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Wool Stocktake : AWI Annual Report 2014-15
By combining AWI investment capabilities across Marketing and Off-Farm R&D resources, key consumer segments will be targeted to increase sale opportunities for Australian wool. Through combined investments in marketing and product development AWI will seek to increase the demand for wool across a number of emerging consumer segments where wool currently has a modest market share. AWI will also strive to deliver increased value to wool consumers by increasing their awareness of appropriate methods for easy care of apparel garments. AWI investment will also seek to increase the value delivered to Woolmark licensees in easy care and interior textiles. The identification and development of specific strategies, plans and Key Account relationships will enable us to explore and exploit high margin demand growth opportunities for Australian wool. This will involve the development of new manufacturing processes and products supported by trade and retail marketing effort. Although investment is weighted towards higher risk activities given wool's lack of presence in these emerging markets, investment over the plan will build and consolidate investment made in previous years. Typically, our marketing activities target the dominant fashion apparel category. The identification and development of specific strategies, plans and Key Account relationships will enable us to explore and exploit high-margin growth opportunities for wool. We will create new demand in dynamic categories. Focusing on specific product categories which provide the best opportunities for a sustainable increase in wool usage, by the development of new manufacturing processes and products which support each of the target categories. PROGRAMS 1 Sports & Outdoor 2 Nurture by Nature 3 Urban 4 Apparel Care 5 Interior Textiles REPORT OF 2014/15 OPERATIONS -- CATEGORY MANAGEMENT
AWI Annual Report 2013-14
AWI Annual Report 2015-16