Promote Events, Products or Services to the Government and Military
ACCO 202 - Major Project [FINAL]
1.
2.
3. REENGINEERING
ALEXANDRE DUSSAULT, BROOKE GRAHAM, CAMILLA HERLIN, ALESSIA NICOLUSSI, ANNA PERCZEW, MARK SCHAEFER DICKERMAN, & ISABELLA SOTO
4.
5. Agenda
• Home Improvement Industry Overview
• Competition and Main Players
• Market Research
• Company Overview: The Current Situation
• Strategy I & II
• Marketing
• Final Recommendation & Implementation
22. Market Research
• Profiling the Customer
(based on 50 surveyed individuals)
• 25-45 Years of age
• Women buying their first apartment
• Students
• Women with family
• Low-Medium Income
23.
24. Market Research
(continued)
• Trends, Findings & Conclusions
(based on 50 surveyed individuals)
• Market wants lighting that is affordable, and has trendy
design
• Majority of Market (75%) are renters
• In fact, 50% of dwellings in the GMA are rentals
• Market is increasingly becoming socially active
(esp. on Social Networks)
• Prefer making purchase in-store rather than online
31. Current Issues
• Location
• Strategy I - Repositioning
• Strategy II - New Identity/New Location
32. Current Issues
• Location
• Strategy I - Repositioning
• Strategy II - New Identity/New Location
• Awareness
• Social Media
• The National Home Show
(Salon national de l’habitation)
43. Strategy I (continued)
Repositioning mordernlamps.com
Current Distribution Arrangement
Manufacturer
(Retailer)
44. Strategy I (continued)
Repositioning mordernlamps.com
Current Distribution Arrangement
Manufacturer
New Distribution Arrangement
Manufacturer
Retailer
(Independent
Decor Boutiques)
Distributor
(w/ Storage)
(Retailer)
45. Strategy I (continued)
Repositioning mordernlamps.com
Current Distribution Arrangement
Manufacturer
New Distribution Arrangement
Manufacturer
(Retailer)
Retailer
(Independent
Decor Boutiques)
46. Strategy I (continued)
Repositioning mordernlamps.com
Current Distribution Arrangement
Manufacturer
New Distribution Arrangement
Manufacturer
(Retailer)
Retailer
(Independent
Decor Boutiques)
Online
63. Strategy II
• Highlights
• New domain extension (.House), offers new and & unique
opportunity
64. Strategy II
• Highlights
• New domain extension (.House), offers new and & unique
opportunity
• Combining both ModernLamps.House & ModernKitchen.House
under the newly created .House Group
65. Strategy II
• Highlights
• New domain extension (.House), offers new and & unique
opportunity
• Combining both ModernLamps.House & ModernKitchen.House
under the newly created .House Group
• Simplifies Image
66. Strategy II
• Highlights
• New domain extension (.House), offers new and & unique
opportunity
• Combining both ModernLamps.House & ModernKitchen.House
under the newly created .House Group
• Simplifies Image
• Streamlines Operations
67. Strategy II
• Highlights
• New domain extension (.House), offers new and & unique
opportunity
• Combining both ModernLamps.House & ModernKitchen.House
under the newly created .House Group
• Simplifies Image
• Streamlines Operations
• Opportunity for Growth (Eg. ModernBathroom.House)
68. Strategy II
• Highlights
• New domain extension (.House), offers new and & unique
opportunity
• Combining both ModernLamps.House & ModernKitchen.House
under the newly created .House Group
• Simplifies Image
• Streamlines Operations
• Opportunity for Growth (Eg. ModernBathroom.House)
• New Location
69.
