Table of contents Company Overview Evaluation Competitive Analysis Recommendations SWOT Analysis Conclusion Campaign Overview Target Market Objectives
COMPANY OVERVIEW
Company Overview Services 150 mine sites 17 countries world wide Founded by Tom Foord in 1953 5000 Employees
The 7 aims 1, Earn the trust of customers Support every team member Earn a fair profit Expand the company to provide a solid future Conduct oneself with honestly and integrity Build long term relationships Continually improve every aspect of the company
Product Several Tire Brands Automotive services Tire storage
Price $ $ $ Above Industry Average 100-175 Backed by superior service
Promotion Active social media a blog posts 2403 followers Utilizes television, billboard, banner and radio advertisement 6433 likes Active social media a blog posts 68 subscribers Features themes related vehicle maintance, tires winter driving and safety
Place 250 locations Span from B.C. to Quebec
Competitive Analysis
16 compounded annual growth rate Fountain Tire 629 million annual 2013 sales 16 compounded annual growth rate 159 locations across Canada $ %
16 compounded annual growth rate Ok Tire 629 million annual 2013 sales 16 compounded annual growth rate 159 locations across Canada $ %
Primary focus is not selling tires Lower prices One Stop Shop Primary focus is not selling tires
SWOT Analysis
S T R E N G H Educational blog Largest tire dealership Corporate social responsibility S T R E N G H
OPPORTUN I T ES CRM management Environment initiatives Increasing corporate social responsibility OPPORTUN I T ES
Strengths Weaknesses
Campaign Overview
Opportunities Threats
Free Air Feels Good
Target Market
Trusting Pragmatic Gear Heads Road Lovers Trusting Pragmatic Little knowledge Value expert service Knowledgeable Dedicated to their cars Road Lovers Hate Buying Tires Love luxury Lack Knowledge Consider low budget Zero Knowledge
Target audience Focus on : Trusting Pragmatics & Road Lovers Kal Tire provides information and knowledge, and is best suited for these target groups Primarily target Switchers and Rotators, followed by competative Brand Loyals
Objectives
Marketing Objective: Communication Objective
Evaluation
Awareness Brand Equity Image Free Air Feels Good Global CTV City
Built emotional connection Humorous Appeal = Positive Feelings Likeability Highest Recall ? Built emotional connection Lack of brand recognition & Disconnect
Interviews on Global & CTV Key Message Interviews on Global & CTV Demonstrated how Kal Tire representatives are experts Owners of cars who Do not go through routine maintenance and regularly check tire pressure are at risk for high costs and potential Tire inflation & risk of under deflated tires
Encourages brand affinity Includes Gamification Benefits are clear Encourages brand affinity Fully Integrated Competitive Advantage Offer are clear Includes Gamification
Low value premium Can improve on gamification
Direct Marketing
Direct Mail
Recommendations
April 2015 COMING SOON … Cause related marketing In order to stay current, and relevant to the target audience Increase liking & keep Kal Tire top of mind Cause related marketing COMING SOON …
Don’t Reinvent It, Recycle It
Commercials
Time Line for Commercials
2 Kinds 30 seconds
Radio
Time Line for Radio
30 seconds Top 2 stations rated by BBM Targeting Drivers Morning & afternoon drive slots 30 seconds
Billboards
Social Media
Banner Advertisements
Public Relations 6 Cites Across Canada
Supporting Earth Day 18th Regina Vancouver Edmonton Winnipeg Calgary Toronto
Time Line for Public Relations
Sales Promotion
14 days Build Database Sweep Stakes Residual Value
Time Line for Sweepstakes
Direct Emails
Conclusion