This document provides an overview and recommendations for reengineering the home goods company ModernLamps.ca. It discusses conducting market research on target customers, analyzing competitors and the industry. Two strategies are proposed: Strategy I involves downsizing operations and establishing new distribution partnerships, while Strategy II entails creating a new brand called ".House Group" comprising related sites, and moving to a new location. The document also provides recommendations for social media marketing and attending an upcoming home show to boost awareness and sales.
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
✗
✔