A Brief History
PORTER-CABLE began early in the 20th Century (1906) and was a direct result of fulfilling the American
Dream. For the company, the principal had one goal in mind:
to provide quality tools and products that made the work of
journeymen and professional craftsmen easier. The tools were of
the highest quality and reliability. It was not uncommon for a single
power tool to cost a month’s wages. The added production and
efficiency afforded by the innovative offerings made this a relatively
easy sale. Tasks that once took weeks or months were now reduced
to hours or days.
DELTA and PORTER-CABLE have common roots that date back
to 1960. This was the year PORTER-CABLE and DELTA became a part
of the same company. The combination of PORTER-CABLE and DELTA
gave the company a wealth of patents and combined intellectual
property from over 50 years of excellence in woodworking power tools.
Toward the end of the 1980s, there were various joint projects
between the DELTA and PORTER-CABLE brands. Both brands have
long been the leaders in their respective categories of stationary
and bench top woodworking equipment and portable woodworking
power tools. By the end of the 1990s, both companies became more
closely aligned by sharing the same manufacturing and distribution
facilities in Jackson, Tennessee.
IT ONLY MAKES SENSE.
Considering the long history and association of the brands, there is a lot of practical worth to utilize each
brand’s marketing channels as a new conduit to communicate with the other’s customer base. Market
research shows that both brands are equal in relation to market position. Since there are no competitive
product categories between the two, there are no loyalty conflicts to arise from brand loyalists.
HERE ARE THE FACTS:
- PORTER-CABLE and DELTA have been sister companies
for nearly 50 years.
- Both brands have been closely affiliated for nearly 20 years.
- Both are brands of long-standing heritage in excellence.
- Both are number one in their respective product categories.
- Both brands compliment each other and do not compete.
- Both have been tightly integrated in the same facility
for almost 10 years.
One term that gets used a lot in business is “synergy.” This is one instance where the term truly applies.
The definition applicable here would be the efforts of two parts combined having a greater impact than
the efforts of two parts acting independently. This is truly the desired result in this endeavor. By making
marketing activities a joint endeavor and leveraging the influence of each brand, we will be able to greatly
increase the number of impressions and exposure of each brand. It is a fact that anyone who is a potential
customer for table saws will also be in the market for random-orbit sanders and vice versa. Utilizing the same
communication channels will help to ensure each brand’s message is received by a much larger audience.