Marketing Mix of Duracell and 4Ps (Updated 2024)

The Marketing mix of Duracell analyses the 4Ps of Duracell, which includes the Product, Price, Place, and Promotion of Duracell. Duracell Inc. was earlier a subsidiary of its parent company, Procter & Gamble, but in 2014, it came under the ownership of Berkshire Hathaway. It is of American origin and was established in 1924 by the efforts of Philip Rogers Mallory and Samuel Ruben.

The company belongs to the FMCG sector and deals in the electronic industry by manufacturing intelligent power systems and batteries. The Duracell brand has targeted males and professional workers as their target group because they generally have a higher usage of batteries because of their dependence on electronic items. It faces competition from the following rival companies-

• Sony
• Panasonic
• Energizer

About Duracell

• Type: Battery manufacturer
• Industry: Consumer goods
• Founded: 1920
• Founder: Samuel Ruben and Philip Mallory
• Headquarters: Bethel, Connecticut, United States
• Area served: Worldwide
• Key people: Jeff Boyd (Chairman) and Matt Whitlock (CEO)
• Number of employees: 22,000

Duracell Product Strategy

Duracell started its product portfolio by manufacturing mercury batteries used in military equipment. It manufactures alkaline batteries in several standard sizes, including 9V, D, C, AA, and AAA. Batteries of AAAA size are used in penlights and pagers, and J size is used in photographic strobe flash units, portable audio devices, and hospital devices. Duracell produces these and variants of button batteries for hearing aids, watches and calculators.

The company entered into an agreement in 2008 with Dane-Elec, a manufacturer of flash memory, to produce USB flash drives, hard drives, and memory cards with Duracell’s brand mark and trademark coloring. The company also manufactures specialty batteries and includes NiMH rechargeable batteries.

Its product line includes lithium chemistry batteries, and in the year 2013, it launched a new line titled Duracell Quantum. Two leading brands of Duracell marketing the battery are Ultra and CopperTop. Current brand innovations include new designs in both lithium and alkaline types of batteries with prismatic shapes instead of cylindrical ones. It has also launched Power-Pix batteries that include NiOx technology and are designed for longer shelf life.

The product mix of Duracell in 2023 is as follows(Source)

1. Alkaline Batteries: Duracell manufactures a wide range of alkaline batteries designed for various applications, including AA, AAA, C, D, and 9V batteries. These batteries are commonly used in everyday devices such as remote controls, toys, flashlights, and portable electronics.
2. Specialty Batteries: Duracell produces specialty batteries for specific applications, such as hearing aid batteries (size 10, 13, 312, and 675) and coin/button cell batteries (used in watches, calculators, and small electronics).
3. Rechargeable Batteries: Duracell offers rechargeable batteries and battery chargers designed for reuse, providing consumers with a more sustainable and cost-effective power solution. These rechargeable batteries are available in various sizes.
4. Duracell Power Banks: Duracell has expanded its product line to include power banks that allow users to charge their mobile devices on the go. These portable chargers are available in different capacities to suit various device types and usage scenarios.
5. Duracell Automotive Batteries: Duracell also manufactures automotive batteries, providing a reliable power source for vehicles, including cars, trucks, and motorcycles.
6. Duracell Portable Power Solutions: Besides traditional batteries, Duracell offers portable power solutions, such as lithium coin cells for key fobs and backup power solutions for medical devices.
7. Duracell Battery Accessories: Duracell produces battery accessories such as battery testers and storage solutions to help consumers manage their battery needs effectively.

Duracell Place Strategy

In 1964, Duracell was used for the first time as a brand name because of Durable Cell. Advanced technology and excellent services have been the mantra of this reputed brand and have helped it increase its market share and spread its network to nearly twenty countries. Some of the largest markets for its quality products are in countries like Russia, China, and India. It also has regional brands like Sunpower in South Korea, Daimon in Germany, and Superpila in Italy.

