Cam Tech Automotive Marketing Plan

Tomislav Granic, Jerome Marbella, Keli Toyota & Mike Camilleri

Presented to: Glenn Camilleri

Introduction

Findings ImplementationRecommendations

Agenda1234

5678

Macro Environmental Factors

SCOT

Key Issues

Financial & Marketing Objectives

Recommendations

Action Plan

Budget

Summary

1. Macro Environmental

Factors

• 1 in 6 Canadians are age 65+

• Approx. 19.7% of Canadians are 15-29

• Mississauga is a diverse city

Demographic

Economic• More used cars are

being purchased

• Increasing per capita income

• Average Mississauga household income $95,052

Natural

• Green trend on the rise. People want businesses to be more eco friendly

• Severe winter conditions

Technological• Hybrid, electric and self

driving cars• Technology integration

within cars• Mobile apps are vital to

businesses• Social media is necessary

Regulatory• OHSA• Consumer

Protection Act enables customers to file complaints

• Ontario Ministry of Consumer Service laws

Socio/Cultural

• Decreasing dealership credibility

• Canadians are huge online users

• Increasing prevalence of women in the industry

2. SCOT

Strengths• Many years of experience

• Local part sourcing

• Strong public relations

• More-for-less value proposition

• Custom exhausts and repairs

Challenges• Inadequate online presence

• Limited online website/booking capabilities

• No loyalty program

• Limited capacity

• Limited hours of operations

• Lack of advertisements and promotions

Opportunities• Website improvements

• Adapt fully integrated social media plan

• Target 65+ demographic

• Mississauga's diverse community

• Changing market

Threats

• Laws and regulations

• Alternate transportation options

• Competition

• Price of car parts

• Changing industry

3. Key Issues

1. Limited Capacity

• Three vehicle bays

• Closed on the weekends

• No front of house staff, causing capacity back log

• Low online booking traffic

2. Lack of External Presence

• Large lack in advertisements and signage• Next to zero promotional offerings• No presence on social media platforms• Website appeal that could be much stronger

3. Lack of Awareness of Competitive Advantages

• No Cam Tech branded product line• No loyalty or CRM programs• No joint ventures or partnerships• No senior demographic target marketing

4. Operating in a Changing Industry

• Investments in new technologies, training or equipment required to stay relevant

4. Financial & Marketing Objectives

Financial Objectives

1. Increase annual revenue by 15% and profits by 5% (June 2016, July 2017)

2. Increase cross/up selling by one unit per transaction starting summer 2016

Marketing Objectives1. Increase offline brand awareness/exposure by 20%

2. Increase online brand awareness/exposure by 35%

3. Increase Facebook/Twitter/Instagram followings

4. Maintain and increase brand loyalty by minimum 15% through promos/services

5. Achieve minimum 25% increase in online appointment booking

5. Recommendations

Key Issue #1 – Limited Capacity

1. Remove the tenant in the shop and make space for the 5 vehicle bays that are available to compete with competitors and to cater and service to more customers at onceRationale

• To increase capacity by 40%• To cater to more customers

Action Plan

• Remove tenant • Utilize the new bays by booking more customers in a day• Use one of the bays for walk-in appointments to gain new customers• Hire new part time mechanic

Monitoring

• Monitor sales performance through monthly income statements

Example

Example

2. Revamp hours of operations to include being open on the weekends in order to service new time starved marketsRationale

• Extend hours of operations on weekend to cater to time starved customers • Opens up the door to many new customers, business will not simply be shifted

Action Plan

• Post newly revised hours of operations in physical store location, social media platforms and Cam Tech’s website

Monitoring

• Customer traffic on weekends

Example

3. Hire an administrative assistant to help run the front of house along with social media

Rationale

• Minimize Glenn’s workload • Streamline Cam Tech and overall increase and improve productivity

Action Plan

• Post job ads in local newspaper to generate possible candidates

Monitoring

• Perform weekly audit of productivity and performance rating

Example

4. Update the website’s online booking system to improve the customer’s experience and increase online traffic Rationale

• The ease of use of the current system has great improvement potential• More online appointments leads to more business

Action Plan

• Post the newly designed booking update in local newspapers such as Mississauga News

• Freelance websites• Hire recent IT Sheridan graduate to minimize cost in order to implement and

contribute to a better booking system

Monitoring

• Monitor usage/performance of online booking system

Example

Key Issue #2 – Lack of External Presence

1. Utilize better signage outside the business to draw in customers by increasing awarenessRationale

• Create and utilize a more visible and attractive signage to draw attention customers to Cam Tech

• Reminders serve as a way to draw customers back

Action Plan

• Integrate newly designed signage at Cam Tech’s storefront via window displays and street front

Monitoring

• Monitoring in-store customer traffic with surveys asking where they heard about the business

Example

Example

2. Extend traditional advertising from only flyers/posters to newspaper and radio ads to broaden the appeal and equity of the brandRationale

• Increase and maximize overall marketing efforts • Wider audiences can be reached

Action Plan

• Integrate advertising efforts into local newspapers and radio channels

Monitoring

• Conduct a 10% discount promotion upon bringing the newspaper ad or mentioning a specific code provided in the radio ad

Example

Example

3. Offer sales promotions all-year round as this will help retain current customers and potentially draw in customers who never would have come in the first placeRationale

• Great lack in overall promotion offerings• Induces trial and repeat purchase

Action Plan

• Offer new sales and promotions every month to entice re-occurring business as well as new business

Monitoring

• Monitor current and new customer traffic after the promotions have come out

Example

litres

4. Implement an all-encompassing social media strategy to make use of what is seen as the most popular way to market in this day and ageRationale

• Increase Cam Tech’s overall reach• Helps build business to customer relationships• Strengthens business presence

Action Plan

• Assign the hired admin assistant to facilitate and manage all social media efforts

Monitoring

• Monitoring customer response rate through social media platform along with social media conversations

Example

5. Overhaul the Cam Tech website as it is outdated and does not offer a pleasant user experience. Overhauling it will drastically improve online traffic

Rationale

• Increase Cam Tech’s overall reach • Correlates with macro-economic trend research as Canadians are recognized as one

of the top online users worldwide

Action Plan

• Utilize Sheridan graduate who works on the booking system to help with the website overhaul

Monitoring

• Monitor Cam Tech website bounce and dwell rates

Example

Key Issue #3 – Lack of Awareness of Competitive Advantages

1. Develop a Cam Tech product line to extend current offerings, create new revenue streams and increase brand awareness. Rationale

• To create a competitive advantage • To increase brand awareness• Move people up the customer adoption pyramid

Action Plan

• Partner with a manufacturer to come out with Cam Tech products

Monitoring

• Monitor branded product sales

Example

2. Create a Cam Tech mobile application to add on to their product line to improve and enhance customer satisfaction through important appointment reminders or updates

Rationale

• Creates competitive advantage • Allows better intractability with customers• Mobile apps are integral for business success currently

Action Plan

• Hire an IT graduate from Sheridan to create the mobile application • Assign the hired admin assistant to facilitate and assist with this project

Monitoring

• Generate a customer profile customer database through the mobile app that enables Cam Tech to see the back end user analytics

Example

Example

3. Introduce a loyalty program in the form of a stamp card, which will increase customer happiness and make them want to continue to come to Cam Tech

Rationale

• To increase brand awareness • To increase customer loyalty and customer retention • Increase trial and repeat purchases

Action Plan

• Create a basic printed loyalty card for customers to use

Monitoring

• Track amount of redeemed stamp cards

Example

4. Implement a customer relationship management database of clients to track both the business and customer activityRationale

• To maintained a more organized customer history • To increase customer satisfaction• To better understand customers to be able to better customize offerings

Action Plan

• Create an excel database

Monitoring

• Conduct monthly audit of added new customers or returning customers

Example

Example

5. Create a joint venture partnership with the car wash/detailing business right across the street to boost traffic massivelyRationale

• To increase leads and referrals• To foster positive local business relationships

Action Plan

• Speak to the owner of Car Pride Auto Spa to form the partnership

Monitoring

• Keep count of referrals via Microsoft Excel spreadsheet

Example

6. Create relationships with the senior demographic to get a piece of the largest demographic in Canada

Rationale

• To correlate with Canada’s rapidly growing demographic of seniors• Managing this relationship is key for new revenue streams

Action Plan

• Senior discounts, plus patient and accommodating services should all be stressed to seniors

• Employees to be refreshed on their customer service

Monitoring

• Monitor the sales of the senior promotions and discounts

Example

Key Issue #4 – Operating in Changing Industry

1. Look into investing in new technologies, training and equipment to offer unique selling propositions that cater to the ever-changing marketRationale

• Ability to service more people• Competitive advantage• Increase/keep consistency in revenues

Action Plan

• Purchase/finance special equipment - alignment machinery, new computer software, or new emissions testing machinery

• Train mechanics on upcoming car technologies

Monitoring • Evaluate the increase/decrease in revenues post training and new equipment

upgrades

Example

2. Implement shuttle services for those having their vehicles worked on. This allows for an increase in customer satisfaction and will help with brand awareness

Rationale

• Keep customers at ease• Overall customer satisfaction improvement• Ability to compete with Sil’s

Action Plan

• Hire individual to be the designated shuttle driver

Monitoring • Keep track of how many customers use the service in a day and the distances of

each shuttle

Example

6. Action Plan

7. Budget

BudgetOne Year Marketing Plan Percentage

Key Issue #1: Limited Capacity

1. 5 new vehicle bays 13%

2. New hours of operations 5%

3. Administrative assistant 17%

4. Updated website’s online booking system 2%

Key Issue #2: Lack of External Presence

1. New signage 6%

2. Newspaper and radio ads 9%

3. Year-round promotions 2%

4. Social media strategy Refer to key issue #1 recommendation #4

5. Updated/revamped website 5%

BudgetOne Year Marketing Plan Percentage

Key Issue #3: Lack of Awareness of Competitive Advantages

1. Cam Tech product line 9%

2. Mobile app 5%

3. Loyalty program 1%

4. CRM database 1%

5. Joint venture partnership 1%

6. Senior relationship building 4%

Key Issue #4: Operating in Changing Industry

1. New technologies, training, and equipment 13%

2. Shuttle service 7%

8. Summary

Summary• Cam Tech is a good business, let’s make it great

• Implementing these recommendations is integral for improvement

• Change the mechanic world, one recommendation at a time

Thank You

Questions and Answers