Costco Snap-On Products

Porcupine · Mar 6, 2011

Hi Folks,

Upon taking a visit to our local Costco, I took a walk down the isle where all of the tools, automotive products are and to my amazement, I found the following Snap-On branded items:

1) Air Compressor - it was a vertical model, red in colour with a cheap white/clear Snap On sticker on the tank that was already peeling off. Made in China.

2) Plug-in Bar - red, total of 15 amps, again made in China. The bar which was a couple of feet long is held on the wall by two plastic clamps. Completely turned me off, although the bar itself looked ok.

3) Mini shop vac - Yup, red and labeled Snap On and made overseas.

4) Work light reel. - Red & Black, made overseas.

I was just surprised to see them selling, in my mind, "fake Snap On".

Anyone else come across these items while shopping at Costco?

t100 · Mar 6, 2011

I've seen gloves, shop stool, pressure washer, flash light, knife. all overseas stuff, probably the next up would be Snap On KY jelly.

mrb · Mar 6, 2011

those products are a result of snap on licensing its brand to costco to put on those products.

rsanter · Mar 6, 2011

there was a distrubutor at SEMA setting people (companies/stores) to seel the line of those items

bob

boostedgt · Mar 6, 2011

did they have dual 80 rebuild kits?

Hammer1963 · Mar 6, 2011

It's just a marketing tool for Snap-on tools to expand there business. No big deal

Daedalus · Mar 6, 2011

I bought the gloves. They actually have held up really well so far. Much better than the 4 pairs of Mechanixwear **** I went through in about a day each. Those things almost seemed to dissolve off my hands.

I can fix anything · Mar 6, 2011

You can get them at Vatozone too.

Daedalus said:
I bought the gloves. They actually have held up really well so far. Much better than the 4 pairs of Mechanixwear **** I went through in about a day each. Those things almost seemed to dissolve off my hands.

slayer6x6 · Mar 6, 2011

Yeah, its not the best marketing strategy I've seen.

Up And Down · Mar 6, 2011

Terrible marketing in my opinion. Gets some number cruncher a promotion by increasing profit for the company drastically in a short period of time...but at the cost of cheapening the brand name substantially and subsequently losing those profits many times over in the future due to it.

trout · Mar 6, 2011

I've seen some of that **** at Autozone. Just the company making a buck off fans that can't afford the real stuff.

Daddy_Rabbit · Mar 6, 2011

import junk is import junk ... regardless of decals

Pro-Painter · Mar 6, 2011

Ive seen the gloves, tape measure, and razor knifes at Northern-tool, and around Christmas Sam's club had a 2pk of snap-on fold out razor knifes for $9.99

Little **** like that I understand. But an air compressor ? Thats going a little far. I would be PISSED if I bought one used and found out it was nothing more then a china made Sanborn unit and not a real Snap-on grade compressor.

What size was the compressor?

joeydawrench · Mar 6, 2011

I bought the flashlights last year. They seem to be worthy of the $20 I paid for them, however my Snapon guy was a little upset when he seen them.

Nealcrenshaw · Mar 6, 2011

Its sad that alot of SO and matco tools are made overseas.

davesnothere · Mar 6, 2011

i like seeing the costco snappy stuff on CL for 2x the costco price.
makes me lol every time.

MaximRecoil · Mar 6, 2011

Many "exclusive" companies that get big eventually "sell out". This happened to Rockford Fosgate in the early '00s. When I first started buying car audio equipment in the '90s, you could only buy RF equipment in dedicated stereo stores, i.e., authorized dealers; and that is the way it had always been for that brand. The first sign that they were about to "sell out" was when they started showing up in Crutchfield catalogs in the late '90s. Their "sell out" was complete when they started showing up in Best Buy stores in '00 or '01, complete with a marketing-friendly "max" wattage figure in huge lettering plastered on the amps. Needless to say, their reputation took a huge nose dive, and their products got divided into two categories by enthusiasts; the good "old school RF" stuff, and the newer junk at Best Buy.

I'm not saying that's happened to Snap-on yet, but if e.g. a new "value line" of raised panel Snap-on wrenches shows up at Costco or whatever, they'll be well on their way.

Porcupine · Mar 6, 2011

Pro-Painter,

I believe the compressor was a 20 gallon model.

t100 · Mar 6, 2011

another MAC in the making?? if I need Chinese gloves, I'd buy HF $3 a pair, I don't feel **** hurt when they are dipped in oil and grease. same thing with the $100 Chinese Snap On stool. the no-name $40 one at Costco is much better quality and real leather seat, not vinyl.

spongerich · Mar 6, 2011

davesnothere said:
i like seeing the costco snappy stuff on CL for 2x the costco price.
makes me lol every time.

