However, its role is more that of a prop, far from the primary role it played in the advertisements of the 2000s. In some countries (France, Belgium, Netherlands), the pink rabbit is still present. These ads focus on the daily benefits of Optimum’s longevity. It is no longer found in English-language ads. Marketing Mix: communication (“promotion”)įrom a communication point of view, the marketing mix is adapted according to the countries.Īs we noticed when analyzing the “product” part of the marketing mix, the pink rabbit no longer seems to be part of Optimum’s DNA. Optimum batteries are about 20% more expensive than their mid-range counterparts. Of course, the marketing mix is also impacted by the product’s price (see our guide to the price marketing mix here). Note the semantics used, which is interesting because, from the second level, the product is “better” (than the competition). There are now 3 product ranges that are classified into 3 levels: supreme, best, good. The introduction of Optimum allows Duracell to compose a more transparent and more complete product assortment. 11.87 /package Formulated is 4X POWER BOOST ingredients v. In this context, we analyze the strategy of Duracell Optimum through the prism of the marketing mix. Duracell and Varta are the two undisputed leaders in this market. They have to innovate to defend their market share, especially against low-end products from China. What could be more commonplace than a battery? Yet, it is a market that represents colossal financial stakes, further accentuated by the growth following the Covid crisis and the lockdowns. Optimum’s superior performance is also an opportunity for Duracell to bring out its mascot, the pink rabbit, for its communication. A brilliant move that makes other brands look old-fashioned. In particular, the company has succeeded in differentiating itself by renewing the sector’s codes in terms of packaging. The launch of Duracell Optimum is a very successful marketing operation that impacts many facets of Duracell’s marketing mix. Gaining market share is a vital issue that drives them to innovate, which is no small task with a product as commonplace as batteries. Duracell and Varta are the two companies that share the market. Results may vary by device or usage pattern.The battery market has grown steadily for the past 10 years and was boosted during the Covid crisis. For more info: ⁶Delivers extra battery power in the Black and Decker BCF601C-XJ cordless screwdriver vs. Duracell Optimum AA Batteries with Power Boost Ingredients, 12 Count Pack Double A Battery with Long-lasting Power, All-Purpose Alkaline AA Battery for. Results may vary by device or usage pattern. For more info: ⁵Delivers extra battery life in Xbox Wireless Controller in Forza Motorsports7 vs. For more info: ⁴Delivers extra battery life in Fujifilm Instax mini 11 camera vs. For more info: ☽elivers extra Life in certain devices vs. ✝elivers extra life in AA-size batteries compared to the Minimum Average Duration of the 2015 IEC Digital Camera test (²OR extra power in certain devices vs. Duracell is the 1 trusted battery brand, and were proud to offer you Duracell 1. Extra Life¹ or Extra Power²ĭuracell Optimum batteries are available in AA, AAA formats. Duracell Optimum Batteries are packaged in a new slider pack with a resealable storage tray, that provides a more organized way to store your batteries (no more loose batteries everywhere). The packaging is 100% recyclable and 0% plastic.ĭuracell Optimum. And once batteries are exhausted, you can re-store them, ready for future recycling. Optimum Performance meets Optimum Packaging Duracell Optimum’s new and innovative ‘book’ style pack has a door and an organiser tray inside, which finally means no more batteries rolling around the kitchen drawer! Instead your batteries remain conveniently and securely stored until you are ready to use them. Your Black+Decker screwdriver will be more powerful so you can build your DIY furniture faster⁶. For example, it allows you to take up to 600 pictures with your Fujifilm Instax mini 11 camera⁴ or play for longer with your XBOX Wireless Controller⁵.Įxtra Power: In other devices Duracell Optimum delivers more power than other Duracell Alkaline batteries to make them work better² – e.g motors run faster in devices like some remote controlled cars. Duracell Batteries United Kingdom and Irelandĭuracell’s most groundbreaking innovation yet, Duracell Optimum alkaline battery has a new cathode system that can deliver up to 200% Extra Life in some devices¹, or Extra Power in other devices².Įxtra Life: Duracell Optimum lasts longer than previous Duracell Alkaline in a range of mid to high drain devices³.
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