Keeping it all in the Family

Keeping it all in the Family

Ria Gupta, Gabriella Rikker, Simon Schwartz, Mohammad Yassin, Taylor Ziaja

What mini-saw tool-kit do DIYers want?1.

How do Rotozip and Dremel target the DIY

market?2.

Two IssuesTwo Issues

The SolutionThe Solution2

Brands

2Tool-kits

2 Promotion StrategiesPromotion Strategies

Empowering the DIYer

Empowering the DIYer

N=46

Hey, I’m

Roger

We live in the

suburbs

I’m his brother

Don

We shop at Home Depot

We love working on home projects

Meet the DIY Family

Meet the DIY Family

JACK OF ALL TRADES

Preference

DEAD END

TWO LEFT FEET

HARD HITTER

One Major DifferenceOne Major Difference

Two Brands for Two Brothers

Two Brands for Two Brothers

Power

Problem

Solver

Durable

Rev it up with

Do it with

High QualityVersatili

ty

Compact

Precise

Empowered Brothers Happy Family

2

21

Different Tool-Kits

Different Promotio

nal Campaign

s

2

2Different Tool-Kits

What Makes Roger Buy?

Rev it up with

Rev it up with

Top 3 reasons why you love your current brand of mini

saw.

N=46

Rev it up with

Top 3 reasons for choosing one

mini-saw brand over another

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Rev it up with

$

Consumer Happiness

Rev it up with

Include variable speed

Hard case for heavy users

Price at $139

$

Power in the tool-kitPower in the tool-kit

ALL ABOUT THE JOB. ALL ABOUT THE POWER.

Rev it up with

2Different Tool-Kits

What Makes Don Buy?

Do it withDo it with

$

Do it withDo it with Consumer Happiness

Do it withDo it withHow do you like to shop at home

improvement stores?

N=46

One Saw. Many Projects.One Saw. Many Projects.

Do it withDo it with

Variable speed

Two blades

Hard case

$ Price at $99

Do it withDo it with

Project Tool-kitsProject

Tool-kits

2Different Tool-Kits

Different Promotio

nal Campaign

s

2

How do we reach Roger?

Rev it up with

Rev it up with

If you were looking to buy a mini-saw where would you shop?

N=46

Rev it up with

What are your hobbies?

N=46

Rev it up with

When considering purchasing a power tool, what resources do you use to

learn more information?

Rev it up with

Where do you go to find out more about information about DIY

projects?

N=46

In store live demos

Interactive display

Rev it up with

BUILT FROM THE POWER BUILT FROM THE POWER WITHIN.WITHIN.

2Different Tool-Kits

Different Promotio

nal Campaign

s

2

How do we reach Don?

Do it withDo it with

Do it withDo it with

In the past year, how often do you use a mini-saw?

N=46

Do it withDo it with

How often do you typically purchase a mini-saw?

N=46

Do it withDo it with

Scan QR code

included in the Tool-

Kit

Get exclusive

tool kit/project

contentGet 1 on 1 help with specific projects

Power VersatilityVersatility

Different Tool-Kits 2

Different Promotiona

l Campaigns

2

BUILT FROM THE POWER BUILT FROM THE POWER WITHIN.WITHIN.

Empowered Brothers2

Thanks,

Rotozip!

I can do it all with

Dremel!

Happy Family1