1. Utility Knives and Blades 2010 Program and New Products
Version

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

3. Market Size

4. Channel Overview: North America
Key Takeaways
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
THD
Lowe’s
Other IC
Hardware
30%
10%
17%
24%
19%

5. IRWIN is the newest and fastest growing brand
Brand Share: North America
N.A. Retail $280MM
Key Takeaways
Stanley
Other
Kobalt
Husky
IRWIN
52%
10% 4% 5%
29%
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
IRWIN is the newest and fastest growing brand

6. Category Overview

7. Initial Offering
2004
2005
2007

8. Current Offering

9. Main Benefits of Bi-Metal Blades
IRWIN Innovation
Main Benefits of Bi-Metal Blades
Holds Sharp Edge 3X Longer*
Shatter Proof
Unbreakable
*versus carbon
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.

10. Consumer Insights

11. Target End Users Drywallers: Roofers: Contractors: 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
Drywaller
Primarily using Trap blades and Fixed Handles
Using between 5 – 10 blades per day
Dried-in structure
Protected from elements, but not heat or cold
Drywall is very dusty and dirty
Roofer
Primarily using Hook Blades and Mid-high end retractable Knives
Using 3 – 5 blades per day, depending on the material
Working at high elevations
Often constrained by safety equipment
Outside in all conditions – weather has tremendous impact
on ease of cutting materials

12. End User Profiles Drywaller Roofer General Contractor MRO
36% of Market
Roofer
20% of Market
General Contractor
20% of Market
MRO
14% of Market
Key Needs
Durability
Easy access
Ergonomics
Narrow Profile
Blade Storage
1) Ergonomics
2) Blade Storage
3) Durability
Compact
Easy Access
Safety
Purchase Drivers
Application
Product Performance
Price
1) Application
2) Product Performance
3) Price
Knife
Selection

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

14. User Observations Sharpening or cutting their blades for new tips
Today
Sharpening or cutting their blades for new tips
Drywallers are 36% of the market
Tomorrow
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. MEETS TOP 3 UTILITY BLADE USER NEEDS:
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

16. Product Innovation: Utility Knife Handles

17. Consumer Insight on Utility Knives
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. Consumer Insight on Utility Knives
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. Consumer Insight on Utility Knives
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. Consumer Insight on Carpet Knives
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. Consumer Insight on Linoleum Knives
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. Consumer Insight on Folding Knives
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. Consumer Insight on Safety Knives
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. Final Packaging Concepts
Handle Program is Customized for Unique End User Needs

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

26. Set Up Information

27. 2010 Full Category Offering
All Products Available Now

28. Commercialization

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