WRITING & MARKING INSTRUMENTS MCP-2802 A GLOBAL STRATEGIC BUSINESS REPORT CONTENTS I. INTRODUCTION, METHODOLOGY & 3. Competitive Scenario..........................................................II-6 PRODUCT DEFINITIONS A Highly Fragmented Market….............................................II-6 Major Players in the Global Writing & Marking Study Reliability and Reporting Limitations........................... I-1 Instruments Market..........................................................II-6 Disclaimers ............................................................................. I-2 Leading Brands from the ‘Big 2’ – Newell Data Interpretation & Reporting Level.................................... I-2 Rubbermaid and BiC....................................................II-6 Quantitative Techniques & Analytics .................................. I-3 Other Leading Brands in the World Writing & Product Definitions and Scope of Study.................................. I-3 Marking Instruments Market........................................II-7 Pens/Markers....................................................................... I-3 Rubbermaid and BiC Battle it out at the Top Globally...........II-7 Ballpoint Pen.................................................................... I-4 Table 4: World Market for Stationery Products (2003-2005): Markers/Highlighters ....................................................... I-4 Market Share of Leading Players Based on Value Sales Roller Pens....................................................................... I-4 for Newell Rubbermaid, BiC, Pilot, Pentel, Mitsubishi, Mechanical Pens .............................................................. I-4 Crayola and Others (includes corresponding Porous Point Pens............................................................. I-4 Graph/Chart)......................................................................II-8 Fountain Pens................................................................... I-4 Newell, BiC and Crayola (Hallmark) Dominate Pencils/Art Goods................................................................ I-4 US Market...........................................................................II-9 Wood-cased Pencils/Crayons ........................................... I-5 Mechanical Pencils........................................................... I-5 Table 5: Leading Players in the US Writing Instruments Artists' Equipment............................................................ I-5 Market (2003-2005): Percentage Breakdown of Value Sales by Manufacturer - Newell Rubbermaid, BiC Corp., Hallmark Other Art Goods............................................................... I-5 Cards Inc. (Crayola & Ink Tank), Pilot Corp. of America, Pentel of America, and Others (includes II. EXECUTIVE SUMMARY corresponding Graph/Chart) ..............................................II-9 Table 6: Writing Instrument Brands in the US (2003) – 1. Industry Overview ..............................................................II-1 Percentage Breakdown of Leading Players by Sales Volume for Bic Pens, Pilot Pens, Sanford Eagle Pencils, Writing Letters and Notes Retain Popularity…......................II-1 Paper Mate & Write Brothers Pens, Bic Pencils, Writing Instruments Category Still Needs Paper Mate Pens, Sanford, Uni Ball Pens, Enhancement ......................................................................II-1 Rose Art Pencils, Pentel Pens, and Pentel Pencils Manufacturers Re-launch Stationery Products .......................II-1 (includescorresponding Graph/Chart)..............................II-10 Market Scenario in the Developed Vs. Developing Countries .........................................................II-1 Table 7: Leading Writing Instrument Brands in the US International Regulatory Associations with a Mark ...............II-2 (2003): By Sales Value - Pilot Pens, BiC Pens, Paper Mate Pens, BiC Pencils, Sanford Uni-Ball Pens, Paper Mate & Write Brothers Pens, Sanford Eagle Pens, Pentel Pens, ...............................................II-3 2. Current & Future Analysis Pentel Pencils and Rose Art Pencils (includes Analysis by Geographic Region.............................................II-3 corresponding Graph/Chart) ............................................II-10 Table 1: World Market for Writing & Marking Instruments (2000-2010): Geographic Regions [US, Canada, Japan, 4. Major Trends .....................................................................II-11 Europe, Asia-Pacific (excluding Japan), Middle East/Africa, and Latin America] Ranked by Growth (includes 5. Product Overview..............................................................II-12 corresponding Graph/Chart)..............................................II-3 Fine Writing Instruments......................................................II-12 Analysis by Product Group/Segment .....................................II-3 Classification........................................................................II-12 Pens/Markers......................................................................II-3 Pens ...............................................................................II-13 Ballpoint Pens ...............................................................II-13 Table 2: World Market for Pens/Markers (2000-2010): A Brief History ..........................................................II-13 Geographic Regions [United States, Canada, Japan, Markers/Highlighters.....................................................II-13 Europe, Asia-Pacific, Middle East/Africa and Latin Roller Pens ....................................................................II-13 America] Ranked by Growth Rate (includes Mechanical Pens............................................................II-14 corresponding Graph/Chart)...........................................II-4 Examples of Mechanical Pens....................................II-14 Rapidograph Pens...................................................II-14 Pencils/Art Goods...............................................................II-4 Multiliner Pens & Drawing Pens............................II-14 Table 3: World Market for Pencils/Art Goods (2000-2010): Porous Point Pens..........................................................II-14 Geographic Regions [United States, Canada, Japan, Fountain Pens................................................................II-14 Europe, Asia-Pacific, Middle East/Africa and Latin Pencils/Art Goods.............................................................II-14 America] Ranked by Growth Rate (includes Wood-cased Pencils/Crayons ........................................II-14 corresponding Graph/Chart)...........................................II-5 Mechanical Pencils........................................................II-14 WRITING & MARKING INSTRUMENTS - A GLOBAL STRATEGIC BUSINESS REPORT 02/06 Page 1 This Report Is Protected With Digital Watermarks. Copyrights per US & ICC protocols. This Document May Not Be Printed, Copied or Distributed Outside Your Organization in Any Form Without Our Express Written Permission WRITING & MARKING INSTRUMENTS MCP-2802 A GLOBAL STRATEGIC BUSINESS REPORT CONTENTS Artists' Equipment.........................................................II-15 Pentel Introduces Impulse™ Ball Point Pen….....................II-23 Other Art Goods............................................................II-15 A.T. Cross Introduces New Version Pens and Notebooks....II-23 Pentel Rolls Out Flexfit Ball Point Pen… ............................II-23 6. Channels of Distribution .................................................II-16 A.T. Cross Rolls Out New Verve Pen Collection …............II-23 Table 8: Writing and Marking Instrument Market in the US Pentel Introduces Rolls Out Automatic Drafting Pencil… ...II-23 (2004): Percentage Breakdown of Value Sales by Distribution A.T. Cross Launches New Version of Cross Channel - Retail, Commercial, Institutional, E-Commerce, Matrix® Pens…................................................................II-23 and Other (includes correspondingGraph/Chart)................II-17 Linc Pen and Plastics Ltd. Enters Pencil Market… ..............II-24 A.T. Cross Introduces Vice™ Pen…....................................II-24 Table 9: Writing and Marking Instrument Market in the US Pentel Unveils ErgoTwist™ Ball Point Pen… .....................II-24 (2004): Percentage Breakdown of Value Sales By Retail A.T. Cross Launches Verve in Japan....................................II-24 Distribution Channel - Mass Merchandisers & Discount Stores, Pilot Pen Introduces BPX X-Treme......................................II-24 Superstores, Drugstores, Supermarkets/Grocery Stores Pilot Pen Introduces Dr. Grip Pen ........................................II-24 and Others (includes corresponding Graph/Chart)................II-17 Pilot Pen Corp Introduces PV-5 and PV-7 ...........................II-24 Supermarkets........................................................................II-17 Sanford Corp Introduces SKYNN® .....................................II-24 Drug Stores ..........................................................................II-18 Sanford Introduces SENSA Spring.......................................II-25 Office Supply Stores ............................................................II-18 A Historic Perspective..........................................................II-25 Office Superstores................................................................II-18