the_soil_depot

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					The Soil Depot
       Dwaine Chamberlain
           Jacob Sakowski
          Johnny MacPhail
            Austin Rideout
   Strengths
    ◦ Quality of compost and soil products
    ◦ Cheaper prices when purchased on site
    ◦ Variety of eco friendly products for sale


   Weaknesses
    ◦ Not enough promotion
    ◦ The company is known more for garbage
      disposal amongst target market




Internal Analysis
   Opportunities
    ◦   Existing customer base (landfill customers)
    ◦   Local to Niagara Region
    ◦   Market Size
    ◦   Potential customers

   Threats
    ◦ Competition (local garden centers)
    ◦ Backlogging due to lack of sales




External Analysis
                                                                                     Mori
              Walker    Allen’s Halfway                   R&D          L. St.
 Product                                  Trails End                               Gardens
             Brothers       Sandpit                    Construction   Amand




 Natural
              $25/yd         $39/yd        $45/yd         $45/yd      $37.83/yd   7.99/2Lbag
  Mulch


 Colored
              $40/yd         $42/yd        $45/yd         $40/yd      $39.84/yd   7.99/2Lbag
  Mulch


 Compost      $30/yd         $33/yd          N/A           N/A         $26/yd        N/A


Screened
              $23/yd         $27/yd       $26-36/yd       $25/yd      $25-35/yd   3.99/30Lbag
 Topsoil


Screenings    $30/yd         $29/yd        $27/yd         23/yd         $28          N/A


   TOP 5 COMPETITORS COMPARED TO BEST SELLING PRODUCTS

Competition Analysis
       THE SOIL DEPOT
             Get Your Soil at the Source

 Niagara Region to Recognize THE SOIL
  DEPOT as a brand
 Home Depot for home renovations or
  Staples Business Depot to business
  products and solutions
 Potential customers can relate soil and
  compost products with THE SOIL DEPOT
 Will become known by Niagara Region as
  the source for soil and compost products
Brand Tactics
          THE SOIL DEPOT
                 Get Your Soil at the Source

   THE SOIL DEPOT’s TARGET MARKET:
    ◦ Existing customers of the Walker Landfill site
      Customers already on site half of our job is done
      People are usually in the middle of a weekend
       project or cleanup which is the reason they are
       making the trip to the site

    ◦ Homeowners in the Niagara Region
      People who enjoy maintaining their home and
       keeping it looking good

Customer Analysis
         THE SOIL DEPOT
               Get Your Soil at the Source

   THE SOIL DEPOT will be known to have
    the highest quality products for a low
    price

   VERY COMPETITIVE PRICES

   BEST SOIL PRODUCTS IN THE NIAGARA
    REGION

Value
          THE SOIL DEPOT
                  Get Your Soil at the Source

   Incorporate coupons
    on the bottom of                   THE SOIL DEPOT
    Landfill Receipt                           SAVE 10% OFF
                                                  Your next Purchase


   This will get THE           Walker Industries·2800 Townline Rd. Niagara Falls, Ontario

    SOIL DEPOT
    recognized by
    existing landfill
    customers
                                       THE SOIL DEPOT
   Incentive                                 FREE DELIVERY
                                       With your next purchase over $100

   Word of Mouth               Walker Industries·2800 Townline Rd. Niagara Falls, Ontario




Promotion
         THE SOIL DEPOT
               Get Your Soil at the Source


   2 billboard signs 8’-12’
   Approx. $1150 per sign
   Landmark for THE SOIL DEPOT

   Clean up site
   Setup displays using
    THE SOIL DEPOT products
    around existing trees or
    shrubs
Site Recognition
   AD in Niagara Life
    magazine (popular
    magazine in
    Niagara region)
   2 Ads during 2008
    season
   Just to gain
    recognition
    amongst Niagara
    Region
   $2700 per ad for
    full page spread
Advertising
   Advertisements will
    include a coupon to
    attract more
    consumers and not
    limiting it to Landfill
    users
   Incentive to readers




Advertising
Implementation
         THE SOIL DEPOT
                Get Your Soil at the Source
   Walker Brothers Quarry is very successful
    with their stone products and landfill site
    ◦ We are going to gain the same recognition with
      a cost effective and useful marketing plan
 Offering the best compost soil products in
  the province for a low price
 Walker Brothers will not only be known for
  stone products and garbage disposal but
  they will be known for “THE SOIL DEPOT”

Conclusion

				
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