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WOLFGANG MAYRHOFER GENERAL MANAGER ATOMIC AUSTRIA GMBH ALTENMARKT - MARCH 7TH, 2011

BUSINESS PRODUCT & BRAND WIN WITH CONSUMERS

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RED ROCK – THE POWER OF A VISION

NO 1 WORLDWIDE IN ALPINE SKIS FASTEST GROWING SKI BOOT BRAND – ATTACKING NO 3 POSITION WORLDWIDE STRONG INDEX VS 2009 IN THE NORDIC BUSINESS BALANCED STRONG GROWTH THROUGHOUT ALL REGIONS INCREASED BRAND POWER VERY STRONG PRODUCT OFFER IN ALL CATEGORIES FOR 2011/12

RED ROCK PLAN

2013 2012

PHASE 3

Brand/Business development, possibly new categories

2011 PHASE 2:

2010

Back to profits, profitable growth in core categories & start up opportunity categories

2009 2008

PHASE 1:



Reverse negative trend & establish platform for growth



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RED ROCK – THE POWER OF A VISION BRAND + BUSINESS + PORTFOLIO DEVELOPMENT

HELMETS FROM RACE SKI

BAGS

GOGGLES

BODY PROTECTION TO SKIING

POLES BOOTS BINDINGS

SKI

DRIVE THE CORE & DEVELOP THE OPPORTUNITY CATEGORIES

STRATEGIC GLIDE PATH 2013 DEVELOP ATOMIC TO THE NEXT LEVEL

2009 PREPARE THE TURNAROUND

WIN WITH CONSUMERS & GO TO MARKET

2012

BACK TO BLACK

2010 • ORGANIC FAST GROWTH • NO 1 WORLDWIDE IN ALPINE SKIS • COMEBACK IN NORTH AMERICA • DRIVE THE BRAND

WORLD’S FAVORITE SKIING BRAND

• •

• • •

• WW BALANCED LEADERSHIP IN 2011 ALPINE SKIS • NO 3 SKI BOOTS GAIN SHARES • ACCELERATION OF GROW THROUGH PROTECT/GEAR NEW AND EXISTING BUSINESS DOORS (SKIS) ACCEL. NORDIC  • CONTINUE FAST GROWTH NORDIC OPERATIONAL • THE POWERBRAND EXCELLENCE IN WINTER SPORT NEW PROJECTS

2013 • ON THE PODIUM IN ALL ALPINE ELEMENTS & SKIING (HG) CATEGORIES • INNOVATION IN ALPINE SKIS & ALPINE BOOTS • PERCEIVED AS PROTECTIVE & GEAR BRAND • NEW PROJECTS • NEW VISION

PROFITABLE GROWTH PATH

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ATOMIC KEY TARGETS

LEADERSHIP

GROWTH

OPERATIONAL EXCELLENCE

WINNING

• INNOVATION LEADER • IMAGE LEADER • QUALITY LEADER

• GROWTH & GAINING SHARES IN CORE CATEGORIES • DEVELOP OPPORTUNITY TO CORE CATEGORIES • ACHIEVE NEXT LEVEL IN NORDIC BUSINESS

• QUALITY • PLAN PROPER & ACCURATE, SHIP ACC. REQUEST • TRANSPARENT INFORMATION & SERVICE

• WITH CONSUMERS – „FROM PUSH TO PULL“ • IN GO-TO-MARKET – UNDERSTAND, ADAPT & EXECUTE

IS THERE POTENTIAL FOR ORGANIC GROWTH ? YES, DEFINITELY

WHO

WHAT

HOW

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WIN IN GO-TO-MARKET

OUR BUILDING BLOCKS ARE OUR SIX ELEMENTS

SKI MARKET FRAGMENTATION

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GROWTH DRIVER NEW DOORS – SIX ELEMENTS

• Open new doors with new categories (leverage strength)

Go “DEEP & QUALITY” in doors (six out of six)

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BRAND STRATEGY

GREAT PRODUCTS BROADER IMAGE

GREAT PRODUCTS

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ALPINE SKIS PERFORMANCE LEVEL

PERFORMANCE

GROOMERS

ALL MOUNTAIN

POW

WIN ACHIEVE ENJOY

INNOVATION

PASSION

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GREAT PRODUCTS BROADER IMAGE

BROADER IMAGE

SPORTSMARKETING

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TECHNOLOGICAL LEADERSHIP ALPINE RACING

NO. 2 SKI BRAND X-GAMES 2011 (4 MEDALS)

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POWDER VIDEO AWARDS 2011

BEST NATURAL AIR SAGE CATTABRIGA-ALOSA FULL THROTTLE DANA FLAHR BEST MALE PERFORMANCE SAGE CATTABRIGA-ALOSA READERS POLL AWARD 3RD SAGE CATTABRIGA-ALOSA

BROADER IMAGE

COMMUNICATION

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2011-12 WINNING WITH CONSUMERS

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WINNING WITH CONSUMERS

WIN

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WIN

ACHIEVE

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ACHIEVE

ENJOY

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ENJOY WINNING WITH CONSUMERS

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WOLFGANG MAYRHOFER GENERAL MANAGER ATOMIC AUSTRIA GMBH  
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