Australia Edition 1

selectrve rr ternatcn<ll r rei o

ranges fu,..IJCr s!rengtt10ns ts

:11age arld assists rn dr!Vrng

reta• space acqu s lion.

Ha mark's core ccmpe-

tcncy rs n greeting cards and

V..fdPI.ll'19 paper, It IS krlO\'\'Tl
f01 rts Wide rar ~ge of clns:>tC

cu:e, huf!1Crous a:1cj nnovn

'!Ve rnnges of Everychy and

Seascntrl c.1ros togetrer W1th

lend ng edge nnngcry rr

wrar:pWiC.J paper LJrlf1 re ated

g,ft croducts

In macro terms. tr1e rn.'lrkct

rs onven by tvvo core con-

svmer se\.)ments 'tradrllonal

ent1 1usiasts', wt1o favour

classte or trnd,tionDI CDrtis (1.e

"hearts and flowers"), and

'young optmsts' who prefer

cnrds tllat reflect tl1eu unrque

lifestyle and asprrations.

Urx:ie'Slanding these two consumer orofrles has vacuum' rn the Australian greetrng carc1
he1pecl Hallmark to pos tr011 prooJct ranges to
rnarket as greetrng card puo rst~ers have devoted

meet the drverse needs of oo1t1 segments. More sigrrf,cant resources to trao ng terms. Hallmark's Pr•nt advertrsrng
was se ected to provroe
mportanlty research rs updated on a regular basrs marketrng act1111ty aims to fill that consumer cent nu ty and to te the emotron of t11e card

to ensu·e that emerg:ng trends or Changes rn mart<etrng 'vacut.-m anti troroby grO\AJ per capita sene ng s•tua\!()(ltO actual Ha' ·~1a'k produc:.

SOCiety are re·lec~ed u1 tr1e evolu· Cl of the consumptron of greet,ng cards. This th·ee oroogod campaign represen'S an
company's prodoct ronges Ol'lfJOing and long-term comm tmer t from Ha mark
lhe launch campargn consis!s ol n m x of Cards Aus:ralra to grow the greeln!Q caru segn1ent
and tile Hallrnar-< b·ano rn :•1is co;.r~t'V
RECENT DEVELOPMENTS Seasonal Tele\~sron Advert1srng and 111 store
promohon, extended length c nema ccmmerCJa s BRAND VALUES

Ha rr a'k f! ~our ;ts (I• ~~'1! lrU'r around Ire globe ano a print campargn. AI lou• eler:-ents arm to Fo· almost hall a certury, H<!ll!ll<'lrK Cards AIJStr,l~c1
n croer :o O'"er tre wtelesl pos.">>ble range of g'CNJ bra:'1d equ1ty by assoc~<.l' n<J the emoti011a
attritx.;tes ot the ornno to tf'lO h gh qlX1hty and arge haS unders:OOd the "very best" ways to help
prooucts to Austra nn consumers people cwmunteate thetr reelrngs and emotrons
va'iety of prodiiCI. wrth product that cons1stenw refects qua'rty and
As a \VOl1rtMde greetrng C<'l'cl company canng
The object1ve of this camJJ..'lrg·l vvns r·ot ooty to
Hallmark hc'ls always llei(J a very tlrgt11evel of brnno Hallrna'k stands by .ts slogan 'When you Cflre
enough to send the very best' by demanding
recogn1tion rrno grow the greetrng ca•d excellence and rnnovation rn all areas ot tile
preference. CNer
recent trmes, H~llmark m<Jrket as n who e. bus1ness as a means of attai111n9 and sustainrng

but to drrve consurn leadership in the market.
The overriding philosophy is that all products
has stepped up rts ors 111 store to seek
rnarket,ng aciiVItres to out Halhnnr ~<. prod and services must ennch people's lives :lnd
enhance therr relationshiPS CreatiVIty and quahtv
promote brand l JCts. The program rn concepts and producls underpn thrs COinm t-
rnsrste"lce, wrth tt1e was desrgned to ment. This is delivered through tre ellc•1s of tho
arm of driving consum reach core consumer COinpany's !':'lOSt va uat)le resource tis peop e.

ers rnto outlets t11at segn'ents wrth a Things you didn't know about
Hallmark
range Hnllmtlrk cnrcls. consistent message.
The advertrsrng Tt1e first nspect of 0 AI arry one tine dunng tne year,

communicates tne tho camp<31Qn was Hallmark Cards Austra. a has a"'Und 25
message that the Sonsonal Telev1srcn md 100 greeting cards In rts warehouse
1n Clayton, VICtorta.
Hallmark logo reore- Aovertrsrng With
sen:s the t1rgt1e~st specrhcally targeted 0 The most popular greet•ng card of all
COI1lmorcJCI s auned at
quafity n greetrng trme features purple pansres In a
wheelbarrow· W1lh 27,935,724
cards. If you have sent tile llrgl1purchasers of indiVidual units or the card berng sold
since before World War 2. It IS st1ll in
a Ha lmark card then the season. The aas Hallmark's range today.

you rea ~~ 'care enougl 1.---------------~-----J -.vere screened over a 0 Hallmark Inc. Employs the world's
:o sel'd tt'>e ve>,ry bAst'.
one week perioo rnor largest creatiVe staff • numbering about
700 persons.
PROMOTION to tr:e season 1n high rat ng programs. such as
lr 199~ 1-l"l! mJrk Cards At rstraha begJ.n a compre- Seu-,feld' ana Mad Abol1t You' tor Va ert•rle's Day 0 Hallmark International has map r
The COinmerc als we·e also tagged w1lh detarts of
rensiVe lvlarketrng srrmegy to bu d brarrd equ1ty ttre season.nlrn-store promot1on to dnvo corrsum· subsidiaries all over the world, inclucJ,ng
ana :o grow U·e greet1ng caro rnruket. There has ers to speci~c<JIIy seek out Hallmark product offrces 1n the Asl8 Pacrfre regron,
Canada, Europe, Latin America and the
been n consumer markebng and prcmotron The seasonal Ol'omot•ons t1ave Inked tt1e Unrted l<i'lgdom.

Hal mark bmna nome 0 Hallmark IS in the buSiness of personal

to ot11er well-known expres5100.

txand n<:~mes. This t1ns 0 Hallman< IS the manufacturer of aU

been enormously Disrey. Warner Bros and Barbie cards.

successful, 111 terms of

lavourobly Influencing

consumers' pc1cep

lions of tl'le Hnllrnark

brand and ux:reasrng

sales of Hallmark

produc ts

Cincm1 ndvert.s ng

was se ected to rencn

a spocrfrc tnrget

audrence and to co-

era nate W1tn otner

olerronts ol :he

market ng rnix to

mn nta r) a strong

aovert•srng prese·lCe

tnrougholll the whole

ye."l'.

57

• •

• •

THE MARKET ACHIEVEMENTS products like the pnde of tis
Home ownershto remains U1e In JUSt 50 yenrs Htlls nas achieved what t11e ma,ority outdoor clothes dryer range. the
great Austmlian dream and of companies never will. n1e HtiiS Rotary Hoist has Foldafine Compact Aus
over the past 50 years no
product t1as come to symbol· become Rn emblem Bul these days Htlls' products
ise that dream more than 111e of Australian are not confined to AustrolrM
Hills Rotary Hoist clothes hne. homes. Consumers amund the
enterprise and an wor1d l1ave embraced Hills'
Stnce tts tnvention in a icon of Australian dedrcanon to quality and product
development. The Hills Ho•st, for
SLJt)LJrbcm Adelatde wast1 culture. It is consid example, wntch 1s round 1n almost
ored os Aus\ralt;1n as everv backyard rn Australia can
shed tn 1946. the Hills Hotst also be touno outside homes tn
has become almost an a Vege1111te sand- Italy, Slovenia, CBnada, tvlalays•a.
Argenltna, New Zealfll'd, U1e United
obl,gatory addttton to the WICh. a quality vvhd1 States ard the United l<if"gdom
Austratan backyord. SuclltS
has been a powertul Not only does Hills export ro the
the market recognttion of tnis world but it also has quslity
bri.lnd that in 1994 wher, Hills selling pornt for accreditee rnanufactum1g olants tn
so'd ts fwe millionth Hills generat,ons ot young the United K1ngdom. where outdoor
Australians selling dry1f19 and I<Vldry products are
Hoist. it was a natronDI event. produced, and Ill New Zealano.
up t11e rown nome. where it manufactures outdoor
Strong residenttal gtovvth drying products dnd lV antennas,
over the past 50 years has The immense and dtstributes tt 10 tull range of Hills
t:roducts.
ensured a ready market for size ot this ach'eve-
ment rs reflected rn Hills holds a large st1are of many
Hills' exoa11ded range oi
the fact that hardly a markets in wl•rch it operates. In t11e
home and garde"1 products. day goes by when case of its outdoor clothe~ dryers tl
Australians do not has se; world standards. leav1ng others to follow It
which. tn addittcn to tiS large rematns the t)rand of clothes line most olten
encounter a Hills 1ecalled byAustt allan consumers.
choiCe of outdoorclothos product ,n thetr dat~' Meorwlltle. Hills has also developed into
dryers, now tndudes indoor lives. Australia's leading manuracturer and supOI,er of
television reception anten11as 81 td teledistr oution
laundty equtprnent. such as ll1at. tn 1\setf. IS equtpment n~e recenltntroductton of pay
drytng racl~s dl1d trontr'lg teiCVISIOI in Australia rlOS provtdcd Htlls with rvrther
credit to 1-ltlls' higi1 expanoon.
boards. garden sorayers. c.1egree of rnnovat on n'e com1XViV ts also a part owner or Rad1o
and tis abtliJy to Frequency Systems Pty Ltd tRFS), which
ladders. vvheelbarrows. screer1 and secunty doors. adapt to changing ptoo~tces telecommLmicaltons equipment f01
ltmes. domestic and intem~tional sale.
children's swtngs <lncJ slides, trnmpoltnes, hancl Htlls operates 1IS own large !Ltl1tng dtviston and
trucks and trolleys. In 1946 Hills OV>.'llS Woodroffe lndustr·es. a major manufacturer ol
metal products tor the building tndustry and of
revolutionised vvash
days w1tn the Hills preciston metal p1cducts for a vanetv of uses.

Rotary Ho1st. (lnd HISTORY

today it IS conltnu ng The htslory of the Hills cornpar'y is one of At tstral-
ia's greatest - and most nspirationat success
to make laundry stones
chores easier with
II e111 began tn tire suourban Adelaide backyard of
Lance Hill, who came up wtth an idea tn 1945 to
stop hiS wlle's wnsh1ng getting tangled in the1r
orange trees. Ustng water ppe and w1re, Ire built the
rirst Hills rotary hoist in hts wash shed, a we1rd
ccntrapt.cn tMt had 111s ne1gl1bours and tamtty
ta'king and ordenng thetr owr1.

With hs brOII1eJ -in-law HGro~d Ling, Lance started

o !Justness wntctl was to grow trorn a huml)le
bclcl\ymc! ,x)erabon 111to a mullt·na\lonal company

dtstnbutlng a diverse range 01 produc<s throughout
thevVOfld. Tho HtiiS Rot;:1ryH01SI wasoHICialty
launched onto the m&'k.et 1n 1946 with the men
progresstvely purd1aSlflg a galvanrsrng olant, tube
mill and plahng plant.

By 1948 the new Hills factory could scarcely

58

keep up w1tll demand. During that year rt also The Hills subsroiary Woodrolfe retnrt customers to provrde tactical camoargns
laurd 1eJ an exp<l!Kied range ofJaundl)' products to Industries services a broad cross·
supplement the hoist. Harold Ling's enthusiasm for section of customers rn the con- aimed at a l1e ping the product to sell from the
further grovvlt1led to brnrches berng established in structron. telecommunicatrons,
the eastem states. Agencies were also set up in defonce, electronics and leisure retarfers' shelves Thrs strategy has seen Hills
London an<J New Zealand. rndustnes Products range from burld strong links with m::~1or retarlers throughout
roofing and walling. gutters, metal
By tt1e end of 1955, the company had consolr- fascra. windows and skylights. Aus traha. By workrng closely with
dated rts activites into new premises in Adelaide rencrng, downprpes, carports and these organrsat1ons on therr own
rmcf was ready tor mass prod\ rctron. verandnh materials through to promononal efforts. Hrlls is
cabrnels tor sophisticated electronic ensuring that rls products achreve
But true to its reoutatron for rnnovation. Hills also equipment and dispensing units for tho greatest possible consumer
saw Immediate possrbrfities for rts expertise rn tube soft dnnks
manufactunng desrgn in the advent of television. In reach through a selection of higll-
RECENT DEVELOPMENTS
1955, it set up a research and development In recent years Hills has diversrfied prohle retarl outlets.
program to produce a range of televisiOn antennas. into electronrcs. secunty alarm Additionallv. the company nas
systems and rndustnal products for
Diversification became tt1e name of t11e game the buildrng Industry. cont1nually used eve!)' opportun1ty
and contrnues to be one of the company's to marntain brand awareness •n
slrengtlls While Hills has continued to expand and Ttle recent introduction of pay the community at large.
rmprove rts consume· proouct range, t hos also teievrsron to Australia has provroed the ideal
vemurecl ir:to rndustrial products and electronrcs. velorcle for Hills' expertise in the telccommun1ca BRAND VALUES
trons area. Througll stralegrc alliances Hills has \IVilh its rnnge of products for the
THE PRODUCT emerged as the industry leader in the suoply of home and garden Hills has come
Outdoor c othes dl)'ers remarn at the hub of the Hills' to represent qualrty and durability
product rar1ge. vVhile a galvanised version of the mulll channel mrcrowave diStnbL,lion antennae. by rnanu tactunng products which
origrnal model rs still produced, a whole new range as well as satellite antennae and associated are proudly Australi;n
or c1ot11es lines has evolved to suit components. w1th stron1,1 sales to oay 1V
the lifestyles of a new generatron of operators rn Australia Research lindrngs have shown
consumers. lt1ese attributes are valued lughty
lr 11996 Hills a so made a raprd entry rnlo by consumers when making
Wh1le big rotatrng t10ists that purchase decrsrons Many
probably the fastest growing segment of t11e respondents say they t~ave
take a lull famrly wash rn the secunry market through tho acquisition of the "grown up Wiltl H Its".
V1cam Closed Crrcuit 1V (CC1V) business. The
suburban backyard are still extensive product range consrsts of closed From outdoor clothes dryers to
popular these days there is an circuit video cameras. lenses and mon•tors. as play equipment for Children. Hrlls
extensive range of compact folding well as swrtchrng and rru1trplex1ng equrpment tor prioes itself on the quality and
anct retractao'e clotlles lines to suit on and olf-stte monitonng technical superiority or its prod-
balconres, flats and apar1ments ucts. In an increasrng y cornpetr -
where space Is limited. PROMOTION I!Ve marketolace. that commrtment has become
As one of Australia's ;con brands. Hrlls especially unportanl.
The company has even has enjoyed an extremely h1gh profile The sheer endurance ol the original Hills
extended rtS laundry range Indoors, during the past 50 years. Rowry Horst wt1rc11 still survrves 1n suburban
producrng iold:ng rronrng boards.
mobile clothes stands and space- Research conducted by the com- backyards across Australia today - rs a reflectron
savrng foldrng clothes arrers pany shows an extremely high recognr-
tlon factor. w1th the unprompted of t11e commrtment to quality <1nd durabrlrty which
Hills also offers Australia's recognition of t11e Hills brand at 82%
targes1 range or ladders ar1d and total recognition at almost 100% of has remained a l'allmark ol the company over
wheelbarrovvs, burlt 'O withstand the those surveyed. Bailey and Kelso also tllu past 50 years
ngours of tradespeople and do-.t- t1ad high recognrtlon as brands, and
yourself entt1usiasts alike. These recognrtron of ott1er products sub- Things you didn't know about
are sold under sub-brand names branded under lhe Hills umbrella is Hills Industries
reno~vncd 101 their rehabthty: Mote groV1.4ng.
l<ennett, Barley Ladderweld and 0 In 1996, during the company's 50th
Kelso Hills also produces avanety The company 11as a solid market
orgarden sprayers. hand carts ana buill on rls hrstory and rts reputation as year, the Adelaide Festival of Ms chose
trolleys a manufacturer of quality products. the Hills Hoist as a symbol to promote

For the horne protection r'1a1<.et, The company's key focus for and market its program or cultural
Hils produces a range of top promotional actiVIty is to align wrth its events to the wor1d.
quality security and screen doors under the
HomeGuRrcl brClnd whrle for the lersure market. 1t 0 Hills Industries Is the largest antenna
produces a range of g<uden swrng sets slides
and trampolines under the Ptayt·rne l)rand. producer rn Australia.

Through rts sharel1old ng 1n Radio Frequency 0 When orders for the first Hills Rotary
Svsterns (RFSl. Hrlls produces telecommt,nica-
tions equipment such as microwave distribution Horst came rolling rn, salvaged army
systems and antenna panels for cellular tel- trucks were purchased to keep up with
delivenes.
ephone systems.
RFS has supplied antenna structures tor 0 In 1948 the hoist was selling for £11 -

Australia's Over the-Hori10n Radar prorect. w!1icl1 twice the average weekly wage.
monrtors the countly's nortnern coastlrne.

59

THE MARKET ftrstltme '' 11as the backing of a rnaJOr 1ntemationa! order for 500 of U1e111 More followed.
The marKet for large luxury cars 1n manufacturer Fo1d Since tt1at relationship was as 01d otner models

A.Jstralia is worth $225 mllion oyoar. It consummated in 1900. ov1gorot rs new program or Lyons then had com1aker Standam
builti a chassts to Swallow's des1gn.
IS a brackeltn whtch some 01 n~e cfeveloprnenl has been 1n operation. TI1e new XJ
world's best known narrcs in motoring senes. launcl~ed 1n 199·1. saw sales rocket1ng to a frtted wrth a Standard eng1ne. The result
compete: Mercedes Ben;, BMW
Porsr.he and of course JaguaJ. And 111 ftve-yem h1gt1 in all JaQ11ar's global markets. In were the SSI and the slightly smaller
this exclusive company, it is J.:.19uar that Australta. January 1gg7 saw Jaguar sales rise to SSII.Iaunct1ed amd fanfares at the
1s the clear marl<et leader. 46% or the large lux~rry car market - almost lvvo 1931 Motor Show. Both models had
Jaguars lot ove1y one competing large ILJXury saloon. extremely low stung sf"'apes and long
Auslrohans bought more Jagunr bonnets The SS began Winning rally
snroons in 1996 tn8n any ot11er lr:uge Anct 1n late 1996 the splentiid XK8 range hi! tl"le events in the mid- 1930s. and t'1e
luxury car. The company won 35% ot market. t11e most advanced Jaguar sports prodtJC· Jaguar passton had begun l'lelore the
tr1e market tn t11at year, and that t10r1 car f'ver built, and atreaoy h<:liled by connOiS·
sours as the most beautiful Jaguar yet name was even decided upon'
percentage 1s nSing. Jaguar achteves
this wt\11 its XJ Series or saloons. A new W1th these ne-,.., models anrl tho X200 progrnm. Watmsloy lett the f1rm. and Lyons
mld·stzed mooel due to be released 1n !he foundnhons have been laic! for the most excittng set about creat1ng Mtnnovattve young
1999 is already on tne dr3Wlrtg board rKlge In Jaguars nistory to be INfltten. in Australia engineenng tenm. developu)Q l1is own
under Jagu<u's X200 program. It will and overseas. Already t11e uwesunent 1s pay1ng orr chassis and dramatrcally upraung tne
compete dtreclly agntnst the Mercedes Jagum sales n Austroha nlone nave increased by engines used in hts veh1cles. This
190% IJorn U1e full year·s &'31es 1n 1992 to the lull
E Class anct the BMW o Series .n a yoa1 I996. w1th 19971ooking set to Increase thnt resulteo in a velltCie so far advanced on
even furth0r.
mcd1um segment worth onotner $ I .5 t11e ong1nal SS 'llOcJel that 1l needed a
billion ayoar HISTORY new name Legend has 1t th£n Lyons

ACHIEVEMENTS Tt1e JaguAr story l':>egan 1n u:e e<~rty 1920s. even was tasc1nated by b1g cats and 1ns1steci on 'Jagua· ·.
Tt1ere are many greatcars. but tr1ere Is notnin}J Qttite aname that reta1ned the connotallons of grace ana
hko a Jaguar. The combtnat1on or SlJCcess at some thougt1 the nnmP. 'Jaguar' was not speed. while adding power. It proved to l'J8 an
inspired choice. The new cars were duly named SS
or tt1e t1ighest levels of n1otor spor. innovauve then conceived. For a story so rich Jaguars and were launched JUSt before the 1935
London Motor Sl1ow. SS Jaguars blossomed 1n the
eng;neenng. outstandii1Q styling an-.1 except anal 1n style. luxLIIY and elegance. it years before World War 2. but then car production
dnvabihty have always setJaguars apart. Above all was shut down by hosttillies.
these are drivers' cars: Jaguar O'"vnerswcul<i Blways began 111 an unlikely setting - the
rather take the wneel themselves than bo dnvon by nor Lhern English seoside town of Dunng World War 2 Jaguor built Spitfires and
Blockpool VVI11tteybOmbers. and th1s g<we tile company
a cha\Jffeur.
Motorcycle enthusiast Bill access to aerospoce destgn techniques. The ·ss·
S1xty years <md rncre ago. altur 1110 launch ot the Lyons, not yet 2 1. rnet William
Walmsley. a bu1ld01 of stylish comj.X)nent of 'SS Jaguar' was dropped because of
hrst car to carry the Jaguar name. a motonng sidecars for recondlhoned 1~19 SllliStOI DSSOCiOIIOnS the initials had 9<11r1ed in the
motorcycles. Lyons founded the war
jOurnalist wrote. ·nsltnclton. d1gn1tv and gracctul SwaiiO\rv Si(lecar Company wit11
ness we ev dent u1 the new SS 2 5 lttre Jaguar . <1 Walmsley in 1922. A \umtng point Jaguar's f1rst major new model after the war wns
mOdern car wt11Ct1 tallows no lashion but is more carne in 1927 wt1en Herbert lt'e Incomparable XK 120, desrgned by Lyons
like y to cre.:1te a new one... Austin introduced his 'baby' Aust111
Seven, designed to bring motoring htmse r111 a couple ot mcnths betcre the 1948
These words sumrnt.'d up thn cssonce of to the masses. Lyons designed a
Jaguar's aChievement ovo' the lollow1ng dQCJdos. new styf1sh body for the Austin Motor Shovv. It had an exctt1ng new et1g1ne. revolu·
For Jaguar created tts own olace 1n the wcr cl ol Seven. The car looked a million tronary styling, and a top speed or 120mph (hence
motoring, and then dominated 1t for year flfter year. dollors. hut cost rather less. at just Ire narne) which made it U1e fastest orodLrct1on cnr
111 !he worKi.
The company has surviVoo a ciepress1on, a r 175 nnd Lyons quickly won an
A succession ol dauhng saloons and sports
World War. and fierce comp0l1tion from rivals wtth cars followed during the 1950s Witflthe aid of a
deeper por.kets Perhaps most uniJQrtant:y. the young Sbrfing Moss and a strong Jaguar rac1ng
company 11as suMved n~e team. the marque notched up race and rallywins in
1ns1dtous process ot levelling wh1ct 1 Brita1n and on the Continent. espec1allyw1tll the C
started 1n tne1960s and vvhich type. a development of the XK120 During th1s
saw even luxury cars lose their penod Ja.,quar also developed the dtsc brake for
character. Jaguar has never lost its cars, drawu1g on aerospace techno!ogtes. Tt1e most
character. A Jaguar is always a
Jaguar, and could never IX'
rn1staken b anyth ng else. Tt1at IS
ore re0son w• 1y the marque has
achieved such outstaPd1ng levels
or tova1ty from its owners.

Sentu~ent alone cannot i1CCOt lr11
lor th1s It IS part ot tl1o Jagua1
achievement to co11sistemlyclesign
and bu1ld veh1cles ot great cng1·
neenng refinement to the htgl ~est
standards 01 des1gn and style.
Jagurus not only look excitlllQ, they
areexcitrng

Now a new dawn of opporturuty
has opened for the marque. For the

62

v s1h e Jag Jar sa ocr s onrt1e '0:1cl ell tnJS tune were THE PRODUCT not buy a vehicle ot ttus sort rnere!y 3S trnnspc·t
TI e•e IS 10 quest "l that llle Stren~]'h 0' Jaguar's bu; to become par. ot an exc us1ve gro JP o f
H10 MK V nr d MkVlls. In 195G <1 tvlkVlt wor 1'119 new parent. comb1ned w1tllllle trncl l onnl d scern1ng owners, u'ld to be •ecogn sed .ts
Monte Cnno R·JII'.( u·J 1nevv D tvrx:· won the Le exce lence ot Bnt sh motonnu 1nr ovm on and
cral:smansh p h<ts wke1 Jagwu to o new level of suet.
Mans Jag'J<If l >CC< une It 10 lust mnnulacturor eve:rto success The comoany's a(1verttSing re• ects th1s Tile
1Mn t.J()II1 ,, llhlsnnrt' yr.,u FllliPtJiy. 8 Lyons
l >£Jc,1rne Sn W1lli:1m Lyorl~. Tile ne\·\' V8 XJ serres here l'llnte 1987. rs 'Poetry 1n Mouon C<Jmpagn rn pnrt1Cll1< tr stresses the
the otes· step 1n J 1gunr s lorll.J torrn pro<i 1ct sensuous be:'luty o· the Jetg :ar. nr n Lr-e which IS
111 tt1o nnd htt,os t1 .o J:1ULk1r ? -1 was rdunc:tle(i as strategy. Subt e ~~~rulenlent o tl e I tht), eleqant too ·el led to t>e descnbed as sunoly sexy, but IS
1S111<JI,er, 111UI1Pr or(Xi tK tll'l q~Jinontor 1wK !er
rnnrk~>t 1n<! socn there woro srM)rnl Vtl'lilfllSot this exterior styna s extens1ve cllnnges oenen•q the unquestcnat>:v sea JCtve lv1ostJagua1 Q'.'\1 ersnnd
linvers have trad •cna:ty beerl mer 1, utho! :gn lle
'ilus,nessrm'l's 0xf,ress'. HillI 1n0w rm,lster, tt ·e ~Kill XK8 has been pl'<.'.nomenally success! rl w th

XK 150 In · 9GG Jauunr bJugh~ proneerrng car Tf'le XJ Senes saloon 1ntr oo reed 11 11904 was 1/VQOlElfl buyers.
n1nker Da r'~"er, ~A<I ch t an em eve•1 Cll!JOr ncj1grcc the frSl mo,ie Of li'O lll'W era, Sl£)113 II~ tile quahty Buy ng a Jagl.ar m Austrnt a rs Blso rJ more
lhlnJ 11 nr sovvn renarssance ot J:-~guo·. Tt•o XJ Sr'l os IS now
ac111eving customer ~tlislact on eveb tim equal t.DI ttrng exoe~ence than ever llefcre. J<Jquar
nuBul oertllli)S ltlO tli(J['JeS' cli,IOIIIOIIVC rJews of 'he the best TI C XJ Ci'llt)l~diOS clll lt1al1s l)OSt 111 the stlOWIooms nround Australia nre becomu'~l t1 e last
Jagun1.md Di'l1111ler prnclr.ct. Wnl'n tile Queen
ern was the s·an E type, k:11 nJChe(l rl t9Gl. It visited Jag I<H's factory, sho used the oc< 1sion to wcrd n alitomct ve ·et(ll ng ~'Vlth tam Jres hke a

was sens JOI.IS rrx1 se 1S<1 anal. nlld a tn r<l of tne <.mie1a new SIX-litre Dannler 1n Bntrsll Rncing contoureo Jaguar 1n ~errazzo 11 os \'\~I~ bllf1' wnnut
tY.rce o' sorne of tne cornpolitt0·1. A hnle ater anotl rn p.png set mto 'he Sllowrocm lloo•. Son~e ollt·ern
Jn~ ~ar c rss1 .vns ur no lllC€<1. tr~e much arger M>< Green The XJ's stablemate. t11o 1ornn~ble new
I liM~ area~.;,. becrl ccrnpletoo u JJgU:'11's nev.· IV•Jf)'
Xsaoon XK8. rs a worthy successor to 111e r lypc m1d XJS, of s ver and cream v,t~ttJ suhtte 1se ctthe v\'01 d
TI1e XJ6 ,tr veo 1n I OG8. il cnr or ~J'erlt stvle
otfenng v1vid performance nnci th,ll urunistakable renowned Jag,;a· green Snowrooms d1sr~ 1y the
w11 '"I o e ·no t.nn 1staknb e Lyons ·o JCI' :·was Jaguar l)lltra:;tlP- 111 II e sports c·u rr;arkdl. lu range of Jagu:u mode s

n huge Sl ocess u'lll nl ott er &'I oon rr Odels NEW DEVELOPMENTS Jaguar O'v"11er~ 11avP a i'~ss on for llt1 rl\1rqde.
Vv'e'e delo•ed n! II IS sli'l·Je Tl e trllroOt.-;tror of an 1•1 • 996 Jr-~g 1ar r trod rc0 I 'hf' XK8. the compn
ny's ttrsl new soorts Ctlr ior n gcr eratrcn. Tne new Jaguar t),rilds or L"lis by mall)tn n1ng very close
o new V12 CI\!JinO 111 coma::t wrth Jaguqr ar1d Dnunll 'r owners around the
the nrtry sover·llcs ca· hos or~ ont ro!y now bcoy oes1gn. And an n I·
trnm;forrneci t~"H~ E lyoo world keep1r.g them informed of development~
new VR eng1ne des gneo <m<i oeve ope 1 by and rnak1ng them part of the exclus1ve In owstup of
nnri resu ted 1n ltlH XJ12 Jaguar.
salcvn ·an evon gron•cr Jagt;ar. The new ..t 1tro onur~e s rnan.Jiact Jreo111
success tl1 lr lill(' X.Jt). Tne a pt.;rpose·bUIII $250 n 1l1on Jngllll' tnct1ty 1n BRAND VALUES
X.J 12 was tile Instest Jogums are luxurious, but they always romn1n cnrs
prcxJtiCUon !01 rr SA<ltt>r rn South Wa es It s or ly lhe fa Jrtt"! Jauuw serros for tt1e dnver. T11e core brAnd values tGII 1110 sto~y
production engu1e 11 ttle COIT1JH1V'S I IStOry. they nrP ·graceful sty e. relined power. ng1le
the world, oncl1s often handling. etfrortless nde and luxunous cornloll'
regnrdcd rJS S1r Wrll 1m 1he car 1S arandy a class1c ar cf ex~YP.sses Together. tlley ta"e Jaguars t.>eyond t'leu KJ 111ere
perefectly the Jaguar VISion as oart o• ·n comr::ch Cars tOthe level Of 8 true OOSSIOil.
Lyons' crovvnng
aJIOvtne·lt H•' rotucd n live t·m1rty ol d1st ncltVe know about
1072. lux-rrv vorncles embody
ng tile oxt>ress vo 0 Jaguar's 'oulder. 8i (later Sir W !Dam)
Tire XJS vva . ltunciJe<l cllarnctcnsltcs, r;wc sen
., 191~ 1 replace theE· and sp1rr! of 1110 Jagunr Lyons. started out making sidecars lor
type ux1 ~le XJ ser1es 01 s.11oons d·n·nmcn ry nr11mal • OV('r po1setj to recondillOr'led mot01bikes in 1922.
loap fOIW<lld.'
IPQDdeo • rernwned n oroo 1 Iron fo1 nt1nyvea•s. 0 Dun119 World War 2 product1011 of cars
TilC Stu-'ll 1Q Irtll1ed I)LI {1 XJ220 W3S 1ls0 tl e Tno new Januar XJ
tastes• prcxl. JCtron C<Jr 1r CXIS'Ot1C•"" when 11 was vvas halted, And Jaguar burt Spitfire
lunched 1111088 senes hns nlso r0cent1y hghters and Whitley bombefs rnstead .
IJeen prono. uIC(.'(! ttle
In 199n Foru IX..'CHn 1e ,J, t<1 rar s new pa-e·-~· while safest cnr 111 Br tn1n for 0 Bill Lyons designed the ull time classic
tho t11ud year running 1n A
guarar too 19 the cornpnn-, s ntoontyanu lflOe;JSro rcnort 1sstrecl by the UK XK120 1n ·a couple of months" 1n 1948
Depalllllt~nt of Tnmsport.
once 'Mt'1 I' ·11o Forti s•aote 0 Jaguar, :n conjunction with Dunlop,
PROMOTION
Sl. ess or the track nns o•obnb y bee., developed the world's first disc brakes
J<~u rar·s n os• u teet vc J rorno· onal too over tf)e for use on cars 1n the 1950s.
aecalies. Tl1e fnc• that II esc 1m real ch..ers
cars has prOdiJCen a rnyshm e that makes 0 Jaguar cars have won tho Le Mans 24
Jng rars ou:star•Uu1gly 1feSI'BI>le
hour race seven trmes
Bw r g n Jng.Jar s abo 1 1festyle c11o1Ct:l. 0'1<1
0 Jaguar XJS V12s C<Jme m first and th1rd
tl e t raoo ts oror' otecJDCCOirlirlCJ y Pocple do
1n the 1985 James Hard1e 1000 km
race at Bathurst. and one of them still

holds the recoro tQI' lhe fastest trrne

down Con Rod Stratght

0 Jaguar celebrated 1ts 75th btrthl1ay th1s

year. ttlougn the name Jagunr did not
appear unul 1935

63

THE MARKET 1950. and in 1953 Wtllys-Overland was bought by 1n 1993 through an Independent distributor as
In Australia the 4WO market is runn1ng hot Jeep, nutomotiVe magnate Henry J. Kaise1 for US$60 ChryslerJeep Automot1ve Distnbutors Australia.
part of the ChryslerCorporation, arnved Down Under million. He retained the basic design and eng neer·
•n w1nter 1994 , and testament to the popularity of 1ng teatures of the Jeep and they surv•ved lor l11o In May 1994 lhe Jeep Cnerokee arrived and in
the marqL:e - sales 1n the 4WD segment soon next 30 years 1996 Chrysler Jeep Austraha won the Iitle of lastest
boorreo. grow1ng distnbUtor, selling 7591 vehicles for the year.
tn 1970 Jeep was sold to Arnerican Motors
It had taken almost 25 years for the Australian Corp. which Introduced a two-door Cherokee in THE PRODUCT
4WO marl<et to doub'e in s1ze, yet it has doubled 197L1 and a four-door model three years tater. In Tt1e Jeep range offered 1n Australia today
aga1n within three years of the arrival of Jeep in 1987 C11rys1er bought Amencan Motors tor US$2 1nctudes the Jeep Cherokee, which was 1ntro
Austral1a. billion. and 1n 1991 the brand celebrated 1ts 50th duced In 1994 in two versions, the Sport and
ann1versarywtlh more than one mltion Cherokees the Ltm1ted. Cnerokee boasts a powerful 4 .0 lttre
Psychologists believe the populanty of 4WDs in sold in total. s1x cylinder multipoint fuet'ntected engtne
Australia owes sorneth1ng to tt1e dream of the coupled to a four speed automatiC transmission.
rugged Australian outoock exporiencc. Whether Jeep has been sold tn Austraha since the late Powerful. compact ana manoeuvrable with an
4WO owners actually rnake 11 oH·road or not. it is the t950s. In 1958 Willys Motors Australia, based in excellent turn1ng circle and superb off-road
promse of adventure that in(luences the purchase Brisbane. began assembling Jeeps 'down under' performance. Cherokee found a ready market 1n
decision. until Jeep Corp, 1n 1979, assumed d1rect distribu Australia and sold almost 5000 vehtctes 1n
tion of its products through Jeep Austraha. 1995.
Currently the 4WD or all·terra1n marl<et1n Australia
,s one of the most hotly competitive tn the wood. w th In 1985 Chrysler Corporation. inclvding Jeep, Four-wheel dnve technology on Jeep is
some 13 manufacturers compet.ng on pnce and withdrew frorT' the market. Chrysler lllus set about legendary. offering the freedom to choose
soecificahon w1th 26 models. Jeep's share of liltS re-inventing itself and its market strategies, emerging dnvetrain charactenstics best suited to the
considerably stronger and arrwing again 111 Aushalia conditions, by usrng 'shift on the fly' technology.
marl<et t1as grown to arOLind 12%, making it a clear The Jeep dnver expenences both a corniortable
Nurnber 2 urban vehtcle and Rrugged 4WO tor cross country
worl<
ACHIEVEMENTS
In August 1997, Jeep launched an updated
Jeep is considered on icon 1n off-road auto·nottve
version of the Cherokee complete with a new
history, and has become a household name around
the world. Among ven1cle branos. Jeep IS among rnodula1 int811or, twtn a1rbags. and unproved norse
the most recogn1sed 111 the world and a large vibrat1on and harshness levels. For the first lime a
numberof people use the term 'Jeep' 1n a colloquial turbo diesel version with five speed manual trans-
sense to descnbe all manner of •iWD vel)icles. mission was offered on Jeep Cherokee.

With a reputation eamed on tile battlef1elds of The release ofGrand Cherokee in Australia was
in May 1996 Produced for the Australian market1n
Europe and As1a more than 50 years ago the Jeep Graz, Austria. the Grand Ci'lE!rokee comes in two
versions. the Laredo and the Limited. Grand
name has successfully made the transttion to Cherokee IS a live door. !Ne seater with rugged good
peacetime. It has established a benchmark for looks and tne space to carry a family.
4WDs and is considered by many as the ongtnal
off-roadvehlde. Jeep Cherokee Laredo is dist1ngu1shed from the

Jeep is so:d tn over 100 countnes, and millions
otcustomers now enJOy Jeep dnving pleasure. The
marque's produced 1n n1ne countries. yet 1t remains
a truly American product. and this 1s part of 1ts
attraction

Jeep found an instant welcome 1n Ihe Australian
marketplace, and 1n 1996 Chrys1er Jeep Australia
won the t tie of the tastes! grow1ng franchise with
sates rising by 54.5% on the year before. C11rys1er
Jeep Australia's growth l•as been based on the
success oi Jeep Cherokee, the Iough Jeep
Wrangler, and top-of the-line Gran<'J Cherokee.

HISTORY
There are various theones as to how the Jeep name
ca!'ne 1nto betng Some believe it carne from slurnng
the tntlials 'GP' which st<.'Od for General Purpose -a
term used by the US Army for 1ts reconnaissance
vehicles. Others say the Jeep name was used 1n
Oklahoma as early as 1934 for speCIf1cally
equipped trucks used for drilling oil wells.

Certa1nly, as early as 1936a character wt1o
appeared in a Pooeye comtc stnp was called
Eugere the Jeep. Eugene I)ad the pawer to go
anywhere and tackle any situation.

