Black & Decker Saws Into a Poor Image Among Professional Tool Users : Marketing: The biggest U.S. producer of power tools tries to woo back carpenters, repairmen and construction workers with a 'revolutionary' ThunderVolt cordless system. - 24 volt life
In the 10 years that Dale Turner built the house, he bought thousands of dollars worth of convenience
Battery anywhere
Electric saw, screwdriver and drill bit.
But if he needs a new cordless tool tomorrow, he won't buy a black Decker.
"In my opinion, they are just special dishes for handyman," said the construction supervisor of the landmark residence.
For professional purposes, "they do not have the power and do not seem to hold on to it ".
Blackdecker company
By selling cheap goods to homeowners, it has become the largest manufacturer of electric tools in the United States. -
In the eyes of many professional tool users, this almost destroys its image. But now the $4-
A billion hardware giant based in Tucson, Maryland
To win a long victory.
Alienated carpenters, repairmen and construction workers.
The key to strategy is justice.
Release the Thunder tool line.
The key to Rev is a nylon belt bag that looks similar to a carpenter's belt and can hold 24-
Volt, fast charging battery.
Wire connected to 7-
The pound-heavy battery pack connects any of a dozen new cordless tools, including a screwdriver, a hammer drill, scissors, and a power saw at some point in the future.
The retail price of the battery pack alone is $343, and the tool price ranges from $200 to $300. Though battery-
The power tools are not fresh, and Rev is the first time to try to provide enough power to almost match the wired tools.
Its battery can be charged within an hour.
So far, it is necessary to drag the long extension cord on the floor of the workplace, but it is inconvenient and dangerous, so that workers can use the industrial-
Howard Hunt, director of the relevant general contractor in Maryland, said power drills, saws and other tools.
The strength of cordless power tools is enough to drill holes in concrete, he said, for example, "it could be absolutely revolutionary ".
This is the case with B & D.
Executives hope that people in the construction industry can speak across the country.
Although Black & Decker has a range of industrial tools and claims to have been selling merchant tools in B & D for years;
Executives admit they have lost many professional users.
Show B & D to professionals;
Serious about winning back the business, the company only marketed Ravel through specially selected specialist tool dealers who visited the workplace and construction companies.
"Black & Decker keeps this part of the market open," said Don Elser, vice president of Hardware Group Research, who said losses in the merchant market hurt the company.
"There must be a professional market for developing new products.
"In addition, industry investment analysts familiar with the tool industry said B & D;
It is necessary to win back professional users to complete the transformation of their image and finance.
Despite the high degree of diversity in Black & Decker, the new focus on the professional market is "very important," said Greg Nejmeh, industry analyst at Shearson Lehman Hutton.
"We are in an environment where consumer spending is falling.
We have two more.
Nejmeh said that there is usually less free time for income families and people, "which means that sales by contractors may grow faster than consumer sales.
"You have to win the merchant in a high quality image," he said . ".
But people familiar with the construction industry recently interviewed said that despite the admirable new strategy, Black & Decker may encounter difficulties in the short term.
B & D in addition to the image;
The need to fight the economy has intensified the general reluctance of builders and workers to pay hundreds of dollars for cordless tools.
Steve Bonderoff, sales manager at Brock Tool Co.
Maryland, he said his company sold only one or two revs in the month when the product went public, and many contractors and merchant customers bought cheap black and double tools they broke.
"For a person who hits a small hole once a week with a drill, it will last forever," he said . ".
"But if you're going to use it eight hours a day, you shouldn't use the $20 tool.
"Black & Decker has made some great tools," but "many contractors really think Black & Decker is an artwork --of-
"The garbage line," he said.
Bonderoff said: "I went with the Black & Decker tools and put them in their hands and they'll admit it's a better tool but they still won't buy it, because it has the names of Black and Decker. . . .
They are very closed. minded. "But even open-
Potential customers with ideas may not be looking for new tools in the market these days.
Finglass Construction Co. , Ltd.
He said he thought "the power pack would be handy", but he would not be able to risk buying new tools for $700 for quite some time.
The commercial construction business of Finglass has dried up and he said: "We have cut a lot of things. . . .
When the company was waiting to work, we had just laid out power equipment here.