Duracell Paper – Marketing Outline Essay Example

and medical devices, as well as smaller batteries and button batteries required for digital cameras, watches, and electronics. Durable is also recognized for its easy-to-replace hearing aid batteries, which have received the Use of Commendation from the Arthritis Foundation. Moreover, they have launched their own reliable digital memory products such as flash drives, memory cards, and hard drives. Furthermore, they provide inverters, jump starters, and auto and marine batteries that are handy and useful for consumers.If a consumer needs any of the products mentioned above, Durable provides affordable and long-lasting energy. Packaging sets it apart from competitors, with distinct colors, slogan, logo, theme, and presentation that consumers easily recognize. Durable uses both persuasive and informative labeling on its packages. The front promotes the product's theme and logo while the back provides detailed information about its durability and features. The channel of distribution for Durable involves various organizational units, institutions, or agencies that support its marketing efforts. Different organizations within the channel perform specific functions such as transporting products or storing them in public warehouses. Third-party logistic providers and wholesalers often perform multiple functions within the distribution channel.The performance of functions, speed of delivery and communication, and cost of operations are all influenced by channel structure. Retailers, such as department stores, specialty stores, supermarkets, drugstores, convenience stores, discount stores, warehouse clubs, and superstructures, distribute durable batteries. These retailers are responsible for various logistical functions including physical distributing, sorting, and storing. The textbook section on Channel Structure (Lamb, Hair, McDaniel, 2011, pages 453-458) emphasizes that a product can take multiple routes to reach consumers and producers typically use multiple channels. Durable can leverage Gillette distribution channels and

retailer relationships to expand battery distribution. Intensive distribution is employed to achieve maximum market coverage by making the product available in every potential outlet (Lamb, Hair, McDaniel, 2011). Therefore, it can be concluded that Durable batteries utilize intensive distribution.The Durable product is sold directly to electronic manufacturers and consumers through specialty and general retail stores. Additionally, batteries are sent separately to general retailers, online vendors, electronic specialty stores, camera stores, and other locations where compatible portable electronic devices are sold. The Gillette Company has ensured that the Durable product is easily accessible and available for consumers to purchase. They have implemented a promotion strategy to increase awareness with the slogan "trusted everywhere," and have enlisted the high-profile advertising agency Googol; Matter to promote their new battery tester product.