The anginal Jeep was built by Wiltys·Overtand
Motor Company and Ford Mot01 Company for the
US Army 1n 1941 . Together the two companies butll
more than 600.000 Jeeps dunng World War 2. The

Jeep name became a reg1stered llademark 1n

64

trnnscena1ng ma·w boundar es Jeep ccvnes a

se'lse ol n s·ory qua ty .-H'tl ttnbeamll e

vcrsnt hty ·hat 1s unrnatchecl•n any o1 tl e

wo tJ's au:ornowe rnar~e·s. and as tl c brnnd
e"olves and is contrnL J,lly rel1C11ned to bt.:llt'lr
~ 1 i the cnang1:19 fll<l'~e·p :tee. 1tiL:r1rer bu1lds
upon the loyaltv 11 has n ready estnbhst·ed

Jeep of· c als mapped tr•e 1 rt Jre ot tne

brar d w1th th1s sta:eme•1t tuken f·orn fl ate
• 964 merna! memo

"TneJeepotlne'ut,Jre sst cvol\ingnnow1U
C0'11Jr ue to evave as 'lE!':.·uses (lre found lor 11. The

veep san ever·chang111g ·unctiOna v~hl ~' Its

deveopment d,f!ers from tl1at of tn1' col'ventronill

transnortation verucle 1n :11ar 1does not step W1tn

trar sporta:ron a1one.•
MClfe tr1an 50 years afte1the stn~cmer · t wns tu st

oenned. Jeep holdS true to 1ts ongi11aiD1and values.

outs deny 1ts 1>nqt1t unlle.lt ISOQ nppe<l w it•coth luoular roo' rack. as well Hs a rr m u:11 canvns Things you didn't know about
seatS 15- r1CI1 I Jllllrllllll ..vhooiS clrlO 215/75 tyres shorng sunroof f•on• 11\0unted r,llly lamps. Jeep
spa•e ty•e stomge c1ncl strateg1c 1· v pl::~ceo
b November 19<.J6 WrdrllJ er the moaern ac-r:ess 11anC1rclils nttho b<JCk 0 Jeep s a found1ng supporter of environ·

u1ea·nat n of tt o Jeep le<1 ncl and c.r oat the lll0$1 PROMOT ION mental action group TREAD UGHTLY' , Ci
'NOI1dvvide org<~nJ&'ltion cleveloped 1n
rer OJ'liS<ltl o nuustnnl procl 1:ts r tho worlcl Je~p·s '" r- t stl ''I and soho reput 11on · the 1987 to address thegrOV'.'If19 need lor
education ofoff-hig%-ay vehrcle OM1efS
was IOL.r cheo 11 A •stra' :1 Tminy Jeep Wran- name has out 1ved three auto cornpar res - 1S :o Ihe respooslble use of Qllr natural
J er reta r·s tt1 trad Ilona Jeep stv •ng c 1es 'he toundnt on lor a lO'liJ term strategy tt1a· resaJrces.
ensures a leadersll p pes '10r r an ever more
and h l'BCler 11 Jl Wllh fl S.ll)if8 tl OU<1'1 ll€cllly co:rpet tive market. 0 The frrst prototype of the Jeepvehlcle
con ~) e·e reocs <l rl of the C>.h"'' or ond a totnl
re I• SII:JI of II o u tenor TtlP Signature J~c•op Jeep :'l rns to con11n 1e to ·1ppen to a w1ue was manufactured •n 1940 and called
gnPt3 ano rou1 cl he,tC11QI1tS fnmo 1 'rom enrhe- rargc Ol cus tcrner;;. Tll.s IIWOivcs Cl con m t·
Ji"et) rnoc1els OIVf' H11> 1ew Wrn•1gler 1ts ment to mrna n the earle• r•1 tPCiliiOIOqlcal ;he 'Blitz Buggy'. DesJ900C! by Karl
:•ad1l rll :"!I tonk innovat1on. as 11 t1ns rn t1 e onst. nnd to olfer <1
tull range ol products t ~nt cover a w1du prrce Probst. the Bfltz Buggy was rnarA.Jfnc-
RECENT DEVELOPMENTS range and Lluyor prol lt• T1 1e comp<mv IS lirmty
TIH' demAn J tor Ject s 1 '>O wc'1l ll lf111'1ey commtwd ro continual updates o! t1 1e Jvop tured by the AmeriCan Bantam Car Co
are now scki II" ove1 100 GOI I'Il' es Recent Wrangler. the voi' ICie tnnt 1s consrd ered the
developments hnve seen the As a P<1C1f c lleart and sot JI or evt-)!Y Jeep as a pass ble reconna ssanoe velliele for
sen1or m::mauorncnt to<lll re1ocu tod lrorn use 111 the US /lmly.
Dotro1 t to SII1!J,lpore. Al hv1tios 11 1111. Asi<1 Jeep s constantly ad verllsoo nn(i pro-
Pac1hc lt'u.on nre now roat1gnec1 1nder Nortll- ma teo by Jeep markel •fl£Jexecu11vns c1round 0 The earliest printed use of the te~m 'Jeep'
ern ctl lt1 Southorn ASicl PiiCJIIC ope~ i tiOI)S the world. Its popul!l'lly is suct1 t11n t Jeep
owners regula·ty promotu the bremo trro1rgt1 can be traced to a 1936 Popeye comiC
rewonnl '11,11 .tgorne1t. w.tll Ausllailn ta ling In the orgar:isat1cn o' excl.rs1ve Jeep owner stnp by E.C. SegaL In the comic a fun
a c t1v1ties. character named Eugene U1e ,Jeep had
t11e SouthPrrt rt'OIOil. lhe power to go anywhere and solve oil
Jeep IS ~e·10v.. 10cltor 1IS oes1gr ol vehicles The Jeeo bra'lo uenerntes stron<J customer sorts of problems. Eugene the Jeep
e•1t'l 1s1asm w th prorn1ms th·tt transln te 11110 could also travel between d1mensrons.
for lhC lu'ure tl l l clrO Olten the 'Of€tlH1r1€rSOl so d br<!rlt11oyalty A lllltOr custorner lovalty whiCh not even the Grand Cherokee can
rn dels ltkt w11 eve•lii!Ell y make 11 onto the event1s ' lle Jeep J:l"'l> reo n serres of elf- yet manage.
prod ~~ton I ne. Rec••nt ocvo oprncnts 1n road exped1t ons wruch c1re <1as oneo lor Jt~t>P
co•1cept veh cles hnve see., "een e plomt ons owners on S0"10 of tt1e wor <l's most beaut lui 0 In March 1990 the one tn1lhonth Jeep
ol the pep 1 ar J, er Wr,HlO er. One s.1ch 1s 1·1e
Jeep Onkflr n motor st ow crowd p oaser - and Cha lef'g r {I ofl-rO:'Irl l'cliS C·m p Jeep S Cherokee rolled off the prOOuctJon ne.
•.vh1C'1 I uther h 1 cl s ontl e adver tUIOLIS sp nt
a1 ot1e• S.JC'l event Unoer taker, 11 the US. 11 IS 0 The number of Jeep vehiCles built dun~
ot Jeep Wrar g er. a··cr tlod bv Jeep owners over a throe dny
penoo. VI/W2 equals the ntmber ot Jeep
D 1Kar was q ""'n 10.1r ctoors c1 r ov. w1nd vehicles buill n 1996 r:Ner 600.CXXJ
BRAND VALUES Uf'lltS
screen. st le glnss lH'cl nl now stce root T11e Jeep brand rcp1u-ents 111UCI1 fllCre than n
regrs;ered tmden,nrk or c::~~xlbte prO<It Jc\ 0 Today. Jeep vehicles are built 111 nrne
D·1kar ~ rnu ti!)Urpose tonttues 1nc 1cJo cl range It is n houscilolo word ll mtl1as n reacl1
countnes arOtJ'1d the IM)(!d: US. AustM.
·ota ng SI10Vl'l tntegr 11Cd r 10 11 o lr •r t fender. Ch1na, Malaysa Thaland, IndoneSia,
<H c1 1r1 adver ture n O<ll.le tles1gr1ed to ·rt
111s de It e rea1 cjoor tha t tl~:l'l1res o n1ol•t VISion Venezuela. Algenuna arxl Egypt
scope h1noculnrs. I usnl1!1'11nno corr1pass
Otner leatures 1ncludo n lulllc1oJII1l1ulll- n 0 Jeep pre~nrereo the combrnahon of 4WD

ana automatiC transmiSSion and the
combination of 4WD and Independent
front suspensron, both 1ndustry firsts, 1n
1962 in the Jeep Wagoneer.

0 An US$250 million Investment brought

1he Jeep Cherokee to the market In
1983; the 1997 redo of Cherokee cost
US$215 m1llion

0 Every year. more than 6CXXl Jeep owners

partJCipa:e n Jeep Jamoorees 1n the US

0 With the launch of tne 1997 Cherokee.

the oldest vehicle 1n tne Jeep 6ne·UPIS
the Grand Cherokee. a vehicle that was
renewed tor the 1996 model year So.

one ofthe oldest '&lperbrarxls' has one

of the youngest model ranges

65

THE MARKET opened ts f1rst Australian restaurant at Gulldforo 111
Sydney's West in 1968
The fast food market is b1g now and clearly set to
get b1gger still Since qu1ck seN1ce restaurants In the 29 years s1nce it launcned here as
Kentucky Fned Chicken. KFC can claim to have
were launched n the USA 111 the late 1950s the c11anged the eating t1abits of Australians. Last year
the company seNed ro !ewer tt1an 85 million
concept has evolved 11110 an 1ntegral part of the
lifestyle of busy people 111 the late 20tn century. meals 111 this countJY.

Indeed the bus1er they get tre more lr'TlOOI1ant 90% oi Clll Australians v1sit ar 1established last food HISTORY
restaura0t at least every three months. and 25% of The lour1der of Kentucky Fried Chicken was the
tile fast food 1ndustry is to them. There 1s now a legendary Colonel Harland D. Sanders. Tile
thern go to a KFC or Cl McDonalds once a week. Colonel's bespectacled tace with 1ts trademark
qu1ck seN1ce restaurant in the USA for every 1400
Sales lor the rnain fast food outlets 111 Australia goatee beard has become such an icon that rl1ere
people - an astonishing statistic which suggests have now topped $3 bill on and adding 111 tile are peoote who believe he tS a fictronal (not to say
smaller 'ndependently owned BBO chicken shops mythical) figure - a creRtlcn. perhaps of the
just how far tho market still has to grow 1n the rest and so on, the figure woulo be over $4 billion. advert1sers.

of the world. ACHIEVEMENTS But Colonel Sanders was a very real person,
Speed of seN1ce, t1owever, 1s tar from the only KFC's grootest ach1evemcnt worldWide IS undoubt ano a very remarkable one too.
edly to llave reached its astonish1ng level of
1mportant criterion. If today·s consumer is in more success without compromising quality - indeed rt Sanders was bom 1n 1890. and lost his father
of a hurry than ever before, he or she is also much lias constantly pushed standards up. Since the jusl SIX years later. The young Sanders had to care
1950s, when the legendary Colonel Sanders for h1s younger brother and sister while his mother
more consc,ous of a.et. cleanliness. restaurant founded the group with a US$1 05 soc1al secunty
cheque. KFC has grown into a 1O,OOO·restaurant worked hard to keep them ahve. TI1e expenence
amb1ance, seNice and overall qua 1ty of product. cha1n. operating 1n 68 countries and generating an taught the boy to cook. and he clearly had an
averoge annual turnover 01 US$7 billion. Every day aptl1ude lor il.
Australians have always been quick to adopt 6.6 million people enJOY a KFC meat, and the
new 1deas, and s1nce the last food concept burst company has become - as 1\ descnbes Itself · 'tile But it was not for more than 30 years that
onto the loe<:~l scene (launched by KFC 111 1968) cl1icken expert'.
Sanders returned to cook1ng as a way of making a
Australians have becowe some of the most KFC holds a 25% share ol the tast food market
1n Australia. In Australia and New Zealand there are living. In the meant1me he had lleld a vanety of
enthusiastic customers 1n the world. now more than 530 Krc stores ooerat1ng. both JObs. He had been a farmworker, a streetcar
Whicn IS why Austra''ans speno $200 million a company owned and franchised, Australia is also
lhe t1eadquarters for the South Pac1fic and conductor, a railroad fireman. a soldier 1n Cuba
year on fned chicken alone. Southam Afnca region.
(tl1ough not a Colonel!), an Insurance salesman.
KFC (it is no longer called Kentucky Fned KFC employs almost 10.000 permanent staff 1n
Chicken) now holds an 1ncredible 95% of that its Austral,an operation and another 3200 in New and the operator ot an Ot1io River steamboat. He
Zealand, and provides comprehensive tra1ning ior had even studied law. and practised 1t 1n local
market. But although KFC has been a success them, as well as management tra1nee scholarships courts.
for especially talented young staff members. ThiS
story 111 Australia s1nce 1968 two years before 1s a long way indeed from the days wl1en KFC It was in tt'IEl 1930s. as the operator ol a seNice
McDonald's arrived · 1t still !1as a lot ol potent1aJ s<at1on 1n Corb1n, Kentucky, that Sanders renewed
customers wa1ting cut tr1er·e. Of the $500 million-a·
year mt"'1rket for baroecued ch1cken ,n Australta. h1s interest in ccok1ng He had no restaurant at that
11me. but served food to hungry travellt>A'S from l11s
KFC currently holti s 9% and is making clggress,ve own liVIng quarters. Before long customers were
moves to litt that percentage. turning up JUSt for the food. So he moved across
the street and opened up a 142-seater restaurant
Overall. 35% of all food consumed in Australia 111 a motel, and operated this for nine years under
IS ·tonn food' prepared outs1de t11e home. Over the name 'Sanders·.

During this t1me he devised l1is secret recipe tor

fned chicken. H1s restaurant became so popular
that State Governcr Ruby LaHoon made Harland
Sanders a Kentucky Colonel in honour ot his fine

contnbut1on to state cuisine.
However. there were stonny t1mes ahead. The

Colorers tt1nv1ng little bus1ness could not suNive
plans to open a new highway 1n the 1950s, which
by-passed the town of Corbin. TI1e Colonel
auctioned oil his bus1ness. As a man 111 his S1x\1es
he was finally left with his last US$150 social
security Cheque With whictl to face tl1e future.

It d1on't daunt the Colonel. He used the money

to set up his own franchising business. and called

1t Kentucky Fned Ch1cken. He travelled across tne
country. cooking in different restaurants for

L MEAL DEAL

70

customers ,md employees As t1rs ~pec.al recpe gravy. All or the rngrea.er ts are of the nrgt1est PROMOTION
quality at')d freshness. and tl'e company ensures Du•rng his lifetrrne the Colonel was a rnaor
tOltnd favo,Jr. he entt::reo rnto hardstlc1KC agree-
this by I xrng the most ngcrous stn'idards for promot.onat asset. In '916 an tnaependent su·vey
me.'lt$ wth the rostaurnnt owners who vvou o pay
oroduct u'li'ormity a'ld q Jrlhty. These stnndnrds ra•1ked the Colonel as the world's second 'l10St
hun a r cket for every ChtCKe•l tt·e resta rrant recog'lised celebnty. The mage ot Colone
must be met by all Sllpplrers at a t rnes &lmers IS st 1one or tne best knowq Vv'Orclv.Kie
suosequent:Y solo Oi course. KFC cl rcken comes rn a runber of tradema"ks
P11S oolrcy met-.\1tt' s·uoenocus svccess By
forms, 'lOtably· Ongrnal Recrpe Cl cker : Ken:ucky KFC bac'<S i·s brano vvr:h a•1 annua US$100
190.1 Colonel Sand)(S hnd over 600 rrancrMsed rnr!lton rn advert1SII'9 Proo tets nna res·a rrants clre
at.llets tor his ct oc;ken nr<:x1uct 1n :he USA and BBO Chrcl<en; Chteken Fillet Bu•ger and Bacon promoted tr.rougn a var ety 01 med ,l wtllc.ll
Cannt13. producnlg <1 US&17 rn on tdrflO\ter. ard Cneese Rl et Burger Z ngsr Bvger, ;~nd u1cluoes 'ado. TV ano r'le\vspnper actverusrng. Tl e

Thrs p·osper tv was oased or 1tne sneer Kentucky nuggets And r• is supplemented by srde TV camoatgn Wl'h tne taglir e 'firJg&·tickir · gooo s

poplJ<:lOty of tt'le Cdooels recrpc F~ed chiCken items such as ch os. coleslaw, com. vm.cus esnecaty memorable Ad\CrtiSIIlg s s:rongy
supported by tt1e KFC lrar,cll se system. Eoch
tsetf 'v'J':"!S not new. ol course. b.Jt It ·c unus 1:11 d'lnks, desserts pot<Jto m1d graw ancJ bre.10 rolls. franchisee contributes a specruoo percentage ol
In each case the SC~me strtnger·lt qu,1hty gross sales towards the ovemll 'll<l<'ket ng effort
co·nn natrcn o1 her1>s Rnd sp ces wl' ch made uo
t11e Colone s chicken coatr•1g tx:cnmo the star standards apply, oven though the qu~nt·tres KFC a•so tnvorves itse.l tn local cornrnunrty
attractiOn Howovcr. Colon~! &niers was now rn involved are enormous KFC cooks some 300.000 QrOJOCts and oarticrpates rn prrvate and tJUblrc
chickens every week. tor example, a ong w1th 40 sector rnrtiat1ves desrgrod to help r,eoplc t>nck to
hrs scventrcs nn<J tt1e t>usu1ess v..-as too brg for work througn work placements and trarnrng
hrrn. He sold rt for US$2 mrllron rn 1964 to John Y. tonnes of nuggets and tllets, 00,000 cat)bages opportunihes.
10.000 lettuces <1nd 25.000 dozen d1ickcn fillet
Brown Jr arxi Jncl\ Mnssey, remainrng a lifelong burger buns In the process KFC has become an BRAND VALUES
In KFC's philosophy the customer rs k ng KFC
qu(.'ll ty controller for the company Hrs face was important market for Australrn's frnost fresh lives by this. insist:ng on qu<My proch ret nnd last,
produce and thus D srgnihcnnt indrrect employer efficrert. and fr erdly service The KFC Cllstomer
also used ns a company icon ,md t1o rornarnE.'Cithe care prog'arn oernonstrates ll'e thrn:.. ng betwx.i
KFC ts commtlled to providing A wrcJe chorce of tl:e KFC b~nd. t a1rns to deliver 10• %custorrer
rnarn spokesmnn for Kentucky Fred Cl1rcken. sa·rsfactron a: an tunes.
quality foods, ancl suppliers are rnonitored closely
By 197 1. when tho h011 was wl\on over by by tne KFC Techn1cal Servrces Team. lt10 Team Th s was tne credo o' Colon13 Sanoers. \\hose
ensures that hrgh standards of l'ygcne ore personalriY rema ns a po..verf.JI onVlncJ terce behin<l
Hcuble n Inc, there were 3500 lranchrsed and rna:nta·ned throughout the production process, :he company's st..:ccess HIS ll"'lage 1s an 1mp..."ftar t
company owre<l •estnurnnts Eleven years later se '19 porrt a symbOl of ben~g:1 far. Ar ty to the
KFC became a SuUSKJ my of RJ Reynolds lndus- ng'l' up to tile,, ornent the prcx.luct rs :;crved to KFC co•1SUme'. H s rept_.tatKYl as a pa1ecttonrst 1S
tne customer Each s·ore ~ ass0.ssed regu arty
tnes, WhCh W,lS evontually rlCQU •ecJ in tum by le~endary, ar'd I s dedrcatron to Quahty an<.i
PApsrCo Inc 'l 1~86 In l 987 KFC opened rn under a program kno'Nil as CHM1PS, a i'aPPY
et.IS:omer se:'\,Ce h<ls '911\1 ned 11 e hattm1rk of
Chrna, 'he f rst Western stylu qu ck SC"VVCe acrooym stano ng for c e.·mlu ess hosprto ty, KFC's success to trus cay.
accuracy roo•rterrance. produc'. ann soae<"l of
restaurant to venture t11ere Things you didn't know about
The Color.el hirnsef dreo 10 1980 at :ne age of sei'VlCe. KFC
KFC strll regards "he Color ors secret rOCt!)e ol
90. In tne closrng yetlrs ot hrs te ne :rnvelled 0 KFC was founded In the 1950s with an
250,CXXl m les n yl3c1r overseerng the emo ·e he 11 llerbs and s~)1res ns tfiA koy tn r•s 11en1age
elderly man's last social security
had founded. He was never too prouo to rol LD RECENT DEVELOPMENTS cheque. wcrth just US$150.
lr 1991 Kentucky Fr ~J Chr...Kf' 1W(.'!S renamed
hrs s:eeves. don nr apron nnd demonstrate to 0 Colonel Sanders' secret chicken recrpe
sta11 llovv a •c.1 ~~ ·f ng8r ltek n' g()()(1' rr ed eliteken KFC. A new .vgo arYl des gn was adootod
1s still used worldwide to this day.
should t>e rmde. tf·.coughOut the vvorlo 11 s di<1 not meRr' dropping
Co onel Sar1ders alwoys rnststod on t11e hrghest the world famous Catone' Sanders link. but •t drd 0 Australians spend $200 mr hon a year
dramatically refresh tne brand Accordu)Q to the
standards o· qun' ty, scrw c nne! llY91l:'rte, and corporate identity consultant The Schecter Group, on fneo chicken. and KFC holds 95% of
this nwl<et.
those stoncJnrds are the new KFC logo stgnrfrcnntly onhnnccd tho
rnatntau~ed at KFC to 0 KFC currently serves about 2 3 billion
brand's 1rnage.
thsday Further change was 1ntroducElcl wrtlllhe mealS fNefY year around the ...voOd, ar'd
85 mdtion n Austral a alone.
development of new types ot KFC 01 rtlot: flagship
0 In Austra ra alOne, KFC cooks 300.CXXl
family restaurants are l>ased in town centres and
Chrd<ens weekly.
dr.ve-th•oughs, wh 'e KFC Express rs a smnller

store witn fewer sents to nccornrnodnte h•gh
volume business {1t repiJces til() old styte tokea

w(JIJ) KFC rs now nvarlabfe to n wKler rnnge of

people tn olaces whe•e r: Wc1S not pCVlOUSiy

represen:ed

There have also been c~'lf"KJCS to Ue rr'enu. In

1993. Cocners Rotrssenc Geld was rntroduceclto

Arner:cn and more recently Ken!llCky 880 \VJS

ntrcduced to Aus~raha. Bot~ .1re ncn·lnea chrc:~n
prooucts ano are set to do we tn :<Xhy's c1ret
co·"'lSCIOUS env ronrnent Bv rntrooucrng a snappy
O'Clnc nan~e and drcpp1ng tne mev101rs •eference

to 'frreo ell cken, KFC s rn an exce ent pos !ron to
at1ract tne t-eat:tl consc ous ccnsurncr.

THE PRODUCT
It rs goncrollv agreed

tl'lat whitE' rne<ll -
most obvrously
chrcken snollld
loorn part ot n noalt11y
diet A n-e:11 of wt1r:e
rneat a'ld Sc"llad, 111
fact W0\11,1 fnd wrdo
tavatrr wth null ton
rs·s arxi <hewry
experts everywt·cro

lr essence. thiS s
v.t.nt tne KFC
r,roouct 1s a I about
A tvprcal KFC n-.a'11
conStsts o· chicken
colesl.:lw. potato ano

71

THE MARKET convenience are the watclwvords in rhe indushy. ACHIEVEMENTS
Sorne psychologists say thnl you can tel a Tl1e Austmhnn grocery market 111 shoe care Australia's KIWI IS the nltemattonal No. 1brand 1n
person's oersonat1ty from the1r shoes. If so, '''s products ts wortn around $16 million per arlllurn. shoe cr11e. TI1rough 90 yea1s of experience 1n tne
1mperat1ve t11at we keep ou1 shoes 1n business, Kiwt has OLult Itself an unsurpassable
sq,,eaky clean conc.lition to ensure 111m reoutatton as tt1e ultmate shoe care expert. As a
we send the nght messages True or consequence, KIWI ma1nta111S buoyant sales n over
130 countnes and holds a sign1flc811t sr1are ot tne
only 11all true. the fact is that o lot of Australian shoe care markot. The company t1as
now been supply1ng Ihe Australian grocery sector tor
people believe it. wh1Ch accounts tor
the year on year growth of the shoe nearly a century and IS a 'amiharhousehold name
care market In fact, research nas tound that consumers show a

At present. sales,,, th1s marker are higher level of spontaneous recall for KM~ , as a
equally div1ded between accessories for means 01 Qu1ck and easy shoe care, than lot any
footwear such as laces. and the ot11er name 111 tne market K1v,~ has cons,stently
products used to cle<tn shoes. TI•o demonstmte<.i a commitment to range rat,onalisatton
cons1stent growth rotc of the shoe care and 1nnovat on whtch has secured 1ts well estab-
market presumably owes a great deal to lished marKet leaaership.
the natural pnde that people take in tt1e1r
appearance. But tne market llas also HISTORY
grown 1n value because consumers are In the late 1800s, a young Scott1Sil boy by t11e
preoared to purchilse a greater range or name of W111iam Ramsay em,gruted to Attstmlia wtlh
products 1n hne with tne ever-w der his parents. When \Nilliam was old enougr to
variety of shoes available to them dec,oe upon a pro1ess1on t1e proved htmself a
master ot (literally) tr1inkn19 on 11is feet Young
lncreas1ngly, consumers are opting Ramsay observed t11at at that time there were very
for products wt1iCI promise a quick, fevv teliablc rne.1ns of oreseMng shoes, wh ch vvere
eRsy srune 01 wntch otter somelh1ng
new and different. lnnovallon and

72

in those dnys constructed trorn rather crude leathe1 The rust' of spo11s shoes onto the ma1ket has the htgh proftle ot the brnnd such as support1ng
its 90th b1rthday wttll an extenstve pubhc
The mntn oresetVatlve measure wns 10 cfa,th shoes prompted a swift and ef'ectiVe rE>.actton from K'Wl. relauons campatgn

vvit11 substances such as egg yolks. amp hlack t:tncl The market is crammed with potential. BRAND VALUES
Sneakers are no lon~er reseiVed for the Kiwi l1as succeeded in becomtng a maJOr
ro<le grease OlMOlrsly f)()ne of tt1eS(:' took branci with 1nternattona1 appefll and a pnrne
Ramsny's laney. soorttng enthusiast. nley have becorre an position in the st1oe care market t11rougt1
.ntegral fashion necessity for many aspiring establtstli'lg itself as t11e expert rn shoe care.
VVi am Ran tsny set about amendtng this sad lack II has longevity and proven knowhow as a
'trendsetters', as well as f1l1tng the need tor trusted and dependable snoe care product. It
ot shoe care pro:it rcr tn 1906 when he spruced up ncreasingly sophisttcated shoe wear prooucts
lltS shoes W1U1 a dark tan paste r1e concocteel has proved innovative from
t11msett. With aView to 'naklng hts snoes l')()th look lor tne m.Jiy dedicated sportstiend It ts not the outset. Indeed, tt oHored
uncommon for consumers to spc11d up to S200 a product wh1ch . until the
bet1er anolasllonger. Th,3 tden grew into ocompany on a patr otSPeakers and the onus ts on Kiwi to company was founded, was
Otlsure t11a1 tt1etr tnvestment doesn't go to waste. largely unavailable on the
· K.wi II Willian, R'lrr'\Say wcmtecl CIO..'ln0r :'lr'd n10re Kiwi's sport range 1s spec1hcatly oesigned to market. II can t)e assumed
gu~1rd agatnst tt>e 'smelly sneaker syndrome·. that nobody actually en1oys
respectable shoos.l1e could rt.'CkOt' on homes of and to keep sports shoes looking good The llaVI\'19 dirty scrulfy shoes, so
mnge inciL~des KIWI Odour Guard, St~eaker Kiwr. in betng the first to fill an
sirn !mly trouo!ed SOl.I swt10 nooded help. AtxJ he Deodorar 11, K1W1 Soor1 Canvas Cleanerand Kiwi tmportant gap tn tile market.
h3s oeen nghl. scored a mator couo Stmoly
Sport Leather by opentng tis doors 101
Unlike th.o COI'T'pary's mmeS<lke d b1rd wl1icl1 bustness. Tile brano has
R~tO"ef. since gone on to continually
canflotlty Kiw took off111 S(:>Ex:tacu:ar tas·11on. evaluate consumer ex~ecta­
PROMOTION Uons. thus ensuring that it
Sates \Nere boosted by the military. a body ot The unique Kiwt srays a~1ead of the vagaries of
syrnbOI whir"h footwea1 fashion Th1s is
consumers wl'lo depended on matcl1es tr>e bmnd reflected in the breaath of its
name was no mere range Equally tmportant.
tmpoc:cable shoev'l:ear so as not to 1ncur lltgi1L of rancy however, has been Kiwi's
tile sergeant'sv~Jratn dut ng kit inspec- (pardon to pun) Ot' ded1catton to quality rn all that
tions. It"' fAct tne Asmy inststed on the tt1e part ot \'Villtam ttdoes.
use of Kiw1 during the First World War. Ramsay As
wt1en 1t was tound to be tnvatuabte tn Ramsay had The underly•ng strengths ot
marnect a New the Kiwi brund can be
waterproofing boots tor trench wa~fare Zealanoer he summed up by th1ee words quality, variety
named h1S com· and t1eritage.
To ttlts dav. KiWI maintains a strong
a~<~<xtauon w1th the Australian Detence
1-orces.

Stnce World W~1r One, 1t1e KIWI

brand has outshone 1ts competttors on

nil accounts. est<lbltshing itself as the
world's No. 1 sl1oe care brand TI18

mult1nat ()!'l(;d Sara Leo Comoration
acqutreo the KiWI brand 111 1986.

THE PRODUCT

Kiwt has susta1ned tis quat1ty brand

status w til a range of products WhiCh

reflect tl"'e nnovative 11c1ture of the

compc:u'•Y and 1he organtserJ <lpplo.-1ch 1

has to the shoe care market Ktvvl's

range covers a number of segments

Procll.tcts are available to su t the needs

ot the tr3C1tllonal. lasrton tnfluonceo arvJ spo~ting pany tn her 11onour or

footwear markets. ratt1er in honour of her

Numerous KIWI poducts are made to clem, natiVe land. However,

pohsh. renovate und urotect both foo!Wearand tf1en; rnny well have been

accessories !belts handbags etc.). The range an eiementof tong term

,ncludes. Class•c Uqutd Kids Scurr, Colour Chnnge, strategic t11ink1ng behtnd

LeatherConditionerand Protect All Water Proofing the naming of the br-drKi.

Spray Kiwt also prodLJCt:S a range of accessories Kiwt doesn't reouire

Umt1nclude shoo laces and tnso!es. 'lJlY tmnslatton and even

The Kiw range is mu 11 purpose It is w.dely used attrat early stage In the

ty.y cl ents such as the Armyand professtonal shoe comoany's htstory,

shners. It ts also used tn less convenlot~at ways by Ramsay may have

craftsman, partteulany llmture and an1tQue restorers. seen that tho strength

of htS prO(IUCt COUld

RECENT DEVELOPMENTS carry the company

Kiwt recogt 11ses at all ttrnes U'k'lt ts range must keep further afield tnto

pace with ch8ngrng trends 1:1ncl fastlions Thts ts vo,~hy markets tn other parts of the world

the KIWI range I'BS recently expanded to 1nciUde the Certainly, Kiwi had a vision when it carne to

htghlv tnnovntive Express Sl1ine Sponge. the perfect rnarkettng tls products. For instance. Ktwi was

solution to modem shoe care needs. one of the tirst companies to ever take advan·

tage of ctnerna advertistng. It announced tls Things you didn't know about

brand wtth slogans such as: 'Ktwt Makes Kiwi ,

Sl1oes Smarter' Some of the very lirsl

Australian posters heavily featured the Kiwi

tmage wttl1, for example, a ktwl fccdtng out of 0 The first shoe polish was a mixture ot

a woman's hand and a slogan 'K1w1 Soon sugar, vinegar, black dye and water.

Makes Fnends' or two kiwts, one black. and 0 Kiwi, named after New Zealand's native

