confidential announcing: new closetmaid upgraded ¾” mastersuite program program review for...
TRANSCRIPT
CONFIDENTIAL
Announcing:Announcing:New ClosetMaid Upgraded New ClosetMaid Upgraded ¾” MasterSuite Program¾” MasterSuite Program
Announcing:Announcing:New ClosetMaid Upgraded New ClosetMaid Upgraded ¾” MasterSuite Program¾” MasterSuite ProgramProgram Review for ClosetMaid Authorized Dealers
CONFIDENTIAL
AgendaAgendaAgendaAgenda Program Overview
Consumer Research
New MasterSuite Photography
Program Details
Marketing Tools / Pricing
Questions
CONFIDENTIAL
MasterSuiteMasterSuite®® Program Overview Program OverviewMasterSuiteMasterSuite®® Program Overview Program Overview The NEW ClosetMaid program will consist of 5 colors: open grain white, antique white,
open grain candlelight, open grain warm cognac, open grain chocolate pear with 367 SKUs and will launch on January 3, 2011
NEW ¾” partition and shelves with NEW thicker (1mm) edge banding will complement open grain embossing
NEW solid wood drawer boxes with full extension glides and soft closing glides as standard (drawer boxes sold separately from fronts to offer maximum flexibility)
NEW solid wood door fronts come with soft closing hinges
NEW ½ island kit with all cam design for ease of assembly
NEW CAM Lock and Post design improved for more durability and easier installation to reduce installation time
NEW smaller pack sizes (Partitions – 4; Top Shelves/Shelves – 3; Cleats – 12)
NEW deeper 24” panels in White Program for out of closet use to allow MasterSuite to be used throughout the home (ex: entertainment center, work centers, and utilities)
Consumers and our Authorized ClosetMaid Dealers spoke and we listened!
CONFIDENTIAL
Consumer ResearchConsumer ResearchConsumer ResearchConsumer ResearchPerformed in 3 Markets – Atlanta, Boston & Chicago
CONFIDENTIAL
Color Choice Rankings – Color Choice Rankings – Percent Ranking 1Percent Ranking 1stst choice choiceColor Choice Rankings – Color Choice Rankings – Percent Ranking 1Percent Ranking 1stst choice choice
Warm Cognac was the top choice over all other 15 wood
colors. Williamsburg Cherry and Wenge Mahogany were also
selected significantly more often than other colors. Following
these, Candlelight then Chocolate Pear two of our
current finishes ranked well.
CONFIDENTIAL
Ranked Preference Among the Ranked Preference Among the Three White FinishesThree White FinishesRanked Preference Among the Ranked Preference Among the Three White FinishesThree White Finishes
Consumers were asked to rank-
order by preference the
three White styles. White Open Grain was preferred over the other two by a
99% level of significance, and White Basic was least preferred by the same level
CONFIDENTIAL
Door / Drawer Styles – Top ChoicesDoor / Drawer Styles – Top ChoicesDoor / Drawer Styles – Top ChoicesDoor / Drawer Styles – Top Choices
Mitered Corners with Glazed Center Panel
– Style 94
Squared Recessed Panel with Multi‐layered Frame –
Style 58
Mitered Corners with Groove Inset Bead – Style 27
Recessed Panel with
Applied Raised Molding – Style 47
Styles selected most often
CONFIDENTIAL
New MasterSuite New MasterSuite PhotographyPhotographyNew MasterSuite New MasterSuite PhotographyPhotographyAvailable in December
CONFIDENTIAL
Model Shots – Chocolate Pear – Solid Model Shots – Chocolate Pear – Solid Wood FrontsWood FrontsModel Shots – Chocolate Pear – Solid Model Shots – Chocolate Pear – Solid Wood FrontsWood Fronts
CONFIDENTIAL
Chocolate Pear – Solid Wood FrontsChocolate Pear – Solid Wood FrontsChocolate Pear – Solid Wood FrontsChocolate Pear – Solid Wood Fronts
CONFIDENTIAL
Chocolate Pear – Solid Wood FrontsChocolate Pear – Solid Wood FrontsChocolate Pear – Solid Wood FrontsChocolate Pear – Solid Wood Fronts
CONFIDENTIAL
