Australia Edition 1

®

THE MARKET Arnencan Express offers a wide range of ber~elits services and frnanc1a
Plastic money in the torr n to its memucrs wh1ch ensures i1s popJiarity remains faalibes.
undimmed, a1'd 111 fact It 1s increas1ng. The Member-
ot debit. creort card or 1l1e Amencan Express
charge cards - is fast ship Rewai·os brand loyalty program 's part or nn
Company orig1nated as an
replacing hard cash as a overall rmrketing f)Ack8ge orchestrated by Ameri- express fre~ght company.
can Exp-ess. The program, wtuch was launched in
means of payment. It grew out of a unron
InAustralia, the plasbc 1991 . now op-arates in over 30 countr ·es and t ·as
between Wells &Co and
card market rs dynamic- over srx mrllion enrollees. AJ ner1can Expross also has two othC"r s1mllar express
and compeht1vc, w1th a very h1gh profile amongst its corporate wstomers. carriPrs, Lrv1ngston & Fargo
prastic spend ris ng by In Austraha. lor example. it currently pl'Qvides a
21% In 1996 to neody $55 serv1ce to eight of the top ten BRW listed compa- and Butterfield. Wasson &
billion. In 1996 <~round 11 niCS. Co. Amencan Express first
milion cred,t and charge
HISTORY operated under the
cards alonewere in In tho yea· 2000, American E.xoress wrll <.-elebrate its
I 50th ann1versary. In those 1bO years 11 has company slogan 'Safely &
circulation in Atrstraha. developed into one of the world's most famous Dspatch' accompanied
compan1es- famous for its charge card, travel
ACHIEVEMENTS by a bulldog logo.
Since it was founded almost 150 years ago
American Express has played nn rmportont pan n From tr1e outset,
Amencan Express pl3yed
facrhtating gtcbal havel and inst,gflhng a world\".~de Dl' 1111portant part1n people's lives -even occasion-
oily saving themI Dunng the Alllencan Civil War rn
system of financ1al servrces. ll1s also the world's
largest travel organ1s.,t·on. tl1e 1800s Amer1can Express transported vrlal

Ame'lcan Express is a blue ch1p organ1sallon SUf.Jplies to Unror1Army depots and fac1litated the
ci emocratic process by 1ssuing electron ballots to
vv1t11 an enormous global presence. empiO'flllQ
tr<-'Ops 111 the field Alllencan Express first under·
72,000 people i.~cross 1110 world Its 'Blue Box' logo
1s one of the mostWidely recognrscd corporate wrote a rnoney order in 1882 when tbecame clear
symbols, and tiKl classrc g•een Ar1~erican Express
Card. first launched rn 1958 and 'lltrodt JCeo rnto that it was tar safer than shipping sums of cash.
Australia 1n 1974. is t11e most famous charge card Money oroers became 1ncreas1ngly common nom
"Ihe world. It rs accepteo at establishments 1n over
160 counh ies around the world tile 11"1d 1880s onwards.
Arnencan Express ongrn£Jlly estabhsl1ed banl~1ng
There are currer Illy over 41mill1on American
Express cards rn use worldwrde. In 1996 alone. relat.enships across Europe to transfer money from
about USS 185 billion was spent on Arnencan
Express cards. the immigrants based in U1e Un1ted States to tt1e1r

fnmi' es in the Old Wor1ci. TI1e compr1ny Ftlso
pledged to pay money on TelegraphiC Order at a

moment's notice. between po1nts tnousanos ot

m11es apart. and to sell small drafts or money orders

·'whch can be cashed at 15.000 p'aces··
Desp te the increasingly hrgh profile ofAmerican

Express ror rts f1nancia1 seMces. it was st1ll chiefly a

rre,ght express business However. as a rnaJor step

towards facilitating greater and easier travel in 1891
tt1e A~",erican Express Travellers Cheoue, tne flrRt or
1ts kind. wns introduced. This offered a solid

guarantee that the cheque represented dollars and

could be converted 1nto avanety ol currenc1es At a
stroke the long-Winded moneychanging process at
n1ternational borders becarne nott1UlQ more tt1an a

bad memory for American Express chef'ts. Tt1e

beauty of thrs s1mple cheque was thnt rt wns
automahcaliy refundable s~1ould 1l be lost or stolen

One oi the most fan lOllS American Express

offices was opened n 1900. at 11. Rue Scribe 1n
Paris. This became someth,ng ot a Mecca. often a

godsend. to \ouns\s ,, Europe When Wor1d War 1
broke out on 3 August 1914 around 150,CXXJ
Amencanswere trapP€<) 1n Europe, manyu1

awkward siluat,or1s. American Express offces

across Europe were Jammed witf1 Americans frantic
to get hoP'e In Paris. tl~e line to the counters was a

hunorcd metres long and s1x people deep Money

was flltliled to pornts all over Europe to help people
furthEJr <Jfreld to make their way hom€ In m~my

places tile locals were t1oard ng and trading in
Alllcncan Express cheques rather than trust in their

owr' currency In ts role as a freight earner the

company was rnundatcd with baggage lef11n the

rush to nee Europe. \Mlatever the crisis. and no

matter howdiff1cult the obstac'es. Amencan

12

Express m;,naged to reunrte tC~milies, help travellers RECENT DEVELOPMENTS Dennis Ullee, all of whom have further accentu-
trace long-lost I>Hggage, and secure n safe exrt for Recent years have seen a vanely of loyalty ated the presttge of the Amencan Express
thousands ot people In 1915 the Manchester programs and extra services added to the brand.
Guardian cluot:OO ,t 'TI1e Romanuc Company· for Amencan Express product portfolio. The Ameri-
the way 11 ~,huttted messages between pnsoners of can Express travel business 11as extended BRAND VALUES
Wflr nnd lt,err t8milies massrvely through a dealrn 1993 wt1ich secured Amencan Express guarantees an effrcrent. quality
the acquisition of the Thomas Cook corporate ond reliable service a\ all times. 11 rs a global
After the wm, American Express extended its Travel Management Business This rendered
travel orgams<lllon nnd its internatron8! financ1al American Express the world's largest bus1ness brand. wnrch marntarns a prestrgtous appeal
operations rn lc.lllt1 America. Europe and the Far llavel agent In Australia American Express also
East. Ame11can Express actually arranged ll,e acqurred the travel servrces ol the Nallonal throughout the world. American Express strives
lust ro,Jnd-ltle-world le1sure crurse in 1922 Even Australia Bank and ot Westpac. In the same to deliver personal relevance to rts cardrnembers
dur ng the Depression ot the 1930s. American year, Amencan Express was awarded the by constantly tJeveloping pr ocJucts and servrces
Express continued to casr1 rts travel,ers cheques contract for the US Government's travel and to meet individual needs
aesprte tile far;t that most US banks were llansportalion paymenl system n a deal which
amounted to tne biggest corporate card account Things you didn't know about
n,eclosed dnd lheu assets frozen ramous rn the world. This meant around 900,000 federal American Express
civrlian and defence employees would now be
green American Express charge care! drdn't American Express Cardrnembers The Australian 0 Afrlerican Express rnvented the travel-
·w1ke an 8Ppearance until 1958. well nfter World dollar Travellers Cheque was a!so introduced in 0 lers cheque.
War 2 Srnce then, Arne11can Express l1as
exp,1nded raprc!ly tnto va11ous new <ueas of 1994. Tl1e Japan I Jo M Air Zimbabwe Boeing 707 flying
lrnance and travel. Amencan Express even Pacific I Asia I Australia
started ns own publrsfling business 1n 1968. In Regional Operations 0 from Harare to London was spared an
198G 111e cornpany set up new headquarters at Centre for American
Express was estab · 0 embarrassing wait at Marserlle by a
Ihe World Frnancial Centre in New York a fittrng trshed tn Sydney 1n passenger canyrng an American
1996.
location for a company w1th the global prestige Express card. Before leavrng France,
and t1nancral hentage of Amencan Express. PROMOTION the pilot asked the passengers if
The Blue Box American anyone had $2CXX) to pay for Marseilles
American Express trrs' made rls appearance Express corporate logo Airport's landing fee. Following a
rn Australia rn 1t10 late 1950s. when a travel made 1ts debut rn stunned silence, one of the passengers
serv~co desk operated out of the prestrge 1974 and has srnce offered to pay with his card.
Sydney department store. Davrd Jones. The gone on to become
lar nous green charge card made rts debut here one of the world's most Four people were saved from a certain
rn 19 7.:1 f11e Amencan Express Corporate Card famrhar brands. grisly death. after surviving a plane
wns rntroducearmo Australia rn 1978. Iallowed American Express has always keenly supported crash which left them drifting in shark·
bv lhe Gold Card in 1982. 1ts quafrty service and products witt1 eflective infested waters for 48 hours. One bright
advertisrng whrch has produced one of the Spark came up With the idea of flashing
THE PRODUCT world's rnost famous and ur11Versally recogn1sed an American Express card like a mirror
l he Americ"'n ExJ)rcss Company operates in slogans: "Don'tleave home wrthout rl". to attract a coastguard plane. Sure
throe core busrnesses travel, lrnance and Many lV campaigns 11ave become f<~mous. enough, the coastguard plane spotted
communication Tl'1toughout the world. Ameri- and loatured celebrities. Campaigns focus on lhem and came to their rescue.
can Express employs e1round 72,000 people. the benehts of owning an American Express
Its marn busmesses are Amerrcan Express Card abOve any other Strck.y sttuauons are Amencan Express helped a naked
Travel Related Services. Amerrcan Express unstuck by brandishrng An American Express businessman locked out of his hotel
Financ1a1 Adv,sors and American Express Card or Travellers Cl1eques The many perks and room to save face. Rnd1ng himself
Bank. pnvileges afforded by American [xpress trapped in the hotel corridor, the
Cardrnembershrp were underscored in the 1987 businessman noticed a rack of Ameri-
Amerrcan El\press F1nancral Advrsors Oller 'Membersllrp has rts pnvrleges' carnpargn and can Express application forms. He used
lrnancial Dl<-mnr119 ancJ uwcstment advisory tho subsequent 'Portrarts' campaign, which one to shield himself as best he could
se'Vices to 1ndividua1s and busn1esses in lligtllighted the classy tmage of the Amerrcan whilst making hrs way to a payphone to
Europe, As1a and the Amencas American Express brano, rn addition to lhe wide range ot ask for help.
globally available services it could
Express' bank.ng arm has three rnnJOr busr- prov1de.Testimonies trorn successful people A property developer picked up more
from Margaret Whrtlarn to Elle Macpherson. as than 2.4 million air miles With his
nesses: correspond well as sportsmen Herb Elliot, Max Walker and American Express card after purchasrng
ent commercial and a $2.477,500 painting at a Sothebys
pnvnte brink ng and auction.
consumer hnnnc1nl
services.

Amencan Express
Travel Relnted Scrv
ices rs by far the
liJrgest bUSIIl8SS 111
th€' American Express
organrsallon and n
tact generates around
halt 01 all Amencan
Express' profits. This
1s the mostlamous
sector of Ar nencarr
Express 1n lhntlt operates Amerrcan Express

Card prodLrcts as well as aworldwide network

of Arnoncan Express Travel Servrce and
Rcpresentatrve Offices.

A1though most larnous for Is ch<Jrge card,
Amencnn Express is now a~rning to provide a
porilollo of products tradilionol cnarge and
crecirl cards. stored value cards and new
procfucts suc11 as det)lt and smart cards Dunng
1996 the company made signifrcanl strides in
broadening the numt)er of procjucts offered. For
example rn t~1e US. the frrst lifestyle product, the
Golf Card was launched, as well as new co-
branded cards wrth ITI Sheraton and Delta Air
Lrnes. Credrt cards have also been launched in
key nternatronal markets, will1 the American
Express Blue Credrt Card mnkrng 1ts Australian
ciebut in 1997. American Express strategy is to
conttnue to customise rts proc1ucts for specific
groups. rather than tryrng to meet the needs 01 a
mass rndrkel wtth a srngle product

13

ANSETTAUSTRALIA

THE MARKET pert World' magazine Passenger Service Award owned Trans Australia Airlines whtch had heavy
The Australian domest1c marl<et has grown steadily and was named 1997 AFTA/NTlA Arrline of the government commercial support.
s1nce late 1990 as a result of domestic airline Year.
deregulation Most growth has been from leisure When the government established an offrc1a1
travel. lh1s has been dnven by using drscounted HISTORY tvvo-airline policy in the early 1950s. Ansett was
fares to f1ll otherwrse empty seats. an approach Ansett operated its hrst air service in February excluded from the lucrative interstate routes
vvhich has seen the price of domestic arr travel 1936, ftying a Single-engine. open cockp1t Fokker However the mnnow-hke Ansett took over the
drop sharply in real terms. However, business Unrversal from Hamilton in western Victoria to faltenng whale. ANA, and subsequently became
travel demand has been affected by regular Essendon in Melbourne. Alter World War 2 Ansett an officral part of the two·an1rne-pollcy system
periods of economtc uncerta1nty. competed with the larger Australian National which conbnued until 1990. T11e airl1ne continued
Airways (ANA) and a newly-formed. government- 10 prosper and was taken over rn i<lle 1979 by the
Ansett recently dropped First Class on Its road transport company, TNT. and media com-
domesttc flights following reduced demand for U11S pany. News Ltd. wrth founder Sir Regrnald Ansell
prOduct, replac1ng the previously separate First staying on as Cha1rman until hts death rn the early
and Business Classes with a new Bus1nessFirst rM 1980s. W1th capac1ty stnctly controlled under the
product tvvo-airline policy, Ansett oegan introduc1ng some
innovat1ve marke\lng approaches ensunng tts 50%
lntemationally. forecasters continue to predict of the mart<et was made up mainly oi high-yield
strong a1r traff1c growth 1n Asra/SE Asia, and busrness travellers
continued growth for Australia's inbound tounsm.
Ansett Australia has concentrated rts expansion lhrs led to Ansell offenng a range of benefits
plans tn th1s region. such as Golden \"ling Club airport lounges. Valet
Car Part<ing at ma1or arrports and liigh standards of
ACHIEVEMENTS in-night seMce. Ansell was invited tnto New
Ansell's record of offering very hrgh passenger Zealand 1n 1987. start1ng a domestic airl1ne in that
service standards tn the atr and on the ground has country.
won the airline a long series of prestigious awards
and accolades. Ansett Australia was rated as With domestrc deregulatron in 1990 and the
offering the world's best long-haul Business Class merging of TAA (by then operating as Australian
in global surveys of frequent travellers in 1996 and Airlines) with the Government-owned Qantas soon
1ts Atr Chef concept resulted tn the earner winn1ng afterwards. Ansett found ttself operating against a
the global Mercury Award for best in·f1ight catenng far larger cornpetrtor whiCh was able to use its
Its high standards of 1n-ftlght service oased on a merged fteet to srgnilicantly tncrease 1ts domestic
specially developed 'Soul of As1a' R1ght Altendant capacity. Offsetting this, Ansett was permitted for
service training program has also won the airline a Ire first lirne. to expand Internationally. Its first such
major national tourism marl<eting award. flight was to Bali 1n Indonesia in 1993 and tnen
A11sett added Osaka. Hong Kong. Kuala Lumpur,
On the domestic front. Ansett has won four Taipe1. Seoul, Jakarta and Shanghai to its interna-
successive Na\lonal Tounsm tnaustry Awards tional netvvork.
'Airline of the Year' titles and lour succesSive
Australian Federation of Travel Agents 'Best Airline· A1r New Zealand bought TNT's 50% stake 1n
awards. In addition. 1t was also the first domestic Ansell in late 1996. resulting in the need to
auline in the world to win a prestigious 'Air Trans- restructure Ansett International Ply. Ltd. wrth 49%
Ansett Australia and 51% Australian institutional

1nvestors to sattsfy
regulatory require-
ments. Ansett and
Air New Zealand
set up a series ot
JOint task forces in
early 1997 seeking
joint efficiencies
and opportunities
ror co-operatiVe
activity.

THE PRODUCT
Ansett Australta
offers a unique
domesttc and
international atrhne
product in keeping
with 1he h1ghest
standards any-
where. Ansetl's
image 1S reflected
in the sentrment
'SeMce that
Sh1nes' rather than
'size'.

14

RECENT DEVELOPMENTS Austra' a's a •fines standards in tne new mtl enntum.
AJr New Zealarld's p.ychase ot an Ansell
BRAND VALUES
shareholding has a owed fl new partnersf1 p to be l~s almost irnpossbe to separate Ansert !l"'e brand
rrom tne er1trepreneuna spu t o: ts founder Str Reg
forged and given opport.Jn ties to both atrftnes to Ansett.
after nevv custorrer bcneuts. hu ld JOint cntcal
Regarded througnou' rts history as ep torr s;ng
mass ana seek economtes ol scnle vvhile man· the values of free enterpnse nno compel too,
An..c;ett has consstently pioneered L"le rnnovat.cr IS
taintng separate brDnos. T11e tvvo carr ers i'ave 'hat l"lave se; tre standards to• Austra an domestiC
ntroduced a number of reN code shareo serv- aVIatiOf1.
ces.
Standaros have OOP.n W1dcly ackr 1owfedgec:1 ns
Simu taneousty, Ansell has started to bU ld a the WOf'ld's best. Ansett has always bel cvod th3t
people lie at the hear of delivering seNice
new au'l ne all ance strategy under the dtre:tJCn of excellence and t 1s ~he1r qua tiles that have helped
recently appotnted Execut ve Cha rman, Rod the au1u'le to s111ne at every level.
Eddington. >Moo joired the atrline from lltS prevtous
poSition as cathay PacrfiC Monagtng Dlr(..'C!Or In Snce commenctng tiS tntorn<lttonnl ·spnccsl 11p'
servtces in the early 90s. Ansell's htgllly awmdecl
early 1997. SignifK'..antty, Ansett has also signed a infi1ght service and cuistne have been ac.knowl-
edged by Industry cntics and travellers alike as
JOrnt agreement of tntent wtm Atr New ZAatnnd and second to none.
Singapore Airlines to torm the lnrgest Alliance in the
Ansell's recent selecltoo as Official AJr1ine of the
Asia Pac1ftc region, provtdtng a wider choice of Sydney 2000 0 ympic Games now sees Ansell
potsed to take its place on the global stage.
routes and frequencies. trnproved connections
Htgh·yt~~ld hliSncss trMnl has been Ansetrs and stmphlted check-In sorvices. Ansett is pms- v- - - •~"' ~ - - - -" OJ
key market lor oec<~oes. :=mo accor<J ngly, tligt11 ently assesStrlQ new fleet di1ecttons c1estgncd to
punclJ[Ihty JS an operahor1.11 pnorty. On-tne-grouno improve operallng effic1cncy by reduc1ng the ~ Things you didn't know about .
serviCe 1s oestgne<1 to t·1ke the mssle oLr ol number of aircraft types operated.
rreq ~1r1· trnvel Uroer01nrang al ol tn1s s a product Ansett Australia ·
tie very ~ -roccss budt on htgl Jeve:s of persona lnternabonafly. Ansett odded Shanghat to ts
serJ~Ce Ft ~·1t Atteno mts. let 1nst lllCe. toss &"llads network from mid 1997 lrl the cnttc.1l -,- -' I
customer servtce a•ea, Ar1sctt's most
35.CXX> toettr> :he iltr tx:tcre seMng them n the recent developments have tnc udcd 0 ~'s ~EISMrG-Mne
•ntroduction of E-TICket or ticketless
;:ur ne's new Busnes..c.First'"' Cl1ss On tnterna- travel in 1996 Mlnstt:V" g. Robart MaNtes cll*n8d
hOtla soMcos A gl t Alt~,;ndnnts uro tratned n "jeSt . creclt for lhe Ct8flliOn d 1he
JSSUCS Sll~h as hOOy fili'I!Jll..1g0, flCn·U'V<lSion Of In the same year the alf ne airlne Hs 1920s legslation to protect
person.:"ll ~p<~ce respect lei older J.lOCple aml successtu 1y won the right to oe tne
nrt.ctpat.ng seN:ce Joqure~ronts rnttl9r than Off Clal Alrfn10 o' the Sydney 2<XX> state-owned Vlctonan railways fran
Wilt\tng :o t liJ d~Kod Ansell ts u V\(lr<i leader tn the Olympic Garnes n Al.straha. S nee road competition forced the y(llJ'lQ
tn-lhgnt sp::tce .t oilers ts custorm:::rs Ansett nlso Ne-..v Year 1997, Ansell rebr andeo tiS Reginald Ansett's transport busmss off
frequent •tyer prog·am • the hrst such
has a reputation for pror1uct utnovahon. rangnrg r.rogram introdu<'.ed to Australia ns the road, and 1nto the BJr.
GiOba Rewards and co-sponsored
from 'lreas such flS s.1tel1tte transmitted, in-flight TV tne development or a new, Olympic 0 Ansett's domestic airfrne 'comfort seats',
1dentlf.ed Global Rewards credtt card
news Auslialia's 1nst ltcf...elless travel and seN!ng 1n associatton wtlh Wcstpac Bank, a endorsed by the Austra aan 01lropracuc
tee c1emns Alter movtes on tnternahonnl sectors fellow Olympic sponsor The a1r11ne AssoCiation, are desrgned to tako tt1o
has also unvetled a new ~out or travel by automatically
through to tis pionoenng development of the BustnessFirst r~<~ ll"'·fhght product on encouragtng correct pelvic a agnment
dornest1c services as Pflll of ts rnov0
Golden Wn1g Clull concept. rrom three to two domestic in flight cabtns. when passengers Slt down.
T11 s Clut), •nntJke<l hy the compettlion as
PROMOTIONS
Irrelevant 'N11cn tntrodltCOCl n 1982, otters mem- Ansell advertistng has long r011ectec1 tt1e core
values of competttiVoness Hnd 1nnovahon that have
bers a'rponlow1ges as a haven throughout lne mw becon'le synonymous w1th tile Ansett brand

carr er's netvvork. It ntso oHcrs a wicle range o• SeNice 1s people, ond the peope whO set the
servrce stand<~rds tor Ansett conststently proVIde
value aoo<",l t>enefits incluti '19 preferentialtn·tlight Ansett's cornrnu·IICdhon focus.
senhng, pnonty t1.1 HlrJe hnndhng nnd numerous
travel bend ts, offers nno dtscourns A'1sett's tltgnly In the early 00s Ansett tOOt\ on tho rntght of
poJXtl<u V3let On Pcukrrr0"' IS oeveloped as a QantaS With a poSit 00 ng HS One Of ll'le w()(!d's
grea; arrlines'. Fnr from an tnlaltk'lled ndver1 s ng
wGolden l(J Cltlb ottst oot. boast, 11 samply rellec!ed the internatiOI'lal acknOvvf·
ArlSetlS HltrQO,JCl on 0 1 a frequer t 'Jyer program eogment that bolh of Australia's domestrc a rlif'les

'1.'8S also an Austrnhan Irs:. oHenr"'g global oeneftts hOO been accorded
The upftlt ng Enya soundtrnck tt1c1t prOVIded tile
il1rouyll co-cpemwo arrangements v..,tn n \OOEl
range of qunttv a rtnleS wnt('J1 cr)Cr()te to v.rtually tnerne musiC f01 this campatgP f~as become one
of Australian advertistng's lew popular
everv 111c1 or hus ness :rnvel oeshnallor 1on the endunng ant11ems throughout tl~e nineties
and has also become synonymous with the
g'one Ansetl brand.
In the early 90s Ansell successfully
launched its international sorv1ces tnlo the 0 HaVIng art for sale 1n its airport Golden
Asian market with a Spaccshtp' campaign
that focused on the worlds most spacious Wtng Club Lounges means Ansett
aircraft complemented by 'service that's out
of this world' That appropnate theme offers more commercial art space than
conttnues to be reinforced by a steady most Australian galleries. The art
stream ol industry and traveller accolades connecUon went a step further in 1997
ana awards with major arUsts' works incorporated in
In early 1997 Ansell Australia, 1n aircraft bulkhead designs, starting With a
partnersh p ~\1th a team of 1ntemm10nal
airftnes, was nDtned us Off~ 't<l Arline of the modem Australian landscape by Fred
Sydney 2000 OlympiCS.
The spnt and values ol tne Otyrnpc Wtlliams.
Games. Y'Aitch seem such a nat 1ral value
0 Ansett has built hotels to accommodate
matCh w1th those of .Ansell. are now start ng
tourist destinatioos and buses for thetr
to be reflected n tnc latest ndvcrtas•ng
theme of 'Service tnat Shines ground transport. It has ever1 buill golf
buggies. However. these days, t
Once agatn II ·e foo •s """' be oo the concentrates on aVIation.
servce and people who'll be sentng
0 A r Che's on Ansett's tntemat.onar 11 ghts

are all fiVe-star hotel or restaurant

qualified and expererteed.

15

AUSTRALIA

i'

THE MARKET 1nents for receiVIng or sending letters. Customer satisfaction rs a pnmary focus of the
Australia's messaging and dehvery marketplace has In 1901 control of posts and revrtalised Australia Post. A network of customer
changed dramatiCAlly s1nce 1990. Those ct~anges service centres rnonrtor customers' expenence of
have createa new challenges lor Australia Post In an te.egraphs was forfl"ally handed over Post's products and seNrces daily.
1ncreasinglycompetltNe environment. Irom the colonres to the Commonwealth
of Australia. Austmha Post itself was RECENT DEVELOPMENTS
The biggest challenge has come from competi- established in 1975 out of tile Post· The face of Australia PoS! has changed Significantly
tors usrng new electronic distribution technologies. master General's DepMment to provide ove1recent years with many of its 4500 postal
The tradrllonnl wntten letter nt::Nv faces competition tllo natron·s postal service. Its spec1hc outlets relocated. reconfigured and re-equipped with
requirement was to link communrties purpose burlt electronic countCI technology.
from a new range of other methOds for getllng the
everywhere in Australia with a stnndard A range of postal related products and
message across, among them telephone and electronically accessed financial serv1ces,
facsimile SCNICOs. e-ma11, the internet. EDI and lette1seNrce at a srngle price. including bank1ng. are now available through
electronic bani-Jng. In 1989. Australia Post l)ecame a Australia Post. Today, Australia Post is providing

However, pubhc acceptance ot tradrtionallerter Government Business Enterprise, with a 'one spot' bill payment service whrch enables
and moil SCNrces as more personal and secure l1as a new obligation to operate comrner-
seen ma11 volumes conhnue to grow steadily. Today, CIDIIy. Its respons1bilities for postal customers to pay a range of accounts at one
Australia Post handles more than four billion artrcles services remain unchanged Today location. Australia Post's share of the total
a year. By the year 2005. lhrs rs expected to exceed Australia Post offers an extensrve range Austmhan bill payment market ISnow over 16%
SIX billion articles. of physical and electronrc rnessagrng and grovvth in this bustness IS prOjected at 14%
per annum over the next three years.
ACHIEVEMENTS and delivery SCNICCS.
In less than a decade, Australra Postl1as trans- Banking rs another rmportant new part of
formed its image. corporate culture and operatrons THE PRODUCT Australia Post's complementary services business.
to emerge as one of Australia's most successful Australia Post provides a full range of Australia Post 1s not a bank However. 1n 1995 it
businesses. Iotter and parcel SeN1ces to all fXJriS of commenced its 'giroPOST on-line banking seNice
the nation, 1nclvdrng rural and remote Which connected five banks to the seNice it
TI1e corporallsatron of Australia Post1n 1989 areas. II also proVIdes a range of related previously offered only to the Commonwealth Bank.
meant that, for trm firstlirne. rt was requrred to services. including electronic bulk mail This service is now provided for ten banks and
operate commeraally.The nevvly formed corporation handling; advertising mail; bill payment, building societres. In !his capacity Austrolia Post
at once began to implement an intens1ve program to money order and banking seNices. handles cash deposits and withdrawals and
strearnhne and upgrade all aspects of transfers between accounts either from passbooks
operations and to strengthen the express delivery or debi! and credit cards.
Australia Post brand in tho market services, and philatelic
place. products and Australia Post is also working on several new
&'Crvicos. services that wrll meet electronic cornrnunrcatron
One result of that rs that on fJvery
frnancral and operational measure, Australia Post sets
Australia Post's performance the rntemalional benchmark for
today is the best it has ever
been. reliability of letterdeliveries (94%
of standard letters delivered
Prolrtability has more than eariy or on limo) and the cost
quadrupled S1nce 1989, with oi sending mail1n Australia tS
retum on average assets rising among U1e lowest rn the
from3.5% to 15.4%. Australl8 wortd.
Post's product1vity hfls Australia Post handles an
rmproved at over three times average 16 million mail
the natrona! rate - up by 38% articles evCly working day. In
Slr1C9 1990. add1t1on to its postal network.
111s also the nation's largest
lnternati011ally, Aus1raha Post linancral nel\NOrk, with more
1S among U'le Western world's than 130 m1llion financ1al
best petformrng postal transactions serviced each
enterprises. provrding the year. And 11 also operates the
highest level of SCNICe while largest over-the-counter bill
marmarning 1t1e standard letter payment seNice tn the
rateat45c. country. More than one in fiVe
consumer bills are pard
HISTORY through Austra!l8 Post.
T11e Post Office is the oldest On top of all that,
SlJNNing commercial organ1sa Australia Post tuns Australia's
hon in Australia. Its origins can most extensive retail network,
be traced to tt1e appoint· wrth some 4400
ment of a former postal ouUets,
convict, Isaac serving
Nicols, as the hrst 800,000
Postmaster rn customers every
Sydney 1n 1809. day with three
Until 1!)8t year. b1llion tronsac-
there vvere no tions llandted
fonnal arrange· evetyyear.

16

4~ Parcel i'OST tion also 11e1ps raise awareness
ol services such as Pay it at
Satchel Post (a l:)ill paying serv~ce).
Express Post International.
S.l..t Regular Delivery within Australia _,.., Parcel Post. Money Orders.
1 EMS International and Busi-
--.'"'... \". \)"'1 llg: ~{,.10 ness Airmail.

_____ J (' W1th a large. dtverse
customer base. television is the
------------ -.-..---·---------------.--.---..-- key advertising medium.
However, newspapers and
magaz1nes are often used,
particularly for bus1ness
products. From trme to time,
corporate aclvertistng IS
undertaken to provtde
Australians with information
about Australia Post's perform-
ance such as 1ts on time
delivery record and its record
Christmas mail volumes.

needs. to provide the Integrated mail of the future. It BRAND VALUES 0 ~ pro>.1des onedfie
is a matter of Australia Post policy that all new The Australia Post symbol is one of the nation's prtCecJ postS servces
services must stand alone commercially, without most widely recognised corporate brands. It was
subsidy from letter seNJce revenue. des1gned in 1975 when the Postmaster Gener- stM1ps frozen at 45c since
al's Department was spht to create Telecom and 1992
Meanwhile. Australia Post IS rnvesting almost Australia Post.
$500 mill1on on modern1sing 1ts national letter 0 .A.rroal revenue of $2.9 billion plaoe8
ann parcel delivery networks. The network In its entirety the 'P' symbol stands for Post.
renewal program includes the purchase of new Its component parts represent a postal hom. AUstralia Post among Australia's top 40
equpment. Significant upgrad ng ollocllrttes and once used by European 'post1es' to announce corporatiOnS
the opening or new high-tect1 postal centres. mail delivery, and a circle tllustrating the global
reach ol the postal serv1ce. The coloUI red has 0 Hhandles an average 16 msUion mall
PROMOTION long been assoc1ated with postal serv1ces in
The promotion of Australia Post is based largely Commonwealth countnes. arttcles every wor1<ing day with the
on the products and serv1ces 11 prov1des. rather figure nslng to 50 million articles pre-
than on the use or corporate advert1sing. U11usually for suct1 a large serv1ce prov1der, Chnstmas.
Australia Post has also been seen over the years
This strategy, based as 1! 1s on customer as being a fnendly organ1sation. 0 It pays an average ot $1 million a day to
needs, has resulted 1n h1gh awareness of the
broad product ortenng of Australia Post In regular customer surveys, Australia Post is local. State and Federal Government
seen as 'doing an Important job well' and as a treasuries (since 1989/90).
Express Post. w1th 1ts dtshnclive gold letter 'prov1der of a reliable service'.
boxes. has enjoyed spectacular growth since 1!
was launched 1n the early 1990s. One 1n ten As Australia Post expands its range of
businesses now use th1s service every day. products and serv1ces, embrac1ng new technol-
Televis1on advertiSing has been a key marketing ogy as it does. its core values encompass live
tool, with a senes of 15 second commerc1als ma1n themes. Australia Post stnves to be
which take a lighthearted approach to demon contemporary displaying technical proficiency
strate the low pnce ol th1s express postal and sophistication. It seeks to be progressive,
service. meeting world's best practice benchmarks. It is
competttive. It remains customer focused. with
The success of the strategy prov1ded the knowledgeable. helpful and fnendly staN. And 1\
1mpetus to use a sim1lar approach for the stnves to be flex1ble - meeting the d1verse
promotion of gtroPOST, Australia Post's agency demands ot all its
service lor banks, and the same style of promo- customers .

0 Its over-the-counter bill payment and

banking service Is the largest In
Australia with transactions totalling over

$65 billion last year.

0 Over 40% of Australia's tax revenues

are received across post office
counters .

0 It Is Australia's seventh largest employer

with 39,600 full-time. contract and part-
time employees (about one in every
200 worl<lng Australians is employed at
Australia Post).

0 800.000 Australians visit a post office

every working day.

0 Post's 2873 licensed post offices are

operated by small business.

0 Post purchased $947 m1llion of goods

and services in Australia last year.

0 There are 10,500 Post vehicles - more

than all the taxis in Sydney and Mel-

bourne combined.

0 One child out of every fiVe aged 11 -16

years is an active stamp co!lect01.

17

THE MARKET the first to foresee t11e rapicl development of business at a steatly pace prunarily by licensing
The car rental market was l)()m out ol the need of comrneroal aviatton following World War II. localtndependent operators to do business unoer
bus1ness travellers for conventent and flextble the Avis name at airports. New YorK Chicago.
ground transportation at the1r destination airports. He reasoned that t11e growth in air travel would Dallas, Washington. Los Angeles, and Houston
Whilst the market has c1earty evolved cons,dorat1ly lead to a need for soon joined the Av1s System.
1ntomany ot11er sectors, parttculn1 :y private holiday ground transportation at
travel. ai1port business rentals remnin the corner- destination a1rports. Mr By 1948. system operations were open1ng 1n US
stone ot the market. Avis, a Detro1t Ford downtown locations to serve hotels and offrce
deal9f, opened the first buildtngs and the word "Air1ines" was dropped from
The world market ts worth approximately $40 atrporl rent a carcounter the comparw's name.
billion annuolly, across more than 200 million rentals at Detroit's Willow Run
ulilising 3 mtlhon rental vehicles. Whilst there are Airport in December In Australia, the begtnntng of tile car rental
nearly 15,000 car rental cornpan1es around the 1946. Almost s1multa· bus1ness and Avis were vrrtually simultaneous. The
world. the top 4 companies account for approx1· neousty. an Avis location late Enc Mclllree. the company's founder, p1oneered
rnately half t11e revenue. opened at Miami car rental in this country. In t11e ear1y 1950s w1th tile
lntemat1onal Airport. then trernencJous growth ot aw travel and tho great
Consistent market growth 1s predicted for car the country's busiest distances between capital cities. he saw the
rentaJ, but tncreastng pr1ce competrtronand the rent a car market. The potentialtn operating a nationEJI seNice, providing
conlinutng need to tnnovate while provtdlng SLipertor fledgling business was rental cars at airports lllroughout the country. The
levels of customer seN1CC and added value. are called Avis Air1ines Rent- onginal idea was the 'Fly and Drive" concept
plncing prossltre on profit levels A-Car System.
The idea ora national In 1955, Enc Mclllree successfully negot1ated for
ACHIEVEMENTS a1rport rent acar system lhe right to use the name of Avis Rent A Car in
Avis has seen more Ulan 50 years of successful was a valid one. Mr Australia and so the company started out on the first
operation. and now 11as ove140:)() locat1ons AVIs exPc'lrlded hts step of the paUl of tremendous progress that has
worldwtde (1400 or them are at au ports) in 135 led to Avis' leaderShip 1n the Australian car rental
cotJntries. Avts has more than 400.000 velltcles business.
and 20.000 employees.

The key to the AVIS success story has been the
"We Try Harder" culture which supports everything
the company does. Th1s culture tnsists on a total
locus on customer seNice. quality and innovation.

In Australia. Avrs tlas won a se11es of ma1or
awards tncludtng the prestrgtous Australian Quality
Award and 1ho Qantas Award lor Outstandtng
Achtevernent rn CustomerSeNrce, widely regarded
as the prnnacle 1n customer servrce recognition in
this country.

HISTORY
Avrs is tre world's best knOwn car rental company.
Avis has had more books nnd articles written about
it than almost any ott1er comP<Jny of rts srte. The
reason seems to be th<lt Avis hns its own unrque
personality, a persona11ty t11at began in 1946.

Today's International A\~S network grew out of an
idea conceived by Warren EAvis. who was among

18

Mclllree startecl Av1s Australia witl1150 FJ
Holdens stationed at 9 Australian airports. He
pioneered the Fly/Drive concept nnd the first
lnternat1onal Fly/Drive Holiday Schemes He
lobb1ed 101 government approval of car rental
facilitieS 011 airports.

Avis Europe corporate offices were estab-
lisMd in the United K1ngdom 1n 1960 and dunng
lhe 1960s and 1970s Av1s expanded rap1dly
throughout Europe. Africa ancl the M1odte East.
Avis IS today market leader 111 the reg1on.

As the local market leader today, Av1s Aus-

tralia has approximately 220 locahons, employs

nearly 1000 staff and opewtes a fleet of 10,000

vehicles.

