Australia Edition 5

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THE MARKET
Office paper performs an essential role in our
day to day lives. In a worldwhere our lifestyle
depends on so many things made from non-
renewable resources it remains a unique, fully
recyclable productmade fromnaturalmaterials.
Technology has dramatically increased the
amount of data available to businesses and
paper remains an important tool in managing
this flow of information. The unique physical
presence of paper continues to make it an ideal
technology for developing and sharing
information and ideas in homes and offices
throughout Australia.
The office papers market in Australia
continues to grow. In recent years there has
been a higher level of consumer focus on
environmental issues in the office paper
category. In response to this trend, Reflex
Recycled continues to grow at well above market
rates based on its premium quality positioning.
BeingAustralianmade using locally sourcedwaste
paper, Reflex Recycled contributes to reducing
Australian landfill.
ACHIEVEMENTS
Reflex is the most recognised office paper brand in
the Australian market with close to 100 per cent
total recall amongst paper buyers. Following its
release in 1984, Reflex was the first office paper in
the world to be advertised on television and is now
the most widely distributed and leading brand of
office paper in theAustralian market.
Reflex is ranged across a broad spread of
channels fromsupermarket retailers to large contract
stationers. The
Reflex brand was originally launched with the key
product offering, ReflexA4. Over the past 23 years,
the offer has expanded to include a range of sizes
aswell asReflexUnwrapped,ReflexColours,Reflex
Recycled, ReflexLaser andReflexPlatinum.
In 2006, Reflex demonstrated environmental
leadership by becoming the first Australian made
office paper to achieve Forest StewardshipCouncil
(FSC) Chain of Custody Certification (SW-COC-
1966) for A4 Reflex products manufactured at the
MaryvaleMill inVictoria.
The FSC is an international not-for-profit
organisation which promotes responsible
stewardship of theworld’s forests. Currently,WWF
(formerly known as the World Wildlife Fund)
considers FSC certification themost credible forest
certification system that
ensures environmentally
responsible, socially
beneficial andeconomically
viable management of
forests.
HISTORY
By the early 1980s, dry
toner photocopying
machines had become the
dominant office printing
technology and demand for
office paper was booming.
At the time, price was a
major driver of purchase,
yet research showed that
paper buyers regarded
quality as more important
than price. Following further market research,
localmanufacturerAPPMrebranded its
premiumoffice paper, “Reflex”.
To support the launch of this new
copypaper brand, a powerful integrated
marketing campaign was developed.
Success in the form of sales growth
was immediate and Reflex went on to
become a household name.
APPM became Australian Paper
after the company was purchased by
Amcor in1993andkeyReflexproducts
were transferred to Australia’s largest
paper making complex at Maryvale in
Victoria’s Latrobe Valley. Reflex was
given a further quality boost in
February, 1999 with the investment of
$300million in a new, world class paper
machine at the Maryvale Mill. In April 2000,
Amcor demerged its fine papers division to form
PaperlinX which was then listed on the
Australian Stock Exchange. PaperlinX Office
)wasformedin2006
as a new integrated office products business.
One of its key responsibilities is the ongoing
development of the Reflex brand.
THE PRODUCT
Over the past two decades, Australians have
continued to relyonReflex for its superior quality,
reliability and performance.
Reflex maintains its premium quality,
consistency and reliability by using advanced
technology during the manufacturing process.
The paper surface has been specially developed
to ensure guaranteed performance. Paper quality
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