Sales jumped 15.7% for the four weeks ended Sept. 28 and 5.7%
for the 12 weeks ended the same period, according to Nielsen data
from Deutsche Bank. In addition, Duracell's market share rose 6.5
and 4.2 points, respectively, during those periods. It's the best
news in decades for a brand long seen by analysts as a problem.
If Duracell can sustain its recent share gains -- it's now up to
46% of the alkaline-battery category, a level not seen in more than
a decade -- it would be worth an added $140 million in sales for
Duracell in a $2.2 billion category.
"We're just sticking to a very simple strategy, which is
building strong retailer partnerships, innovation and brand
building," said Duracell Marketing Director Jeff Jarrett. "When
retailers have gotten behind the Duracell brand, their business has
grown." Others may see a category in decline, but he said, "We see
different subsegments going different directions" and the number of
alkaline-battery-operated devices increasing thanks to trends in
health care, sports and educational toys.
As Duracell's sales soared, its price per battery fell 10.1% the
last four weeks, per Nielsen data. Mr. Jarrett said the shift to
larger packs at Sam's played a role, as have retailer promotions
around the Quantum launch. On innovation, he cites Duralock -- a
technology that keeps batteries fresh in storage up to 10 years --
and now Quantum, which it bills as "the best alkaline battery
ever." Duracell has shied from performance comparisons, because
consumers are tired of the "longevity arms race" in ads over the
prior three decades.
Duracell is focused on digital and social, racking up 4.7
million Facebook fans. Sticking with its 11-year-old "Trusted
Everywhere" ads from Acme Idea Co., Duracell last year added "Trust
Your Power" videos featuring NFL players by digital shop Saatchi & Saatchi. Citizen Paine handles PR and social media;
Gigunda Group handles "experiential" efforts
supporting first responders to emergencies.
Energizer Bunny still going, but much
slower
Battery maker manages its brand for category
decline, putting itself in the middle of the retail pack
The Energizer Bunny may still be going, but he doesn't have
quite the same spring in his step lately.