Woodstar Series Product Launch Maximizes Value
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The Woodstar line delivers on the QualityCabinets promises of flexibility, affordability, reliability, and affordable aspiration. Check out the new door styles and upgrades featuring trend-forward design for emerging Gen Y & multifamily markets.
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Woodstar Series Product Launch Maximizes Value
- 1. 2012 Woodstar Series Product Launch
- 2. Table of Contents 2 • Introduction • Overview • Key Trends & Opportunities • The Woodstar® Series Solutions • Conclusion
- 3. QualityCabinets: Flexible, Affordable & Reliable 3 “QualityCabinets creates great products at an exceptional price that give our customers the perfect balance of flexible, affordable and reliable solutions to create value in the home. Value is what we build, how we work, and who we are.”
- 4. QualityCabinets: About us 4 QualityCabinets has a consistent reputation for quality in product and finish. • Backed by one of the largest cabinetry manufacturers in the world • QualityCabinets is known as a cabinet line that offers an affordable price without sacrificing product quality. QualityCabinets offers customers the ability to achieve their kitchen and bath dream. To do that, we offer: • Popular door style and finish choices • Depth modifications • More SKU’s than most “Stock” lines
- 5. Overview 5 • Economic Shift • Opportunity • Focus on Value • 3 Key Trends – Gen Y’s Growing Influence – Multifamily Growth – Budget-Constraints consumer • Solutions
- 6. Gen Y’s Influence 6 Implications For Dealers • 88 million strong segment – larger than Baby Boomers • 32 years old and younger • Value-oriented due to debt levels, underemployment • Will have growing purchasing power • Influences parents – Facebook, I-Pods • Want clean, contemporary styling at value price (e.g. Ikea) • Shopping experience expectations • Digitally savvy – grown up with the Internet QualityCabinets Commitment • Strengthen Woodstar Series product portfolio • Introduction of Full Overlay door styles in Thermofoil & Maple • Popular color palette Proof Points • Woodstar Series Q3 2012: 2 new door styles. Availability of Maple. Soft-close, full extension dovetail drawer upgrade • 7 New finishes • Training & Consultation http://blog.kissmetrics.com/generation-y-statistics/ http://www.rosettathurman.com/2010/07/36-facts-about- generation-y-in-the-workplace-and-beyond/
- 7. Multifamily Growth 7 Implications For Dealers • Over 25% of new housing starts • 2012 Total Multifamily market = $439M • Specific door style and finish requirements • Full Overlay, clean, contemporary • Maple wood species QualityCabinets Commitment • Strengthen Woodstar Series product portfolio • Full Overlay & Maple doors that allow access to additional 76% of Multifamily market Proof Points • Multifamily: • Woodstar Series Q3 2012: 2 new door styles addressing multifamily. Availability of Maple. 7 new finishes. 4 ADA SKUs. • Special Project Pricing • Multifamily Support Source: US Census Bureau
- 8. The “Budget-constrained” Consumer 8 Implications For Dealers • Investment Trade-offs – ex. Car vs. Kitchen • Style Trade-offs – Don’t want to lose preferred styles • Consumers looking for features normally found in higher end products • Willing to pay for features that improve lifestyle but don’t blow their budget QualityCabinets Commitment • Strengthen Woodstar Series product value • Offer popular requested doors, colors and options Proof Points • Woodstar Series: • July 30, 2012 Launch – 2 new door styles (including full overlay and maple), 7 new finishes, 4 new SKUs, Soft-close full-extension dovetail drawer option • Doors, finishes and options that deliver solutions to your customers
- 9. The Woodstar Series Solutions • Expanding Woodstar Series, our value price- point line • New popular full overlay door styles & colors • Features & flexibility usually seen at higher price point • Value-driven customer needs • Over 2000 SKUs
- 10. New Full Overlay Thermofoil Slab Door “Brookport” • Sleek, contemporary • 5/8” thick slab door • Slab drawer front • 6-way adjustable hinge • Decorative Hardware needed • 3/16”radius edge on all 4 sides • 4 thermofoil finishes
- 11. New Full Overlay Thermofoil Slab Door FEATURE BENEFIT Full Overlay Popular look Thermofoil Easy to clean, consistent color 3/16” Radius Edge Softer, richer contemporary, look than most competitor’s laminate slab doors Embossed Wood Real wood look Grain-look w/out the “real wood” price 6-way Hinge Easy door adjustment Decorative Personalization & hardware opportunity to add an upscale look
- 12. New Full Overlay Thermofoil Slab Door “Brookport” • Represent over 2/3’s of popular color requests = Broad Appeal Starlight White Natural Café Dulce *Back of door/drawer is white on Starlight & tan on the Maple-look **Starlight, Natural, Cafe & Dulce match existing colors in Quality & Designer Series
- 13. New Full Overlay Maple Shaker Door “Kittery” • Transitional Shaker • Maple • Bridges traditional to contemporary • Shaker = In Top 3 of QualityCabinets Sales • Slab drawer front – horizontal grain • Recessed veneer center panel • 2” Door stiles & rails • 6 way adjustable hinge • Decorative Hardware needed • 3 finishes
- 14. New Full Overlay Maple Shaker Door FEATURE BENEFIT Full Overlay Popular look Maple Most requested American wood species Shaker door Design Flexibility 6-way Hinge Easy door adjustment Decorative Personalization & hardware opportunity to add an upscale look
- 15. New Full Overlay Maple Shaker Door “Kittery” • Represent 2/3’s of popular color requests = Broad Appeal Natural Café Dulce *Match existing colors in Quality & Designer Series
- 16. New Full Overlay Maple Shaker Door “Kittery” • American “Soft” Maple wood characteristics • Expected Color Variation: Nearly white to light gray • More “character” • Not “soft” wood
- 17. Pricing • Easy to understand • No new price columns Harborview2 Kittery • Customer choice • Brookport = Derby • Kittery = Harborview2 Birch PRICE Derby Brookport Seacrest2
