1. Cam Tech Automotive Marketing Plan
Tomislav Granic, Jerome Marbella, Keli Toyota & Mike Camilleri
Presented to: Glenn Camilleri

2. Introduction
Findings ImplementationRecommendations

3. Agenda
1
2
3
4
5
6
7
8
Macro Environmental Factors
SCOT
Key Issues
Financial & Marketing Objectives
Recommendations
Action Plan
Budget
Summary

4. 1. Macro Environmental
Factors

5. • 1 in 6 Canadians are age
65+
• Approx. 19.7% of Canadians
are 15-29
• Mississauga is a diverse city
Demographic

6. Economic
• More used cars are being
purchased
• Increasing per capita
income
• Average Mississauga
household income
$95,052

7. Natural
• Green trend on the rise.
People want businesses
to be more eco friendly
• Severe winter conditions

8. Technological
• Hybrid, electric and self
driving cars
• Technology integration within
cars
• Mobile apps are vital to
businesses
• Social media is necessary

9. Regulatory
• OHSA
• Consumer Protection
Act enables customers
to file complaints
• Ontario Ministry of
Consumer Service
laws

10. Socio/Cultural
• Decreasing dealership
credibility
• Canadians are huge
online users
• Increasing prevalence
of women in the
industry

11. 2. SCOT

12. Strengths
• Many years of experience
• Local part sourcing
• Strong public relations
• More-for-less value proposition
• Custom exhausts and repairs

13. Challenges
• Inadequate online presence
• Limited online website/booking capabilities
• No loyalty program
• Limited capacity
• Limited hours of operations
• Lack of advertisements and promotions

14. Opportunities
• Website improvements
• Adapt fully integrated social
media plan
• Target 65+ demographic
• Mississauga's diverse community
• Changing market

15. Threats
• Laws and regulations
• Alternate transportation options
• Competition
• Price of car parts
• Changing industry

16. 3. Key Issues

17. 1. Limited Capacity
• Three vehicle bays
• Closed on the weekends
• No front of house staff, causing capacity back log
• Low online booking traffic

18. 2. Lack of External Presence
• Large lack in advertisements and signage
• Next to zero promotional offerings
• No presence on social media platforms
• Website appeal that could be much stronger

19. 3. Lack of Awareness of Competitive
Advantages
• No Cam Tech branded product line
• No loyalty or CRM programs
• No joint ventures or partnerships
• No senior demographic target marketing

20. 4. Operating in a Changing Industry
• Investments in new technologies, training or
equipment required to stay relevant

21. 4. Financial &
Marketing
Objectives

22. Financial Objectives
1. Increase annual revenue by 15% and profits by 5%
(June 2016, July 2017)
2. Increase cross/up selling by one unit per transaction
starting summer 2016

23. Marketing Objectives
1. Increase offline brand awareness/exposure by 20%
2. Increase online brand awareness/exposure by 35%
3. Increase Facebook/Twitter/Instagram followings
4. Maintain and increase brand loyalty by minimum 15% through promos/services
5. Achieve minimum 25% increase in online appointment booking

24. 5. Recommendations

25. Key Issue #1 – Limited Capacity

26. 1. Remove the tenant in the shop and make space for the 5
vehicle bays that are available to compete with competitors and
to cater and service to more customers at once
Rationale
• To increase capacity by 40%
• To cater to more customers
Action Plan
• Remove tenant
• Utilize the new bays by booking more customers in a day
• Use one of the bays for walk-in appointments to gain new customers
• Hire new part time mechanic
Monitoring
• Monitor sales performance through monthly income statements

27. Example

28. Example

29. 2. Revamp hours of operations to include being open
on the weekends in order to service new time starved
markets
Rationale
• Extend hours of operations on weekend to cater to time starved customers
• Opens up the door to many new customers, business will not simply be shifted
Action Plan
• Post newly revised hours of operations in physical store location, social media
platforms and Cam Tech’s website
Monitoring
• Customer traffic on weekends

30. Example

31. 3. Hire an administrative assistant to help run the front
of house along with social media
Rationale
• Minimize Glenn’s workload
• Streamline Cam Tech and overall increase and improve productivity
Action Plan
• Post job ads in local newspaper to generate possible candidates
Monitoring
• Perform weekly audit of productivity and performance rating

32. Example

33. 4. Update the website’s online booking system to
improve the customer’s experience and increase
online traffic
Rationale
• The ease of use of the current system has great improvement potential
• More online appointments leads to more business
Action Plan
• Post the newly designed booking update in local newspapers such as Mississauga
News
• Freelance websites
• Hire recent IT Sheridan graduate to minimize cost in order to implement and
contribute to a better booking system
Monitoring
• Monitor usage/performance of online booking system

34. Example

35. Key Issue #2 – Lack of External Presence

36. 1. Utilize better signage outside the business to draw
in customers by increasing awareness
Rationale
• Create and utilize a more visible and attractive signage to draw attention customers
to Cam Tech
• Reminders serve as a way to draw customers back
Action Plan
• Integrate newly designed signage at Cam Tech’s storefront via window displays and
street front
Monitoring
• Monitoring in-store customer traffic with surveys asking where they heard about the
business

37. Example

38. Example

39. 2. Extend traditional advertising from only flyers/posters to
newspaper and radio ads to broaden the appeal and equity of the
brand
Rationale
• Increase and maximize overall marketing efforts
• Wider audiences can be reached
Action Plan
• Integrate advertising efforts into local newspapers and radio channels
Monitoring
• Conduct a 10% discount promotion upon bringing the newspaper ad or mentioning a
specific code provided in the radio ad

