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Healthcare Competitive Analysis

Healthcare Competitive Analysis. KI vs. OFS Brands July, 2010. Objective. Provide a formal competitive product analysis that can be leveraged to identify gaps, threats and opportunities within KI’s product portfolio as compared to OFS Brands

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Healthcare Competitive Analysis

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  1. Healthcare Competitive Analysis KI vs. OFS Brands July, 2010

  2. Objective • Provide a formal competitive product analysis that can be leveraged to identify gaps, threats and opportunities within KI’s product portfolio as compared to OFS Brands • Define action steps and recommendations for product responses to OFS

  3. Competitive Analysis • OFS Brands is the parent company for OFS, Carolina, Lowenstein, First Office, and Styline Logistics (transportation) • Each furniture entity of OFS Brands offer lobby and lounge solutions while Carolina is the leader of healthcare solutions • Carolina’s offering includes patient seating, lobby and lounge seating, sofas, sleep over seating, tables and case goods

  4. Lobby Lounge Summary What OFS says about their brands: “Our corporate strategy is simple; to build the finest products backed by the best customer service and support in the industry. All of our employees are dedicated to designing and building furniture that is both functional and value conscience, yet style driven. With a pool of award-winning designers, our product line encompasses lounge, guest, multiple/modular and healthcare setting, as well as occasional tables, in a range of styles from transitional to contemporary.” Key Features: 1.) OFS offers 4 different brands (OFS, Carolina, First Office, and Lowenstein) which each offer their own separate collections of lobby lounge products within a visual range that support environments from traditional to contemporary. 2). Virtually every collection is available in full families that include multiple seating, sofas, loveseats, tables and chairs with various arm styles 3). Products feature standard cleanouts, replaceable components and lifetime warranties

  5. Lobby Lounge Positioning OFS Offering Informal Intrigue Essence Contemporary Traditional Willow Realm Waterfall Anzio Taglio Senna Cadiz Available as full collections Formal

  6. Lobby Lounge Positioning Carolina Offering Informal Amico Amenity Y60 Contemporary Traditional Kanvas Hide Mick Advent Enclave Entente Aeon Val Formal

  7. Lobby Lounge Positioning Lowenstein Offering Informal Karma Evolution 491 Blues Ovation Morgan Stryde Evolution Piazza Contemporary Traditional Linear Fashion Cubic Neo Cubic Via Elide Episode Scope Cubic Biscyane Edge Silhouette Available as full collections Formal

  8. Lobby Lounge Positioning First Office Offering Informal Contemporary Traditional G3 Slim Razz Available as full collections Formal

  9. Lobby Lounge Positioning KI Product Offering Informal Grand Salon Pomfret Arissa Lola Sela Soltice Contemporary Traditional Lido Tea Cup Jesse Cody Centurion Neenah Mesa Formal

  10. Lobby Lounge Positioning OFS Product Offering KI Product Offering Arissa $1730 Essence $2,114 Lola $1,349 Willow $1,696 Mesa $1,253 Waterfall $1,618 List Range $1,020-$1,730 List Range $1,090-$2,114 2008 Pricing, 3.5% increase reflected All pricing COM Sela $1,250 Cadiz $1514 Jessa $1,179 Taglio $1,487 Neenah $1,020 Intrigue $1,090 2009 List Pricing Map (KI Least Expensive Fabric Grade)

  11. Lobby Lounge Positioning Carolina Product Offering KI Product Offering Arissa $1730 Advent $2,120 Lola $1,349 Hide $1,668 Mesa $1,253 Y60 $1,556 List Range $1,020-$1,730 List Range $1,121-$2,120 2008 Pricing, 3.5% increase reflected All pricing COM Sela $1,250 Val $1,277 Jessa $1,179 Enclave $1,190 Neenah $1,020 Kanvas $1,121 2009 List Pricing Map (KILeastExpensive Fabric Grade)

  12. Lobby Lounge Positioning Lowenstein Product Offering KI Product Offering Arissa $1730 Karma $1,836 Lola $1,349 Edge $1,765 Mesa $1,253 Evolution $1,565 List Range $1,020-$1,730 List Range $1,213-$1,836 2008 Pricing, 3.5% increase reflected All pricing COM Sela $1,250 Scope $1,411 Jesse $1,179 Silhouette $1,321 Neenah $1,020 Piazza $1,213 2009 List Pricing Map (KI Least Expensive Fabric Grade)

  13. Lobby Lounge Positioning First Office Product Offering KI Product Offering Arissa $1730 G3 $1,292 Lola $1,349 Mesa $1,253 List Range $1,020-$1,730 List Range $870-$1,292 2008 Pricing, 3.5% increase reflected All pricing COM Razz $1,099 Sela $1,250 Jessa $1,179 Slim $870 Neenah $1,020 2009 List Pricing Map (KI Least Expensive Fabric Grade)

  14. KI Lobby Lounge SWOT • Strengths: Price competitive and flexible support of custom products, Core Market Focus • Weaknesses: Dated offering • Opportunities: Expansion of existing lines and offering of new collections • Threats: OFS leveraging their multiple brands to offer a wider breadth of product and price point.

