Problem Statement :

• "B & D faced low market share in Professional Tradesmen segment,because Trades people perception on B & D product as Low end. As shown below

• Makita and Milwaukee priced at premium (5-10% more)

B & D used Black for consumer products , charcoal grey for Professional Industrial and Professional Tradesmen products.

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B & D products research

1. Laboratory test to assess performance reliability and durability.

2. Extensive field test by removeing Mark and Color from both B & D and competitors' products and products were used in actual work situation for 1 month.

Result' B & D product quality was very strong competitive in the large majority of product categories

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Research on Brand Awareness and perception

         B & D               - 98%

         Milwaukee       -95%

         Skil                   -93%

         Makita             -90%

         Bosch               -87%

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Brand X is " One of the Best"

         Milwaukee       -80%

         Makita             -67%

         B & D               -44%