n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing Career opportunities n nSuccess factors for Sales and Marketing n nCompany Culture and your career AGENDA
a global marketer and manufacturer of quality products used in and around the home and for commercial applications.”
Global Sales $4.3 Billion Over 35% of Sales Overseas
MARKET SHARE POSITION #1 CONSUMER #1 D E WALT #1 ACCESSORIES #1 OUTDOOR #1 KWIKSET #3 PRICE PFISTER NORTH AMERICAN OPERATIONS
POWER TOOL MISSION : n #1 Market Share n #1 Preferred Brand Among Target Market n #1 Customer Satisfaction POWER TOOL OBJECTIVES : Leadership in Professional and Consumer Power Tool & Accessory Markets
U.S. POWER TOOLS SALES $530M $600M $720M $850M $1.216M $1.343M $1.867M 16 % C.A.G.R. $1.943M $1.894M
nTarget end user nProduct nPricing nPlacement nPromotion MARKET STRATEGIES DIFFER DEPENDING ON:
THE MOST POWERFUL BRAND NAME IN THE HARDWARE INDUSTRY
TARGET END USER n Homeowner n DIY focused
PRODUCT n Innovative n Ease of use n Giftability
PRICE $29.00 $39.00 $49.00 $59.00 $79.00 $89.00
PLACEMENT
PROMOTION National T.V. Advertising National T.V. Advertising Ü Innovative features Ü Convenience Ü Giftability Field Marketing Strategy Field Marketing Strategy Ü Training Ü Merchandising Ü Events
PROMOTION NATIONAL T.V. ADVERTISING
“ AN AMERICAN SUCCESS STORY”
n #5 Brand in Professional Tools Tools n $38 Million Sales - Professional Power Tools Professional Power Tools Sold in Consumer Channels Sold in Consumer Channels n Low Brand Recognition & Acceptance with Professional Acceptance with Professional Contractors Contractors 1991 U.S. POWER TOOL SITUATION
n Product Quality n Product Color n Brand Name n Service n Field Marketing D E WALT STRATEGY
TARGET END USER Professional user focused Professional user focused
PRODUCT nLeadership / Innovative New Product nPremium Quality
PRICE $ $ $ $ $ $ $ $599.00
PLACEMENT
PROMOTION FIELD MARKETING é Where they Work é Where they Buy é Where they Play é Where they Learn
WHERE THEY WORK FIELD MARKETING PROMOTION
WHERE THEY BUY FIELD MARKETING PROMOTION
FIELD MARKETING WHERE THEY PLAY PROMOTION
FIELD MARKETING WHERE THEY LEARN PROMOTION
D E WALT FIELD MARKETING TEAM PROMOTION
nTarget end user nProduct nPricing nPlacement nPromotion MARKET STRATEGIES DIFFER DEPENDING ON:
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 Manager National Accounts Field Marketing Representative D E WALT 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 President Director YOUR POTENTIAL CAREER PATH
CAREER DEVELOPMENT Self Development Management Workwiths Appraisal Development Planning Significant Responsibility Black & Decker Associate Formal Training at B& D University
BENEFITS PACKAGE 4 Competitive Salary 4 Sales Incentive Program 4 Performance Merit Program 4 Company Vehicle - Sales 4 Medical & Dental Plan 4 401K Plan 4 Life Insurance 4 Disability Insurance 4Pension Plans 4Vision & Prescription Plans 4Educational Assistance 4Childcare & Eldercare Referral Network 4Dependent Care Reimbursement Account 4 Adoption Assistance
WHAT COUNTS AT B&D Leadership Achieving Goals Problem Solving Communication Skills Assertiveness & Enthusiasm Responsibility & Maturity Interpersonal Skills Organizational Ability Decision Making
CULTURE
People Integrity Attitude Leadership Teamwork Results Success
nMarket Leadership nSignificant Responsibility nCareer Development/Opportunity nExcellent Compensation Package nStrong Culture nYOU’LL MAKE A DIFFERENCE IMMEDIATELY WHY BLACK & DECKER?
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