Duracell Marketing Plan
I. Executive Summary
Duracell is a member of the Gillette Co. and is the alkaline battery market leader holding approximately 50 percent of the U.S. market share. Duracell has been forced to realign its prices in order to stay competitive with competitors who have introduced lower-cost brands. New advances in technology calls for the latest devices to be smaller, lighter, and more portable. Additionally, this new technology is placing increased demand for a stronger power supply and that is why Duracell has launched a new line of batteries called Prismatics. Prismatics will utilize a unique flat battery design that will provide a more compact platform for device manufactures to build new products on. The goals in the marketing plan are to:
1. Establish partnerships with major electronic manufactures, especially Sony, to create products that utilize and capitalize on the lightweight and slim design afforded by Prismatics.
2. Initiate and achieve full product rollout by the 2004 holiday season.
3. Capture a significant share of the battery market for digital cameras and portable audio devices.
Duracell's marketing strategy is based on the creation of co-branding opportunities with major electronic manufactures and a media campaign to educate battery consumers on the advantages of Prismatics. The alliances with manufactures are the key to the long-term success of the Prismatics line.
II. Situation Analysis
A. The Internal Environment
Review of marketing goals and objectives
Gillette's overall goal focuses on the skillful marketing of superior technology to achieve worldwide leadership
Duracell released the promotional campaign "Trusted Everywhere" for their Coppertop alkaline battery that stressed trust and reliability rather than product performance
Duracell lowered list prices for the AAA and AA batteries in response to intense price competition from Rayovac and Wal-Mart
Review of current marketing strategy and performance
Duracell is a member of the Gillette Co. and is the alkaline battery market leader holding approximately 50 percent of the U.S. market share. Duracell has been forced to realign its prices in order to stay competitive with competitors who have introduced lower-cost brands. New advances in technology calls for the latest devices to be smaller, lighter, and more portable. Additionally, this new technology is placing increased demand for a stronger power supply and that is why Duracell has launched a new line of batteries called Prismatics. Prismatics will utilize a unique flat battery design that will provide a more compact platform for device manufactures to build new products on. The goals in the marketing plan are to:
1. Establish partnerships with major electronic manufactures, especially Sony, to create products that utilize and capitalize on the lightweight and slim design afforded by Prismatics.
2. Initiate and achieve full product rollout by the 2004 holiday season.
3. Capture a significant share of the battery market for digital cameras and portable audio devices.
Duracell's marketing strategy is based on the creation of co-branding opportunities with major electronic manufactures and a media campaign to educate battery consumers on the advantages of Prismatics. The alliances with manufactures are the key to the long-term success of the Prismatics line.
II. Situation Analysis
A. The Internal Environment
Review of marketing goals and objectives
Gillette's overall goal focuses on the skillful marketing of superior technology to achieve worldwide leadership
Duracell released the promotional campaign "Trusted Everywhere" for their Coppertop alkaline battery that stressed trust and reliability rather than product performance
Duracell lowered list prices for the AAA and AA batteries in response to intense price competition from Rayovac and Wal-Mart
Review of current marketing strategy and performance