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WOLFGANG MAYRHOFERGENERAL MANAGERATOMIC AUSTRIA GMBH
ALTENMARKT - MARCH 7TH, 2011
BUSINESS
PRODUCT & BRAND
WIN WITH CONSUMERS
2
NO 1 WORLDWIDE IN ALPINE SKIS
FASTEST GROWING SKI BOOT BRAND – ATTACKINGNO 3 POSITION WORLDWIDE
STRONG INDEX VS 2009 IN THE NORDIC BUSINESS
BALANCED STRONG GROWTH THROUGHOUT ALL REGIONS
INCREASED BRAND POWER
VERY STRONG PRODUCT OFFER IN ALL CATEGORIES FOR 2011/12
RED ROCK – THE POWER OF A VISION
PHASE 3
Brand/Business development, possibly new categories
2013
2012
PHASE 1:
Reverse negative trend & establish platform for growth
20092008
����
PHASE 2:
Back to profits, profitable growth in core categories & start up opportunity categories
2011
2010
RED ROCK PLAN
����
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HELMETS
SKI
BODYPROTECTION
BOOTS
GOGGLESFROM
RACE SKI
TO SKIING
BINDINGS
POLES
BAGS
DRIVE THE CORE & DEVELOP THE OPPORTUNITY CATEGORIES
BRAND + BUSINESS + PORTFOLIO DEVELOPMENT RED ROCK – THE POWER OF A VISION
BACK TO BLACK
• ORGANIC FAST GROWTH
• NO 1 WORLDWIDE IN ALPINE SKIS
• COMEBACK IN NORTH AMERICA
• DRIVE THE BRAND
2010
PR
EPA
RE
TH
E T
UR
NA
RO
UN
D20
09
WIN WITH CONSUMERS & GO TO MARKET
2011
• GAIN SHARES • GROW THROUGH
NEW AND EXISTING DOORS (SKIS)
• ACCEL. NORDIC �• OPERATIONAL
EXCELLENCE• NEW PROJECTS
STRATEGIC GLIDE PATH 2013
2012
WORLD’S FAVORITE SKIING BRAND
• WW BALANCED LEADERSHIP INALPINE SKIS
• NO 3 SKI BOOTS • ACCELERATION OF
PROTECT/GEAR BUSINESS
• CONTINUE FAST GROWTH NORDIC
• THE POWERBRANDIN WINTER SPORT
2013
DEVELOP ATOMIC TO THE NEXT LEVEL
• ON THE PODIUM IN ALL ALPINE ELEMENTS & SKIING (HG) CATEGORIES
• INNOVATION IN ALPINE SKIS & ALPINE BOOTS
• PERCEIVED AS PROTECTIVE & GEAR BRAND
• NEW PROJECTS • NEW VISION
PROFITABLE GROWTH PATH
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• WITH CONSUMERS – „FROM PUSH TO PULL“• IN GO-TO-MARKET – UNDERSTAND, ADAPT & EXECUTE
WINNING
• GROWTH & GAINING SHARES IN CORE CATEGORIES • DEVELOP OPPORTUNITY TO CORE CATEGORIES• ACHIEVE NEXT LEVEL IN NORDIC BUSINESS
GROWTH
• QUALITY• PLAN PROPER & ACCURATE, SHIP ACC. REQUEST• TRANSPARENT INFORMATION & SERVICE
OPERATIONAL EXCELLENCE
• INNOVATION LEADER• IMAGE LEADER• QUALITY LEADER
LEADERSHIP
ATOMIC KEY TARGETS
IS THERE POTENTIAL FOR IS THERE POTENTIAL FOR ORGANIC GROWTH ?ORGANIC GROWTH ?
YES, DEFINITELY
HOWWHO WHAT
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WIN IN GO-TO-MARKET
OUR BUILDING BLOCKS ARE OUR SIX ELEMENTS
SKI MARKET FRAGMENTATION
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GROWTH DRIVER NEW DOORS – SIX ELEMENTS
• Open new doors with new categories
(leverage strength)
• Go “DEEP & QUALITY” in doors
(six out of six)
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BRAND STRATEGY
GREAT PRODUCTSBROADER IMAGE
GREAT PRODUCTS
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POW
PERFORMANCE LEVELALPINE SKIS
GROOMERS ALL MOUNTAIN
ENJOY
ACHIEVE
WIN
INNOVATION PASSION
PERFORMANCE
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GREAT PRODUCTSBROADER IMAGE
BROADER IMAGE
SPORTSMARKETING
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TECHNOLOGICAL LEADERSHIP ALPINE RACING
NO. 2 SKI BRANDX-GAMES 2011 (4 MEDALS)
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POWDER VIDEO AWARDS 2011
BEST NATURAL AIRSAGE CATTABRIGA-ALOSA
FULL THROTTLEDANA FLAHR
BEST MALE PERFORMANCESAGE CATTABRIGA-ALOSA
READERS POLL AWARD 3RD SAGE CATTABRIGA-ALOSA
BROADER IMAGE
COMMUNICATION
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2011-12
WINNING WITH CONSUMERS
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WINNING WITH CONSUMERS
W I N
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W I N
ACHIEVE
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AC
HIE
VE
ENJOY
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EN
JOY
WINNING WITH CONSUMERS
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