Duracell launched its products for the first time in India in 1995 and China in 1994. It has a diversified distribution network includes exclusive, selective, and inclusive marketing plan distribution policies. Products are readily available at camera shops, electronic shops, grocery stores, shopping malls, discount stores, convenience stores, supermarkets, and even online shopping outlets.

Here are five key aspects of Duracell’s place strategy:

1. Extensive Retail Distribution: Duracell products are widely available in many retail outlets, including supermarkets, convenience stores, electronic stores, hardware stores, and online marketplaces, ensuring easy access for consumers wherever they shop.
2. Strategic Partnerships: Duracell collaborates with retail partners, brick-and-mortar and online, to expand its distribution network. These partnerships include agreements with major retailers and e-commerce platforms, making Duracell products accessible to a broad customer base.
3. Global Reach: Duracell’s distribution network spans across numerous countries and regions, maintaining a global presence. The brand leverages its extensive reach to cater to diverse consumer preferences and meet the needs of a worldwide customer base.
4. Product Variety Across Channels: Duracell ensures that its entire range of battery products, including standard alkaline batteries, rechargeables, and specialty batteries, is available across different retail channels, giving customers the flexibility to find the specific batteries they require.
5. Bulk and Multipack Options: Duracell offers bulk and multipack options in various sizes, catering to consumers looking to stock up on batteries. These larger quantity packages are often available at competitive prices, making them suitable for individual and business customers.

Duracell Pricing Strategy

Duracell is a high-quality product that lasts much longer than rival products. Currently, the market for disposable batteries is very competitive, with rival companies offering their products at much lower prices. The company has adopted a reasonable pricing policy for its products. It has kept a marginally high price for its products.

Consumers have realized the advantage of having a quality product that lasts much longer and is ultimately cheaper. This is why Duracell has maintained its pricing policy successfully in the battery market. Periodically, it offers incentives like two batteries free on bulk buying or discounts to retain its customer base.

• Premium Pricing: Duracell is recognized for its quality and reliability, allowing it to command a premium price compared to generic or lesser-known battery brands.
• Value Proposition: Duracell emphasizes the value it offers through the longevity and consistent performance of its batteries
• Product Tiering: Duracell provides a range of battery options, from essential alkaline batteries to advanced and specialty batteries. By tiering its products, Duracell caters to various consumer segments with different needs and budget constraints.
• Brand Loyalty Programs: Duracell often offers promotions, discounts, and loyalty programs to incentivize repeat purchases and foster customer loyalty.
• Seasonal and Bundled Offers: Duracell capitalizes on seasonal and holiday demand by launching promotions and bundled packages.

Duracell Promotion Strategy

Duracell is a world-recognized brand with a marketing team to promote its products in every nook and corner. Advertising is the best method to create brand awareness, and the company has been an active participant in several commercials that highlighted Duracell’s marketing mix and its vital features. In the United States, it released an ad campaign narrated by Jeff Bridges, and this ad highlighted its durability and showed people using Duracell batteries for long-lasting effects.

It has an apt and defining tagline that Lasts longer, much longer. Ads are aired on electronic media like radio and television, published in newspapers, and displayed on billboards to gain maximum visibility and advantage. Excellent recognition of lower-cost brands has helped Duracell become a consumer market leader.

Duracell employs an effective promotion marketing strategy, including:

1. High-Visibility Advertising: Duracell invests in extensive advertising campaigns across various media channels, featuring its iconic “Trusted Everywhere” slogan to reinforce brand recognition and trust.
2. Sponsorships and Partnerships: The company strategically partners with sports events, organizations, and high-profile properties to increase brand visibility, such as its sponsorship of the NFL, emphasizing reliability in critical moments.
3. Product Demonstrations and In-Store Promotions: Duracell conducts in-store demonstrations and promotions, showcasing the longevity and reliability of its batteries and encouraging consumers to choose Duracell for their power needs.

Some Recent Video ads and Print ads of Duracell are:

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