B&D
...acquisition of the market leader in sales, brand recognition and product innovation within the household market such as GE. In order to compare both companies’ division we will analyze in parallel the four Ps of the marketing mix for B&D Household Products Group and GE Houseware Division before the acquisition. Product: the GE portfolio of products in the household market is significantly more extensive than B&D (14 vs. 3), GE’s are more augmented products if we take into consideration consumer perceptions (particularly packaging, style, post purchase service, etc.), B&D products are perceived as more high-quality workmanship, durable and reliable products than GE, additionally GE is more considered a manufacturer of innovative products than B&A) (Table B case). Price: B&D products tended to be stronger in the medium and upper prices ranges and in overall terms consumers perceive B&D prices as higher than GE prices. Place: GE enjoy a strong position with volume retailers, catalog showrooms and mass merchandisers (these three channels accomplish for more than 50% dollar sales in the household industry), on the contrary B&D is well positioned within the hardware stores but has limited access to the above mentioned channels. This situation affect the availability of products perception of consumer that thinks GE products are easy to find. Promotion: differences are fundamental between bot...