Australia Edition 1

turer rn both Australia and New Zealand to growth is the tirst of these goals. The com employees can
achteve accred1tatton. pany intends to be an 1nnovative. last paced, live andwork."
customer onented one, focus1ng on its ab1hty
THE PRODUCT to create. domrnate and manage its selected BuiSC
The famous Product Plus concept has been bus1ness categones. Joi111S00's
applied to many products wh1ch today ftll concern for the
supermarket shelves and commerc1al cleaners' Tl•e next goal is to be number one in each of errvironrnent
vans. thG targeted markets. and to be known for
pioneenng new and better prooucts through gees far
SC Johnson's wide range of consumer rnnovation and suponor knowledge. Others
products l~ave sustarPed thetr appeal over many are to se1ze the opportunities created by beyond tllat.
years Products such as the Glaoe au treshener change, to attract and reward auahty people, In Samuel
range continue to dornrnate therr market. Glaoe Jd'nson's
conlrnuos to rnnovate with products w11rch sahsly to establish a quality or ented culture. to ensure
consumers' dasrres for natural style yet effective words. •we
fragrances for the home. U1e goodwill of customers through servtce as a
exce lance. to protect and respect the environ-
The rnsectrctde range. launched under the ment and, tinally, to ensure the safety. health companv
brand name Protector'" Australra and recenlly and welfare of all SC Johnson employees. face no
conver:ed to the internatrona ly successful Raid
brand ndme. continues tts drive for leactersh pin PROMOTION greater
tl1e f.ercelv competttNe insecllcide market Promot1on of SC Johnson products starts w1th an
advantage 1110 company's Product Plus concept. issue than
Torlet Duck rs anol11er high prof le product A new product from SC Johnson must have that the
wh1ch hns wo1' the support of consumers A extra sorneth1ng that translates to Product Plus, so
packng ng rnnovanor' - its uniquely s!1aped neck It 1ere is immedrately someth1ng tor me marketrng ot the envuunment.•
and advertiSing people to work W11l1. Concern for the future ol the company
has contd)uted to the brano's dorn nat1on ot balances concern tor the future of tne environ·
1110 hathroom care market. wt11lst the recently Among the SC Johnson products with ment. In 1927. Herbert F. Johnson Sr. ad·
launched Flush Duck. Duck B uey and Scent Product Plus IS the Duck range, which took a dressed company values most eloquently in his
Duck have become ftrm tavountes as well hygiene product from the clinical cold and made Profit Sharing Speec11 on Ctlristrnas Eve He
Cllarge, Freedorn a11d Goddards rema1n too 1t warm and friendly - 10 the point wMre it is now said: "When al s sard and done th1s busrness IS
sellers. as do floor care
products Durosrl Pate tile dominant player rn noth1ng but a symbol and when we translate this
Wax <.Hlo One·Go. the market Others 1t means a great rnany people th1nk well of its
Act;tnred by SC
Jonnson 1n 1993. the - 1nclude the envuonrnen- products and that a great multitude has faith 1n
leading Wrndex. Mr tally-drlven Glade
Muscle and Drano Lasting tv11st w1th 1ts t11e integnty of the men who make this proouct
brands are household aerosol refill and the •·tn avery short t1me the mach1nes that are now
names. concept ot plug 1n
fragrancing, wf"lich so lively will soon become obsolete and the big
Tile SC Johnson prov,des 30 days of bu1ldrngs for all their solidity must some day be
Profess1onal division is continued effectiveness replaced.
tne leading suppher of as against the other.
sanrtatron and matnte· passive a1r fresheners "But a bus1ness which symbolizes can live so
nan~e products and wtth which a maxrmum long as there are human berngs alive, for it is not
services tor commercial. industrial and rnstrtu- of 15 to 20 days was burt of such nimsy materials as steel ar<:f concrete,
trona1 customers such as shopp1ng centres, it rs burl! of human oprn1ons which may be made to
schools and hotels. Brands ,nclude floor care previously available live forever.
products sucll as Stgnature. Vectra and Reveal, Tho SC Johnson promot1onnl philosophy 1s
wash room cleaners and d1sinfectan:s like Go "Tl1e goodwill of the people s the onty enduring
Getter nnd Knockout and furniture potisl1es, and that product qualrty must be communicated to thing in any bus1ness. It is tre sole substance... the
1nsect and odour control products suct1 as Raid, the consumer rn an honest and cornpellrng way. rest is Shadow!"
Good Sense and Tr~ad. The company is also keenly aware that con-
sumer requ1rernents differ around the wortd. SC Things you didn't know about
Recent add11rons t•ave been a range ol Johnson respects the uniqueness of each SCJohnson
products lor commercral krtchens rncluding culture. and identrfies products tt1e consumers of
Boss Econo Power. Break UP. Zio 282 and Pre that country need Promot1on. likew1se. is 0 Tne Australian ftrm now SC Johnson
soak 261. targeted carefully to particular cultures.
ANZ. was the second overseas subsidi-
RECENT DEVELOPMENTS BRAND VALUES ary of the American parent company. It
SC Johnson tlas accepted the challenge or the "We are. in a sense, ambassadors. we attempt.
n1neties. a twne 01 intense globai compention and along with our pnmary busrness mission. to set a was fomled 1n 1917, after the Bntish
real Change. To allow the company to continue 1ts pos1ttve example ot !tee enterprise." That subSidiary but before even the Canadian
growth, a carefully defined set of e1ght company comment by Sarnue Johnson demonstrates the
goals tms been developed. brcaciltl of values the company charnoions and one.
maintains.
To consrstently achteve above average prof t and 0 The name of SC Johnson's Sydney
Naturally. bus1ness values are also addressed
strongly. SC Johnson's philosophy has been and faahty, Yangoora, denves from the
Aboriginalword for "stringybar1< tree".
contrnues to be that of
mak1ng products and 0 Samuel Curtis Johnson started out
providing services that
are demonstrably better selling parquet Hooring, not the kinds ot
rn funct1on or value than products ncm assocrated W1th the name.
those ot cornpet1tors At
the same 11me. the 0 SC Jonnson's Yangoora s1te at Lane
company IS comm1tted
to respecting and Cove, Sydney, llas a one kilometre
protecting the safety bushwalk open to the public. It also has
and health of employ-
ees and the environ- its own lake, home to ducks. Some 80
ment.
species of birds live in Yangoora's woods
The strong commit and waters.
ment to the environment
vvas articulated by 0 Yangoora was bur~ on the s1te of a
Herbert F. Johnson Sr in
the 1920s. 'We cannot chemical factory, which makes 1ts
_~- llaVea lleatthyenviron- beautiful bushland and pristine lake all
- mentwithin a company the more amaz1ng.
unless we have an
equatty hea'thyenwon- 0 Sam Johnson is a member of Presrdent
menl outside in wt11ct1
Clinton's Business Council for
Substantial Development.

0 Raid tS the biggest-selling rnsecticide 1n

thewortd.

0 SC Johnson are sponsors of the Taronga

Zoo platypus breed1ng
program.

69

, - - ----------------------------------------------------------------------------- -

I•C

THE MARKET unique shnpe of every lace.

The razor blade market in Australia is HISTORY
currently valued at approximately
$115 million spilt between replaceable Schick traces tiSorgtns to the
razor blades ($64m), disposable
razors ($44m) and ra1ors($?m). Inventive US A!rny LJeutenam Colonel
Around 153 mlllion blades are used
each year by the wet shaVIng popula· Jacob Sdlick He retJred from the
tion which is approxtmately 74% of all
male shavers. military tn 191 0 but t11en returned to

The last thtrty years have seen service at the start ot World War I. In
some fairty dt amalic technological
changes in the wet shaving market. In 1921 . 1nsp1red by the army repealing
tr1e early 1960s the market was
dominated by carbon steel double nne, ColOnel Sch1ck 1nventeo a new
blades, slowly replaced by statnless
steel towards the end ot the decade. type of safety ra?or - the Magaz1ne
The 1970s saw the first systems
products evolve and the introduction Repealing Razor. It had replacement
ot the disposable razor. 111e f1rst half
of the 1980s was the era ot the blades stored 111 the loandle ready to
disposable as they became widely available tn all
forms single blade, twin blaoe. fixed and swiVel be fed into shaving pos1tion wtthout
heads. However tn recent years the systems
razors have benefited rmmense1y lrom technologt· 111e chore and danger of handling a
cal advances In add1tion the market has seen the
growth of razor handles destgned specifically for sharp blade. Production of t111s
women.
tnnovative razor st<'lrted tn Jersey City
ACHIEVEMENTS
Improvements to razors and blades are continually tn 1926. These razors were tl1e
betng made by the Schick Sllavtng Products
Group. One of !he most noteworthy accomplish· forerunners to the famous lnjeclor
ments was the development of a one-push
cleantng feature to atd in removtng debns from Razor In 1927, Schtek sold all h1s
between blades. Clean blades mean longer
lasting blades and a closer shave. interest in the Mag<wne Repeating

Many razor systems produced by the Schick blades. Wamer Lambert was the first company in Razor Company to the president of the ArT'erican
Shaving Products Group have a comfort or
lub1icating stnp loc..ated on the cap above the the world to patent th1s novel tmprovemenl to the Chcun and Cable Company.

daily s11ave. These strips. some of which conta1n In 1946, Everst1arp. Inc. acquned the Magazine

aloe. me made 1rom water soluble polyn1er called Repeat1ng Company and renamed 1t the Schick

polyethylene oxide (polyox'), \M1en activated by SRfety Rnzor Company. American Chatn and

water 111ey provide lubncat1on that makes the Cable produced the product for Sct1ick unlit 1908,

shave more comfortable Another approach to when Schtck set up tis own 1nanutacturing

the same end is used on many

products. 1n which an aquaghde

strip (polyvtnyl pyrolidone, or pvp)

tS positioned on the cartndge cap.

When wet, the stop becomes

extremely slippery and reduces

the fnction betvveen skin and

blade. These innovattve matenals

are safe to the conSLimer and

effective 1n improVIng shaVIng

comfort.

In an effort to oevelop an

ext1emely safe shaving system the

twin blades 1n some products are

wrapped wtth very thin wire.

Patented Mtcrofine Wire Wraps

help keep the blades away from

the skin. protecting it from nicks.

cuts and irritation while providing

the closeness the shaver needs.

This significant step forward 1n

safety has proven to be a

successful advancement tn Ihe

sc1ence of shaving.

theAsnhoatvhinergmaarJeOnradise;eth!Oe pflrenxeibmle;n ~-icl!.:· : :

ca1tridge. A sophisticated design

and spectal materials allow the

blades to Hex to the contours of

the area being shaved. After

many years in development this

unique system has been demon

strated to provide a close custom

shave w1th stgnificant improve-

ment to comfort and safety. 1l1e

innovaltve flexing actton of the twin

blade cartridges shaves like no

other system and conforms to IIle

I L6

operai•O~~ n Bnc1J"'por, ComecltC\rt. In too·, ;herr way to the consumc,..s hands. dnver of product enhancements dttferer.tl81es

Set ck moved rts rnanufac•• tng li.l tres rnto its Other t.'<:lne s eva ln:o produ~liOn &:1 rck from a typteal oackagcd goods COO"OO'JV,
prer..cnt llcrnc n M, fer i, Garnecho.Jt. whore tne
hea<.q,k1flet'S for U1C S l<lVHllJ Products Groups from allll'anulocturrng ·nc litt•JS to A· SchlCk. only a O?.:trcutar kind ol :ecllflOiog\' w.l (io
nCJ.N resKJBS. DlC lollowirKJ yoars were busy cnes ensure consisten· qua ty trom cne · orly :eclirldogy ihat dear:y prO\~ IX.W, targeted
•cr &t k as ttntrO<f!JC€( 1nlc."lrlY r.roctuc· tnnova- pla~t ~o ar:o·her oeneHs to \he consur.-.er - demonstrable l>enefr!s
trotlS In 1963 Set k t:xrvamc tne rust US tt1e consumer can see ana touch arod teel Tile
mar J'ilCil ·er to se sta 'lle.ss stee blades cooled RECENT DEVELOPMENTS Schick producllir:e contarns razors and blades to
AJ>P'OXJIT''lte~ 5(." '> (Y Sch 'k S ~!It ) meet virtually any ro 1surnerreed
w11 ~eflon n s non s• ck mater ·11 rr.nroveo are derilted Iron !Jf<Xiucts ntroo ICed
over ;re oast lrve vcars. Tt~e FX razor Things you didn't know about
con rto·t by •eo K: no •uctiCI clunt1r1 II e sllave FNe shaving
years later, Scfll( k ~'llQilOOre<.l cliiOther nnovallon was rntroc ked n 1991 nncJ was tile
\'\119r serer 1t1sts suococdoo u deJ.lOStlrng n 11 •1 0 Shaving will not promote darker. lhrcker
Cl'rf>' o' ct ·orn urn to tile lli<Kic e(!ge rnak ng rt nrsl rnz01 tl1t1t fexed to fclfovv the
rnom dur.ttlle AHI"r \11c ocqurs ton 01 Sci' ck by or faster regrovvth of harr on legs or
contours of tt-.e la::e. TilC 1aunct1 underarms. Shaving removes hair on
'vVnrne· Lnml'>ert 11 1970 sttndy tc'Cimrcnl the surface of the skin and cannot
prcyross move,f fcrv~arcl<lS rt I'CJd rn the p<'lSt. C.:1"'oagn featurod the chnrncter affect the cotour or the thiCknesS ol tl19
'nlocklleau dnd the slogan 'Schrc:k hair. When an area has been shaved
THE PRODUCT ..changtng the !nee ol shavrr~g' A and the hall' shafts start to emerge lrom
The manufncturP ot modern rrvor blndos is a blliarci l1al1 w<Js usecl ns n oenlOilSira the fol de they appear to become
l1igl1!y complex process invl>lvu1~J large production han dcvrce to sl,ow now tt1e flexrble coarse and l::xistJy
volut"t)S vvll1lennrnt:111 111l~J 11igt1 consistency in the blades lollow the contouts ol t11e ball
lrnal prorluct. To obtain t11e vnry best u1 sh<w ng and hence ol the shclver's loce. 1hrs 0 Hair remova by worr.en became
prOddCtS. •I S l"$Se11li<llll'~1t C[ICt) proce iS be device 1s sh I recalled by consumers
CClrnoo Olt' Wllhrr closely SJ:UC"•I.cd n ts In oil today. Sct1rck's entry 1nto the wom popular as fashions changed lfl the
Shc:lw1g P•OCicJ<:t Group':;, mJnutJC'Unt ~J s1tes tiltS en's blade rmrket wus 1n 1995 w'tll twentieth century and hemlrnes rose
tS ens rred hy str ct o11n ty ct1ecks C<l'r cd cut at tre Schrck Silk Effects for Women above the ankles. Underarm Shavrng or
eactl ~t<l!.JC of ti1C orcxt•.Js~on ;.rocess. T•1e Razor. This rru:or teatures unrq,JG 'smoothing' became fashionable poor to
pvotrng twrr' b1.1des with mcrohr'e World War I.
t~soe:::tlCn ~,:.roceiuros net Kle \'lSU<l' uK1 m1cro gu<Jrd wrres wl1 ch g ndd 'he rtllor
evenly over the sk. n to protect ng,:msi 0 A tan cannot be removed by shaving
SCCJ)IC 9.'1<a rl(l!ICI)S d1ell11Cc11 clrXl rnetnlluryCc'l
niCkS and cuts €\·On over d.!Ia t Tannrng occurs at the lower levels ol the
test ng phystca testu1g oltllaoe st•enyth arxl areas suet' as knees. ank1es rt!l(1 skin. where the skin's pigment cells are
u'lderarms. The razor w1s the I rst oestg'lOO located. Razor blades never come rnto
o rratMflty nou eectror c vKJeo 1nsoecton syster:ls. specifrcally to mee~ -.vornen s necos • nottust an contact wrth these cells

Hcil\'eVer. the tna <1ssessrnent o' sn..1ve qua ty adaptatron o1 a rnan s razor 0 The average man wrll spend rn excess

rests w1'l :he sr~<:IVer All srJ<wc test ng rs con· More recerrly 1 1996 tile FX Pcrlcrmer w~s of 3000 hours of hrs life in the act of
<ILK:toa usu q hUmans ls test st,tljOCtS. To mrs lat.n:::hed. A razor desgned tor extreme closeness shavrng, or 125 days.
end, thous illdS ot f'Tlen mo wo•nen ~'h1rt C1pate n and COfnfort, the FX performer razor tntroo,Jcod the
sllavc tes· rn 1 ot a lt'lfOC1 1 t Ines every oay. Loca' 0 The average man has about 25,000
st~ttvo pan~s ev;lu,ro l•lC quahtv of tne ITh"'llltWC- 'evotut Cr 1ary techr clogy Of 0 ru!)L'Gf toSk n guord
Tre patented 'skrn guarrl' 1s oes1g'l~d to stretch whiskers. which are as hard and tough
tured products he'ort' !•1ey eave II e ou ldrng on lne SkiP and cushiOn !lle rrnpoct of the bl:1des as a pece of copper wrre of the same
povidir'g ::1n even smoon1er, c oser sllnvo.
Towards the end of· 1007 Schrck wrllrntroduce nn thrckness, and grow at a rate of twelve
ent•anced mnge ol Inc current Scl1rck Extra II
disposables. The enhanced Extra II tirsposable to Wteen centrmetres per year.
range wrll feature an rnnovatlvo non·slip rullbe1
handle for even greater control. 0 The pract1se of shaving spread through

PROMOTION most of tre world as a defElOSIVe
TI<e Sct1rck portfolio rs Silppor1ed by n cornpehen- measure for soldiers to orevent the
Stve marketing Sllpport progrnm encornpossing enemy from grasp1ng their har rn hand·
aoove and oelow tttc 1ne aciMIY Tne key tocus rs to-hand combat. Men of unshaven
on generahng awareness ol tnc t)(Jnli wttn societies became known as barbar·
consumers through novertlstrxJ <1n<i r~• pom cf ians' meanrng the 'unbart)ered'.
purchase. In recent years Schrck t1as uw:;te<l
t'leaVl)! tn N ·ldvert srng across Ire ma)O( brands
FX. FX Per.orme· and S ~ Ertects SelliCk has
been aSS< cra·oo w1th foott>atl 1"1 rrony years nna
nas been rlVOiveO w U t11e popuL1r A.Js:mhan
televisron show The Footy SIIO'A ovei the pas· tou1
years ThP. N presence o· tile t.rands nas been
ex1endec u1to other rneoa nclud•ng mdiO, anema
and rnag<;llule carn~k."lrgns. !'v1 outdoo1 campatgn
was used 111 1996 to auncll tvvo new van.~r·ts ot
the Extra II Range In the rota onvronment Sch•ck
has ccncemrate<.1 o•1 VISibrlrty to assrst ccPsumers
tn select ng the product most suitable to ttlerr
partrct; ar needs. TI1rs rncludcs ensunng packag
rng IS clenr and drshncttvc. the brund ts tlisplny..x1
rn a block on shell and cfisploys are eye catchrng
and r.onsurner fnendiy.

BRAND VALUES
Throughout Is history, Scllrck 11ns lleon a com-
pany of conttnuous rn11ovation. Today Scll1Ck is
the name behrnd rnany of the razor enhancements
that 'lave made shavu'1g a safer. closer .1no loss
rmtat •1g process. Kooptng the consurner 111 rnrnd
these advances have always bec•1 drtven by
d fferent ccns rnl9f needs cmo t:Jv our cles,re to
de!Ner a shaving oeneht greoter ;han prev1ousry
rnarke:eo prodtiC'S These techno:ogca rnnova-
tons l1<1ve positronoo Schick ns a lc."'ld~ n lhe
marketpk1ce. &h ck s a compnny that const?.ntty
seeks reN technolog>es to e·,t·anco tne vnlue and
performance de 'll'efed to consumers U1rougn rts
prodL.cts. Th1s tocus on te<'..hnology as tne key

11 7

THE MARKET However the 'Sellotape" legend began vvrth clear of forty plus years. cellulose tape ts still one of their
Stnce the early 1930's. adt:es1ve t<'lpes have
become a basic necesSity for every office. shop. cellulose tape and. although t has developed a most important products
factory and home The range or adhes1ve tape large number ot spectalised products over a oeriod The story ofce.tulose tope started tn the opentng
applications is so diverse that the 1ndustry 11as
become liighly specialised requ ring inputs of both decade of th1s century when Dr Jacques
11·gh technologyMd enormous experttse. Brandenberger, a sv,~ss ChemiSt, began expen-
menhng wth coatings to give extra shine to clot11 and
Owners of the "Seltotape" brand globally have make tt more easily cleanable One coattng he
had enormous 1nfluence on tne development of the
adhesive tape industry. Althougt1 recognised by apohed was a solullon of cellulose a substance

name assoc1atton. "Seilotape· Australia are a lound on all vegetable matter.

separate Identity and operate ndependenlly frorn However, when Dr Brandenberger applied this
thetr associates abroad. solution, he found that it did not slick to cloth but
peeled oH tn clear stnps Thts gave hm the toea ot
The Australian adhesrve tape market t1as making cellulose ftlrn as a separate ftlm.
trad !tonally been d1vided into three keycategories.
lf"ldustnal Tape market. Off1ce Stationery market and In 1911 Dr Brandenberger destgned a mach1ne
the RetaJI Tape sector (cha1n stores, supem1a11<ets, that produced continuous lengths of this new film he
newsagents) where lhe "Seltotape" brand has built
1ts reputation as market leader. called "Cellophane"', a name denved from tile vvord

Estimated to be around $100 million the 'cellulose' and the French wcrd 'd1aphane' meantng
markets serv1ced tn Australia by "Sellotape' transparent. From lhts beginning, the production of
demand at the very least. value tor money w1th one cellophane began.
ma;or category Polypropylene Carton Sealing Tape
During the 19th Century, rubber and restn when
accounting for over 50 percent ot the Austruhan combtned, 11ad been found to produce <-l 'pressure-
senstlNe' adheSive wntcn was used Initially on cloth
Tape adhesive market. to produce adhesive cloth bandages. It was a
relattvely s~mple step then to create cellulose tape
ACHIEVEMENTS wr1ich we know so well and use so widely today.
From its infancy 'Sellotape· has served the Austral-
ian adhestve tape market w1th quality products sold In t 935 a Mr J.RWnght saw cellutose tape
under the "Sellotape'' brand name. during an overseas vtsit and recogntstng 1ts potenllal.
struck up a number of contacts which were
In order to acl11eve th1s success, the company eventually to bnng the "Sellotape" brand to Australia.
has made constant efforts to develop new and
Three years tater in 1938 Cellutose adhes1ve
1mproved products. In addttton 1t has adopted a
tape was developed commercially in England and a
philosophy whiCh stresses the need to serve tile lranchtse to sell tt11s Briilsh manufactured
customer in the most eff cient way poss1ble "Sellotape· 1n V1ctoria and later in Tasmania was
oblatned. By 1949, the dtstnoution of "Sellotape·
''Sellotape" has an ongoing formal commtlment product tn Australia had expanded so steadily that.
to quality in all its manufactured and marketed apart from extending its facilities tn South Mel-
products Rolls of every tape produCed are placed boume, a property was oblatned .n North Mel-
through a series of quality contrOl tests to ensu'e bourne. a store 1n MontagJe Street and warehouse
and offices tn Sydney, NSW.
quality on a consistent roll to roll basis 1Mth complete

traceability of all materials sh1pped
In a fiercely compet1tive market place. "Sellotape·

rema1ns a dom nant force and a.tnough subjected to

excessive competllion 1n a dolfat driven market by
1mported prooucts overthe past two decades, has
not only held its posihon but reccroed 1ncreased
market sMr~.

What dist,ngu1shes "Sellotape" from the
bunch is not only the abiltty to meet a spec1fied
need with the existing comprehensive range ol
adhestve tapes but "Sellotape• can offer a ctJenl
custom1sed tapes to meet any oart1cular or
unusual end application.

HISTORY
Rfty years ago tf you had asked the average
Australian consumer "What is Sellotape?". he would
probably have answered by saying that I was c!ear
sttcky tape. This of course was partly correct. but
today, consumers and the purchas1ng inf1uences of
Australian Industry ahke are aware that 1n Australia
"Sellotape" produce pressure sensitive adhesive
tapes tn a wtde range ol spectalised Industrial, Retail
and Commercial tapes to meet the constantly
changtng and diverse needs of Industry, the office
and the home.

JJ8

Tile preser•t He3{1 Otf•ce 'lfld l:1ctory of Se 'Otaoe
A rstra n\'v'e'e t1u I ,,t Ha~;vttlOm Enst. d Me oourr·e
suburb 1n •952 ar1<i tt e ccmpnny nov. t1;~s
II'f'OLJ9~10ll' Austmh<l. otlices c•.o<.b!c of meeting u·e

ever Ch<'lng ng nwr<ct oern:m<ts. con m:men: to
custernor<:: and oed at•on toqua tv

In •955 Se!loto!)O "''::.tmla COI''IP1Cn<k~

manufactu11l<J ll o ·&, lotope· b·and rnA rs·rafk"l

rPt >In ng tile orElVlO\1Siy Bl<J JSil manuracturec.l

prOd JCI Sncetl'oCr'CCiflll!J ngl gllytraned

p·od JCI on soec ahsts. t em sts <~rld tect'nrca stall
w th novntrve nlalkotu~. ·Senowpe· proc,Jcts 113\ie

t..'C;;or riC cne ol tl "1()~~ rocognrsed llressure·
SC'i'IS:ve 0.~IY' t )I,1ncls en tne Austmh.:m rrarl<et.

