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Marketing for B2B Technologies

Product Development: Current Clamp Meters


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In 2006, Fluke Electronics faced a threat from a new competitor in the current clamp meter product category: the “Tightsite” dual display model from Ideal Industries.

To understand and begin the counterattack against this threat, I recruited and conducted a series of focus groups with third-party electrical contractors who typically serviced commercial accounts in suburban Milwaukee, as well as industrial plant electricians based in heavy manufacturing industries on Milwaukee’s south side.

We needed to know:
  • How had the introduction of Ideal’s “Tightsite” model, which featured a second easy-to-read display on the bottom of the instrument, changed end-user expectations for this product category?
  • What could Fluke do to win current clamp meter sales not only vs. the new Ideal “Tightsite” model, but vs. traditional Amprobe customers in industrial markets?
  • What were future needs for clamp meter end-users?  What improvements, new features, capabilities, etc. would they like to see?

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Results:  Fluke gained valuable insight into the marketplace, and moved forward with developing a new series of current clamp meters, all of which included a new “hold display” function that made it easier for electricians to take readings in poorly lit and cramped electrical panels.   (http://www.fluke.com/fluke/r0en/products/clamp-meters)

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  • Home
  • Case Studies
    • Lead Generation >
      • Digital Oscilloscopes
      • EMC/EMI Marketplace
      • Food/Beverage & Chemicals
      • Fiberglass Grating
    • Market Development >
      • DNA/RNA Analysis
      • Semiconductor Programming
      • Pharma/Biotech Cleanrooms
      • RF Calibration
    • Product Development >
      • Fire Inspection Devices
      • Underground Pipe Locators
      • 6 1/2 Digit Bench DMMs
      • Current Clamp Meters
      • Food Irradiators
      • Circuit Breaker Diagnostics
      • Moisture Analyzers
    • Marketing Communications >
      • Technical Writing
      • Public Relations >
        • AATI
        • Kistler Morse
        • Liberty Labs
        • Ryan Instruments
        • Midcon Cables
        • Chemgrate
        • Western Display Fireworks
        • Fluke Networks
      • Sales Tools >
        • AATI
        • Kistler-Morse
        • Ryan Instruments
      • Print Ads >
        • AATI
        • Arizona Instrument
        • Ryan Instruments
      • Business Articles
  • Technologies
    • Analyzers & Instruments
    • Test & Measurement Equip
    • Refrigeration & HVAC
    • General Industrial
    • Optics
    • Nuclear-Related
    • Software and Related
    • Components
    • Computer Hardware
    • Systems
    • Medical
  • Research Snapshots
    • Fire Fighting
    • Ultrasonic Level Detection
    • Facility Lighting Systems
    • Aircraft Repair
    • Underground Pipe Locators
    • Drug Moisture Analysis
    • ESD Guns
    • Semicon Programming
    • Calorimeters
    • Installing Fiber Optics
    • Clamp Meter Displays
  • About