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2 duracell battery incredibly price $13! This is the 4th in the morning, Mr Citizens in zion the shopping experience city park shop. Reporters from municipal price bureau learns, scenic spots of marketing and sales price for the relevant regulations and punished. It is not only the attractions, store sells high commodity prices, the hospital, the price of public goods is high also, let the oppressed citizens only “.

4 in the morning, Mr Holding the camera to a park, but open cameras, digital camera has no electricity. Walk in the park for a few shop is not found, finally the battery is not easy to find a good one, but i.these 2 $13. “This duracell no.5 batteries, a few days ago I just buy in the supermarket, 10 to 20 yuan, here 2 is 13 yuan, the price is a little unusual.” Whomped fung only pays purchase. Fung also told reporters, he was still looked at the store inside other commodities prices, is also higher, a box of green arrow chewing gum, a box of 2.5 for Hollywood’s mints 3 yuan, a bottle of mineral water 3.5 RMB… “Almost all the supermarket price is more than two times, even more than three times.”

Some time ago, people also meet Mr Tsai, but also in scenic spots, but in the hospital. That day, Mr. Tsai with his son went to the hospital to hang water, thirsty to buy a bottle of mineral water, your price is odd, supermarket 1 yuan, but sell $25,000 hospital shop. Though expensive, but the thirsty, can buy. It is reported, current each big hospitals are, indeed, convenience store a lot of patients, but the price is sometimes really let patients with a gasp. A distance near the hospital grocery boss told reporters, here is to buy a hospital patients in hospitals, daily goods store purchase don’t bargain, would rather run to buy, can save a lot of money.

The municipal price control bureau officials said the price in service, such as sites for public places such as schools, hospitals, as long as the price is the canteen i.these, no matter how high the price, the commodity price departments are unable to handle. So the people went to the place before, we should think what need to buy things, can buy in the supermarket, so also can reduce unnecessary trouble.

DURACELL (DURACELL) brand was born in 1920, by a bold and bright young scientists Samuel Ruben (Samuel Ruben) and the other a young and wealthy manufacturer of tungsten filament wire Phillip Mallory (Philip Rogers Mallory) co-founded. The brand from a coincidence: the day, Lu had to Mallory’s experiment to find a used equipment, conversation, and mallory Rubens aware of the co-inventor and manufacturing talent, combining the strengths of an excellent opportunity for , which began their cooperation, which result is the birth of the battery Ba Jin. Samuel Reuben was the invention of the battery technology to make revolutionary changes.

“Duracell” the battery brand was officially adopted in 1964. Gillette acquired Duracell in 1996.

Duracell International, Inc. is the world’s manufacturing and sales leader in high-performance alkaline batteries. “Golden King” is the world’s most famous outstanding consumer brands. For people around the world, the “Duracell” The brand represents a high-quality battery products and constant innovation, aggressive marketing philosophy. Duracell alkaline batteries for its “excellent quality, durable power” of the superior quality and marketing the world’s nearly one hundred countries and regions. The same time, Duracell also produce and sell lithium batteries for high-power electronic products (such as cameras, portable computers and mobile phones, etc.)

“Duracell” lightning breaking mountain
Now, Duracell batteries and advertising painted on the streets of Chongqing, everywhere, the battery on the battery market in Chongqing had already shifted. However, people do not think of dream: Duracell batteries from entering the market to the occupation of Chongqing, Chongqing market, it only took six months. A new product within six months, they occupy such a big new market, be described as lightning-style “quick fix.” Well, it is lightning-style “quick-fix” Success What’s the secret? Quality? It is of course Duracell batteries to open up an important factor in market success, but people more praise is its unique marketing strategy.

Chongqing is the largest city in southwest China, Duracell batteries to open up the battery market in this great city of Chongqing, is to set up their own offices, or find a local trade agency? This is the U.S. manufacturers, is a very worthwhile question on the minds. After second thoughts, the smart Americans chose the latter. Because he knew that: the local agent of the economic conditions in Chongqing, a better understanding of people’s living standard, retail distribution of Chongqing, Chongqing, state of competition in battery market, people shopping habits, etc. are all familiar with, and they can be under these circumstances to take appropriate marketing strategy. This is for the United States Duracell batteries, battery market in Chongqing, “quick-fix” provides a prerequisite.

United States Duracell battery manufacturers looking for agents in Chongqing, Chongqing Carey trading company. Agency contract entered into after the trading company in Chongqing Carey, began to analyze the characteristics of Duracell batteries and Chongqing battery market specific circumstances. Duracell battery is a relatively good price of high-quality durable batteries. On the market in Chongqing, the battery very competitive in the market already has a “555″ brand, “Toshiba”, etc. and prices there are several, more than one dollar, two dollars more, more than triple and so on, but it is relatively inexpensive. In view of this situation, the company adopted a “three-step” type of marketing strategy: first consignment, second Distribution, the third step the terminal promotions.

