Ever Ready vs. Duracell: The battle for portable power The essay analyses a case study on Ever Ready losing market share.

Essay by halasytUniversity, Master'sA, February 2004

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Table of Contents

Table of Contents2

Executive Summary3


Company Description4

Ever Ready4


The UK Battery Market5

UK Battery Consumers6





Ever Ready8



The Future of Ever Ready, Recommendations10

SWOT Analysis10

Porter's 5 Forces Model11

BCG Growth-Share Matrix11


Appendix 1.: Porter's 5 Forces Model14

Diagram 1: Trend of Battery Sales by Type5

Diagram 2: BCG Growth-Share Matrix11

Executive Summary

The battery market is changing. Ever Ready has, till now, failed in becoming competitive in the growing market of alkaline batteries. Its long dominance over the shrinking zinc battery market will not be enough to meet the needs of investors and stay competitive in the UK battery market as a whole.

The new Energizer brand will be launched onto the UK market in the near future. This event is of major importance, since it will shape the future of Ever Ready. The new brand must be positioned to fiercely compete with Duracell's alkaline products, leaving the previous marketing strategy of protecting the zinc product line behind.

Consumers are looking for durable batteries, therefore the Energizer products must be perceived as to provide just that.

After the initial marketing investment, end-users will seek out the Energizer products. Intermediaries seeking higher trade margins will stock the Energizer brands more readily than the Gold Seal batteries, since turnover will be bigger.

Exclusive contracts with electronics manufacturers and electronics shop chains should also be sought out, where the manufacturer or the shop would provide Energizer batteries with the product to be sold.

Investment must be laid into researching rechargeable battery technology, after which rechargeable batteries could be exclusively supplied to the manufacturers of continuous high-power consumption devices.


The aim of this report is to analyze the position of the UK operations of Ever Ready within its competitive...