Question

What happened in the four years in the battery industry since Gillette acquired Duracell? If you were James Kilt, what strategic actions would you take to turn Duracell around?

Answer 1

In the current marketing scenario innovation is the key to success. Duracell is one of the most important brand names in terms of battery and it is one of the most prominent name which still have a good brand identity. As gillette has successfully bought duracell, changes in strategy is necessary to keep duracell productive and to improve its overall marketing condition.
By innovating and implementation of new ideas in battery design as well as finding new material that could be used as an alternative to the currently used battery material would be beneficial for the organisation to differentiate itself from others and to create a specific brand identity.
Merging with Gillette also helps duracell to create better brand identity as a Gillette also makes electronic trimmers and other items which uses the batteries. By inserting duracell into specific products overall brand promotion can be easily done without any other involvement.
For turning a duracell around this approach would be to create new innovations in battery industry by putting up a research and development team which would be beneficial for creating new products and to improvise accordingly and to improve its overall marketing situation as well as to differentiate itself from others.