Adidas Ag · XETR:ADS
Adidas — Non-Deal Roadshow (2015)
127 slides from Adidas's roadshow presentation, Apr 7, 2015
Slide 1: Strategy 2020 Roadshow Presentation
STRATEGY 2020 ROADSHOW PRESENTATION
Slide 2: Portfolio of Authentic Sports Brands
PORTFOLIO OF AUTHENTIC SPORTS BRANDS THE BEST THE BEST THE BEST SPORTS FITNESS GOLF BRAND BRAND BRAND
Slide 3: Unique Global Geographic Platform
UNIQUE GLOBAL GEOGRAPHIC PLATFORM GLOBAL PLAYER MITIGATION LEVERAGE 1 OF 2 GLOBAL POWER STRONG POSITION INDUSTRY LEADERS OF PORTFOLIO TO CAPTURE GROWTH OPPORTUNITIES
Slide 4: Route 2015
ROUTE 2015 MOST COMPREHENSIVE PLAN THE GROUP EVER CREATED WE ACHIEVED A LOT FACED CHALLENGES AND MISSED GOALS LEARNED FROM PAST STRATEGIC CYCLE
Slide 5: …Delivered Results…
…DELIVERED RESULTS… EMERGING MARKETS CN REVENUE GROWTH CN SALES NEO BUSINESS = >40% €1,000,000,000 BILLION CONTROLLED SPACE ECOM REVENUES = % OF BUSINESS €500 MIO
Slide 6: …But Also Some Disappointments
…BUT ALSO SOME DISAPPOINTMENTS DILUTED BRAND DESIRABILITY LOSS OF AGILITY AND SPEED UNDERPERFORMED IN NORTH AMERICA REEBOK TRANSFORMATION TOOK TOO LONG PROFITABILITY SHORTFALL
Slide 7: Route 2015 Key Takeaways
ROUTE 2015 KEY TAKEAWAYS WE NEED TO BUILD A OUR PROCESSES NEED TO TRULY CONSUMER-LED DELIVER ON INCREASING ORGANIZATION OUR CONSUMER HAS CONSUMER NEEDS TO BE AT THE HEART OF EVERYTHING WE DO WE NEED TO WIN AND HOW WE DO IT WHEN WE FOCUS IN GLOBAL ‘HALO’ WE WIN MARKETS
Slide 8: Creating the New
CREATING THE NEW.
Slide 9: Strategic Choices Taken: Speed, Cities, Open Source
3 STRATEGIC CHOICES TAKEN SPEED CITIES OPEN SOURCE
Slide 10: Our Strategy for Creating the New
OUR STRATEGY FOR CREATING THE NEW OPEN SOURCE TOP LINE & MARKET SHARE GROWTH BRAND GROSS MARGIN DESIRE EXPANSION OPERATING LEVERAGE
Slide 11: Financial Ambition
FINANCIAL AMBITION HIGH-SINGLE-DIGIT HIGH-SINGLE-DIGIT HIGH-SINGLE-DIGIT MID-SINGLE-DIGIT NET SALES CAGR (2015-2020) – CURRENCY-NEUTRAL NET INCOME: ~15% CAGR (2015–2020)
Slide 12: Growth Drivers
GROWTH DRIVERS OPEN SOURCE TOP LINE & MARKET SHARE GROWTH BRAND GROSS MARGIN DESIRE EXPANSION OPERATING LEVERAGE FOCUS KEY CATEGORIES DISTRIBUTION MARKETS
Slide 13: Profitability Key Levers
PROFITABILITY KEY LEVERS OPEN SOURCE TOP LINE & MARKET SHARE GROWTH BRAND GROSS MARGIN DESIRE EXPANSION OPERATING LEVERAGE GROSS MARGIN OPERATING LEVERAGE Speed to market Organizational set-up Range reduction Retail productivity Controlled space roll-out eCommerce expansion Factory automation Focus
Slide 14: Agility