the other tan, tactng each mher across the bird, was actually established In
Australia.
Ktwi trademark W1th the accompanytng line:
0 Klwi was one of the first oompanies to
'Ktwi Black Is As Good As K1wi Tan· Other
make a lV commercial in Australia.
posters featured children Silting on a huge
0 More than 170 million ttns of polish are
ktwi, and a couple courttng and the line 'Kiwi
sold each year tn 130 countries. In
Poi1SI1es The Perfect Pair' . Australia about 2 million tins are sold
each year
The postets may seem a ltllle quaint to
0 Ktwt is used in a professronal capacity
our tete-cynic eyes, but they go a long way
~~~~• towards oroving t1ow advanced Kiwt was tn by craftsmen such as fumtture and
antique-restorers.
mar kottng terms at a very early po1nt tn the

brand's development.

Recent promotion of the brand has

nctuded a nationwide tetevtston campa1gn,

..~~~i;.~£a~~l§~~~~ together with numerous consumer promo-

- tions. Ktwi also rrnpteme11ts a range of

flt-..':o·'llo!~·Jooo!i;...,.:;;i;;;e;~:Z~~~==~~~f,;;i!liE.:J bus1ness acttvnies and events to rnatntatn

73

THE MARKET vrrlually everyone and cornrm111ds a premium a truster! provrder
II IJushhre throatons dn Australian home. U1e
owners rush rn n11d snatch uo .. tlierr photo from consumers throughout the world. In tile photo busrness. rl is no easy task to reach
gwphs. They know tho !clevrsron the furniture
t11e11 clot11es em be replaced But thetr memo And rrom that srmple begrnnrng. an enormous t11•s level of quality. Manufacturing photograohrc
ries cannot And the lrlt t' they trust to capture
t11osc memories is f<oclak range or specialist imaging products has products defT'ands extremely low tolerances ol

Tho key him consurr.ers arc women aged 25· evolved. As one of the \NOrld's ead1rg s11Ver halidR trnJ')lrr tres. hogh levels of automatron. and adherence

40 The1r ravounte sub1ec1. one tl10v return to sens1hstng rlanls, lhe Austrnlinn manufacturing to l;·gh n1temationat speCtficattons ol perfomance.
time and again. is the chi dren. Consumer
orcturcHDking peaks slrong1y through the facility has olaycd a key role in the development of Moreover. the most crittcal parts or Kodak's
Cr1rrstrnns and summer hol1day period.
Kodak's plloto products manulacturing processes have to be per-
But Kodak's 1r1ag ng lendersh p goes beyond
consumer markets. II extends to the prates Kodak Australia remains '.he only Australian •orrned in wlUal darkness.
sionsl . mot1on picture. hedlth and bus1ness
unJg ng areas. rnanulac1urero1 pholosensmvegoods Kodak was Tl1e constant emphasts on quality and

Kodak Australia nas tls key manulactunng t~1e frrsl company to be awarded the Australian efl ctency has pa1d off. Arter Australra Post .
lacrlity m Coburg ncar tvlelbournH. Coburg 1S n Oualrty Pr ze rn 1992, and remAins cornmtlted to tho Kod<Jk rs now Australia's largest user of
world sene plant. <md li<~s c:mtJ1I ons to be
recognised as Ausuallc1's most nuvanced quality processes that have ensured •Is success as tnlernattonal export arrfretghl t11rough a dy-
manu'acturing lactilly. 111e H50 people there
make a sut)St<'lntlel proportion of tM world's ..,.......,,.,....,...,.,.,......,.......,,.,.,.....,...,...-- ., nam1c partnership wrth
photo paper
Oantas. Manutacture tS
Asrn Pacif1c oxoort markets now take about
80% of the Ektacolor pAper Aflcf photochemrcals to order, wl1ich means
manufactured m Coburg, and o; t11e Kooak fi rn
that no rnventory lor
ftntshed there. The value or these exoorts hns
export rs kept at Coburg
grown from $50 r'Hihon in 1880 to $380 mrlhon
in 1996 an<j s set to exceed$ fbO mil ion a year - film comes off the
by 2000.
lintsh1ng line. on to
TI1e total Australian ptlotoymphic ma1ket rs
worth about $1 billion. Kodak rs the clear rnarket trucks nnd straight out
leader wrtll mo1 e than lwtce the share of 1ts
ne<lrest cornpetitot to Tullamanne airport.

ACHIEVEMENTS An order is placed. and
How does a brar ·d now 100 years ol(! rernfli'1
nnw and lresh? Througl"l cont1nuous tnnovalton around 11 days later,
and :he relentless oursu11 of quality 1\nd tl1tS
forward rnornenturn 1s nothtng new to Kodak: Kodak Gold film is in a

"The success or fail rre client's warehouse 1n
ol uny company rs deter·
mined by the quality of the Hong Kong. Korea.
work done by every man
or wornan rn 1ts employ Tarwan. or in any olD
Our goods are sold on the
basrs of oualny ancJon dozen otherAsi<otn markets.
lllal basts alone Tno ftrrTI
lMI produces t11e pro(iucl HISTORY
of tile higloest quality 1S tho For more than 100
ftrm whrch prospers. · years, Kodat._ Austral.a
11as been at t11e forefront
Those are the words 01 of the photographrc
George Eastman. 1nvemor rl'ldustry, supplytng both
and Kooak founder. the commercial and
srJcakrng rn 191 5. personal 1111agtng needs
of its customers
George Eastman's
invertion and successful ----~------------------~
marketing ol early roll film
cameras Oates froi'Y• the
patenting and manufac;
lure of the No 1 l<odak in
September 1888, under
the stogan: 'You press the
button. we do t11e rest'.
Kodak's little yollow film
box ts now recognised by

74

The compcu 'V'S Australian 11eritage began witl1 made contributtons of 1nternat,ona1 stgnlll· preparedness to buy the brand TI1err esttrmte or
young sc,enlist Thomas Baker. the p1oneer of cance worth m1ll10ns of dollars. many times 1ts Kodak's brand equ1ty was US$13.2 billion, whicll
r-hotographic manu!actunng 1n Australia. In '886 he operating costs. places 1l sixth globally, ootween Dtsney ano Kellogg.
set up a small cottage 1ndustry ,n h1s Melboume
laoomtory. maK1ng revolut1onary photographc d1y THE PRODUCT George Fisher. Eastman Kodak Cornpany
plates. A year later he learned up w th businessman Kodak IS the market •eader and a key 1nnovatorin chairman. artrculated the company postt10n1ng to
Jol'n J. Rouse to fonn a pllotograplliC whOlesaling the world of imaging. shmeholders at the 1997 annua meeting:
;.md retailing venture, Baker & Rouse Pty Ltd.
KOdak's mot1on prcture frlrn, for example rerna1ns ''Our business 1S pictures. We have the htstoric
In t11ose early decades. the production and tr 1e hm1 chorce of cnematographers worldWide. Nevv and oowerful ernotiOilal link to the consumer that
supPly of X·ray film 1n part:cular boorned as t11e manufacturing faciltt.es are producing a superb new many of our d19Mll comoetitors don't have. The key
sophist1c.atecl Melbourne rred:cal comrr:unrty family of sharp and attracuve motion picture hlrns to to our success 1s to help customers and consumers
extendeo 1t1e bot1ndares or d:a,qnosbc t•nagrng. stringent tolerances. The advent of digital television app~11he rignttect1nology - lrad1t1onal, ord•gital, or
Illustrates tile 'future-proal' nature of mov1e f1lm. hybrid . ~o take thetr PJctures furthe'. in their lives or
At arour't1 t11e same ilme, George Eastman Anyth1ng recorded on exrshng vtdeotape equ1pment the1r bus1nesses.•
was pioneer•ng the commerctal production or Will be vtsually tnferior. programs captured on film
dry plates 1n the USA He named l·1s company snould be as v1v1d as the day they were made. This s put SL•CCinctly by the KOdak over-arching
the Eastman Dry Plate and F1lm Company. advertrsing message. Ta~e Pictures Further
KOdak ;s also a byword II'\ tho field of bustness
Witt' photography sttllln 1ts infancy 1n Austral1a ~rnag1ng. An ear1y example IS Kodak's •!ltroduction ot Things you didn't know about
and the US, Baker & Rouse developed a mcrotilm in 1927 to record mages of cheques Kodak
bus1ness relationship w1th Eastman. George once processed. A more recent or.,e is Kodak's new
Eastman. 111 searcl1 or a d:slinct•ve tr<tdemark, unngc stornge 'jukebox', desJgned to hold s1x m:lhon 0 Kodak suppfied VISion for !he 1997
came up with the word 'Kooak'. There was no drgrtised document 1mages and expandable to any
parltcular 1eason fo1 Ihe 1 hOICO. except tt1at size. Kodak 11as a long h1story in helping busrness to Mars Pathfinder probe. 'Rover' had
Kodak was easy to pronounce and spell1n any mrn1m1se 11s paper storage needs.
l(lnl:)uage, and began and ended with Eastman's three off-the-shelf CDD digital sensors.
favounte letter 'K'. Even at tnat early s1age Kodak has been the film of ChOICe for Australian chosen for survivability, sure perform·
Eastman 11acl V1S1ons of llts company becomrng snap-shooters srnce the advent ot photography The ance and extremely clear and sharp
a household name t11e worlo over. By l 90 1. ne introduct1on in 1997 of the new range of Kodacotor images. Two were the vehicle's 'eyes'
11act formed the Eastman Kodak Cornoany. Gold film IS the culmnauon of decades or color film and the other captured 1mages.
development. By any measure - color. sharpness.
In H108. the growiPg bus1ness of Baker & lat1tude- thiS tS t11e best consumer film ever made. 0 Dunng Wood War 2. Australian V·rnail
Rouse as sole Aus1ral1an agerts lor Kooak
products leo to the tormaf10n of Australian RECENT DEVELOPMENTS (Airgraph). a Kodak system tor micro·
Kodak Limned. W 111 tl1e emergence or a New As tM 21st century opens. U1e world IS confronted
Zea and branctl in Auckland three years Inter by a gre.at change as telephony. the media and filming letters tor the anned services to
1t was rer.amed Kodak Austral1a L mrted. compuling converge 1n new rnedio such as the
F1nally in 1920. tile company was 'egrstewd 1nternet and rnu.trmedia appltcatlons_ Thrs 1s the conserve predous a1r cargo space.
as Koda~ (Australasra) Ply Ltd, the nnme It dig1tal revolution. operated between Australia and the US.
retall"lS !oday.
Kodak 1s leading the way in digrtal imagrng wnh A similar Kodak service, Empire
The Kodak Australia Researcn Laooratory is nnovative. higl1 oualitv ways of us1ng pictures. It is Alrgraph. provided cMI!an correspond·
the longest estabhst1ed industria researcl1 posihoned ar the forefront or th1s rcvollHion.lt has ence between Australia and Britain.
tac1l1ty 111 Australm. Kodak's commitment to lhe nvested 11eavily over many years 111 advanced
S<-lenliftc oillprovement oi Australia's intiustna researct' ~mcJ has an immense portfolio of d1grtal 0 The techniCal comp!ex1ty of photosensi·
capRbllittes began 1n 1930 under Dr Ne1l rnagtng patents to prove tt. l11e challenge of bringing
Lewis. Today 1t operates largely 1n support ot this wealth of 1c.1eas ar<l technology to the market live coating is awesome. The Ektacolor
110w drives the company fo1ward. photo paper coating track puts seven
mar,utactunng process tectmology anci !las conststenl layers onto paper base,
For consumers, this means exciting new prOduct drying to within10 microns - a sixth of
olfenngs sucl1 as dJ91lal cameras. scHnners and the thickness of human hair. This is as
nev.• apphcat.ons tor the1r prctures exacting as microch1p production • and
performed In virtual darkness.
Image MJgic, Koda~·s 1n-store d1gital imaging
stallon. scans rrom pru1ts · no negabves requ1red • 0 Even though photography is regarded
and producesqualitydye-sublunation orints. Tr.e
un tcan recompose fl p.cture, eltmrnate the ·reel eye' as a mature industry, half the world's
caused by flash photog'dphy, and adjust color. 1his population is yet to take a snapshot!
tS oou1g ILrrther extended will~ a range ot d:giraf Consumers 1n rapidly groW1ng Aslan
templates. available to stores via ISDN, whrch markets are enthusiastically taking up
montage scanned unages ard extend consumers' snap-shooting. Their Kodak film, paper
pt1otos 1nto new and appealing applications. and chem1cals come from Australia.

Kodak 1s also a key player tn a new photo 0 Kodachrome · the world's hrst color him
system knovv'fl as Advanced Photo System (APS)
and marketed by Kodak as Advc.mt•x. Th1s system for both still and motion pictures · was
has been des1gned to rR'l«e p:cture taking easier invented by two unemployed mus1·
APS is an open system for whrcll any manuracturer cians, Leopold Godowsky and Leopold
can mr~ke cameras or f rn. The new user-rriendly Mannes. affectionately known as 'God
Advanlrx system. along \~~th other diQ1tal1maging and Man'. Two years later 1! was used
products. is st1rnulating considerobte growth 1n what to capture the Htndenburg d1saster.
is otherwrse a mature market.
0 In 1944, Kodak supplied the Office of
PROMOTION
Kodak's marketing communications 11as atways Strateg1c Services · forerunner of the
sought to punch through the clutter, tOCLISing on
mass med1a adverltsing and po1nt·of-sa1e. The CIA · with 'Camera x·, a camera with no
aim is to encourage and enable all to use and
enJOY photography. And. of course. Kodok viewfinder, built to look hke a matchbox.
1llustrates 1ls vvares wit11 uncompromiSing and It came w1th several rolls of 16mm ftlm.
breathtaking images. tablets of chemicals for developing, and
an agitating stick for processtng. There
A key oriver in Kodak's dig.tal strategy is a was also a close-up lens !or cop'flng
powerful image rich and interactive 1nternet pres·
ence. The Kodak Stte currently comprises arcund documents. About 1000 were supplied.
10,000 pages and receives up to a million 'hits' a
day. It can be found at. wvoM~. kodak.corn.

BRAND VALUES
lnterbrand. an international brand consultancy,
sought recently to unravel the components of brand
equ1ty bv analysing consumer percept1ons and

75

L.J. HOOKER ™

THE MARKET The L.J. Hooker's franclltsing system has twice nattonal tollrree telephone number to cal'1lthey
After the high interest rates of the the late 1980s won the Franchisors Assoc1atton of Australia and requtre any further assistance or advice w1th real
and the recession ·we had to l1ave· tl seemed New Zealand ·'Franct1is1ng Excellence Award" and estate matters.
Australians· love affair w1th bricks and mortar was in 1996 recerved the ultimate accolade when
about to be ext1nguished. However by the mid L.J. Hooker's customer reward program 1s
1990's the flame was rekindled agau1 as home L.J. Hooker was named ''Australian Franchisor ot unique to the L.J. Hooker network and provides a
ownerShiP became 1ncreasing1y affordable, the Year". compet1\ive edge in tile marketplace. 1n terms of
largely spurred on by the entry Into the market- obtaining lisllngs.
place of non bank mortgage lenders and lower For the last 11 years L J. Hooker has commis-
interest rates Horne owners who list and sell their home
Sioned Newspoll to conduct a national brand exclus vety through L.J. Hooker are ehgtble to eam
Non bank lenders have provided f1erce 100.000 Reward Points on either Telstrn Visa or
compet11ton for banks In the home loan busi- awareness and atlttude study to determine Oantas Telstra Vtsa card.
ness. oflering competitive 1nterest rates. greater L.J. Hooker's strength 1n the marketplace. Eve1y
flex1b11ity and fewer charges ancl penalt1es to year the Newspoll study has reve~led that This customer reward program is added value
consumers By 1997 horne loan rates were at L.J. Hooker continues to be the real estate name to the serv1ce LJ Hooker provides to clients selling
their lowest level in twenty years. that's best known and most chosen across the1rhorne
Australta. The 'atest Nevvspo!l study revealed the
The lower 1nteres1 rates and compett\ive L.J. Hooker name has well over twice the recall or In 1996 L J Hooker revolutionised the tenanV
mortgage packages, coupled w1t11 current any other nattonal real estate brand and that twice landlord retauonsh1p w1th the launch of the
taxation laws anu changes to superannuation as many people nom1nate using L.J. Hooker for L.J Hooker A1 Tenant Card. L.J. Hooker, through
laws have seen an increase in market ac\lvity. buytng or selling property ahead of any other
particularly in the first home buyer and investor national real estate agent.
segmen ts.
THE PRODUCT
These market forces all contnbute to Austral- L J. Hooker operates a networkol over 600
ians having one of the higt1est levels of horne L.J. Hooker offices. L.J Hooker franchises are
ownership In the world locally owned and operated by licensed real estate
agents wt1o have extensrve local market know
ACHIEVEMENTS ledge and have the added advantage ol the
L.J. Hooker .s one of Australia's earliest and resources, support and expenence of the
longest runn1ng franchised businesses. The Franchisor,
ong1nal real estate bustness was established in
1928. lr I 964 Len Tosh. the man credited with L.J Hooke1t1as a variety of products wh1ch
introducing the franchisng concept to Australia.
became General Manager of L.J. Hooker and span the real estate spectrum. Products ror
later opened the company's l1rS1 franchise offices residential. commercial and rural buyers and
in 1968. sellers, landlords and tenants and t1evelopment
and pro1ect marketing, have been des1gned to
Today L.J. Hooker is the largest franchised rellect L.J Hooker's Customer for life' philosophy
real estate network 1n Austra asia and the fift11
largest 111 the worlo. II boasts a network of over The L.J. Hooker Alter Sales Serv1ce program
600 franchises througnout Australia and has rna1ntains contact with the buyer of a property after
franchised offices in Papua New Gu1nea. Hong the transact1on 1s comp1ete. At various stages
Kong, Singapore and New Zealand. throughout and over the coming years, the local L.J.
Hooker ofllce and L.J. Hooker as Franch1sor.
con\lnue to 'stay 1n \ouch' w1th tt1e client. As part of
tho program. clients are also provided With a

60

the A1 Tenant C<Jrd IS the changed to Hooker L.J Hooker Home Loans also work to enl1ance the
l1rst n!'lucnt~l renl estnte Corporation Lim1ted. value perception of tt1e L.J. Hooker biBnd.
network to officially recog-
n,se tenants that h<We met Leslie Hookerwas L.J Hooker, 1n se,zing the tatest tech11otogy. was
the standard L.J. Hooker kn1gl1ted 111 1973 for his
cntena l11e A1 Tenant services to business and the f1rst Australian real estate nerwork to have a
Card breaks down some commerce. The following
of the traditional 'tenant year he ret1red as Chair- home page on the Internet Internet users can view
and agent oamers' and man of the oarent Company propel1ies for sale. as well as access real estate
mnkes tenants feel but remained on the Board lips and informatiOn
valued tJy L.J. Hooker. as Founder Cha1rman until h1s
In add lion. f t11e tenant death 1n 1976 In December 1996 L.J. Hooker bought one of
moves to another area In 1989, the real estate New Zealand's largest real estate tranchisors. the
agency bus1ness of the Hooker 01a11enge Really Group. The acquisitton of the
or state tney can show Corporation was sold to the company, which has 116 rranch1sed offtces, is a
therr A1 Tenant Card to Queensland financial institution, step in L.J. Hooker's long-term International
SUNCORP expansion strategy.
arry
PROMOTION The acqu,sition enables l.J. Hooker to increase
L.J. Hooker agent In 1986 L.J. Hooke1 launched the number of franch1se outlets in the group,
one of Australia's most successful adding a greater depth of expertise and allowing
who Will 1m1nedJately television advertising campaigns. the Company to proceed laster with system
g1ve them pnori!y The popularity of the 'nobody does development. The new consolidated group is the
treatment. whether 11 better' campaign, featuring the now the largest real estate franchise 1n Australasia,
they wnntto rent, little girl say1ng "Thankyou. Mr w1th a combined operat1on oi more than 600
lluyor sell. Hooker" was instrumentaltn building fmnch1sed offices.
and rrusing awareness of the L.J
HISTORY Hookerbrand. BRAND VALUES
Leslie Joseph Hooker The 'nobody does tt better' campaign has been The nart1e L J Hooker has become synonymous
opened the 11rst olhce of successful in demonstrattng L J Hooker's with real estate, which is reflected by its h1gh brand
L.J Hooker 111 Maroubra. Sydney on 20th Septem- comm1tment to total client care. The awareness.
ber 1928. campa1gn has also been produced in
another six languages tak1ng the The size of the L.J. Hooker nel\oVOrk, coupled
Les Hookerwoutd spend h•s days scout1ng lor L.J Hooker message to Australia's w1th its 1nterna1tonal expans1on strategy and
bus1ncss while his old friend. Heck Adams. many culturally diverse commun1\Jes presence in every state throughout Australia.
dressed the w1ndows. prepared ctrculms ancl through the SBS network.
a:tended to the marketing of the small con1pany. Overall. awareness of L.J. Hooker insp·res feelings of trust and security 1n the1r clients.
advertistng 1s three times the level of The network size also portrays to Clients high levels
Threatened wtth the collapse oi the bus1ness any other national real estate agent. of expertise and professionalism and enforces L.J.
dunng The Great Depress on. Leslie Hooker set In addilion to advertising, Hooker's positton as an 1ndustry leader. In addition.
abm,l max1m1Stng his marketing dollar. He was L.J. Hooker has a strong public the strength of the L.J Hooker name makes
always a great believer 1n signs and w,fh money at relations arm largelv responsible fo1 selle1s feel confident more buyers w111 see lhe1r
a mtntmum dunng these years, 118 set about generattng editorial atmed at retnrorc1ng property.
deveioo1ng "l promotional system. The famous red L.J. Hooker's position as an industry
and yellow colours, which remain today were leader and ma1ntain1ng brand aware- The pioneenng spirit of S1r Leslie Hooker rn
originally developed by Leslie Hooker to maxmse ness. L.J. Hooker currently receives build1ng the LJ. Hooker network out of nothing
the impact of h1s s1gnbooros and save on advertJS· four times the editorial coverage of its also endears the Company to many.
ingcosts. compet1tors.
L.J. Hooker is also act1ve1y involved Things you didn't know about
By tl1e tnld·1930's many ol liiS and Heck's in community events such as Red Nose Day, the L.J. Hooker
tnends hao JO.ned t11ern 1n the business. The hrst pnnciple tundra1s1ng event for the Sudden Infant
c,ly offtce ot L.J Hooker was opened at 12 Death Association and sponsors the L.J. Hooker 0 L.J . Hool<er's Jrngle is based on a song
O'Connell Street. Sydney 111 1935. INn1ning the National Primary Schools Cartooning Competition.
appo1ntment as managing agents 11ad made it In addition L.J. Hooker makes available LJ. from the James Bond movie "The Spy
tinancially possible tor L.J Hooker to move into Hooker marquees and the Mr Hooker Bear icon 'M'lo Loved Me".
these new prestJgtous premtses. su1t to schools and community and sporting
groups free of charge. 0 Prior to opening the flrst L.J. Hool<er
By 193G the bus1ness had expanded 1nto
Ker 151ngtcn. Kingsford aPd Randwick. In 1938 RECENT DEVELOPMENTS office, Leslie Hooker had a variety of
l.J Hooker purc11asect H.L.Cross and Co. and \Nith marketplace competitron becom1ng Increas- jobs 111Ciud1ng, selling newspapers,
1elocated to the basement of the E.S. and A Bank ingly fierce L.J. Hooker has extended tls brand of
Bulld1ng on the corner of Martin Place and P1tt real estate seNices to now tncorporate worl<Jng on a merchant trading ship and
Street. Sydney. L.J. Hooker Home Loans. L.J Hooker l~ome opening a series of wlne saloons.
Loans is a competitive product. wh1ch offers clients
L.J Hooker cont nued to prosper. In this period 0 1 in 5 Australian families has purchased
the team were "breaking tnto Sydney'' and worked a last and s1mple approval process. a property through L.J. Hool<er.
through the n1ght on mnny occnsions. So much
so. tha: the1r office became known as the ''light· 0 Sir Leslie Hooker was actualo/ born
house" in P11t Street.
Leslie Joseph llngyou. He changed his
During the Second World War. L.J Hooker was name by deed poll In 1925 to Hooker,
run tJy a skeleton team with many employees taken from hts Chtnese father's occupa-
10in1ng the armed forces. By the late 1940's. tion as a 'hooker' on the railways
approximately ten years after the opening orthe
Company's hrst auction rooms, L.J. Hooker had 0 L.J. Hooker sells a home every fl\/8

begun to cl1allenge the established auctioneers of minutes of every work1ng day.
the c1ty L.J Hooker Lnn1ted was successrully
floated on tho Stock Exchange on July 1 194 7.
pay1ng dMoends of up to 25%. By 1956 the
dlv1dend rose to ::>0%

In 1958 Leslie Hooker established the
L.J. Hooker Investment Corporat1on umtted as a
vehicle lor expanding the honzcns of the Company.
L.J. Hooker Limited reta1ned ll'e agency diVISIOn
·wniCn nC'NV totalled 22 offices.

In the years that followed, L.J. Hooker Investment
Corporahon diversilled tnto othe1arens Jnclud111g tile
hotel and leisure 1ndustry, land and building trusts.
pastoral hold ngs and hous1ng and land subdiVISIOn.
L.J Hooker umited opened ofhces orogressJVely
across the country. completing 1ts natJcnat netwcrk
with tile openu1g of the Perth office in 1960. In 1964
the Comp<.my's first franchise offices in Bankstown,
f\J!tranda and Newport were opened. In the same
year. the name of the parent Company was

61

THE MARKET tne early days of rcscnrcil By beir'g o,1r1 of diesel hi1S bcon tile prelerre<i c110JC0.
Contrary to all omdrchorls, tllG rmoort<"lnl C'vcnts 111 ti le country's post wm (level and the Dele,·cc fleet l1ns reen
Austrnhan 4WD n·arket is growrr rg. expnr •c!eci to errtxAcfl spec c11
Every year 'lWD ma'ket st1are opment. Land Rover had L1eeorro something purpose Gx6 vchr~ cs
ncreases mxirn 199(3 rcp•cscntod
ever 12% of rnoto· vctJ•cle sntes. wl1ict1 mere nKlrKollnu c;~n never create an By the rnid 1980s Lnr t1 RJver rnay
not have been tl o most uno;;ilous
Yet the Austrnlra•1 4'N0 l)uyl:r 1s Austrc:llri'ln Icon
probably It c rr os; t1£;mand•r'lg n ll'e 4WO brand txt It was reuan..:lcd hy
world \"Nil tt1e contrr o.;nt ollcr n<1 This legendary stntus 11: 1::; t)OOn cnlk1nced t1y a ma11y as the best [!II(I tt-.e rnost

extren e co•)(!r!ror'S !rem s·10Nfeids to long ~iSSOCri1tlon \'vlln 1110 Austr than De'once prest.g ous The late '80s I'IO'M:Vc:r,
rocky hretra ts to clese·· s: uK1<Jt .nes. brought rap~ti~' n$!'19 ·1te•est m·es 'l
Forces. In ear1y 1958 Lnnd R..'Vcr dnnounced tne recessiCn a~i J luxury cnr ·ax \Nhich
'our whee dnve technology IS after new Serres If model, whose all rcu•1d rmoroved con1t>tneo to &trangle sales of L.nnd
put to tne tost n tile most ngcrous performance i1tlrnC:o:.J the wtcr·t on ot the Austral
condrtrons. Rover prodJC:s.
ian Army After oxhnr•SI•vt) ''l.Jrs. t•1e L1r10 Rover ln •99 1 Rover A JS'rn!ra•.vns
Austra u ·1\NO l'lt,yers re<~lJ rea Senes It 100 rnch w,1s seloct(Xl and i'l Nove: ber
vet cle tr1Ctl 'ISPrt'!S con'"rdence estab\ shOO as n who~~ 0\'v'l'letl
rnasler ng eiJ9(V tcrrnrn 'he cOt..ntry 1958 orders we·e plnce<llor 'lbO vehtc!es. subsidl8ry of 'he UK Rover Grcuo.
Srrce tlk11 hrne, Series IIA Seres HI nnd contcrn· Mar~g ng 0 rector Jot11 Sl nglctcn,
can drsl' n4 Jf porary Lan<i Rovers travo l>een II \0:3 d oscn general
w th Cl motNaicd a• xi oed1cateo swf1
ACHIEVEMENTS pt..rpose vehic e for the Austrn u1Airrr.; (and many
Ldnd Rover rs 1 1\NO pr0r1eer From of fewer than lorty, faced 111,~ tas~ of
humble llegu rur•gs hero b.ack 111 19118. wrtl1 a u111ts o' ;t1e N:wy ;mo Ar F<Y.cel, despr:e spm:eo
srr rglo model wt1rct1 wou l1 bo des gr1ated as a:temnts by ot•lef ~oantes hke lvlorcec.ies Benz •e·estab1shu;g Umd Rover 111 /\us·
pr11nlrvoly crude lly tod:1y's stnndards, tne domes- tralra, and wrtl11hc lnu•och ol II eLand
trc U·mtj Rover ronue IKts urown enormously over nno Jeep lo emce tt1o r'*;tronst o. Rover Discovery, tack t11e lirst steps on ll~e for·g,
the pasl GO yoms. 11ow encornpnssing t11ree TI10ugh t•ad<' cnnllv Amry !.and Rovers have
Rar1gu Rovllr rnodets. 1•1 Dr!'n.'very vanams. and hard road to recovery.
four styles of Oofcndl~r. been ootn 4x4 and petro -eng rJC(I, n recent tunes
Q,scovery proved to be a trOn1CllOOUS SIICCeSS
Tl•c su-::cess of LancJ RO\I'Cr in Australia hJS among the family llWD bllycr group. TI1e WOI'k
been 'eco<Jnrse<1.~r•<i conf rrned over the years hy
n '1ost of motor nu and s~ocra st press nwmds r10rse Defei1Cler strengttlcne(f its rma\JC rn rurnl illld
lrorn trUes frko ·IX•I Austraii·t nrld Buslloriver. other heavy duty ~pphc.111ons. an(J new Rnr1ge

Over<ander ~..Ac1S)aLrr\9 mnoe tt·o l..ctr•d Rover Rover fought off all p-etondcrs to rcmarr r the k1r19
Discovery 11 va'lous eng ne ·1rK1 drNetrarn oi .:!WOs rn the Australian psycl1e
conhgum·rcr s Four Vvlloe OrNe of tne Yei'll no
lal')d Rover has grown er or..,~ously rn rts 50
less than three tu11es! And v.flen tne new Rrlrlge yea• nistory. nnd :na· growtn s contrr ~~~~ g. ~\r't1 <1
Rover hur:,1 onto the 4\'VD scene rr 1995. 1too new mode en:enng the market rn 1998.

scoc:Jeo the pool w tt1 nxoJ<,jes from tnc press Freetander - known affectronately ns 1110 baby
L.1•1d Rover' • b'eaks new grou·1d ·1 teclln Cc'l
~nd pur· I(' "ll ke.
rnnovatron and wll hke rts prede::essor ot f•ftv
HISTORY y<>..ars ago. set fle'w\' starx1a•os n Elll{Jrl9eflr 18
ar (J Rc. v ' n dde ls VI.'Orkl ,l8bt..l 1n 1948 as the
tochnology as an ns:ant class leader
IJl'drrlCI cj o: Enghstunan Mnu•1co
THE PRODUCT
Wrlkes. v,l o wnntec:J " n ochnniCallv
srr:ple. go-anvv.t1erc 4WO vP.niele to A La'ld Revers •eature permanent four whee l1r ve
'Nork on I s farm in Wa!os Not ·o' ITlCI'e p•ecrse rOOdllO:tJ '19 n oven tile most
Slrrpllsrngly, 11 went u to prcx1uclion as :reacherous cord tiOns Lana Rov\Jf \onidcs nre

the Serres I, wrlf nn 80 rnct1 wheel K'lOvVn to be res 5ti11 t to corros Or'.
wrth n'!<lny bo<iv panels mn<Je of
base lull ch<lssis ,llld .1 1:;9bcc rnlet
over exhaust power unrllllat dcvct alu!l1111Um a oy. u·1surir•g n long.
oped 5tJ horsepower.
useful life· son'e or,grnnl pre-'50s
L1nd Rover was tdeally surted to vehicles are shit opcratu1q today.
k rstmlia's tougl1 corKlrt ons and when
tt1e Snowy Mcur1tarm Hyciro Eloctrc Let's lock at the produ<.t rn c1cltlrl
Scheme was i1r no.ntCo<lrn 19-~H rt Over the oast 25 years Rnr1ge Rover
wnsn't tong before lhe Lan<l Rover
entwed servce. hePnl=)tO n1.1ke a has olways been regarded ns the
success ot a'l <llmost 1rr:possibly ultrrnate 4WO. cornb;nirllJ saloon cnr
nmbr:Jous C'lf:l noor '19 clream in some levels of luxury with stoggerrr19
ot 'he toughest country on ea1r .
crosscountry mob.hty
Frcrn r·10un:3 ·1s lo deserts.
bocnuso or ther I)!Q\t}l) trct~.k 'OCOI'd Coni nu ng 1t1:1' tradrtion ns n
1n 11 hosntnble ·erran1, Land RJvars combmton ol strenqth. elt:qJnce nnd
..-.ere ater used n the remote &xrh versa• ty the r·cw Range ROver nlso
Austra n CIJtbm;~ to cl ~1s,; and mbues t~e 1c11est lotten P<1tentedl
recover 'OCkcts '1re<l trom 'Noon era 111 appred techno ogy. ~e Eoctronrc All

Suspens;cn w.tr nutornallc and
ma~ualy nd,LIStr-tble rr 1e hergnt. arl(l

s de rnrrors which drp autcnlat en iy nc;

reverse s seected. Then ·t1eres

anotr.e' wcr1d f1rst wrt'l the I~ gate

trar:,ler case rne<:hnnJsnl whiCh tokes
a pt~11 olfo.'\ out of hrgl or low
range select Oil nnd one of tne

76

world's rnost sophisticated and effective antt·lock car dealershiP enwonment. wasn't a comer of the world trat a Land Rover
braking systems· the ltst goes on and on. Offered Instead of Ihe sterility of glass
1n 1t1ree variants: the super luxurious Autobiogra and cflrome. Land Rovet hadn't seen. and tllat's even truer today
phy; 4 6 Iitte V8 HSE and 4.0 litre V8 SC, Range Centres present a weJcorn~ng Yet there's still more to the ethos of Land Rover:
Rover protects 1ts crown with all-leather tnteriors, environment with 111gh ce1lings.
superb nde and hond ·ng and pracl,c<~lly applied exposeo limber beams. wood a sense nnd npprecJatiOn of 'the good li'e'. In th1s
engineerirg Stmply the best. panelled walls and terrucotta
tile floors. resembling a veu1. Rover Ausllaha is only too happy to sponsor
D1scovery epitOmises the strength. ccmion. and Wilderness lodge or 11omestead many events 1nclud1ng the Mudgee Food and
unque features 1nhcrent 1n nny Land Rover. \Nith a rather than R car dealership. Wine Fesllvnl each year in September. and 1ts
choice of automatic or manual transmissions,
powerful petrol or rrugal o esel eng,nes and a Centres otter people direct m1ni-festival on Balmo,al Beach Both epitomise
contact with the world that's the appeal ot a soph1sticated lifestyle wh1ch IS
range spanr ng the luxurious SE7 (which seats a heme for a Land Rover vel11cle.
There·s an eMphasis on murored 1n soonsorships ot major equestnan
tamily of seven 1n complete comfort) tne m1d-range showcosing lifestyle opportuniues. w.th decoral!ve events, concours d'elegances, and mus1cal artd
SE and a super-valueS model, Discovery ensures themes tncluding camping and s:oorting equ1pment cultural events

that dnvers ec1n choose the 4WO thn' besl meets re;nforc1ng the idea that buy~ng a Land Rover ts a BRAND VALUES
Land Rover's brand values encompass widely
their nee<.1s. And It's equally at home at the tviCG lifestyle ci101Ce. Because the outdoor hfesty!e 1s varied attnbutes. lrK1Mdualism: t11at your cho1ce 111
as on tt1e CSR (Cann,ng Stock Route). such a vital part ot our CUlture. tile Land Rover motor veh1cle sRys someth1ng positive about you
Centre concept is ideal tor Austra'1a. As an integral as a person. Freedom: the ability to enJQy your
n~e Land Rover Defender IS the definitive part of a I this. an 1rnpo1ant feature 1S the on-s1te world. Authenticity; Land Rover is the eader u1
work,ng vehicle· no-frills, no-nonsense, nowhere it 4WD track where vis1tors can test dnve vei'11Cie~s in four-wheel orive technology. Guts: going mere and
oH-1oad conditions. gett.ng bsck. Supremacy: Be1ng the best at What
ca'l't go. Deferder comes 1n e1ther 11o·· or 130'' you do.
Most importantly, Land Rover Centre staff
'Nheelbase. w1th a ctlOICe of L1ody slyles. There's a undergo soeciat train1ng to eliminate the pressu- AJ'1d or course. Adventure
iully·er-closed 110 Wagon, Chass1s Cab (110 and nsed attitude to sates almost endem1c to the car
130) and i 30 Crew Cab. Powerplant !S Land retwhng GJWirOnn1ent. Existing customers are Things you didn't know about
Rover's torquey yet super fuel efficient 2.5 litre encouraged to think of themselves as t)91ong,ng to Land Rover
turbocharged and 111tercooled dresel, run through a a club or iamily. and prospective customers can
l;ulletoroof five-speed manual gearbox. W th Its wander through the Cent1es. exnerienc1ng those 0 CNer 70% of Land Rovers built since
c011 sprung suspe.'lsron, Derender also offers lifestyle opportulltbes Vl~thout be1ng bothered. It's cl
exceptional occupant comfort compared \'VIlli 1ls complete del)<lrture tram lradrtton. 1948 still In use today.
rivals whether on tho highway or ofl the beaten
track. PROMOTION 0 To get a Land Rover to the cardamom
The Camel Trophy is the most obvrous And
Freelander is the latest addition to the Land recogn1sed promotion for Land Rover Eacl• year plantations 1n New Guinea, it was
Rove1 product range, Australia being 1t1e first 1n a d1fferent part of the world. competitors us1ng dismantled and flown there 1n three
rnarket alter [urope to receive th1s new model. Land Rovers partic·pate in a variety of tasks. The plane loads. The chassis was too b1g
Freelander will offer three-door and flve·door location always for the aircraft so it was sent by canoe.
models, and petrol and d eset eng1nes w1th, once Incorporates heavy
again. 1nnovative and world-leading technology duty four-whee' dnving. 0 Some of the most remote tracks of the
keeping tt1e vehicle one step ahead in its class. where the vehicles
EvP'l rnore than Range Rover and Discovery, cannot ard do not fail. great Australian outback · like the Anne
Free!ander Will enter to the growing urban mail<et From the JUngles ol Beadell Track across the Great Victona
w1th 1nner crty cnic. Dul1n true Land Rover tradr· Bomoo to Siberian Desert, or the Windy Comer Track in
lion, will of course also be capable of reaChing wastes ana Australia's the G1bson · were cut after exploralion
tflose rar-flung off-road destinations. rugged Top End. by Land Rovers.
Camel Trophy Land
RECENT DEVELOPMENTS Rovers have been 0 The Olig1na1 1970 Range Rover is the
Pan of Rover Australia's charter is to mf'lke own,ng there. W1lh the full
a Land Rover a pleasurably L•nique experience and product range rcpre· only motor vehiCle to have been
Lar 1d Rover Centres being establiShed across sentcd over the years. exh1brted 1n the Louvre as a worl< of art.
Australia are an innovat.ve and dynamic 1ntroduc·
11011 to ttlat experience. lncoroorat1ng the adven- Outdoor lifestyle and
ture, individualism and freedom of the LarK.1 Rover the sp1rit of adventure IS
rmage tl"ey move away entrrely from the tradrlion<.ll integral to Land Rover.
In Ausrralia, that's
represented most
publicly by Les Hiddins
• the Busfl TiJcker man
• who's starrerl1n many
company advert1sements. but 1t's also demon-
strated by tt1e numbe1 of expeditions using Land
Rovers. from the Danen Gnp Exped1t1on over 30
years ago to the Calvert Centenary Expedit on in
Australia in 1996. It used to be a boast tnat there

•

77

THE MARKET Godttred's tdea wnH put
rnto pra~ttce nnd the
Tho fur1dRment,11 m,s.,.r;;,on of forerunner to LEGO bricks
as tl1ey <1re knovvn tvday
tne LEGO GrOLJP rs to wns proodced u11der the
name 'A,rtornmrc Buld ng
st1mulate d1rldren's Bncks'. Thrs ratr1er pnm1t1vo
verocn ct LEGO bncks
unagrnat1on and creatMty cons sled of oloc~ v.1th
stuos on tcp c1110 were
througn fLrr1 a'i\.i exert ng
m:Jir y used fer bl nldlfXJ
play. Toys and pr,'Y n•e smple structtYes "e
towers and wa s
rrnJX)'tant le<Jr'llllQ elcn1C<'l:s
In tho early 19o0s
for chi drcn rn th)u ear!y Godt'rect dev~lcoeo the
LEGO System of Piny •
stages ot fe. I elpr~1 ., tt·e extend ng tllo opportuni-
tieS lor olay Pr0<1ucts
deve10p.nent of l1<1rld to were.marketod tn bOxes
wt1 ~ 11 contained standnrd
eye cooro rr.:1tron ~ LEGO 111 rcks, srn<lll
mouldecl cars, ligures
excil ng t1 e senses and ,1 :ardboard town
map Those products
Ti1kiog d'll drerfs play were tnunchod on 111c
Dan,sh market tn 195b.
~Ofi01JSly IS the h.'lSIS fa• tile In 1957. rnternaltubes were rntroduccd whrch
1ncreased t11e l1rrcks· clutchrng power Thrs
LEGO busu1css.ln n 1mprovement enhanced the r statJIIity arK1

com~..()trtrve toy envrronment opened the way to nutt1ng them tCUt)lllor ''' nn
almosl•nfrnrte numt~e• ol corrhtnJt ons.
the LEGO Group's am s
By i 960 sa'es comnr,1n es v..e1e establrshe<1 rr 1
not neceSSC!nly to t;e tile varcus count'1es .nclud·ng Gre:lt Bnta n. Fmnce,
