Challenge

Ryobi Power Tools in Anderson, SC, wanted to make a commanding stand at retail alongside their competitors, with both benchtop and handheld power tools. The means to that end was an aggressive product line expansion. But what did Ryobi mean to consumers? And how did you pronounce it?

BOLTGROUP’s first job was to understand the existing market perceptions, barriers, and opportunities in home improvement centers. Only then could we build the Ryobi brand at point of sale.

Solution

Through a combination of qualitative, quantitative, and ethnographic research, we were able to identify the compelling truths and perceptions of the brand among consumers. Further, we unearthed latent opportunities within the brand to bring out a bolder, more powerful statement, including a celebration of products made in the USA. The next step was to develop new packaging and brand standards that elevated the brand both visually and emotively among customers. We created a unique and ownable style that communicated the features and benefits of the tools from a distance. At the same time we looked at how the products were merchandised to bring a more powerful and compelling brand story to point of sale.

Results

Based on the new market positioning strategy, Ryobi established a strong, cohesive presence in the retail environment, and was able to accomplish their goal of adding 27 new SKUs to their existing line in one season.

Today the Ryobi brand is flourishing and holds a strong retail presence, having expanded into lithium battery technology.