70. Strategy II (continued)
Rate
Area
Pros
Cons
Walk Score®
438 rue
St-Pierre
(Vieux-Port)
$1,500/month
+Tax
(Excl.: Heating & Electricity)
1,275 sq.ft
• Location
• Walking Traffic
• Ambiance
• Target Market
(tourists & high
income)
100
71. Strategy II (continued)
Rate
Area
Pros
Cons
Walk Score®
438 rue
St-Pierre
(Vieux-Port)
$1,500/month
+Tax
(Excl.: Heating & Electricity)
1,275 sq.ft
• Location
• Walking Traffic
• Ambiance
• Target Market
(tourists & high
income)
100
4725 rue
Sainte-Catherine E
(Hochelaga)
$1,600/month
+Tax
(Excl.: Heating & Electricity)
1,855 sq.ft
• Target Market
• Area (sq.ft)
• Location
83
72. Strategy II (continued)
Rate
Area
Pros
Cons
Walk Score®
438 rue
St-Pierre
(Vieux-Port)
$1,500/month
+Tax
(Excl.: Heating & Electricity)
1,275 sq.ft
• Location
• Walking Traffic
• Ambiance
• Target Market
(tourists & high
income)
100
4725 rue
Sainte-Catherine E
(Hochelaga)
$1,600/month
+Tax
(Excl.: Heating & Electricity)
1,855 sq.ft
• Target Market
• Area (sq.ft)
• Location
83
1366 rue Ontario E
(Ville Marie)
$1,800/month
+Tax
(Excl.: Heating & Electricity)
1,689 sq.ft
• Walking Traffic
• Nice Window Front
• May require
extensive
renovations
97
77. Social Media
• Keep the posts short (posts under 80 characters show 27 % more
"engagement")
78. Social Media
• Keep the posts short (posts under 80 characters show 27 % more
"engagement")
• Avoid using capital letters
79. Social Media
• Keep the posts short (posts under 80 characters show 27 % more
"engagement")
• Avoid using capital letters
• Best time to reach users: 8am, 12pm-1pm, and 5pm-11 pm
80. Social Media
• Keep the posts short (posts under 80 characters show 27 % more
"engagement")
• Avoid using capital letters
• Best time to reach users: 8am, 12pm-1pm, and 5pm-11 pm
• Use questions in your posts (a question should always be positioned
at the end of the post → results in 15 % higher engagement rate -
When, where, would, why, how, which - “Which lamp do you prefer?”)
• Take advantage of different occasions by customizing posts
For example: Mother’s Day -
“Did you forget to buy something to your mother? This is the perfect
gift..."
81.
82. Social Media
• Put the Facebook and Instagram Icon on the top of
your webpage → more easily seen and clicked
(Today the icon is in the bottom)
• Promote your Facebook page and Instagram account
in-store (walls, packaging, business cards & doors)
→ creates awareness
83. Social Media
• Put the Facebook and Instagram Icon on the top of
your webpage → more easily seen and clicked
(Today the icon is in the bottom)
• Promote your Facebook page and Instagram account
in-store (walls, packaging, business cards & doors)
→ creates awareness
89. The National Home Show
• March 6th - 15th, 2015
• 150,000 attendees (2014)
90. The National Home Show
• March 6th - 15th, 2015
• 150,000 attendees (2014)
• Pricing Options (10x10):
• $27.50/sq.ft. ($2,750)
• $26/sq.ft. ($2,600)
• $15/sq.ft. ($1,500)
91. The National Home Show
• March 6th - 15th, 2015
• 150,000 attendees (2014)
• Pricing Options (10x10):
• $27.50/sq.ft. ($2,750)
• $26/sq.ft. ($2,600)
• $15/sq.ft. ($1,500)
• 23% of attendees are seeking lighting products
92. The National Home Show
• March 6th - 15th, 2015
• 150,000 attendees (2014)
• Pricing Options (10x10):
• $27.50/sq.ft. ($2,750)
• $26/sq.ft. ($2,600)
• $15/sq.ft. ($1,500)
• 23% of attendees are seeking lighting products
• 75% of attendees plan on purchasing a product from an exhibitor within the
next 6 months
• Now taking registration!
96. Implementation Decision Matrix
Strategy I
(Repositioning)
Strategy II
(New Identity)
Financial Risk
✔
✗
Cost of
Implementation
✔
✗
Ease of
Implementation
✗
✔
Time Needed for
Implementation
✗
✔
Possibility for Growth
✗
✔