S•.r:rtzerfand ana Sweoen. as we Ins GerrnO'lY In
brggest. but to l>e the best 1960 a hre destroyeo the LEGO company's
wooden·produc!s wwenouse. Th(Y8."lfterall
rn 1ts busrnoss areR. TI11s productoo of wooden produ:;ts ceased and II ,--.
ccmpanys resources were then focused solelv on
aim has allow0d the LEGO 1r1e ·ur;ner oevelopment. omdtJC!Ion Clr){1 m'irketrng
of the LEGO Syste of P fly
Group to remain one ot tne ,
Today, LEGO product:; <1rc prod JCet1 rn
top ten toy manufacturers 1n Denmark Swttzerlcmd. 1110 USA Bra?.rl and
Korea. Ail the cornpanres n tho LEGO Group nre
thewortrl. owned by the Dan1sh Kirk Cl1rrst nnsen tam ly.
Tt1ere are no externn: sharenotders Tl1e LEGO
Tho Australian toy marketrs estimated at $1.2 Group comprrses arouno 9000 ernpll)yecs.
4250 of whom work in Denmark.
billion 111 retail salo~;. Tim LEGO lxand is the HISTORY
T11e LEGO brand ong nnted rn Denmark in 1932 In Australia. LEGO products were first sold tn
leader 111 U1e constructron toy category, wrth w1th Ole K1r"< Chnsllonscn who dorrved the name 1962. LEGO Austra ia rs now pml ol I EGO As1n
'rom the Danrsh wor(is 'toy oodt' 1nean ng 'ploy which represents the LEGO Group's comrnnlos
around nn 80% snare. well' Alter los,ng ,,,s JOb ns n c;upenter in tne t:ny rn Asia, New Zealand, South Africa and Australia.
LEGO Australia is t)asecl tn l ,me Cove, Sydney,
In 199G, LEGO Austra·ra s~1owed a 7% village ol 81!1 rnd, Christ1am;cn decrded to put h1S "lnd employs around 50 people w1th Snles
sk.l's to good use by mnkrntl wO<Xien toys representatives rn every stDte of Australia.
111C'ease 1r1 consumer sales Tbis result followed Runn ng h1S bus1ness un<lcr the slciJ.:m 'only the
t)est is good enoug•1 . w11rch rs st I lt)e LEGO THE PRODUCT
a 5% 1ncrease 1r1 1995. These 1ncreases have Group's philosophy todi'ly, 0 e K ro< Ia d :!1e The core busrness area ol tt10 LEGO Group rs
the development, rnonutacture, rn.lrkrtrng ,md
been above the growth ot tne total market and tounoat1ons tor the company's '' tcrnatrcnal oistribotion of the LEGO toy system.
success.
the•efore hnvc seen the LEGO product range The·e arc four b'anos n the LEGO toy system
From :he end of Ute •930s. the LEGO r;1•1ge · LEGO PRIMO. LEGO DUPLO, LEGO SYSTEM
contJn• JP to burlu mA"'<et st nro was extenaeo to tnct,Jdc sucl1 wooden toys as and LEGO TECHNIC • wrth over 100 new sets
veh1cles. an.rnrtls ann yo yos and by lite early aunched 1n1o the maro<et ewrv year
ACHIEVEMENTS 1940s. the company was l1lclnu1acturrng around
150 dtffcrcnt products The workshop becC1me a LEGO PRIMO toys Clle deSKlne<.1 to shrnl.Hit., a
Tt "LEGO G•c JP pr 'it,ces O\er 100m I'ion oaoy's senses through a range o· 1·1rg'1rourded
LEGO SP.ts n year nnd sells rts orooucts ll'rough- srnall'0r.tory and by nter1ockir.g elements, human and anunatrrguros
out 60.000 outlets 1n 138 count11es. Over the 19[)0 tt1e number of
oast thrctJ aecadcs 11 has establ1sl1ed 1tse r as emptoyL~os llnd 1n-
one of tho tenarng n::~mes in the toy busrness. It cre<1sccJ to 6b By the
s est rn<~tecJ that between 200 ana 300 mill on enrl ol tho second Worlo
chi dren 1nd ndu'ts p oy Wnr. Christtansen's
or l1<we played wrth LEGO Factory was tnc
LEGO bricks. lnr~JOSI incli rstry in the
Blllunc1 nrea.
LEGO prmiucts art!
extremely versatile 1hero Mnnynewraw
are srmple b<.1s1c rnaten<~'s (lnd industrial
processes were devel·
clements and specrul oped mound the wor1d
(lunng tnt"' w(lr. One ol
rsed elements; lmgo these rnatcrrals was
olas:1c, a•1<1 rn 194·7 Chrrst nnsen acqutreo the
'"'Ycomponents lor ~mall comoan~'s I rst rn,ec:ron· mou 01119 rnnc11rne and
oegan prod ww~J p nst c tmtles. small aot s,
11ngers anc! ones for an1mats <1'1d hurtding ntocks wh ch were added
the very complex to the wvoden orod,Jcts 111 1119 LEGO range.
models; elements for It wasOe Klro<'s sen Gootfred. w110. haVIng t:>een
bur1d1ng the props 11\10lved in 'he LEGO t.xrsir,.,1SS Irom the age oi 14.
ch1ldron liSe rn rote !' 1y, coocetVe<.1 U·e idea fer LFGO bncks. In 1949
<J'ld advnnr:ed techr ol·
ogy that clml enaes even t11e most sk1t eo
bu1ders.

Whrte LEGO p10<1ucts prow1e fun and
creat ve play lor chr ctren uo to 16 yea•s, the
LEGO name and logo IS recognrsed nrouno the
world by Clllldron and adults alr"e w•1o have
exocnenced the rdeas. values and fun whiCh :he
LEGO logo symbo ises

78

and elements w1th mirrors. sounds and roll-along of licensed products includes children's clothing, Show IS a showcase o! animated fun LEGO models
functions. wl11ch stimulate young m1nos and help watches and bags. operated by push button.
ndvance small hand coordination LEGO PRIMO IS
LEGO Media 1s a new business area. estab- LEGO Australia has also entered tt1e 1997
des1gned for babies up to 24 months. LEGO Pnze. The LEGO Pnze, known as Ygdrasil, 1s
As children start to grow they leam to recogn1se liSI)ed tn 1996. LEGO Media was formed 1n
a formal statement of the LEGO Group's 1nterest In
concepts irom thew surroundings and 1mitate real cooperat10n wtth other partners to develop and
life Situations. The LEGO DUPLO range IS cle- marl<et media products for children. includnlg children and the1rdevelopment. Awarded for the f1rst
Signed tor toddlers and children. fro1n the age of software. films, books and mus1c. The f1rst tu11e 1n 1985. the 1ntemalional priZHlS awarded
18 months to six years. software products were launched 1n 1997. every yearir recognition or individuals, groups of
people, assoctat1cns ororga111sat1ons who have
The LEGO SYSTEM range is more advanced. RECENT DEVELOPMENTS contnbuted in some unique and outstanding way to
extend1ng the 1mag1nahon and creatiVity of children The LEGO Group continues to be at the forefront or benefiting the lives o1 children. Noo11nations for the
product development, responding to the changing LEGO Prize are made from all over the world.
between five and 12 years through a vanety ot market and needs of 1ts consumers. Each vear new
sets and new creative concepts are developed to BRAND VALUES
theme worlds. such as Space, Castle and Westem. excite and challenge ch1idren. LEGO products are renowned fol their qual;ty,
For ct1i!dren who are ready to team about the strength and durabthly. When Godttred Kirl<
In 1gg7. the LEGO Group launchecl an entire Chnshanson conce;ved the LEGO product he
world of mechanics and technology. the LEGO range tor bab1es up to 24 months called LEGO defined baSIC charactenstics vvhiCh outline the
Group has developed the LEGOTECHNIC range. PRIMO. and redefined LEGO DUPLO as a range nature and value ot the product: the toy must have
wh1ch challenges children's skills and determ1na- specifically targeted at children from 18months lo unlim1ted play potential; it must be suitable tor boys
t1on 1l1e LEGO TECHNIC Starter sets enter to s1xyears.
ct1ildren from 7 to 12 years and the LEGO TECH- and girls ol every age: tt should provide year-round
NIC Advanced sets are designed for the nine to 16 Babies and toddlers have a natural stirnulatrng and motivating play: rt should enable a
year age group. ch1ld to exercise lois or her powers ofcreativity,
curios1ty and a need for challenges. This 1mag1nation and development: it should be safe and
Each LEGO set is des1gned to funct1on with the top quality.
others in the range, therefore increasing lhe play bu1lt-in drive to explore ano leam is v-lhy the
value ot each set. All LEGO elements are des1gned to be wholly
LEGO Group has developed an enbre
Aoart from the core bus1ness of construCtiOn range for babies and a range specifically comoatibte, so that elements in each range can be
toys rhe LEGO Group also has a senes of related
bus1ness arens 1nclud1ng: LEGO DACTA. LEGO- targeted at toddlers and young chtldren. connected Wllh elements in other ranges - extending
LAND Pnrks. LEGO Licensing and LEGO Media It is the LEGO Group·s constant their play value.

LEGO DACTA 1s an Independent. tntemat1onal challenge to meet the changing needs It is the LEGO Group's vision that people all over
rJusiness area. It stnves 10 meet the particular or 1ts customers. As play becomes far the world expe:ience pQSitNe, happy assoCiations
needs of childcare institlJtions and schools throug11 more computer and tecllnology oriented
le.:1rn1ng systems and educat1onnl materials wlltch li1P LEGO Group has responded, every time they see a LEGO logo or see a LEGO
combine pl<ly. entertainment and leamu1g leading the way in the toy construct1on
industry with the launch or the LEGO element. A s1ngle princple applied to all LEGO
LEGOLAND Parks are Ol Jtdoor entert<llnment TECHNIC CD ROM products is that childten must learn and develop
venues des1gned to prov1de an exciting day out the1r world as tlley play.
for ram1hes with children aged two to 13. The The LEGO TECHNIC CD-ROM.
LEGOLAND Park tn Bilt1 111d, the first LEGOLAND whiCh was launclled in March 1997 . Things you didn't know about
Park. has been opera!- accompan~es the LEGO TECHNIC LEGO
11"\9 since 1968 and in Submarine set. Children c'an now have
1996 the LEGO group Ihe best ol both worlds, comb1ning play 0 There are 102,981,500 different
opened 1ts second park 1n the real world w1th play on the screen.
combinatiOns possible from six 8-stl,.ld
LEGOLAND W1ndsor. The LEGO g1oup is currently developing more LEGO bricks of the same colour.
noar London. The next
LEGOLAND Park will CD-ROM sets to accompany a wide range of 0 In just four decades, from 1949 to
open in 1999 1n
Carlsbad. California. LEGO products. 1990, around 110 billion LEGO
elemer'lts were moulded.
The LEGO Group's PROMOTION
The LEGO brand delivers on its promrse of lun 0 Over 180.000LEGO bricks were used
plan is to open a new every time and hands-on experience IS the best
form or promotion. The strength o f the ])rand lies to build Australia's largest ~er LEGO
LEGOLAND Park every in the fact that millions of people have enjoyed
three years 1n a dtfferent play1ng w1th LEGO and encourage their children to Santa Claus in December 1996.
locatiOn around the wor1d. do the same.
0 A miniature LEGO replica or the Sydney
LEGO L1censtng is a One of the most effective ways 10 promote the
business area whtch LEGO brand is to encourage the tnvolvement of Opera House is displayed at LEGO
enters 1nto cooperahon children In 1gg8, LEGO Australia will host tile Australia's headquarters in Sydney. The
agreements With compa- LEGO WorltJ Record Tower event People ot all model took 725 hours to construct
nies wh1ch target quality ages will be tnvited to pmtiClpate n building the using over 23.000 blicks and was
products to children and world's tallest tower made entirely of LEGO based on original plans by Danish
families with children. a11d bricks. architect Jom Utzon.
w1th whom Ihe LEGO
Group allow to use their LEGO World Record Towers have been erected 0 Each year, across the wor1d, it is
brand name. The range 1n several countries around the wortd -each lime to
estimated that 5.000.000,000 hours
a greater t1e1ght. The cunent loe1ght record IS over 20 are srnt playing witl1LEGO bricks.

metres. Each new
achievement is recorded
in t11e Guinness Book of
Records.

LEGO Australia has
also Introduced LEGO
Big T1rne Builds which
are run in large shopping
centres throughout
Australia. Children of all
ages are invited to help
professional LEGO

builders construct a

three metre high model
from over 180.000
LEGO bricks. The events
are designed to promote
participahon. cooperation
and most of all, fun.

TI1e LEGO Tourino
Show- Crazy Builders has
also been 1ntroduced in
Australia in 1997. The
LEGO Crazy Bu1lders

79

LINDEMANS

THE MARKET has been repeatedly acclnrmed by wrne consumers HWeSIIn an extens ve cellaring program across a
The Australian wine •rxJustry tt> one ot the countrv's Pumberot w1ne grow1ng reg·or.s. The pract1ce recalls
great Svccess stories Wrl11 n thriving nnd highly and cfit.cs ahke arOlrnd the world The \Mne hils the days when Dr Undeman collared w1nes undoc
speort1eaded Lrndem;:ms' export success ann has tne verandah of h1s stateiy homestead because he
competrtrve domnstrc wuK' market. Allstralia is believed that wu1es bol'eliled from age1ng. Each
rec--eived numerous accolaoes. rncludrng e ght yertr parcels of the finest w1nes pr<.,'duce<.i by
recognisec1 1mematronallyas n prom1nent New World l.Jndem<ms ir· tlle Hunter Vfllley. Coonawarra and
consecutrve 'Best Buy' Awards lrom Wine Spectato1 Padtt•away are designmed •or extenoed cellaring
wine prcx1ucer. As a result Austmhnn w1r.e <~xports under carefully control e:::l cono1trons. As they
hcwe skyrocketed 11 rrecent years to record volumes mngazrne in tl~e US Best Buy' status IS d•'lfu:od by approach cptimum matunty, these wines arc
and s11ow r10 srgn o1 nbating. Vv'ine Sp:~ctator as ·outstAnding qunlity <'It a modest selected and released as Lindernans Class1c
Wines a mantle that embod1es the very essence of
In the 12 rnontns to 31 Mmcl 1997, lor once'.
example. wrne exports totRiled 152.! million litres Lndernans· PacJthaway vrney<mi wrnes and L1ndemans proud w1nemak1ng hrstory. nl8se Wines
an rncrease ot almost 2C')% over t'le previous yonr.
The value of those exports was S5 74.9 million. 1l:c Undemnns Cllrer W1nemaker. Phrlhp Jo~m. arc 111e arc a1so recogrliSed a"d hrghly awnrded on the
Winemaker~ Federation ol Austratin rs target.ng a eng:ne oohrnrl the enti1e brand's success on the domoshc wine show circuii.
billion rlollars' worth ot exports by tne yem 2000.
wine st1ow c1rcurt. Padll'laway w1nos c1fone hAve The 1970 Undema11s Hunter River Chablis B1n
About 1000 w'neries in Australia produ::o some l'lOOn awarded more thnn 500 dor1estic and 3875•s one ot Australia's rnost <~warded wrnes and
10.000 diflerent w1ne nroduc1s. so the rnarket IS bears tesltmony to Unclemans· stringent cellanng
extremely compet.hve a11d dverse. In recent ~mes 1nterrot10I1fll wu 1e s11ow awards. rnakir>g the program Even today, when preser 1ted rn blind
there has been a huge upsw1ng 1n st1e11-smart' Padl'lawny vrneynr(i the rnost awArded srng!e
dornestrc prodtrcts, nevv labe s, nnd rnnovBte fon ns tashngs, ttlrs v·me is described as vouthkrl. It has
of pa:::kagir"'g to compete lor pnrne posrtion in the Vl'leyard in Australi<J.
Ilolly conterclcxi retail rna~ct. received 1B trop111es 8n<i 24 gold. 2 srlver nnd 1
UnJemans rs tl'le onty Austrfllian winemnker to oronze medal TodRy, Patrick Auld Undemc'111S
ACHIEVEMENTS Winernaker for the Hunter Vnlley, is Ule dnving torce
LJndemans Wrnes is Austmhn's oldest contrnuous behrnd tile conunuod successes of the l.Jnciemans
\o\~nernal<er and one of the ~.,;ounlry's most prolltc Hunter River Wtnes
exportc::rs of f,ne w1ne Tl'e cornc<'lny 11asn proud
trad1tion of wrnn1ng avvards 00111 111 Australia and In 111e December/Jar)uary 1997rssue ot Wine
overseas. Spectator two LJndemans WJnes were named rn the
'Top 100 W1nes' from around fllewortd. The 1994
L1ndemans has won tire preshgrous Mos• Undermms Padthaw.1y V1neyard Chardonr.ay
Successful Exhibitor award a record number ol acllievE:"Cl seve'lth olace and scored 92 points. Tllis
tunes on the Australian Wu~e Show c1rcurt. It rs also was one of onlv two Australian wine i1rflncs to be
one of the kev Australian brands rn rntcrnational rdflked Ill the lop ten. The 199' Urdernans
markets suc11 as North Ame1rca. the Unl!ed Coonawarra StGeorge Vineymo Cabemet
Kingdom Scandrnavia. Europe nnd As1a. S8uvrgnon also ran><ed Axceptronally well. comir"'g n
at numl">er 35 wrth a score ol 92 points.
As eany as 1862. Dr Lindeman's Cawnrra wines
were garmng recogn1hon .n London, Rnd so.'Jn In 1997. to· the flftn consecutrveyear, Undernnns
afteM'Ards attwcted nttc·11ion at nte1 natroral has been named a Hot Bmnd by influental US
oxhrb1trons 111 France. T11at trad1tion cont1nur.s. In fiqL,or 1noustry news publication. Impact. One of
1988 u r'dornans was named Winemaker of l11e lr npacl's key cntena lor the ucig1ng of Hot Brands IS
Year at lr'c p1eSt19iOus tntemat1ona1 Wrne c~nd Spint double·dtgit J:>ercentage growth rn the prev1ous three
competiton in London. Lrndemnns' Coonavvarro nnd years.
Paothaway vrneyard wines, crafted by Greg
Claytreld, helped to clinch t111s honour HISTORY

Today. L ndcmans Brn 65 ChardonrY1y is Dr HenryJohn I.Jndeman. a Royal Navy Surgeon.
Australia's most successful wloitC' wine export and and his w1fe Errla, bu11t the statety Cawarra •lome-
stead, near Gresford ll'1 New South Wales rn 1843
SvoNeY rl...,,.,H.wtA ,,...
Cawarra rs an Abonginal WO'(i for 'bestde running
E..XHJbJT" "'"'' t)tl water' and 11 was on lhe flats by the Paterson Rrvor
'i.):: ' ..~"'-~ ~- - n , . . , .... ..,;:, /~ ~.....-,'!1..1-.l l..tA that Dr Lir"'derneln p!Elnle<i hrs hrsl grape vrnes. One
....... . . . , . , t "-'--· ... o1 his <11ms wHs to encourage people to dnnk e~nd
~ apprecrate wine. rn an effort to curb the drunken-
~ r·ess caused by spints of the tune. predomrnamly
rurn He also be1reved Iflat w1ne had meckinal ve~lue
,J.. ....,. .,/n•'"'' .... ·n.., .._... -. • -o:o......
rn 1ts 0\'\11 nght.
.f ~f.'~CIJI,) ~ !.4. " .:- "",j ~
Tt1e development 01 Ltndernans since t11ose early
pronecring days has been a story oi rnnovation, harcl
work ano the ~)ursu11 of excellence. Dr Lrndeman
was comrn1tted to pu1tu19 Australia on t11e map as a
producer of hne quality wines and he 'll'l:lS rewarded
ea1rywith 1ntemattonat success. He began exporting
l.Jndemans Cawaua Claret to the Unrted Kingdom
ao early as 1858.

During the 1860s Dr Lindeman exhrbrted IllS
wines extens•velv in Australia and abroad and
in 1862 he garned recognrtron for Cawarra w1nes at
the International Exhrb lion rn London. Five years later,

80

undern8ns•,\U t SIElCCNed THE PRODUCT ·10m w1ne conno1sset.rs artd s becorl'llng 111
Lir iL'rr, 1 : JY d 11 )S Will US e:ssential marketing to'11
awardsm ·t Par sExl\ll'ttCil
n three nrem1u"1 A11straf :1n BRAND VALUES
LJil(:A~'is' ntOtl'lalion'11 w no urow11'0 <l1stricts the 0 r .J'lOO'lng sr 'l' "I Or Henry Jclln L fl(Jcmnn
Hunter Vnl cy n New South
s. cess contu ued tXIrtlCUL1r\ Wn ~JS ,,!1,1 Cocmawarra cc1 t trues to be tim lc1ce bell nd ttle LJ'Xlenlcll1S
Clno Pac1ttnway 1n Sou•h llrarld as new d stncts wne styles anc1 markets Clfe
r1 F1anoe, v.11l meoa s .n P111:s 1\ 1strnl o exploroo. HoNever, rt roughout tiS 1S.l year fe.
n1818 illO 8or :i~X~ 1:.. n1 1882. Lnx1e~.ans ras ma n;a;ne<J ts clnSSJC wmemakir l\1
fhe Lrndemnns (.i:;mes trnd lionsvw1thout losu1g s gt tot chang ng
\\lllcn Dr l.lfldE.1flc'1r 0 eclu lie prodttCI portlot,o encorn· consumer tnstes and mar"et conch!Ions, both n
passes such wi• I known Austra 18 ana overse<lS.
1881 Lu10em lrlS was a ready, nnmcs as Caw;Ym, Pre
rmer Sefoct•on If ,c Brn Or Undeman's VTSIC>"l, te•~t1C ty ana 11 s absolute
IOOO"' •1Aus:re~tn s I lg '19 range Lt•1oernans Hurter commtrnent •o qu<~lity are the tounci:ltrons on wi11Ch
thfl Undemans traci1I10n rs bu1 t ar·d
Vlllne 111(1 JSIIV Dllclll<1<1llE!CO~ Rive', ltnoomnns cont1nues to prosper.
Padthnwny, nno L1ndernans
n recogntSe.i nan 10 ovcrsc.as. Coonnww rn pwm1um wt11te Things you didn't know about
and s1n~le v1ncynrd rod Llndemans
Tile htJSII 0SS Wd::. COl tnued w1nes. 11 1ere ts nlso a range
of prem1tun fo1tilied w1nes. 0 The Undemans family motto ts: 'Rde
by h1s throo sonswl'\0 8V01 1 nlly
Lu1clernans Classic Dry sed CUI Vlde". "Have trust. tJUt be
mcvec1 lhe wnerv cpemltons Wt11te and Clars1c Dry Red carefu whom you trust"

Iron tile C(lw<Jrr.~ tx mesto,ld to ~swell AS the Nyr:1119 range. 0 Undernans Bin 65 01ardonnay is the

Pokolt)'n 1n ti·C' heart of t110 RECENT DEVELOPMENTS best-sell1ng Chardonnay in Sweden.
lr' resoon&.. (0 or IP~ 1nq , )!')( mPs ll'l(Xrt cork tau11.
H,u tcr Valley Tnnt led to 1•1o LJnaemans 1ntrocucoo n S)'ntllchc clcsu•e l:ln 0 lindemans Will sell over 2.5 million
ar1 fcial corf<) to the Cawarm mngo of vVTnes 1n
pt.rCr1:lse of·u'le current Bon Ean Novarte 1996 The 1101 -cOO< Ulnt· roo S)'l'thetrc cases (30 mtlhon bottles) of bOttled VVlne
closure •s espec1atly deSigned to f'lf'lVOf\t cork tn1n!, throughout the WOI1d ,n 1997.
w1ncry s1te from 1t1e McDonald \\I e retau ng ttle same ell pea ns ttle trao Ilona!
ccr'~. t sa tan co our ano IMIIoo; brf.'.al< or CfUIT'ble 0 In 1986, a vet unnamed Linoomans
lanuly n11912. Undt'll\lns' oJr na extrachorl rem the l)Q'tfe wine from the 1985 WJtage won. what

Hunter River q;emtKms 1Crne11n E.;€n more recer tly. n M1rch. 1997 LJnoernans IS often described as the most market·
redes:gned the par;.;a<JnlQ of liS lliflh;y Sll"X'..esslul able w ('IE) award II) Australta. tne J1mmy
at that sn0 tod.w Watson trophy, for the oost one year old
Sin range of WJrleS Kt:y elerr.'r11S of the 'lew 1nt:1:;e
TI1e StiCll g p.tsll fc~ 111tCII1<\II<.mal ~lieS, SIRrted by red Wll'19 at the Melbourne W1re Show.
1nclude a dr !-)·proof IIZ!n<JC llottfe wh1Ch nllows the In a major hurry. the Wll'19 was named
Dr LncJerran ccnlnluG<! unllXlh}(l under h1s ins,gnra on the co•k to l1e ~hspl.wed dnd obvales Unoemans Coonawarra Pyrus atter the
tl'e flOO(.l torn caOSttle, .1s well as t 1101'€' P:;gant
del;Ccnoants. ll'ld L1ndPm'1ns qrowtl1 nnd dcvelop- labels ana a carton des.g11 wl1ich lr.nds 1tse f to in- first Vtneyard 1n wh1ch wne was made 1n
store disolays TI1e p.1ck,1fJ1ng changof, 0nhancc the
fllCPt contu \tlCd th0l1Jt1tno nuddle ye:lls of the u11age of the Bin mnoe and re1nlorce the: rmrf<et Coonawarra. It is a Bordeaux blend of
posrt1on1ng (hig!\ quality at reasontltJ~c nricos) tor Cabemet SaUVlQnon. Merlot. Cabernet
20th cer t 1ry. In 1 953 LJndcr.larl..c; became a p11bhc wh1ch the Bin rang0. ol W1nes have l:>eco1ne ro Franc and Malbec.
nowned. It is estu11.1tcd tl1:.11 11p to fO% of rota11 sates
carr JXI'\V Tf s v. 1s Q Jl't" o Jrcj9 p.Jbl1c o1te1 'ly for are made on tmpulsc, wl1tct1 me0ns 1t1at E.'ftcchve 0 Dr Lindeman's personal slogan was:

:he t.me Bl j ltlOC<lf)t:af raSed WllS ,ISOO 10 fu•ld con rnun1catron at pon1t of Sc11e 1s Cl liedI "The purpose of Wine is to bnng
happiness to man."
.,., r ·~ 1mpr vernel"' , ~~.q;menl our t1c1SCs tni PROMOTION
During them J to .ate I 980s, t11n 'You rnnke me 0 Undeman Island, off the coast of
exr;.; 'lSO 111 to c·fler nJ(jiOOS srru•e · Or L noe·r•e1n· tt1emo song ai"'OSt
oecame <lll Austmli,u .m:t1crn. All gf ly success- Queensland, was charted by Dr. Henry
Our -.g the 1900s Undernans ncugl·t rle\'V 'u· se1 es of ;e ev s1on cornntCtCials was devol John Undeman's nephew, wllo named
oped Wtlh the same ttll.)rne 01110 t 1ne The a point of the islano "Cawarra·, after Dr
virJeya•cJs n Soutt Austrn' 1and st u1e<i WII1El message was that no rn.1ttcr wt e·o. no math?l
wnen, Or LJncemc~n co J o pro\ di' tne r gilt w1no Lindeman's property of that name.
prod:JCLon trom 'he ~yep urn Coonawana ano acccmoon,rnent lc· tno OCCc1Ston.
0 LJndemans Padthaway Vll'ley8rd IS
nP~. 1tt ~1wav Cl str .ts. s enao!ed L•nc1emans 10 W tn :he 1ntroouct10n of B n 6!.> Ct ardonn~y to
9'0vV {l VWI0ffcll ge Of qratlO V lriCtJGS 1110 tO the cfomeshc ma•ket 1n 1891. Lin<1crnar s Austra :a's largest s•ngle Vtneyard VVlth
newexperrr~er·l w1tll embarkeo on <1 '1<'W rnc110 nntf pr.nt C,lmp<l'!Jil plantngs of over 11 00 hectares of VTnes
styltJS n tho late 60s ;,nd e<'lr.y Bin65 wns <~lrencly well esl 10hsl1e<f 1n Interna- for the prod.JCtro of orem1um wnes.
tional mnrkots Tt-10 rnd1o cn•np 1gn useo tt1e
70s, Lul<tf'll'lllr\S Bun E,ln Mo..se le \\ll1t0 "'"ne theme mus c fo1 "You m·tko rne sm fp Or 0 Undemans Bin 65 Chardonnay is
Lindeman· wnh tr10 s ognn ''The wt1olo world Australia's largest exported wne
tJeC~lme t1 household nc1•ne 1c.x.i'ly, Ben Em11S loves Bin 6f)" and trom th1s poim onwards.
Ltndernnns' promot1ons trossed tl1e 1nterna product.
ortcn re'e• too lo ns 111e W1ne whk..ll 1ntrcxh JCed lionel cachot of the> l>mnct. Tho rmho cmT1P<.11gn
was supported by an lntcns,vc ,mcf successful
Austra ans \OVIin .edr •1k111~J bus side and p1u1t aclverhslng Ct1111puign using

In 19 r2 US tolJ.l<:Co g nnt Pt111ilp Morns .1C· the snme slogAn. I act's nne! II<IQs from countries

Qt ure<l Undm1<1ns ;lnd untintllil another round of Clround the wortd holpccl lo ent1nnce tile Intern\!

'"vesrment and equprnc'lt upg~c1dcs. Tile following onnl theme

year, Kilrdduc Wtl~ l)lult. tn0 lwqe~l winery facil,ty tn In !he years tnat followed Undcrn<JilS clevel
opeo <1 newcampt'ugn, supported through radio
tt1o Si, JthYn Hr~rrm;pt11 •rc. Est 1lllisi1Gd 111 Victori<l'S and outdoor. w1ll1 nn a ternn\ive theme. "Enough
sa1d ..Just enJoy''. The can pa·gn uevclcned nn
Milch''••ci,stnr.l, Kwauoc clP.monstrdtes the eror- a ternattve catch cry for tho hrnnd. From :he
secono ha·l of 1997 L1ndormns advor11s1ng w f
1110\ 1s nvestmunt Pn1llip MorrIS was prcpnre(i to h gh lghtlt'e reg on.1. t d vers ly o• the brnnd
(Hunter Valley. Coonnw mel. P;ldtiKtway) ano w II
make n A.Jstmhnn Wlnr>rnaKJng. It 1s st1ll one of the promote the premtum mnges from these meas.

mosllllOClt:!rn <ll'lci we ow "f I)Q(1w11 Gry and On 1 July 1996. LJndcman,._ rnaJe a torl'IY •1!0

lx1Ck<1Q ng fnCIIi\ICS Ill the World ;he on·bne wor:O nne 1L1u1lChed 1ts own'Nt'b s-te •

meBv llEJ9'' ·"''9 of tn~;, cJocade unoetn~r s htto:/AV~MV.findemcuiS.COill.clll TI10 si'e IS ~:fOW19 a
·MrlOs ·Nere tXltny oxpor'od nto As.a, Jaoan, Nt!~.'V va tiOble rescurce for botn At1s:rnhnn nrx1 tr'tcrna ·

ZeatmlC'l. N:Jrll Arnone.;, 111e Un ted K11 J.jon

Ellr~'le an<I Scnnd n<tVlH Dr Lulo0m.1n's droarn to

C) 11 AIJstrn aCl 'ile nte.nH'IOf1a \\11\0 map f1<1C1

come to fru: too as otto wu1crmkers I'Jt'..'gar to tolfol.\1

tne L;rxter•1.1ns leau.

k ·990 Lln<l :ll' ~ns ~\,1::> acc:t' re<f t;.; Pon'olds
\'fines u'lCl<;oon ~.tt rwnrds by SA B•C\'11 ng Hok.f

•~gs. wh llf~t1S IK..W hecome &11 1thCOrpHold1rlQs.

of wh1C.h Solllhco.1) W :10s ""n d1VTS on Lir derrons

s one 01 1110 !<lruest tlr~r111s 111 tile Southccrp stable.

wt ICh hold' npprox"n<ltcy 2b% m1rkel Shme 111

Austral~1.

tf\ 100.3 Luid~"'r"lnsccletll.tted 1ls 150!1'1

nnnlvCr::;C~ry of tl.e> I rst ~~·nntu1[JOI vu1o~ CJI C1w0rrn
by Or Hcn,yi11K1cmnn~·l 184~~. T1teCawmra

horn.~mead. wt11"1l !5 now lllhnllilcd by descend

nnts of Dr Llltdon ·<Hl, wns Ill•·' venu<' lor rnww

cdel1mll011~ dunnq tile courso of th:lt year

81

THE MARKET rece1ve tt1e Australian Dental Assocl(l!lon's Seal of s1gned as a mouthwash, 1! was
Ask anyone tf they like going to t"1e Approval lor safety and efficacy agatnst plaque
dentist. and the answer IS sure to be a and gingivitis in long-term use. actually a dis1nfectant for surgical
resounding 'no" The dnlls, the pa1n, procedures. TI1ey named the1r new
the gargling - it's no wonder people Through educating consumers on the beneftts product Ustenne. after the English
want to look after thetr teeth the best of 01a1 care, Listerine is cred1ted wth the overall phys1C1an Str Joseph Lister who Md
expansion of the entire category. performed the first ever antiseptiC
they can. That used to mean brush- surgery 1n 1865.
Ing. Twice a day was best. And HISTORY
mouthwash? Well. that was for hiding The h1story of Usterine dates back nearty 120 In 1884, Joroan Wheat Lambert
bad breath. years to 1879. The original amber-coloured formed the Lambert Company to
Llsterine was lotmulated by Or Joseph Lawrence manufacture and market Ustenne to
Today, all that has changed. and Jordan Wheat Lambert. But it wasn't de- the medlc<~l commun1ty. It was first
People brush, people iloss. people used as a mu1t1-purpose antiseptic.
use more mouthwash than ever. And But soon it was dtscovered to be
not just for bad breath. but to protect excellent for kill1ng germs commonty
agatnst plaque and gum disease and iound in the mout~1 So, 1n 1895, the
to get to germs between teeth where Lambert Company extended the sale
a toothbrush may not reach. And of Usterine to the dental profession as
hopefully prevent too many patnlul a powertul oral antisepllc.
trips to the dent1st
By 1914, the Listenne formula was
Worldwide, the oral care market is so effecltve and popular, 11 became
booming. It's expected to grow by one of the first prescription products to
over a third before the year 2000. be available over ttle counter, thereby
founding the mouthwash category. It
In Australia, the market is worth wasn't long before other mouth-
almost $300 million, w1th mouthwash washes entered the marl<et Lambert's son
one of the fastest growing segments. Gerard, who was the new man 1n charge,
strengthened Ustenne's pos1110n with a class1c
ACHIEVEMENTS advertising campsign that Introduced Amencans to
'vVamer Lambert's Ltstenne ts the undisputed 'halitosis' - L.at1n for unpleasant breath. Fc1 the next
leader in the Australian mouthwash marl<et. sixty years Usterine cont1nued 1ts positiontng as ttle
bad breath fighter, unt1l 1983 \tv'hen a new claim
Wamer Lan~bert boasts a staggenng two th1rds' was tntroduced. 'ustenne fights plaque d fferentl·
market share and an incredible 85% brand loyalty ated Listerine from the competition and added a
raling. That's one. of the highest brand loyalties new reason to regularly use the prOduct. In 1987
across any category. The nearest competrtion Ustenne becarne the first non-prescnption
languishes behind with a mere fifth of Warner mouthwash to eam the American Dental Assocta-
Lambert sales. tlon's Seal of Acceptance for plaque and g1ng vilts.
Approval in Australia came 1n 1991.
In 1991 , Usterine was the first mouthwash to The launch of Lister1ne
Cool Mnt1n 1992
attracted a new genera-
tion of mouthwash users.
The powerful genn-kilhng
properties and tne fresh
mnty taste proving
popular w1lll younger
consumers.

THE PRODUCT
Ltstenne 1S manufactured
by Wamer Lambert, a
global Fortune 200
company W1U1 a stated
aim to 'help make 1t1e
world feel better'.

Des1gned to kill the
germs that cause plaque,

ginQtvitis and bad breath
Listerine IS a blend of four
otis· thymol. menthol. eucalyptol and methyl
salicylate. It Is its effectiveness against the gum
disease gtngivltis that has been a major force 1n
Usterine's strong brand grovvth. Gingivitis is
Widespread 1n Australia with up to 37% of the
population expe1ien01ng bleeding gums after
brushing and flosstng. Long-term. Qtngivtlis c;~n

82

lead to 100!11 loss As corsurner :1wareness ot this
problem grows. so too w111 Listenne's market share.

PROMOTION

Tt1e success Oi Listerine rs not only due to a great

product but <Jiso due to memorable h1gh-impact
advertising. In the 1930's Listenne created such
tHmous slogans as
'Always a bndesma1d.
never a bnae·. In the
1970's 1! was 'the taste
you hate I\.Y10e a day .

Wilen L1ster.ne Cool
Mnt was launched,
teleVISion commerc1als
reatured a Cool tvllnt
bottle sw1nging Tarzan-
like through tne trees.

These commercials were

hugely eHecwe. ptckrng
up Effie Awards in the
USA tor advert1s1ng
effectrveness.

Following the success
ot 'Swtnging Batt e'
came a campaign
created by J Walter Thompson, Sydney. De·
srgned to mrse awareness of Usterine's gem1·
killing properties, the 'irsl commercial called
'Bomb' showed Listerine explodirg 1nside a man's
mouth. The slogan It's dynamtte <tgarnst germs'
was earned througt1 1n two more commercials
featunng a battlehold and a boxrng glove. The
campargn was a major success. cernentrng
Listenne's number one position rn tne market a11d
dnv1ng strong category growth. It was also
resoons1ble for generating consumer acceptance
of mou!llwastl as an important part ol everyday
oral hygrene.

BRAND VALUES
V'Vl1at makes ustcrtne a global leader in oral care?

ll's a combrnatron of strong product success.
one hundred and eighteen years of heritage.
consumer trust and powerful brand cornmunrca-
tions which reflect the core germ·kilhng values.
These. together witt, 1nnovat1ve new product

developments. are sure to keep Listenne the name

on everyone's hps for m11ny years to come.

Things you didn't know about
Listerine

0 Oler one billion people have tried

usterine

0 Listerine pioneered the word 'halitosrs'

meaning bad breath. It is now part of
the English drctionary.

0 Before Usterine was invented, carbolic

acid whrch can bum human tissue was
used to klll germs during surgery.

0 From 1921 through to 1929, Listerine

was used for dandruff and dry scalp. It
was also used as a beauty treatment for
skin, antlseptic tor cuts. deodorant and
after-shave lotton. During Wor1d War 1.
Usterine was even used as a wound
irrigant.

0 In a recent survey, one Australian

dentrst claimed his patients told him that
Usterine improved thetr sex life.

0 Listerine is the only mouthwash which

bears the Australian Dental Association
Seal of Approval for eff1cacy and safety
in plaque and gtnglvitis control
Listerine also has Dental Association
approval In the USA. Canada, Britain
and Sweden.

83

The Future of Money·M

THE MARKET transactions totalling a levels of conven1ence
People want the freedom to pay for the goods and gross dollarvolurne of more than In response to this trend, the first bankcards
services they use anyt1rne,anywhere · and they want US$675 billion.
to do 11 quickly. Inexpensively and efficiently. MasterCard credit cards can now be used at were 1ssued in the 1960s They look pnm1tive by
over 14 m1lhon locat1ons all over ttle world, wh1le the today·s standards. but they were to lead to greater
The worldwide bus1ness wh1ch has grown up company's Maestro and Crrus debit cards can be th1ngs. In 1966 a group in the US called the
around this demand is known as the global used at some 1 3 million EFTPOS tac1lities and Western States BankCard .A.ssoctation opened its
payments 1ndustry. Few areas of economtc acbvtly 325.000 ATMs. membershtp to other financia11nshtut10ns and began
have expenenced such rodical change 1n the last ten Today the number of ATM transactions worldw1de to market the1r bankcard as MasterCharge. Over the
years as thiS new Industry· a fast-moving, high exceeds the number of credit card transactions,
technology bus1ness designed to meet an essen· and the MasterCard/Cirrus ATM network is the next few years mcmy more banks joined th1s
!laity human need. biggest in the world.
Meanwhile growth 1n debit card acceptance is association. and in 1979 the group changed its
Companies and 1ndiv1dua1s alike are moVIng espec1ally strong. By the end of 1996there'A;ere name to MasterCard. to reflecltts marketleadershtp
away from sole reliance on tmdillonal credit cards or some 94 million Maestro cards 1n Circulation, up
charge cards. They are reccgnising the potential of 35% on the end of 1995. and expand1ng range or seNtCes.
the vast range of serv~ce options now becoming The .Asia-Pacific region is MasterCard's second
ava1labte us1ng new secure commun1cat1ons and largest rneatre ofoperations and accounted for 26% Since Ihen the company has chalked up an
of total dollar bus1ness 1n 1996, w1th MasterCard impressive list of industry firsts. In 1981 , tor
information technologies. matched to tt 1ecreative branded products w1nn1ng bus1ness worth some example, MasterCard pioneered market segmenta·
US$200 million. Dunng the same year the number lion by launching the Industry's first gold card
fla1r of some of the very best worldwide prOVIders. Of cards lri CirCUlation in the reg1on jumped 25% to program. In 1983 1t became tt1e first to use laser
Already consumers !"ave access to many reach almost 90 million. holograms for security purposes. II has recently
become the first global payments organisation to
electroniC money fl'lanagement solutions 1ncluding HISTORY test sophisticated b1ometrics technology, wh1ch 1n
on-line credit and deb1t facilit1es. remote cash In the years lollowing the end ofWorld War 2 the essence means •dentitying users for security
l'andling and EFTPOS. By the tum of the century western lndustnalised nations, and the USA in purposes tl>rough a thumb pnnt.
they will have an even Wlder choice or J)8yment porticular, enjoyed an econom1c boom. Standards
options. for use both at horne and overseas. or liVIng rocketed. as people earned more than ever In Australia the Commonwealth Bank became
before. business prospered. and technologtes the first bank to issue a MasterCard 1n 1985. and
The worldwide market has almost unlimited (often developed dunng the waryears) reappeared Westpac and Nat1onal Australlfl Bank were also
growth potential. Over 70% or transactions are still 1n products and seN1ces available on the commer- early members. Today vtrtually all Australian banks
handled by cash or cheque. and v1rtually all of them cial market. Consumers suddenly Md d1sposable 1ssue MasterCard or Maestro cards to the1r custom·
could be dealt w1th more quickly and securely by cash, an awareness of the poten\lal uses of lhat ers.
cred1t cards. debit cards or smartcards. wealth, and a new confidence in handling it. They
demanded of lhe1r banks better seNice and higher THE PRODUCT
Australians have traditionally been qu1ck to adopt MasterCard members are banks. financtallnslitu·
new technology or all kinds. and new payment l1ons of other k1nds. or major corporations which
technolog1es1n particular The per cap1ta rate of provide financial seNICes. Through its global
EFTPOS and ATM transactions here. for example. IS seN1ce MasterCard provides direct links tor
among the h1ghestn the world The physical 1nember host computers to MasterCard's
isolation of the country from many ol tts main trading Banknet system, wh1ch enables MasterCard to
partners. the wealth and techno-logical sophistica· meet specific member needs with soluHons
t1on of Australians 1n general and their addictton to tailored to local conditions
overseas travel. all mean that electronic oonking and
shopp1ng are ideally suited to Australian conditions. MasterCard offers member banks a range of
credit and debit products wtlich they in turn
Th1s makes Australia a fiercely competitive make available to their customers. The standard
mart<et for new developments in 'plastic money·. but MasterCard, offered by all member banks. IS the
also one of the most exc1t1ng and respons1ve mainstay of their credtt card business. g1ving
markets in the world customers the cho1ce of 55 days lree credit or a
lower interest rate with no free days. Gold
ACHIEVEMENTS MasterCard tS a prestige product w1th a h1gller
MasterCard International is the world's lead1ng global spending limit and addit1onal benefits.
payment system company. It has gmwn from
There is also a range or MasterC<Jrd purchas·
modest beg1nnings tn 1966 to become an crgani· ing cards- commercial. business and corporate.
