![Page 1: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/1.jpg)
www.bdk.com/sales
![Page 2: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/2.jpg)
www.bdk.com/sales
About Black & Decker How Black & Decker markets its top brands
Target Market
Product
Price
Placement
Promotion Sales and Marketing Career opportunities Success factors for Sales and Marketing Company Culture and your career
AGENDAAGENDA
![Page 3: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/3.jpg)
www.bdk.com/sales
...is a global marketer and manufacturer of quality products used in and
around the home and for commercial applications.”
...is a global marketer and manufacturer of quality products used in and
around the home and for commercial applications.”
![Page 4: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/4.jpg)
www.bdk.com/sales
Global Sales$4.3 Billion
Global Sales$4.3 Billion
Over 35% of Sales OverseasOver 35% of Sales Overseas
![Page 5: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/5.jpg)
www.bdk.com/sales
MARKET SHARE POSITIONMARKET SHARE POSITION
#1 CONSUMER#1 CONSUMER
#1 D#1 DEEWALTWALT
#1 ACCESSORIES#1 ACCESSORIES
#1 OUTDOOR#1 OUTDOOR#1 KWIKSET#1 KWIKSET
#3 PRICE PFISTER#3 PRICE PFISTER
NORTH NORTH AMERICANAMERICAN
OPERATIONSOPERATIONS
![Page 6: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/6.jpg)
www.bdk.com/sales
![Page 7: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/7.jpg)
www.bdk.com/sales
POWER TOOL MISSION:POWER TOOL MISSION:
#1 Market Share#1 Market Share #1 Preferred Brand Among Target Market#1 Preferred Brand Among Target Market #1 Customer Satisfaction#1 Customer Satisfaction
POWER TOOL OBJECTIVES:POWER TOOL OBJECTIVES:
Leadership in Professional and Consumer Leadership in Professional and Consumer Power Tool & Accessory MarketsPower Tool & Accessory Markets
![Page 8: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/8.jpg)
www.bdk.com/sales
U.S. POWER TOOLS SALESU.S. POWER TOOLS SALES
$530M$530M
$600M$600M$720M$720M
$850M$850M
$1.216M$1.216M
$1.343M$1.343M$1.867M$1.867M
16 % 16 % C.A.G.RC.A.G.R
..
$1.943M$1.943M
1993 1994 1995 1996 1997 1998 1999 20001993 1994 1995 1996 1997 1998 1999 2000 20012001
$1.894M$1.894M
![Page 9: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/9.jpg)
www.bdk.com/sales
Target end userTarget end user Product Product PricingPricing PlacementPlacement PromotionPromotion
MARKET STRATEGIES DIFFER DEPENDING ON:
MARKET STRATEGIES DIFFER DEPENDING ON:
![Page 10: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/10.jpg)
www.bdk.com/sales
![Page 11: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/11.jpg)
www.bdk.com/sales
THE MOST POWERFUL BRAND
NAME IN THE HARDWARE
INDUSTRY
THE MOST POWERFUL BRAND
NAME IN THE HARDWARE
INDUSTRY
![Page 12: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/12.jpg)
www.bdk.com/sales
TARGET END USERTARGET END USER
HomeownerHomeowner DIY focusedDIY focused
![Page 13: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/13.jpg)
www.bdk.com/sales
PRODUCTPRODUCT Innovative Innovative Ease of use Ease of use GiftabilityGiftability
![Page 14: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/14.jpg)
www.bdk.com/sales
PRICEPRICE$29.00$29.00 $39.00$39.00
$49.00$49.00 $59.00$59.00
$79.00$79.00 $89.00$89.00
![Page 15: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/15.jpg)
www.bdk.com/sales
PLACEMENTPLACEMENT
![Page 16: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/16.jpg)
www.bdk.com/sales
PROMOTIONPROMOTION National T.V. AdvertisingNational T.V. Advertising
Innovative featuresInnovative features ConvenienceConvenience GiftabilityGiftability
Field Marketing StrategyField Marketing Strategy TrainingTraining MerchandisingMerchandising EventsEvents
![Page 17: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/17.jpg)
www.bdk.com/sales
PROMOTIONPROMOTION
NATIONAL T.V. ADVERTISINGNATIONAL T.V. ADVERTISING
![Page 18: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/18.jpg)
www.bdk.com/sales
![Page 19: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/19.jpg)
www.bdk.com/sales
![Page 20: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/20.jpg)
www.bdk.com/sales““AN AMERICAN SUCCESS STORY”AN AMERICAN SUCCESS STORY”
![Page 21: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/21.jpg)
www.bdk.com/sales
#5 Brand in Professional#5 Brand in Professional ToolsTools $38 Million Sales - $38 Million Sales - Professional Power ToolsProfessional Power Tools Sold in Consumer ChannelsSold in Consumer Channels Low Brand Recognition &Low Brand Recognition & Acceptance with ProfessionalAcceptance with Professional ContractorsContractors
1991 U.S. POWER TOOL SITUATION1991 U.S. POWER TOOL SITUATION
![Page 22: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/22.jpg)
www.bdk.com/sales
Product QualityProduct Quality
Product ColorProduct Color
Brand NameBrand Name
ServiceService
Field MarketingField Marketing
DEWALT STRATEGYDEWALT STRATEGY
