CONSTRUCTION
HAMMERS
PHASE 1 - “LAND & EXPAND”
LAUNCH PRESENTATION
JANUARY 2016
CONSTRUCTION HAMMER MARKETPLACE
• Construction Growth is Primary
Driver
• 3.5-4.0% Category Growth Rate
$400M
C AT E G O R Y G L O B A L LY
NORTH AMERICA HAMMER MARKETPLACE
Market Share By Channel
Column1
Home Centers represent almost
half of total US Market
11%
Other
5%
I/C
30%
Home
Centers
45%
Hardware
20%
32%
57%
$120M
C AT E G O R Y I N N A
CONFIDENTIAL IRWIN INFORMATION - DO NOT REPRODUCE, DUPLICATE OR, DISTRIBUTE
END USER OVERVIEW
Profile and demographics
Target User
Framers, Trim Carpenters, General Contractors,
Machinist and Fabricators.
Applications
Drive or pound nails into wood, remove nails from
wood, separate joined materials, and beat, form and
shape metal surfaces
Where users buy
Channel
Professional Tradesman
Percentage %
Home Centers
45%
Hardware
20%
I/C Distribution
30%
Other
5%
4
CONSUMER INSIGHTS
Qualitative Market Perceptor
Preference for handle types and materials
It varies from tradesman to tradesman. Some prefer the “traditional
materials” of wood and steel and some feel more reassured by the
durability and modernity of fiberglass and other materials. However, all
have a downside
Steel Hammers
Wood Hammers
Fiberglass Hammers
(Estwing hammers were
frequently mentioned)
are beautifully designed
and are all one piece,
which reassures that they
will not break. On the
negative side, steel is
seen to be unforgiving
on the hands
These are seen as a more
forgiving material,
reducing hand pain and
fatigue; however, wood
hammers break easier
and more frequently.
These are viewed as
sturdy and fairly easy on
the hands, but can be
highly dangerous as they
shatter when they break.
Titanium Hammers
Ratio of weight vs. strike
power ensures a good
strike and prevents hand
fatigue, but prices are
extremely high
5
CONSUMER INSIGHTS
Qualitative Market Perceptor
Critical to Quality
Balance and Feel | Shock Absorption
| Durability | Grip
Opportunity to enter the
hammer and demolition
tools market
• IRWIN is regarded as credible
and quality player
• Open space to play
Opportunities for
improvement:
Commercialization
opportunities
• Balance
• Weight vs Strike Power
• Tips, Edges and Faces
• Curves and Bends
• Grip and Comfort
• Create a strong communication
and advertising plan around
new product offering
• Merchandising alignment to
drive consumer trial
6
HAMMERS USABILITY
Phase I – Framing Scope and Ergonomics
Integrate waffle
texture face on
framing hammers to
prevent hammer
from slipping off
head of nail
HYBRID HANDLE DESIGN
Handle should be
rounded as
opposed to oval
to aid comfort
and fit
Integrate a
significant curve at
bottom of handle to
increase confidence
that handle will not
slip out of hand
during use
Features a straight shaft and round handle
with an integrated curve at the bottom to
increase grip
HAMMER SALES BY APPLICATION
All Hammer $ Sales; All Stores FY 2013
67%
General Purpose
24%
Framing
Specialty
9%
8
PRODUCT OVERVIEW
16 OZ. FIBERGLASS GENERAL PURPOSE
20 OZ. STEEL GENERAL PURPOSE
21 OZ. CALIFORNIA FRAMING
PRODUCT OVERVIEW
Phase I – Framing Scope and Ergonomics
16 oz. Fiberglass
General Purpose Hammer
Hybrid Handle Design
Rounded for optimal comfort and fit
Curved bottom to prevent slippage
Hardened end cap for added durability
ProTouch Grip
For maximum control
Forged Steel Head
Superior strength and durability
Smooth Face
Prevents surface marks
Rip Claw
Ideal for nail removal and prying applications
PRODUCT OVERVIEW
Phase I – Framing Scope and Ergonomics
20 oz. Steel
General Purpose Hammer
Hybrid Handle Design
Rounded for optimal comfort and fit
Curved bottom to prevent slippage
Hardened end cap for added durability
ProTouch Grip
For maximum control
Forged Steel Head
Superior strength and durability
Smooth Face
Prevents surface marks
Magnetic Nail Holder
Hands free versatility when setting a nail
Rip Ideal
Claw
for nail removal and prying applications
PRODUCT OVERVIEW
Phase I – Framing Scope and Ergonomics
21 oz. Wood
California Framing Hammer
Extended Reach and Impact
15.5” handle offers extended reach and optimal swing
speed
Axe Style Hickory Handle
Curved for control and comfort
Forged Steel Head
Superior strength and durability
Milled Face
Prevents slippage when striking nail head
Magnetic Nail Holder
Hands free versatility when setting a nail
Rip Claw
Ideal for nail removal and prying applications
US HAMMER MARKETPLACE
Manufacturers by Category
Pricing
$$
Framing
General
Specialty
Mallets
Demolition
Sept . 17
Sept . 17
Sept . 17
$$$
$$$
$$$$
$$$
$$
$$$$$
$$$$
$$
$$
$$
13
COMPETITIVE LINE-UP
Fiberglass General Purpose
Model
Surestrike
MRF16S
Irwin
1954889
Husky
N-G16CHD-HN
Plumb
11419
Stanley
STHT51511L
Kobalt
62742
Weight
16 oz.
