The Mann&Noble – Duracell Story

Managed Since2011
Market coverageAustralia
ChannelsElectro and Department stores Hotels and Aged Care

About Duracell

Duracell Inc. is an American company owned by Berkshire Hathaway that produces batteries and smart power systems. The company has its origins in the 1920s.  Duracell came to be owned by the consumer products conglomerate Procter & Gamble in 2005 following the acquisition of Gillette.  They subsequently sold it in November 2014 to Berkshire Hathaway

Key Challenges

  • Maintain the market share of Duracell in the face of completion from Energiser and Own Brand products
  • Drive the penetration of Duracell in the commercial channel

Key Successes Stories

  • Grew the Duracell volumes in the commercial channel by 20% year on year growth



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