THE PRODUCT THE BALLOON GOES UP ON
Su'ce Ire ntroduL'IICil ol cellulose tapes 'Se'lotape" II

I avecnlargoo rts sphCrlWf opemtrons to rnclude This tape dcvelooeo bv ''SPIIotapc>" 111 who choose to "rake therr purchasu\g deCISion at
Meltmume rs des1gnca lor pPrrT''lnont clppl,cntion the po,nt of sate
mnr'y otlferer ·t l<lpt} Vd110lieR c. 1storn dosrgned to to exterior or interior siuns w11erP protoct1on lrom
vandalism us1ng parnt or felt l1ps 1s <1 problem. "Sellotape's" firs! advertiSing ~logc:~n WAS 'InSISt
tnduslry requHOfnl'I11S. Tnoe You're Handed is Sellotape Branded" lgn1ttng
Any sucl1 gr1fltlr r1n he em::1ly removo,J using consumerawarenessan<l patrtOIISrn. 'SP.IIotape"
'Sel otnpe" offers ,111 extensive ronge or Oll1ce. a m1 d so vent \Nilhoul tile risk ol cJ;:unag1ng the now pursues a more nationalistic tOCill ty reatt1rrntng
painted st.rlace The protect ve tnne wil ltave n tt·e product as "Austra:tan Owned, A.rstr<1ran
Rela'l. Speolnllv. nnd Pro:ect1on tapes soec1f1c to Made".
no1vrounl nee< Is for '1se 111 both II 1e home ond I fe of at least hve vears ur der .we·aue cond •
nc!ustrv Hiqt1 s!it.J"1<itll Filament Tape suitable tor BRAND VALUES
!tOns. ·Se otape" rea' ses tocay's consumers nre mo•e
all rc1nfcrcrnu <Vld l>un(i 1ng mn>l cn:.ons. Double ~a move nwav lrom the lrmirtrOilcl od'1eS·ve eoucated and better ntormed c:~no tney teno to be
S ded Tfloe s1 ntnble lor s10n n'1ou'1hng, d sp oy JTl()(e scept.cal ot P'0..1.JCt cb ms r Oi backed up by
COnS''lJ•~• Of'S ell 0 Sp ICI'l!J Cf pnper ar·a plnShC tape p·otLrc!s ·se lotnpe· Jrt 19961,1urchetl a actua delvered values
•ange of Austral D"l mJnufnctwod self·SeCI
st eets. ar'd soec, 1ly U V tro:.ne<J A I Weat'ler oadoec mc:~ hng tJags br.mdeo ·se1 ouag·. "Sellotape·s· narre and rep.rat<e."l bl 11· over 50
Tape rdeal fo' r Lrnerous outdoor am rcntrons
These 191 t \\·Ctgl-tt bngs meet Austrahm• years IS no.v the Inn's greatest asset. resu I ng from
useo lor rcpa1r o· ho· ho11stJs. pool ners. bOat Pos1<1 aoprova pi JS to assrst n tne mcrchnndrs-
ing and to overcc·-:-oe the problem ol shop so led long 'effi'l product devecp1Tl8f11 ana ongo1r~
cc~.;ers ar o many other tems that I 'lVe w stand loose orodL.:t. ·set otJaus· are sl r n1k wraopeti consumerComrTll.•l1lCairon. "Se!lotnpe· g...nro tl 10
in packs. mrne wiln onde sett ng ne-..., rnarket and oertorrn·
tP to al wcat'JC' contlltiO'lS nnce standa·ds so as to retatn ex1st ng consumers
Set otape M'lsk' g Tapes are excel·)n: tor L.se PROMOTION and attract new ones. Thts srmoe pol cy tiCls
Promotional suf'oort nnd customer InKed ensu~eo that tre many te•1s of tt10usands of
on ro rg"'nnd r•egular surfnces and ore e::~s ty campaigns 111 con unct on wl!n 111ag:ll1ne e<illO- So o:ape CX'£lsumers cor·ttnue to use the oroduc:s
contormeo 0" curve<l are:~s ust•d ·or protect ng •tal T.V n store promctrons rrncl se ectcd press daily.
advertrsrng has been the enE'IQY t1otw1d the
edges clur ng Pel r't1ng 01reuarr. Pro:ecuon Tape 'Se'lotape" rnarket,ng str<~lcgy from dJy one Satisfied "Sel otaoe'' custorners are l11o K.ey to
t=~•e des gr ce1 to p·otect suriaces from uornage
dti r ~J rnnnutactt.ril nrld OIStubut or' ll'en clec:~nlv ·Sellotape" has wso reco~Jntsecl the 1nrpor· u~e orand s continued success and 1n tod<~y s
rcmovo lc,w.r g no ros1due wh1 c Spec a,ty Tapes tance of spec1alty adve1trs1ng, tl1e use of J.)remi
are (ies1gr JOCl to nermnneqtly pro·cc: a vanety of urns in con,unctron w1t11 new product launches or competttrve market, consumers wtll choose whm
applied to a proouct 01 product group requ1nr g a they percetve as a better deal nnd supenor value at
su'fdt es lift n market Dwareness a compel trve pnce.
Through all ol these prod 1cts. 'Sedotnpe·
In the retail sectOJ, promollor1s have become a Things you didn't know about
marntwn a reputatron lor c,)I s1stent l1igt1 key markct,ng tool ·Bonus Pncks" or ''Vni.Jo Sellotape
CJlltlll!y, a reputat1on th,t! hcl S been won by Packs" of'ering extra rol s 11ave proved popu1ar
part cu ar y dur ng the Chnstmr~s <JtKJ Bnck to 0 ·Sellotaoe· has Its awn entry In the
srncere eflorts to control .11'd rmp•ove the School penods.
qc~nlrty of ·Sollotnoc· products rn every stnge Oxford Dicoonary.
Industry Trade Fa rs a'lo Retat I Ofi1Ce
nof mamJt·Jctwe. Exlliottrons pay a ma or part1n ll'e promot on ol 0 The annua production of "Se!lotape· rs
rougll lecl lrl c,\1 exd),1r1ge of inTor matron ·sel'orape · Produ:ts. New pre<jlrCts No
tau"1Ched. Spec1a ~are ofl~100 and new nssoc · enough to crrcle Australia 28 t rres
wrth overse<1s assoc ntes. net on y do 'Sellotaoe· ates are made.
garn l'lternatro•1al RCceptC~'1Ce ot rdt~ds developt~d 0 1.5 m 1()1'1 metres or ·Sellotape" s sold
11 Aus:rahr~ hut n rut.trn ll<we cont r uous access lnnovat1ve o·1d attract ve oackag 19 oesrgn 1s
t.J oversens '•'Search nnd develop•r·en:s wh cr1 rt Ausrralra every day.
also 1moortant 1n me avera I ·se lotarle' marKet·
re rn"J · J 10 <> r,ttt\c Austrc I :'1'1 env ronment. ng strategy encourag1ng tne rmpulse shopoer or
reflectrng a q.tal ty 1n ngo to tl'e f'TktrW consumers
RECENT DEVELOPMENTS

F .....:. ~ • t )r t1 r t '" I' y 11ur ched
r ew qer ernhon p::~c"<ag,ng ror Ce ulosc <~nd

Cell Jose Aci':'nte lr vs hie Taoes lor tne Retnrl

;mel Ot ce Stat Perv market. ·se lotape·

recently ur ve lt...>(i a new uroouct that .v1l ass slrn

red JCrnn :11e mpact o· grntf t on s:•eet and

{j,rect or•nl stg1r<

Gr<1tlit1 or a 1qn 1rotectod wrth "Sellornpe•

Ant1 Grdllrtr TaPl , 1r l>e GdSIIY ar d cttec:,vely

removed w thout dclmnge Ia the sign

11 9

THE MARKET Seven rnountcd t11e rnost extensive covcrnge of tl1e and sports coverage. Today and in t11e
Rap1d cleveloprnonts 111 technoiO!-JY and Olympic Games of r:~ny televiston network anyvvhere future thts leadership will continue to
l11e proliferatio11 of v'evv" 10 opt1ons now drive Seven along with an 1ncreasu1g
charactonse the comn unicnt1cns including tt1e United Stales · \"'ith rnore than 320 presence in nevvs and current affairs.
hO\ 11s of coverage over I 7clays produced by a
landscape 1r1 Australia a lnndscnpe ream of 200 Australians and drowing on t11e HISTORY
resources of more 11 1c:1n 350 cameras From those early days of gra1ny
long dominate(! by broadcast black-and~white tmages in the corner
Seven's tnvolvement 1Nitt1 the Olymp1c movement ol our ltvtng room to sate'lites and the
teiOVISIOfl a cor nmrtrnenf whtch has seen prom,se of a one 11undred chonnel
communication landscape. telev1sion
Broadcast teieVJSJon IS now entenng Seven broadcast nine of the past
an era or compet1t1on - the likes of eleven Sumrr'er Olympic Games • has become a distinct part of our
wh1CI11'las reverbefore been expen- has been lurther strengt11ened in 8
enced. But wl111e pay teleVJs,on hns londrnark agreement with the lives. And Seven 11as been there
encountered difficulties h' ga1n1ng a tram the beginning.
foothold 111 the Austrahnn market. there International Olymptc Commtttee
'Homictde'. 'My N(lmc's McGooley
is no doubt 1t w11 gau1 some aud1ence As part of \11iS agreemet'l. Seven · Wl!at's Yours?'. 'Revue '61 '. The
share over the co.'111~1 years. Broad· t1as secu1ed the teleVISion nghts Mavis Bramston Show'.
cast televiSion r1oweve·. IS well ror all Summer and vVinte1 ·sunnyside Up'. 'BP P1ck-A-Box .
prepared for U1is challenge witll 0 ymptc Games until 2008. TI<e
IOC so.ected Seven before 'The Great Tetnptation' 'Against
programm1ng <~nd marKeting plans ·n The W1nd' 'The Shtralee'. 'A Town
considenng tne C1t1es for many Like Aftce'. 'A Country Prucuce .
place to ensure that tr.lf'vtsion conun- of the forth;omu"lg Summer 'Blue Heelers·. These are only
ues to dominate 11•~ Austra1t111 con1mu· nn<1 Winter Olyrnpic Games some of the proyrammes which
n1cnt1ons rn<lrket 1n inciicalton of tl'e strength of not only de:ine Seven hut teiElVISton
the lo11g-term busu1ess partnership between the 1n Austra·,a.
lnternallonol experience also Network (lnd tl1e International Olyrnp,c Commttee
confirms that as a mediui'Yl, broade<1st Those InsI days of television s.JW Sever1 produce Tl•e success or 'Homictde' laid 111e founda-
te1eVJsion wtll conhnlle Lo be unnvalied 1n Australia's first ngl1t1y hve variety programme, tion tor locally produced drama programming
dehvenng large. unsplintere<.l, unduplicated Oltd' 'Sydney Ton1gllt', tile first n1gt1t1ycurront affairs on Seven· leadership confirmed by 'A Town
enccs. Despite the prolifernbon ol C<Jble televiSIOn programme. 'Seven on Seven', t11e hrst qutz Like Alice', 'The Shiralee' 'Against T11e Wtnd'.
chnnnels atld dtrect to horne satellite 01ograrnm,ng prograrnn",e. 'The Price Is Rrght', the rirst soap opera. 'A Country Practice' 'Slue Heelers' and 'Home
1n tt1e Untied States L)roadcastte ov1S10n still leads 'Autumn Affair', and Australia's first dranl<'! pro· <llld Away'.
the mari<et, commanding n1ore lhnn 70% of !olaf gramme, 'En,c•gency'.
viewing. Cal)le and IJ<lY television attract less tnan Seven's coverage of the Australian Football Today, 'Horne und Away' ronks as th1s
30% of tmal vrewing ano tnat t:> spht between more Leagtte tlntcs hnck to tho opentng bounce of the country's most successful television exoort ·
tt1an 40 channeis. urst rn.1. tch 1n the 1967 rxem1ersh1P season. Tl1rs watched hy more than 15 million people every
assoctahon with Austrotia's most popular sports clay,, t11e United Kingdom. 'Blue Heelers', which
Based or~ u~dustry proJecltOns. ll~e top code continues today. continues to set new standaras 1n drama
raftng A~rstralian pay televlsion In many respects tllose fu st days of Seven wero producuon, ranks as the most watched drama
channel in 2000 will attract "ln tc establish the Netwo1k's approach to b•oadcast- on Australian television.
average five city audrerx:e Jcross 'ng. Wt11le t11ere have oeen dramatic changes 1n
all daypart.s of 35-40.000 people technology and II ·e licrnands of audtences, many of 'The Mav1s Bramston St1ow' made headlines
and arouncl65.000 1n pnrne t ·1~e t11ose early progr<'!mmes provided the dtrection lor
By way of oompansor1, Seven·s Seven - a commitmeqt to Austmlion programm1ng

average audtence across nil
oayparts s nearly 480.000
people and n prime time more
than 1.3 million.

There 1s one certainty 111 these
t1mes o! rapid crmngo, broadcast
televiSIOf' wtll contn1ue to dominate
commuf'lications. and cornrnvnci the
largesl nudtences and the 01ggest shce of acivertis-
tiiQ revenue.

ACHIEVEMENTS
From an earlycommitment to the proouction of
innova\lve Austral~an programrnit'Q and leacJersh p tn
adval'lces in broadcast,ng technology to ll'e
identification of effect1ve busn1ess stmtegtes to
strengthen the comoany in n rnptdly chaPgtng
market. fotward th1nktng has marked Seven's
development.

Back in Novemt)0r, 1956, Sovcn was coming to
gnps w1tt1 a then new techPology. television. ancl t11e
Network's first broadcast. the Olympic GAmes ir'
Melbourne. was only dnys nwoy Sevel'l's three
cameras brought live datly seven hour coverage of
track and field and were U'Cil transferreli to tl~c
SW1mrn1ng stnd1um ro• nigl1tly coverage

In Atlanta. forty years later. almost to tl1e day.

120

wth 1ts controvers''' <U1<l irreverent of 'Witness', a weekly publ c nttn rs prow<.Jmr no The t1.vo rna1o• platforms for the comp;my's
humm.r proved that Australians and the 1ntroouclior' of nows progr.trnnuny g·owth are now 1n place: ttle tievelcpme'1t ot
coul(l a 1gn ntthcmselves a'ld across Seven's sctltXf Jle s ur t1em1nned by n Seven as a s1gn hcant b·oodcas• tei<MSI0'1 based
prov ded :he corr:c1stone tor sign ficant commitment to the prod,ICtlon of ertertan1ment comoanv mrcugh ts JOH1t cv,nerSI11P
Seven·s ci rect on r comedy, w1th 'Seven N1gnt y News <llld 'Tcxlny Ton1ght of Metro-G::>.dvVYn-tv\aye•and a ma,cr cor •nttrnont
prog1 1mmes sucll ns 'My N1rne's to OpUs CommoniCa'IOns which wit expose SevC."'l
1\'L"'GOO!ey \'\lha; s Yours? 11 e Tt1e success ot 'Better Homes and Gwdens , ton asoectso· ccmnunK:n:iOns tochnoog1es n
Pat Hogan Sho\.v' arl<l 'fast 'The Great Outdoors', 8l,1e lleelers· , Home anu
Away·. ·wno Dares W ns· an,! G·t'at Escapes· A.rstra~a
Fo\\'3'\1 underline Seven's ac~now o<lgeo CDJ?<1hlrtles in
;ne development of Austrnt an progr nmmng PROMOTION
The s recess o· Seven's move Pnrt o• the company's marketing locus wrll oe
Seven rcma1ns committed to lire oroducllon onected towards oevelop r g Seven's loC!derst1 p
1nto h :;tor Cd d1 1ma soues • w11t1 of new drama and entertainment progrnrnmcs 111 new technolog1es · through tho cre~'10n ~no
·cast1 and Cor. pnny prov1deo wh1Ch wi.l furihcr enhance 1110 Networ"'s nu;ii· IntroduCtion of new products and se1v1ces.
the Ne:wcrk w1tt tl e cor ftelence to ence de:rvery capa!J1Iitics pdrt•culmly II ose
COI'PfniSSIO!l Aga,nst The w.nd' audiences sought by major aovertiSt..'IS Seven s also altlle fo10tront ol t11e cvolu·
Tile success of 1t11s progrnmrne • tion ot the relatiOnships between the '1etwork
Au~trc11 a's lust litre ·mni :;eries· RECENT DEVELOPMENTS and the advertiser. lncreasu1gly, Srvcn 1s
leo Seven to lnunct1 a l'urnher of A long term bus ness stratr:xJY for Stwen focuses forming bus1ness partncrsl11pS w1t11 ilti vertrsers
muu-senes 1nclud1n~ 'Tile to ensure carnpa1gns Bre relevant, targeted,
Sh1ralee·. All fl1e R1vors Run' nnd on the company's i11volverne''' 111 entertuir1ment flexible to respond to compet1trve aclivily 1nd
'Melbu'. Pcil1t1p~ tile most l11gt1ly prov1de "value added' elements.
regarded of these mini series was software and tho idcnt1ficulion of tong term
'A T1Wn Uke Alice' wl liCll act11evecl partnerships tO Secure c1 SlgnlfiC(If11 presence in BRAND VALUES
record rot ngs and lntcrnattonol delivery olatrorms lor tillS software. Seven's For more than forty years, Austral
dCCiiiiiT1, IPCIU{illlg cln £mmy Aw<lrt1. strategic shareholdings 111 Optus Comrnu1ucn- nns t1ave turned to Seven tor
qua! ty Austrn ian programm1ng,
'Beyoncl 2000' • w'hlch docu lions and Metro-Goldwyr ·MtJyer underline these news and current ntlmrs. e~nu all·
rne'ltC(l develcr:ments n technology ·proVIded tt1e strategres encompassmg coverage ol ma o•
cak1 yst tor the vxpnns.cn o' u1form<tt on orograrn· soorts
rTllrg, •lCiuo !1(J 'Better H~1ncs and Gnroens' and Metro -Golovvyn·M<:~yer's I hnl brnry wt1icll
'The Great 0\Jtdocrs'. includes the I branes or MGM Un1ted Art sts. Seven snow one o' tillS
Onon Pictures ana The Samuel Go dwyn
"'hese p10gramn~s represe•1t on:y selected counry's bes: known nnd n1gt tly
mcments 111 Seven's t story. They are irx.t catNe o' Company· rdnks as ·tm largest con:ernporary regarded branos Some recer.;
Severs n~~ ron 11 to broadcaslln<J ·t1e productiOn surveys s"low Seven ra1 k ng n
of qua tv nroorarnrn,ng relevcmtto Austm an library 1n tne world and wlleao tne devcloprnen• the top ten compan es 1n terms
aud.crv-es of lv1GM as the vvor d's eno '19 !YO\ der o! p1 o·
gramm:ng corren:. o1 b•and recogn tron Seven IS
THE PRODUCT bu d ng trom •his ptnttorm o·
Tt··eP. kPy ttn 11., del ne Seven..A.ustra k1n Seven's strateg c 1rvestnlerlt u1Optus Commu-
O'CYdr<:lmm ng. news cltl(i cunent a".l rs and al nications S'9n fiCa'ltly ennances &.>veds 11volve· strength to ensure relevw1t and
encomoassu>g cove1 1ge of rnacr sports events men! 1n the futllle develcpment of ccmrnuntcat OflS cons1stent brand ng <1cross all
tecrnolcgres rn Austmlia. nc utlu1g te'ept one orograrnmes and mmKets to
Seven's eng term <Jgreements wt11tre lntema- servces. subscnpt.on telev s1on nr d onIne re1Piorce Seven's pos•t.on ns the
i or ml Olymp c Con ln'tltCC and tl,e A.1slmhan p•ograrT'mu1g d<.llrvery systems
Foott>a I LengLrc aro an 1rldic.-1tion of the clevetopment number or v1ew1ng options
In add11lon to 1ts 1nvestrrcnt in Ortus Communi·
of partnershiPS l.letwoen tmadcast teleVision and catrons. Seven plays n p1vota1 role 111 subsc11ptron 1ncrease. Ma1nta1n1ng tl strong
televrs1on 1n Austrah:J throLrgh srgnificant and relevant link wit~1 Austrn.ians
soorts. nn(l form koy clements tn Sever 1's strategy for st1arehold1f1QS in StJortSV SIOn, MOVICVISIOn 81\d and delivering the right prog1dm
a sign1famt pr osence> 1n all mn,or sports Sky News Austmha, wh1ch producn and supply mina will ensLirC Seven cont1nues
cable television prograrnrn1ng chnnnols to driVe the teadershtp of broacJ·
In news ,uKi current nffa1rs, tl1e development cast televrs1on u~ the cl1.1ng1ng
commun•callons environment.

Things you didn't know about
Channel Seven

0 Seven developed the first rocrO"NaVC
link between h'IIO CitiOS, Sydney aro

Ganberra, to alk:MI the broadcast of the
VISit of Queen Bizabelh II in 1957, and
estabfshed the first Ne fink between
Sydney a."ld Melbourne for the brood·

cast of test cncket trorn the Sydney
Cricket Ground n 1959.

0 Seven's first live broadcast u1 Mel·

bourne of an AFL grand final · 1n 1977 •
was a draw. The follOwing day Seven
covered the rugby 1eague grand fn"'II -

and 11 too ended 1n a draw. Both games
had to be played aga1n.

0 In 1974, Seven commiSSIOned o nEJN

drama senes from Reg Grundy whO
was then rer'IONned for quiz show

prOductions. 'Class or '74· was a fiVe·

r11ght-a-week drama· desig'led for an
early evening tirneslot. Another frst for

Seven.

0 Eng neers at Seven developed

Racecam, the 1n·car camera technol·
CY;JoJ ...vhich received an Errmy Award
was highly sought after by intemat10n1l
televisiOn networ'ks. and revolu!IOOISOO
sports coverage.

12 1

THE MARKET 1S its deterrnuiat•on rever to rest on 1ts laurels. prototyoe was produced tn 1978. At that lime.
TeleVIsion. VJrieo and soph,st1cateri audio equ p- eng1neers at Sony t1ac1 been develop1ng a stereo
rnent are no longer luxunes: they have become Instead. here rs a company constantly look1ng cassette recorder based on t11e compact Press-
1ntegral parts of our lifestyle. m;m (TCM-1 0) cassette recorder. This exerciSe
forward. whose greatest nchievernents are had Droved just how d fftcult t was to .nsta'
However. the wor1d ts braced for a revolution. Llndoubtedty sttll to come recordtng and play-back mechanisms 1n smAll

set to blur lhe bourdanes between electron,cs. HISTORY spaces Undeterred. Sonv set aoout rnding a
telecommunications, computers and 111e entertain Sony was bom out or the chaos rcrgn1ng 111 Japan
ment Industry. The new rnedta wil' spotligt1t the al1er the close of World War 2. Akio Monta and solution ano produced a systam eQUIPoed V1~1/1
benefts ot 1nteract1V1ty. mu ltmedia and on 1ne Masaru tbuka founded Tokyo Tsush1n Kogyo
(Tokyo Telecornmun,cattons Engrneering Co'pora- only a playback mechan1sm. but W1U1 such l11gh
services. lion) in 1946. lhey were filled Willl a vision for a quality sound reproduction the product was simply
N3 Nobuyuk' Ide' the pres1dent ol Sony begging to be marketed. Its c1J1ef attract•on.
new future. They had an ab~111dance of taiElnt anrJ however. lay 1n rts size. In be1ng so cor1pact 1t was
Corporatton. told Fortune Mtlga111~e: ··111e d1Q1tal market1ng skill - but a market capita 'sation tooay
revolut1on will shaKe out the total bus1ness platform an tdeal vet11cle lor transporting musiC to all places
so that bmnd mage and produchon power and equat;ng to US$1 ,500. twenty empoyees nnrJ no
macl~ nery to soeak ot. The.r arm was to "avo1d the at any time when used wirh a set ol 1tghl\.ve1ght
even tne best technology won't be enough. We oroblems vvhtct1 befall large corporat1ons wt1rl8 we headphones.
have to recogn1se that n t11e ruturc, most of our create and introouce technologies which large
products will become port of a larger digital corporations cannot matcit TI1e reconstruction or The name W::,lkman was chosen lor two rna1n
networ'r<. From now on. Sony's work IS to build Japnn depends on the development of dynallllc 1easons. Firstly. the name retlected the product's
bndges between e'ectron1cs and con mun1calions technolog,es" c.lebt to the Pressman technology, and secondly.
ar'd entertainment, not mere boxes·. Wolkrnon surnmeci up the esserce of mobility
Sony llas act1ieveo just that. Its le8liirJ9 status wll1ch cnaractensed the oroduct.
ACHIEVEMENTS as a pnme innovator of t1igl1 tech electronics
1996 markecl Sony's 50th a1 :ntversatY, The oroducts 11as led to a large scale expansion of At l1rst, the Watkman was poorly rece1ved by
Japanese consumer electronics gtanl certa1nly had ope-allons outs1de of Japan, rnto the United retailers. Eig\11 out of ten Sony dealers we1e
States, Europe, Mia and other regions.
a tot to celebrate Sony has been at tire cutting convinced that a cassette player without a
Perhaps Sony's most famous product. vvhich
edge of new technolog1cal developrnents s1r1ce recorcling mechanism liad no real future. However,
the company's founding by Akio Menta and pioneered a whole new market. was the Walkrnar~ tile novelty value of rts compact SILe and excellent
Masaru lbukfl iP 1946 Few comp<m1es can cla1m souna quality won the day.
to have mpacted upon youth li1estyle to tl'e extent personAl stereo. Tlie anginal Sony Walkman
t11at Sony has over the last 50 years. AnO 'ew During 1980. the Wnlkrnan was hailed as one
companies are better placed to d11ve the dig1tal ot ttle most popular new fCJSI1ton products of the
age into 11omes and businesses around 1t1e worltl lime. The vouth of tile day soon adopted it as an
over the next 50 years and beyond.
essential p<lrt or ts lifesty e. In its first two years on
Just consider lhe number or consurr.er elec
tron1c products Sony has developed whtch l1nve lhe market, Sony sold 1 b m1lhon Walkman un1ts.
now become pan of Ihe mn1nstream. The launch of tile Walkman to the reSt of tt1e

Sony rnarkete<J the tirst magnetic tape and taoe world triggered a sensat onal response. Fterce
recorder in Japan rn 1950: they nwentecl tr1e
traliSIStor radio 1n Japan in 1955; the world's r1rst competition Irom rival products howevw. SPl;lreel
alltrans1stor television SE't 1n 1960; the wend's tirst Sony to research and <1evetop improved products
colour VIdeo-cassette recorder 1n 1971 : the to leao the market. The WM-20 model. often
Walkman® 1n 1979, wl1tCI11las come to symbOlise called the Super Walkman. for example. was
a new lifestyle for U1e young genera110n; the eng1neere<.i to perfection 1n spite of ,ts !1ny propor-
compact disc: the f1rst 8mm Camcorder: and the tions, as rt was the same SIZe as a cassette-tape
M1ntOisc In 1992. The imminent launcll of Dig tal case. Since then. Walkman sales have reached
Versatile Drsc (DVD) Wtll wrlness lhe dawn of approximately 170 m1111on un1ts worldwide and 11
potentially one of the most exctt1ng eras ir rnulti- has becorne the s1ngte best selling consumer
med•a technology. electroncs prod1tC! ever produced.