THE PRODUCT and develop appropnate programs that will lead their driver's licence and drive olf; it's the fastest
Av1s has a long history of aggress1ve. Innovative to turther 1rnprovement rn customer service w.w to rent d cnr 1
induslly leadership. New tdeas. techn1ques and
services have been implemented by Avis people RECENT DEVELOPMENTS PROMOT ION
will1 conttnutng energy and enthus1asm This IS W1t111n 1t1e very competitrve car rental 1narkel, Av1s has one of 1t1e rnost remembered Cldvertrs-
the essent1al ingredient of the "We Try Harder' Avis recognises that the two areas v..ihere product
sp1nt. d,fferenliatton and superiority can be demon- ing slogans ever clevetoped acknowledged as
strnted to tt1e consumer are customer service
Tl1e company has stnuctured comprehens1ve and technologicnl 1nnovatron. one or the ten all trme best: "We Try Harder" has
training programs for its employees so 111al they been an essent1RI eternent of a'l Av1s advertrsing
comprise a learn of spec1alists whose across- In 1994 Av1s launched lhe "Rnv1ng Fans"
the-board efforts are focused on delivering first- concept. The ct1allenge lor every Av1s employee since 1962. This slogan has become a culture
class se1vice to every customer. This means 1s to ·create one Ravrng Fan per day", A key
provid1ng a clean, safe, reliable car at the with1n Av1s and t1as prov1ded the company's
appo1nted place and tune: and check1ng-1n the component of Av1s success 111
car promptly when the customer retums creating Rav1ng Fan customers adverttsing witll a cons1stent mage of service
has been managernenl's be iet
Standards of perfom11'lnce are t:>c.lsed on that this can only be achieved nnd quality.
customer expectations ancllloned by tl1e by first creating Raving Fan The "We Try Hnrdcr" slognn has been very
. employees tt1emselves They employees. To ach1eve this
conststently stnve to mprove effecllve commul"'fica!ion effectively supported by t11e incluSIOns of the
then own levels of customer amongst employees and distrnct1vely dressed "Av1s Girr wh1Ch nas
service which they mon1tor departments has been ~ sllengthened tile core value of customer service.
continuously to assure the pnority anc1Avis has set uo
same hrgh degree or service is processes t11rough wt11ch As loyalty programs and partnership a1range
mainta1necf throughout the Avis employees can bot11 talk and listen to each otner. mems become 1ncreas1ngly 1mportant ,n con
System. From tl"lrs inter na Raving Fan culture hRs evolved sumers' travel plann,ng, so Avis' advertising and
a program by wh1ch external (customer) R<lVing promotional act1vity 1S 1ncreas1ngly uwotved 1n
Avis has remained a leader Fans me Ci eated every day through excellence 1n JOint programs wtth atrhne, hotel and 0tl1er
rn product and service innova- customer service. partners Customer retenlron rs strengtl•ened by
tion w1th an endless list of In the area of technology Av•s rs mov1ng at1ead hnkeo partner loynity programs.
developments over its 50 year history. One of w1th t11als of in car satellite nav1gation systems
these was the frrst central billing charge card wt1ich CRn direct customers to any one of Wt11lst Avis cont1nues to bE' a strong advertiser,
system lor corporate accounts in the car rental thousands of locations. funds are increasingly be1ng ct1annelled rnto direct
industry. Av1s Introduced W1zard, the lust and the At Sydney and Brisbane nirporls, a leading markeling programs which focus on bu1lding the
largest on line, real time rental, reservation and edge service has been developed 1n which loyally of the renter base and the frequency with
management information system in the 1ndustry. regular customers are directed straight to the1r wl1ich t uses Av1s services.
Rapid Return, a mobtle, automated check·ll1 rental car by lt'lrge screens featunng the11 name
service 111at eliminated tt1e need for the customer BRAND VALUES
to go to the counter to return the vehicle was and their car's bay number. There tt 1ey lind the The "We Try Harder" philosophy is the linchpin of
another Avis first. It was all done at the vehrcle, 111 Av1s. Avrs 1s always looking for ways to do even
less than a mrnute. Av1s' Preferred Serv1ce keys and rental Clgreement alreacly in the vehiCle. better - in (luality, service an(l innovation. That's
eliminated paperwork and queues lor regular All they hnve to do tS dlive past a Window, show wllat makes Avis d1Herent and 1t's the re8son why
renters Employee ParttCJPatron Groups (EPG) customers keep coming back.
were among tile most 1mportant Innovations. At
monthly mect1ngs staff members ldent1fy Things you didn't know about
problems and opportunities 1n thetr work location Avis

0 The Avis Wizard system can process

up to 90.000 reservations and 1 2
million transactions each day and is
capable of processing 1.5 mifhon credit
card authoosabons per month.

0 Enc Mclltree started AVIS Australia from

a tiny offrce 111 Kings Cross with staff of
151ncluding 3 unfformed Avis gn1s

0 At one polm Eric Mclllree owned the

brand names AVI$, Budget. National
and Hertz u1 Australia.

0 AVIS at O'Hare Airport in Chicago rent

approximately 3.000 cars every day!

0 Avis staff will literalty give you the shirt off

their back. Recently. an Avis client had
coffee spilt on his shirt during a flight to
Metboume. Vv'hen he picked up his car,
the Avis staffer lent him his own, clean
shirt while he attended a meeting.

19

THE MARKET AVJennings' home des1gns are con-
From 1ts earliest days, Australia has been stantly rel1ned to see that they give the new
seen as the land of opportunity. ov-.l(lers appropriate, attractive and efficient
liVIng areas. Destgns vary •Mdely to cater for
For many, owntng a home tS the defintng the Individual needs of t1ornebuyers It's
symbol of h<Mng succeeded in Me TI1at's obvious that growing fam1lles, ifirst home
why the dream oll1001e ownersl1ip has buyers and rettrees allllave qu1te different
become pari of Ihe Australian psyche and
rema1ns a dearly-helo goal today. Ahome is requirements. and accordingly each
more than a status symbol: it symbolises AVJennnlQS home can be tailored to meet
Australian tdeals of tndependence. security its buyer's needs and tastes.
and self-relianc..e.
HISTORY
Many young Australians take it tor
granted that they will live tn lhetr own homes, The foundations of AVJennings were la1d
albeit comprehens1vely mortgaged, before
they reach 30 years of age. This would be during Ihe Great Depress1on an unltl<ely
impossibly ambittous tn many other
developed countnes but 1n Australia 11 can moment for the launch of a successful new
be achieved. umd is still relatively afford-
able. at least outstde the centres of the company
major cittes. As a result. young people often
choose 10 achieve tt1eir goal by buytng a In fact, Ihe birth of l11e ftrm was a dtrect
block of land and having thetr own home
bUill. response to those ha1d times. Albert \ticto1

More than 100,00J new detacl1ed Jennings. work1ng as a suburban Mel-
homes are built every year in Australia to
meet thts demand • a tot£11 butlotng market boume real estate agent. saw an opoortu
worlh more than $11 billion, not including
apartments. untts, renovattons or other ni1y to st1mulate l11s <tgency's flaggtng
domestic building.
business. He would build new, inexpensNe
ACHIEVEMENTS
AVJennings ts and has been for some 65 homes at prices made possible by the low
years. Australia's leadtng new home builder
and land developer. The company's cost of labour and materials during the
actMtles are focused on the new home market. and
it spec1alises in meeting the needs or buyers who DepressiOn.
dream of building and owning the1f own home but
who do not <.leswe or cannot afford to employ an Albert Jennings set to work v-.~th a local
arch1tect The core bus1ness of AVJenn1ngs is to
- builder, William Vine. They built their f1rst

house early 1n 1932 on a block of land

wh1ch Vine owned at wl1at is now 78

Booran Road, Glen Huntly in Melbourne

The house was bought by a local bal~er and

the date of setllement 12 June1932 -

- - - was later nominated by Sir Albert Jennings

provide exceptional value. high quahty and imagu')f)· AS the date of the fim1's b1rth. By the end of
t1vety destgned housng for Australians. 1ls first year of operation AVJenntngs had sold nine
houses for £9000, S1r Albert later recalled, making a
Today the company is ranked as the clear prot1t of £900 - pretty respectable at a ltme when
market leader 1n Australian home building, and manyworking men were struggling to feed the1r
regards tis stability 1n th1s volatile industry as one if families.
ts greatest achievements. It 1S particularly proud that
AVJennings is a household name in Australia, In t~1e mid 1930s the bustness boomed. desptle
synonymous with well designed, htgh quality the shll parlous state of the economy. Albert
affordable homes. No other Australian builder can Jennings and his team expanded into developing
clallll such a distlnclion. and building new l1ous1ng estates. First came the
Hillcrest estate and then, in I934 the Beauville
Innovation is at a premtum in AVJennings. and estate, botll close to the home base at Glen Huntly.
th1s goes well beyond innovi'ltlon in building tech- By 1935 Jenntngs Constructton (as •Iwas called)
nologies. The company pioneered the 1ntroducttonof was one of the largest and most successful
unaginat1ve finance packages lor prospective clients hornebU11d1ng concerns tn Melbourne. Even at this
from its very earliest days. foday AVJenntngs has its early stage Albert Jl9ilnlngs was actively engaged 1n
CMITl mortgage broker and manager, The Home Loan helping to ratse finance for 111s customers · some-
Company. Low deposit deals on house and land limes from h1s own ).)OCket.
packages help first home buyers get into the market
without a great deal of capital, and special pack- During World War 2. all homebuilding abruptly
ages make it easy for second home buyers to stopped. But AVJenntngs rose to the challenge. and
remain in their existing home while their new horne is the company bid successfully for government
betng built. Anyone who knows the cost of bridging butld1ng contracts to offset the loss of house
finance will recogntse the advantages of that. construclion. TI1e fim1's expenence in light construe-
lion proved extremely valuable, and Jennings
The scale ofAVJenntngs' operat1ons demands Construct1on enjoyed something of a boom. Thts put
close cooperation between the company nnd tis it in a strong positton to re-enter the newly 1nv1gorated
suppliers. and this keeps prices down for both the horne building marketwhen it tookoff agatn in the
company find lor 1ts hornebuyu1g clients. The years after Wor1d War 2.
beneftts go beyond cost, however. By worklng
closely with 1ts suppliers, AVJenntngs has helped to In 191\8 tt1e company celebrated the construe-
1ntroduce. for example, innovative water manage- lion of tiS lOOOih l1ouse. By then AVJenn1ngs
ment sOlutions. as well as awt1ole range orenvtron- owned a series of subsidiary building supply
mentally sensitive technologieS, matenals and companies and was regularly W1nn1ng major housing
practices. commission work from the Vtctorian Government.

AVJenntngs Construct1on became a reg1stered

66

pre:nneti'lry hrnr:ed com~':my on 3 structural gunmntee. Austral ans· is a: ttle very heart of nlt1t1e compa·
November 19-17 Alter waor share Most of these are
r'ly's act1v1t es and culture.
rssL.es n:he late 1940s to 11nance AVJenn1n9s 1nnovat ons Taken Current aovertis•ng and marketrng themes

!Tk1SS"-e exp,~"\nSron, Albert togethe• ;ney constrtute a support these values. Advert sements cwry the
pacKage ot benet ts un•nue n strao rne 'Dreams Can Come True' \\l'ltch sums
Jem ngs h mse 1coosed oeu~ the up tne cc~pany's phrlosoptw. unchangeo s1nce
the builorng rnd• rstry n Aus•ralm the '930s
sole C'w\'Tl6f, tholr.J"l he conlf'U.-'>() to
ru•11'1e companv TI'le Inn went RECENT DEVELOPMENTS Recent market 1esearch rlustra·es tile con
AVJern Pgs h.':ls m:llJI' , status of the AVJenn1ngs brand 1n Aus··al :1:
publrc n 1950 consc ous comm tment to · Brano recogn; on 51%
ma1ntarn ts reoLrtatron as a
A·ter some drlf c rt yea'S rn the secure, 1nnovatM:' icon bra'1d 1c osest competttor 29%)
earlv 1950s, urouglll Clbolrl by ar'l with n a relnltvely fragmented · Be~ Ids quality names 5-I%
abrupt cllCJr.ge rn government and unstable rndustry Thrs l'ns
cootract.ng pohcy a"ld an eco· allowed 11 to Jety the downturn 1n (closest ccmpetttor 25%)
nomrc downturn, AVJennings the At rstral on housrng rndustry · Burlds 1nnovatrve homes 44%
and to cont.nue to p•osper.
refocused on deve oprng prrvate (closest competitor 22%)
hot.srng estates. By the enrly Corrpel1tors have· cui bock · Guarantees the product 5<1%
1960s the compnny was on custorner servrce, des1gn
operntrng successfully every· development. added value (closest competitor 22%)
where rn At rstralrn. except the
Nortl1ern Terrrtory. servrces and even qualrty ol matenals. But · Adds to resale value of home 34%
(closest compet1tor 13%)
During the 1970s the com· AVJennings has moved rn the other cirrcct1on ano
par.y grew to be onr- ot tl)e largest construction strengthened ts cornmrtrnent in theS(! pno•rty The company is Austraf1a's premier horne burldcr
firms 11 Austre~lrn, w.th Cl raft of rnaror subsidrar· and comMUr"lltY estate developer, and ne.1rly
res It won ,1 ser es of lnrge contracts from state areas. Th.s stmtegy naturally attracts customers 2000 AVJennings employees and subcontrac·
ana federal governments. pflrttculnrlv for schools, to 'he brond. lnoeed they often become aavo· tors around the country are dedicated to maw
hosprta s nnd publ•c llousing. nnd Md rnterests cates lor 11 when they 11nd the r expectations are taining thrs position.
1n rnrr rng nnd ev~?n lnrmng A bert Jennrngs had not onv met but comtort<~bly oxceodcd
been kr 19~1teo rn 1968. tt)oug'l he rns sted that
Furthenng 1ls comm1tmont to
anyone who C<111ec1 him S1r Albert wou o be trned Austraahans, AVJenn1ngs h<ls
-ecently re-launched 1ts
'tiNO bOb' He resrgnect ns Ctm rrnnn of the franchs•ng
companv rn 1972. oivrs on. Th s

In the nut1 •980s the 11u9e New Zea and "'ove makes
compnny Fetcher Ctk1llenge bought rnto avalable
AVJen111ngs and hy 1990 lied a ma ::>r •y AVJennrngs
sha1et1o arng. h 1995 AVJenn1ngs wr~s merged designs and
~\rth :he oubl c y I sted Long Homes <'!nd this has servrces to
cemente{j AVJcnnrngs' oosrtlon as Ai.Jstra 1a's regiona Australia
preemrnent horneburldor and commun ty a: a trme when
developer many other bu·lders
are pulling out of
In recen; t•mes AVJr.nnrngs has sharpened rts these markets
'ocus once r~,oro 011 nt-w t1ornes nnd estate
development. In tills P1tlrkot AVJenntngs has no PROMOTION
peer n terms or custorner service 1nnovation in
desrgn, and vallJC' for rnonoy. AVJenn1ngs' promo-

THE PRODUCT tional strategy rs to build
AVJenn1ngs hfls 'llwnys been the innovator1n a
\Jener<1l y conservativE:' rrxiustry. The company brano awareness. via
llas attained 1ts pos tron 1s Austr<.lli:t's number
one home b rider ,1nt1 cornmunrty developer by qual1ty branding cam·

teao1ng the W<.lY rn llome oesrgn constructron. paigns and through des1gn
customer serv1cc. vtJiue nc1ded scrv1ces 011d
marke' ng. onentated reta11ing pro•no·

AVJenn ngs' tlocs not srrnpty sell houses to lions whrch keep the rnnrkot
ils customers. Buyrng a house rs one of the mosi
rmportw't purcl1c:~se cfec1sions of nnyone's Ire. rnfonned about oppo:iunrtiCS
<:l'ld oecole who entrust pCirl of that dec s1on to
AVJennrngs can expect In• more than bncks and ano events or rnterest to
mortar
potentral ·
Every customer CfiJOYS n r,Jqgo of benefrts
wtuctllllCiuties r1 cornorehens1ve lifestyle study customers.
to tlelp t11em select the ngl1t home Every
customer txmoflts too horn frnnnc1JI nnd 1nsur· Mass med a communicatrons
a:1ce a<ivrce, consultnncy on colour schemes
and on interior ancl exterro1 stylrng. Every cus- on 1V. raoio ano in nowsoapers Things you didn't know about
AVJennings
tomer s automatrcnlly entrllod to (1 free post are supported l'y oatatx1se
0 AVJennrngs has bt.t t more than
construction marnten,Jnct~ pcnod, nn<i n 25 year development and also by orroct contnct II rough
100,000 homes 1n its 65-year hrstory:
My Home , the AVJonnngs ·nagaz r'e My Horne
around 260.000 people now hve rn
IS a hrgh qualrty quarterly t1omem,1ker rnagaz1ne
AVJennings homes.
which carnes features on Mme ciesrcn decorat·
tng. gardenrng and so on. as well!'ls~1ews hom 0 One in every 25 homes built in Australra

AVJenn.ngs' state opcrotions. every year 1San AVJennrngs home.

Another promotionulrnnova\Jon rs t11o Advan· 0 AVJennings opened Australia's first

tage Card d1scount shooping scheme All display home 1n Murrumbeena. Victona
in 1934 It was Albert Jennings' own
AVJennings customers enJOY free idea and helped senhouses 1n the
company's Beauville estate. About
membCISI1ip of t111s serv1cc. 15,000 people visited the display home

TI1ese. Dnd a w1de rr1nge ol specific before sales on the estate were

retarl promotions, underprn tt1e compn completed.

ny's relatronshtp witt1 oxisllng nnd 0 AVJennings' second estate. Beauvtlle,

potentrol customers. Such r1111atives 11elp contained one of Australia's first cul·oe·

build conf1dence 111 AVJenn1ngs as the sacs. It was qu1te a feature. but

firm WhiCh wrll delrver a dream t1ome. apparently caused a few pmblems f()(
drivers unfarrv 18r wrth lne concept.
BRAND VALUES
AVJenni11gs· pub.ic im:Jge rernforces the 0 ~ than 300.000 oeople VISit
compcJny's core va ues of qualrly, design
rnnovatron. llex1b hty and cho ce. value for AVJennrngs Display Centres every year.
money and llnsuroasseo customer
seMce.

TI1e name of Srr Alt>e•t Vrctor Jenntngs
is known tnroug11out thf' CO,lnlry, ar d hrs

or gtna commitm8r'l :o the •dea ot
"quality, afforclable llousrng for all

67

THE MARKET remember just how mucl1 Bankcard changed 111e <""•~ca ...., I I / 7 6
In the past quarter century. the contents or way we did lhtngs.
Australian wallets have changed very significantly longer a tyrant. But in 1972 the cost of a nmronol
The money looks different, for a start. and one ACHIEVEMENTS dal<l nel was simply not viable f01 any one bank
and two dollar notes are no more. But there is a The Bankcard Scheme introduced the credit
great deal more buy1ng power in each wallet. the card to the Australian general public . and made After much research and planning. a lengthy
result ora rising standard of living (though it possible t11e spectacular gro·Nth that card use market analys1s and the solution of many problems
might not always seem like 1t). And yet chances has experienced. Today. Bankcard generates unique to Australia, the maJOrAustralian banks were
are there 1sn't actually any more cash in each around 70 million transactions every year. for a finally ready to launch theircredit card The Austral·
wallet: 111 fact. there will almost certainly be less. total amount 1n excess of $6.5 billion. There are 1an bank1ng enwonrnentwas 11ea\llly regulated at the
well over 2.3 million cardholder accounts. and tune, so talks wtlh the Reserve Bank ol Auslralla
Instead of the extra cash you rrught expect to more than 350.000 merchants accept Bankcard and the Federal Treasurywere necessary before this
see, there will be something almost unheard of in Australia. momentous move could happen. Finally, after
back in 1972 - credit cards. And no matter what discussion and lhe submiSSion of reports in 1972.
cards there are. one of them Will almost certainly More t11an that. Bankcard also liberated the Reserve Bank gave approval
be a Bankcard. Th8t'S only lair, because after all Australians from carrying large sums of cast1.
it was Bankcard that started the entire credit madP it possible for them to spread repayments The banks that were rnitially party to the scheme
card industry rolling in Australia. lor ma1or purchases mucl1 more evenly by formed a service company to conduct Bankcard's
making credrt easily available, and allowed operanons Charge Card Services Umitea whtch
Bankcard ts unique to Australia (and New consumers to take much greater advantage ol allowed the banks to avoid duplicating costly capital
Zealand), lhe result of an h1stoncal match limited-ttme dtscounts and sales. When cash rs 1nsrallations like computers and communications
between consumer cxpectat1ons and pending requ1red it con be obtained will1 a Bankcard card ne!WOrks,
commercial 1n1tralives olthe banks on the one from Automatic Teller Machines.
hand, and limted technology on the other. Butrl was still to be some \!me before the
Noth1ng like it could ever be created again. Yet. Merchants have found that the use of Bankcard Scheme could be launched By 1974
created it was • and for a huge number of Bankcard has allowed them to make larger electronic data processing and communications
Australians it changed the world. sales. The card has also made telephone and technology had advance sufliciently for a national
mail order sales much eas1er to admtnrster. credit card service to be VIable. and the shared
Today, with cred t cards, cMrge cards and racihty was finally established.
other bits of plast1c in every wallet, it is hard to HISTORY
It was 1972, and those Charge Card Services Lmted provided the
Australians who knew services needed by the scheme as a whOle. Thrs
about credit cardswere way, complete customer serv1ce tn day-to day
keen to get hold 01 operat1ons was achieved and the cost of processtng
some and enjoy their credit C8rd transact1ons could be urmly controlled.
many advnntages
Several banks were just From the outset. each member bank issued
as keen, see1ng the its own varian! of the then universal Bankcard
benefits ot making card, and was solely responsible for the admtn-
credit available to thelf istration of tts own credit rules and customer
customers in thrs way relatrons w1th its own cardholders. As D result.
and stunulattng the use tile nom1al competitive relations between the
of bank services. But for banks were ma1nta1ned.
the banks it wasn't rust
a maller of launching a October of 1974 saw the launch of Bankcard, a
card. launch considered by the marketing media as one
of the most successful ever. The card was wei-
Australia still has a corned by the general public and merchants alike
relaltvely small popula-
tion, but it was even
smaller then. And that
population, despite
being somewhat
concentrated in cit1es.
was spread over a huge
geographical area AI
any rate it would not
have been enough to
extend credit card
servtces to City people:
to be truly effectivo, a
card needed to be
usable everywhere 1n
Australia. This IS not a
problem today; compu-
ter and telecommunica-
tion technologies have
made enormous leaps,
and distance is no

20

Bankcard. The hardest pornt-ot-sale k t when leans I eaYllyon 'hewell·
working card in Australia. knowr1 Bankcard symool. the "'trltrcoloured ower
cnse 'b' on tis greer' grouno.
I
l11ltally there was a great tjeal of 'yer enc'
ll'' .tlnu,...t ]tl \, .lr--, 1\Hlf\~.\ u... advertis1ng promoting Ban-<.caro's many ad~n·
c•thn cn"\ht ',u,ll '4"\ ·"''''- \\ lw tages wtthout reference :o a pa~tcu a· bank.
Pror'1olton revolveo around careful oxplonat ons
of tne way Bankcnrd cou d help n n vwtety of
srtuat ons ana u:-~doubtedly contr buted to the
rapid t.<piake of Bankcard.

tvtemoer banks soon began to produce thetr
own advert Stng. lntlially, they sold ltm nuvnn·

tages of tre caro to their customers Wltll slogar~s

ltke 'Money when you need tt'. 'Need cash? Get it
w th Bankcaro and 'Every day, 1n many woys.
Bankcard helps' Today Ihalts not really ncces·
snry anv more The public 1s ·solcJ on the
benefits and advantages ot Bankc<vd. find
generally the point-of-sale krt is all thal1s re·
qu1red to keep Bankcard before the eyes of

consumers

BRAND VALUES
Bankcard 1s one of the most recogntsed ancl
trusted brands in Australia. Brnnd recog•11t1on 1s
hign at wei over 90 per cent wh1ch is not
surpris ng constdering that few stores. restau·
ra•1ts. petrol statrons o• otner merchonts Ia Ito
d spay the Bankcard 'b'.

Paying by Bankcard s as naturnl to Austrnl·

ans as payrng casn

Tt,ts earl\· optimiSm\\ 1s not tne excepoonnl gro-Mil ofcred t
card opetatoos and t'le
nuspl<lCe<l S.u kcnro tS stil .rr·provornents 1n t.x:hnology
f:nally nllowed men ber banks
reg1rt1e:1t'Y many as Austml· to pertonn thetr own data
k1·s number one cra<i1t cartl canturc ·md process ng tn·
house.
Eig•1tet>n men ths after the Charge Card SeMces Lrm1ted.
launch tl ero were 1.05•1 000 wl11cl' hnd served the lXlnks so
well, ceclSOt1 operations at 1119
en t1'1o d0rs. ar ti ·19,000
merchor ts nccept..xl encl or Marcil 1988.
Bnnkc;Yci
THE PRODUCT
Tod,ly tllPrc are over 2 3 Crec.i1l cards are such nn tntegrdl part ot everyday
11fe today that 1can be difficult to rernemMr how
111111ton cnrdl1oldm nccotlnts. rece"'t thetr advent renlly was. Bonkcnrd, t11e f1rst
credit card to be nvatl::~hte P Austrn:ta tn real y
more than 350.000 rnc1chant Slgnthca"'! numbers, 15 I tllo more th<Jn a couote
outlets ~nd tr<Jnsnct1on vnluc for tho yo:lr is 111 of decades oto But rtrs otso ubtqu:tous

excess of $!.> !> hilhon Ban-<caro oHers cardholders the opoc·rtun ty
Tnr~)e of t11e A.tslrrlhnn mcmt~er brmks hnd to ma-<.e purct1ases V\1lhout c;:~sh, whr e !X!Y1ng no
mo•e. Once a rnor th. u~e cardllolder recetves a
operations"' Nt~w Zenl.:mc.J, so it W<lS natura' to statement ana then has 'he oppcrtun ty to e1ther
tntrooucc a "Jew Zen nnLi B<wkc·1rcl ns well. oav tne total amou·11 or a sel fr lCiion

Th s WdS liOil(l live YO'l s after ltle At.Strallilf) If ·otal payment tS mnde with n n s0t t me. no
Plerest IS normal y lide. Tne cn•ctt\oli!er does.
lav1ch Eve·lluaf y II e area 111 wl ·ch Ba1 "card however. have the OJ)hO'l of spre.-•d ng
cou c1 he used nc uoeo rnn1n nn< J Austral a
Tasmama a· to Lo·d Howe tsl;mcl: Nortol~ Is nnd: paymen:s ot..t In t11is case a se< mte of
New Zealana: nnd tf~e CooK Is :-~nds nterest IS cllarged.
Tl1e rne•ct1ant who makes Bankcaro
Fourteen years aue· the taunc11 01 B<lnkcard. facrlt t1es ovalIallie to customers ga1ns
addit1ono· bus.pess as well <lS ovary
secure method of payment Since no Things you didn't know about
cash changes llands, pl1ystca1 security Bankcard
is also 11np10ved. Tl1ero IS a small
charge tor th1s. but the wtdespread 0 The Bankcard Scheme introduced the
holding of Bonkcards means that few
merchants fat! to a"copt lt first credit caro generally available in
Australia.
RECENT DEVELOPMENTS
0 The Bankcard launch was the k1rgest
The B<lnkcord Scheme is capable or
direct rna 1t1'18rKeting effort Australia had
match1ng any SetVlces prov1deo by any seen.
otner crec11t Cc1rutnSitlC Austwha, and Will
cont nue to tipdnte ts SOMces •o ma,nt<l n 0 Customers can use the1r Bankcard card
th s caoabtl ty.
as far afl9ld as the Cook Islands.
Stnc:e JL,ne •st 1997 bankcard
customers can l rse tt1err card~ to access 0 The data net estao shed to make the

rulds Wllne AutomatiC Teller M.1:t1 nes of Ban~card Scheme PQSSibie was the
'1rst GOr"orehensJVe banking data r et
any member bank u1 Aus:rnlia. across Australia.

PROMOTION
Bankcard t 'CI\'Idt •s a carefully supeNtSCO

21

r

THE MARK.ET rn Ilion w.th revenue still grown1g ut <J rJto fclrgleater was not otficrally formed until 15 July 1899 by the
Cheese lovers nAustralia •)0\IIJIKtvo "1 diverse range t11an t11e totalm<Jr'><et. farmers of the Bega Valley.
ot VcJriettes types, flavours and textt Jrf'~'> to
choose frOf'l. ll1is 11nprcssive result has been achieved 111 the At that time, fan11e1s stmply wanted to
race ot agg1ess1ve diSCOUr1ling by compet1lors.
ll1e mruk.els 1n whtCil Bega part1cularly 111 tho tu\1 fat Cc'1legory. llus fact alone is control theiJ'own rndustry. It ts difftcult
prirnanly cornrA.Jtes me the high 1ndicative of the loyalty and trust consumers have for
votume natural and 01ocessecJ tho Bega or<Jnd n<tme ano the quality of the to est1mate the exact date when the
cheese marKets. pro.iucts wllich Bego sells. brand 'Bega· was 1ntroduced, but

llle natural d11;."ElSC Bcgas pcpulnnty ••; largely clue to <l urwersally all indications point to 1899 as
market IS wortl1 apprOXI· admred cons1stency in O;wou1 ona textllle. Bego
rn<ltely $ 370 million onli tile IXOducts 11ave won numerous gold mednls and the correct year.
next b1ggest is prcx-:essecl i)luo nbbons ot recent Royal Agricultural Shows And The Original Butter Factory
cheese Wltl1 approx1mately $ n mf!ny DllHY tnoustry Assessments.
230 million. Both segments at Bega began proouct1on
are growir1g 1n valu8 at Mc1ri\ot research
RPproximately 5% per shows Boga Cheese 1s early 1n 1900. As cJemand
a"lnum. Bot11 rllflrl<Pts are considered the best1n
highly price compet1t•ve Willi ten11s of qual1ty and gre.N for the rich. ctearny
four major ployors vyi(lg tor taste and has the butter made 111 the traditional
1ncrcased share. House strongest ossociotion
brands figure largely fn 11'1€ with heritAge and manner. a bigger factory
cheese category with aoout 28% of
the market and grow1ng. country o1gn was later buift on the s1te.
Ina recent grocery and today this factory
A groWing sectorot 1he cl1oese continues to prOduce Bega
market is ll'e fat reduCt.-'Cl catcqory. curren:ly industry survey. Bega butter in the same time
hold1ng 20% ol the total natu1al <u ld processed ach1cved the respected
bus1ness. Fat reduced is available 111 both natuml position or Number 21 hor10ured manner Cheddar
and processed cheeses anti represents <J value of best selli(lg grocery
$120 m1lhon AIIIWliOr players are represented 1n brand 111 Australia Bega cheese was also produced at
this segment. is the only brrtnd u) the the same factory durng the early
top 21 tnat is 100%
Ct1eese is a staple part ol the Australian diet and Australian ovvned and years of the Cooperat,ve's
oneof t11e rnos1 Hnpor1nnt sources or CDicium The producect.
Australian dairy anduslry IlaS lX."eP promoting the development.
consumption ol cheese as a means of dealing w1lh
the debilitating disease osteoporos1s. In 1944,1hoCooperatrvechanged
its name to become the Bega Cooperative
ACHIEVEMENTS
Bega 1s the Number I sell111g Auslmhan bmnc.i in Society Llmiteo In 1969. a new. modern
both full fat natural nnd reduced fat cheeses. chef'~'>e lactcrywascommissioned. Th1s meant that
Current Begn Cheese sales are npproximately $100 Bega was able to expand II rrther 1nto the cheese
market and during 1971 1t1e Society introduced the
HISTORY
Some eany cheddar Kameruka Cheddar brand to 1ts ex1st1ng prod, tel
cheeses were made 1n
Bega as far l)ack as the 1ange Kameruka is still a popular and trusted brand
mid 19th century, l)ut
the Begn CooperatNo in t11e southern regions of New South Wales.
Crenmery Comp<ny In 1976. Bega gained a share of the NSW fresh

milk market To meet demand. Bega farmers
expanded operahons to 1ncrease milk production.

while the Cooperative trnprovt.'d its capac1ty to

service milk markets tn both Sydney and the ACT.
Over recent years. U1ere have bee11 many new

extens1ons to the cheodarcheese range. soear-
headecl by the launch of the SpeCialty Cheese
Mak1ng D1vls1on. The Specialty Div1sion produces
l1igl1 quality lland waxed rounds, 1nch 1ding the highly
acclaimed 19th Century Clleddar and Ryefield
Semt Sott Cheese vaneues.

In 1992. an Alfomatic cheddar cheese making

machine, and the "Biockfom1er" tower (torcompact-

Ing curds into 20-ktlogram cheddar blocks) were
added to the factory. These modem technological
advances allowed the Society to produce more than
12 million kilograms per annum of consistently high
quality Bega cheese to meet the evergrow1ng
demand from Bega customers

In •995. tile Bega Co-op spent many millions of
dollars to construct a new. state-of·the-art Whey
Powder Plant. Wney. previously sprayed onto farms
as fertiliser. is now converted into a high value-
added proouct wh1ch is used 1n lb.e manufacture ot
ce cream and in tile bakery and confectionery
u1clustries. AI tho same time. Bega constructed a
nev•.' maturation storage area, ;n which up to 3500
oallets of c~~eese can be matured at prec1se
temperatures to the required age:ng levels.

In 1995. the Co-op built the Bega Heritage
Centre a fa1thful reconstruction of one of the first

build1ngs on the Co-op site Here, visitors can see

how cl1aese and butter were made rn the old days

22

t10w cows were rn "e<.l an<I oa •y recorded in researct1 as being one
prod J Is -..ve;re tr msnorteo lllf..."i C<ln of the top 10 best rerneml)ered
cliSO llS'e the llllflYVG'ICli8S of 8ccJ<l s1oga·1s n Aus:ralta.
d:-~1y p·uo JCIS on sctl"
Na' onal <~overt s•nolor each o'
A metnteofpraltU'KJ.theBega the Beg.J Chccso redliCOc1 fa·
products, Beg<1 So LiUil' ,u c1 8<.'gcl
hoa·< 1!la 1 w~ roved me nsta 'lllon ol S.1oer Sl1m. P'Oiec's i1 modern
ll~erne and <Jppe.J s to poop e w•ltl
<'l S25"' 1011 cuthrlCJ. PciCkn;.!llU :1nct very con•emoorary 1'esty!es
procos..c; rl!J olan· wtucn W1 t e Sit.n~eo
r O<lr II c ex stJI'KJ clleOS It •ory llliS Bega a'1d Bontac •nvest heav1 y
ma.nly us•ng teleVJs on, to promote
l)!m t vvhC'lOOIT'tlctedn late 1998 lhe Orand This st•ong supper. wncn
W1 tJe tt10 most rt!Odem 11 <1 dl:oent comb nc<.1 wcll' the cons stent hcgn
qui:llityof prcx.lt.r.l WlCI II e rugu ar
111111 1•u q '1~1-.! Jll' ~ 1l1.1nl n A1 lStral <1 cnlrcducllon of 1nnovallve new
products accourts for tne l1uge
THE PRODUCT success of the Bega brand
Bt ~d c I ' ~h 1<, II Numt)CI . SCI 1ng
BRAND VALUES
br.llld 01 nc~hn.JI r hcosc n Aushahn Bega's brand associfltJons nre
di1U l'y far 1110 Ntrmller 1 sdl1ng closely aligned will1 the valtey. tl1e
branc l ot cheeSEJHl NSW where t11e hentage o: excellent cheese mak1ng
br<:Jr'd llolcts ncdrly twJCO tho volume and the t)est qunlrty m1lk anc1 choose
of H1e n~Jxtnosl competitor More product10n cn tho country In NSW
mpor tn 1\ly, Boqa 1s still 100%
AustJal an ownt~cl nnd nroduced. n t11ese assoc1atrons are a natural p at•onn tor the
I:ret ot wh ch tl,e Bc~J Cooporm,ve ~~
exln'mcly proud. Tho advertis•ng and as such strengther• tt e core
Beg:1 tlrar t1 h.Js values oi the brafld
become lite A• .strnl nr 1
co·110r ched 1nr TI1roughou· the other stn'es ot Austru' ·1. wt1ere
cheese r s co rntry of the relationsr,,o ot t11e Beg:t Valley IS kr own bet
cr gn. s ess relevan< the advert s•ng 1mC1ge rs tna· ol n
orem urn qua 1ty prOduct w•th a very contempo·
On nverage, '<lry persona ity This h<~s tlu tt tnc brw~<11o a
cnf roxunarely posrt•on cl pre·en •ne•1ce n ts te•rrtory
50.000 000 •tems
ca·ryr g tile Bega Test mony to the orancfs qual ty mAge 1S trle
orar cl •)(lrne are solt1 oe'ceP< on by tt·e consume• that Bega IS good
ar n •ally ul Australia value lor .....oney. Thal•s IIley are pay fl[J a
l3e<j3 JlrOdUCIS are orcrn um pnce lor 1t, but the qun 1ly makes rt
now n so eMlOrtect tn WOltilwlli e

Ctfli?f COUil'fii:S. The values above and the new capac.ty to
produce more hnished product t<ave mot v<'lted
•nc ~.~11119 RuSSin 1t1e the need to market tne bmncl rn ot11er countnes.
M1dol•3 Ensl. tt1u Tl1e VISIOn o f the Boord and rn<magernent 1:::; to
Mec.llterr,HJunn, Jap.lrl, see the Bega brand dominating expon t1rancfed
,1nd rn.1ny countnes 111 cheese markets JUSt as 1t does the nalional
South Ensto111 Ast.J Australian market.

Boqa's llag!>lliP •s US experience Beg;> will produce nntl onck Things you didn't know about
the r ndtludl Clll'dcfd• Stnng Cl1eese on yo: unotlmr 11cw p•od 1ct on s to Bega
cheese, w1t11 t11e most and ts 1aurrci11S now unnrcne•ll.
0 8ega farmers were manuractunng
popu!Cir van<1nt oe na PROMOTION
The rl 1Q'lilrCC'll USII, Cli~C1'1 c111(1 g·ocn, I lSI Or C Cheddar cheeSe rn the valley as far
Tnsty. d thor 10h 1t ~~ Bega Vale\ •s the IUJ onment1 tnern~ lc· nt
Wcl talllc 111 Mi cl. Extn T11stv d'lU Stron~ ·n B•tey adven,s•ng dCilv•ty lor Beg;~ Nmu•al Cheese n ts baCk as 1860
V r tam~ a~ wei home s·nte ol NSW Tile mage ol 111 s aren
carnes associatrons wrtll hell'age, qun i:y. cour try 0 Bega IS currently the only 100%
Begn's rnnqe of rnt re<fu~eo proaucts rt'e all vaiJes ar t1 co•1s sle·1cy. NSW promOtion for
Bega Nnlural Cneese cu mnates I' t11e ltne Austra ran owned and produced brand
best sellers Bc~p Super S 1111 ror senotrs 'Bega tastes bettor l>v <1 country m le Of all 1r1 the 21 too selling grocery brands u1
ct olesterol ancl wer91lt watchers •s 90% fat free cheese ndverttsers, Be<Jcl ncn eves It !J ll•ghest
ar 1 So LIJhl fer cheese lovers w110 wnm to ancJ most a.::curate br<tnd 1ec Ill, prunarrly Austra~a
redu e tt e r fat 1 tal\e by 25% Wlll"'out sacr • c- because tnc tocus 1s OP •ts va uab'e or ains.
0 In 1995, the Bega Co·op reconstructed
'l9''1Sio Outs1de NSVv. wl1ero ll'e Bean orand 1s a rew Heritage Centre which s a
aistributed by the liccmsee Bon.nc Foods
Bega s also fa111o rs lor Plet' tasty S J~Jer L•rn•teo, 111(> promotion rs loc:useci vin fl more perfect ccpy of the ong naJ Co-op
contempor<1ry theme l)asect on ext;epttonaii11QI1
S rces 'he cl eese sl ce lor tl e more mature qual·tY and product vers<tt1hlv. Bonlac, roods' factory from 1899.
p,:late. promotion of Begn Ndtural Cheese culmnates 1r1
'Belier buy Begn· a hne whrcf1 hns been 0 Hundreds of thousands of cheese
Tne l•lranqo of Beua Cheeses 1s very
extt>ns1ve anl1lt18 examp es menlloned I ere lovers v1sit the Co-op every year,
represcr I JuSt a rew ot the•r mo•e tamous lnbels. ma~ng Bega one of the most popular
tounst spots on the south coast of
Begn lntmors en1oy a sense of p11cle t11m can NSW.

only be wo• tl•roug•1 1\,Hd work, success a11d cl 0 More than 50 million unrts of Bega

c:onunln enl to oroo11c n£1 only the L>est qual ty products are sold eacr year 1n Australia.
1111lk ort<l d,.Jry product~.
0 Of a'l da•ry foods. cheese is the most
RECENT DEVELOPMENTS
Over tllolm>l fnw yonrs Boq.1 I1'1S launched concentrated source of calcium.
Supur Slun 90% f.lt lrt~e proc;t•ssed ..;hecfdar
s11ces onc1 So I 19h1 natu111 cheddar ~neeses. 0 A world famous mounta n climber took
Both ol t11ese pr riucts h1vt~ wp,clfy grown
:oN 1nber • r'clhonal rnnrkci loacfersi11P in his supply of Bega Tasty Cheese to the
enc:h ol t1101r seg • ents arJd sn es cont1nue summt of Mount Everest tn tne late
to grow o r• of oroportJon w lll other 1980s.
br.trtC• <1 prO<lucts cn the roducec1 l<tt
0 It takes approxllllately ten htres of nch
lllo!KOIS
Bega milk to make one kilogram of
Beg<1 conlinues to lnunctl r ew oml Bega Cheddar Cheese.

wu1ovat•vc cheese oro<1 ••·:s t11e most

•nterest no ol wt11cl will\ potent1al!y huge
volurne s s·r n<J CMese.

