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© 2007 Kensington Computer Products Group, a division of ACCO Brands
Control it!U.S. Sales & Marketing MeetingOctober 2008Leonard Tsang
Agenda
1. Category Objective
2. Market Trends
3. Category Storyboard
4. Marketing tools
5. What we need from you
6. Questions
Objective
Objective
Become solid #3 in B2B market share
Debunk Targus as #3 at Retail
smart made simple
TM
Market Results
Overall, the Input Category has grown by 1.6% vs YAG, to $988 million.
Input Category Dollar Sales (vs YAG)
Source: NPD 12MM August 2008 (vs. YAG)
$0
$200,000,000
$400,000,000
$600,000,000
$800,000,000
$1,000,000,000
2007 2008
+1.6%
Mice, 55%
Keyboards, 20%
Desktops, 25%
(-1.0%)
(+/-0%)
(+1.0%)
This category growth is driven by increased keyboard sales
Input Category Contribution (vs YAG)
Source: NPD 12MM August 2008 (vs. YAG)
Logitech, 39%
Microsoft, 30%
Kensington, 3%
All Other, 26%
Targus, 2%
(+4.6%)
(+4%)
(-3.3%)
(-0.3%)
(-3%)
And driven almost entirely by Logitech
Input Category Brand Share (vs YAG)
Source: NPD 12MM August 2008 (vs. YAG)
Microsoft, 29.4%
Logitech, 27.8%
Targus, 1.5%
Kensington, 3.1%
All Other, 33.9%
Adesso, 1.9%
Gold Touch, 2.3%
(-0.6%)
(+2.2%)(+0.3%)
(-0.2%)
(+0.3%)(-0.9%)
(-1.0%)
Within the B2B space, Kensington is a solid #3 in the Input Category, and gaining share. Microsoft is #1 in the category, but Logitech has gained major share to close the gapInput Category Brand Share – B2B
Source: NPD 12MM August 2008, Commercial sell through (mice, keyboards, desktops)
Logitech, 40.4%
Microsoft, 31.6%
Targus, 2.9%
All Other, 22.3%
Kensington, 2.8%
(+3.4%)
(-4.0%)
(-1.5%)
(-0.4%)
(+2.6%)
Logitech dominates at Retail, and has continued to gain share at every major manufacturer`s expense.
Input Category Brand Share - Retail
Source: NPD 12MM August 2008, Retail (mice, keyboards, desktops)
What’s our plan?
Objective: RetailDebunk Targus as #3 at Retail
Positioning:– Viable alternative to MS and Logitech and superior to all
other 3rd party manufacturers with design innovation and the right feature set at competitive consumer prices
Strategy– Use Slimblade Trackball intro as hero product to create
buzz / continued awareness of Kensington leadership in trackballs
– Displace Targus Stow and Go mobile mouse at retail with Ci10
– Grow through penetrating OPSS and second tier retail
Objective: B2BBecome solid #3 in B2B market share
Positioning:– Position Kensington as the price/performance leader
Strategy– Use VAR program to create B2B awareness and demand
The Control It!
Story
Target User Environments
Travel Home
Out & About Office
Why to Buy?
I need a second mouse to travel with.
My touchpad is so difficult to use.
My mouse broke.
I want to get a mouse that’s better than the one that shipped with my system.
