Textron goes orange as part of new branding strategy

Golf Course News, Dec 2001 by Overbeck, Andrew

ORLANDO, Fla. -As part of a company-wide strategy to focus its product portfolio and build strong global brands, Textron Golf Turf & Specialty Products announced that it will adopt orange as its flagship color in order to visually unify its equipment line.

Since 1998, the company has marketed its four major brands (Jacobsen, Cushman, Ryan and Ransomes) in various brand identity colors. All Cushman turf vehicles and Ryan aerators will now wear Jacobsen orange, while Ransomes mowers will be integrated into the Jacobsen brand as of Nov. 1. The Ransomes brand will continue to be sold in Europe and the Asia-Pacific region.

"As a business unit of Textron we stepped back and examined where we fit in," said chairman and CEO Greg Hyland during a press conference at the Bay Hill Club, here. "Jacobsen is a powerful brand that we want to use to increase market share, profits, customer and employee loyalty, and customer satisfaction."

WHY ORANGE?

TGT&SP decided to phase out the Ransomes brand because it never achieved acceptance in the marketplace. According to research conducted by the company, superintendents said - by a three-to-one margin -- that they would be more receptive to Ransomes-style products if they were branded Jacobsen.

According to executive vice president David Rivers, brand and color are a very important marketing tool. "Color is the key visual identification," he said. "And brand still influences purchasing decisions. We wanted to link our brands with a common family color. This will not diminish their individual leadership in their categories. Jacobsen, Ryan and Cushman each have a strong and unique heritage and product position which we are committed to preserving."

The rebranding strategy by TGT&SP is a continuation of its move to consolidate its manufacturing and management structure. In late December 2000, it closed its Jacobsen factory in Racine, Wis. and, moved that operation to its newly expanded plant in Charlotte, N.C. In addition to the state of the art facility that employs 300 workers, the company has also moved its corporate headquarters to the site allowing engineers, manufacturing managers, product management and executives to be located in one place.

PRODUCT CHANGES

In addition to the color and name changes under the brand restructuring, some product consolidation may also be considered.

"We are still completing our product rationalization," said Peter Whurr, vice president of product management. "The products will have to meet superintendent's needs and dollar value." He also pointed out that the company is trying to get all products on a common platform at its new manufacturing facility in Charlotte.

For now the major changes will be in name and color, with one exception. Cushman vehicles will still be available in green per customer request.