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The Soil DepotThe Soil DepotDwaine Chamberlain
Jacob SakowskiJohnny MacPhail
Austin Rideout
Internal AnalysisInternal 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 AnalysisExternal 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 AnalysisCompetition Analysis
ProductWalker
Brothers Allen’s Halfway
Sandpit Trails End
R&D Construction
L. St. Amand
Mori Gardens
Natural Mulch
$25/yd $39/yd $45/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/yd N/A N/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 TacticsBrand 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 DEPOTGet Your Soil at the Source
Customer AnalysisCustomer 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 DEPOTGet 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
ValueValue
THE SOIL DEPOTGet Your Soil at the Source
PromotionPromotion
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% OFFYour next Purchase
THE SOIL DEPOT
Walker Industries·2800 Townline Rd. Niagara Falls, Ontario
THE SOIL DEPOTFREE DELIVERY
Walker Industries·2800 Townline Rd. Niagara Falls, Ontario
With your next purchase over $100
THE SOIL DEPOTGet Your Soil at the Source
Site RecognitionSite Recognition
2 billboard signs 8’-12’Approx. $1150 per signLandmark for THE SOIL DEPOT
Clean up siteSetup displays using THE SOIL DEPOT products around existing trees or shrubs
THE SOIL DEPOTGet Your Soil at the Source
AdvertisingAdvertising
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
AdvertisingAdvertising
Advertisements will include a coupon to attract more consumers and not limiting it to Landfill users
Incentive to readers
ImplementationImplementation
ConclusionConclusion
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 planOffering the best compost soil products in
the province for a low priceWalker Brothers will not only be known for
stone products and garbage disposal but they will be known for “THE SOIL DEPOT”
THE SOIL DEPOTGet Your Soil at the Source