by Alexander MacMillan Whiteway
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CRAFTSMAN // PRODUCT LINE EXTENSION

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. 

A HIGH-LEVEL

REVIEW OF

THE

PROJECT

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THE RESEARCH :

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HISTORY - THEN AND NOW : 

NOTE FROM THE NEW CEO OF CRAFTSMAN AS OF 2017:

THE CURRENT FINANCIAL BENEFIT OF CRAFTSMAN : 

CRAFTSMAN, A SUBSIDIARY BRAND WITHIN STANLEY B&D :

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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. 

POSITIONING : 

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 : 

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COMPETITORS IN THE OUTDOORS EQUIPMENT HAVE A PARTICULAR FOCUS, WE WANT TO FOCUS ON THE BASICS FOR FAMILY FUN : 

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PRIMARY 1-ON-1 INTERVIEWS AND SECONDARY RESEARCH LEAD TO THE FOLLOWING FINDINGS : 

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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. 

THE TARGET : 

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THE STRATEGY : 

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INTRODUCING CRAFTSMAN OUTDOORS :

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CRAFTSMAN OUTDOORS AND CRAFTSMAN BRAND HOUSE :

WHERE TO SELL CRAFTSMAN OUTDOORS :

COMPETITIVE LANDSCAPE IN WAL-MART RETAIL SPACE :

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THE PRODUCT LINE : 

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The Craftsman Outdoors Product Line would include the items necessary to take the family on a camping trip.

THE USER EXPERIENCE : 

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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 : 

  1. 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.

  2. 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.

  3. 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 CONTRIBUTION

Market Research

UX / App Conceptualization & Design

Integrated Communications Strategy

Executive Presentation

 
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