Plans Book Draft
Situation Analysis
The Craftsman brand has long been a staple in many American garages. Craftsman dates
back to 1927, when Sears launched the exclusive brand of tools that focused on superior
performance and durability. The brand steadily grew until the first chrome-plated
wrenches and sockets were introduced in 1932. The stylish hand tools were a
monumental success, and interest in the brand exploded. Only two years later, Craftsman
introduced its first lawn mower, and interest in Craftsman power tools only continued to
grow. By the 1950s, the brand was well-established with a reputation for innovation and
performance.
Craftsman Lawn and Garden (L&G) products enjoy a world-class reputation for quality,
value and performance. Many power tools and stick tools rate No. 1 and No. 2 against
other brands in specific product categories, including the No. 1 ranked push lawn mower,
and No. 1-ranked pressure washer. Craftsman L&G products have historically only been
sold at Sears and Sears online, but they are now available at K-mart stores, and will be
available at select ACE hardware stores in 2012. Craftsman offers a wide selection of
L&G products at multiple price points.
A new generation of do-it-yourselfers has entered the L&G market. With stores such as
Home Depot, Menards, Lowes, and even Walmart, competition for their business is
fierce. While young people may still recognize the Craftsman name and associate it with
high quality products, they lack the same awareness about Craftsman L&G products that
their parents and older generations maintain. Craftsman L&G has not directed
advertising resources to this new audience, but that needs to change as these 18- to -34year-olds become more of a presence in the marketplace. Demand for an authority in
L&G products that raises confidence in their purchasing selection, and the way in which
they approach L&G products, has never been greater.
Challenge
In the Fall semester of 2011, the UNL senior advertising capstone course, Advertising
and Public Relations Campaigns, was challenged to develop three videos for Craftsman
L&G tools. On September 16, 2011, the class met with Kris Malkoski, general managerCraftsman tools, to discuss current strategies and opportunities for Craftsman.
Craftsman wants to wow young DIYers with Craftsman L&G performance and durability
by highlighting these traits in entertaining, modern ways. The current strategy centers
around four main characteristics of their L&G line including innovation, durability, value
and consistency.
Potential DIYers can gain awareness of Craftsman through Facebook, Twitter, YouTube,
smartpohne applications and print ads. These contact points push the idea to DIYers that
Craftsman L&G’s emphasis on durable and quality tools will help them conquer any task
in their yard. Craftsman’s primary method of application is producing videos that will be
launched in February 2012 on YouTube and Facebook, in hopes that videos will be
shared to the point of “going viral.”
Competitive Analysis
Craftsman offers a few L&G product categories, but predominantly separates them into
three disctinct units: lawn mowers, lawn and garden care; and yard power and
equipment. Within the tools categories lie competitors such as DeWalt, Makita, Stanley
Tools, Bosch, Briggs and Stratton; Security, Kobalt, Ryobi and Irwin. In the L&G
category, competitors include John Deere, Black and Decker, Stihl, Snapper, Toro and
Honda.
Because we are creating videos, social media websites including Facebook, Twitter and
YouTube are essential outlets that will help spread the video. According to Facebook,
there are more than 750 million active users, and they spend over 700 billion minutes
per month on Facebook. Twitter has over 200 million active users. According to
YouTube, “nearly 17 million people have connected their YouTube account to at least
one social service” and “100 million people take a social action on YouTube (likes,
shares, comments, etc) every week.” Because of these substantial numbers regarding
social media, we reviewed the number of Facebook and Twitter fans, as well as
YouTube subscribers, for each of Craftsman’s competing brands for both L&G and
power tools. The results are seen in the graphs below.
Facebook Fans
Twitter Followers
The following competitors were analyzed in our research:
• John Deere
• Offers a wide choice of models based on desirable features that combine
comfort, convenience and performance
• Rely on their core values: integrity, quality, commitment and innovation.
• Black and Decker
• Focuses on product sustainability.
• Seeks to help the consumer mow, trim, blow and snip faster and easier
with their electric and cordless lawn equipment.
• Stihl
• Family-owned.