I seem them around here too. ACE Hardware has the "Snap-On" work lights for $39.00. They keep showing up on CL for $80. I was thinking about picking up a few and looking for some sucke...um... I mean buyers.

csargents1546 · Mar 6, 2011

Can get them at pep boys also. SO rep was alittle suprised to see that.

Lump · Mar 6, 2011

As a 31-year advertising/marketing professional in the automotive world, I have a LOT of experience with this phenomenon. Allow me to explain.

Any time a group of customers become exceptionally loyal to a brand name, they tend to want to show off that brand name with their clothing, accessories, etc. So the brand name alone begins to have value, separately from (and additionally to) the product. Whenever that happens with a brand name, then the company has "brand equity", or cash value in that brand name. There are several big consulting companies which are totally focused on helping companies cash in on their "brand equity." That is why you see so many products on the market such as belt buckles, T-shirts, ball caps, "die cast truck banks", pocket knives, etc, being sold with brand names like John Deere, Jack Daniels, Ford, Chevrolet, Mack, Snap On, Skoal, etc, etc.

I have worked directly with brand-equity companies, such as the two different firms who work for General Motors and Ford. Many of my clients who manufacture and sell auto emblems and other body parts were forced some years ago to become "licensed" to sell those products, and to pay a royalty for every licensed item they sell.

So whatever brand equity company holds the licensing rights to the Snap On brand name will connect with any company which wants to put the Snap On brand name on a product, and they will secure a license agreement. Then every time Costco or anyone else sells one of those items, Snap On gets a percentage, and the Brand Equity company gets a piece of that. For names like John Deere, Jack Daniels, and Chevrolet, we're talking about millions and millions of dollars. And in an economy like this, ANY US manufacturer needs every nickel they can get. Snap On is no different.

In theory, the manufacturer who owns the brand name has final say over what products can bear their brand name. With that in mind, I doubt that you'll ever see any cheapo hand tools licensed to be labeled as "Snap On", for obvious reasons. And I am indeed surprised to learn about this air compressor. I can only assume that Snap On does not offer any air compressor of their own. But as someone said earlier in this thread, they need to be very careful that they don't damage the value-image of their own products.

Butters · Mar 6, 2011

Harley Davidson = possibly the ultimate example of brand equity
Craftsman = the downside of milking brand equity

It is one thing to sell T Shirts, mugs, and hats. It is another when you use the name to imply quality. They'll both make you lots of $$$, but the latter runs the risk of alienating your clientele.

If you see a Snap On ball cap, you don't stop buying SO if it falls apart after 2 months. But if you buy SO garage equipment (compressor, outlet strip, extension cord reel) you get pretty pissed when it falls apart 2 months later when all you have ever heard about was how God uses SO tools to fix all the chariots in Heaven. In limited doses, you would have to be naive to think it is truly SO quality. But some brands don't know when to stop.

Craftsman is the perfect example of taking brand equity/loyalty and milking it too far. The reputation used to be that you could buy a CM tool and know you got a good tool at a fair price. But Sears has milked that well earned reputation to sell **** tools for many years. So now when you need a tool you don't go directly to Sears, you cross shop against Lowes/HD/ or a dozen other low end tool suppliers. To this day, Sears still tries to market Craftsman as something special. But they have so diluted their quality by selling **** too long that most people have become wise to it.

Snap On better tread carefully. If I were them, I think I would stick to hats, mugs, and T Shirts.

t100 · Mar 6, 2011

these are used to be called "corporate incentive" products. but, don't forget, Snap On the brand as a whole, is in the "direct marketing" business, it solely depends on the individual dealers to sale their products(except industrial and government/military).

these "incentive" are used to get their customers hooked up with their dealers, exclusively.

meaning just like discount fliers from department stores, they use it to lure the customer into their store(tool truck in this case) and the goal it to let you to see and buy other stuff.

also, it can make the customers feel they are a little bit special when they spend their money.

in long term, I can see this under cutting dealer method would hurt the company's image by whoring their name and trade mark.

If I'm a dealer, I'd be protest against it, too.

american lockpicker · Mar 6, 2011

I seen the light at Ace a few years back and was shocked when I seen it was made in China(at the time I thought all Snap-On was US made.) I think if they keep this up they can be just like Stanley or Black & Decker.

american lockpicker · Mar 6, 2011

Butters said:
God uses SO tools to fix all the chariots in Heaven.

