Home owners about half of renovators in the area in

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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 life people wanting to upgrade parts of their house in order to sell it for a better price 7.3 Positioning statement Canterbury Renovations - quality renovations without fuss Canterbury 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 strategy Canterbury 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 business cards 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 strategy Canterbury 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 strategy Canterbury 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 retailers each project will be costed as part of the quote process each project will include a $200 establishment fee the profit margin on labour of constructions and installation, materials and direct costs will be 25 percent 7.7 Distribution strategy (place) Canterbury Renovations transports the prepared units and equipment to clients directly, rather than through a distributor. 7.8 Promotional strategy 7.8.1 Public relations strategy Example Canterbury Renovations wants the reputation of being residential builders who produce quality results with professional attitudes by: always being punctual and leaving worksites clean and tidy providing information resources for local media interesting in renovation and design tips A 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 strategy Canterbury 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.

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