• Products are innovative, well-engineered, constructed using best
available materials. Position their products as those that make their
customers’ work easier and more efficient.
• Toro
• Helps customers care for golf courses, sports fields, public green spaces,
commercial and residential properties, and agricultural fields.
• Committed to protecting the world’s critical resources and delivering
commercially viable solutions that yield environmental, performance and
productivity innovation to their customers.
• Honda
• Engines are recognized as the leader in reliability, noise control and fuelefficiency.
• Mowers are easy starting, durable, committed to the environment and
ample powered. They include twin blades, easy on-off grass bags, ballbearing supported wheels and ergonomic handles.
Secondary Research
Research Objectives
-To learn what motivates people when purchasing L&G products.
-To identify the process that people go through when purchasing L&G products.
-To discover the level of awareness people have of Craftsmen L&G.
-To better understand the perception that people have of Craftsman L&G.
-To develop a consumer profile of current and potential Craftsman L&G owners.
Methodology
We conducted research online using the information database MRI+, and by visiting
websites such as Sears.com, craftsman.com and various blogs and online product
research guides.
Company Analysis
Sears Holding Corporation
Craftsman products are sold at Sears Holding Corporation retail stores and certain nonSears Holding Corporation retail stores. Sears Holding Corporation stores include
Sears (900 stores nationwide), Kmart (1,300 stores nationwide) and more than 1,000
other hometown stores. Also, Sears Holding Corporation sells Craftsman online. NonSears Holding Corporation retail stores where Craftsman is sold include ACE
Hardware and Orchelin Farm Supply.
Sears Holding Corporation leads the retail industry in home appliances, tools, L&G,
consumer electronics and automotive repair and maintenance. They include an array of
different stores and brands, including Sears, Kmart, The Great Indoors, Lands’ End,
Kenmore, Craftsman and more.
Sears
Sears retail stores are most often located as anchor stores in retail shopping malls.
Some free-standing stores exist, especially in more rural areas. Sears also offers the full
Craftsman line on their website. They often feature free shipping promotions on certain
higher-dollar oders, and financing options through their Sears MasterCard. Military
members receive 10 percent off all tools. Sears.com also offers a service for the
consumer to buy the product online, but pick it up in-store with no shipping charge.
Sears also offers a gift registry for couples getting married. A registry packet includes a
catalog with suggested items, including Craftsman L&G items. Brand Analysis
Spanning over 80 categories and 6,000 SKUs, Craftsman offers a wide range of
product choices for their consumer. In 1927, the rights to the Craftsman name was
purchased by Sears for $500 from the Marion-Craftsman Tool Company. By 1930,
only three years after the initial rights purchase, the Craftsman tool line was
transformed. Upgrading its product offerings from the simple, outdated farm tools sold
by Marion- Craftsman, a new more durable line was created that appealed to the newly
popular automotive market. Creating a chrome-plated product for the consumer was
initially questioned by the industry. By 1932, the integration of a more durable stick
tool using chrome-plating increased sales 600 percent from the following year.
While offering tools for every task a DIY-er may encounter, Craftsman entered the
L&G market in 1953 with the introduction of it’s first riding lawn mower and selfpropelled snow thrower. Just two years after introducing lawnmowers to its product
offerings, Craftsman sold its 500,000th lawn mover. Craftsman L&G sales continued
to grow throughout the years, reaching an industry milestone in 1994 by selling more
than one million lawnmowers in a single season.
Today, Craftsman is a $2.2 billion brand, grossing $1.1 billion from L&G tool sales.
Much like the addition of chrome-plating and mechanical tools that sparked
consumer’s interests early in Craftsman history, recent innovations in Craftsman
mowers continue to rival competitor models while boasting still providing pricing.
Craftsman was voted the No. 1 tool brand in America in 2008, but lost that recognition
to Stihl in 2009 and 2010. Craftsman is the market leader in tools and L&G. Craftsman
is preferred 2 to 1 over the next tool brand. Among many of their awards are the
Favorite Lawn Mower brand (2010) and Recommended Lawn Tractor (2010).