Large supermarket sells, a consumer stood before hesitate to buy “battery shelves NaFu” or “duracell” battery. Now, this seems to have no sense, because the two big brand into a company.

At the end of September, 2003, the world 500 strong, one of its largest battery manufacturer duracell battery company of American Gillette Gillette company (Hong Kong), whole purchase all the shares of China battery Co., LTD, which indirectly held by China, nanping, fujian NaFu batteries battery Co., LTD, has become NaFu 72% battery indirect controlling shareholders. In China, encourage foreign investment in China by means of cross-border mergers and acquisitions, under the situation of the battery of transnational m&a NaFu from the curtain.

As China’s first one, the world’s fifth-biggest alkaline batteries, NaFu battery “domestic market share is about 54% in some cities, such as Beijing, share reached 90%.

On the outside looking in, the acquisition of the battery are Chinese heritage of domestic battery, explosive events will have profound influence on the market. But in fact, Gillette m&a news has been NaFu blockade.

NaFu officials reaction unexpectedly low-key and calm: “this is very unusual thing, now, there is not much influence on company.” The details of the disclosure is extremely cautious.

But gillett aspects of conservative also unexpectedly. NaFu battery domestic big shareholders of the company senior personage nanping — for the new finance and economics “, told reporters after the news media, expose American gillett has specialized in response, please hold meetings nanping city NaFu requirement and relevant shareholders shall not be revealed to the media information. The statement from NaFu concerned personage, Gillette NaFu m&a in short-term domestic battery industry would cause fast-changing, but difficult to judge NaFu itself has caused the shock wave can avoid. The new financial reporter learned from NaFu business department, because the company precarious speculation, and consumers by the complex NaFu domestic brand competitors use, the merger of news NaFu gillett has made NaFu battery sales link under certain pressure.

JingTun type m&a

American Gillette company is the world’s largest producer of the battery, the razor and NaFu big shareholders Hong Kong China battery Co., LTD. All the shares shall be of Morgan Stanley, including the Singapore government investment, sunshine investment company shareholders, etc. Through the transfer of shares held by shareholders Chinese batteries, not from China’s battery hand directly purchase its NaFu battery, American Gillette retained the Hong Kong Chinese enterprises registered the battery company resources, apparently to outthink, also avoid direct NaFu equity transfer may exist some laws and policies. The media disclosed, NaFu domestic shareholders of the acquisition cost estimate Gillette about 1 million dollars. But within a master NaFu details of the new finance director told the reporter, “this speculation data with actual situation in NaFu. Because of the asset valuation of the situation, belongs to the trade secrets, equity transfer transaction price now, even NaFu need secret of other parties to domestic shareholders have no knowledge.” According to the analysis of asset valuation case, because of the secret, do not eliminate Gillette company have any purchase NaFu other shareholders may all of wing lung’s shares.

According to relevant data, in September 2002 NaFu about seven million yuan of fixed assets, and NaFu officials told the reporter that new finance company currently total assets at 8 million, fixed assets changed since 2002, the asset-liability ratio in 30%. Accordingly, the scale that NaFu net roughly about 560 million yuan, China shares held by the battery 72% for shareholders’ equity 4.032 billion yuan, according to the exchange rate or 8.26 4881.36 million dollars. According to the calculation, the Gillette buying Chinese stock prices should all batteries in 4881.36 about $basis, in certain premium or discount (range) of NaFu assets value, the assessment will influence the premium or discount) (.

Besides the equity transaction price is attractive, companies such as Morgan Stanley guess why from NaFu retreats also concern. According to insiders revealed, NaFu originally several foreign investors are no long-term investment plan, they said, most investment 8 years. Since 1999, they expected investment still remain in half.

According to Morgan Stanley, Asian shares of companies in China ping an insurance company, including NaFu batteries, heng an international well-known companies, etc. The msci Asia investment limited company executive director Paul hill said, Morgan Stanley in China at present the basic standard is, by investment company has a well-known brand and has begun to profitability. Obviously, the investment of NaFu meets the standard. Another analyst pointed out, the msci Asia company summarized selection criteria for merger and acquisition of domestic enterprises have four: the traditional industry, leading position, famous brand and continuous profitability. From 1999 until now, NaFu NaFu shareholders and indirect shareholder has considerable value, timely optimum price may not withdraw a good choice.

In fact, China’s major shareholders the battery company stock transfer to real strategic investors, and actively looking for buyer’s move comes in early 2003. Except for the U.S. Gillette company, the world’s second-biggest battery manufacturer American energizer holdings group and the United States, the jiawei company have been included within the scope of object.
will hold the NaFu 72% of shares.