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CONSULTING CASE STUDY


POWER TOOL PORTFOLIO REALIGNMENT

Clarifying global product systems for faster decision-making

THE CHALLENGE

DIYers and Pro audiences navigate the world of power tools differently. Yet companies are rarely structured in a way that allows them to deliver for that difference across audiences, channels, and regions.
So what happens when a global power tools brand grows so large it becomes a bit unwieldy? They call in the consultation of Simon/Myers to inform a global portfolio realignment.
Four people gather around a large table covered with paper, markers, and sticky notes, collaborating on a project. Two people are writing and drawing diagrams while others engage in discussion.

OUR ROLE

Teaming up to realign portfolio with audience.

Simon/Myers was engaged to build a bridge from the global power tool portfolio to the global power tool audiences. The task at hand was to clarify a complex system for faster decision-making.

We got to work alongside the client team developing objective, insight-driven guidance to inform a global portfolio realignment.

DELIVERING VALUE

A clear framework connecting categories, attributes, and names.

  • Designed and led an international research study spanning DIY and Pro audiences
  • Conducted research across North America and the EU to ensure global relevance
  • Tested category structures to understand best-fit alignment for product systems
  • Evaluated naming territories tied to category meaning, clarity, and scalability
  • Analyzed results to identify shared and divergent drivers across regions and audiences

THE OUTCOME

A roadmap the client could deploy confidently at scale.

  • Defined a globally scalable category architecture grounded in customer understanding
  • Identified category attributes that resonated most consistently across markets
  • Recommended product line names that clearly aligned to category meaning worldwide
A man in a white shirt and black pants stands in a store aisle, looking at his phone. Shelves around him display various power tools and equipment. The setting appears bright and organized.

IMPACT

Transformed a global tool portfolio to sync with its diverse target audiences.
The brand realigned its global product portfolio and implemented the new category system and naming architecture across in-store and digital experiences in North America and the EU, making it easier for customers to find the right tools, faster, anywhere in the world.

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