Consumer Segmentation Leading To Breakthrough New Branding Strategies; Developing A $30MM Business From Zero: Black & Decker’s Garment Care Business
This case study discusses the power of understanding your consumer and identifying their “need gaps” vs. competitive products. Attitudinal segmentation can show how consumers really think when approaching a purchase decision. This helps to reveal new products and/or features directions that can give a new product a competitive edge in the marketplace. The example of developing a new business from nothing is presented for Black & Decker’s Garment Care Business.
Developing A Brand New Product Idea / Category: Black & Decker’s Cleaning Business
Expand Your Business Through Unlocking Your Brand Equity: Quickie Manufacturing
This case study discusses the importance of understanding your brand equity – especially in consideration of new product initiatives in adjacent product categories. Will consumers allow your brand to go there? Quickie Manufacturing understood this and was successful in evolving from just a hand cleaning tool (mop & broom) company into a cleaning solutions company.
Rick Steinbrenner – The Global Brand Guy – Consolidated Business Case Studies
This is a compilation of 5 separate case studies on businesses at Quickie Manufacturing, Remington Products, Black & Decker Household and Tenneco/Monroe Auto Parts. It discusses how Rick Steinbrenner – the global brand guy – saw the problem, developed an effective action plan and the results.