portable lighting Introduced earlier this year! Up to 30 more minutes in toys and Supported with TV Advertising audio devices *In high‐tech devices Consumer Support Drives Energizer® Lithium® Performance Energizer is significantly supporting advertising and promotion of Energizer® Lithium ® to further drive lithium sales • Main focus of A&P support has been for Energizer Lithium since 2005 • Majority of 2008 & 2009 TV advertising copy supporting Energizer Lithium • Refining trade promotion strategy to aggressively drive trial and repeat purchase of Performance batteries NetworkTargeted Cable Programs Energizer TV Advertising Overall advertising spend in calendar 2009 was over $33 million to build the Energizer Lithium message across network TV, Cable, Targeted Hispanic and Online …Aliens spot which has been Energizer’s (as well as the category’s) top performing spppyot over the past three years on both reco gnition and brandin gggg. Driving these strong indicators is the high entertainment value. Strategic OEM Partnering Activities Garmin spot® ® Personal Locator Oregon Scientific® G5 Action Cam GPS Magellan® satmap® GPS GPS Apple® Wireless Mouse Black and Decker® Honeywell ® Power Monitor Motion Sensor Nikon® Digital Cameras Pentax® K-x Digit a l SLR EPIC® Thomson Stealthcam Bushnell® Digital Binoculars RCA® Nokia® Philips® Digital Video Camera Cellular Phone Charger Hybrid Phone EiEnergizer colla bora tes with the world’s ldileading didevice manufacturers to develop partnerships from the inception of new products Energizer® Lithium® OEM Partnership Objectives Objective: Create awareness and trial for Energizer Lithium Strategy: Partner with OEMs that demonstrate Lithium’s product benefits and have a quality brand image Energizer’s Partnership Includes: – ThilTechnical expertise and kldknowledge shiharing – Brand‐building marketing activities – Consumer and trade communication and education Energizer® Lithium® Partnership Criteria • Pack‐in AA or AAA in their devices •Device would benefit from Energizer Lithium performance • Innovative and collaborative • Willing to partner with Energizer on a product program Energizer® Lithium® Partnering Opportunities •Reciprocal website programs/recommendations • Sponsorship of partner events •Image use (online, print, as appropriate) • Product for agreed upon events • Introduction to sales team for retail partnership opportunities •Custom brochure • In‐pack $ off coupon Energizer® Lithium® OEM Partner Benefits • Strategic OEM pricing • Valued added to consumer by including batteries • Excellent consumer experience out of the box • Coupon in‐pack for replacement batteries • Co‐marketing benefits • Technical support • Battery sel/lection/ design assistance • Performance estimates/ claims generation/ ad substantiation Energizer® Ultimate Lithium® Technical Overview The World’ s Best AA / AAA in High Tech Devices TblTable of CttContents • Ultimate Lithium Battery Overview • Ultimate Lithium AA Performance • Ultimate Lithium AAA Performance • Ultimate Lithium Performance in Boost Converters and Regulators • Ultimate Lithium ‐ Faster for Longer • Standddards, Environmental, Safety & Abuse Testing 17 Ultimate Lithium Battery Overview 18 Lithium Iron Disulfide (Li/FeS2) BttBattery CttiConstruction Key Attributes • High Power Capability – Hig h energy didensity lit hium anode – Thin electrode, wound construction • Weighs 33% less than alkaline • Works in extreme temperatures (‐40°C to 60°C) • 15 year shelf life (Ultimate), 10 year shelf life Anode Lithium (()Advanced) Metal Cathode Iron Disulfide • Leak resistant even under abusive conditions Separator Polyolefin Electrolyte Lithium Salt Compound • Underwriters Laboratory (UL) listed Organic Solvent Current Collector Aluminum Foil Construction “Jellyroll” 19 LiFeS2 batteries weigh up to 33% less than alkaline and 50% less than NiMH 20 Ultimate Lithium Cold Temperature Performance Compared to Alkaline Ultimate Lithium AA Alkaline AA Ultimate Lithium AAA Alkaline AAA 21 Ultimate AA has a 15+ Year Shelf Life 105% 100% nce 95% aa 90% 85% perform al 80% ii init 75% of 70% % 65% 60% 200mA 400mA 600mA 1000mA 10ohm 3.9ohm 2.2ohm 1.8ohm 10 years/21C 20 years/21C • Ambient data shows excellent capacity maintenance after 10 and 20 years • Thoug h data is bdbased on prior product generations, the fundamental reason for maintaining
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