Duracell
| Duracell | |
|---|---|
|
|
| Owner / user | Berkshire Hathaway |
| Introductory year | 1964 |
| Products | Batteries |
| Markets | 25% world market share |
| Website | www.duracell.com |
Duracell is an American battery brand . The name goes back to Samuel Ruben and Philip Rogers Mallory, who manufactured various types of mercury batteries for the armed forces of the United States in the 1920s as part of the PR Mallory Company . The brand name was introduced by PR Mallory Company in 1964 and represents a suitcase word , composed of the term " durable cell battery " in English.
The Duracell brand is characterized by ongoing company sales and trademark acquisitions: The PR Mallory Company was bought by Dart Industries in 1978, followed by the takeover by the Kraft Foods Group in 1980 . The brand was bought up in 1988 by the holding company Kohlberg Kravis Roberts & Co. , in 1996 the brand rights were taken over by The Gillette Company . Gillette and the Duracell brand were bought by Procter & Gamble in 2005 . In October 2014, it was announced that Procter & Gamble would outsource the Duracell brand, followed in November 2014 by Berkshire Hathaway , a US holding company of Warren Buffett, of Duracell for $ 4.7 billion .
The brand is known for its advertising mascot, the Duracell bunny , and the copper-colored battery head attached to the battery label.
Web links
- duracell.de - Official website of Duracell
Individual evidence
- ↑ The World : Warren Buffett Grabs the Duracell Bunny , accessed November 27, 2014
- ^ History. Retrieved November 26, 2014 .
- ↑ a b Duracell International Inc. Retrieved November 26, 2014 .
- ^ The Gillette Company History. Retrieved November 26, 2014 .
- ^ P&G to shed Duracell . In: Cincinnati Business Journal . October 24, 2014. Retrieved November 14, 2014.
- ↑ Why Warren Buffett Just Bought Duracell . In: Money , November 14, 2014.