![Page 23: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/23.jpg)
www.bdk.com/sales
TARGET END USERTARGET END USER
Professional user Professional user
focusedfocused
![Page 24: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/24.jpg)
www.bdk.com/sales
PRODUCT Leadership / Innovative New Leadership / Innovative New
ProductProduct Premium QualityPremium Quality
![Page 25: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/25.jpg)
www.bdk.com/sales
PRICE
$189.00$189.00
$129.00$129.00
$229.00$229.00
$699.00$699.00
$499.00$499.00$299.00
$299.00
$399.00$399.00
$599.00$599.00
![Page 26: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/26.jpg)
www.bdk.com/sales
PLACEMENT
![Page 27: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/27.jpg)
www.bdk.com/sales
PROMOTION
FIELD MARKETING
Where they WorkWhere they Work
Where they BuyWhere they Buy
Where they PlayWhere they Play
Where they LearnWhere they Learn
![Page 28: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/28.jpg)
www.bdk.com/salesWHERE THEY WORKWHERE THEY WORK
FIELD MARKETINGPROMOTION
![Page 29: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/29.jpg)
www.bdk.com/salesWHERE THEY BUYWHERE THEY BUY
FIELD MARKETINGPROMOTION
![Page 30: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/30.jpg)
www.bdk.com/sales
FIELD MARKETING
WHERE THEY PLAYWHERE THEY PLAY
PROMOTION
![Page 31: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/31.jpg)
www.bdk.com/sales
FIELD MARKETING
WHERE THEY LEARNWHERE THEY LEARN
PROMOTION
![Page 32: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/32.jpg)
www.bdk.com/sales
DDEEWALT FIELD MARKETING TEAMWALT FIELD MARKETING TEAM
PROMOTION
![Page 33: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/33.jpg)
www.bdk.com/sales
Target end userTarget end user Product Product PricingPricing PlacementPlacement PromotionPromotion
MARKET STRATEGIES DIFFER DEPENDING ON:
MARKET STRATEGIES DIFFER DEPENDING ON:
![Page 34: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/34.jpg)
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 ManagerNational Accounts
Field Marketing RepresentativeDEWALT
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 PresidentDirector
YOUR POTENTIAL CAREER PATHYOUR POTENTIAL CAREER PATH
![Page 35: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/35.jpg)
www.bdk.com/sales
CAREER DEVELOPMENTCAREER DEVELOPMENTSelf DevelopmentSelf Development
Management Management WorkwithsWorkwiths
Appraisal Appraisal Development Development
PlanningPlanning
Significant Significant ResponsibilityResponsibility
Black & Decker Black & Decker AssociateAssociate
Formal Training at B& D Formal Training at B& D UniversityUniversity
![Page 36: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/36.jpg)
www.bdk.com/sales
BENEFITS PACKAGEBENEFITS PACKAGE Competitive SalaryCompetitive Salary
Sales Incentive ProgramSales Incentive Program
Performance Merit Performance Merit ProgramProgram
Company Vehicle - SalesCompany Vehicle - Sales
Medical & Dental PlanMedical & Dental Plan
401K Plan401K Plan
Life InsuranceLife Insurance
Disability InsuranceDisability Insurance
Pension PlansPension Plans
Vision & Prescription PlansVision & Prescription Plans
Educational AssistanceEducational Assistance
Childcare & Eldercare Childcare & Eldercare Referral NetworkReferral Network
Dependent Care Dependent Care Reimbursement AccountReimbursement Account
Adoption AssistanceAdoption Assistance
![Page 37: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/37.jpg)
www.bdk.com/sales
WHAT COUNTS AT B&DWHAT COUNTS AT B&D
LeadershipLeadership
Achieving Achieving GoalsGoals
Problem Problem SolvingSolving
Communication Communication SkillsSkills
Assertiveness Assertiveness & Enthusiasm& Enthusiasm
Responsibility Responsibility & Maturity& Maturity
Interpersonal Interpersonal SkillsSkills
Organizational Organizational AbilityAbility
Decision Decision MakingMaking
![Page 38: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/38.jpg)
www.bdk.com/sales
CULTURECULTURE
![Page 39: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/39.jpg)
www.bdk.com/sales
People
IntegrityA
ttitu
deLeadership
Teamw
orkRes
ults
Success
![Page 40: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/40.jpg)
www.bdk.com/sales
Market LeadershipMarket Leadership
Significant ResponsibilitySignificant Responsibility
Career Development/OpportunityCareer Development/Opportunity
Excellent Compensation PackageExcellent Compensation Package
Strong CultureStrong Culture YOU’LL MAKE A DIFFERENCE IMMEDIATELYYOU’LL MAKE A DIFFERENCE IMMEDIATELY
WHY BLACK & DECKER?WHY BLACK & DECKER?
![Page 41: Www.bdk.com/sales. n nAbout Black & Decker n nHow Black & Decker markets its top brands Target Market Product Price Placement Promotion n nSales and Marketing](https://reader030.vdocuments.us/reader030/viewer/2022032705/56649d925503460f94a78c3b/html5/thumbnails/41.jpg)
www.bdk.com/sales
Thank You
Thank You
To learn more about Black & Decker career opportunities go to: