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A New Look at Canadian Tire

Key Topics

1.

Segmentation

2.

Targeting

3.

Agenda

Postioning

Strategy analysis

4.

Company Introduction

  • Canadian Tire is an automotive retailer
  • They provide services such as:
  • Petroleum
  • Financial Products
  • Sport goods
  • Tools and accesories for automobiles

Segmentation

We will begin by taking a took at three possible consumer segments for Canadian Tire.

Segmentation

1

1. Professional Contractors:

DEMOGRAPHICS

  • approx. 30-60 years, male
  • high income earners

PSYCHOGRAPHICS

  • need high-performance, durable tools
  • value efficiency and premium products

BEHAVIOURAL

  • regularly purchase tools for varying tasks
  • loyalty depends on quality and value

2

2. DIY Enthusiasts

DEMOGRAPHICS

  • 25-45 years of age, any gender
  • middle class earners of all professions

PSYCHOGRAPHICS

  • high quality tools to achieve DIY goals
  • convinience willing to pay for quality

BEHAVIOURAL

  • regularly purchase products
  • reliable products for frequent use

3

3. Homeowners:

DEMOGRAPHICS

  • average home owner, above 25
  • varying incomes

PSYCHOGRAPHICS

  • new to tools, repair, and maintence
  • want affordable and easy-to-use tools

BEHAVIOURAL

  • infrequent purchasing
  • switch brands if offered better value

Target Market

DIY Enthusiasts:

  • 25-45 years old m/f
  • middle to high income ($70,000+)
  • trades, architects, engineers

Demographics

Targeting

  • high quality/reliable/convenient tools
  • passionate about DIY
  • interested in development/design around the home

Psychographics

  • Downtown Toronto, urban/suburba area

Geographics

  • Benefits sought
  • Usage rate

Behaviour Response

Target Market Profile

Summary

DIY Enthusiasts

  • 25-45 year old males and/or females
  • $70,000+ income
  • located in Toronto
  • innovative and creative
  • benefit-driven, heavy users

Target Market

Jethwani, V. (2018, June 6). Seven Things To Consider Before Starting On A Home Improvement Project. My Beautiful Adventures. https://mybeautifuladventures.com/2018/06/06/7-things-to-consider-before-starting-on-a-home-improvement-project/

Positioning Statement

Positioning

Canadian Tire's tools and hardware department is aimed at DIY enthusiasts passionate about creative home renovation projects looking for a variety of high quality, reliable tools to complete the job and achieve their project goals.

Positioning Framwork

Points of Parity :

Wide variety choice home improvement items

Points of Difference:

Dedication to high quality, realiable tools items

Strategic Analysis

Factors influencing marketing strategy:

Product

  • Wide range of products
  • Creates different selling points for products
  • Product warranty
  • The product classification is consumer goods
  • Products are used for personal use

Pricing

  • Has very appealing price points
  • Canadian Tire's ivestment strategy
  • Has promo codes for online purchases
  • High consumer demands influence the price

Pricing

Distribution

  • Direct Channel Strategy
  • Moderate Intensity
  • Prominent location for Convinience.
  • E-Retailing (Strong Online Presence)

Promotion

  • Leader of high quality tools and Hardware.
  • Pull Strategy.
  • Advertising- Mass Media.
  • Experiential- "Tested For life" & "House of Innovation"
  • Sales Promotion.
  • Public Relations- Jumpstart.

References

http://media.corporate-ir.net/media_files/TOR/CTC.CA/reports/2006AReng.pdf

https://corp.canadiantire.ca/English/about-us/default.aspx

References

https://corp.canadiantire.ca/English/media/news-releases/press-release-details/2010/Canadian-Tire-Outlines-Strategy-for-Growth-Focused-on-Core-Business/default.aspx

https://www.canadiantire.ca/en/inspiration/tested-for-life-in-canada.html

https://jumpstart.canadiantire.ca/?gclid=CjwKCAjw5pShBhB_EiwAvmnNV1ShaJAr46xxE27lYjBEWlxwBfCum9YMJ7nvkfP6ybLHdK8s0darvhoCFd0QAvD_BwE

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