2. Introduction
Till 1984 three innovative housewares products
Dustbuster
Spotliter
Scrub Brusher
Black and Decker Corp. Acquires GE Housewares Division
Primary Objective: To gain access to house ware buyers
Resolve to develop a family of products that could address wide spectrum of
housewares needs
B&D to use GE Brand Name only for 3 years
Competitors Responded aggressively by increasing marketing budgets and
introducing new products
New product development critical in growth of Housewares market
3. Objectives
To identify the most effective way of Brand transition
To Design Integrated Marketing Communication for Brand transition
4. Choices
1) Quick Name change across the product line
2) To delay the name transfer till three years
3) Gradual transfer of Brand name to GE appliances
4) Transition of premium products first and lower priced products later
5) Transition to be linked to new product development
5. 3) Gradual transfer
Advantages
Gives opportunity to the consumer to adapt to the transition
Due to small incremental transition its is easier to gauge the market response
Dealers will be more willing to partner that change
Disadvantage
Peoples association with GE and its innovative products may continue despite
of our continued efforts
6. 4) Transition of premium products first
Advantages
B&D label could be used to charge premium straight away
It will also help push the Brand Equity
Disadvantage
Loss of revenue due to failed transition
Possible disconnect regarding the pricing associated with the Brand
7. 5) Transition to be linked to new product
development
First B&D should introduce new products for different
categories and then put their brand B&D on that similar
product category previously under the GE Brand
This will align the B&D Brand to the innovation image of
the GE brand and thus facilitate a smoother transition
Create a new brand identity of Being a innovator just like
GE or even better than GE