Warm Cognac – Solid Wood FrontsWarm Cognac – Solid Wood FrontsWarm Cognac – Solid Wood FrontsWarm Cognac – Solid Wood Fronts
CONFIDENTIAL
Warm Cognac Family Room – Warm Cognac Family Room – Solid Wood FrontsSolid Wood FrontsWarm Cognac Family Room – Warm Cognac Family Room – Solid Wood FrontsSolid Wood Fronts
CONFIDENTIAL
Warm Cognac Family Room – Warm Cognac Family Room – Solid Wood FrontsSolid Wood FrontsWarm Cognac Family Room – Warm Cognac Family Room – Solid Wood FrontsSolid Wood Fronts
CONFIDENTIAL
Candlelight Family Room – Raised PanelCandlelight Family Room – Raised PanelCandlelight Family Room – Raised PanelCandlelight Family Room – Raised Panel
CONFIDENTIAL
Model Shots – Antique White – Model Shots – Antique White – Solid Wood FrontsSolid Wood FrontsModel Shots – Antique White – Model Shots – Antique White – Solid Wood FrontsSolid Wood Fronts
CONFIDENTIAL
Antique White – Solid Wood FrontsAntique White – Solid Wood FrontsAntique White – Solid Wood FrontsAntique White – Solid Wood Fronts
CONFIDENTIAL
Antique White – Pantry with ORBAntique White – Pantry with ORBAntique White – Pantry with ORBAntique White – Pantry with ORB
CONFIDENTIAL
White Contoured Edge Loft – 24” DeepWhite Contoured Edge Loft – 24” DeepWhite Contoured Edge Loft – 24” DeepWhite Contoured Edge Loft – 24” Deep
CONFIDENTIAL
White Cont. Edge – 24” deep with 14”White Cont. Edge – 24” deep with 14”White Cont. Edge – 24” deep with 14”White Cont. Edge – 24” deep with 14”
CONFIDENTIAL
White Raised Panel Laundry – 24” DeepWhite Raised Panel Laundry – 24” DeepWhite Raised Panel Laundry – 24” DeepWhite Raised Panel Laundry – 24” Deep
CONFIDENTIAL
White Raised Panel – Craft RoomWhite Raised Panel – Craft RoomWhite Raised Panel – Craft RoomWhite Raised Panel – Craft Room
CONFIDENTIAL
White Raised Panel - LaundryWhite Raised Panel - LaundryWhite Raised Panel - LaundryWhite Raised Panel - Laundry
CONFIDENTIAL
Embossing Close-Up with Embossing Close-Up with Solid Wood Drawer & 1mm Edge bandingSolid Wood Drawer & 1mm Edge bandingEmbossing Close-Up with Embossing Close-Up with Solid Wood Drawer & 1mm Edge bandingSolid Wood Drawer & 1mm Edge banding
CONFIDENTIAL
Embossing Close-Up and ¾”Embossing Close-Up and ¾”Embossing Close-Up and ¾”Embossing Close-Up and ¾”
CONFIDENTIAL
Program DetailsProgram DetailsProgram DetailsProgram Details
CONFIDENTIAL
Drawer & Door Fronts (Raised Panel, Drawer & Door Fronts (Raised Panel, Contoured Edge and Solid Wood)Contoured Edge and Solid Wood)Drawer & Door Fronts (Raised Panel, Drawer & Door Fronts (Raised Panel, Contoured Edge and Solid Wood)Contoured Edge and Solid Wood)
NEW Open Grain
Embossing
Raised Panel
(current)
Solid Drawer & Door Front
Option
24” Program Option
White noNEW Contoured edge (flat)
yes
Antique Whiten/a yes no
Candlelight no no
Warm Cognac yes no
Chocolate Pear yesno
Antique White and Warm Cognac share the same drawer & door profile that was #1 choice in research
CONFIDENTIAL
5/8” Items 5/8” Items notnot Moving forward to Moving forward to ¾” Program¾” Program5/8” Items 5/8” Items notnot Moving forward to Moving forward to ¾” Program¾” Program 2-Shelf Shoe Rack (all five colors)
Shoe Cubbies (all five colors)
80” Tall Doors (all five colors)
– Substitute is new 55” and 24” Doors for 85” Towers
90” Tall Doors (all five colors)
– Substitute is new 55” and 36” Doors for 95” Towers
14” and 18” Full Extension Drawer Slides
– Now part of the drawer box (full-extension; soft closing glide included)
CONFIDENTIAL
Birch Solid Wood Drawer BoxesBirch Solid Wood Drawer BoxesBirch Solid Wood Drawer BoxesBirch Solid Wood Drawer Boxes5/8” thick (9mil bottoms are
3x thicker) drawer boxes are sold separately from the
fronts. They do include the full-extension, soft-closing
slides and necessary hardware to assemble the
drawer box and front.