16 oz.
16 oz.
16 oz.
16 oz.
16 oz.
Length
13”
13”
13”
13”
13”
13”
Face
Smooth
Smooth
Smooth
Smooth
Smooth
Smooth
Claw
Rip
Rip
Rip
Rip
Rip
Curve
Grip
Over-Mold
Pro-Touch™
Comfort Grip /
Thumb Indent
Rubberized
Ergonomic
Comfort
Slip Resistant
Rubberized
Magnetic Nail
Holder
No
No
Yes
No
No
No
Target Retail
$17.50
$9.98
$9.97
$9.47
$8.98
$8.98
COMPETITIVE LINE-UP
Steel General Purpose
Vaughan
R20
DeWalt
DWHT51054
Estwing
E3-20S
Irwin
1954888
Stanley FatMax
51-943
Kobalt
62739
Yes
Yes
Yes
Yes
Yes
Yes
Weight
20 oz.
20 oz.
20 oz.
20 oz.
20 oz.
20 oz.
Length
13 3/4”
14”
13 3/4”
14”
14”
14”
Face
Smooth
Smooth
Smooth
Smooth
Smooth
Smooth
Claw
Curve
Rip
Rip
Rip
Curve
Rip
Grip
Over-Mold PVC
Non-SLip Grip
Rubberized
Over-Mold
Comfort Grip
Pro-Touch™
Comfort Grip
Ergonomic Grip
Comfort
Yes (ShockBlock Plug)
No
Yes
No
Yes (Tuning
fork design)
No
Magnetic Nail
Holder / Side
Puller
No / No
Yes / Yes
No / No
Yes / No
No / No
Yes / No
Target Retail
$29.98
$29.97
$26.00
$22.98
$20.75
$18.98
Model
1 pc Forged
Vibration
Reduction
COMPETITIVE LINE-UP
Wood Framing California Hammer
Model
Vaughan
CF1-HC
Vaughan
CF1
DeWalt
DWHT51411L
Estwing
MRW25LM
Irwin
1954890
Kobalt
62994
Weight
23 oz.
23 oz.
17 oz.
25 oz.
21 oz.
23 oz.
Length
17”
17”
16”
17.5”
17.5”
17”
Face
Milled
Milled
Smooth
Milled
Milled
Milled
Claw
Rip
Rip
Rip
Rip
Rip
Rip
Curve
Straight
Curve
Curve
Curve
Curved
Overstrike
Protection
No
No
No
No
No
Yes
Strike Shield™
Magnetic
Nail Holder
Yes
Yes
No
Yes
Yes
Yes
$30.20
$25.98
$21.00
$20.75
$19.98
$18.23
Handle
Retail
PACKAGING STRATEGY
Establish Communication Hierarchy
F&B
{Milled vs.
Smooth /
Handle Type}
APPLICATION
Framing
General Purpose
[Narrows Focus}
WEIGHT
Oz.
[Intended use
& Preference]
IRWIN CONSTRUCTION HAMMERS
Irwin 20 oz. Steel
General Purpose
Hammer
Irwin 16 oz. Fiberglass
General Purpose Hammer
Irwin 21 oz. California
Wood Framing
Hammer
Sku #
1954888
1954889
1954890
List
$33.44
$16.17
$28.06
Packaging
Plastic Tag
Plastic Tag
Plastic Tag
Case Pack
3
6
3
Master
24
24
24
Lead Time
115 days
NEW IRWIN CONSTRUCTION HAMMERS AVAILABLE Q2 2016
*In-store at Lowe’s Feb 9th
PHOTOGRAPHY
LAUNCH MATERIALS
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