Competitive Strategies Essay Example for Free

Competitive Strategies Essay The U.S. offers a free market where businesses are able to have free enterprise to open and operate an ideal to provide a product or service to the public. There are many businesses that offer similar products and create competition. Consumers are able to have the options in the marketplace. Energizer and Duracell are two companies that offer similar products to consumers. Energizer has been around since 1986 and has grown into a mutli- billion dollar company within the last decade. Duracell first got started in the 1920’s from two scientists, and finally become a brand in 1964. This paper will discuss the two companies’ background, the competition between the two, and how they will thrive to compete in the market place in future. Corporate cultures have both gross and subtle manifestations that provide clues to the underlying norms and beliefs. Paying attention to the work practices, environment, communication paths, and even the level of humor in a company, will give one a hint of the dominant organizational culture. Identification and understanding the culture is necessary to affect any minute or large scale changes in response to market imperatives. If one does not have a clear picture of the culture one cannot effectively modify it. Mowat, J (2002, September 3) Energizer ​Energizer is formerly known as Eveready Battery Company and changes its name in the late 1980’s. By the 1990, Energizer has established their brand and had over 30 percent of the domestic market. They were trailing Duracell by 10 percent, who at that time had 40 percent of the domestic market. Energizer is the manufacturer of dry cell batteries and flashlights, with a full line production of in three major categories: alkaline, carbon zinc, miniature and rechargeable batteries. They produce more than six billion battery cells annually and has became a global leader in dynamic business of producing portable power in more than 160 countries. They may not have been around as long as Duracell, but has established the brand well in the marketplace. Dewhirst, T, Davis, B (2005, January 01). Duracell ​Duracell started with a partnership with inventor, Samuel Ruben and businessman, Phillip Mallory in the late 1920’s. Their invention was used in World War II to help assist soldiers in battle. By 1964, Duracell branded their product and introduce a product line of hearing aid batteries, flashlights, vehicle jump starters, and even the batteries for the Iphone. Duracell was brought out by Gillette Company by the late 90’s. They still produce top notch products for consumers to choose from. ​Energizer has done a good job in branding their product and being recognized by consumers everywhere. They are taking their company to another level by making other products like sunscreen and household products. They are using technology to help the company advance in new markets. â€Å"Innovation is the cornerstone of the Energizer brand and at this years Outdoor Retailer show the company will reveal the latest innovations in advanced power and lighting solutions.† Business Wire (2012) Energizer is also developing USB port chargers, sleek car chargers, and flameless lanterns. They are using technology to provide better and brighter lighting for consumers. Duracell has improved their battery brand by introducing reachable batteries with a more long lasting effect. They already have loyal consumers who purchase their brand and focus on improving the brands they already have through innovation. ​Energizer and Duracell use the same adorable bunny as their mascot to associate their brands to consumers. The question is, who used the bunny first? Having a mascot to help with brand association can help increase sales and promotions of a product. Consumers can recognize and remember to product by having the image of a mascot in their mind. There is no exact record of who had the bunny first, but packaging can be found from Duracell that has the bunny before Energizer. Either way, the pink bunnies are different in design. Energizer bunny wears sunglasses and looks cooler that may attract a younger market. Duracell bunny is happy and easy displayed on all of their products. Energizer catchy phrase has attracted consumers from all over with â€Å"It keeps going† as Duracell can only been seen with having a bunny on its packaging. It is clear who took over the mascot and was able to have their brand associated better. (2011, February 18) ​It is clear innovation and technology that will help grow both brands and improve their brand positioning. Today, Energizer has focused on other products outside of batteries and flashlights. By making items like sunscreen and lotions that has allowed them to enter into new markets to advertise too. Duracell has been around longer and have a strong history behind their brand. The company’s history has helped them in landing collaborations with the Iphone and Gillette. The differences between the two companies are Duracell brand has been long lasting but has merged and been brought out by other companies that are bigger. As far as Energize, they are involved into new markets with better products. They will have a more variety of brands and have a better brand association than Duracell in the next five years. Dewhirst, T., Davis, B. (2005, January 01). Managements always promise discipline; not all stick to the plan. The reason I suspect Energizer will stay on course is that its already performing nicely as a strong No. 2 in batteries. Energizer batteries enjoyed at least as good display as Duracell’s, while commanding prices that were equivalent or higher. Business week (2003, March 16) ​Batteries will still be popular and will be used in consumer’s everyday life. Technology has change the way we use batteries and these two companies has done a great job of establishing their brand. Innovation will take both brands far and the competition will still exist. It will be interesting to see who can become global leaders and have better products in the next five years. References Mowat, J (2002, September 3) How can one identify the corporate culture The Herridge Group Dewhirst, T., Davis, B. (2005, January 01). Brand Strategy and integrated marketing Business Wire (2012, July 30) â€Å"Energizer Transform outdoor Lighting and portable power with new Technologies and materials Designed for the Modern Outdoor Enthusiast Travel trade Gazette, U.K. and Ireland. (2011, February 18). Mascot Promotions: It pays to get into character. TTG Bloomberg Business week Magazine (2003, March 16) Will Energizer Give Schick a New Edge