How Tools are Marketed

 I'm always looking for better ways to communicate, as I review tools, how good a tool is relative to the target market it's aimed at.  For example, Milwaukee and Dewalt as opposed to, say... Stanley or Craftsman. 

Up till now, I've tried to refer to them as industrial,  commercial,  home, and such to try to give each a more fair shake instead of disparaging them just because of who might be buying and using them.

I think though, I've changed my thinking on it and instead am looking at them as "A Market", "B Market", "C Market" etc...

So, "A Market" would be the industrial base that has the heaviest and most intensive use of tools.  These aren't necessarily the same as commercial use like general contractors and builders (also the largest grouping of "brand fan boys, interestingly enough).  

No, "A Market" doesn't have to be pretty or flashy or even boastworthy.  They need to be durable, have high endurance, and be easily repairable or replaceable.  Most "A Market" buyers are factories, plants, basically places that have a dedicated tool room that issues and maintains tools on site to workers.  The company usually purchases all the tools used on location and retains them obligation, issuing them out to shift workers, etc... as needed.   Companies that offer direct corporate sales like Hilti, Bosch, and other multinational tool companies meet this market.

This is very different from "B Market" users who usually is made of individual contractors and general contractors of teams of emoyees/crew and each individual buys their own tools in accordance to what kind of work is needing to be done.  Often general contractors will have specs required for types of tools the employees need to meet to ensure productivity.  This is where the Milwaukee,  DeWalt,  Makita, Flex, and others we see in the  box stores aim at.

Going from there, I call these folks "C Market".  This Market is your professional technicians,  installers, professional handyman,  mobile service professionals, hard core hobbyists, etc... usually fall into.  They aren't as hard on tools as Market A and B users are.   Nor do they usually have the same intensive requirements.  These tools need to be more budget friendly but reliable.  Users in "C Market" will sometimes obtain tools from "B Market" brands but just as likely,  if not much more likely,  to use "C Market" brands.  These would be, for example, the Hercules brand at Harbor Freight, the brushless and top tier brands and lines from Craftsman and Rockwell/Worx Nitro, and store in-house brands like Lowe's Kobalt or Menard's MasterForce brushless lines.

There are two more main markets from there.  

There's "D Market", which are brands targeted to the "typical"  resident just looking for basic tools to do basic home maintenance,  repair, and crafts/hobbies.  These don't need to be used very often or intensively.  They just need to do basic tasks every so often.

That leaves "E Market".  These are the low price, single use (let's be honest here), the "I need this to finish the task and get it done now" brands and lines of tools that don't have to necessarily be good, just, "good enough" and be extremely affordable. 

In no way are any of the descriptions I've provided above intended to be disparaging,  insulting,  or putting any tool brands, or users thereof, down.  They are what they are.  Each market has intended requirements and use cases they are designed to meet.  Each use case market is a real and legitimate area buyers are trying to get certain results from.

For example, I, as a professional handyman,  installer, and technician, pretty much fall into "C Market".  As I determine some tasks I do require, I might decide to invest in "B Market" brands because the intensive use situations require a tool better designed to meet them.  But for tasks that don't have those intensive and endurance requirements,  I will absolutely be fine with the "C Market" brands whose offerings are more than suitable for the need.