S•r rl£1 Ct1.-•ese IS clll mmensely s JC-
cess·u c'l <i•er ·s r '1lt.rC11 snack producl•n
'lle US lt•s 1 maJOr .:llt~]Ory •!')ere nnti 11
rs exoectcd H1at Austr JI•.J W!ll161lhcate the

23

BONDS®

THE MARKET boasts unrq,1e key products in each cntegory tn electricity. including extensive computer con trol of
In Austrailtl as tM'rywlle'e elso tt1e world over. the wt1ich II Ot:>er~~tes eQJipment and processes. Bonds has steadily
cloth ng 1ncJustry c;1n t1e flck1e. Brands <VKi taL>els reduced O' eliminated the use of chernicCtls which
ll1e volume ot tot:1l ~,rodut;l en of those can potential!y contam1nate wastew<.~ter. nnd
wax <ll'd wa110 garments IS a~.ute cxtrnordrnary. More thnn 400 actively promotes recycl1ng programs for all
milton Bonds S''l<Jic:s nn.i 150 rn lion reusab.e matenaiS.
In the AJstroli;m !TlilrkCl tor co•e c othing items. Cotton:als have boen solei snce they
~A-ere l<~unct led 70 anti 4 1 ye:us ago Bonds has nvested more thnn S15 m 10n '1
th~ compehllon 1s rcrce. DlJhes nnd taritfs have respectiVCiy Tile Bor1<.1S Wortdersu t 11vas the last three years n technology for more eHtc ent
rnanu'acturing sys!ems. It has recent y nchievcd
come dowll ovt1r 1110 ve:-~•s. wtucn rnenns prcing 1r;troducoo ·n tt~e i WCs ustrXJ US AS 9002 quahry accreo tnuon and s aready
at a reta I evel hi'ls rema1r'ed stendy. In rnost otrer 00-<''19 at am ng ·or ne-N qua ty :argets.
consu'Tlet gOOC'Is c.1:egcnes one wcu o expect a :ectlrtology o'ld Ausl'c1hans have bougnt
grndua trlCrea::;•' 1n iJOCe5 over i me Ps n result. more ;har' 17m :en of tnem since :hen- Bonds has been a tender n exoenment ng w1tn
ti<1SIC essen:ta clotn ng 1'oms I ;,.a t-sn rts. polo ~rn.l811y ore lor every m..1n woman an<I organic cotton - cot011 9'0.'vTl v.1thout nr·y ellen)!
sh1rts and un:i€ll\ve::~r nave lle<:ol"to twgety cntld ;o.N IMng 111 Austra 10 cal nr:x;ts - eve!"l thougl1 the Austral~n publiC IS
comrncx1t se<J. generally reiUCiant to pay t."'le premium cost of
Bonds has pro.--11 JCCO 'hiS Slilggcnng garrrents mnde ·rcrn such ·g·ccn' cottOf\.
O.Je ;o the recjuchon rn b..<:uners arx1 cost ot
er try, a plet•10ra olulto·r alionnl brands and non- ou:out while ccns slently in tproVIng Is HISTORY
O'nrlOed ct e;tp goo:1s hnve ertered Austra 13 envro•ln1ental performance. In 1986. lor George Alan Bond set uP a small factory 111
Redfefn where from 1917 no manufactured
rna~ ng tt an alt.:XJOII e1 tltllefer ,t rnar1\etpl<:lce 'ot example. Bcnos' i<Jlltwear nnd dye ng hoSiefY. He moved the fnctory to Camc-e1down tn
operation usoO 2.b rntlll(lll fttrcs of w<1:er 1918 and started mnnulactunng underwear as
tt10se brantis th<tl thnved 11ere tn the preceo ng wei . His plan was to cnp1talisc on tho shortngo of
pet tlny to goods available in Australia durrng World Wm 1.
oec."lcies. pro~:ess 12.COJ kg ot
In a mmketplnce whe:P il1e trc1'd is to l<tl)rtC By lnst yea1. thClt Bond did not stop there He 11ad a VJSron of
l1gure was oown to 1.5 controlling tile entire manufacturing process from
comrno<Jths.'lllon, only t11ose brands w1th tne spinning to finished garment nnd tl1iS led hrm to
tores1ght to re nvent themselves during the trnes of mtltio'1 lttms lor 20.COJ establish Australia's f1rsl SPirll"llng mtll n 1923 <.11
cl,angu have nson to 111c top Bonds 1s one such kg of f<tbrrc. TI1rs Wentvvorthville. to the west of Sydney Bono ovon
brano I tow do U10y do 11? Innovation 1n 811 tl"lat
they do, Iron, produc:t rnanulactu1o ll"lrough to represents a drop ol grew some ol h1s own
log1sttcs. T110 result- ,1l>r.111d tllat llas seized the rnore t11on 50% f•om cotton. on propertes 1n
opportun1ty to le~ct <~net nas !July co1ne out as a 208 litres to 75 hires
leader Bonds IS :t tr JC' superbrnnd. per kilogram ol fabnc Queensland ano New South

ACHIEVEMENTS processed Bonds has Wales.
The con'p8ny's oveNvl , ·lrnrr·g n·t1 evemont IS to act1ievcd thts by In 1925 11 s COrT1fl.1ny wns
nave estab st1ro 1:s proclt.cts c1S nauonal rcons -
despte t.'19 tact ttmt uncle~wear and baby clo:hes p cncc~wg e•1wonmen one of the pr flC nal part1cr
C<ln h<lrdly cc oescr be< I <IS gt,1morous 1n 'hem- tnlty f~tenrJy 'cold pad
selves pants 1n the legend.Jry Groot
batct1 dyeing tec•1nol· Whtte Tra n :ravel! ng
Bonds has clone more than e1r1y c:her manufac- exhibrtoo o· Austra iCln made
turer to gr011V tt1e marke' lor ba~tC essen<tai c'ott1ing cgy, and tJy promonng goocls wt h tal.red Now
n kstra 13 or'd over II e yea-s has won and held South Wales country <Yens
the oosrtl()(l ot tn1<.1~plJte<.lrror\\et !a"lder Bonds tt10 wtse and c.1roful lor a ·u ssx n10nths By now

tms maPaged tr'IIS ncnrevemem U·ouglli:S nbthty use of wmer by an Is Bono and his comoany we·e
to cor:trot q. mhty from cotton oo o to t1n shed
oroduct Bonos Is comn uted to techn1ca SI.Jper.cf- en,ployees. more ttmn merely success-
ty. nns unusunl depth rr1 tiS prcduct range. and ful: lfl 1 927 ti'O COI11PCl11Y
T.'19 ccn pany has was oescnbed as the largest hOSiery rnnnufacturer
1n the BntiSh Emprre'. In 1928 Charies Ktngsford
a so 1ntroducecJ r'ew Smith and Charles Ulrn wore Bonds athlettc
cnecgy cHJCicn· singlets and woolen underwear on thotr l1rst
t1istoric Hight across the PacifiC. Ktngsford Srnith
cwce<ju'eS to save even vvrote to the company cornmending l11eir
product.
Bonds lnoustnes was formed as a public
company 111 1930 and by 1932 Bonds w<'ls
producing 7COJ garments a1' hour - 5COJ dozen
per day - and buylng 70% of Ouccnsl<.lnd s entire
corton crop.
Bonds cortcn srng e:s have been around ~1r1ce

1920 butrt was J. Water ThOmpson :he adverts-

"'9 agency, whiCh crwtcd 'he famous 'Chesty
Bond' characte·. Crcsty pe:fooneo nmazlll<J teats
ot strerg:n v,1"lerevef l,e donned h1s Bonos s1ng et.
a':er the !asnian of Popeye Rttd I s sp1na~ h TI1e
Sydr'ey Sw newspaper oublishe::1 the Cl'leSty
BYd C()ml(; stnp for nearty 20 yea's, ana 11 t~lped
make Cnesty Bcr.us ttl8 biggest selling Stnglet n
Austra a Wttnir a iew months Ol1ts ar)!.1e:'lrance

24

ing product tn the Mercurio. of tl1e smash hit Australian movie 'Strictly

range is The Bonds' Ballroom' tn Bonds' 1993 TV advert1S1ng cam-

Wondersuit. the paign.

Number One baby A new Bords advert1s1ng campaign IS be1ng

coverall 1n Australia lor launched 1n August 1997 Led by an t1eroic brand

the last 35 years. commercial. the campa1gn reflects the mOdem

In true Bonds face of Bonds 1n Australia todny as 11movos

tradition. everyth1ng has towards the new millenn,um.

been cons1dered to The new Bonds btand TV commercial w111 g1ve

give maximum comfort Bonds a consistent presence. backed by add1

to the newbom. Made tiona! product specific lV advertisements wh1ch

from a special cotton/ Will aopear periodlcnlty Each commerctal 1s a

terry blend. the un1que stmPie story well told with the Bonds brand as tr.e

Wondersuit stretches 11ero or the story.

both ways, allowing Using a qutntessenhallv Australian character to

baby freedom of represent Bonds, the brand commercial's storyline

movement witt1out IS about a group of tourists stranded 111 t11e desert,

restrictions. unable to get the attention of a pass1ng a1rcraft. .A.t

There are no the last minute, the unassum1ng Bonds hero

shoulder seams to awakes from l1is sleep. removes and waves h1s

cause discomfort and Bonds singlet and 1n that simple way, summons

the un1que SquoreGro' the rescue forces

toe g1ves plenty ol The brand r:arnpaign cont1nues to bu1ld on the

In 1945 Bonds acqu1red the Commonweallh room lor httte feet to w1ggle Neck to toe studs well established theme "It's gotta be Bonds", whilst
Weavmg Mills and dunng the 1950s and 1960s
went on to develop new products such as men's make nappy changing easier. Introducing an addtlionaltag: "The one and only"
woollen socks, ladies underwenr and sleepwear.
Among other products first manufactured 1n this Bonds offers an extensive --------------.pr vvhich Simultaneously l1elps to
penod were household names like Cottontails and range of men's undeMtear, of expla1n why 'It's gotla be Bonds'
the Bonds Wondersu1t. Other familiar Bonds brand which the flagshtp productts and re nforces Bonds' authentic
names are Grand Slam, Pengu1n and Gotcha
probably tl1e Chesty Bonds brand hentage.
After a merger vv;lh Coats Paton of the UK 1n
1970, Bonds was taken over by Pacific Dunlop in singlet. Made from a high quality
1987. Coats Paton was sold back to the UK, and
this left Bonds as a wholly owned subsid1ary of knitted cotton fabnc, the Cl1esty .A BRAND VALUES
Pac1l c Dunlop, and. once again. an Australian Bonds Singlet, hke all Bonds Bonds is far more than just
comoany
underwear, 1S put through the another ctoth1ng brand. It is an
The 1990s 11as seen a consolidation of
manufactunng and d1stnbution operations. and untque Bondset fabric treatment Australian 1con thal ts lightly
majOr 1nvestmenttn new technology, especially for
the Bonds knitting and dye1ng opetauon. to reduce shrinkage. \lurt...r·., I hn •nterwoven 1nto the Australian

THE PRODUCT In the women's underwear ,festyle. Consumers see the
Bonds makes basic essent1al clothtng 1n certain
well def1ned categones for Australians of all ages category. Bonds has an extensive Bonds brand as an 1ntegral part
The company concentrates on babyvvear. men·s
and women's underwear, and leisurev<ear. In each range With styles to suit every of the1r lives. They consider it part
category. Bonds is noted for the quat1ty and
comfort of 1ts clothing. It is designed to endure, to hgure. The recently launched of being an Australian.
look good and feel great. no matter what stage of
life 1ts wearers have reached. Bonds 'Cottontails Witll Exlta This owes something to

In the baby.vear category, Bonds 1s the first Lycra· has been met With Bonds' own 1nternal corporate
choice for Australiar mothers, wt1eth01 t11ey are
buying vests or coveralls. The Bonds label even enormous consumer success. culture. In fact. Bonds always
appears on nappies Perhaps the most outstand-
The lycra component woven into ..:___;...___ .==-- had a strong corporate culture ·

tile fabric means U1e underwear and a remarkably modem one •

moves W1th the body, without losing its shape Th1s trorn way back at the start of the business in tr1e

makes for greater comfort and looks great under 1920s. Say1ngs such as "We don't work FOR

fitted cfoth1ng. eacli other. We work WITH eacli other:· were

Bonds commands over GO% market share in cornmon around tne mtlls and contributed to an

the Australian t-sh1rt market· n f1gure that is still eth1c of mutual support and teamwork wh1ch have

gro~A~ng. Made !rom Bonds renowned combed persisted to this d<w.

cotton. Bonds t-sh1rts are wom by v:rtually nil

Australians. Most recently. Bonds has made a

s1gnificant impact with the 15 25 year old higt1 Things you didn't know about

street consumers with the remtroduclion of some Bonds
1960 fashion lines w1lh1n the t-st1lrt range

No d1scussion of letsurewear would be

complete without mention of Australia's most 0 Over 400 million Bonds Slnglets have
famous sport shirt, the Pengu1n polo shirt. Th1s
been manufactured and sold since the
was the original polo-style shirt 1n Australia and
line was first Introduced in 1920. as well
over 20 million Penguin sh1rts r1ave been sold
stnce the product's incept1on 1n 1957. as 150 mtllion Cottontails, and 17

million Wondersuits. ·

RECENT DEVELOPMENTS 0 Bonds took part in one of the first maJOr
FolloWing a rigorous se1ect10n process. Bonds
was selected by the Sydney Organising 'Buy Australian' campaigns vvhen the
Committee for t11e Olympic Garnes to produce company was aboard the Great White
licensed apparel lor the 2CXXJ Olympic Games. Train which toured country New South
As a licensing partner. Bonds Will produce Wffles for six months in 1925.

apparel for SOCOG's own retail outlets and 0 Chartes Kingsford Smith and Charles

prov1de t-sh1rts. po!o sh1rts and fleece Ulm VJOre Bonds underwear for the1r
sweatshirts for other licensees as well as 1928 first transPacific flight • and wrote
managing its own licenstng program W1tt1 to the company commending the
Bonds' experllse tn apparel manufactunng and product.
market1ng. the company will provide the
essentia everyday items wom by Austra11ans at 0 By 1927 Bonds was described as 'the
the 2000 Olympic Games
larges1 hosiery manufacturer in the
PROMOTION Bntish Empire'.
Bonds has always placed a l1igh pnonty on
effective ard creat1vc advertising. The ageless 0 The character Chesty Bond was
Chestv. of course. has been a Bo~ds spokes-
person since the 1930s. The advertising line created in 1937 by Ted Moloney of the
"It's gotta be Bonds" has become part of the advertising agency J . Walter
vernacular 1n Australia; and Chesty is still going Thompson. Adopted by the Sydney
strong today. For example. he starred With Paul Sun newspaper as a comic stnp,
Chesty Bond ran for nearly 20 years.
~----------------------------------

25

THE MARKET Among these actiVItieS are major development Masjid-I-Sute1man. D'Arcy's fa1th was VIndicated.
World oil consumption is huge and rising. In 1995,
for example, the world used 3227 million tonnes of pro;ects in Papua New Guinea. the Middle East's glittering era ot oil prosperiry was
oil, of which Australia's share was 35 million
tonnes (780.000 barrels/day) The market is BP's 1nterests 1n oil and gas around the world launched, and, 1n tme a company called Brillsh
growing at about 1 2% for lhe main product -
gasoline - and at around 3-4% for diesel and jet give it reserve,s whtch will last it for at least a Petroleum (BP) was formed with D'Arcy as its
fuel. As one of the world's maJOr oil companies,
BP's market slwe 1s close to 20%. World natural decade, even though BP's product,on levels are founder. BP Australia was established a few years
gas consumption 1n 1995 was 1884 million tonnes
oil equiValent (18 mllion tonnes oil equ1va1ent In rising all the time. later, 1n 1920.
Australia).
Currently. BP sells and trades more than three Today, 90 years after 1ts foundation. BP is
ACHIEVEMENTS mlhon barrels or relined products every day - among an elite handful of the world's prem1er
The sheer scale of BP's achievement is stagger·
1ng Worldwide. BP has annual revenues of some enough to supply the entire oil needs of Germ8ny. compan1es. Its core business however remains
£44.731 million (1996). a workforce of 56.000
people across 100 countries. and regularly ranks oil. gas and petrochemicals. And despite the huge
1n the world's top ten companies. It has well
established operations 1n Europe, the USA, HISTORY technological advances s1nce D'Arcy's t.me. the
Australasia and Afnca, and is currently expanding
1n southeast Asia, South America and Eastem Though 11is one of the world's best known British basic chain of the business rernaillS what it has
Europe
cornpan,es. BP was founded wiH1 Australian always been: exploration. produchon. transporta-
BP's geolog1sts and petroleum engineers,
however. have a remarkable record for locating big money. tion, refining, chemcals, processing, and market·
011 and gas fields, and for tuming tMm 1nto
efficient and prof1table operations. In the UK. BP The story started in 1883 INhen William Knox ing.
accounts for about one 1n five barrels of oil
production and more than 10% of the country's O'Arcy, a young lawyer from Devon 1n England.
natural gas. It was BP which made the first maJOr
gas find 1n the North Sea, 1n 1965. and oil discov- came to Queensland to work 1n his father's law THE PRODUCT
eries were not far bel1ind. In 1970 BP found the
Forties field, lhe largest 1n the UK sector of the firm. From the start D'A1cy hnd an eye for the Finding and produc1ng tile oil ('upstream' actiVIty) 1s
North Sea. Since then, BP has developed major
fields in both the UK and Norwegian sectors of earth's hidden treasures. and he quickly made a only one part of the chain. Turning that raw material
the North Sea. Using innovative technology, BP
also operates Europe's largest onshore oilfield 111 fortune from Queensland gold He at once started into a qual1ty product the 'downstream' part of
southern England.
looking further afield tor underground gold of a the business · requires a different set of sk1lls and
BP is the largest producer in the US, produc1ng
about one-twelfth of all US oil. The company different kJnd - the black. liqu1d gold which had a huge and complex infrastructure.
holds 51% of the g1ant PrudMe Bay oilfield In
Alaska. and this maJOr held- developed in lhe made nch men out of 1IS d1scoverers 1n the USA. Natural gas can be used as a fuel with mu11111al
1970s in some of the harshest terrarn in U1e world
- still accounts for much of BP's US production. D'Arcy had vision and faitt1: against much current processing, but crude oil needs met1culous

Off the northwest coast of Australia. BP has a opinon he believed there was oil to be found 1n processu1Q to tum 1t into tl1e dlstinctluels that
one-s1xth share in the $12 billion North West Shelf
oil and gas development proJect, Australia's largest tile Bribsn controlled territories of the Mrddle East, power cars. trucks, ships and planes, and into the
commercial venture of any klncl. Seven million
tonnes of liquet1ed natural gas (LNG) from the and backed h1s r1unch vast range of tubncants
project 1s exported to Japan every year, w1th other
buyers in Korea and Europe and in mau1land by sending a team to wl11ch modern tndustry
Australia.
look for oil in Persia (now needs Further process-
The Nortll West Sl1elf 1s already producing
eam1ngs for Auslralia 1n the same league as the Iran) 1ng shillS needed to
country's revenues from coal, wheal and wool .
His team toiled tor seven produce the bewitdenng vanety
and fresh gas
discoveries were years. while D'Arcy's fortunA of cllem,cals. used IO' everything
made in the area in
the last year. dwindled and many 1n tt1e oil from agriculture to phonrlaceuli-

BP Australia 1s business taugred at him. Then cals. which can be extracted
headquartered in
Melbourne and new on 26 May 1908 a fountain of 1922 - 1 93 1 from hydrocarbons.
development and oil burst skywards from a These downstream act1vittes
exploration actiVIties
1n the region are l1uge underground reservoir at centre on the refinery. and BP's
managed irom here.

26

'resh sandWiches <lnli mcrownvat)le

takeavvay food. <.11110i19 rna'ly oti'Br

products.

In another exc.t1ng dt,'Velopmem 8P s

rolling out across Austm k'1 nf1oN Euro

pean car wash technology under :he

txano name Suoerwash. lhe at }our senice!

Suporwash sys:em rs the most ad-

vanced 1n the worlti One o· ts roost

a:tractive fec~tures rs thalli recycles and

cleans 85% of ttlC w<Jtcr rt usos

Anotl~er cJeveklJJt'nent nt BP rs Pay·at-

llle-Pump technology wl\rct' rs alreacJy

ava1lable at 70 s tes nationally and w II

be 'ntroducOd to <Jround 150 - 200 s1tes

over the next couple o1 years Stud.os

show lt1alrt rt.'duct'S tt1o avrrage hme

for pullrng 1n. filling up, pa)llng and

mov1ng out, by 25% It reduces conges-

tion both on the rorucourt <111<1at t11e

reflnenes supply fuels to almost every sector of console. ond of1ers the odc'lition<11 t)enof,l of

rnclustry Hnd commerce- t18Uinge fums. light and altowrng parents wrth young cl1rlcJren to rem<~in

heavy rn.::H ruftJ::tunng ('nterpnses. power statrons. close by their chilclren throu\JI:out the s-11e

offices. shops and agncu lure. TI1e company's

comorehensiVt~ ranqe o' lub11cants. hycJraullc or s. PROMOTION

cuttrr~g f111ds <Jnd grcasns rs sold all over the world. In 1988 BP begar the l1rst of 1ts rnternnt10nal

BP rs nlso one of the world's largest ma1<eters advert1s1ng cnmpa~gns wth It e re eas~ ol ts

c· OV!nhon fuels serv ng customers at more tnan blockbuste· te'eVISIOr 1comme•c al ent lied 'M s- work. ana is rlO'v\' cooperatrng wth the World 13<.1nk

600 awpcrts. ano rs a looo ng supp; er ·o the sion", wth Is fa'OOus scene n whiCh tntcks. trAirlS, en a maJO( educatronal pqect

shippng 1ndu5try. wr:h BP luclhng hehcooters and n Jt.:rnbo ,ct all converge on <'~ BP's \'VQ4'1dl.\'ide :each ng orogram Sc~ence

serviCes available at more than 8P serVICe statiOn. ~though Across tre Wortci' coounues to expand ar"d

800JX.rts tvlrSSIOil was shot rn Austra oa sct1001s Ill 40 countries have novv taken port
BP rnakes arld m<lr'~ets a v.nc1e rt w<1s screened n ever twenty
AI an hmes BP stnves to rxOfOCt rts 1<9\' corpo-

rnnge of potrochcmc.1 s, plasti<'A> countries throughout U-.e wc1 k.i rate values \'lrcuglt 1ts bran<ling. The bra•ld

and spe:;~a ty products- rl101e n almost as many d1fforent JJ(Ojec;s an accu·

than seven m ron tonrles o• klnglXJges. The s 1ccess cl \l'e rate picture o• a

these products every ve u MlssK>n lV commerc1al and tile maJor company

Soma BP products are used econOfnes of scale created by \NIIICh, desp,te ItS

as raw n KltC'n.11S IOi pl<tst cs the nten1<tllor1al ec1mpargn 1-.nve size. never oses

such dS potyet11ylcr1e ana ted BP to contn1uc with rnternn s1ght of the role 11

polystyrene, ond others are llomt campa1gns lor almost ten ras to play as a

usecl rn phnrrnnceuttcills. years. good neighbour tn

cosmetics. deterger1ts Ot11er well known cornmercrals every cornmun1ty rn

J.)flckaqrng, synthetic rubber, produced in tllrs woy 1ncludo which rt IS involved. 19 4 6- 1959

futxrcants. parnts, ccXItlngs, 'Pole Vaulter·, wt1ere a seMce

ndllestves <mel seal:mts BP ~~ statron '1ltendant pole vaults over
is 1 reacl~r19 rnilnufncturer of t11e BP srgn1n h1s efforts to serve
oJ the customer QUICkly nno 'Eiuva-
polyetl1ylene. wf1 ell rs used
{L,.p;
in a host of mcde•n prod- ~6 tor', wnere a Y<XJng rT'£111 delivers a
Things you didn't know about
ucts from ioocf PJCkD\ III'IQ to - - pill.a to n BP buddrng an<1 obseNes
BP
gas prpes Hte spectal BP 1ow / trte wide range of <tC\IVIty occurr ng
emrssror y 1sptmso tecl1r10logy tor 1-naklng on each floor. 0 BP. one of the w·orlcfs biggest compa·
n:es,was founded on the gamble ol
polyet•l)'ler e 11..1s t"YJIN t>ecn adcp~eo by licensees BP's latest campa'9n rnvolvcs two comrnercrals. one man who used a fort me made

1n 16 CO\ r<~tncs The first IS enlltleci 'Transfcr·ner', 1n whiC)l n tnJCk from Australian gold as t)s stake.

BP's •ecl\nolo<J cnl edSJC has nlso he pev make becomes a servtCe statiOn, ano tile &>eerld IS 0 8P sells and trades more :han three

tile co·..,:.>.."lfly the workfs la•t~es· stJ~~pl'le! c· ncet1C called "Choppers', ax! fe<~!t ~res remote control mll10n barrels of refneo products every
day - enough to supply the entre o I
ac1d nno 1ts denvatrves, used n rmn maoe fb:'es. hehccp:ers oehverng snacks to a young gir and needs of Germany.

oarnts. solvents nnd phannacet.tca s. BP IS also a rer IClmly. n tre'r ca• 0 Although BP is mainly known for petrol,

le.1<1er n tile tYoducllon of acrytonnnle. \.vtuch IS 11produces a range of approXJmately
500 lubncants products rnclud1ng some
the source o; many syr'tne\lcs. frtres. plast cs and BRAND VALUES with extremely specialist appltcatrons.
These include BP Bloat Ease, Vv'hich rs
ruooors. More thAn 95% or 11'0 words tr:3nufacrur- BP's green and go•d lOgo tll'e coours are particu used to prevent bloat rn cattle, as well
as BP MiSCible Banana M1st1ng Orl,
ng capac ty to• ncryiCilltr e oscs BPs propnetary larty appropriate 111 Austra' al1S now one of t11e which controls leaf spot and speckled
disease in banana plants and Is used in
orocess vvorld's best knO'wn brand emblems. It s aSSOCI· far north Queensland.

In Austr<th<t :he Sydney l"ltlsod company BP ated in the public's mnd with cfhc.erlC'y, trustwor· 0 BP Solar is Australia's leadrng solar

Solar IS now the country's largest manufacturer of th1ness and - tncreasingly - with rospcnsible electricity company and produces more
than 5% of the world's proouctton of
photovollatc tecl1nclogy. an<l11ns estatl 1she<l rnvofvernent rn the communrty at nit levels.
solar cells. The company recently won
export markets 111 the As1n Pac1f1c regron. BP The company stnves to ma1nta1n and extend
the wor1d's largest solar contract to
Brtumen n ·oanwl11le supplies about 3096 of the thrs image. particularly through d strong comrnLtnrty prOVIde electocrty to more than 400
vlltago...s in The PhilipprleS
bitumen usecJ on Austrnh<1n roads. BP rs the program concenlratrng on local development. t11e
0 BP's actNilles span SIX continents and
largest established supplier of ruel to tl"1e Austral environment and educatron These initiatives,
BP d rectiy employs some 56,<XX>
1an aVI:~tion Industry. Clnd sells about 270.000 undertaken VIrtually everywt1ere thnt BP has a
people across 100 countnes
tonnes of marrne fuel eac11 year mrouqh 30 strong presence. focus on projects whrch can

AJstr~li;tn ports. make a d1fference to the corwntrnrty 111 whicr1 the

company works

RECENT DEVELOPMENTS n1ey ulVQ:ve hni<S WI\I l local

BP has uograded 1ts convenrerre schools. •Nhere BP employees give

store network to rnclude a s gn 11- gu cfance on sc1cnco and engu'leer·

C..'l'lt food sei'\1CO offer un<icr tne lr'lg subtecls. to et vrror mental

banner o• BP's 111terr tllorla ocnve'l· tra1r11ng schemes. BP wrll also

1ence store b•<~nd BP Exrlfess. provide teach ng mater :liS to

The neoN loclo. stCI'es meet suooort the volt;ntnry sector.

custo•ners' O·;')rnnno lor lnsl. ·resr oesoec~ally where rt can he

!oc:x:J. BP Expess stores nil ooast Cl encourage S!TlClll ousrness er·temuse.

bakerv offer ng l.re."J(l, fresll Cllkes. BP rs proud thm rt 'k.1S wen <1

pastnes nnd 1Jl8S, hot dr n"s llot oogs number 01 <I'Wrtrds fer 11s ccmmun1IY

27

THE MARKET nounshing, the millers S<:NI an added opportunity to deat to Sam
The Australian sp1rit market has steadily grown at a produce ru1n from sugar cane arrd so fanned the McMat1on. t11e
modest rate over the past 10 years. This counters Bundaberg D1stllhng Company 1n November. 1888. brother of former
the decline 111 beer and wine per cap1ta Prime Min1ster Billy
consumption. F1om that t1me until the present, this untque McMahon. Sam
Queensland company has suNived despite two des1gned t11e
More than ever. consumers have a huge array major fires. the ltrst in 1907 and the second 1n diStinCtive square
1936. both of which threatened to completely bottle and the
of cho1ce with consumer trends causing different destroy the d1stillery. memorable three
sp1rit categories to become more or less popular. piece label. The
In the early days of Australia's history, palm bear which ts
Throughout it all Bundaberg Rum has remained Bundaberg Rum was popular amongst drovers featured on the top
the most popular Australian spint with one 1n every and the people on the land because it was label was also Sam's
portable. didn't 11ave to be chtlled and could be idea.
ten SPirits consumed today be1ng a Bunoaberg
enjoyed at the end of a long naro day. To many, the
RltrYl. polar bear seemed a
In a mart<et swamped wth imported spint Australian diggers also loved the spint In the strange choice as
F1rst and Second Worto Wars tt1e m:=~nufacture of the trade mark for a
brands. Bundaberg Rum ts one of the few that IS rut n was a preferred tndustry, viewed as essent1al product produced in troptcal Bundaberg, out Sam
locally P'oduced And while 1t1e alcoholic rT'arket to the wAr effort. During this time almost tl1e ent1re McMahon believed the polar boor tmplted that
11as been declining tor tlte past few years. sales of Bundaberg Rum produCtiOn was commandeered Bundaberg rum could ward off even the wickedest
Bundaberg Rum continuo to grow. by the armed services. with little left over for the Chilli
general public.
The Bundaberg Rum brand. Including the The trade mafi.\ has stood the test of hme and
ready-to-rlnnk csns Is worth over $230 million in Back in those days, Queensland's favounte the Bundy polar bear ts still one of Australia's most
reta11 sales a year in a total spirit market worth over recognisable trade marks.
Sl .9 billion dollars. drink was recogn1sed more by tis taste than by 1ts
packag1ng. Bottled by agents all over Australia, 1t Although ong1nahng from Queensland
ACHIEVEMENTS was the lulllJOdted. lich and distinct1ve novour or Bundaberg Rum nas been embraced by all
If you ask an Australian about rum, then ct1ances BLrndaberg Rum that distinguished it 1rom any Australians rece1ving passionate support from
are they will tell you about the famous golden rum eUler. ·vachties" across tt1e country, jackaroos 1n tne
from the north, Bundaberg Rum. Known affectlon- Victonan Hightar'd Country, miners tn Kalgoorhe.
ately as 'Bundy'. the brand has become a national To gain tighter control of 1t1eir precious product.
Icon over the last 108 years and is one of the most 1n 1961 the Bundaberg Dishlling Company Barramund1 flshennan tn the Northetn Territory.
well known and best loved brands in the countty. dec1ded to awatd the sole rights fOI' the mar1<eting university students and all Austra!inns wr.o enjOy
of Bundaberg Rum outside Queensland to having a good t11ne.
The ''Famous Bundaberg Rum· was ftrst Australian Rum Distillers Pty Ltd.
poduced by U1e Bundaberg 01stttling Company S1nce 19g1, United Distillers Australia has
back in 1889. In those days, the company Th1s company was owned 54% by MtiiOQLnn marketed and distributed Bundaberg along with
produced around 5,500 cases compared to t11e Sugar Comrxmy (ol Bundaberg) and 4G% by ready-to·dnnk cans of Bundaberg Rum and Cola
some 600.000 cases of Bundaberg Rum pro- Samuel McMahon vvho owned t11e Argyle Bond and Dark & Storrny
duced annually today. and Free Stores. then the oldest bond in Australia
situated in Sydney's t11storic Rocks district. Today, the popularity of Bundaberg Rum
In the last 20 to 30 years the brand has continues to grow witll
experienced phenomenal growth. Currently, ThiS proved to be an excellent move and the people ail over Ausrraha
Bundaberg Rum has 10% of the overall sptrit present day look of Bundaberg Rum owes a great travelling to R.tndaberg
market tn Australia. to visit the famous
disl1llery and sample
With such tremendous some ol its product
success at home.
Bundaberg Rum ts THE PRODUCT
increasing 1ts export Most Bunoaberg Rum
program laktng l11e great dnnkers credit the
tas1e of 'Bundy' to overseas popularity of their dnnk
markets tn Asia, 1he Un1ted to its lull. nch and
States and United dist1nctive taste
K1ngdom. Nothtng else tastes
like1t
HISTORY
Australians are very proud Bom out or the
of 'Bundy'. Deeply rooted bu1nn1g sugar cane
tn the history of Queensland fields of tropical
and regional Australia, Queensland it is a
Bundaberg Rum has product detenntned
become an mportant part both by climatic and
of Auslralian folklore maturation factors.

Bearing the name of t11e Master DIStiller at
town where 1t ts made. th1s Tre Bundaberg
extremely popula1 dr~nk Distilling Company, Or
dates back over I00 years Lou Muller attributes
to when the Bundaberg Bun<..iy's success to the
01Sl1iling Company was first quality of the 1ngredi-
tom1ed by a consort1um of
local sugar millers

With the sugar 1ndustry

28

ents and the hne craftsmanshiP used tn tho & Stotmy brand. appeal of the brand. ll1is 1mmensely successful
disttlltng process. Bundaberg Black. the new Australian premtum 01rect mail program allows Bundy fans to order the
very latest in branded Bundaberg Rum !ashton,
Only the ftnest quality sugar cane. grown in quality rum \"'ith a taste as smooth as stlk, was accessories and other fun items.
Queensland's nch and volcanic soil. is used to give launclled by Untted Distillers in 1995.
BundolJcrg Rum its unique flavour. BRAND VALUES
Described as "the pride of t11e distillery·, Ute Bundaberg Rum is a contemporary, Australian
Matu1ed 1n Amencan whtte oak vats for be new drink came aboul as a result of the wort< of Dr brand enjoyed by adults of all ages. It IS known as
tv..~Wn two to t11ree years. the taste and aroma are Muller who set astde one vat of special Bundaberg a genuine, accessible and unpretentious brand
regularly checked to ensure that 111ey are develop· Rum each year from 1985. Left to age slowly in a
qutel, cool and dark comer of the maturation that IS all about 'good times', sharing a drink wrth
tng ·o orod.;ce a quality n;m worthy ol the warehouse at the Bundaberg Distillery, tltis unique
sptrit is a nch, smooth. mellow rum with a deep your mates and enthusiasttcally embracrng life. It
Bund8berg narre red glow remrniscem of the bumtng cane fields. embodres the spint of Australia and the down-to-
Tne r chly flavoured and full bodied rum, is as earth relaxed attttude for which Australians are
Each vat procuces approximately I0,000 renowned.
fa•nous throughout Australia as t11e trademarked cases of tndiVldLJattv numbered bottles of tt1e
polar bear on the Bundaberg Rum bottle. So One of the few nattonal brand icons, tt ts as
popular ts 11 throughout lhe country, that many limtted edition Bundaberg Black. So far only two famous and popular as other Australian tcon
people oroudly refer to it as the ·sp1nt of Australia.' brands such as Vegemtte, Oantas and Fosters.
vats l'l<lve been released onto t11e Australian Uke a good mate, rt has attracted many temts of
At the numerous B & S (Bachelor & Sprnster) market with the third vat to be released in 1997. endearrnent over tis 108 year history and to that
Balls 8ttended by tl<ousands of young adults extent "Bundy" is now a part of Australia's everyday
tt1roughout regional Australia each year, Praised by spint cnltcs such as the Sunday vernacular.
Bundab€ry Rurn IS consumed more than any other Age's Mark Shields who descnbed the drop as
spirit. ''Wonderfully mellow and refrned". 1t tS expected 'Bundy's" tremendous papulanty wtth young
that the '97 release will be snapped up as qutckiy adults IS testrmony to the brand's relevance and
RECENT DEVELOPMENTS as the two preVIous releases. authe11trcity.
In recent years, the Bundaberg Rum prOduct line
has been extended with the launch of Bundaberg PROMOTION Things you didn't know about
Rurn's Dart< & Stomty rn 1994 and the premium The polar bear on the bottle's label has been the Bundaberg
Bundaberg Black rn 1995. symbol of Bundaberg Rum since the early 1960s.
0 20,000 standard drinks of Bundaberg
TI1e St.Jccesstul Dark & Stomty is a unique In 1994 , the polar bear featured in a major ·
blend or Bundaberg Rurn and naturally brewed cinema and television campa1gn whtch ·Nas Rum are sold every hour In Australia.
Bundaberg Ginger Beer. Served icy cold in a
stylish tong neck bottle 0 1 can, the re<ldy-to-dnnk immensely populaJ and 0 Molasses is used lo produce both
sptnt has proven popular Wlth lovers ot Bundaberg re-inforced the value of
Rum and younger consumers looking for a this tamous trade mark. Bundaberg Rum and Russian vodka.
sophtsltcated attema-
ltve to beer. Focused on the 0 Bundaberg Rum was rationed in the
sp1rit of 'good limes"
In October 1996, the "Bears" advertiSe- early 1980s and nearly ran out of stock
Un1ted Distillers ment is still being aired in 1997 due to an tncrease in sales
cmnounced tis l1rs1 on TV and tn selected beyond expectations.
sponsorshiP tn the 18 cinemas around tile
foot Grand Prix Sailrng country. 0 One in every ten botUes of spirit sold in
competilron with a
Skiff called On premise Australia is a Bundy.
"Bunclaberg Rurn's promot1ons tn hundreds
Dark & Stonny··. of pubs and clubs 0 Approximately 1,000 people go through
natiOnally and specral
Televised around on-pack bonus offers the Visitors centre at the Bundaberg
the country by for consumers also Distillery each week.
Ct1anncl I, 1~10 help to promote the
uwolvement 111 Gtand brand. 0 Dr Lou Muller, Ute Master Dist111er, has
Prix Sailing was a tnst
for t11e company <md Bundaberg Rum has worl<ed at the Bundaberg Rum Olstillery
represented a ma1or tong been tnvolved with for 27 years. He has 4 degrees
investment tn the Dark the famous Tamworth including a PhD in distilling.
Country Music Festtval and has an enomtous
presence tn the town dunng the festtval with local 0 Boat crevvs in the Sydney to Hobart
pubs and tavems offenng festival goers the
chance to wtn great Bundy prizes. yach1 race use jugs of Bundy & Cola as
Other Bundaberg Rum sponsorships include currency in wagers on tile race.

the numerous prornottons in Hobart pubs and
clubs following the popular Sydney to Hobart yacht
race as well as sponsorshtp of the StradDroke
Fishrng Classtc each year. These promotions
reflect the legendary association between the sea
and rum and the huge response received lor the
brand from Australian 'yachties' and fishemtan.