sation Which 1n 1g95 alone handled nearty six billion They provide companies w1th the perfect way of
tracking and controlling company expend1ture on
5b025~ 0000 00000 B.rt ~ a travel and enterta10ment. or on any purchasing
requirement. These cards are as valuable to
~,q 5b02530~~ compan1es WTth f1ve employees as to the btggest
mult,nationals.
U/H
tU1(1(U' c.tS."II lntemationally, MasterCard offers the Premium
SU11U t Utti lU1 CU D Card (the P!at1num Card in some countr1es) Wh1ch 1s
an even more prestigious product for people of
exceptionally high networth. There IS also the World
Card. the ultimate MasterCard with no fixed hm1L
This range of products enables both member
banks and their customers to choose the best
payment solultons fat their needs.

No matter what form the product takes.
MasterCard exists to provide the Infrastructure which

supports the 'anywhere. anytime' nature or cred1l.

84

<.18l}l anc1 stored value card L.se The cJ1nll~nge s srra'tcards. Smarte<lrds tl~emse vcs look set to Cup Soccerglobally, the Amencan Co10n1al Masters
toumarr.ent. Formula One rnolorsport. 1110 PGA Tour
e·JomiOUS. Bec:~tJSt• replace cash o• cheo.re transactrons even for qur!e or America. and PGA Australia.
members ma modest dny· to·dily pu•ch<'lses. and
uldMOU:l cardtlO!cl.;rs t1 e snrne faP1 fy of BRAND VALUES
ore wor~<.~nu nil over tectvloiages could MasterCa•d s tnlplementtng an aggress.ve
t'leviiCW,II fNeJY supper! rn..1rJY rew b-anding s tra~egv to strengthen the accept-
1mezonc and n ance or 1ts payrnent prooucts and to hurld ts
VlrtL.ally (NefV aoOIIQl'10ns beyond brand 1nto one of the ten most respected n
CQUI"It'Y, tvlas'erCard the world
111ust he nepared trmJr11()(1c.'1 pnyment
nlei'1()(.1S. Mcrldex rs naw Th1s move rs underou'ned by a c ear VISIOn
to fLJ\Chon rourX1 ·.~ng \'VI:t1 AT&T on an ofthe company's goa s Top of the I st rs
Internet sys~ern wh1ch wtll MasterCaro·s commrtment to work wr'll and on
II e clock and 111 beha'l 01 liS men1bers to heln shape the 1uture
sccres of tJJtfcre1 t make rt v nhle lor merct1ants of money oy becomrng the worlct's best ar d
most preferred way to pay.
killC'1ll; l(f3S and consumers ahko to make
'rnrcropaymonts' (under $1 0) MasterCard air:s io be mucll n'O'e tt1an a
Tt1<ii ell ·DI os credtl card company, ano strrves tog vc •ts
Wltne·not. customers secure access to money and
or1 thP pcrS01':1l Mcanwhrle MasterCard hc:ls servrces anyt1me, anyvvhere
love! ns wcll<ts 1n 1ntrrcompany
l>usu1ess Mi'l5terCar(1Glotx11 SoN1Ce rs the launched the MULTOS giOIJ<ll Things you didn't know about
1ndustry's rnostCOIT'prellensrve customer service chtp tecllno1ogy f.)latrorrn lor MasterCard
prograill. tvklsterCnrcj cnrdl101dors can mnke a toll· smartcards. MULTOS was announced 111 May
frf...'O pl1ono call frorn nnywt Jere 1n 1r1e world to gel 0 MasterCard's network settles more than
l1elp Wltn OilY c;ud refatoci proolern n1e seNice can 1997 by a consortiurn of ergt1t ol ll 1e wortd's leadrng
he't1 •'P to 1·10 1an~u:1ges. CJI'(f l"k1d calls trorn over US$500 million transact1ons a day,
200,000 cnrdllolders travelling rn 130 different electronics houses and smtlflcard cornpan1es.
countnes {lur,nu Its lust y0:1r of opor,lt ens nlone. 1nc1uding MasterCard o.m<i KoyCorp Irom Australia. worldwtde. On rts busiest day last year tt
MULTOS uses Mondex technology to nllow handled over 20 million transactions ·or
MasterCard must nloo •esoond to rts members about 230 every second!
·1 D \'V<lV 1pp•opri<11e to 11\e needs nnd culture of apphcauons to be loaded securely or to a cor1SUIT'·
0 MasterCard is roN aocepted at over 14
therr pnrhcular OCc1' on Tt r1' s not e·1sy. Prod e··s smartcard even after the card hns been rssued.
That allows lor nppltcaoons and security 1pg'Udes million 'merchant 1ocabons' around the
ucts wh C11are mattJ'e 1n one onr: or the word to be addea to a user's cmd tJown t11n pM11e1tnes or wor1d ano fNery day reany 4000 reN
nny be regaroeo as revouhonnry rn <lrlother through the 1nternet There IS no need for <1 nank to locatrons are added to the liSt.
Persona c·e<t t Cc'1'(1S. for example. a·e comrnon-
olace tor Austrn1ar s but n most unhewd or for re ssue the caro ~\tlCIJ cha•1ge5 ore rn..<oe ora tt e 0 The average netiNOik transacllO"' trme
C1I1Zer s of Ch1•1a S1m la11v. d·:pos.t access customer car 1have I~s or her own card customsed
p·oot,cts are wa I develoned rn E Jrope anc.J JUSt ustng MasterCard is seven tenths of a
preciSely ICY particular needs secord, rouno tnp.
gau ln<j mHSS popu nr ;y I tnc USA but are as The tvtULTOS Mondax ono SET nt'rahves
vet vu t rally u1 kr OWP .n Atr ca It mClrkets wnere
demonstrate :t~e comoaqy's comrntment to open
th8v nre un!dmrl<lr they have the potentra to stanoards on reN ptatfcrrr:s so l'k1t M.,sterCard
le(lptrog •i10 ccnvt rJtiOI'al chequebook ent rely, prooucts can oo used anywtl€re, ar yttrne.
and MnsterCwd needs to be constantly alert to
PROMOTION
the rnr 1cnttons ot sucl1 cpportunrties. The unive'S'll tag .,e tor MastcrCord ndverttsrng
tOday is MasterCard· tne Futvre of Money. TI'O
Mew1wi111e. teet .noloyrcol m1vonces and theme rs supoorted in t11e Austrnlian market by U1e
corpornt(') nthancos conttnue to strengthen launct1 of the 'Bnlliant' TV campaign. teatunng Neil
MnsterCar,J'H product range nnd qunlity of Momssey ot the TV comedy seoes 'Men Behavrng
SU:VtCO. Badly' In the advertisements, f1ve n all,

Masli.'rCnrl1 Onl ne, for example, ts an Mornssey plays ·an orUrnc:uy blokP' wt 10 likes 1115
ndvanc eLl tect1nolog c:11communrcattons
piJtlorrn wt11CI1 g ves mombers desktop access MasterCard so much he makes h1s own l1ome
tn tvtaste:Catd's PC l>nsud products and
:;t Nil,~;. s A'1d tile acou1s tron o f Mondex lnterna- adverts for MasterCnrd to rtrn.
l!Or at t1as grven MnsterC;vrl lhe rndustry's MasterCard h<Js also rnoved rn to outdoor
le<Kil•lq chro platform 'or srnn•tcnrd ctes gn.
supported oy more pnrt1C1p,1t1ng l)nr'ks than any advertrs1ng for the ltrsl trrne i'l some years. using
rltlP• u nb:-tl system.
the stnking red, yellow and black colours and the
RECENT nter'OC~1ng circles of the MnstcrCnrd logo • now
DEVELOPMENTS
Etrl) I • .,.,, one or the world's best known acceptance
marks The two ma10 exoc.rtJons 'Travelers·
Ma$terCan1 COil' plated
ChecKs' and Th ret Rock lrom H1e S1111' nre
thelirs1 eve· St>etr'e S1mo1o iconic cxpres
r>ter 1Gl tr<''lS.:1CII011 L•Stllg
II e Secve Electronic srons o' tt1c theme
Transnclton prctocc Mas:erca•d 1s
(SET). M<lsterCard t1as 3CCt'PtCO at 14
played a oromtr ent role n rnilhon tocat1or s
developu g SET with 'JIJOCid\";'k,la •
partners IBM and
Notse<rpe T11er1€W MasterCa•d 1s also
system moans t11al oooply rnvol'vt."' 1n
people darn need to u1ve the1r sports sponSQ(St"Jrp,
cred1t ce1rd numbers out over tt1e and supports Wcrrd
lnterr-et, Rnd thus avoiding the nsk
Of ttl S tnforrnatron UCtling IntO tt1P
wrong nands. SETestablishes a
nevv slnr t1<Irct for sccunty 111

dectrcr c frJ<mcc &d 1s expected
to he widely nr:lopted n the next

tow mon·hs and years.
tvl<JsterCmo plaYEYJ as mda•

fe.:'KJCrSI o role''~ nne,,v twJvdogy
vE:r t t•e when 11 tx.>ug11t'51 % of

n\Ctv1ooda-..lntom..'1'Q!l(l' recent y

rnove IS nn 1mpcrtru t step 1n
es·atl shing 'l'le ocst glct.la'
lrnmevvor" for cI o hased paymcrt
procJu:ts be!ter kno.vn ns

85

THE MARKET pesttCJdos and related products worldWide IS from internancnal and local brards. Mortein remains
Everyone agrees thnt Australia ts one of the t::€sl tJndertaken in Australia Mortein itselt is an tnterna- tl-:c best known and most widely used housenold
places on earth to live troPally known brand ·1nd is wtoely marl~etea tn tnsect1cide rn Austral a. TI1e co:npanv now holds
several Asian marl~els it' the South Pacrfic. and in 47 1% ol the Austral:an market rn household
Bugs think so roo. Flies. cockroaches and New Zealan::J <!Swell as in Austmtta. rnseclrcrdes which 1S tiS trac1iliona1 market segment.
mosqu1toes tn particular are part o! a way of hfe To matntain that pos.tron Mortetn has adopted the
for most Australia••s. Tt1e vast numbers or lites In Even where tlle name of Morten1s unknown. the very latest techno'ogy to deve.op a growing range ot
the Great Soutrlland was noted l1v the very products wiliCh are 11ig111y effective. ond wl1rcll
earliest Europoar'S to set foot on Australian soil, A.lSiralian tecl1no'ogy rnntch tre hrgt1es1 Vv'Orld standaros of sntety uno
Dutch navtgators 150 years before Cook whrch stands behind it environmental ncceplabrlrty.

Today these tnsects invade every nome in tS rec.:ognised as among HISTORY
every Ausrrahan Ctty and settlement. oflen tn t11e world's best. In Mortetn vvas lirst manufactured us an insectiCidal
suffiCient numbers to make a thorough llUISnnce son'e cases peslic1de powder rn the 1870s by a Gem•an 1rnmtgram to
of themselves. For people working in the open atr technolcgy is apolied to Australia IJy the name of J. Hagemann. It rs sarcl tl'lat
or enJOytng outdoor pasttmes they cnn make life manufactlmng opem- Hagemann htmselr CJrre up with tile name Mortein,
a mrserv especially rn summer. Btttng at Ki llons rn ot11er countries. wrth a htte nc.p from h1s French wife: the tamous
bloodsuck1ng rnsects pose a direct heD th risK. In several cases. name rs a cornbinatron ot the Frencl1 worcJ 'mort
Others contRrntnate food and spread germs and however. the p!"C>Cluct ts idead)and theGenl'an 'e1n· (one).
disease. both developed ard
tully rnanufacturecl tn Hagemann used crushed chrysanthemum
Rodents too are a problem. usunlly tn U1e
cooler months when they tend to move .nto Australia. Neocide. tor !lowers to produce apyrethrum extract At first the
houses in search ot shelter and food. They are example, \'Vh1ch sells on
unpleasant l•ouse guests. SPOtl ng food and tile Frenct1 market. is powc1er was s•rnpty sprinl<led about where rnsects
causing damage to fabrics ano wooe1work. ancl made in Australia and
like tnsects cnn carry diseases with them export<-'Cl to France. were expected to be a nutsaPce, and 1t was not u'ltil
Sunlariy Rodosol
Mortein has been dealing w H1 ti1ese problems cockroach oa.ts ure the 1920s t11at a squeeze puffer was deve'opea.
rn Australia tor over 100 years and now com- manufactured rn TI1At meant tt1e Morten povvder could be used
petes rn all ttvee segments of the market. It is Australia and exported rndocrs for 1t1e first lime.
d111y work. l)ut as Mortein's people say- sonle- for sate on the Soutll
body's got to do rt. Amencan market. Otherdevelopments followed Hagemann was
still very rnuch u1volved W1th Morte1n research 111
The retail pest control market rn Australia has Today. despite 1928, when he tntroduced a liqutd verston. He tt1en
been est1mated nl around $110 mtllron per intense cotnpetition
annum TMt rncludes roaentrc:r\ies (8%). lnsectt- combired t11is With kerosere and '1ad a purnp f.)ack
crdes (78%) ond repellams ( 1<1%)
designed (the lradil.onat flit gu'l') wh1cn alloweo the
ACHIEVEMENTS rnseclictde to be sprayed nto tlle arr or onto t11e
Morteu1 as a brand. IS nn all Australian phenorn· pests t11emselves. Hagemann became one ot the
enon. even tr.ough as a company it has been owed hrst reop:e to buy pyrethrum from Kenya.
by Brittsh g1ant Reck1tt & Corman since the late
"Wha1 1 o.lw,.ys ""Y ._ ...
1960s
When you're on n good th1n.r
As a result ot the strongtt1 of \he Australian
operution, all of !he R&D work on Reckitt & Co man ----l..l..r...f..l...i,l.:,:s!~f~"·
1

86

HJgemnm's p!'OO.JCt tanI · correctly assoc1ate both the which has also oeen a great
was dlsl'1hutetJ who L}S<IIe character ano u·eJingle wrth Morten.
by Sa" uel Tav10r Tnvlo' •tm success for the company
his 0\'vTl b1.siness u·1tr Irs Loue's longe\~ty has boon a m<I,or Another market leader tor
deu',l'l n 189v. Soc·1 a•ter plus for the bmnd, because tre
tha' Taylc··s bustness nsectiCIOe business s t1rghly sea· Mortei'11S .:s Bnmer OJtdoor suri.1ce
wer.t broke nnd r 190fl sonal Each year 75% ot sales me spray. des gned Wt:n pest control
Jus ctu dren solei 1. Th·n generated ootween Octcbef ancl opera'Jves in mnd The sp·ay
•rans1c:ron led to liwlcr s tv1arch rooentiCtdes presert n aunched on 1995. ;<J scrawl ng
busrnass enou1g up nlhe drfferer.t pa'1ern out Morto1n·s rnsects bel()(e tr.ey enter the tlouse.

r-tands ol F S. Slecr nmJ tnvolvemert 1n th1s segrroot IS qurte tv1ortein LtJre'n'K IS ar"'I'Iler
re-.."eni). As a resultrnsoctiCrde producl n·wduced 111 1995.
Tlloma::; vdCkson wh ch works by tu'lng cock·
They v.·ere to revrve advcrt,sing also aoooars 1n t>ursts roaches :o tJ•e sprayed surface
our ng the Austral an sonrg d'l<i and e 1m nat1ng them ·astor.
Taylor's b1rs 1 ess ana summer. Lou1e's great strength ·s U1at
ul!im11te y to se! 11 lrp <lS n ne generates rnstant reca1of I•' Three :1ew products have been
proprretary cornP<'Iny 11 Morte1n brand name even after tile launcheo n 1996. Tne frrst of
long seasoml fay-off. vvhile ottJCr these is an Odourress surface
1937 ns Samuel 1aylor brands must to some extent rebuild tt,err tmage spray The second rs an nnova-
Ply Ltd. Tt1is cornpnny trve cockroach bart known as Nest Ktll, whrch
each year. not only kills the cockroaches that eat tl>e bart
was lo play a ClrlrC<ll role It Is sorne measure of li1e Cl1aracte1·s success
but atso those back rn the nest. as a result ol
in Mortein's development. that ne spawneo a cartoon senes of hrs own. rn
the product's unique mllll1plrer effect. Mortein
rrarnly t11roun11 tt :e aciiVIli('s of rts lmger·than·hfe Sydney's Sunday Te!egmph newspaper. rm1king Nest Kill 11as already proved to be very sue·
cesslul n tne market
managrnq d rector trorn the 1940s to the 1960s. hirn one ot very few Austroha'l c.Kiven's'ng c.l1arnc·
81 Grah.:'HII ters to have done so The thrrd rew Mortern proouct IS Ratk.ll.
wt'l ch represents a tresh thrtrst by the corn
Samue fa-ylor adoptcti all t11e now vors1ons of Orrginatly. Loure representeo lead,ng edge paqy into the rodent control marKet Rotklil's
Mcrteu1 wlrct Hagem,mn developed. Bv 1953 an ma\lon techno ogy 811\ even nIt e ea·ly d<tys b g advantage over convent,onal t•eatrnents IS
trre pro<.i rc· was alrcaov a l!ousehol(i n.1. me he was rnore thnn srmply an unagrnuhve innova· that a srngle feeo ot Ratkr I s usually ![Ita :
wt1en the Snrnue Taylor company p ont:ered tl'e t1on. By us ng an matron. lhe c t'Htors avo1aeo there IS no need for the roden: to mt~ke
showrng real f11es crawhng over fooo ond bab1es· repeated v:srts to the ba''· as wr:~~ some otl er
nerosot ndustrv rnA rstr r1a oy ntroou::: ng tf e proouc·s The ba,· comes n easily orspenseo
bcdclotnes. \r\1 C11would certa n y drSgJst
Press1 r•e Pnk Tl Oli:Jil IllS was not Cit a II ke tne 'l)ait sta:ion' t>oxes. oes1gned tn a wedge
sop! nst cated Morten neroscls ot tOdny 1t was aucf ences Lou e rout nely hot aves rn thts way
ncvertt1eessa t:xe;lktllfOirll• VVI en TV t1mved n 'Nh ch conveys the same f)()lnt wtt1out 9Mng u'e shape to fit into the corners and nngles where
Al•straha u 1956 n engtny · n1omereta L'V Mortern rates and mice usual·y run.
was one ct the · stlV ~os ~;{oduceo an<.1 same oHe:1ce Further. Lou e IS an
er gagtng, rogursh personality He S BRAND VALUES
stlO\',,, n :h scour trv doomeo to ge: n s comeuppance. h«e Mortein's goa rs to prOVIde the ult mate 1n responsr·
troe oirate in a pantornrme but ne always o e pest control solutiO'ls Vl/h1 e other branded
Much ol In s was t11 re to Granam s manages to renppear lor another go 1n products rnay k: I !lsect pests successru ly. few f
ogg·essrve mar...allng. He was o lmt a'1)' comrnand the level a· confidence and tn;st
believer ''the J>O>wr cl <ldvl3rt srng and the next ad. Th1s mrght exp an some ot rnspred by ihe Mor.e n narne
saw tne potenhal otlV rrs soon as rt
af..)oemeo. He ~1oveloped now brand hrs continued success rnto tne 1990s. Things you didn't know about
a'ler new l)r·md, rnclucJrng several In a sense u~e consumer does not leer Mortein
W'11Ch o::rre housollolci n<Jmes today involved 111 killing. Md yet at the same
such ns Preen, Fn11ulon. Aerognrd ana trme can see that Mortern rs effective n 0 Marte :1 Pressure Pak was the first
Mr SMen Morlern wus. pr.rhaps, t1rs removing the tt1rcat of the ·mghty
favour Ill. He was a pnssionato believer comrnerCially produced aerosol1n
1n H1e safety and otlrcncy of l1rs unclean· Louie Australia back in the 1950s.
product, ono once (run 1our trns rl) Loure has been revrved rn slightly
cJrmk t1own a glass of tvlorte n rr' IronI 0 Morteir was a pioneer 1n advertising,
of a snocke(l governmen11r1Qurry to drlferent lorms by a serres of aovertising
demorstrate t1ow safe rt was. agencies. with nnd wrthout tt1e famous producing one of the frrst televrston
Jrngle. Hi~ most recentrncnrnatror was n advertisements in Australia
Gral n·"' wns also porsoncl'ly
resr-ons hie tor unltatrng the develop· the m1d 1990s. when once agarn hrs 0 That loveable rogue Loure the Fly,
men· ct the ,,•tt1mous Lou e tt1e Fly. ~ reappearance has proveo to t1e an
at>OlJt wt10rn rnore later Even t}e'ore the advent synonymous With the name Mortern,
of LoUie the Fly rn 1051, t1ow8ver, Grc-rt·~m had enormous success tor Morte1n These has been around since 1957 on
lXJI t Marte ,, r·to nn Austmrar ccn. days Mortern s ndvert sements uep1ct tei6VISI0!1.
Lou1e w1th n nu~""'be• of l11entJs • cockronches
In 1969 the &.l""llle Tay'.cr COI"l'pa.·w 'NllS bough' and o:her 1nsects • ol of wt1orn he unsuccess· 0 The narne 'Mortein' 1s satd to derive
tu ly wa:ns aoout the oowe· o· Morte1" Th1s
by the B·rtrsh comr>aJ y Rocklrt KColmar TI-:e overcomes Lo-1 e's one obvtous drawo.1ck. • me from the French 'mort' (dead) plus the
suggestton that Mor<e n s des gne<j only for f res German 'ein' (one) and was concocted
Austm rm fum. under 1ts B·1!1Sh oa•ent. re:a 'lS the or flyrng insects. by Mooen·s German rnvent()( and his
reputatiOr of lla\1rlgrn!rod.r~ea nno p•orno:eo to the French wife in r.he 1870s.
AustmhaJI nl<!rk:Ot St1Vera ot the CO!U't'Y'S most tt rs a rna!K of Mor:e r1's market ng success that
0 Morten. developed and made 1n
lam 1nr houset10o names over n·~c' p."lst 'e-111 wl'en asked to n<l'"'S a prod JCt 'wh ch .<rl s
1nsects' over 90% of reSt)Onoe•ltS 0:1swered Austrailc3, has been the 1ead1ng brand of
decndes Bul among t11ese consumer rcons 'Morte1n·. !)ousehold ~nsect,cide tn Australran
Morton stllnds out os t11e most wrdc y recog·
r11sed of fl t From tne earliest days o· ll'e con11..mny. homes for ova· 100 years.
Mortern has sought to stress n rts promotrons
THE PROOUCT thnt 11 's not only el'ect,vo, but extremely safe.
Morte1n llas movecl n long wov trorn 111e srmole
pyretllr,un pcwder t1nd enrly kerosene based fiil Thrs rs one reason wr1y
gun fly spnv. Morte111 now t1as products to ca1er many olrts advertrsements
for all pPst problems. They range from odourless feature habres (lnd ch1ldren
fly sprays. Luro'n'Kill surlace sprays. Nest Kil Recent novertrsoments
cockroach t1arts. flea krlers. mosqwlo col's. e111ptrasise thrs by using the
Mowe Zm)pers, outdoor surface spr,"lys and catchphrase 'More smart.
eve·1 rat and mousP b1rls PO pcut ohve .s safe more sale. Morte1n'.
·rom thP Morter, range of pest control products.
RECENT
PROMOTION DEVELOPMENTS
t..t, rterr ~ I 1r I• If. LOUie Ule Fly has proved to lr '9~[ Morte1n r·trod reed
be c·1e ot the most er dur "9 nnc:l erclean~g o' the lrrst odour tess lly sp•ay
Austral Rn ldvert.stnn ereat10ns Hrs occas onal known as Mortern Odou··
appearm ces s1nce that frrst advcr.rsernon n Jess Fly and Insect K lie·.
19t11 seem 118rdty Sl.lf c e1 ·t to explarn tus huge vvt11C1ltS now le.:tding tne
s JCCess ar'd popu antv But huqe rt IS. 'Nell over marKet The c•OO,Jct bu1tas
90% ot Austrnl ~ns rocogn sc Lo Je o:ino KOOW the
on tne techno CXJY of
Lowe tile Fly Jr u'e nnd wll ch s more rnpor- lvlorteu1's Ul:•a low A ler·
gen1c I y sprny wtlrcl1 was
.r tro<.l JCed n 1966 and

87

National
Australia Bank

THE MARKET year (to 30 September 1996) the ent1re Group classified by the Nailortalliust Such heritage IS a
The Australian finanetal seN,ccs sector is undergoing v<Uned <1n after tnx profit of $2.1 billion on total cornerstone of the National Australian 8a'1k brand.
tremendous chnnge an t11e 1990s. Watn intense
comj..'elition at both nat1one11 and state levels. assets or ovet $1 73 billion. Tllas result represented Wt!t1 the eme'ger ce of d81egwlat10n and tn
enomlO\JS breadth of orcduct choice. technoiOQIC.<:JI creased compoti!lon in the 1980s, the newly
1nnova1ton, numerous nar:he specaahsts and progres- a retum on shareholde·s equity ot 17. 1%. The tormed National Adstralia Bonk was well place(! to
SIVe dismantling ot regulaho·1s, the mai'Ket is more Austml1an operahon contrbute;.J S 1 277 t)illion to the succeed 1n tr1e domestiC marketplace as well as
dynamrc U1an it has ever oeen. Group profit on a'1 asset base of over $91 billion. expano operations offshore. In 198711<e Nat1onal
With 1ts locus on providing a tailored product range, aCQLnrocl Clydesdale Bank. Northern Bank and
At the same lime. the consumer O' ttre 1990s '' gh levels oi customer servtce and ~nee compel! Not1onallrish Bank followed by Yorkshire Bank 1n
demands cho1ce, pnce cornpelilveness, excellent tiveness t:llong with high levels of operational 1990. Bank of New Zealand in 1992 af1d Michigan
seN1ce stanrlards a11d most mportantly customised Nat1ona1 &lnk 111 1995.
financial solutions tailored to andividual needs - not a elhciency, Nntional Australia &'Ink l"'as conSist-
one s1ze fits all' philosophy. At a coq.)OIate level, the ently de:vered SIQnlflcant annual returns to THE PRODUCT
globalisat1on of business operations <Jr1d markets shareholders over t11e past tel' years tl11s Nationol Australia Bank is a full serv1ce bank1ng
has driven the development or specialistand retumi"\1S comrmny bonsttng more than 3.5 million customers.
tailored finAnCial products and tauhties. wl1ilsl at the across OIVCrse personal flnd bus·ness IR'lrke:s.
personal eve!, 1ndvidual goats and aspirahons are averaged ?0 1%per annum ll·,e Nationa now
paramount 1n the prov1s1on ot f1mlncial solutions. has over a quarterof a mil on shareholders. The Banl(s commrtment 10 rneet the needs of
1nd1Vldllal customers ts reftecle(i 1n a corrpre11ens1Ve
NaTional ALIStraha Bank is <1 majo1player in this As at 30 Septemt"Jer 1996 the National range of tinanc1al products and seNaces. wruct1rove
marketplace. It 1s Australia's larg0st flnd most employed over 52.000 oeople wi;h 22,000 l>roadened substal.tially 1n recent times.
profitable banking organi&'ltiOil.
oosed 1n Australia Personal customers have the cho1ce of deposit
ACHIEVEMENTS <md lending products includ1ng cr1cque and savings
While NatiOflal Austrcllia BAnk is the largest Austral- flccounts term and dernarod deposits. credit cards
ton bank, 1t IS also one oi the world's most success and personal and housing loans. fhe Nat1onal
lui banking and !inane al seN1ces organisations It cons1stent1y ma1nta1ns ats I)OSII!on as the rnosl
operates the largest hanks 111 New Zealand (Bank of successful bnnk 1n Austrnha's ricrccly competitive
New Zenland) ;md Northern Ireland (Nortt1ern Bank) horne loan markGl. writ1ng more new loans t11an any
along w1th sul)stantia1interests 111 England (Yorkshue other bank (at 30 &mtemher 1996). lncre.:'lSiPgly.
Bank), Scotlaf'ld (Ciydeso8te Bank). Ireland customers are l:>ene%ng from hnancinl planning
(Nat1ona1 lnsh Bark) and tile Un1ted States services <1nd assLrance and nsk prortucts. 1ncluding
(Michigan Nallonal) The Nat:onal•s 1ruly d maJOI hie insurance oncl u10ome protectaon.
global competitor.
For a grow1ng number of National customers. tile
In 1ts latest full locaiiJranch no longer features in

A Voice in
Austrorio's .
p,.ospenty

88 HISTORY
Natron<tl Austmlia Bank today tS the prodt.oct of the
1981 merger ol two of Australia's oldest banks, the
Nalional Bank of Austmlas1a
(established .n 1858) anJ the Comme,crnl
Banking Comoany ol Sydney (established in
1834)

The ong1nnl National Bankwas bom dunf'\g the
great V1ctcnan gold 1usl lCS ot the 1850s whale t11e
CBC of Sydney grew to seMco tt1e expanding
pastoral and fanning 1ndustnes of the then Colony of
1\Jew Sout11 Wales. Helped by a seiles or acquisi·
t1ons the opemtions of both banks eventually
spanr.ed the col'tinent. Well1nto the 20th century
111e growth olthe two ban~ paralleled ar·d contrib·
utecl to the development of n young nation. Tr1e
1981 rnerger brougl1t the~e tvvo great organrsat1CI1S

together and combined the hentage or tile tvvo

L>rands to form NAt1onal Australia Bank Limited.

-- T~ris proud heritage is clearly evadenl1n a netvvorl<
of nurnerous histone branch butld1ngs many of
------wh1ch dateback to tl')e 19thcentury<IPdare

then reguiGir cor1tacl w1th the Bank. ATMs, EFTPOS 6scount1r1g. veh1dE> nnd equl~"~ment leasu1g, trustee Tne National's most 1ecent 'B1gger Prcture'
nnd telephone bnn~n1g give customers access to services and custodian ar td r10m1nee sef\~ces, advert,sing campa1gn, whiCh features the vocal!; of
t11e1r acc01 1ntsWlt~10LJI stepp1ng 1nto a brand• Tl•ey well knowr' stnget Ton1 Childs, rnnrks R break Irom
can even obtain rmny of t110 Nnuonal's kev products The Nationnt atso prov1dcs extensive trnrlrllonal oank ndvertrsrng. The rns1ghtful and
over 111e p~1one facilities and services to lnternat,onallracJers distu1ct1y realistic advertisements dep1ct people
and 1nvestors. Global, 24 hour rnoney rnarkets laCing a range ol personAl challenges and enco"rr-
ll'<' Nat onal1s <1 sul:>stantra prov1der o' bus1ness and fore gn exci1ange operfltions are con- age Cdstomers to tl11nk beyond d<'ly-to-fl<Jy
bankir '9 in Australia or1d a I.Jrge banker to Australia's ducted throug~1 dealing cen tres in Melbourne, IJank1119 10 thelf long term asp1rat,ons and dreams
Sydney, Wellington, Tokyo, Hong Kong. The c&IT1paign pruvides a plallorrn for the Nation<ll
ruml enterpnses. TI1P. Nat1onal's strong posinon 111 S1ngapore, London and New York. The Bank to promote its broad range of prOducts and
business markets is the result or CDreluJiy targeted t·acJes Eurocurrency securities underwrites serv1ces and 11igns :he bank closery w1th tt1e values
1n111at ves over a number ot yoa·-s. These l1<we and arranges f<lCIIittes for nlator corporates close to the customer's ideal 1he National is
tncluded the development ot a speetal,secl netwo1~ and undertakes tnterest rate and cross-
of mnre than 70 business t>ank1ng out'ets - knowr 1 cwrency swap transactions. proJected as IJerng an undersl<:lnd,ng, approach-
ns Dist'lct Comrw~rCial Br~nchcs and Bt1S1ness
Bank111g Centres. In the competiltve env1ronment ot the futllle , able organtsat1on comn11tted to personal serv1ce
NationAl Australia Bank will remarn ,.ornmrtted and •Is Cl.istomers· wellbeing.
By work1ny Willi thousands ot smal, to !adoring products to the needs ol 1nd1VidLJ·
modium and large Austral an bUSinesses on a To extend the 'Btgger P1cture' princrples at <.1
one 1o-one bas1s, tl1e Natrom11 has developed als. rather t11an view1ng customers as o S1ng!e. grassroots level. the Nattonalllas developed a
a mnyc of products ancl serv1ces str.ntcgicnlly number o! sponsorship tn1t1atives to support
suited to t11e market. rnass mnrket ndividuals ~uld organisations striv1ng to achreve
Tncse 1ncluoe transar11on and deposit ac t11e1r goe11s. Throug11 Team Nattonal the bnnk w111
cou'1ts. cash management scrvtces and RECENT DEVELOPMENTS
f1nance in the form of loe1ns. lines ot cred1t, bill Strong cornpetilion and Ihe convergence of contribute a percentage of 1ts rncome to a w1de
banks and non-bank instnut1ons has altered
iaCIIitros, 1nVOtce the playing field tn the Australian f1nance sector vanety or sports a'l<i athletes, whose efforts and
t1eterm,nat,on act as rote models and as an
. Notionol To attract rmd secure customers, the insoirat1on to customers.
N8tional recognised the need to
- - - - - - - - - - tanonog b . .........._ . _ expand and d1vers1fy 1ts p10ducr and BRAND VALUES
service mix. Financial services have Nat1onn1 Australin Ban~ .s a respected leader
- - - - _ •olcmg to vour- needs become an 1nlegralleoture or the in t'le banking and tl1e f1nanc1al services
NaMnal's retail market activitv. secto• As n leader, tre Notional has tr.ldltlonally
Jpheltj trm values of stability, secunty and profes-
Insurance has lJeen 1derll1lietl as a SIOnalism Today, wt111e tr1ese Qualities remnin
1ntegral to its perso11ahty, the National l'as also made
key growth aren, with products a concerted eflort to den10nstrate if"lstght and
ncluding life anci d1sabihty tnSLHCIIICe understondlng of its customers. NAtrona! also
and more recently, health insurance poruays wannt11. accessibilltv llextbllity 1n working
Personal trustee ser vtces have also W1ih customers to 8Chieve tt'elf goals ard n un1que
been est<'lblished nnd lf"lCiude wrlls, sense 1! will stand behind customers tl~roogh life's
power of attorney and personol asset mar 1y llurdles.
core and management servtces
Things you didn't know about
New technology s revolut10nls1ng National Australia Bank
the way bustnesses and people
comrrun1cate, particularly across 0 The National helps more than 50,000
nottonal boundar es Dev1ces such as Australians buy thetr own homes each
smartcards. the internet and personal
banking software g1ve the National year
the ~)otcnt1al to prov,de faster and more
conven1ent customer serv1ce. In Australia and 0 The NatiOnal's most remote branch is
other key markets. the Nationalrs il ma1or located on Thursday Island off the far
investor n t11e Mondex Srnartcard technology.
Monc!ex 1s seen as a key component 111 Ihe north coast of Australia
development of a ·relationship care!', whiCh will
be the means to otter most electronrc banking 0 The National is installing mobile
services
EFfPOS terminals In 12.000 taxi cabs
Home Loan cus\Omers w111 soon l1ener t across Australia
from All Internet servtc;o. The National's home
0 National Vision is the Bank's own d1rect
loan page has been redesrgned to
provide cus tomers w1tl, user fr~endly satellite television service broadcasting
information about buying a home as well to 20.000 staff in more than 1000
as the tacllltres to apply for a loan Nahonal branches and other worksites
throughout Australia.
The Bank is ttialling a new. state oHhe art
multimecl1a bonk ng tennJnAI. Known as National 0 The National participates in Australia's
Interactive, the temltnal outs customers tn touch
w1th personal banking and telephone seMce largest customer loyalty scheme, Fly
centres by combined telephone facsmle and Buys. The scheme boasts nearly two
video links. million household members.

Research and devetopmert of new tech1!olo-
g,es and products will rema1n a key area for tile
National. with a firm focus on how it can 1mprove
the way the Bank serves ts customers.

PROMOTION
The Nat1onal Australia Bank. dentiried by t11e
red stat followed by the word 'National', is one
of the nations most eas1ly recognrsable and
respected financialulstrtutions. As an organr-
sat,on L11e National h[lS workecl hard to earn 1ts
reputalton as a market leader and has in-
vestee heavtly to protect lt'IS pos11!0n.

Driving the Nallona.l's m311<:et'ng commun1cat1ons
efforts IS the positioning 'Tabing bank;r1g to yoor
needs' vvh1ch reflects t11e bark's commitment to
PIoVIde customers With iJ broad range of sot~Jtions to
the1r f1n.-1ncial needs.

11"16 posillon'ng IS incaporated nl acornp•ellens1ve
rnarketing progtam, 11\~lich includes teleVJsiofl ar.d
print advertiSing. d1rect marketing, merchandis,ng
and sponsorship programs.

89

THE MARKET ICS (Integrated Commun1cat1ons System) the ing and service that consistently exceed the hignest
NEC Australia's business area covers computers. standards.
communications and home electroniCS, but the most advanced PABX in the world.
traditional boundaries div1drng these sectors are In the computer systems field. NEC has always In recognition ol th1s. the company has boon
becoming obsolete as technologies raprdly accredited with a number of International standards
converge. endeavoured to bring the most advanced products 1ncluding IS09001 for quality management
systems aT!d 18014001 for excellence in Enwon-
It is already apparent that the most success- to the Australian market and the Introduction of t11e mental Management Systems.
fLrl companres 1n the new millennium w1ll be
those that take a rnult faceted approac11 to 5800. a powerful range ol servers 1n 1g96. caused NEC Avstralia was the winner of the coveted
ous1ness challenges and offer customers the Australian Quality Award 1n 1994
most advanced solutrons. a sensation.
Undersconng rts comm1tment to local research
NEC Australia rs well POSitioned to profit from The Versa Notebook PC range has constantly and development and manufacturing lor exports.
future opportunrues. for at the core of the compa- been at t11e forefront of notebook technologyWith NEC became the first Japanese company 1n
ny·s strategy 1S rnult.rneoia. integrated technology mult1med1a models for many sections of t11e market. Australia to s1gn the Parinership for Development
that provides brilliant answers and antiCipates from education to business users who demand top agreement with Ihe Federal Government in I 989.
longer tellll needs.
quality a'!d leading edge technology. Over tl~e seven years of tr1e agreement pro-
Being a pioneer in new trends is no accident, lected targets for both investment 1n R&D and
In addition to marketing powerful seNers, locally manufactured exports were constantly
for one of the defining characteriStiCS of the workstations. PCs and other computer products, exceeded. Dunng the penod, NEC Australia
company's nearly 30 years in Austral1a has been the company has also been helping Australia's injected more than $150 m1llion 1nto local R&D and
a stnvrng to develop and rntroduce ground balance of payments by winning some healthy exported more than $4 15 million of locally
breaking products that have led the marMt and manufactured products, systems and tecnnrcal
shaped 1ts growth export contracts. exoertise to over 35 countries.
In 1992. NEC Australia in a consortium V\~th Olex
As a result, the company's horizons have HISTORY
widened, and 1n addit1on to serving an expand- Cables won a $100 million telecommunications NEC Australia has provrded high quality computer,
Ing local market. exports to customers worldwioe communicat1ons and home electronrcs products to
order to link China's east and west. It was the largest bus1nesses, government and the general public
are o vital and growrng source or 1ncome. since 1969, but the h1story of NEC Corporation
telecommunications oontract ever awarded to an
ACHIEVEMENTS Austral an consort1um by Ch1na and was won goes back
Many of the infrastrLrcture projects the company has against strong intemalion81 compet11ion much further.
tackled 1n Australia have made a substantial
difference to the way Australians communicate In June 1996. t11e Founded 111
and hence to therr qualtty or life. 1899 1n To~o.
company received a Japan. NEC
NEC's initial contracts were rn the microwave was onginally a
cornmun1cations field link1ng far-flung corners of S/13 rnilhon contract to subSidiary of
the country to the natrona! network. The early Western
1970s saw a number of important projects prov1de advanced Electnc. an
completed. tor example, the Townsville to Mount Amencan
lsa link and later the Sydney to MoomlJa hnk communtcations to company
producing
NEC was also an early pioneer 1n the manu- thousands of vrllagers in telecommunica-
facture of core communicatrons technologres 1n r\Jral communit1es in tions equtp-
Australia. Produclion of PABX systems began at rnent.The
the company's Mulgrave plant 1n early 1980. By lndones1a. In the same company grew
August 1989. ten thousand systems had been fast and soon
sold 1n the home market and the company nad monU1 a $10 million gained a
reputallon for
frrmly established a dominant position in PABX contract from Brazil for innovative and
rnobhe phones to be reltable products.
with market share of more than 50%. NEC has manufactured at lntecnatronal expanston whrch began on a small
been able to maintarn tillS leading role with scale in the 1950s, really took shape in the late
products such as the 'future-oroof' NEAX 7400 Mulgrave was an 1970s wrth mar'o<eting and rnanufactunng substdi-
nounced. arleS established on every continent.
Tile 1970s and 80s were a period of expansion
NECAustralia was for NEC 1n Australia. In July 1971 , NEC Austraha
opened its Mulgrave manufacturing plant in Vrctoria
awarded these and producrng microwave equrprnent.
other contracts because As NEC's activitres expanoed in Australia. two
separate subsidiaries dealing w1!h information
otlevels ofmanufactur- systems and home electroniCS products were
established. To pool resources and enhance
solut1ons bu1ld1ng capab11it1es. these two compa
nies and the ongrnal NEC Australia were amalga-
mated to form one company 1n April t996.
NEC Australia IS headquartered tn Glen Waverley.
Victona. and the much expanded manufactunng

90

1JC1htv "KJ\V e<110,1 the M<tlnrave Plnnt nn<i Techncl PROMOTION
NEG's -:orpora~e P0Sit 0n1r19 is Msoo onrts
og, CE:nh~. IS c:1 NEC Corpo' 110n Cer Me of reputation as a ngh oua .ty sc~ppl10r an(J nllllllltil::

Exce ""'lCe for resenrct tnto mo01 ea•1d corrrnu!1t· h..re·. w1t.'l a comml''llent to u1Cr&'1S ng R.KD. and to

C<J'I()riS tecl'll'lOICXJe5 lt'e aevelopment of Austr.;:Jha·l ndustry
Thecorr.;,anvemptovs 1400peq~e thrOtJ9110Ut
This f)OSl:.cn r,g 1s suoocrteo bv Alo•tg term
t11ecountry ul(JNECAustra a .:.tmlfltegra parte·
c::>Mrn tmen: :o I':Q'l ou:t ty advert Sing a rrati at
tne NEC 'NOtkIneiY..'CI K, a g~<Jn' 1r rtt r\1110~1
employrn<J 151 C(X) peep«~ v, ·~ sa'os n excess of demystifying tecrrocgy. P·ornot!Cf"lal n::t v1t es
S"'-t; t n 11 1Q<)6 97
include teev1sion. mdio :he pr nt 1ne<ila, outdoor
THE PRODUCT s~gmge. a reet ma I, and p01nt of sale. 1s we Ins
NEC Al tt 1 1 o 1"'5. tl•:?'.'OioJ,.lS nno mnr JlilCtures part1c.oation r. a range cf teet nolo~JY exh h1hOrts.
a I<~ li'll KJe or 'l,lva'lce<:ltllocitlCts a1 o markets
them cJomost1cal.y nnd ove1f;e 1s n'ese o10d NEC also has a p·oud n1story of goexi corporate
ucts wt11CI cnn t)C oesc• h\' 1as tl,e fundamen-
C1t1zenshiJ.) w1th a broad rnnge o• sponsor::>l11ps 111
ln cop·por e·1t~ o' n u tmed1a. 1nctucjc, netwOIK
