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P10-11 KOOKABURRA:SGBGolf_NEW_template 02/11/2009 09:25 Page 11
Kookaburra
BE: It is essential for any
cricket retailer to know
The history
their market. They need
to be proactive and
visible within their
of the brand
sector.
The true cricket Founded in 1890 by Alfred Grace Thompson,
specialist offers their a saddle and harness maker, A G Thompson
customer variety of Pty Ltd began business in Victoria, Australia
product, in-depth information and by WW1 was already entrenched as one
about the products and good service. of the leading Australian hand-made cricket
There are plenty of recreational cricketers ball manufacturers.
particularly junior players looking for a destination Kookaburra’s world famous Turf Cricket Ball
store through which to purchase their is used in 85% of all Test Cricket World wide
requirements. By offering a good specialist buying and has been used exclusively in Australia,
environment, retailers can create that buying New Zealand and South African Test Cricket
experience that will ensure that customers return since 1946. The White version is used in all
year after year. interact with his customer to determine their ODI and T/20 International Matches as well as
It is important to needs and how best they can be serviced. the vast majority of domestic One Day
supplement the in-store competitions.
experience with a SGB: How price-driven is the market? Kookaburra first arrived in the United
credible and BE: Society in general is very price driven and it is Kingdom in the late 1970’s, acting through a
informative website. true that in difficult economic times there is a distributor; however demand was such that it
This needs to evolve great temptation for leisure was patently obvious that the way forward
and offer spending to reduce; however was to be via the establishment of a
consumers that specialist areas of sport Kookaburra business in the UK,
experience tend to be more which was established in 1987 in
which will resilient to the Corby, Northamptonshire
ensure that effects of down In 2001 Kookaburra
they revisit the turns. acquired Alfred Reader Ltd.
site over and Kookaburra This joining of the largest
over again – offers manufacturer and supplier of
not just when exceptional cricket balls in the northern
they need to buy value through hemisphere with
products. out the range Kookaburra made
which will Kookaburra the
SGB: How much retail selling is involved in the encourage even largest cricket ball
cricket sector and how much do customers buy? more players to company in the
BE: The retail environment is still an important embrace the brand. world._Additionally,
area of the cricket market – cricket bats are a Kookaburra has a
‘feel and touch’ product hence there will always SGB: What benefits do reputation as the
be the opportunity for a ‘face to face’ Kookaburra get from world’s most innovative
transaction; however where websites and e-tailers success of an England team cricket brand both in
can score is by offering (as recently); do retailers take terms of graphic design
consumers much more full advantage of this? but also in technical
than a picture and BE: A successful England team will developments in
product undoubtedly attract interest from the specifications of product. The
experience. various arms of the media. This normally endorsement of the many of the
The flexibility generates an interest in the game from young world’s leading players, including Ricky
that the web players. This has been historically the growth area Ponting, is testament to the quality and
offers makes of the game. The ECB has an extensive expertise that Kookaburra put into every
it very easy development programme which seeks to product.
to get your maximize take up and ensure that players In hockey, the company also has a rich
message to continue to play. This increase in demand will pedigree. The Dimple Elite was specifically
consumers always have a positive effect upon sales. designed to enhance roll and performance on
quickly and To maximize sales opportunities, retailers need synthetic pitches and has been the ball of
easily at the to ensure that they have good stocks of the buzz choice in all International hockey since the
touch of a brands to cater for the demand from this Melbourne Olympics in 1956. The brand is the
button. promotionally sensitive area of the market. They fastest growing and most exciting brand in
The biggest need to offer all the elements that I have world hockey with sales to date for this
strength that a discussed previously to ensure that potential financial year running at approximately 45%
traditional retailer customers walk through their door to buy their above last year’s performance.
has is the ability to requirements.
OCTOBER 2009 SGB SPORT 11
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