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. 

Thanks