Duracell Marketing Plan
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2010
Duracell Battery Marketing Plan 2010
Proctor & Gamble
14 Research Drive Berkshire Corporate Park Bethel, CT 06801
203-791-3013
800-544-5454
Executive Summary
Duracell is a member of the Gillette Company and owned by Proctor & Gamble. It is the alkaline battery market leader holding approximately 50 percent of the United States market share. Duracell has been forces to realign its prices in order to stay competitive with competitors who have introduced lower-cost brands. New advances in technology call 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 manufacturers to build new products on.
The Challenge
The goals in the marketing plan are to: 1) Establish partnerships with major electronics manufacturers, to create products that utilize and capitalize on the lightweight and slim design afforded by Prismatics. 2) Initiate and achieve a full product rollout by the 2010 holiday season. 3) Capture a significant share of the battery market for digital cameras and portable audio devices.
The Duracell marketing strategy is based on the creation o co-branding opportunities with major electronics manufacturers and a media campaign to educate battery consumers on the advantages of Prismatics. The alliances with manufacturers are the key to the long-term success of the Duracell battery line.
Situation Analysis
Company Analysis
The 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
2010
Duracell Battery Marketing Plan 2010
Proctor & Gamble
14 Research Drive Berkshire Corporate Park Bethel, CT 06801
203-791-3013
800-544-5454
Executive Summary
Duracell is a member of the Gillette Company and owned by Proctor & Gamble. It is the alkaline battery market leader holding approximately 50 percent of the United States market share. Duracell has been forces to realign its prices in order to stay competitive with competitors who have introduced lower-cost brands. New advances in technology call 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 manufacturers to build new products on.
The Challenge
The goals in the marketing plan are to: 1) Establish partnerships with major electronics manufacturers, to create products that utilize and capitalize on the lightweight and slim design afforded by Prismatics. 2) Initiate and achieve a full product rollout by the 2010 holiday season. 3) Capture a significant share of the battery market for digital cameras and portable audio devices.
The Duracell marketing strategy is based on the creation o co-branding opportunities with major electronics manufacturers and a media campaign to educate battery consumers on the advantages of Prismatics. The alliances with manufacturers are the key to the long-term success of the Duracell battery line.
Situation Analysis
Company Analysis
The 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