-Craftsman provides in-store experiences such as product demonstrations for DIY
projects. They have a specific broadcast for DIYers that streams live on both FB and
Blog Talk Radio giving tips and projects for those listening.
-Craftsman consumers consider the brand as trustworthy, worth paying more for, high
quality, high performance and reliable.
-Revenue by product type: mowers ($350 million annually), trimmers, blowers and
edgers ($100 million annually), pressure washers and miscellaneous stick tools ($60
million)
Product Analysis
Craftsman’s L&G products are known for their 3-in-1 garden tools, turn-tight
technology, 19.2V batteries, quality and value. They are perceived as No. 1 in
durability and quality.
Push Lawn Mowers
- 20 percent easier start compared to competitors.
- 3-in-1 blade for better mulching, bagging and discharging.
- Clear bag to see how full the bag is.
- Have the highest market share of any Craftsman L&G item (20 percent)
Lawn tractors
- 8-foot-wide turning radius for maneuverability (tightest in the industry).
- Larger cutting deck.
- Speed runs at 7.5 mph compared to competitors’ 5.5 mph.
String Trimmers
- Available with two and four-cycle engines.
- Split-shaft design for attachments.
- Recognized as a top brand.
Consumer Analysis
- Roughly 1 in 5 men in our target audience has a garden or participates in outdoor
gardening.
- More men ages 18-34 purchase L&G in the fall than the spring.
- On average, people of any age spend less than $500 a year on L&G tools.
- Only 6.2 percent of men in our target use a service for L&G maintenance.
- 34.1 percent of the target audience uses the Internet heavily. Here is a breakdown of
top sites they visit:
No. 1: Weather.com -- 6.7%
No. 2: YouTube -- 9.9%
No. 3: Facebook -- 28.6%
- Data shows only a small percentage of men in the target audience own essential L&G
tools such as a lawn mower, leaf blower, trimmer and chain saw.
21.9 percent push lawnmower
11.4 percent chainsaw
8.4 percent trimmer/edger
8.2 percent riding lawnmower
6.6 percent outdoor blower
2.1 percent chipper/shredder
2.3 percent lawn or garden tractor
- Less than half of our target audience owns any tool at all.
45.5 percent any tool in general
Primary Research
Methodology
We conducted 13 in-depth interviews of members of the target audience face-to-face,
over the phone and via email. We also posted a survey online using Survey Monkey.
We had 77 respondents, 66 of which were part of the target audience. Also:
- 90 percent of the respondents lived in the Midwest.
- 66 percent of the respondents were ages 18- to -24, and 34 percent were 25- to -34.
- 82 percent of the respondents were single.
- Nearly 47 percent of respondents reported a household income of less than $20,000
annually.
- Respondents by property they live in: own a single-family home (14 or 22.5%);
rent a single-family home (18 or 29%); rent apartment (11 or 17 percent); dorm (6 or
9.7%); live with parents (10 or 16%) fraternity (4 or 6%).
- Years at present address: less than one year (19 or 30%); 1-4 years (28 or 45%); 5
years or more (15 or 24%).
Survey Key Findings
- Nearly all of the members of the target audience have used L&G tools at some point
in their lives.
- Respondents were mostly interested in sports (playing and watching), video games,
outdoor activities and music.
- 53 percent of the target audience uses L&G tools occasionally. 21 percent never use
them, and 25 percent use them frequently.
- 48 percent of respondents reported they were not likely to buy a L&G tool used. 34
percent said they were likely. Of those who reported they would buy a used l&G tool,
there was no real difference between type of tools they would consider buying used.
- 35 percent of respondents said they would rather own all their L&G tools as opposed
to renting or borrowing them. The pressure washer (30%), tiller (25%) and chain saw
(25%) were the L&G tools respondents were most likely to rent or borrow.
- 58 percent of respondents who were asked to name a L&G brand named Craftsman in
their response. 51 percent named John Deere in their response. Other brands reported
varied significantly. 34 respondents left this question blank.
- 42 percent of respondents said style of product was the least important feature.
- When asked where Craftsman could be purchased, 63 percent of respondents knew
they could buy Craftsman at Sears, but most of them also named other stores where
Craftsman is not available.
- Respondents were most likely to research L&G products using recommendations
from friends and family.
Interview Key Findings
- Most members of target audience do not like L&G work.
- Members of the target audience have heard of Craftsman, but don’t have much
personal experience with the brand.
- Craftsman is perceived by the target audience as durable, reliable and a good value.
- The lifetime warranty that Craftsman has for some of its products is a big selling
point.
- Growing up, interviewees mostly reported their father owned Craftsman tools, but not
specifically L&G items.
- While the quality of a tool is important to the target audience, financial issues can
prevent them from buying high-quality tools.
- Most members of the target audience would prefer to take care of their own L&G
rather than hire a contractor to do it for them.
- Features target audience looks for when purchasing a tool: Durability and
Affordability.
- Interviewees considered the Craftsman brand as a brand for their parents and older
generations. They believe shoppers at Sears are not young people.
- Convenience of a store that offers L&G products is a big factor in their purchasing
decision.
- Interviewees as a whole were not brand loyal to any L&G brand, and were not
extremely familiar with any one brand.
- Interviewees would register for L&G items if they were getting married and using the
Sears registry. They were most interested in the concept of a “guys gift registry.”
- Interviewees were mostly not knowledgeable about how to complete landscaping and
other L&G projects. They would try to hire the work done if they could afford it.
Key Quotes
“Lawn work is important to an extent. When you have ownership in something, it just
means more to you—it’s your own. But, if you don’t have any real responsibility or
ties to it, it just seems like a chore—no real sense of anything. (Steve 25)”
“It shows you care about your property and will hopefully reflect on your neighbors so
they take care of their lawns as well and the place doesn’t looks like a dump. (Andy,
25)”.
“Craftsman tools are easy to use, cheap and distinctive.” (Jake 21)
“Let me start with this. I love Craftsman hand tools. They kick ass! They feel solid,
stout, able to tackle any copious amounts of torque I can muster. I feel like I'm getting
my money's worth. Plus the warranty is great. No hoops to jump through, no receipts
to keep.” ( Chris, 28)
“Craftsman's L & G products are a bit overpriced. If they would come down in price a
bit, and do a color makeover, I'd probably put them near the top of my list, just because
I like their hand tools so much” (Chris 28)
SWOT Analysis
Strengths
-Market leader in both tools and lawn & garden equipment
-Top of mind awareness
-Strong brand loyalty among consumers
-Preferred nearly 2 to 1 over next brand
-Available throughout the U.S. and internationally (sold in 40 countries)
-Best selling tool brand in the U.S
-Large social media presence
-Craftsman offers a comprehensive collection of L&G tools at multiple price points
Weaknesses
-L&G tools are not widely used by men 18-34.
-Craftsman L&G is sold only at Sears, and only 10% of Americans go to a mall to buy
L&G tools.
-From our survey 21.3% of men 18-34 never use L&G tools and 52.5% only occasionally
use L&G tools, which means there is not a high demand for L&G tools in this
demographic.
Opportunities
-Men 18-34 have not developed brand loyalty to any brand, therefore if Craftsman
reaches this audience with a relevant message, these consumers may become brand loyal
to Craftsman.
-By selling Craftsman at ACE hardware, Tractor Supply, and Blain’s Farm and Fleet, and
by selling online they have an opportunity to grow sales and reach people who don’t shop
at Sears.
-From our survey we found that 49% of men 18-34 are not likely not buy used tools on
Craigslist or from a garage sale and 9.8% would never consider it, this means these
people are willing to buy new tools which means possible new customers for Craftsman.
Threats
-Men 18-34 have not developed a brand loyalty so they may purchase tools from a
variety of brands or may become brand loyal to a competitive brand.
-Several competitors offer similar tools at lower prices. These stores are often closer and
more convenient for the target demographic to shop at.
-Stores such as Home Depot, Walmart, or True Value sell L&G tools but do not offer the
Craftsman brand.
