THE MARKET
Duracell is the leader in the battery market and with a 54% share Duracell’s sales are not only steady, but growing. There has been substantial growth in AA and AAA batteries, primarily fuelled by sales of high-tech gadgets such as digital cameras, MP3 players and other devices which require portable power solutions.
PRODUCT
Over the past 40 years, Duracell has built a reputation for manufacturing and supplying superior batteries that consistently lead the market in performance, quality and innovation. Duracell recognises that different devices demand different levels of power and offers a range of products to ensure consumers can select the right battery for each device. Duracell is committed to excellence within the rechargeable sector. As a brand, Duracell has made full use of its extensive research and development skills to bring to market a range of products.
RECENT DEVELOPMENTS
In its ongoing quest to innovate and add value for consumers, Duracell has upgraded its formulation across all AA and AAA alkaline products as well as improving the functionality, user comfort and design across its product portfolio. The technology behind Duracell Ultra AA and AAA cells has been improved and specifically designed to make them the longest lasting Duracell alkaline batteries in all devices. Duracell Ultra cells now have a new High Performance Cathode, with new superconductive graphite and an ultra pure and higher level of manganese dioxide ensuring the best ever performance from Duracell alkaline batteries.
PROMOTION
As an active partner in the summer music festivals, Duracell has appeared at the top UK festivals for the past years, playing music into the early hours after the bands finish. Duracell reinforces the brand’s connection with music and the key music consumers who are known for their use of high- tech digital devices.
BRAND VALUES
As the world’s number one selling battery brand, Duracell provides a variety of personal power options to give consumers the best value for their power needs. Thanks to its long history of innovation and its focus on best serving the needs of the consumer, Duracell continues to set the standard for portable power. Through the Duracell Technology Centre, the company continues to invest in ways to enhance the performance of its alkaline and specialty batteries.
TIMELINE
1920s Scientist Samuel Ruben and a manufacturer of tungsten filament wire, join forces to form Duracell International
1950s Ruben improves the alkaline manganese battery, making it more compact, durable and longer lasting than anything before it. Eastman
Kodak introduces cameras with a built-in flash unit that need the added power provided by alkaline manganese cells but in a new size, AAA - this puts alkaline cells on the map
1964Duracell introduces its AAA battery. Soon, the consumer market for Duracell batteries rockets
2000s Duracell® continues to lead the way with product innovation, reflected in the Duracell Plus and Ultra batteries. Duracell® launches its Best Ever Formulation
across the AA/AAA alkaline portfolio and a refreshed design of the entire product line-up
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