Black and Decker Marketing Plan for 2014/2015A: Joseph Galli Jr.VP of Power Tool Sales and Marketing for Black and DeckerThe MarketeersDavid Ly - 300465235Kevin Wong - 302132225Henry Lu - 302127935Patrick Chavarria - 302180143Trace yes Liang - 302284312Mkt 304 - 01Professor: Dr. Freddy LeeExecutive SummaryJoseph Galli Jr, vice president of power tool sales and marketing for Black and Decker, has been tasked with developing a marketing plan for the next business cycle of the 'agency. This plan addresses the problems that arose in previous years; more specifically, the company's difficulties in gaining and maintaining market share in the merchant segment. After market analysis, evaluations and business choices, we have come to the following conclusion: For the next cycle, Black & Decker should abandon their name in the Merchant segment and focus on one of their most successful brands as an alternative, namely DeWalt. The marketing mix outlined in this report addresses the needs of merchants who make a living using the many Black and Decker products. Some of these needs include perception, quality, convenience and accessibility. Based on these needs and the consumer, we have decided to continue the wide range of availability of Black and Decker products, however, DeWalt products will use the yellow color scheme to promote itself as a fresh brand and differentiate itself from other Black and Decker products. On the one hand, Black and Decker will continue to support DeWalt products through service and warranty to offer its customers and distributors peace of mind and an increase in credibility. As part of this marketing strategy, Black and Decker will also include their company branding and logo. However, to maintain the new product's credibility, some sort of approval logo along the lines of "Service and Warranty Supported by B&D" will need to take its place. Next, B&D will have to change the color of these products to yellow as it will serve as a fresh new image in the market due to its association with “construction safety”. If all goes well, B&D should enter high-volume markets like Home Center and Two Step with prices 5-10% above the normal price to match competitors. Keep in mind that this plan is not set in stone as Black & Decker could adopt this strategy at any time, but preferably before the start of a new cycle. Refer to Appendix D for a more visual overview of the plan. Appendix A: Situation Analysis Appendix B: Consumer Analysis Appendix C: Alternatives Appendix D: Timeline