Fiskars Garden EMEA in Australia
Business Forum on 17 September 2013
Pekka Salmi, Vice President, Garden and Yard Care
Page 2 Company Confidential
An authentic quality
story since 1649
Strong tradition as quality
toolmaker with roots in meta...
Global Geographical Focus
Strong presence
markets
Growth
markets
Challenger
markets
North America EMEA
IN CUTTING
TOOLS
N°°°°1
IN CUTTING
TOOLS
N°°°°1IN HAND
TOOLS
N°°°°1IN HAND
TOOLS
N°°°°1IN CUTTING
TOOLS
Strong Global Pres...
Fiskars in Australia
Page 5 Company Confidential
•July - Fiskars Australia Established
•1 employee
•2 customers (100 store...
Learnings
1) Growth market ; great to balance seasonality
2) 360°marketing works/ required
3) Offerings slightly adapted (...
TV advertising strategy
TVTV 20092009 20102010 20112011 20122012
Regional
trial
Press Advertising strategy
• Use current Fiskars EMEA press
advertising style, slightly
modified for Australian Market
PR
In store POS
• Increasing brand
presence in Bunnings
and independents
In store POS
Side of BayConsumer how to booklets
Retailer information
In store POS - Tidy up
Australia Finland
Page 12 Company Confidential
BACK
Australia’s most trusted retail brand
Long term brand trust
Bunnings in Finland – August 2013
BACK
Cultural differences between Australia and Finland
Page 15 Company Confidential
2 1 0 1 2
INDEPENDENT DEPENDENT
EQUALITY S...
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Fiskars Garden EMEA in Australia, Pekka Salmi

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Australia - New Zealand Business Seminar, 17.9.2013

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Fiskars Garden EMEA in Australia, Pekka Salmi

  1. 1. Fiskars Garden EMEA in Australia Business Forum on 17 September 2013 Pekka Salmi, Vice President, Garden and Yard Care
  2. 2. Page 2 Company Confidential An authentic quality story since 1649 Strong tradition as quality toolmaker with roots in metal works and agriculture since centuries
  3. 3. Global Geographical Focus Strong presence markets Growth markets Challenger markets North America EMEA
  4. 4. IN CUTTING TOOLS N°°°°1 IN CUTTING TOOLS N°°°°1IN HAND TOOLS N°°°°1IN HAND TOOLS N°°°°1IN CUTTING TOOLS Strong Global Presence in Garden Hand Tools N°°°°1 IN HAND TOOLS N°°°°2 N°°°°1 IN HAND TOOLS N°°°°1IN HAND TOOLS N°°°°1IN HAND TOOLS IN HAND TOOLS N°°°° 1
  5. 5. Fiskars in Australia Page 5 Company Confidential •July - Fiskars Australia Established •1 employee •2 customers (100 stores combined) •TV advertising - Universal Cutter •Garden launch 1998 •17 employees •Trade with all retailers we choose to (11,000 + stores) •Launch Fiskars Home •Move to a larger warehouse 2013 • 2 additional employees 1999 • Move to a larger warehouse 2000 • Fiskars Australia commences managing ALL Fiskars business in the region • TV advertising - Fiskars Weeder • Outdoor launch 2001 • Move to a larger warehouse • Now trading with ALL major retailers2004 • Expand into New Zealand • Employ a New Zealand Sales Manager based in Auckland NZ • TV Advertising in NZ – PowerGear pruner 2006 • Acknowledged as Market leaders Garden cutting tools2007 • Fiskars is on TV every Spring or Christmas for the next 5 years2009
  6. 6. Learnings 1) Growth market ; great to balance seasonality 2) 360°marketing works/ required 3) Offerings slightly adapted (mix between North America and Europe, marketing/ packaging from EMEA) 4) From Australia to New Zealand - ”Flying Kiwi” 5) Local Partners from the beginning (Bunnings, Mitre 10, etc…) 6) Right commited local people 9/18/2013Page 6 Company Confidentiality
  7. 7. TV advertising strategy TVTV 20092009 20102010 20112011 20122012 Regional trial
  8. 8. Press Advertising strategy • Use current Fiskars EMEA press advertising style, slightly modified for Australian Market
  9. 9. PR
  10. 10. In store POS • Increasing brand presence in Bunnings and independents
  11. 11. In store POS Side of BayConsumer how to booklets Retailer information
  12. 12. In store POS - Tidy up Australia Finland Page 12 Company Confidential BACK
  13. 13. Australia’s most trusted retail brand Long term brand trust
  14. 14. Bunnings in Finland – August 2013 BACK
  15. 15. Cultural differences between Australia and Finland Page 15 Company Confidential 2 1 0 1 2 INDEPENDENT DEPENDENT EQUALITY STATUS RISK SECURITY EXTROVERT INTROVERT TASK RELATIONSHIP NOW IN THE FUTURE F = FIN A = AUSTRALIAN R = RUSSIAN
  16. 16. Thank you!

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