The Soil Depot Dwaine Chamberlain Jacob Sakowski Johnny MacPhail Austin Rideout

Internal Analysis Strengths ◦Quality of compost and soil products ◦Cheaper prices when purchased on site ◦Variety of eco friendly products for sale Weaknesses ◦Not enough promotion ◦The company is known more for garbage disposal amongst target market

External Analysis Opportunities ◦Existing customer base (landfill customers) ◦Local to Niagara Region ◦Market Size ◦Potential customers Threats ◦Competition (local garden centers) ◦Backlogging due to lack of sales

Competition Analysis Product Walker Brothers Allen’s Halfway Sandpit Trails End R&D Construction L. St. Amand Mori Gardens Natural Mulch $25/yd $39/yd$45/yd $37.83/yd 7.99/2Lbag Colored Mulch $40/yd $42/yd$45/yd $40/yd $39.84/yd 7.99/2Lbag Compost$30/yd $33/ydN/A $26/yd N/A Screened Topsoil $23/yd $27/yd$26-36/yd $25/yd $25-35/yd 3.99/30Lbag Screenings$30/yd $29/yd$27/yd 23/yd $28 N/A TOP 5 COMPETITORS COMPARED TO BEST SELLING PRODUCTS

Brand Tactics Niagara Region to Recognize THE SOIL DEPOT as a brand Home Depot for home renovations or Staples Business Depot to business products and solutions Potential customers can relate soil and compost products with THE SOIL DEPOT Will become known by Niagara Region as the source for soil and compost products THE SOIL DEPOT Get Your Soil at the Source

Customer Analysis THE SOIL DEPOT’s TARGET MARKET: ◦Existing customers of the Walker Landfill site  Customers already on site half of our job is done  People are usually in the middle of a weekend project or cleanup which is the reason they are making the trip to the site ◦Homeowners in the Niagara Region  People who enjoy maintaining their home and keeping it looking good THE SOIL DEPOT Get Your Soil at the Source

THE SOIL DEPOT will be known to have the highest quality products for a low price VERY COMPETITIVE PRICES BEST SOIL PRODUCTS IN THE NIAGARA REGION Value THE SOIL DEPOT Get Your Soil at the Source

Promotion Incorporate coupons on the bottom of Landfill Receipt This will get THE SOIL DEPOT recognized by existing landfill customers Incentive Word of Mouth SAVE 10% OFF Your next Purchase THE SOIL DEPOT Walker Industries·2800 Townline Rd. Niagara Falls, Ontario THE SOIL DEPOT FREE DELIVERY Walker Industries·2800 Townline Rd. Niagara Falls, Ontario With your next purchase over $100 THE SOIL DEPOT Get Your Soil at the Source

Site Recognition 2 billboard signs 8’-12’ Approx. $1150 per sign Landmark for THE SOIL DEPOT Clean up site Setup displays using THE SOIL DEPOT products around existing trees or shrubs THE SOIL DEPOT Get Your Soil at the Source

Advertising AD in Niagara Life magazine (popular magazine in Niagara region) 2 Ads during 2008 season Just to gain recognition amongst Niagara Region $2700 per ad for full page spread

Advertising Advertisements will include a coupon to attract more consumers and not limiting it to Landfill users Incentive to readers

Implementation

Conclusion Walker Brothers Quarry is very successful with their stone products and landfill site ◦We are going to gain the same recognition with a cost effective and useful marketing plan Offering the best compost soil products in the province for a low price Walker Brothers will not only be known for stone products and garbage disposal but they will be known for “THE SOIL DEPOT” THE SOIL DEPOT Get Your Soil at the Source