BILLABONG GROUP’S INHERENT VALUE
Leading brand portfolio in board sports Core competency of identifying and growing promising brands Diversified product offering and experienced design team Global retail portfolio providing direct customer touch points First mover in board sports pure play e-Commerce Talented and passionate people that live and breathe the business Significant upside identified
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I
II
III
IV
V
VI
VII
BILLABONG GROUP’S RECENT CHALLENGES
External challenges
Unprecedented macroeconomic environment Structural change impacting the Billabong Brand via diminishing board sport account base
Internal challenges
Organisational capability unable to keep pace with global expansion strategy Own brand performance Retail implementation
Unfavourable FX translation impacts
Supply chain cost and responsiveness
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WE HAVE UNDERTAKEN A DEEP DIVE INCLUDING A DIAGNOSTIC ANALYSIS OF THE BUSINESS
Customer Research (Primary across surf, skate & snow and Secondary) People & Processes
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Financial Analysis
Brands
Retail
e-Commerce Regions
Supply Chain & Systems
Strategic Direction
SECTION 2
BILLABONG GROUP’S INHERENT VALUE
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SIGNIFICANT UPSIDE OPPORTUNITY EXISTS IN NORTH AMERICA, EUROPE AND THE EMERGING MARKETS
Estimated boardsports market annual retail sales by region* (CY2011, $bn)
$8.2bn
$2.4bn $1.7bn ?
North America
Europe^
ANZ & Japan
Emerging markets
Approx. Billabong Group FY12 revenue in retail $ (AUD)
~$1.0bn
~$0.4bn
~$0.6bn
~$0.2bn
Note: *Boardsports are defined as action/extreme sports which inherently involve the use of a board as primary equipment, includes equipment and related apparel; ^ Includes the main European countries in which BBG International operates (the UK, France, Germany, Italy and Spain) Source: Global Industry Analysts, Boardsports Global Strategic Business Report 2012
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BILLABONG GROUP’S REPUTATION WITH CONSUMERS IS VERY STRONG
The very best brands achieve ~70% on these attributes
2012 Billabong Brand Health Study
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BRAND BILLABONG AWARENESS IS VERY STRONG IN AUSTRALIA WITH AN OPPORTUNITY TO INCREASE CONVERSION
Australia
%Population
AWARENESS 86%
USA
%Population
47%
Conversion
Conversion
62%
CONSIDER IN FUTURE 53% 87% 27%
57%
52% 14%
EVER BOUGHT
46%
39%
29% 4%
BOUGHT (LTM)
18%
Europe
8.7%
FAVOURITE BOARD SPORTS BRAND¹
5.8%
5.1%
4.8%
4.8%
Billabong
Competitor 1
Competitor 2
Competitor 3
Competitor 4
2012 Billabong Brand Health Study - Benchmark Conversion 1. NPD EuroSima survey
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BRAND BILLABONG IS THE PREFERRED LIFESTYLE BRAND IN AUSTRALIA AND TOP THREE WITH UNDER 21s IN THE US
Australia
Strong preference across every age group
% population who prefer the brand by age group
ELEMENT, DAKINE & RVCA HAVE GREAT CONVERSION AND CAN GROW THROUGH INCREASED AWARENESS
% action sports passionates and participants (United States only)
ELEMENT
%Population AWARENESS 32% 59% CONSIDER IN FUTURE 19% 58% 10% 50% Conversion 16% 63% 7% 57%
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