Sony is not JUSt a leader 111 the vvortd cons~mer THE PRODUCT
electroniCS market. but. t11rough researcl1 and
product developrrem, has made considerable Sony ooerates 1n the electronlcs and entertatnment
market I' manufactures video equipment. tetev1·
1nroads into tt1e world of professional broadcast sions. aud1o equipment and CO-ROM dnves. Sony

1ng, telecommunications. PC technology and now. has a ways been 1nvolved in the development and
the intemet.
productron of rec01d1ng media.
Unsurpris1ngly, the Sony name enJOYS vvorld This precrp1tated Sony's acqu1s1tton of CBS

wide recognition and has been measured as the Records 1n 1988, and Columb'a Pictures Enter-
tainment in 1989 to torm Sony Mus1c Enter1aln-
world's second largest brand name Its 1ncreas- ment and Sony Pictures Enterta1nment.
rngly h1gh proftle as an entertainment company
through tis d.visions, Sony Music Entertainment Sony Mustc Entertainment ttas produced a
Group and Sony P1ctures Entertntnment Group, IS
set to consolidate lhrs ranking further stnng ol best selling albums from artists sucl1 as
Michael Jackson. Marial1 Carey, Pink Royd. Pear
Sony ts O!"le of the most respected companies Jam, Oas1s and Australia's very own Silvercha1r.
woddWide. Sony e..amed wor.dWide sales of
US$45.7 billion in 199G. The company now The Picture Group 11as ach,eved almost a 19%
employs nearly 170,000 stalf mali\et share in the US box office. propelled by a
number ol htt f1lms wh1cll have 1ncluded Sleepless
\tVI1at sets Sony apart from so many compan-es rn Seattle. Plliladelphia, Jumanjl. Jerry McGu,re,
Sense and Sensibtl ty and the htghly successful
Men rn Stack.

Scny P1ctures Emerta1nrnent also holds a stake
in STAR lV's rnustc seMce Channel V and IS a

122

partner 1n the Ge~man music channel ind1vidual product features
V1va. tt1e Lat1n Arnenc.an pay-TV Dunng 1996/97 an excittng
cha11nel HBO Ole. and satellite serv1ce
HBO As•a The comoany also corporate campa1gn was developed
operates satellite channels tn lnd1a
and Latin America under the name that positioned Sony as the leading
Sony Entertainment TeleviSion.
brand tn all consumer products. both
The fruitS ol Sony research are not
lim1ted to the en,oyment of ~he audio and visual This campaig11 was
average consumer. Scny·s profes- ottched at tomorrow's consumers -
stonal product range is used fo' a
vanety or aop11cat10ns by oroadcast the 'Digttal Generation'
stations production houses. educa- However. Sony doesn·r JUSt rely on
ltonar organtsations. research ractlit1es.
and med1cal u"'sti~ulions. bnfliantly executeo advertising cam-
patgns to secure public attention.
RECENT DEVELOPMENTS
Sony co:"l~inues to be at the helm of Sony also uLiises slick PR strate-
new product development
gieS to ensure '1igh profile publicity.
The Sony MrntOtsc. launched 1n For example wt1en the Walkman was
1992. 1S oegged to be the replace- introduced, Sony was canny 1n tts pre-
ment tor the compact cAssette W1th i'l diameter of
JUSI 6.4 em Mrn1D1scs are available ir two formats launct1 rnarket1ng. enco.;rag1ng
- pre-ro.corded and recoroable blanks famous Japanese singers and young
Sony employees to sport a Walkman
Sony has also become a major player jn the whtle out and about. exctt1ng botlt
medta attention and curious g ances
games Industry Its games software pubilst1tng trom the general oubhc. By 1he tme
dMsiw Sony lnteractrve Enterta1nment developed the Walkrnan was oftictally rolled out. Japan was in
garr'es t ties for all games platrorms. tncluding the a state of htgll excttement. Withtn three months
PC. the ent1re stock of 30.000 units had been so!d.
Production couldn't fT'latch demand. The Walkman
Sony has arso developed 1\s own games
console, the Sony PlayStat1on. w1th 32-blt 11ad arnved.
processing power. l1rstlau•1ched 1n Japan 1n 1994 Around tt1e world tiltS rnan<etir.g ploy achieved

before a wor1dv-1de roll-out during 1995 The similar results. Photo opporturoities with fashion

PtayStat1on oilers real t1me 30 graphics to ensure and sporting icons ensured the Walkman enjoyed
an arcade games-playtng expenence 1n the t1ome.
To date. an estimated 13.5 r111llton untls have been a high oroftre.
sold.
In a world where technology is rnov1ng forward
Sony has also taken advantage ol the PC
boom. manulactunng eleclrontc components such qu1ckly, Sony puts tis full marketing muscle behtnd
as chtps and ptck-ups and 1s also set to market expla1n1ng the benefits and features of tis prod-
tts owr1 PC. Together w1th its other bustness ucts, together wtth strengthen1ng 1ts brand tmage
divts1ons. thts places Sony in an ideal posit1on as
we w1tress the convergence ot aud1o/vrsua1 BRAND VALUES
bustness wtth information tech'1ology. Few companies could claim a commitment to U1e
future as strong as Sony has demonstrated
In addtllon to its own company websttes Sony through the years. Sony signifies ·conttnuous
has also hookea up with a consorttum of lead:ng mproveme·•t', knovvn in Japanese as 'ka>zen'. Its
Japanese enterprises to create a Japanese considerable irtvestment in research and develop-
.nteractive enterta1nment network. and plans to ment bears w1tness to U1is.
extend internet access to 100,000 Japanese
Sony contmues to strengthen its leading
customers postllon 1n the markets 1n Which it opetates tllrough
Sony ts at tne heart of a number of IY'.ajor consiStently strengthentng 1ts product range and
growtng rhe market through dedtcated research
mt..dunedia ventureS forged Wtlh the likeS Of
Microsoft. Oracle and even Visa. to develoo l'•alt<O""'S;ny t1 :1 '1\,l,cl().,;c "" l•adena<ks o' lh-1 Soley (%<pcr31.0(1
secure online electronic transacttons
.kt'B'! P\1V~•a·101, " a •e..'JIS'f '1!0 • ,"IA<r.... o· Scnv C<;n• ~ •
Sony IS also a leading player 1n the deve1op1ng
DVD industry. DVD is being heralded as the next E~•c10JM't!n1 1C
milestone 111 the consurl\el electronics and
.,,ulumed,a •ndustry DVD IS a s1ngle layer d1sc PROMOTION Things you didn't know about
holding 4.7 gtgabytes of memory. more than seven Compared to 1ts ma1n rivals n the consumer Sony
11mes as much tnformauon as today·s CD and electronc rnarket. Sonv has proved to be the big
comparable to a full length feature film. The dual 0 The Sony brand name orig1nated from a
layer version IS expected to offer as much as 8.5 spender on marketing.
g1gabytes 01 memory A turther oplton wtll offer combination of the Latin word 'sonus',
Sony has developed a reputal:on for quality and
rdouble sided discs w1t11 uo to 1 g1gabytes of which means sound' and a Japanese
innovation through the cons1stent 1mo1ementatton
storage space. slang term 'sonny-boys' which was
Sony appears to be setling the wheels 1n of clever product development and un1que applied to bright. young boys of the
marketing As lde1 said in 1995: "Market1ng 1s not 1950s.
rnotton towards fulfilling its pres dent Nobuyuki
lde1's strategy of bLuld ng new oroducts for the just a functton with n Sony · rt ts 0 Sony's first product was a rice cooker
'Digttal Gene1ation'. a cornerstone of our b-.Jsiness
0 Arntdst lnttlal concems that the
philosophy. We are dedicated to
Walkman would flop because it didn't
a process of constant techno feature a recording mechanism. Akio
Morita had such faith in the product he
log,cal innovation and mflrketing declared: "If it doesn't sell well, I'll restgn
plays a v1tal role in th1s process. as Chairman".

Scny's advertising pro- 0 Before the Walkrnan became a
gramme in Australia employs a
strategy of utilising the televiston worldwide brand name, it was Intro-
duced under a variety of names, which
medium to promote the leader- included Freestyle in Australia,
ship and innovat1on values of the Soundabout in the United States and
Stowaway in the UK
Sony brand. Underneath this
0 In 1986, Walkman was included tn the
umbrella of brand 1mage
advertising is a range of specific Oxford English Dictionary.

activity that commut••cates the 0 Sony created the TC-50 tape recorder
consumer benefits of the
used 1n the htstoric Apollo 10 space
flight.

L23

Sorbent®

THE MARKET HISTORY of Sorbcnl via the new self seNice stores.
Toilet tissue may not be a high profile product but it Sorbent was launched in 1952 as lhe first crepe By 1954 BntiSh·Australian Paper was the largest
is undoubtedly an essential purchase, account1ng
for $480 million 1n retail sales in Ausbaha por toilet tissue. It was sold rn srngle rolls ol one-ply converter and marketer of tissue products 1n
annum. Toliet tissue forms tt1e major part ot the Australia, tis growth bu1ll on the Sorbent brand.
paper products category that also tncludes tactal wh1te tissue and was the first tissue sold to a Then in t11at year Bntish-Australian Paper was sold to
!issue and paper towel. and in 1996 accounted for
more than $670 m1llion in reta11 sales. standard length of 500 perforated sheets The rolls U1e Bowater Paper Co of the UK
were pre-wrapped 1n paper not the practtce before In 1959 a partnerst11p was formed wrlh the Scott
Toilet tissue is one ot the most dynam1c
grocery categories, with sales currently growing at this time, enabling the product to carry t11e brand paper CompaPy of the USA to form Bovvater-Scott.
Along wrth tecl1nrcol experltse 111 t1ssue making.
10% per year. People buy a particular toilet narne and message.
Scott also brought a consumer focus on quality
tissue because of its practical performance Before 1952. l011et t1ssues were sold as stngle
attributes · softness. thickness and strength · ply rolls of poor qual1ty in var :ous widl11s and lengths. control and ma~e\ing lo the JOint venture. The
and because or its decorat1ve leatures ond price
Tt1e 1nterest in decorative leAtures. particularly not perforated into separate sheets. and were Sorbent txanc.i wholeheartedly adopted Mr. Scott's
prints, differenl1ates the Auslra ran market from wrapped 1n Ire shop upon purchase.
that of the UK, Europe and the USA. philosophy· 'to produce 1n volume, a product of 111e
Sorbent was originally launched byAustralian
The market IS broken 11"1\0 three quality/price Paper Manufacturers. but the brand was sold to The h1ghest possible quality, to sell the product at tt1e
segments, prem1um, m1d and pnce. Premium Bntish-Australian Paper Company 1111953. TI1is
products including Sorbent. Lady Scott and lowest possible price and to tell the public about it
Kleenex account for 53% 01 the toilet tissue company also ran a very successfut,ndependent through extensNe advertising'.
category by V"dlue. Mid rna1ket products follow \".~ttl
a 36% share. Whrte pncc brancJs and generic tood wllolesater, Fcxxlland. and certainly this In 1963 Sorbent1ntroduced the first coloured
products take 11%.
assoc1ation was 1nstrumentattn toste1ing the growth tissues, and In 1966 a !wtn roll pack n plastic
ACHIEVEMENTS
Sorbent is one ol Australia's best-knolf\'n brands packagrng replaced tre old paper-wrapped stngle
and in 1996 was ranked Number One selling
Household Product in AC Nielsen's Top 100 roll. By 1968 Sorbent had 50% market share.
brands for the lh1rd year runn1ng. Since 1ts launch rn
1952. Sorbent Toilet Tissue, an Australian born In 1971 Sorbent 1ntroduced the f,rst embossed
brand has conlinually dominated globRI competi-
tors for over 40 years. softer and lh1cker sheet and increased sheet count
from 500 to b50.
Sorbent has become a household name. largely
through consistent high profile advert1sing always H1gh unemployment and infl~ttion 1n the 1970s
featuring humour ana the Sorbent1rngle. ll1e
famous Sorbent jingle. "\Nhat's tho gentlest tissue saw consumers turn away from S01 bent nnc.i other
1n the bathroom you Ci'ln ssue, why it's Sot bent"
was used in tho first Sorbent televisron advertise- nalionally marketeo brands. to the lower priced
ment 1n 1956 and the jingle or the music 11ave
been used ever s1nce. private label and generic products.

While only saltness ranks as the key consumer By 1979 Sorbenl's market share nad dw1ndled
purcl1ase critena tn most other countries, in to 15% los1ng out to pr1vate label and generic
Australia Sorbent has drNen the mmket and the products which tlad ga1ned 25% market sha-e. With
consumers' key purchase criteria with its unrque little investMent in new technology, Sorbent's share
coml)lnalton of softness and thickness Nemly 2.5 continued to decline unt1 tn 1983, wl1en Sorbenl
million toilet rolls are sold every day in Australia. and
Sorbent accounts tor 24% of the volume and 30% WHS rel<lunched as the lirst two-ply toile! tissue. The
or the value of all rolls sold. cl<~im 't11rck, soli Sorbent' was estaohshed and
rematns 1ntnnsic to the brand today.

In 1985. after 1nvesrment of $25 million. a

revolu!lonary now toilet t1ssue was proouced

New Generation Sorbent. as it was named was

far softer, absorbent, stronger and lllickor than
any other. By 1986. supported with the Sorbent
BYO televisron commercials the bmnd's SI'Dre
had increased to 21.ll% At the same time Tne

Scott Paper Company withdrew from tt1e

company partnership and Bowater Tissue
Limited was formed.

Dunng the late 1980's and early i 990's the

mapr threats to 801 bent were the emergence of

environmentally friendly products and the growth of

many new brands ltlat 1mrtated prernum decorative

124

roatures 101' a m• d lower pr ce. HO\.Yever, Sortlent Australia to be hypo H11Htgen c ano no•Hrrrtat1ng 1n tne lnterna\Jonal PRO Awr~rcts rnnk nt11t socor'd
to serJsitive sktn The orooucl was developed to best in the world 11'1 • 996.
e.'l1br ·koo onCJ pe'lcxi of sgntft;..ant ~yov.•t1 to IO'AIItlg meet specific consumer demand for a premium
quahty to let t ssue that wns tree of 1nks, t1yes BRAND VALUES
ccl'lnuous prcx iuct unprcvements. correct prictng and oertumes. ScrbeN 1s a d•stinclly Austrahnn ano lam1ly
b·arta that most conswr·ors have grown up
rc :-rMtK3S ana strong n<ivertsng Sorbent Hypo· W1'h While it tS a prem urn product. Sorhent's
A let gen c was sup success s baseo en Its egahtartan postttomng
b1199 1after 1111 nvest·,,er t or mere tnan $~50 oorted Wllhine wh1ch makes tl access hie to P.vPryone.
cot trove:s1ai'Scratcn•
million dol il'S. Sorben~s telev1S10n commercial The pragmatic quah;y features of Sorbent,
ana uchteved 11 stx sottness and thickness. are lundan onlal to
prcxJuct o m ty\Ml" months n nrket shore ll'e brand v<~iues and reptesented on nil
aMad of ts urst year packagtng, advertising and promot1on maten·
tmllr~ed nr urlc'1t ca :y prOJCCtion tlnd enthusi· als to seamless.y •etnfo1ce Th1ck. Soft
Sorbent'.
cnce 1gr111. ptodUCul<l a astic cnoorsement
The emertalntng Sorbent advcr t•scments
ur K1ue comblnat.cn of lrom consumers combined with untque product quality, have
Tt1e ultrd premium
sol1r.ess nnd lllCkl css made an otherw1se commodity product a
In tne &'111 e year SortJOilt product Sorbent Silk
was launched 1n March trusted and endeartng bmnd, perlwps best
vvas also l<1 nICh'd n1o 199 7. Cnct1roll of conveyed in the advertising message, 'Thank
Sorbent Stlk has 200 goodness for Sorbent'
Ne."'Zen1·1ncl, becctlllt ltJ sl1eets of Pure. Soft.

a tn.ly tnlcmatKxkll bruno. Luxury' featuring a untque QLIIIled texture.
Sorbent Silk 1S a d stinctly luxurio 1s nnd temtntne
In Fot'ruary 1995. product qualities wh1Cil are strongly communi·
cated by its packag:ng and Indulgent televtsion
SoriJent fncocl atlother ndvertisement.
major turn1ng pou1t:

Carter Holt Hnrvey

nssuo. ownors ol

Cnxton Pra<iucts tn New L __~::::...• • •

ZeHicmci oncJ pml
owned by lnlernatt0'1.11Pnoer, orchestrated a

cornolete takeover or Rowatcr Trssuc. The
tnr<eovcr s gr•n led a new eril for market leader

Sorl'lent lt1(1pnw< l t11e w·1y ror tl e oeveloprnent
(\' S )rt1ent n::> 'l ql bnloranrJ 111 1t1e lllture.

THE PRODUCT PROMOTION Things you didn't know about
S rt r I , 1 h\ oly 101 et tissue m<lOe with Three ma or lac tors Mve contr•huted to the Sorbent
pronr etnrv mchr olotW to prod Jce a v1 aLe
conmtnat 011 o softness nnd tlliCI-.ncss t: ts long term SlJCcess ot Sorbenr. Ttle It'S! IS the 0 Sorbent is derived from the word
matl<etoo tn o vdnety o: pnck Sttos. colou•s
pnntco <les g•1s ancl Hll t1ypo <'ilerger c voriant. bra'ld's unique prod •ct quality and con11nuous 'absorbent' ll1e Sorbent brand when
tnnovai!Oil. The second ts tho long·term commit· launched 1n 1952 was tne first toilet
Sorber t s or 1e of II e most expensrve totlet ment to suppon the brano wttll 11 gh pror,le tissue that was truly absorbent.
1sst''' hrc~nd•; on ll e market nml ho t1s the advert1stng and promottcnal campatgns And the
h gt est tJr<ln<J nnd mivert stng nv.arencss and third, ts the comm1tmcnt to always rnatnta n the 0 The Sorbent jingle used 1n the hrst
correct pricing relativtlles for Sotbent versus tiS
consumer loya ty. major competitors. Sorbent televisiOn commerctal in 1956
It •s lxJugll\ tly more Austral an Cot sumers has been referreo to as the true
Sorbcnt must always deliver a ur uque Australian national anthem.
thnn any ot11er tot ~ I !Issue brnntl wtlh an annual combtnation of softness nnd lhtckness, which
hOL.set1old ponetrdlion ol62%. underscores the practical naure ol the product "Vv'hat's the gentlest tissue
and the brand's pragmattc positlontng. In the batllroom you can ISSue
19D 1~nw 1110 Hltrool tc!lon ol n new mnnufac 'M'ry, it's SORBENT. SOR8ENT
tunnq proc :ess 101 Soment wtuch 1S still current. Few televtston cnmpatgns t1nve been ns safest fOI' sure.
FurthC't enhnncinn Sorl)onl s corntJtnalton of popular tn Australia as Sorbenl The cornbina SORBENT'S economicaJ,
sofll less and ll liCkttcss. lho procJuct <Jiso tion of people in every d<IYsituations, humour Its sales are astronomiCal.
leaturc~ 1 d1stlnct sur In' f.' tnxturo dnd the Sorbent pngle. 11ave ptovon to be both Buy SORBENT at yOlK fa\K)Unte
POPl tlar in enlertatn ng consumers nnd the key to
S:nce 1D81 Sorl)cnt's qualtty t1ns conttnually ma1Ptaining Sorbent's nw<:~roness ana loyalty as store."
neon ol't dncecl to mnintn111 its untque combina-
tion or sotlne~s nn<f thckncss. til~ most critical the highest 1n the category 0 Accorcltng to AC Ntelsen's Top 100
prOI'h rr.l <tilt hutc fo• consumers Tt1e most StJCCessflll cnrn1'11gn ever lor Ihe
Brands survey. Sotbent is the biggest
RECENT DEVELOPMENTS brand has been "Til<=tnk Goodnc ss fot Sornent" selling household product, and in 1996
S... r( 1t ' oftlllJ• 'l .-f l')n,IV lit 111) the 10 let t'1Ciuding botr the 1991 c "l merCtnl foatunng
hssue rnaro<et wrltl t'lree 1ew proouct lm.ncnes Maltllew Krok e~nd the 1993 commerctal Sorbent retail sales were in excess of
srnce 1895 lhese ate SO!l>Ct'l M rt·Coloured 18aturing Magda Szdxmski anti M.lttt1ew $130.000,CXX>.
Destgns. Sorbent Hyno·A lcrgen c 111 o Sorbent
S tk. Ench new ~·OOt;CI hns contr l)uted to Strong n-store mornotrons complementing 0 On average around half a million rolls of
Soroent's urowu1y rn:u:..et lcmiership ana h..rther the telev:s,on campotgns has noticd srgntficoqtly
cl trorent ntes Soment trorn al other to lei trssue to Soroent's success. II cnst tres senrn ess Sorbent are sold tn Australia every day,
synergy between the nro<.J 1ct aovertrsrng, enough tissue to go half way around the
products. packag1ng and promot on. world .
Sorbent launctted •Is tMi tnct1vc moge of
Sorbent11as always l)encf.ted lroml119h 0 The popular 'Thank goodness for
multt·colouret1 ortnt des1g11s 111 1995 to meet prattle oromottons and ~ponsorshtps nnd tn
grow ng consumer oernnncJ for prrntco to1let 1996 won the Otlly snonso1shtp r•ghls worldwtde SOI'bent' television campatgn featunng
tissue. Sole~ ol Sort,ent Desiyns tlave more to the internattonally successful 111111 ''Babe". This Matthew Krok was lampooned 'r:Jy
than doul >led in 18 months in excess ol 60 humorous Austra ian h•m. lcnturing Ma~pda comedian Magda SzuOOnskl on the TV
rn1lhon rolls. SorllPnl Hypo·A.Icrgcntc.launched Szubanskt, perfectly reflects the Sorbenl c:ore comedy show 'Fast Forward', general·
rn NovcrntJ8r 1996 hn~ 1)0911 p10ven 111 clin1ca1 values. The Sorbent Babo promotion dmrnatt· II'1Q the idea fcr the follow-up Sorbent
tests lly tt1e Skin and Cnncer Founclal1on of cally OUIIt Sorbont's 111 storo ptescnco and comrnerool featunng Matthew ard
consumer loynlty and nlso won the Stiver award
Magda. Both commercials won the

People's O lOtCe Award. voted 'r:Jy
60,000 Australtans to be the r most
favourite television commet'ciats tn 1992
and 1993

125

THE MARKET ACHIEVEMENTS nent' soctebes were fOITT'ed. n'ey performeo the
Home ownership's contra! to the Australian d1eam,
In Australia's turbulent financial sector. St.George same functions but on an ongoing basis. attracting
and Australians enjoy an unusually h1gh level of 11. stands out for its ability to manage an extraordinary nevv members as the anginal members' needs were
Surveys 1nd1Cate lllat something like 65% of all rate of g1owth • and t11us of ct1ange · without losing met, and also attracting funds from 1nvestors.
homes are either owned by the1r occupants. or are sight of 1IS fundamental values.
be1ng purcl1ased by thorn. The 1deacaught on here, and by the mid-1800s
Its achievements were already mpressive as a there were building soc~et1es 1n every state and
That explains why the total home loan market 1n bUilding society. Founded 1n 1937 as an association tenitory ofAustralia. They experienced varytng
ot suburban soc1eties 1n southem Sydney, fortunes over the years. but. despite tt1e Depression.
Australia ISworth over $1 73 billion St.George now St.George grew rapicily in the years after World War played a key role in the Interwar years or migratiOn,
2 and by 1979 was the biggest building soc1ety in helping nevvcomers to Australia bnng t11eir own
recogn1sed as one of Australia's leading financial Australia Since becoming a bank in 1992 it 11as dreams to fruibon.
gone on to become the oountry's largest regional
serv1ces providers, holds 6.5% of that home loan bank and llrth lorgest national financ1a1services The St.George and Cronullabuilding SOCieties
rnar1<et. Of the total Australian deposits market, group overall. It has some 2.3 m1llion customers. were lormed as groups of termnat1ng SOCieties 1n
branches all over Australia, and more than $45 the late 1930s. but did not expenence theu first
estimated at rnore than $146 billion at the end ot billion in assets. St.George ts an all-round seNice major grovvth untltlegtslallon after Wor1d War 2
bank offering business l)anking, commerctal made hous1ng more affordable.
Aprill997, St.George has a 6.08% share. serv1ces, treasury centres. lifo i11Su1ance and
1nvestrnent services. St.George converted to a permanent building
soc1ety 1n 1955. and dunng the 1960s began to
St.George has remained. 11owover. a 'people's open branches throughout suburban Sydney. It
bank', and accepts the Iitle Wttn pride. Its primary opened 13 branches between 1967 and 1970
business is providing retail banking services of alone. Jt IS worth noting that by this date computers
which home loans make up the mosl important l'lad already been introduced to the organisation.
part. St.George aims to make banking and general and played a key role in 1ts operat1ons.
finance less stressful for tis customers, to help
simplify their financial arrangements. and to reward By I 979, St.George had 800 s1aff working in
them fer their loyalty. 130 branches to seNe some 600.000 mem-
bers. The soc1ety's amalgamated assets of over
$1 billion made StGeorge the biggest bu1lding
soc1ety 111 Australia.

The soc1ety went on to acquire the State
Building Soc1ety 1n 1g88. and made its first
mater Interstate leap by buy1ng the Victorian
S<IVIngs and Loan Society in 1991.

St.George becarne a bank 111 1992 and hsted
on the Australian Stock Exchange, and two years
later bought the reta11 commercial bank1ng and
finance d1visions or Barclays Bank Australia,
Incorporating Barclays' 550 staff and 18
branches into the group.

In January 1997 St.George successfully
completed 1\s mergerw1th Advance BankAustralia,
giVing it a much broader spread of business than ever
betoreand much greater geographic reach

HISTORY
Buitdrng soc1et,es orig1nateci 1n England 1n the wake
of the Industrial Revolution. The early ones. formed in
the late 18th century and early I9th century, were all
'terminating' building societies. Their members
contributed small r0gular amounts to a fund, and as
the fund grew 1t bcugllt land and bUilt houses [Or ItS
members. Once a particular society's aims were
ach1eved, 1t was s1rnply wound up. Later, 'perma-

11 2

PRODUCT own. A range ot new nsurnnce products wtll oe •·1mure. utterly nonest, outgvn·v and cont.ctont In
St G :Or<)P ~P><. IS n tul OOMCO n.1t onn ccnsurr-er adve1t1sernents. 11e IS shOVIin re·~ssl.nng custon ters.
extended to rncludo lear proteelien. term (,fo, lea:-J1ng tnem to the rigl-'tt ~olu\lons tor 'hou f1nnncc1
afldl)USirless tKlr "'· 1.v1lh n tho pccxucts nnd tra~;ma nnd d sanrltty cover. needs
serviCes <lSSOCiate<l ~.v~tll n '1l<lJOr financm nst tu-
St.George customers mu n so enJoy nq a new StGeorge's otllEJr ICon, an:i Haq))' Dratdon's
t~en Bus llt'Ss tS ''k1nlik~ througtlthree cliVlsions. way of rnteracllng w lh thl.i lmn". w1l11 the estnb- panner. s :tle respec:8(1 Austmhan crl'crm ner JuJC
Sl Georue·s Retnr Bankng 0Msion tocuses on lishment of me St.George nl!emet I ome nngo It
s alreaoy poss ble for custor ncrs to u<>e 1t1c Ar'thony Sne speaKS on lJeha fof 'he ct.st.:xner
resident allend1ng, bus n<>s~; ~><"lnktng, nnvate horne page as n re<ldy rockonor. to comprue
bal'klfl£3 :m(f persnn.tllinanc1nl scrv t,;SS Tl1ese types of loans. Tt1o grot.p Cliso otters f-">C t10mc and apoears as an tld\.'OCU'.e fer the custorT or rat·'lel'
are dehveald tl1rougtln ranuo olloans, sav1ngs. bank•ng. StGeorge softw,uo creat<:~s .1n auto- lf'k1n a represe:ratrvc Of the bar k
tnvoslrnent. hie and goner 11 nsuranc0 proclucts malic link between n retdll custorntlr's h0mc PC
<1nd servir:es and the bank's control m<l tll fr amo. Tltu software St.C-.eorge has trad1tionally boon a strong
allows t~1e cus tomer lo per forrn l1udgetu1u. advert ser, a1r ng 11s hrstlVcommerc1alas 10n9 ago
Ret;;il bDnktntl rermunt 1110 b~nk's core forecasting. account rnnnagcmonl nntl mon1tor-
business. St.Georoo's 91Ll<tl Austrntian horne 1ng funcltons from hornfJ. l l1cso servrccs w1ll as 1968. The -Jsunl imp,1ct and re.1ch OfteiCVlSIOil
toan· has tx.."Cn dosigrxx.J to lJe comrxlhhve even witn soon be <JvnliAblc 1111ouyt1111o 1ntornot. has always been an cxccfle,·,t vehiCil 101' pomohng
lhe rnorenuuressrvcly prinxl PICX II JCtS ot other lx:mk St George. The ban" nlsnuses ncwspJoer and
and non oonk lenders. TI1e prcxJGC;t llas resulted in PROMOTION radiO Rdvei11Sing, parttCu arty to prorn::Jto mte dnvcn
loan approv.Jis ofovc1$781 million bc~·t:en Apnl SLGP-orge recently unve led n new corporate prnducrs, and places marl~ t11'1ni1Cei anven1slng 1n
199G ano May 1997 1ts lnst ye.1r on tiX'l m.1rkel. ictenll!y and new brDnt ll CICSI£f'i, Wl1tCI IS hus1ness magaz1ncs.
1ntcnded to repoSiliOilllle growtmJI,nancrnl
St.George's CorTll JlefCI,l Banking DVISIOfl offors n serv1ces group for tt1u new m1 lonn urn It hts StGeorge's ovewll ph1losopl1y. IK)\1\f()ver, lo
lull rclntiJrlshtp l>c1nking xrvtee to protess10n."ll firms place more ernphas1~ tl"lnr 1other banks on rlire:.>et
a'1rl the corpomte n'l<lrkel. Fact tes lrlCitxle\..OrKing rne new look. t1owcvor. •otmns stro•1y I IlKS rclationsllps will1 its customer~. The friGncilin~~ ol
CciPital I rmncn. commerc.n' 'V1d n(1l.stna1 w1l11 tt1e bnnks lorme: St.George staH1s legerx1t!ry (and IS very ac IIVOiy
property 10..1'15, Invest- co Ottriut t1•1<J I ve y encouraged). In addition both Juhe Ant11ony ilnd
men: t~no construct•on rnaoery. nnrl partrcul:-~rly Hnpoy Dragon a(e frequently lfWCllvecJ W!ltl c :>rnrnu
•nar ce. 1ens'n~1. I re w til St GeortJO s !'NO n1tyPVents of a11 ktnds. carryu1~ t11o SI.George nnmP
purcnase cor sume: rn1JOrlcons TI1ese two l'!no bra11d to the people of Austraho. whe•n it
have pattf'd ~o success bel'lflQS
loans. motcr vehtck• ful y Since tim r tvst
dealer who esn e f r1c111ce. introduCtiOn in tile ear y BRAND VALUES
1970s that t rs now h~V<1 S1.George hDS alway::. p~ded .lscl' on tiS corrununtty
and 1ntcmatton lllradt} to l11rnk ol tiler n sepa m noednoss I' I'<Is aways l)E)Cfl abo\J! llelp1rJ9
tnance ratety- dospitP the tac t people. u tk111y as n t)Udd rtg soocty. v..orhinn clost.'ly
t11at one of tt1on1 tS a w th CIJStomers to he p 'hem realtse the drmm o!
Gro Jp lreasUJy nnd lmgo grn0n dragon. 0\\'fltng ll'eir ovvn home Too·1y tl etters nr~y rll)llll:ler
Caprtal Markets delivers n 'Happv Or<tgon'. as he of t•lanoal SOiuuoos to I otp custom;;rs cxelc1se
flJ•I rm ge of seMces. control Of the' •ncnt,"'Y fll!(1 fE".<lCil II letf }lO<liS by tilt'!
not,1bly lorergn cxcllange. has carne to be known, conveys nn 1rnage of fun easiest and most d reel route.
sinIC'tured u vestmer 1tsnnci and fnendtiness. T11ough he nover spanks. he is
marketrciJtcd IIWustrncnt always smiling anei hos don<' 1111tC:t1 ll> soften tt1o St.George vaiL.es rts customers. dlld vn ues t1 k11r
support. TI1n rJivrstnn's otl'\01reSp(IOSih.htios tr'ICtude trnage ol bankrng, u~ehcn llng that bank1ng w1th commrtment to tlierr own tarn1hos nod tner)(IS
tt1o mnnagemcnt of St.Geor~JC''s uwostment St.George 1s an enjoyable fnon<Jiy ancl open TI101JYh l'rOw a majOr frmncial nstrtuhon u1rts own
porttohos. wl101osnlo func.i1119 nncl halonc<' sheet ac11vity The compnnson w1tt1 1110 dliSlere. nght it shares the values that t11e Austrnhan cornrnu
nsk mnnngen1ent daunting, m<.Jrblo ancl·tJI:1ss 1mnges ot some nity has always 11eld ooClr - llOI'csty, respect.
other linancinltnshtutrons coulcl t1ardly t)C more tntt->grtty. dignity, ano ni.Jehef 11 hard work.
Acfvanc<" Funds Mnn~goment IS the lunds ma<Ked.
m;1nagernent ann or thP St Georgo Group. Its TI11s spirt1s Clt the core ot Sl.Georno's organisn
respons1bll.ty 1s to proVICI0 n W1d0 ranHe olrnvest- The symbolism behind Hnopy Dwgon IS tton and continues to set rt aport 1rorn other 1:>.1nks.
ment and retrrcmmt products, 1nclud,ng a range rathe' more subt e thnn th<ll, however.ln mcdr·
o1 share lund~. property funds. hxed 111terest eva! mythology, dragons were trncl1ltOn.t ly the Things you didn't know about
funds anti <irvers11tod lunris. Tho d v1s1on man protectors of wealtr1, gumdtng llCXlrds of go ti ond
ages more th<m $2 b Iiron on t>eh<llf o• 75,000 srlvcr from casual m1•aut1ers Hnl-)py Drn~'}Oll rnay St.George
clients. and 1ts soclor strength nvestrnent be friendly :o St.GeorCJO customers. but he rcm."llllS
approactl to 1nvest ng mms to p•ovroe cl ents wtth adragon nonetheless cn~'l<li)Jc of 'tercely protocttng 0 The StGeorge Foundation was started
COI1Ststent nlJOvo dvcrago returns wtlloul takrng the interests of those customers
too many rtsks in 1989. and iS comrTlltted to hetptng
Hs rote rn aove.'1rSIIlQ '")(i ,.rornotJOflS IS C{18 of AustrafJan children StGeorge pledges
RECENT DEVELOPMENTS 10 cents ior every $100 of purchases
In a new n· OV{:' on II'"" rtsurclr :c lront, St George mentor. Thcx.lf)n playtut, he s 1'\"Ner 'stlly' lie 1s
hns ostabltstlod :11 fo 1nsur<HlCO comrxmy of tls made 'o-f customers on St.George Vrsa

cards. It has approved grants to more

than 75 ocgan.satrons so rar.

0 StGeorge started Ide in 1937 as a

'termnating bu11d ng sooety' • deSigned
to be wound up once rts members had
homes. It began as such a too key
operatiOn that not even the address of
the first meeting has been preserved.

0 As recently as the ear1y 1950s

StGeorge's offices were so small that
the Board could not always find enoug11
chalrs. They would borrow fruit crates
from the nearby frUit shop of Tommy
Brabham (father of motor racing
Champion Sir Jack Brubham)

0 Happy Dragon started ~.v~th St.Geor-ge in

1970. He used to travel with h1s
entourage 1n a red Make. niCknamed
'The Dragon Wag;:K~'.

0 Singer Julie Anthony and Happy Dragon

have become nseparable· Jlllie relates
deltghtedly :hat a four year Old once
asked her if she vvas the Dragon's
mother!

11 3
•

THE MARKET overseas that nco is now Australia's
ntnlh largest agncu tur<11 expor1 and
Austrnlians arn hot1lth consc1ous and third largest cereal export. 1he valcJo
ot 'he exported rice crop now stands
acltve people who aro increRsinyly at some A$450 rn I ton per year

well edt.cated abOut nutnt1on These HISTORY
Rce (at leA!:> 'ood nee} s '101 tlil1i\e to
factors have cert<Miy played tneir Australia Uke so many otner crccs 1t
was ntrOdu::;ed nU1e 19Ulcer tury.
parttn the rapi(f lnCICaSO In rice lhoug~ •t ha<1 a rTl<Xe exo:tC htStcry

consurppt on n Austml n over the ~han most. Rce wa~ hrst plan:oo tn

past few yenrs tne •850s by Ch ncso vvorkers U'lCl
orosoectors who cnme lOOK '19 fer
On avcrnge, ea:;•1 Ausrm 1an eats woal~n n AustmrCl s rugged gOkr etds.
n1nc k11og•r.ms of ·1ce nnm.e~ty That
However. the crop could never
s consK1orno y 11 gt er than ttle oor
be<:orne truly '-~al>le untl a p er1t1f Jl
cap11a cons,unolion t1yures lor most supoy of wa•cr could be CIS:>ured
Tnat chance came tn 11 'O e<~rlv Y•Jars ot
Wes:e·n tndustnnhsea r attons. thts century wr,en tne Murrumtlldgee
lmgation Area wns estnl..>hshed, There
The toln ma•ketlor r ce n were some raise st<irts, rn0nly
because farmers needed t1111e to
AustrCJI•cliS <1pprox1mntcly 150,000 tdentity the ngt1t vanehes for cultM'It10n
here. But by the end of the 1920s
tonnes. St.rYtce At rstra 1a 1s the some 250 riceqrowers had 20.000 acres under
rice. TI1e u1dustry rccetved a f)OQSt tn llle Grem
'''Rrket ng arrn cmd or<ll1d of Depress on of the late 1920s and 0nrlv 1930s
when many oeopte took to enltng nee tf1steml ot
Rcegrowcrs Cooperative Ltd. wh ch the More expens1vc potntocs
A'te· that. rice orod11ct on n Austr~l :1 moved.
numbers among its members al of steadt y rather than raptdly, 'rom strcn~Jtll to
streng:n. Noi unt l qu1te recontly dtd t1 e mClrkot
tho 2280 nee f;umc:rs tn Austmt·a. to· nee rn Australia real v take off. Tt e mn n
reasons lor the tncreas ng success olll e crop
Over 90% of Austmha"s dernand for have been cnang ng food tnstes tn Austrut n. n
'cner m•x of rrug•ants (espectnlly Irom Asr~l. ano
rice tS mot by loct~ly grown Sunnce t11e g·mv:n ot hen-t11 conscic IS ccltng hnl..> ts
Today Austral an nee tS sit I grown rn tho
whicl115 now r8COgntsed internalton- Murrumoidgee lrngalion Area anci U·e Murray
Valley, both in Now Soull' Wa es. But nowaonys
ally as among the 11 ghest quality nee more n~an 2000 Auslrahn'1 ncegrovn•rs produce nn

n the world. c1:1nua crcp ot some 1 2 m1 ton tot~r'es Irem

1he l1f111ted Sllf' ot 1110 crop's lJC'X:l' '1pl1tcdl spread 1 o2 .000 neetares. R1cegrowers Cooperii' vo Ltd IS
Auslraiia's most successfu oroducer coopera-
ACHIEVEMENTS helps Sunttce to rmn1toin 1 pro<11JCt of consistent
ttve and the largest or rts type 111 tho world A
Consumptton of 11ce t'-'lS doubled 1n Austrulia over qualrty At the sJrno lime tt1e oxccllence of Austtal·
far cry ndeed from a lew pntches of 11ce
the pc1sl nne yc·1rs nnd St 1nr cp can l<tke much ot an grovvtng condtttcns IT'Oi"lns that otwl ty rs not g10wn by 11omes1ck Cl1tnese gold prospectors
nearly 150 years ago
the ~...redt! for thts. Sdnnce 11ns plc1yeo a majOr role s'mply ur ·form, blt: consrstently nm{1ng t11e best 1n
n rc11Sn'g the nwa•encss 01 tlie AcJstral an pt,btic to THE PRODUCT
tre wor a Yields are speC.t.:lC tim. Au::;trn <'In The Sunnce range ot prodttcts tncludos wt11te
nee, brown nee. long-grntn <1nd mcorum grn n
the bcnet.ts of nee ns <"l h gn energy load. A s·ream ncefarmers net' eve 1n avtJW~lO yte Cl o· 8 5 tomes/ rice. parboiled ,.,ce. orgc:mtc nee. lratrunt nee
and wild r ce. These arc marketeci urYie' d
ot rew oroo,JCts e1no new lldvours. t11e •esult o· roctare. WhiCh IS It entgnest rn tllC\'VOIO.
varie'y ot oroduct names. but a I CRtry iho
n ten~NC bree<l1ng ~·rO<.Jrams and rnarke· research. Wh e these arc rm;,uat advan:<1ges. Sunrce s~nrrce b•a:10. Tne proddCII'<Imes me
themselves famr rar to mas: Austrahwl CO:'I
has l'elped to o•om;)te Odl..>hc n torest <tnd to keep A tstral a's grc-.ve s nr xi tno.uKe~ers have worl<eo sumers names such as Suntong Long Gtain
•rce 1spec frca.ly developed tor eatn1g \'lllh
ltO w1th ch<YJUrng tastes ar.o lash ens. And tastes hC~ro to make thr most of ll'em. Ac; <t res Jlt of the r curries). SJr.brown Outck. nnd S.mtong
e!torts S.nlnce t0<.1.1V ho1,15 00% of tne growu1g Jasm re Frag·ant Rtce
Clnd fas11 o·1s I Ia\e cllnngoo f11st in Austra 1a. "There
In recent years <t n~;""oor o· value·ndde<J nee
s tod;~y n greater nterest than ever t1efore 111 Asian- Austrahan rncuket N(~Ot11 0tess. 88% of nt nee prcd..Jcts h..'1Ve been d€\teloped 11om Sunr ce

styie toed comolemen:c(J by r ce grown n Australia goes to· export. mu::l1 o~ r' to nc ucMg S.tnfarm R1ce CaKes. SLII'nce 1s atso

RICe tn Austra riltS 9'0\oVfltn a ccmoa•atf\tely As a wher0 Austra tnn nee rs recogn1se,i ns WICJely used tr lYC<'Ikfast cere:1ls. most nct<lbly rr

restncled mea ct one stale- New Soutn Wa es- premturn otta ty by consunJC'S IM10. after all.

where ccrld t10ns lor the crop are we -n gh oerfect. should know Hcnu Kong w1d J:1pa•1 nre tre argost

;ectpter 1ts.

nl'hougll some 40

~ ..........._ . . .......·..,.-_..~,_.-......_...._......~_............_.,..,.w....•...•...n..... cotul\lics wcrld·
WI IA~ tlr.tUM) wtdc now t1uy
--........................,......._....... '"' ..........1......... .. AushaltJn rice. In
SUNRICE A USTRALIA '"~"'·'"
Hongl<ong.
l\t1Sinll1<1) ll'llttd....,.tl niY": . _....... - - h \ 0 . . ....., . . . Atrstroli<Jn nee
II slory <!/ ftrtO(JtU IIJIIIIT. roof>mlli•u/)iril .... ............., .. ,..........,....,...~,.....".".'."..'.~.~...f.il.~..i.J.w......"...."._.t.............. holds 2:)% of the
entire m<lrket by
ottd ,.;J:/!Jy fjforl. vtrtuc of tis
extreme~ h1gh
...... _._ .._- M.ite....... _.._.__ ... ......................,...,..... ,_·~. ,___._..._..... ................_......._.. .............. ......................,. ................,__ ,.......,..... t...... ~.......- ....... qu<1lity, desp•tc the
,., ..-...........,~ fact thJt 11 is
, _,.... ..,.-.t.~~ ............. ~ ,... ....... _........ ........_ _- _... .. ........... ...._ ..........~,............,....~ relaiNe~ ~xpens ve
~ ........ ~ ~ n 1-trQI~ ;o-ms
•••••• II
..__,-.._....,,...._..,\l""' I • \ Tl•e Austrnt <'ln
.........
-- . -._...-.,._.................. ~.............~. r ce r dustry as a
....... _,.... :..::..:.::·I...__ ...._ ........................ ..............,...,..,,...... .._I ,..,,,..... t•')\ ......_...,
-._._._-_-...____................................... 5'1 ........... .... ............ . . .,.._...\t........,...(...._-..a_,__, ....~..,._.. --~- ~. who e (IA-t'uch w
. .........
.. ..... ...... .. _.._...._._.._.____...._......... .... ....... .......... .............. ...., ..,...,-....., .............,........ ~........... 4ho&,..,,_·--- etroct means

• .......~,--. '"-!Wool'"• RtCegrowers
......... ... _..,.,~ Coopera· ve Lldl
-· ...-......-..............................,................... ........,....~a....·- hns been so
...._ ~ ...., ~ ... st.ccesslut 1'1

"-#......................, . . . . . . hoi.,_ _ _,._'"""'" ..

.................... .-..........._.,..._.~......,_.., _,.................,,............ ....,_.._
·-_·"'-.................. ....... ... .........._....~,..._, ..~
.......... - -.. ........... ......•~...•_....,....t._.....#............._....,......._....,....._.....,..._._.,.,•_.._._....._..._._..._...r~,.._.,_..-_._......._...................,.......................,........... ...... .............-_.....,_~"~.,.·,.,..._.-..._..-...............,.

