Value-priced DMM line gets redesign, new name
-- EDN, January 4, 2001
What happens when the leading manufacturer of what many consider to be a commodity product buys out a lower priced line that, in a sense, competes with its own? Whereas the existing products sell primarily to quality-conscious customers who will pay a premium for an extra measure of confidence, the newly acquired line aims at value-conscious customers who insist on such attributes as immediate availability, a recognizable brand, and a strong warranty. The strategy: Continue both lines. Keep engineering, manufacturing, and marketing separate. Target the acquired line at customers who don't need the bulletproof quality of a Mercedes Benz-and won't pay for it.
No, this item isn't about Daimler Benz's merger with Chrysler; it's about Fluke Corp's acquisition of Wavetek's line of handheld DMMs, related products, and accessories. Most memebers of the more than 60 products are now dressed in eye-catching, bright-red-orange cases and sport a new name-Wavetek Meterman, which eventually will become just Meterman (Picture).
When you hold the products in your hand, feel their ruggedness, view the clear displays, try out the smooth, straightforward controls, and verify the accuracy of the readings, you'll probably agree that, at prices less than $100 for most of the products, these units represent sound value.
Wavetek Meterman Test Tools, 1-877-596-2680, www.metermantesttools.com.
-by Dan Strassberg