40. Example

41. Example

42. 3. Offer sales promotions all-year round as this will help retain
current customers and potentially draw in customers who never
would have come in the first place
Rationale
• Great lack in overall promotion offerings
• Induces trial and repeat purchase
Action Plan
• Offer new sales and promotions every month to entice re-occurring business as well
as new business
Monitoring
• Monitor current and new customer traffic after the promotions have come out

43. Example
litres

44. 4. Implement an all-encompassing social media strategy to make
use of what is seen as the most popular way to market in this day
and age
Rationale
• Increase Cam Tech’s overall reach
• Helps build business to customer relationships
• Strengthens business presence
Action Plan
• Assign the hired admin assistant to facilitate and manage all social media efforts
Monitoring
• Monitoring customer response rate through social media platform along with social
media conversations

45. Example

46. 5. Overhaul the Cam Tech website as it is outdated and does not
offer a pleasant user experience. Overhauling it will drastically
improve online traffic
Rationale
• Increase Cam Tech’s overall reach
• Correlates with macro-economic trend research as Canadians are recognized as one
of the top online users worldwide
Action Plan
• Utilize Sheridan graduate who works on the booking system to help with the website
overhaul
Monitoring
• Monitor Cam Tech website bounce and dwell rates

47. Example

48. Key Issue #3 – Lack of Awareness of Competitive Advantages

49. 1. Develop a Cam Tech product line to extend current offerings,
create new revenue streams and increase brand awareness.
Rationale
• To create a competitive advantage
• To increase brand awareness
• Move people up the customer adoption pyramid
Action Plan
• Partner with a manufacturer to come out with Cam Tech products
Monitoring
• Monitor branded product sales

50. Example

51. 2. Create a Cam Tech mobile application to add on to their
product line to improve and enhance customer satisfaction
through important appointment reminders or updates
Rationale
• Creates competitive advantage
• Allows better intractability with customers
• Mobile apps are integral for business success currently
Action Plan
• Hire an IT graduate from Sheridan to create the mobile application
• Assign the hired admin assistant to facilitate and assist with this project
Monitoring
• Generate a customer profile customer database through the mobile app that enables
Cam Tech to see the back end user analytics

52. Example

53. Example

54. 3. Introduce a loyalty program in the form of a stamp card, which
will increase customer happiness and make them want to
continue to come to Cam Tech
Rationale
• To increase brand awareness
• To increase customer loyalty and customer retention
• Increase trial and repeat purchases
Action Plan
• Create a basic printed loyalty card for customers to use
Monitoring
• Track amount of redeemed stamp cards

55. Example

56. 4. Implement a customer relationship management database of
clients to track both the business and customer activity
Rationale
• To maintained a more organized customer history
• To increase customer satisfaction
• To better understand customers to be able to better customize offerings
Action Plan
• Create an excel database
Monitoring
• Conduct monthly audit of added new customers or returning customers

57. Example

58. Example

59. 5. Create a joint venture partnership with the car wash/detailing
business right across the street to boost traffic massively
Rationale
• To increase leads and referrals
• To foster positive local business relationships
Action Plan
• Speak to the owner of Car Pride Auto Spa to form the partnership
Monitoring
• Keep count of referrals via Microsoft Excel spreadsheet

60. Example

61. 6. Create relationships with the senior demographic to get a piece
of the largest demographic in Canada
Rationale
• To correlate with Canada’s rapidly growing demographic of seniors
• Managing this relationship is key for new revenue streams
Action Plan
• Senior discounts, plus patient and accommodating services should all be stressed to
seniors
• Employees to be refreshed on their customer service
Monitoring
• Monitor the sales of the senior promotions and discounts

62. Example

63. Key Issue #4 – Operating in Changing Industry

64. 1. Look into investing in new technologies, training and
equipment to offer unique selling propositions that cater to the
ever-changing market
Rationale
• Ability to service more people
• Competitive advantage
• Increase/keep consistency in revenues
Action Plan
• Purchase/finance special equipment - alignment machinery, new computer software,
or new emissions testing machinery
• Train mechanics on upcoming car technologies
Monitoring
• Evaluate the increase/decrease in revenues post training and new equipment
upgrades

65. Example

66. 2. Implement shuttle services for those having their vehicles
worked on. This allows for an increase in customer satisfaction
and will help with brand awareness
Rationale
• Keep customers at ease
• Overall customer satisfaction improvement
• Ability to compete with Sil’s
Action Plan
• Hire individual to be the designated shuttle driver
Monitoring
• Keep track of how many customers use the service in a day and the distances of
each shuttle

67. Example

68. 6. Action Plan

70. 7. Budget

71. Budget
One Year Marketing Plan Percentage
Key Issue #1: Limited Capacity
1. 5 new vehicle bays 13%
2. New hours of operations 5%
3. Administrative assistant 17%
4. Updated website’s online booking system 2%
Key Issue #2: Lack of External Presence
1. New signage 6%
2. Newspaper and radio ads 9%
3. Year-round promotions 2%
4. Social media strategy Refer to key issue #1 recommendation #4
5. Updated/revamped website 5%

72. Budget
One Year Marketing Plan Percentage
Key Issue #3: Lack of Awareness of Competitive
Advantages
1. Cam Tech product line 9%
2. Mobile app 5%
3. Loyalty program 1%
4. CRM database 1%
5. Joint venture partnership 1%
6. Senior relationship building 4%
Key Issue #4: Operating in Changing Industry
1. New technologies, training, and equipment 13%
2. Shuttle service 7%

73. 8. Summary

74. Summary
• Cam Tech is a good business, let’s make it great
• Implementing these recommendations is integral for
improvement
• Change the mechanic world, one recommendation at a
time

75. Thank You

76. Questions and Answers