Australia - New Zealand Business Seminar, 17.9.2013

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!