Graco 2009 Annual Report Download - page 6

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………………MARK D. KETCHUM…………………………………………………………………
……PRESIDENT AND CHIEF EXECUTIVE OFFICER………………………
The team at Rubbermaid Food Storage, for
example, has done an outstanding job of put-
ting the brand-building process to work. Using
consumer research, they identi ed container
and lid organization as the number one unmet
need with food storage containers. This insight
led to a solution in the form of an innovative
new product – Easy Find Lids™. Rubbermaid
Food Storage then commercialized the new
product by investing in advertising and market-
ing that resonated with their target consumers.
A commercial for Rubbermaid Easy Find Lids™
was rated the most e ective TV spot of 2009.
Our Sharpie® brand has a similar story.
Innovative new products, such as the Sharpie®
pen, and integrated marketing campaigns have
propelled Sharpie® from the largest marker
brand to the largest writing brand in North
America today. The success of the Sharpie®
brand re ects the strategy of our O ce Prod-
ucts segment to focus its portfolio around four
leading global brands – Paper Mate®, Sharpie®,
Parker® and Dymo® – in order to leverage supply
chain management, product innovation and
marketing investments on a global basis. As part
of this e ort, we are consolidating our regional
everyday writing brands under the Paper Mate®
brand. We recently unveiled a new logo and will
introduce new global packaging later this year.
In our Tools, Hardware & Commercial Products
segment, Rubbermaid Commercial Products
continues to set the standard in the commercial
facilities cleaning and maintenance market. Our
2008 addition of Technical Concepts (TC) to this
business has proven to be an excellent example
of how strategic acquisitions can enhance our
portfolio. As a leading provider of touch-free
hygiene, skincare and aircare solutions, TC grew
25 percent in 2009, largely due to heightened
demand for its hand sanitizer and hand cleaner
dispensing products.
Though the Tools, Hardware & Commercial
Products segment continues to battle market
cyclicality, our brands are outperforming many
peers and gaining market share in key catego-
ries and channels. This team worked hard to
improve the cost structure, and the segment is
now well positioned for sales growth as indus-
trial and construction markets recover.
PRIMED FOR PERFORMANCE
These are but a few of many examples that
demonstrate the meaningful progress we have
made over the past year despite a challenging
economic environment. Newell Rubbermaid is
a stronger organization and better competitor
for having proven it can deliver under adverse
circumstances. Indeed, the Company is in an
excellent position to perform well going for-
ward, with a more streamlined cost structure,
signi cantly improved margins and a portfolio
responsive to innovation and brand building.
As 2010 begins to unfold, we have seen a
degree of stability return to the marketplace.
While the rate of recovery will vary across our
businesses, we expect a modest level of sales
growth this year as we continue to grow share
in what is likely to be a  at to slightly positive
economy. Consumers are seeking value more
than ever, and our emphasis on best costs
combined with innovative solutions provides
all of our business units with a compelling
go-to-market proposition.
In last year’s letter to you, I expressed my
con dence in our ability to weather the economic
crisis and achieve our goals because of my trust
and high regard for the men and women of
Newell Rubbermaid. This year, I give them all
the credit for rising to the challenge and doing
an admirable job on behalf of our consumers,
customers and shareholders. This team is the
essence of Brand NWL, and their potential to
create value is just beginning to emerge.
Sincerely,
……APRIL 1, 2010…………………………………………………………………………………………