Duracell CEO Charged Up About His Company

Duracell CEO Charged Up About His Company

C. Robert Kidder, chief executive officer (CEO) and president of Duracell Inc., feels that he and his management team succeed because they closely align themselves with retail customers on all levels. In the mid-1980s, Kidder was named president of Duracell, which was then owned by Kraft. In 1988, K...

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Veröffentlicht in:Marketing news 1991-11, Vol.25 (23), p.2
1. Verfasser: Oliver, Joyce Anne
Format: Artikel
Sprache:eng
Schlagworte:
Batteries
Case studies
Cellular telephones
Chief executive officers
Consumers
Corporate profits
LBO
Leveraged buyouts
Market strategy
Marketing
Ownership changes
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Zusammenfassung:C. Robert Kidder, chief executive officer (CEO) and president of Duracell Inc., feels that he and his management team succeed because they closely align themselves with retail customers on all levels. In the mid-1980s, Kidder was named president of Duracell, which was then owned by Kraft. In 1988, Kidder and a management team organized a leveraged buyout from Kraft. At that time, Kidder was named president and CEO of the independently owned Duracell. Marketers were instructed to pay heed to 3 key issues: 1. consumer pull, 2. trade-class complexity, and 3. technology changes. Duracell has a leadership share of 43% of the US alkaline market.
ISSN:0025-3790