Thermadyne Industries 2006-2009
Victor®
Tweco®
Thermal Dynamics®
Arcair®
Thermal Arc®
Stoody®
TurboTorch®
Objective
Leverage the strength of industry leading brands with an established distributor
network while offering value and quality in competitive market for metal cutting
and welding hard goods including: gas equipment (torches and regulators),
welding power sources, filler metals, MIG guns and plasma cutting systems.
Strategy
Integrated profile/testimonial print advertising and public relations campaign
designed to celebrate skilled craftsmanship of metal working and fabrication to
reinforce end-user preference of Thermadyne brands. Tactical elements include
brand building marketing communications execution of scheduled calendar
promotions, enhanced web/interactive communications, direct mail, trade show
participation, showroom merchandising programs, new product launches,
improved catalog and product literature.
Highlights
Structure and organization of marketing activities is systematic, focused
and targeted with scheduled activities and processes. In spite of economic
downturn resulting in sales declines and re-sizing of company in 2009,
Thermadyne marketing does more with less and maintains healthy margins.
Key Learning
Fine tuning of routine integrated marketing communications in support of
branding activity delivers a dramatic positive effect on profitability and improves
effectiveness and power of well-planned product line management.