This document summarizes Andy Goldsmith and Tony Wilkinson's presentation at a 2002 fall sales conference. It provides an overview of their initial objectives to visit accounts and assess views of the Ashworth brand, noting stock dumping and lack of brand presence hurt perceptions. It reports on achieved spring and autumn sales targets for Ashworth and pre-booked Callaway sales exceeding targets. Key accounts and sales figures are shown. Goals for 2002 include establishing Ashworth as the brand of choice, ensuring quality growth, enhancing the brand image, and achieving targets.

1. Presentation
Andy Goldsmith
Tony Wilkinson
Fall sales conference 2002

2. Progress So Far
• Overview
• Ashworth Business
• Callaway Business
• Key accounts
• Driving the business forward
• Goals and Objectives for 2002

3. Overview
• Initial objectives.
- Initial objective back in June was to visit as
many accounts on the area in the first 3
weeks and obtain a view as to how the
trade viewed Ashworth.

4. Overview
• Initial objections.
- Stock dumping was a major objection, people felt
the brand had been devalued due to the price of
product found in clearance stores.
- Lack of coverage, many accounts had said they
have not seen any body for a couple of years.

5. Overview
• Conclusion
- Although many customers had mixed views
about the brand, many said they were
prepared to consider the product, and as a
result presentations and bookings were
made for spring 2002

6. Ashworth Business
Spring target 2002
- £345,000
- £125,888 pre-booked
- 37% of target achieved
Autumn target 2002
- £115,000

7. Callaway Business
• Targets
- Pre-book target £40,000 by Jan 1
- Achieved £59,051
148% of target achieved

8. Key Accounts
Ashworth Callaway
Units value Units Value
Lillywhites 804 19080 0 0
Doug McClland 632 12217 304 6070
Nevada Bob 480 11154 144 3263
Club Golf 0 0 320 5688
Sunningdale 245 4860 0 0

9. Driving the Business Forward
• Achieve Quality growth for Ashworth and
Callaway brands
• 30 new accounts opened since July 2001
-Targeted growth for Ashworth via Callaway
-Building relationship with retailer/pro
-Target Nevada Bob and key accounts

10. Goals for 2002
• Establish Ashworth as the brand of choice in
southern England.
• Ensure quality growth of brand with retail
partners.
• Enhance the image of the brand with retailers and
consumers, and ensure sell through.
• Establish Callaway apparel brand.
• Achieve targets.