AGILITY WIN ACCELERATE 2019 2020 IMPACT 2018 BUILD 2017 BRING THE NEW 2016 2015
Slide 15: Operating Working Capital
OPERATING WORKING CAPITAL 30% 22.4% 21.3% 20% 20.8% 20.4% 20.0% 10% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 OWC in % of NET SALES
Slide 16: Capital Expenditure
CAPITAL EXPENDITURE 6% 5% 4% 3.8% 3.3% 3% 2.8% 2.9% 2.2% 2% 1% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 CAPEX in % of NET SALES
Slide 17: Shareholder Returns
3.0 SHAREHOLDER RETURNS 60% 53.9% 2.5 50% 2.0 37.5% 40% 35.7% 34.1% 1.5 29.5% 30% 1.0 1.50 1.50 1.35 20% 0.5 1.00 0.80 0.0 10% 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 DIVIDEND PAYOUT RATIO (in %) DIVIDEND (in €)
Slide 18: New Segmental Reporting Structure
NEW SEGMENTAL REPORTING STRUCTURE WESTERN EUROPE NORTH AMERICA GREATER CHINA RUSSIA/CIS OTHER BUSINESSES LATIN AMERICA JAPAN MEAA OTHER CENTRALLY MANAGED BRANDS
Slide 19: Global Brands
GLOBAL BRANDS
Slide 20: Open Source: Brand Desire
OPEN SOURCE BRAND DESIRE
Slide 21: Focus on Sport
FOCUS ON SPORT SPORT SPORTSWEAR STREETWEAR COLLABS BEST SPORTS BRAND ORIGINAL SPORTS BRAND SPORTSWEAR FOR ALL
Slide 22: Focused on Consumers Organization
FOCUSED ON ORGANIZATION CONSUMERS CLEAR LINE OF SITE FOR EACH CATEGORY FOOTBALL RUNNING BASKETBALL TRAINING OUTDOOR HBS ORIGINALS STYLE DIGITAL SPORTS STRATEGY FUTURE CREATIVE DIRECTION BRAND MGT CTC
Slide 23: Focus on Creators
FOCUS ON CREATORS MALE FEMALE YOUNG STREETWEAR ATHLETE ATHLETE ATHLETE HOUND AMPLIFIER VALUE
Slide 24: Focus on Key Cities
LONDON PARIS NEW YORK TOKYO LOS ANGELES SHANGHAI FOCUS ON KEY CITIES
Slide 25: Focus on America
FOCUS ON AMERICA
Slide 26: Focus on Footwear
FOCUS ON FOOTWEAR LOYALTY FROM THE FEET UP
Slide 27: Focus on Franchises
FOCUS ON FRANCHISES 30% OF FTW NS BY 2017
Slide 28: Mean More by Doing Less
MEAN MORE BY DOING LESS REDUCE BY 25%
Slide 29: Focus Categories
FOCUS CATEGORIES LEAD GROW AMPLIFY AUTHENTICATE #1 IN EVERY MARKET DRAMATIC MARKET LARGEST BUSINESS REGIONAL PLAYERS/ SHARE GAINS IN EVERY MARKET GROWTH ENGINES FOOTBALL RUNNING TRAINING BASKETBALL ORIGINALS NEO HEARTBEAT SPORTS DIGITAL OUTDOOR
Slide 30: Women
WOMEN
Slide 31: Female Athlete
FEMALE ATHLETE VERTICAL VERSATILE WANTS TO MAKE USES SPORT TO MAKE A DIFFERENCE IN HER SPORT A DIFFERENCE IN HER LIFE
Slide 32: Women's Platforms
WOMEN’S PLATFORMS VERTICAL VERSATILE SPECIALIZED FOOTWEAR MUST HAVES OUTDOOR GEAR COMPRESSION GEAR BRAS RUNNING GEAR UNIFORMS TEES & TANKS TRAINING FTWR SHORTS & TIGHTS STUDIO WEAR RUNNING SHOES SPORT STYLE UNRIVALED RANGES FROM ORIGINALS, NEO, Y- 3
