Re-branding and Marketing Matters: Example, Black & Decker Case Study: the power tools division is declining. The problem is possibly because a) B&D started making toasters and kettles that diminished the brand, and do not have large margins, or b) low-cost competitors in Japan. One solution is to create a new brand. This is because B&D are one of the most recognized brands in the US but it has a massive 45% of the consumer segment, only 20% of the industrial tools segment, and only 9% of the tradesmen segment.
So as the CEO of Black & Decker, do you: try to improve margins, create a sub-brand or try a DeWalt Line? Other solutions might be to have a Made in America stamp on the powertools playing on patriotism ie. “Going Nativist.” But the Japanese tools remained better and cheaper. Perhaps the solution lies in determining what the customer wanted rather than what the company could offer. A good isn’t the sole value, as you will need marketing, sales, and customer service to sell it.
By way of introduction, I am Mark Schaefer, and I represent Nutritional Products International. We serve both international and domestic manufacturers who are seeking to gain more distribution within the United States. Your brand recently caught my attention, so I am contacting you today to discuss the possibility of expanding your national distribution reach.We provide expertise in all areas of distribution, and our offerings include the following: Turnkey/One-stop solution, Active accounts with major U.S. distributors and retailers, Our executive team held executive positions with Walmart and Amazon, Our proven sales force has public relations, branding, and marketing all under one roof, We focus on both new and existing product lines, Warehousing and logistics. Our company has a proven history of initiating accounts and placing orders with major distribution outlets. Our history allows us to have intimate and unique relationships with key buyers across the United States, thus giving your brand a fast track to market in a professional manner. Please contact me directly so that we can discuss your brand further. Kind Regards, Mark Schaefer, marks@nutricompany.com, VP of Business Development, Nutritional Products International, 101 Plaza Real S, Ste #224, Boca Raton, FL 33432, Office: 561-544-0719