www.bdk.com/sales
AGENDA
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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
www.bdk.com/sales
...is a global marketer and
manufacturer of quality
products used in and
around the home and for
commercial applications.”
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Global Sales
$4.3 Billion
Over 35% of Sales Overseas
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MARKET SHARE POSITION
#1 DEWALT
#1 CONSUMER
#3 PRICE PFISTER
#1 KWIKSET
NORTH
AMERICAN
OPERATIONS
#1 ACCESSORIES
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#1 OUTDOOR
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POWER TOOL MISSION:
Leadership in Professional and Consumer
Power Tool & Accessory Markets
POWER TOOL OBJECTIVES:
 #1 Market Share
 #1 Preferred Brand Among Target Market
 #1 Customer Satisfaction
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U.S. POWER TOOLS SALES
$1.943M
$1.894M
$1.867M
$1.343M
$1.216M
$850M
$720M
$600M
16 %
C.A.G.R.
$530M
1993
1994
1995
1996
1997
1998
1999
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2000
2001
MARKET STRATEGIES DIFFER
DEPENDING ON:
 Target end user
 Product
 Pricing
 Placement
 Promotion
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THE MOST POWERFUL BRAND
NAME IN THE HARDWARE
INDUSTRY
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TARGET END USER
 Homeowner
 DIY focused
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PRODUCT
 Innovative
 Ease of use
 Giftability
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PRICE
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PLACEMENT
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PROMOTION
National T.V. Advertising
 Innovative features
 Convenience
 Giftability
Field Marketing Strategy
 Training
 Merchandising
 Events
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PROMOTION
NATIONAL T.V. ADVERTISING
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“AN AMERICAN
SUCCESS STORY”
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1991 U.S. POWER TOOL SITUATION
 #5 Brand in Professional
Tools
 $38 Million Sales Professional Power Tools
Sold in Consumer Channels
 Low Brand Recognition &
Acceptance with Professional
Contractors
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DEWALT STRATEGY
 Product Quality
 Product Color
 Brand Name
 Service
 Field Marketing
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TARGET END USER
Professional user
focused
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PRODUCT
Leadership / Innovative New
Product
Premium Quality
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PRICE
$189.00
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PLACEMENT
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PROMOTION
FIELD MARKETING
 Where they Work
 Where they Buy
 Where they Play
 Where they Learn
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PROMOTION
FIELD MARKETING
WHERE THEY WORK
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PROMOTION
FIELD MARKETING
WHERE THEY BUY
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PROMOTION
FIELD MARKETING
WHERE THEY PLAY
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PROMOTION
FIELD MARKETING
WHERE THEY LEARN
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PROMOTION
DEWALT FIELD MARKETING TEAM
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MARKET STRATEGIES DIFFER
DEPENDING ON:
 Target end user
 Product
 Pricing
 Placement
 Promotion
www.bdk.com/sales
YOUR POTENTIAL CAREER PATH
Vice President
Director
Senior Sales/Management
 Divisional Sales Manager (HD)
 Area sales Manager
 National Account Manager
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)
Marketing
 Group Product Manager
 Product Manager
 Senior Channel Manager
 Channel Manager
Marketing
 Regional Manager
 Assistant Product Manager
 Assistant Channel Manager
 Brand Manager
 Field Marketing/Product Manager
 Event Marketing Coordinator
 Field Marketing Coordinator
Territory Manager
National Accounts
Field Marketing Representative
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DEWALT
Other
 Recruiting Manger
 BDU Trainer
 E-Commerce/Internet
 Operations
 Product Service Manager
 Factory Store Manager
CAREER DEVELOPMENT
Formal Training at
B& D University
Self Development
Black & Decker
Associate
Significant
Responsibility
Management
Workwiths
Appraisal
Development
Planning
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BENEFITS PACKAGE
 Competitive Salary
 Pension Plans
 Sales Incentive Program
 Vision & Prescription Plans
 Performance Merit
Program
 Educational Assistance
 Company Vehicle - Sales
 Medical & Dental Plan
 401K Plan
 Life Insurance
 Childcare & Eldercare
Referral Network
 Dependent Care
Reimbursement Account
 Adoption Assistance
 Disability Insurance
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WHAT COUNTS AT B&D
Leadership
Achieving
Goals
Assertiveness Communication
Skills
& Enthusiasm
Responsibility
& Maturity
Interpersonal
Skills
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Decision
Making
Problem
Solving
Organizational
Ability
CULTURE
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Success
People
Integrity
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WHY BLACK & DECKER?
 Market Leadership
 Significant Responsibility
 Career Development/Opportunity
 Excellent Compensation Package
 Strong Culture
 YOU’LL MAKE A DIFFERENCE IMMEDIATELY
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Thank You
To learn more about Black & Decker career opportunities go to:
www.bdk.com/sales