Thor Industries, Inc. · NYSE:THO
Thor Industries — Investor Day (October 2019)
13 slides from Thor Industries's investor day presentation, Oct 18, 2019
Slide 1: THOR Investor Day 2019 | EHG Brand Strategy
THOR INVESTOR DAY 2019 | EHG BRAND STRATEGY Bad Waldsee , 14 October 2019
Slide 2: Forward Looking Statements
10 - 14 - 2019 THOR INVESTOR DAY 2019 2 Forward Looking Statements This presentation includes certain statements that are “forward looking” statements within the meaning of the U . S . Private Securities Litigation Reform Act of 1995 , Section 27 A of the Securities Act of 1933 , as amended, and Sec
Slide 3: EHG Brand Strategy: Our House of Brands
EHG BRAND STRATEGY OUR HOUSE OF BRANDS 10 - 14 - 2019 THOR INVESTOR DAY 2019 3
Slide 4: The Problem with Socio-Demographic Profiles
TARGET GROUP SEGMENTATION THE PROBLEM WITH SOCIO - DEMOGRAPHIC PROFILES … 10 - 14 - 2019 THOR INVESTOR DAY 2019 4 Person #2 ▪ Born 1948 ▪ Grew up in England ▪ Married the 2nd time ▪ 2 children ▪ Successful in business ▪ Wealthy ▪ Spends his winter holidays in the Alps ▪ Likes dogs ▪ Born 1948 ▪ Grew
Slide 5: The Problem with Socio-Demographic Profiles
TARGET GROUP SEGMENTATION THE PROBLEM WITH SOCIO - DEMOGRAPHIC PROFILES … 10 - 14 - 2019 THOR INVESTOR DAY 2019 5 Person #2 ▪ Born 1948 ▪ Grew up in England ▪ Married the 2nd time ▪ 2 children ▪ Successful in business ▪ Wealthy ▪ Spends his winter holidays in the Alps ▪ Likes dogs ▪ Born 1948 ▪ Grew
Slide 6: What We Know from Brain Research
TARGET GROUP SEGMENTATION WHAT WE KNOW FROM BRAIN RESEARCH 10 - 14 - 2019 THOR INVESTOR DAY 2019 6 ▪ More than 90% of our decisions are taken non - consciously ▪ All our decisions are taken 100% emotionally ▪ Conscious thinking > Neocortex, rational Processing speed : 40 Bits per second ▪ Non - Cons
Slide 7: The Limbic Map: Our Motives, Values & Emotions
TARGET GROUP SEGMENTATION THE LIMBIC MAP : OUR MOTIVES, VALUES & EMOTIONS 10 - 14 - 2019 THOR INVESTOR DAY 2019 7
Slide 8: The Limbic Types
TARGET GROUP SEGMENTATION THE 7 LIMBIC TYPES 10 - 14 - 2019 THOR INVESTOR DAY 2019 8 Performers Disciplinarians Traditionalists Harmonizers Adventurers Hedonists Open - minded
Slide 9: Brand Positioning by Limbic Type & Price Range
TARGET GROUP SEGMENTATION BRAND POSITIONING BY LIMBIC TYPE & PRICE RANGE 10 - 14 - 2019 THOR INVESTOR DAY 2019 9
Slide 10: EHG Brand Management: From Insight to Action - Step 1: Analyze
10 - 14 - 2019 THOR INVESTOR DAY 2019 10 ▪ Target group profiles & data ▪ Personas, customer safaris ▪ Market potential per target group ▪ Brand positioning & architecture ▪ Brand performance study & benchmarking EHG BRAND MANAGEMENT FROM INSIGHT TO ACTION - STEP 1: ANALYZE Limbic Type profiles EHG
Slide 11: EHG Brand Management: From Insight to Action - Step 2: Design
10 - 14 - 2019 THOR INVESTOR DAY 2019 11 ▪ Target group panels ▪ Customer workshops ▪ Design Thinking process user centered design support by EHG Innovation Camp products, services, business models EHG BRAND MANAGEMENT FROM INSIGHT TO ACTION - STEP 2: DESIGN Target group feedback via Kansei based in
Slide 12: EHG Brand Management: From Insight to Action - Step 3: Activate
10 - 14 - 2019 THOR INVESTOR DAY 2019 12 ▪ Relevant product / service / USP / content ▪ Target group activation via digital campaigns (e.g. via Facebook, Instagram) ▪ Digital partnership: brand generates the lead for & connects the lead with the dealer ▪ Consistent brand experience across all target
Slide 13: THOR Investor Day 2019 | EHG Brand Strategy
THOR INVESTOR DAY 2019 | EHG BRAND STRATEGY Bad Waldsee , 14 October 2019