  15. Recommendation Lobby Lounge • Advance Lyra collection • Continue to develop new holistic collections with updated aesthetics

  16. Patient Room Summary Key Features: 1.) Carolina offers 9 separate collections of patient seating vs. KI’s 6 2). Collections range from traditional to contemporary supported by full lines of solutions including sofas, loveseats and tables 3). Solid maple construction, standard cleanout, spring seat construction with lifetime warranty

  17. Patient Room Positioning Carolina Product Offering Informal Voyage Amenity Silvr Ion Contemporary Traditional Hip Amico Orchestra Coronado Hampton Whitney Formal

  18. Patient Room Positioning KI Product Offering Informal Warren Soltice Rose Briar Motion Soltice Motion Briar Flex Motion Contemporary Traditional Flex Perth Perth Formal

  19. Patient Room Positioning Carolina Product Offering KI Product Offering Briar $1,541 Hip $1,450 Silvr Ion $1,428 Soltice $1,532 Warren $1,397 List Range $889 - $1,450 Reflects 2008 3.5% Price Increase COM Amico $1,360 List Range $900-$1,541 Note Motion Options: Soltice Motion= $1,954 Briar Motion= $1,588 Perth Motion= $1,420 Flex $1,319 Amenity $1,244 Perth $945 Orchestra $1,144 Hampton $889 Rose $900 2009 List Pricing Map (Least Expensive Fabric Grade)

  20. KI Patient Room SWOT • Strengths: Specials, Core Market Focus, Appeal of the Motion chairs • Weaknesses: Overall KI appears dated. Do not offer full families • Opportunities: Leverage Motion chairs, expand offerings • Threats: Carolina offers full collections that include bariatric, lounge, sofas and guest seating

  21. Patient Room Recommendation • Advance new collections with an updated aesthetic • Need updated finish options to provide more appealing A&D options. (HP wood appears painted and Beach is a standard) • Invest in product line extension and initiatives to update the overall appearance of products.

  22. Recliners Summary Key Features: 1.) Carolina offers 11 separate recliners as part of collections in most cases bariatric rated recliners are available as an option with a bariatric load of 500lbs or 750lbs 2). The “Orchestra Treatment Chair” has 3-position centrally locking casters, an optional pull out “transporter base”, and optional folding armrests

  23. Recliners Positioning Carolina Product Offering Informal Voyage Open Arm 3-position Voyage Closed Arm Sleep Amenity Contemporary Traditional Amenity Bariatric Amenity Sleep Orchestra Treatment Orchestra Glider Recliner Amico Coronado Hampton Whitney Formal

  24. Recliners Positioning KI Product Offering Informal Three and Three II Flex Soltice Soltice II Contemporary Traditional Perth II Briar Perth Formal

  25. Recliners Positioning Carolina Product Offering KI Product Offering Amenity Bariatric $2,892 Three $3,244 Voyage Closed Arm $2,681 Soltice $2,303 Orchestra $2,564 List Range $1,762-$3,244 List Range $1,902-$2,892 2008 Pricing, 3.5% increase reflected All pricing COM Perth $2,072 Whitney $2,042 Flex $1,762 Coronado $2,038 Amico $1920 Briar $1,762 2009 List Pricing Map (KI Least Expensive Fabric Grade)

  26. KI Recliners SWOT • Strengths: Specials, Core Market Focus • Weaknesses: Lack of Trendelenburg option on recliner extensions (Soltice II, Three II, and Perth II). • Opportunities: Support the new “II” offerings and develop new visually appealing collections • Threats: Carolina has a wide range of recliner solutions for virtually any application

  27. Recliners Recommendation • Support the Soltice II, Three II, and Perth II line extensions that were currently released, develop a Trendelenburg option to line extensions

  28. Sleepover Summary Key Features: 1). Available collections have complementary guest and patient room seating options. 3). Solid maple construction, standard cleanout, with lifetime warranty

