Utility Knives and Blades 2010 Program and New Products O MR Version age Im
Agenda » Market Size » Category Overview » Consumer Insights » Product Innovation » Commercialization
Market Size
Channel Overview: North America Key Takeaways N. A. Retail $280 MM Hardware THD • Key Users 19% 24% • Hardware/Home Centers are the preferred destination 30% 17% • Dry wall 10% • Carpenters • Roofers • DIY • Purchase driven by Lowe’s IC Other • Ease of shopping • Right Product for application • Value Offering • Everyday Pricing
Brand Share: North America N. A. Retail $280 MM Key Takeaways • Stanley is the market leader • New Products Other 29% Stanley • New Brand positioning (Bostitch, Fat. Max, Extreme) 52% • House brands growing at THD and Lowe’s • Folding Knives • Specialty and Snap Knives IRWIN 5% Kobalt Husky 4% 10% • Many different players through private label IRWIN is the newest and fastest growing brand
Category Overview
Initial Offering 2004 2005 2007
Current Offering
IRWIN Innovation Main Benefits of Bi-Metal Blades » Holds Sharp Edge 3 X Longer* » Shatter Proof » Unbreakable *versus carbon Bi-Metal blades virtually eliminate injuries from flying chards of steel. Since the last 3 X longer, Associates change blades much less, which reduces their risk of getting cut.
Consumer Insights
Target End Users Drywallers: » Choke up on “nose” » Measure and cut quickly » Drywall dust ruins tools » Cuts blades for fresh tips Roofers: » Tool security » Loose pieces get thrown away » Temperature effects the materials being cut Contractors: » Durable Design » Quick easy blade change » Secure internal parts
End User Profiles Drywaller Roofer 36% of Market 20% of Market General Contractor MRO 20% of Market 14% of Market Key Needs 1) 2) 3) 4) 5) Durability Easy access Ergonomics Narrow Profile Blade Storage 1) Ergonomics 2) Blade Storage 3) Durability 4) Compact 5) Easy Access 1) Ergonomics 2) Blade Storage 3) Durability 4) Safety Purchase Drivers 1) 2) 3) Application Product Performance Price 1) Application 2) Product Performance 3) Price 1) Safety 2) Blade Storage 3) Ergonomics Knife Selection
Product Innovation: 4 Point Utility Knife Blades ™
User Observations Today Sharpening or cutting their blades for new tips Drywallers are 36% of the market Key Needs Purchase Drivers 1) Tip Sharpness 2) Durability 3) Life 1) Product Performance 2) Precision 3) Price 4) Pack Size (Bulk) Tomorrow Give the user what they want!
4 -Point™ Innovation Advantages » 4 Points in one blade Doubles the Life of the Blade » Convenience of a snap blade, rigidity of a trap blade » Bi-Metal and Carbon available » 4 notches to maintain blade length MEETS TOP 3 UTILITY BLADE USER NEEDS: (1) Tip Sharpness, (2) Durability, (3) Life
Product Innovation: Utility Knife Handles
Handle Innovation Consumer Insight on Utility Knives » Choke up on knife “nose” » Holds tape measure end-hook against blade to quickly measure and cut » Drywall dust gets in everything and will “cake up” in tools Drywallers
Handle Innovation Consumer Insight on Utility Knives » Tool Security: need to change blades quickly and without opening knife » Knives that have loose pieces get lost and thrown away » Temperature effects the materials being cut: pulling hard on knife in cold weather Roofers
Handle Innovation Consumer Insight on Utility Knives » Durable Design: “Gets the Job Done” » Easy Blade Access: For quick blade changes » Secure Parts: To prevent dropping/losing components » Removable Blade Housing: For cleaning debris after use Contractors
Handle Innovation Consumer Insight on Carpet Knives » Angled Handle: Keeps hands above the material » Blade Rigidity: To ensure straight cuts in flooring material » Tool-Free Access: Quick and Easy blade changes » Blade storage inside the handle Flooring Specialists
Handle Innovation Consumer Insight on Linoleum Knives » Hooked Blade: For cutting on the pull » Durable Blade: Users want the ability to re-sharpen » Durable Handle: Resistant against drops and jobsite conditions Flooring Specialists
Folding Knife Handle Consumer Insight on Folding Knives » Compact Design: Fits into the pocket » Durable Design: Holds up to jobsite conditions » Quick Change Design: Change blades quickly » Belt Clip: Clip onto pocket or belt for easy access General Contractor
Safety Knife Handle Consumer Insight on Safety Knives » Self-Retracting: To prevent puncturing » Ergonomic Design: Reduces Hand Fatigue » Tool-Free Access: Quick and Easy blade changes MRO
Final Packaging Concepts Handle Program is Customized for Unique End User Needs
Final Packaging Concepts Best-in-Class Packaging Clearly Communicates Benefit
Set Up Information
2010 Full Category Offering All New Products Available by October 15 th
Commercialization
2010 Integrated Marketing Plan End User Engagement Event Marketing Sports Marketing Skills. USA Heavy seeding and targeted advertising initiatives
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