Carry It!
Spring 09 Sales Meeting
October 7th, 9th, 2008
Presented by: Tommy English
K:\Sales Portal - RPM\Roadmaps Internal\Current
© 2007 Kensington Computer Products Group, a division of ACCO
Brands
Agenda
1. Category Objective
2. Market Trends
3. Category Storyboard
4. Marketing tools
5. Call to Action
6. Questions
Objective
Objective
smart made simple
Achieve 10% growth vs. 2008
and return to profit
TM
Market Trends
Market Trends –
US Share Leaders
Total Units
MANUFACTURER
Targus
Wenger North America
Incase Designs
Avenues In Leather
Private Label
Solo
Kensington
Others
Total Dollars
ASP
3,628,141 $140,754,595
779,142 $38,916,470
896,325 $37,890,499
465,570 $33,248,376
887,569 $32,773,259
372,396 $18,911,215
154,290
$6,561,977
3,786,354 $146,570,057
Cases Market Share
Targus
31%
Others
33%
Kensington
1%
Wenger North
America
9%
Solo
4%
Private Label
7%
Avenues In
Leather
7%
Incase Designs
8%
US Case
Market Lives
Between $30-$60
$39
$50
$42
$71
$37
$51
$43
$39
Market Trends – What sells best?
Product By Category
Roller
5%
Backpack
15%
MessengerStandard
40%
Briefcase
16%
1.
2.
3.
4.
5.
Messengers
Sleeves
Briefcases
Backpacks
Roller
Laptop Sleeve
24%
 91% of all Messenger and Sleeve cases sold in the US
are under $41
Source: NPD
The US is Going Mobile
•32 million laptops sold in 07’
•Historically, corporations make up
70% of laptop sales
How can we make people more aware of KTG’s carrying case business?
Source: arstechnica.com/news.ars/2008
The Kensington
Plan
Objective: Achieve 10% growth vs. 2008 and return to profit
Positioning
– Emphasize Kensington as a viable B2B case supplier
Strategy (b2c)
– Leverage new SP line to win new business and create awareness
of Kensington in B2B
– Renewed focus of our Bid/ Customizable case options
– Use TSA compliance to create awareness
The Carry It!
Line up
Classic Contour Line
KTG’s best selling/ most
successful line to date
Feature rich, premium priced
Endorsed by the
American Chiropractic
Association
Buzz Line
Consumer Demographic
Specific
Fashion Forward Design
Moderately Priced
Limited Success to date
Simply Portable Line
Designed for the B2B
channel specific
Functionality focused
Affordably Priced
Durable, long lasting
solutions
What's New
for Spring 09?
Bid/ Customizable Options
Price competitive
Multiple Sku Options
Both Stitch and Patch
Options available
Lead time to customer
2-3 weeks
The Associate
KTG’s first checkpointfriendly carrying case
Travelers no longer
have to remove
laptops from their
bags during inspection
Provides protection
throughout the
screening process
Marketing Tools
Competitive Landscape
(updated quarterly)
Kensington catalog
Line Cards
Kensington Reseller Site
Promotions
Call to Action
Continued awareness growth of
Kensington as a viable case
provider in the B2B channel
Win bid opportunities for
customized cases with aggressive
pricing
Use Kensington’s broad assortment
of cases to bring attention to other
area’s of the line
Questions?
None? . . . Excellent, go sell some cases!