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Product Development Case Study Part 3B
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Product Development Case Study Part 3B

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Part 3B of a multi-part product development case outlined from start to finish.

Part 3B of a multi-part product development case outlined from start to finish.

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  • 1. 1 Product development part 3 B of 7 part Case Study
  • 2. Luxury brand Case Study2
  • 3. Notes3
  • 4. Luxury Brand4 Business Development Case Study Part 3 B November 2012 Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc. Andy Schechterman, MS, PHD Michael Eckersley, MFA, PHD Bruce Eckman FRCH www.maxruckman.com
  • 5. Market Development Expectations5
  • 6. Market Development Expectations6 5
  • 7. Market Development Expectations7
  • 8. Market Development Expectations8
  • 9. Market Development Expectations9
  • 10. Market Development Expectations10
  • 11. Market Development Expectations11
  • 12. Market Development Expectations12
  • 13. Sales organization13
  • 14. First year launch14 ME a WA VT NH a a MT ND MI NY MA a C RI MN T OR ID a WI PA NJ SD MI a WY MD DE IA MD NE OH N. CA N. NV a IL IN a UT CO KS MO KY WV VA NC S. NV TN a AR SC a AZ OK NM GA MS AL a a TX LA a a a FL a Launch Target Cities a
  • 15. Year five coverage15 ME a WA VT NH a a MT ND NY MA a MI RI C a MN T OR ID a WI PA NJ SD a DE MI WY MD N. CA N. NV NE IA a OH aMD a a a IL IN a UT WV VA CO a a MO a KS KY S. NV a TN a NC SC a a AZ aOK AR a a NM GA MS AL a aTX LA a a aa FL a Launch Target Cities
  • 16. Sales organization16 targets are based on
  • 17. Sales organization17 ONE NATIONAL SALES MANAGER
  • 18. National sales manager18
  • 19. National sales manager19
  • 20. National sales manager20 establish sales goals & review quarterly
  • 21. National sales manager21
  • 22. Sales organization22 SALEs CONSULTANTS
  • 23. Sales consultants23 market analysis position strategy sales attack plan
  • 24. Sales consultants24 majority of time architects showrooms builders designers
  • 25. Sales consultants25
  • 26. Sales consultants26 events
  • 27. Sales consultants27 manufacturers representatives architectural sales support factory representatives
  • 28. Sales organization28 Architectural Rep Firm
  • 29. Architectural Rep service29 reps target architects launch cities & create blitz
  • 30. Architectural Rep service30
  • 31. Architectural Rep service31
  • 32. Target customers32
  • 33. Target customers33
  • 34. Target customers34 Wholesale Distributors
  • 35. Target customers35 Architects
  • 36. Target customers36
  • 37. Target customers37
  • 38. Target customers38 Contract Hardware Suppliers
  • 39. Target customers39 custom home builders
  • 40. Target customers40
  • 41. Team approach41
  • 42. Team approach42 connect
  • 43. Team approach43 minimize efforts on design and selection
  • 44. Team approach44
  • 45. consumers45
  • 46. consumers46 generate demand at a grass roots level
  • 47. consumers47 create programs that inspire customers
  • 48. Distributor profile48
  • 49. Distributor profile49
  • 50. Distributor profile50 proactive aggressive approach to the market
  • 51. Architect strategy51
  • 52. Architect strategy52 appeal to the desire for perfection & legacy
  • 53. Architect strategy53
  • 54. Architect spiff program54 create architect program to encourage specification
  • 55. Architect spiff program55
  • 56. Architect spiff program56
  • 57. Architectural binder57
  • 58. Showroom strategy58
  • 59. Showroom strategy59 easy access for all architectural needs limited distribution creates true partnership customer service exceeds expectations
  • 60. Showroom relationship program60
  • 61. Showroom relationship program61
  • 62. Literature requirements62 product brochure
  • 63. Literature requirements63
  • 64. Showroom programs64 custom home program
  • 65. Custom home program65
  • 66. Custom home program66
  • 67. Custom home program67
  • 68. Custom home builder strategy68
  • 69. Custom home builder strategy69 establish relationship with custom builders & design team to simplify process for the builder
  • 70. Custom home builder strategy70
  • 71. Custom home lead program71 supply custom home leads
  • 72. Showroom programs72
  • 73. Direct response program73
  • 74. Direct response program74 provides instant exposure for the new concept
  • 75. Direct response program75 introduces showroom to decision makers
  • 76. Direct response campaign76 Continuing interaction with architects, creating constant exposure
  • 77. Showroom programs77 historical recognition program
  • 78. Historical recognition program78
  • 79. Showroom programs79 web site as information hub
  • 80. Website assistance program80
  • 81. Website assistance program81 up to date product and promotion information
  • 82. Website exposure program82
  • 83. Website exposure program83 designers can use website for updates & announcements such as industry classes & new product information
  • 84. Showroom programs84
  • 85. Showroom training program85 concept training program
  • 86. Showroom training program86 certification program
  • 87. Showroom training program87 continuing education
  • 88. Showroom training program88 Training manual
  • 89. Showroom programs89
  • 90. Showroom display program90 SHOWROOM PURCHASE
  • 91. Showroom display program91 PROMINENT LOCATION
  • 92. Showroom display program92 ADDITIONAL EXPOSURE
  • 93. Showroom merchandising program93 develop displays to showcase all product families
  • 94. Showroom merchandising program94 displays should be flexible & adapt to the many different showroom requirements
  • 95. Showroom merchandising program95
  • 96. Showroom merchandising program96
  • 97. Designer display program97
  • 98. Designer display program98
  • 99. Designer display program99
  • 100. Showroom programs100 express service program
  • 101. Express service program101
  • 102. Express service program102
  • 103. Express service program103 quick solution for customer changes
  • 104. Showroom programs104
  • 105. Introduction program105
  • 106. Introduction program106
  • 107. Introduction program107
  • 108. Designer relationship program108 designers could use the showroom as an extension of their business and the showroom would receive the designers business in exchange
  • 109. Designer relationship program109 solidifies value of partnership
  • 110. Designer relationship program110
  • 111. Interior designer strategy111
  • 112. Interior designer strategy112
  • 113. Interior designer strategy113
  • 114. Luxury Brand114 Business Development Case Study Part 3 B November 2012 Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc. Andy Schechterman, MS, PHD Michael Eckersley, MFA, PHD Bruce Eckman FRCH www.maxruckman.com

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