Slide 33: Focus Marketing
FOCUS MARKETING REASONS TO BELIEVE LOCKER ROOM REASONS TO BUY COMMUNITIES
Slide 34: Everything Comes From Sport
EVERYTHING COMES FROM SPORT CREATE FOR THE CREATOR 6 CITIES FOOTWEAR FRANCHISES CATEGORY ROLES WOMEN MARKETING SPEND
Slide 35: Open Source: Brand Desire
OPEN SOURCE BRAND DESIRE
Slide 36: Open Source
OPEN SOURCE CREATORS PARTNERS COMMUNITY CUSTOMERS
Slide 37: Unleash Access
UNLEASH ACCESS ARCHIVES PROTO STUDIOS TECH AND FACTORIES MATERIAL LABS
Slide 38: Creator Farms
CREATOR FARMS LONDON BERLIN DESIGN STUDIO DESIGN STUDIO PARIS LOS ANGELES NYC BROOKLYN DESIGN STUDIO TOKYO EIM OFFICE DESIGN STUDIO DESIGN STUDIO SHANGHAI DESIGN STUDIO
Slide 39: Open Source
OPEN SOURCE CREATORS PARTNERS COMMUNITY CUSTOMERS
Slide 40: Newsrooms
NEWSROOMS MOSCOW PORTLAND LONDON HERZO NEW YORK TOKYO SHANGHAI RIO
Slide 41: Goal
GOAL 30% OF SHARED CONTENT IS CREATED BY CONSUMERS BY 2017
Slide 42: Open Source
OPEN SOURCE CREATORS PARTNERS COMMUNITY CUSTOMERS
Slide 43: Partners
PARTNERS
Slide 44: Open Source
OPEN SOURCE CREATORS PARTNERS COMMUNITY CUSTOMERS
Slide 45: Open Source: Brand Desire
OPEN SOURCE BRAND DESIRE
Slide 46: Speed
SPEED FIRST FAST SPORTS COMPANY IN THE INDUSTRY
Slide 47: Challenging the Industry Standard
CHALLENGING THE INDUSTRY STANDARD WE ARE SPORTS INDUSTRY (FOOTWEAR) STANDARD 45 days 12-18 months
Slide 48: Introduced Two New Business Models
INTRODUCED TWO NEW BUSINESS MODELS IN-SEASON PLANNED CREATION RESPONSIVENESS
Slide 49: Four Game-Changing Capabilities
FOUR GAME-CHANGING CAPABILITIES SPACE LED DATA DIGITAL CREATION MAXIMUM BRAND DRIVEN ENABLED MODULAR DESIGN AGILITY
Slide 50: Goal
GOAL 50% 20% OF ALL RANGES FULL-PRICE SELL-THRU ON SPEED PROGRAMS ACROSS SPEED RANGES
Slide 51: Speed Factory
SPEED FACTORY GERMAN INNOVATION GERMAN KNIT ROBOTICS BOOST GOVT MACHINES MACHINES BMWi STOLL MANZ REUTLINGEN KURZ FÜRTH
Slide 52: Speed Factory
SPEED FACTORY MANUFACTURING UNRESTRICTED BY LOCATION INVESTMENT INTO INTERNAL EXPERTISE
Slide 53: First Fast Sports Company in the Industry
FIRST FAST SPORTS COMPANY IN THE INDUSTRY SHARE OF VOLUME SOLD AT FULL PRICE RISK OF OVERBUYING INVENTORY TURN AVERAGE MARKDOWN ON ARTICLES SOLD
Slide 54: Slide 54
Slide 55: ETENI
ve ETENI bhae : IN THE WORLDS a
Slide 56: Fitness vs Traditional Sports
€1.5bn €1.7bn FITNESS TRADITIONAL SPORTS
Slide 57: Fitness Consumer Spends More
