Black and Decker
Option 3:
Get rid of B&D name and go with the DeWalt name
Change color to yellow – gives your products a dis??tinguishing characteristic from the rest
of the market including B&Ds consumer products. Currently there is not enough segment
di#erenaon from the consumer market and the professional market. The B&D name is
considered to be a so& product to closely associated with household items. This makes it
hard to take a major market share in a male dominated “alpha male” industry. There was
instances were a tradesman stated that …” On the job, people no*ticed what you’re working
with….if I came out here with one of those Black & Decker gray things, I’d be laughed at.”
This is a key indicator of the feeling that the professionals have towards B&D. B&D is not
marketing their tes??ting and comparave success to the market leader Makita. B&D should
take their new brand of Dewalt that already has a posive view by the professional
workers and adverse by showing the performance and reliability advantages that the
Dewalt, B&D built, power tools have. However, B&D should not adverse this product
brand as being part of the B&D manufactured family and work on making a clear
disncon between the consumer and professional tools. (Emphasize the serviced and
distributed by B&D).
If the 58% purchase interest held up and translated into market share it would be a
significant improvement to the 9% that B&D currently holds. This purchase interest
should at least translate to the quantave goals of B&D to increase market share from
