A Strategy for Powering through Category Saturation

Having achieved historic, unprecedented growth among power tool brands, our client reached category saturation. Distribution through a single channel was compressing their margins, and a strategy was needed that would sustain growth and expand margin. After conducting consumer research, (r)evolution worked with management to adapt the Li-Ion battery to the client’s line at an affordable price. The strategy helped the brand reinvent itself and garner “Most successful new product launch at The Home Depot in 2007” honors. Furthermore, (r)evolution’s recommended strategy resulted in a 22% increase in average price that translated into a 33% YoY increase in brand revenue.