SPENDS MORE ACTIVE G LO B A L P O P U L AT I O N FITNESS SPEND AVERAGE FITGEN CONSUMER CONSUMER
Slide 58: Training, Running, Classics
TRAINING RUNNING CLASSICS
Slide 59: CrossFit, Dance, Yoga, Spin
CROSSFI T DANCE YOGA SPIN
Slide 60: Combat
TPRALNINGYS = | COMBAT
Slide 61: Speed, Distance, Terrain, Trail
SPEED DISTANCE TERRAIN TRAIL
Slide 62: Foundation, Retro Running, Contemporary
FOUNDATION RETRO RUNNI NG CONTEMPORARY
Slide 63: Her First, Mashup, Brand Messaging
HER FIRST MASHUP ALIN BRAND MESSAGING
Slide 64: Design, Deliver, Back It
THE OF WILL BE BACK IT! DESIGN DELIVER
Slide 65: Global Sales
GLOBAL SALES
Slide 66: Converting Brand Desire into Profitable and Sustainable Growth
CONVERTING BRAND DESIRE INTO PROFITABLE AND SUSTAINABLE BUSINESS GROWTH
Slide 67: Deliver the Promise
DELIVER THE PROMISE OPEN SOURCE LEVERAGE SCALE OF OUR POS NETWORK DRIVE PRODUCTIVITY ACROSS OUR SALES PLATFORM SHAPE OUR OWN DESTINY
Slide 68: Creating the New: Open Source
CREATING THE NEW OPEN SOURCE
Slide 69: Consumer Journey
PURCHAS 7 E FIND A 5 FEEL & TRY STORE PRODUCT 6 4 SEEK APPROVAL SHARE 3 CONSUMER JOURNEY 2 BROWSE ONLINE TODAY’S FEMALE ATHLETE GET 1 INSPIRED
Slide 70: Omni-Channel
OMNI-CHANNEL SOCIAL MEDIA SEAMLESS MOBILE ONLINE CONSUMER EXPERIENCE CONSUMER ACROSS ALL TOUCHPOINTS BIG DATA PHYSICAL STORE CRM
Slide 71: Capturing Full Sales Potential
CAPTURING FULL SALES POTENTIAL INVENTORY CLICK & SHIP FROM ENDLESS CHECK COLLECT STORE AISLE
Slide 72: Sales Strategy & Excellence
SALES STRATEGY & EXCELLENC E TEAM OMNI- EXTENDED OMNI- CHANNEL SUPPLY CHAIN CHANNEL CRM MODEL TEAM
Slide 73: Unrivaled Store Network
UNRIVALED STORE NETWORK 2,900 OWN RETAIL 11,000 FRANCHISE 30+ OWN ECOM …AND GROWING
Slide 74: Omni-Channel Capabilities in DTC
CIS WESTERN EUROPE NORTH AMERICA LATIN AMERICA 2016 OMNI-CHANNEL CAPABILITIES IN DTC 2017 INTEGRATE KEY ACCOUNTS
Slide 75: Premium Presentation
PREMIUM PRESENTATION HOMECOURT NEIGHBOURHOOD REEBOK FITHUB
Slide 76: Premium Experience in Consumer Service
PREMIUM EXPERIENCE IN CONSUMER SERVICE CONNECT // ENGAGE // INSPIRE
Slide 77: Own Concept Stores
OWN CONCEPT DOUBLE-DIGIT STORES CAGR BY 2020 PREMIUM PRESENTATION WITH NEW 500-600 STORE FORMATS ADDITIONAL CONNECT-ENGAGE-INSPIRE SERVICE STORES MODEL LEVERAGE OMNI-CHANNEL
Slide 78: Franchise
FRANCHISE DOUBLE-DIGIT CAGR BY 2020 LEVERAGE OWN-RETAIL CAPABILITIES 3,000 IMPLEMENT HARD FRANCHISE ADDITIONAL BUSINESS MODEL STORES EXPAND TO NEW GEOGRAPHIES
Slide 79: Ecom
