Robert Bosch strategy merges Bosch, Skil brand management

Robert Bosch Canada is ratcheting up competitive pressures in the power tool category with the rollout of a new marketing strategy and a healthy increase in ad spending.Four years ago, Germany-based Robert Bosch, a leader in the industrial power tool segment,...

Robert Bosch Canada is ratcheting up competitive pressures in the power tool category with the rollout of a new marketing strategy and a healthy increase in ad spending.

Four years ago, Germany-based Robert Bosch, a leader in the industrial power tool segment, acquired Skil, of the u.s., which specializes in the do-it-yourself side of the market.

Last spring, the strategic thinking behind the merger began to manifest itself as Robert Bosch amalgamated the management of its Bosch and Skil brands, and unveiled a program targeting all price points in the corded and cordless power tool categories with different Bosch and Skil product lines.

Joe Dillio, Robert Bosch national account manager, power tool division, says the consolidated brand management gives the marketers greater clout with retailers.

The Skil brand of products consists of relatively low-power products for do-it-yourselfers and a heavy-duty line for more serious handy people.

The Bosch line ranges from serious do-it-yourself products to professional-level power tools for contractors and use in heavy construction.

Bono Middleton, Robert Bosch advertising manager, says the company will nearly double its media budget this year over last, although she declines to reveal dollar figures.

Last fall, for the first time in several years, Skil brand was advertised heavily on tv.

The campaign ran during the Christmas buying season on tsn and French-language rds.

Middleton says the 1995 tv buy for Skil has yet to be completed, but the brand, with its ‘Built to last’ tagline, will be back on the airwaves in a big way.

She says the focus will be on cordless products and the Skil Flexi-Charge interchangeable battery system.

The campaign will also feature radio and print ads.

To support Bosch brand, which will see a number of product launches and innovations this year, including an interchangeable battery system, Robert Bosch will rely primarily on hobby and trade publications and in-store marketing.