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Duracell, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Duracell, Inc., is one of the leading alkaline batteries worldwide. The company manufactures standard alkaline batteries for everyday use and also makes specialty lithium, zinc air, and rechargeable nickel-metal hydride batteries used in hearing aids, watches, electronics, and cameras. Duracell, Inc. is located in Bethel, CT. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (203) 796-4000
Main Fax (203) 207-7462
Primary Address
14 Research Drive
Berkshire Corporate Park
Bethel, CT 06801

Duracell, Inc. Contacts

Contacts (4)
Name Title State
Ramon V. Voce President, Marketing CT
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (203) 796-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 14 Research Drive
Berkshire Corporate Park
Bethel, CT

Fan B. Director, Marketing CT
Alfonso A. Brand Manager, New Innovation CT
Mariana A. Assistant Brand Manager CT

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Duracell, Inc. ********

Agency Relationships

Brand Agency Service From To
********, ***. ******* ********* public relations 2000 present
********, ***. ********* | ***** media buying & planning unknown present
********, ***. ******* ********* Media Buying, Media Planning, Multicultural unknown present
********, ***. ******* ********* media buying & planning unknown present
********, ***. ********* digital unknown present

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Marketing Changes Ahead?: Berkshire Hathaway to buy Duracell from P&G

Subject: traditional, digital, social media, acquisitions

Company: Duracell   

Opportunity: Fours months after announcing its intention to Duracell. Berkshire Hathaway, Warren Buffett’s conglomerate holding company based in Omaha, Neb., has agreed to acquire the battery company for a reported $4.7 billion (that’s billion with a “b”).  The deal, which is expected to close in the second half of 2015, is the first of many for P&G. 

Additional Insight

Media Spend: Duracell spent $49.5 million on measured media in 2013, according to Kantar Media. Broadcast ads accounted for $30.2 million, while the battery company only spent $11.5 million on digital ads. Note that the third largest spned area for Duracell was on Hispanic media – $7.3 million.

New Agency: The acquisition comes about fourth months after Duracell hired MDC’s here).

Competition: Duracell leads the consumer battery market share at 39.5% after powering past leading rival expanding a restructuring plan geared towards saving $300 million.

P&G Consolidation: The company estimates it will divest itself of half its brands (research here), leaving only 70 or 80 for P&G to focus on. Buffett said in a statement that he had “always been impressed by Duracell” and that the company would fit well within Berkshire Hathaway, which already owns other consumer brands with household names, such as Fruit of the Loom, Geico Insurance and Helzberg Diamonds.

14 Research Dr.
Berkshire Corporate Park
Bethel, CT 06801
(203) 796-4000

Georg Schmundt-Thomas 
Vice President, Marketing 
(203) 796-4000