  29. Sleepover Positioning Carolina Product Offering Informal Retrospect Sofa Amico Sleeper Chair Amenity Sleep Recliner Contemporary Traditional Coronado Sleep Chair Hampton Sleeper Loveseat Whitney Sleeper Loveseat Formal

  30. Sleepover Positioning KI Product Offering Informal Three Laresta Briar Three Loveseat Soltice Briar Loveseat Daybed Contemporary Traditional Flex Flex Loveseat Perth Loveseat Perth Formal

  31. Sleepover Positioning Carolina Product Offering KI Product Offering Daybed $5,422 Hampton Sleeper Loveseat $3,187 Three Loveseat $3,960 Whitney Sleeper Loveseat $3,187 List Range $2,270-$3,187 2008 Pricing, 3.5% increase reflected All pricing COM List Range $3,558-$5,422 Laresta $3,945 Retrospect $2,693 Briar Loveseat $3,674 Coronado Sleep Chair $2,270 Perth Loveseat $3,558 2009 List Pricing Map (KI Least Expensive Fabric Grade)

  32. KI Sleepover SWOT • Strengths: Category leader with the broadest offering and most innovation, very price competitive • Weaknesses: Dated appearance • Opportunities: Push unique solutions and innovation with updated aesthetic • Threats: Carolina leveraging their lower price point on sleepover solutions

  33. Sleepover Recommendation • Ensure that sleepover product is part of each new collection

  34. Bariatric Summary Key Features: 1.) Carolina offers 10 separate collections of bariatric seating. All Bariatric products are available in a 500lb or 1000lb offering 2). Collections range from traditional to contemporary supported by full lines of solutions including, multiple seating, sofas, loveseats and tables 3). Solid maple or metal construction, standard cleanout, spring seat construction with lifetime warranty, field replaceable seats on some models

  35. Bariatric Positioning Carolina Product Offering Informal Amenity Panel Arm Amenity Metal Voyage Amenity O/A Contemporary Traditional Amico Silvr Ion Coronado Orchestra Whitney Hampton Formal

  36. Bariatric Positioning KI Product Offering Informal Three Versa Soltice Arissa Briar Contemporary Traditional Flex Perth Formal

  37. Bariatric Positioning Carolina Product Offering KI Product Offering Soltice $2,082 Silvr Ion $1,401 Arissa $1,730 Amico $1,376 Flex $1,345 Amenity $1,274 List Range $1,150 - $1,401 2008 Pricing, Reflects 3.5% Increase, All prices COM, Does not include bariatric specific lounge chairs comparable to Soltice and Arissa List Range $565-$2,082 Three $1,262 Whitney $1,188 Briar $1,245 Coronado $1,178 Orchestra $1,150 Versa $565 2009 List Pricing Map (KI Least Expensive Fabric Grade)

  38. Bariatric SWOT • Strengths: Leader in establishing Bariatric test standards. Specials and Core Market Focus. Arissa pricing • Weaknesses: Limited offering and dated visuals • Opportunities: Continue forward with the Universal approach as defined with Arissa • Threats:Carolina leveraging success within other product categories to offer a complete package

  39. Bariatric Recommendation • Define and advance the development of products that leverage the Universal approach to design for all sizes

  40. Patient Casegoods Summary Key Features: 1.) Carolina offers 3 lines of casegoods 2). Collections range from traditional to contemporary and are designed to compliment their wide variety of seating collections

  41. Patient Casegoods Positioning Carolina Product Offering Informal Contemporary Traditional Senso Logique Veneer Logique Laminate Formal

  42. Patient Casegoods Positioning KI Product Offering Informal Contemporary Traditional Dante Formal

  43. Patient Casegoods Positioning CarolinaProduct Offering KI Product Offering Senso $1,859 Dante $1,000 List Range $834-$1,859 Nightstand 2010 Pricing List Range $1,000 (Three drawer Nightstand) Logique Veneer $1,475 Logic Laminate $834 2009 List Pricing Map (Least Expensive Fabric Grade)

  44. KI Patient Casegoods SWOT • Strengths: Core market focus • Weaknesses: Lack of options and offerings • Opportunities: Ensure that each new patient room and lobby collection have a casegoods offering • Threats: While still small, Carolina has a broader offering in both price and aesthetic

  45. Patient Casegoods Recommendation • Ensure that each new patient room offering includes a line of casegoods. • Expand Dante visual options to complement numerous KI patient room and lobby solutions

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