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