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Wool Stocktake : AWI Annual Report 2013-14
$215,000 project expenditure + 14.4 AWI staff (full time equivalent) Demonstrate through market research an increase in consumer understanding of the Woolmark brand as a wool content and quality symbol for textile products over the 3 year period. Improved Key Account Management processes, with partners having a clear service offer and improved satisfaction in their relationship with The Woolmark Company. A robust, skilled international network that successfully executes global and local marketing campaigns and product development initiatives. Authorisation of a network of independent, high--quality and reliable laboratories used for Woolmark testing globally. Respond appropriately to changing commercial drivers to ensure the ongoing relevance and applicability of Woolmark Specifications and Test Methods. This includes the development of new Specifications and Test Methods to support opportunities for new Woolmark product certification. During 2013 stabilise our licence numbers globally relative to 2012 levels. The international network will then grow licence numbers by 2% year on year. Licence numbers have stabilised in the past two years. Increase the use of Woolmark, Woolmark Blend and Wool Blend tickets on end products by 5% year on year. During 2012/13 there was a reduction in the number of tickets and labels supplied. In 2013/14 we have maintained better use of tickets and labels with only a marginal decline. The Woolmark Company is positioned as the authority on wool and the leader in Merino wool innovation. Maintain licensee revenue in real terms. Consistent application of the three-stage quality control program (Acceptance testing, Quality Assurance testing and Retail sampling), demonstrated by the objective data obtained from AWI's authorised laboratories. Annual quality control testing with existing licensees is progressing. In 2013 AWI completed another retail sampling during autumn/winter with results showing a marked improvement in compliance to The Woolmark Company product specifications compared to the previous year. Measurable improvement in the perception of the Woolmark as a quality symbol. Recognition of the Woolmark remained steady in key consumer markets tracked across years, with around 2-in-3 consumers claiming to recognise the symbol, and of these, 7-in-10 correctly associating it with wool, and 8-in-10 with quality. In 2013/14, the scope and frequency of brand and consumer surveying was increased, with two additional markets included (Russia and Germany), and a third within- year survey wave added (northern hemisphere Summer). REPORT OF 2013/14 OPERATIONS -- GLOBAL BUSINESS SERVICES
AWI Annual Report 2014-15
AWI Annual Report 2012-13