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Industry Overview

Industry Overview. 7/3/2012. Industry Overview. Regional Breakdown. Residential Overview. Residential Overview. Kitchen / Bathroom Overview. Industry Breakdown. Repair & Remodel (83%). New Construction (17%). Manufacturers (Residential Wood Cabinets, excluding RTA). Home Centers

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Industry Overview

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  1. Industry Overview 7/3/2012

  2. Industry Overview

  3. Regional Breakdown

  4. Residential Overview

  5. Residential Overview

  6. Kitchen / Bathroom Overview

  7. Industry Breakdown Repair & Remodel (83%) New Construction (17%) Manufacturers (Residential Wood Cabinets, excluding RTA) Home Centers (23%) Builder Direct • (7%) Dealers • (65%) Direct • (5%) Channel Partners The Home Depot (45%) Lowe’s • (45%) Other Home Centers (10%) National Production Builders (40%) All Other Builders (60%) LBM Dealer (35%) K&B Dealer (40%) Dist / Whole (20%) Alt Channel (5%) Primary Influencer Designers Architect / Designers Contractors / Designers Consumer Contractor / Remodeler Single Family New Construction Multi Family New Construction Consumer Contractor / Remodeler Small Home Builders Purchaser Draft - Confidential Attorney-Client Privileged

  8. Category Mix vs. Company Mix Wide scale generates quick returns on initiatives High index in builder channel will lead to industry share gains Dealer channel remains the largest opportunity MC indexed high against both HCs and Builders, under-indexed against Dealer Draft - Confidential Attorney-Client Privileged

  9. Masco Cabinetry 2011 Share Performance Market is defined as wood residential cabinets excluding RTA

  10. Product Categories Value Semi-Custom: lower standard construction and price than Semi-Custom, but more modification options than Stock Value Stock rapidly adding features yet holding price steady; able to reach price points lower than Traditional OPP Traditional OPP Value Stock Custom Semi-Custom Value Semi-Custom Stock RTA 10% 30% 15% 20% 10% 5% 10% As a result of the shift to value and competitors stretching their offerings, lines between product categories are blurring Draft - Confidential Attorney-Client Privileged

  11. Competitive Landscape Rest of Top 10 Est. ‘11 sales ($M) ~$350M $270M $1.26B $496M $135M- $200M $504M $861M1 Brands by Product Type Custom High Semi-custom ~$150M $136M $150M $165M Stock ~$100M-$200M RTA / In aisle Low 1) Sales include Countertops, Closets

  12. Competitive Analysis – Strengths & Weaknesses Draft - Confidential Attorney-Client Privileged

  13. Disruptors The industry landscape continues to evolve with competitors creating new ways to market Draft - Confidential Attorney-Client Privileged

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