Free Batteries
The alkaline batteries category is an ongoing worldwide battle between Duracell and Energizer, 2 major US brands, with little competition from Rayovac (USA), Varta (Germany) and Panasonic (Japan).
The market share fight is mainly located at check-outs in retail stores and in part at category killer toy stores.
For the last few years, the 2 major brands are running continuous and non-stop promotions by offering free batteries on their main and most selling SKUs, which are the AA and AAA sizes.
These on-going promotions are not only to gain market shares but also a strategic move to stop worldwide parallel market sales from low priced to higher marginal markets.
