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I recommend that B&D drop the name from its line of product tools sold at Home Depot, Lowe's and Ace Hardware. While internally this may not be a popular decision, the fact is that only 9% of this market segment believes that the creator of the power tool makes a power tool FOR THEM. B&D should leverage the strength of the DeWalt name with this market segment to create a new line of products that will appeal to Tradesmen.
Black & Decker Marketing Plan
Customer:
-Tradesmen ? Electricians, Plumbers, Carpenters, Framers, Roofers, and General Remodelers working in Residential construction
-9% growth rate in 1990
-Purchase tools at Home Depot, Lowes, and Ace Hardware stores
-$420MM market, B&D has only 9% market share
-Color of product is a differentiator within this market; black/grey are considered consumer product colors
-B&D is perceived as a strong consumer brand within this market
-Purchasing habits ? Owns approximately $3K in power tools with life span of 3 years...
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