Marketing Mix

Marketing Mix basically consists of the following 4 parameters that a marketer can control,
subject to internal and external constraints of the marketing environment. The goal is to focus on these parameters to create perceived value and generate positive response.  

Product Decisions

The term "product" refers to tangible, physical products as well as services. Here are

some examples of the product decisions to be made:

Brand name - Duracell brand name itself signifies that the product is focused on the duarbility of the product.

Functionality- The batteries are able to hold charge for a longer period of time compared to other brands offerings

Quality - From its long history of innovation and its focus on best serving the needs of the consumer, Duracell continues to set the standard for portable power.

Price Decisions

Some examples of pricing decisions to be made include:

Pricing strategy -skim, penetration, etc. 

Suggested retail price - Duracell Battery AA pack of 2 - Rs 51, Alkaline Battery 1.5v pack of 4 Rs. 120, Duracell ultra power Duralock AA pack of 4 Rs 350

Bundling - The batteries often comes in varied number of packaging and the price per battery is less is purchased in bulk.

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of

distribution decisions include:

Distribution channels - Duracell batteries are available through number of places including shopping marts, retail grocery stores, electronics shops, camera shops, online retailing shops

Market coverage (inclusive, selective, or exclusive distribution)

Specific channel members

Inventory management

Warehousing

Order processing

Transportation

Promotion Decisions

Advertising-  Promotion of the brand was done using several ad-campaigns including Duracell two helicopter campaign, Duracell trusted everywhere campaign and about Air-life Denver.

Personal selling & sales force - The infamous "Duracell Bunny" has promoted 85% recall among the customers who immediately link the character to the brand.

Sales promotions - Duracell did annual survey of top ten toys which gave the brand a valuable association with the toys.

Public relations & publicity - It promoted itself as a long lasting battery brand now it simply states Duracell Power, more life. Duracell sponsored 2002 Fifa world cup by offering new merchandising material and ad campaigns.