Becoming a leader in the rechargeable batteries market has proven elusive for the disposable battery giant.
When most people think “batteries,” Energizer and Duracell are the two brands that usually make the short list. After all, it was these two battery giants that put consumer batteries on the map, essentially becoming the ubiquitous names for what batteries are to the average consumer. Up until recently, the battle for battery supremacy has been fought between these two companies, with Energizer bunnies and Duracell jingles being hurled about in their advertising campaigns like mortar rounds on a battlefield.
The rise of rechargeable batteries, however, has changed the face of battery warefare.
While Duracell has mostly positioned itself to remain in the domain of disposable alkaline batteries, Energizer has made an aggressive bid to corner the market on rechargeable batteries, launching a new line of Energizer NiMH rechargeable batteries, battery chargers, and an equally robust marketing campaign. And yet, even with all this research, development, and marketing, Energizer hasn’t been able to use its brand to push out the leaders in rechargeable battery technology. What gives?
Continue reading ‘Energizer’s Bid to Dominate the Rechargeable Batteries Market Continues To Falter’
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