The

Power Tools Division of the Bosch Group is the world market leader for power
tools and power tool accessories. The core success factors are innovative strength
and pace of innovation. Each year, Bosch launches more than 100 new power tools
onto the market. Our focus is only the Bosch tools segment and not the entire Bosch.

Bosch Tools and Grainger are partnering together to explore ways to increase sales
of power tools. They would like to increase sales by 10% by working more closely to
sell more products to existing customers, find new customers, and sell across
product categories as well. Boschtools.com is itself a consumer-facing website and
has data on customer behavior, and Bosch is sharing this data with Grainger.

To design a multi-channel digital marketing campaign, Grainger, as they target a
sales increase of Bosch Power Tools by 10% on Grainger.com. The Client wants the
campaigns to focus on display advertising and email for this project.

So lets focus on the primary audience.

Bosch Tools primary audience is in the Construction Trades. So they’re in building,
remodeling, there can be electricians, there can be plumbers. Essentially they are
building, and their focus is on the Construction Industry. So you will see their
products at very large scale high-rises and products inside smaller remodels, for
example. So a marketing campaign can be directed to the secondary audience such a
families. For instance, the families who are building their first home and they need
to hire a Construction company who can do the best job by providing the best tools.

Here are the list of Bosch Tools primary product categories:
1. Concrete Drilling, specially called hammers. Larger power tools that are
meant to drill into concrete.
2. Fine wood working, is really around the craftsman.
3. Benchtop products such as Table saw or a Miter saw, these are meant for the
workshop type approach, but also for carpentry.

There is a similarity between Primary customers and Secondary customers. The
trend is building and remodeling. So, if you are building a house for example, and
you need to put wood studs everywhere. You would use one of Bosch’s table saws
potentially, the Miter Saws. This way, the Construction industry (Primary) can have
the right tools to build a family (Secondary) new home.

My perceptions of the Bosch power tools that I came across are product categories I
mentioned before which are very common when building a home. I noticed the tools
when I experience getting our first home built but I did not notice they were Bosch
branded.

To help us develop an effective Digital Marketing campaign, let develop a SWOT
analysis below :

SWOT analysis

Strengths : Weaknesses :

Commitment to durability, reliability, Bosch tools does not have the users that
and great engineered products. Granger has access to.

Strong heritage elements. Instead of Bosch tools, Granger has a
tremendous user reach into users that
Portraying brand images online. may not walk into a home center to pick
up power tools.
Most user, most of their traffic visit go
through a Buy Now when visiting their Bosch tools wants to access Granger’s
site, and click on a product, which they reach, service, and ability to understand
have a choice to purchase not directly and own their consumers.
from Bosch but through a retail partner
(Lowes, Home Depot).

Granger as the retailer partner.
Opportunities : Threats :

Cordless segment is the focus point to Existing marketplace brands – Dewalt,
differentiate from competitors. Milwaukee, Makita, Hilti which all sell
through the same distribution channels.
Bring large awareness of what Bosch
brings to the table from a cordless
standpoint, what their technology can
do, and why its useful for the Granger
consumer.


As I was searching for Bosch in the search engine, I noticed two different brand
images: Bosch and Bosch Power Tools. Bosch has been designing home and kitchen
appliances. Bosch Power Tools is the supplier. My first assumption is that Bosch
Power Tools are only catering to Business-to-Consumer (B2C). I thought the Power
tools were made for consumers such as your average family. I assumed that was
they only primary audience.

Bosch’s Power Tools online presence is very simple and user friendly. There are
promotional banner ad slideshows at the center of the page, along with new
products and news, and gallery. There is a ‘Join our mailing list’. They are also active
on social media showing, their links to Facebook, Twitter, and YouTube. Overall, the
site is informative and visual.


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W.W. Grainger, Inc. (1994 – 2016). Grainger TripleGuard Repair and Replacement
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W.W. Grainger, Inc. (1994 – 2016). Supplier Overview. Retrieved from
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W.W. Grainger, Inc. (1994 – 2016). Welcome to Grainger Investor Relations.
Retrieved from http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-
IRHome

Akin Tosyali. Know the Client : Grainger . Coursea online. Retrieved from
https://www.coursera.org/learn/digital-marketing-
capstone/lecture/FYkhG/know-the-client-grainger


Word Count : 750
Boschtools. (n.d.). About Us. Retrieved from :
https://www.boschtools.com/us/en/footer/about-us/

Kevin Hartman . Bosch and Kevin Hartman. Coursera. Retrieved from
https://www.coursera.org/learn/digital-marketing-
capstone/lecture/o6LBL/hangout-2-bosch-and-kevin-hartman