t11e nrts and sports Avents 1r'CIUd1r19 the DaVIS Cup
transllltSSIOP tocnnotog1r>S for ITliCrcwnve.
satellik• h1 1dd~,;asllnq. lib1e ophcs mult plex and suoercornpu:ers n II e wcr d. IM SX-4 ~lany BRAND VALUES
ADSL. PABX. cellulm rnobde pnone nnd pr1ger A true mult media enterpnse. NEC is .11oad01 1n
:ec11nolog1e~. PC pe'IIJI1Grdls c1nd 11ome electron· •mes more powe·f.J tt on rmy other tr1e computer commun1CDI1ons and electror1ic
ICS supercomouter ever nstal eo1n A JStra lfl the device f1elds, and 1s the only ccrnpanv 1n the worlc1
sx-a contr butes to C't:kltu1g longer range a'ld ranked .n the top five 111 each of these areas. Tile
NEG's home eleci•OIHr.s p1oclucts 111 AL.stlalia more accurate ~Aei:lther forP.cnsts for Australia NEC brand IS renowned fo1 1ls association Wltll
1nc L· 1e l11tJI1 gr ~de t)f()leGtiOI' telev s1ons, VCRs. quality and reliability and ha$ nn awareness level of
n lcrowave 0V(!i1S C~nd (l,r conClltiCnlng ll'11tS. In and :t1e Sou: 1 Pac1IIC 97% among the Australian public.
Another technology w1t11 potcr'trRI mpacts on
199,1. NEC COfT'IInernor<!led :1 J.)rocJ' 1ct on The cornoany hns createo strong brond
everyone s daily tile IS tne multlrPellla kiOSk NEC
rn lesto•1e wt1e'11t unve1 eo tt1e ono rnl hon:n Austra ia 1s bnng1ng governn·cnt ·or 1r e' w1th the 1dent111Cal10n and a post ve mage from 1ts
A rstln n 1 prcxluced cotou1 tee' SIOil devetopmen1 of the worlds most advanced
enterta1n1ng advertis1ng aoproach us1ng the
One o' II e rnost1·· porta~ t nroot,"ts uevet- multimeoia krosk and 1ntenchve system Tile compa~y 1con 'tvlr O><amum·. NEG's lllli1ge 1s c l
OI)e,J oy NEC Austrn 1a IS tno l'lleg•atcd SeN1ces a •1 gh tech bu: fr e•1d y comoonv. w1tn h19h
V1ctonan government cl1oso NE.C Austral1a and
D str t..nr 01 System wh ., ullrses ADSL {Asym partner Aspect in November 1~J96. to provide qu;11ty. simofe·tO·use products. J.)nced at a

metriCcl Dg•niSrbsc DerL1ne toctnology·o 1t1e Srate w1th an advnncmi Electronic Serv1ce prem1um.
orOVtde a n•to Vtcleo h gh speeo nte·net. Del very (ESD) network cornor.smg at k1o::,k The strong cra1d assoCiatan \\1tll tv1r <:Ji.3ra.Jrtl

b rs ness data !1'1t1 tel~>pnony to me t>us ness or tern ina•s. tnternet t1ome PC ontllnte·nctive Vo1ce has made tec.'1nology 11)C(9 occess ble n'10 rc rtorced
ll'\e accurate i:ercep:ron rot NEC 1s ~1Chatje
horne over C)'.ISling copper telephone nes TI11s Response (IVRI systems. The protec· is be1ng and :t at 1lsprod.1::::s arc usorfnendly.
lnnovc~llvi' ·ott sot 1liOI11S cost elfecti\C agau1st close y watched as t cou tl revoiJiiontse tne way
altern 1t1\e Cl cess qctv'lor~ plnt·orms ana Y.Jd Things you didn't know about
make t1 met or tmod~t as 1l 1S aclap·ed oy peop e dea w1t11 governrneN aPd pay btlls NEC
In educaiiOII NEC Ms p oneercd ;ne use of
cJornestic <rnd ove1sOFIS earners 0 Long before 'muttured1a' was even a
In 100,1, Oplus luunct1ecl tt1e world's f rst truly PCs ana multuned n network so uticns 1r1
Austra ra's schools Victonar sci oo s s.rct1as St word. NEC had foreseen the conver-
rnob1 e s<~lt'illte :onununicc~llons servtce based gence of Computers and Commun1ca·
on NfC A 1::.tr ' 1<1's ncw:mced snte hte tecrtnology M1ct1ae 's G·amrnar uno Meltl<Xi s· Lnd es Uons co1n1ng the term "C&C" 1n 1977.
M SAr DEHqnu.J clrltl develop.~cl :lt M rgrave. Co lege n fl.'e bourne hnve become we I known
M SAT 1s El h1g 1ly rei nt>lo, cost ~1 fect1ve sysrem. as among Ire bes: exarnl) es 1n tl1e world ot 0 In a survey carried out 1n M:'lrch 1997

The most recent vers1ofl ot M SAT. me S2. exce tence n Pl.r t mec1a euucat on by Japan's leading bus1ness da1ly, the
I ns won h gh 01 liSO Irom ct.stomer::;, 1nd n Nihon KeiZa Shombun. NEC Corp was
aad1t1Cn to be1nq " rpol co to u~e Austral nn h me home, NEG's most recent tYea"- ranked as Japan's most enworvnenta Jy
Defence Forces ha~ t>ccn chosen by II e Hal afl :nroughs are chang1ng tld ly Me Wl\n tenoulg edge fnendly company
co·1Cer'1 lelespaz o 1n .m $' 1 m II on con:'act fc'
""-P'V P.""' n J:: Jr''P" •echr ology such ns will 11<1'19 og 33 42 ana oO 0 NEC started 1fe as a subs1drary of

RECENT DEVELOPMENTS 1nct1 otasma TVs, D g1ta V1cj0o D sk (OVD). and Westem Bectrie from tne USA ano was
1 J r\ 1 II 11•1 1y ~w r J $ ' 9 m l10n Japan's first fully O'M1ed foretgn
cor tr lC' to st.r ply trlC 81 re<1u o• M<:ieorolog)' tne F1shcluL1'. a wtun 1q 1ar um 'Mt uses n company.
aqo CSIRO w th one o tt c most pow~rlul H vts1on rnonttor for tt1tJ w.:w1ng oltare and
beautiful mw1ne li•e rhe F1shc uo IS also a gool1 0 NEC A.Jstralia's scientists and engrneers
example of how NEC tecltnolo~JY 1S helping to
developed t'"le wcncfs first truly mobile
protect the environn· :nt.
satellte telephone 1n 1989.

0 NEC r'lOt only manufactures the woocfs

fastest supercompUter. the SX·4, .t a·so
has announced a Ol'ototype for the

world's first 4 Gigabit DRAM. a silicon

chp no larger than a human thumbnail
ab!e to store the complete works of
William Shakespeare 64 tunes!

0 Australia has one of tt1e world's lowest

rates of organ donations, but since
1986 NEC Australia has been providing
thousands of kidney transplant pat1ents
throughout Australia with NEC
Lrfepagers. guaranteeing they can be
contacted if a kidney is avarlabte.

0 NEC helps catch thousands ot cnmtnals

a1 over the world Wlth ts A.JtomatiC
F:ngerpnnt ldentfica• 01" System (AFlS).

I0 NEC s Austr8!13's only mobile pl'lone
manufact.xer. cuen:Jy ~ GSM
handsets for the VVOI1d marke:.

91

NR---- ---

TI1c NRMA 1s rn<lde up of a 'lumber of septlrate provrded a bre<'lkdown service to stmnded motonsts
cor'1oanies (NRMA FinarlCial SeN:ces. NRtviA
tnrormatton SflNtces. NRMA l'lsurance, NRMA wrthrn the Sydneycentral bus1ness district Today
Investments, NAMA Ufe NAMA Umited, NRMA
Open Road, NRMA Sales & SeNJce. NAMA road seNtCe 1S provided by 4 79 pmrol off1cers rn

Smasl, Reoatrs ano NRiviA Tr311el) wh1ch a Ioperote 11rg1lly eqt npped vans ana mo-

together undor the NAMA logo. F0r the purpose of torcycles across NSW.
th1s article. tt1ey will be referred to as 'NAMA'
1\ decision by the
THE MARKET
NRMA CouriCII that
Everv minute or every day, molonng organisations
members st10uld be
througi10tJI t11e world are he1ping stranded
motorists gel the1r vehicles go1n9 aga1n. able to purchase

With1n Australia. road seN ce s provided LIV a compet1tivc:y priced
dtflerent motor1ng orgo~rllStltion 111 each State
Very tittle competition exists w1th1n tilts market, c.ar 1nsurance from tile
the motonng ·ctut)S' havtng a long andre-
soected htstory as roao S0N1Ce providers assooo.tton saw the

In addition to road seNice. each of the e..c;tablistlment of NRMA
motoring organl&'ltlons also prov1de genera
Insurance Ltd in 1925. Thrs
tnsurance products and a range of f1nancial
was one of u-1e most signlfrcant
seN1ces. Tt<e success or the motor ng organisa-
tions wilt1u1 these h1ghly cornpet1t1ve mmkets Iandinarks rn the Assoc1atron's hrstory Additional
stems from t11e11 strong t1eritage and brand
image as wei as the sense ot belong1ng tostercd insurance products. such as cornpdlsory thrro party.
tt1rough membersllip and 1~1en road service
actiVIttes. horne 'lnd term life insurance were introducecJ over

NRMA currently provides road seNICC to the next fevv decades. In 1984 NRMA became ttle
motonsts throughout NSW/ACT and general
insurance rn NSW/ACT. Victona and Queens- first Australian tnsurance company to reach !'le 1
land vVilhin t11ese markets NRMA has estab-
million policy mark for car rnsurance Resemch l1a~
1shed a growing market presence.
shown that amongst NSW consumers, most
ACHIEVEMENTS
Road seN1cc is unaoubtedly the main reason people wrlltll1nk of NRMA when asked to name car
'"ihy people choose to become NRMA members.
NAMA IS tile lmgest of a I the Australian rnotorrng and horne rnsurance providers
organrsat1ons, and indeed. one of the largest in
t11e world With over 1.8 m Jiron members. poht.colly neutral organisatiOn enables 1t to strcr,ess- Wnilst histoncally NRMA l1ad confined Its
NRMA nm.v has a member u1 nearly every home tully lobby government and otl'er rnotonng bodies on
in NSW/ACT. t)Elhalf of members. actMt1es to NSW and the ACT, 1994 saw the star1

In relatton to NAMA's 1115urance nctivilles. no With reg'1rds to its trvolveMenl in lhe communtty, of an exptmsronary phase for the Organ.sation.
NRMA has act1ieved Wide support and 1ecognition
ot11er motoring organisatron 111 Australia l'las been for rts assrstance n t11e torrn ol sponsorshiPS 1nd NRiv1A entered tile Vrctorian rnsurance market 1n
as successful as NRMA 111 t~11ns of rts st1are of cornmt•nity betscd tnltiatives. NAMA's rntemal and
the generaltnsumnce r1arket 1n 1ts nome state. external eftorts to 1mprove the enwonment have also March 1994. comrnencrng operations 1n Oueens-
NRMA 1s currently Australia's largest been publicly recO<Jnlsed <-md nwarded T11e
car and l<orne tnsurance prov1der. Organrsation h:Js L100n actively rnvolved rn promoting l<md a ye<.~r later. To date, NAMA's performance 1n
wit!-> some 4.3 mrllion policyl<o1ders ill1lratrvos to trnnrove the enwonmcnt. particulany
throughout NSW/ACT. Victona and where it re·ales to the use of motor vet1rctes. t11cse Slates has exceeded all exocctattons.
Queen slana.
HISTORY In 1996 NRMA celet)rated 75 years oi continu-
NAMA is wtdely acknowledged NRMA (or as 1t was then known. 111e National Roads
as the company whtch proneered and Motorists Assocralton) was formed in 1920as ous service to the comrnun11y. Given 1ts humble
s1mpler 11SlJrance policy wording. In a 'obby 9roup with a low hundreo members to
1976 NRMA rntroduced tis first campa1gn 10r bet1e1 roads. beginnings. NRMA has certarnly come olong way.
'P1clin Englisr'tnsurance poltcy.
Consumers welcomed this approach Road SeMce was lntrooucec'i fJ 192.1 and 1trs THE PRODUCT
to make insurance contracts easier II 11s breakdowr 1service that rematns the IJGSt known To rn<Jny people w1lhtn NSW. NAMA's Road SeNice
to understand. Needless to say. lace of the NAMA today Wnen lust 11 troduced, t1<rs come to be reg<lrded as lne State's tour1~1
othe1 1nsurnr1ce compan1cs were there were eight guides on motorc~les who emergency servrce. and 1s the most visible and
soon to follow su1t.
tliQhly recognrsed of NRMA's services. In addtllon to
In adchtton to rts road serv1c.e <md road service. membership of the NRtv1A conveys n
1nsuranwactivities. NAMA is commit·
too to beu1g an advocate for better number of other benefits. ir'1CIL..dtng technical and
ro<Jds. safely and consumer protect1on.
NAMA is continually researchtng tnese log<-~1 advice. mAps and a tounng 1nlormahon and
issues. It's standing as a credible a'ld booking sel\~ce. Members can also purchase an

upgraded membersh!p package whteh prov1oes

tt10m W1!11 rnore comprehensive benefits.

Consu1ners can also turn Lo NRMA
for all their generalrnsurance t~eeds

Prov.ding car cornPtlisory third party.
home bu1ld1ngs and contents and
personal effects. fleet. motorcycre.
caravan and boat lflSl.rance products.
NAMA's market sl'lares 1n these

portfolios are Indicative of the confi-
dence and tn_JSt people have rn NRMA.
As al" added service to car and home
insurance polrcynolders, NRMA t1as

established a 24 hour 'Helpline seNice
for emergency Situations.

W1th1n the area of financral services.

NRMA Financral Services provrde..s life
Insurance. personal loans and a range

of managed investment products.

NRtviA is ernbarking on a program to
grow this area of its opemt1ons in the

near future.

92

RECENT DEVELOPMENTS symbolic lyre and wings Mve always remained. in VIC and 6 in OLD) and 231 NSW Country
NRIV1A 1s conl1nually enhanc1ng 1ts operauons 1n tho Today the NAMA logo appears on everyt111ng Serv1ce Centres. as well as 4 NSW and 2
areas ot ro."tdside '1SS1stance. insurance and trom patrol vans. branches. uniforms. stationery Interstate telephone call centres serv1cing NAMA
financial SCrYICP-S. ThiS n~ay i!IVOlVC new prOduCtS 0' and inspected used cars to bus s1des. Dill boards
tcchnolog1es 01 Simply lfnprovements to curre1 1t and advertis1ng media. customers 24 hours a day

processes. The strong positioning ol NRMA has been BRAND VALUES
tn the prov1S10n at roao serv.ce. NRIV1A's sopt11Stl· reinforced through the Organ1sabon's advertiSing NRMA has always held a special place 111 the
activities. A number of creat1ve and londly rernem commt;n ty, \1\1\n the strong emobonal attacnrnent
cated compute1 aic.feo dispatch system links peoole ll8ve towards the NAIV1A brar'CI be1ng untque.
berro NAMA campo1gns have been developed, OJer the years, NAMA t1as come to be regarded as a
patrols directly to a control centre The use of tnis such as "We're on the motorists side·. "Happy Joe canng, beiptul urd trustworthy organ1sat10n that can
always be relied upon 1n hrnes ot need. These values
system has e11<.1hled NRMA to more ettectively HHPPY and Ostrict1 Insurance·. ·u pays to belong' together with NRiviA's strOf\g llentage remain the key
m<mage 1ts lieet of patrols, allowing 11 to respond to and more recently, "NRMA =HELP" components of the NAMA brand today.
9b% or road service C\"'llsw1lh1n the hour
NAiv1A's latest televisron carnpa.gn is emotively Things you didn't know about
I~ response to a perce1ved need 1n ti)e based. Drawing from the Organisation's nentage theNRMA
and image as D caring. trustworthy and honest
marketplace. NRMA introduced Jts battery organisation. the ndvertisu1Q is deSIQileCI to 0 On ave~. approMnately 2.4 mill1on
sllengthen the 'HELP' posit10111ng. The rnessage
replacement serv1co 1n 1995 Til s enables being conveyed is that NRMA IS there for you and rood seMce calls are recerved each
can be relied upon to go that little bit further. year.
members to QuiCkly replace failed batteries with
In addition to NAMA's coroorate campaign. 0 A readershiP of 1.9 million rnakes
a fully Installed. NRMA battery In keeoing w1th radio advertisements are used extensively to
promote the benefits of NRMA's car and home NAMA's member p umaJ, The Open
NAMA's commitment to the environment. insurance policies A character called 'Wallace Road, Australia's btggest circulation
Fa1rweather' IS teatured. who positions himself as magazine.
replaced balter·es are forvvarded to a company
somewhat ol an insurance guru and NAMA's 0 NAMA handles approximately 46 million
wh1ch spec.ahses in the r smelling and subse- numbe1 one lan. In the ads
quent disposal Wallace 1nforms everyone he contacts a year.
comes in contact wiH1 of the
Another technologlcallnlhat,ve, recently benefits of NAMA 1nsurance. l1·te 0 NRIV1A road service patrols often have
released in NSW 1S NAMA's Intelligent Tracking campaign has been very success-
System Us1ng satell1le technology NAMA can ful. achievtng a h1gh level ol brand to deal with more than just breakdowns.
track and locate stolen veh1ctes fltled with a In January 1997, a patrol officer was
tmck,ng dev,ce Eng ne diSablement ond the recogn1lion. to 1119 extent that called to a pnckty situation. An inJured
remote control unlock1ng of vehicles rs also Wallace has t11s own fan club. echidna rescued by a motorist had
poss1ble under tt1is system. w11t1 owners prov1d NRMA rs currently one of AustrAlia's crawled 1nSJde the dast1board of his car.
1ng pin numbers lor idenllf1cat1on NAMA 1s the largest rad10 advertisers. After several attempts by other authori·
r rst Austral an rnsurance company to otfer tnis ties to remove the animal, NRIV1A was
serviCO Apart Irom NAMA's advenistng called, and the echidna was eventually
activities. tile high VISibility of recovered.
NRMA has always tJeen highly regarded for ns NAMA [.)atrols, branches and
cla1ms service. NRMA was one of country serv1ce centres Hlso serve 0 NAMA's Helpline service has also
the 1irsl organ1sat1on!': to introduce as promotional tools lor Ihe Orgam
workflow technology into 1ts sfl.tion. as well as ensuring that provided customers With assistance in
tJrancl1es. allowing claims to be NRMA IS always accessible The1 e some very unusual sii1.Jations. Whilst on
processed more quickly and efti are now 86 branct1es (72 111 NSW, 8 holidays, one unlucky customer had
cientty. their veh1cle stolen along wrth all their
clothing and baggage. What made this
A new smash reparr system 1s case so different was that the customer
currently being trialed whereby 111 the had been snorkelling at the lime.
event of a c.ar acci<1ent the enhre Wearing nothing but a wet suit. flippers
claims process 1S Simplified to such and snorl<el the customer went into the
an extent tllal the cla1mant need do police station to report the incident. at
nothina more ttlal' leave then car at wh1ch time NAMA was contacted to
one ot~NRMA's repa1r cenlles. ass1st h1m further. As mghl be ex-
pected, organising more suitable atlire
A number of recent developments was top on the customer's hst of
have been related to NAMA's prionties.
Involvement 1n the enwonment and
tt1e commun1ty. An NRMA 1M1allve
called "Clean Au 2000" a11ns to 1ncraase a r
qunlity by the start or 111e Sydney 2000 Olym-
pics. by reouc1ng pollution ancl tralf,c congestion
111 the Sydney a1ea A new campa1gn called
··cnrnesafe" is another recent lllltlative wh1ch

auns to educnte tt1e public on ways of 1educ111y
Ihe likelihood or home burglary and car theft

PROMOTION
NAMA's distinctive logo IS h1ghly recognised
within the Organisation's home State of NSW
First developed 111 192'1 the logo 1ncorporates a
lyre symbolising the Organ,satlon's link Wtlh
mOtoring and two w1ngs representrng speedy
serv1ce. Wt11lst a number of changes t1ave been
macle to NAMA's logo over tt1e years. the

93

a*

THE MARKET In 1993 Starting Withrop (now SmtthKiine Frederick Stearns & Co, by
Panadol ts thO corners1or.c of
the Australtart analgestcs Beecham) won tl1e Australian Quality Award tn the th1S time a subS1d1ary of

market AZTEC. MAT FEB Large Organtsalions Category. Stert1119 Drug Inc. through
1997 establist'.ed that tt makes
up 41% of all over trle coumer Panado! 1s clearly recognised by tt1e Australian worldwide aCQuls.lion.
tOTC) analgesics. 11 is the consumer as the ·gold standard' tn patn re1te1. with lnunched PanarloL This
stngle b•ggest OTC hrand tn followed a 1aunct1in the UK
consumer research conhnning it ts Australia's most some months earlier.
Australia, operattng 1n a 1otal trusted oatn rehever
Panaool was marheted as
market worth $162 million. HISTORY
The sates or Panactot are In the late 1BOOs the scmcity of quintne spAtked a a prescriptton product 1or the
searcl'1 for less expensive synthetic substitute
diVided between grocery and products ror rever rehef. ll1ese searches led to relief of patn anrl fever. II
pharrnacy, with the key trend discoveries includ1ng amtnophenol derivatives. one
betng the grov..tth ot the of whtch was N-acetyi-P-amtnopheno! {now catted became the first signflcant
grocery channel. TI1e market is --~ ' paracetamol), the active tngtedtcnt 1n Panadol In
segmented into Adult ,1nd the late I930s anc1 early 1940s, as testtng cllallenge to aspi11n and the
Pfledtatric orooucts. wlh the procedures became more sophtsttcaled, enough asp;nn!pr1enacetin combtna·
tJulk of tt1e Paeclialnc range c;hnicat work had been done to demonstrate t11e
l::>eing so1o througt1phatma- ltons. Panadol was exten-
ctes where parents can c:lin1cal satety of pnracetamol over a number of Sively detatled to doct{)(S and
comtootably recetve expert
advtco from tratned pharma other drugs available at the ttme. In 1956 p11armactsls. with great
cists and staff.
enthustasrn. An edttorial at
Panadol's success sterns
from its ability to lulltl consum- the ttme statecl that "Panadol
ers' expectations wtth regard represents tr1e most Significant
to sate and effective pcun
relief advance tn pDtn control ior
mnny years. proVIding, as 1\
ACHIEVEMENTS
Panadol has been the market leading over-tile does. eftective relief from patn
counter anatges'c tn Austraha for twenty years, w1th
lour out of ten analgesic users purchasing without asp1rin. phenacet1n or

Panadol. codetne!" Th1s was snorUy

According to a Foresearch study frorn April followed by a promolton that

1996, 11rs the most often used mild analgestc advanced tho clinically proven
brand tn hospttals and the brand most often ·gentle to the stomacl1' benefit
recomme11ded by doctors. It has an unsurpassed of Panadol over tl1e other patn
consumer brand recall record. The 1995 Usage relievers.
and Atttlude Studtes conducted by The LeacJtng In June 1958, at the request of numerous
Edge revealed brand recnll scores conststentty at
over 90%. compared lo the next brand at 46%. disttngutShed chntcians, a paediatnc dosage form

TI1e Nielsen Top 100 Brand Report of 1996 was lnunched. 'Panadol Elixu' was an tmmodtate
places Panaclol 1n the Top 50 grocery brands tn succeRs. In l9631he acttve Ingredient in Panadol
Australian supermarkets achieving a 58% share of was added to the Bnlish Pl1am,acopoota and the
the grocery analgesrc market
Australian PharmaceutiCal BenefJts Ust. As the
Panadol Paodtatnc owns 82% ot all Paediatnc understancJtng of the safety of Panadol grew and
soles, making Panadol the dominant product 111 wtth further in market oxpenence, Panadol c.._qme
lhts rnarket.
off the PBS n lhe early I970s ancJwas marketed
10r u~e l1rst ttme dtrectly to consumers f'llthOl iQh tl

was still avatlable at that ttme only tn Pharmacy
retatl outlets In t11e late1970s Pnnadol became

avauDble tn supermnrkets and the opening up of
UltS new dtstribulion channel cotncided wtth the

tntroatJchon of lhe well known television odvertising

fcalunng the presenter Dorothy Annstrong Agatn.

through worlclwtde aCQUtSttton. SmtlllKitne
Beecha1n acqutrcd the (',onsumer Health bustness

of Slerltng 1n 1994. Meanwl1ite the Panadol hrand

continues to go front slrength to strength, COilvrnc·

Panadol

96

Panadol*

rng testimony of unwavering. cons1stent support for Clear. t11e only soluble adults' paracetamol ongo1ng proV1S10n of 1nfom1ntion, relevam material
the brand by consumers and he-alth professronals available in the Austrulian market. and education to target audiences such as
alike. doctors. pharmacrsts and pharmacy assistants.
TI1e strength of the Panadol name has enabled Panadol maintatns its strength in the f:lnalgesics
THE PRODUCT 11 to extend into the cough/cold marker wrtt 1 market Vta medrcal recornmendat1on.
Panadol has led rnnovation in pain relief. After its products such as Panadol Cold & Ru. Panadol
rntrodUCtiOn Ill lablet form in 1956, there haS been Sinus and Panadol Chudren's Cold Elixir. ThE' Thrs promotiortal vehicle becomes even more
a consistent flow of new presentations and forms brand's most recent development 1n t111s ll'l()rket relevant to tt1e brnnd when f1ndings through
rntroduced to offer the consumer a variety or includes Panadol Sinus Day/Night , provrding relief consumer •esearcl! for Panadol Paediatric have
ct10ice to satrsfy t1101r parhcular preference for pain from stnus pain and congestron day or night shown that 80% of mothers l)elieved thai doctors
relief. These include tablets. capsules, capsule through its multi symptom formulation. were the most im!Xlrtant source of Information with
shaped tablets. gel caps. soluble, sinus and colrl regnrd to rehev~ng therr children's ailments.
and flu preparatrons as well as a range of PROMOTION
paediatric presentations in tablet. ehxrr drops and The Panadol brand has been built from a solid Panadol Paediatric promotes extensively
suspensron form. Panadol tablets are film coated platform of successful "Dorothy" adveri is1ng through initiatives such as providing, rn 'Bounty'
with smooth edges lor ease or swallowrng executions srnce 1979. very effectively represent- bags, rmmu'lrsat1on Information and medtcine
rng the core Panaaol brand values of reassurance. cup..c; to new mothers in matem1ty hospitals:
Panadol rs produced al the Sn1rthKiine trust and authonty. lr 1more recent times, the sponsorship ot Kidsafe (Chrld Acc1dent Preventron
Beecham Consumer Healthcare facility rn Sydney. brand has moved towards highlighting rts value Foundaton of Australia); provtsion of a Freecall
Established on 13 acres of rivcrs1de parkland at ndded features througt1 1nnovahve anim<Jted information help line and representation at Parent
Ermington in Sydney's west, t11e manufacture of advertrs1ng. These advertisements communicate and Bahy shows nat1onally.
Panadol employs tt1e very latest rn prOductron and Panadol's superior product range, ease of swat·
packag1ng technology under strict Good Manulac lowing. research and development eHort and the BRAND VALUES
tunng Practice and Quality Control. There rs also TI-te brand is constantly supPOrted by research
dedrcated Research and Developrnent on site to breadth or pain states such as arthritrs af'\d conducted to ensure its contrnurng value and
ensure Panadol employs ttle very latest develop· relevance to consumers.
ments rn science and technology. backache. for which Panadol can proVIde tempo-
rary relief. Panadol's key brand value rs the trust
RECENT DEVELOPMENTS consumers extend to the brand. This 11as evolved
\Nhilst reta1n1ng rls heritage and trust. Panadol has To enhance 1ts promotion. Panadol representa over 1ts 40 years 111 the pain relief market. In 1994
successfully moved into the 1990s wrth the launch lives call direct to many pharmacies and super-
of new products and other innovations. An Panadol was rated as the t11rrc! most trustworthy
example of this 1s the growth generated rn lhe markets across Australia. brand in Australia rn the 1994 Young & Rubicam
Paediatnc markets through innovation such as BrandAsset Valuator study.
Colourfree SuspenSIOn, developed for chtldren Smithf<Jine Beecham provides a
sensittve to colounng agents. The development of Supportrng th.s trust ts the ·gentle to the
Panadol's Colour free D•ops, concentrated for Freecall customer service line for its stomach' safety P'Ofile of the paracetamolrngredi·
smaller volume dosage ancl 1ts 7+- Colourfree Clear Paediatric range. The company <~lso ent as well as the med1ca1 recommendations to
Effervescenl Tablets, for children 7•i 2 years. are sponsors vanous assoc,ations wll1ch consumers refer when purchastng parn
also rnnovattons recognised rn U•e Paedratric rncludrng Pharmacy Trade events, re1reve1s.
category. the OTC Guide for Pharmacies.
Pharmacy Research and the Australians have grown up \oVtth Panaclol and
Panadoll•as also led the analgesics market "Pnam1acy Ass1stant of the Year" the 1995 Usage and Altttude stud1es conducted
througl'l product form innovations. taking tablets award rn Australia. Trained repre- by The Leadrng Edge established that it is therr
and capsules and developing them 1nto easier to sentabves assrst pharmac1sts rn therr most tn_rsteci parn relieve1.
swallow modem forms based on resenrch rnto category management through
consumer preferences. annual revtews of performance. •, -y J 1 1•1d C.1. ;" l~ar F:. •'~' .t;, 1 lr,lL1•1f\lv..,sot

Panadol Gel Caps (gelat1n coated. capsule Promonon to the med1cal S·1w Ktt• :o & "'-:x.:h :n tALN;•" ., Pty l d
shaped tablets) and Caplets (film coated capsule ptofession also plays a key role in
shaped tablets) are examples of the brand's Panadol's success. SrnrthKiine ..-- ~
breakthrough form technology, along with Panadol Beecham's 'GP field Ioree· is the
largest 1n Australra and makes Things you didn't know about
samples of Panaclol avr:~il<~ble to the Panadol
medical protessron. Through the
0 The active ingredient rn Panadol has
been recommended by the US SocietY

of RheumatoiOgtsts as being the
preferred frrst line treatment for arthntis
over all other parn relievers.

0 Panadol ls the only paracetamol parn

reliever that offEl!'S a soluble effervescent

dose form.

0 Pa~dol is in the Top 50 supem'1arket

brands rn Australia.

0 Panadol is the most widely available

pain reliever in the world, it is marketed
rn over 80 countries by SmithKiine
Beecl~am , and is the market leader in
many countries.

0 The 'dol' in Panadol is denved from the

Lattn word 'dolor', mean1ng parn

97

THE MARKET expected to cont1nue to climb tor the Schubert also developed tl1e 'Bu1range' 1am1iy of
next 20 25 years. rod Wlnes · 128. 28. 389 Md 707 wh1ch susta1n
Australian w1nemakcr Penlolc.is 1s a leader n both the brand to thts dny. l hesew1nes were the results
ACHIEVEMENTS of Scl1ubert's constant experimentahon Some of his
dorncstlc ana export markets. The company Penfolds' achievements ol the past one-ott experiments have legendJry status. the best
hall century owe much lo the work of known beu1g 1962 B1n 60A. a blend of Coonawarra
produces more than one million cases of premium the great w1nemaker Mnx Schubert. Cabernet and Barossa Shiraz that is considered
who died 1n 199·1 at tt1e ago of 79 posstb!y trc l1nest red w1ne ever made in Australia.
w1ne each yew. and markets successfully in alter a 63-year career wJth Penfotds.
Australasia. tho Ul<. cont1mnta' Europe. the USA, interrupted only by war seNice. Although Grange \las not been entered 1n
snovvs s:nce the early 1980s, tt re''lains the
Canada. and Scandinavia. Penfolds' parent By the 1940s SchutJert was best porformng Austrnhan red table wine of all
tune, with vtntages from 195::> to 197 7 W1nn1ng
corrpany, Southcorp Winos. IS Australia's largest already a great innovatol in the making 28 trophies. 126 gold. 74 silver and 42 bronze
rnedals. Grange has also tw1ce won the coveted
vvinc company and largest w1ne exoorter. anci 11andling of fo11if1et1 wines, but he J rnrny Watson Trophy, wrth !lie I 965 and 1967
According to Industry ltgures, the core WJne came 1nto his own after an 1nSp1rationa1 vintnges. The pnze is awarded to the !)est one·
v1s1t to Bordeat tx in 1950. 1110 lollow,ng year-old red at the Melbourne Wine Show. In
market 1n AustraliA cons1sts or people aged year he made tile tlrst oxpenmentol 1995, the 1990 v1ntage Penfolds Grange
botvveen 30 and 49, w1th nearly 30% of females v.ntage of Gwnge Herrnttage. m~x:lelled catapulted the Australian WillS industry into the
on w1nes he t1ad experienced dunng international spotlight when it became the hrst
dnnku1g w1ne on a regular basis compa·ed to 22% nis 1np to Bordeaux - using Sh1ra1 mthcr than Australian wine to be named Wine of the Year by
of males. Since t~1e late 1930s, Australia's average Cabe1 net SalN Qlrcn ano American rather t11an lead1ng US w1ne magaztne Wne Spectator.
wine consumption has 1ncrcased almost seventold. Fmnch oak. The use of new oak barrels, with 11leir Grange rematns the only w1ne from outside
agpressive flavolu, and 3 c1ude tom or refrigeration Cal1forn1a or Franco to take the award.
Until the late I950s Australi<1ns · when U1ey drank to control lllC rate of forrnentat1011. were revclut1onary
w1ne at all - dranK rorlil,ed w1nes such as sherry and 1n Australia at the lime. Penfolds' flagship Cabernei Sauvignon. 8 1n
port. Table w ne accounted lo• less tt1an b% ofthe 70 7 IS - vintage after vintnge among the most
total marKet. Today table w1ne accounts tor 95% of Unfortunately, when Sct1ubert unveiled hiSfirst consistent trophy and gold medal Winners 1n
the Australian rnnrkol with tor'!lflccl wine tak1ng only Granges tn 1955 they were not apprec1ated. It was both Ausltahan and ulternat,onal wine shows.
not unttl the early 1960s. when the f~rst Granges
the rema1ni119 5%. HISTORY
This st1ift [N.Jay from fortified w.ne gathered had almost a decade 01 bottle age. that the quality Penfolds was tounded
1n 1844 when Or
strength 1n the 1960s as more Australians travelled of the wine was recogn1sod ano 1ts style under- Chnstopher Rawson
stood. Today vtrtuatly all prem1urn red wtnes 111 Penfold, an illlnligrant
overseas, more Europen'l mtglants arnve<.1 (b1inging Australia are made us1ng Schubert's methods and rrom England, setlleri at
with them Jil estao! shed taste for wine) and G1ange is unNersally recogn1Sed ns Australia's Magill, in Adelaide, w1th
finest Wille. his wile Mary and their
ted1nolog.cn1 advances were uchtevcxl i11 young daughter.
Georgina.
wincmaktng.
Dr Penfold. who had
According to theAuslralian Bureau of StatiStiCs,
Austral:ans consumed more lhan 83 million htres ot a lirm belief 1n the
bottled w1ne in 1994-9b. wl,ich saw the category
med ctnal value of w1ne,
grow 9.1%. In contrast sales of soft packS (casks) estaolished a v1neyard
clropped 3.5% in the same penod Australians are
dnnking less. bl,t drinking berte1. surround1ng hts home, a

Per cap ta expenditure on w1ne has also 1n modest stone cottage
wh1ch 11e builtin 1845.
creased. ll,e average Australian household spends The couple called th1s
house The Grange. after
an average or A$3.67 per week on V\~nc. a rise or Mary's horne 1n England.
22% SII1Ce 1988-89. Thts compares w1tn a 5% fall Dr Pemold expancied
over tl•e sarnc period 1n money spent on beer the vineyard until 1n tile
1850s. wine took ove1 trom medicine as the
Char1ges in consume1 preference 111 tab'e wino family's ch1ef source of Income.
0 1Penlold d ed at Magill 1n March 1870.
have emerged. The10 wos a red wu1e boom in lhe
leav1ng a raotdly growing wine bus1ness under
1960s. followed i1 the 19 70s l1Y an exlraotdinary
white w1Pc t)Q()rn thnt saw consumplion tako a the control of l1is w1fc ancl son 1n·law. Thomas
quAntum leap forward aswomen 'cliscovered' W1ne. Hvland. In that year lhe area under Vlfles at Magill
'lad grown to 60 acres, or about 25 hectares.
Since the mtd 80s, however. red wine sales l,<we
increased dramatic;;~lly again (by 72%) ClOSing tire Mary Penfold died in 1895 and her grand-
sons. Frnnk and Leslie Penfold Hyland guided
gap betvveen Pentolds through the l1rst 40 ycms of the new
century. Three generations of the Penfold-Hylanc:!
reel and white. fam1ly owned and ran the company until it was
publicly hsted in 1962. The family lost control
Australian follow1ng a takeover 1n i 976.
vvtne exports
w.nemaku1g operations ore now based at
hAve enjoyed o

2/%growth

rate oac.h year

foru~elast

decade - from

$21 mill10n In

1985·86 to
$4/<\ m1llion 1n
1995-96.

Extensive nevv

v.neyard

plantings 111

various palts of

Australia are

beginning to
lJear fru1t and

exports are

98

Nunootpa in t11e Barossa Valley but Penfolds'
spintual home rernatns at Magill. The Magtll srte wAs
extensiVely refurbisheCltn 1994195 as cart of the
celebrations of the !50th anniverSRry of the toundtng
of the company. The ftVe-rectare 1844 t~ome
v1neyard rema1ns, surroundtng the ongtnal Grange
cottage.

THE PRODUCT

The current Australian Penfolds portfolio cons1sts

of 31 w1nes: •2 red, 11 whtte and eight fontfied

No sparkling wrnes are produced under Hle

Penfolds label. As IS usual wrtll premtum wines.

n new v1ntage oi each of the 25 red aPd white

table w1nes ISreleased each year.

The Penfolds toble WJne mnge covers wtuatly

every price po1nt. from the flagshtp Grange at

8200 a bottle (or more) to the everyday dnnk1ng

Rawson's Retreat rod ano white at less man $ 10

a bottle.

Ouanttt1es proouced vary W10ely from around

1000 dozen lor special expenmental wines.

3000· 10.000 do1en lor most premium wines. to

150.000-200,000 dozen

for wtoety ava1table the successful markettng of premium w1ne. The two
key planks in Penfolds' promot1onal strategy are the
commercial wines. btenntal Red Wtne Reco~ng Cline program and
The Rewards of Patience a detailed tasting and
In both red and while informational guide to Penfolds Wines first published
tn 1986 and now in ns tnird edition.
wtnes. Penfofos present
The 150th anrwersary of tt1e founding at
day reputation rests on tts Penfolds in 1994 also presented significant, far·
reaching PR opportunities. Penfolds commrssioned
skills in tJicnding grapes a btography of Max Schubert by the leadtng wine
writer Huon Hooke and has established the Magill
from different v neyaros
Estate VIneyard and winery as a heritage site of
anc!for different regions tn
enormous s:gnhcance to the hrstory ofAustralian
South Australia to make Vl~ne industry.

w1nes that are consistent BRAND VALUES
The key value attachea to the Penfolds brand name
rn style from v1ntage to is quality. The others are conststency, traotlion and
pedgree
v1ntage. One result of thts
As production has 1ncreased n anempts to meet
policy tS tbe qu1te dra- growing demand 111 both domesttc and internatronal
mart<.ets. Penfolds' ·no compromise' policy has
matic variat1on 1n the
continued. It is a source ol pnde to the Wlnemaking
quantities of wtne macle
team that independent observers agree that the
each year under the same qualrtyof Pento!ds w1nes has, ·fanythtng. actually

label. In fact in some irnp-oved in recent years. ever ' as the quantities

years (1981 <md 1995 produced have increased.
As for conststency, tradition and pedigree.
are examples\ D super· A continUing prem1um white w1ne develop·
premturn wu1e suet> as Bin 707 wtll s rnpty not Penfolds has only had three Chief Winemakers

be mnde tf grapes ol the required style or quality ment program that began in 1992 and wtll see over the past half century. and this has led to a

are not available the launch tn mid 1997 of tvvo wtnes sourced in clear and conststent approach to each indivtduat
Penrolds today has large stocks of blendtng wine style. Wnemakers blend materiAl from
the AdeiEitde Htlls. a Chardonnay and a Semlllon dtfferenr v1neyards and reg1ons in South Australia
wines totalling rnilltons oll!tres which support a in order to maintatn consistency of styte at me
from tt1e 1995 vintage. and the latet launch of a expense of vintage vanalton.

range of ports. These includP Clul), wl11ch at flagship whtte wtne. Things you didn't know about
Penfolds
uncier S10 is Austra ta's lt~rgesl selling botlied Tl1e 1993/94 UK and US launches of
0 11-.e great Penfolds winemaker Max
lorttfied wine. to Grandfather a super premium Penfolds wines rnatie ustng organically grown
gr<Jpes from sections of the Clare Estate vine- Schubert went to Spain 1n 1950 to
wrne priced at $70 $80 a bottle flnd arguably study sheny making. He also went to
Bordeaux and was there impressed by
Austmlia's ftnestliqueur style port. yards. the great old clarets he £asted. The
result? Grange Hermitage.
The extremely successlui 1995 tauncn of the
0 Grange is the most awarded Australian
RECENT DEVELOPMENTS Rawson·s Retrea1 red and white to take over from
red table wine of all time, with vtntages
