product development case study part 3b
Post on 12-Sep-2014
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DESCRIPTION
Part 3B of a multi-part product development case outlined from start to finish.TRANSCRIPT
part 3 B of 7 part Case Study
1 Product development
Luxury brand Case Study
2
Notes
3
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
5 Market Development Expectations
6 Market Development Expectations
5
10%
7 Market Development Expectations
8 Market Development Expectations
9 Market Development Expectations
10 Market Development Expectations
11 Market Development Expectations
12 Market Development Expectations
13 Sales organization
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
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
16 Sales organization
targets are based on
17 Sales organization
ONE
NATIONAL
SALES
MANAGER
18 National sales manager
19 National sales manager
20 National sales manager
establish sales
goals & review
quarterly
21 National sales manager
22 Sales organization
SALEs
CONSULTANTS
23 Sales consultants
market analysis
position strategy sales attack plan
24 Sales consultants
majority of time
showrooms
builders
architects
designers
25 Sales consultants
26 Sales consultants
events
27 Sales consultants
factory
representatives
manufacturers
representatives
architectural
sales support
28 Sales organization
Architectural
Rep
Firm
29 Architectural Rep service
reps target
architects
launch cities &
create blitz
30 Architectural Rep service
31 Architectural Rep service
32 Target customers
targets
33 Target customers
Consumers
34 Target customers
Wholesale
Distributors
35 Target customers
Architects
36 Target customers
37 Target customers
Custom Door Shops
38 Target customers
Contract Hardware Suppliers
39 Target customers
custom
home
builders
40 Target customers
41 Team approach
Team approach
42 Team approach
connect
43 Team approach
minimize
efforts on
design and
selection
44 Team approach
45 consumers
46 consumers
generate
demand
at a grass
roots
level
47 consumers
create programs
that inspire
customers
48 Distributor profile
49 Distributor profile
50 Distributor profile
proactive aggressive approach to the market
51 Architect strategy
52 Architect strategy
appeal to the desire for perfection & legacy
53 Architect strategy
54 Architect spiff program
create
architect
program to
encourage
specification
55 Architect spiff program
56 Architect spiff program
57 Architectural binder
58 Showroom strategy
59 Showroom strategy
customer service exceeds expectations
easy access for all architectural needs
limited distribution creates true partnership
60 Showroom relationship program
61 Showroom relationship program
62 Literature requirements
product brochure
63 Literature requirements
architectural guide
64 Showroom programs
custom home program
65 Custom home program
66 Custom home program
67 Custom home program
68 Custom home builder strategy
69 Custom home builder strategy
establish relationship
with custom builders &
design team to simplify
process for the builder
70 Custom home builder strategy
71 Custom home lead program
supply custom home leads
72 Showroom programs
73 Direct response program
74 Direct response program
provides instant exposure for the new concept
75 Direct response program
introduces showroom to decision makers
76 Direct response campaign
Continuing
interaction with
architects, creating
constant exposure
77 Showroom programs
historical
recognition
program
78 Historical recognition program
79 Showroom programs
web site as
information hub
80 Website assistance program
81 Website assistance program
up to date product and
promotion information
82 Website exposure program
83 Website exposure program
designers can use website for
updates & announcements such as
industry classes & new product
information
84 Showroom programs
85 Showroom training program
concept training program
86 Showroom training program
certification program
87 Showroom training program
continuing education
88 Showroom training program
Training manual
89 Showroom programs
90 Showroom display program
SHOWROOM PURCHASE
91 Showroom display program
PROMINENT LOCATION
92 Showroom display program
ADDITIONAL EXPOSURE
93 Showroom merchandising program
develop displays to showcase all product families
94 Showroom merchandising program
displays should be flexible & adapt to the many different showroom requirements
95 Showroom merchandising program
96 Showroom merchandising program
97 Designer display program
98 Designer display program
99 Designer display program
100 Showroom programs
express service program
101 Express service program
102 Express service program
103 Express service program
quick solution for
customer changes
104 Showroom programs
105 Introduction program
106 Introduction program
107 Introduction program
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
109 Designer relationship program
solidifies
value of
partnership
110 Designer relationship program
111 Interior designer strategy
112 Interior designer strategy
113 Interior designer strategy
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