The brand is also well known for its associatton
wrth rodeos and supports numerous rodeo events

across the country.
The new Bundaberg Rum web site (http://

www.bundabergrum.ausl.com) enables Bundy
fans to gain informa-
tion on their beloved
drink VIa the intetne1.
V1sttors to t11e stte can
do a virtual walk
through the distillery,
order any of the
fantastic Bundaberg
Rum branded mer-
chandise avarlable or
play the fun Bundy
Good Tirne Game.
The site has received
over 1.5 million hits 1n
its first year.
ll<e l<uge populanty
of Ute Bundaberg Rum
merchandise program
is testimony to the

29

OPT US btllion in licences and on captt,ll expend,It tre, sucl1

Introduce fl compett\tvo tntmstructuto nto the as for fibre opt c cabling. rnol)ilc teiC'pllon<' base
telecommuntCAltons matko! 111 AuslrilhD. Ootus was statio'ls. ever1 S:Te tes.
a ma,or part of that cornpotllton
The StLe or the task has bcl''n corrpOL.nded tly
Then lur1he1chnnges wcro rnnde whtC~1 tund:l·
mentally altered the market once mere, w1th t11e ti'e s1ze of Austrah<1. Wtth a lnno 1'1<1SS nhnost equnl
Govemmcn· rnnk ng •I C.1Ster 'or oversea<.> comp.:q- to the Un ted States. tne pl·ystCt1 ch<1 01 ~)') ol
ntes sucl1 as BT ar'ld AT&T. to enter lr'd compete
cabhng wtua y across the cont nent s fl htJ9G ono.
Tetecomrr'LI'ltwhons IS t>eeomng ncre."lsingly lr 1997 the fbre oot1c caoe llmt connect~ Pertt
•.vtth Adefatcle ,,.,.as cornple:e<J Tf1.1'l r a oro
sophtsttcated i'lfld corr'olox. Wtt I technology
chat ·gtng evervtt' ng from thevvay l,l,\31llake nl(lbl e cro..c;._c;es over 3000 1-lometres ol df!sert
cats to thevll<lywe send lflto·mw cn·rom husu~ess tr. Aug,1s· o· ·992 the Or..t IS !lrl.'lkx1 s rnot)l e
·o oustr.oss, tile Plc"l·ke: llm: never boon so volatile.
The kls:ralt<1n ,~ obile c.111s "1arket a:cne ts wortn &.."NNCe wRs SMtct'OO on. Th1s was 1olloweo hv t·~e

litll ens oi dollars <~ncits grO\wlg at a rate or

150.CXX) r1e.v handsets a mor tn. Lonn tits•ance
c.:'liiS genemted$4.71· :Ctl n reven tes lilst yem
and ag<11r c:ue gr("Mill)() P.xpcnontk'llv e.1Cb year.

ACHIEVEMENTS
Optus has matic some astclltS1ln1y ~chrevements
stnce tiS nrr•val on t11c seen<' It hns already lor
example. gdtned Bflprox mntely 18% ot tile tot<1 long

distance mFJrket very fe-...v te1ecommurtcattons
compan es 111 li1P world l1.iM~ i1CI1iPvcd nnytl11ng t'ear
that st.ccess. so qurckly Sn nilariy, Opttts t1as won
aro,u~d 32% or tho entuo mobde coil matket by
1997. sturhng trom a toto baso 111 1992.

THE MARKET HISTORY long dtStarce service wh ch was roiiO<.i 01 nacross
TelereYPrr1un•c 1ttor s ts cne 0t :he rnost dynamic AtiStrClha over a penoo of rour years P('Xlple CCL.(1
Tile company was nccrpcr nteo '" •992 an..1.
markets tn thP wo• d. mK1ttiS espcc ally dvnamtc n nameo Opt,ts ·from tt1e L..at q optare to choose. choose between t11e Incumbent "tOrlCpOly ·wd
A JSttata TI~<' Ong1r1<'ll St'.areho (j0rS W~t0 Bel Souttl Of lhJ US
w 11124.5%. C~1ble dntl Wl(e ess 01 the Uf< wtn Optus- tre new a terr1c1tve • tt··ougha r'ttOrle txtllot
Until the ear • 1900sa Gove~ rnent col'trolled 24 5% Ma~<-ne N ckless wtttl 25% Wll'l t1 e rer:'a n· Th1s rreart tn(1t each con m.n tv wos nsked to vote
(Y.l wh ct1 camef\'IIOU d be t•Je • r.xe1erroo ccrnpany
rrx:ncnoty I'IE!kl ':>"'A'<ly Stnce ther' tile market has der taken tto 1)',1 m1pr A.Jsttntnn n1..<>1ttultCY.lS. Startrng for long dtstance en s.
seen rlOi one b..t' tv·.'O levels of deregulaten.
D tefecommur GAllons comnany trom grovxi zero As technology cent nues to he o Optus w:1:c r1e.v
The I rst sta~1e. l1egvn 111 ~2. vvas deStg:led :o C'lClpters 1111ts hstcry every day. tt's nteres· -.g to
req.;rres a hc~':]B nvesunent 1 ntrast;uch ,re. By tile
end of 1996 Optus had rwested "lC re tllnn $3.5 oak back and note :t1.1t 111 1992 there \\lYe JUSt over

94

300 t·ooole er ~nloyed t)J' Optus; 111 1997 tt1ere to bu1ld for t1 msol! t1 complete telecornrnun1Ca together ar'ld release the•r red balloons, rrt a
lions network. Wrth ench new toy t1e rnn~es
V..tfYe r>Vef 7(1)0 ctass1c mage ol treedom
another oa't ol tne Ootus bustness s revealed.
New com-nerc•als conttnue to stnvo to
THE PRODUCT educate anornforrn, as well ns

01 JS ~s r "~vv ')0 I the ~vcrc'fs to emerta1n. A new rncb le

lead rKJ telecommu•'lJCatiOns ' telephony ca'T'Da'9r'i uses al"l
companieS 1·s allrance wth Its
maw. snareholders means th.:lt •t as:rcnaut as 11s symbol lo• wde
gets 'he very best techniC."''I
suopcr1 and 111e Vll!\' cost coverage a'ld h Qh ·echnology

:echnclogv '1om ox~)(;ItS nrountJ so ut ons. 'n a senes of omusrng
commercas
tile ~vcr:d
For tt1e Optus brand rtsct!.
Ootus' rango ot tclcnhony two new cornmerc a's talk

pmducts lnciLJO\'!S rnol1ile telepnonv dncj abOut the values that Optus

nn'1011a clrl<i 11 ·ternn'•or'allong d:st,mce calls staff hod dear. In one. to hrghlrght Optus'

It rs rollrng outulocal c~ I netWork"' selected commitment to keep1ng rts prorn1ses. we SE'O
areas. and also 11ns 1nnovnt1ve produ:;ts
a young lather ano hiS little g rl star1ng forlornly
such as the Optus Mot)lleSnt@. wl11cl uses
out of the bedroom window on a ra1ny Satur
sate· te tectmo'otlY to (:J1Ve 100%coverage
oay momrng. ttrs obv1ous he 11as promsecl
across Australia nr 1d up to 200 kilometres
her something, and 111at he plans to deliver.
out to~ea. Next we see her standing out of tne rarn undet

Ootus ATM (Async11ronous Trar1sfer a large beach umbrella ns 11e bowls cnckot
balls to ner. She, dressed in h..rl cncket gem,
Mode) network is aoot!1er Optus 1nrJov:Jt1011.
enthusrasticalty ntiS the ball as hwd as she
ATMcnn dehvervoce. dat·1 vtieo nna
can as he sees 1t disappeM to the boundary.
multl-n,eda sunutnrm•rsly <1' speeds
And although he s wet, and protected only by
hunweds of limos taster than current an anorak. we kr ow he 1s plenseo to be nbte
to (c~lfi the commrtment he has mace Only
computer systems. The Optus M11ltrNet
when he turns to revoa the Optus logo on the
rang-eo! seMCeS IS 1rs· lYle more example back or the arorak do \\'€ know ne works nt

o! (hcorneenngW'r"Optus rsoo•fonnutg Ootus, and rt s then tnat the porr'll or II e

RECENT DEVELOPMENTS commerc a' is c enr that Optus t>e roves rn 1110
()pt~.;s l>ds 1m 1" , rnm.trr •'lt t I e at
value of a prom se
lne tcre'r nt Ol OaRS, tYCX1UClS Clllc1
A commerda n the same style addresses
seMces which benel t thorr custcmers. A the Optus passron for oehverrng groat servtco II

recent exarr:oe of tl 1S 1s tile OphtS Tn e· SOOW"S a your-g 'o\'OlT'an getltrlg cressed latent

pron lOt Oil Tnrs of1er mearJt :h,l' a cus:orner night to work the mldnrghtlo dawn shrtt on tt1e
could nng adcsrgnated c..o1 wtry nnd ta ~ ror Optus customer serv•ce o•1on~s Her wnole
as long as they I ked, 101 up to 1\W lui d<lys
attrtude and mat of l>er husband llustrates that
tf theywrs•1ed rtnrl pay fer only tne cost of
she rs not rrerely gotng to worn. she tS gou '9
the 'rrst 20 mrnutes. somewhere to do someth1ng she really ,oves
Optus recervoci many letters of thanks
do•ng. seNing people rn the best wnv she knows
from rndrvrduAIS w11o 11ad a chrtnce to catch
up wrth friends and relalrons and h<tve a t-oN

really gcxx1 c~w at a very rensonable pnce. trornloca phone coils, tnrough to the satell.te BRAND VALUES
From the very beg1nr \ir~g Optus t1as believed that
In rnobHo telepl,ony Optus 11ns created dish whrch recerves oig1tul transm ss1ons trom 1t exists to make adtf!erencc Tho best wny to
space In the hn.11 scene tnc boy puts the nst do that is to deltvAr a level of seN1ce noove and
a product cnlloci Ont•m1ser, n soNrce whtCh beyond anything the customer has so lnr
orece ot the Optus bus1ness nto place. as he experienced In a commod1ty bus•ness hke Optus',
monitors the call wte <1nd spend ot floats •n space near a grant Optus ~ate hte. burt ·I s 1mportant that every 1nteradron the customer

•ndiVId;rols on pmt1c tlar mtc pions on" out ol butloing bloc-<s has w1:h Optus •s a pos live one. Forth s reason1t
q J.."''rtery basis. n1is helps ensure tnm each In another commerctal, th•s t1me ft}aturrr'g a
custor"er tS pl11cco or Optus' most cost etfecllve was determ 'lee from the hegu 1nu1Q that t11e very
young grr , Optus ~ought to c<~oture the s1mp e essence of the ()ptus Brand ms 'can do'. So
mobrle plan. pleasure that Op:us has orought to so many
mnny companres too.... IO' excuses, or renscns v..t IV
Opt IS Mohr eMate1 t.' ~rves t~~u Ophrs CUS· people rn Aus:rat H and [lrOllf (j ;he o,vorld Us1ng a
tome• the SOC\1nty oi knowrng that I they ever '1eed red ba loon as a symbo of ll'e sptr t ol 10y, thrs sometnrng can't be done. but Optus hcts the
to puttnetr rnohdc ohOnc 1n for SCI"'Iice. Ootus wtll rttte g1rt emoarks on n p1 gnmage me~1t1ng many oppos te pont of VIeW- 1t can v0''1 w•tl be <ione.
n01mnlly l:>e <tl>le to grve them a free rnoode phone dtfferent oecole and oller ng them her ·ed
bat oon. Using the c 01ssic John Lennon song Ths esseniJa quali:y of the Optus t)ano naturally
to use This seMce rs t=~v<ulable frOPl sefecteo I'Tlagrne· the commerc at offers n message of led ()ptus to •ts s;gna:ure t!'1El \'\oQI'd :hat tooay rs
Op:us '1°.a ers hope and possrbll•ty, fu I of 1~1e opt,rnrsrn that synonymousw th Op:us nnd a I that t s:;'lnds for. tl'e
word 'Yes' 'n a tt e less than six years. Ootus' and
PROMOTION Ootus has for the wortcl. ancirts vrsron !or wt1at Yes' are a!!rost IT'Iterchangeal'Je
0P'd~ ">'rt" ·~I •r tn ty 1n·egrated b•and•ng at
every level ot :ho cornmw 1Catron cycle. Ootus the world can be. tn the flna scene ti1A llundreds Things you didn't know about
of peopie she tlas met in t1er travels come Optus
wants customers nno potenttal customers to be
0 Optus is laying 10,000 kilometres ol
enterta ned and rew<lTdOci by the ndvertrsing.
fibre optic cable across Australia.
wrthout the neL.>d to hwnngue or 11arass

Recent advcr1•Su1g for Optus featured a small
chrld as a symbol fot the young Optus. and lhrs

little l)oy 1s shOwn us1ng ptasuc bulldtng blocks

0 The average age of Optus employees is

31 5 years.

0 Optus has four satellites above Aus·

tralia. These satelhtes support servrces

for Australian broadcasters and also

support Government departments such
as Defence. Educatron and the CM
Aviation .Authorty.

0 In tess !han three years ()ptus haS

exceeded its frve-year target and has
secured more than 30% of the mobile

phone market

95

THE MARKET England, opened in 1824 by John Cadbu1y, a beans to form cocoa essence, which they adver-
Australians love conlect1onery ll1ey annually Quaker. The shop's most popular product was tised as 'Absolutely pure - therefore best'. They
consume 6. 7kg of 11per person. mak1ng confection· cocoa and this led John Gadbury to move into produced many new kinds of chocolates.
cry the most popular snach food 1n Australia. chocolate manufacture. includ1ng the first assortments scld in boxes.
Richard Cadbury Introduced amb1t10us and
Chocoiate accounts for 77% 01 all confectionery Realising t11e potential of his business. John attract,ve des1gns from his own pa1nllngs for his
sales 1n Australia V\~lh D retail value over $1 .3 billion Cadbury fOlmed a partnership w1lh h1s brother gift boxes. He used his children as models and
every year. Cadbury is the b1ggest player 111 ctiOCo- Benjamin and fonned a company, Gadbury sometmes depicted !lowers or scenes trom
late confectionery, With market leadership across all Btothers. In 1853, Gadbury Brothers 18C81ved the
major product segments. Royal Warrant as manufacturers to Queen Victona. holiday JOUrneys.
The con1pany has continued to hold Royal Warrants The Victorians delighted 111 these elaborate
Forty-seven percent of confectionery orands are of Appo1ntment to this day.
chocolate boxes and t11eir popularity continued until
ofpurchased on impulse. and almost 50% all John Cadbury's tvvo sons, George and Richard, t11eir disappearance dunng World War 2. The range
took control of the bus1ness in 1861 . Times were so and versatility of packaging of the 1880s and 90s
chocolate buyers lall w1thin the 25 49 ~'11 age hard for them at first that Richard considered was considerable. Cl1ocotate boxes were designed
group. Women generally buy more chocolate than suNeying as a career and George almost became a w1th an atter use very much 111 mrnd. Des1gns ranged
men, but 1n most cases t11ey me bUYing lor t11eir from the pastoral to llle romantic and to the floral.
fan11hes In tact men 111 tt1e 35- 49 year age group toaplnnter in India. Luckily for c11ocolate Some chocolates came in opulent silk-lined
are tt1e highest buyers of chocolate bars and addrcts tr1e world over, they decided to caskets and nch velvet tevvel boxes.
blocks, usually ror themselves persevere.
In 1905 carne U1e launch or Cadbury's Dairv
The Australian confectionery market continues The breakthrough came 1n 1866 when Milk, now the company's ftagsl1ip brand. It was
the two brothers Introduced a new method manufactured by a unique
to 91ow yror on yearWith volume 1ncrcasng forpressing the cocoa butter from cocoa process vvh1ch used
fresh milk in
12.5% over tt;e past FIVe years. Th1s growth has greate
quantttes
been powered along by a 15.7% growth in the than any
previously
dom1nanl chocolate confectionerysegment.
krlO\M"I
ACHIEVEMENTS
Cadbury IS one of t11e largest chocolate product.
~roducers in the wand. Since lhe merger TI1ree names
with Scl;weppes 1n 1969. Cadbury
Schweppes has become a major Ioree in were consid·
1nternat1onat markets and 1n the process ered fOl t11is new
Cadbury has consolidated its position as Australia's brand - 'Jersey', 'Highland Milk' and 'Dairy Maid'
lead1ng brand 1n the confectionery market. The last two were amalgamated to form 'Dairy Milk'
and th1s stuck.
Cadbury spans the globe from 1ts Bri\lsh
base, and operates factories 111 AtiStralia. New The Cadbury purple and gold house colours
Zealand, Malays1a. IndoneSia. India, Ch1nR. were 1ntroduced at the beginn1ng of the century.
Poland and several parts of Africa. It owns Vv'hen Milk Tray was launched 111 1915, the purple
subS1d1ary companies 111 France. Germany, colours were used for tt1e brand packaging. but it
Spain. Argenhna and Holland and has was not until 1920 that the purple and gold colours
franchise agreements w1th compan1es 111 the US were used 1n the pack design forCadbury's Oagsh1p
and Canada. Dairy Milk brand. After that. 11owever. p11rple ami
gold became firmly established as Cadbury's
In Australia. Cadbury brands dominate the corporate colours.
confectionery market witl1 Cadbury's flagship Dairy
Milk worth over$90 million annually. Cadbu1y In 1918, Cadbury merged ~th the well known
Marble represents t11c most successful block confect1cnery firm of J.S. Fry. The alliance was an
chocolate launch everw1th $9 m1llion wortt1 sold in outstanding success, and the new G'Ompany
the hrst six months. In the highly competitive bars expanded Internationally. In tt1e 1920s, Cadbury
category, Cadbury 1s the n'larket leader in Australia and Fry decrded to build a factory in Australia, and
w1t11 five of the top len brands by sales value. were j0111ed by Pascali. another well known confec-
Australia's most popular new confecllonery brand, tiOnery maker. This newAustralian company was
CRdbury T1me Out, is already Number 3 and called Cadbury-Fry and Pascali.
growing. Cadbury also leads the ct1ildren's market
wrth two of the rnosl established and recognised Claremont in Tasmania was chosen for the
characters in the market today - Freddo and company's Australian factory, because 1t was close
caramello Koala. to Hobart and to the finest da1ry pasture in Australia.
and enjoyed pure a1r and rnoderate temperatures. In
ll1reegenerat1ons ofAustralians have g1own up 1922, the first products from Ihe new factory
w1th the Cadbury range. appeared. TI1ey were Pascali lines, but by 1928
chocolate and cocoa production had started at the
HISTORY Claremont factory.
1110 Cadbury story started 1n a srnall grocery
shop in Birm~ngham, By World War 2, Cadbury chocolates were
popular throughout Australia and even 1n war zones.
Cadbu1y became the official supplier ofchocolate to
the Australian Armed Forces, though today's
chocolate varieties are a far cry from the war ration
chocolnte of the 1940s. Cadbury ration chocolate

30

chocolate no•-ettl9s are avarlable at Cl1nstmas and book details the
evolution of AJ.Jstraha
Easter, whteh are the best sell,·-.g p0noc.ls ol ll'eyear
and focuses on the
GadouryCllso llc:enscs rts bmrld to clcdiCfltoo
contnent's
prooucers of IC€Cteams. de11ry t.f.JS..<>.erts nncl creme tiel1cate
ecological
!Quelr balance

PROMOTION A.lthor Bryce
Courtenaywas struck by
The tas;e of Cadtuys chocdate, asendorsed 1n Flannery's...-.'011< and

meAustralia by tamoo5 ProfessorJulius Su'T'ner reafised that me

Miler, has long boon the foe-'US ofCadl.uy's scientrst's message
should be communr
advertSing TillS has been supported by cated to the ktds of Austrat~a.

the slogan 'a glass and a t1alf of fu Courtenay and a team of
supporters approached Cadbt rry and were
cream mlk 1n f:Nef1! 200 grams ,
enthusiastical~ recervect Three years later. nfte·r m..teh
accompanied by a piCture ot m lk pouring concentrated eHort ard hard 'v\/Ork,Caabury l<lunche<i
Yowie. an innov-dtive. higt1 qualityvalue added product
1nto the Gadbury's Dary Milk cllOCOinte
the result of over $10 million investment n1rronufe~c
block. Th1s was a trerncndous advertlSI~
tu•ing atone lorCadburyAustral a.
coup byGadbury, and rt t-u1s serv(J(l the
Cadbury Yowie chocolate characters comprrse
brand well for ova~ 50 years Tl1e irnage hns srx unique indivtdual perscnallt,es. richly to1led 1n
distinctive colcurs and features The rang<:> 1S
--- become an integral part of tho packagi119 desrgned to teach children more about Ihe v<Jrious
natural hab1tats ofAJ.Jstrahn and to encourage an
was supphc<.1tn pli1rn t)rown pnpor design and has beP.n featured rn magcvines. unoerstand ng of the natural world Tne Yow1e
product is supported by a range of beautrful~
wnppers 11no rnacJc hom a spec1nl and on busP.s nnd trains, billboards, and
formula, so tt1nt the precious p<Jrcel did 1ustrated chilarer's books. and by 'tn king books'
not mol tr' the neat ct the tropics or the cJesert. The television. read bvauthCXs Bryce Courlemyar"d Geoff
In 1996, Cadbury became a n'iajor sponSOI' P.ke
c1xx:o1_.1te llself"",lsd,u"arl(l rougtl. TI1csuppjyof
of the Australian Olympc Team. Cadbury is the BRAND VALUES
ct OCOiate to '1'18 troopsarld CMrans req ured a offoa• confectionerysupplicf to the AJstraha'1 Gadbury's rTliS$I()() statcmen: says Slr'Tlply:
trernerdous elf01t from CaalJI..;t'f'S \A.Q1<efs. TI""e Olympc Team as vvellns the offlcinl confcchorory 'Gadbury rreans quality·. ths IS our prornsc.
Ooromon\ •a-:;tory\'v'Orkcd tnro..~lhOllt the dayand well
nto therligtlt tJtlt the Cl\lltran pc~loon still ru'tered manufacturerof the AJ.•stmlnn Olyrnpc M 1scot, Ovrreputation rs ou t upon qua!1ty, ou
'W1ly'. Cadbury's Wil~ shot to No. 6 in t11e market 111
f·ornc!~:csnort~.nndstoressometmes just six rronths. WltllC'llt h<:llhng the cont1n· commrtment to cont nuous IIT'PfC/IIe
ueo gro.-.1hof Fredd) and ()1rarnollo mentwrll ensure tnat our rrornrse 1s
went wrtro.•t d10Cd.ate 'or months at o tme delNeffiO'.
in • 967 Cadbl sry acq 11red MocRl--<mso 15. a Koala
TI'e focus of l997tS a sen.."8 Cadbury t1as established tsctf as
'esp,lCte<l AI.JS!ra 'lfi<X1 'octoay nWJtlt.-'lCt,srec,
t01a newadverttSII'lQcampagn acompany of fa mess and 1ntegrity,
lculCXXjtn 1880 TitsmoveqnveC1clt:xJNanuo ·orCacioury Da ry M k The
manutactu•u"IQ oose ~~ Rng.vood, Vscton1 <lnd a ' carnpa1gn IS gounobfcakir~J vvhrch always attempts to op0rate ns
range of UlliClUe ccnfectonory l"lfrulds HlCiud ng Chooy for Gadoury and reatures a
.- a socially responsible business.
Rpeand Fred<lo FrCXJ. wtlici11-.MJ tx:cone IlOUse· seres oi3J·second
Things you didn't know about
too narncs. advertisements deSigned to Cadbury
capture the imagullltion of
Cl , •rry Rtpe ilrrrl frsliJOOn p~oducoo u1 192·~ 0 AJ..Jstralians give more chOCOk1te Easter
televison audooces ot a'l
One of tile Mn( Roherstcn cmpk>yocs was responSl- Eggs than anyone else lfl the worla - they
hle for U1e oevelopn {'111 of C11crry Rrpe mx:J tne sarre ages. Theo:mredalscve
CCC1terrpcmy.fresh, <rrJ grve eggs va ued at more than $175
m<~n also suggested thnl ,1lrog would be a more exciting- desig'ed to
million.
likeabled1ruxter thnn the proposed chocOlate cann.ncatoand roinfCtCO
mous<' MaC'Rolx'l tson l1nd plnnned to lilUilCh W11en lhennssage lh<ltdux:late is 0 Austra.a OOids the world record for the
Frt.'<k1o was 1111ro<1ucExi 111 July 1930 t1o wos SOld as syrmyrrous\Mth C'ldl"llJry.
largest Easter Egg f!M!!l produced. In
'l sot cl cllOCol<ttP fr01;1101 0110 I)Olmy, and t rppence for RECENT DEVELOPMENTS 1992 Red TUI p produced an egg
weightng 4755 kg ard measunng 7.1
the cre.."-lln lrllect version. Freddo hasgone through a 010otthe l'l"CStsuccessful •eoont Cab.JY\101\ureShas metres n height.
been TmeOut, la..rdni n 1995 nrxJ drm:ty lt'e Iflid
number of ctn~)E)s rn hrs 67 yenrs Df\.'1 acqu red a 0 Derltal researchers have cfrscovered that
Oggest selllf'gtaren Australia
new srnrte .n the tannin, found in all cocoa products,
In 1996. Cadbury's Olymprc program was
e.:1~ 1970s inhibits the key enzyme in the formatton
of plaque.
la-.~nched a'1d was Immediately successfultn
l,lfl!l·~~ bu ld1ng consumer rlem;lrld ncross all 0 Over 90 mrllion Freddo Frogs are

sect ons of tt1e n·arkel Confcct1onery sales produced annually.

reached r9CO!d evels 101 theyear 0 Chocolate rs the only word ofAztec origin
Finally, 1997 br ngs a INhole new
used regularly in English. Xocoatl was a
o mens1on to lt'C marKet, n what will 'bttterwater' drink made from the cocoa
bean by the Aztecs.
In 1009, OJ<ltuy become the benchmark lor children's
rroged wt•1 Scl'lVv'ei-'PC..c.; A.l.sstrolin 0 Cocoa butter, the fat ofwhich chocolate
confect10091Y tn the future. It is aconcept
to cre..1te tneCadbury ScI vvepp."'S denttty soV';"e is composed, melts completely at
kr101Nn tod,Jv. S nco then. Calinury has acqurred the that comblr1es enwonmcntal avvarenoss temperatures between 32 and 35C and
IMth a newdnd exa\ln<J chd(:l'f~fl'S confect1000ry begins to soften at between 25 and
Red Tulip contecttorlery wrnoany, toun<1cd 111 product The 1dea of Gadbury Yow.e ong mted from 27C. So keepyovrchocolate cool!
lvtell>olrrne rn 1942, and l1<:1s ex~Jrx:Ject r\s 1ang9 of
the work of sclerlttst Tim Flannery wl10 \MOle the 0 Freddo Frog may be the crt-~ ChocOlate
fine productsux::lttdng ttJeEuroperanQt10fhealth
best selling book, The Future Eaters. rtnnncry's frog to have his O'M1 internet Site. You can
viSit Freddo's web site on
bars. U1e enormous nrmy of Red Tulp Eastet lines.
http.www.thegreerM'9b.com.au
and fmnous cor1fectionory bmnds ir'Ciudrng After

Dinr!Cl Mn11s

THE PRODUCT
Cadbury's core PHX.ftiCt rs topquahtycllOColate. Tile

Cadbury 0J1ry Mlk block rs U1e company's flagship
bmnd t~ 1t there nrc rrony ott11x favountes ncludng

Fnrt & Nut, nnd Hrvcl N1 11. ns well ns pcpuk1rcream
filled ~'roo,tcts suct1 as Smck anc.! Caramello.

CadlJt.ry produces a VMety of bOxe..i c.hocolate

assortments. most notably Milk rray a'ld Roses.

Children's nes nclude Australta's long trme favountes
Freddo FrCXJ and Ctn.unello Km~a. Famous Cadbury
dlOCOI<1te hiul •-e; SJ.dl <iS Onry Rice, Picnc, Fla~

and Ot1nchie meet tne demand for mpJse pur-

chases and r"lf!o.'VJ'Jfoducts SUCh as Time Out ar'1d

Crave keep a-c m11kc: st mv>~atoo eachve.1. r.
C.."dbury J.XOOLJC(_'S seasonal lines too AV'dlety of

31

NEL

is the story of t1ow one Saumur. Her motherdied of tuberculosis when she
single Innovative was just twelve years old leaving Gabnene 1n the
Frenchwoman had a care of an orphanage. In 1900, she moved to a
convent and from there she went to Mouhns where
VIS!On or a new society, a she started work1ng 1n the trousseau and layette
trade.
new woman.
TI1is vision has But Gabnelle had an artistic streak. She longed
to be a professional stnger. In 1908, wllile working
revolutionised the wor1d and singing part time 1n Vichy, Gabnelle met a young
of haute couture and ofr,cer, Ettenne Balsnn. Who invited 11er to hts country
forged a style and brand estate vvhere he enjOyed a genteel existence. This
which has become proved to be a rortu1tous moment1n her ttre. Itwas
synonymous with here that she was first dubbed 'Coco'. met a host of
elegance and glamour celebrities and well placed members of soc1ety • all
the world over. E\lenne's fnends. Among them was Arthur (Boy)
Capel, a brilliant businessman, who was instrumen-
As the brand's creator, tal in setting her up with her very own sl10p, design-
Gabrielle Chanel (better Ing and selling hats. in Deauville.
known as Coco Chanel).
once soid: "In a quarter From hats. Coco soon graduated to cloth1ng,
of a century Icreated applying the principles of simpliCity ('less is more') to
fashion. because I v..tas t1er designs. A second CHANEL shop was opened
living in my own era. The 1n 818rntz in 1915 The outbreak ofwa1changed
secretrs to do th1ngs at women's tashions trrevocably. With the men on the
JUSt the nght moment. I lrontline. women's styles had to be more practrcal, rn
created the most well line Vv'lth lhetr 1ncre.asedcontnbution to the war effort.
known style in the Coco catered exceptiOnally well for tt11s change in
world. because fashion taste. Her fashtons were soon featured by the US
rs ephemeral, but style magCIZ!ne.Harper's Bazaar. Her international
1s eternal· reputation was underway.

Classic CHANEL style After Boy Capel's death tn 1919, Coco turned
is to be seen in all to new friends to guide her through her grief. One
CHANEL's branded such lriend was Misia Sert, a famous ptanist.
products. rang1ng from who whisked her into a social circle known for its
perft~me (including the l119hbrow intellect and creativity. Coco betnended
famous CHANEL No.5), the likes of Diagh1lev, Picasso. and Stravinsky ·
make-up, Jewellery, and and a Russian emigre w1th whom she t1ad a
handbags tllrough to the pass1onale affa1r.
ubtquitous 'little black
dress', adored by This liaison awakened her Interest 1n antique
women spanntng all Russian and Slavtc decor, jewellery and perfumes •
generations ancj cultures.
THE MARKET One Chane!devotee, Andre Malraux. once S8Jd:
True haute couture- exquistte. made-to-measure ··chaneltogetl!er wrlh de Gaulle and P1casso are the
and h1ghly exclusive fashion - can only be found greatest figures of our age". The force ofher
111 Paris. personality was such that. from a millinery boutique
111 Deauville, she developed an emp1re w1lh offices
Yet, as long as luxury perfume, Jewellery and stretching across the globe. including the celebrated
fashion items are treasured as the perfect gifts. the salon on rue Cambon and her own rooms at the Ritz
tnfluence of the great designer houses will cont1nue Hotelrn the Place Vendorne 1n the heart of Pads
to be felt farbeyond France. Petite and dark-haired, Chanel exuded a magnet·
ism and exacted a respect which enabled her to rub
For that touch of exclustvily and quality, prem1um shoulders wilt~ the elite and rule her domain witll a
skincare and make-up products are 1n big demand tight grip.
- that's evidenced by u~eir Australian market value. in Her life story was even celebrated in a musical,
1995, of $432.3 m1lhon. In the same yoar. the 'Coco'. wh1ch hit Broadvvay, New York. 1n 1969, wtth
Australian luxury ladies' frngrance market alone was Katherine Hepbum in the starring role.
worth $150.4 million. with the men's lrngrance S1nce Coco Chanel's death in 1971 at the age of
market valued at $53.2 million. 88, the CHANEL empire has remained true to her
v1sion. Masterminded by Karl Lagerfeld, 1t1e classic,
A cntical factor is exclusivity. For sheer class, a t1rneless dcs1gns wh1ch made Chanel's name
luxury watch IS unbeatable, but Ihe rrl<'un plnyers in con~nue to thrive and evolve.
tho luxury ladies watches market are few. and
~nclude the likes of Rolex. Cartier. Patek Philippe and HISTORY
CHANEL. Similarty, truly exclusive destgnerclothes The woman Who came to def1ne style had surpris-
can only be purchased from selected outlets: Ingly humt,:e beginnings. In counterpoint to her
CHANELonly has one boutique in Sydney. suave. urbane image. Gabrielle Chanei was brought
up 1n the French countryside The daughter of a
ACHIEVEMENTS pedlar, Chanel was bom on 19 August 1883 in
The old saying "fashion lades, hut style lasts
forever' is at the heart of CHANEL's endunng
success. It tS an Incredible story, avirtual fairy tale II

32

a, rnterost wh!CI spilltXJ over .nto her PA R FU M range have tncluded threecollectKX1S oltad es
desrgns watches· Premrere, Maoen"lOtselleano
N° 5 Matelassee. all relatntng the eXQIJlslely srmplc
In 192 • , wrth the t:11entet1 perturner,
Ernest Ben.Jx, Coco (lev sed ·1 new scent. CHANEL sty:e aovoca:ed by 11·e company's fo11!1der
the evocn; ve CHANEL No.5. Ch:me
opened ltl> for busrness rn P<1•rs. nt 29 PARIS Premiere reflects the shaoe of tt·e clas.'.>tC
Rue du Fnt;hourn Sarnt-Hono·e. Her perfume bott.e stoooor; Mademotsel e 1s a
The claSSICCHANEL handt\1q, known as '2/ perfect square, and Ma~elassee, Wllh rts
reputllron, l>o1!l as ntormrdal>le wornan 55' u~e handt:>ag's birth ·datc. was 11rst designed l)y
ami ttle toremos: couturrer oilier nge, was Albert Monnol. The bng was fOrt1'1C<1rn torsey, quilteo lace. re nterprets :he sttch:ng on the
overstitchect tn a diamond pattern and trncd with
gau rng g'OllflO The !mulCh of the Ct~anel grosgrain. Ch<:rnel concetved the hnndl),'1g's c11ain famous handbags.
r'lie t)tnck aress •n 1926 se<lled this Mos1 recently, a collectcn or trne jewellery
status. At tho tmo. An cncor' Vogue and leather strap wl11ch t1os become so cl1macteris·
descnbed 11 fls 1t1e Ct1anc1 For(f. has been createo as a natura cxter1Sl0n of
ltC of aCHANEL handbag, along will1 t11e double C's the ccmpany's luxury P'OdlJCts and ref.ects
An Engllst1IOOK crept rnto t1er dcsrgns
Thrs was partly duo to me rnfluencc of her logo as a clasp CHANEL shoos were pnrnanly two· Chaners love of Jfl\'\'9 erv wrtt1 nnov;:urve
new over, one of tho 11ct •est and most
powerful rnen n England. tM Duke of tone beige wtth a b'Ack toocap. To thrs c.1ny, all designs. In September 1996, CHANEL
Wostrnrnstor CHANEL shoes are hand sewn nnd nil leather.
launched a new fragrance, .AJiure.
By I928, Gabriollc Cllanclllad moved A wtde range of make-up antl skincnre
her business to t1u0c lloors at 31 rue products has been lntr<Xfu,:ed over t11e years to PROMOTION
Cambon and \M1S widciy ncknowlodged as ensure that women can entOY tile hrgt1 quality Huge press and consumer attentron is given
'the lirst lady of France'. Slle was dressrng CHANEL expenence from top to toe And of to CHANEL's fashion shows.where sorne of
the Hollywood greats Glo11a Swnnson course t'le perfume. CHANEL hos spawned
Greta Gar!)(), Mmlene Dretnch bul desprte some of th& most fumous. tl most legendary the most beautrful women in tt1e world today
her stw's clr;Jrmtrc nso across the Atla'iltC. brand names n the perfume market. w1th the
Coco ct1ose to slay 1n Fmnc~c. IMng in a li~es of CHANEL No 5, CHANEl No 19, model CHANEL's latest collechons To
COCO {dedrcated to the company founder). support this, the !ashton hOuse t1as pursued
sumptuous vii a. where she wns allended Cristalle, and for men, Egoisle Plalinum,
A'llaeus and Pour Monsreur. an effect•ve advert•su1g camPJign, reaHirm•ng
by a successiOn of hrilh<"'nl odmtre•s.
Tile orig nal CHANEL No b. was crcnted in the basic classic values and beauty of tt1e
Ttmes changed Worlei War 2 forced 1921 w1tl1 the master pP.rfumcr Ernest Beaux. CHANEL brand. Jacques Hollou. artrshc
her m·o ext e n Sw tzerlnnd as the TI1e man floral notes n CHANEL No.5 are May director at CHANEL descnbes these dc1ssic
rose, ylang ylang and Jasmine from the Frenc11
Germnn Arrny occuprod r rnnce. It :ook town of Grasse the centro of t110 French porfurne vali.ICS as: 'Perfect lines caotrvat ng shapes.
rndustry. Beaux submtttod two lists of scunplcs
many yews - untrl 1954, when Coco to Cilanelto choose from. nurnb0.red 1 5 and F ms designee to convey eternal truths 1n the
had iurned 70 · fer CHANEL to revrve 20 · 2<'1. She opted for No 5 · wl1rch then space of sixty seconos·. Asuccess10n of
the tamous , srmple look. By tt1en, the became its name. Later, CHANft No. 19 wns larllO\Jsly beaut fLd laces h..'l\le been used 10
newly c•cwnoc1 mastc• of French haute named in honour of her birth dnto 19 Ar1gust. capture lhe CHANEL egerd, rncludlng the
couture was CIH•SltaP Oror. llllt ihe Frerch a~tress Garde Eh.quet and a1e
Amencans su turnco to Cl1ar ettor Coco Chane! was legendaJy Holyl.\-ood f m star Mar 1yn lvlonroe
srmpr(\ practtcnl cleg<mce Betore long. nlso J great boltever rn
Ctmnfo I was t>nck 111 I)LJSrness. bold tewellery ·A ptcce BRAND VALUES
of tewollory c<rn never Coco Chane! once said. 'When I startea
The famous CHANEL lrlltr){J rooms mn.e t>e mean: she sntcJ work 1, the protess•on my ambrlton was
not to create things I Irked but to stop !he
Ctlmbon were soon GrOW(iod wttll dspimnts to tl'le RECENT fashron for thrngs I drdr''t like".
CHANt::.L rook The nearby l lotet Crillon was famous DEVELOPMENTS The result was luxunous srm~Ji rCity, quahly of
for berng full of Amcncnn lad es whorcv€'1' Chanct CHANEL continues to destgn and manufacture. disctphne, and time-
prescntO<j her latest collcctton. 1ntroducc spcctoctiar lessness. Thts has been recognise<i nnd
consistently delivered by the modern, post Coco
Evnn after her dci.ltl1nttl)() RtlL Hotel, where rew des.gns, modern house of CHANEL. As Karl Lagerfetd sard 1n
Coco W<lS a perrmnont yucst, Ihe sptnt of Ch<Jnel 1993. "The spirit of Chanet must be part of
lingers on, hrenth Ilk! nnw life into 1110 company year extens1011Sof 0'\0ners
111. yenr out lhe proctucI r.1nge has contin1 red to VISIOI1 Srr1Ce 1987, today's fife. II is a phenomenon of here and now,
grow und snnii.Jrly htgh cfcsrgn standards hnve been notnble addrhons to the
cndor8od by a new nnd tnlonted des gner, Karl must have' CHANEL of this day and age·.
Lngcrfeld, who nssumc<.1 tt c r~1'1tle c! tvl:1d"'mOt-
selle Chnneltn 1983 Things you didn't know about

THE PRODUCT CHANEL
Oual l'y "lfld stylE. Jrl resonant througllou~
CHANf::.Ls t.r<Xf 1c: range. 0 JANEL oilers women 0 CHANEL No.5 ".,.as Marilyn Monroe's
the 'tot,11look' First '110re IS the su t. clescnh(ld preferred and only 1'191M.'Car.
by oesrgner Ph hppe Sta•ck as "the one and only
mooc'n sutt". II tms gone down nllle annals of 0 Whole fields near the French 101M) of
fasn1on t1rstory as nn nnsotute classic, ottering
qualrtv rn both f<mr c nnd des gn. Coco Choncl Grasse. have been planted With
abrdod by two L>asrc pnnctptes, dtscip ine and jaSmrne, as this specrfiC plant ftom II s
thoroughness To t11is day, me cornpony adheres locatron are key components of the
CHANEL No.5 loonuta.
to Cll<II1CI s ~1oldcn rules: "AtwC1ys remove th1ngs,
0 CHANEL buttons are treated as \AJOii<S
never nda, .. and "No l)llltons wrt11out button
holes,• and "The instdo must l)e as perfect as of art. Often, they are made from
the outstde'
galaJrth, a rare substai1Ce rnade from
As wrrtcr Jean Mane Rouart succ1nctty puts it:
'Fosh•on focles, but t11e CHANEL suit lasts milk protein Buttons made of gilt metal
lorever." Tl1is limolcss qunltty llns been achieved are usually engraved With the famous
through s1rnple,
elegant design and CHANEL trademark, a camellia, a four·
consc 1entrous
attenlion to 1t1e leaf clover or an ear of wheal.

fittrng. Wher1 a tacJy 0 Towards the end of her life, Coco

wants a haute Chane! lived at the Rrtz Hotel on tt1e
Place Vendome. Whenever she
couture surt from ventured to her' salon at the rue
CHANEL, st1e 1s Cambon, a phone call wamed her
encourageo to h;we entourage that she was comtng Wafts
at least two ftllings, of Chane! No.5 were sprayed through·
to ensure me
garment s pertectly out the salOnS. Chane! would sri on a
rnatct ·c..>d to t·er
personal style and now-famous long berge sofa to recerve
body shape guests. Her other favounte spot was at
the top of a muror lined staircase. from
where she could oversee all the
cornrngs and gotngs of her pnvate
unrverse.