A decade :sa short t,mo tn the wine inclustry and Koonunga Hill as ·entry level' Penfotds wtnes from 1955 to 1977 w1nning 28 trophies.
126 gold. 74 silver and 42 bronze
the major developments lor the brand stnce the Tne launch rn April I 995 of the Penfolds Old medals 1n Australian wine shows.

mid · 1980s tnclude: Vine red. a lilend ol Barossa Valley Grenache. 0 Max Schubert made 150 dozen

The 19861aunch of Magill Estate Shtraz. Shtm7 and Mourvedre that reflects growing Grange in 1951 as an experiment. In

made 1rom gral.)es grown on the vtneyard interest in Rhone-style reds. 1996 a bottle of 1951 Grange sold for

estRbhshed by Dr Christopher Rawson Penfold tn The cl1ange of the ·Grange Hermitage' name $17,600, an Australian record. A
complete set of Grange v1ntages is
1844. Tt1rs ts a srngle vtneyard 'estate' wrne, in to 'Gmnge·. ending t11e posstbihty 01 any confu worth upwards of $80,000.

contrast to most othet Penfolds wines s1on tn overseas markets with the famous

The 1987 launch of the .- - - - - -- - -- -- ---, Hermttage vineyard tn
''rl·n/) Stlect"'a···t·o'.r~~~~~~~;~~~~;~~0~~~~. tram
FrRnce's Rhone Valley.
Penfolds own vtneyard in the \. PROMOTION

Clare Valley. north of the While Penfolds has made use

Barossa Agan1 these are ol every available advert1S1ng

stngle-regton estate w1nes ·n11' ·111PIIHI 't:~,·,·~"u'.'l"·""·'···''••· medrurn at vanous times rn t!S

A strengthened focus on htstory, tile promotton of the

Cabernet Sauv1gnon. w1th D brand today rs almost entrrely
stricter grape seleclton pol1cy driven by pubhc relations

for flagshtp Cabernet B1n /07 actMt es.

and the launc~1 of Bin 407 \\illt' 'u1.'.". ",..'"l~'~.·.• Other significant factors are
point-of-saleand trade
Cabernet Sauvtgnon. a more prornotton. the grOWing use or

affordable 'little brot11er' to Bin

707 . tn March 1993. ()I' llu· rl,~,~,l~.~u~l•,o..t1•tJ an tnternet website
'Reinventron of Ponrolds' (www.penfolds.com.au), and
,~....~.,-
white W111e POl IlOilo over the Inclusion in retailers' advertising
past f1ve years with the carnpaigns and tn catalogues

cJevelopmer1t of a more produced by both retail and

consumer-tnendly range- a direct marketers

reduced errphasis on oak Independent. 'third pnrty'

new names and new labels endorsements are crucial to

99

PHILIPS

THE MARKET university and research laboratones regard Philips as Europe's ma1or lamp munutacturers w1th rapidly
The potential of the 'hamessed electron· seems the benchmark for electron microscope perfonn- grow1ng overseas markets
limitless and its power has transformed every ance. And Philips technology is 1ncreas1ngly find1ng
aspect of life. Even in an average family car, for applicationS 1n Australian medicine. From the outset, Philips placed particular
example, thevalue of the electroniCS now exceeds
the value of the steel. In AustraliA, as in olher In '1995 Ph11ips sales 111 Australia grew by 30% emphas1s on product Innovation U1rough its own
advanced nations. the f1ercely competitive electron- and 1n 1996 the company produced its healthiest
profit for 20 years. Today the company has a research and development. With the amvat of
nics, inforroolion technology and telecommuncations Partnership for Development agreement with the wireles..c; transmiSSion and Wireless receivers Ph11ips
Australian Govemment to boost Australia's informs- engineers developed improved radio valves and
(IT& industries have grown at an astonishing 50% lion technology and telec,ommunicat1ons Industries perfected better ways to make them. By 1929 the
per annum during the 1990s by $700 million over seven years company employed 250 researchers and held a
portfOliO ot over 3000 patents.
Many brands hnve come and gone in lh1s period, HISTORY
but Philips has remained a consistent winner. While The Philips company An early milestone was the development of the
some electronics compan1es specialise 1n con- was started in the nrst radio transmitter to send a signal more than
sumer entertainment products and ot11ers concen- Net11erlands in 1891 10.000 miles. The signal from the Netherlands. first
trate on industnal applications. Philips has taken .ts by the 23-year·old broadcast in 1927, was heard in Australia.
research, 1ts product development · and 1ts brand - engineer Gerard
into a wide range of market sectors. That range Philips. With h1s Our1ng World War 2, Philips moved many of 1ts
extends from advanced energyeffic1ent lighting to father's help he set up manufactunng operat1ons oul of the Europe;:m
kitchen appliances. from digital phones to intelligent a small factory to theatre. Factories 1n Australia contributed to the war
traffic management systems; from med1ca! imag1ng make electric eHort by making rad10 valves and transce1vers
systems to cable TV networks. lightbulbs of consist- which were useo 1n act10n throughout t~1e Middle
ent quality. In its tirst East and the Pacif1c
ACHIEVEMENTS year the factory made
Philips is Australia's (and the world's) top ligl1ting 11,000 bulbs. By The war led to dramatic improvements 1n many
company • both 1n sales and in technology innova- 1898 the company
tion. It is a leader in home entertainment products, was producing one electronc technologies and these soon began to
particularly large screen lVs, powerful and compact million bulbs a year. appear in goods produced lor peaceful purposes.
sound systems and reliable video recorders. Indeed Gerarcrs brot11er.
Philips invented the compact audio cassette and Anton. JOined the The flu()(escent tube became commonplace. A
the CD. Consistent h1gh quality and strong after company and sold
sales support have won for the Philips brand the Philips lamps nto new pocket-siZed t1eanng aid was oeveloped. Dental X-
backing or major retailers and the confidence of markets, includ ng ray eQuipment was
customers the world over. Russia. By 1900. introduced. Portable
Philips was one of radios, the tape
Philips electric shaver (the Phihshave range) recorder, 'long play'
outsells all its compelltors combuled. The Philips and stereo records
group's PolyGram entertainment company is the and v.ewable lV
world's most successful musical recording busi- arrived. In 19.:18
ness, specialis1ng 1n quality claSSIC performances Philips began lV
by the world's leading artists. broadcasts. With the
Australian .ntroduct1on
In Australia more than 70% of the X-ray or televisi0111n 1956
spectrometers used by m1ning companies are JUSt in 11me ior the
manufactured and serv1ced by Philips. Australian Melboume OlympiCs,
Pililips was the mapr
local manufacturerof
black and white
pK:ture lubesand of other electronic compcnents, not
only forits own brand oflVs but also for incorporation
into those otother local manufacturers.

In addit1on to the lY receivers, Philipsalso

supplied broadcast cameras and transmitters for
the first lV channels.

The dramatic incrense in prosperity that bEigan 111
the 1950s started a revolution in the quantrty and
quality ofelectrontc goods. Philips 1nvented the
aud10 compact cassette, and lat81 on the CD. and
both were QUICkly adopted for entertainment and
educat1on.

As Australia's m1neraJ wealth was revealed.
Philips eng1neers worked With geolog1sts on
developing faste1 and more reliab!e ways o1 ·
analysing ores. Remote diagnost1cs means that tor
example · 1nstruments in the far northwe>.st of
Australia can be thoroughly checked, ovemtght, by a
dedicated computer 1n a Philips Sydney office.

Neu1osurgeons are f1nding lhal Philips d1g1tal
Easy Gutde systems can gtve them D faster and
more accurate way to relieVIng a patient's critieal
condttion. Philips Magnetic Resonance Imager has
advanced diagnoshcs capabilities and a fnendly
design · even for young patients.

tOO

. ?~• " .•... . . . ..._ ...~-.._ -~~. .__. · ; for rntelligent transport management. It designs are both a 1allying cry and a commrtment They
manufactures. supplies and rnstalls these tn are a pledge to the company and to the world
.: Australian citres and in countries t11roughout Asia. that Phtlios serves.
the Mrddte East and Europe. In addit1on. the
'-·... - divrsion operates a calibration laboratory which Philips arms to make thrngs better in the lrteral
checks the accuracy of sensitive measurement sense.
Today, wrth some 2000 Australian employees. rnstruments for other compantes.
Phrlrps has a strong presence across the cmrntry Its BRAND VALUES
Phrlrps Light1ng Applicatrons Cenrre at North Among its employees Philips promotes live
local manufacture has evolved rnto high precrs1on Ryde rn Sydney advises arct1itects and consult· specific values. 'Lets delight our customers'
ants on energy efficrent and tnendly lighting for involves listenrng closely, understanding what rs
electronics such as customised circuitry for expected and then exceeding the customer's
offices and st1opping centres. Pt1ilips created the expectatrons.
automotiVe ignrtron systems, ::,wrtches that can work spectacular Sydney Opera House lighting for the
Year 2000 Olymprc Games announcement. Let's value people as our greatest resource'
dunng a 300 degree temperature change aboard a rncludes equal opportunrty for everyone. 'Let's
Philips Consumer Communications is a key delver quality and excellence' rnvotves discover·
communications sotelhte, and the essent1al amplifi- player rn the boomrng mobile phone ma~et. Its rng what quality means to customers and then
SpC'IrK digital phone is the first rn the world to frndrng ways to deliver rt to them 'Let's acll,eve a
ers to push communrcotron s:gnals around a have voice-activated dralling, and tls Genie premium return on equity' reflects the company's
model has ultra-long battery life. goal of consistently profitable growth. 'Let's
natronaIPaylVnetvvork. encourage entrepreneurial behav1our at all levels'
Medical Applications. a JOrnt ventUJe between confrrms that only tdeas make one company
THE PRODUCT better than another People who come up with
Philips hns its own desrgn. development and Philips (55%) and Sremens (45%), supplies the good ideas are recognised and rewarded.
most advanced medrca11rnagrng systems to
manufacturing centres around the world -a number help in the rapid diagnosts ol patients rncluding Things you didn't know about
X-ray machrnes. CAT scanners and ultra-sound Philips
of them rn Australia. Here are t11umbnail sketches systems. It installed the total unagrng technology
ot justa fewol them. at Sydney's New Chrldren's Hosp1tal, Westmead, 0 Philips invented both the audio tape
wl1ich allows doctors to grve advice on patients
The Philips Manufacturing Centre at Moorebank, working from images sent vra a telephone data cassette and the compact disc - bolh
rn Sydney's west. desrgns, produces and exports of wt1ieh have revolutionised the world's
traft1c management systems, precision satellite netwo~. listening habits.
components and telecommunications equrpment.
Tl1rs centre builds the cable 1V equtpment that The ProJects Group brings together a combr- 0 Pf1rlips has developed a way to transmtt
brings Foxtel's pay-TV channels to homes natron of skills from all d1vlsrons and can lead tile
company's tenders lor large new business 20 Gbs of information a second through
AI Mulgrave rn Melboume Philips engrneers ventures. a glass fibre finer than a human hair.
develop software for applicatrons such as manag- That's the equivalent of more than
ing broadband telecomrnuntcatrons. RECENT DEVELOPMENTS 30,000 simultaneous phone calls.
Today. at Phrhps Australia, change IS positioned
Blue Sky, Phrhps ndustrinl and graphrc desrgn squarely at the forefront of the company's 0 Philips makes an X-ray instrument so
centre rn Sy(iney. works wrth groups rn Europe anet business strategy.
Asra on TV receivers and laptop computers. anci, accurate a surgeon can use it to gutde
for otller cornpantes. on washrng machrnes, power TMt involves a fundamental paradtgm shift
tools, ltshrng r~els and advanced packagrng. from manufacturer-led to consumer-driven a thin tube all the way from a vein in the
th1nking. It involves providrng rnnovative solutions
Creatrng a 'Visron olthe Future', Phrlips des,gners to customers and consumers by broadentng patient's leg, tight up through the body
honzons to tnctude the whole picture. tn the to the heart and then use it to push
foresee that we will be abte to have personal process the company has changed its entire open a blocked blood vessel.
domain emotion contarners that can recall for us corporate culture.
sounds. 0 Philips makes a lightbulb that will last
pictures and The result is that. on the cusp of the thtrd
even smells miflenn1um. Philips has reinvented its Australian 60,000 hours- that's 14 years. even if
that bring
organisation as a customer-driven company, 1t's left on 12 hours a day. Which means
back warm it's perfect for places where you don't
rnernories. foCLISOd not only on e1ectronrc commodities but want to have to change the bulb too
on total solutions that combine hardware, often - like the top of TV towers!
Phil·ps software and systems rntegratron The company
Components has become rnvolved rn strategic allrances and 0 Philips make a hearing aid so small it
des1gns and proJeCt applications that underscore Philips
supplies thousands ol clever electrontl. compo- global theme 'Let's make thrngs better . In the can fit right down Inside the ear where
nents from advanced picture tubes to tiny inte- process the company has tapped into nch new no one can see tt.
veins of business activity which have seen its
grated circutts. profits contrnuo to grow at record levels. Today, 0 AVtation pioneer Charles Kingsford
Philips Sound & Vrs1on supplies many of the 25% of the company's business in Australia
springs from the provision of total solutions. Smtth used Philips landing lights and
prociucts that people think of frrsl wt1en they hear Philips radio communication aboard his
the name Pllilips- colour 1V sets. vtdeo record- PROMOTION plane, Southem Cross. when he
ers. ht-fr sound systems portable aud o, tlead- A Stngle tag hne and a common look have tong became the first aviator to cross the
phones. vrdeo and audio tapes. And of cou1se. characterised Philips' marketrng cornrnun1ca- Pacific.
Phi.ips provides rts own after sales support. ttons. In the 1970s the slogan was 'We want you
to have the best. From the mid 1980s it 0 Philips makes a micro sound system
Philips Oar Systems markets entertainment changed to l11e challenge 'Take a closer look' In
auoro systems and advanced products like 1995 today"s promotional theme was adopted that pumps out so much power its
CARIN satellite navigatron system for cars. throughout the world, and became a part ot every speakers can blow out a candle.
CARiN was frrst ava1labte with BMW 700 senes advertisement and communrcations medium.
sedans w1th drgrtrsed maps of Australian crties 0 Philips software engineers in Melboume
especrally developed t)y a Telstra-UBD partner· 'Let's make things better' IS the Phrhps
shrp. promotional theme worldw1de. But these words haVe written a secunty cOde so
are more than just an advertising slogan. They complex it would take one mrllion
Phrhps Public Telecommunicc.Hions Systems powerful personal computers 28 million
designs and manufactures communlcatrons years to crack.
rnfrasliucture networks and support svstems It
tS responsrblo for a $64 million contract to 0 Philips make a computer monitor so
provide telecommunrcatrons links to remote
sensitive it can detect the inftuence or
areAs of Indonesia. the Earth's magnetic field on its own
Philips Sc1entific & Industrial Electronics screen and adjust itself to keep its
display perfect.
specialises tn nigh technology equipment hke X-
ray analytical rnstruments. It also des1gns audro- 0 Philips introduced the world's first car
vtsunl systems for conventton centres and sports
venues. and it supplied ancJ installed Optus' dlgrtal radio and the first vtdeo cassette
1V stud1os. recorder.

The Australian Pl1ilips TraHic & Engineering
Systems unrt rs Philips' world competence centre

10 1

THE MARKET
Australians now eat between four nnd five meals a

week wh1ch are prepared outside tt1e home, and
this figure is grow1ng.

The conven1ence food mart<et as a whole ls wonh
about $7.5 b1llion a year and 1s growutg at a rate of

10% annually Of all the !oods available in this
market. the p1zza segment 1s expano1ng more
quickly than any otherand pizza now ranks avery
Close second to burgers.

Australians eat over 45 million piZZaS every year.
Of these around 50% are supplied by Pizza Hut.

The home delivery segment of the p1zzo market
IS grow1ng especially fast Pizza Hut. the largest

p zza chain in u·,e vvorld. emered the delivery market
in Australia in 1985 and now tlOids around 50% of
it

ACHIEVEMENTS nesses 1n tile same town or suburb as u~e Pizza Hut meet various customer demands have been
restau1ant wnich uses them. Th1s ensures that brought in w th the same speed . The firsI Pizza
Pizza Hut's most obv1ous ach1evement 1s to be prod-.Jce 1s always frest1, and that much of the Hut Express, for tnstance opened in Queensland
market leader worldwide, in the process generating money spent in the local P1zza Hut goos back into 1n 1989 and there are now 17 of them 1n
local businesses Australia and New Zealand. Express aims to
retail sales wo·1h some S8 b1llion .. over a thwd of complete the customer's transaction within an
The group now 1uns 464 outlets in Australia and 1ncredible 60 seconds, but w1th 110 tailing off i-1
giant parent Pepsico's total sales revenue. It IS worth the high quality of t11e food. It's a concept ta1to1
New Zealand, seNu19 about 12 rn~llion Australians a rnade for espec1ally act1ve ·on-the·go' customers.
ment,om1g that PepsiCo itself. which of course
year 1n its restaurants and delivering 20 million p,zza Hut was also the first convenience food
embraces P1zza Hut, was recently named by p1zzas a year u1to Australian homes. In the process chanl ir Australia to go smoke free
Pizza Hut Australia employs some 15000 Austral
Fortune Magazine as one of the ten most admired 1ans. mostly voung people ard has cons1stently HISTORY
ma1ntau:ed 1\S oosit1cn as one of the top ten The p,zza Hut story stnrted 1n 1958 when orothers
cc,porations from a list of 300 multinationals. The employers of young Australians 1n the country. It Frank and Don Car1ey were students at W1ch ta
prov1des staffWith aedicated train,ng programs to State Universtty in l<ansas. USA Dan, at 25, was
award was made after a polloi over 8000 execu- develop 11101r sk11ls 111 a range of food p'ocess1ng, wort\ing on aMaster's in bus1ness adm1n1stratlon
tives. reta1hngand mart\eting activities. Pizza Hut IS proud and Fra'lk was a 19-year-old undergraduate
of the reputal,on 1t has won as a resp..1nsible and cons1denng a career 1n electncal er,~w'cenng. They
But success for P1ua Hut tn Australia - as in innovative employer and regards this as one of its wori<ed even1ngs and weekel"ds in the family
grocery storo
other countnes - goes far beyonci profit. The g1eatest ach1evements
p,zza Hut also prides The landlady of the grocery store became
company has made CJ. slgnlltcant contribution to concerned about the rcwatness ol the clientele of
the Australian economy and to the Australian 1tseli on the speed with the tavem next to the store, prem1ses which she also
wt11ch it 1ntroducesnew owned. She wanted a 'nice neighbourhood busi-
community seNices and products. ness' to take over the property, and had read about
Pizza Hut Australia ts for examole, one o1 the t11e growing popularity of pizzas among Americans.
Pizza Hut home Although the taste had not hitW1chita yet, she
nation's top 300 exporters. exporting Icod and delivery, for example, approached Dan Cameywith the 1dea of open1ng a
equipment worth over $10 m1111on every year ll!e was 1ntroduced as long pizza outlet to replace the tavern. He discussed 11
ago as 1985 1n with l1is brother. and, Dan Carney recalled later: ·we
company buys annually 1500 tonnes of tomatoes, Bnsbane, and even then decided it JUSI might wort\."
used a 'one-number'
6000 tonnes of cheese. 1500 tonnes of bBef and dialling system. This On 13 June 1958 the first Pizza Hut restauran1
10,000 tonnes of flour in total a shopping hst worth meant that customers opened in Wichita By September 1t was grossing
needed only to d•al one US$700-US$800 a week. and by December that
over $100 mill1on a year to the Australian economy. te~ept10ne number to be f1gure had topped US$1 000. P1zza Hut restaurants
These products are often bought from local busi- connected 8utornat1cally numbers two and three soon followed.
to their nearest delivery
OLitlet. Tnar system was By the next year the first lranch1se agreements
rapidly introduced had been stgned, entitling the franchisee to use the
nationally Today, off p,zza Hut name, the ·secret' recipes, and to call on
premise consumption management assistance from t11e Cameys. After
accounts for over 50% that, 1\ seemed that noth1ng could stop the new
of total sales.

Other tnnovat1ons to

102

enterpnse Ovet II e next i '1 ye.1rs. tne nu rbt>r of RECENT lle tcopters towed 'GA: Stuf'ed banners across
DEVELOPMENTS
lranchtse nn,l comp,,ny restaur<u ts toppeo 1OC(). In 199ti PIZza Hut tne skteS. ana ater that the press and rad o
AL.straha selected
MearMt1ile, P.un Hut cleve opoolts owr 1sty'.e. Canberro <lS a hve tes· cal'lled repeated Get Stuflct1 messages.
c:>i1...1CUk11y W1tt1 me rn1cpti<Jn o11:s tri.Jdernark red market to aund1 tl1c The mainstream aunch started two weeks
lle'N S:utteo Cr rs:
roof 1n 1969. ptZZa. Thts rew oose la~er and used provoCJtively woroed ou·e1oc·
otre·s cor.sumers tt·c b Uooards. The t1e JCcpter then reveJied the
By 1971 P z7.n H rt reS"ltJr l'lts nurnberea oppcrtt;nlty to try whole message ana a•ter tha: tt·e o•od ret
cheese ba~ed ngtlllnto 1tself was delivered to all key media, news
3000 In ltlnl s<Jrne year P ?.Zn H 11 Worlowrde, the crust w1:h zesty edttors, marketrng wrr:ers ar d rad o s·a•tor>s
rnclud r g P ZZil Hut Austro a (wl 1011 'lad been set sauce en tim base. :o generate as much awarer~ess as ooss ble.
up 11 1970 , was ncquJre<il)y Peos1GO 1 c with
the o~.:erwhe.m ng approvn of P zza Hut stock After just twelve The third pnAse 1nvotveo 'Get Stul·ed rdO o
no dPrs In 1089 Peps1Co Austrn a ond P11z.<t weeks n the market· prornot ons and tl1e a:.JnCll ollhe S'lJfted
Huts fra1 C'l se crqa1 ::;ntrO'll'1 V ctorrn. T~sn'anra place an awareness of Crust tefeviston campa gn wt11cl1 featu•t'd
ar>u Soutll Australia rncrnccl wrtl' the rrvn 0 a a· lne product had internat onal celebn< es suet ' as Pete
01no'!; cl 1<11n of de 1very un ts, oddtng n most 100 reached a staggcr1ng
suet' untlS to Prl7.cl Ht.;t's system 84%. As n result, Piu<1 Sarnoras. John McEnroe, Damon H11L Murmy
Hut's Srufled Crust was
Thrs rnadt · P1ua Hut II e l,ugt:sl fas t food launched throughout Wa ke•, Cindy Crawford and I tncla Evilngelista
cnau1 in Austr<>l,,l, In I1 1C! P11zn HullS now t11e Australia and New amof1g Many others
largOS! 1)1/1..1 Chain lr) t11e WQr!d WIIll OV€' 10 000 Zealond 111 1997. The
product has been so To date, over ilal't11e pooulnllon ot
outlets 1n 25 COUI t11es tnclu<ilng one 1n Gorky popular tfnt extensons to tne llf'l~ .tre r-oN be1ng Australia has tasted Ptzza Hut's Stuflcd Crust
offered p1ua
St Mosrow.
PROMOTION BRAND VALUES
THE PRODUCT Pizza HLJI's most recen t nne! rnvst successlul P1zza Hut summarises tis key ObJertlve as to
PiZZCI Ht .t 1ndr>r Jk<'s constaqt Jll·deptt1 market promot on 1nvolved tedrnu :he pPopiP 01 Austr<11a gtve every customer a reason to rellll n', nnd th1s
lese· u cl tlntocllanuln£:1l tSt•~s :md r'eeds ol t11e and New Zealar'd to 'Gel Stul'cd 1 provoc,111ve phrase embodes the hri'lnd's 1n·lJOr V(ll J•~s.
pub1rc. Once ·n:ercst no An(1 1\UOOA ng foods hove W'il'f ot lflut·cn,ng 111e new Stulled CnJst p z2n These nvolve a relentless attentron to s x
been rctentrtrecl vnr ous concepts me tnRIIed by the The IRunch wns conducted n tt·rec phases a aspects of Pizza Hut's bus1ness: quality.
ccrnpnny s nh011se r~llnJC.'ll serv ces depart- sott lau'lCt1lO tease ·he mRrket, a mau1stream service. Cleant ness, hOSpii CI :y, accura.;y 01
mer·t.otten INCr'<~ng closely w1'h Pizza Hut medra lau•1ch anc:J a sust·1 ne<l televJSton order anc ma ntenance of tacit ty
s 10p ers h many cn~es. s,n,p ers can rlevelop ca~on gn. For two weeks ciJrrn<J me so'I ta..~ncll,
Success 1:1 al six areas adds up to cus·
pr<Xit iCIS spec,f c :o P zza Ht,t's needs. tome· satislacllon. a'ld that rnea1s thJt Ptlza
H;;l wtl have a(;hteved tiS goal - to be II e lrrst
Newly ueve c·pe l prO<iucts are testod
cxtens~e y wttll cons..uners ar d mod hod to cnotee on every ·orua occ;:~s•on' by a:Ways

s.J t tl e r taste As n re~ult, PJZZa Hut has Ot.ill prov dt'lg 100% customer satrstnc!10n

uo nn enormo IS roperto1ro ot products wt 1Ch

11ave r 10vecJsuccessful ng'l! nroun<l tho world.

'r selecltng nP.w rn(11€<ilcr.ts and food 1terns.

tlUa 1tv 11ways rar•ks as tt e top pr or ;y AI
PllZas mv;r meet nn 11 terll'l ·gold stananrd' of

oual ty, <lno no ngmd ents cnn bo chnnged or
a,ld.;d w t11out rrHJ•'Ptll cons~nnor researcl' to
dmr mstrato that t11<' cllanges ddd value and
qualrty to the end procluct

PruCI Hut tnkos great p11<1c 111at it was H1e

f rst to introduce to consu111ers a new k1nd or

piuo liase w111cilrs qu11e dtllt>rent lrorn the

lracillionalllltn nr1d cnspy style. T11rs 1s the

oeep tnetJpan pi11·t base. and t brought to
consumets <1 new CIISJ)y, cn tnchy taste, wt1rct1
coul( t bo to:~oet1 wtlt1 the 1 1nvou111e meats ano

veg~ol'nt)les
Over tl ? yea-s consun1er t 1stes ttave ctk'lngect

tx,l tt e t;:,o fot ·most rx:p1 u p!l41S ctre st1ll Super
St..prernc. H,un nnd Pwe:lpr>le, Ve<Je·man. .11 o

f\.teat Lovers n ol the"' popular on bo'h nn and
c~py and pan pllla ooses.

Things you didn't know about
Pizza Hut

0 Ptzza Hut buys over $100 rnnhon of

Australian product every year.

0 Australians buy more than 45 m lhon

ptzzas every year 1n restaurants, as
takeaways, or hOme delivered · and
Pizza Hut supplies around half of them.

0 Pizza Hut uses 6 million kilos of

Australian flour each year · enough to
make over 12 rntllion birthday cakes •
ana another 6 million kilos ot Australian
cheese.

0 For pizza packag1ng, Pizza Hut uses

over 4.5 millron ftnear metres of Austral·
12n recycled board each year.

0 In the first six months after the Stuffed

Crust launch, CNer hart of tne Austra l8n
population had tasted it.

103

QANFAS

THE SPIRIT OF AUSTRALIA

THE MARKET 11 cre.1se ol·l9% 0\ o..'f II c orevr01 rs year, nnu a proh' McMaster.
TI1e Australln'' L 1rnn' 0,,, .t::J~. s tl•o world's te,,u, a'ter tax and t>a!cre tLrlCrrn~ls ol $260.5 m ron The compa'ly hegan its oporat1ons with one
largest clltflno Ill WrrllS Of 'rCWI\ll(' lll'lS:';enger 5.6% <:nove Inc I HMOUS voar.
k1lome•res' 01 RPI<s aircraft oroviding oyndGS and rur taxr work Regular
h Fehr r.1ry 1000 Qa'ltCIS wi.JS 1 ar 'IE!C.l 'A ~~r 1e of scheouled ma11 and oassengm servrces com-
Tho Q,1n:.1s G'OliP C'1rriO.J rl'tlle tnan · 7.4 m on fTlenced in November 1922 In 1~131. alter expand-
t.""~ Yenr' ay tne preshg o J~ US 1).1S(lo <lW!lton
rmssenaer~ u 1085/~J<>. wt' ell reprcsen~eo 53% of lllg its rooch rn 0-rccr •slarKI Md 1'19 NC1lt1e!ll
rnannge111Cilt putJhC'lhOCl. A, Tran~tXll1 Wo1 d.
the Au~trnl1<1'1 101110::-li., rn. trke'. and t~lso C.'lrriec OJ1 tas recc1vcxi the ·tw~ru 1 r ~ rov1o '19 outst<~nd1rg Territory, Q.A.N. TAS. rnade •Is '11sl JnJ.\ W1tl18r·tn111s
38.~1%01 passer £J0'S lr;Jvel rtgllltOn'Xi Out 01 servrce to t•1r. pubhc, <il'VO opu1u lllllOVatve tl..'.W
Austm 11 Oantns a rcrutt Iy to •04 dcst1nHhons. 52 mnrkotsal'ci sof\/lce~. lmpenaJ A rwavs nnd 'hre-3 yeJ•s <'Iter the tvvo
ottt1em 1Austra n 11\lltne res· "-PIt oorween 29 compan es tormed Qarl'ns Ernp1ro Arwnys to
itWodtJCIIlgflCWtecllllOiogy prOVICe a sched' 1led n~r servlCe bctv..eer 1AJstrn n
oher ro1rnos. to tnc ln<J,IS!IY ·uxl perform ana ihe Un ted K ngocm.
ing 111 <1 consistently
O<t11tns rs 1e ct :he kcv J rlu es servulg the Asia profitable \'V'dy In tJ t-1 lhe route suw 'he ntr<XIucl en of the revered
Pacr iC nm. UlOv..orl<fs 1astest tJrOitV.f\l t'}CO!lOl' c Austrntiar 1'll.>rk£'1. Q;Jnt·m Flying &ats n i 938. bring ng u·1precooa ted uxury
reg en 11'~ A1S1ra !Cl'l HlllfHJ'€9?.11 fly.ng to S nga· IYIS I)CCil rnn K)i i :tS llln
001e mere U1.'11' 00 \'e31s ayo nrld elq\'lnced rdpK.11y a"ld ccrrro'i to 'he Aus:raha ·UK seNK:e.
tootl 01 Pclrtsotl\<: 1 1ftcr &15. Currently tl'e .t\ustralinn compar .y WJtn During Woro War 2 Qanlns m~ ntn ned v •11 CH
0'11 I IS tlC!WOik 'lkS Austra 11 Willi 18 CitieS n 11
lhP. l'JQSI CCI J>CICite U11D90 nks cetween Australia aoo New Gurr'leB, Sooth
cc.:'l.Jntr ('Sa ross Nortll As :1 a"ltl Sot..t1lenst As:cr J)y A!)!';t•<~l~ s N 1t r1<1
hnpor1nPty, ·t~ n 111110 s dcvek>puXJ 3'1 extensrve East Asia, Atnca and tt·e ndr..1n s •lx:or tu 'Cr't.
Busir•ess But •'In tor Folk>v1 ng :t1e war, Oan:as cxpanoed 'LlPKIIy ard n
ir'ha As1an 1\Otwork wl tJCflulC udcs c tcs suc!l as <"0'1' NYL"""'' rt.vo\cars 19.\1 ;he Austra an Goverr1n enI purchased tile
Honu KOI\J S 1~1-'1 >O!e. t,uala Lumpur, Jakc1r1a nnd stwes l'eld by lmpena A rvmys. Alter l(lkrng ueiNery
HISTORY of long range pressunsed Con$tc latrons. Oalll<ls
Mumbru.
0.11 ,.,r ~ t1 ,vcros secon'J Ql(lest macle tile first Sydney to· Lo1•don lhqht 1n 1ts 0\'VIl
ACHIEVEMENTS ngl ,1 on 1 Dec~ll1t>t:r 1947.
Oetnt.:.1s c1111 ( k11111 a•lllllplE•ssNo t1 story of inr 10va athne.~uldtheooesl 1t1 oEng ~ spOO"lfi!.lWOnd In 1966 Oantas
t1on A<> early t~s Itb8. 1t pronccred a rcund the t .vas f01o:lea 11 the O.recnsk1nu outb.1. C'< n 1920 carried the O'ympic
woild SCrVICt • wrtl 1two Super ConstofiJitons nsL'leO.JCer sanoandN 1tnemTermoryAera flame Irom AU1ens to
cuctAnrlc-1VI~J.1!11lfl tl•t' glooo 1n oppCSJtC direct•ons. In S0Mces 0 AN.T AS) Linhted hy poneer cw1atos
19/9. 11 wns lt1t~ I rstll rlu ·o 111 1troduce 8t rs1ncss Huoscn Fystl P<Jtl ~.AcGu&noss a·x1 J::ergus Oarw1n <1S part ol1ts

C1·1ss ~n<l n 1n~:m. tile Mhr '' s ·a v.tOrld diStance pun oy to the Melbourne
recor<J tor a con'rnr"ct~l ul w~ t_n 11 Haw II e I rst Olymnc Games lhree
yanrs lah~r Qant,1s
Oantas Lonaro 1 •1 se' es Boo ng 1·17--IC',O "lon-
stcp from Lcrx.1 n to Svtlney I' IS aso tile onlya·rrne cntcrec.1t~10 tul nge wlle'l t
becun1e the hrst a rlirtS
9\'C!' to1111n tw:ce 111C! 1rc:;tKl ous Qnnbernatch
outs do tile Unted States
trophy <l'W3'<1co by tile 8rit1SI G nld ! A • Riots
and Air NrM<jn:or.. •or sa1ety B!ld re' nl)! 1tv to cpera·.o tne Boerng 707
W1th n r nrne ct~wqe to
TheSetvvoOr-~r t~s 'oorat'\t3S tr "10\ 1tooa:x1
re :1l)i11ty- tlilve he pe{1make tile a r1 ne o·te o Om1tas A rw:ws Lillllted n
Austra n's rnost successfu n'XJ r ·ollnblo com~­
ncs In 1996/97 0a'lld~ oosted an opemling J:.rc·rt 1967 a·ltl o vnstly ex·
p.:moe<l retvvor1< tl13nks to ts
belcre tnx ancJ thno ' n tems ot S420 9 milt on an new Jet a ·era". ·t~e arr ::'le placed iln o·rJer for n f'eoN

rger .erat100 a rem~ the 8oe ng 74 In '1'18 ~e.1rs

•a 10\VJng, Qar tas CCi 1nue<1 rts strong 8$S()ClC!tron

104

with the Boetng company, and for a period became controlled seats in internaltonal Bustness Class; the The awcraft. Wunala Dreaming, gained
the world's only all·B747 operator. Thts continued latest slimline seals wtth tnbuilt lumbar support and worldwrde attention on the inaugural Oantas
unttl 1986 w11en the atrline's hrst Boeing 767s were adjustable headrests for tntematronal Economy flights to Osaka. Japan tn September 1994
Class: neoN Business and Economy Class seating and lo Berjing, Cl"ltna 1n March 1995. Wunala
delivered. In 1989, Oantas set a world distance throughout the domest1c fleet; personaltnteractive was JOined in November 1995 by Nafanji
seatbackvideos throughoultntemattonal Economy Oreamng, a 747-300 painted in an Abongrnal
record for a comrnerctal jet v-.11en the atr1tne fiew a Class and personal interactive videos in International ratnforest theme and used predominantly on
Ftrst and & tsiness Class. seNices to Japan and New Zealand.
Booing 747-400 nonstop from London to Sydney.
Up to thts potnt. Government regulation had Changes to the airline's seNico will include· In May 1997 to complement ll1e airline's
staffing of the tntemational First Class with 350 'Rying Towards 2000' project. a new domes-
ensuted thm Qantas had been an exclusively flight attendants. selected and trained, to tic image adverttsing campa1gn was launched,
1ntemattcna1 airline and was state owned. FolloWing provide more personalised servtce; and the tagged with the line 'Spirit of Australia' The
deregulation of the dornest c airltne industry in appointment of one of Australia's most out- campaign features 40 of Australia's htgh
October 1990, however, tne Australian Govemment standing chefs. Neil Perry. to consult on all profile sporting champions including golfer
announced both tne sale of 49% of Oantas and tnflight CUISine. Greg Norman, freestyle aerial ski champion
100% of ll1e domestic carrier, Australian Airlines. Kirstie Marshall and basketballer Luc Longley
International flights are operated by a fleet of the Chtcago Bulls.
In June 1992 the Government accepted a btd of Boetng 74 7 and 767 aircraft, while domes-
from Oantas for the purchase ot Austrahan A1111nes, tic operations are operated by Boeing 767, BRAND VALUES
and also decided to tully 737 and Airbus A300 aucraft. Oantas' sub- The Oantas brand elicits an immediate
privat1se t11e Oantas Group sidiary regtonal a111ines Eastern Australia, emotronal response from millions of Austral-
ttsell Southern Australia, Sunstate and Atrlink
operate c:J fleet of BAe146, Boetng. Dash 8 ians, even t11ose who don't fly. It is a response
The $400 milton and Shorts aircraft.
purchnse of Australian of pride and affection. Tnere is nothing
Airlines was completed in All Oantas aircraft are mainta1ned to the sentimental about this. The Oantas brand
September l 992 and htghest standards and are flown by some of
operations of the two the world's most experienced pilots. Oantas deseNes its prestige, which is founded on a

atrlir,es were merged into a also undertakes eng,neering, pilot and cabin proud history and conttnues to grow thanks to
the Oantas focus on customer seNice and
single brand, Oantas- TI1e crew tratnrng for customer airlines. enginoenng excellence. Qantas prides ttself
Australtan Ail1tne, tn Octobet While Oantas is primarily a passenger on provlding outstanding service to the public,
1993 develop1ng innovative new markets and
au1ine U"lere are other facets to its bustness. seNices, introducing new technology to the
Full pnvmlsahon of tndustry and performing in a consistently
Oantas began 11'1 December Air freight is an integral part of the airline's profitable way.

1992 WJtl1 a trade sale core business, carrying freight since its ftrst Things you didn't know about
scheduled seNtCe in November 1922 when it Qantas
launcr.ed by the Australian carried Australia's first official airmail between
Governrr>ent. In March Charleville and Cloncurry In addtt1on. Oantas 0 Oantas tntroduced t11e world's first
1993 Bntish Atrways paid Flight Catering Umited 1s a wholly owned
$665 mtltion for a 25% subsidiary with catering centres around Business Class 1n 1979.
1nterest1n the Australian Australia. In the year to 30 June 1996, the
earner. A public share offer division produced more tnan 20 mtllion meals for 0 Qantas Business Class and Economy
Oantas and other ait1tnes. aswell as for ralway and
for the rematning Oantas shares was ftnfllised on 31 hospital clients. Oantas Holidays is also the largest Class passengers consume an average
travel vvholesaJer tn Australia, Wilh more than 21 of 6.8 million chocolates on International
July 1995When Oantas shares were listed on the years ofholiday packaging experience. flights eaCh year. Ab0Ut25,000
Austrahun Stock Exct1ange ci'10Colales are atrborne on Oantas
RECENT DEVELOPMENTS ftights at any one time
Today Oantas is regarded as one of the wor1d's In ll"le first quarter of 1997. Oantas completed
rnosl experienced long 01stance airltnes. All,ances what was one of the biggest information 0 Oantas Right Gatenng prepares
w th other mapr internattonal airlrnes tnclud;ng technology prOJects successfully undertaken approx1matery 19:9 million meals a year
British A•rwD.ys, ArnencD.n A·rlines, Ganadian tn Australia - implementation of its new reser-
lntelT18tional. ScandtnaVlan and Air Pac1fic · provide vations and departure control system - OUSE. in its kitchens 1n Sydney, Brisbane.
an even greater chotce of nights and servtce [()( While a number of airlines have changed ll"letr Melbourne. Pert11 and Adelaide.
Oantas customers. reseNations systems tn recent years. Oantas
had a unique challenge tn bnng1ng together 0 Oantas aircraft in the core jet fleet flew
THE PRODUCT an international and a domestic reservation
In May 1997 Oantas unve1led its 'Fiytng Towards system into a stngle, fully Integrated system. around 400,000 hours during 1995/96.
2000' project with the announcement that it would
spend more than $550 mtllion over the next three PROMOTION 0 From Its $790 million spares inventory
years on the most far reachtng changes ever to tts \M1ile Oantas is an tnlerna!tonal airline 1t also
product and services. 'frat would tnvolve the relatns a distinctive Australian style. To pro- in 1996/97, Qantas will use approxi-
redestgn nnd refurbishment ol the enttre flee1 of mote this, the atrltne tn 1994 unverled a mately 66,500 flight attendant calf lamp
1ntemahona1 and domestic jet aircraft. Boeing 747-400 painted in an Aboriginal bulbs valued at US$0.24 each. It will
design deprcling the story of joumeys by spirit also use approximately 843 Quartz
Til€ planned changes tnclude full-recline steeper ancestors, in the forn1 oi kangaroos, across landing lights at US$19.29 each. At the
seats tn international Ftrst Class: e:ectrontcally tt1e Australian landscape other end or the scale. Oantas holds on
stock seven htgh pressure modules for
its Rolls Royce RB211 eng1nes, each
valued at US$2. 17 million. It also holds
seven low pressure turbine modules for
t11e RB211, each valued at US$2. 12
mtllion.

105

THE MARKET
Sunglasses in the 1990s perform a duatlunction:
they prov1de essential protection ior our eyes. and at
