Product Development Case Study Series Part 2 A

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Part 2 A of a multi-part product & brand development process for Black & Decker. The over all presentation takes you from the Basis of Interest to the launch and follow up audit.

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Product Development Case Study Series Part 2 A

  1. 1. 1 Product development part 2 a of 7 part Case Study
  2. 2. Luxury brand Case Study2
  3. 3. Notes3
  4. 4. Luxury Brand4 Business Development Case Study Part II A Market overview
  5. 5. Trigger Document5
  6. 6. Trigger Document6
  7. 7. Trigger Document7
  8. 8. Trigger Document8
  9. 9. Review Research9
  10. 10. Review Research10
  11. 11. Review Research11
  12. 12. Review Research12
  13. 13. Economic overview13
  14. 14. Economic overview14
  15. 15. Economic overview15
  16. 16. Economic overview16 ages 35 to 54
  17. 17. Economic overview17 households between 45 & 54
  18. 18. Economic overview18
  19. 19. Economic overview19
  20. 20. Economic overview20
  21. 21. Market Trends21
  22. 22. Market Trends22 26 million 1 million up 47% 1985 $180 billion
  23. 23. Remodel Market23
  24. 24. Remodel Market24
  25. 25. Remodel Market25
  26. 26. Remodel Market26
  27. 27. Remodel Market27 443,000 200,000
  28. 28. Market trends28
  29. 29. Market trends29
  30. 30. High Price point Total market30 2% 2% 6% multipoint 6% switch plates 21% bath accessories 21% 44% 44% cabinet pulls door hardware 21% 21% 2004 Total HPP Market 2006 Total HPP Market $659 Million $749 Million
  31. 31. High Price point Total market31 3% 2% 3% 1% 4% 5% other 7% baldwin 10% emtek 20% rocky moutain 59% 64% period brass 22% omnia 2004 Total HPP Market 2006 Total HPP Market $659 Million $749 Million
  32. 32. Custom home market32 5% tract Total US Housing 2001 market 29% custom new homes 1,529,000 semi-custom custom homes (29%) 443,410 66% semi-custom (5%) 76,450
  33. 33. Industry level market33
  34. 34. Business level market34
  35. 35. Business level market35
  36. 36. Business level market36
  37. 37. Business level market37
  38. 38. Business level market38
  39. 39. Business level market39
  40. 40. Product level market40
  41. 41. Product level market41
  42. 42. Product level market42
  43. 43. Product level market43
  44. 44. Product level market44 +
  45. 45. Product level market45
  46. 46. Product level market46
  47. 47. Custom home designs47 italian tuscany arts & crafts 10% 8% 6% french country 8% mediterranean 13% colonial 12% contemporary english 6% 17% mountain rustic other 23%
  48. 48. French country homes48 Total French country share 8% total homes 57,643 10% 6% hardware market $74,000,000 8% 13% 12% 6% 17% 23%
  49. 49. Italian Tuscany homes49 Total Italian Tuscany share 8% total homes 35,472 hardware market $45,000,000 10% 6% 8% 13% 12% 6% 17% 23%
  50. 50. Craftsman homes50 Total craftsman share 6% total homes 26,604 hardware market $34,000,000 10% 8% 8% 13% 12% 6% 17% 23%
  51. 51. Abbreviated Swot analysis51 companies strengths weaknesses opportunites threats kwikset sales force quality brand building quality distribution speed to market service excellence baldwin schlage marketing limited styles braodway / ives pricing speed to market sales force reputation brand deliveries service improvement slow deliveries baldwin product breadth sales force expanded offering arrogance jado reputation deliveries limited american standard quality new styles intro into mass retail omnia quality deliveries limited contemporary styles contemporary line new styles lack of support period brass designs deliveries improved service poor service finishes customer service deliveries rocky mountain customer service new styles expand upon styles trend changes quality & style distribution limited line emtek speed to market quality improved product grow to fast breadth of offering sales force expand offering performance 7 day deliveries distribution low profitability
  52. 52. Competitive product offering analysis52 period rocky kwikset baldwin omnia jado a.i.w. brass mountain distressed style rustic look only only handlesets handlesets handlesets handlesets handlesets handlesets handlesets levers levers levers levers levers levers levers knobs knobs knobs knobs knobs knobs knobs deadbolt deadbolt deadbolt deadbolt deadbolt deadbolt deadbolt accessories accessories accessories accessories accessories accessories accessories
  53. 53. Competitive Architectural styles53 Italian Tuscany Craftsman French Country Rustic Southwest Door Rocky Mountain Emtek Rocky Mountain LaForge Emtek AIW Bouvet / LaForge Ashley Norton Period Brass Baltica Sun Valley Bronze Southwest Door Mediterranean English Bronze Colonial Contemporary Baldwin Emtek Baldwin Baldwin Rocky Mountain AIW Valli & Valli Southwest Door Baltica Period Brass Baltica LaForge Omnia Omnia Rocky Mountain
  54. 54. Competitive products54 Categories Mountain Baldwin Kwikset Schlage Omnia Period Emtek Rocky Brass Jado OPP   MPP    Up-Market   Premium     Prestige  Electronics  
  55. 55. Competitive products55 Categories Mountain Baldwin Kwikset Schlage Omnia Period Emtek Rocky Brass Jado Positioning Distribution Sales Force Tubular Mortise Electronics
  56. 56. Competitive reaction analysis56
  57. 57. Baldwin hardware57 parent company masco (no longer parent acquired – 1982 total business company) primarily door hardware estates $250 million mortise images $ 38 million entry level (home depot) bath accessories $ 74 million general hardware 25% lighting 10% giftware, door accessories etc. 10% 5%
  58. 58. Baldwin SWOT analysis58 strengths weaknesses opportunities threats brand name lead-times are 10-12 continues to grow into has not expanded into weeks other products, such as the rustic market reputation for quality lighting and giftware not all finishes smaller manufacturers nationwide distribution available in all styles their mortise locksets are taking market are sold to other share many stocking manufacturers and wholesalers difficult to install have become the standard home depot offering complete line of colonial has hurt their image, limited variety of creating less support styles and finishes styles from showrooms merchandising complete this exercise for each competitor (only one example shown)
  59. 59. Luxury Brand59 Business Development Case Study Part II A Market overview

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