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About Black & Decker How Black & Decker markets its top brands Target Market Product Price

AGENDA. About Black & Decker How Black & Decker markets its top brands Target Market Product Price Placement Promotion Sales and Marketing Career opportunities Success factors for Sales and Marketing Company Culture and your career.

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About Black & Decker How Black & Decker markets its top brands Target Market Product Price

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  1. AGENDA • About Black & Decker • How Black & Decker markets its top brands • Target Market • Product • Price • Placement • Promotion • Sales and Marketing Career opportunities • Success factors for Sales and Marketing • Company Culture and your career

  2. ...is a global marketer and manufacturer of quality products used in and around the home and for commercial applications.”

  3. Global Sales$4.3 Billion Over 35% of Sales Overseas

  4. MARKET SHARE POSITION #1 DEWALT #3 PRICE PFISTER #1 CONSUMER NORTH AMERICAN OPERATIONS #1 KWIKSET #1 OUTDOOR #1 ACCESSORIES

  5. POWER TOOL MISSION: Leadership in Professional and Consumer Power Tool & Accessory Markets • #1 Market Share • #1 Preferred Brand Among Target Market • #1 Customer Satisfaction POWER TOOL OBJECTIVES:

  6. U.S. POWER TOOLS SALES $1.943M $1.894M $1.867M $1.343M $1.216M $850M $720M $600M 16 % C.A.G.R. $530M 1993 1994 1995 1996 1997 1998 1999 2000 2001

  7. MARKET STRATEGIES DIFFER DEPENDING ON: • Target end user • Product • Pricing • Placement • Promotion

  8. THE MOST POWERFUL BRAND NAME IN THE HARDWARE INDUSTRY

  9. TARGET END USER • Homeowner • DIY focused

  10. PRODUCT • Innovative • Ease of use • Giftability

  11. PRICE $39.00 $29.00 Value Pricing Strategy $89.00 $79.00 $59.00 $49.00

  12. PLACEMENT

  13. PROMOTION National T.V. Advertising • Innovative features • Convenience • Giftability Field Marketing Strategy • Training • Merchandising • Events

  14. PROMOTION NATIONAL T.V. ADVERTISING

  15. “AN AMERICAN SUCCESS STORY”

  16. 1991 U.S. POWER TOOL SITUATION • #5 Brand in Professional Tools • $38 Million Sales - Professional Power Tools Sold in Consumer Channels • Low Brand Recognition & Acceptance with Professional Contractors

  17. DEWALT STRATEGY • Product Quality • Product Color • Brand Name • Service • Field Marketing

  18. TARGET END USER Professional user focused

  19. PRODUCT • Leadership / Innovative New Product • Premium Quality

  20. PRICE $229.00 $129.00 Premium Pricing Strategy $189.00 $399.00 $299.00 $499.00 $699.00 $599.00

  21. PLACEMENT

  22. PROMOTION FIELD MARKETING • Where they Work • Where they Buy • Where they Play • Where they Learn

  23. PROMOTION FIELD MARKETING WHERE THEY WORK

  24. PROMOTION FIELD MARKETING WHERE THEY BUY

  25. PROMOTION FIELD MARKETING WHERE THEY PLAY

  26. PROMOTION FIELD MARKETING WHERE THEY LEARN

  27. PROMOTION DEWALT FIELD MARKETING TEAM

  28. MARKET STRATEGIES DIFFER DEPENDING ON: • Target end user • Product • Pricing • Placement • Promotion

  29. YOUR POTENTIAL CAREER PATH Vice President Director • Marketing • Group Product Manager • Product Manager • Senior Channel Manager • Channel Manager • Senior Sales/Management • Divisional Sales Manager (HD) • Area sales Manager • National Account Manager • Marketing • Regional Manager • Assistant Product Manager • Assistant Channel Manager • Brand Manager • Field Marketing/Product Manager • Event Marketing Coordinator • Field Marketing Coordinator • Account/Sales Management • Regional Acct Manager (Ind) • District Manager (HD) • Regional Manager (Lowe’s) • Territory Manager (Ind) • Account Executive (I/C) • Field Supervisor (Lowe’s) • Other • Recruiting Manger • BDU Trainer • E-Commerce/Internet • Operations • Product Service Manager • Factory Store Manager Territory Manager National Accounts Field Marketing Representative DEWALT

  30. Black & Decker Associate Formal Training at B& D University CAREER DEVELOPMENT Self Development Significant Responsibility Management Workwiths Appraisal Development Planning

  31. Competitive Salary Sales Incentive Program Performance Merit Program Company Vehicle - Sales Medical & Dental Plan 401K Plan Life Insurance Disability Insurance Pension Plans Vision & Prescription Plans Educational Assistance Childcare & Eldercare Referral Network Dependent Care Reimbursement Account Adoption Assistance BENEFITS PACKAGE

  32. WHAT COUNTS AT B&D Achieving Goals Decision Making Leadership Communication Skills Assertiveness & Enthusiasm Problem Solving Interpersonal Skills Organizational Ability Responsibility & Maturity

  33. CULTURE

  34. Success Results Teamwork People Attitude Leadership Integrity

  35. WHY BLACK & DECKER? • Market Leadership • Significant Responsibility • Career Development/Opportunity • Excellent Compensation Package • Strong Culture • YOU’LL MAKE A DIFFERENCE IMMEDIATELY

  36. Thank You To learn more about Black & Decker career opportunities go to:

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