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Wool Stocktake : AWI Annual Report 2015-16
MARKETING OBJECTIVE To help increase demand for Australian wool by recognising and addressing the information barriers to consumption at consumer and trade level. OUTCOMES Build demand for Australian wool through investment in marketing-related developments and promotions, filling required gaps in consumer and trade understanding of the fibre and its benefits. Increase sales volume growth through specific apparel promotional activities undertaken in conjunction with supply chain and retail partners that deliver a positive return on investment. INVESTMENT PHILOSOPHY We seek to position wool at the pinnacle of the fashion industry by working with supply chain partners to develop and deliver creative marketing campaigns. Marketing investments will be made in low to medium-risk activities, consolidating AWI expertise and experience across all forms of promotional media. Investment activities will be well within ethical boundaries established under existing Australian industry standards and those of other regions in which we operate. STRATEGY 8 Fibre Marketing & Eco- Credentials Development of content to support fibre advocacy, and implement campaigns that explain to consumers and trade the relevant benefits of Australian wool. These benefits include its ecological credentials, suitability for fashion and specialist apparel. The approach used is to have thought leaders (designers, advocates and ambassadors) speak on behalf of the fibre in relevant traditional, digital and social media. PROGRAMS 1 The Story of Wool 2 Trade Engagement and Marketing Services 3 Campaign for Wool 4 PR and International Woolmark Prize STRATEGY 9 Product Promotion Provision of marketing services that generate sales of specific wool products with key partners and in priority markets and segments. These programs will generate incremental new demand, or result in an improvement of the quality of products sold. For 2015/16, Strategy 9 was expanded to include investment that would have otherwise been made in the previous Strategy 7 (Category Management). 30 REPORT OF 2015/16 OPERATIONS – MARKETING
AWI Annual Report 2014-15
AWI Annual Report 2016-17