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Wool Stocktake : AWI Annual Report 2009-10
Determine business model including licensing approach for both products. Finalise strategy including key targets and resources required. Strategy completed. Merino PerformTM Next to Skin based on a license fee structure and Merino PerformTM Advantage (SportwoolTM) continuing on a royalty base. Merino PerformTM Next to Skin and Merino PerformTM Advantage licensees signed up. Although there was target of 5, we have achieved 13 licensed partners spread over Japan (4), Europe (2), Korea (2), China (1), Australia (3) and Mauritius (1). Develop pitch packs and any additional marketing collateral -- the royalty program for Merino PerformTM Advantage needs to be given special attention. Brochure, banners and flyers produced and collections developed and issued to the regional teams. Product development launch. Technical Merino PerformTM socks. Two groups active' and thermal'. Awaiting project approval. Initial discussions had with potential partners. Launch B2B2C marketing programs with key hero brand' licensees in each sports segment (outdoor, golf, bikewear). Project moved forward to 2010/11 pending the company general marketing development. Planned launch of activities around the ISPO fair in February. Exhibiting at the fair will allow a strong presence and good base for promotion of the Merino PerformTM programs as well as the introduction of new moisture management innovations. Finalise the Interior Textile strategy and the global target list of manufacturers and retailers for B2B2C partnerships. Pursue potential partnership strategy with Wools of New Zealand, IWTO and British Wool Marketing Board. Strategy defined in the AWI Strategic and Operational plan 2009/2010. Review and revise the existing testing policy and associated charges. Work in progress -- all Woolmark testing is under ongoing review, as part of the Woolmark accredited laboratory project. This is conducted in consultation with key Industry bodies and Institutes worldwide. Develop a sales pitch pack and product suitcase including: Sleep Study and/or similar scientific research studies, trend services, product collection ranging from affordable luxury to high-end mass market with information on supply chain and technology transfer, Point-of-Sale marketing materials, and link with apparel offers. Updated point of sale content and care instructions created and launched at Heimtextil 2010 (Frankfurt). This collateral has been translated into Russian, Spanish, Italian and Serbian and in many cases has been produced by licensees so as to include the licensee's brand. Strengthen our relationships with existing licensees, identify and establish relationship with key retailers globally to add to our target list Woolmark Key Account Managers have worked actively to build relationships with new and existing companies. Linking our colour trend forecasting to Point of Sale collateral supports key benefits and features of wool bedding and flooring. Participate in one or more trade shows such as Heimtextil in Europe, Intertex in China, Surfaces in USA. Woolmark once again hosted the Woolmark Wool Arena. The Woolmark stand, along with its licensee co-exhibitors, not only markets the natural benefits of wool but showcases new and innovative products. In January 2010, Woolmark co-exhibited with eight partners. The co-exhibition model allows Woolmark participation to be a cost neutral exercise. REPORT OF OPERATIONS -- MARKETING & OFF-FARM R&D
AWI Annual Report 2008-09
AWI Annual Report 2010-11