Duracell Paper – Marketing Outline Essay Example
Duracell Paper – Marketing Outline Essay Example

Duracell Paper – Marketing Outline Essay Example

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  • Pages: 3 (680 words)
  • Published: January 21, 2018
  • Type: Case Study
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Introduction Durable, a member of the Gillette Company owned by Proctor &Gamble, dominates the alkaline battery market in the U.S., commanding around 50 percent of the market share. The company's ultimate goal is to achieve global leadership through skillful marketing of superior technology. The Durable brand is synonymous with reliability, and customers trust their products every day. Durable employs advanced technologies to ensure that their power is always available when customers need it.

One of the reasons I chose Durable over its competitors in this market is because of its appealing advertisements, particularly its innovative commercials. Additionally, Durable's bright colors and bold name make them more attractive to the public, adding to their overall product presentation. As part of our Marketing class, I will discuss all relevant aspects of Durable's Marketing Mix, including product positioning, brand name, an

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d company image. Durable demonstrates a long-term vision to adapt to the evolving electronic device market.

The "Trusted Everywhere" campaign effectively taps into customers' fundamental emotional needs for security and reliability. By addressing consumers' demands for new technology, Durable exemplifies their customer-oriented values.Durable is facing a major conflict as consumers opt for rechargeable batteries over Prismatic. However, Durable has ensured the launch of valuable products for its consumers, including commonly used AAA, AAA, C, D, and 9 volt batteries. They have kept up with technological advancements by introducing devices like the Durable power reserve, a USB device that provides hours of backup power for electronic devices like cell phones, 'pods, Pads, digital cameras, etc. Durable also offers rechargeable batteries that help conserve energy and save consumers money. Additionally, they manufacture specialty batteries for securit

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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.

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