Embed Size (px)
DESCRIPTION
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. - PowerPoint PPT Presentation
Citation preview
www.bdk.com/sales
www.bdk.com/sales
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
AGENDAAGENDA
www.bdk.com/sales
...is a global marketer and manufacturer of quality products used in and
around the home and for commercial applications.”
...is a global marketer and manufacturer of quality products used in and
around the home and for commercial applications.”
www.bdk.com/sales
Global Sales$4.3 Billion
Global Sales$4.3 Billion
Over 35% of Sales OverseasOver 35% of Sales Overseas
www.bdk.com/sales
MARKET SHARE POSITIONMARKET SHARE POSITION
#1 CONSUMER#1 CONSUMER
#1 D#1 DEEWALTWALT
#1 ACCESSORIES#1 ACCESSORIES
#1 OUTDOOR#1 OUTDOOR#1 KWIKSET#1 KWIKSET
#3 PRICE PFISTER#3 PRICE PFISTER
NORTH NORTH AMERICANAMERICAN
OPERATIONSOPERATIONS
www.bdk.com/sales
www.bdk.com/sales
POWER TOOL MISSION:POWER TOOL MISSION:
#1 Market Share#1 Market Share #1 Preferred Brand Among Target Market#1 Preferred Brand Among Target Market #1 Customer Satisfaction#1 Customer Satisfaction
POWER TOOL OBJECTIVES:POWER TOOL OBJECTIVES:
Leadership in Professional and Consumer Leadership in Professional and Consumer Power Tool & Accessory MarketsPower Tool & Accessory Markets
www.bdk.com/sales
U.S. POWER TOOLS SALESU.S. POWER TOOLS SALES
$530M$530M
$600M$600M$720M$720M
$850M$850M
$1.216M$1.216M
$1.343M$1.343M$1.867M$1.867M
16 % 16 % C.A.G.RC.A.G.R
..
$1.943M$1.943M
1993 1994 1995 1996 1997 1998 1999 20001993 1994 1995 1996 1997 1998 1999 2000 20012001
$1.894M$1.894M
www.bdk.com/sales
Target end userTarget end user Product Product PricingPricing PlacementPlacement PromotionPromotion
MARKET STRATEGIES DIFFER DEPENDING ON:
MARKET STRATEGIES DIFFER DEPENDING ON:
www.bdk.com/sales
www.bdk.com/sales
THE MOST POWERFUL BRAND
NAME IN THE HARDWARE
INDUSTRY
THE MOST POWERFUL BRAND
NAME IN THE HARDWARE
INDUSTRY
www.bdk.com/sales
TARGET END USERTARGET END USER
HomeownerHomeowner DIY focusedDIY focused
www.bdk.com/sales
PRODUCTPRODUCT Innovative Innovative Ease of use Ease of use GiftabilityGiftability
www.bdk.com/sales
PRICEPRICE$29.00$29.00 $39.00$39.00
$49.00$49.00 $59.00$59.00
$79.00$79.00 $89.00$89.00
www.bdk.com/sales
PLACEMENTPLACEMENT
www.bdk.com/sales
PROMOTIONPROMOTION National T.V. AdvertisingNational T.V. Advertising
Innovative featuresInnovative features ConvenienceConvenience GiftabilityGiftability
Field Marketing StrategyField Marketing Strategy TrainingTraining MerchandisingMerchandising EventsEvents
www.bdk.com/sales
PROMOTIONPROMOTION
NATIONAL T.V. ADVERTISINGNATIONAL T.V. ADVERTISING
www.bdk.com/sales
www.bdk.com/sales
www.bdk.com/sales““AN AMERICAN SUCCESS STORY”AN AMERICAN SUCCESS STORY”
www.bdk.com/sales
#5 Brand in Professional#5 Brand in Professional ToolsTools $38 Million Sales - $38 Million Sales - Professional Power ToolsProfessional Power Tools Sold in Consumer ChannelsSold in Consumer Channels Low Brand Recognition &Low Brand Recognition & Acceptance with ProfessionalAcceptance with Professional ContractorsContractors
1991 U.S. POWER TOOL SITUATION1991 U.S. POWER TOOL SITUATION
www.bdk.com/sales
Product QualityProduct Quality
Product ColorProduct Color
Brand NameBrand Name
ServiceService
Field MarketingField Marketing
DEWALT STRATEGYDEWALT STRATEGY
www.bdk.com/sales
TARGET END USERTARGET END USER
Professional user Professional user
focusedfocused
www.bdk.com/sales
PRODUCT Leadership / Innovative New Leadership / Innovative New