ECOM PERSONALISED INTERACTION EUR 500M X4BY 2020 PRODUCT-LED EXPERIENCE PRODUCT AVAILABILITY AND 2 BILLION EXCLUSIVITY LEVERAGE OMNI-CHANNEL
Slide 80: Creating the New: Open Source
CREATING THE NEW Lu O or > O 7) Zz Lu al O
Slide 81: Faster Reaction Time to Consumer Trends
FASTER REACTION TIME TO CONSUMER TRENDS IN-SEASON END-2-END SUPPLY LEVERAGE BIG DATA CREATION AND MODELS AND TECHNOLOGY PLANNED RESPONSIVENESS PROGRAMS
Slide 82: Speed of Decision Making
SPEED OF DECISION MAKING ACTIVE STREAMLINED REDUCED # OF MANAGEMENT STANDARDIZED STORE FORMATS OF OUR CHAIN PROCESS FOR OPENINGS AND CLOSINGS
Slide 83: Concept Store Productivity
CONCEPT STORE PRODUCTIVITY NS/SQM – EXCL. CIS 2015 - 2020 NEW SERVICE PHILOSOPHY BETTER ASSORTMENT AND RANGE PLANNING +7% CAGR IMPROVED FOCUS ON STAFF TRAINING ACTIVE SHAPING OF THE CHAIN FOOTWEAR FOCUS OMNI-CHANNEL CAPABILITIES 2010 2015
Slide 84: Creating the New: Open Source
CREATING THE NEW GY ~ Rs OCU OPEN SOURCE
Slide 85: Key Cities
WINNING CONSUMERS BY WINNING IN KEY CITIES
Slide 86: 6 Global Brand Key Cities
LONDON PARIS NEW YORK TOKYO LOS ANGELES SHANGHAI 6 GLOBAL BRAND KEY CITIES GLOBALLY DRIVEN TOP PRIORITY
Slide 87: 3-Phase City Plan
3-PHASE CITY PLAN UNDERSTAND CONTROL ACTIVATE & 1SHAPE OF MARKET 2 THE RIGHT SPACES 3 SHAPE THE RIGHT PLACES
Slide 88: Top 20 KA Strategy
STRATEGIC SELL-OUT FOCUSED END-2-END PLANNING INVESTMENT SUPPLY TOP 20 KA STRATEGY 1 PREMIUM KEY DESTINATION DIGITALIZATION PRESENTATION DOORS & INNOVATION
Slide 89: Retail to Wholesale
RETAIL TO WHOLESALE PREDEFINED SPACE SOLUTIONS MODULAR PRODUCT PACKAGES SIMPLIFIED PROCESS
Slide 90: Wholesale Managed Space
WHOLESALE MANAGED SPACE FOCUS ON KEY LOCATIONS IN KEY CITIES SEGMENTATION OF THE RSM X2 SPACES CLOSE COLLABORATION WITH TOP +300KSQM
Slide 91: Wholesale Customized Strategic Partnerships
WHOLESALE MID-SINGLE- CUSTOMIZED STRATEGIC DIGIT CAGR PARTNERSHIPS WITH TOP KEY ACCOUNTS +2 BILLION EUR PARTNER WITH SPECIALISTS TO ADDRESS AUTHENTIC ATHLETES AND INFLUENCERS
Slide 92: Controlled Space
CONTROLLED 2020 60%+ SPACE ALLOW OUR BRANDS TO SHINE 2015 TURN BRAND HEAT INTO COMMERCIAL SUCCESS 50%+ 2010 37%
Slide 93: Roles of Markets
ROLES OF MARKETS WESTERN CIS EUROPE NORTH AMERICA JAPAN GREATER CHINA SOUTH KOREA EMERGING MARKETS SEA/PACIFIC LATIN AMERICA LEAD GROW EXTEND HIGH-SINGLE-DIGIT DOUBLE-DIGIT MID-SINGLE-DIGIT WESTERN EUROPE // NORTH AMERICA // CIS // GREATER CHINA // LATIN AMERICA // JAPAN // EMERGING MARKETS SEA/PACI
Slide 94: 80% of Absolute Growth from Focus Markets
