What's ahead in speciality batteries

Drug Store News, Oct 20, 1997 by Jennifer Kulpa

Duracell

With the growth of the specialty battery subsegment, this year there are more "copper-top" batteries than ever before. Duracell introduced rechargeable batteries to fit into the same internal battery cavity as AAA- and AA-size alkaline batteries, offering users of wireless telecommunications devices the option of battery interchangeability and eliminating the need to carry a separate alkaline battery cartridge. They provide more than 140 minutes of talk time and 45 hours of standby time for a suggested retail price of $34.99. Duracell also offers a charger, available for $30 with the purchase of one DR121 battery.

"Consumers want choice. and battery interchangeability is an important feature for wireless telecommunications devices targeting the fast-growing consumer market segment," said Norm Allen, president of Duracell new products and technology. "An alkaline battery option makes particularly good sense because consumers are familiar with the reliability, convenience and ready-availability of alkaline batteries," he added.

The batteries fit Motorola Micro TAC phones, Nikoia 2100 series and Ericsson 300 series phones.

For those who don't need interchangeability, Duracell also introduced 12 sizes of rechargeable nickel-metal hydride batteries in both slim an extended-life sizes, designed to fit the most popular phones on the market.

Camera users now also have additional Duracell products from which to choose. A new, smaller 3-volt lithium photo battery was introduced, as well as five rechargeable NiMH batteries for camcorders, with retail prices of $39 to $49. To ease battery selection, Duracell has also developed a battery-to-battery and camcorder-to-battery cross reference guide, which will be available at retail locations.

For regular battery use, Duracell extended its PowerCheck line to include AAA, C and D sizes, in addition to the AA size, which was introduced last summer. PowerCheck Batteries feature a heat-sensitive, thermochromic strip that gives a graduated reading of remaining battery power when activated by pressing two dots on; the side and bottom of the battery. "The addition of AAA, C and D sizes to the already well-entrenched Duracell PowerCheck AA batteries will continue to build momentum created by this past summer's launch," said Bruce Travis, senior vice president of Duracell's USA sales and trade division.

The company also kicked off two advertising campaigns this year. The first included 15- and 30- second television spots, featuring a competition of electronic devices powered by Duracell batteries vs. those using Energizer batteries. In the midst of the competition, the Energizer device begins to fade and suddenly lose power, while the Duracell batteries continue to run. The advertising claim is backed by a series of independent tests, according to company reports conducted by Tracor Battery Technology Center.

For the fourth quarter, Duracell has tied in with the video release of "Batman & Robin" by offering consumers a $5 mail-in rebate with the purchase of the movie and Duracell batteries. Available in stores this October, the movie will be further promoted with a tag on all Duracell commercials announcing the rebate.

Panasonic

At this year's National Association of Chain Drug Stores Marketplace Conference, Panasonic unveiled its newest line of batteries boasting breakthrough longevity. Panasonic Plus Alkaline batteries, first available in AA-size, and later expanded to include D, C, AAA and 9-volt varieties, are designed to provide added power and longevity to today's high-drain electronics, such as camera accessories, personal audio equipment and motorized toys.

According to company reports, the Panasonic Plus Alkaline AA batteries performed up to 122 percent better than previous Panasonic batteries in 35mm cameras and up to 26 percent longer in portable CD players.

"Plus is a significant improvement over our previous product," said Bill Amirault, marketing manager for the Panasonic sales group. "We got 697 minutes as opposed to 577 minutes out of a portable tape player and saw improved quickness in camera flash recovery." Four-cell AA-size blister packs have a suggested retail price of $5.84.

Panasonic also initiated a slew of marketing programs this year, beginning with a new logo and tagline: "Panasonic Batteries, From the World's Largest Battery Manufacturer." Also in January, the company launched a 15-second video spot on the NBC Astrovision video screen in Times Square. The project between Panasonic and NBC, is located on the face of One Times Square, a location famous for its New Year's Eve ball drop.

In time for the holidays, Panasonic has planned a promotion through which participating retailers can offer their customers a choice of free wrapping paper or tape (up to a $1.50 value) with the purchase any two packs of Panasonic alkaline batteries. During the same time period, the company has specially packaged two free AA-size alkaline batteries with four and will make them available on clip strips for cross-merchandising with toys, cameras and portable audio.