ProductProduct Premium QualityPremium Quality
www.bdk.com/sales
PRICE
$189.00$189.00
$129.00$129.00
$229.00$229.00
$699.00$699.00
$499.00$499.00$299.00
$299.00
$399.00$399.00
$599.00$599.00
www.bdk.com/sales
PLACEMENT
www.bdk.com/sales
PROMOTION
FIELD MARKETING
Where they WorkWhere they Work
Where they BuyWhere they Buy
Where they PlayWhere they Play
Where they LearnWhere they Learn
www.bdk.com/salesWHERE THEY WORKWHERE THEY WORK
FIELD MARKETINGPROMOTION
www.bdk.com/salesWHERE THEY BUYWHERE THEY BUY
FIELD MARKETINGPROMOTION
www.bdk.com/sales
FIELD MARKETING
WHERE THEY PLAYWHERE THEY PLAY
PROMOTION
www.bdk.com/sales
FIELD MARKETING
WHERE THEY LEARNWHERE THEY LEARN
PROMOTION
www.bdk.com/sales
DDEEWALT FIELD MARKETING TEAMWALT FIELD MARKETING TEAM
PROMOTION
www.bdk.com/sales
Target end userTarget end user Product Product PricingPricing PlacementPlacement PromotionPromotion
MARKET STRATEGIES DIFFER DEPENDING ON:
MARKET STRATEGIES DIFFER DEPENDING ON:
www.bdk.com/sales
Marketing Group Product Manager Product Manager Senior Channel Manager Channel Manager
Senior Sales/Management Divisional Sales Manager (HD) Area sales Manager National Account Manager
Territory ManagerNational Accounts
Field Marketing RepresentativeDEWALT
Other Recruiting Manger BDU Trainer E-Commerce/Internet Operations Product Service Manager Factory Store 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)
Vice PresidentDirector
YOUR POTENTIAL CAREER PATHYOUR POTENTIAL CAREER PATH
www.bdk.com/sales
CAREER DEVELOPMENTCAREER DEVELOPMENTSelf DevelopmentSelf Development
Management Management WorkwithsWorkwiths
Appraisal Appraisal Development Development
PlanningPlanning
Significant Significant ResponsibilityResponsibility
Black & Decker Black & Decker AssociateAssociate
Formal Training at B& D Formal Training at B& D UniversityUniversity
www.bdk.com/sales
BENEFITS PACKAGEBENEFITS PACKAGE Competitive SalaryCompetitive Salary
Sales Incentive ProgramSales Incentive Program
Performance Merit Performance Merit ProgramProgram
Company Vehicle - SalesCompany Vehicle - Sales
Medical & Dental PlanMedical & Dental Plan
401K Plan401K Plan
Life InsuranceLife Insurance
Disability InsuranceDisability Insurance
Pension PlansPension Plans
Vision & Prescription PlansVision & Prescription Plans
Educational AssistanceEducational Assistance
Childcare & Eldercare Childcare & Eldercare Referral NetworkReferral Network
Dependent Care Dependent Care Reimbursement AccountReimbursement Account
Adoption AssistanceAdoption Assistance
www.bdk.com/sales
WHAT COUNTS AT B&DWHAT COUNTS AT B&D
LeadershipLeadership
Achieving Achieving GoalsGoals
Problem Problem SolvingSolving
Communication Communication SkillsSkills
Assertiveness Assertiveness & Enthusiasm& Enthusiasm
Responsibility Responsibility & Maturity& Maturity
Interpersonal Interpersonal SkillsSkills
Organizational Organizational AbilityAbility
Decision Decision MakingMaking
www.bdk.com/sales
CULTURECULTURE
www.bdk.com/sales
People
IntegrityA
ttitu
deLeadership
Teamw
orkRes
ults
Success
www.bdk.com/sales
Market LeadershipMarket Leadership
Significant ResponsibilitySignificant Responsibility
Career Development/OpportunityCareer Development/Opportunity
Excellent Compensation PackageExcellent Compensation Package
Strong CultureStrong Culture YOU’LL MAKE A DIFFERENCE IMMEDIATELYYOU’LL MAKE A DIFFERENCE IMMEDIATELY
WHY BLACK & DECKER?WHY BLACK & DECKER?
www.bdk.com/sales
Thank You
Thank You
To learn more about Black & Decker career opportunities go to:
