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Wool Stocktake : AWI Annual Report 2008-09
Marketing and sales operational report 2008/09 AWI s 2008/09 Operating Plan included the following marketing initiatives: • Brand Revitalisation; • Marketing Support; • Brand Management System; • Tickets and Labels; • Quality Assurance System; • Knowledge Services; • Product Innovation -- Sports/Outdoor; • Product Innovation -- Workwear (Corporate/Uniforms); and • Product Technology. The 2008/09 Operating Plan also included the following key account management (KAM) initiatives: • Build KAM Scale, Capability and Centralised Database; • Reconnecting with Retail -- High Street and High End; • Repositioning of the Woolmark Business/Brand; • Improve our "Voice" in the Market; • Retail Education and Training; • Green Credentials; and • Interiors, Rugs and Carpets. Activities undertaken and progress made in 2008/09 were as follows: Brand management Activity Progress in 2008/09 Brands: Core brands. • Core brand propositions for Woolmark and Australian Merino were defined in August 2008. Following review, a new brand strategy is currently being defined. Brands: Review and rationalise other AWI/The Woolmark Company brands. • This is on-going. Woolmark licensees were given 12 months notice in December 2008 of changes to Woolmark brands and sub-brands. Brands: Build core brand toolkits. • The following were developed and delivered: appropriate templates, tickets and labels, base brochures and posters, updated educational materials (retailer, consumer), trade videos, core brand imagery, and colour and trends forecasts. Brands: Build non apparel brand tool kits. • The product themes sleep on wool , walk on wool and sit on wool were developed as the basis of rejuvenated marketing materials. • AWI, in association with Wools of New Zealand, produced colour trend information with a focus on floor coverings. Brands: Ensure effective support across apparel, interiors and aftercare. • Global teams were developed specialising in the areas of (1) wovens, (2) knitwear, (3) sports and (4) corporate wear to support the key account managers. Brands: Define roles and recruit high quality global Brand Management function to retain, define and rebuild brand equity. • This is on-going. The strategy is contained in the Strategic and Operational Plan 2009/10. The definition of brands is now underway. Brands: Implement timely and effective Woolmark License Renewal program. • This is on-going. The renewal program commenced in April 2009 Brands: Repositioning of the Woolmark business and brand. • New offering for licensees was developed and validated. Woolmark ticket and labels: design. • New ticket and label designs were agreed in May 2009. These will be launched alongside a new global supplier in the second half of 2009. Ticket and labels: Complete an audit of suppliers and processes for provision of AWI tickets and labels. Review proposals and appoint global supplier. • An audit of suppliers and processes for the provision of AWI brand tickets and labels has been completed. Implementation is in progress with the target launch in the second half of 2009. Quality assurance system: Review and revise Woolmark specifications and testing methods. • A review of specifications and testing methods were conducted. New specifications were released in December 2008; testing methods will be released in 2009 to support the new specifications. Quality assurance system: Develop and introduce a compliance and testing system that provides a reliable assurance that products carrying AWI brands meet the agreed specifications. • A laboratory authorisation program was introduced with regular round trials for laboratories. A new sampling and testing program was developed for Woolmark products and is ready for introduction with the new branding strategy. REPORT OF OPERATIONS -- MARKETING AND SALES
AWI Annual Report 2007-08
AWI Annual Report 2009-10