33

ClubMed·

THE MARKET the first all-Inclusive t1ohdays. The response was THE PRODUCT
In a holiday market dom1nated bycut-throat pnce overwhelming and marked the beginning of Club The Club Med product has grown up w1th its
promotions and fierce competition 1l1s increasingly Med1terranee. The very first VIllage consisted of a members. Much loved elements like bar beads and
d1ff1cult to please the consumer number of am1y surplus tents. supplied by the straw huts are still around, but nowadays they exist
Tngano famly, 1n Alcudia, on the Balearic Island of alongside smartcards, luxury accommodation,
Once, not long ogo, the wor1d was bg and lull of Mallorca. The f1rst of Club Mad's famous straw liut cruise ships, and well aopointe<.1 t1ungalows These
unknown corners. Today thanks largely to media villages opened 1n 1954 on the island ol Corfu cater lora d1entele vary1ng in age from babes In-
exposure, the worid has shrunk and its most arms to nonagenarians. The average age or a Club
u1bmate, exotic and exclusive spots have become Altt10ugh Blitz had the idea. 11was Gilbert Tngano Med member 1s tn the 35·40 bracket and around
familiar to all of us. who had the VISion. bus1ness sense and dnve to 65% come as part or a fam11y.
develop the companyover the following 40 years
Consumers, geanng up tor the next millennium, untillliS retirement in 1gg4. A very high proportion of club members. around
ins1st upon value for money. noo experiences. 70%. retum year after vear to soak up the sun, meet
beautiful surroundings. good foocl.ln snort, they
like-minded people,
demand a Quality escape from everyday life. At the indulge in golf, tenn1s 01
watersports or simply
same time. social and demographic changes play relaxon the beach. Many
an Increasingly 1mportantrole 1n the type of holiday of them come back to
consumers choose and the level of service they take part in the life of the
demand For example the number of single surround1ng countryside,
parents and lone travellers is growing, as is the ustng the1rClub Med
number of affluent mature travellers. fhee is also a v1llage as a base trom
grow1ng trend towards tate book1ng Only those which to explore. Club
companies able to adapt the1r mDrketing, products Med villages are sell
and destinations will survive anct flounsh 1n th1s sufficient. but not1n any
envirooment. way isolated.

ACHIEVEMENTS Club Med hol1days are
Club Med is the only truly global organisation of its all-inclusive and one price
k1nd It is dedicated to g1ving people a ct1ance to covers retum flights and
escape t11e pressures of everyday liie by taking transfers, sports facilities,
them to ca1etully maintained Utop1an communities. fine cuisine. qualified
in which people and Interaction are the most 1nstruct1on, children's
important elements. Club Med's uniQue philoso· clubs. even1ng entertain-
phy makes it much more than 1ust another tour ment as well as fully
operator or hotel organisation. II gives its mem· cornprehef1sive travel
bers and its customers are all ·members' · a nsurance.
chance to recharge their battenes and to start
liVIng aga1n. Club Med 1s the onginal. the largest The key to Club Med's
nnd most ccmprehenstve of the world's all- success. and its particu·
inclusive holiday organ1sahons. tar strength, 1s the
complete dedication of 1ts
In 1996 Club Med ranked as the world's 13th
largest hotel chain. and
employed over 25,000
people worldwide. Of
these 9000, from
d1fferent nat1onalit1es,
work as GOs · hosts ·
1n the Club Med v111age
resorts. In 1996, Club
Med organised holidays
for over 1.325,300
people of whom ove1
250,000 were chtldren
Club Med is the world's
largest and most
cosmopolitan club n t11e
world. As long ago as
1994 , Club Med
welcomed its 20
rnill1onth member.

HISTORY
Tne Club Med concept
was bom 1n 1950 when
Belgian diamond cutter,
water polo champion and
ex-resistance fighte
Gerard Blitz advertised

34

fa'11Cus GOs, or hosts ...ho comm1tn ent ot these Med has a reaoy st:1rt<Xj <1n extensive renovat on
program lor around 20 of ,Is 110 v llngcs. mostly n
very spe0<1l people l11fferenthtes C 1b Moo from
tne Europe/Afnca zone
anyth1ng vise. 0 1t> Mcxl's 9000 GO$ ·orm a te.1m
l:s corporate and conference fn lies. nV<Iifabfe in
ot mu 11·1 no tnl, n1u tH,l entod and mu IH1Clllonal aoout30 villages 'NCr awKfe, a•e ccr tlf1U<111y LP·
hosts ana hoStE'-'>-'**l who are respons1t1ie for graced an<.! most sales oHICes rv;:m hcwe a.., j catnd
every,tung tna: haooens n tne vd~1ge, 11om 'ood to
Corporate Departments Some 15% of total Club
acconlrrlOd·J'IOn, from sp:Jrts to enterta1rllren:. ·rem Meo sa'es are ro.v ul'he corporate art~ 1 Ex1t~nsrve
110pp ness ·o hactt•tl The GOs oartte ~l<lte 111 a I
aspec·s of VIllage fe nna m~gntl>e SDorts n\Sin IC· grOV\1h and development of COfl>Or"lle fW'thti€S IS
:ors by d. tv. t 1t~e cornp..11 IOf\S nt rnea trnes nno
ent<'!IU! ne1s ne<.>t''lli'KJ shews. planned 111 tre AsaPac1fte reuon.

PROMOTION

RECENT Club Med's strategyof globails:1tron nnd &.."9~·,enta·

DEVELOPMENTS llor will continue and s reflected ul n chnng ng

Club Mcd s .orporato de~olopn1ont plan IS targeong customer spirt ana profile. Worfdw1de, Frer'ch

arnb1t10US growt11 over II'K'1oxt few ye<1rs. Tho customers (GMs as they are known at Club Me<.i)

1990s h<1vc IJCcn d1f11cult •or Clut) Meo esooc~ally now only account lor 30% of the totnl, as ooposcd

w1th h1gh unemployment 111 Frnnco still one of its to 45% 1n 1985. Amcnoan GMs now maka up

major markets. However, with a new rl'\1nagement around 20% while the As1on shnr<' stnncis presently

team the group has re·focused on tis core bus1· at 16%. artd rs growing steadily

ness. streamlined its expendltLJre. 1nvested 1n quality The Club Med brOCh11ro is translated 1nto ten

and pusl1e<.1 through ·1 more Aggressive marketing languages and has a c1rct ilnt10n 01 around three

plan. million 1n Europe alone.

In 1992 tho group opened t11c hrst Club Med 1n New techno og1os havo t:>eon welcomed ant1lhe

A~straha, at Llndcm;'IP ISI<l'1d 1n lhe (Jyl.rc Club Med brochwe C<Ylnow be lour10 on tne

Wh1ts mdays o'f the trop cn1 Queensland coast. h:emet (http://wvvw.clubr'led com!) Jnd is also

W th ts L.nspo led t>eacl1es ana nnt1cnal pnrk ava1laole on CD-ROM.

w1 derness arens. L1nd8Plftn s perhnos tt1e mos~ Club Med has nvested over $100 mll,on lfl a 0 Ot-'b Mecl runs a thrMng oorporate

scemc o• al G'o<Jt 8<1ruer Rcet1slanos. The new worldWide reservatron i'lnd n1orrmhon system buslfleSS at many of 1ts vilfago...s.
Attracted by a -oclustve costs and
Vllla;Je tse • 1s s~t wr·piHtheatre style rnto the wh1ch. aoa't frorl'l hand ng tt·e b!rsu1ess. allo~\'S specialist faolitteS. many compantes
bring together their sales or execuLve
t11I'SIOe above ,1qcr tly sales stnrf to respond
teams. or their dients, for Club Moo
curvtng l.xty, vvhich g1ves rmmodtately to custom
style meet•ngs
VIS tors one of the finest ers' requests.
0 Club Med Undemarl Island IS pro·
VIC\'1/S 1n the worW Every I he present commu
tected by World Her:tage 1St1ng and IS
roc.... looks out ncross r cnt ens st-a:egy fer 1n the Great Barr1er Reef ManM Park.
The Aborig1nat name tor und91van
the olue-green wnters of ff, Cll.n Moo 1s clesigred lsland,Yara-Kimba, means ·snapper·
T tO L1fdW 111 110W COflSUill bream ftsh'.
tloe Whitsunday P,"'l' Clu ers by r.roVlo ng a
0 Club Med runs the largest watersports
sage. c'c>..mer nnd eas er 1nsrg•1t
club In the world wrth 1600
Tt1e resort 1s esne· windsurfers, 1500 sailing boats, 85
watersxi boats, 250 kayaks, 1200
c1ally popular w1th into t11c henof ts oHerecl dMng tanks and 2000 pa1rs of flippers.

fam1hes and couples nnd rn 199,1 took out t11e by Club Med The mcss.1ge • Club Mec1 • Where I 0 Club Med runs the largest Tennrs Club

prestigious Austrafi(Ul I lotei/Resor t of l11e Year can be Me - 1s central to rt1c Club's fntest 1n the wor1d With over 800 tennis
courts. 800J racquets. 44 000 balls
awarcl. campaign. Club Med 1s tor everylJody, young ano and around 300 qual1fled tennis
tnstructors worldwide.
The group rnadf' nnott1or investment 1n old. for the active tlnd tile not-so actrvc. It IS IS fl
0 Wth 36 VIllage resorts featunng golf
Australia when 11 bouqht t11e 8y1on Bay Beach holiday club for globHf citizens wt1o nrc young at·
faatrtJeS 1n 16 d1fferent \Jme zones.
Cub 1n 1992. Development plans proved heart and want to enJOY lloemselves Club Med is tne largest Golf Oub 1n
the world USlng 9(XX) golf clubs.
controverst<.~l witt1 some locn res"ients, but Club BRAND VALUES 84.000 golf balls and CNer 150 go:f
Med is work.ng to resolve these ciiii1CU1tleS and Club MecJ IS not someth1ng people go to, 11 rs professionals. In 1996, some 76,000
someth1ng they are part of. c:mtl rt t)ecornes pnrt Club Med guests played golf for at
meanwhile IS runrung ant1rrnprovlng the Club, of them too. Ck1b Me:J Where I cnn be Me least one hOUr per day during the1r
defines the C ub tvtod ph foscphy At the snml~ holiday.
which rs set on the rnau'11ticent nortl cast of time. it IS a stro'"lg mot1va\lng Ctlllto nctron,
des,gnec to appea to peop e who warlt to get 0 Club Med guests are served over 25
New Sollth Wales It bonsts n trne beach. a garden the most ou• of hfe. Tl·e 1\ey rn nges t'VOtve Irom
the slt·Tiu altng enwonmor t ol C ub Mod Vllf<lge million meals each year during whiCh
sett1ng wth ra nfOrest bust1w<1lks, Wlfdhte e1nd a J,·e. an onwonment wl e·e poople can I ve hte to some of the following items are
the 'ull and recharge ti1Cir b.1tte•res Vv'ltnout any consumed: 21 m111oo croissants,
sce.'lic golf cetrSe concerns or IIIICfres 4.1 million baguettes, 23 million eggs,
Cub tvled sees Asia as HS ~nne pnl graw.h area, 2.7 million kgs of meat. 500 tons of
seafood and over 3.5 m1lhon lltres of
nno t'lCll hm; map 1mp C<liJOnS for the A.rstmlrnn \"'lne.

operntKXl. A r"'(JI.v village has JUSt opened at Bntan 0 1994 sew the opening of Club Med's

r:ear Strgarx)l'e arKi tl uec more are pl:-1r.ned n the first ecology reserve and the 'Gilbert
Tngano Research Lnboratory' 1n R1o
regonbeforetl~eyetu2000 osecontiVtllageln das Padras, Braz1f. The nature reserve
s some 12km square.
Jap,-'1n and 1'1\fN Vlffng"S u1Ch 11,1 ano V1etran• Cub
0 Club Mea Crerat ng n Malays a pntly

opera~es a G•ant Turtle egg hatchery
program 1ncreasing each turt e's
chances of SUI'VIW'lg to become a

~kgadu11.

35

THE MARKET post 1n his local town market until he has managed carbonated water, resulting in a drink
The 1mportance of the soft dnnk market can to sell at least 50 cases of Coke every day. The pronounced as "Dehctous and Refreshing·.
never be underest1mated. Not only is it huge distnbutors are supplied by a comprehensive This became a popular slogan associated
network of bOttlers peppered across the globe. who with Coca-Cola. the name dreamt up by
now. but it still has enormous potential to ensure Coca-Cola ma1nta1ns a world·w1de pres- Pemberton's partner Frank M RobuiSOn.
ence. In fact. Coca-Cola's bottling system IS the
grow Adults today grew up With soft dnnks. largest. most w despread produchon and d1stlibu- Desp1te some rninCY advert1s1ng -
For them, a soft drink 11as become as t1on network in tho world As a consequence. Including the first shop signs declaring -
common a form or liquid refreshment as a COCB·Cola has been able to take lull advantage. "OnnkCoca-Cola' - Pemberton never
traditional hot beverage The same applies. realised the potential of h1s creation. Before
to an even larger extent. With the chtldren of establiShing a tirm foothold 1n new and emergtng his death in 1888, he sold his interest in
today, \'Vho are growing up 1n a sort drink Coca-Cola to a wised-up Atlantan
culture and consequently have greater rnarkets. TO(.Iay. you can buy a Coke from BeiJtng to bus1ness mnn Asa G Candler. who soon
expectations from an increas1ngly sophisti- Delhi, from Moscow to Mex1co O ty. asstnl"led complete control. He ltnally
cated market. At present, carbonates make ach1eved sole ownershrp in 1891 Candler
up over half of the soft drinks market. with However. Coca-Cola has not stopood at being was a confirmed believer 1n the power of
cola flavoured carbo'l£\tes account1ng for a the best-selling soft dnnk the world has ever known. advertising I ie fervently plunged 1nto the
large portion of the carb.Jnates sector. The By virtue of its singularly powerful brand personality, word of mass-merchandising. ensuring the
Australian soft dnnk market is currently worth Coca-Cola has become a veh1cle for promotion in its Coca Cola trademark was dep1cted on countless
around$ 1billion in food stores alone. Coca-Coltl own nght and is the backdrop to a number oi highly novelty products sudl as fans. calel"dars. clocks,
holds a mass1ve 65% share of the Australian market successful artiStiC and sporting events -The ornate leaded glass chBJ ldeliers and ums. He
Olympics included. In addition. Coca·Cota rrer- distributed thousands of coupons offering a tree
ACHIEVEMENTS chandise is Widespread and tashionable. glass or coke. Colourful s1gns promoting the brand
Ou1te stmply, Coca-Cola is the most valuable and were displayed on trolleycars and in shop w1ndows.
powertul brand in the world. tlS borne out by the HISTORY Hts efforts were well-rewarded. Just three years after
annLial valuation of the World's Top Brand Names in The syrup that was to become Coca-cora. was first the officialrncorporatron of The Coca-Cola Company
Rnanc1al Review (August 1994). Coca·Cofa sells manufactured in 1886 in a three legged brass pot 1n tn 18g2, Candler was proud to announce that
nearly half of all softdnnks consumed throughout the backyard of Dr John Styth Pemberton, a
tro world.In 1996. Coca-Co!a t)eld an enormous pharmaCISt in AtlaPta, Georgia. Dr Pemberton took Coca-Cola was now drunk "in every state and
48% share oi the worldwide soft drink industry. In so hts new product to a local pharmacywhere it was
many countries. tne Coca-Cola drink 1s tne market considered good enough to be sold at 5 cents a territory 1n the United States". Amajor leap consrder-
leader. often taking second place in the rankings glass. Somehow. the ~;yrup got 1tsetf mtxed with lng that in 1ts hrst year on the market, Coca-Cola hac!
with its dtet formula or w th Fnnta. the company's sofd on average a mere n1ne dnnks per day.
orange carbonated flavour. How does Coca-Cola
achieve and maintain this position of pre-em1nence? Expans1on was so impressive that in 1898, a

Rrst and foremost,Coca-Cola is the best new headquarters was housed 1n a large building in
recognised commercial trademark in the wor1d
today. Three independent surveys conducted by Atlanta. Candler na'Vely descnbed the lhree·storey
building as "suHtcient for all our needs lor all tme to
Landor Associates in come··. Needless to say, the building was too small
1988 confirmed this. In
response, a business after just a decade.
maga~.ine in the US
stated "Coca-Cola is so Marketing concentrated on the pressing need to
povveriul it's practically vanqu1sh pale imitations of the rncreas1ngly famous
off the charts''. T11e Coca-Cola brand - conversely. a SIQn of tiS success.
company has pursued Advert1sing boards declared the stem warning
a w1n111ng policy. "Demand the genuine· and "Accept no substl!utes··.
ensunng Coca-ColA Equalin importance to the marketing of Coca-Cola
ubiquity, with powerful however. was the question or d1stribut1on. Tlie orig1n
global advertis:ng and a or today's vast Coca-Cola bottling system stems
well-organised. from 18g4 when a focal shopkeepel installed a
~~~~!C;r- all pervas1ve distnbulion bottling device at !he rear of h1s store and pro·
system Tl11s strategy is
based on the company's belief that every day, every
single one of the 5.6 billion peoplewho populate
this planet is going to get thirsty. and the onus is on
Coca-Cola to ensure that 11 IS available to sansfy this

need
The dedication ofCoca-Cola sellers around the

wor1d is qu1te remarkable and bears test1mony to
the company's determination to proVIde "a pause for
refreshment" at any 11me. anywhere. A ftne example
is the lather and son team. travelling 7000 kilome·
tres a week through some of the world's toughest
terrain, the Australian Outbnck. to deliver Coca-Cola
products to 1solated pockets of civilization dotted
throughout the wlidemess. Or the 73-year old
Filippino man who refuses to budge from l1is selling

36

ceeded to trade crates of Coke up and down the $27 billion 111 market value reaching a phenomenal across boundaries. as typif1ed bY the famous
MiSSISSippi R1ver. 19711V adveri1sement wh1ch brought together
$93 b1llion. By market value, Coca-Cola was rated children of various nationalities to sing "I'd like
The first rnaJOr bottling plant was 1naugurated the fourth largest US-based company and the to buy the world a Coke" Coca Cola has no
soonaftl;)l. s1xth largest company worldwide (Source: Financ1al fron tiers.
Times. FT500 Survey of the World's Top Compa·
Coca-Cola made great stndes under the n1es January 1996). Things you didn't know about
guidance of Robert Woodruff who was elected Coca-Cola
president 111 1923. Woooi1.Jff instilled some or the PROMOTION
ma1n tenets ot Coca·Cola's quality and Jnternalion· Coca-Cola's lV advert1sing campaigns have 0 In 1941, when the United States
alism into tho corporate thinking. He tnS1Sied on a produced a number of iamous slogans and
high standard ol product. packaging and service Jingles rang1ng from "Th1ngs go better with Coke" entered the Second World War,
and tocused on the 1mportance of the bottled (1963), "It's the real t111ng" {1942 and 1969), Coca-Cola's president Robert Woodruff
ordered "that every man 1n uniform get a
'llarkel As a result. bottle sales soon exceeded "Coke adds life" (1 976). "Have a
Coke and a smile·· (1 979) . "Coke bottle of Coca·Cota for 5 cents,
tounl<ltn sales tor U1e l1rst tme H1s ma1n ObJective 1s it" (1982) . "Can't beat the
was to ens1 1re the accessibility of Coca-Cola. feeling" at tt1e end of the 1980s, wherever he IS and vvhatever it costs
ntroduc1ng the take-home carton concept and the and the "Always" campa1gn the company'
'nstallat,on of Coca·Coia vendo1s in key pos1tions at 1ntroduced in 1993. Radio and
rna.or sport1ng venues The introduction of tt1e televiSIOn have prov1ded 0 Dunng the Second World War, 1n 1943.
metnl open top cooler enabled Coco·Cola to be Coca Cola with endless valuable
served ICe-cold in retail outlets and wilt! the onset opportunttles to spread the General Dwight Eisenhower urgently
ol retngerat1on. to be stored in the workplace. A Coca-Cola theme. telegrammed Coca-Cola from his
t11slincliVe soda tounta1n glass and the Introduction COCfl·Cola sponsors major events and headquarters 1n North Afnca requesting
of automatiC tounta1n dispensers, hastened radio\lV programs. Tl1e Coca-Cola trademark is an Instant shipment of three million
Coca-Cola's brand recogni!ton. a crucially important marketing tool, insp1nng bottles of Coke as well as materials and
recognition wherever it is pos1tioned. whether it equipment for ten bottling plants.
And nol only In the States. From 1926 onwards, be on a billboard, bottle or T-sh1rt. Throughout the war more than five
bortHng ooerations were opened abroad by Coca-Cola has always been assoc1ated with million bottles or Coke were consumed
Cocn-Cota·s foreign deP<'lrtment renamed The high-qual1ty packaging. The graceful. ·sexy" by American soldiers, not forgetting the
Coca·Cola Export Corporat1on n1930. Coca-Cola curves of the Coke bottle have been admired countless servings d1spensed through
ensured n major marketing prese11ce at the stnce their inception 1n 1916 when the contour mobile, self-contained units In war-tom
bottle replaced the stra1ght·sided design, areas.
Olyrno'c Garnes 1n 1928 W1lh a troop ot vendors thereby dist,nguish,ng Coke from 1ts competitors.
Acknowledging its importance to the heritage 0 Coca·Cota was first introduced to
s1gnalling its amval on the intemallonal scene. and authentic1ty of the brand. the bottle-shape
At the outbreak of the Second World War. was eventually awarded reg1strat1on as a trade Britain in 1900 by Charles Howard
mark by the US Patent OHice 1n 1977, an honour Candter, the son of the company's
Coca Cola was bOttled 1n 44 bestowed upon only a handful 01 packaged founder. \Aihilst on holiday, he took a IU9
countries. tncluotng some of products by that lime. And rightlully so, it would of Coca·Cola syrup to Britain and as a
those countnes then consid· seem Coca-Cola's own research has uncovered consequence an order for five gallons
ered to be U1e enemy. of Coca-Cola was sent to Atlanta.
Ironically, the war favoured a consumer preference for the contour bottle as
rathe1 than h1noered 0 Coca-Cola was a sponsor of the 1994
Coca Cola's development as a opposed to the stra1ght-sided variety, by a
wortd brand. Amencan marg1n of 5-to·l. (The famous signature rtourisn of World Cup football tournament and the
soldlers, all over the world "Coca Cola" was registered in 1893. and the Euro 96 champonships, held 1n
demanded huge quantities of the1r lavounte drink, short and sweet "Coke" in 1945).
wl~1ch 111 tum 1ntrocluced the locals to their first taste England Coca-Cola was also a major
of Coke. Coca-Cola was therefore well-olaced to Fo low1ng a change in legiSlation, in 1995 !he
se1ze t11e opportunity for growth the post·war boom famous contour bottle became the Lrsr 30 sponsor of the 1996 Olympic Games.
promised. Coca-Cola's post-war message depiCtion or a trademark to be reg1stered in the maintaining an unbroken presence at
contrasted strongly with the preceding conff1ct. It UK. the Games since 1928.
was based on global rnendsh1p, harmony· 1n etrect
a message for all time However The Coca-Cola Company never 0 Coca-Cola comes second to OK as the
rests on 1ts laurels even though 1n many ways
Su1ce the war, Coca Cola has successiully Coca-Cola hardly needs promot1ng - it is every- best-known word in the world.
introduced other branded products to the where, at anyt1me.
Coca-Cola family and has been able to offer the 0 Smash hit pop songs have topped the
consumer a wider choice in s1ze and style of BRAND VALUES
Pl'lCkC!Q1ng. In the wake of staggering advances in In many ways, Coca-Cola's brand values are charts as a direct result of having being
tile communications Industry, Coca-Cola has encapsulated 1n its ma1ket1ng messages. featured on Coca-Cola ads. The
1aunct1ed higl<ly-successful advertistng campaigns. Slogans like " It's tl~e real thing", and "Coke :s 1t!" famous 'I'd hke to teach the world to
which although varying tn style. have never fa1led to art1culate perfectly the core elements of sing" was denved from the Coca-Cola
relny Coca-Cola's essential brand values Itwould Coca-Cola. song "I'd like to give the world a Coke".
seem the company could do little wrong. In 1982.
d1et Coke was Introduced, tne f1rst extens1on of the It's the first, authentic, truly genUine article 0 The modem-day image of Santa Claus
Coca·Cola arKI Coke trademarks. It was a stunntng Coke 1s portrayed as a lite-giving force. Not only
success. By 1984 diet Coke had become the top does it quench your thi(Sl but it rejuvenates, was actually based on an idea from
low calone soft drink in tne world. inspires. instils youth and vitality. And Coke is Coca-Cola! Before Coke, pictures of
fun, youthful, wholesome fun. Coke IS also a Santa (St Nicholas) portrayed him 1n
THE PRODUCT global force. extend1ng a i"farmony of purpose flowing robes.
Coca-Cola 1tse1t IS a dnnk which needs no 1ntro-
duct1on D:et Coke IS 1ts obVJous Sister product 1n a
low·calone format. Most interest1ng however.is tile
legendary secrecy thnt has been bu11t'up around
the producl's formula. The Coke taste 11as certainly
effected 1'\n emotional resonance with many of its
longtnne consumers. as typil1ed by the hue and cry
that met the change in Coke's form1 1la 1n 1985
Coca-Cola duly responded w1th the re1ntroduct1on
of its ong1nol product under the title ··coca-Cola
Classic·. C<ltfeine-free Coca·Cota and Ct<erry Coke

11ave been also been Introduced '" recent years.

RECENT DEVELOPMENTS
Coca Cola has exoanded 1ts worlo·wide share of
global son dnnk sates Wcrld-w,de unit case
volume tust keeps on grovVIng. Coca Cola Foods IS
the largest marketer of JUice and JUICe drink
products 1n the world. Minute Ma1d has become a
lead ng fru1t beverage trademark.

In 1995. ll1e Coca-Cola Compnny ga1ned over

37

hBank

THE MARKET the recon1mer1dntiorls from thrs ,rKJurry, turtl10r corporate symbols 111 Australia
n,e banking 111dUStry 111Austrnlrn development IS imrnii1Gnt os the ir·dtlstry propnrcs
operates u n hrClhly compotrtrvc itsell for Ino y€Ktr 20CO nnd cl1<lllonges beyond. The CommonwD<'1fth Bank

env •onment A nnture Industry, ACHIEVEMENTS achreved Bank ol the Yenr 111 n1e
Since the Commorl\'VE\l til B-tn"' trrst openeci 1ts 1996 'OptJS AtJSttClhJn Bttnkrng
rt consrsts ol bO opor11tronn1
tmnks 21 At,strn nr1 prvatt:~ly doors on 1oJuly '9 12 wr:h one brano1 ana n sta'f and FinaflCe Awmtis . It t'as
owned arxJ 29 •ore ~Jn ovvned. become <l highly compctrtrve
or 12' tne C<rrnonwmlttl Bank hc1S grown to be
The industry s renulate< I by one of the k"lrgestl:~<'lnks on Austra k"llll tonns ol organrsa\lon pcsrtrof'rng rtsel' lor
tne Reserve S.;1r "of Australia, a assets. <U'),'i r;lr·-<s 'lrnonq n·A work1 s GO targes\
statutOI)'agency ,,..hose respon- banks rn tenns of st1c1rohOI Jers' eqUJty. growtn nto tne next centlJry.
s 01 ties uJCiude man.1g ng The Con~ nO! wualtt' a"lr ~
oromoling and peseMng t•~e KnO\N!l as 'the pecple's ban~· ano "A rstra ICl's
slab tv, nte<.Jr.ly nrKI e:lterency o' leadrrrg banK", tOO C'..ormlCtM'e:tl'h Bank Sa f lily provides seMCes to rnore tiaf'
tl~e bankng system as a whcle prNal sed com~ny ernpl~~rlCJ 0\ol){ 35,<XX) s x rr ICn custo:ne~s tt:rough
emplcyees, r.;r0¥10 rg SCI\IICCS that •JCI!ide banking nlrnost 70.000 pocnts of
The Comn-onwenlth Ban", ~naflCe compnnynet vi'•cs hfe insumnco anti I 1nds
Na• cnnl AL.str<l ra &1nk ANZ llrd management B..111r<ng operuh:Y.ls are conducted representatron. TI 19 Bar lk 11,15
predom nantly 1n AJstralr<'l. and are conducted 1n the largest brnncn <1n<.1 ngoncy
Westpnc nre 1110 four largest New Zealand through a 75% ownoo subs cary ASB netwcrl< n At;t;trnlra 'v\111' 11~1)1'0
bank operators II Austm ra, Bank Lto TI'.J Bank 1S also re1.reSerltE..>d internalron- rnately 1,334 nr,u'ICites nnd
a y throuyl' oH1ces n Lor •dOr'. New Yort<, Srngapore, •1 .205 age~'1C1eS. In 1996, ·he
nolo''l9 GG% of nlOdStry nssets. Jak<trta. Shar'gl1a, Hong Kong and Tokyo Commonwca 111 Bar kwas the
nnd 111excess of /\:fib of 1ndustrv trrst bank n AustrJirn to l,1unch a
turnover. In I n95-f)6, Austra nn Tne Bflnk's rnrssron rs to CICntcvaue lor superrncukot li!c:t11Ch
sliareholclers. customers and employees as t11e
banks gencr.11oci on estrrnated preferred f.)rov tier or fir~anc. .at servrc;es 81·d hclprng Sunoorirng 1tc vaslbrancll
our customers reahse then goals. TI'e Bi'lnk IS
$51 .6 brllron1n gross opernlir'9 gurded by 3 deterrninOtlon to opordte accord1r 19 to networK. tire Bank ltas over
commerc1nl pnncrolcs nncJ to pos1tior1 the Bank as a 2.300 autom.Jtrc teller ma
rncorne, vVtlh servrces to other maJor cornpet trve force rn tr1e A. rstrahnn hnanCtal cntnes, t~tC' largest 110twork rn
system. l:s ongorng strateqy rs to become a fully
sectors of the oconorny valued rn excess or $40 ontegrated I nanc11l serv1ccs bus ness. pro._.,a,ng Australia. The Comrnonwealtl1 Bank nmnlnins
brllion The rndustry is one of Australrn's largest convenient, reh:~ble dnd nHor<Xt~c scMCes.
employers, wlh almost 100,000 staH. the largest retail depos1t portfolio of any Bank,
Srnce I991 ' tne Commcr rvventtt I Bank l'aS
Un'r the cnrly I980's, tne tlankrng system wade s::>rne substnntl<ll acllevernents. In JJiy ana rs the largest ssuer of credit cards in
operated under ncomprehcnsrvu rcgu atory 1996, t·19 B..1n"' <-"'OT'Dieted a ren()(J o' yovernmerv Australia.
structure th<tt rmrnto1neo ttgl tcontrol on banks. In ownersh p and n SV'CCcssfut publrc list '19 welcom-
ng over 420,(XX) st 3'0ll01oers, tne largest share As the la•gest provrder oll1ol1Sing loans rn
1 979. lheCnmpbe IIKturrywnsnnnounc-.ed to regis:er 1r A JStraliCl ;r tile tune Anpox,mn:efy 85%
rnvestrgate tt"te growng neg::~•rve effect of reyulation o' tile Ba"''k's shares a•e t old hy Austrn 311111vestcrs Australra, ·r,e Bank's home nnd nvestmont lonn
on rnstrtuhoos. especially banks, n reachtng therr a"''d ns:rtutes oo:'ltotio totalled $35 bi Iron ·~s 111 30 June 1997.
In 1997 the Commonwealth Bark was awnrdeo
b.Jsu ess oi)Jechvcs T."le new corpom:e id~1t ty, a<10I>led ir 1199I
Recor terxJ;ltJcns of the 1nq r.ry were encOI'Sed 'las beCOme one or the most ~-.,defy recognrseo golo Silver and bronLe awards tor the1r range o•

1n Decerr:bef ·983. deroy ~R'Jfl9 the tnanCia llome a'ld 1nvestmen• loa'lS 111 the an•1.J<ll
~-ystern Since dereglialion. Uie Industry ras
Personal Investment tv1agaz1ne Bn()k of 11 e Year
el\P€1 erced cr1e o: tt1e 'llCS' challe:1g ng and rapidly awarcis.

ct'l[lngijlCJ r>enods •lCfea&-""d market cornpetrtw As part o· t11e Bark's strategy to repos t on

tecnnologi~a 11 novahon, <nl cnange ncus:omer tse f as a co""pet t ve and 111tegra·eottnanc a'

needs cont nue to S\~veep the 1nc JStry nto an em of service provider, tne Bank tkls l1H\"..ome lih) tourth
accelerated d1: u~gc.
arges: fund n'anager and second argcst reta I
TI1e FerlE;ral Gaven "'te'1! Clnnounced an 1nvest · fund manager I' A.Jstraha. Its success1 11
gatron tl'e Wa s lrm.riry, 1nto deregulatron and ts
oflshore operatro•1s nAsa nch tde a jou11 venture
rmpact on the 1no,1stry. Addrt om ly, the rnqurry sort
to assess tochnolog1cat dcve cprnents and otller w th Bank lnternas1onallndonesrt~ an<I also t1erng
the read arranger of many large lrn<mcrnl dents
changrng forces to tt~e Australian frnancial system.
In strengthening its support of Australian
As the rncfustry awmls a Govcmment response to
business, the Cornrnonwearm Bonk t1ns led the
way Vv'lth new and rnnovotivo bus1noss servrces

and products The Commonwealtl1 Bank
BuSiness Card, oHered by tile Bant<, rs the only

38

in Australia to offer a Retirement Sav1ngs Ac- -n
count, a simple tow cost supcrannuatton account
for customers. providing a wider range or
products and serv1ces.

One or tt1e Bank's most recent developments
to date has been the announcement to form a
strateg1c technology partnershtp with global
information technology company. Electronic Data
Systems. In one of the world's largest informa
tton technology alliances, the Bank cont1nues to
revtew 1ts operat1onat efficiencies and adopt
world wtde best practices providing an integrated
compel•tive financial services organisation.

card or 1ts type 1n AJstralia to orrer secured and PROMOTION and the Commonwealth Bank Cncket Academy.
In 1991 the Commonwealth Bank embarked upon Its most 1ecent sponsorship, of netball, is the
unsecured lend ng for small to med um stzed t11e biggest corporate s1gnage convers•on 1n Commonwealth Bank Trophy •nillattng the Bank as
businesses Australian history. A new corporate ident•ty was
adopted. based on the formation of tile Southern a lead supporter in women's sport.
RECENT DEVELOPMENTS Cross constellation. The des1gn was selected to
T11e most Significan t event1n recent times and a communtcate the Bank as strong, modem and The Bank acttvely seeks ways il can assist v..nth
landmark lor the Commonwealth Bank has been progress1ve. Australia's leading bank. develop•ng Ihe Aust1alian community tn fields of
t11e sale of the Government's remaining 50.39% health and medical research. A number of
share holo1ng 1n the Bank in 1996. Marktng the Dynamtc, respons•ve, and ready for future organtsat•ons have benef1ted from the Bank's
cu1minat1on ol the pnvatisation process begun in changes, t11e Bank's corporate logo IS strategically support includtng the Microsearch Foundalion.
1991. 11 signalled the end of one era and branded 011 all visual merchandising, signage. B:Jne Marrow Donor Institute. ANZAC Health and
begn1n1ng ol another lor the Bank stationery, advertJs1ng and promotional matenals, Medtcal Research Foundat1on. and Royal Hospital
ac1oss the Commonwealth Bank group. Designed fo1 Women.
OUJtng these cl1anging limes the Bank has to be tnstantiy recognised. tt1e Bank has today
retauted 1ts competitive edge by oevelop1ng a ach:eved one of the h1gl1est recognit1on rates of BRAND VALUES
host of new and alternat1ve financial nroducts logo identity 111 Australia. The Commonwea~l'lBank has become noted lor
nnd serv1ces locused on customer needs. its he1itage and strengtn as Aust1alia's leading
An astute advert•ser, the Bank focuses on pnnt, bank. Its name, corporate tdent1ty and Australian
In prov1ding customers wi tt1a variety of new characte1is distinctively recogn1sable
tec11no!ogy and distribution channels for easy lV, radio and direct mal., linking and support1ng its
access and convenience, the Commonwealth advertising and sales promotions w•lh strong visual The Commonwealth Bank is a b'and that has
merct,and1S1ng Wlth•n all branches The Bank's olways responded to challenge. progress and
Ban;.; introduced NetBank in 1996, an internet advertiSing success can be largely credited to use competition in providing new and Innovative
ot the "Wh1ch Bank" theme. One of the best products and effictent serv•ces to meet tl'le current
transactton bank•ng service ofie11ng personal and recognised tag lines of the decade, Bank research and futUJe f1nanc1al need of 1ts customers. The
shows that 89% of those surveyed associated the Bank's values are based on helping Australians
bus1ness customers 24 hours a day. seven days tng line with the Commonwealth Bank. (Source : reach their goals and tt has achieved recogn1t1on as
Wallis Consulting Group. Aoverttstng and Image a strong. large. safe. and competitive hnanc•al
a week banktng serv1ces Adoitionally the Bank media monitor, May 1997). institution tn the bank1ng ma~et.
exponded 1ts telepl1one banktng serv1ces to
provide account transacting over the phone in Due to its success. the 'WhiCh Bank" theme The Bank's brand values are based in Its vision
aodlt1on to !lome. 1nvestment and account was relaunched in Apnl 1996. The theme is to remain a market leader. becoming a prov1der of
apphCDIIOnS. Incorporated 111 the Bank's advertts1ng vvhich fully Integrated !1nanc1al services
higl1tights the Bank's brand. a leading Australian
In remain1ng focusRd on its cornpelllNe Bank that is competitive and respons1ve to the ~
pos1Uon 1n the home lending market, the Bank changing financial needs of customers.
cut 1ts 11ome loan variable Interest ra te several Things you didn't know about
umes 111 1996 and 1997 to prov1de customers The Commonwealth Bank is proud to be an The Commonwealth Bank
wiH1 responsive servtce. anci a range or competi- act1ve supporte1of community events and organi
tiVe 110me lend•ng products. sations. The Bank's sponsorship ana donation 0 13 of the 18 crlcket players selected tor
portfolio 1s vast. supporting a number of heritage.
In responding to customer needs, and environmental, educat•on. science & technology. the 1997 Australian cricket tour to the UK
focusing on the customer-bank relationship. the health. med1cal research, sport. and cultural are graduates of the Commonwealth
Bank in the past year i1as led the way with new activ1ties. Some of the Bank's chief sponsorships Bank Cncket Acaderny.
customer loyalty programs and reward accounts. tnclude the Australtan Chamber Orchestra, Opera
"True Awards' and ''AwardSaver·. reward ng Australia. The Australian Ballet. The National Trust 0 The Cornrnonwea th Bank processes
customers for doing bus1ness with the
Commonwealth Bank. over four million transactions each

Tt1e Bank t1as also continued its successful WOO<tng day.
development or linanc1a1 servtce products.
integrating H1e Bank's l1nanc1al serv•ces group, 0 The Commonwealth Bank has the
"Commonwealth Financial Services" with banking
second largest vault door In tl,e wor1d,
bustness un1ts to offer the convenience at a one wetghtng 30 tonnes requ1ring 18 horses
tohaul•t to the po1nt of installation, 1n
stop shop for financtal serv1ces. The
Commonwealth Bank 1n 1997 was the f1rst bank 1928.

0 The Bank's head office building, s1tuated

on the comer of Pitt Street and Martln
Place. is known as the Money Box

buildtng since tt was first replicated in the
form or a tin money box 1n 1922.

0 The Commonwealth Bank 1s the only

bank in Australia that has a mobile bank,
a spec1ally fitted out bus that :s
equipped whh automatic teller machines,
home and personal lending capabilities
that travels around Australia, servicing
rr.tljor commtJnlty events

39

THE MARKET Wl1 e tllere are ottmr Cussor s prcducts tnat until the 1939·45 war was over But by tile
Soap products 1n Av~stral a hnve trnd1tionaily have much larger sales tnan hnpertal Len:her "' late fort1es and early rflies twas eagerly
been 1n bnr form nnd that category IS still by Austra 1a 1t .s the tmpenal Le;~thur bronc pcrsonal.l)- sougl•t "111Cr and by tne md hlt.es Importers
far the largest It accounts ror $124 million of and produc· quality that l1.1s 1Uow0o thcf'Y', through
the $1 75 rn Ilion spent hy consumers on •he Cussons tnm1ly narPe, to tllnve ,lnd prosper. 1n scores of countnes were scncJ ng hopetul
personal cleansu~J prcdu~ts From the 1mpenal Leat11er brand came the assur·
ance of met.culous attcnt1on to product pertecnon orde•s to the Cussons 'am ly.
W1ih1n the I.J<u so<1p SCfJrnent llCv'lever. s of product vatue tn tl·c quality dchntlion of the word.
The bmnd 1mage gnve poopln thP cert<ltnty that n By 1970 lmpenal Leather could tJO
a category of skin core l"k11s tt1ot m x soao Cussons product 1n 1110ti1Ell tiC'Itl WOl Jid perform as purchased in over· 40courtnes. hAu:stralia,
well as t11e bm did 1n t11e SMP rmrket
ano ·syn:hetrc S0<1p These prodL.cts. by post war rrnm1grants from Bnta1n asked for
thc1r very no•ure atrow tne rnnnu•acturer to For example the c11shwusl1ng liqud Morn1ng the brand so frequently ttw 11 was tmpor:ed
va'Y :he ingred cnts more tt'a('l trao Ilona! Fresh. whict1 is p.1rt olthe Cussor's stal1te. has for 1m teo onarmacy d str t>utton as enrly as
soap torrrn line Scapmakers car' use these been able to dOf'Y'Innte A tota''Y L11Uerent market so
cornpleteytha' today 11 reoe1ves one-tn1r<i of every i 954 Bu: tne Cussons Australi.'.1 comoony
blends to nctude, ;or ex.1mpte, more dollar spent 1n 1ts sector.
was rlCt fo:ma ly se• up unt tie l:~te · 950s
motstunsers. lmpena Leatt1er has been tne root from whrch all
Commonly ca led ·combls' arncng other Cussons proo,ICts have grown. ano tne f •s; e'!luloyees were net engaged

soapmakers tnny rna....e uo a g•ovw1g $16 HISTORY unt 1961.
-l'le famous s<xm br md lrnpena le<>lher was bern For the rext ten years 'lle ~ -r0<J1JCI W<IS
rnlfion of tile oar scaps' $' 24 m lhon ano are seen 1n the rate 1930s 1n England. But 1ts gencSJs goes
solO here only 11vOL.gl pllamlc1CIOS, tllougtl
by many as the soaps o· the 'uture much f 1rther ·o a fragrance. prcbao'Y :rom Ts.1nst d stncution soon grew. Ihanks to tile work ol
lre C~!XlCity to nclude n'cre mo sturis1ng Cussons' own sa es force- wl1 ct1 at t1 o t1n1o
Russ1a, whiclt wn!teci 115 way across Europe, under
agents 1n tho1r form~.: at1ons has also allowed v<Jncus !'ames and compnsed tvvo people, plus tile llal' tunt; efforts of
soapmakers to l)rancl1 1nto two more fast growing Will1 suntle changes, the managtng d1rector
categories shower gel or body wash and liqu1d tn II -e l~te 19ttl and
11and soap. often complete w1th pump dispenser. early 20tn centunes. In 1968 ana 1969 a memtx~r of 1110 CtJSSOilS
Not t1av1ng to solid1fy Ihe lor mula allows the TI11s scent '1nished up
soapmflker mucl more freedom 1n selection of fam1ly and a d11ector of tl1e compnny, Hugt1
1ngred1ents. Tho l1<md IQUKJcategory accounts for 111 a london tragrance
some $23 million of tt10 total personal cleansing Goodw1n, engaged a research company 1n Sydney
market anclthe fctstcr groWing txxiywash segment hot,:;;e known as
some $13 mllion. Bailey~. which (where the Cussons head oHico wns Jocntcd) to
prowled perfumes to
lmpenal Leat11er IS reoresented in both the new roynlty throughout estimate the potentral ot a launch of lmponal
combi bar nr o bodywasl1 categones by tne Europ0 Leather soap 1nto the Australian grocery lr<Kie. n10
Imperial Len:r1er Extn Care ronge o' produc~s.
&11teys cnlleci tlleir researcher recommonciod go1ng al\ea(J, ancl
ACHIEVEMENTS new pertume Russ1an posittoning the orand as a 'prestige pure· soap.
lr.e lrnoer al Leat"li"' br'lr'd stile flagship of the Lcatl'er u1honour of tls
Cussons range 1n A ISlra a as t IS 11"1 every otner ong n. ThG Cussons Stt: fully 1moorted. lmpennl LC:lther wns sold
coun:ry tnat sells Cussor s prooxts lmpenal tam1ly purcll!'lSed 1nto Ire grocery traoe u, Janunry/ FvbrtJ<lry 1971
Leat11er tS a m.111\:et ead ng brano rn rna e totletries and t1rsl advertised on nnt ona' teleVISJOn 1n Apn It
uno IS reo·esentea n antl·persprrart ceodora•)tS •) Bmluys 1n Ue eJr1y
bctn ae•osol anli roll·or !orrnat found 1mmed1ate accepta•1ce mnmnrket sna•e of
1930s Soon
around 3.596 ol at soao by vnlue. TI1tS wGs
afterwards :t1e considered a success y1ven thnt enctl s ngte bar
cost each buye· 22 o• 23 cents. Most sonos nt
tliOII\ers CuSS0ns.
Lesley and A!ex. out tnat lime were pac'"ed u1 twos and each tvVlr one:..
lormu'a and fragrnnce
sold tor a•ound :he pnce ot one oar o• lmpenal
together flr1o C'eatecJ
lmpenal Lea·her. Leatner. Some txanos1/1/f!.fC "'CrY m.1 t cl10..1oer st1
Occas onally ever tne next Jllne years Imperia
In Br li31f1, the soap
Leather react-ed 4.596 out1's womge share was
~,ras lnrgt;:ly p,J\ as,de us• under the 4 961e~;el.

Over the penod 1975/76 tne Pa:erson Z<X:hon s
Corporat10."1 purchased Cussons ·nternat Or'k'llly As

a result of th1s new rnpetus tl'le Austra' an com
pany acqu~red Preservenc Soans of RICilmond.

Vtctona ThiS gave the Auslra 1an oryflrliS!'lt on a

manufactunng fac1lity fer soap Locally J.Jroduced
lmoenal Leather. sttll rnado prec1sely to 1t1e ong1nal

formula, could be sold at substant1aliy reduced
pnce.

In the rate sevent1es the 11eall ollice ot Cussons

1n Australasra moved trom SydnPy to tvlelbolllne

and 1n 1980 Australian rnade lmpena l eather was
launched. Now the tables wefe turned on tile C·lher
market players. Cussons was tho f,rst so;lpr1K1ker

to sell soap 1n fouroacks. s1xpaci<s. e1gr1tp<lcks,
even ·ens. Once consumers COLild buy 11m H1e
same price as other top brarlCis (ano n tne e~ght

a·1d ree1oacks lor mucllless) they jumped at 1t. and

n no time twas Austral a's favour.te so;1o. So t

rema ns tooay.

In the year enoed Apn 1997, lrnpcnal Le<1't1e•

oa· soap (ndud ng tne rle\"1 11c1rttv synthet c var mt)

sold 2.330.000 k lograms of cr<Xiuci compared to
the nex~ best sen,ng bfand's 1.644,700. The va1ue
ol the brands bar soar> prooucts ntor 1e •or tne

40

same period was more than $16 mill1on dollars at care and the family you care for'. Most advertis1ng have made 111e brand a little more feminine. but
reta11 pnces stayed w1th mothers and daughters to temper the it will take some lime before the brand loses 1ts
known masculine 'skew' of t11e brand image 1n a masculine b1as allogether.
THE PRODUCT rnar'ket dom1nated by fem<~le buyers.
When f1rsl produced and for many years afterward Indeed. it 1s likely thatth sWill be a part of the
Imperial Leatherwas only made in the famous 1vory For the grocery launch of 1971 a new ap brand's make-up for as long as the orig nal vary
colour. TI11s and the famous fragrance tnat ap· preach was deemed necessary As the market soap bar exists.
pealed to both sexes gave the brand a 'masculine lllCI'\8 was 'prestige purity' one comrnerc1a1
skew· 1n 1ts brand personality. The combination of featured a bride, another a baby, anothe1 a Things you didn't know about
lom1ula 'hardness', colou1 and fragrance gave the clove The mus1c, recorded by the tull Sydney Imperial Leather
product a level ol stlecr class that has never been Syrnpt10ny Orchestra, was sem1-classical
en1oyeo by any other brand 1n the soap markets of 0 W11en the product was first produced in
the world Opening a pacl< of Imperial Leather has w1tt1 a touch of Beattes thrown in T11e bride
been descnbed as 'like ge!t1ng 1nto a new car for advertisement won several creat1ve awards. England and for some years afterwards
the first time·. each bar of lmpenal leatherwas hand-
In the mid sevent1es Australia borrowed polished to give lt added sn'loothness.
The 1vory soap rema1ns by far the b1ggest seller the famous a1rplane commerc1al that had
today. II was joined by a p1nk vannnt 111 the early been so successful1n the UK. Under 1eg1sla· 0 The distinctiVe fragrance of Imperial
eight1es and a white bar 111 1994 A second white lion that then app1ied. Mwever t~1e commer-
bar 8111ved with the comb1 extra sk1n care formula of cral had to be reproduced locally. So the Leather probably originated in Tsarist
1996 F1nancral Times which the husband was Russ1a 100 years ago or more, and
reading became the Australian F1nanc1al when it was first manufactured in London
On all variants. tt1e lmpenal Leather label Revrew and the destination became Tanit1 the soap was onginally called Russian
rema1ns a vital element providing not only the 1nstead of Bermuda. ·rahth looks n1ce. Simon- Leather.
brand's 1mpnmatur of quahty but a practical Tahiti" became part ot the language. Locally
component that extends even lurther the product's created and produced follow-ups won more 0 l1 1s sa1d that the 1dea of fitting a bath-
natural formula based ability to last longer than creat1ve awards
compelltM~ brands. room ''"' an aircraft - as featured in
Cussons decided to address the need for Imperial Leather's most famous comrner-
RECENT DEVELOPMENTS greater fem1nrne drrectron w1th the arnval of the clal -came from a news item about extra
Imperia Leather has been extended 1nto liquid white variant 1n 1994. The family was now bathroom facilities installed in AIR
llodywashes and sk1n care cleansing bars via the invisible. A young woman d1ved 1nto a bar of FORCE ONE by President Richard
'Extra Care sub-brand in August 1996. Both wh1te lmpenal Leather wh1ch turned out to be Nixon.
products are clearly pOSitiOned to1female use liquid and full of creamy emollients 1n which
under a mo1sturising propos1tion. she swam, as an Imperial Leather tabel 0 The Australian Cussons commercial
floated over the surface. Tl1e music was l1ght
This has effectively broadened the brand's classical. composed especially lor this one featunng an opulent halfsubmarine
appeal to a younger user prot1te and has en commerc1al Research showed that this wFis dwelling waswrittenand produced by
hanced the brand's tem1n1ne values. one commercial that women loved to watch artist Ken Done. creative d1rectorat
Cussons' Australian advertiSing agency
The bodywnsh product has been supported Tile actual ardvat of combrs requ1red in the ear1y eighties.The advertisement
w1th a televiSIOn commerc1al that builds on the sornething totally new. For t11e bodywash a used giant plastic bags containing water
brand's core value of affordable luxury 111 a very luxunous 'shower experience advertisement and over 1200 fish were employed: only
pampering, femn1ne way. wns created, show1ng a woman oullageously 17 deaths were reported and some of
pampered by Cussons products. these were apparently taken home for
The core soap brand presentation IS currently dinner by the production crevv.
be1ng upgraded with new pack graphics incorpo- BRAND VALUES
'ating a new brand logo. The 001ective is to keep The brand image reta1ns a definite masculine 0 The robot seen in this commercial was
the 'lleart' Of ttle brand healt11Y by g1Vtng the skew wl1ich has been a strength in the past
brand a lresher and more contemporary presen- because 1\ suggests authority. but now 1s laterused 1n several Cussons sales
tation. begrnn1ng to move towards fem1111nity. The presentations. Whilewatlng for his
brand 1elains its English ilavOllr, but 1s becom- entrance at one Brisbane presentatiOn
PROMOTION Ing 1ncreasrngly rnternational. It curries with 1t a he disappeared. Repeated enquines to
In the early days when 1mpenal Leather was sense of conservativism, of being 'establish- the police finally produced the comment
confined to pharmacy dlstril?ution advertising ment' - but now w1th a nrm note of 1nnovalion that he had last been seen 'walking
was hm1ted to women's magazines' colour lmpenal Leather is formal, understated and pure. down Ocean Road looking for his home.·
pages The Illustrations were generally of mother
and daughter over a headline such as ·For you wt1o The launches or Extra Care bodywashes 0 The 'baby' commercial produced to
and bars and the accompany1ng commercials
launch Imperial Leather into the Australian
grocery market In 1971 was shot 1n
Brisbane Town Hall and featured
Australia's first full frontal male nude. He
was ten months old.

0 The 'bride' commerc1at, of the same

VIntage, was shot in the State Theatre,
Market Street. Sydney at the foot of that
theatre's famous marble staircase.

4 .1

THE MARKET Farmers 1ntroduced Sk• Double Up to the nation. country's largest and best cold
There are scores of aggressiVely Ski Double Up hit the market boasting a smooth, handling systems) the Gadbury
marketed beverages available to mild yogurt style us1ng the very best acidophilus Mousse joint venture was a potent
Australians today. But the best seller, yogurt culture u1 conjunction w1th the hrghest market combu1at1on. Cadbu'Y Mousse
surpriSingly enough, IS • milk. quality vanilla. Presented in a unique double won a string of retatl and datry 1ndustry
compartment pack and with real fruit flavour, Dairy awards from day one and
Milk is, of course, a popular drink in Farmers' Ski Double Up became a run-away Slnglehandedly expanded the whole
its natural, mod1fied and rlavoured success wl1en it was launched 111 October 1993. da1ry dessert market.
fonns, but fresil milk 1s also the staple
Ingredient for a range of other popular Ski Double Up boosted the overall Australian HISTORY
drury products. The market for yogurt. yogurt market and won awards wtually at will. Dairy Farmers, one of Australia's
cheese. fromage frais. custard, W th1n 1\s first srx months of release it was recog- oldest foOd and beverage Icons. was
cottage cheese. buttermilk and other nised by the grocery wholesale and retail indus- bom a ye..ar before Ausiralia became a
such value added da1ry products is tries as well as the darry rndustry with new awards Federation.
growing steadily every year. Part of the for Best New Product Award and for lnnovatton
reason for th1s is the rncreas1ngly from Foodweek magazine. and from the Dairy On a hot January day 111 1900,
multicultural make-up of Australian Industry Assocratron ofAustralia. Consumers loved it
soc1ety. wl1ict1 has resulted In wider seventy New South Wales da1ry
acceptance of new and different food And they loved Gadbury Dairy Mousse. another farmers resolved lo 'form a milk
and beverage styles as eatrng and Darry Farmers product with a confectionery brand company upon pure cooperat•ve lines'
drinking hab•ts change. name. This was an unprecedented dairy dessert which would eliminate the mrddle-
success which Dairy Farmers produced 1n a JOint man's costs to consu1ners and give
Dairy Farmers is the nat1onal leader venture with Cadbury Schweppes. With Dairy the dairy farmers more say 1n the
1n the mrlk market with approximately Farmers the leader in research and development l1andling of their output. At the end of
32% of the national market. and also of qual1ty dairy products (and hav1ng one of the the day Ihe Dairy Fanners Cooperative
leads in U1e yogun market 'v\~lh a 26% st1are Milk Company was formed. It was destined to
nationally. become the largest cooperat1ve of 1\s kind 1n the
Southern Hem1sphere.
ACHIEVEMENTS Without ice. mlk could not be transported over
Dairy Farmers is the industry leader in the Innova- long diStances. Enthusiasllcally the new Dairy
tive development of value added dairy foods Farmers Coop members spent all the1r cap1tal on a
under the Dairy Farmers brand and Its various sub- live-tonne refrigerator. milk tanks. horses and carts.
brands. Wrthin a decade the Da1ry Farmers Cooperative
Milk Company was in proht and rn 1912 paid its
Dairy Farmers was responsJt)le, for example, for first d1vidend At the time. the newly formed Coop
producing Australia's first truited yogurt (Ski). II also handled less than one million litres of milk a year
produced Austraha's first longhfe 1111lk (Dany and employed 100 workers. a !elf cry from today's
Farmers). as well as the country's f1rst modif:ed operation.
milk (Hi-Lo) and the world's f1rst 'no cl1olesterol' In 1989 Dairy Fam~ers merged with two other
milk (Dairy Farmers Farmers Best). And it was Dairy long established New South Wales dairy coopera-
Farmers aga1n that Introduced the first split pack trves, Hunter Valley and Shoalhaven, and the new
yogurt (Ski Double Up). Many of these have been
copied subsequently by competitors as 'me too' ent1ty was called Australian Cooperative FOOds.
products designed to capture a slice of tile This group was tnen jOined by two Queensland
marketshare of the Dairy Farmers originals. dairy cooperat1ve companies, Queensco-Unity
Dairy Foods Cooperative Association Ltd (QUO)
Dairy Farmers 1s the only company in any and Atherton Tableland Cooperative Da1ry Associa-
grocery category in Australia to have won Most tion Umited (Malanda).
Successful New Product awards tllree limes over
three consecutive years. Th1s coveted award 1s In 1996 thrs super-cooperative readopted the
made by the respected journal name Dairy Farmers, the name of its
'Foodweek' and the winner is chosen lead1ng brand and of its found•ng
after a survey of the views of senior cooperative, to cover all of its opera-
buyers trom Australia's major chaiPs tions.
and independent wholesalers Today, Dairy Farmers is the nation's
1ncluding Woolworths, Coles. Jewel. number one retail da1ry producer. It
Franklins and Foodland. The Most has the broadest reta11 range of any
Successful New Product awards were dairy company 1n the country and is
presented to Da1ry Farmers Farmers Australia's largest manufacturer of
Best, Cadbury Da1ry Mousse and Ski value added da1ry products. Produc-
Double Up. ing 1039 million litres of raw milh.
annually to supply 40% of Australia's
Whether answenng t11e call for a total milk supply, Dairy Farmers
'no cholesterol' milk wit11 the interna- employs over 2700 people rn city
tional groundbreaku'lg Farmers Best, centres, regional capitals and rural
or rernvent1ng yogurt as Cl convenient, Australia.
healthy and tasty dessert. Da1ry The cooperatNe produces a range
Farmers has a'Nvays been a quiet but of quality da1ry products under the
consistent achrever. marn brand name of Da1ry Farmers as
well as other brand names 1ncludrng
At a lime when the Atrstralian
yogurt market was rawly static. Dairy

42

Sk1, OAK. Fnrn'CIS Best. CrutSe Jncaranoa. unage. ongrnally developed some thtrty years ago, Farmers Full Cream M "'brand ·n preparatton tor
Ma and1, Bornhoften Unly, Novvra Rcber.son, the reN cnsp logo gives <lf1 trn1gc of c'ean, the deregulatJon of the New South Wnles m lk
Valley l'vi(l1,l, Cn,il)litV Mousse, Wetghl Watchers consrstent ell:ciency to tt1c brand Tl'lO resullrs n market 'l mid-1998.
and Ba1Flt1Ce. stronger. more untform shel' pre&..'flCe oesigned to.
><eep the brand 'top of m nd' a'l{i retnforce BRAND VALUES
W1th n lor g history of actucvernent betund 11. consLtr.er brand preference. At a hrne ~t~ttlen t tS almctSt imposs be to lrnd food
Da ry F.umers IS , tr eC1u1vocally tre most u1nova:rve
d.:11ry company ill Austrnlia. Darry Farmers has a pm1tcular skr\1 tn deveoptng products to put on the rarnrly lal>le whteh are

THE PRODUCT mocMeo milks tAno'ed to tr'le rl€€<1s of specrfrc produced by a'l Avstralian company, •t rs reass tr·
oa,ry Farmers Full Cream MilK IS Hie purest. ing to know that Australtan da ry rcons Ke Oa1ry
fresl'est homcxJen1sed anti pasteurised milk that groups of COflSI.,n .ers. Or 19 ~'UGh s Da ry Fmrners Farmers and the Da~ Fanners sub-brands Oak.
money cnn buy. It is tl'1o t ngsh1p oroduct for tne Un ty and Sk are wholly Austra rnn owned and are
Da ry Fnw·ers l)rWld anll accour'ts tor 60% of Life. Released n 1995. Dauy Fnrmers Li'e 1S a sltll made by Australtans. for Australians
0.:~-ry F(lm ors total rnilh volumo [tnclud ng modified modified milk that rs cal:rum enncll8d and
nn.1 fi."Jvourct1rnlks}. D·111y Farmers Full Cream M k contans added ron nnd vrtarntn C 11 was <Jevel· Dairy Farrrers rs a brand narre With which
IS avalnble r at1011.1 'iy 111 erther fresh or UHT fonn oped to aooress tile ack of dietAry calcrunt and generar ons of Australians hnve grown up, nnd
'.\1th !Ota annu:~l &'lies 1n excess o' $280 rnilhon. tt ron 1n the Australian diet. as htghlighted tn the
ts postt cne<l ns Oa1ry Fnrmers - Austra ta's Oa1ry Nattonal Healtn & Medical Rcsearcl1 Council they trust t As a pure. natural food company.
Bes'. Otetary Guidelines.The Otctury Gurdclirles for
Australians was released tn 1992. e1nci th<.' Darry Farmers recogntses the rrnportance of
h tllePlCit ve :o 0.1 ry Fanne•s F Cream M " companion document. covering cl11ldren and
adolescents. followed rn 1995. exercise and good dtet essential to lcndtng a
tS Oarv Farn~·s Skim M lk wh •·tl se s aoorOXI·
Ufe provides all the nutrittonal goodness of milk healthy lifestyle. For almost a century 11 h<~s been
ma:etY 9 5 null!on htres per yettr valued at $10.2 to consumers. wtth addtlional ossent1<JI nutrients responstble for provtorng essential nutnt•on for
1ncludrng absorbable rron (for energy <Jnd vrtalily). Australians froM their forrnattve years throughout
m IOil II BllrlU.ll S<"'IOS. cnlcrum (for hoollt1y bones) and v1tamin C (for tlletr lives
D<11rv Fanne:s Fre$11 Cream 3 ~ n on Ires o· hea thy bodres and to a1d In the absorption of iron).
It rs available 1n low fat fonn (less than1 %) - whtch Things you didn't know about
1· per vear. ts vvorth so: 1e $6.3 m1 ontn annual ts endo-sed w th 8 Natonal Heart Founoalion 't ck' Dairy Farmers
on the pa:::k..'1grrg as we I as rn s:amhrd fu
sal~s Ill Hdci1t10r' to Fr~tl Oenm itlere s Oatry croom ,,., >< fCYm 0 To hold sha·es rn :he DaJrY Farmers
Fanners TI'ICker ed Cre..lr'l 1r1 Fresh nnd Long L fe
wmants. The g"'Wth at 0.11ry Farmers exports has be\.."fl Group you must be one of the pa;d up
cooperatl\'e mdk producers Not even
Flavoured n IK bronds O<:lk Classc and Oak star; ng rn recent years Tcxiay On ry F;mners the r."anagrng d rector or Chairman can
dJrc accounts tor some $2tl.b rn1llion dollars rn hold shares unless they are cooperatrve
srucs 0;-Jk dare rs qu1!8 different from exrstuog exports a range ot orad t:::ts to 26 COI.tntnes m k oroducers
llavoureo m1lks Launcl,eci 111 eArly 1996. t was nclud1ng S.ngapore. Hong Kong. Malaysra China
developed wrlh three, nell, strong aciult flavours· 0 Dairy Farmers mi k rn a bottle replaced
dare Carmnel Rush. <tare Dark Jnmarc<~n Choco- Korea. Pacrhc Islands, Japan, Philippines. Indone-
lr~te and <J,l•e Esprl)SSO Colfl'f' to 3POC'11to adutt the doorstep milk ,ug 1n 1925.
tastes sia, Papua New Gurne:t lmn ana Russra. lnterna·
0 Dairy Fanners free school milk was
RECENT DEVELOPMENTS ttonal sates hOVfl grO\'Yn trorn urx1or $1 rntllion in
tntroduced in 1941 - and only abolished
Wtmn tl·e Dairy Farrn •rs mnlC' wr~s 'esurned for 1993 to total some $21 ,.,.., Ilion liolla's n 1996. by the Federal Government rn 1974.

the Coooort~ltl.te's opermrons rP1996. a neN logo PROMOTION 0 Dairy Farmers (UHT) ultra high tempera-
vvas de\eO~'eO to bran;ill'le p.1ckag ng more Da-y Farmers supports 1\s brands ano products
so!l(1 y ·uxJ better re:lect 1110 'Ouall!y Fresn Every- lure treated milk was Australia's first
da{ oost:onrng vvh ch tn·<lerpos me brand ana suo· branos with an ntegmted blend o• long life milk and hrt the market in 1977.

u· s·~ tne trundta· O:ltry Fa•mers 11"\r'" rosette advertiSing, pubiC roi<Jhons. OOCkSrde promottons 0 One million milk cartons are used

c.1use reloted rnarket ng and sponsorships. annually by Greening Australia for
seedl ng protectors dunng reforestatton
Dairy Farmers rs a strong SU!lOOrter of sport;ng programs
events. especia ly fer young oeople. Among the
programs .the ps to sponsor ate NSW School 0 Dairy Farmers milk cartons reqlJlre 90%
Sport 20CO. botlltfle Ne"N South Wales ana
Vtctora DaJry Farmers Netball Lengoos. ano the !eSS energy to transport than milk
n&~ll/ rn hat1ve Roobnll - Ire JlUltOr soccer clevelop· bOtt'es and when recycled they are
ment program organrsed by Soccer Australia bom agan as office paper.

Datry Farmers 1s offiCial suppltet <'!I'd sponsor of 0 Darry Farmers achieved a VVO(Id first
the Australian lnst•tute of Sport. Through Dairy
Fam1ers Sport1ng Ct1anco.the coopemtive pro with the release of Farmers Best 'no
vides financial assistance to athletes to help them cholesterol' m 11<.
prepare for the 2000 Otymp1cs. Olyrnp1an Andrew
Murphy, Aushalia's nutnt">er one ranked triple
jumper and 1997 Male Atnlete of the Year is the
sporting face of Dairy Farr11ers

Fiona Coote. the world's 1rrsl double hear1
transplant recipient rs a·so contracted as the
product spokesperson for f-armers Best The 'Best
Of Everythtng' televrs10n cnmpnrgn orom ses Inert:
"With Farmers Best you ca·1 ve a ll'e without
comorom se and still matntntn A heatt11y neart. You
can dnnk Farmers Bes: to yQI.Jr heart's cortenr.

The rnehculous ottentoo !o au:'lltly and 111e
freshress ol Oatry Farmers raw rm:ena s c~no of rts
rnanutactdred da ry products is nigh! ghted by rts
slogan ·ouaJrly. Fresh. Everyday.·

In Augl.ist 1997 an och.ert s ng cnmp.;1tgn
p•omot ng tt'le theme: Da1ry Farmers Austrahas
Oatry Best . was ta,Jnched to strengthen tt•e Oatry

43

it;!•

DAVID JONES

THE MARKET lions only where they are pre·emtnent in a field of James Woodward and Edward John Jones.
Under new Chtef executive Peter Wilkinson. national value and importance. Umited liability was adopteo in 1906. w,th the
Davtd Jones is tacKling Australia's challengtng
retail environment on all fronts. Recent achievements at David Jones tnclude its company registered with a capital of £250.000. The
reftotation on the Australian Stock Exchange. Since grandsons of the founder. Edward Uoyd Jones and
As Austral a's premier department store. hshng, rnore than 42,600 sharerolders have JOined Char1es Uoyd Jones. were appotnted to the boara
David Jones· advantage is that it not only houses the group's share regtster. and shortly afterwards Edward Uoyd Jones became

a supenor range or labels and btands, bultts HISTORY a director. Edward was cl1airman until 1920 and
David Jones iS Australia's oldest depariment store, was succeeded by Charles who gu1ded the
own name 1s synonymous w1th fashion and the
Australian social scene. 'DJs· IS an Australian having commenced trading on 24 May 1&'38. just 50 company until 1958.
The company was not greatly affected by World
ICOn. years after the founding of New South Wales.lhe
founder. DaVId Jones lounselt was a Welshman, War I Having opened a manufacturing plan! 111
Peter Wdk1nson descnbes the relattonst11p London·tratned in the drapery trade. His business, i 914 the company was ab!e to supply quantity and
which consisted of a retail shop and awarehouse qunlity of goods desp1te the war Growth contmued
between Dav1d Jones and tiS customers as a flounshed immediately. supported no! only by Sydney and its expansion plans culminated 1n the opening
gentry but also large nurnbel's of countrysertlers.
"lasting and endur ng passionate and all· of today's nagshp store Elizabeth Streei •n 1927.
enveloptng love affair". The stores aim to provtde By 1853 David Jones was financially secure and In 1935 the men's store was opened and shortly
myst1que. excitement and su1 pnses tn the had relired. leavtng the management of the busi
shopping expenence. Tne tlagship Elizabeth ness in the hands of his partners. Even though lhts afterwards in 1938 the Market Street store was buill
Street store in Sydney rematns e1 untque and period was one ol great expansion in New South and opened to coincide Vvith the centenary of the
sparkling venue, wloile other stores have been company. By then the company's staff numbered
upgraded or are in the process of upgradtng Wales. Davtd Jones & Co became insolvent and
was asstgned to over 5000 employees.
At the same lime as David Jones IS bulldtng and trustees for the benelit Dunng Wor1d War 2 David Jones contnued to
rnointa1ning its t)istoncal pos1t1on 111 Australian of creditors.
retailing, the team tS closely monitonng retailing trade profitablydesp1te the rationing of goods. the
trends rn Eu1ope and North America. The corporate Jones also lost loss of staH to the Armed Forces and the occupa
V1S1on is to become a cutltng edge retailer and wor1d everything. But at sixty tion of the newly opened Market Street store by the
best practtce 1s constantly being e~dapted and Ministry of Munitions. Aperiod of consolidation
applied to tmprove existing operations. years or age, he
follovved the war until the company's acquiSition of a
In the s1x months to December 1996 total borro'Ned heavily ard
sales were 8782. 1rntlhon and earnings before ourchased Dav1d Jones store in Wagga, New South Wales in 1953 became
1nterest and tax were $45.7 million. This mAkes &Co from the trustees.
David Jones the second largest traditional reopentng on 13 August the toren;nner of a majo• expanston around the
department store in Australia and t11e fifth la1gest 1860. Edward, his
retailer overall. youngest son, JOined the country. By 1958, David Jones had stores in
business at this hrre. Adelatde, Penh. Bnsbaneand Newcastle. Thts
ACHIEVEMENTS Once again, the exoansion continued rapidly over the next 20 years
As Australia's oldest department store, DaVId bustness flourished, creating a national retail cha1n wh1ch now numbers
Jones' achtevements are significant indeed Stnce and having repaid all almost 30 stores.
credttors. Davtd Jones
the 1830s rehred 1n 1868 Davtd Difficult trading condiltons in the late 1970s
David Jones Jones &Co cont1nued resulted in a decline tn the company's profitability
has brought under the control of and in 1980 the Adelaide Steamsh p Company
the t11ghest Ltd was able to acquire a maJOr shareholdtng.
quahtyand
Policy changes were implemented to enable the
rnost company to cont1nue to grow and an extensive
fashtonab'e modernisation program ensured that all the
products comp<1ny's stores would remain fully abreast or
from around
the WOrld retail developments.
wrU1in reach Restructuring of the company tn 1995 has
of the
Australian disentangled David Jones from the Adsteam
consumer. Group and ensured the independent identity of
tM retail business.
In
September
1946. David
Jones began

a series of

exclusive
tast1ion
sl:lows tn Sydney 'Paris Fashions lor All'. 'CI lristtan
Oior and other leadnog French Couturiers'. 'Italy at
David Jones', 'Sweden at David Jones': 'San
Franc•sco Inspiration and the 'Paris1an Accessones
Cot.ectton·were justa few of the stunntng and
revolut,onary shOWings brought to Australia by David
Jones.
In 1968 David Jones was awarded the Coat of
Anns an honour awarded to cornmerc,al organ1sa-

44

THE PRODUCT Tht1 sccor,cJ arm of tne bus ness. The re:a.ler hosts a numbw ot h flll protrle
D·lv d J 1 •s nils In overnrch1ng 'twr.k to bos cs' eventS and exhibr:1onswmch re'lect Ire q 1::1h~ <J"ld
a~o:mt on to becorr;c n INOI'kl C1nss strategy is to locus
re:arcr Every •ldMO •:ll n tne on h1gh vnt 1e style that customers have come ·o ClSSOCtt~to w1lh
buSiness s awa•e o• til s vrs10n ana custo·ners Dnv1o
s >vcr~ng tovvard 1:. Tho s•ores' Jor-cs vn1ues 1ts David Jcnes The Widely aceta mea flo\.~ st¥:JN
:10S1t10n1ng IS very clear • fll' regulnr. higl vnlue held each September, IS one of the ~1rgest 'lo.ver
upr'la1<e:, exclusiVe o.::~p1.. rtn'!E:rt shov.rs n the 11\'0rld, ano,nvollics :he d1sp!ny of
s:ore Wit!'! a Wide assortmer·t ot customers nnd hunoreds ot thousaoos o' blossoms 1t each 01
brandeo rnerchand1se and rn11iat ves nro 1n pace D:Md ..JCneS' cu.y stores
aSl,)Qer'l('( IStOI'YlSr 5eiV1CO. to er sure they cont1nue
to dpprcc 'lie It e·r Dav1d Eacnyea•sx i<.ey laslm paraces· Couture,
RECENT Jones sllopp1ng oxper • 1.-- 0011s ano the Austra an Desgner Slx:J.v • nre ntso
DEVELOPMENTS ence. Resenrc:h s earned rreld As part o' its com" tment to exce ence 111
Dav1d Jones s fncrng t11e out contulL.ously to Australian tash1on dOSJ91 1. DaVI(j Jones prtopmcs tt"le
future W1\h rEMtahsed dotormrne wt10 Dav1ti
rnar ktgor nent nne! n Jones' core custorn0rs 1re country's larges: tounng parade wttl' 30 rncx1ols
thorougl1ly rosearctmd anti how the relationst11p
and conceiVf~d corpornte ~~~'"''" between those customers st10w1ng Australian desgnat Davrd Jaros 'OL.r key
plnn. The rmmeli1ote CBD stores over ahecllc one month pericxJ.
stwtegy ts to ·get hacl\ and 1t1e store can l.Jc irn·
to basrcs' . Tt11s strnteoy w<1S p1ovecl. Buy1119 hahits Clre Th1s standard in promot1ons can l'le seen tn all
announce<1 by Peter W11krnson 1n June followed in detail and custom Davrd Jones adver1isrng. The unforgettable lipe
1987, two rnontt1s after 11e was appotnted. ers are grven a personal 'There's no other store like Davtd Jones' hDs
rem1nder wl1en t11err favounte re1nforced the store's reputation very ettoctlvely
Tt10 'oac::h to tms1cs' strategy 1s t>e1ng imple- merchandise arrrves as has the memorable and effective v1sual
men•ed over n two year t1me frame Dunng thot By focus1ng on 11rgh potential symbol of the hOunds loath pattern. Research
t1me. growth plnns are on 11old • parhetJiarly in stores D<lVId Jones IS nlso has shown the design 1s 1nstantly recogn1s·
relatton to nternat onat exp<'lns1on As tne 'back ncreas1ng shareholder value Work s ,,nderway able, cutting throLagh advert1s1ng ciLJttcr and
to radrcally imo•ove the stores w1th greatest re ntorcing the company's des1red market
:o bnStCS ph.1sc enters 1ts second yem, lncreas- potent al, to ex1t underperformr'1g stores ana to positron,ng Most Importantly. It is well rcce1voo by
rng emphas s 'Mil be ptaceo on <1' w1g earn.ngs transle· best pract ce to others Spnce al ocat on the customers.

h!g•~er anc1 ensurrng the workl c nss capal)ttlies r"r each proouct rs under rev ew nnd stat· The company also paces cons1deroble
we oe r y tmnslated to the bottom ine By 1998.
D lVId Jones w II he ready ro pursue caretu ly evels are constantly n on tared to ensure the emphasrs on d1rect commL.n1cauon w 111 me
se,ecteo growth opliO'lS and t)UI d new ousi most effic1ent m1x. Even m r or changes rn
nesses. acc:ou:.tcustomer oose, ttvougn C:11n'ogtAJnrd
these areas ass1st rn bnn~l ng Dav1d Jones speoal1nterest rra rogs as we; os the OJ Mll.J37.rre.
As pan otthrs strategy, DavxJ Jones rs focus1ng c oser to world best pmctrce.
resources on wt10rc the greatest va ue lies. Arl BRAND VALUES
PrOduct mix IS crrtrcalto any r~tnrlincJ David Jares' excei19'1CC tn cust(.)fl1()!' seiVICo rce~lly
1moortant e crnmt o' thiS is tocus1ng on aft uent oper3t1on. By locus ng on core prOducts David sets t apart from rts comperrtcrs tne wrlhr·gness to
Jones develops superiOr oHenngs 1n 1ts most make a speaal e"OI1 to ensure the etJstorners
pos1t1Cnrng . Extcns1ve rosoa1CI1 by the nxecut1ve 1mportant proouct categor es Managen'ent requreme'1:s ard expectatoos a'o me:.
trme 1s concentrated on the product orEl<1S
team ancl a rnanagen1ont co•1sultancy firm Ms which are cons1dered as essenhnl t>y core In add1t en to th s David Jones rs rerlO\-vned lor ts
customers. and t11e proc1uct tlrCtlS which have
shown t11nt D<1v1d Jones 1s an uprnruket brrtnd and the greatest potent1al for growtt1 Fine tuning the e:>c.enswe range ot prooucts carefully c.'1osan by
returns to sharohol<lers are 1ncreased by capital- balance betwee,n tt1e most S1gnifir.ant1mported
Ising on tllrs pos1tion1ng at the top end ol the market buyerswno scour tho 'A'OI1d for tho best. To nny
<m<i clomest1C
bmnds, and David Au~nahan, D<Md Jones person Ies style, quahty
Jones' r)nVato
lilbets like Dav1d aspratroo and elegance
Jones 1tself, Mrlana.
. --~--
St JDrnes ..NV Paul,
Things you didn't know about
TI"c Rght Start and David Jones
Trent Den1m, IS also
be1ng ad<lrC.lS&.'<.l. 0 David Jones was the first department

Focus on tne supply store to (JM1 an a1rcraft and fly mer
clk1 n rsa grven. A
s gn l:c.:'lnl anlQI.Jnt of chandrse to tiS country custorners.
trn )8 SSOOI ·t 111
0 In FebnJary 1954, Davrd Jones hosted
UT'PfOVlllg S..JI )ply Challl
a dinner n the Grand Ballroom for
perfomiBncu The aam s Q..Jeen Elizabeth II on her first State V1S1I.
to ensure that a 1key
prOducts aro rn ~lock a 0 DaVid Jones was the first depa,..JTlent

the t•me store outside of France to shollv the Dior
Strateg1es are also collection.

001ng developed to 0 Tre David Jones staff choir has been
aooress tho develop-
ment of Di'lVId Jones' running cont1nuousty lor 46 years.

other existing tXJSI 0 David Jones was the first deoartrnent
nesses credit cnrd nnd
property. The property store rn Austra ra to stock the O'~<'lnef
portfolio currently stands
at arouncf $250 million orano
and the Davrd Jones
crcd1t card contnbutes
arouno 20% of carn1ngs
botore Interest and lax.
Emphnsis 1s be1ng
p acoo on max1mis1ng
the value of these
opcr<Jions.

PROMOTION
PrcYrohoo, t'otn through
evcmsflrldwr.tten
mater~11. IS a key onver
of David Jones'

45

Dettol

THE MARKET lhe planet have heard of 1t. This is not surpris1ng amounts to approximately 26ml a year. These
when you consider that the annual average usage ftgures go some way toward demonstrat1ng the
Antiseptics and disinfectants have been 1n use oi Dettol world-wide stands at well above 20 m111ion strength of the brand in the pubhc's perceptton · it
for many centuries. although for most of that time hires - enough to fill SIX Olymp1c size swimm1ng IS one to be trusted.
their use was more a matter of tnstinct than a pools. This amounts to an average annual usage
thoroughly understood, medically proven means of 3ml per person. In Australia. where Dettol ts HISTORY
of fighbng tnfection. In ancient Greece, virtually an tnstitutton. 1118 usage per person When Dettol was ftrst used 1n a leadtng UK
Hippocrates used w1ne and vtnegar to treat matern1ty hospital tn the earty 1930s. the mortality
wounds although he was quite ignorant as to why rate tn women suffenng puerperal seps1s (Child
they offered relief. In later centuries. the plague birth fever) literally halved.
was the cause of huge epidemics. Anyone lucky
enough to escape that was likely to be felled by It is hard to imagine a more convincing
any one of hundreds of other infections.
demonstration of the value of a product U1an th1s
It is Interesting that mankind survived so many Dettol has helped to save many lives Its inttial
centunes before realising the nature of d1sease
and the consequent use of antiseptics although entry 1nto hospitals was as a strong but gentle
people certa1nly had tnsbncts in the nghl directton. antiseplic. From there its !arne grew and,
When infection threatened, our ancestors used especially because of its gentleness. it was soon
eau de cologne, ma1nty to dispel the unappealing successfully launched to the general public.
odour of sickness and death Vinatgrettes.
stuffed with vinegar-soaked matenal, were also Dettol was marketed very skilfully by 1ts
popular. manufacturers. Reckilt & Colman, ensunng that It
became the best-known antiseptic around. Ac; a
Not until Louis Pasteur conducted his research result of the product's successful reputatton.
in 1861 was tt discovered that there were mtnute
organ1sms which could cause dtsease. and that Dettol was recogn1sed by all and sundry as a
keeptng tl1ese organ1sms u11der control would
therefore reduce disease. Joseph Uster was one dependable ally 1n fending ofi germs from their
of the first medical men to use a pl1enol spray homes. It was a useful front-line product in both
and antiseptic dress1ng lorcontrolling surgical personal and family hygiene and was an invalu-
wound infection, With positive results. Phenol is in able first aid product 1n the event of an accident.
fact U1e basis for many modem antiseptic sub-
stances. TI1e use of anlisepttcs became wide· Since 1ts Initial launch, Dettol Ltquid has barely
spread before antibiotics were Introduced. and changed. However. there have been new and
brought radical improvements to general health exciting brand extensions which have captureo
care. their fr:ur share of the overall market. The Dettol

Today we are still heavily reliant on anttsept1cs. range has had a profitable history wh1ch has
for general hyg1ene purposes and wound treat-
ment. More and more people are ChOOStng forms con!tnued up to the present day, v·AII'l morket
of self-medication 1n add1tion to prescribed opportunities sttll groWing - partiCularly in Asian
med1cal care. and for this reason products bought countnes. Packaging and product t1ave remained
over the counter (OTC) a1e selling extremely well.

Antiseptics should deliver five bas1c functions.
TI1ey should act qutckly; attack all sorts of bacterial
infections as well as fungi and viruses; operate in
any enwonment without their act1on being impaired
by the presence of bodily fluids: keep on working
once applied; and finally, have a low toxicity and a
min1mal irritation factor. Ideally, an antiseptic should
kill microorganisms rather than just inactivating
tt1em.

ACHIEVEMENTS

Since its introduction in 1932, Dettol has become
one or the most widely used and trusted antiseptic
preparations in the world. Over the past 60 years.
clintcal studtes and laboratory tests have consist-
ently proven Dettol to be highly effecuve aga1nst
microbes yet gentle to the sktn.

This is borne out by the opin1on of the public
which has relied on Dettol over many years.
According to a reseArch study conducted by Focus
Research In 1996, 87 per cent of respondents
had a Dettol product1n the1r home. Its popularity
extends to over 100 countries. Dettol is primarily
used as a multt-purpose antiseptic/disinfectant
and as a first aid skin antiseptic The Dettol brand
is so well-known that more than a billion people on

46

CJtrus/pne 1ragrance. It IS therefore 'aeat for Ihe new weapon ,~ ~

use 1n some SIIL..:ltJons wt1cro there s also a agains• ~

need to mask a nClsty srnel inleۥion

Dettol AntiSept'c Cream s suited for

aoo JCallon to the sk1n. This p1ne perfcJnled
kst a1d cream contans armand oil and

glycerol to ensure a sooth1ng, n101Stuns'ng
effect on skn.

RECENT DEVELOPMENTS Science discover'$ a new

Reckltt & Colman <XIr'lSt<.mt~ roscJrch new / / germicide - deadly to germs
.-·_-"·_--·---"-_"-·_----·-..- ,-_._·--...-.._.-..._-.__-·_·-·_---·_--.. ... __/".'....-...
applications for Dctto1. In 1996. threo now )If saf• iu tlu IHmtls nf a ~bild . ..
var1ants vvere launched in Austra•,a and New
Zealand. .,._ .,.. ,..._ , .._... ·-

Dettol Ant1bactenal Llqu,d Wash is a ..............._. ......... _.,...................._..... ....... ..,. .....

hand wash w1th a lrest1flag1ance. Tt1o ...... ........
product 1s formulated to help control the a..... .. ............ ........... .,.........._........._....... ..____,..._.__..
spread of ge1ms earned by t11e t1ands and ··- .. ..- -··-.. . - ~ --......... ..............~~-...
can be used regularly. ~- - ---

Dettol Direct Woundwas/1 Spray is a tea ..... a. ............• '"' ' ......... ,.,_ •.• loo-4 ....
tree oil·based antiseptiC 1n a slightly fonmy \ - .... ............ o.-.. · - -
. -......-................ ,....._.,
spray, 1deal for emergency S1tunuons wl 1ere 4,,.._ ·-- ·-
dtlutJon of an antiSeptic is dirr•cult or • .......... ..._
1mpossible The product 1s a gentle, non· t ...... .. ..-
sting solution wh1ch 1s use<I to help prevent
1nfect1on. Its spray nct1on helps to cleanse 'D E T T 0 . ~

the wound and flush out d rt. THI NIW S.Afll G ltltMI C IDI
Dettol Stmg'rl'Grazf Anttse.ot1c Gel1s a
IJ1rty cons ste•1i tl •01 1gl10ut Dettol's 60 yew plus acc1dent and infection prevention.
hfe-soan. tIS tii1S consts:cncy and o.1rn of ret;abil,ty gel that ass1sts 1n thP. sooth1ng and orotec- Increasingly, Dettol is play1ng a role 1n oducat1ng
1.vh cl tk·we m.11nt<1 f1(.>d Dettol ns a leao ng tntema- non of b tes. cuts. wounas and gra1es The
hor·~l m·hseptir.llf'll 10 product also conta ns the natura 1ngred ent of Australian ran11lies about the 1mportance of home
tea tree 011 wh1cn helps to relieve soreness and and persona! hyg1ene. Recent outbreaks or
THE PRODUCT 1tchlng transmiSSible. infecuous d1seases have
Duttc IS cln arnocr e;o Olned hqu1d, a ooteJ't promp<ed Dettot to encourage parents. 1n
txl::ter cide COl lnnl 11C.J parnchtorornetaxytenol Whi e the beauty of the Dettol brand has been part1cula•, ;o be v1g lant about hyg1ene n the
tPCMX) that acts ngJ1nst both b<~ctenn ond fungt 11s cons1stency over the yenrs. 11 ISCllso a orano heme.
an:1 h<ts rntnll na rritation and low tox1city. It also that cont.nues to meet the chonging needs of
contn·ns casto1 oil sonp nnd p-ne 011 wt11ch ensures today's consumers. BRAND VALUES
11can be liSed JUSt about nnywt1ere wh1le proVIding The Dettol brand values can be summed up w1:h
PROMOTION tnree words · 'Protect1on, Trust and EffcctMl·
a diStlllC\Ive yet pleasant arorna. Its dis1nfectant Dettol h1'1S always pursued H canng rcspons1 t)IC ness' AI Dettol oroducts carry the d1st nctJve
and reliable policy with 1ts marketing. The Reck1tt & Colman Clfcle and sword - SJgnllyJng
act1vity has heen tnoJOugl11y researched nnd packag1ng tlaS 101n8111ed COI1S1Stent SII1CC tM the protection Dettol prov1des to families.
proven to be l1ighly offoct,ve. launch, ma1nta11'11ng the lamilianty of t11e image. Through responSible. 1nformntive markehng nnd
The core message lor Dettol has AlwAys been, n proven history of exceptional product quality,
Dettol AntiseptiC LiQwd has been proven to "Personal protect1on from germs·, or s1mply Dettol aims to assure custorne1s of tl1e trusted.
k1ll common, nasty germs such as E-colt , "Dettol Protects''. effective ant1sept1c protection Dettol prov1des.
salmonella and nngworrn II can be used for
wound cleans ng and chs1n foction (and also for Throughout the years tt1e bran(! has been Things you didn't know about
spots tlnd rw11olos), oxtornol an11sops1S (mid · well supported by TV advertising. wrth the most Dettol
wifery lor example). envuonmental and ladndry recem campaigns focusing spec1fically on the
d1S1nlect10n (hOOJS. hnen etc) and all general newer products 1n the range. Demonstrating how 0 Dettol was lirst known as 'D1sfectol' and
household use d1s nfechng areas where germs are to prevent t11e spread of germs and 1nfect1on in
prone to uri\ such as lotlets. s1nks and dra1ns. Put the home is a major part of Dettol's advert1S1ng. was first formulated by Dr W iam
Reynolds. who worked WJth Reckltt and
s1mply Dettol otters a l·rOlJn<.i protectm Dettof's image is a brand that tr1.11y cares about Sons.
As we I as ~rncJ,t1onal Dettol Ant seot c LJQu1d.
how we leao ou• hves It encourages us to t1ke 0 A sample of Dettol was used by Dr
there rue nlso several b•arxl extens1ons. Dettol respons1b1hty.
Fresh sa s ,~, l.11ly powcrtul anllsephc conta ning le<:Ylard Coleb'ook. a poneenng
Benzalkoruum Ct1londe, w1th an adlied rrulo. fresh Dettol has aways taken the 't11gh gro11nd 1n
advertis ng - proVIding consume'S w th bro- Mcrobiologist. at Londons Queen
chures, posters and advort.sements that teach Charlotte Matemtty Hospital in 1933. Dr
Colebrook had aH midwives and
Dettol doCtors wash their hands wth the
product between tOUChing each ~­
LIQUID WASH delivered patier1t Maternal deaths
dropped by 50% · a success attnbuted
largely to Dettol.

0 Initially Dettol was sold as an 'over the

counter' product in pharmacies. From
the late 1g5os onwards Dettol's
franchise expanded to include grocers.

0 Dettol has been used by the veterinary

profession. It was adopted as an
antiseptic in dairy hyg1ene and 1n
operative procedures. It has also been
used for treating corrunon wounds and
1njuries in animals.

0 Dett01 has also been used 1n hortiCUl-

ture as a rose spray for mildew and

blackspot

Reckltt & Colman, hoNever. always

recommerd that customers should use the

products as trrdicated oo the label.

47

THE MARKET
It IS well known that

11Australians arc big

OlrLt Q-11bntu ornind ~tralb ~1!€~~consumersofmedia.In

C'!thiS interJSelycompetitive
marketplace. the Fa1rfax \lJI-~ ~:l :: ~~~ l' By191~.technology
capable of reprOducing

name stands out. w1th t11ree media superbrands further $28 m1llion pagination system now means photographs ar1d engrav1ng was in use This was a

amongst 1ts newspaper bus1nesses: l11e Sydney The Sydney Momng Herald, The Australian Rnancial major technological step forward. Then an editorial

Moming Herald. The Age and The AustrAlian Review and The Age stones are filed and la:d out milestonewas passed When the redoubtable Column

Rnancial Revtew. electronically and then. 1n the case of the Sydney 8,under tt1e d1rection of Syd Deamer, first appeared
on January 11 . 1947 1n The Sydney Morning Herald.
ll1is 1s a fast changu1g market and in tne last ten based biles, transmlled by m1crowave to state-of-

years alone. the number of special interest maga- the-art producllon facilittes 25 kilometres away. The Today Column 8 still holds a very speCial place in the

zines has 1ncreased !rom 139 to 700 - one fully automated colour pres..ses of Fa1rfax lives ot Sydney Moming Herald readers.
new Ittie every week Thereare another - F..IIIPf..oyME.\'T~ Printers p11nt up to 80,000 copies
The 1950s saw Fairfax beg1n a series of
ot a 64 page The Sydney Moming acqu1sitions starting with The Austral:an Rnancial
700-plus bus1ness publications. !)0 mass

marketwomen's and general1nterest Herald section an hour. Review and the purChase ar1d merger ot two

magaz1nes. 150 radio stat1ons. 140 HISTORY Sunday papers, Tr1e Sunday Sun and Sunday
Herald, to oecome The Sun-Herald. By 1963. the
suburban newspapers and +1

teleVJsion stations as well as access to In the 19thcentury race to weekly Australian Rnano,al Review had transformed
announce the latest news
a vast amount or Information on tho 1nto adaily issue.

worldwide web. frorn English shores, Herald Three years later, Fa1rtox purchased a controlling

Amid all this media choice. one editors anx1ously awa1ted share 1n David Syme. publisher of Melbourne's The
of tf1e oldest mass media the s1gna1 for s1ghting oi Age Dunng the 1980s, Fairfax divested its interests

newspapers - cont1nues to Sl'lil from Sout11 Head. 111 telev1S1on radio and 1\s rnass market rnagaz1nes
capture the attent1on of Immediately, tt1e Herald while 1n 1985 Fairfax launched the highly successful

56% of the Australian and its only other rival at Gooo Weekend magaz1nes 1n The Age and The
populat1on. More than Sydney Mo1 ning Herald In 1989, Australia's only
8. 1 million people read a f., tt1e time. The Uberal Sunday broadsheet. The Sunday Age, was
metropolitan newspaper 0 Emp1re, would put theif launched. The early 1990s saw the ex1l of the
respective marine

dunng the week W1lh the reporters to sea in Fa1rfax lamily interests in the group and the public

readership figure ns1ng to speCially comm1ssioned float of the comf)<"lny in 1992.

70% when weekend papers whole bOats to meet the
approaching vessel oulsl(1e THE PRODUCT
are rncluded. On a pa1d

circulatron oasis. 5.4 million Sydney Heads and be first Nearly 4 mill10n people pe1use the pages of Fa1rfax

metropolitan daily newspapers are aboard. After the uwepid metropolitan newspapers every day. The media

sold each Monday to Saturday. Another 3.3 millton jou1nalists had scouted for news the boats would group also owns magc:wne interests such as
papers are purchased nat1onally on Sundays.
again hastily depart lor South Head where news and Business Review Weekly, Personal Investment ano

The Fa,rfax Group nevvspapers hold an enviable mail were handed to a hCYSernan who would nde Australiat1 Geographic and has a portfolio of 15

position at the quality end of ne·,oVSpaper street - like the wind back to the city office. Tile arrival of comrnun1ty newspapers in New South Wales and
representing 25% of not1onal dally metropohlat1 Victona reaching another 1 2 mllion readers a week.
newspaper sales.
The Sydney Morn1ng Herald has a very high

The Sydney Momrng Herald, The Age and The quality readership base ol8t12,(X)() on weekdays

Australian F1r1ancial Review superbrMds are also wit11 l11e Saturday ed1tion boasting 1.2 million
becom1ng more t11an newspaper brands. CD ROM readers. The Sydney Moming Herald and The Age
products, internet seNices and other media forms are very effective media for advertisers yielding

are Increasingly being used to complement the strong response and results tor both class1f1eds and
claSSIC paper prOduct. display advertising. In Sydney, the ongoing revamp

ACHIEVEMENTS of tr.e vanous lifestyle sections- Sporting Life. Metro,
Drive and Domain among them - IS retum1ng

Since The Sydney Morning Herald was es\iJblished Impressive circulat1on increases. The Sydney
in 1831 and acqu1red n1ne years Inter by fledgling Moming Herald readers are parucularly attractiVe to

med1a proprietor ,John Fairfax. lh.! company's ot110s advertisers. as an ABC demographic profile has

has centred around Independent at1(J Investigative Identified a high propcrtion of them as professionals.

renorting. Indeed the company has an internal Nearly two-thirds of readers of the Sport1ng Life
sectron, for example, are protessionals.
mission ot 'Information Vl~th Integrity'. The strength of

tiliS culture 1S demonstrated by tl 10 long hst of Professional readership of the Good Uving
awards won by Fairfax journalists through Ihe
sectlon on Tuesday's tops 90% and 93% of

decades for outstand1ng coverage and investigation Sydneysiders tum to the paperwhen looking foro JOb.
1111o major political, econom;o and soc1al events The Sydney Mom1ng Herald's editonal depth

which have shaped our society. continues to produce award winning repons • 1n

Throughout 1tsh1story. Fa1rrax has been at the 1996 the paper picked up more than 30 awards lor
forefront of journalism and technology. In recent outstanding writulQ, photography and illustration.

times. one or the b1ggest leaps made by the The Australian Financial Review is Australia's
company is its $330 million 1nvost' nent 1n new equivalent to the United Kingdom's Rnancial1imes
colour printing plants which now puts it at the and North America's Wall Street Joumal. Known

forefront 1n newspaper production technology. A affectionately as the'Fin Review'. the paper's depth

48

of d11ly reporting on local Dymocks L tornry

ctl'd Jntern,1hona UIISI Luncheons oncl Tt1e

ness. econorn1c uno Austra ian Finnncial

pol Ilea ssues ms Rev1ew!Telstra A 1strnl a'1

beceme an essentm Internet Awards, One of

bus1ness tool :1ncl tne b1ggest comrnun1ty

nlon1ar on source 101 rnves:ments FMiax has

Austral :m IJrofess,onnls. Ennaxernents to The Age and Tile S.Jnciay Age are comm1tted 1tself to n 1ts 150 year h story came
1n early 1996 w1tn the announcement that the
S nee er tenno :nc Fn rtax stat1le n · 9~)3 Tt1e constantly be1ng rev1ewed and the more recent

Austral an Fnlil'lCJal Rev1ew h:1s been se1!1ng the changes \\111 cont11bu:e to thc·r upwnrd Circulation comoany had become a Team Mllcr.ntllm

agenda to· t)lJ<;Jness news <~nd cpuliO'l u1 trend. Several new prOducts llnve been Partner lor the Sydney 2000 0 ymp1cs

Austral a c1nc1 now allracts nearly 300.000 launched ncludrng Metro (wl11ch 1n the st1ort tune Ma1nstream rned1a advert1s1ng also represents

lead.ng cp1n on makers and l>us,ness movers s1nce 1ts launch. hr1s quickly cstat).ished itself ns an Important market,ng platform lor the group

every edJiion Aller C! •ar reactlJng redes1gn 1n the the arts and enterta nmem gu1de to MelbOurne). w•th major branding carnoa1gns such as Tile

past four years, lhl:l rnnstt1eacl has returned Sports rriday and Cue, the movie nnd entertDin- Australian Financ,ol Review·s respecte(J sharpen

record CJrCIJ nlion 1ncreases nnd s cont1nu1ng 1ts ment guide in The Sunday Ago. There me your view' series now runn1ng for four years.

upward clmb. several exciting new Jnlttnfivcs plnnned for Tl~e For a JUggernaut like The Sydney Morn1ng

The launch of the Age and The Sunday Ago which w1ll re1nlorce a Herald, 1n add1t1on to brand advertising. vanous

1nnovat1vc Australian tacllcal cnmpa1gns on

Financial Rovicw Maga· THE AUSTRALIAN radio and TV are

ztne 1n 1995 has gnr ro tated lor key sections
nered enormous rencler like Drive. Metro and
and advert1ser support Domain Tl1e paper
also invests heavily 1n
FINANCIAL REVIEWandmagam1eJwmcls It
has also proven h'ghly maintaining the h1gh

successful 1n bronden1ng profile of the Herald

the newspaper's rendersh p base among high commitment to Victor a to provide a qua:1ly news Classified advertis,ng se~lton nnd the role 11

1ncome earners and op n1on makers. and entertainment paper thnt1s value tor money. plays n the lives of Sydney residents

More than 160,000 profoss1onn manngers RECENT DEVELOPMENTS In October 1996 a brand campa1gn for The
Age was launched. targeting exrsting readers
read Tt1e Austm 1an FJndnCJCll Review every o:w.
The F~urtax ol tt 11:> 21st Centul)' w1l be o vasty and potential new readers An integrated
a ong w•:h 12.000 clue' execulive officers ano

14,000 ch1ell nnnctal cfi1Cers. d1'ferent organ sat on both 1n s ze ano ""' SATURf:N\y ucampa1gn was lounclled ut1 ,s,ng a
Dcmonstrat ng tt e :mportnnce the 1x1per scope to that of the em y 1800s. At llml ~~M ARK~-.E-~-r vanety or medr<l 1nclud1ng
time tile paper was pnnted us ng a hand
plays 1n nformng cncl ng doc1s on mn~<.ers, --_ TV. rad10. outdoor and
243 000 ol ts reade's are dtscem1ng rned1a ooerated C.c.1ornb1an P1ess n dimly ht transit advertising. w1th the

users tun ng 1nto less tllan two llours of commer- George Street offices R§\L~ - Ob]ect·ve of ·wall-papenng'
Cia tCICVISIO:'l and 1/Jd 0 ll day. The internet and eme1g1ny ~ Melbourne w1th the branc.1
~ • -.BU;fhlr:~... ;.:--. and the taghne: 'The Age.
Tt1e Ago 1s to Me bourne what Tt1e Sydney technologies are ne1ng hnmessed _ l 'H ... - ~
byFaufaxJnwk1cningtllorct~ch
Morn1ng Hera d is to Sydney. Estabhsheo n Melbourne's newspaper'.

18:>4, ills 1t1e lender tn 1110 V c1onan classified and formats of its respected

noverlis1ng market w1th reacterst11p profiles newspaper and rnagaz1no t1tles BRAND VALUES

also skewed to important deCISIOn mnkers and for creating new mcd,,l In a fragment1ng.

and op1n1on loudors. r acl1dily more than enterp11ses and 1dens. frant1c and some

700.000 V1ctorrans rond TllP Age willl lt le Fairfax made 1ts Initial venture timeS hIVOIOUS mod1a

S<~tu rdny ed1tton woo1ng one million plus into the world of the internet early environment, Fairfax

reade1s and The SundAy Agf nHnrty 650,000. in 1995 with 1t1e launch of the and 1ls newspaper

Over a week, Tt1e Age clnd Tile SumJay Age first Of ilS major Internet SiteS. mastheads llave long tleld

are rend by a toto of nearly 1.5 rn Ilion V1cto11· enlltled The Age. MAibourno last to the concept ol

nns. The Age h<~s I Jrltler strenotl1ene(i its Oflhne. followed one month later Quality. Fa1rfax titles have in

domuwnce of tho nllluent nnd better educated by The Sydney Morn1ng Heraid the marn been spared lhc

demourauh1c segments wh1le total reaclersh p Online and 1n February 1996 public cymc,sm levelled at

r1<1S tncrensed IJy b!.>.OOO on weekdays. by TI1e Austral1an F11l<lnCJal elements or tho med1a 1ndustry 1n recent

27.000 on Satl,rd;"~y nnti 34,000 on Sundny ReView net s1te Today Fa1rfax years. and the comp<my's own con-

lr• a feat thc1t says cverytrung abo tl Tne Age has over 20 internet S1tes. tour sumer research bear this out.

tooay. c~rculauon otso conllntJes to son· Over ot these featunng in lhc Top 1cn Ed1tor al inoependence and integnty

the past 15 months botll The Age and The most \/\Sited lfltemet S1les n Australn. has been a hallmark of Fa1rfax's history

Sunday Age nave rocordcd CirCulation Look1ng to the future. the ota•1s are 11 place for nno w1th an 1ncreasingly 1nformed reade•sh1p

ncrenses at every <t tCiit the ongo,ng development and rollout of base, this ethos has oroven immensely

oenod a rocor<J value added beneficial to readers and advert1sers alike

unmatched by any extensions to the Quality and e01tonal cred bJhty underp1n the

other metropolltnn ex1sting stable of group's activities: they also sum lJP t11e brand

da1 y newspaper. Fa:1lax tnternet values or Fa1rfax mastheads.

Exc1lingnew products In

1ntl1ntives put The ndd1hon a taunc:h

Age ~md th€.' DnVICi program, currently

Syme group at the underway. will bong Things you didn't know about

forefront of mullunedia a numl>er of new Fairfax
compan1es. 1996 saw ond excJtll lQ con

!he renaissance> or Tho surner and business

Age and tlte next lew in1ti<ltives online to 0 Approximately 2.500.000 c1ass1fied ads

yenrs wtll sec the compnny complement existing appear 1n Fairfax titles 1n a year.

build ng on this success 1ntemet offenngs

story Fn1rlax rcmn1ns al lho 0 Fairfax nevvspapers use approXJmately

The ed1torrnl excellence ol IOc'etront ot tocllnology. 1200 tonnes of newspnnt each year

Tho Ago nnd The Sunday Ago driv1ng the ctOIJVeiY of

have been rcccxJnlscd over quality 1nformabon and serviCe VIa many rncd1a 0 The Sydney MOc'T'1ing Herald's popular

many years. Most recently, the pnpcrs have won farms. Column 8 first appeared on January 11.

Walkley awnrds •n the follow1ng catcgones: 1947. The cdurm's ed1t01', Syd

- Besi apphca!lon of the pnnt med,um to PROMOTION Deamer, was a perfectionist known fOI'

JOUrnalism Fairfax is an energetiC promoter of 1ts utiOS - but not the economy of his paragraphS.

Best nvesllgntive wnt1ng. always 1n convenllono1 ways. Commun1ty events Deamer's ood W11. caustiC commentary

Best CUI rent story play an 1mportant role 1n the Fmrfnx bmnd,ng and eye fOI' news odd1ties made 11 the
talked about newspaper yam of the
Best fonture photogrnpn 111 a magat1ne. strategy with rill! alives s,1cll ns I he Sun Herald
lime.
Tho paper IS commrtted to ~.rovldHl8 readers c,ty to Surf run- attrocling 48,000 entrants nnd

wrth quality 1nformallon and cntertn1nment. n1che progrnms liko The Sydney Morntng Herald

49

THE MARKET ently been ihe first to address all ma1or market in the marn, addressed consumer trends associ-
Once the poar cousin to butter. marganne today is a trends Wtth new prOduct 1nnovations In lire with ated with health and nutntion.
staple in the Australian dret, with over 85% ot Floro's brand pos1troning and commrtmenl to
Australian households buying margarine at some 'goodness' (the word 'goooness' plays a central rote Flora was, for example. the first margarine brand
time dunng the year. in all Flora brand messages) these tnnovations have, to develop a salt reduced variant (1983), targeted at
those consumers consc1ous of the1r sodium intake.
Where once the split in market share bet\veen This was soon followed with a reVised formulation
butter and marganne was 75125 rn favour of butter, whtch made Flora the lrrst margarine to contain 1\O
tOday the Situation 1s airnost reversed and r10w artifiCial colours. tlavours or arJditives (1986). Rora
stands at 72128 in margarine's favour. was again ahead ot the pack w1th the launch of the
first liquid margarine 1n Australia when Flora
For 150years Since It was developed by the Cook'n'Bake was launched in 1988.
French, margarine played second fiddle to butter. It
was not until the 1950s. when polyunsaturated Tile following year, Flora pioneered a whole new
rnargannes began to emerge thai marganne category of product with the launch of tne first
became an <'lcceptable butter e1tternatrve The reduced fat spread (1989) under the name of Flora
tumrng pornl came when screnttfrc studies in Europe ught. In 1993, Flow once aga n led 1t1e way wrth
in the late I950s found a pos.tive link between the Australia's first monounsaturated sunflower spread,
consumption of polyunsatur<'lted oils and a reduc Rora Mono Sun - actually one of the f1rst formula-
tron 1n blOOd serum cholesterol. As cholesterol was tions ot 1ts krnd anywhere rn t11e worid.
knovvn to be a ma1or cause of heart drsease, this
finding resulted rn the raprd growth rn populanty of The innovations cont1nucci 1n 1996 wrth the
polyunsaturated margarines. rntroduction of a b•end that effectively removed
'trans rats' - a type of fat tllat has recently been
The flrst polyunsaturated rnarganne rn Australia shown to t1ave the potential to rarse cholesterol1n
(Miracle) was launched in 1963. and became l11e much the same way as saturated fat . \Nhile in 1982
pioneer of what rs now a $400m market. More there was only one variant of Flora, avarlab!e 1n onty
recently, newer oil types have been Introduced 1nto two s12es. today there are seven vunants, .n over a
the margarine market. with monounsaturated oils dozen sizes rang1ng from 1Ogm to 20 kg.
such as canota and olive oil now commandrng 26%
ol the market As a result of all this. and beCCluse of the brand's
emphasis on rts key charactenst1c of nutntional
ACHIEVEMENTS ·goOdness', Rom 1S now the wor1d's best selling
Flora has long been a leader 111 t11e Australian marg<.Jrine. In the UK for example. it sells more thnn
margarine and spreads rnarket, and has consist tne total of all brands sold 1n Australia. Australian-
made Flora. t1owever. IS a success stOfy rn 1\s own

rigl1t and rs exported to several countries
rn the Asia Pacrftc region.

HISTORY
Flora IS an rntemational brand 01 the giant
Anglo-Dutct1 compAny. Un1!ever -a
company whose marganne ffiClnufacturing
history goes back a very long way

Unilever was formed 1n 1929 as a
result of the merger of Lever Bros. a UK
based soap manufacturer, and Marganne
Unie NV, a Dutch margarine maker.
Marganne Unie NV had been established
by the van den Bergh family. which had
been producing margarine rn Holland
since 1872. Marganne itself was frrst
developed 1n France 1n the first ha fof the
19th century to help cope Witl1 food
shOrtages whrch followed the Napoleonrc
Wars.

The Flora brand was f1rst marketed 1n
the UK rn 1964, ano owes rts name to
the fact that vegetable oils, predominantly
sunnoweroil. are 1he pnrnary ingred1ent.

Although Unilever had been producing
margarine In Australia since the 1930s. it
was not until 1967 that Flora was frrst
manufactured and marketed here. At thrs
t1me. marganne quotas 1mposed by the
Govemment restricted production to set
amounts trom each g~en s1te. Conse-
quently. in orde1 to produce more
margarine. UniiCver had to manufacture
Flora from a number of d1flerent locations

50

~cross Ihe country. rngredrents are churned 1n a chrllrng vessel to represent the 11ighestlevels of 'goodness· in a
With Ihe gradual removal of quotas n the late produce a smooth creamy spread, before being spread.
packed at high speed into the famrlrar piastre
I970s and rnto the 1980s, Unilever began to tubs. ready for retail sale. PROMOTION
concentrate production of Flora at iewer and iewer The theme or ·good'less' has been a consrstent
srtes in order to maxrm:se productron efficiencies However. Rora is more than 1ust a spread. The advertising message for Flora throughout the
By 111e early 1990s all Flora was berng produced at brand's lrfe. though the Interpretation of 'good-
Unilever's maJOr marganne productron facrlrty in Flora range is complemented by a range of ness· l<as evolved over trme so that the message
Svdney. has remained contemporary and relevant to
specralist products. These include Rora Cook ·n' consumers, as therr allltudes and neeos have
Today Flora is a leading brcmd rn Australia, Bake, a liqurd marganne desrgned specifically for changed .
holdrng market leadership rn most states and
territories. and runnrng a close Number 2 rn New cooking convenrence; Flora Herb & Garlrc, a The primary means of commun1cat10n for Flora
South Wales and Vrctoria l<as always been televtsion, often augmented
blend of herbs and garlic wrth Flora spread; and with magaz,ne advertisrng. Thrs activity is
THE PRODUCT pure. ight, Flora Sunflower Oil. desrgned to commun1cate the core values of the
Flora today, as 11 has always been, rs based on brnnd. and strengthen the consumer's relation·
sunflower orl. Natural sunflower oil provrdes t11e Flora rs not only desrgned for use at home. It shio with it. The 1997 tefevrsron campaign revolves
goodness· that rs at the heart ol the brand. The rs also Unrlever's flagshtp brand rn t11e growrng around the core brand srgnal of the suntlower. In the
sunflower contarns botn the essential foodseNrce market. offering chefs and other advertisements lil11e children dressed as farries
polyunsaturates and the vitamin E that go nto commercral food preparers t11e same quality and dramatrse the benetrl \ovhich llows from sunflowers·
makrng Flora so specral and also grves the reassurance that Flora gives in the kitchen at ·goodness' - and this in tum serves to re-enforce
brand rts core eQuity symbol U1e image of the horne. the core value of tl'le brand
sunflower rtsell
RECENT DEVELOPMENTS ln-storo prornotronal activity rs also a major
Sun!lower oil used n Austrahan Flora comes
mostly from Australian sunflowers. grown rn In the early 1990s. and after many years of element of ttle marketrng mix. It seNes to
northwest. southern and central NSW and research and development. Australian sunflower encourage people to switch from rival brands,
Queensland. breeders made a key breakthrough. and on the other lland to reward loyalty at the
potnt of purchase
In addillon to sunflower oil, Flora also contarns Tl1eywere able to develop<~ sunflower that
other vegetable oils skim milk, natural colours yrelded 11rgh levels of monounsaturated oils, BRAND VALUES
and flavours, soyabean lecrth n and salt. All rather t11an the tradrtionally lligt1 levels of polyun- Flora enjoys a strong brand hentage and repute-
saturated oris usually found tn sunflowers. This
allowed the further development of the Flora lion as a top quality spread which can be relied
brand. and led to the introduction of Flora Mono
Sun in 1993- Australia's hrst monounsaturated upor1for rts 'goodness'.
Flora has alwavs been frrst chorce among
spread. and one of the
first in the world This consumers who are seeking a spread to meet
in turn allowed Flora to their need for re assurance and comfort, as well
meet the growrng as therr practrcal requrrement ror a light tasting,
consumer trend healthy spread.
towards
monounsaturated oris. Things you didn't know about
Flora
Just three years
0 Flora rs the top selrng margarine in the
later. in 1996, Flora
took another major wood · well over two billion tubs.

step forward wrth a 0 In an average week, over 600,000

total reformulation of its households in Australia buy a tub of
flagshrp product · the Rora.
most significant
reformulation srnce its 0 Every 1kg tub of Rora contains the
launch. The result was
a spread that was sunflower oil from nearly 17,000
nutritionally superior to sunHower seeds.
any other competitive
spread on the market 0 Margarine was developed in France
at that trme. was lower
in fat than before, and over 150 years ago to help overcome
contained virtually no food shortages followrng the Napoleonic
trans fats. Still based Wars.
on sunflower orI, the
improved formulation
gave even greater
strength to the brand
and to rts claim to

51

THE MARKET heavy and warm They were u1a~1proprrate tn

Australians have ce\ebmt !(1 nnd comm1serated over Australia's hot, th,tsty chmnte and tow would last
more than a week betore detenorat ng,
a beer s·nce ll'o cnrly days of the colony 200 years
ago, when beerdr.nkrngwas encouraged byofflcials Th1s Sttuatton changeo rn 1888 when two

as a less potent atternat1ve 10 rum. brott1ers !tom New York, WM <1nd RR Foster,
estaolished It te Foster Brew ng Company 111 t11e
Australia's reputatiOn ns a brg·Drinking country 1S
hOwever, Ill fo.tnded: Aust•<lhans <~re rn fact moderate Melbourne SJburb of Co hngwood. Toge'hcr \"' th
a brewing exoer. anLl re~ngem· on engrneer, Hte
consumers and tt·e nntol s beer consumption per
heac fa s we benu10 many Eurooean na!ions. b•o:hers brewed Foster's a Euronenn style.
bottom termenteCI nger wh ch was I gl t 1n colour
Todny tre :u strennth beef mar!<et which
anCI serveo ch lied toenl y sutleCI ·o Austrn ta's
XII K1es Foster's. acc01.nts for nrcv'(J 74% or rota'
'lat cnal beer s..1tes Mt'i·S'rer~:fll beers To!lo\vat weather cond tons. Puo tcnns were even
around 14%and ligt'\: beefs account fer i 2% cl sueplied wtth a •ree supp yo' tee on a dat y
sales. bass to keeo the beer coot

ACHIEVEMENTS tradition of humour tnadvertently esta1Jilst1ed by the Tne Foster hrott crs l)re.very was cons1dered
Foster's Lager ;., Au t·.1 1's most famous beer t 1S
expatr,ate Ausste corntc stno !'oro. Balla McKeMe. a marvel of ts day. The Austrnl n'l Brew<.HS
the beer that ct1angad Austrnha's dnnkng habits whose thtrst for roster's was aleature of both his
r.'.orc thn·1 a century ago <~nd sc1 tile stanoards of Journa O' the ttme talked ol tne "60 llotsPpowor
style ,mci qunlity wluch Atstraltnns today have come magazine and film adventures. The tmage created engtne of the very latest des gn· that was used to
for Foster's backOd up by the q1 ttllty of 111e beer power icernak,ng mnch1nery and orew ng
to expect Vrrtu:1llyaIA.tslialirl's popular ooers have appliances. It marvel ec1 nt tho stx mi1es of
oeen modP.IIed on tl·e 1Rger style lf'lltrated l)y Foster's and attentton to tho dotail of cfftciont worldwide refrigerated pip1ng n ltte brewery and the fact
d .;tril>uhon, !las giVen that the heer could be storco rn 1t11s Cl1tdcct
·even those whict1 todny are 'abolled bitter, pilsner
'Australia's Fnmous condition lor up to 60 days
or Clmu<Jht
Beet' nglobal popularity The new t1eer taste qutckly gn1ncd rrnrnensc
Morottlnn that. raster's 1S a nat1onat tcon Its
and sales pe~ormance poputanty and in 1888 Foster ·s wns Judged lrrst
cnsp, clean fiavout I~as carnHd ts reputation around in cornpetilion agarnst some olthe wor tel's
the world so th~t tcxiay the Foster's logo !las tnm no otrc:- Australian
oeer '\1S tx.>en able to greatest beers at the Centenntal l:xhtbltiOI' rr
occome a symbol ol Atrstrn'tA as well knov..IO as the Melbourne. In Inet Foster's wns so good tllal
matct'
..:angaroo nno koa 1 there IS a recoroeo case of some hcr>nsPes
Foste''s ts nw blt:JWCO rn seven countries
relabelling rt and pnsstng 11 off ns rmporteo
outs10e Austmha Gcnn.1ny, Sp.11n, Ca•k'lda, Ct1·r'la,
German ager to extract daub e the or ce.
Sweden, lreiJ•ld and tho UK. wtl<Ye 1' IS novv tre The 1890s crash brougnt econom11.; recosstOil.

seconcl test Sel ng bee:-. In every locahon Foster's To help cut costs and overcome tno tOU:J'' eco·
nome condrt10ns. the Fos'm 8rew1n~] Ccmpany
s brewed to exachng stnncwcis ttlat C'lsu·e tt'le
COOStS:ency Olt'.S ( 11SittlC'IV9 fkiVOUr. It IS SO0 rn more a:r.algamated 1n · 907 'h th SJx ott·er brevver es 10
tnar) · 20 countries nncl 111 1996 sales ol Fos:er's rorm Ca•t:on and Untted B·evvcnes (CUB).

worlcfv,1(io tota led almost 700 md tCn Ires Today, CUB IS :he ·ound ng mernt)OI' nr1101 g the
d viSJors that ma-<.t) up Fos:er's Brew1ng Group,
It tS '101 JuSt tne 'lavourof Fcstc-'s v.tl!Ch has
taker111 arouncl tho \\'Ofkl. Astute markei ng has one of the vvorld's largest or~.->wers, ()<Jmed after the
posrioned !118 h:nrlli as 'I lEI essence of kJstratia. a beer tnat oecame an Austra ton ICOn.

beer v.hiCh rs a natuml partner for spectaKJr sports Foster's · rst steo towards 1ternat anal •ortunt~
ancJ CtSure (lCIIV hCS. TI S Ulerne IS reflected In ihe
was ta-<en .n 1901 \'Vhcn a st1 pmen• was sent 10
brand·s assoc alton v.1tt tpremiCf tnternalio'lOI Sou:h Air ca and another to SAmoa. By tl•e mtti
s~niQ events, n':Ciud1n<.) tne Foster's Melbourne
Cup, Grano Pnx motor rae ng, Rugoy Worlo Cup 1970s, Foster's was avartanle 1n 40 coL.ntrros,
Sevens an(j global telecasts c• Austtalian Ru.es includi'lg the UK, Barbados, Hcr~J Kong· oven
the Antarctic
football.
Demand 1n Brrta n was suct1 thatrn 1981 G
Foster's tnternntronal•cp• tlatton has also been
dtstnbutton deal was st1ut" wrtt1 UK t)tl)WCrs
burtt on a succession of l1umorousancl dtstinclively Watney, Mann & Trc~man, enal1hng FoBter's to t>e
sold on tap tn the UK. Canned Foster's breweci
Austmlian toloVJston commercials featuring comic
talents such AS PCl 1lllog.1n nno Roy and HG. under I cence tn the UK was launcl1ed tl1reo
years later. By thts ttrne Arnl'ncans wore nlso
These more recent camiJatgns have built on a
acQutnng a taste lor it and tne sh pment ol a
.
mtlhon cans ol Fosters to t11e US was the largest
EXTREME REFRES HISTORY constgnrnen: of fo•eign lleer ever to t:nter Ute port
Unt tt·e late 1R80s,
of New YorK
ooors brewed n lr '994 Foster's contutueo tts w1nnrflg streak
At.;strnha hM oeen
by com.l'1g first n the Brewtng ln<i ISif'>' lr:torna
.<'lrgety o! the Engltsh ale i onal Awaros. beatrng oeers lrorn 1111 nroLnlcl the

style • Svveet. d1r~. INOrlO.

Today, consume•s across the globe en oy
Festers ano tts ··aditton o· worla nea• no CM'll 'Y
and class. The brand t ns enJoyed rlerna:tona

growth ol more ttmn ·10% s nco 19£13. Br t stl

dnnkers a or'e cons 1me ono mtl en r>tnts n o<1y,

wh te •he brand conttnues to grow stroPg y r

52

Europp n•ld 1t 10 US Foster's rs mso a key player conttnue to :m~e a name tor tself rr' Vrctona. the Rules tootball hignhghts, wt11ch 1s v1ewed by up
n Asran markets, ~JrOw 1'9 by 14% n 1996. and lo 300 m1llion peop e in 130 countrrAs cr1
thn beer s 11rewoo 111 so~rtllern Clwn lor wttat will tune of tre Fcscer's BrO\'v'lng GrOLOrl. satell1te and cable televrsron neiWorks
so 'rl be :h3woros 1·1rgest tx.'Cr nn rket Foste1's rs
unci rl)tedly 01''of tlto fastest groVving beer brands PROMOTION The brand nset' rema1ns an 1ndel ble oresence
StJCcesstul ana 1nnovatNe rnlrlo;ot.ng has Deer! on the s«:y rnes o' the world - Irom the grant neon
111 th<.' wodct trxi<lY 1nstrumemal n t11e bu1ld ng ol the Foster's famr y signs ove' London's P1ccad1ly Crrcus nr'O Hong
o! brands 111 AustrnliA Kong s spectacular ha1Jour to the Fos:er s tnps
THE PRODUCT that grace bars from Denm<Jrk to Ch1le
F0stt'r'~ is 1 g•:~<, ,H'/vol tllld t1reweti from Pnde of In 1890 tne Foster Brewrng Company
R1ngwood hops n strnrrt ol Mos developed by purchased 360 coses of st~lety rnntct 1es wrttt BRAND VALUES
CUB i11 1958. Foster's rs ttvttllable on t<1n. 1n 750mL "Dnnk Foster's Lager' on ttlo lnbel and Installed Foster's s pnmanl>y targeted at 18 to 34-year
botltcs rlll<1 37bml t>ettlos :vxi cans 1nd has a Old beer dnnkers. Its (lual,ty and flavou· are
tiiS!JrlC'rve rrch d~cp bluu and gold very beer engrnes 1n numerous Mett)oun te hotels assoc ated vv tn good tunes ana tne !)est
where the lager was first served cual t.es n oeer. Foster's 1s nnnttor~a' con.
A' <1!1 overse;:s llre\"<"l(J IOCniiO:t.<> from Spa1n to reflechng Aus1rar1ans' carefree, 'no womes'
C'una the qual tyof Fos·e· s rs dwac·t> tsed by More than 100 yeArs later rnnovnt1ve advertrs· a~htude to lt1e. the1r qurrky sense of humour and
preose nr):i exact1ng brC\AJirlg spec1facat!Cns and rng and promotron have mantarnod 'M market above al , the1r enJOyment of a great oeer
tenner t 1t1Cr rnctt acts AI\Cl~'SIS ur)d tastln<.J m a
bleiMng IDCat;CIIS also ntays n tJrCc1' role In (lSSl,nng ing pace. Foster's tends II$ name to events Things you didn't know about
t1 c oua ty ol AustrJra's Famous Beer·. tllat b11nu all Austral ans Fosters
to t'lcir 1cot. 1ncluding the
R· ~ont n.IU ItOns to tl 0 Foster's range are Me bourne Cup. and has 0 The Foster brothers' grven names are
Foster's !Jgl tlce ux1 Foster's Extra. FostCJ's L.ightlce a strong v su, 1 presence
{2 1% alc/vo , c!ovclopcd through CUB's rnnovo'1ve at the Austral nn Grand William Manning and Ralph Rose.
processos of ultra htgh gravrty brev'lng anti chrll Pnx.
httent 19· qu ckly clnrmed the Number One pos1t.cn n It has been assoc1ateo 0 Foster's is available in more than 120
lt'e c.v alcol ol bee• rmrket WJ:t11n rnontt s of its
debul 'n 199b. F-oster's Extrn was nlt·oouced to the wrth a su·xess1Crt ol countnes worldwide, •nclud1ng Andorra,
NSW n1arke' n !BUG At 5 !.>% :>lc/vo 11 s quickly Iceland, Kazakhstan and the
Pstab 'slln19 itso\1 <IS or o 01 Australra's mere robust A JStmhan Olymorc tea· s Seychelles.
and llavoursorno tXJcrs
su1ce 1956. ano \'II II be 0 Almost 700 mill on htres of Fosters was
Ott1Cr undt n'119 extE:I lS,ons ol t11e mnge, Foster 's tnere ngarn nt Sydney
Lrgt1t (2 '1% nlc/vol) nne! Fosters Spec1al Bitter (2.8% 2000 A 1eady tile corn- sold WOOc.rvvide lf) 1996.
ctlt/vul), C(.l<ltclll lless dlcot1ol t111111 t11eir tmnous par y t1as OS!'lt)hSI'ed tha
parent. Botn these prcxtucts. nnd Foster's L.ighttce. Foster's Fauna 1tron to rarse 0 1n 1984 the Mayor o' Los Angeles
are <M1tlable rn lf)()mL bot!Ius ,tnd 375 mL bolt es funds lor up and-corn1ng declared 27 JLity. the eve of the
Auslrn ran Cltllletos hop1ng to
nndr::ans compote 111 t11e 2000 Olympic Games, Foster's Lager Day n
Olyrnp1cs the Crty of Los Angeles.
RECENT DEVELOPMENTS Foster's t1ns ntso estab-
CrE'~ltlVf'd<il.•""lt''ll'9 Ill F ';h.•r's lished a strong presence at
LK}'tce- reu Iorang It •' extreme major sportrng events across
re'rcsl unent' posr!ronrng of tt c the gtol1e. In Hong Kong and
prOdu t - t\IS rna f·" n htrge other rugby c,lpit<~ls ot the
mpac• o·Htatronn sa es firn ~ world. Foster's •s well known
emrencrlf'IQ 11 as Austra: a's as tile sponsor of tt1e tn:ernn ·
lavoun:o ION nlcollOI boor. In t1onal Worlo Cup Rugby Sevens lr' New
w1nter 1995. the 1.roouct 'vv.:lS Zealand, Foster's 1s tt1e n•me beh1nd the
suppcrte<f by nnu ternw' ve Well ngton Cup and the New Zeatnnd Polo Open,
televrson cornrnoanllcntunng and r the Middle East the llr;mo soonsors the
A: JSt:ahan cornrcs Russell Arabran Pan Gut' Rugby totrnnment One of
G tJert nr1d G t:Pn RobOins Lonoon's most fa:nous cncket grounds now
emo r)£1 consumers to c<tst a flour shes as the Foster's Ovnl.
vote on ~1ovv tt .eywantr!< f t1 e In 1997 the brand became nn Otfrc1al
mverhsement to end. Tt11s Spansor of tne Grand Pnx wcrtowtcte. lmCi< ng uo
was followed by II (' Junc11u1 ts srgnage w1th paunny r1gnts. ad\lert•srng and
tnte 1996 ot n c:~mp:lii:Jil noso tatrty rn more than ten countrl€s Foster's
le<-1turnlg two mmrn kayaks also sponsors a telev1sron pro9ra·n ot Austra ran
hgt11t1 ~lt~lf'll WlY tl1rOll911 WIIO
ra~)tcls to er 1j 1Y th0 ullirnnte
rewatd - I ostc1's llghtlet>.
lr'r10veltivc new fl.'l( k.'1g1ng
w,ls 1lso 1ntro<iuceo 1n 1996. Ugt1tlce
C<lrtms vv0re re\les one<l to featu•e tl e L1ghtlce

bottle w.)(1ued 1n a snow cnq;eo rno u tn1n,
c:oot '"19 a stror·g. ell pe<l ng vrs nl cttect

S nee r•s NSW lalnCilrtl 1996. Foster's Extra
Ms beenu'trtXi rcect to Vctcnnnlx;er cmnkers \\~th

ihe ~uooort of a ,. raJOI te~viS on. pm·t arid crnern"'\
aovertrsu ucc:un~'IDU' AOO·socondterevlSron

commerc a tecl' nes n rnystrcal pub 1n the outback
Cl"CM-,jOO 'v\ Ill Aust•clhCirl I Jeer d'll kers !l\f()ll(ttl lhe

ages ana me Foster t rotherS het nd tne !>,,;.

Foster's Extra qr cktyestatllic;IIEl<f rtsel ullile SuD·
prern~t:m bOer market n NSW nn<f rs expected to

53

THE MARKET pt·,rase 'Whatever did we do before
GLAD?"
In 1966 the GLAD t)rand was oom 1n
t1ousehold l)urctlases s1x products Irom th1s total HISTORY
Australia with the launch ol 'the mnrket range o! wmos and bag products. and thrs The GLAD brand orig1nated 1n the USA
amazrng new piastre GLAD Wrap , a number isrrcre<'lsing as U1e tune sav1ng ond wt)en Union Carbi<1e Co1poratJon
convenrence benet ts beco·ro more widely appreci· launched GLAD Wrap rn 1963. Atter
totally now concept lor star:ng lcod ate<.J t)y people livnl~J the busy lifestyle ot the 1990s. extens1ve market rese.."'rch. both GLAD
lhe plastiC wrap rnarket in this col n1try Wrap and GLAD Bags were launched
n-.e strength of tile GLAD brancl 1n tre category 1s 1n Australra by Union Carbrde n
is now valued at $411 m1 :on With 93% September 1966.
clear. wit11 seveP out Jf len Australian households
orAustral1an households pLJrctKlsing hnVing one or f'TlOre GLAD Products Market researcl1 into tl1e tuncn wrap
some kuld of plastic wmp 1110 GLAD ,,, Ule:r ki!cl1ons or puntry. market 1n Auslral.a sr1owed that 60% of
consumers used greaseprool paper
brand IS cle<11market lender w th 50% ACHIEVEMENTS nnd 40% used waxed P<Jper lor lunch
Srnce pidStic cl1119 wrap replaced wraps. In addition. 65% of wrapped
value share greaseproof find waxed paper tor lunches were ll1en wmpped aga1n rn
vvrnpping sandw:cres rn the paper bags and 20% 111 plast c bags.
During the - 9 i'Os and 1980s the 1960s, GLAD has created and The conceptot a ·see-lhrourJh' wrap
GLAD brand crentod moro product driven the Australian market for
household wraps and bags. wt1ich would clir•g to itself wns well
categories dcs1gned to rr1o.1ko life easier mceJVed by ALJStralian women and the
around the home nnd to save tlmfl The launch of GLAD Wrap 111
dec s·on was made to build a rnanufaclunng plant
particularly in the kltct1en. ll1ese Australia was highly successful and 11 Rhodes in Sydney. The plart would rnake
1ncludcd products such as GLAD was awardl'ld the Hoover Award lor extn 1C1ed polyethylene clrng Ilim then roll and }XlCk t
Snaplock Bags. non-st1ck; GLAD Bake Marketing 1n 1967 GLAD has i"ltO lx>xes.
enpyed 1ts pos1tron as the leading
Paper, GLAD Tt lf1 Stuff Drawstnrg P1astrc Wrap branu lor over 3 I In order togenerate pul1.1Ctty for fhe launct1l'NO
lunct:ons were planned 111 Sydney and Melbourne 10
Bags. GLAD WaveTop ne Kitct1e11 Tidy vears and tl1e brancl has subse· whd1 local columnrsts. W<Ynen's m'lga;ine edrtors
que11Uy been successh 1lly ex reta lhlde !caoers and social identbeswere 1nvited.
Bags, GLAD Ice Cuoo Bags and so on. tended .nto 'non plasttc' products The l1ost ol these fu'lctions lf'JaS Grollam Kerr the
such as non strck GLAD Bake countJy's top fOOd expert at tt1e time.
In 1997 the segments 111 wh:r:t 1 the GLAD txand Paper, GLAD TuckAway atum1n1um
operates account for $112 million retarl per annum foil contaiJ'E'.IS and barbecue trays. Guests were to take part 1r1 n demonstrat1on by
trying to differenliate betweeP food prepared and
with four key categorcs nccountu1g 'or over 8096 ot GLAD is woll known for rnnova wrapped n1 GLAD Wrap t11ree days before and iood
tion. In 1993 GLAD 1aunct1ed
this market· plastic wrap. fllumniL,m foil: garbage WaveTop Tie Bags. a patented ~~~~~......,...,.... ~I~~
bags and kitchcr lldy bags product dostgn wt1ich provides the
consumer w th two tres to secure lf•lijl. .
Surveys conducted by Roy Morgan Research the bag and two Ires to carry it. The ~~~~~WI
launch of this product doubled
Centre t1<we found tllat on avernpe eact1 A.1stralia11 GLAD's brand share u~ the kitchen •"''Il~..
tidy l)ag market 1n under twelve
months prepnred that day. To '<eep t11e test honest, the
wrappecl food was kept under armed guarcj for
Consumers now recogntse
GLAD as syo"Jonyrnous wrth l1igh the t11ree days. For a little exlr<l ptzzazz. 11 was
quality products which help t11em stored n glass door relngerators 1n the morn
save hmf:' around the home. It's no
wonder tt1at wtten consumers wnte wu1ciows ol WoolworthS' George and P:tt Street
to the compar1y tney of1en 11se t1 !8 sto1 es 1n Sydney and 1n Lhe ma1n w1ndow or G J
Coles Bourke Street store in Melbourne. VI/hen
the food was unwrapped. the guests were
am;-1zed to find that thrs new plastic wrapping
actu<Jiy kept food as lresh as it had beer t)cfore
11 was wrapped.

Tl1rs successful 1aunc11 ot GLAD Wrap and
GLAD Food Bags w<Js followed by the rntroduc
tton of Garbage and Kitchen Tidy Bags rn the
early 1910s and GLAD Alum1n1um Foil and
GLAD Bake Paper products 1n the eor1y 1980s.
In 1997, lhc GLAD product range totals more
than 60 1ndivrdual pack SIZes.

54

IT\:1f1iloemen• tl\JVOl.t gives it st I more of an edge over cor• pe: trve roast ng vegetables.
group en eel Rr5t Br,u1os branos T~le new cqu pment nlso rmcte rt ooss o e n-ese exterded
Cc•pO'atton txx Jg111 11e to place t1 starter 'Jb on tt1e r~ashc roll so tha· rt s usestortne
GLAD tYC.lrld lr A.IStrnlr:-1 easrer ·o frnd the ed~":lt tllC t1E.'<lrr·nrng ot tt·e •oil pro(J:.J~:s nre
ll w·1~ J,rs• llOli(Jilll)V Ron A strcker has nlso beer a i,Jeo two metres :ro•n conm1r icated to
Bncrh/s h1Cl r:-;tr ;II Eq 11ty tne end of the roll to wam users 111.1' 'l'le ro s aoout consumers vta
tor rn out A Si ck'n'stay' spot on tile outsr(1e ol t11e
Lunrte:::1 and t11011 box he ps the user :o find tho eo 1e of the wrnp. All 'ativ"e1CYialS'Ifl
bec<'lmo 1art ol N~lt10I1n tnese proo 1~t ,n f.JfOvem<'r ts h..1ve 1 a,1e GLAD ~;vcrnen's ;~nes
Wrap the most rsor tr GrlO!y \\1"Jt> on tne n ta·ket
Fooos "' 1901. ~rld '-''18 a 1 un1bef ot
Alter al•nost 30 a·1d place rt a long v,-ay a11eao of '116 c+1e<1pe·
HanayHrl'tS
years rn3n llclctunn<J GLJ\D products <tt Rhodes. generc brnn<1s.
Syclnny protiltvlrc•J w 1 moveti rn 1993 ton GLAD Ice C 100 Baps rs ,, paterre(l prO<.h ret IXlOk!ets whct1 are
nva !able t,nder •ree
rrew s lfJ rn P.llblow Sydnnv developed "' Denmork W11rc11 wns ntiCJ~,.;d to the \lo,T :e r1offers.
II' Mar~h 19rq. GLAD W•'l11 haCK torts GLAD range rn 1993 It nllows ccnst.mors to make
extra rce ct>nes for pdrt,es. 111 tl.l~S wrtr1 Sl:!aled GLAD has also
·onu nal owno'r w11on Frrsl Gr llltlS Coroorntron 111 corrpartmer ts for each Ct.IX!. GLAD tee Cube conoucted socne
Bags can also be usod tor stor-ng Iemar, .JtCE € r~ter1an ng and
t11e USA tx1ugl·t tl o GLAD tJrdr cl 11 Austr:-lhn nnd (h;'Jndywhen the Iemen !mil is ln<ien wrth more ltgl1tl~earted oromo·
lemons than anycm c;1n 11se).
Nt.:W Ze t•lrtClto Orr'olt'\' ownersh p of the trons aver ttleyears
GLAO l •fJ'1 l w r dw Clt' Bags wnrch stand up lly thcmsclvc>s, so thnttl1e by erx x u a g n g
user l1as bOtll hcmcb freo to Iill ttmn , ue t11e latest
THE PRODUCT consumers to rnr-tke
,lcJd,tron to tt1e GLAD la.:;hion clothing
G AD< h r 1 rI HI{) ot 110 ISehold vvraps and rnnge. The·e rs a l<rrgo lrorn GLAD
products. In the
h·•:! proau Is dcsrgncclto s·•ve t nte 11 and IJiue stnn<J up bilg rdeal early 1980s. the
for use rn the g;1rdon. personality Jeanne
arm.r u H1e oorne lrr ·l)e iood wr<.pprng area lind l1 srn;ll er omn~e L,ttle appea'ed on theM ke Wats•1 Snow weilr ng
her ongina creat1cns to host the GLAD Bng
cons r ' ers C<'lr cl oose 'rorn GLAD \Nmp or one for use nd~r e:r
Fnshron Awards. 1r :ne lead JP to II o 189·1
GLAD Fo I N ·t s· ck GLAD Bake P:-~per has outoocr Both have a
squnre base an<1 a•e Cornmonweath Garnes. Je·mr e lrl\ e ag,l r•
revclutror se<.l the nrt of b<lK nq bye m.natrng the madu 'rom tt ck rrg d useo her a11strc nsprratron to .leSttJ'l an ou·htto
plastic wear to me open ng ceren ony ol the Garnes rn
nee<1 ·o £l'Oc'1S< the Jl'-11 lCr \\~t·t o I or ma-gar ne so
PROMOTION Victor a Canada. She 11 so createcl 1d ess
Ha• tile cake turns cut perfectly. Peop e O'llow fat T ~ r 10 of , lilt.,.. "' 10 fo•
GLAD rn the 1OOOs a•1<l maae from GLAD \VaveTop Tie Bllgs to v.ear 1n
drels tlClve a sod scovered tl1e wonders of GLAD O<'lry '970s w·1s to her r.abaret show 'He lo D<thhng
c•eate t~w,lleness of
B:rke. tallows II ern to do Will lOU 011 whe·1 cook ng 1 CNV products w11rcl1 BRAND VALUES
wmrr<l cl1;-tnge tile way GLAD 1s a brand ccnsurners knew tltev can trust.
ro<~st vc.->ge·r:l)les or tk,l\ultJ .1 'II et of ltsl' The 'ood in w11 c l1Austwhon TI1rs rs why GLAD 11as boor• atJ e to prosoor f•om
llOUSCitOIClS stored focd rts posrt oning as a prerr urn quality p1oduc:. even
cloes not strck tr~llle pilpcr a• 1d ~ n'OY Sillies ofl ..__....__ _• and ctrsposod of 111ougt1 t rs usua1ly pr ed two :>r tl1ree hrnes 111gner
l11an gener c products Adverttsrng l'k1S consistently
when cookecl horrsehold waste. rernforced both the qutllrty, rc1 ohrlity and rnnovatrve
nnture ol GLAD prOducts. and the latr>st slogan:
In food 1X.lUS. the GlAD Snnplock roPgc no•N Dunng the I 980s, Wilt) tl1f' 'ldvenl or generic 'You car always count on GLAD once acJrrir1
strc,sses thiS message
·copy cat' produt ts. GLAD ·lllvcr trsrng concen
trated on demonstr;~trr)\) the '>UP<'riority nnL1 Things you didn't know about
quatily ol the GLAD IJr~md. 1he catc t1phr 1se GLAD
·you CM always de~wnd on GlAD" was devel·
oped to empt1<1srse lilt" relrabrhtv ot nl H1o 0 GLAD wanted to l'le'o young Nrstralran
products· rncludtng bn~JS wrtll handles to rn.1ke
them ensrer to c<:lrry and tXIgS wr•\1 s.1pe·-stre:c~'· athletes at the Centenn10l Olyrrpc
rng nb:h'y to J:;reven• tt1e 1 ·rorr ~plllrng Games rn Atll:lnta In 1996 rn a very

Dvwrg tl e 1990s. w 111 ma•w ol t11e GLAD pos;trve way. so tt sent the parents of
prcx.lucts n the rn<rwe stage o tl err hlecvc o. n the youngest competitor 111 each o1 the
s y~1ficant port on of the n:Jvo·trs r q budget
I as been oevotod eact yum to e(1 IC:lt r g 27 Olympic sports to Atlanta to be With
consumers nbo rt drtle•ent ways Olllsrng the toor son 01 daugnter. Frve of these
GLAD p•od rcts tt;,ey nlreaoy have in ·1 orr
young athletes ......an medals and their
cur:bO<'lro f-er nstanco GLAD Oven BaJS cn<1 be
used in the rrokrng of Chr strms plK1d ngs • tnc parents were able to be theie to share
oven bag rllDterl(li iS rnt.K.IH~nsio totrse t11nn old rn their achrevernents
'ast roned calrco cloll s. Cahco, n!le• nit, r•oods to
be wn::;t·0tj lhorougt1ty IX)tvre rtrs trs<3'1to wrao II e 0 EaCh year enough GLAD Wrap is sold
Pllddtng mrxture. GLAD S.1ke rs not or ty rdA<l for
ltnir'g cake trns. but rt can nlso tx1 used to hne through Australran supermarkets to
e ectric talfle mnkcrs tor r·on·stick to;~stccl sand· wrap over 1200 mrlhon sandvviches.
wrches and to lino ll'o lJottonr of the p.1. n when
0 GLAD Snaplock Bags were donated to
oilerS COIIV! •n I Jl 't fOSCdlc 11liP S!l.)f<l.]\) IXIQS
World ViSJon for therr volunteers use to
rr lo11r srll3~. l nP tronqtn nnc1 quality of collect donations in their 1996 40 Hour
Famine appeal.
GLAD Tufl Stull G;t•b<t{JP f3:ltJS ~md GLAD
0 Large GLAD Snap Lock Bags can be
W:weTcp T K1k 'lOn Troy 13<1qs yrve
used as mrnr greenhouses. S1mply Sl p
customers tr1c cor \tid<•nee nnJ re nbrltty It'CY the pot plant rnto the bag and seal the
bag. VVhen you nee0 to water or tend
,,eCC1 wllen o sposu uot rulllliStl 011e 01 the ptant. rt's easy to re-open the snap
lock seat.
GLADs key hr rr (1 v,Ju•"S rs qu:-~lrty In line
0 PhotographS and old documents are
wtl '1-&;J'. tt e GlAD prQ(lt...Ct mngt'l tS
best stored rn GLAD Oven Bags which
co1 tu mil\ berng rrr 1rove<J nn<l cont nues to protect them from mosture. dust ana
mildew Expel as much a r as pos.~ b!e
,, c;trty r ~ )II t and seal Vv'lth tape.

RECENT DEVELOPMENTS

\' II I l I I ,\ 11 ll l'aC-

turng o:ar I r :SYdney n IOOJ. ne-..v

e<tllprncnr 1 fl:'O::Iuce GLAD 'v'lrap came

on s·r am The new GLAD Wrao rs c earcr

nr l(l o even ' ·re COl srs~. nt qu lhty v,nrctl

55

THE MARKET owned corporations in Amenca Wil~l

The Australian greetrng card marketrs annual sates in excess of $3.6 t)tllion

valued at an cst.rnatcd $000 million Hallmark cnrne to Austrah<lrn 1955.

