06 About us We are Frasers Property Australia.
18 Our values What we believe in and how we behave.
12 Our brand The four components that make our brand.
24 Our signatures What we are known for.
14 Our brand idea Our promise to customers.
36 Our tagline Tells people why we are different.
03
WE ARE FRASERS PROPERTY AUSTRALIA. At Frasers Property Australia we use our international experience together with an over 90 year history in Australia to make a difference by creating real places for real people.
The real difference is we’re part of an international platform. We're an organisation that has multiple involvements in different geographies, as well as different segments of the property industry, with an opportunity to grow people from Australia into other parts of the world.
Rod Fehring CEO, Frasers Property Australia
06 About us
WE ARE PART OF A GLOBAL GROUP. Becoming a part of Frasers Centrepoint Limited (FCL) in 2014 expanded our horizons. FCL is an international real estate company and one of Singapore’s top property companies with more than S$24 billion in assets (at September 2016) and a portfolio in over 80 cities. FCL has three strategic business units – Singapore, Australia and Hospitality – which focus on residential, commercial, hospitality and industrial properties. FCL also has an International business arm with activities in China, Southeast Asia and the UK. The business is listed on the Main Board of the Singapore Exchange Securities Trading Limited (SGX-ST) and is also the sponsor of three real estate investment trusts and one stapled trust listed on the SGX-ST focused on retail, office, industrial and hospitality properties, respectively. As a testament to its excellent service standards, best practices,
and support of the environment, FCL is the proud recipient of numerous awards and accolades. The Thai Charoen Corporation Group (TCC) is the majority shareholder of FCL. TCC evolved from humble beginnings supplying products to distilleries and has grown into a diverse business – including food and beverage, finance and insurance, supply chain, agriculture and property interests – with an exceptional reputation built on trust. Khun Charoen and Khunying Wanna Sirivadhanabhakdi established the business in 1960, and property investment and development is the focus of the group’s future expansion. That's where we fit in. Our Australian business is a core part of FCL's plans to build a global property brand. The difference is real scale. fraserscentrepoint.com tccholding.com
07
Majority shareholder of FCL
We have the scale and influence of an international company with the benefit of Australand’s diverse 90+ year history in Australia. Local at heart, international of mind.
Our parent company
The international brand
$24BN
S
IN GLOBAL ASSETS
$3.4BN
S
GROUP REVENUE FY15/16
08 About us
HOW WE HAVE GROWN. 4,000+ STAFF AROUND THE WORLD
23,400 HOTEL ROOMS OWNED AND/OR OPERATED
130,000 HOMES BUILT IN AUSTRALIA
17,000 HOMES BUILT
IN SINGAPORE Global family Land mass
5C ITI ES LOC ALL Y
80 +C ITIE SG LOB ALL Y
09
10 About us
2000
TM Burke Group PTY LTD opens.
FCL invests in Australia for the first time, acquiring Bridgepoint Shopping Centre, Mosman.
2001
The group begins trading as Australian Housing and Land.
ustraland is listed on A the ASX and SGX-ST.
CL begins its first F residential development in Australia, Pavillions on the Bay, Glebe Point. Australand acquires Walker Corporation.
M Burke Group T begins merging with the Land and Housing division of Hooker Corporation.
2003
1993
1990
1960
1924
1997
WE HAVE LOCAL AND GLOBAL HISTORY.
ustraland Wholesale A Property Trusts 1-3 are established.
tapling of Australand S Property Trust to become Australand Property Group.
2015
rasers Greencliff F Developments becomes a 100% subsidiary of Frasers Property Australia.
od Fehring is R appointed CEO in July. ustraland adopts the A global Frasers Property brand in August.
2016
2011
2008
11
Australand included in A-REIT index.
Launch of 'A Different Way', FPA's sustainability strategy. rasers Logistics & F Industrial Trust (FLT), lists on the SGX-ST.
AR
EH
ER Australand is acquired by Frasers Centrepoint Limited and privatised.
WE
CL, formerly the real F estate arm of Fraser and Neave group, lists on the SGX-ST.
2017
2014
E
Australand delists from the SGX-ST.
12 Our brand
OUR BRAND IS MADE UP OF 4 PARTS.
12 Brand idea Our promise to customers.
Our values What we believe in and how we behave.
13
34 Our signatures What we are known for.
Our tagline Tells people why we are different.