Handles are sold separately. Tower drawer boxes are 14”
deep and Hutch boxes (as shown) are 18” deep. Same standard heights as current
program 6” and 10” are offered. Assembly is still
required, but boxes have pre-drilled holes.
All drawers (including hutches) are sold as individual units, no drawer packs
CONFIDENTIAL
New 24” Deep Partitions – White New 24” Deep Partitions – White New 24” Deep Partitions – White New 24” Deep Partitions – White We now offer greater
versatility with our MasterSuite line in White
with new 24” Deep Panels in a select items.
This program is available only in floor mount and
raised panel or contoured edge fronts
can be used on it. Offers great solutions in
laundry, utility, pantry and lofts where closets
are limited.
CONFIDENTIAL
New Sturdier Cams featured on ShelvesNew Sturdier Cams featured on ShelvesNew Sturdier Cams featured on ShelvesNew Sturdier Cams featured on Shelves
Fixed shelves in all sizes feature a new sleeker, easier to install cam. Secure fastening is ensured after repeated loosing and tightening.
Comfortable tightening in 25 degree angle of the drive tool.
CONFIDENTIAL
Sleeker, Easier to Install Crown MoldingSleeker, Easier to Install Crown MoldingSleeker, Easier to Install Crown MoldingSleeker, Easier to Install Crown Molding
Crown Molding for the New ¾” MasterSuite program is sleeker and smaller making it easier to cut and install. It is available in all 5 finishes.
CONFIDENTIAL
New Island Kit (faster install)New Island Kit (faster install)New Island Kit (faster install)New Island Kit (faster install)The New Island kit will
provide a lower cost along with easier and quicker installations.
Two half islands make a full island.
We have upgraded the top options providing a
more realistic look to granite: colors
available are Deep Star Bronze and River
Gem Stone. Both options work well with
all 5 finishes.
Four tops are available both for half and full and in two finishes.
Deep Star Bronze
River Gem Stone
CONFIDENTIAL
New Improved Bench (faster install)New Improved Bench (faster install)New Improved Bench (faster install)New Improved Bench (faster install)
Simple Bench Kit includes hardware, top
and side panels and two fixed shelves. Drawer
(as shown) optional separate purchase.
CONFIDENTIAL
New TemplatesNew TemplatesNew TemplatesNew Templates There will be new templates required for
installing door hinges, handles and drawer slides.
05-90051 - MAS HINGE
PLATE TEMPLATE$10.75 LIST
05-90050 - MAS HANDLE
TEMPLATE$5.50 LIST
05-90052 - MAS 14IN
SLIDE TEMPLATE$8.50 LIST
05-90053 - MAS 18IN
SLIDE TEMPLATE$8.00 LIST
Knob
CONFIDENTIAL
Marketing ToolsMarketing ToolsMarketing ToolsMarketing Tools
CONFIDENTIAL
New Instruction Manual will be provided in PDF format
– Detailed instructions on systems and components
New Sales Kit
– Using new technology to create sample boards. HDi Scanner technology to capture high resolution images of the new ClosetMaid Door/Drawer Fronts and Hardware.
– Cost of Sales Kit – (Dealer Purchase) - $370.00 LIST
• Dealer Multiplier will be applied on List price
• Part # 05-4532 - MAS SALES KIT 2011 (estimated in stock date at CM is week of December 20th)
• 5 Boards (each finished featured) and carrying case.
• Have the flexibility to add additional boards for the kit when program updates occur
– Also will include finish swatches and drawer fronts
New Instruction Manual & Sales Kit New Instruction Manual & Sales Kit New Instruction Manual & Sales Kit New Instruction Manual & Sales Kit
CONFIDENTIAL
Sales ToolsSales ToolsSales ToolsSales Tools For Solid Wood Sample Drawer Fronts – smaller sample sizes are not available due
to the profile, therefore we suggest purchasing a 6x24 Front in Antique White, Chocolate Pear and Warm Cognac and a 6x14 Solid Wood Drawer Box to showcase the new birch wood. Availability January 3, 2011.
