Case Study : Berkshire Hathaway Inc.

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Introduction
Duracell is a globally successful fast moving consumer goods company that, according to BrandGuide, is the market leader with excellent brand recognition. Duracell manufactures a vast amount of batteries and other products. Duracell is known today for being dependable and making long lasting batteries.
Company Information
Duracell has been innovating in the battery industry since day one. Duracell was the first to create the mercury cell battery that was in many ways superior to the zinc carbon batteries. Previously, Duracell was called The Mallory Battery company after P.R. Mallory, who partnered with Samuel Ruben in the 1920’s. (Duracell Batteries). Mallory Battery Company was renamed in 1964.
Owners of the Brand
Duracell was previously owned by Proctor and Gamble, in 2014 Berkshire Hathaway Inc. made a move to purchase the company. (Reuters). Berkshire Hathaway Inc. is an American multinational conglomerate holding company. They are a strong parent brand with quite a few subsidiary brands. Fruit of the Loom, GEICO Auto Insurance, Helzberg Diamonds, Kraft Heinz, and Pampered Chef, just to name a few.
Products Offered
Duracell offers alkaline batteries, rechargeable batteries and chargers, coin/button batteries, hearing aid batteries, specialty batteries, USB battery packs and other products.
(Duracell Batteries)
Brand Extensions
Category extensions for Duracell would be products such as their LED lighting, solar lighting, flashlights and keyless entry

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