WESTERN EUROPE NORTH AMERICA GREATER CHINA LATIN AMERICA 80% OF ABSOLUTE GROWTH FROM FOCUS MARKETS
Slide 95: Deliver the Promise
DELIVER THE PROMISE OMNI-CHANNEL LEADER IN SPORTING GOODS WINNING IN 6 GLOBAL 1 LEVERAGE SCALE OF OUR POS NETWORK KEY CITIES 80% OF GROWTH TO COME FROM 4 KEY MARKETS 2 DRIVE PRODUCTIVITY ACROSS OUR 4X ECOM INCREASED NS / SQM SALES PLATFORM PRODUCTIVITY +1 MILLION SQM OF 3 SHAPE OUR OWN DESTINY CONTR
Slide 96: North America
NORTH AMERICA
Slide 97: Key Takeaways
KEY TAKEAWAYS ONE DESIRABLE SUSTAINABLE DISRUPTIVE COMPANY BRAND GROWTH
Slide 98: Key Investment Priorities
KEY INVESTMENT PRIORITIES BRAND ANTHEM OPEN SOURCE PREMIUM PRESENTATION WIN THE LOCKER ROOM SPEED CITY ATTACK
Slide 99: Largest Brand Investment Ever in America
LARGEST BRAND INVESTMENT EVER IN AMERICA MULTI-YEAR MULTI-SPORT MULTI-LEVEL
Slide 100: Platforms: Win the Locker Room
PLATFORMS WIN THE LOCKER ROOM
Slide 101: Key Cities
KEY CITIES GREATER IMPACT WITH GREATER FOCUS NEW YORK LOS ANGELES CHICAGO MIAMI ATLANTA
Slide 102: 55 New Locations in Next 30 Months
BUILD BRAND DESTINATIONS PREMIUM RETAIL EXPERIENCE BRAND CENTERS HOMECOURT NEIGHBOURHOOD OUR FLAGSHIPS BEST OF ADIDAS BEST OF ORIGINALS 55 NEW LOCATIONS IN NEXT 30 MONTHS
Slide 103: Role of Categories
ROLE OF CATEGORIES LEAD GROW AMPLIFY AUTHENTICATE #1 IN THE US DRAMATIC MARKET LARGEST BUSINESS IN CONSUMER SHARE GAINS NORTH AMERICA CONNECTIVITY SOCCER RUNNING TRAINING BASKETBALL ORIGINALS NEO FOOTBALL BASEBALL VOLLEYBALL LACROSSE
Slide 104: Bringing to Market
BRINGING TO MARKET NFL COMBINE YEEZY BOOST LAUNCH NBA ASW EASTBAY CATALOG
Slide 105: Why Now
WHY NOW DELIVER IN 3 PHASES BUILD GLOBAL RESOURCES DRIVE MARKET SHARE INFRASTRUCTURE AND DEPLOYED INTO USA GROWTH MOMENTUM OVER-INVESTMENT IN THROUGH THE LENS MARKETING IN OF THE US CONSUMER 2017-2020 NORTH AMERICA
Slide 106: Western Europe
WESTERN EUROPE
Slide 107: Western Europe Has Become One Organization
WESTERN EUROPE HAS BECOME ONE ORGANIZATION ONE ONE ONE LEADERSHIP INTEGRATED RANGE ORGANIZATION ONE EXECUTIVE TEAM BRAND TEAM ONE BUY ONE P&L EUROPEAN ACCOUNTS ONE STOCK POOL ONE STRATEGY DIRECT TO CONSUMER BACKOFFICE
Slide 108: Key Categories
DELIVER THE PROMISE WE CREATE THE NEW KEY CATEGORIES
Slide 109: Win the Key Categories
WIN THE KEY CATEGORIES FOOTBALL ORIGINALS RUNNING TRAINING LEAD LEAD GROW AMPLIFY
Slide 110: Create Reebok Fitness
CREATE REEBOK FITNESS FITNESS PUMP CLASSICS COLLABORATIONS
Slide 111: Key Cities
DELIVER THE PROMISE WE CREATE THE NEW KEY CITIES
