wolfgang mayrhofer general manager atomic austria gmbh

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  • 1WOLFGANG MAYRHOFERGENERAL MANAGERATOMIC AUSTRIA GMBHALTENMARKT - MARCH 7TH, 2011

    BUSINESS

    PRODUCT & BRAND

    WIN WITH CONSUMERS

  • 2NO 1 WORLDWIDE IN ALPINE SKIS

    FASTEST GROWING SKI BOOT BRAND ATTACKINGNO 3 POSITION WORLDWIDE

    STRONG INDEX VS 2009 IN THE NORDIC BUSINESS

    BALANCED STRONG GROWTH THROUGHOUT ALL REGIONS

    INCREASED BRAND POWER

    VERY STRONG PRODUCT OFFER IN ALL CATEGORIES FOR 2011/12

    RED ROCK THE POWER OF A VISION

    PHASE 3Brand/Business development, possibly new categories

    2013

    2012

    PHASE 1:Reverse negative trend & establish platform for growth

    20092008

    PHASE 2:Back to profits, profitable growth in core categories & start up opportunity categories

    2011

    2010

    RED ROCK PLAN

  • 3HELMETS

    SKI

    BODYPROTECTION

    BOOTS

    GOGGLESFROM

    RACE SKI

    TO SKIING

    BINDINGS

    POLES

    BAGS

    DRIVE THE CORE & DEVELOP THE OPPORTUNITY CATEGORIES

    BRAND + BUSINESS + PORTFOLIO DEVELOPMENT RED ROCK THE POWER OF A VISION

    BACK TO BLACK

    ORGANIC FAST GROWTH

    NO 1 WORLDWIDE IN ALPINE SKIS

    COMEBACK IN NORTH AMERICA

    DRIVE THE BRAND

    2010

    PREP

    ARE

    THE

    TUR

    NAR

    OUN

    D20

    09

    WIN WITH CONSUMERS & GO TO MARKET

    2011

    GAIN SHARES GROW THROUGH

    NEW AND EXISTING DOORS (SKIS)

    ACCEL. NORDIC OPERATIONAL

    EXCELLENCE NEW PROJECTS

    STRATEGIC GLIDE PATH 2013

    2012

    WORLDS FAVORITE SKIING BRAND

    WW BALANCED LEADERSHIP INALPINE SKIS

    NO 3 SKI BOOTS ACCELERATION OF

    PROTECT/GEAR BUSINESS

    CONTINUE FAST GROWTH NORDIC

    THE POWERBRANDIN WINTER SPORT

    2013

    DEVELOP ATOMIC TO THE NEXT LEVEL

    ON THE PODIUM IN ALL ALPINE ELEMENTS & SKIING (HG) CATEGORIES

    INNOVATION IN ALPINE SKIS & ALPINE BOOTS

    PERCEIVED AS PROTECTIVE & GEAR BRAND

    NEW PROJECTS NEW VISION

    PROFITABLE GROWTH PATH

  • 4 WITH CONSUMERS FROM PUSH TO PULL IN GO-TO-MARKET UNDERSTAND, ADAPT & EXECUTE

    WINNING

    GROWTH & GAINING SHARES IN CORE CATEGORIES DEVELOP OPPORTUNITY TO CORE CATEGORIES ACHIEVE NEXT LEVEL IN NORDIC BUSINESS

    GROWTH

    QUALITY PLAN PROPER & ACCURATE, SHIP ACC. REQUEST TRANSPARENT INFORMATION & SERVICE

    OPERATIONAL EXCELLENCE

    INNOVATION LEADER IMAGE LEADER QUALITY LEADER

    LEADERSHIP

    ATOMIC KEY TARGETS

    IS THERE POTENTIAL FOR IS THERE POTENTIAL FOR ORGANIC GROWTH ?ORGANIC GROWTH ?

    YES, DEFINITELY

    HOWWHO WHAT

  • 5WIN IN GO-TO-MARKET

    OUR BUILDING BLOCKS ARE OUR SIX ELEMENTS

    SKI MARKET FRAGMENTATION

  • 6GROWTH DRIVER NEW DOORS SIX ELEMENTS

    Open new doors with new categories

    (leverage strength)

    Go DEEP & QUALITY in doors

    (six out of six)

  • 7BRAND STRATEGY

    GREAT PRODUCTSBROADER IMAGE

    GREAT PRODUCTS

  • 8POW

    PERFORMANCE LEVELALPINE SKIS

    GROOMERS ALL MOUNTAIN

    ENJOY

    ACHIEVE

    WIN

    INNOVATION PASSION

    PERFORMANCE

  • 9

  • 10

  • 11

    GREAT PRODUCTSBROADER IMAGE

    BROADER IMAGE

    SPORTSMARKETING

  • 12

    TECHNOLOGICAL LEADERSHIP ALPINE RACING

    NO. 2 SKI BRANDX-GAMES 2011 (4 MEDALS)

  • 13

    POWDER VIDEO AWARDS 2011

    BEST NATURAL AIRSAGE CATTABRIGA-ALOSA

    FULL THROTTLEDANA FLAHR

    BEST MALE PERFORMANCESAGE CATTABRIGA-ALOSA

    READERS POLL AWARD 3RD SAGE CATTABRIGA-ALOSA

    BROADER IMAGE

    COMMUNICATION

  • 14

  • 15

  • 16

    2011-12

    WINNING WITH CONSUMERS

  • 17

    WINNING WITH CONSUMERS

    W I N

  • 18

    W I N

    ACHIEVE

  • 19

    ACH

    IEVE

    ENJOY

  • 20

    ENJOY

    WINNING WITH CONSUMERS

  • 21

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