1. www.bdk.com/sales

2. 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

3. www.bdk.com/sales...is a global marketer and manufacturer of quality products used in and around the home and for commercial applications.”

4. www.bdk.com/sales Global Sales $4.3 Billion Over 35% of Sales Overseas

5. www.bdk.com/sales MARKET SHARE POSITION #1 CONSUMER #1 D E WALT #1 ACCESSORIES #1 OUTDOOR #1 KWIKSET #3 PRICE PFISTER NORTH AMERICAN OPERATIONS

6. www.bdk.com/sales

7. 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

8. www.bdk.com/sales U.S. POWER TOOLS SALES $530M $600M $720M $850M $1.216M $1.343M $1.867M 16 % C.A.G.R. $1.943M 1993 1994 1995 1996 1997 1998 1999 20002001 $1.894M

9. www.bdk.com/sales nTarget end user nProduct nPricing nPlacement nPromotion MARKET STRATEGIES DIFFER DEPENDING ON:

10. www.bdk.com/sales

11. THE MOST POWERFUL BRAND NAME IN THE HARDWARE INDUSTRY

12. www.bdk.com/sales TARGET END USER n Homeowner n DIY focused

13. www.bdk.com/sales PRODUCT n Innovative n Ease of use n Giftability

14. www.bdk.com/sales PRICE $29.00 $39.00 $49.00 $59.00 $79.00 $89.00

15. www.bdk.com/sales PLACEMENT

16. www.bdk.com/sales 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

17. www.bdk.com/sales PROMOTION NATIONAL T.V. ADVERTISING

18. www.bdk.com/sales

20. “ AN AMERICAN SUCCESS STORY”

21. www.bdk.com/sales 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

22. www.bdk.com/sales n Product Quality n Product Color n Brand Name n Service n Field Marketing D E WALT STRATEGY

23. www.bdk.com/sales TARGET END USER Professional user focused Professional user focused

24. www.bdk.com/sales PRODUCT nLeadership / Innovative New Product nPremium Quality

25. www.bdk.com/sales PRICE $189.00 $129.00 $229.00 $699.00 $499.00 $299.00 $399.00 $599.00

26. www.bdk.com/sales PLACEMENT

27. www.bdk.com/sales PROMOTION FIELD MARKETING é Where they Work é Where they Buy é Where they Play é Where they Learn

28. www.bdk.com/sales WHERE THEY WORK FIELD MARKETING PROMOTION

29. www.bdk.com/sales WHERE THEY BUY FIELD MARKETING PROMOTION

30. www.bdk.com/sales FIELD MARKETING WHERE THEY PLAY PROMOTION

31. www.bdk.com/sales FIELD MARKETING WHERE THEY LEARN PROMOTION

32. www.bdk.com/sales D E WALT FIELD MARKETING TEAM PROMOTION

33. www.bdk.com/sales nTarget end user nProduct nPricing nPlacement nPromotion MARKET STRATEGIES DIFFER DEPENDING ON:

34. 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 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

35. www.bdk.com/sales CAREER DEVELOPMENT Self Development Management Workwiths Appraisal Development Planning Significant Responsibility Black & Decker Associate Formal Training at B& D University

36. www.bdk.com/sales 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

37. www.bdk.com/sales WHAT COUNTS AT B&D Leadership Achieving Goals Problem Solving Communication Skills Assertiveness & Enthusiasm Responsibility & Maturity Interpersonal Skills Organizational Ability Decision Making

38. www.bdk.com/sales CULTURE

39. www.bdk.com/sales People Integrity Attitude Leadership Teamwork Results Success

40. www.bdk.com/sales nMarket Leadership nSignificant Responsibility nCareer Development/Opportunity nExcellent Compensation Package nStrong Culture nYOU’LL MAKE A DIFFERENCE IMMEDIATELY WHY BLACK & DECKER?

41. www.bdk.com/sales Thank You To learn more about Black & Decker career opportunities go to: