Super Retail Group Limited · ASX:SUL
Super Retail — Corporate Update (July 2005)
123 slides from Super Retail's corporate update, Jul 14, 2005
Slide 1: Super Cheap Auto Group Market Update
Super Cheap Auto Group Market Update
Slide 2: The Stuff we will talk about today....
The Stuff we will talk about today.... Super Cheap Auto @Our Dream @The NEW CONCEPT Our Plans Our Team @ The Numbers —....—“#RENONR9NQNQNWNWSCC(‘<SYQCONW)C CU
Slide 3: So what about SCA?
So what about SCA? Despite a tough retail market, earnings are still expected to be in line with market expectations.
Slide 4: Our Goal
Our Goal @ To achieve and maintain the position as the leading retailer of automotive products, handyman items, tools and equipment in Australasia @ To operate 300 + stores across Australia and New Zealand @ To achieve this position as quickly as possible depending upon the availability of suitable
Slide 5: Our Team
Our Team wncesitillliti ton ganisational Chart - Lawn ~ ; ii Thursday, 14 duty 2005 PA to MEE BET PETAIL FINSRICE PROPERTY fusinees Systers MERCHANDISE SUPPLY SHARE acr General Mage cries Financias Orcs] property Mgr Tana Generar teanager Supply Ghai gr Genera! Manager Paro Pagsiew Pele Bicker Ruben
Slide 6: Our Core Competencies
Our Core Competencies In the past that we have spoken about new concepts whereby we can leverage our core competencies. Store Merchandising & Operations Product Development and Brand Management Marketing & Promotions Import Management Business Systems and Technology Supply Chain Property Management
Slide 7: We have a dream...
We have a dream... ® February 2003 Strategic workshop on the future of Super Cheap Auto @ One of the categories identified was Camping and associated products as being a strong retail opportunity @ Assessment of the market completed by Core Economics @ Concept model developed in 2004 @ Assessed how
Slide 8: Acquisition of CampMart - Overview
Acquisition of CampMart - Overview @ SE Queensland based camping and leisure products retailer @ Founded in 1982 by Ron & Rita Liekari 4 stores in the greater Brisbane area = Lawnton = Capalaba = Springwood = Keperra @ Acquisition created a low risk entry and information into a new market @ SUL plan
Slide 9: The Market
The Market Our concept is much bigger than just camping @ On the categories that we will stock, the market is worth - $1.8Bn to $2.0Bn in 2005 — increasing by 3.5% per year. @ Household expenditure on our categories of $350 to $900 per year, varies dependant on income, family type and recreational p
Slide 10: The Market
The Market o The outdoor recreation market has been growing steadily for a number of years. From 1999-2000 to 2003-2004, growth per year averaged 5.65%. Boating, camping and fishing have traditionally been strong in Australia. Have benefited enormously from the increased interest in an outdoor lifes
Slide 11: Current Players - Boating
Current Players Boating © Bias - 15 stores across QLD, NSW, WA @ Whitworths - 12 stores across QLD, NSW, VIC, WA, SA ©@ Anaconda - 1 store © Specialist boating stores Australia wide mainly linked to boat dealerships
Slide 12: Current Players - Camping
Current Players Camping @ Rays Outdoors - 17 stores @ Downunder - 4 stores in Brisbane © Aussie Disposals - 37 Stores © Kangaroo Tent City - 4 Stores in Sydney © Boots/Great Outdoors - 41 stores across Australia @ Kmart - 167 stores ® Big W- 120 stores © Camping World/Independents. General buying gr
Slide 13: Current Players - Fishing
Current Players Fishing @ Kmart - 167 stores ® Big W - 120 stores @ Amart All Sports - 26 stores @ Tackle World - 35 store buying group @ Rays Outdoors - 17 stores @ Anaconda - 1 @ Boat dealers @ Bait shops —....—“#RENONR9NQNQNWNWSCC(‘<SYQCONW)C CU
Slide 14: Our assessment of the market
Our assessment of the market - Advice/ service - Parking Generalists ~ Big W, Kmart ~ Quality - Opening hours | Specialists ~- Whitworths, Bias Boating - Range (considered to be the main store) - Availability Other ~ all other marine outlets - Service/ advice «Location Generalists - Big W, Kmart - R
Slide 15: Our Creative Partners - IdeaWorks
Our Creative Partners - IdeaWorks © Established 1980 @ Australia’s only true specialist retail marketing communications company ® Offices in Sydney, Melbourne, Brisbane, Auckland @ 90 staff ® Besides CampMart, broad range of retail clients, and brand clients focused on the retail channel @ Experienc
Slide 16: IdeaWorks client logos
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Slide 17: Strategic Development Process
Strategic Development Process ® Tried and tested process ® Starts with an analysis of Category, Competitors, Customer & Company ® Identifies trends and issues @ Aligns with business vision and objectives ® Details statements of intent around ‘7 P’s’ = Product =» Place = Price =» Promotion = Presenta
Slide 18: Strategic development process diagram
CATEGORY TREND S/ESS UES. OPPORTUNITIES STHREATS Me DIFFERENTIATION STRATEGIC DIRECTION BUSINESS VISEOM/OBIECTIVES FP STRATEGIES a GAP ANALYSIS » brand platforn ACTION PLAN » communications plan O quarterly review <0. KPts /TRACKING (2 advertising, promotion & events plen
Slide 19: The Dream........
The Dream........
Slide 20: ple
ple
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Slide 23: The Dream is about to become a REALITY
The Dream is about to become a REALITY
Slide 24: BOATING # CAMPING # FISHING
BOATING # CAMPING # FISHING —....—“#RENONR9NQNQNWNWSCC(‘<SYQCONW)C CU
Slide 25: Meet Simon... our customer
Meet Simon... our customer Married to Colleen with three kids Finance guy and good bloke Drives a Pajero (that actually gets used outside of the city) eo ¢ @ ¢ Lives in a house that is constantly under construction (and he must finish that bathroom one day) @ Likes a good red and brews his own beer
Slide 26: Attitude/Purchase Drivers
Attitude/Purchase Drivers @ One stop shop — boating, camping, fishing @ Value-for-money important — won't pay over the odds ® First timers want base package (solution selling) ® Experienced customers want the latest, greatest — one-up-manship ® Recognised brands provide a comfort factor/credibility
Slide 27: Simon values...
Simon values... @ Clean, non-cluttered, well-organised environment @ Non-intimidating sales process @ Aplace to browse and gather information ® Extensive, but well-edited range @ Known brands @ One stop boating, fishing and camping shop ® Service (personal and information) in-store @ Knowledgeable,
Slide 28: Essence
Essence Bloke’s Heaven (Bloke can be male or female)
Slide 29: Customer Value Proposition
Customer Value Proposition It’s like a mate with the most awesome Shed I’ve ever seen...well-organised with everything | need for my boating, camping or fishing experience. —....—“#RENONR9NQNQNWNWSCC(‘<SYQCONW)C CU
Slide 30: BCF: What It Is, What It Isn't
BCF: What It Is, What It Isn’t
Slide 31: Is outdoor enthusiast
s outdoor enthusiast
Slide 32: Isn't outdoor extremist
Isn’t outdoor extremist scannnnnnncn ay
Slide 33: Is suburban
is suburban
Slide 34: Isn't urban
isn’t urban
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Slide 36: Isn't Heineken
‘in isn’t Heineken
Slide 37: Is home movies
Is home movies
Slide 38: Isn't home theatre
isn’t home theatre
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Slide 40: Isn't Range Rover
‘Isn't Range Rover
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Slide 42: Is Retrosexual
is Retrosexual
Slide 43: Is Natural
Is Natural
Slide 44: if in Al ae
if in Al ae
Slide 45: Is Nowra
ls Nowra
Slide 46: Isn't Noosa
isn’t Noosa
Slide 47: Is Service (personal or information)
im Is Service (personal or information)
Slide 48: Is relaxed professionals
‘m Is relaxed professionals
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Slide 50: Isn't crap
Isn't crap
Slide 51: Is all the gear for gadget freaks
Is all the gear for gadget freaks
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Slide 53: Isn't superficial
Isn’t superficial
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Slide 55: Isn't sloppy
Isn't sloppy
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Slide 57: Isn't complicated
Isn't complicated
Slide 58: Isn't Rex Hunt
Isn't Rex Hunt
Slide 59: Isn't Steve Irwin
Isn’t Steve Irwin
Slide 60: It's the journey
It’s the journey
Slide 61: Isn't JUST the destination
Isn’t JUST the destination
Slide 62: BOATING # CAMPING # FISHING
BOATING # CAMPING # FISHING —....—“#RENONR9NQNQNWNWSCC(‘<SYQCONW)C CU
Slide 63: The BCF Promise
The BCF Promise @ The quality you demand At BCF, we only sell quality brands from trusted manufacturers. We are committed to offering the widest range - from the tried and true to the latest and greatest. But if a product doesn’t measure up, it doesn’t make it into our store. @The price you deserve
Slide 64: Product Statement of Intent
Product Statement of Intent BCF will deliver a comprehensive and complete product offer across boating, camping and fishing to meet the needs of its target audience (first timers through to passionates) and exceed expectations in both depth and width.
