Kennametal Streamlines Brand Structure

Kennametal (Latrobe, Pennsylvania) has completed the migration of all its current brands of metalcutting tools and tooling systems into two distinct portfolios: WIDIA Products Group and Kennametal Products group. The company announced the launch of WIDIA Products Group at EMO Milano 2009 in Milan, Italy last month.

According to the company, this development is part of a long-term, multi-year brand/channel strategy designed to improve access to metalcutting products and services to customers worldwide; focus engineering and marketing investments; decrease the number of stock keeping units (SKUs); and build a robust distribution brand.

The new group includes the WIDIA, Hanita, Rubig, Manchester, Clapp-DiCo, Greenfield Tap & Die and Circle brands, all of which are dual-branded under the WIDIA name. Tooling systems brands KM and Erickson will be available from both the Kennametal and WIDIA Products groups. The two groups will be taken to market separately, with the WIDIA group sold primarily through distribution and selected direct accounts and Kennametal positioned as a direct brand that is also sold through selected value-added resellers.

Heading up the new WIDIA group is Bernie McConnell, who has been named Vice President, WIDIA Products Group and Services. Mr. McConnell previously served as Vice President, Global MSSG Marketing for Kennametal.

The company has also launched an interactive Web site for the new group, www.widia.com. Visitors can view the entire WIDIA catalog, purchase products online, review past orders, and take advantage of online training programs and live-chat functions for technical support.