Utility Knives & Blades Knives and Blades Utility 4 -Point™ Snap Blades & New Handles 2010 Program and New Products O MR age Im
Agenda » Category Overview » Consumer Insights » Product Innovation » Current Offering (Trap)
Category Overview
N. A. Channel Overview Key Takeaways N. A. Retail $280 MM Hardware » Home Centers and Hardware Store are the preferred convenience destinations » Key Users THD 19% 30% 24% 17% 10% » Lowe’s I/C Other ▪ ▪ Drywallers (#1 consumer of UKBs) Carpenters Roofers DIYs Purchase Driven by: ▪ ▪ Ease of shopping Right product for application Value offering Everyday pricing
N. A. Market Share Key Takeaways N. A. Market Share (by brand) Other/Private Label 29% Stanley » Stanley is the Market Leader ▪ ▪ ▪ Created the UK&B Trusted name Wide array of brands – Bostitch, Fat. Max, FM Extreme, and De. Walt IRWIN 5% Kobalt 10% House Brands Growing Husky 4% No one has truly innovated the carbon blade, still the #1 type of blade used globally (i. e. giving consumers what they want ) » 52% » ▪ ▪ Folding knives (2 nd most popular knife handle) Snap & Specialty knives » Many Different Private Label Players » IRWIN first offered UKB products in 2004 IRWIN is the newest and fastest growing brand
Initial Offering 2004 2005 2007
Old UKB Offering 7
New UKB Offering (5) New Knives & (5) New Blade Skus – Available Now
Consumer Insights
End User Profiles & User Assumptions Drywaller 36% of Market Roofer 20% of Market General Contractor 20% of Market MRO 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
Target End Users Drywallers: » Choke up on “nose” » Measure and cut quickly » Drywall dust ruins tools » Cuts blades for fresh tips Roofers: » Tool security important » Loose pieces get thrown away » Temperature effects the materials being cut Contractors: » Durable Design » Quick easy blade change » Secure internal parts
User Observations & Validations 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!
Product Innovation: 4 -Point™ Snap Blades
4 -Point™ Snap Blade Innovation Advantages of 4 -Point ™ » 4 Points in (1) blade Doubles the Life of the Blade » Convenience of a snap blade, rigidity of a trap blade » 4 notches for greater depth of cut and/or to maintain blade length » Available in 5, 10, 50, and 100 packs * versus traditional IRWIN carbon blades MEETS TOP 3 UTILITY BLADE USER NEEDS: (1) Tip Sharpness, (2) Durability, (3) Life
Product Innovation: New Utility Knife Handles
Drywall Fixed Knife Consumer Insight on Utility Knives » Slim Nose: Allows for greater control & ease of use when using tape measure » Tool-free Blade Access: For easy blade changes » Tight Seam Design: Prevents drywall dust from “caking up” knife Drywallers
Pro. Touch Retractable Knife ™ Consumer Insight on Utility Knives » Quick Change Feature: Allows for quick blade changes » Extra Blade Storage: Holds up to (10) blades » Tool Security: Change blades without opening knife, losing pieces » Trigger Grip Design: Easier for cutting on the pull Roofers
General Contractor Knife Consumer Insight on Utility Knives » Durable Design: “Gets the Job Done” » Easy Blade Access: For fast blade changes » Secure Parts: To prevent dropping/losing components » Removable Blade Housing: For cleaning debris after use Contractors
Carpet Knife 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