-Brand expansion to other retail stores may be difficult because the store must agree to
sell the entire collection. They can’t pick and choose which tools they want to sell, which
may deter stores from selling Craftsman.
-Only a small percentage of ACE Hardware store sell the Craftsman L&G collection.
Target Audience
Primary audience
Demographics and Geographics
The target audience for Craftsman Tools viral video campaign is men between the ages
of 18-34. The campaign targets all men in this age group who live in the United States.
Psychographics
Do-it-yourselfers
Men who are not yet brand loyal to any L&G tool brand.
New homeowners.
Home improvement enthusiasts.
Men in one of the three need states: “Anticipation of a new project”, “in the middle of
a project”, or “no project, but tool in mind.”
Campaign Objectives
- Increase brand awareness by 12% by August 2012 and continue to increase by an
additional 12% by February 2013.
- Increase YouTube subscribers by 500 people by February 2013. The channel has
been up for five years and it currently has 2,555 subscribers, which equals out to about
500 new subscribers per year.
- Increase total upload views by 50,000 by February 2013.
- Revamp Craftsman’s image to appeal to a younger demographic.
Positioning Statement
Craftsman delivers L&G tools that provide toughness, durability, innovation, and value
for the next generation of L&G consumers.
Brand personality
Loyalist/creator
Traditionally, the archetype for Craftsman could be recognized as the loyalist; you can
count on them. They take charge and are organized. As an industry leader in an array
of products for more than half a century, Craftsman is a brand that won’t let you down.
Craftsman strives for providing value to customers. It is important to maintain the
nostalgia of this traditional view, however, in order to seed a younger, newer
demographic, the archetype may need skewed towards a vision that attracts the desired
audience. With this campaign, Craftsman will not only be seen as the loyalist, but as
the creator and explorer. It is important to portray the brand as one that seeks creativity
and self-expression in order to magnetize the audience that can better relate to this
perception.
Video Plans
Based on our survey and interviews, we found that most people in our target
demographic already have a good idea of what Craftsman is all about. The brand is
perceived as durable, reliable, and a good value. However, interviewees also
considered the Craftsman brand as a brand for their parents and older generations.
They believe shoppers at Sears are not young people. Their perceptions are accurate
regarding the brand’s identity, yet inaccurate when considering whom Craftsman is for.
Because the brand’s loyalist identity is already known, it may be redundant to reiterate
the core attributes of the brand to the new audience. It is important to display
Craftsman’s durability and innovation, however more importance should fall in
displaying that Craftsman isn’t just for your dad and his dad, but for younger
generations too.
Interviewees as a whole were not brand loyal to any lawn and garden brand, and were
not extremely familiar with any one brand in particular. An opportunity lies within this
fact. Because members of our target audience are not brand loyal yet, it is important to
familiarize them with a specific brand now in order to seed them into purchasing the
same brand in the future. To do so, it is essential to show the brand in a way that the
audience can relate to, in turn pulling them closer to loyalty towards that brand.
We plan on exhibiting Craftsman in a way that will attract the younger demographic
that we are targeting, while maintaining the traditional perceptions of the brand’s
durability and value. This approach led us to the helped jumpstart the “It’s Natural”
campaign.
It’s Natural
The perception of Craftsman. Nature. Flatulence. What do they have in common? They
are all natural.
The Perception of Craftsman
People know Craftsman’s identity. They are already familiar with the facts that
Craftsman is reliable, durable, and valued. They are in agreement with the character of
Craftsman; the way people think of the brand is natural.
-Nature
Obviously, nature is natural; it’s in the name. Grass grows, trees grow, bushes and
plants and weeds grow. Nature is natural, and it’s everywhere, including lawns and
gardens.
-Flatulence
Fart. Pass gas. Break wind. Cut the cheese. Rip one. There are numerous ways to say it,
and it is something that everyone does, whether they want to admit it or not. It’s
natural; it happens to everyone.
