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home owners (about half of renovators in the area) in the middle to high income bracket, with at least two sources of income per household and a higher than average disposable income, which was predominantly spent improving quality of lifepeople wanting to upgrade parts of their house in order to sell it for a better price7.3 Positioning statementCanterbury Renovations - quality renovations without fussCanterbury Renovations are professionals caring for clients’ homes by improving their kitchens, bathrooms and laundries with quality materials and workmanship.Canterbury Renovations supplies and installs equipment such as ovens and dishwashers, creates an environment to suit each client and advises on colours and styles.7.4 Branding strategyCanterbury Renovations will slowly build up brand awareness for their name and logo. This will be done as part of the overall marketing strategy for the next three to five years.The branding strategy includes ensuring that any marketing or advertising materials, such as businesscards and staff uniforms, are created in accordance with Canterbury Renovations corporate identity style guide.Canterbury Renovations will present its image as trustworthy and reliable.7
7.5 Product strategyCanterbury Renovations offers personalised service whereby the design is part of the project and can be done in the client’s home with discussions. This personalised service is our USP.Currently, they are offering bathroom renovations but they plan on extending into kitchen renovations and extensions as well.7.6 Pricing strategyCanterbury Renovations pricing policy is:supply of built in equipment (such as microwaves, ovens) will be done with a 2 percent commission to remain competitive with whitegoods retailerseach project will be costed as part of the quote processeach project will include a $200 establishment feethe profit margin on labour of constructions and installation, materials and direct costs will be 25 percent7.7 Distribution strategy (place)Canterbury Renovations transports the prepared units and equipment to clients directly, rather than through a distributor.7.8 Promotional strategy7.8.1 Public relations strategyExampleCanterbury Renovations wants the reputation of being residential builders who produce quality resultswith professional attitudes by:always being punctual and leaving worksites clean and tidyproviding information resources for local media interesting in renovation and design tipsA PR agency will be considered in two years time once the business has developed and gained a client base and a good reputation. 7.8.2 Advertising strategyCanterbury Renovations will start advertising on a small scale until resources increase. Initial advertising will be carried out through letter box drops, local paper listings and a direct mail campaign to new home buyers in the area.