Duracell importer Delta Quality Products may lose its license to import and market the batteries, following the acquisition several months ago of Duracell by Gillette.
Gillette products are imported and marketed in Israel by Schestowitz, which is expected in the future to receive the Duracell license.
Delta Quality Products general manager Shmuel Winkler told "Globes" in response he was not worried the agency would be transferred to Schestowitz. "This is nonsense both contractually and in terms of performance in the field. Duracell has a higher market share in Israel than in most other markets. Gillette also manufactures Braun products, which we market. This will not happen for at least five years."
Winkler added the company had 15% growth in sales in 1996, compared with 1995, and sales rose 12% in Q1 ’97 compared with Q1 ’96.
Gillette’s regional agency, Goldenberg of Greece, told "Globes" they had no intention of revealing the company’s strategic plans.
According to a survey conducted by Nielsen Israel (formerly Market Share), Duracell batteries had a 36.5% market share of retail chain sales in the December 1996 - February 1997 period.
Israel’s battery market is estimated at $150 million per year.
No response was available from Schestowitz general manager Yonatan Schestowitz.