Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo Dllechim Eesir.
Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo Dllechim Eesir
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Transcript of Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo Dllechim Eesir
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Group 7Samantha Persaud
Benjamin MayVivian NunezMelanie Ngo
Dllechim Eesir
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Power Tools, Professional-Tradesmen Approximate Segment Shares, 1990
50%
10%
9%
9%
5%5%
3% 3%
MakitaMilwaukeeBlack & DeckerRyobiSkilCraftsmanPorter-CableBosch
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Black & Decker Product Assessment
• Professional quality of items 1,2,3,5,9,13 and 14 are of high quality and above our competitors
• B&D’s products can compete in this market!
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Brand Awareness vs. Brand Image
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Why B&D’s 9% share in Tradesmen Segment?
a) Poor differentiation from lower grade products in the Consumer segment• Some tradesmen viewed ALL B&D products as for
use at home rather than on the job
b) Strong association with the consumer segment has damaged its brand perception in the Professional Segment
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Tradesmen Influence• Word of Mouth influences buyer behavior– Makita & Milwaukee both have high qualtiy
brand perception– Meanwhile Black & Decker has poor
association• Seen as a consumer product
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Why B&D’s 9% share in Tradesmen Segment?
a) Poor brand perception in Professional segment, perceived as having low quality products – “…Black and Decker makes a good popcorn popper,
and my wife just loves her Dustbuster, but I’m out here trying to make a living…”
Highest LowestMakita Bosch Black & DeckerWenMilwaukee Hitachi Ryobi
Porter Cable SkilPanasonic Craftsman (Sears)
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Competitors Strategy• Both Milwaukee and Makita hold an edge
in the market– Milwaukee has strong brand loyalty– Makita controls largest market share • Differentiated with color and “wow factor”
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Option 3: Shift to DeWalt• The Black & Decker name cannot survive in
the Professional-Tradesmen Segment– Drop current name for DeWalt– “Is One of the Best” agreement survey • 63% DeWalt vs. 44% B&D
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