Linoleum Knife 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 Utility Knife Consumer Insight on Folding Knives » Compact Design: Fits into the pocket » Durable Design: Holds up to jobsite conditions » Quick Change Design: Change blades quickly @ 45º » Belt Clip: Clip onto pocket or belt for easy access General Contractor
Self-Retracting Safety Knife Consumer Insight on Safety Knives » Self-Retracting: To prevent puncturing » Ergonomic Design: Reduces Hand Fatigue » Tool-free Access: Quick and Easy blade changes MRO
Current UKB Offering 23
Full Line UKB Offering 20011: (5) New Knives & (5) New Blade Skus – All Shipping Now
New IRWIN Utility Knife Blade Lineup 25
New IRWIN Utility Blade Lineup 4 -Point Snap Blade NEW Carbon Utility Blade Bi-Metal Utility Blade Hook Blade (Roofing) 18 mm Bi-Metal Snap Blade Carpet Blade (Carpet & Flooring) 18 mm Carbon Snap Blade Safety Utility Blade 9 mm Carbon Snap Blade 26 NEW
Bi-Metal Blade Innovation Main Benefits of Bi-Metal Blades » Edge Stays Sharper 3 X Longer* » Shatter-Proof, Safer to Use » Best Heavy Duty Blade Available » Incredible Value Proposition * versus traditional IRWIN carbon blades “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. “ -Kurt Smallwood, Safety Manager
New IRWIN Utility Knife Handle Lineup 28
Construction Handles & Blade Pairings Construction Handles General Use 4 -Point Snap Blade NEW Bi-Metal Utility Blade New Blade/Handle Combinations (Rolling Changes)
Specialty Handles & Blade Pairings Drywall Flooring Handles Carpet Blade (Carpet & Flooring) NEW Safety Utility Blade Flooring Tools are New to Our UKB Handle Offering
Set Up Information Setup Information (USA) Setup Information (CDN) Item # DESCRIPTION UPC MASTER DIMENSIONS LBS CUBE LGTH WDTH CARTON DIMENSIONS HT MSTR QTY LBS CUBE LGTH WDTH HT CTN QTY February 15, 2010 CDN LIST PRICE IRWIN Utility Knives and Blades IRWIN 4 point Utility Blades 1782106 DRYWALL UTILITY KNIFE W/ 4 PT BLADE 0 3854 899306 5 8. 65625 0. 41707 20. 5 9. 375 3. 75 25 1. 53125 0. 076968 9. 5 4 3. 5 5 $15. 44 1782107 GENERAL CONTRACTOR KNIFE W/ BIMETAL 0 38548 99307 2 10. 375 0. 61171 20. 5 9. 375 5. 5 25 1. 875 0. 098958 9. 5 4 4. 5 5 $17. 08 1782108 PRO TOUCH RETRACTABLE W/ 4 PT BIMETAL 0 38548 99308 9 9. 4375 0. 61171 20. 5 9. 375 5. 5 25 1. 6875 0. 098958 9. 5 4 4. 5 5 $19. 11 1782109 CARPET KNIFE W/ CARPET BLADES 0 38548 99309 6 9. 90625 0. 41707 20. 5 9. 375 3. 75 25 1. 78125 0. 076968 9. 5 4 3. 5 5 $13. 22 1782110 LINOLEUM KNIFE 0 38548 99310 2 21 0. 72569 11 9. 5 12 25 4 0. 079753 10. 5 3. 75 5 $6. 65 1782111 CARPET BLADES 5 PACK 0 38548 99311 9 2. 93125 0. 0329 4. 125 2. 25 6. 125 25 0. 48625 0. 005141 2 0. 756 5. 875 5 $3. 32 1782112 4 point Carbon Blades 5 PK 0 38548 99312 6 0. 168 0. 061 6. 500 2. 500 6. 500 25 0. 150 0. 002 2. 000 1. 375 6. 750 5 $2. 16 1782113 4 point Carbon Blades 10 PK 0 38548 99313 3 0. 304 0. 127 11. 563 2. 813 6. 750 25 0. 300 0. 002 2. 000 1. 375 6. 750 5 $4. 32 1782114 4 point Carbon Blades 50 PK 0 38548 99314 0 0. 750 0. 021 13. 250 7. 750 1. 750 5 0. 700 0. 019 1. 250 3. 625 7. 250 1 $19. 61 1782115 4 point Carbon Blades 100 PK 0 38548 99315 7 1. 050 0. 021 13. 250 7. 750 1. 750 5 1. 000 0. 019 1. 250 3. 625 7. 250 1 $25. 90
New UKB Offering Continuous New Product Innovation
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