._..........._..... .......-..----~-~.-.......................

r •rO '10itng IISelf

126

Kellogg's Rice Bubbles. <lnd 'n the manc~factuf'P. or evol111ion ot Australian socaety from the mto- statements such as "There is one food t11at
rice '1nilk' 1970sonward. TI\ecountrywasopened to supplies prole1n to more people in t11e world than
1mrnigrat1on frorn Asia, effectively for the f1rst any othe·...ana 1t's not a hsh." . The effect is to llold
RECENT DEVELOPMENTS lime. and the cu1S1ne available in Australian cities 1110 viewer's attention while the message is brought
One of Sur>ricc's latest 1nnovat1ons has been lhe changed alrnost ovemignt. Tha· Matays1an,
develooment ol Sunlxown Oud, Brown nee IS Indonesian, Japanese. Vietnamese and Korean home that nee is hoolthy, nutntlous and
renowneci ro1 1ts nutnlional value. and espec1alty lor restaurants appeared and suddenly became
tts htgh tibre contenl. tt was a popular cho ce as n tasty ana has a proven track record
'health ;oocf even before rice in general became fasl110nable venues. In eacl1case the cuis1ne
w1dely accepteti Untortunately the husk of the featured rice as the ma1n c.arbot1ydrate. an:ong most of the wor1d's population.
brown rice. wr1ich g1ves il1ts lligh dtetary l1b1e <Jiso The advert1sements have vv-on every
mao<es it hard to cook Brown rice can take twice As Australia became more cosmopolitan,
as along to cook as wl1ite nee. Mnny reople were rna)Or advertasing award wOl ldwide.
unwilling to wait •10 minutes fer a meJI. no matter Australians developed a passion ror Asian foods. They are Widely recognised by the
how healthy if might be Australian public. and are still running,
and ir'creaslngly grew interested 1n cooking Asian w th new vers1ons Introduced sance
Sunrice's response was to parbo1l the rice in d1s11es for themselves. This shtft an tnstes was 1989.
followed. and encouraged, by the appearance 1n
wnnt 1S effectavely a giant pressure cooker berore Austrahnr' supermarkets ot frozen d1sl1es ('lV The latest version features a smiling
clinners') as well as instant sauces. wh1ch either and talk1ng sun, also modelled 111 rice.
packag ng and sale TI1e resull1s Sunhrown Quick. 1ncluded nee or dependecj on the use ot nee Thas wh1ch l1nks t11e 'sun' and 'rice' elements
whict1 looks ana feels the s<lrne as deve.opment promoted nee to a major new market of tl1e brandname. The new slogan for
ww' brown rice, but wl11ch takes tlie of people wllo migl1t only rarely emout 1n re>.stau- Sunnce launched u1mtd- 1997 1s
sa'Tle t1n1e to cook as regula1 whale ronts, but who nppiOCIEtted 11ce •or 1ts ease of Only one rice as Sunnce.
nee Sunbrown Ou1ck has proveo preparation and for the way il blended easily ano
extternely pOplllarwll l consumers, tastily with the new ranges of sauces and mixes. BRAND VALUES
and has helj..led to promote the Sunnce is qu1ntessenuall~' Ausrralia'l. It
consu1aap11on of brown nee wh cl1had At the same l11ne, Austral1ans developed a keen IS. 1ke many other krnrls of produce a
been fatling to keep pace with the 1nterest 1n healthy living. Australia became known comparative newcomer 1n Australia
u1crea~ed poptrlanty ol white vanettes. as one ot the hea1tt11est and least oolluted countnes which has risen to world rank1ng 1n
on earth, and heal!ll 1ssues moved uo most terms of quatity and • aga1•1 like many
In another development. Suntong people's list of pnorit1es. other Austrah8n foodstulls - 15 Increas-
J8smine Frngrant Rtce 11as been ingly sought after in the growing Asian
launched atter a full decade of planI Rice a•ready enjOyed a wide reputat1on as a marketplace.
breed1ng and test1ng by Sunrice·s nut11t1ous and healthy food. even among consum- The brand 1s assocaated V\~th health, vtgourand
experts. Contrary to popular bellellt1e ers who rarely ate at. TI11s reputatton 1S 1n fact richly sunshine. like Australia itself. and Sunrice Australia
scent and navou1 of such fragrant deserved Rice IS extremely higl1in energy value, recogr11ses the aiJsolute Importance of rnainta1nang
nces are not added <~I some stage and 1s entirely free o' Iat or other constituents with that association by constant attent1on to quality.
dunng process1ng. but are entirely r~egatave connotations for consumers It as perhaps 1magina1Ne rnarketang 8nd elfictef'\t deilvery.
natural and ar0 part of 111e nee •tse f It
takes years of rescnrcl· to grow a rice Ute only rood on earth wh1ch con be eaten and Things you didn't know about
digested witn equal ease by a newborn baby and Sunrice
·n any P<1rttCt••arenwonmcnt, and to by a person in the fratlest of extreme o:d age.
0 Over 40 million retail packs of Australian
ensure that 1t has precisely the rigl1t Surmce's acr11evement has been to correctly
flavour. and combines l11is W1lh hign 1dentify these trends and to ensure 111at Australian rice are sold everyyear
nutrit1cn and ease orcooking. W1th ricers strongly assoc1nted w1th them. The success
Sunlong Jasm.ne Sunrice has of t111s strategy :s one reason wily consurnptaon of 0 Worldwide there are well over 60,0CD
achieved this. and t11e market 1S rice in Australia has doubled in tess than a decade.
respond1ng emhusrasticallv lo ttle ntJw varieties of nee.
proouct Sunrice's senes of sculpture' advertisements
launched in 1989 have proved to be among the 0 The 'father' of the Australian rice industry
PROMOTION most successful adver11sements eve1 produced in
Sunnce's clial'er.ge 1n rece·11 yearc:; ll<lS been to Austrnlta. The ads show sculptures of vanous was 1n fact a Japanese growercalled
help change the perceoh011 ol rrcc among tne foods fish, bread, lruit and so on -moulded out Joe Takasuka.
Australian p rt1ilc. As 1n rnosl ulddstri01tse<i coun from rice gra1ns. ll1e images are appealing in
uies, t11e staple carbohydrate food 1n Australia had t11ernselves. and are vo1ced-over with a series of 0 Wild rice is not a rice at all. it's a grass.
always been the potato Rice had tradttionally been
seeP 0s em accompanarnent to vanous more or less 0 Rice is the staple diet for over 2.4 billion
exotic dtshes (such as curry) and perhaps as an
occas1onal dessert people, or about hall the world's popula-
tion.
The cha lonoe was a stiff one, s1nce Austra-
1ans are conse~awe people by nature and 11ave
tenc1ecl not to experiment w•th food.

Sunnce's opportun1ty come with tho gradual

127

THE MARKET ACHIEVEMENTS analogue telepl10ne soNices to developrna anci
Cornmuntcolions in At 1stwha1S tt1c stuft of CornmdniCat ons n Austrnh<l t1.:"snlways been a
challenge delivering advanced. high-speed 1nlormntion
adventure. services basecl on wireless. ophcal f1brc. dtgttal.
In tM old <.Jays. geography nlono <11cta;ej tn1s- I' 11 mult1rned1a and interachve tectmotoucs.
In 1t1e dDys of tho Gold Rush. bushrangers meant serxl ng .,,,cs up sheer c:hffs, us ng rockets
preyed on m."'lrwm anti stlOl more than one of and a11 Ioree hehcopt('.:s. Telstr;HIId 11. Today. the challenge torlelstm 1s toOlllperlonn at
tncm dead 1n broad c11yhgt1t TcxJny. the tnfonnat1cn £Nerytum.
If 't meant crrohng solar
1ndustry 1s agood deal S<lfcr, bu' the process of But there are otner srdes to Tetstn's nc;hteve·
J.XMered phones foe
conveyu·19 mcssngos ncross Attstroha 1S sol marl<ed remote outpos~s. Te:stra ments. Prices have been cu' and new systems
•o eel out 1n response to C\lstomer nce<ls retstra's
by n se1 \SC o' exc1temcnt dtd 1\. Commun cauons bottom lire achevements are aso 1mp•essvo. In
TeiStra s centrnl to :hnt exctterrent. meant pronoo ng. and t 1995·96Telstra's IJ(Of t a;ter tnx, wns $2.304.7
Comnur UC..1'101~ IM.lrkers tire no longer robbed defined tne way A IStralians mtiiiOfl. up by 31 5% Net profittncreosoo by 9 1%
saw themselves and were :o $3,242 milliOn, wtn reveo..;os ncro<lSulg by 8 2%
at g:r0011 t, nn<.i tney no lorxp have to tre-<. across seen by others. Ancl to$'5.239 mlloo Saes rev9!11.191ncreased 8.1%
vnst tracts olunposs ole terra n But the p.oneenng tl1ete 1s no s1gn of tn1s
sont of progress, rnnrch1r g hano-.n-hano w1th abaltng. to $14 716 m lion, rettecttr)!) tmpoved levels of
eff1c1ency ar-d serv ce, rema1ns very much a'ive 1n
Telstra's cornrnuntc.1hons pol cy Desp1te i:l vas t. customer seMCe, dosp te compet1t ve pressure.
climatically hostile Aga.n. qu1:e an achievernen:.
Howe\lor, t11c p cturc IS changing. Despite Inland ancl a coastal
Telstrcl also plays ts roe as ag.:>od corpcrnte>
havtny arouno 9.5 mt'hon fixed-wire telephones lnnge of sprowling urban
and 2. 1 m Ilion mobile phones n opernlton ti1e citiZen. A govemrnen\ 01o'VOOd coq >01Uh011 (ono tntrd
largest customer base of any Australian bus1ness developrnont , Tolstra's of Telstra is be1ng p11vattsoo .n lat(l 199 7)
enterpr1se • proviclu1g telepl1ony atone IS no f1xed line serv1cc Telstra 1s a rnator conlributo' to Austrnlia's
longer sulf1C1Cnt For Telstr a, Austral a·s brand wealth. Tetstra's value added contnbtJ\Ion of
lead ny carne1, t11c locus now ltes 1n feeding reaches into 96% of $ 10. 177 million represcn tecl 2 .tl% of Austrnl·
1a's Gross Oomeslic Product
1nlormntion ::1nc1cntertninrnent 'clown the wtre·. Austrohan 110mos Tl1at's
The program ot tcct1noto~JiCat progress and very nearly a phone n HISTORY
Telstra. as a brand. is a new ktd on the olock. The
customer scrv1ce tJe1ng unclcrtaken by Telstra to everv home. name has existed for a rek111vcty short ttme but
meot ll11s ciKlllcngo ISan nrJventure on a scale ' elstra·s mob1le inherits the good n<tme of previous u1Can'l.:'1trons It
extends back tt1rougt1 one-and n half centt.nes of
lew countnos can mt1tch. networks, ann og.IC m <l d11] tal now r<k'lCh 91% of telecommuntcat.on: Telecocn Austral,n, th'' Ovcrse.1s
II won't be oasy. As 11 so many countries, ttle the populal1on. the lourtl111~)t1<'SI penetrntion rate 1n Telecommunications Comrnts..sion. tho Postmaster
the OECO, behu1d more compact c.ountnes like General's Oepartmem, l:lac~ to tne Ovcr1c1nd
Austnhan telccomrnunrcallons m<~rket has been 1\Jorway. Swoocnand Fir land. \"thO Introduced Te:egraph and the East·West Tele<Jr<tph l:l.'.lCK evt-'!l
oere~JUI<tted. Telstra's pr >ud record ,s no longer lll()t').e phones live ye;us carll€lf. At e11rrent growth lt,;rlherto the f rst dav-.lf"tng of telegtaphyu1 A 1str" I()
in the 1850s
enough Tetstrn must be more cornpelltive. rates. mom AustraiJ<ItiS ""1tlt'lC us1rt<J motJt e phones
eltrCient. strong and liextble 111 order to grow a'ld tnan fiXoo phone SCIV1C(..'S by the year 2000. 8ectronrc te!ecornmunJC.1!10rlS rek1Ch back to
prosper. March 1854 wl'len a telegrnph line was opened
In the space ot n low years. Tclstra·s core bel\veen lvleiOOJne iJrd Port Mellnme. But not tntil
In short. 1l's not rust a matter of e\lt:lr-shltttng 1872, IMth the comoletoo of the()Jerland Tefegmph
goal posts It's a wno e new bat game. bUSiness 11as tumped trcm deliver ng rek1t1vCty slovv, ard. r1119years later. theEast·West Tele<JfJph, did
telecO'nrru11eatons really take off. TI'ICSC J)IOileCOI'YJ
Ano tne St[ldlllrTl IS ntooal
feats tnS!)II'ed tne nahan. By theclose of u)(!century

J.\Jstrafta vvasoneof the largest natiOnal users 01
telegraphy lf1tnewa1d. Tc.icphocro;was not far t'lehind.

128

See the ,..-orld from the classroom? RECENT DEVELOPMENTS as a community rote model w1U1 the recycling
It l•as become a cliche to sny that we live 1n Interest- Ol1oughlv 75% of all phone books.
The first private phone line in Australin was ing limes.
InStAlled 1n 1880 and for a long while telephony and BRAND VALUES
telegraphy devolope<.l side·by-side. Radio tel· In 1995, Telstra made a fundamental deCISion to Wt1en customers choose Telstra they're
ephone Inked Australia and Bntain 1n 1927 and constructa new broadbnnd network thflt would be choos1ng a concept rooted 111 a set of values
soon extended to Europe. an tnf1astructure lorcommuniCations and infonnat1on developed and nour1shed over more than t 20
seNICes into the next mllennium. By t11e end ofJune years. These vfllues have to do with engineer-
Introduced as a brand in 1995, Telst.ra 1S the 1996the cable rollout had passed more than 1.2 Ing, 1nnovat1on. rngenuity. p1aclicality. re-
natural 1nhcritorof this historic legacy. million homes 1n Sydney, Melboume. Adelaide. SOUICefulness and leadership. But they also
THE PRODUCT Perth, Brisbane and the Gold Coast. By October uwolve pride. ntegnty, comm1tmen1. passion,
Telstra's goal is to be the leaciing provi(jer of that year. Telstra was dehvenng 1ls f~rsl broadband helpfulness, care and respect. In olher words,
electroniC con1mun1cations and 1nforrnat1on seN1ces human relations.
1n Australia and the Asia Pacific region. This will take seNtce. FoxTelCableTelevision. a JOint venture with
excellent customer seNice, best pracbce llnancial Telstra's brand name is a great asset in 1ts
perfo; mance and 1mproved productivity. Strong and News Limited.
sustainable growth. avvor1d class infrastructure. In September 1996, Telstra Multimedia 1ntro quest to remain Australia's dominant commu-
market leadership 1n Australia, corporate integrity n,cations brand. This is not as easy as it
and an 1nvolving and rewarding work environment duced a second broadband seNice. us1ng cable sounds: it is certainly not something Telstra
are equal parts of the plan. But. as w1th telecommu· modem technology. takes for granted
nications 1n other developed countries, rapid
advances ~n Telstra is 1n a constant state of These servtces are just tl1e begu1nu1g. The Tetstra's bra!"'d tS seen as moving with the
dynamic change. Although remarKable e1 10ugh ttlat broadband netvvork offers the capacity fo1 a new ltmes. ant1 changmg for the better. It IS seen
a Telstra customer anywhere 1n Australia can pick up as confident about its own lulure. These are
the phone Dnd tall-. to (or fax) anywhe1e in the world. generation of seNtces and applicat1onsin education. dynamic descnpt1ons that reflect forward
th1s is no longerenougt1. commerce. government seNices.l91sure, distance brano momentum. Telstra's 1mage is evolving
learn1ng and telemedicine as well as aud1o, video
Customers are increas1ngly interested in what and data communication. irom that of a low-tech. tow·touch monopolist
more the telephone hne can deliver. The demand for
comput1ng, banking.broadcasting, 1nfonnotionand Telstra's strategy 1s to 1nvest 111 local content towards a more Innovative and dynamic
enterta1nment. provide the key to future exoansion providers to develop ~~ow forms of multimedia brttnd: strong , lusty, 1nflnitely durable and yet
content. Teaming up with 1nnovat1ve Australian
Telstra'sd'18lengeIS todS\€1oobusiness parlrElrSh;ps. with a higll recognition factor for flexibility and
enterp1 ises 1'1.1eans that a dynam1c multimedia
change.
sector is ben1g fostered, creating the jobs of the W1tl1 more players entering the Australian
future and export opportun1t1es.
telecommunications markel. with a my(iad
International ventures are conducted on two plans and choices. customers will naturally
fronts Fust. Telstra operates as an 1nternattonal turn to a brand they know, and can tlust.
carrier under its own name, providing a ft 111 range
ol integrated seNices. Second, in ioint ventures Telstra is such a b1and
with governments and corJ.)orations.
Things you didn't know about
Telstra IS a 20% shareholdel witl1Mitra Global Telstra
Tetekomunikasi Indonesia where 400.000 new
tines are to be Installed over a three-year period 0 40,000 low-income people ~lave free
In India Modi Telstra has launched India's tust
mobile telephone network 1n Calcutta, and is access to basic telephony provided by
growing steadily 111 a compet111ve lnfll ket. In Telstra through lnContact.
addit1on. the establishment ofTelstra NZ. and the
continuing growth ol Telstra UK. conlinue to 0 Telstra's \Nh1te Pages™ directories
present new oppo1tunit1es.
followed the Yellow Pages® onto the
PROMOTION Internet in 1995·96, both creating world
Telstra's advertising is positioning the firsts.
company as a community aware
organisa\lon that cares for its 0 Telstra developed the digital map data
customers; that wants thern to enJOY
at least one of life's s1mple J.)leas· for the in-car navigation system of the
ures. talktng to family and friends new BMW·7 se1ies.
wherever they are, simply and
effo111essly and relatively cheaply. 0 Telstra staff Joined school children,
Th1s will seNe the company well as
more players raise the compe\ltion farmers and conse,vationisls in planting
stakes higl'ler. 4000 trees and shrubs around the
Narrakine telephone exchange in
But Telstra is promoting 1tself 1n less Westem Australia in 1995-96 as part of
obvious ways too. It h<ls developed an a land rehabilitation program.
enwonmental management plan to
minm ise impact. 0 Telstra's wortd leadership In privacy

Telstra is also presenting Itself protectiOn was recognised last year by
the independent Privacy Audit Panel.

0 Last year over 3,800 Telstra staff gave

up their free trme to help out at

Exchange Open Days where the public
is invited to see first hand some of the
technological advances Telstra has
made in telecommunications and
infonnat1on services.

129

THE MARKET Salvos are still there. ofrenng comfort and offering practtcal assistance.
While Australia is a wealthy country, a supporl sorritual care and a listcntng ear as
groWing underclass is emerg111g, made needed. In lhe attermath of one of
up of people who are trapped in a When fires ravaged bushland along a 1200 the world's wo1st peacetime
cycle of povertyand despatr. km stretc!1 of the New South Wales coastl ne massacres at Po1 t ArthUI rn
dUIIng 1994, The Satvatton Army distnbuted Tasman1a. a Salvation Anny trauma
There are many challenges to be more than 200.000 meals to victims, firefight management team assisted V!Ctlms
faced if this trend is to be reversed: ers ancl supoort personnel. As drought and families. and sttll otovides ongorng
htgh levels of unemployment, home stricken farmers batlted to keep go1ng during support
tessness. a crisis tn our ability to care tile rUJal cnsis ol recent years, The Salvnl ton
for older people, family breakdown and Army provided material , erno!lonal ano The battleaga1nst poverty. addiCtion
conflict, alarming revels oi domestic smntual support This tnvolvement highlighted and despair rages daily ior rnany
vtorence and sexual Abuse tnadequate the need for ongoing pastorell care. and 1n Australians. and probably Hle most
prOVISion for the mentally ill. and 1995 the posrhon of ·rural cnapla1n' was 1mportant aspect of Salvation Army
problems arising from drug, alcohol and created wtthin The Salvat1on Army. worK is 1ts provision ol C<lnng SOCtal and
gamb!tng related addictions. rehabtlrtation se1vices from day to day.
Chaplains now travel trom farm to farm
TI1is is the wond the 'market' • 1n Eveyyear throughout Australia The
whicl1 The 8alvalion Army opermos. Salvation Army provtdes about 510
million 1n cash assistance. food and
ACHIEVEMENTS accommOdation vouchers !O people tn
The Salvat1on Army atrectionately need; accommodation for 10.000
known as 'the Salvos· • is one of homeless people; rehabilitation faciht1es
ll11s counl1y's best loved organisa for 9000 people willl drug. alcohol or
t1ons. Research reveals it is by far gambling addictions. emptovment and
the most respected chanty 111 Australia. trarntrJg programs for 2500 people; refuge and
shelter for 1()(X) women tn crisis, often accompa-
The Salvation A1 my's 'CilttSllamty wtth tls nieo by thetr children; support for 500 youlll 'at nsk',
sleeves rolled up· etllOs has endeared 11 lo the
Australian public, 1n a counrry where religion ano 4500 beds for older Australians.
1tself r1as alw<lys sttuggled to ga1n accept-
ance A reputalton for being at the frontline or HISTORY
need has largely been won through the t11gh The Salvatton Army was founded 1n 1865 in the
profile of S<llvation A1my officers working wiH1 slums of London by a former MethodiSt multSter
the Australian armed forces 1n limes of wat. Wrlliam Booth, who wanted to make lhe church
Helping the troops. burytng the dead , or more accessible to the poor Originally known as the
s1mply dispensing cups of tea. the Salvos Chnst1an Mission, the name 'TI1e Sa1Va11on Army
were considered lo be as much a part of the 1.vas adopted in 1878 and stnce thentne organise·
fighting forces as the soldiers themselves. lion's structure has been based on military lines.

The battle has not ended. and in ttmes of Initially Booth's Christian Misston u1tended to
emergency and national disaster today, the gat11er the poverty-stncken mult1ludes of London's
East End and link them up with exist1ng churches.
However. such drunken outcasts were not wei
comed by the wealthy and respectable church
members of the day, and Booth was forced to
provide a more permanent organisation for the
ongoing spiritualcare of hts converts.

Booth's concem fo1 the destitute masses of
England was not only sp1ntua1. Tl1e mo1e l1e learned
of the plight of the thousands spumed by Britatn's
industr tal levclulion, the more detcrmtned he was to
see lastn'1Q soctal change.

From the Amw·s earliest days, various soctal
programs had grown up alongstde the lniSSton's
sprritual m1nistry. including food shops. sllelters. and
homes for 'fallen' gr1 ts.

However, these were rust the f1rst elements in a
broad scheme. In tt1e early 1890s Booth publ,shed
'In Darkest England', an ambitiOUs c.llld complex
plan to deliver England from tiS social woes.

Soon Booth openeo labo~1r exchange seMces.
which would place thousanos of unemployed
persons 1n jobs. Oiscovenng ltfat some 9000
people dropped from s1ght 1r1 London eacl1 year. he
establist1ed a missing persons b1 1reau. He drearrt
of a farm colony where derelicts could IJe gtven
honest labour in pleasant surroundings. He wanted
to establrsh a poor man's bank; he offeree legal a1d
to tile destrtute; and he env1saged an emigratiOn

l L4

sd1eme wh1cl1would develop a rew overseas Employment Serv1ce •
colony. (CES) are to be handed
over to pnvate organisa- recognised, and is even sought after by
Throug~1out the 1890s there was a need to find trons, tncluding The companies wish1r19 to link the1r brand w1th thts
Salvatron Am1y. solid embleM of canng sacral service.
work for the JObless. so the Army created JObs by
ventunng Into bustness itsell. Smlarly, in key social The untform a1so grves the Salvos a very v1sible
policy areas (concerned. presence. often creat1ng a sense that they are
From these beginnirgs sprang a network of lor example, with the ·every..vhere', although unifOflTled Salvationists are
soctal services which conttnucs today tn 103 need to address actt1ally a very small percentage of the Australian
Australia's horrific youth population.
countr e.s of the world suicide rate) The
Salvatton Am1y is Things you didn't know about
On 5 September 1880, Edwatd Saunders and play1ng a more and The Salvation Army
John Gore led the first Salvation Anny meeting in more prom1nent role in
wor'.<~ng w1lh State and 0 Mo(e than 85 cents in evety dollar
Australia from the tailgate of a greengrocer's cari tn Federal Govemwents
donated to The Salvation Nmy goes
·nAdelatde's Botanic Park PROMOTION
W11en Gore said there's £1 man here who Each year The directly to those 1n need This is one of

hasn't had a square meal today, let htrn come home Salvation Army launct1es the most efficrent rates of arr.; charity In
an 1ntegrated communi-
to tea wttll me." he was expresstng ~he Nmy's cation campaign to promote 1ts Red Shield Appeal. Australia.
concern tor a person's physical as well as spiritual
Th1s lundraising drrve rncludes a bustness aopeat, a 0 The initials which form the name of the
needs.
From tl11s hu•nOie t1egnnny, !"he Sa,vauon Arrny direx;t mail campargn and a national dooli<nock popular biscuit by Amotts, SAO. stand
for 'Salvation Army Officer'.
grew raptdly tn Australia. SurpriSingly. p:oneer weekend
Salvationists faced rowdy and sometimes VIOlent The communication carnpa1gn utihses the 0 The first moving picture film 1n Australia.
opposttron, w1tr1 at least tvvo members betng fatally
1n1ured. However. by 1890 mob attacks had virtually mainstream med1a by advenisrng on te1ev1sicn 'Sold1ers of the Cross', was made by
diSappeared and by the turn of the century Salva- and radto, in the press, on outdoor billboards. The Salvaoon Army.
t.onlsts were accepted rn Ihe Australian community on bus Stdes. in magazines and in the cin-
ema. It also lrnks 1nto other communtcation 0 Red-tipped 'safety matches' were
THE PRODUCT techniques. The Salvation Army 131
Today. The Salvatton Army's netvvork of caring telemarketing number, for example, tS adver- Introduced by The Salvation Army 1n
seMces IS as wtde-ranging and dtverse as the areas tised on McDonald's travmats. The Salvos
of need 1n the Australian communrty. oroduce promotional videos and handle direct England dunng the 1890s at a time
response mailings.
Areasol serVIce tnClude famtly aPd community When matches were still produced
welfare centres which ptOVIde emergency ass1st- All advertiSing trme and space given to The using potsonous yellow phosphorus
ance ·food. clothing. lumiture. counselling and Salvation Army is donated free of cloarge by which caused the fatal disease 'phossy
re!erral and hostels and supported accorrunoda- the media and th1s helps ensure that more Javi 1n poor factory workers.
tton I8C1I1hes for homeless men, won~en. young
people and families tn crisis The S<wos provide tt1an 85 cer tiS 1n every dollar donated to the 0 The Salvation Am1y successfully
refuges lor women and thew clirldren fleeing Army goes directly to the po1nl of need.
domest1c VIOlence: long terr1 rehabilltatton progmms campaigned to have the age of consent
for those addiCted to alcohol drugs or gambling: Hard hitting advertisements and publicity In the UK raised from 13 years of age to
ma<eriols address contemporary issues. 16 years dunng 1885.
and chlldc<Jre seMces and camos for economically h1ghltghtrng the needs of street kids. the
dtsadvantaged chrldren and s1ngle mothers. TI1ere 11ome1ess. ramlltes 111 crisis and those affected 0 'Strawberry Field' was a Salvation Army
are youth care centres and outreach programs for by drugs.
those hv1ng on the streets: telephone counselhng chrldren's home where John Lennon of
ana f1nanc•al and personal counselling seMces; Recently, The Salvalion Army has cont1nued The Beatles spent time as a child.
traL.ma management tearns and grief and suicide to generate awareness throughout the year
support grouos. regard1ng 1ts wide range of comrnunity serv-

