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Duracell Business Analysis

In: Business and Management

Submitted By tfinaste
Words 1423
Pages 6
Duracell: A Marketing Analysis

Table of Contents:

1. Intro: A Glimpse Into Duracell
2. The Marketing Plan
a. Relationship Marketing
b. Current Marketing Enhancement
c. The Environmental Approach
3. Summary
4. Conclusions
5. References

Intro: A Glimpse Into Duracell

Duracell is one of the most recognized, on a global level, battery producing companies. Duracell is also a member of the Gillette Company, and the global market leader, covering over 50% of the U.S. market share. Duracell, however, has often had to rethink its marketing and pricing strategies to stay competitive, especially against low cost competitors which started appearing on the market in the late 1990s. Technology has advanced dramatically lately, and the devices usually powered by Duracell batteries have developed their own rechargeable batteries, or have shrunk in size, become incredibly small and calling for a complete redesign of the concept of battery. Duracell has launched new redesigned lines of batteries often during the last decade, but never revolutionized the concept of battery, for obvious technological reasons.
It is important to keep in mind that Duracell, as part of Gillette, follows a centralized marketing and research and development approach which is guided by the Gillette Corp. In order to get an idea of the current state of Duracell, I will offer a quick recap: Duracell currently covers over 50% of the North American (Including U.S.) market, its sales have been over 2 Billion dollars per year since the early 2000s and currently retains the best relationships in terms of pricing and spread with its distributor and retailer channels compared to any other consumer battery manufacturer worldwide.

Currently, Duracell’s efforts have been focused on a strong image, a wide spread and distribution of its products virtually everywhere, and...

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