In-Course Honors Project - VDV Crimpers By: Shyenne Horras 2014
Who is Greenlee Textron? Textron Company Overview Greenlee is a business unit of the company Textron, who owns a number of other units such as Bell Helicopter, EZ-GO Golf Carts, Cessna Planes, and Textron Systems Military Crafts. 2
Who is Greenlee Textron? Greenlee Company Overview Greenlee specializes in tools for professional electricians to install wire and cable, such as holemaking saws, bending tools, and communications test and measurement equipment. 3 I
What is the purpose of this project? Project Objective and Uses: The purpose of this project is to determine Greenlee s main competitors in the VDV crimping category, as well as how they compare on product features, price points, and marketing strategy. This information will be utilized to create strategies for furthering Greenlee s market share in the VDV crimping category. 4
What will be discussed in this presentation? Key Points: Introduction to VDV Tool Market - VDV Tool Uses - Consumer Trends - Competitive Landscape VDV Crimpers - Crimper Types and Functions - Competitive Offerings Market Recommendations - New Product Offerings - Pricing Alterations - Future Research 5
Voice Data Video Tools
Voice Data Video (VDV) What is it? Data Communications Segment: Voice Data Video (VDV) refers to the data communications segment of the electrical tools market. VDV tools are specifically designed to cut, strip and terminate the smaller gauge wire used in VDV. This includes: - Telephones - Internet cables - Alarm systems 7
Voice Data Video (VDV) Growing Trends Future Segment Opportunities: 25 to 45 year olds - Greatest amount of disposable income - Easily impressed by technology - Less brand loyal Ergonomic tool designs - Especially light-weight tools Multifunction tools - Fewer tools to carry - Increase consumer value 8
Voice Data Video (VDV) Competitve Landscape Competitor s Total Annual Revenue: $128 Million $102.8 Million $79.4 Million $45 Million $20 Million $5.8 Billion* 9 *Recently created line; VDV not included
Voice Data Video Crimpers
VDV Crimpers What is a Crimper? Crimping VDV Wires: When connecting electrical wires, a crimp is utilized to ensure a strong connection. It seals the end of the wire, allowing a strong electrical current without any potential for deformities in the wire. 11
VDV Crimpers What are they used for? VDV Crimper Types and Functions: Frame - Removable die heads for various wire sizes - Utilize AWG wire or fiber optic wire Coaxial Cable - Utilize compression to crimp cable - Used for cable TV connections Twisted Pair - Utilize modular plugs - Telephone and internet connections 12
VDV Crimpers Frame Crimpers Competitive Offerings: Greenlee Klein Tools Platinum Ripley Ideal Southwire 13
VDV Crimpers Frame Crimpers Findings Frame Crimper Market Notes: Greenlee s offerings are significantly more expensive* - Approximately 40% more, even when additional die heads are factored out Southwire and Greenlee are the only competitors that offer ergonomic grips on their crimpers 14 *Does not include battery crimper
VDV Crimpers Coaxial Cable Crimpers Competitive Offerings: Greenlee Klein Tools Platinum Ripley Ideal Southwire 15
VDV Crimpers Coaxial Cable Crimpers Findings Coaxial Cable Crimper Market Notes: Greenlee and Southwire are the only competitors that offer a 3-in-1 tool for coaxial cable 4 out of 6 competitors offer stapler-style compression tools; Greenlee does not Ideal Industries is the only competitor to offer mini-coaxial cable specific tools 16
VDV Crimpers Twisted Pair Crimpers Competitive Offerings: Greenlee Klein Tools Platinum Ripley Ideal Southwire 17
VDV Crimpers Twisted Pair Crimpers Findings Twisted Pair Crimper Market Notes: Greenlee is the only competitor to offer telephone specific twisted pair tools Klein Tools, Platinum, Greenlee, and Southwire offer all-in-one tools that include cutters and strippers, in addition to the crimper 18
Market Recommendations
Market Recommendations Battery Tool Expansion Battery Tool Performance and Opportunities: Create battery-operated tools for coaxial cable and twisted pair cable within the next year. Greenlee s battery-powered tool has performed well, and is significantly more durable, ergonomic, and efficient No other competitors offer battery-powered VDV crimpers, creating an opportunity for Greenlee Suggested Retail Price: $500 - $600 20
Market Recommendations Pricing Concerns Price Reduction Suggestion: Reduce the price of Greenlee s frame crimpers by 20% within the next few weeks. Greenlee is currently priced approximately 40% above competitive offerings While Greenlee enjoys significant brand loyalty, such a large mark-up purely for brand could lead to lost market share. New Price $52.08 $112.43 $129.63 $168.72 Old Price $65.10 $140.54 $162.04 $210.90 21
Market Recommendations Mini Coaxial Cable Needs New Product Suggestion: Create a tool designed to specifically cut mini-coaxial cable Ideal is the only competitor offering a device As communication lines become smaller and more efficient, datacom electricians will require tools for mini coaxial cables and other smaller wires. Ideal s Mini-Coaxial Cable Tool 22
Market Recommendations Tool Shapes and Handling Consumer Research Suggestion: Hold a focus group in the next 4 to 6 months to determine the ideal tool shape for coaxial and twisted pair compression tools. Key competitors offer stapler-style and A-style crimpers If consumers prefer this style, consider adding this type of crimper to the Greenlee product line. Current Stapler-Style A-Style 23
What was covered in this presentation? Key Points: Introduction to VDV Tool Market - VDV Tool Uses - Consumer Trends - Competitive Landscape VDV Crimpers - Crimper Types and Functions - Competitive Offerings Market Recommendations - New Offerings - Pricing Alterations - Future Research 24