Slide 65: Pricing Statement of Intent
Pricing Statement of Intent @ BCF will offer a fair and consistent pricing policy. @ We intend to be competitive in the market place, but not a discounter.
Slide 66: Place Statement of Intent
Place Statement of Intent @ BCF will secure sites that are destination retail, prominent in location, building and signage. @ They are to be located wherever possible in multiple clusters within metropolitan or regional centres, recognising the benefits of marketing umbrellas (media markets). @ Stor
Slide 67: Promotional Statement of Intent
Promotional Statement of Intent @ BCF will engage customers from day one by explaining what the brand is all about and showcasing its personality. @ The promotion of BCF will be clear, consistent and persistent and communicate in an informative and knowledgeable way, while dominating events to gener
Slide 68: Presentation Statement of Intent
Presentation Statement of Intent @ BCF is a well-organised, uncluttered, cleverly signposted (using BCF speak) and easily navigable environment where product is king. @ Our intention is always to inform the customer and encourage interaction and purchase. @ The stores will be bright and orderly but
Slide 69: People Statement of Intent
People Statement of Intent @ BCF will be represented through its team-members’ knowledge, skills, passion and desire to provide real solutions for real people. © They will project trust, reliability, honesty and be informative, believable and comfortable to deal with. (BCF is my mate). Our Team Fram
Slide 70: Bringing the Brand to Life
Bringing the Brand to Life
Slide 71: What categories of Product will we offer?
What categories of Product will we offer? ® Boating @ Camping = Navigation & Communication « Shelter = Boat * Toilet & Shower = Watersports * Bedding = By the Metre » Furniture * Cooking ® Apparel . = Footwear = Bottoms = Tops « Sun Protection = Thermal Underwear ® Socks = Gloves = Headwear Gas & Fu
Slide 72: Our HERO categories....
What are some of the things that will impact our customer ? Our HERO categories.... ¢ @ ¢ ® Marine Electronics (sounders and GPS) 66 different models Rope (over 20 kilometres in store) Tents - 60 in store (we could sleep 240 people) Coolers and Fridges - we can hold approx 18,500 litres in our fridg
Slide 73: How will we market our brand?
How will we market our brand ? © Extensive range catalogues @ Television @ Press @ Radio @ Mail order ® Internet @ CRM initiatives
Slide 74: 'BCF Speak'
‘BCF Speak’ @ One of the things that will distinguish BCF communications is a unique tone of voice ® \f BCF is like your mate, BCF should speak like a mate ® BCF speak should be conversational, straightforward, funny and a bit blokey ® Bult, like a good mate, it can also be knowledgeable, practical
Slide 75: Couldn't even catch a cold?
COULDN’T EVEN CATCH A COLD?
Slide 76: Now this is what hot night out
PG, NOW THIS IS ‘| WHAT HOT NIGHT OUT We i a
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Slide 78: Even your mother-in-law could catch a barra
| EVEN YOUR | MOTHER-IN-LAW COULD CATCH A BARRA WITH THIS ROD
Slide 79: With this sleeping bag
WITH THIS SLEEPING BAG MSH ae Sassi eens
Slide 80: Promise
PROMISE The Gualty you Gamand ‘AC BU iy ik itty boords troy iru atten je ae COMTI to STS seid Gane tan: ‘oe Cad aid trod te the Soteot and great, Buk tT 9 procul suerte aura wo doom rate Elmaci ste, 10s rca you meseIve, honaeniyes aleg at GCF pou ied sheet et ate ace Ree nay) Shack the competion ta
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