Panasonic has launched an entry level range of alkaline batteries to grab a bigger share of the medium to high-power market and encourage consumers to trade up from cheaper zinc counterparts.

Prices of Panasonic Alkaline Special Power will be printed on pack as part of a wider revamp of the Panasonic batteries brand - the first time a major batteries brand has been price-marked, the company claimed.

The new batteries, which cost £2.49 a pack, lasts up to four times longer than zinc versions and has a five-year rather than three-year shelf life, it added.

The range would be targeted at CTNs and convenience stores, while Panasonic's £1 zinc battery packs would be repositioned for discount retailers, said the company.

Alkaline batteries already account for 87% of total battery sales, according to Nielsen [MAT January 2007] and Panasonic said it wanted to tap into growing demand for longer-life batteries, which are used by high power appliances such as MP3 players, digital cameras and hand-held games.

First there was a need to educate retailers about the respective benefits of alkaline and zinc batteries, said brand marketing manger, Tim Clark. "There is a lack of knowledge about batteries and this year is going to centre around educating retailers about the differences," he said.

Price marking would help communicate the differences with consumers, he added, citing in-house research suggesting that 77% of consumers would be more inclined to buy products that were price marked with a manufacturer's rrp.

"Consumers using a low- power battery for a high-powered product are likely to lose confidence in the brand," he said. "The price on pack gives shoppers confidence in their purchase and is also convenient for retailers."