Att bygga varumärken internationellt Smålandsdagen December 2016

Attract and develop the best talent Learn more about our customers   Attract and develop the best talent Learn more about our customers Create impactful customer experiences Focused and stronger brands

One Global team; delivering one relevant brand experience [SA] – today we listen to the global team.. We will hear from our brand directors and our online director about our plans for 2015 But it is not just this team that have worked on this, we have had a great collaboration with the Categories and the Regional Marketing Managers. We would need to create one strong message and execution Only if we work better as one organization with a shared goal we will have maximum impact.

Attract and develop the best talent   Attract and develop the best talent Learn more about our customers Create impactful customer experiences Create impactful customer experiences Build fewer stronger brands Focused and stronger brands

In summary: We need to adjust to what the market expects from us. FOCUS We need to adjust to what the market expects from us. We need new insights about the end consumers. We need to focus on relevant target groups.

We want to develop differentiated products, services and solutions based on relevant segment needs Relevant and differentiating product solutions with a clear USP Need states segments Consumer theme + = Self-expressionists Hosting + = Convenience seekers Hosting

Attract and develop the best talent Learn more about our customers   Create impactful customer experiences Create impactful customer experiences Build fewer stronger brands Focused and stronger brands

What is a brand?

Does anyone know these brands?

Does anyone know these brands? 10101010 Does anyone know these brands?

11111111 “Your brand is what people say about you when you’re not in the room.” Jeff Bezos, Amazon founder.

Why are brands important?

13131313 .

Product €0.65 Brand €2.65

What do we want our brands to be known for?

Like other market leaders whose brands stand for something bigger than their products alone Athletic performance Design for the masses Champion for success

Gardena will prioritize the needs of passionate gardeners PRIMARY TARGET Want tools and equipment that help them realize their vision Want to express their creativity

ACHIEVING EXCELLENT RESULTS IN THE GARDEN

Communication concept WE SHARE A PASSION!

We Share a Passion !

Being relevant to professionals is an entry ticket to a broad consumer base as consumers aspire to brands used by professionals

While on the consumer side the focus is on Pro-grade Experts PRIMARY TARGET Outdoor is a place to showcase their skills, confidence and high standards to family and neighbors Want brands used by professionals Do not compromise on quality

DURABLE. RELIABLE. POWERFUL Though we target different segments, they ALL share similar needs PERFORMANCE DURABLE. RELIABLE. POWERFUL

ENABLING PERFORMANCE IN NATURE

Brand Promise. READY WHEN YOU ARE.

Each of the brand positioning's will have broad impact Pricing Communication Distribution Talent Innovation Product Design Visual Identity Experiences Support Each of the brand positioning's will have broad impact Brand

Attract and develop the best talent Learn more about our customers   Create impactful customer experiences Create impactful customer experiences Build fewer stronger brands Focused and stronger brands

What do we mean by the customer experience? FINDING BUYING USING The process people take to find the product that right for them The actual purchase experience – be it online or offline All the different aspects of product ownership – from using to servicing REPEAT

SET UP AND USE LEARN MORE, EVALUATE / NARROW We need to think more holistically about the experiences we provide customers Loyalty Programs TV, Magazines Online Web/ Chat Friends Call Center Experie- ntial Service Post-Purchase Pre- Purchase Blogs Product Use Product Manuals Product Reviews Delivery At-Purchase Ads POS Social/ Mobile In-store Display Store Sales- person Web sites MAKE CHOICE AND PURCHASE

In person meeting, Dealer Reco Customer Journey LEARN EVALUATE BUY USE Strategy Create buzz / interest in Husqvarna products, services and solutions. Drive demo and trial focusing on the reasons why people are switching to Husqvarna. Convert the customer to Husqvarna based on the trial experience. Provide guidance in this evaluation and based on their needs propose the full offer. Focus on customer retention and build the long-term relationship with continuous support and improvements. Help shape the conversation among brand advocates. Journey Sales/dealer proposal with reco on best products/ solutions, accessories, training, financing, after sales support etc. Ongoing Customer Support CLG Brand Film Trade Ads SEM & Retargeting DM, Print & Banner In person meeting, Dealer Reco Training & Maintenance Guides Event H Team Content Social POS Forums, Reviews, Social In-person meetings, Dealer & Peer Reco’s Husqvarna.com Dealer PR H Team Content Demo Trial

still make the final purchase decision in-store 69% Customers use multiple channels to acquire information but in-store is still key for purchase 70% of ‘last purchases’ were conducted through multiple channels (e.g., mobile to website to store) 31% still make the final purchase decision in-store of ‘last purchases’ were conducted through one channel (offline only was 75%)

Need seamless link between online and offline initiatives

INSIGHTS. FOCUS. IMPACT.

husqvarnagroup.com