The Black & Decker Corporation: Household Products Group, Brand Transition

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Case

Reference no. 9-588-015

Subject category: Marketing

Authors: John A Quelch (Harvard Business School); Cynthia A Bates (Harvard Business School); Minette E Drumwright (University of Texas at Austin)

Published by: Harvard Business Publishing

Originally published in: 1987

Version: 6 October 1992

Length: 14 pages

Data source: Field research

Topics: Acquisitions; Appliances; Brands; Consumer marketing; Merchandising; Sales promotions

Share a link: https://casecent.re/p/47552

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Abstract

This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information concerning advertising, promotion programs, purchase allowances, volume rebates, dating discounts, cooperative advertising, and consumer rebates has been condensed.

Location:

United States

Industry:

Small appliances

Size:

Fortune 500, USD500 million revenues

Other setting(s):

1984