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Classic XL Mul-T-Lock New Patented Platform: Sales Development and Market Expansion

This report analyzes the sales development of patented vs. non-patented Mul-T-Lock cylinders, focusing on the introduction of a new patented platform to support growth. The study includes customer perception, competition analysis, and market segmentation for the new platform, which features unique keyways and an emphasis on security. The report also discusses potential cannibalization risk, pricing strategy, and the benefits of the new platform for market penetration and increased sales.

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Classic XL Mul-T-Lock New Patented Platform: Sales Development and Market Expansion

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  1. “Classic XL”Mul-T-Lock New Patented Platform

  2. Patented Cylinder Sales Development - Export Patented vs. non-patented cylinder sales volume development Patented vs. non-patented Keys sales volume development k units k units 64% 62% 61% 53% 51% 52% 49% 47% 48% 39% 38% 36% Support growth of patented sales with new patented mid secure platform Number of keys sold per each cylinder

  3. Mul-T-Lock cylinder platform map - Export Customer perception for product value MT5+ 8% of sales High MT5 5% of sales Interactive+ Pfaff enhain KABA Q2/12 Competition growing and take market share Interactive Dom EVVA Iseo 43% of sales Integrator Classic 7X7 6% of sales 11% of sales 27% of sales Avg end user Price (€) Low 30 40 50 60 70 80 90 100 110 120

  4. 2014 Mul-T-Lock cylinder platform map - Export Customer perception for product value MT5+ Cannibalization Risk? High MT5 Interactive+ Q2/12 New mid secure platform Integrator 7X7 Classic opportunity Avg end user Price (€) Low 30 40 50 60 70 80 90 100 110 120

  5. New cylinder platform scope • Economical patented platform to gain new market share • Positioned Between interactive+ and Integrator • Patent – non movable element, long 2033 • MKS capabilities • Price strategy • Based on the classic telescopic pinning system • Applications • parts - (same housing and driver pins) • Tools 5

  6. New cylinder platform scope • Market segmentation – many private\unique keyways • New set of 6 shape profile (different than the classic and Interactive+) • Up to 50 unique keyways per each key profile\section (right hand profile) • Key control • Special patented precut in one position (cut in the factory) • Resistant to counter-fit keys (excluding patent infringement) • Many keyways to reduce attractiveness for illegal duplication • New Key head 6

  7. New platform – Uniqueness Patent essence – “ eXtra Level “ A B

  8. We need your input… • Do you think this new platform will help increase sales? • Do you think it will replace an existing platform? • If so, which one? • Will you use this platform for penetration into new market segments? • What are the main Benefits for your market that you see in this platform • Any requests?

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