the same time are an Indispensable fashion
accessory.

Sc1enhf1C research established long ago thnt
w thout the protection ot premium qua·1ty sun-
g.asses our eyes are exposed to the danger of inJury
over both short and long term. The result rnay be
headaches and nausea or. more seriously cataracts

to name a few common complaints.
Particularly •n Austraha protecbon rrom the sun's

UV rays ought to be reason enougtl to wear good
sunglasses. But •n today·s se1l conscious society.
t11e consumer demands not merely sunglosses. but
SlJnglasses that wll enhance the image through
'cool' and auract1ve styhrg. and through the prestige
thnt certa1n brand labels brirg.

Indeed sunglasses 11ave become such an
mportant fashion accessory that just under a mill1on
un1ts ot prem1um Qt 1ahty sunglasses (over $70 a
pa1r) are sold 1n this country.

ACHIEVEMENTS and double the share of 1ts closest competitor people tried the sunglasses for themselves. Wlth1r
Ray-Ban can fa1rly clann to be li'e most stylish and Research st1ows that over 90% of f..Jurchasers 8 few months, very h•gh sa>es had swept away any
trusted brand of sunglasses i!"l the world It has doubts about the premturn quality, premium priced
dom1nated the premium sunglass rnarket n would buy Ray-Ban sunglasses ag81n and some product. In 1937 the sunglasses were christened
Australia and Internationally because like no other 'Ray-Bans·.
sunglass brand, Ray-Ban has been able to 78% plan the1r Ray-Ban sung asses purchase in
comb1ne supeib des1gn and slyl,ng with quality: In 1956 Ray-Ban responded to consumer
these characterisllcs are the hallmarks of the Ray- aavance. Buying Ray-Ban 1s therefore e strictly demand for sunglasses wh1ch were fash1on
Banname necessaries as 'Nell as protective eyewear. Bausc11
consc1ous dec1sion wh1ch 1s some indicat1on of the and Lomb expanded the Ray-Ban line w.th !"lew
It 1s on this foundalton t11at the bra11d's 1mage has styles for frames whiCh were a giant leao away from
been bu1tt. Today Ray-Ban enJOys over a thll'd of a herce loyalty the brano commanos. the standard prescnphon models used up to that
very cluttered premiLUn sungtass market 111 Austra:ia The strong positive ~rnage ot Ray-Ban IS certa1nly time. Further changes to lens quality and colour
have continued to evo!ve ever since as different
one reason why over 75% of Ray Ban purchasers market needs anse

would go to anot11er shop 1! they could not buy Ray- The un1que Ray·Ban image owes a good deal to

Ban sunglasses at the t1rs1 one they VISited.
Ray-Ban's rames and lenses have won a stnng

ofawards 1n recent years for des1gn excellence ill
t11e field of fashion. These 1nclude the prestigious

Fast11on Designers of Amenca award fo1 outstanding

contribut1on to fashion. and the Woolmark award for

Ray-Ban's cont1nuing influence on men's fashion.

HISTORY
From 1ts beg1nn,ngs 1n a srnal optornetnst's pract1ce
1n 1853. Bauscl1and Lomb t1as grown today to be

an inte'T1at1cnat organisatton orgreat repute vv1tn

headquarters 1n Rocnester, New York.
Bausch al"ld Lomb's unsurpassed reputation for

manufactunng the highest quality sunglasses was
sparked by the exact1ng requirements of o US Army
Air Corps lieutenant by the neme of John
MacCready. In 1936 he asked Bausch and Lomb
to manufacture an absorptive glass for use 111 flyers'
goggles. The 1dea was to protect p1lots' eyes against
the bright glare encountered above the clouds and
wnich caused headaches al"ld nausea for airmen.

Bausch ano Lomb put a lot of money 1ntc
researching the ideal goggles to meet the army's
reqUirements and came up wth the first Ray-Ban
'green glass' These lenses not only cut glare but
also checked ultraviolet and infrared rays.

Bausch and Lomb Introduced these anti-glare
tenses onto the market as commercial sunglasses.
Theu premium pnce intiiAIIy drew cnt1cism until

L06

become a' tal ccmponef"lt ol promoting Ray B<l'l
to e0sure th.'l: the su'lglnss purchaser unde•stands
how 1rnportant eye pro:ecten rs.

BRAND VALUES
Ray-Ban s~..;ng1'3sses ve up to tnc • 0\"o'l) hrgh
stFtndards. They are p•em urn quafity, a·)(J ure
sc1en-.t ca y des g'lOO and test8(1 to ensure
optiCTll.,..,, VISron ana effie ency at orotectrng :ne
eyes. They are durable ana, oecause tncy are so
hard·weanng, are a so good vnlue. lhey Are ntso
sMish. lash c11able a·ld glamorous.

· Bauscn and L0"1b set out to be tt e worlds
·cao1ng manufactver of the I nest poss be
su1·glasses and has rnore tr1<.1n ach eved 11s arm
Ray-Ban 1S cons:antly refrntnq 1ts technology to
produce even better frames and lenses wtlh htgllcr
protect on whilst reta1n1ng the brand's class c
rmage. Quality a11d rnnovation Are the kevs to ti"'C
brands success. Ray-Ban c<1n be trusted to botl1
protect and impress

'he l>'nncl's ,nextnC<Jt a ''ks to Holty.vocxJ Ma•l)' RECENT DEVELOPMENTS

Hollyvvooo lege•l(jS hnvewo1n Ray Bm \S nno so do tvk1rket resemd r re ·n· Y•'<l' res

a numt">er ol tooay s top sta-s suggested to Bauscl' und Lorno tn,Jt

A·~1ong htllldreds o· recent t11ms 1n w1~1cr const..mers ·espcnd shonu y to ihO

Ray-Bans have been wen are 'The B ues brand's class1cs ranges Yol H1ey n·so

Brotlle•s'. 'Top Gun' .1nd the JUSt released eagerly seck new stvles w 1t11t1e Ray-

'Me'l 1n Black ,11 d snles 01 me Ray-Ban Ban name

1anges hnve skyrocketed on tr1e bas1s ot the Ray·Ban has reacted to this in its

him~ ancl lls stnrs. There is no doubt that 1996 and 1997 ranges by ntrodLJ\..II'IQ

w11en Torn Cru1se, Brdcl Pill, Jack N1ct1olson. a vanety of new styles. From tile l11gtl

Will Smith <Wd <ountloss ot11er Hollywood tech Orbs and chic S1destn.'.et, Mondo

super5'drs ve snnpped weming tllCir Ray Metals and R!IUals CollectiOn u~rough IO

Bans 11 has a pos111ve unpnct on sales. In tho rnore streetwiso Dnc1dy-0 and

Australia too wt ~en lnst11on leaders such as Tanker collect ens, Ray S<l'l IS rnore

Elle MncPhe•sun .md cutt1ng eclge t1es1gn thar ever mee:1ng the needs ol ,1 wtde

team Peter MornSSl~V nncl Leon<1 Eclm1slon are range of orem t 1m ~ung nss wearers

seen n maga11J"les wcw1ng Rr~y Bnns, n Ray-Ban llnS also eq•.;recl tt1e sports

s1m11a• P"S '1ve 011P.Ct on sale:> occ J'S. n'arket wr:h 1ts Ph,mtcrn. X-R.zty and

Soray ranges These styles are \\'Om oy

THE PRODUCT some oi Australia·s h ghest orohle

A Roy B 1'11 ., 1L, ts are ·nanurach..,eo from top athe:es both o·1 anc ell :ne faeld.

nua ''Y n nte· a s .J')( i eng'''~ereo orec•se y to 1nctud r'g World tr n'hiCYl chnmptOfl u didn't know about
tvIres Ste-.-va~. Austraha'1 R I< rlly c.1p'a n ,John
ens ne ttlo n nl es· or staiiCia•ds a•e mn 1·ta,neo Eales. Oiy""O c supersta• &o·t Miler, Austr,lhan
Bnuscn ar d Lomt) see!\S, q ' tc s mp y to create

the wcr d's 1 nest lenses. r rOVIoir g Ct){ mum Rules g·ea:s Tony Lockett <1110 J(lmes H rd, Rugbv

pro·ect on trom ultraVJole' rays, reo 1ang 1nfra red League's most rnarkctoblo player Wer\Ce Sa lor

transm ss on ·md balanc1ng hght nosorm or The and cncketer M chnet Bevill1 lndeec.1 Rav Bnr1s 0 Ray·Ban sunglasses undergo a series
were the o•' c1a sunglasses wcm l..ly tr 10 Austra 1a
company was respcns l>lo wtuCJIIV O:yrnp c learn n 1996 of stringent tests before g01ng onto tt~e
s1ng enanoeoly ror n11hat ng 111e sc,cnlll c study ot marr<et . Jnctt.Jd1ng one IM'Ireh InVOlveS
PROMOTION dropp1ng a 15cm steel ball from 12&m
st..nglass lenses Ray-Ban was f,rst ndvertiscd rn 1937 S1nce then
onto each lens.
A: :•1e same t mn. Ray-Bnn hns oecome
tan1ous lor style 11nu con·fort. wt11te dt,mblhty rs

also 1mport,mt to con~umcrs. Conseq Jently, a I the market ng of Ray Bans hns become very 0 All Ray-Ban piastre frames spend
sooh1st1cated. The b1and places a heavy empha-
R.:w Ban lenseb aro rnJt1c trorn the l11ghest SIS on displaYing the product ana 1ts support between three and ten days tumbling in
grade optrcal quality glass. A rnulti-stngo adver1is1ng rnatenal 111 II1e best possil)le light. a mixture of wooden 'Shoe pegs· and
polishing compounds to ensure a sat1n
ternpenng process g ves lenses extra c1urob1lrtv utilising the hiqhesl Quofity display stands and
smooth finish.
and enhnncos t1101r resis t.mce to scratching. matenals at potnt of-sale.
Every met<.1l component ot the Ray·Ban

product 1s handcr,1fted ,md all Ray-Ban Ray-Ban has become sorneth.ng of a cult in the 0 During the Second World War, Ray·Ban
world of fash1on. Its glnmorou~ lm<1ge has been
frames are st1aped for lull eye coverage w1th promoted through fash1on )Oumals and by colebrr- lenses were standard govemment 1ssue
self-adJUSt ng r·ose pads tor co•TJ ur t~ble ties who choose Ray Bans as the sunglasses to
WOIQ~I diStnbUiiOil. to the US p.jr Force to protect pilots'
oeseen 1n.
Each parr of Any-Ban s11ng1asses rs En oy1ng such cull status, the Rny-&ln br(lnd eyes from glare when ftying above
Inspected twenty tunes duru g manuwcture,
cloud-:evel

and IS t11en covered by warranty agarnst 1nves:s httle rn advertrsir19 altholJgh 11 h~1s under- 0 Although Ray-Ban is commonly
defects All R:=~y-Ban sunglasses must pass a assocrated Wltn moVte stars ana
:al<en a strategiC camp.;11gn 1nvolv1ng pnn!, 1V, cetebnties 11 was General Douglas
se'•es ol tests to sttow t11at they nbsorb or
reflect at lenst 6596 01 CJII v1s bfe hght meet outoocr and PR 1n the past year ro •rlorm the MacArthur, as comma.'ldef 1n-chief: J f
s'ri<"~gent Aus tralian Slil11dards for colotJr market o· exc.ting aau t10ns to rts 'Dnge bOth 1n Allied ·orces 1n the Pac,f.c ounng World
War 2. Vv'hO in bally brought fame to tile
recogn1t on (for safe <1nvlllg), nnd provrde Australia and intematronnlly gold framed Ray-Ban sunglasses
10096 protectiOn rorn :l'e sun's harmful Ray-Ban is also COflCerned v.~th educating the
ultravrolet rays
oubhc on the nJeo to bloc" ultrc'IVIO et rays, and th1s
sa prmary •unctiOn of Ray-Ban sung asses It has

107

THE MARKET represented 13% of the total cosmetics industry beauty shops in department stores. F1nally ttle
and 18% of all colour cosmetics sold 25% of all lip only way to satisfy the des1re for his products was
If you contemplate the subject of Beauty tn t11e colour products sold in Australia during 1996 were to sell them al special counters 1n the stores
REVLON products, and 28% of all nail products themselves.
20th century, the first brand name that springs to sold were from the REVLON range.
mtnd IS REVLON. TI1e asscctation is tmmediate Nwas the presttgtous Marshall Field's rn
and oppropriate because RE\ILON created the ACHIEVEMENTS Chicago, USA, that moved RE\ILON from the
cosmettc tndustry as it is known today. REVLON has offered women the ways and means exclusiVIty of the Beauty Salon to the easily
to look beautiful for over 60 years. The company's accessible main floor thus making it possible for
REVLON products are sold 1n more than 180 superb products and beauty philosophy have all women to have beautiful nails. In 1932, the ftrst
countnes. tn the United States RE\ILON manufac- 1nsp1red generations of women to fulfilthetr true
turing takes place tn Edisol"'. New Jersey; in beauty potential. year tt was in bus1ness, RE\ILON's sales totalled
Oxford, North Carolina; and 1n Phoenix, Arizona.
lnternattonally. REVLON has manufactunng facilities RE\ILON was the f1rst company to base $4,000 Six years later REVLON had eMerged as
in several ot11er countries. cosmetic products on intenstve scientifiC researct1. a milhon-dolla1 bustness. And the face of the
By 1955, while other compantes used freelance American nation was changtng
REVLON Cosmetics and Fragrances have been chemists and retatned two or U1ree on staff,
available in Australia since 1956 and are now sold Revton's Research Center was already a well- Of course, by 1938, Revlon was no longer a
1n all m8)or department stores and mass variety established organisa!lon of 75 graduate chemtsts
stores as well as all leadtng pharmacies. and biologists. one-product company because Charles' fertile
REVLON's Toiletry products have wider distribu- tmagination had increased hts p-oduct lines. One
lton, betng also available 1n superma1Kets. REVLON's Toiletry products a1e also world firsts, evening, while din1ng with friends he noticed a
with REVLON being the ftrst company to market vvoman at a nearby table, weanng his nail enamel.
Dunng 1996 in Australia REVLON companies hair spray for d1fferent hair problems, eg. tor oily She put o napkin to her lips and the insp1ra1ton
hair, bleached hair, dry nair and hard-to-t1old hatr. carne. "Hovv much more beauliful she would
look", he thought. "1f l1er lipstiCk matcl1ed t1er nail
The first cosmetic drug ever approved by the colour!"
US govemment without limitat1on and the only one
accepted for advertising ill the jOUmal of the A short while later REVLON was to rntra<luce a
American Medical Association was Eterna 27, an fashion breakthrough: matching lips and finger! ps,
anti-wnnkle agent Invented by REVLON in 1957
The excitement of this new concept was
REVLON is responsible for many other firsts tn reflected in t11e names created by Revson for the
the cosmettc Industry: the hrst cream eye shadow. new coordtnated shades. Names like Fire and Ice,
the first super-neluxe all-tn-one makeup. the first Troptc Sky. Raven Red and Bravo - names that
waterproof non-solvent base mascara. the first mirrored a romance. an involvement. a thrilling
blush-on. lhe hrst replaceable lipstick cartndge.. . connectton between lhe way a woman felt and the
tmage she presented to the world.
REVLON's exuberant expanston into more than
15.000 indMdual products sold 1n more than 180 As the business grew, and as other companies
countries IS truly remarkable. began to rnake cosmet1c products, REVLON
conttnued to remain the undisputed leader. The
HISTORY company's leadershiP was forged out of Charles
In 1932 a man set out to enrich the race of the Revson's personal conviction that women de-
earth ... served products which would help them develop
and reta1n their beauty at ts fullest potent1al.
Start1ng 111 1932 w1th a single product · a nail
enamel that was like nothtng e!se anyone had ever Charles Revson had an absolute genius for
seen · ChArles and Joseph Revson and chemist
Charles Lachman (the "L" in REVLON), pooled
thetr meagre resources and bet that vvomen would

buy a rich-looking
opaque nail enameL
They developed a
unique manufacturing
process. us1ng p•g-
ments instead of dyes.
thereby enabling
RE\ILON to offer a wide
variety of shades never
seen before.

At first REVLON
products appeared only
in the beauty salons.
where they were
applied as part of every
manicure. But very
quickly, the demand for
beautiful nails reached
such proport1ons that
Revson found it
necessary to lease

108

sens1ng what cosrnetrcs a woman wanted and ised REVLON's approach to advertising. Nways Introducing ColowStay- Upcolour that
woult1 use His skrtl at developing and marketing innovative, always glamorous, REVLON's high-
beauty products established h1m as a ma1or talent impact advertising campaigns invanably get WON'T KISS OFF!
ol lhrs century everyone talk1ng ... and not1crng!
New
Late ;n 1985. the management o1 REVLON was In the 1930s. cosmet1cs were considered a bit ColourStay'"Lipcolour
taken over by Ronalo 0 . Perelman, Vv'ho assumed 'theatrical', something 'nice· Q1rls d1dn't use to any
the titlos of Chairman and Chief Executive Officer. great extent. But REVLON's use of remarkably • 1\i.l~ \'i'b.&t tho.t 6U)'J ~ f"U'" lip$.
He unmedtatety launct1ed an aggressNe campaign elegant women and glamorous movie stars in
to develop excrt1ng n€\.v product hnes wilhrn Siriking print advertisements qurckly altered that "' *• Slttl U\ 60~f\-w~xth..b\gwri1r
REVLON and to acquire other famous beauty v1ew. The use of cosmetics became fashionable
brands that would add futther lustre to REVLON's because REVLON portrayed fashronable women • wI'O~U.tr~&lOv<.fofr~hi'm\.'UW' 1\'\."th.
reputation as the premier msrketer of cosmetrc weanng the company's cosmetics. As srmple as it
products rn the wor1d. sounds. it was an attitudinal change that signalled o.c...... - >hollld •lw•l'O
a tum1ng point 1n 20th century social history.
THE PRODUCT m.ab he-r m.tr\..6\ll not with htr lipe.tdtl
The ext~aor d1nary vanety of beauty and grooming Over the years. many of the world's great
products madf' or owned by REVLON makes the beautres have appeared in REVLON advertise- C~y · lt"SI t\"'\'Ol\1tk'ln
company unique and fUiihers tis domrnance rn the ments includ1ng Donan Letgh, Suzy Parker, fot)OUttipl!
beauty tndustry Whatever the style of tt1e cus- Barbara Feldon and Lauren Hutton. Supermodels
tomer, whatever tM purse. REVLON has a first- Cindy Crawford and Claudra Schiffer and celebn- product goes through exhaustrve tests to make
rate product to offer lles from tl1e worlds of stage. screen and televiSIOn sure it 1s completely safe and will remau1 so Linder
rncluding Audrey Hepbum, Brooke Shields, Oprah all conditions. The third is quality control: seerng to
The tradrt100 ot depending upon scientifiC W1nfrey and Melante Gnfhth have all featured in 1t that any given product meets the same exacttng
specifications no matter which of Revlon's factories
researcl1 to support all REVLON products 1s as old REVLON advertising campaigns. around the world makes it.
as the company 1tse11. From the start. REVLON
has token pnde In berng the industry leader 1n BRAND VALUES ''You can't create beauty products rn a vacuum.
cosmet1c research, product development and "Our products must be tested and tested and You must find out what women want and need
quality control. tested still. Precaution must be total The and test what you've found out.· (Chartes Revson)
consumers' interest comes before anybody's 1n
Just as REVLONs hiStory 1s marked wrth many our company - even before mine: (Charles Things you didn't know about
product firsts. the company's record of 11'1novation Revson). IREVLON
on the technologrcal S1de of beauty runs along
parallel l1nes. A new product can take from eight REVLON's brand mandate has always been 0 REvlON was the first company to
montt1s to live years to develop, from 1nception to 'quality prodLrcts at an affordable price' to consum-
rts debut 1n the retail store. At the REVLON ers. Research and new product development, envision the era of the contemporary
Research C€nter it is common for over 500 such long the hallmark ot REVLON's success. will
products to be in the development process at any continue to play a cnt1cal role 1n shaping the woman who would reject sameness in
one tune. To maintain REVLON's leadership in the company's future. A steady now of Innovative new
aren of colour cosmetics, the resemch operat1on colour and appearance. Unlike
produces hundreds ot new cosmetic shades a products will enable Gertrude Stein, Charles Revsoo never
year for worldwide consumpt1on. REVLON to attract an believed that a rose Is a rose is a rose.
ever growtng number of
RECENT DEVELOPMENTS customers and to 0 REVLON was the first company to bring
In 199LI RFVLON created a revolutionary product compete successfully
in the world of cosmetics - ColorStay Upcolor. TI1e in the complex world faShionable colours and shades to nail
ult1mate in long weanng formulas. the product uses marketplace. But 11 will enamel in 1933. Until then nail "polish"
high technology to provide tl'e luxury oi rich, be the REVLON name was formulated in a single red colour
matte. long lasttng colour ColorStay Lipcolor on these products and
enJoye-.11nstant success wilh const1mers wh1ch the tradition it repre- and was worn almost entirely by "ladles
confirmed REVLON's position as the number one sents that cannot be
l.Jpcolor company world wide. The slogan 'Won't matched. of the evening".
Kiss OW has become un1versally synonymous with
ColorStay Lipcolor and REVLON. The Revlon Re- 0 REVLON was the first company to
search Center tn New
Since tt1e launch of ColorStay Upcolor. York basrcally does coordinate nail enamel and lipstick,
REVLON has extended its ColorStay range three tt1ings. One IS 1ntroduced in 1939 with the phrase
consiuerab~~ with the launches or ColorStay fincling ways to do •matchrng lips and fingertips".
Makeup (Wo11't Rub Off), ColorStay Upliner and greater good for skin,
Upbalm (Won't K;ss Off), ColorStay Eyecolor and hair and head-to-toe 0 REVLON's CHARUE fragrance, named
Eyeliner (Won 'I Wear Of~ and the revolutionary looks. Another 1s safety
ColorStay Haircolor. evaluation: every after Charles Revson, was created 1n
1g72 and was the first fragrance
PROMOTION women bought for themselves.
Creat1ve bre8kthroughs havt=> always been
REVLON's stock 1n trade. The same creatrve 0 REVLON was the first company to
impulse that has produced some of the finest
beauty products in the world has also character- install a system of quality control so that
products consistently met uniform
Revlon '/Jh •s the Mouth standards around the world (1936).
exposes
Wllh/M M:~ 0 REVLON was the first beauty company
<'@ie
~- to award formal grants (1980} to
Worldly f'R4dt> academ1a to develop long-term
research programs leading to alternative
JDung ,.,ngRunrly frngt:<f testing methods. In 1986, it was the
It first beauty products manufacturer to
Innocents' cease animal testing completely.
pnm·Vtd·pt'OPf!T
.I 0\~kt'ff 0 ULTIMA II and ALMAY HYPO-AU£R-
lrttk: lrf"'lri1<it> &lhe:ut~
GENIC are also part of the REVLON
MKf 1ki!<OIIli/R cool empire.
lmk ""rl!oh~~t~
t/11011 ,,..,... /110~ lh4n ~shreMti
lllt'lt/wumal"h' l
ltrtk slutth

=

109

ROYAL DOULTON

THE MARKET Royal Doulton was bought by Pearson and merged
Ceramic tableware 1s an essential part of any home. With Allieo English Potienes. TI11s move 1ntroduced a
Indeed, archaeolog1sts relyon 'shards or pottery numberof key brands, noted for the1r excellence
fragments to establish the level of sophishcation of and heritage, 1nto the Royal Dculton family.
past CIVilisations. For pottery al'1d ceramtcs reflect
the art and lifestyle of the age. Overthe past decade Royal Crown Derby was the o!dest ch1na brand.
time pressures, casual lifestyles ano d1versity of trac1ng tiS ongins back to 1748. George Ill had
t<X>ds have contnbuted to an 1ncrease in the granted Derby permtss,on to Incorporate the ctown
populanty oltnformal dinng It is ind1cattve of Royal as a backstamp 1n alltts wares. with Queen V1ctona
Daulton's predominance tn the mi'lrketplace that the add1ng the 'Royal' to the name. Royal Albert.
company both absorbs and meets the chi'lng1ng another famous ch1na brand was also merged 1nto
lifestyles in their many mar1<.ets competing success- Royal Daulton
fully for the consumers' spend aga1nst foreign
holidays, electronic goods, clothes and a vast array In 1993, Royal Daulton was demerged from
of leisure actiVIties. Pearson and became an ndependent listed
company.
The key markets worldwide for premium ceramic
fableware and g1ftvvareare the UK and Cont1nental Royal Daulton has been
Europe, North Amerca, As1a Pacific and Australia. avCJilab!e 1n Australia since
In total, the global market1s estirnated to be worth 1n the early 1800's through
excess of $3 btllion. agency agreements. A
vvholly owned Royal Daulton
Royal Daulton is market leadet in ceramcs. subsidiary was established 1n
occupy1ng over 39% ol the Australian branded Sydney 1n 1952. Tt1e
tableware market w.lh major strengths 1n bOne ch1na company 1rnports product
tableware, ngunnes and nurseryware. In 1996, the from the Ul<and lndonesta
casual tableware sales grew by 94% and classtc
tableware by 26%. Royal DoultCYI continues to and IS a relat1vely
increase 1ts market share 1n 1997.
complex bus1ness due
ACHIEVEMENTS t11e world's largest supplier 01 oone ch1na to lho to 1ts diverse area of
Royal Doultcn pic is the world's largest rmnufacturer international a1r11nes industry. d1stnbut1on and hign
and distributor 1n the premtum ceramic tableware levels of inventory. In
and g1ftwa1e rnarket Its brand names include Royal As well as prov,ding Royal Daulton devotees w•th 1996, the company
Crown Derby, Minton, Royal Albert, and of ccurse, t~1eir treasured co!!ection p eces. the Royal Albert sold 1n excess of 2.5
Royal Doullon 1tse11. des1gn 'Old Country Roses· t1as become the world's million un1ts on the
most popular des1gn. Australian market.
W1th almost 200 years of herirage, Royal Daulton
is a thnvu1g global organisation, with over$500 HISTORY THE PRODUCT
million annual tumover, employong around 7,0CfJ Royal Daulton has been produc1ng ceramics and Each of Royal Daulton's
people, both at its 10 UK factories and numerous tableware for almost 200 years. As far back as four principal brands -
distributton operations worldw1oe. Hal1of all Royal 1815, lne company founder, John Daulton, began Royal Daulton, Royal
Daulton's sales are outside of the UK proouc1ng practical and decorative stoneware from Albert, Royal Crovvn Derby
and Minton - enJOyS a long association of Royal
Royal Doulton enjoys a eading posiuon in the a small pottery in Lambeth, London. His son, Henry patronage and I!Oids at least one Royal warrant. All
ceramics and chinaware markets. Around 40% of all four brands are registered as trademarks.
English bone china and almost half of all the UK's DoLJIIon. built up the business, moVlng t some 60
ceramc sculptures 1s produced by Royal Daulton. years lener to Stoke-on-Trent. Due to the company's reputation as a manufac·

TI'le Company's Hotel and Airline division IS also In 199 7 Royal Daulton celebrates the centenary turer of excel'enl quality. and producer of distinctive.
ot tre lrte of S1r Henry Daulton whose expertise and appealing des1gns, Royal Daulton has secured a
forward ll11nking was respons1b!e lor modem1S1ng high degree ofcustomer loyalty.
the Company and establish1ng Royal Doulton on tile
path that has led to its current tnternational success.

By 1901, the quality of the Daulton's tableware
had caught the eye of the K1ng of England, Edward
VII, who perm tted Daulton to prefix the company
name with "Royal' and awarded it t11e Royal
Warrant.

Now, as Royal Doulton, the company expanded
1ts production facilities and IJy the 1930s was
involved in the manufacture of f,gurines and giftware

Royal Daulton was awarded the 0Jeen s Award
ior Technolog1cal Achievement in 1966, tor its
contribut1on to china-manufacture. It was the first
china manufacturer to be honoured w1th this award.

Dunng the 1960s and 1970s, Royal Daulton
d1scardecl its dra1n pi~JB product10n 1nterests and
went on a spending spree, acquinng Mtnton, which
had begun china production in 1793. and Webb
Corbeti, a manufacturer of Ctystal Then, 1n 1972.

110

parttcularty lavoured in museum show1ng the growth ol the brand s1nce
Japan. Minton 1s also the 1750s. and a v1Sttor centre opens In early
famous for its intricate 1998.
gold designs where one
plate can cost ten As the acknowledged leader 1n tableware,
thousand dollars. n le Royal Doulton is working to ma1ntain its umque
con1panyalso undertakes poSil1on at the cuttu1g edge of product develop-
special commissions. ment. Througl~ bu1ld1ng on tis Investments tn
areas such as Indonesia, Royal Daulton can
Royal Daulton currently ma1nta1n close control of 1ts marketing throughout
operates 1n over 60 the wortd, making tne most of tts l1igh brand
d Herent markets and has 'ecognit1on.
distribution companies in
the USA. Canada. BRAND VALUES
Australia, The Nether- As one of the oldest and best-recognised
lands. Hong Kong and ch;naware brands tn the world. Royal Daulton
Japan 11as earned ItSelf a reputatton for excellence,
quality and d;stincllveness of design. Beloved
RECENT by collectors the world over, Royal Daulton has
DEVELOPMENTS an 1nterna11onal reach wh1ch t)ehes its English
To ensure 1tspotential for roots and product. To mau•tain thts leading
growth in the nourist11ng posnton. Roynl Daulton has cont1nued to 1nvest tn
Asia-Pactfic region. Royal tiS overseas market;ng operat1ons and has
Daulton has subsidiaries established h1gh-tech productiOn lacrht1eS.
in Japan and Hong Kong.
Anotherventure 111 Asta Royal Daulton combines the best 1n arnstic
has been formed with design w1th flawless product1on skills to produce
ceramics manufacturer something both beautiful and practical too.
and diStributor The
When drawing L1p a 'lew product destgn, Royt1l Multirortuna Group 1n
Daulton desrgners study t11e market, analyse lndones:a.

consumer research and often refer to their ovvn Of course, Royal
Daulton has continued to do what 1t does best •
museum and private ardwes ror 1nspwation. produce tcp quality d11naware collecuons. Regrster-
Royal Daulton provides a broad range or ing the change in moclem eaung patterns, Royal
Daulton produced a range of casual d1ning ware tn
domcst1c tAbleware, manufactured 1n fine bone 1995 under the Daulton Everyday brand. This range
ch1na and fine ct11na as well as lamous g1ftware and or fine ch1na offers Cashton and lifestyle d1nner
collectable f1gurines. The Royal Daulton brand is
also leatured on an extens1ve range or crystal designs posllloned at the lower end ot the prestige
stemware and giftware.
tablowore market. Designed for everyday use all
Targenng lt1E31Unlor members of the 11ousehold, products are dishwasher and microwave safe and
Royal Daulton also produces nurseryware. Its most can be useo 1n the freezer and over1.
ooputar collection 1s 'Bunnykir1s' which has 1ts
strongest collector base 1n Australia. Based on well- Children's giftware was highlighted 1n 1995 with
krown booh. characters, 'Brambly Hedge' giftware the Introduction of Wrnnte the Pooh g1ftware, based
arxi 'The \Mnr11e the Pooh' colloct1cn. have also on the well-loved characters from AA Mtlne·s stories
excited 1nterest. and poems. written esoectally for his son
Christopher Robin. The giftware set is decorated
Royal Daulton also with scenes from the Winnie the Pooh and tne
provides the chnaware House at Pooh Comer books illustrated byE H
for hotel and a1rli1~e
customers such as the Shepherd.
Savoy GrOliP. the Fou1
Seasons ct1a1n and PROMOTION Things you didn't know about
Bnt1Sh J.Jrways. In Marketing the Royal Royal Doulton
Austrolia. Royal Dou1ton brand employs a
Daulton's commerc1al variety of promottonal 0 A single Minton plate can cost over
div1s1on supplies airlines techniques including
suct1 as Briush A1rways maga11ne and television $10,000 and will take one person three
and J.Jr New Zealand advertistng, trade fairs, whole weeks to complete the raised
along Wilt 1customers paste decoratton.
such as Sydney n-store promotions and
Harbour Cas1no. State spec1a1 events, selected 0 The Royal Albert das1gn "Old Country
and Federal Parliament press advertis1ng and
House and numerous supplements rn Bridal Roses• is the 'vVOrlds most popular
Hotel Groups arOlnld magaztnes. des1gn with 100 million p1eces having
Australia been sold since introduction tn 1962.
There is also a strong
Royal Albert. 'vVhiCh and effective public 0 The largest and most expensive ftgure
traces ns orig1ns back to relations programme. for
1896. has become an example. Michael made by Royal Daulton takes more
intemattonally recog- Daulton. a descendant than 160 hours to hand-paint and costs
ntserl hrnnd. offenng oi the Doulton founders, over $25.000.
domeshc tableware. acts as an ambassador
crystal and gift items • for the Brand. travelling 0 Royal Daulton's best-selling
not forgetting its range of ch1idre11'sware based on to overseas markets.
Beatnx Pottercharacters. nurseryware range, 'Bunnyk1ns.· was
A new VISitor centre deS1gned by a nun and has been tn
Royal Crown Derby is Royal Doultcn's oldest was opened at t11e Royal production for 60 years.
brand. dat1ng from 1748. The brand IS most Daulton fnctory 1n Nile
famous 'or its 'lmari' patterns. combining bold reds Street. Burslem in May 1996. Open 7 days a 0 Royal Daulton was the first ch1na to
with cobalt blue and gale! and the Royal Crown week 1t features rt1e world's largest collectton of
Derby range of paperweights have become highly Royal Daulton ftgures on publ1c show · over enter space. China plates were carried
pnzed collector's tlems. 1.500. V1sitors are able to tour the factory during on the inaugural flight of the space
the week, bookings need to be mode in ad· shuttle 'Discovery' in 1984.
Equally famous. ana shanng a sun11ar heritage vance. or see the production processes on a
s1nce 1ts inceplion 111 1793, IS Mnton. featuring its video at weekends. Factory lours are offered 0 There are Royal Daulton ceramics in a
most popular design "Haddon Hall,• wh1ch tS also at the Royal Daulton crystal factory in
Stourbridge. the John Beswick studro of Royal time capsule inserted Into the base of
Daulton, and t11e Royal Crown Derby factory in Cleopatra's Needle, on the Thames
Derby. At Derby. incidentally. there rs a superb embankment. 1n London.

LII

owhanxson

THE MARKET lor ts employees. In 19<:xl, SC .JotIllS n was tne prodJCts and servrces whtCI1are enwonr ncntolty
SC Johnson Atrstrahn 'S <1 world clnss manufacturer
and marketer of c:ennu19 <lnc1tnsect control prod- f1rst con'I>any to otter employees D:ltu vacations. sound and whtcn oo not endanger t11e t1ealtl 1<tnc.i
ucts for the horre nnd rno rstnnl mmkets I' safety of users.
operates n a vast nntl hrgf1ly CQ(T'pebhve maf"<ct- Today. SC Jor~r sen takes JUSt as mGch care to
pace, and ovves rts O.Jtstandrng success to un que HISTORY
aspects ot tts prooucts ccmpany culture ana attract and ret:un t11e best J'OOP'O by P'OV1dtng a
crcattve V\IQrl<Jng atrrospllere. cl k111CI~gtr1g go.11s and Samve Curt's Johnson's o.1•quo1 f,OCYJrl{J comoany.
enwonroont<J concem. begun ,, 1886 wt:11 four employees, snow n
comoetrtive rewards mutt nat.onal'vVIth some 12.000 employoos 350 of
A SC Jot1nson prod\IC~s have what the co,. As a 1osponstl)lc corporClte crtizen, SC Johnson :hem r.1 Austmha and Ne-.v Zt~ll:'lr'lO.
pa•1y c.•lls "Prodt.ct Aus· It s generally accepted
th..1t ou· or U1e tt)()l..santjs o· '19\'\'p·ocucts Lha" reach ennches the lives of 1110 comn'u11rty by n1<1k1ng I o on'! ~1-<e long for cus•cmer nqt nes t!>OtJt
superma·ket shelves. some n nety-eign: per cent contributions tn Ihe holcls of l1on1tt1. !1C'Iucntion, tho ·locr ca·e toccr Mnce Samuel Johr1so• 1to cI velop
811S, CIVIC atfntrS t111Ci the <md rnar~et a f oar wax. &1 es o1JCtlnSOI"1s Pre
are U'1SUCC:esst.JI. Pro::1 K:l Pus ·neans :na: SC envronment. pareo Paste Wax soon outg-e.:,· tnose 0 4 the flooru'I(J

Jcl nson orodtrcts .11 hc"lVe {lost net aOvilntnge CNer SC Jot1nson Austrnlin tSn ana new •t.-axes a'1cJ J.x>f'rshes were 111troo Jced Tile

a'1Y!~ng else on the mnrl<;et. .AJten\1'Nefy a product maJOr corporate sponsor or comf)<1r.y soon became l<.no·Nn as • ne vVOOd
rn:"ly be so r •NJ th·1t 11 faces no comoet1ten
resoorcn at the Unvcrs ty ot tin1st· ng au'trr,ty"
A •rue Proc 1ct Pus tem 1s a breakth•ough. •Ni:h a Tre Austra ran sul ,Std,ary WlS tormod !"J 101 1
pertomnnce edge over com~ctM..·e r.,'f'Oduc:s thatrs Tecnrology, SVClncy nrxi ot
V1Sible to any ccnstJiller SC Jot:nscn hoas ftrr y to patyous researct1 at Tnronga bt.Jt 1vvas not unltl Aor 1929 tllnt U1e GOil'tmny was
nrst reg stered <lS n rnnn~..cfac;uror \"Jllh Ouoen S1roet,
tne bel et Ihat wl '' e post! cn,ng and 'Tiarket segmen- Zoo The company IS ,11so a Rosebery 1n Sydneyas rts 'liSt regtstere<l of K'e.
tatron CJro very rrnpor1<lllt, the products ·Jlemselves sponsor o' tt~e Sydney Opera
must estal)hst1II at I)OSthon. with a unrque and House u• 1<1 &;~ports marw Trernenoous growth occu•rtX111 rCt~JI,out tne
<~pr>rOPI Clle nttnbute
local ntba' ves nx::ll r. fu :g the SIXltes. By 1970 1t1ere were 160 enp!ovees 'II
ACHIEVEMENTS Aust1a a and thecompanyw<ts t11r vtng due to ·u1
Headquartered 111 Racine, VVisconstn tn the Untied Lane Cove Yo.at•1 O'ci19Stra rnnovattVe new product range
States of .AJmenca, SC Johnson •s a fam11y owned
comp~my tnat mnks 111tr1e top 200 ot Amenca's am the Uoyd Rees Youtn Art In 1986. SC Johnson Austmlia settled 1nto
tndustna' coroomt.cns NOl tr~d tt1c world the Y~:~ngoora, r:l tJenutrtul 16
company emp oys sorno i 2,CXJJ peanie tiYough Award. as -...'ell ns vanous 1,1110 ra s ng actMhes ano hectarb bushland Stte at
some 50 suoso nnos. Lane Cove tn Sydney. Not
vvaksi'Op ck1y5 :or local sci)()Oichildren. th'll rt was beautiful then; 11
SamltCI Cu:t1s Jo•tnSGn started 'he company The ccmp;1r·y also v11orks ccscy \"Jlth local had been an industrinl site
111 yea'S ngo. se 1ng ftne pnrque· riOCrtng In
response to customer enq ur E'$ aoovt 'loorcare. 'le govem:Tcr 'I SC Jol'r1SOfl nelS maoc a ten ye.1r for rna·w oecndes, nnc1
deve;cpeo and marketed a f001 wax wt11Ch became o edge of S250 000 to LcJno Cove Cour'Ctllor tne
a great success Strong tnm ty te.1dershtp has srnce rehabihtatton of tiS YanHoora nushlar)(J site Thrs was baoly ool uted nnd
tar<en SC Johnson tnto IIIC tllg'1Cst ranks o' n:ema- degrnoea SC Johnsen
ilena' coo pa~11es "VIIll u ktrge range o' successful 1ncudes t11e constructiOn of A one KJiornolro 'esto•t)(1 y, mgoorn to IS
busllwAfklng tracK tor the enpyrner·t of the general
products. 'lle fn.Jts or a11 extens ve resea"CCi a·ld ul''eser 1. outstn~l r t.sl
public.
develcpmer't 1)l'ogrnm. Today. the comoo'l•/s Worldwrde, SC Johnson o<Jrns 1t1e ~roodwdl 01 greenery t11at mCl"es 11 a
Clk1m\"ln 1s Sam Jctlnson. !he fct.rtl l generall()n welcome relreat tor mar y
•amtly member to head the ccmpa1 y. customuts tt 1rougiHl dutlp cornmttmcnt to quality. In
nat ve spec es
BeyoncJ ts d:~y to dav oustncss actMt es, SC essence, lh1s means provi<iing elf1C1cnt and etfectlve
Today, Yangoora I ouses hotn t'1e nomrnrstra-
nJohnSCIIltS dedicate<! to enncl ng the r,ves of those tton ana manufactunng noms of t•1o cornpar y
Dunng tne 1980s It e g•eat Johnson farntl\
who vvork 1n <u'd mound t ·ese pnnciples were tradt!tor comnued too w th all lour of SAm
rormally rahlted in the 1976 stato·l'Ont or corporate Johnsofl s ct11 oren JOin;ng :M busrness. Tl ey
phtlosof)hy lilled 'T111s We Bolteve·. lt tS an outline of
SC Johnson's cornmitme'lt to cmnloyees, t11e 11ost were the fifth general o•1 o• Jo~msons to do so
commun1ty <llld custorncrs.
The 1990s saw the com t>:my CJcquirt' U1e
SC Joi1nson hns nlways been a leader tn caring Drakert Compar.y's range of products. Tl1t'
Austra ian and New Zcalnncl substdranos mcrHed
to torm ANZ Johnson. SC Johnson Austml8
achieved cert1flcatton to t11e stnngent AS3902/
IS09002 Standard, the tirst grocery manutoc

68