So why flatulence? It is easy to put together an idea that falls within the appeal level of
our target audience. Something can be creative and likeable, and even on the edge of
the box, but the question remains, ‘will it stick?’ In order for something to become
viral, it needs to stick. It needs to be outside of the box, an idea that will have people
buzzing and sending emails from one cubicle to another. A campaign with farting as an
allegory is something that will resonate. People will remember it, and when they do,
they will remember whom the campaign was for. It’s not necessarily a vulgar topic by
any means; it’s PG-13 at best. And the mentions of flatulence are not direct; words and
phrases that coincide with lawn and garden work are the direct ones, and the flatulence
mentions are more tortuous, leaving the audience to fill in the blanks. Humor is
essential when dealing with those in our target audience, and to them this is a kind of
humor that they enjoy. We’ve smelt it, and now we’re dealing it.
Idea 1: Passing Grass
Premise: This will be the initial video, introducing the viewer to the campaign and
Craftsman lawn and garden tools. With the initial allegory of passing grass (or gas), the
viewer will understand the whole basis of the campaign-- and the humor that it entails.
Passing grass comes with the territory of mowing the lawn, its a natural process, and is
associated with grass stains, skid marks, loud noises, and the occasional smells.
The video can go different ways:
1. The commercial starts with viewing a typical American street during a typical
weekend. Let’s say it’s a Saturday afternoon. Focusing on a younger male who is
mowing a yard using a Craftsman mover, attention then moves to a couple walking on
the opposite side of the street, a bit farther down from the male mowing his lawn. The
couple discusses the smell, and announces, “who cut the grass”. After some discussion,
and the inferences of both cutting grass, mowing the lawn, etc., the viewer is then
reverted back to the freshly mowed lawn, the idol Craftsman lawnmower, and the
younger male walking in his front door. A comment from a inside female announces,
“hey, you done? don’t forget to wipe”.
2. The second concept is more narrator focused. The narrator announces the presence
of the male mowing his lawn, and entails the inferences between flatulence and cutting
the grass. It’s still your typical Saturday and your typical neighborhood street, but the
viewer is guided through the concept and campaign theme. The video ends with the
male entering his home after mowing. Opening the door, a female inside announces,
“hey, you done already? don’t forget to wipe”.
Idea 2: Who Cut the Trees?
Premise: This will be a video revolving around Craftsman’s lawn and garden tool: the
chainsaw. Cutting trees comes with all sorts of adjectives: sticky from the sap, dusty
from dry bark being blown everywhere, messy and dangerous from the splinters of
wood, and fun because you’re using a tool that is slicing through fibrous material like
it’s lukewarm butter. Flatulence can be dusty, messy, and sometimes fun.
The video can go a couple of different routes.
Commercial type video with a man using a rickety old chainsaw that simply sucks. His
neighbor is using a Craftsman. They are both cutting the trees in their front yards. The
neighbor advises the man to get a Craftsman, then goes on to explain how he can cut
the trees whenever he wants with ease, etc. Other opportunities for humor and
connections between flatulence metaphors lie within the copy.
Narration over a video of a man using a Craftsman chainsaw. The video is of a man,
John perhaps, cutting trees with his chainsaw, possibly cutting other things as well.
Once again, other opportunities for humor and connections lie within the copy, of
which the narrator will be reading.
Idea 3: Breaking Wind
Premise: This will be a video revolving around Craftsman’s lawn and garden tool: the
blower. Blowers can be used to get leaves out of the yard, clean gutters, sweep the
garage, and more. It’s loud from the motor mixed with the air being blown, sporadic
from everything being tossed around, and windy from, well the wind from the blowing.
Flatulence can be loud, sporadic, and well, windy.
The video can go a couple of different routes.
Commercial type video with a man using an old broken blower that won’t even send a
plastic sack airborne. His neighbor is using a Craftsman, and is sending everything the
man’s way. Opportunities for humor and connections between flatulence metaphors
can come from the term ‘break wind’ as blowers imply wind. These opportunities lie
within the copy.
Narration over a video of a man using a Craftsman blower. The video is of a man, Lou
perhaps, blowing leaves with his blower, possibly other things as well. Once again,
other opportunities for humor and connections lie within the copy, of which the
narrator will be reading.
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