1. Att bygga varumärken internationellt
Smålandsdagen December 2016

2. 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

3. 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.

4. 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

5. 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.

6. 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

7. 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

8. What is a brand?

9. Does anyone know these brands?

10. Does anyone know these brands?
Does anyone know these brands?

11.
“Your brand is what people say about you when you’re not in the room.” Jeff Bezos, Amazon founder.

12. Why are brands important?

13. .

14. Product €0.65
Brand €2.65

15. What do we want our brands
to be known for?

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

18. 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

19. ACHIEVING EXCELLENT RESULTS IN THE GARDEN

20. Communication concept
WE SHARE A PASSION!

21. We Share a Passion !

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

24. 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

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

26. ENABLING PERFORMANCE IN NATURE

27. Brand Promise.
READY WHEN YOU ARE.

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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%)

34. Need seamless link between online and offline initiatives

35. INSIGHTS. FOCUS. IMPACT.

36. husqvarnagroup.com