- 18. New Drawer Upgrade 18 1. Standard = ½” thick engineered wood • Starlight White Cabinet has Wood-look drawer 2. Upgrade = 5/8” Wood Rabbeted 3. NEW Upgrade Dovetail Drawer • Woodstar Series Upgrade • ¾” solid wood • Dovetail joinery • Full extension • Undermount soft close guides
- 19. New Drawer Upgrade 19 • Historically not found in Value Cabinet Lines • Popular customer request • Increased drawer utilization • Stronger drawer and glides • Helps deliver value to the consumer Traditional side Soft Close, Full mount Extension
- 20. New Products 20 • Expands our commitment to Universal Access design UBCR36 L or R • The 9” cabinet allows our designers to incorporate added the popular “cookie sheet” cabinet into the design • The Universal Desk End Panels allow the for support by a sink, dishwasher • With the launch of the Full Overlay, Brookport & Kittery doors, we created a new Universal Base Corner Revolving Lazy Susan to complement the great design of these door styles
- 21. QualityCabinets Sales Tools 21 • Literature – Price & Spec Books, Full Line brochure • 20/20 is available at www.qualitycabinets.com on QualityPros for quick, easy downloading
- 22. Conclusion The Woodstar line extensions provide: • Full Overlay & Maple in our value lines • Broader product • Attractive Gen Y solutions • Additional Multifamily opportunity • Competitive pricing • Project pricing
Editor's Notes
- Thank you for joining us today to introduce the new 2012 Woodstar Series product launch. Over the course of this presentation, we’re going to look at economic and trend factors that drove what we are introducing. That will be followed by exactly what is in this exciting launch and how it can help you grow your business.
- As you all know, the economy has changed dramatically over the past 4 years. And with that change comes opportunity. Taking advantage of shifting marketplace trends is critical to success. With a greater focus on value as a whole, the key trends that inspired this years’ Woodstar Series launch is the emergence of Gen Y’s growing influence, the growth of the multifamily market segment and the “budget-constrained” consumer. We are excited to share what we are introducing in QualityCabinets’ Woodstar Series to help you offer solutions to each one of these key trends.
- Those people born between 1980 and 2000 are referred to as Gen Y, And, whether they’re truly buying kitchens and baths today, their influence is felt.So, what are the Implications For Dealers88 million strong segment – larger than Baby Boomers32 years old and youngerValue-oriented due to debt levels, underemploymentWill have growing purchasing powerInfluences parents – Facebook, I-PodsClean, contemporary stylingShopping experience expectationsDigitally savvy – grown up with the Internet90% have personal computer45% have mobile devices with Internet access$20 billion in online purchasesMore than 50% share information about interesting products with their friendsWhat is the QualityCabinets Commitment to you?Strengthen Woodstar Series product portfolio Introduction of Full Overlay door styles in Thermofoil & MaplePopular color paletteHow are we doing that?Proof PointsWoodstar Series Q3 2012: 2 new door styles. Availability of Maple. Soft-close, full extension dovetail drawer upgrade7 New finishesTraining & Consultation: Sarah Reep, 20-20
- So, what is our commitment to you?Strengthen Woodstar Series product portfolio Full Overlay & Maple doors that allow access to additional 76% of Multifamily marketProof PointsMultifamily:Woodstar Series Q3 2012: 2 new door styles addressing multifamily. Availability of Maple. 7 new finishes. 4 ADA SKUs.Special Project PricingMultifamily Support
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- The colors we’ve introduced with Brookport represent 72% of popular color requests today which equates to broad appeal. Brookport is available in: White “Starlight” & “Maple-looking” Natural, Café, Dulce. One thing to note on Brookport is the back of all the “maple-look” doors and drawers is a solid color tan laminate that mimics the interior of the cabinetry. What we we’re seeing in the marketplace from regional competitors was a lot of stark white. We felt that this wasn’t the right thing to do while keeping costs down so we went with a more pleasant look to come close to matching the color of the cabinet interior. Here’s another benefit: All of these new colors match existing colors in the Quality & Designer Series palettes. We did this so you are able to reach up for accessories in the QualityCabinets to help you get or close a sale or complete a design.
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- The colors we’ve introduced with Kittery represent 2/3’s of popular color requests today which equates to broad appeal. Available in: light, classic Natural, warm mid-tones of Café, and the dark, rich Dulce. Here’s another benefit similar to Kittery: All of these new colors match existing colors in the Quality & Designer Series palettes.
- We are also adding a drawer upgrade option normally found in higher price point lines - a solid wood dovetail drawer with full extension soft-close under-mount guides. This option will be available across the entire Woodstar series. It features ¾” dovetail wood drawers with full extension, undermount soft close drawer guides.
- The Woodstar Series line extensions provide:Full overlay doors and Maple in our value lines which has been a popular requestBroader product offering in our value lineAttractive solutions for the growing Gen Y marketAdditional market entry for multifamily projects like For Rent & Rehab that helps you gainAdditional Market ShareCompetitive pricing that aligns us with today’s market and the budget-constrained consumerProject pricing that allows you to go after opportunities in your local market. We have created a Dual Channel Multifamily team that is positioned to help the dealer channel win these projects. How many other competitors have invested in a national team to help you land multifamily projects? These new doors are the first step in addressing opportunities for QualityCabinets in the multifamily market segment.Please contact your Account Manager for more information.Thank You