TABLE OF CONTENTS Company Overview Competitive Analysis SWOT Analysis Campaign Overview Target Market Objectives Evaluation Recommendations Conclusion.
Dec 27, 2015
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TABLE OF CONTENTS
Company Overview
Competitive
Analysis
SWOT Analysis
Campaign
Overview
Target Market
Objectives
Evaluation
Recommendations
Conclusion
COMPANY OVERVIEW
COMPANY OVERVIEW
5000 Employees
Founded by Tom Foord in 1953
Services 150 mine sites17 countries world wide
THE 7 AIMS
1, Earn the trust of customers 2. Support every team
member3. Earn a fair profit4. Expand the company to
provide a solid future 5. Conduct oneself with
honestly and integrity 6. Build long term
relationships7. Continually improve
every aspect of the company
PRODUCT
Several Tire Brands Automotive servicesTire storage
PRICE
$ Above Industry Average
100-175
Backed by superior service
$ $
PROMOTION
6433likes
2403 followe
rs
68 subscribe
rs
Utilizes television, billboard, banner and radio advertisement
Active social media a blog posts
Features themes related vehicle maintance, tires winter driving and safety
PLACE
250 locations
Span from B.C. to Quebec
Competitive Analysis
FOUNTAIN TIRE
629 million annual 2013 sales
16 compounded annual growth rate
159 locations across Canada
$
%
OK TIRE
629 million annual 2013 sales
16 compounded annual growth rate
159 locations across Canada
$
%
One Stop Shop
Lower prices
Primary focus is not selling tires
SWOT Analysis
Educational blog
Largest tire dealership
Corporate social responsibility
STRENGHTS
CRM management
Environment initiatives
Increasing corporate social responsibility
OPPORTUNITIES
Strengths Weaknesses
Campaign Overview
Opportunities Threats
Free Air Feels Good
Target Market
TRUSTING PRAGMATIC Gear Heads
- Knowledgeable- Dedicated to their
cars
Road Lovers- Love luxury - Lack Knowledge
Trusting Pragmatic
Hate Buying Tires - Consider low budget
- Zero Knowledge
- Little knowledge
- Value expert service
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
Awarene
ss
Brand
Equity
Image
Global
CTV
City
Free Air Feels Good
Humorous Appeal = Positive Feelings
Built emotional connectio
n ?
Likeability
Highest Recall
Lack of brand recognition &Disconnect
Owners of cars whoDo 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
Interviews on Global & CTV
Demonstrated how Kal Tire representatives are experts
Key Message
Fully Integrated
Offer are clear
Includes Gamification
Competitive Advantage
Encourages brand affinity
Benefits are clear
Low value premium
Can improve on gamification
DIRECT MARKETING
DIRECT MAIL
Recommendations
Increase liking & keep Kal Tire top of mind
In order to stay current, and relevant to the target audience
Cause related marketing
April 2015
COMING SOON …
Don’t Reinvent It, Recycle It
Commercials
TIME LINE FOR COMMERCIALS
2 Kinds 30 seconds
Radio
TIME LINE FOR RADIO
Top 2 stations rated by BBM
30 seconds
Targeting Drivers
Morning & afternoon drive slots
Billboards
Social Media
Banner Advertisements
PUBLIC RELATIONS
6 Cites Across Canada
Winnipeg
Calgary
Vancouver
Edmonton
Toronto
Regina
Supporting Earth Day
18th
TIME LINE FOR PUBLIC RELATIONS
Sales Promotion
14 days
Build Datab
ase
Sweep Stakes
Residual Value
TIME LINE FOR SWEEPSTAKES
DIRECT EMAILS
CONCLUSION
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