The Sruvatlon Arrny runs court and pnson ICes. An example of this was me wrdely

chao'aulCy services. employment and tran11ng publtc1sed anti-drug and alcol1ol abuse
programs. a tamily lractng serv1ce to help ftnd campa1gn prornoling tt1e Army's 'Bridge'
missing persons. and emergency seMces \A;'hich rehabilltauon program.

give ass·stance in !lmes of disaster or emergency. BRAND VALUES
Research reveals that the popular Salvatron
Salvation Anny cl-.ap'ains offer support to police.
tire bngade, emergency services <'Inc! defence torce Army slogan 'Thank God !or tre Salvos· has
personnel supply rural chaolains and operate an
outback: OYJnQ service. The Salvos run English almost total recognilron amongst the Australian
classes for migrants. They organise aged care publiC. acl1ieving 98% aided awareness
serv1ces 1ncluding nurstng homes and hostel
care. as well as social education courses The Salvation Army consistently cornes out
tra1nmg anrl supported accommodation for n research as the charily to wh•ch people
rntellectually disabled people. And theyconduct would most hko to donate· and ltley usually
regufarVJsits to hOSpitals. to nurs1ng homes, and to name rt spontaneously.
people 'shut-in' 1n then own homes
S1rnilarty the Red Shield logo is w1dely
It may not be much like the product o! any other

o'ganisahon. out The Salvation Army's product is
probably the most

valuable orall

RECENT
DEVELOPMENTS
Tile Snlvalton Anny is
increas1ngly recognised
by government and tile

commun ty alike as a

mode for social welfare
1n Australia This IS
particulariy clear tn the
area of employment and
tranltng. where lhe

Salvatron Army is
le.nd1ng the way 1n 1ts
provision of services. In
fact, the Federal
Government recently

announced that the
funct1ons conducted by
the Cornrnonwealtt1

11 5

~- -- - ~------

111omas
Cook

THE MARKET town of Letcester to attend a temperance rneet· In early 1869 Thomas Cook personai!y led a

Thomas Cook ts a leadtng memational trr~vel and ing. Thomas believed then most soctal problems group to attend the opentng Of the Suez canal In
1872 Thos.Coo.<: and Son, as the ftrm had
linanc,al services group and ltle VI'Or1d's largest were related to alcohol and that tre hves of the become known, opened an office in Cairo. The
proV!der of travellers cheques and foreign opening of the Suez Canal vffowed Thomas Cook
working people would t.-e greatly tmproved if t11ey to organ1se his first world tour. and on the 26
CUIT8riCy. September 1872 he left Liverpool wtth a small
drank less ana became bette· educated. He later
lr Australia, the travel market is buoyant. with party for a six week tourney Tioey crossed the
strong growth predicted for ntemational travel. The recalled that as l1e walked along the road. "the
f•nanci,tl serVtces and foreigr· excnange bustness Atlantic by steamship, and made theu way across
1s growing wtth the development of new products thought suddenly flashed across my mutd as to the Untied States by rail. TI1ey travelled by Pactfic
and markets. Steamer to Japan, tt1en through the lnlancl Sea to
the practicability of employing tre great powers of Chtna. and aherwards vrsrted Singapore. Ceylon
ACHIEVEMENTS and India before crossing the Indian Ocean for
railways and locomotion for the turtherance of t111s Cairo, then oack to London.
Thomas Cook: has played n '<.ey role in the
soctal education and reform·. In 1879 Thomas's son, John Mason Cook, took
development of travel. Until Thomas Cock's first rail control of the l)usiness <1nd set about expandtng
excurs•on, most travellers \overe the wealthy and The toffow.ng day Thomas orgnntsed a special lhe company tntemauonalty. John created over-
the aristocracy who !ravelled independently seas ediltons of The Excursion1st. the newspape1
tr<m of the tvhdland Railway Company to carry
ll10mas Cook made travel available to the Stilrled by l1iS father rn 1851 . to 1ntorm cvstomers
ordinary man. Since tt1en Thomas Cook has temperance supporters to their quarterty meeltng.
gro'I'Jn into the largest 1ntema11onal travel and in France Germany, lndta, Australasta. America
financial services comoany in the wor1d. On the o July 184 1, 500 passengers were and the Far East about the services he offered
conveyed I 2 mites to lhe rneettng at a cost of one Thts conltnued in puoftcatron unttl 1939.
Thomas Cook's worldwtde network pro\~des
serVIces to customers at more than 3000 locations shtffing each During the 1890s the business was tntlerited by
tn over 100 countries. Internationally Thomas Cook John Mason's three sons: Fmnk Henry, Ernest
has over 14.000 employees. who servtce over 20 By the end of 1850 Thorn"s Cook ll(;ld ex- Edward and Thomas Albert.

million customers a yeat. rang1ng from leisure tended his tours bevond the UK to Europe. In At tt1e start of the 20th celltury Thos.Cook and
1855 the ltrst lnternat1onrli Exhtbttion was held in Son dor!llnated the world travel scene, buttn 1928
travellers on vacation to maJOr trltemational tne business was sold to the Compagnie
corporuttons looktng for I)E)tter ways to conduct Paris and Thomas lr edlo negotiate concessions lmernationate des Wagons-Uts des Grands
their iinanctal deaiings. Express Europeens of Paris and Brussels. tiS only
from t11o companies ccmmandu 1g the Ct1annel real nternational 11val at the ttme St1ortly after the
l11e group generates sales of well over $40 traffic. When they refused to work with him outbreak of World War 2 tre Wagons-uts head-
billion from 1\s travel reiCJted and f,nancial services quar:ers tn Brussels and Paris lell tnto enemy
buSJnesses. Through its relat.onships wtlh 4200 Thomas led his first Euroooon tour 111rougt1 the only hands and Thos.Cook and Son ltd was evcntuallv
financial inslltullons tn 188 countnes. Thomas route open to l111n, between Harwtch and A'ltwerp made oart of the na\tonalised Bntish Railways. In •
Cool< IS the world's largest supplier of travellers 1972 Thos.Cook and Son Ltd returned to pnvate
cheques outstde North America, and owns the In 1863 and 1864 Thomas Cook escorted 111s ownership and tn 1977 bec'.2noe part of the
world's largest netwo1k of retatl foreign exchange
bureaux, with over 100 locattons worldwide. ftrst tours to SWitzerland and Italy and by lt1e erd of
1864 more than 500 tounsts travelled abroad
HISTORY under his arrangernems. These people were trom
On the 9 June 1841 , ,n the English Mid ands, a
32-year old pnnte1 named ThomAs Cook walked the groWing middle classes and they expected
from hts home tn Market Harborough to t1'1e neArby better accommodation than hts p1ev:ous vvorking

class customers. He therefore negottated w1tt1

ulnKeepers and hotel proonetors to provide rooms

and meals at good prices. Tl1is led htm to develop
the ltrst Hotel Coupon. launched 111 1868.

130

Cook to offer 1ts leisure travel customers a PROMOTION
Over the years the Thomas Cook logo has been
service free of agency charges which covers used 1n prornot1onal campaigns creat1ve:y and
consistently, ma~ng 11 one 01 the world's most
an11ne reservations changes. ticket revalidat1on recognisable symbols for travel and foreign
exchange. The brand 1s known to stand for
or re routing, hotel and car rental mservations, reliability and quality attributes Thomas Cook has
always mainta1ned and bu11t upon.
changes to travel arrangements, travel
In 1997 Thomas Cook aligned with the Seven
planning and emergency local telephone call Network in a major sponsorship of their p11me lime
top rattng travel program. The Great Outdoors. By
ass1stance. linking quality holiday oackages and flights wrth the
desnnations featured on the lV program, Thomas
In 1997 Thomas Cook oliers customers Cook is able to increase awareness of the brand,
and Inform vievvers that Thomas Cook prov1des a
over 80 titles of touring handbooks including wide range of travel options. nle promotion

gu1des. maps, and lratf'l timetables. allowed Thomas Cook to capitalise on 1ts re-

Thomas Cook Australia, througn 1ts World sources at n1omas Cook D1rec1. and tne company
invites viewers to phone the consultants 1n their
Rail D1vision. is the ma1or distributor of call centre at once to book travel. Th1s was the first
promotton of 1ts type for Australia and has helped
European rail products to the Australian travel consolidate Thomas Cook as a major Australian

industry. brand.
Meanwhile. Thomas
Over 50,000 rail passes are sold in
Cook rnainta1ns a strong
Midland Bank Group Today Thomas Cook is a Australia each year. Tile D1vis1on also prov1des presence in press adver·
tising
wllolty owned subs'd1ary of Westdeutsche theatre tickets through Box OH1ce. which sells to
Landesbank, one of the largest banks 1n Germany. Throughout its branch
both the travel industry and the general public for network n1omas Cook
One reason tor the company's longevity and ]Oins with preferred
continued success is 1ts commtlment to prov1ding sho\'VS in London. Paris, New York and Las Vegas. suppliers such as whole-
excep\lonal service. Thomas Cook once de- salers And a1rtines to carry
scnbed h1mselt as "the willing and devoted servant Thomas Cook offers Australian customers the out ongoing promot1ons,
of the travelling public". More than 150 years after both in wtndow design and
his pioneering excursion tMse words rema1n a abthty to book the1r travel through one of 66 in-store promot1onal
fiH1ng descnption of the company he founded. act1vihes. Thomas Cook's
branches nationalty, or by phone through Thomas travel customers also
THE PRODUCT receive the benefrts of
TI1roughout all aspects of its bustness. Thomas Cook D1rect, a call foreign money promot1ons as the travel consultants
Cook's clear goal1s quality serv1ce The company and ioreign exchange consultants work together to
prides 1tseif on the enviable reoutation 1t has centre offenng prov,de all customers with the benefits of both
earned 1n seek,ng to fulfill that mission serv1ces.
TI1omas Cook's
Thomas Cock's worlowtde Finanoal Services BRAND VALUES
D1vision is the world's largest supplier ol travellers complete quality !ravel n10rnas Cook SigillfleS quality, Information.
cheques outside the US, and the largest retail knowledge and service. The company 1s prepared
foreign exchange network 1n t11e world. The service by phone. to lace the challenge of continuously 1mproving
customers' travel experience. As a rnaior intema-
netvvork compnses more than 1CX>O bureaux in 26 TI10rnas Cook also t,onal force 1n travel and fore1gn exchange, Thomas
Cook will continue to shengthen 1ts leadership as
countries where customers can purchase and sell has a div1sion customer needs Increase and d1versify, by
prov1ding customers with alternative products and
travellers cheques, currency bank notes and dedrcateo to organi- services. and new ways to sa\lsfy the1r travel
1nternal10nal money transfers and complementary needs. through branch, phone or computer
products. sation and manage-
Things you didn't know about
Tre travellers cheque 1s ore of the most ment of business Thomas Cook...

enduring legac1es ot Thomas Cook, the company conferences of all 0 Thomas Cook has the rights to conduct
founder, who developed Its precu1sor. t11e Circular
Note. 1n 1874. Today, Thomas Cook offers sizes. These range the first tourist lunar trip, and some
travellers cheques 1n U1e widesl range of curren- adventurous people have already
c~es available. from small one-night booked!

Thomas Cook purchases encashed travellers events to major - 0 Thomas Cock produced the first known
cheques and bank notes from otller organisations internat1onal confer _ _...__
through 1ts Wholesale Foreign Exchange bus1ness travel guidebook in 1845.
TI1is operation also f)rOVldes inte1na- honal ences with thousands
and local ban~ng customers, as 0 Thomas Cooks first guided tour was for
well as the company's own of delegates. This d1vision can organise and nun
bureaux, w1th currency notes 1n 12 miles and cost each traveller one
bulk. In Austral1a. Thomas Cook successful company incentive packages. shilling each.
makes a W1de range of fore1gn
currencres Instantly available. TI1omas Cook 1n Australia is one or t11e largest 0 The first around-tlle-world Cook tour

Commercial foreign ex- 1nbound operators, coordinating Australian was 1n 1872 and had eleven partiCi-
change services provide pants, from America, England, Scot-
1nternat1onal drafts ano wires, arrangemenls for n10re lh<m 70,000 1ntemabonal land. Russ1a, Greece and Armenia.
forward contracts and other
products to corporatJons visitors each year, most of tllem nom Japan, 0 TICkets on Cook's first excursion to
involved 1n importing and
exporting. Europe, North and South America. As Australia's Uverpool were sold out, with some
tickets even sold on the blackmarket.
Whethe1 its customers tourism industry grows steepty over the next five
seck adventure or relaxa- 0 In 1855 Thomas Cook made his first
hon. 1nrernationally or IA41hln years, Thomas Cook will beCOme an even more
Austral1a . Thomas Cook foreign exchange transaction.
can arrange a holiday to Significant contributo1 to the tourist dollar coming
su1t Thomas Cook has
70 branches. covenng into Atlstralia.
every Australian stale,
and prov1ding expert knowledge for RECENT DEVELOPMENTS
people travelling tntrustate, Interstate and In April 1 996 Thomas Cock Australia launched a
;nternationally. ThomAs Cook is committed to
1ncreas1ng the number ot branches 1n Austral1a. new sales d1vision offenng customers
Globally, Thomas Cooks Travei-Reloted Bus1ness the option of booking the1r
D1V1S1on encompasses ma1or travel retailing travel by phone. Thomas Cook
bus1nesses 1n the UK, Germany, Egypt, Australia, D1rect IS a call centre \1\~th over
New Zeal<lnd and lnd1a In many countnes where
the Group does not have wholly owned travel 30 empioyees, and works in
operations, it l1as alliances with major travel partnership w1th some lead1ng
compan1es that share the same commitment to non-travel retated compan1es to
customer serv~ce. gNe customers added value travel
services. These compan1es
The breadth or 1ts network enables TI1omas tnctude banks and other financ1al

institutions. asx well as retailers.

clubs and assoc1altons.
Thomas Cook Australia is

Investing in intemet and 1nt1anet
strateg1es In the tong tem1 Australian

customers will be able to investigate
their travel options and search for
available flights on-line. and even
organ1se the1r fore1gn exchange and
travel 1nsurance from a compt1te1 at
home or work.
Over the past 12 months Thomas
Cook has 1nlioduced a variety or new
finanCial services. Moneygram was launched 1n
December 1996 lo allow instantaneous tel-
egraphic transfer of money anywt1ere 1n the world.
Thomas Cook has partner relationships with both
Mastercard International and VISA International.
Thomas Cook 1s also launching a disposable
card giving customers access to cash ar1ywhere in
the vv'Orld: V1SA TraveiMoney combines the safety
of carrytng travellers cheques with 1nstant access
to cash at VISA machines internationally.

131

TOYOTA

OH WHAT A FEELING!

THE MARKET ..·... ; r parts and service centres across the
About 650.000 veh1Cie are sold in the
Australian automot1ve market every I outback, tn rum! and min1ng centres as

year. Some 75% of these are passen- 1 well as 1n c1ttes. While 1ts compelitors

ger vehicles and the rest commercial ~' made do WJtn head office serv~ce.

veh1c1es. Toyota took its products and its seNice

Local manufacture accounts for to !he people. Itwas aboon tor the fast

36% of total sales and just over 50% of expanding outback market. which t1ad
passenger vehicle delivery.
been hamstltJng unt I then by tl1e
lncreastng efftciency and a focus on
availabilityof reliable transport.
world class standards of quality are
, By 1979Toyota had becorne the
creat1ng a grndual uptum tn vehtcle
• country's Number Onecommercial
demand. Generaltndustry forecasts
vehicle d1stnbutor. a positiOn it stilt holds.
point to a domestic market size of
700,000 by the year 2000. Its commeretal vet1icle market share 1s

constantlybetter than 35%. FOU!Vvileel

dnves. ofwf1ich Australians buy an

amaztng 75,0C/Jayear, are Toyota's

ACHIEVEMENTS strong point. Lanc!CitJiser, Hil.ux and

Toyota ts Australia's domtnant commer- Rav4 dam45% of all 4x4 dehvenf>..S

cial vehicle distnbutor. In 1962Toyota began to manutac

In 1991 Toyota bee<1rne the first ture cars 1n Austral•a. It vvas the compa-

non·Amerif'..<'ln owned company to take ny's first manufacluring aclivttyoutside

outright market teaderstlip in Australia- a position 11 Japan and 1n part accounts for its commitment to

held for four successtve years. Its success was HISTORY Australia today as a regional produchon base.

based largely on value for money. In the late 1950s construct1on ooss Les Thiess Toyota's well bu1lt. comparaltvely low priced lour

Toyota has established a world class manufac- (later S1r Leshe) dtscovered a pnvately tmported cylinder cars provtded the country's first true

turing facility in Australia, at Altona 1n V1ctoria, which Toyota L.andCruiser w01king on Australia's largest altemaltve to the 'Btg Stx' models and catapulted the

11as attracted new supplier facililies to the area. everliydroelectric sclleme on the Snowy Mountains. company to four cyl.ndermarket leadership. Toyota

Opened 1n 1995, the Altona plant was the first new Su Leslie found that t11e LandCruiser so outpet- C1mry, the company's Nurnber One locally manutac-

car manufac- formed Brittsh and American war surplus foutWileel tured vef1icie today commands better than 40% of tt1e

tunng facility dnve counterparts that it gave h1s company an edge medtum four cy1tnder passengervehtcle market

tn Australia in in the treacherous vvotl< conditiOns (121 workers Corolla, the otherlocally manufactured product. is

more than 30 d1ed on the Snowy Scheme, among them Sir Australia's largest selling small fleet car.

years. GIVE EVERYTHifGB.5E Leslie's 11ephevv). In an annual repor1the Toyoda family con-

Toyota ONTIEROADTIE BIG V! Sir LeSlie secured LandCruiser distrIbutton ngl1ts firmed 1\s commitment to manufacturing quahty,
was tl1e hrst
tor Australia - an agreement forgectdirectly woltl 10r so many years the un1que point of dtHerence

Australian car Toyota chief Eiji Toyoda when t11e Australian visited between Toyota and Its rivals "We are". said E1ji

manufacturer Toyoda's small Tokyo oft1ce. Toyoda. "a group of passionate proressronals

toWJnthe Toyota estabhslled a nelwork ot decenlralised who cannot leave well enou~:.~l1 alone '

Australian

Quality Award

in recogntlion

of its entire

productio~

process.

Toyota

Motor

Corporation is

the world's

ttwd targest

rnotor

manufacturer, and the largest tn Japan. It manufac-

turers 4. 7 m111ton veh1cles annually of a total world

production of 50 million. Toyota intlially focused on

domestic production and t rerna~ns the dominant

marque in Japan WJth almost40% of total Japanese

motor vehicle sales.

HoweverWith reserves ot better than $23 billion,

and agroWJng realisation that satellite production

would secure even larger 1ntemat1onal markets.

Toyota has pioneered trulyglobal production. Today

TO')IOta has 34 manufacturing organisahons 1n 25

countries. The term 'Made in Toyota' encapsulates a

unNersally high production standard which tran-

scends economic and reg1onal boundaries A

Toyota built anywhere in the world can be trusted to

be of high quality.

132

Tl1at ph 1osophy 15 1eflectecl in the world autorno- BLAH BLAH BRAND VALUES
l'Ve 1ndusny's recogn1hon ofToyota's production BLAH BLAH BLAH.
'Oh What a Feeling' rs the expresston of the satisfac-
p10cess as a benchmark.
tion ownersderive from dnving aToyota. It 1s all
Detect rates at rnanufacture (a factory measure· encornpass ng

ment undetectable lly consumers) we now meas- A feeling ofsafety knoWing yourdaughter s dnv1ng
home. alone, a1night 111 a car unlikely to break dovvn.
ured at less than one per vehtele. Ten years ago this
A feeling of exaternent 1n a Celica or MR2.
ftgure stoocf at more than 30. Australian manufac
A teel1ng of financial securityrecognisrng that
ture is at world levels. Independent ouahty suNeys Toyota, generally, offers better value for money
than vtrtua ly any mass market compet1tor.
cons;stently rnte Camry and Corolla as local loaders,
The brand value ofToyota lies deep 1n tts
equal to and sornet1mes above, Japanese 1n1ports. manufactu1rng roots Its manufacturing quality 1s
re1nfotced oy 1ts aaverttsing and prorrotion and it is
8UH BLAH IUH• endorsed by tts customers.

THE PRODUCT ...h.:.i'o"Otl\billfo ~ .....l:l>.tl"! ,,

Toyota builds the largest and most diversified range bbt!Wbll~,bilit~W-bl.ll·tll.lh S DOOR RAV 4. VERY ACCESS I BLE.

or vellicles ir the wortd. In Australia it prov1des 19 ~t>l.l. ~<oti!obotoW tiWI Things you didn't know about
d1fferont models with more than 130 vanants. A Toyota
""' SbhbiliiO'JI'I!Ni'tNI\bl:v1 - - -· :::::'>7S.-'tukbi#!bbtobllt~
luxury car, the Lexus. was established n tl"le late :tWo~ bioi• 0 Toyota's manufactunng quality IS
ltt""l>)h!IG"IIbitt>bf' 8;~" tlti,.,:JIItbtl.ltl;!f.t~bbot~
1980s to prov1de a technolog1c.al flagsllip. Half a .... ~.. \l.tl\h.ll tutbll!/\b.'.r\ steeped in tradition. The Toycx:Ja family
...........bW\~tl'.llt"t..t-lh~ l$1t "'*'btAI'otlilll\blo bbtl~bW" .... was an innovator in weaving loom
decade later Lexus-led technology is now a tMfl 8 ~ bt.th' technology. ~s intricate craftwork set
..,., a..,., 'altl:l l!'l~j<b iol'lbWI world standards in rnass production.
standard feature 111 Starlet. BLAH 8UH 8UH 8UH
One of its patents was sold to Britain to
Toyota is a leader 1n ecologically effic1ent automo· BLAH. BlAH 81.AK. IUK BlAM SLAH.. I.LAH
fund the family's first foray Into the
t1ve technology. It MIS arguably the first mant lfacturer ~t4> lUhbl.6)oeJt\.(lb.." BLAH 8UH 8l.AH. automotive 1ndustry.

to develop lhe concept otlwln camsraft mu tivalve ....t. bl.l'l!oi"'W.WW~' t.L-.ktli.lhfli,..,.. bllh 0 Toyota LandCrulser holds a world
ilul\bo ... tQ'lt.br>,t-'lh~bo,.,
technology 1n giObiJI mass prodLtel10n. Its multivalves tol.l't li"tbl.-.1 t-UI CIW-'8oito \W.. ~......... b!M>_.,,~ distance record for fuel economy. A
LandCruiser 75 driven by Ewan
deliver mom power, and c.1re more etf1cient with more ft.Jtl !d-•~'11 btlb">bbto I~ bQhl bbh b&llt> bl..• ·bbl> Kennedy covered 2724 kms across
Australia on a single tank of dtesel.
economy and tess emissions. ·~ &b.lI,Il,•'Nt b'b.&ilf-~~, ~'lbbtl\
In Austmlia V6 Camry and Vienta are equtpped 0 Sharyn McKay became Australia's
lillllht11.tlo' ..,IM)Il'W'DQII a....t\a.'lfi
Fastest Lady dnver in a Toyota Corolla.
cu~~o~·*' b..t-t!W-~ Sharyn set an Australian Land Speed

... 01'!~1:t.. ~•ot-I,I.M~ ~but-tow bW-tiiiAbJII•~ record of 206.8 kmlh to better Mary

tUo bt.v H.• ,._..,.. """' ..,. - - - - »a•,:.~:::tul~Nhlllll\ tJW! Seed's prevK>us best by 25km/h.
8lAHILAHIL.AH.
l'IW" bl•h N•" .,_' ....,., fi!AI\~~~· 0 A new Toyota is built somewhere in the

~~.~~~~~ loki &uh ~· :"'=~~~~ ~~ 8LAH:t::·:Ltt:al.AK. wortd every SJX seconds. The Australian
~boMbo\1\bl,_ ili~Ji~tlli-~ tlAHIUHil.AH. production line builds a nf!W Corolla or
il.thl>blot>l.."l#·bl,.hl#• Gamry every two minutes. but In more
than 1000 vanants. Toyota's Altona
OW"D>JI\ ~~-"'it~'' i!IJ;J bo II\~.;, &•II· bWI ~blo.,IU•bl#''IW!hlllrhblr!
plant is the best integrated of any or the
6n l:t.,._'l Ill...,, B:.t'l P.l"' -" .., tlo..-1• Nolo ,U.)Io be 1 Jbl•tr.o.._ tnl\!:b~\11.*
la·tl&"'bl....-.bW" I"-" ill•"' !lltlil ~, company's factones. It is the only Toyota
N.+ "'~"'&-"A assembly operation outside Japan to
butld two different car models on the
blit' to(;. l;obt>:Uh 8r ~bWI'!IIo! Cl..lfo0"" ,.,,.k:! same hne.

with a three Jtre quad camshaft multJvalve engine - $ TOYOTA lANDCRUISER. BUSHDRIVER CWDOf THE YEAR. EHOUGH SAID. 0 There are 270 Toyota dealers in

claimeci to be t11e most Australia and more than 500,000
Toyotas currently regtstered. The orig1nal
ertlctent eng1ne 1n a Number One LandCruiser has been
restored by Toyota. Last year 1t was
locally made car. TI1e WE driven to the top of Davies High Pl81n in
quad cam g1ves Camry the Snowy Mountains by JOurnalist
perforr110nce equal to Steve Brooks.

larger 'Big S1x' engines DECIDED
but'Aiitn better economy.
TheToyotR engtne n'OOts

toreshodowed em1Ss1on AGAINST
reqUirements not due for AVANITY
enforcement unt1l the
MIRROR.
next century ~~ ·

RECENT ~ _-j..,_
D E V E L O P M E N TS
Export has become
the determin1ng factor
in Toyota Australia's
success. By tt1e turn
01 tl1e century rnore

thnn 30% of the

Altona plant's pro- @ TOYOTA H ILUX
duction wtll go to
o\.,wrbt.-,w:,•· l: '' 09'~wh0d• ~·tlr 1 ().A~tm,:~{t'dvtg'

offshore Ct rstomers.

