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Utility Knives and Blades 2010 Program and New Products

This program highlights market size, consumer insights, product innovation, and commercialization of utility knives and blades. Covers market trends, end user profiles, and packaging concepts.

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Utility Knives and Blades 2010 Program and New Products

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  1. Utility Knives and Blades2010 Program and New Products Utility Knives and Blades2010 Program and New Products Version

  2. Agenda • Market Size • Category Overview • Consumer Insights • Product Innovation • Commercialization

  3. Market Size

  4. Hardware THD 19% 30% 24% 10% 17% Lowe’s IC Other Key Takeaways Channel Overview: North America • Hardware/Home Centers are the preferred destination • Key Users • Dry wall • Carpenters • Roofers • DIY • Purchase driven by • Ease of shopping • Right Product for application • Value Offering • Everyday Pricing N.A. Retail $280MM

  5. Other 29% Stanley 52% IRWIN Kobalt Husky 5% 10% 4% IRWIN is the newest and fastest growing brand Key Takeaways Brand Share: North America N.A. Retail $280MM • Stanley is the market leader • New Products • New Brand positioning (Bostitch, FatMax, Extreme) • House brands growing at THD and Lowe’s • Folding Knives • Specialty and Snap Knives • Many different players through private label

  6. Category Overview

  7. 2004 2005 2007 Initial Offering

  8. Current Offering

  9. Main Benefits of Bi-Metal Blades Holds Sharp Edge 3X Longer* Shatter Proof Unbreakable Bi-Metal blades virtually eliminate injuries from flying chards of steel. Since the last 3X longer, Associates change blades much less, which reduces their risk of getting cut. IRWIN Innovation *versus carbon

  10. Consumer Insights

  11. 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

  12. End User Profiles Drywaller 36% of Market Roofer 20% of Market MRO 14% of Market General Contractor 20% of Market

  13. Product Innovation: 4-Point™ Utility Knife Blades

  14. Today Tomorrow User Observations Sharpening or cutting their blades for new tips Drywallers are 36% of the market Key Needs 1) Tip Sharpness 2) Durability 3) Life Give the user what they want! Purchase Drivers 1) Product Performance 2) Precision 3) Price 4) Pack Size (Bulk)

  15. Advantages 4-Point™ Innovation • 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

  16. Product Innovation: Utility Knife Handles

  17. 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

  18. 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

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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

  24. Handle Program is Customized for Unique End User Needs Final Packaging Concepts

  25. Best-in-Class Packaging Clearly Communicates Benefit Final Packaging Concepts

  26. Set Up Information

  27. All New Products Available by October 15th 2010 Full Category Offering

  28. Commercialization

  29. End User Engagement Event Marketing Sports Marketing SkillsUSA Heavy seeding and targeted advertising initiatives 2010 Integrated Marketing Plan

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