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. Fiskars Garden EMEA in Australia Business Forum on 17 September 2013 Pekka Salmi, Vice President, Garden and Yard Care
- 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. Global Geographical Focus Strong presence markets Growth markets Challenger markets North America EMEA
- 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. 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. 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. TV advertising strategy TVTV 20092009 20102010 20112011 20122012 Regional trial
- 8. Press Advertising strategy • Use current Fiskars EMEA press advertising style, slightly modified for Australian Market
- 9. PR
- 10. In store POS • Increasing brand presence in Bunnings and independents
- 11. In store POS Side of BayConsumer how to booklets Retailer information
- 12. In store POS - Tidy up Australia Finland Page 12 Company Confidential BACK
- 13. Australia’s most trusted retail brand Long term brand trust
- 14. Bunnings in Finland – August 2013 BACK
- 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. Thank you!