Duracell marketing, promotion


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  • Hello, thanks for the article here. Duracell battery is the best battery I have ever seen like in small level its can be seen in everyone’s house in their appliances. When I was kid I used to watch the bunny ads of Duracell and that was funny.. [url=http://www.misterpiles.com/]Duracell batteries[/url]
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Duracell marketing, promotion

  1. 1. Product: Duracell Batteries (Ultra M3 and Duracell Plus )
  2. 2. Company:-Gillette (Duracell Inc.) <ul><li>In 2001 Duracell launched Duracell UltraM3 and Duracell Plus. </li></ul><ul><li>Duracell is the world’s leading manufacturer and marketer of high-performance alkaline batteries. </li></ul>
  3. 3. OVERVIEW OF COMPANY :- <ul><li>1935: </li></ul><ul><li>Philip Rogers Mallory establishes P.R. Mallory & Co. to produce industrial items including batteries </li></ul><ul><li>1964: </li></ul><ul><li>The trademark name Duracell appears for the first time </li></ul><ul><li>1978 </li></ul><ul><li>P.R. Mallory becomes Duracell Inc. and is purchased by Dart Industries </li></ul><ul><li>1997: </li></ul><ul><li>Gillette Company purchases Duracell </li></ul><ul><li>Principal Subsidiary Companies: Duracell is a subsidiary of the Gillette Company. The company was purchased by Gillette in early 1997 for $7.0 billion. </li></ul><ul><li>. Ownership: Duracell is a publicly owned company traded on the New York Stock Exchange... </li></ul><ul><li>2001: </li></ul><ul><li>Duracell launched Duracell UltraM3 and Duracell Plus. </li></ul><ul><li>2002: </li></ul><ul><li>Duracell earned the prestigious Gold Lion at the Cannes International Advertising Festival in. The award for Best Event. </li></ul>
  4. 4. Product Range:- <ul><li>Common use batteries </li></ul><ul><li>Photo/Imaging </li></ul><ul><li>Hearing aid </li></ul><ul><li>Rechargeable </li></ul><ul><li>Special use Batteries </li></ul><ul><li>Flashlights Batteries </li></ul>
  5. 5. size <ul><li>Duracell General Purpose Batteries come in five sizes: </li></ul><ul><li>AA </li></ul><ul><li>AAA </li></ul><ul><li>C </li></ul><ul><li>D and </li></ul><ul><li>9 Volt </li></ul>
  6. 6. Price <ul><li>Duracell Ultra M3 batteries - C £2.66 (per piece) </li></ul><ul><li>Duracell 4 Pack AA Ultra M3 Batteries - £4.89 (pack of four) </li></ul><ul><li>Duracell Plus 2 Pack C Batteries: - £3.91 </li></ul><ul><li>Duracell Plus 8 Pack AA Batteries :-  £6.84 </li></ul>
  7. 7. Chief Competitors <ul><li>Eveready </li></ul><ul><li>Matsushita </li></ul><ul><li>Rayovac </li></ul><ul><li>Sanyo </li></ul><ul><li>Toshiba and </li></ul><ul><li>Utralite Batteries </li></ul>
  8. 8. Product Promotion <ul><li>Promoted itself as a long lasting battery brand </li></ul><ul><li>Now Duracell simply states Duracell Power. More Life. </li></ul><ul><li>To mark the launch of Duracell Ultra M3 in July 2001 </li></ul><ul><li>Duracell converted the chimneys of Battersea Power Station (one of the UK's most famous power landmarks) into four giant replica batteries. </li></ul>
  9. 9. <ul><li>Duracell sponsored the 2002 Fifa World Cup by offering new merchandising material, </li></ul><ul><li>PR promotions and an on-pack promotion with Duracell Plus. </li></ul><ul><li>( Consumers could buy two packs of Duracell Plus AA size batteries and pick up a free Duracell Roaring Mini Football) </li></ul><ul><li>Annual survey of the top ten toys. This gives the Duracell brand a valuable association with toys and gadgets. </li></ul><ul><li>During September and October 2002, Duracell worked with brigades and Kidde smoke alarms. </li></ul><ul><li>The Bunny has prompted 85% recall among consumers, who immediately link the character to Duracell batteries . </li></ul><ul><li>Creating greeting-card buyers; promotions help bring out the card-giver in everyone </li></ul>
  10. 10. Promotion campaign:- <ul><li>Duracell bunnies: - The Energizer bunny </li></ul>
  11. 11. Advertising campaign Duracell Two Helicopters campaign Duracell Trusted Everywhere campaign About AirLife Denver
  12. 12. Promotion Though Events Two Duracell Bunnies during a festival in Vienna, Austria
  13. 13. Brand Values <ul><li>Duracell is the number one alkaline battery brand in the world </li></ul><ul><li>The brand is a pioneer of new battery technology and has many groundbreaking technology launches to its name. </li></ul><ul><li>Brand strives to ensure that consumers associate it with providing reliable, longer lasting batteries. </li></ul>
  14. 14. GLOBAL PRESENCE <ul><li>Duracell spread to almost 20 countries, </li></ul><ul><li>largest markets in the world: India, China, and Russia. </li></ul><ul><li>Duracell a 45-percent share in that country's battery market. </li></ul><ul><li>Duracell's regional brand names include: Superpila- Italy </li></ul><ul><li>Daimon- Germany and </li></ul><ul><li>Sunpower-South Korea. </li></ul><ul><li>Launched in China in 1994, and in India in 1995. </li></ul>
  15. 15. Duracell Marketing Plan: <ul><li>New advances in technology (smaller, lighter, and more portable) </li></ul><ul><li>increased demand for a stronger power supply. </li></ul><ul><li>The goals in the marketing plan are to: </li></ul><ul><li>Establish partnerships with major electronic manufactures, </li></ul><ul><li>Initiate and achieve full product rollout by the holiday season. </li></ul><ul><li>Capture a significant share of the battery market for digital cameras and portable audio devices. </li></ul><ul><li>creation of co-branding opportunities with </li></ul><ul><li>major electronic manufactures and </li></ul><ul><li>a media campaign </li></ul><ul><li>Duracell released the promotional campaign &quot;Trusted Everywhere&quot; </li></ul><ul><li>lowered list prices (AAA and AA batteries).. </li></ul>
  16. 16. Intellectual Property Rights <ul><li>Trademark </li></ul><ul><li>Logo:- </li></ul><ul><li>Duracell_logo.svg ‎ (SVG file, nominally 220 × 32 pixels, file size: 9 KB) </li></ul>
  17. 17. Trademark Packaging:- Bunny:-
  18. 18. Copyrights:- <ul><li>Duracell Cartoons </li></ul><ul><li>Duracell cartoon 1 - catalog reference aton1349 </li></ul>
  19. 19. Duracell cartoon 2 - catalog reference jdo0297
  20. 20. Duracell cartoon 3 - catalog reference ang0028 Duracell bunny joins marching drummers
  21. 21. Duracell cartoon 4 - catalog reference pwo0076
  22. 22. Patents of Duracell Ultra M3 <ul><li>M3 Technology's patented and patent-pending advancements significantly increase the already superior performance  of DURACELL ULTRA in high-drain devices, making the most powerful alkaline battery in the world even more powerful.  </li></ul><ul><li>M3 - A Patented Breakthrough in Portable Power M3 Technology derives its name from three specific features that contribute to superior battery performance: </li></ul><ul><li>more fuel, </li></ul><ul><li>more efficiency and </li></ul><ul><li>more power .  </li></ul>
  23. 23. Thanks