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Duracell Marketing Plan. I. Executive Summary Duracell is a member of
the Gillette Co. and is the alkaline battery market leader ...
Marketing Plan. ... The five different business units Gillette focuses on are Blades
& Razors, Duracell, Oral Care, Braun and Personal care. ...
... is relatively low as matched with their rivals, Duracell and Energizer ... s surprise,
their transfer and duplication of their US marketing plan proved successful ...
... losses or hold Duracell but treat ... in research, product development and
marketing. ... speak (\pushback,\ strat plan,\ walk the ...
... stock, thanks to a lucrative profit-sharing plan. ... as Oral-B toothbrushes and Duracell
batteries, among ... history of advertising and marketing techniques, such as ...
Submitted by kmdailey1 on November 26, 2007
Category: Business
Words: 2827 | Pages: 12
Views: 489
Popularity Rank: 16,950
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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...
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