Download - Product Development Case Study Part 3B
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part 3 B of 7 part Case Study
1 Product development
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Luxury brand Case Study
2
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Notes
3
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November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Andy Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Bruce Eckman
FRCH
Luxury Brand
Business
Development
Case Study Part 3 B
www.maxruckman.com
4
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5 Market Development Expectations
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6 Market Development Expectations
5
10%
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7 Market Development Expectations
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8 Market Development Expectations
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9 Market Development Expectations
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10 Market Development Expectations
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11 Market Development Expectations
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12 Market Development Expectations
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13 Sales organization
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14 First year launch
ME
NH
VT
NY
PA NJ
MD
MA C
T RI
DE MD
a
a
WA
MT
OR ID
WY
N. CA N. NV
UT CO
S. NV
AZ NM
ND
SD
NE
KS
MN
IA
MO
WI
IL
MI
MI
IN OH
OK
TX LA
FL
AR
KY
WV VA
TN
NC
SC
GA AL MS
a a
a a
a
a
a a
a
a a a a
a
Launch Target Cities a
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ME
NH
VT
NY
PA NJ
MD
MA C
T RI
DE MD
a
a
WA
MT
OR ID
WY
N. CA N. NV
UT
CO
S. NV
AZ NM
ND
SD
NE
KS
MN
IA
MO
WI
IL
MI
MI
IN OH
OK
TX LA
FL
AR
KY
WV VA
TN
NC
SC
GA AL MS
a
a
a a
a
a
a a
a
a a a a
a
a
a
a a
a
a a
a
a
a
a a
a
15 Year five coverage
Launch Target Cities a
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16 Sales organization
targets are based on
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17 Sales organization
ONE
NATIONAL
SALES
MANAGER
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18 National sales manager
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19 National sales manager
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20 National sales manager
establish sales
goals & review
quarterly
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21 National sales manager
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22 Sales organization
SALEs
CONSULTANTS
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23 Sales consultants
market analysis
position strategy sales attack plan
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24 Sales consultants
majority of time
showrooms
builders
architects
designers
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25 Sales consultants
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26 Sales consultants
events
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27 Sales consultants
factory
representatives
manufacturers
representatives
architectural
sales support
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28 Sales organization
Architectural
Rep
Firm
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29 Architectural Rep service
reps target
architects
launch cities &
create blitz
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30 Architectural Rep service
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31 Architectural Rep service
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32 Target customers
targets
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33 Target customers
Consumers
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34 Target customers
Wholesale
Distributors
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35 Target customers
Architects
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36 Target customers
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37 Target customers
Custom Door Shops
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38 Target customers
Contract Hardware Suppliers
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39 Target customers
custom
home
builders
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40 Target customers
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41 Team approach
Team approach
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42 Team approach
connect
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43 Team approach
minimize
efforts on
design and
selection
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44 Team approach
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45 consumers
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46 consumers
generate
demand
at a grass
roots
level
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47 consumers
create programs
that inspire
customers
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48 Distributor profile
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49 Distributor profile
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50 Distributor profile
proactive aggressive approach to the market
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51 Architect strategy
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52 Architect strategy
appeal to the desire for perfection & legacy
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53 Architect strategy
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54 Architect spiff program
create
architect
program to
encourage
specification
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55 Architect spiff program
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56 Architect spiff program
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57 Architectural binder
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58 Showroom strategy
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59 Showroom strategy
customer service exceeds expectations
easy access for all architectural needs
limited distribution creates true partnership
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60 Showroom relationship program
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61 Showroom relationship program
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62 Literature requirements
product brochure
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63 Literature requirements
architectural guide
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64 Showroom programs
custom home program
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65 Custom home program
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66 Custom home program
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67 Custom home program
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68 Custom home builder strategy
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69 Custom home builder strategy
establish relationship
with custom builders &
design team to simplify
process for the builder
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70 Custom home builder strategy
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71 Custom home lead program
supply custom home leads
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72 Showroom programs
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73 Direct response program
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74 Direct response program
provides instant exposure for the new concept
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75 Direct response program
introduces showroom to decision makers
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76 Direct response campaign
Continuing
interaction with
architects, creating
constant exposure
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77 Showroom programs
historical
recognition
program
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78 Historical recognition program
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79 Showroom programs
web site as
information hub
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80 Website assistance program
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81 Website assistance program
up to date product and
promotion information
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82 Website exposure program
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83 Website exposure program
designers can use website for
updates & announcements such as
industry classes & new product
information
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84 Showroom programs
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85 Showroom training program
concept training program
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86 Showroom training program
certification program
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87 Showroom training program
continuing education
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88 Showroom training program
Training manual
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89 Showroom programs
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90 Showroom display program
SHOWROOM PURCHASE
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91 Showroom display program
PROMINENT LOCATION
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92 Showroom display program
ADDITIONAL EXPOSURE
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93 Showroom merchandising program
develop displays to showcase all product families
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94 Showroom merchandising program
displays should be flexible & adapt to the many different showroom requirements
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95 Showroom merchandising program
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96 Showroom merchandising program
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97 Designer display program
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98 Designer display program
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99 Designer display program
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100 Showroom programs
express service program
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101 Express service program
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102 Express service program
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103 Express service program
quick solution for
customer changes
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104 Showroom programs
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105 Introduction program
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106 Introduction program
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107 Introduction program
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108 Designer relationship program
designers could use the showroom as an extension
of their business and the showroom would receive
the designers business in exchange
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109 Designer relationship program
solidifies
value of
partnership
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110 Designer relationship program
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111 Interior designer strategy
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112 Interior designer strategy
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113 Interior designer strategy
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November 2012
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
Andy Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Bruce Eckman
FRCH
Luxury Brand
Business
Development
Case Study Part 3 B
www.maxruckman.com
114