Market Research secures new market for Milwaukee







Market Research, Competitor Analysis

The Brief

Milwaukee is an industry leading manufacturer of power tools, accessories and hand tools for the professional trades.  They have an excellent reputation and with the continual focus on site safety across all major markets, they saw an opportunity for growth by expanding into the PPE sector.  They had conducted some initial research but asked Fabrick to undertake some specific and more detailed market research.  We were delighted to help.

The Solution

Milwaukee wanted to enter the PPE market with the following products:

  • Safety Glasses
  • Hard Hats
  • High Visibility Vests
  • Hearing Protection
  • Respirators
  • Gloves (expansion projects)
  • Tool Lanyards (expansion projects)

Fabrick’s research teams quickly began by undertaking a thorough analysis of Milwaukee’s competitors and other leading suppliers.  They focused their investigations on the customisation options for the PPE – colours available, branding options, minimum orders, lead times, costs, approval processes and more.  They explored the user journeys and options for ordering these PPE items and then moved on to the marketing and communications of these target products.

Our teams also explored the key messages each provider communicated, the means in which they communicated these, the frequency and prominence.  We looked at competitors USPs, communication platforms and other forms of marketing communications.

The Results

  • 1 A thorough research report was presented to Milwaukee to aid their decision on entering the Personal Protective Equipment market.

  • 2 Milwaukee successfully entered the PPE market

  • 3 Personal Protective Equipment has seen little innovation over the years, driving users to modify their PPE workwear to better meet their needs. The market research conducted allowed Milwaukee to take the time to understand their users’ requirements and develop PPE from the ground up, delivering a wide range of premium-quality construction workwear. This includes cut-resistant gloves that allow users to adapt to each job and safety glasses that can be worn all day with lasting fog-free lenses. 

  • 4 MILWAUKEE® has focused on creating innovative solutions for industrial work gear that won’t slow users down, helping them stay safe and stay productive on the jobsite.

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