2. Table of contents Company Overview Evaluation Competitive Analysis
Recommendations
SWOT Analysis
Conclusion
Campaign Overview
Target Market
Objectives

3. COMPANY OVERVIEW

4. Company Overview Services 150 mine sites 17 countries world wide
Founded by Tom Foord in 1953
5000 Employees

5. The 7 aims 1, Earn the trust of customers Support every team member
Earn a fair profit
Expand the company to provide a solid future
Conduct oneself with honestly and integrity
Build long term relationships
Continually improve every aspect of the company

6. Product
Several Tire Brands Automotive services Tire storage

7. Price $ $ $
Above Industry Average
Backed by superior service

8. Promotion Active social media a blog posts
2403 followers
Utilizes television, billboard, banner and radio advertisement
6433
likes
Active social media a blog posts 68
subscribers
Features themes related vehicle maintance, tires winter driving and safety

9. Place
250 locations
Span from B.C. to Quebec

10. Competitive Analysis

11. 16 compounded annual growth rate
Fountain Tire
629 million annual 2013 sales
16 compounded annual growth rate
159 locations across Canada $ %

12. 16 compounded annual growth rate
Ok Tire
629 million annual 2013 sales
16 compounded annual growth rate
159 locations across Canada $ %

13. Primary focus is not selling tires
Lower prices
One Stop Shop
Primary focus is not selling tires

14. SWOT Analysis

15. S T R E N G H Educational blog Largest tire dealership
Corporate social responsibility S T R E N G H

16. OPPORTUN I T ES CRM management Environment initiatives
Increasing corporate social responsibility
OPPORTUN I T ES

18. Strengths
Weaknesses

19. Campaign Overview

20. Opportunities
Threats

21. Free Air Feels Good

22. Target Market

23. Trusting Pragmatic Gear Heads Road Lovers Trusting Pragmatic
Little knowledge
Value expert service
Knowledgeable
Dedicated to their cars
Road Lovers
Hate Buying Tires
Love luxury
Lack Knowledge
Consider low budget
Zero Knowledge

24. 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

25. Objectives

26. Marketing Objective: Communication Objective

27. Evaluation

28. Awareness
Brand Equity
Image
Free Air Feels Good
Global
CTV
City

29. Built emotional connection
Humorous Appeal =
Positive Feelings
Likeability
Highest Recall ?
Built emotional connection
Lack of brand recognition &
Disconnect

30. Interviews on Global & CTV
Key Message
Interviews on Global & CTV
Demonstrated how Kal Tire representatives are experts
Owners of cars who
Do 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

31. Encourages brand affinity Includes Gamification
Benefits are clear
Encourages brand affinity
Fully Integrated
Competitive Advantage
Offer are clear
Includes Gamification

32. Low value premium
Can improve on gamification

33. Direct Marketing

34. Direct Mail

35. Recommendations

36. April 2015 COMING SOON … Cause related marketing
In order to stay current, and relevant to the target audience
Increase liking & keep Kal Tire top of mind
Cause related marketing
COMING SOON …

37. Don’t Reinvent It,
Recycle It

38. Commercials

39. Time Line for Commercials

40. 2 Kinds
30 seconds

41. Radio

42. Time Line for Radio

43. 30 seconds Top 2 stations rated by BBM Targeting Drivers
Morning & afternoon drive slots
30 seconds

44. Billboards

46. Social Media

48. Banner Advertisements

50. Public Relations
6 Cites Across Canada

51. Supporting Earth Day 18th Regina Vancouver Edmonton Winnipeg Calgary
Toronto

52. Time Line for Public Relations

53. Sales Promotion

54. 14 days
Build Database
Sweep Stakes
Residual Value

55. Time Line for Sweepstakes

57. Direct s

58. Conclusion