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Possible Price Cuts from Duracell Affect Battery Industry.
Knight Ridder/Tribune Business News, March, 2001
By Lee Hawkins Jr., Milwaukee Journal Sentinel Knight Ridder/Tribune Business News
Mar. 27--Shares of Rayovac Corp. fell 14 percent Monday, as Wall Street reacted to an analyst's warning that industry leader Duracell may cut prices to recoup sales, setting off a price war.
Andrew Shore, an analyst with Deutsche Banc Alex, wrote in a report Monday that James Kilts, the new chief executive officer at Duracell, is likely to cut prices as part of a strategy designed to reverse a gradual decline in sales.
There's a 70 percent chance that Duracell "may require an aggressive pricing action to reposition the brand and to expand its target market," Shore wrote in the report.
Duracell spokeswoman Ann Davin declined to discuss the matter...
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