Ken Hom:

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Ken Hom TAO Range Presentation
William Levene Ltd Open House Week December 2004
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Brand Statement
A quality brand of cookware and accessories for
preparing, cooking and serving Oriental food
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Ken Hom Strategy

• Maintain brand leadership in the domestic market
  by making the Ken Hom brand available through all
  channels of distribution.
• Build brand presence in a selected number of Key
  International markets.
• Develop a wide quality range of ethnic cookware
  and accessory products driven by specific
  consumer benefits.
• Position Ken Hom as a guaranteed successful
  experience in Eastern cooking.
• Use of Ken Hom brand and sub brands to ensure
  presence in all price segments of the market.

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Channel Management
Ken Hom Sensai Range
- Retail Price
Ken Hom TAO Range
Ken Hom Standard Range
Grocery/ Mail Order Discount store
Department Stores Independents
Department Stores Top end independents
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The Meaning
Tao is an oriental word meaning the way,
the idea of skill, talent and ability and the
way in which we achieve.
(Cleary, 1993)
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Range Rationale

• Gap within the Ken Hom brand range mid range
  product/price required.
• Consumer demand for more aesthetically pleasing
  product which still delivers quality performance.
• Competitively priced, quality product.

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Range Plan

• The range will be a mix of Carbon Steel (1.6mm
  gauge) and Stainless Steel (0.6mm gauge)
  products.
• All will be non-stick, with authentic phenolic
  handles and carry a 1 or 5 year guarantee.
• Carbon Steel (Coating Xylan)
• 28cm Hanging Wok
• 32cm Hanging Wok
• 36cm Hanging Wok
• 32cm 4pc Set with glass lid
• 32cm 6pc set with glass lid
• 36cm 8pc set with glass lid

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• Stainless Steel (Coating Quantanium)
• 32cm Stir Fry Pan
• 28cm Peking Wok with Glass Lid
• 32cm Peking Wok with Glass Lid
• 32cm Cantonese Wok with Glass Lid
• The stainless steel products have a 5.0mm
  aluminium encapsulated sandwich base which
  improves further heat distribution.
• All products apart from the hanging woks will
  include a tempered glass lid.

• Official launch scheduled for Jan/Feb 2005.

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Range Technical Information

• Aim to develop new source with stringent quality
  control and an excellent ETI record.
• Developing relationship with key coatings
  manufacturer Whitfords. Solvent based coatings
  performed better than Dupont equivalents on
  Carbon Steel product.
• Two suppliers working together to ensure the
  highest quality standards. Full laboratory
  support in Singapore.

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• Standards include
• Proper surface preparation (phosphating)
• Storage, batch control and agitation of coatings
  prior to use allows even thickness of coating a
  fully automated process
• Samples continually sent to Singapore lab for
  testing at William Levenes insistence
• 4 annual quality audits of supplier by coatings
  manufacturer
• All products compliant to BS/EN12983 pt 1
  stability test, dishwasher test etc.

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• Carbon Steel Coatings
• Xylan 8868S / K3934 Many different grades of
  Xylan, developed specifically for function
• Reinforced for abrasion and scratch resistance.
• High temperature polymers bind coating together
  to combat carbon steel warping and hot spot
  issues.
• Black metallic compounded to combat fading.
• Coated on inside of wok bowl and outside not
  baking paint!
• Carbon Steel Substrate
• Carbon steel is not the best substrate for
  coating, but
• Warping issue WL unique concave base
• Adhesion of coatings phosphating process
  stringently controlled by William Levene.
• Coating durability developed for c/s with the
  support of a major coatings brand.
• Spinning process choice of right grade of
  carbon steel essential. WL 1.6mm with a higher
  corrosion resistance.

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• Stainless Steel Coatings
• Quantanium Water based high performance, 3
  coats
• Internal titanium reinforcement best available
  for wear resistance.
• Grade used has maximum synergy with substrate.
• COAT 1 - Dk Grey primer coat
• COAT 2 3 applied wet on wet
• Stainless Steel Substrate
• Stainless Steel is best cooking surface for
  durability and heat retention
• Grade used SUS304, equivalent to high end
  18/10, the best grade of stainless steel for
  cooking, only SUS316 has better corrosion
  resistance but is not suitable for forming.
• Thicker aluminium slug applied to sandwich base
  than normal. Gives excellent heat diffusion.

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Feature Benefits Summary

• Carbon Steel Items
• Dishwasher safe
• Coated inside and out with special grade of
  Xylan.
• 1 year guarantee
• Stainless Steel Items
• Dishwasher safe
• Metal tool durable
• Induction Hob suitable
• Coated with 3 layer QuanTanium
• 5 year guarantee

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Packaging Brief

• Key message to be portrayed quality, oriental,
  authentic high performance cookware.
• 50/50 split between Ken Hom brand presence and
  sub-brand identity.
• Clear hero product shot on front/back with
  features benefits detailed.
• Used to compliment the product in-store and used
  as POS in itself.

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The Hanging Wok disc for the centre of the
sleeve. (The sleeve material will polyprop.)
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The Carbon Steel Set boxes English front facing
and multi-lingual back. Tao blurb included on
the side (multi-lingual).
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Stainless Steel boxes (format as per carbon
steel box.)
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The Product Range
Carbon Steel Hanging Woks
28cm Hanging Wok (with no helper handle).
32cm 36cm Hanging Wok (with helper handle).
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Carbon Steel Sets
4 Piece Set includes Wok, glass lid, bamboo
turner and tempura rack.
6 Piece Set includes Wok, glass lid, bamboo
turner, bamboo spoon, eating chopsticks and
tempura rack.
8 Piece Set includes Wok, glass lid, bamboo
turner, bamboo spoon, eating chopsticks, cooking
chopsticks, steaming rack and tempura rack.
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Stainless Steel
Stainless Steel 32cm Stir Fry Pan
Stainless Steel 28cm Peking Wok
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Stainless Steel 32cm Peking Wok
Stainless Steel 32cm CantoneseWok
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• POS ideas and designs

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2005 Tao Product Development

• Tao Accessories Development
• Stained Bamboo range to include tool sets,
  chopsticks etc.
• Ceramic ginger grater and sets for serving and
  condiments
• Tao Range Extension
• Development in sets
• S/Steel development