Case Description
The Ask:
Develop a brand extension for Craftsman that will resonate with current customers.
The Situation:
Craftsman is a legendary American brand who’s products have served the customer during daily craft experiences at a good value. Their presence recently has begun to lose traction due to a rise in specialty brands focused on taking market space in key areas of the lives of their consumers.
The Opportunity:
Bring the Craftsman brand beyond the workshop and begin the development of a lifestyle brand for the blue collar worker.
The Solution :
Introducing Craftsman Outdoors; offering outdoor products that support leisure time with the whole family when our hardworking blue collar worker needs a weekend vacation into the woods.
The Research
Company History :
Voice of the CEO on Company History & Principles :
Current Financial Outlook Research:
Current Brand Architecture Research:
Upon its entry into the Stanley Black & Decker house of brands, Craftsman's positioning in comparison to the other subsidiary brands such as DeWalt and Black & Decker, sits right in the middle of high and low prices, and between hobby tools and professional tools. It's at a comparable price point and respected as durable and dependable, but not as premium a product as that of DeWalt.
Brand Positioning Map :
Brand Identity, Core Brand Values, Tagline, Brand Idea & Company Mission Statement:
Craftsman has been around for generations since the early 1900's. You could find the craftsman line of tools in Sears, and as of recent also in Ace Hardware and Lowes. Their core values are Performance, Durability, and Quality, and although they aren't seen in the consumers eyes as a premium professional quality product, the practicality of the product for its price is exceptional, and most often found in a construction workers personal toolbox, or the maker and craftsman that works from their own garage studio.
Market Research :
Differentiation:
LEADING COMPETITORS IN THE OUTDOORS EQUIPMENT SECTOR EACH HAVE A PARTICULAR FOCUS, WHERAS WE WANT TO FOCUS ON OFFERING THE ESSENTIAL BASICS FOR FAMILY FUN IN THE OUTDOORS.
Interviews:
PRIMARY 1-ON-1 INTERVIEWS AND SECONDARY RESEARCH LEAD TO THE FOLLOWING FINDINGS :
Blue collar workers are looking for time to get out of the workshop and away for weekend trips with their families.
When looking at Craftsman's current product offering, we saw an opportunity to continue the extension of existing products in the
Craftsman that hinted at a brand extension which would offer a product line of outdoor equipment necessary for family camping trips.
Target Persona :
New Product Launch Campaign Strategy :
Introducing…
New Subsidiary Brand Architecture:
Distribution Channels:
Competitive Landscape at Primary Channel Location:
Initial Rollout Product Line & Competitive Price Points:
The Craftsman Outdoors Product Line would include the items necessary to take the family on a camping trip.
App UX:
An application would be developed that helps you remember to pack everything. We call it ‘Pack Check.’ The way it works is through inserting RIFD chips in all of the products that come in the Day Pack. It notifies you through the app if something isn't in the pack.
Hiking maps and D.I.Y. camping projects would also be developed in the app.
The Launch Campaign Marketing Strategy:
The launch of Craftsman Outdoors would include the continuation of an earlier campaign that was successful for Craftsman, the Make-cation. The new line would be available for trial during the event weekend, and encourage families to join the craftsmen who would be participating in the building and tool competitions.
Craftsman would sponsor the use of the new product line of camping gear for the duration of "Building off the Grid" on a current partner network - DIY. The stars of the show would promote the product before and after commercial breaks.
Over the course of the next five years, the Craftsman Outdoors line will grow, providing automotive accessories and equipment for other outdoor activities like fishing, and canoeing.
MY WORK
Market Research
Brand Architecture
UX / App Concept
Product Design
Brand Marketing Strategy
Project Management
Executive Presentation