3. 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 FAR
It’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 PRODUCTS
RESEARCH - SOME CATEGORY INSIGHTS
CAMPMASTER
THE COMPLETE CAMPING SOLUTION
OFF SEASON SUCCESS
Despite 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 LEARNINGS
Communication 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
IMAGERY
RANGE
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
Magazine
advertising
Reviews
High quality
product
imagery
Modernised
packaging
design
Product
Store
Locator
Online
Display
& SEO
Videos
4. Page 6 Camping Update 2015 Page 7 Camping Update 2015
CAMPMASTER
THE 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
CAMPMASTER
BRAND POSITIONING STRATEGY & EXCLUSIVITY OPTIONS
BEST
BETTER
Develop and grow
GOOD
Strengthen 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
5. Page 8 Camping Update 2015 Page 9 Camping Update 2015
CAMPMASTER
CAMPMASTER- 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 STORE
SUPPORT
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 Icons
Clearly and quickly
identifies key features
of the product.
White Strip
Allows the product to POP
from the packaging whilst
providing differentiation
on shelf.
Line Drawing
Visually reinforces key
product features and
supplies additional detail.
Product Name
Large, bold and
designed for impact.
Textured Background
Gives some personality
to the brand without
competing against key
components of the design.
Existing Packaging New Packaging
CAMPMASTER PACKAGING
A NEW LOOK - MAKING IT EASY
6. Page 10 Camping Update 2015 Page 11 Camping Update 2015
Existing Packaging
Inconsistent and confusing
New Packaging
Clear and engaging. Effectively communicates features and benefits
clearly and improves safety understanding of butane.
CAMPMASTER PACKAGING
SELLING DIRECTLY FROM THE SHELF
Product Name
Clear and practical naming.
Focus on Safety
Clearly highlights key safety
features
Full Compliance
Markings and artwork meet
all requirements regulations
and compliance
Product Help
Handy indicator to help
when installing the product.
OUR PRODUCTS
GAS 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.
7. Page 12 Camping Update 2015 Page 13 Camping Update 2015
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 PRODUCTS
INNOVATION - TECHNOLOGY OR TREND, CAMPMASTER WILL DELIVER
OUR PRODUCTS
FOB PROGRAMS DELVERING GREAT VALUE
NEW FOR
2015!
NEW FOR
2015!
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 SUPPORT
ONLINE PRESENCE
8. Page 14 Camping Update 2015 Page 15 Camping Update 2015
SUPPORTING CAMPMASTER
OUR REGIONAL SALES NETWORK
REGIONAL SALES
MANAGER
MERCHANDISER
SUPPORT 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
robo@ahm.co.nz
+64 21 995 238
+64 9 251 1310
Kevin Cross
Business Development Manager
kevinc@ahm.co.nz
+64 27 515 6480
Sheryl Dettling
Regional Sales Manager - Auckland & Northland
sheryld@ahm.co.nz
+64 21 878 830
Grant Matthews
Regional Sales Manager - Waikato and BOP
grantm@ahm.co.nz
+64 27 244 5066
Hina Barnden
Regional Sales Manager - Lower North Island
hinab@ahm.co.nz
+64 27 450 0739
Chris Barrie
Regional Sales Manager - South Island
chrisb@ahm.co.nz
+64 27 439 9561
Call our sales team
sales@ahm.co.nz
+64 9 251 1310
All things AHM
online.ahm.co.nz
enquiries@ahm.co.nz
+64 9 251 1310
All things Campmaster
campmaster.co.nz
