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WOLFGANG MAYRHOFERGENERAL MANAGERATOMIC AUSTRIA GMBH

ALTENMARKT - MARCH 7TH, 2011

BUSINESS

PRODUCT & BRAND

WIN WITH CONSUMERS

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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

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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

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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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