1
EDL identified the licensee – with an experience of manufacturing and sourcing of consumer products and appliances. The licensee was keen to get into the sales and after service of consumer products as a part of their expansion plan.
Case study –
Brand Design Theme for
Black+Decker products
Problem statement
Launch of Black+Decker products in India with unique brand design ethics of B+D to be followed across the range of air coolers, water dispensers & water heaters.
The Black+Decker team wanted a unique design platform to be extended throughout their products across different segments which should be able to clearly reflect the global brand imagery
EDL jointly worked with B+D design teams from the US, Taiwan and Israel to ensure that all the products adhere strictly to the norms laid down as per the brand guidelines
Hundreds of iterations and numerous brainstorming sessions were conducted with special focus on product aesthetics, CMF, product branding & graphics
The teams were successfully able to design and engineer products in a span of 18 months which were well appreciated by the international teams of B+D & products successfully launched in the marketplace
Phase 1 – Identifying the partner and signing off the agreement
Project – Launch of B+D products in the Indian market for three key segments viz Air coolers, water dispensers and water heaters through the licensing route
2
Months of deliberation and due diligence by the US & UK teams of B+D. Multiple joint meetings between EDL, licensee and B+D
3
B+D released the draft for the legal agreement to be conducted between them and the licensee
4
EDL negotiated & coordinated between both the parties and arrived at a consensus thereby mutually agreeing the terms of the contract
5
B+D and RPPL sign a five year licensing agreement which extendable to a span of additional five years
Phase 2 – Product development and launch
1
Complete part level competitor product benchmarking through tear down for leading brands across the three product segments. Design, product sizes and aesthetics benchmarked at this stage.
2
Final technical specifications and product features for B+D range of products.
3
EDL engages with the specialised set of OEM’s/ODM’s and brings them on board for manufacturing of B+D products. Kicks off the Ideation and industrial design for the products.
Multiple sessions with B+D International design teams to arrive at the unique B+D design language.
4
Final product engineering and release of 3D data for mould development. Development of functional prototypes. Preparation of product wise part level lists and Bill of materials.
5
Mold trials. Product testing and validation. Product sample approvals from B+D – US teams. Final product costings & negotiations.
6
Pilot lot production. Product launch.