14 Our brand idea
1. OUR BRAND IDEA Our brand idea is our promise to our customers. It’s what we’re known for and it’s at the heart of everything we do. At Frasers Property, we create real places for real people. As an international company with a proven track record of over 90 years in Australia, we use our strength and experience to champion real world solutions. This means opening up new possibilities through progressive thinking as well as tackling important issues such as sustainability. When you’re with Frasers Property, you know where you stand. We do what we say we will. We’re committed to delivering real value every time. Our service focuses on making things simpler and easier for real people. We understand the human side of property. It’s our greatest asset. Everything we do is about making a real difference to peoples’ lives and caring deeply about how they will benefit.
15
REAL PLACES FOR REAL PEOPLE.
16 Our brand idea
I have just had a child and enjoy being a mum and looking after my garden.
OUR BRAND IDEA.
Lushi Lin Burwood East, Victoria
17
We love fishing around here. One day, 12 dolphins were under the fishing boat.
Nick & Ben Cova, Queensland
18 Our values
2. OUR VALUES Our values drive our culture. They set out what we believe in and how we behave. We have kept the values of Australand because they have underpinned the success of our business in Australia to date. The four values that will guide our behaviour here in Australia are aligned with the core values of our parent company, Frasers Centrepoint Limited.
19
AUTHENTIC. PASSIONATE. RESPECTFUL. DYNAMIC.
20 Our values
AUTHENTIC. We do what’s right and we keep our promises. We demonstrate integrity. We are straightforward and open. This inspires us to trust each other and for our customers to trust us. We have the confidence to speak out and act on our convictions.
RESPECTFUL. We listen to and value the input of others. We are reliable. We care about people and the environment. We take ownership. We put our customers at the heart of everything we do.
22 Our values
DYNAMIC. We are driven and responsive. We are entrepreneurial and disciplined. We innovate in ways that are relevant and influential. We are an international business that has the resources to make a difference.
PASSIONATE. We love what we do. We believe in teamwork. We strive to exceed expectations. We inspire with our thirst for knowledge, our commitment and understanding.
24 Our signatures
3. OUR SIGNATURES. Our signatures distinguish our work. They are proof points that communicate why a customer should choose us. They drive our marketing messages and are used as a lens for our business to ensure we do what we promise.
25
WE INSPIRE CONFIDENCE. WE DELIVER VALUE. WE SIMPLIFY. WE’RE PROGRESSIVE. WE’RE REAL.
26 Our signatures
WE INSPIRE
CONFIDENCE.
We have the resources and capabilities of an international company backed by over 90 years of experience in Australia. This inspires confidence in our customers.
27
Our unique combination of local heritage and international scale gives our customers confidence that we'll deliver what we promise.
Lisa McCutchion GM, Corporate Marketing and Communications
28 Our signatures
WE DELIVER
VALUE.
We deliver real value, every time. Our products represent tangible value to our customers.
29
Our customers are at the heart of everything we do. We go above and beyond to deliver the requirements that they are seeking.
Ben Fahey Senior Development Manager
30 Our signatures
WE
SIMPLIFY. We simplify complex decisions for our customers and provide exceptional service focused on promoting ease and seamless experiences.
31
I think the sales process helps make the purchase process simpler for the customer.
Bernie Humphries Project Sales Manager
32 Our signatures
WE'RE
PROGRESSIVE.
We’re committed to forward thinking and staying on the pulse. We develop real world solutions to tomorrow’s challenges. We use considered innovation to deliver genuine customer benefits.
33
Being progressive in property means that you are innovating. It means that you are staying at the sharp end of the pack.
Chamoun Malki GM, Investment Property
34 Our signatures
WE'RE
REAL.
We do what we say we will do. We’re focused on real people and real places.
35
It's about being real and doing what you say you are going to do.
Jenni Maclean Commercial Manager, Legal
36 Our tagline
4. OUR TAGLINE Our tagline is built on our brand idea. It tells people why we’re different. It makes our brand idea easy for people to understand. It sets up two ideas: that we’re truly different, and the thing that makes us different is our emphasis on being real.
37
THE DIFFERENCE IS REAL.
38 Overview
ALL TOGETHER NOW.
IDEA
Real places for real people
VALUES
Authentic Respectful Dynamic Passionate
SIGNATURES
We inspire confidence We deliver value We simplify We're progressive We're real
TAGLINE
The difference is real
39
Our brand is more than a logo. It’s the promise we make to our customers, and we can all contribute to its success. Think about the real difference you can make, every day.
V2 – 2017
Brought to you by real people.