That would make a good signature.

Jononon · Mar 6, 2011

Lump said:
I doubt that you'll ever see any cheapo hand tools licensed to be labeled as "Snap On", for obvious reasons.

You were saying?

Moose-LandTran · Mar 6, 2011

Jononon said:
You were saying?

And where've you been?

t100 · Mar 6, 2011

american lockpicker said:
That would make a good signature.

Monte would disagree on that.

Toolhorder · Mar 6, 2011

My SO dealer said that the guy who sold the contracts to ***** out the brand was fired for doing so and shortly after had a heart attack or something and passed away. Suppose to be 2 more years before they can get out of those licenses for the stuff you see at Costco, etc...

toolmaker1 · Mar 6, 2011

Toolhorder said:
My SO dealer said that the guy who sold the contracts to ***** out the brand was fired for doing so and shortly after had a heart attack or something and passed away. Suppose to be 2 more years before they can get out of those licenses for the stuff you see at Costco, etc...

Yep they sent out "uncle Vinny" to rough him up a little :lol_hitti

I seriously doubt that. A decision that big is not made by one person. Your dealer is pissed and trying to save face. This will be the biggest fallout from this, ******* off the dealers.

american lockpicker · Mar 6, 2011

t100 said:
Monte would disagree on that.

Busted Bolts · Mar 6, 2011

I bought last year 1 crown stapler, frameing gun, and a 2in finish nailer from Ocean State job lot. I know SO isn't in the wood/construction bussiness, but I found out they are made by alltrade. I don't do much of any carpentry and couldn't justisfy Bostitch, Paslode or others, so I figured for the little I need them it would be cost effective and compliment the name I have on Most of my tools around the shop. They have held up well with no complaints and look real cool. I paid $220 for all three in cases. It worked for me.

Toolhorder · Mar 6, 2011

toolmaker1 said:
Yep they sent out "uncle Vinny" to rough him up a little I seriously doubt that. A decision that big is not made by one person. Your dealer is pissed and trying to save face. This will be the biggest fallout from this, ******* off the dealers.

Just repeating what was said. Not sure if it's true. He said the guy set up the deal and the higher up's said negative on it and he signed anyway so they fired him. I doubt my dealer made it up but it's all hearsay anyway. Nobody knows what happens behind closed doors.

ImportTuner · Mar 6, 2011

Daedalus said:
I bought the gloves. They actually have held up really well so far. Much better than the 4 pairs of Mechanixwear **** I went through in about a day each. Those things almost seemed to dissolve off my hands.

I bought the same Snap On gloves at the end of 2007 after I got laid off .. can't remember where I bought them at, but they are holding up really well.

t100 · Mar 6, 2011

BQuicksilver · Mar 6, 2011

I purchased those gloves. They're on par with mechanix and cheaper with a good name stamped on them. I'm happy, but totally understand you guys on this one.

5-0stank · Mar 6, 2011

I tried a pair of the "impact" gloves (different than the ones pictured above) on the snap on truck the other day. They were $40, but fit my hands awesome. Idk if I want to spend that though. Very rarely do I find a glove that fits my hand perfectly.

canuckian · Mar 6, 2011

I bought the outlet strip...not because it has Snap On written on it....but because it was a 12 outlet power strip for $25 !!

Lump · Mar 6, 2011

Jononon said:

You were saying?

Click to expand...

I realize that we would/could all agree that pocket knives are "tools", but that is definitely not what I referred to. Indeed, pocket knives are some of the most equity-branded "specialty products" on the market, along with ball caps and coffee mugs. Top quality US manufacturers have been licensing "specialty product companies" to make cheapo pocket knives with their logos on them for nearly a 100 years. (Some of those older knives are quite collectible now).

When I said that I did not expect to see cheapo hand tools licensed to wear the Snap On logo, I referred more specifically to sockets, wrenches, ratchets, etc. (And yes, I have seen the little cheapo Snap On pocket screwdrivers, but they are also not what I meant.)

And yet, who knows? Maybe Snap On WILL license products which I would not expect them to? Maybe you WILL see double-cheapo $9.99 socket/ratchet sets at Sam's Club or Costco with Snap On logos on them? I don't work at Snap On, and neither am I their outside marketing/advertising consultant. (But if I were, I would certainly advise against it). However, like someone said in an earlier post in this thread, ball caps, t-shirts, coffee mugs, etc, are great ways for any company with a popular brand to make some profits, in a very stagnant economy. It's probably been the best profit strategy which ever happened to Jack Daniels and Harley Davidson.

Costco Snap-On Products

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