Duracell, the renowned US alkaline battery manufacturer, will be making a comeback in the Russian market at the end of September, but under a new brand name. According to a report from Mash, a news outlet, Duracell’s products will now be sold under the brand name Opticell, featuring a red bear as their trademark instead of the iconic Duracell Bunny.
One notable change that consumers will notice is the price increase in the batteries. The report suggests that the price will double, ranging from 50 to 100 rubles ($0.5 to $1) per piece. Duracell’s Russia office has attributed this price hike to parallel imports and other factors, stating that the batteries will be manufactured at a plant in China.
This return to the Russian market comes after Duracell’s announcement in April that it would be exiting the country and ceasing its business operations there. In response, the company’s management instructed the termination of all existing contracts, the sale of inventory, settlement of accounts with personnel, and the sending of letters to partners notifying them of the forthcoming cessation of activities.
Although Duracell will no longer be delivering its products to Russian partners, it has committed to honoring its contracts until supplies are depleted. This decision to re-enter the market reflects Duracell’s recognition of the potential opportunities and demand in Russia.
Duracell’s move to rebrand and re-enter the Russian market under a new name signifies their commitment to continuing operations in the country while adapting to changing market dynamics. The use of the Opticell brand and the introduction of a red bear as the trademark demonstrate the company’s intention to appeal to Russian consumers and create a distinct identity for their products.
The decision to manufacture the batteries in China indicates Duracell’s focus on cost efficiency and the accessibility of Chinese production facilities. Despite the price increase, Duracell expects demand for its batteries to remain strong as they continue to offer a reliable power source for various consumer electronics and devices.
In conclusion, Duracell’s return to the Russian market under the brand name Opticell represents a strategic move by the company to maintain a presence in the country and cater to consumer demand. The decision to rebrand and manufacture in China showcases Duracell’s adaptability and commitment to cost-effective production. With the price increase in the batteries, Duracell aims to ensure profitability while continuing to provide reliable power solutions for Russian consumers.
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