Introducing…The
Kensington Spring 2009
Lineup
Slimblade Trackball
Legacy Expert Mice had created a following for Kensington trackballsThe Expert 7 is currently Kensington’s top-selling input sku *
We took the trackball concept and went a few steps further– It’s all in the ball
• Cursor control• Scoll control – now integrated into the ball, thanks to state-of-the-art twin laser
sensors– Control
• Media mode controls Microsoft Media Center and i-tunes• Pan/zoom mode controls web browsers, productivity software, photo-editing software
and viewers, such as Internet Explorer, Office, Photoshop and Acrobat (list of supported applications in Appendix)
– Comfort• The comfort that made the trackball famous, now ennhanced: slim design eliminates
need for wrist rest– Slimblade design
• Saves desktop space, looks great in any environmentApril 19, 2023
The Kensington Trackball Legacy
* Based on NPD August 12mm Sales Dollars
January 23, 2008
SlimBlade™ TrackballK72327us $129.99Available: 2/25/09
Idea: Now, the ball does it all
Key Features: – Multi-function ball lets you easily navigate through your music, pictures and
documents using media or document view mode – Keep an eye on which application you are in and which function is being
performed with the heads-up display on your monitor – With its low-profile shape, you’ll be able to use it comfortably for hours on
end – The sleek stationary design optimizes your desktop space – Gain fingertip access to image and media controls – Control cursor and scrolling; volume, play/pause, stop, and next; zoom
in/out, and pan, all with the ball
January 23, 2008
PackagingPaper COI
Marketing ToolsHero Product: – In addition to the standard list of assets, the following
tools will be available:
Impact Video: A video to help with sell-in/sell-through. Available 11/7
Microsite
Tutorials video
Slimblade Mouse
with Nano receiver
US Region: Competitive Landscape
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
$400,000,000
<$20 $20-$29.99 $30-$39.99 $40-$49.99 $50-$59.99 $60-$79.99 >$80
Source: NPD 12MM 8/08
12MM Mice Dollar Sales by Price Band
US Region: Competitive Landscape
Snapshot of $39.99 mice in the market today:
Microsoft Notebook Mouse 6000
– Laser Sensor– Wireless– $39.99
Logitech V320
– Laser Sensor– Wireless– $39.99
Targus AMW15US
– Laser Sensor– Wireless– Rechargeable
US Region: Competitive Landscape
Snapshot of mice w/ nano receivers in the market today:
Logitech V450 Nano
– Laser Sensor– Wireless– $49.99
Logitech V550 Nano
– Laser Sensor– Wireless– Notebook
attaching system– $59.99
Logitech VX Nano
– Laser Sensor– Wireless– $69.99
Ci95– Optical Sensor– Wireless– $39.99
– $34.99 (2/1/09)
Idea: The laser mouse that’s on the move
Key Features: – Plug-and-stay nano receiver is so small you plug it in once,
and never have to worry about it again – Laser sensor gives you precise control on more surfaces and
extends battery life – Thin profile design fits in your hand as well as your travel
bag – 4-way tilt scroll wheel – Laser sensor for tracking on more surfaces – Low-battery indicator
January 23, 2008
SlimBlade™ Mouse with Nano ReceiverK72334us $39.99Available: 1/31/09
January 23, 2008
PackagingTraditional COI
Nano Receiver shown outside of mouse
Why the Slimblade Mouse w/ Nano Receiver will be successful in the marketplace?
We dared to think differently to tackle consumer pain-points head-on with the Slimblade series
We distilled the best of Slimblade’s design elements with the latest technologies to develop the Slimblade Mouse w/ nano receiver– 2.4 GHz plug and stay nano receiver– Easy to travel with, yet comfortable for everyday use– Tracks on more surfaces
• Laser sensor for superior trackability and accuracy– Value Proposition for the consumer
• Suggested Street Price of $39.99 makes this the most inexpensive laser mouse with nano receiver in the market
April 19, 2023
Smart : Thoughtful consumer insights + Simple : Layers of functionality
Mouse is tallest element in bag!
=
Ci10 FitWireless
Laser Mouse
US Region: Competitive Landscape
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
$400,000,000
<$20 $20-$29.99 $30-$39.99 $40-$49.99 $50-$59.99 $60-$79.99 >$80
Source: NPD 12MM 8/08
12MM Mice Dollar Sales by Price Band
US Region: Competitive Landscape
Snapshot of $29.99 mice in the market today:
Microsoft Optical Mouse 3000
– Optical– Wireless– Bright Colors
Logitech V220
– Optical– Wireless– Bright Colors
Targus PAWM10U
– Optical– Wireless– Travel Pouch
January 23, 2008
Idea: Free yourself from the touchpad
It “Fits”– Your hand– Your pocket– Your lifestyle
Key Features: – Laser sensor works on more surfaces and conserves batteries – Receiver stows flush on the bottom of the mouse to fit easily
in your bag – Contoured rubberized grips give you all day comfort – Six months of battery life on 2 AA alkaline batteries
Ci10 FitWireless Notebook Laser MouseK72335us: $29.99Available: 2/16/09
January 23, 2008
PackagingHybrid paper box / blister pack to enable consumers to feel shape of mouse in packaging
Receiver shown outside of mouse
Why will Ci10 be successful in the marketplace?
