First Quarter Conference Call May 9, 2013 - Dorel Industries

FINAL TRANSCRIPT
May 9, 2013 – 01:00 p.m. E.T.
Dorel Industries First Quarter Results
As far as tailing off, I mean, you can never, when you have a brand like Cannondale, you
can't stop spending.
Derek Lessard
Okay.
Jeffrey Schwartz
You know, we might… we might reduce the growth over time because, and you know,
that's a possibility. But we're not going to reduce the spending on the category.
Martin Schwartz
And also, social media costs are very minimum. So increasing, you know, we're going to be
increasing focus that. But like Jeffrey says, you know, we just can't walk away from promoting the
brand.
Derek Lessard
Okay, and fair enough. And just maybe an update on your… on the Guru Fit system and the
pilot project, where you're at.
Jeffrey Schwartz
Well, it's going well. We've got 50 units out there. We're finding big success with a large
group of them, and some of the dealers are not successful with it. And we're right now finding out
the reasons why, and we're seeing… It's basically a behavioural issue on how some dealers use the
product and others dealers. So we're taking the sort of best practices and implementing them on
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