Bluescope Steel

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WE HAVE STRENGTHENED OUR EXISTING BRANDS ...

In Australia, we continue to drive our core product brands - COLORBOND®, ZINCALUME®, XLERPLATE® steel and the LYSAGHT® range. Vigorous marketing activity is ensuring that COLORBOND® steel remains Australia's No.1 pre-painted steel brand. Over 40 per cent of new homes in Australia are now built with a COLORBOND® steel roof, and increasingly, the brand is being chosen for fencing.

We have also strengthened the LYSAGHT® range with a number of new branded solutions. LYSAGHT POWERDEK® has met with great success in Singapore and is now being launched in Australia. The LYSAGHT® Metro branches are increasing the visibility of the LYSAGHT® brand, as well as the level of customer service.

In New Zealand, we have relaunched our COLORSTEEL® range with a new suite of products and revitalised colour range. COLORSTEEL® Endura^TM and COLORSTEEL® Maxx^TM are designed to meet the demands of New Zealand's wide range of environments.

In Asia, we lead the market with our Clean COLORBOND® steel product. In line with our local business approach to the region, we continue to develop and market a number of brands for specific countries including Indonesia, Thailand, Vietnam, Malaysia and China.

... AND INTRODUCED SOME EXCITING NEW ONES

Our most visible new brand is our Company name. As a brand, BlueScope Steel is becoming more widely recognised, and will increase in impact as we grow and become stronger.

The purchase of Butler manufacturing has added a range of world-leading building sector brands to our portfolio. These include the 'Butler' and 'Vistawall' business brands, as well as their services and products - 'Butler Builder,' 'MR24 Roofing System,' 'Naturalite,' 'Skywall' and 'Moduline' are highly recognised in their home markets.

We have also expanded the range of colours available in the COLORGRAIN® Designer steel range. This is a unique pre-painted steel product with a distinctive 'consistently inconsistent' finish.

In Asia, we have integrated the 'Butler' business into BlueScope Steel under the new BlueScope Butler brand, and we are repositioning this as the region's premium PEB brand.

In Australia, we have launched the new BlueScope Water business, which is building new brands such as HYDRORIB^TM steel for culverts, WATERPOINT^TM rainwater tanks, and the THINKTANK^TM rainwater harvesting system. These will complement our established range of premium coated steel products. See BlueScope Water.