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It's power down for battery brand Energizer, whose hard-nosed stance on promotions has left its sales trailing category leader Duracell. Energizer posted a 27.8% slump in value sales to 55.8m [SymphonyIRI 52w/e 21 May 2011] while main...
Duracell and Energizer have both reduced their ad spend in the past year [52w/e 30 June 2010].
Energizer is urging retailers to simplify the layout of the battery fixture and take inspiration from its revamped pack designs. Existing battery fixtures were generally a "confusing purchase area" for shoppers, said Energizer, and added...
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