Power Positioning

Just about everyone has heard the expression “knowledge is power.”  Given the proliferation of and sometimes utter dependence on handheld devices containing life’s precious information, maybe “power is power” reigns supreme today.

So, it’s interesting to see that portable power maker Duracell has a new strategic platform to position itself beyond just batteries.  Duracell, part of Procter & Gamble, recently organized a suite of existing and new products under the Duracell Smart Power platform.

This new print ad caught my attention.

Duracell Print Ad

FORTUNE – October 26, 2009

Smart Power builds on the Duracell brand strength and easily pushes the well-known brand further into the portable power/portable recharging sector.  It  “expands the brand’s product portfolio beyond the traditional battery to address the ever-growing and ever-changing power needs of the modern consumer,” according to the company.

Duracell has five product lines positioned under Smart Power:

  1. CopperTop batteries
  2. Daylite family of flashlights – five new models
  3. Portable backup power devices – three new products
  4. Rechargeable family including chargers and batteries
  5. Charging grid

Sure, the batteries aren’t new and rechargeable battery kits have been around for a long time, as have flashlights.  Duracell claims benefits, though.  The company’s Web site states that “with a fast one-hour charge and a car adaptor, you can charge four AA or AAA batteries at home or on the go in no time.”

What really brings the Smart Power concept to life are the charging grid and the portable backup power devices.  You may have seen a tv commercial for Powermat and Duracell will compete in this space too.  In addition to the charging grid, there are three products that can provide reserve power for “popular mobile devices, such as  BlackBerrys, iPods and cellphones that come with USB power cords:”  Duracell Instant Charger, Duracell Powerhouse Charger, and Duracell Pocket Charger.

Duracell doesn’t want you to ever run out of power for your  indispensable handheld.  Here’s an idea as the marketing campaign evolves.  Maybe Duracell should ask American Express if they can use their famous “Don’t leave home without it” tagline, which is a concept that meshes nicely with Duracell’s new positioning and products.


Developing and executing positioning strategy and tactics that really work is perhaps the hardest job in marketing.  Duracell has come up with a positioning strategy that provides a strong platform for its existing products and a seamless, yet powerful transition into new product segments.

Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.


One thought on “Power Positioning

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.