A growing and increasingly competitive marketplace caused Toro, a leading consumer lawn and garden company, to reconsider how to efficiently and effectively utilize its two major lawn care power equipment brands, Toro and Lawn-Boy, in its distribution channels.
Toro needed to revisit the Lawn-Boy brand strategy and consider what the product had been and become in consumers’ minds.
Brand Tool Box was asked to assist in the development of a brand repositioning strategy. We began the project with a comprehensive brand assessment study with consumers to determine current perceptions of Lawn-Boy and Toro brands, as well as key decision-making criteria for mid-tier lawn care equipment.
Based on the research findings, we developed a brand positioning strategy for Lawn-Boy and recommendations for how Toro could effectively utilize the Lawn-Boy brand in its overall growth strategy.