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<
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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
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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
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80
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700
800
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Rayovac
*
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$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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40<
40
80
120
150
200
250
320
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450
500
600
700
800
1000
1100
1200
1300
$39 $38 $37 $36 $35 $34 $33 $32 $31 5
Huskey
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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
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80
120
150
200
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320
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450
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700
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1200
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Defiant
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$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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80
120
150
200
250
320
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450
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600
700
800
1000 1100 1200 1300
Maglite
*
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$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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40
80
120
150
200
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320
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450
500
600
700
800
1000 1100 1200 1300
Coast
$39 $38 $37 $36 $35 $34 $33 $32 $31
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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
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80
120
150
200
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450
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600
700
800
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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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80
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150
200
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320
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450
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700
800
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$39 $38 $37 $36 $35 $34 $33 $32 $31 5 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20
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$19 $18 $17 $16 $15 $14 $13 $12 $11 $10 $9 $8 $7 $6 $5 $4 $3 $2 $1 Lumens
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,tr
40<
40
80
120
150
200
250
320
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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
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120
150
200
250
320
410
450
500
600
700
800
1000
1100
1200
1300
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Walmart $39
$38 $37 $36 $35 $34 $33 $32 $31 $29 $28 $27 $26 $25 $24 $23 $22 $21 $20
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$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
80
120
150
200
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450
500
600
700
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•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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700
800
1000 1100 1200 1300
• Mag lite
•
Walmart $39
$38 $37 $36 $35 $34 $33 $32 $31
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Walmart $39
$38 $37 $36 $35 $34 $33 $32 $31
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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
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120
150
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700
800
1000 1100 1200 1300
$39 $38 $37 $36 $35 $34 $33 $32 $31
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80
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150
200
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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
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700
800
1000 1100 1200 1300
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Walmart $39
$38 $37 $36 $35 $34 $33 $32 $31 5
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BEST
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40<
40
80
120
150
200
250
320
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450
500
600
700
800
1000
1100
1200
1300
Coast
Walmart $39 $38 $37 $36 $35 $34 $33 $32 $31 5 0
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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
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•
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•
40<
40
BEST
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80
120
150
200
250
320
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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
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$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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600
700
800
1000 1100 1200 1300
Rayovac
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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
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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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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
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80
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150
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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
•
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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
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•
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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
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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
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80
120
150
200
250
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450
500
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700
800
1000 1100 1200 1300
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Walmart
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