Caterpillar Inc – Manufacturing a Rugged Image for Workwear From Construction

March 31, 2012 by  Filed under: Branding 

The global brand of Caterpillar is world renown for industrial machinery and specialist heavy equipment. Such an association with tough, built for the toughest of tasks image has given the company the opportunity to be represented in many market sectors. These include a product range varying from agricultural diggers and waste machinery to workwear and safety boots. To understand how the company reached such diversity we must look to the brand’s history.

The Caterpillar name was born as a result of a merger between rival firms C.L Best Tractor and Holt Manufacturing in 1925. The lead up to the creation of the joint firm saw a period of fierce struggle, both organisations faced debt and falling sales at the hands of economic depression. As the two companies battled each other over contracts and patent infringements a merger became the most viable route to survival.

The merger heralded a period of product consolidation, combined with the introduction of diesel engines into the company portfolio. This proved a key step in the formation of the new organisation with sales growing to over fifty-two million dollars by 1929 and securing the firm’s reputation for manufacturing expertise. Further success followed with the supply of goods to the United States navy during world war two and the construction boom which followed.

To continue on a path of growth, Caterpillar began to explore developing markets with a manufacturing facility opened in Brazil in 1960 and representation was steadily increased throughout the globe. As well as foreign investment, the company recognised the need to grow by diversification. In 1951 the acquisition of tracked loaders manufacturer Trackson represented an insight into a path that would play a major part in the company’s future strategy.

The policy of buying companies in related industries has resulted in the purchase of over thirty firms including Krupp in Germany and Hindustan motors in India. An increasing list of acquisitions has seen the company gain expertise in marine diesel engines, electrical generators and automatic transmissions.

Having built a reputation for expertise in many aspects of machinery, the company enjoys worldwide notoriety in the building industry and this has presented another opportunity to reach markets outside of machinery. The brand and trademark have been sold under license for use on watches, hats and scale models. This exclusive offer finally explains the route from machinery to workwear, with an entire range of corporate clothing including work boots and jackets available to the public.

Caterpillar turned over 60 billion dollars in 2011 and is a prominent member of the Dow Jones industrial average.

James J Worthington (Marketing Director) -Myworkwear offer a wide range of workwear, uniforms and embroidery services online to all locations throughout the UK. Brands include Portwest, Dickies, Uneek, Henbury and many more. With over one thousand items to choose from the company are one of the biggest suppliers of clothing to the British corporate industry. The extensive range includes High visibility jackets, safety boots and embroidered polo shirts.

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