We dared to think differently to tackle consumer pain-points head-on with the Ci75
We applied everything we have learned in developing Ci10 Fit– Easy to travel with, yet comfortable for extended use
• New shape with rubber grips for superior comfort
– Tracks on more surfaces• Laser sensor for superior trackability and accuracy
– Affordable• Suggested Street Price of $29.99 hits the sweet spot in mice price bands
April 19, 2023
Smart : Thoughtful consumer insights + Simple : Just what they need, nothing more
Mouse is tallest element in bag!
=
Ci70 PhotosyncDestop Set
US Region: Competitive Landscape
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
<$30 $30-$49.99 $50-$69.99 $70-$89.99 $90-$119.99 >$120
Source: NPD 12MM 8/08
12MM Desktop Dollar Sales by Price Band
US Region: Competitive Landscape
Snapshot of desktop sets $59 - $79 in the market today:
Cordless Desktop LX 310 Laser
– $59.99– Laser Mouse– Wireless– Multimedia Keys
Microsoft Wireless Laser Desktop 6000
– $79.99– Laser Mouse– Wireless– Multimedia Keys
Logitech Cordless Desktop LX 710 Laser
– $79.99– Laser Mouse– Wireless– Multimedia
Keys
January 23, 2008
Ci70 Photosync Desktop SetK64399us $69.99Available: 2/11/09
Idea: The desktop that keeps you in sync
Key Features: – Download images from your digital camera, and sync your smartphone or MP3
player with the built-in mini USB cable or USB port – Wireless laser mouse tracks on almost any surface – Dedicated media keys & hot keys for instant access to applications, media
controls and more – With a 35% smaller footprint, low-profile design and a sliding door the keyboard
saves space and looks good doing it – Wireless mouse with removable receiver so you can take it with you – Set is ready to use out of the box—no pairing necessary
Why will the Ci70 PhotoSync Desktop Set be successful in the marketplace?
Unique to other desktop sets in the market
40MM digital cameras projected to be sold in USA in 2008, up from 35MM in 2007*
Mini-USB cable simplifies photo-syncing process
Additional USB port on the keyboard for easy USB access
Laser mouse for superior trackability
Mouse receiver detachable for travelability
Value play: Ci10 ($29.99) + Ci70p keyboard ($49.99) = $79.98 – Ci70 set SSP = $69.99
April 19, 2023
Source: Infotrends: http://www.itfacts.biz/us-digital-camera-market-to-reach-40-mln-in-2008-25-mln-of-them-to-be-slrs/11297
January 23, 2008
PackagingPaper COI
Where do the new skus fit into the
lineup?
Mobile Mice $34 & up
72239 $39.99Pilot Mouse Laser WirelessMini
72256US $39.99Si650m Wireless Optical
72269US $49.99Si750m Wireless NB Laser
72271US $49.99SI670m Bluetooth®
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov Dec Oct Nov Dec Jan Jan FebFeb Mar Mar
72283 - Ice Blue $49.9972285 - Deep Blue $49.99
Slimblade Presenter Mouse
72280 $79.99Slimblade Presenter Media Mouse
72281 $69.99Slimblade™ Trackball Mouse
K72330US $49.99Slimblade™ Bluetooth PresenterMouse
K72328US $34.99 effective 2/1/09Ci95m Wireless Mouse with NanoReceiver
K72334 $39.99Slimblade Mouse with Nano Receiver
Mobile Mice $14 to $34.99
K72212 $19.99PocketMouse™ Mini
K72266US $19.99 Ci25m Notebook Optical Mouse
K72214 $24.99 PocketMouse™ Wireless Mini
K72267US $29.99Ci65m Wireless Notebook Mouse
K72114G $16.99PocketMouse
K72297US Grey/Orange $32.99K72298US White/Silver $32.99K72278USA Black $32.99Ci75m Wireless Notebook Mouse
