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I. Executive Summary
 Duracell is a member of the Gillette Co. and is the alkaline battery market leader holding approximately 50 percent of the U.S. market share. Duracell has been forced to realign its prices in order to stay competitive with competitors who have introduced lower-cost brands. New advances in technology calls for the latest devices to be smaller, lighter, and more portable. Additionally, this new technology is placing increased demand for a stronger power supply and that is why Duracell has launched a new line of batteries called Prismatics. Prismatics will utilize a unique flat battery design that will provide a more compact platform for device manufactures to build new products on. The goals in the marketing plan are to:
1. Establish partnerships with major electronic manufactures, especially Sony, to create products that utilize and capitalize on the lightweight and slim design afforded by Prismatics.
2. Initiate and achieve full product rollout by......

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Approximate Word Count: 2827
Approximate Pages: 12 (250 words per double-spaced page)

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