Toyota is already Australia IS regarded by the industry as a market
Austra ia's largest exporter of passenger vehtcles.
Atleast25,000 Camrys 1n both lefthand drive driven organisa~on. Its advertising and promotional
and rghthand drive will t11is year be shippeo to activities are award winning not only highly vistble
25 export customers across the Pac1ttc basn1
and 1n t!1e M1ddle East. The Altona plant IS now but hugely eltective in sttrnng customer re-
one of only 'N•.IO lactones outstde Japan produc· sponse The company is the llrst. and so far the
1ng Carnry for world demand only. automotive distributor to wu1 the coveted Sir
Charles McGrath Award lor mnrke!ing
Toyota's export drive has created opportun1t1es
tor mo1e than 100 Austrahan supplier compa- '0 11Wl1at a Feeling· is the company's advertis·
1ng ca I to arms an investment over 15 years of
nies ll1s expected to contnbute more than $600 more than $750 mtllion has made the phrase a

m111ton each year to the economy. part of the 1d1om. Toyota's promotton does not
The company is at the forefront of a revolutton sell cars or trucks- it sells user benefit.
LandCruiser commands dom1nant marl<et share
1n customer care. CSI - Customer SeNrce Index 1n the outback because. 1n a host1le land. owners
recognise 1ts dependability.
has become a pnnc1pal determinant not only lor
Toyota has used sportspcople and personalI
the health of the franchise but also for the t1es to reach 1ts audience. A ten-year association
poten!la for future sales. Lexus levels of cus· wllh radio legend John Laws llelps it reach more
tomer seNice - regarded as the best in the than 2 5 rni lion Australians each day. A SIQillh·
Industry - regularly poll better than 96%. Toyota cant investment 1n Gondwana. the branding
CSI Ievels are grow1ng steadily on the back ol
dealer tratr'llng and incentive programs. Some dEN1ce of the Nattonal
dealers - tne Pres1dents Parks and Wildlife
Awards w1nners · poll Foundat1on · ensures
above even Lexus levels ol Australians have spec
CSI and are rewmded by tacular destinations to
market shares well in reach 1n the1r Toyotas.
excess ot the national And an association w;th
average. AmencD's Cup winning

PROMOTION architect Ben Lexcen led
to 111e namtng of a car 1n
Paradoxically for o. h1s l1onour after Lexcen's
death at age 5 1.
company which pndes

itself on rnanufacturing

excellerce Toyota

133

THE MARKET In 1968. John McAllery mtired from the Royal Metropolitan Tradtng Post lOr Sydney that same
The Trading Postts n specialisec1 class;!ted Australian Navy to sa11 uncharted waters W1th 110 year. The narne changed to t11e Weekly
ativert1sing publication. It responded raptdlv previous expenence in pubhshtng. but with a fit rn Trac1rng Post rn 1971 .
ro a real consumer need in an uncroV\IdoJ vision, the forrner RAN Lteutenant saw t11e need for a
nalional market to emerge [I leader in its spectalist classif1cdS public-..alton and started the The hrst profit was recorded by June

ftold and a true Aussie 1con. From 1972 and the unrernttting labour of
John McAIIery. h1s w1fo. two sons and
Perth to the Gold Coast. Darwtn to daughter paid tncreasing cl vidends
L.t1unccston. Australians look firS! to each year thereafter By 19781tle
The Trading Post w~1en btJYing or bus1ness bOught tile Adela:oe
selling. Private Trader- the f1rst of what IS

Aided t>yace ning reader- currently a group of 12 Trading
SI1tp of daily newspapers. a
ccmpany policy to pro,~dc vnllle Posts located in reg10nal centres
for rnoney, <~nd a htgl1ly and majorewes. Wltlt Meiboumo
successful and 1nnovativ0 and Bnsbane the gaps 111 an
commercial internet webs le otherwise comprehensive
Tho Tradtng Post enjoys a coverage of the nation
raptdly expandtng share ot the
classified market. By 1991. stx more Tradtng
Posts had been establtShed -
Its major compctnors the three more in NSW at
dFiily metropolit<m And regional
Wollongong Usrnore and Newcas·
newspapers - <1re weakened by a tie; another in South Australia at
life expectancy of less tha'l a day Clare, and one in Perth. Western
The Tradtng Post's 12 weekly and Austraha. Just lour years later. tour more
fortnightly pubhcaltons bcneftl from Trading Posts had begun 1n Launceston
longer exposure to H targeted rnnrket nnd 1n Tasmanta 1n Canberra. in Darw1n n the
a ni~)h proftle as the medturn lor bnnging
buyers and sellers togetlter. Nortl1e01 Terntory and tn tvlt Garnbier in

HISTORY South Australia. In October 1996
rronlflUrY'lble beginningS in a tiny f€SidOntiafflflt Ill Toowoornba gatned a Tradtng Post and 1n July
tl'lC Sydney subu1b of Clovelly to tiS current nntlonal 1997 the Ttading Post acquired the Trading Post
headquarters u1 Parrarnatta. tis office tn North 111 the Gold Coast.
Sydney and ofhces in each of lts 12 locations, the
Tradtng Post has n proud rags-to-riches l1istoty. This phenomenal growth 1s attributed to the
MeA lery family's pursutt of excellence tn all
aspects ol the bus1ness. from Its custom bu•lt
technology to its competitive strategies. Fore
most. the bus1ness is proudly built on honesty.
tntegnty and service to its customers w1th <t v1ew
to obtaining and reta1n1ng respect in 'he market.
Consequently advertisements for guns. radar
detechon devices and those of a ouest1onable
nature are not accepted.

Wh1le offers to purchase the business have
come from their rnatn competitors. the McAifery
tarnily rernatns solo shareholders of the corn
pany. As John McAIIery says: .. How do you seil
your soul?"

ACHIEVEMENTS
If achrevement can be measured by su tors
asking to buy the business, then certa1nfy The
Tradtng Post has been successful. If success ts
measured by profit (as surely tt is) then The
Tradtng Post 1s a huge success story. It success
is measured by one tarn ly's ab hty to continua'ly
tmprove 1ts bustness with innovation that nvats
that of tiS large, international. multi med1a
com(.let,tors. then the Trading Post is the epitome
of success.

lnnovat1on 111 electronic publishrng IS tho key to
The Tradtng Post's success in gatning the
cornpetittve edge. The productton process is
tully automated w1th each advertisement hand1ed
by one person from the tlrne the advertisement's
placeo unltltt appears in pnnt.

The cornputer system categonses and lists the
ads alphabetically within a customrsed pag1natton
process that sees a 160-page tabloid PUblication

134

typeseltn loss than 60 seconds. C<Jtegones as the pnnted publtcatton All ads

Trading Post tect1n0logv allows trte comoanv to plnced in the Pl inted Trad1ng Post [lre repli-

create 111 Pnrramatta, <)ver 400 pages of pag1nated cate(! free of charge on the websne.

output u1less tnan tve hours wilh <J permanent p;.Jrt- Users can browse by region. sectton or

ltmP. staff or four category with keyvvord senrch:ng. Memoershtp

The pagtnated output is sent on tho company's ts nvatlable and allows benefits of suburb

digrtal data netwofl.- to be printed locally in Canberra search. placing ads on-line. more refined
Pcrtn Darwtn. Ade:atde. Brisbane and Lnunceston search capabilities and a unique quick v1ew

All Tmding Posts wtthin NSW and the ACT nave function. Membership IS free and all details are

boen transferred to dorect·to ftlrr processn1g whtch strictly conf1dential.

bypnsses lne outout ol tradtt1onal camera rP.ady Combintng utility ease of use and extsting

artv:ork. infrastructure has allowed 1119 Trodtng Post to

The tecnrology OEM~ oped and con!tnually lone· create one of Adstral..'.l's top ten 1nternet

tuned by the company, ensures a cost effecwe and websites.

t'ius very cornpet111Vely on:::eei prc<:luct. tt also Tho most recent additton to the webs1te ts

ensures t11at Ute 111troductton of more Tr.Jding Posts · Tradrng Post Automotive (TPA; Spect~Jcally

as ts certain y t11e company's goal - IS a simple designed 1orcar de..1lers. vendors and those in

proces..c;. the motorvehicle tndustry, TPA ts unque in that

Internet puohshing ts a recent audition to TM 1t is backed by the printed Trading Post. taktng

Tradtng Post's tect1r10logocal mastery. On 6 June the benef1t to the dealer n two medta.

199(; The Tradrng Post's webs te came on-line wrth Dealers place their ads by telephone there

technology owned by the company allov.1ng secur.ty ts no neeo 'orncomputer. let c.1lone their own

ot tnlonnation nnd the ahthty to choose tho oest web stte. Buyers utilise TPA:s tntpress.ve search

toots fer the job. mechanism, eliminating the ttresome trudge

Whtle 1n•tial1nvestment tor lltC'liet puhltsl1ing was around car yards A 1nuiU-rnea•a product, TPA

above average tor a then tradihonal sta:tc website, allows buyers to see photographs of both cars

p ann•ng and ourchaS-'19 the nghl COliiPrnent has and e<1r yards (where supplied by dealers). currelltly suooorted bv ahigl1level of promot101" in

allov.oo successiLIIIntegrahon os an operationa part radio advertising. wl1tctl1S seen as the most cost
eftecttve method or com>lluntcaltng to The Tradtng
ot Tile Trnding Post's nalional bustness. contrib THE PRODUCT Post's wide demographic. The Trading Post's
message ts stmpy to rem1nd customers to place
ut.ng to tile company's revenue The nst<mtly recogn•sable tabtoid s1zed Trad1ng thetr ads. Success is reflected wtth increased

H:gll on the rist of ach evements rs The Trading Post publications. with their origina' woodgrain calls when me ads go to a1r the phones ring l~arde.
Word ol mouth s per t1aps The Trad:ng Post's
Pos:'s relationshtp w1th 1ls stalf. Benef1ts pro- mastheads, were devoloped With customer
best promotion. Tnts valued Ausste toon wtually
vtded by the company, a h1gh st<mdard of satrslaction and value for money as priorities. sells tlsell.

lac h\tes nnd a strong bonct between the McAIIery Over the years market research conduc<ed lor BRAND VALUES
The Trading Post has gained w1de acceptance.
famtiV tllld lhetr employees · mrely evtdent in Tl'e Tradtng Post d•ctated changes to reflect parttcularly 1n Sydney. ns the preferred classtf1ed
advertising medtum for p11vate advert•sers and
compantes ol thts size- ensutes nogl gtble customer preferences. TI1is resulted u1 category small bustness. II is strongly assoctated with
success wt1en selling or ouy1ng.
start turnover spectficatton directed by t11e rnar·<el and rhus
With a reputauon as the most successful way to
enhanced accessibtllty. Full process colour
tluy 01sell, TI1e Tradirg Post enjoys a hign volume of
RECENT DEVELOPMENTS printtng has been ,ntroducec.i to tallow the treno
repeat busu1ess and a h1gh level of procuct loya ty.
The Tradtng Post believes that the Jntemet wt•l in newspaper technology Disotay adverttsing Anecdotal ev•(ience abounds on the success

become a rnato' veh1cle by whrch Its product ts and promotional advertorial features have been of Traotng Post rldvertlsing. Just about everyone
in Sydney has their own Tradtng Post success
presented to the communtty Extenstve research added to further 1ncrease servtce to customers story to tell - the paper has oecome part of the
folklore and culture of the Clly.
has been cmriod out to ensure that Tt1e Trad ng As well as enaohng refinement of the oroduct.
Things you didn't know about
Post ts well placed to meet tl1e cllclllenge market research has been used to determ1ne the The Trading Post

Developmen· ollhe wel1s1te s111ce Tradtng core valuos of the product. develop communica- 0 Over 1.6 mfllton people a year use the

Posr On-line was estaolist1ed has been evolu- lton and growth st1ateg1es Cllld assist in promo- Trading Post to adVertise.

lion<1tV. It wns crented to complement tne tion. parttcularly in new areas. Awareness of the 0 Since 1968 over 450 mil'ton pages or

ex:st.ng Trading Post printed publicat1ons product, part•cularly n Sydney and Adelaide. is classtfieds have been published

Austral•a-wide. Remote. regronal and tnterstate high and continues to grow strongly tn all areas. 0 Trad.ng Post On-line is one of Australia's

sellers can reac 'l potP.ntial bl tyers nrywhere tn Ouslity controlts ot utmost importance. The largest adverbSlng related web srtes.
External audit figures show Trading Post
Australn. wtlll a worldwide auci1ence a natural tccl,ntcal diSCiplines of me bustness are clearly On-nne has over 4.3 milhon htts each
month which translates to over 96,900
extens1on defined for the purpose or structure and control users a month.

The u\llity of the web.s1te is ll'e r<.ey. tt was Ench disc1pl ne tntormation tecMology, market- 0 Concerned about the enwonment. the

des:gned to aliQIN buyers to find the r>roductas ii1Q. and frnance - tS supported by illdependenl company ts exploring enviro-friendly
practices, researching and developing
QUICkly and s:mply os posstble, us:ng U1e same key third party consultants Tile end result of lhts sustainable land use practices and
systems - suttable for urban and rural
quatily process ts to situations - Of'l its 270 acre
permaculture based South Australian
ellsure customer property. This rncludes reducing energy
consumption. explonng recycling
a-, . "-.fl• E..rt Y."'w Go ~~~or J.i<~p satistaction Increased tectmologtes, breeding miniature cattle
~ ,:a l!.:!&AiulI.T..raN0Oeht>~-goP:o-l·.~oh.tt=t:pS:.1Jl)/1wA1Yh'mV.=bi=~..~=.lr~6!~tlM~·C!\~Do~D~m.O=oeufo/ne=theA=@I ='Whe=r•<-kfw-e="------==~~•1!i1'1 c1rcuta:ton. increased and developing varied forestry planta-
"' 'd revenue and profits and t:ons for a diverse range of uses.
~~ · ·ill .,..
~ BookiMik• oecreastng opponuni-
:'; lies for Improvement
TradngPott

lfuoU•W" • t A4• : t4J t t \.1)'41_..h4 -•kly • ., show the effectiveness
L.uc ~.at4Ao • ..t .:W..• 19 .19t1 'tl\"~• "-•Y ;J : OOAM rST ot these quahty proce-
dures.

<e.Browse Browsc O . PROMOTION
From the outset, the
rlf[ jo~oone McAilery family were
astute markete•s
buildtng the bus1ness
tnto new geograpluc
areas after qualitative
researdl. Market
research tS also used
for promo!ton in new
ateas. Television and
radto advertisrng
coupled wtth high
proftie po,nt of sate
prornot:on tn
newsagenctes. is used
nalionw:de.

ll1e Weekly Tracling
Posltn Sydney s

135

ONE OF THE WORLD' S RICHEST KNOWN SOURCES OF VITAMIN B

THE MARKET coupon reoemptron scheme and gave away a tar
Australians eat 1\ as a matter of course. A-Jstmtian~
overseas scour the s'lops for it nno get t11err famrhes • of Vegern1te with every purchase of another
to send them supplies through the mad and even product in the Fred Walker Cneese Company
range. The campa~gn worked: consumers tried
1n d plomatic poucl1es. Vegemrtl' is a natrona!
tt1e prodLICI, and loved rt. Baby 11eallll Centres
Icon. but rt seven more than t11nt. rt is <1 much-
loved part of the Australian diet across the nation were even recommending it as

Ask people about yeast spreads and, as an ideal food supplement for both babies and
l1kely as not. you will receive a blank look. nurs1ng mothers
Mention Vegem11e and there rs Instant recogf'lr
lion. There are bald facts about Vegemte, such Australians ol all ages cont1nue to love
as the fact tt1a1 60 per cent of rt 1s consumed fit
breakfast, and most IS eaten un toast. But they Vegemite today Its un,que llavour could almost
cannot convey t11e fullllnvour of thrs unassumrng
\)lack paste be called the taste ot Austra'ia.

In the Austr a1iar' mark.ct. Vegemrte rs the It rs a spec1al po nt of pnae that Vegernite jars
generic tern' for yeast spreads. It rs the one
spread thar 1s introduced to the family almost as anc.i labels have been eminently recyclable or

a duty. a ritual in the pattern tt1at determines wr1at reusable righl from the beginntngs in 1923 to
today.
it :s that makes ;m Austral1a11 family. Vegemlte. it
seems, llas e11ways l)e0n around <11 d farnhes _.____ .....-..---·· HISTORY
have a1ways oaten it. Not that rts enjoyment 1s Al the begrnnrng or rile 1920s. the Fred Walker
restncted to f<1m1ly use: lor example Vegem1te .!.':....~.::.::..:::..':!: Cheese Company had a successful bus1ness
!ought alongsKie the Anl<'ICS in the Seco'1d maktng, selt.ng and exporlrng cheese <.~lld other
WorloWar. -_- _._____--_-_-_---.:....·_.~·_.-.--._-.!._.:-·:_-"-_·,:·._.:...:-_:"'_-..-:'.·.!. 100d products In
1922 1ts owner Freel
The product1on facililies have the capac1ty to 1s less th'H1 the amount of se~lt tn t11e slice ol Walker dectded thai rt
produce 236 ars of Vegcrnrlf> A minute, a11d bread 11 is spread on. was timo to tackle the
22.7 m1lhon tc.lrs are produced rn Austral1a every concentrated yeast
year Vegemite contarns no fm, and conlnbules spread market, then
almost ~o ktiOJOules to the dtet. That makes it the
ACHIEVEMENTS 1dca1 spread lor those who are watchrng t11eir tat. dominated by m
The yeast frorn wh1ch Vegemite ts made 1S one or c11olestero1 or kilojoule intake for health or
the world's rrchesl known sources of B complex ,mported bra11d trom
vitamrns. especially thiamrn, riboflaw1 AM ntacin. cosmet'c reasons. Vegemite's reputa\Jon as a England. He commrs-
These v1tamins are reto1ned 1n the extract. and a sioned his ch1ef
healthy rood is well deserved. c11emist. Cyril P.
th1n spread of Vegernito (the amount on a single The popularity Vegemile enjoys today migt1t Callister. to develop ar 1
slice of bread) will supply oetwcen a tbird and Australian yeast
two thirds 01 a seven year olo Child's darly tempt us to thu \k that1ts 1nlroductton to Austral spread.
ians was easy. Not so. In 1923. w11en Fred
requirements Fot ndults. rt suppl1es between a Walker launched Vegemito, an English yeast Althe Albert Park
quarter anci D t1alf. spread dominated tne Australian markel Melbourne combina-
Si"Jopoers were reluctant to add Vegemne to P1eir tion test kitche11 and
B Complex v1tnmins a-e essential1n the baskets, and snles kmgu1sl1ed. The product was labomtory Dr Callister.
who inc,dentally
body's use or prote1ns. carbohydrates ond fats. actunlly renamed only became Australia's lead1ng food technologrst of
Few ot11er roods can match Vegemrte's contribu iour years after ns the 1920s and '30s. experimented w1th brewers'
Iron to the d1et. Wl11le 1t is true that VcgeMite tntroduction. and yeast from t11e Carlton & United brewery. By
conta1ns salt. the total amount n <J lyptcal spread relaunched as 1922 he had <ieveloped the spread that Walker
"Parwtll". Thts was an wanted The product was ready. but the name
ailempted play on wasn't.
words: "If Mnrm1te...
ltlen Parwtll' was the Fred Walker rurned 10 the Austral an public
tntended pun. but li and launched a nationwide competition to f1nd a
lell on deat ears. name for his new food. The prize pool held a very
tempMg ftfty pounds lor t11e w1nner or wrnners.
Walker went back Unfortunately the result of the competitron ts lost
lo his first cho1ce of i•r tile mists of time except for one thing, the
name, Vegernite. name that was selecteci. It was Vegemite
when he became
convinced t11at the Success was slow 1n comu"'lg as Vegernrte
probtemwas battled the entrenched rmported brand. Marm1te.
essent1ally to get Eventually, with the help of the coupon redemp·
consumers to try the lion carnpa1gn. Australians were persuaded to try
producl To strmulate Vegemite and began to buy it. Ausifalra's own
this. he launched a concentrated yeast spread was on its way to the
vigorous two year nstounding success tt has srnce enjoyed.

Just before the outbreak ol the Second World
War, Vegemne gained offtcial endorsement rrom
the Bntish Medical Association. It could now be
adverltsed 1n the Australian Medical Journal. and
doctors were increastngty recommendrng rt to
thetr patrents as an. rtrJltona'ly balanced food.

