Ann: Shareholder Briefing-BKL.AX, page-8

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07/05/16

10:27

Post #: 17701869
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Originally posted by medici ↑

haha...never mind. I only care what the CEO might say. If she could answer my question in just a very short sentence, I would be satisfied. But she starts talking about quality. Clearly she has not yet figured it out what is the core value defining the company. To talk about the quality and history cannot make us different from the customers, especially the new customers. Quality and history are important but that is just from our side, not from customers perspective. They always want better, sharper, cheaper. So we need a strategy or method to make them never ask questions like which is a better Vitamin B, Swisse or Blackmores when they are in chemistwarehouse. We need to create an illusion to the customers just like Nike, Starbucks... They sell commodities. But they make people think once they bought their products, they could be like Jordan, they could be knowledgeably romantic...If you know what I am talking about. Blackmores needs to seize a special virgin land in customers heads to make them special.

Search youtube, in 1997 Steve Jobs marketing, you can hear he said:" The Apple Brand has clearly suffered from neglect...And we need to bring it back! The way to do that is not to talk about speeds and fees. It's not to talk about bits and mega-hertz." But look at the Home Pag of Apple now, all you can see is "12MP photos, 4K video, Powerful phone!" That's why Apply gets bit.

But everything else, I am basically happy. Happy with the team in China, happy with the advisers they get and happy with Ms. Holgate who can share credits to other team members so generously that peoples seem happy to work together with her.

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The ability to do so is limited to amazing entrepreneurs. It's easier said then done and comparing a marketing genius like Jobs may not be best. I do agree with your points and would definitely love Bkl to be able to create some sort of illusion but I'm not expecting it.

BKL Price at posting: $170.80 Sentiment: Buy Disclosure: Held
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Ann: Shareholder Briefing-BKL.AX, page-8

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