Campmaster Relaunch 2015

CAMPING UPDATE2015

campmaster.co.nz

CAMPMASTER.YOUR SMARTER PARTNER.

Page 4 Camping Update 2015 Page 5 Camping Update 2015

In 2013 the great Kiwi camping holiday was already dropping out of favour, with fewer people willing to rough it in the wild without some modern comforts. Almost six out of 10 people told a Herald-DigiPoll summer survey that they wanted some comfort when camping - and nearly 15% admitted they would like as many modern conveniences as possible.

In fact the Holiday Parks Association said this new style of camping is changing the demands of Kiwi campers, forcing many holiday parks to reduce tent sites and build more cabins and chalets with modern conveniences. Those continuing to camp are arriving with two or three tents for a party of six, have iPads, phones, microwaves, fridges…everything including the kitchen sink.

THE STORY SO FARIt’s no surprise that globally there has been very little change in the camping category. At its core, mainstream camping; the domain of your average kiwi family, is a relatively simple process involving a number of readily available items with minimal levels of differentiation and innovation.

The biggest shift in camping over the past years has been Glamping. The more glamorous approach to camping. However, glamping is no longer some fanciful trend, with many large American institutions reporting it has gone mainstream.

It's clear technology and the pressures of modern life have had a large impact on the traditional camping category. They need to be constantly connected and the desire to escape the pressures of modern life result in the need for an easy and relaxing experience, especially when they're short on time.

OUR PRODUCTSRESEARCH - SOME CATEGORY INSIGHTS

CAMPMASTERTHE COMPLETE CAMPING SOLUTION

OFF SEASON SUCCESSDespite seasonality of the camping category AHM and Campmaster have been enjoying off-season success through the implementation of disaster preparedness stands. These comprise of a limited range of camping product re-purposed for disaster and survival use. The range was developed for use in a ready-to-display stand and setup, which is managed by the AHM sales team.

KEY LEARNINGSCommunication in-store is vital for high involvement products like gas• Develop in-store POS to assist purchase • Ensure packaging clearly communicates key features

and benefits

Online continues to grow at a significant rate not only in direct sales but also in 'click and collect'.• Development of ‘where to buy’ feature on

campmaster.co.nz to drive store activity

Encourage potential campers into the category and engagement of those who are already active• Research into possible Campmaster App

development to take advantage of smart phone presentations

Glamping is the new camping 60% of campers

want a level of comfort when

camping

Training store staff is critical to developing the camping category• AHM staff on hand to demonstrate/advise on

product• Improved in-store support and training through new

Regional Sales Teams

Off season programme to be presented early Feb 2015

Radio

FOB

ONLINE

TRAINING

IMAGERYRANGE

ADVERTISING

Innovation in our products and

constantly improving as time

progresses

Leverage AHM’s extensive and extablished

supplier network

In-store training delivered by Regional

Sales Managers & Merchandise teams

In-store point of Sale

displays

Magazineadvertising

Reviews

High qualityproduct imagery

Modernised packaging

design

ProductStore

Locator

Online Display & SEO

Videos


CAMPMASTERTHE COMPLETE CAMPING SOLUTION

CAMPMASTER: YOUR CATEGORY CAPTAIN• Staff training through store and e-learning

• Quality product delivered on time

• Focus on safety and risk minimisation across all gas appliances

• Focus on innovation

• Access to high volume product for managed FOB programs

CAMPMASTERBRAND POSITIONING STRATEGY & EXCLUSIVITY OPTIONS

BEST

BETTERDevelop and grow

GOODStrengthen and maintain

Campmaster Brand Positioning

Providing the latest developments in camping and outdoor products.

Best practice safety with no compromise

INNOVATION

Leveraging our significant Australasian buying programs to deliver exceptional

value buying opportunities.

FOB OPPORTUNITY

Providing access to AHM's extensive supply network throughout Asia to

provide quality product you can rely on.

VALUE

SAFETY


CAMPMASTERCAMPMASTER- MORE THAN PRODUCT

Range

Comprehensive but concise. Through years of

experience Campmaster has constantly delivered a

relatively tight range of outdoor camping product that

focuses both on volume and value.

Advertising and Online

The Campmaster brand continues to be supported

through targeted advertising campaigns and an online

presence. New store locater technology is currently being

developed for the site and we are in the process of rolling

out our wider online strategy.

In-Store Support

In a competitive market product doesn’t sell itself.

Campmaster is able to deliver simple yet effective in-store

point of sale to help gain trust whilst also assisting the

consumer in the decision making process.

DIFOT

AHM prides itself on meeting customer order and delivery

expectations. AHM’s 10,400sqm warehouse combined

our ordering and processing systems ensure consistently

high levels of DIFOT.

IN STORESUPPORT

ADVERTISING& ONLINE

DIFOT

RANGE

OUR 360˚ SOLUTION

The Silent Salesman

Packaging should never be an afterthought. Even more than ever packaging has become the silent salesman and a key part of assisting the consumer through their purchase decision.

With this is mind we are rolling out new packaging out across the Campmaster range. Our new packaging is simple and straightforward but also communicates a high level of quality.

On each and every product we carefully think through key consumer decisions and ensure these are easily identified and communicated throughout the packaging.

Easy View IconsClearly and quickly identifies key features of the product.

White StripAllows the product to POP from the packaging whilst providing differentiation on shelf.

Line DrawingVisually reinforces key product features and supplies additional detail.

Product NameLarge, bold and designed for impact.

Textured BackgroundGives some personality to the brand without competing against key components of the design.

