TABLE OF CONTENTS

Company Overview

Competitive

Analysis

SWOT Analysis

Campaign

Overview

Target Market

Objectives

Evaluation

Recommendations

Conclusion

COMPANY OVERVIEW

COMPANY OVERVIEW

5000 Employees

Founded by Tom Foord in 1953

Services 150 mine sites17 countries world wide

THE 7 AIMS

1, Earn the trust of customers 2. Support every team

member3. Earn a fair profit4. Expand the company to

provide a solid future 5. Conduct oneself with

honestly and integrity 6. Build long term

relationships7. Continually improve

every aspect of the company

PRODUCT

Several Tire Brands Automotive servicesTire storage

PRICE

$ Above Industry Average

100-175

Backed by superior service

$ $

PROMOTION

6433likes

2403 followe

rs

68 subscribe

rs

Utilizes television, billboard, banner and radio advertisement

Active social media a blog posts

Features themes related vehicle maintance, tires winter driving and safety

PLACE

250 locations

Span from B.C. to Quebec

Competitive Analysis

FOUNTAIN TIRE

629 million annual 2013 sales

16 compounded annual growth rate

159 locations across Canada

$

%

OK TIRE

629 million annual 2013 sales

16 compounded annual growth rate

159 locations across Canada

$

%

One Stop Shop

Lower prices

Primary focus is not selling tires

SWOT Analysis

Educational blog

Largest tire dealership

Corporate social responsibility

STRENGHTS

CRM management

Environment initiatives

Increasing corporate social responsibility

OPPORTUNITIES

Strengths Weaknesses

Campaign Overview

Opportunities Threats

Free Air Feels Good

Target Market

TRUSTING PRAGMATIC Gear Heads

- Knowledgeable- Dedicated to their

cars

Road Lovers- Love luxury - Lack Knowledge

Trusting Pragmatic

Hate Buying Tires - Consider low budget

- Zero Knowledge

- Little knowledge

- Value expert service

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

Objectives

Marketing Objective:

Communication Objective

Evaluation

Awarene

ss

Brand

Equity

Image

Global

CTV

City

Free Air Feels Good

Humorous Appeal = Positive Feelings

Built emotional connectio

n ?

Likeability

Highest Recall

Lack of brand recognition &Disconnect

Owners of cars whoDo 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

Interviews on Global & CTV

Demonstrated how Kal Tire representatives are experts

Key Message

Fully Integrated

Offer are clear

Includes Gamification

Competitive Advantage

Encourages brand affinity

Benefits are clear

Low value premium

Can improve on gamification

DIRECT MARKETING

DIRECT MAIL

Recommendations

Increase liking & keep Kal Tire top of mind

In order to stay current, and relevant to the target audience

Cause related marketing

April 2015

COMING SOON …

Don’t Reinvent It, Recycle It

Commercials

TIME LINE FOR COMMERCIALS

2 Kinds 30 seconds

Radio

TIME LINE FOR RADIO

Top 2 stations rated by BBM

30 seconds

Targeting Drivers

Morning & afternoon drive slots

Billboards

Social Media

Banner Advertisements

PUBLIC RELATIONS

6 Cites Across Canada

Winnipeg

Calgary

Vancouver

Edmonton

Toronto

Regina

Supporting Earth Day

18th

TIME LINE FOR PUBLIC RELATIONS

Sales Promotion

14 days

Build Datab

ase

Sweep Stakes

Residual Value

TIME LINE FOR SWEEPSTAKES

DIRECT EMAILS

CONCLUSION