Top Shelf Edge Banding Sample - (Item #, ETA and price available soon)
– 14” x 5.822” single sample in Warm Cognac to showcase the 1mm” new edge banding. Will be in self enclosed box
5 Piece Embossing Sample - (Item #, ETA and price available soon)
– Approximately 6” x 6” sample in all four finishes showing the embossing. Antique White will not feature the embossing but will be included in the kit. Will be in self enclosed box
Raised Panel Sample Drawer Fronts - (Item #, ETA and price available soon)
– We will continue to offer the small Sample Drawer fronts to represent the Raised Panel in all five finishes. New Item #’s on all finishes except Antique White
CONFIDENTIAL
Website Re-DesignWebsite Re-DesignWebsite Re-DesignWebsite Re-Design We will be updating customclosetmaid.com where consumers find
local dealers – Search by Room – Learn to Start the Process easier and Find a Designer / Installer frequently found
CONFIDENTIAL
uDesign Desktop Design Tool - NewuDesign Desktop Design Tool - NewuDesign Desktop Design Tool - NewuDesign Desktop Design Tool - New As stated in the EBulletin released on 4/1/10 - ClosetMaid will provide 1
for 1 complementary full licensed copy or copies to all current “active dealers” in good standing. Active is defined as buying closet materials primarily from ClosetMaid within the past 3 months
It will require an active email for dealers to download and install the software. The software will include 1 license (good for 2 seats) which will be able to be installed on two separate computers
All future “replacement” copies will be free of charge and previous license will be deactivated
DEALERS: All new licenses will cost $1000 (good for 2 seats); 2nd license will cost $500 (good for 2 seats)
Estimated availability end of December
The new tool will be initially loaded with new MasterSuite program. ExecutiveSuite, Wire, & MultiSuite will be the next release(s) in 2011
Debut the program at IBS 2011 (40x40)Debut the program at IBS 2011 (40x40)Debut the program at IBS 2011 (40x40)Debut the program at IBS 2011 (40x40)
Booth # W1349
CONFIDENTIAL
5/8” vs. 3/4” Price Comparison5/8” vs. 3/4” Price Comparison5/8” vs. 3/4” Price Comparison5/8” vs. 3/4” Price Comparison White, Candlelight & Chocolate Pear base components
(partitions, shelves, cleat) = NO PRICE INCREASE!
Antique White base components = + 5%
Warm Cognac components = + 5%; its now the same price as Chocolate Pear and Candlelight. Easier to sell with all wood grains the same price.
CONFIDENTIAL
New Program Pricing New Program Pricing (worse case scenario)(worse case scenario)New Program Pricing New Program Pricing (worse case scenario)(worse case scenario)
Pricing Breakdown for Tower B
White AW WC CP CLCurrent 5/8” $ 662.88 $ 662.88 $ 750.32 $ 787.32 $ 787.32
New RP $ 704.07 $ 734.69 $ 854.75 $ 854.75 $ 854.75
New Profile $ 669.27 $ 900.12 $ 1,109.70 $ 1,109.70
Current to New Raised Panel
6% 10% 12% 8% 8%
Current to New Solid Wood Drawer & Door Fronts
1% 26% 32% 29% n/a
Minimal increase on Top Selling White Tower BExample not a full cost of a closet; simply represents a single tower
Note: 80”/90” doors will be eliminated due to low sales, but replaced by a more flexible 55” door
CONFIDENTIAL
MasterSuiteMasterSuite®® Program Overview Program OverviewMasterSuiteMasterSuite®® Program Overview Program Overview The NEW ClosetMaid program will consist of 5 colors: open grain white, antique
white, open grain candlelight, open grain warm cognac, open grain chocolate pear with 367 SKUs and will launch on January 3, 2011
NEW ¾” partition and shelves with NEW thicker (1mm) edge banding will complement open grain embossing
NEW solid wood drawer boxes with full extension glides and soft closing glides as standard (drawer boxes sold separately from fronts to offer maximum flexibility)
NEW solid wood drawer fronts and NEW doors come with soft closing hinges
NEW ½ island kit with all cam design for ease of assembly
NEW CAM Lock and Post design improved for more durability and easier installation to reduce installation time
NEW smaller pack sizes (Partitions – 4; Top Shelves/Shelves – 3; Cleats – 12)
NEW deeper 24” panels in White Program for out of closet use to allow MasterSuite to be used throughout the home (ex: entertainment center, work centers, and utilities)
NEW Sales Kit and literature to help sell the new program
CONFIDENTIAL
Questions … ApplauseQuestions … ApplauseQuestions … ApplauseQuestions … Applause