Existing Packaging New Packaging

CAMPMASTER PACKAGINGA NEW LOOK - MAKING IT EASY


Existing Packaging

Inconsistent and confusing

New Packaging

Clear and engaging. Effectively communicates features and benefits clearly and improves safety understanding of butane.

CAMPMASTER PACKAGINGSELLING DIRECTLY FROM THE SHELF

Product NameClear and practical naming.

Focus on SafetyClearly highlights key safety features

Full ComplianceMarkings and artwork meet all requirements regulations and compliance

Product HelpHandy indicator to help when installing the product.

OUR PRODUCTSGAS SAFETY UPDATE

Cast Ironware and Gas Regulators

AHM recently made the choice to use the AGA scheme to certify its range of cast iron cookware to meet legislative changes relating to gas product in New Zealand.

Under the AGA approval all gas devices must be sold with a regulator included. This is an additional safety requirement to ensure that the customer is using the correct regulator and thread type whilst eliminating the risk of an old perished or faulty hose and regulator being used.

Numerous physical changes were required to be made to the previously certified product in order for it to meet AGA compliance. This highlighted to us the margin for error under other certification schemes and reinforced our use of AGA.

Whilst the inclusion of regulators has a product cost impact there are additional benefits over and above safety that include reduced stock weight for regulators in-store and ease of purchase for the customer.

Taking the extra step for safety

AHM has been supplying gas products to throughout Australasia for over 20 years. Consumer safety has, and will always be, our number one priority when sourcing and supplying gas product.

AHM and AGA (Australian Gas Association)

AHM uses the AGA approval regime as its primary certification partner. We strongly believe that the AGA certification process delivers a safer product than other approved certification schemes permitted in New Zealand. Whilst the certification costs can be significantly higher than ‘pre-approved’ CE certified product we believe these are an worthwhile investment in consumer safety

The ultimate in consumer butane safety – CRV

AHM is the largest distributor throughout Australasia of butane canisters and has exclusive use of the patented CRV (countersink release vent) technology. CRV technology reduces risk for both the distributor and retailer whilst ultimately providing the customer with the safest possible experience. The new artwork for our butane canisters is being rolled out over the coming months. Not only is the new artwork in-line with our new brand experience but there is also a significant focus on making consumers aware of the benefits of the CRV Safety Can through our ‘Explosion Proof Design’ lockup.

™

COMPLIES WITH UL147B & EN417

To see how effective the CRV can is at in reducing severe harm view the comparison testing between

standard and CRV cans using the QR Code.


In order to develop both Campmaster and the category,

innovation is key. Within the category there has been a

general lack of innovation and differentiation. This has

mostly been due to the practical nature and simple use

of product. Whilst a certain number of Campmaster

products will always fall into this category we will

continue to source and present new product in order to

keep our range relevant and interesting.

In addition to our New Zealand business AHM and

Campmaster also have a significant presence in the

Australian market.

Our FOB programes have successfully delivered over

$150 million dollars of retail product to major retailers

throughout Australisia.

These buying programs give us significant purchasing

power with the suppliers we work with and ultimately help

our retailers deliver profitable value driven offerings.

In addition AHM's many years of importing and

distribution experience make our FOB programs a cost

effective method of bring product to market.

OUR PRODUCTSINNOVATION - TECHNOLOGY OR TREND, CAMPMASTER WILL DELIVER

OUR PRODUCTSFOB PROGRAMS DELVERING GREAT VALUE

NEW FOR2015!

NEW FOR2015!

Campmaster Online

www.campmaster.co.nz acts as a central resource for the Campmaster range.

The website is currently undergoing a significant number of enhancements to

improve usability and assist in driving customers to store:

1. Integration with AHM ERP system – the product listed on the

Campmaster website will now be fed directly from AHM’s main ERP

system. This will ensure product is seamlessly kept up-to-date and lays

the foundation for additional enhancements.

2. Following on from the ERP integration will be a store locator feature.

This will allow customers to select a single product and then find a store

closest to them who stocks it.

3. Additional content pages will be generated to provide customers with

useful general camping knowledge and ‘how to/help’ guides to assist

them with their purchase decision – especially useful for complex

categories like gas appliances.

4. Development of targeted seasonal online campaigns designed to drive

users to product and content pages and ultimately generate store

queries.

CAMPMASTER BRAND SUPPORTONLINE PRESENCE


SUPPORTING CAMPMASTEROUR REGIONAL SALES NETWORK

REGIONAL SALESMANAGER

MERCHANDISERSUPPORT TEAM

Our National Team

AHM recently restructured the team that sells and supports its product offering.

Our new structure provides more ‘feet in stores’ and a significant lift in our

service levels. Some of the improvements that you will see over the coming 12

months include:

· Improved training and support

· Additional in-store merchandising assistance

· Increased levels of product knowledge

· More frequent store visits

· Ordering and stock management support

WHERE TO NOW? CONTACT US

Rob Owens Category Manager - Camping

[email protected] +64 21 995 238 +64 9 251 1310

Kevin Cross

Business Development Manager

[email protected]

+64 27 515 6480

Sheryl Dettling

Regional Sales Manager - Auckland & Northland

[email protected] +64 21 878 830

Grant Matthews Regional Sales Manager - Waikato and BOP


Hina Barnden

Regional Sales Manager - Lower North Island


Chris Barrie Regional Sales Manager - South Island


Call our sales [email protected] +64 9 251 1310

All things AHMonline.ahm.co.nz [email protected] +64 9 251 1310

All things Campmastercampmaster.co.nz

campmaster.co.nz / ahm.co.nz

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Campmaster Relaunch 2015