duracell marketing, promotion
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TRANSCRIPT
Product: Duracell Batteries (Ultra M3 and Duracell Plus)
Company:-Gillette (Duracell Inc.)
• In 2001 Duracell launched Duracell UltraM3 and Duracell Plus.
• Duracell is the world’s leading manufacturer and marketer of high-performance alkaline batteries.
OVERVIEW OF COMPANY:-1935:• Philip Rogers Mallory establishes P.R. Mallory & Co. to produce
industrial items including batteries1964:• The trademark name Duracell appears for the first time1978• P.R. Mallory becomes Duracell Inc. and is purchased by Dart
Industries1997:• Gillette Company purchases Duracell• Principal Subsidiary Companies: Duracell is a subsidiary of the
Gillette Company. The company was purchased by Gillette in early 1997 for $7.0 billion.
• .Ownership: Duracell is a publicly owned company traded on the New York Stock Exchange...
2001:• Duracell launched Duracell UltraM3 and Duracell Plus.2002:• Duracell earned the prestigious Gold Lion at the Cannes
International Advertising Festival in. The award for Best Event.
Product Range:-
Common use batteriesPhoto/ImagingHearing aidRechargeableSpecial use BatteriesFlashlights Batteries
size
Duracell General Purpose Batteries come in five sizes:
• AA
• AAA
• C
• D and
• 9 Volt
Price
• Duracell Ultra M3 batteries - C £2.66 (per piece)
• Duracell 4 Pack AA Ultra M3 Batteries - £4.89 (pack of four)
• Duracell Plus 2 Pack C Batteries: - £3.91
• Duracell Plus 8 Pack AA Batteries :- £6.84
Chief Competitors
• Eveready
• Matsushita
• Rayovac
• Sanyo
• Toshiba and
• Utralite Batteries
Product Promotion
• Promoted itself as a long lasting battery brand
• Now Duracell simply states Duracell Power. More Life.
• To mark the launch of Duracell Ultra M3 in July 2001
• Duracell converted the chimneys of Battersea Power Station (one of the UK's most famous power landmarks) into four giant replica batteries.
• Duracell sponsored the 2002 Fifa World Cup by offering new merchandising material,
• PR promotions and an on-pack promotion with Duracell Plus.
( Consumers could buy two packs of Duracell Plus AA size batteries and pick up a free Duracell Roaring Mini Football)
• Annual survey of the top ten toys. This gives the Duracell brand a valuable association with toys and gadgets.
• During September and October 2002, Duracell worked with brigades and Kidde smoke alarms.
• The Bunny has prompted 85% recall among consumers, who immediately link the character to Duracell batteries.
• Creating greeting-card buyers; promotions help bring out the card-giver in everyone
Promotion campaign:-
• Duracell bunnies: - The Energizer bunny
Advertising campaign
Duracell Two Helicopters campaign
Duracell Trusted Everywhere campaign
About AirLife Denver
Promotion Though Events
Two Duracell Bunnies during a festival in Vienna, Austria
Brand Values
• Duracell is the number one alkaline battery brand in the world
• The brand is a pioneer of new battery technology and has many groundbreaking technology launches to its name.
• Brand strives to ensure that consumers associate it with providing reliable, longer lasting batteries.
GLOBAL PRESENCE
• Duracell spread to almost 20 countries, • largest markets in the world: India, China, and
Russia.• Duracell a 45-percent share in that country's
battery market.• Duracell's regional brand names include:
Superpila- Italy• Daimon- Germany and • Sunpower-South Korea. • Launched in China in 1994, and in India in 1995.
Duracell Marketing Plan: New advances in technology (smaller, lighter, and more portable)
increased demand for a stronger power supply.
The goals in the marketing plan are to:
Establish partnerships with major electronic manufactures,
Initiate and achieve full product rollout by the holiday season.
Capture a significant share of the battery market for digital cameras and portable audio devices.
creation of co-branding opportunities with major electronic manufactures and a media campaign Duracell released the promotional campaign "Trusted Everywhere" lowered list prices (AAA and AA batteries)..
Intellectual Property Rights
Trademark
Logo:-
Duracell_logo.svg (SVG file, nominally 220 × 32 pixels, file size: 9 KB)
TrademarkPackaging:- Bunny:-
Copyrights:-
• Duracell CartoonsDuracell cartoon 1 - catalog reference aton1349
Duracell cartoon 2 - catalog reference jdo0297
Duracell cartoon 3 - catalog reference ang0028
Duracell bunny joins marching drummers
Duracell cartoon 4 - catalog reference pwo0076
Patents of Duracell Ultra M3 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.
M3 - A Patented Breakthrough in Portable PowerM3 Technology derives its name from three specific features that contribute to superior battery performance:
more fuel, more efficiency and
more power.
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