Slide 112: Be the Most Visible & Desired Brand
BE THE MOST VISIBLE & DESIRED BRAND PARIS LONDON BARCELONA BERLIN MILAN
Slide 113: 3 Key City Priorities
3 KEY CITY PRIORITIES SHOWCASE CONNECT WIN BRAND KEY KEY SHOPPING CENTERS COMMUNITIES DESTINATIONS
Slide 114: Direct to Consumer
DELIVER THE PROMISE WE CREATE THE NEW DIRECT TO CONSUMER
Slide 115: 5 DTC Priorities
5 DTC PRIORITIES FOCUS RETAIL ON BRAND SHOWCASE 2x FRANCHISE 4x ECOM BEST IN CLASS CONSUMER SERVICE DELIVER 100% OMNI-CHANNEL
Slide 116: Key Customers
DELIVER THE PROMISE WE CREATE THE NEW KEY CUSTOMERS
Slide 117: Win with the Winners
WIN WITH THE WINNERS STRATEGIC PURE PLAYERS FASHION SPORT KEY ACCOUNTS SPECIALISTS
Slide 118: 4 Key Customer Strategies
4 KEY CUSTOMER STRATEGIES SEGMENTATION CONTROLLED E2E SUPPLY B2B SPACE MODELS E-TAILING BRAND DESIRE & PROFITABILITY QUALITY GROWTH
Slide 119: TaylorMade
esaylorMade
Slide 120: The Best Golf Company in the World
THE BEST GOLF COMPANY IN THE OUR MISSION WORLD
Slide 121: By the Numbers
BY THE NUMBERS CURRENT U.S. MARKET SHARE 37% 24% CURRENT U.S. MARKET SHARE 2014 WORLDWIDE WINS vs. COMPETITORS (PGA, EURO, LPGA, WEB.COM, JAPAN AND CHAMPIONS TOURS) 33 TAYLORMADE
Slide 122: What We Have Done
WHAT WE HAVE DONE RESIZE BASED DIFFERENTIATED EVOLVED OUR ON REVENUE THE BRANDS COMMERCIAL STRATEGY CLOSED PLANO COMPLEMENTING FOCUS ON OPEX REVIEW NOT COMPETING SELL THROUGH
Slide 123: Our Brands
OUR BRANDS BEST PERFORMANCE EQUIPMENT FOR NATURAL INVITING PRODUCTS YOUR BODY PERFORMANCE EASY TO HIT INNOVATION SPORTS INNOVATION PREMIUM INCLUSIVE 0-4 HANDICAP FOR THE GOLFER FABRICS ADVANCED GOLF LIFESTYLE FRIENDLY #1 ON TOUR TECHNOLOGIES INSPIRED
Slide 124: Brand Positioning
BRAND POSITIONING OLD BRAND POSITION COMPETITIVE CASUAL NEW BRAND POSITION COMPETITIVE CASUAL
Slide 125: Brand Positioning
BRAND POSITIONING OLD BRAND POSITION COMPETITIVE LIFESTYLE NEW BRAND POSITION COMPETITIVE LIFESTYLE
Slide 126: Building Brand Desire - Focus
BUILDING BRAND DESIRE - FOCUS WORLD CLASS MODERNIZING PRODUCTS AND OUR DISTRIBUTION DESIGN STRATEGY INCREASE OUR SHARE LAUNCHING IN THE OF THE LEADING RIGHT WAY, AT THE GOLFER‘S TECHNOLOGIES RIGHT TIME WALLET GETTING A DEEP ENTER ENGAGEMENT WITH THE NEW CATEGORIES GOLFER (SMART GOLF) #1 ON TOUR
Slide 127: How We Grow
HOW WE GROW 2018 2019/20 2017 NEW CATEGORIES 2016 NEW CATEGORIES NEW CATEGORIES CHANNEL MIX CHANNEL MIX NEW CATEGORIES CHANNEL MIX CHANNEL MIX MARKET SHARE MARKET SHARE MARKET SHARE MARKET SHARE MARKET