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov Dec Oct Nov Dec Jan Jan FebFeb Mar Mar
K72335 $29.99Ci10 “Fit” Wireless Laser Mouse
Wireless Desktop Mice
K72258US $29.99Ci60 Optical Wireless Mouse
72276US Titanium72301US Matte BlackCi70 Wireless Mouse $29.99
72282USA Dark Wine 72286USA Piano Black
SlimBlade™ Media Mouse $49.99
72242Wireless Pilot Laser $39.99
72275US Rouge72300US CopperCi70 LE Wireless Mouse $29.99
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov Dec Oct Nov Dec Jan Jan FebFeb Mar Mar
Desktop Mice $14 - $29.99
72121F $21.99MIAB Elite, USB
72243 –72331USA $29.99Si300 Laser 3 BTN(Right Handed)
72257 $24.99Ci20 Optical Mouse 5BUSB
72123F $16.99MIAB Optical Elite, USB
72213 $16.99MIAB Optical II, USB
64381 $13.99ValuMouse®Opt USB/PS2 Mouse
72326US $19.99Ci73 Wired Optical Mouse – Black(B2B Packaging)
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov Dec Oct Nov Dec Jan Jan FebFeb Mar Mar
K72318US $99.99Slimblade Notebook Set 2pc.(Keyboard, Mouse)
DesktopsMouse & Keyboard Combinations
K64390US $69.99PilotBoard Laser Wireless Desktop Set
K64392US – Matte Black Ci70 Wireless Desktop Set $79.99
K72320US $19.99SlimBlade Media Remote
K72279US $129.99Slimblade Media Notebook Set 3pc. (Keyboard, Keypad, Mouse )
K72329US $129.99Slimblade Bluetooth Notebook Set
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov DecOct Nov Dec Jan Jan FebFeb Mar Mar
K64399US $69.99Ci70 Photosync Desktop Set
Keyboards
K64365 - PC $29.99K64366 - Mac $39.99SlimType Keyboard
K64338B – Black $19.99K64331A – White $19.99Comfort Type USB Keyboard(K64338B - includes PS2)
K64370 $17.99Keyboard for Life(USB/PS2)
K64397US $29.99Ci73 Wired Keyboard
K64396US $49.99 Ci70 Keyboard w/USB Ports(wired)
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov DecOct Nov Dec Jan Jan FebFeb Mar Mar
Keypads
K33059 $39.99Pocket Keypad Calculator
K72273US $59.99Wls Notebook Keypad/Calculator and Mouse Set
K72274US $29.99Notebook Keypad/Calculator with USB Hub
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov Dec Oct Nov Dec Jan Jan FebFeb Mar Mar
Presenters
K33374USA $59.99Wireless Presenter with Laser Pointer
K33373 $49.99Wireless Presenter
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov DecOct Nov Dec Jan Jan FebFeb Mar Mar
Trackballs
K64327F $29.99Orbit Optical Trackball
K64325 $99.99Expert Mouse ®
Apr May Apr May JuneJune July Aug July Aug SeptSept Oct Nov Dec Oct Nov Dec Jan Jan FebFeb Mar Mar
K72327 $129.99Slimblade Trackball
Marketing Tools
Competitive Landscape
New Products Flyer
Spec sheets
Flash demos
Website updates
Promotional plans
PR Plan
What we need from you…
Present story on the latest in Ci, Slimblade and trackballs
Aggressively displace Targus and other 2nd-tier brands at all accounts by leveraging competitive grid
Gain new placement and improve presence at OPSS and 2nd tier retail
Retail
What we need from you…
Validate market opportunity for new products– Identifying competitive products– Sizing market opportunity
Create plan to launch validated new products and re-invigorate tried and true B2B products via the VAR program and with DMRs
B2B
Questions?
Appendix
List of supported Slimblade Trackball Applications
Photoshop
Lightroom
Photoshop Elements
Aperture
iPhoto
Numbers
Pages
Preview
Acrobat
Acrobat Reader
Excel
Excel for Mac 2004/2008
Word
Word for Mac 2004/2008
Internet Explorer
Firefox
Safari
iTunes
Media Player