~~~~~~~~~iiii~~~~~i3~~~;;iii. cdonllasrusmrnptaronnnuhfa!lsregtnroilwsn;1le1s0%Peorvecrapthitea The original staff consrsted of 5 people

With a range 01 erght everydC~y e<:~rds

past live years. from approx mately 20 and Sixteen Chnstmns desrgns.

to 22 The market rs c1emty in 1ts In 1992. Hallrnc1rk t)C9nn distnbut•

growth phase ond tms cnnsrderable ing product to New Zea and h1 1995

potential to rncrease when cornpared Ha lmark Austra· a began exportrng

to sendrng rates ''"' ott~er matu·e g•eetrng cards ard other rela:ed

Engfish speak.ng countnos For products to Japan and otner markets

example. each yoar. 32 cards per rn tne Asra Pacrtrc reg on

persoo are purchaseo rn the USA. HallmarK Austra ra rovv e~rploys

and 44 cards per ~:orson nre our- approx rnate:y 400 peo~1le at 1ts 1\'0111

chased 111 !he UK Clayton heao offiCe <!rd sales olfrces

Consumers a so have n 11eal:hy around Austra ra

regard for groeLng cnrds. Roc.ent The company embarked on a

Ha mark research r ustrates tnat major brandrng c<:~rrpa gn n 1980

nearly 40% of nil consumers beheve runnrng 90 second comrrercrCIIS shot

they are bi.JYtng more C.:lros tllan two rn Austraha. TI1rs campargn cemented

years ago. whrle less than 20% Ha. 'Tlark's Wlt'd posrtronrng and

believe they are buyrng tewer. strong brand recogn1tion.

In 1997, Hallmarl< <.1evelopcd nlong

ACHIEVEMENTS term strategy to grow the greetrng

Hallmark rs tt1e IJrgest greetrng card card market throt1gl1advortrsrng ond

company rn the world nnd has promotion

maintan'led a leadershrp posrtron through a total In 1910, when he wns 16. Joyce and l11s two

cornrnrtrnent to quahty rn people. prOduct and older brothers pooled their rnoney and opened tM THE PRODUCT

stnte of the art production techniques. In Australia. Norfolk Post Card company Hnl headed to Hallmark Australia produces a mnge ol products
that help oeoo1e to express thc:r foel1ngs wrth tt'1err
the Hallmark bmnd dollar shnre tor greeting cards Kansas City \'llhere r1tJ b~.1n sclhn~J u·e cards Ollt

has grown to 32% due to tne strength of the ot shoe boxes to drugstores. book stores and gift lam Ires and ir:ends. Hallmark's products enrich

product otte:ing <:~nd distr.ounon in h gh orof, e retail shops. In 1915 the Hnll's ent •e inventOIY was people's lrves ana enhance tt"torr rclntrcnshrps.

stores. destroyed by fre. Instead of fokJrng. tne Ha s HallmarK's extraordr11<.1ry brar'd equrty and the

Hallmark has a 11story of nvestrng in rts brand began creal ng a:-~cl mcxJuc r19 the r own desrgns. degree to 'N'1icn consur--ers rel<l:e to tile company

narre and IS top ot mnd w th coosumers. enJoying K'10WI1 as tne Ha Brothers Inc until 1954. and ts products are tne resu t of n nct1 bend of

89% prompted nwarencss ard 48% unprompted today Hallmari{ Gards Inc rs one ot the top priVately oroduc'L variety. crea·M~. 1nnovatron ll!Qh qu:lli~

awareness TileS6 results a'1d vaue.

are 10% and 29% hrgher The perceNed strength

lha'l Hnl mark's nearest of tne product s orro of
comootrtor resoec:Nely.
the key factors rn reta ers·

rancJu'IQ decrsrons Tr.e

HISTORY ccmP<1l1Y undertakes

v\N ~e C. Ha founder of consraerahle uwestrnent

Hallmark Cards Inc . hved rn market research to

the Amer can dream. enSllre an er 1hanced
understono'ng 01 local
Bom August 1891 .n

Dav•d City Nebraska, Hall consumers' needs Thrs

overcame both poverty results in the dehvery of
products of unmatU1ed
and a lack of a for mal

eclucatton to become tile quality, innovntion and

architect of his ndustry value to sustarn prOduct

TI1ougt1 J.C.Hall differentiatron and

becarno a wer~lll1y rnP~n, competitive advnntnge

proftt w<:~s never foremost Hzlllmark ettectrvetv
leverages the strengtl l of
•n hrs thoughts. In hrs

au:ob1ography 'VI/hen you rts wcr1dwde creatrve

care enough' Ha 1wro:e 'If resources to deliver new

a man goes ntO buSIPCSS and unproved !YOO:..rcts to

w1:tr only the rdea of the rnarkct thn' meet th~

ma~<~ng a lot of money needs of 1oca customers

cr.ances are 110 v-10r1'1. But and consuroors Com-

,f he outs servrce and btnrng :hts resou•ce wtn

Quali:y f rst, :he money W'l strong ·pov,Uf· licensed

take care of r:self.. • TI1 s propertres. (e.g Disney'~\

rs still the phdosopl1y of Loor10y Tunes 1~\ Sesame
the company tOday. St 1' 1 and Barl:lte "') ana

56