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    Black & Decker Case Solution

    Uploaded by

    Jesus Manuel Sánchez
    The document discusses the marketing program and strategy for DeWalt power tools. It outlines several key elements of the DeWalt marketing program including advertising in industry publications, a dedicated 75-person sales team, an extensive national service network, and a strong focus on customer service and satisfaction guarantees. It also notes the importance given to product packaging and visual appeal. Regarding pricing, it suggests positioning DeWalt as a premium brand at 5-15% higher than previous Black & Decker tools. Finally, it proposes that in response, competitor Makita will need to analyze their own marketing mix, maintain prices to avoid a negative perception, sponsor tradesmen workshops for promotion, and improve relationships with retailers to secure prime shelf space.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Black & Decker Case Solution

    Uploaded by

    Jesus Manuel Sánchez
    367 views9 pages
    The document discusses the marketing program and strategy for DeWalt power tools. It outlines several key elements of the DeWalt marketing program including advertising in industry publications, a dedicated 75-person sales team, an extensive national service network, and a strong focus on customer service and satisfaction guarantees. It also notes the importance given to product packaging and visual appeal. Regarding pricing, it suggests positioning DeWalt as a premium brand at 5-15% higher than previous Black & Decker tools. Finally, it proposes that in response, competitor Makita will need to analyze their own marketing mix, maintain prices to avoid a negative perception, sponsor tradesmen workshops for promotion, and improve relationships with retailers to secure prime shelf space.

    Original Description:

    This is the solution for the Blac & Decker Case

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    The document discusses the marketing program and strategy for DeWalt power tools. It outlines several key elements of the DeWalt marketing program including advertising in industry publications, a dedicated 75-person sales team, an extensive national service network, and a strong focus on customer service and satisfaction guarantees. It also notes the importance given to product packaging and visual appeal. Regarding pricing, it suggests positioning DeWalt as a premium brand at 5-15% higher than previous Black & Decker tools. Finally, it proposes that in response, competitor Makita will need to analyze their own marketing mix, maintain prices to avoid a negative perception, sponsor tradesmen workshops for promotion, and improve relationships with retailers to secure prime shelf space.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    367 views9 pages

    Black & Decker Case Solution

    Uploaded by

    Jesus Manuel Sánchez
    The document discusses the marketing program and strategy for DeWalt power tools. It outlines several key elements of the DeWalt marketing program including advertising in industry publications, a dedicated 75-person sales team, an extensive national service network, and a strong focus on customer service and satisfaction guarantees. It also notes the importance given to product packaging and visual appeal. Regarding pricing, it suggests positioning DeWalt as a premium brand at 5-15% higher than previous Black & Decker tools. Finally, it proposes that in response, competitor Makita will need to analyze their own marketing mix, maintain prices to avoid a negative perception, sponsor tradesmen workshops for promotion, and improve relationships with retailers to secure prime shelf space.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    The Black & Decker

    Corporation: Operation
    Sudden Impact
    Group 3
    Anicama,Gerson
    Aramburu, Carlos
    Kleimann, Daniel
    Snchez, Pamela

    1. What are the major elements in


    the DeWalt marketing program

    Products sold in
    retail channels
    (Home Centers)

    Wolfpack
    programs
    advertising in
    industry magazines
    and catalogs.

    75-person team
    drawn from the
    existing company
    which sell DeWalt
    exclusively

    Use the 117


    authorized B&D
    service centers in
    the U.S

    Backed by a national
    service and quality
    commitment
    unparalleled in the
    power tool industry

    Public relations

    30-day no-risk
    satisfaction
    guarantee

    Free One-Wear
    service contract

    48-hour service
    tool policy

    Superior service
    (state of
    art,computerized
    testing equipment)

    Toll-Free Technical
    Support

    End-User
    Salesforce

    Packaging
    A special attention was put into the package of the new
    tools.
    The easy to open and extremely visual new package was a
    major distinctive tool.
    The impact it created to the customers boosted their sales
    along with its industrial yellow color.

    2. How would you address the


    pricing issue?

    DeWalt is
    oriented to the
    high end the
    market, with a
    product of
    superior quality

    Considering that,
    the Price of
    The Price of
    DeWalt should be
    Makita was 5%
    established
    above the Price of
    between 5% to
    B&D
    15% higuer tan
    the old prices of
    B&D

    As we want to
    Also with the
    compete in the
    The Tradesmen
    support of the
    Professionalsegment will be
    sales channels, the
    Tradesmen
    satisfied with the
    DeWalt products
    segment, they are
    performance of the
    will be seeing as
    willing to pay more
    equipment and
    supeior from
    for a higher quality
    with the Price.
    Makitas
    product

    3. From your perspective, what will


    Makita do?

    Makita will have to analyze their marketing mix to be prepared to the competition
    that DeWalt will represent

    Product

    Price

    They have excellent products according to


    the market so change it wouldnt be a good
    idea. Instead, they should launch new
    consumables to maintain the i clients
    interest.

    They shoulld maintain their prices,


    changing it will send a negative message.

    Promotion

    Place

    Make specialized workshops to the


    tradesment sponsored by Makita

    As they are present in all the channels,


    they will need to secure their exposure on
    the shlelves of the Two steps, Home
    centers and Warehaouse home centers by
    changing their arrogant and dictatorial
    position with the retailers.

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