But the path to success was not entrrely

136

smooth Dunng the War supplies of Vegemite to school The prizes are very success·ul 'Pass the Vegemite. Mum '
CIVIlians were rat1oned ns the Armed Forces to be spent on campaign. In the mid-sevenltes the Happy little
bought it in seven pound (3.2kg) containers as educational materials. Vege!Tlltes returned, 1n tune with the grow1ng
well as smaller packages. It was supplied to the Vegemite is saytng nostalgia of the t mes.
troops lor 1ts nutritional value Kraft Walker made "thank you" to Aus-
the most of th1s. The company kept 1ts custom- tralia, and g1ving In 1980, the company moved to consohaate
ers 1nformed of the reasons tor the Vegemite someth1ng back to the Vegem1te's pos1tion w1th teenagers and young
shortage, and gained Immeasurable goodwill for community. adults by hav1ng the product endorsed by ihree
the product over the war years. famous and appropnately d1verse Australians.
The company has RaCing driver Peter Brock. tennis legend Ken
Dunng the post-war "baby boom" that moved to reinforce Rosewall and award·w1nn•r1Q actor Helen Morse all
goodw1lltmnstated into e1 boom in Vegemite family values for acknowledged their love of the black yeast spread.
sales. In 1950, Vegem1te came under the Kraft Vegemite via tetev1sion Eventually, the Happy Little Vegemttes made yet
Foods Limited umbrella. and advertis1ng and another return - this time tn colounsed vers1ons of
through the use of tile their onginal television advertisements.
the company has made a original "puts a rose rn every cheek" imagery.
These emphas1se the Importance of Vegemite 1n One recent promot,on ts tne Vegerntte
point ot consistently re:nforc- t11e growth and development of happy and Breakfast Campaign II targets the most popular
lng me tood value and healthy chtldren. occasion for seNing Vegemite. namely breakfast
"Australian-ness'' of Using radio, transtl. outdoor and press medta 1t
Vegemite. PROMOTION conveys the message that Vegemite 1S a great
The f rst promotion for Vegemite ran even before start to the day.
Soon atter that, the song the product was Vegemite. It was the national
wh1ch was to secure forever compet1\Jon to create a name for Dr Cyril BRAND VALUES
Vegem1te's place 1n the Callister's concentrated yeast spread. The Vegemite 1s an Australian 1con. a piece of
Australian heart was Intro- renaming to Parwill was less than effective. But Australia's heritage. The nutnt1ous black spread
duced. Th1s was t11e ''Happy Fred Walker had fat til 1n !lis black Australian has ber.ome a key part of grow1ng up 1n thts
L1ttle Vegemites'' song. a country for just about every child. It is an ac-
del•ghtful, toe-tapping little paste knowledged 1ngred1ent in the family d1et. and 1s
tune wt11ch has stnce seen The 1935 campatgn which t1naUy launched appropriately represented by happy, healthy and
seNrce 1n many advertising well-nourished children.
campa1gns on radio and Vegemite saw redempt1on coupons 1ncluded in
telev1sion. the company's blue packs of processed ched· Things you didn't know about
dar cheese. Created by J. Walter Thompson, the Vegemite
THE PRODUCT campa1gn ran for two years and was htghly
Essentially the orig1nal 0 When Australians spread something on
Vegem1te Concentrated effective.
Yeast Extract recJPe dev1sed by Dr Cynl Call;ster Two years later an Intriguing poetry cornpell· thetr bread it is Vegemite on one
1n 1922 remains \11rtuat1y unchanged. It uses occasion out of every three.
Saccharomyces (bakers' 01 brewers') yeast wh1ch lion built on thAt success and once again
catnputted Vegem1te into the national spotlight. 0 Vegemite can also be bought packaged
is put through a process called autolysis. Yeast
Th1s ttme 1ts success was at With a cheese slice in the form of
prote1ns f!re broken down and passed through ·vegemite Singles·.
the cell walls to torrn a liqu1d w1th all the vitam1ns. !east partly due w the
pracllcal!y <:111 the minerals and about 80 per cent 0 For a few years Vegem~e was known as
substantial prizes: 1mported
ot the protems of the onginal yeast. Pontiac cars. Entnes Hooded •parvvlll', in a misguided atrempt to pun
111 and sates multiplied.
The liQuid 1s then concentrated into the on 1ts ma1n competitor's name: "If
famllar th1ck, dark paste wh1ch 1s blended wtth An tnsp1red w<'lrtime
ot11er yeast extracts and natural flavours like campaign made a vtrtue out Marmite... then Parwill." The pun didn't
celery and onion. The result is rich in B complex of the enforced scarcity of sell the product.
v1tamins (esseni!Gi tn the body's use of proteins. Vegemite; Krall Walker's
carbohydrates and fats), prote1n and m1nerats. advertisements announced: 0 During the Second World War, cMhans
"Vegemtte fights wtth the
RECENT DEVELOPMENTS men up not th! If you are one were reminded that 1nvalids in the Armed
Ntneteen n1nety-seven is a very special year for of those wt1o don't need Forces needed Vegemlte more than they
Vegemtte and Australia. It is the 75th Birthday ol Vegemite medtcrnally, then did. They were asked to abstain from
the nation's favourite spread. One measure of tt'le thousands of Invalids are Vegemite unless they needed it for
way in which Vegem1te has becoMe ,cJentified ask1ng you to deny yourself medicinal reasons.
with Australia is the tongue·in·cheek proposal of of it for the lime being.·
1ts label as the new national flag' Many spec1al 0 Sydney's famous Powerhouse Museum
events have been devised to marK this happy This campa1gn was a
<'1nn1versary, including the Happy Little Vegemitos huge success, but the staged a Vegemite Exhibition in 1991.
Awards, a compet1tion for school children whtch company did not rest on its coinciding wrth the July school holidays.
offe1s an opportun,ty for Australia's primary laurels. lmmed1ately alter the
school-age students to use their creativity and War. D1sney ct)aracters were enlisted to make 0 The amount of sail in a typ1cal spread of
talents to w111 substantial cash prizes tor thetr
sure Vegem1te was palatable to children. Vegemite is 112rng, less than the salt in
Meanwhile, "Sister MacDonald" with "years of the shoe of bread!
infant welfare experience" insisted that "Vegemite
1s most essent1al" n Women's Weekly advertise· 0 Vegemite celebrated rts 75th birthday on
ments. The healthy Vegem1te Chiloren began 10
appear in advertising. and were immortalised 1n 12 October 1997. Seventy-five years on.
the "Happy Ltttle Vegem1tes" song 1n 1954 . Australians are still 'Happy Uttle
Vegemites' with e1ght out of ten Australian
As the baby boomers grew a little oldet, pantries housing a.tar ofAustralia's
Vegernne followed them. Adver\lsements began favourite spread.
to stress the tmportance of the B complex
vnamtns to the whole family, regardless of age.
Tr)rS was re1nforced by the "Three Ages of Man"
advertisements, wh1ch were soon JOined by the

137

THE MARKET
Altt1ough a lack ot complete rnrukct tnlo~rnJ tton

tn<tkt s t K'kn9t11o lll.lfL' ·otree segment Otf1icult. t
is CIC:lr !tnt th ~;-~rea 0' tho Ue'10'al bevera~JG marKet
t1as exl tl ted extmor(ilr) uy ~Jrowtl 1 over the past five
to tell ~'€nrs As HVt>y rt"X!·lUy Lll 'dO'Iao<,cn bynmrket
u)(llysls SIS S11rnp"el. n< henteo tllalthe s ·nple
cat~l'>l rCCIIlO t <"k1 t>Jcorne A. rs:r 1ha's 'lllrO most

q,k1ffecllleveri1· l9, t-,eh rl(lllu k flfiCJ carhona:ed

dnnks

Hlstoncally a cou'l:ry p.-eoccuu:ed '" ih tea ana

u1ste1nt co!fces, AuSI't11(l has r¥:MJ err:braced
esr resso sty.c coftecs w II' a passJCn, to a PQlnl

where ·oct'ly cnfes ne 'he streets and snopptng

malls ol a I l'k1JCI' cer tres

Even mere su•p srng pet naos 1S he tact that

sates of 8SiYGSSO cof'eoll•rOil~'' SUJ)()flnan<et
cl'.<lrnlCS IS nowwcrtt aro 11 i $..">8 rnilholl. ru dIS
com;1st•nt y q1 vvll'lJ lnstcr t• nn :he s,zeaole nstant
coff!.'C ITI\lrk."' The 111:1111 tac:ots ltrnt\ ng grovv1r tn
t11e h:::>rr:l' co·lsumotK)n atc· 1cont '1L.e to be the
need k;l 'Lutller oo·upnent, 1rt t11c lorrn of plungers,
dillXJiators arK I ospres~o n 1'lct 1i1 1es

ACHIEVEMENTS deve opmcr·t of Austml ,m col'ec c 1iture. scene. v"hich tn mar y 1nstnnces h.'ls ·epl 1ceo the
·o.1b as a local rneehr g pace.
Austr ahn's No. 1pure colfCl'Company, Vrltoria.l1as A though t s not Cl' trrcly ur expecied s nee tne
oronecred t11e u1trcdt 1c 11c 11ot ltnlt,m style espresso cc......pany p1oneered tRr<lllQ R'lltaln'1 style The compar·y's cctree p!Oliuct or plar t tn
colfec 1nto tl1eAu~l•a' 1n rn.1. 1ket over the past ·10 espresso co!lee bier o ·a cons Jmer<; tt ro 19'1 Ryde, ~ew So ttl Wales r oc:~sts more tt nn 50%
ye.1rs Vtttona's cot't:.o .,;rt•dentt.1ls nrc ·npeccable. o: the toto 2.5 '11100 "1lognrns o ocre cclf•""'
supermar....ets 1'1 1983. AI tnal t"' cr ltes consumed lJy the A tStral e~n IOitltl marke·
Crattoo by i'xr er1s \'loll€lre expcrt1se sa fam y
tmd:l on nnd s•vcpcc 111 ts Ita' <Hlher tnga. Villo'1a is claun(,'O t w.1s net a Wible 1rc pos !ten to :-r•Oduce nnnua ly. n e plar t has one or 11 en ost nto(lern
tne lon~1,r~g cof'oe llrand sold rn st.oo!TT'Uirkets.
cofoo loll~1es [Ill( I rec,t lUr<"lt'IS. the COSJliOPOt'n 1nppoomon of pu·ocoflee to roas11•1g and vacu,,,.,. pac...ag 1 g p mts n
""<unstream Austmlta Wtona '8JOC'CCI II'S crtltCISOl A,Jshnla.
A or'g Wt'h tne qrovwlU ca·e soc1ety Vr!torra 1S ana chcunp cne<.1 t•lO estnhl s.·m 1 t ct tho cafe
<Jt the forefront of a mass ve cc·1sumer educatron The Group, wtth Gl e of tllu lcHyest sn es
lorces r the coun~ry. sse: to acn evt> retat sa es
C.'1~pn gr1, ten::h •1g cottee or rke·s to app•eciate r excess o' $100 rnt I on rn tl e next yea•.

the cwal ty nr ct l<lste of pure coffee. Th s HISTORY
kno~~leoge s setur g r cw s·ar clnros l'l coffee The Cantarelta Group (tnnnL,facturws and
SOJ\ted througtlO 1' Australia mArketers 01 Viltona Calfee) WtlS cstabl~shod I'
1947. when brothers Or<v io (lnd Carrnolo
V11t0na IS r.routl of ts tcmlersh1p 1n the
opened a small retatl outlet setlrng importct1

ltai1!'.HI toodsluffs in the heart of Sytiney's nwjor

produce market
Our Pg these enrly post war yAars rni I ons 01

Europeans were m grnttng to AttStral·nrrl seaten
ot a new ife. HQwever. us tile tr i~tr<ml pooulntton
con;tnueo to swel so del 't1o dorrw1d lor tnose
p•oducts ;'1at we·e so muct1 p.:1rt of lhetr Etvo·

pean l1festy c r'deeC1, Wtth1r n cou1>e ol venr s,
me brothers tou·1d 111at tt1e1• n1ooest re:.1' Ql.t et
was r.o longer btg enou~nto Sc1ltsfy lXltt the

demands cl ~ne1· customers n• 'li n y•owtng

m.mber of sma bus ness c rants.

TI1e r:ext s:age 1n trle doveloometn ot the

Cartarella Q'Ol.O had oegun n 19:.>6 atter becol1·
1119 'rus:ra·ed by •he k1c1-- o' quahtv lt.1 l(ln Espresso

co"ee. :hey oegan ·oas!lng srm l,mJOt.u jts of cor.ee
a: ·her I:Jrern Si3S n Sycirley's H.."'ymarkct u hnlly

138

supply1ng the small Sydney Cafe set. Eventually RECENT

these prem1ses became too small for the burgeon DEVELOPMENTS

ing bus1ness and a move to Le1chhardt 1n 1964 Vittcria 1ntroduced its un1que

was followed aga1n when the compa11y's own coffee college forthe 111dust.y

coffee roast1ng fac1hty was moved from Goulburn in 1996 and qurte simply

Street 111 the c1ty to suburban Ryde 1n 1978. there is nothing 1n Australia to

Headqunrtereo today at Sydney's S.lverwater. the match it. TI1e college com-

company Ms bra"1ct1es ~~~all States brnes tradition. passion fo1

Today dnven by a second generation of farnily great ccffee and a touch ot a

members the bra11d Vittona Coffee IS now Tuscan garden. right in the

availa·oJe rwionally in supermarkets and cotfee heart of Ryde 1n Sydney It 1s a

1-touses Australia wide. It remains one of the few place where experts tmin

mAjor Australian brands privately owned and today's cafe professionals.

controlled wtthout any outstde interests. Various courses take

Cantarella have nlso been at the forefront of V11tona trade customers

coffee crop development in Australia, fos tenng through eve.y facet of ttle

majOr olantutions in the far nort~t of Queensland coffee process .. h1story,

Tile quality of Australian grown Arab1ca coffee gro.ving hatVest1rg. lOOSting.

beans has increased dramat1cally 1n standard cupptng, equtpment. extrac-

over tne past 15 years to a po1nt where today t•on, steaming, grinding,

they nre comparable on a world standard. maintenance and preparat1on,

everyth ng from tree to cup.

THE PRODUCT The company t1as also introduced line exten- BRAND VALUES
Innovative tn its marketing approach up to date w th
TI1e secret of Cantarella's success with Vittoria sions such as dnnku1g chocolate Chocochiro. a
consumer trends ana techno'ogically advanced w1th
Cottee s s1mp1e - a UlliQue combrnat1on of family Cappuccino c~eamer for those wishing to make
capptlccino at home artd a range o1 quality coffee 1ts computerised warehouse and nattoncl' dlstributlcn
tr<'!di!ion ancJexpert se witl1 today·s roasting network. the Cantarefla group has carved a unique
position for itself 1n Ihe Australian market. The
technology and product quality control. ln rnct g1ft lif'EJS, tnclud1ng a spec1alltmtted ed1l1on collec- success ol V·ttoria can be exp1a1ned by four
fundamental core values.
that same espresso coffee produced and solo in lton senes of espresso coffee cups.
Family Tradition Many of the 1deats ot the
the 1950's has founding brothers are today ev10ent 1n Vittona Coffee.
Char tges that have been madewere m<lde carefully
today become j;;--~~~,.--:-:===~-T~"A/1 PROMOTION and al1er much consideration
Australia's largest The company
OutJiity Ita/ran Style Coffee - This IS the essence of
selling ltal1an 1nvests heavily in WtOiia Coffee

style espresso the marketing ol F1eshness - Coffee tastes best when Il lS f1esh,
hence the orig·'1al aec1ston to roast the coffee here
coffee. Vittoria througn rather than irnpon ng i: already roasted

Viltona coffee national televi- E.xperuse - Mak1ng great coffee is a mooure ot
man ano mnchine. Not11ing can replace Knovv1edge
uses only 100% SIOn, rad10 and and expert1se.

Araoica beans maga?tne Things you didn't know about
Vittoria Coffee
sourced trom the advertistng
0 All Vlttoria blends use 100% Arabica
world's best campaigns.
beans. These are Ideal for espresso style
cotfee produc They are also coffees. as they are lyptcally tower in
caffeine and milder in taste.
ers. These raw actively engaged
0 Arablca coffee is normally grown in
beans are then ec 111 the sponsor
mountainous areas 800 2000 metres
combined to ship of major above sea level.

create a number cultural and 0 Espresso is a technique which uses

of Vrttoria blends. sport.ng events, water forced under pressure through the
coffee dose by an espresso machine.
It 1s these blends such as the
0 Espresso, more than any other method.
that have oeen developed from over 40 years of Australian Fonnula One Grand Prix. The Vtttoria
releases essential flavours and oils from
exoenence rn a market place that hos seen philosophy is comm1tted to strateg1c marketing and the ground coffee, gMng 11 that unmistak-
able taste and aromawe have come to
comnual consumer change includes above the line media. store level support love.

In recent limes. driven lJy consumer demand, and extensiVe ongotng public relations wtth tis stake 0 To make the perfect espresso requires a

Vittona has also introouced a number of new holders. dose of ground coffee of around 7
grams.
blends. includrng the Australian Breakfast Blend. Market research is also or V1lal tnterest to the
0 The perfect dose represents approxi-
a colfee that uses predominantly Arab1ca be<lns company, wtlh parncular importance be1ng placed
mately 50 - 55 beans. depend1ng on the
grown nere 1n Australia All Vlttona coffees are on the sourcing of supermarket scanning data. VrttOiia blend you are using.

vacuum oacked to reta1n freshness wrth a wide Th1s data 1s 1ntegralto the development and 0 In the roasting process. Vittoria conducts

range of s1zes and blends available to suit a vvrde 1molementat1on or effective market1ng strategtes. seven separate checks on colour. to
ensure every roast is consistent in
range of coffee tastes. strength and colour.

0 Vittona currently roasts nearly 14 b1lhon

coffee beans ayear. butwho's counting...

139

Yellow Pages

THE MARKET I C> l l Austral•an economy. In 1983 Survey Pllones
lnforrnalion overload. Any l1um~n betng w1 th a were rnt·oduced by YPIIow Pages GSa t.nrque
computer can now access more nform<'lion than people f1nd wl1~1 they w•mt ctost1r to horne wny to monrtor the crfectrveness ol Yet ow Pages
Some 40% of sm<~'l llus nesses use Yeilow
ho or she co1rld use n u tllousnnd ifetrn'es. How Pages as therr sole 11"arket ng nct•vrty advertrsing. Th s was a world r.rst
to cut throu8h the unr1eccssnry and iso ate tl1e
II obvtous y works. Ye11ow Pnges nlso taKes ts envrronrnontal
relova"1trs a m1or chn Ionge For every 100 necple wl o trseu tne local •espo·1srb lrlres serious.y Allrn-<s. glues ar (l dyes
Yet ow P<~ocs n the fast two weeks, ntleast 81% used are chosen to 00 erw ronrnentnl y fnentily,
II would tilKC tile average reader an er•t re con·acted II ~a uus1ness t1 ey fo.rnd there and ersur ng that outd(lte~l direc tories cnn bo
61% rnnd, n ou•ct nse ns n result recycled J:"ltO "10us ng nsu [l!ron. anrmnt tedwr'H
weeker1c1 to read %3 Sa:1rrd<w e0111on ot a major A number olrnnoveltrons ll.l\C contr lluteti to horticultu•al a~ agr cu turn oroClucts n"'\i
th1s success lr thP 1980s. fo• ns·nnce. Yellow
rnetropolrtd•Jnewsp~·~'ler A!ns. r obody has tile pac...aging. Yel ow P<Jges' Soc... Muncl er
P;:~ges created Trr0 Srr ·11 B JSIIleSS h dex Th s recycl ng ca,npargn 11as eliucnteo ho JSeMtus
hrne tlrJ'fmore
<1 J3'1er y st.rvey menstrres the cu•rent c rmate of how ara when to recycle tile r Yellow Pages
The Yellow P<1ges drroctory o·fe·s a srrnpte smtlli hus r ess H"ld reports on PIOJOCl ons over drrer:tn• P.S
:ne ·orthcornrng quJrter ll s s~e·1 ns ·1 tr rly
ana orrect •Nay cl cienrng w1t1 nfonnat on rnde~ondcnt bmornoter of til s sector ol ll'e HISTORY
Tne aovent of ;he te epllone (irrectory o.11es back
overlonu lr fact it ll<'IS ooen <1n o1tectrve drstl e· to the staf1 of tne telecommunrcat ons ern As
a11d oroVJcler cf rn·orma· on srnce :s 1nceotron a: telephone usagu has growr' so h<Jve te·eot~one
oircctones In somo cttres wr'lat oegnn as n
the end of the 19'11 ccr·tury humble sheet of paper cnn r10w only l)C con
Operahng n 1 cJrectory mwke~ thatrs va uoo Ia ned n two very large phone l>ooks werghng
several Klogmms eacn.
at dro rnd $ · l1rll on Yetow Pages Australia has
the lllaJOr sht~re. And th1s market s growrng ali The orrg nal Yellow Pages 1n Arstra·ra was
the t me as 1t extends 1nto vo ce anli rnternet
actually pink and was Introduced in the 1920s
retatcL1products from Arnenca. It consisted of 40 pagos wr1l1u1 tho
standnro telephone book It 'went yollow' 11
ACHIEVEMENTS Australra in 1973 Wilen II Wi'IS trrst pul1hsned c1S
Today the Yellow P·1g0s duoctory 1n Australia a book. By th0 mrd 1970s tile Yellow Pages
d rectory had ach·eved ~111nost 100% covernge
servn::os over 290,000 bus1ness custorners natron-,,,,de

natrontrlly (80% are sm<~ll L>us111essesl and Today, Ycrlow Pages IS m.1rkoteo l>v P;1c Ire
lentures over ·10,000 pages ot acjvcrtrsrng each Access a~d 1s 51% owr1cd byTe stw Austmlrn
and 100% Austral nn owned 0 t·ercr t corrl'p(l·
year n es own tt1e Yet ov·: Pnges b•<>rm overseas, Clnd
Yellow Pngos produces over 70 direc tones Vel ow Pages At;Straha 1s not re ated to nny ot
It erP
natronally ond s 10096 Austraf,nn owned. E<1cr
THE PRODUCT
year, more tnan 13 3 rrull on coores are deiivered Yellow Pages rs Aus:ral a·~ most con orehensrvc
nlormat10n d rectory, destgned to grve cor surn·
nt tonst one to vrrtunlly cverv horne and busi- ers easy access io al the rntormat on···Qulfed to
help them find a suppt er ca1~ab e of rneetrnC'f
ness .n A.rslr<Jra Reso.3rch s•1ows that 62% o·

AlrStralrans lrnd the product rncJ1spensable and rn
a recent survey Ye lo·.v Pages ra ted Nu..,..ber 2 out
of • 70 products a·KI servrces rn terms ot
customer satrslac· on

As n scllrn~J tool, rnc•e :tumtr"e mIron peop e

rn Austrnl a usc the Yol ow Pages d recto:y eve:y
week. resu1tu1g rn nt,~ HOxnllatolv 3 2" it ron
purchases.

Egl·ty trve per cen~ of Austml ans oreter :o

shop locally nnd wt1r st tl e Yellow PC~ges covers

tl,e whole ot ll'e fT'ctropotrtnn area 1helps

140

thetr neeas. pleasure 1n Australia and overseas. It
Through nn cxtens1ve ~nd ongoing has Ellso won an ext1aordinary
number of accolades rrom profes·
advertts;ng carnpatgn, t11e Yellow sional bod,es in both the marketing
Pages directory 11as been promoted and advert1s1ng fields
as an everyday problem solver and
source ofgeneral nfoon-1tion. It tS Over the last ton years. ntne Yellow
tncreasingly Widely recoynised that Pages ddverttsements have been
Yellow Pages ISnot JUSt for emerger.Gy recognised at the Cannes Advertising
bustne>.s.ses. such as g!Dziers and .t..wards. And they have all contributed
lowards the consumer perception that
pltmbers. but IS a resource '1V31Iable to Yellow Pages is a likeable brand. The
advertising a~Nays emphasises
all it'dividuals and businesses, contain· wam1th. humour and famtfiarity. It
1ng tnformat10:1 on JUSt aboutevery1hing never brags to its aud1ence. but
seeks rather to embrace th<ll
These days, Yellow Pages 1s much aud1ence.
more than a book Since the early
Building th1s perception of a
1980sYellow Pages has grown 1nto a likeable Yellow Pnges through the
co1nl)fehensive inloonation seNice. advertistng has meant the creation of
Mo..stlocalYellow Pages also feature an a wt1ole senes of endeanng and
funny Situations where Yellow Pages
nfonnat10n sochon on community saves the day.
services and speaa informatoo
numbers for most product c--ategories. One of the best loved of these 1s
the adverlisement whtch featUtes a man try1ng to
RECENT DEVELOPMENTS locate a special part for his rare Goggomob1le.
There have been a numberof Yellow After the adverttsement wenl to air, the name of
Pages bmnd extensions ir recent l mes. the vehicle became a household word and
Yellow Poges become on overnight hero for
For1nswnce, Yellc:w Pages can now l"X":J accessed people looktng for Ihe Impossible. Ever s1nce that
via an adviser assistcctservice. It's called Yellow Gogomobile commercial. Yellow Pages has
Pages Direct. and all it takes is a phone call. The reinforced tlSrole as the humble hero.
se!VIce was created because tits imposs1b!e to carry
Another adverl!sement featLues a man who calls
around the Yellow Pages outside Ihe homeoroffice.
Yellow Pages tram a phone box 1n order to locate a
Even the·e 1ts bulk may be a problem for U1e old ard handy ta1lor so he cfln have hts broken zipper
Irati, or for people wilt1adisnbtilty. repaired

Yellow Pages Australia has also become the Yet another shows a man caught in the closet,
wortd·s first Yellow Pages company to tnal directory
nformf-ltion on the tntemet. Userscan nowaocess lhe the phone In one hand and h1s wite·s lingerie in
Yellow Pages 1ntemet s.tev1a lhei1 own computer at the othe1 He's calling Yellow Pages Duect for
home or in tt1e offce, Advice on where to get an ann1versary gift ior h1s
w1fe.
Yellow Pnges has recently introduced full colour
advertiSements for customers seeking maximum Tl1e campa1gn shows everyoay people looktng
tmpact lor tt1e1rIYOduct. for everyday purchases and 11 makes us smile.
Even when addressing new technological
PROMOTION developments. Yellow Pages advertising has
Most Australians Will remember Yellow P'dges' famous always been able to find a warmer way of
hne Let Your Rngets Do TheWalkino' as one the great approaching the subtect.
advertiSing slogans of t~ 1970s. It sl111 eXJsts today
because it 1S still ro:evnnt some \"'Iuld soyeven The televiston campa1gn developed to
more relevanl t11an \Nhen rt was CC>nCeiVed Yellow u1tr0duce Yellow Pages services on the internet,
Pages 1s, after all, about hr1dtng an oos1er way to for example, had to deal w1lh the results of
access useful information II 1roug11 the JUngle of research which showed Ihat middle Australia
useless ar1d unwanted messages wh1ch grows was Interested in the 'net. but intimidated by 11.
tl1icker all the ltme.
Yellow Pages solved the problem by featunng an
The slogan was extretrx,-'ly effective, but 11is 86-year-old Qteatgrandfather 1n its advertisements
r1€Vertheless l.n.Je thai Cldverhstng backthen was to 1ntroduce the concept ofYellow Pages' webs1te
<J.bOl 11a product which was largelyassoc1ated W1tr1the and intemet-based products.
less pleasant
tasks 111 tife. BRAND VALUES
Yellow Pages was Yellow Pages is an extremely potent brand tn
a bJok people Australia. The values of the Yellow Pages brand are
hac! to have, and firmly rooted 1n the funct1on and character ot the
hor-00 tney p11nted directory. It is regarded w1th warmth and
VIIOUidn'! have to familiar1ly, has credibility and is perceived to be
use too often. trustworthy, to deliver on liS prom1ses and to be
an indispensable partner 1n any search for
By t11e 1980s infom1at1on.
evetyone knew
atxJut Yello.v Things you didn't know about
Pages. HOV\<ever, Yellow Pages
not many people
regarded It fondly. 0 The actors whO played the oouple tn the
Us1ng it was shll
seen ns achore. Gogomobile commercial are husband
and wife in real life.
So Yellow Pages
0 In Australia, 94% of all adults will use the
setabour
Yellow Pages directory each year and
becomir)fJ8 47% each week.

brand people 0 Yellow Pages produce ten million
would like rather
than a product directories nationally each year.lf these
they &mply had were placed end to end it would oover a
louse. distance of 2757 km, which tS the
distance between Melbourne and
The rest.~t? Auckland!

Snce the early 14 1
1980sYellow
Prtges \)rand

adverus1ng has
come to be
regarded wilh
affection Md