Caterpillar managed to diversify from B2B to B2C by becoming a lifestyle brand
Caterpillar was for 50years or so just active with its construction machines in the B2B market. Today Caterpillar earns a couple of billions USD a year in the B2C market selling boots, watches and clothing being able to ask a significant premium price for all its products. This was possible because the customer transferred the core values of Caterpillar, quality and reliability, from the B2B products to the B2C ones.
Caterpillar Inc. owns a complex portfolio of brands whose roles and relationships support the growth to achieve our enterprise and relationships support the growth to achieve our enterprise public policy makers, and other key stakeholders. The Caterpillar brand is the umbrella that shelters all other brands in the portfolio.