research snow brush[1]

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Conestoga College *

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Marketing

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Feb 20, 2024

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Introduction Essential equipment for efficiently removing snow and ice from a variety of surfaces, including cars, driveways, and sidewalks, are snow plow brushes. Typically, these brushes have sturdy bristles that effectively remove snow from surfaces without harming them. For convenience of use, they are frequently affixed to plows or other snow removal machinery. Features:  Durable Material: As we know snow can be of any kind sometime soft and harsh and hard other time so this brush made with a material which is long lasting it is made up strong materials that guarantee durability and efficiency.  Modifiable Elements: Features of this brush are very flexible as we can modify them as we want it can be bent to reach any kind of surface o remove snow for example from corners and edges so it can be adjusted accordingly.  Compatibility: It might be made to work with different cars and snow removal tools, which would make it adaptable to a range of uses.  Easy to use: It is very easy to use can be detached easily, easy to handle and clean user friendly and easy to operate. Changes made or innovation need to be done: If any changes had to be made in the brush now or even in future it will be improving its design enhancing technology, for example robust bristle materials, an ergonomic design for better usability, or cutting-edge features to increase snow removal productivity overall. Targeted Audience:  Household people: home owners can use this brush to remove snow from driveways and back yard as its mandatory.  Business Clientele: People who are running for removing snow can use this snow brush to provide to their employees who work for them.  Municipalities: Local government bodies or public services in charge of removing snow and ice from public areas.  Retail store owners: store owners like Tim Hortons, ESSO, Convenience stores, Harvey’s etc can use this to remove snow from their front and drive way to allow people to come in without any issues. Manufacturer/History Info:

In 1913, the first snow plow ever made especially for use with machinery was constructed. It was created to satisfy the strict specifications given by engineers from the New York City Street Cleaning Bureau and was produced by Good Roads Machinery in Kennett Square, Pennsylvania. Thus, Good Roads is unofficially recognized as the creator of the modern snow plow, even though their steel-bladed road graders, drawn by horses, were utilized to clear snow off roads as early as 1878, when the company was founded under the name American Road Machinery ( New York City Department of Sanitation Arc. 1881 -1931, p. 58). Product Development and Strategy Product Life cycle strategy:  New strategy was used to create product to improve its design and efficiency, design and benefits.  As it was growing rapidly and people were admiring the product so it was important to enhance it.  To serve a wider range of customers, Canadian Tire may offer variations of the snow plow brush, such as different sizes or features. Marketing campaigns might start focusing more on the product's durability and long-term benefits.  It was also improved to avoid any kind of competition from other brands and products for example if any other company launches similar kind of brand with extra features and durability then it can affect our product and there could be huge decline in our sale product. Changes to the new product: There can be several changes that can be made to the product to improve its sale for example:  Ability: Improvements in performance could come in the form of more adaptable features for greater versatility, better bristle materials for better snow removal, or compatibility with a larger variety of vehicles.  Attributes: design and nature of brush can be made according to customer needs like light weight, flexible, feasible and of different sizes.  Labelling: Labelling can be done more properly which give all details and clearly and little bit in bigger font so that people with eyesight issues or who are old can read it easily, it should have all the required labelling for example, Canadian Tire would make sure that all relevant

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information, such as usage guidelines, safety advice, and warranty information, is included on product labels.  In branding: In branding, uniformity is essential. By utilizing recognizable colours, logos, and messaging, Canadian Tire may make sure that the new snow plow brush complements the company's overall image. Reason for choosing strategy: Most likely carried out in-depth market research to comprehend trends, competition, and demand. It's critical to comprehend the expectations and preferences of the customer. The selected approach takes into account the target market's preferences and resolves any issues raised by customer feedback. Marketplace Trend Analysis  Trends: Cultural, technological, social, or economic developments that affect consumer preferences and behaviour are referred to as trends. These patterns may result from alterations in societal values, technological breakthroughs, or lifestyle changes.  Target Audience : Understanding audience is very essential because product always target a specific audience or age group so understanding audience is crucial to so that we can design and create the product according to customer needs keeping mind behaviours, psychographics, and demographics to build a thorough profile of possible customers.  Linking Trends and Audience: link between trends and audience is very important because trends decide how audience will be attracted and what type of audience and people will be involved or interested in that particular trend of the product.  Know about needs and desire: we should always know needs and desire of customers for example in future customer might demand an electric brush for the both cleaning and snow removal they need both quality in one brush so should always know about audience needs and desire.  Tailoring for Relevance to the Audience: Relevance is ensured by tailoring the product to the specific preferences of the target market. The relationship between the audience and the trend facilitates the customization of features, design components, and marketing tactics to appeal to the target market. Rajagopal (2015) Example of Trend, Audience and link between them. Trend : let us suppose there is trend going on in which people are highly concerned about the environment and not wasting much money on a basic thing.

Audience: Audience will who are eco friendly and earning basic only and have love towards nature. Link: link will be creating such brushes which are ecofriendly, reusable to save money. Conclusion: To put it briefly, the relationship between a trend and its target audience is based on the understanding of how a particular set of customers' needs and preferences are changing in relation to larger societal changes. This knowledge forms the basis for developing cutting-edge products that appeal to the target market and take advantage of new trends. Target Market and Positioning. Reason for choosing this market segment:  Growing Trend: eco-friendly trends is growing very widely, to decrease pollution people choose to use more of ecofriendly products.  Market Opportunity: According to market research it is seen that demand of eco-friendly products are increasing.  Brand Alignment: To align with company polices and values, this trend was chosen.  Customer Demands : As customers are demanding for eco friendly products to live sustainable life.  Market Growth : market growth of eco friendly use of products is increasing.  Market Share: By serving this market, Canadian Tire may be able to take a sizable chunk of the eco-aware consumer market. McKay, G., Hopkinson, P., & Ng, L. H. (2018) Target Market Profile: Characteristics:  20 to 55 years old  Income range: middle-to-high.  Knowledgeable and conscious of the environment.  Place: Suburban and urban regions. Psychographics:

 Respects eco-friendly living.  Favors products that are socially and environmentally conscious.  Actively participates in environmental protection initiatives. Characteristics of Behaviour:  Actively looks for and endorses environmentally conscious companies.  Prepared to spend more for environmentally friendly goods.  Participates frequently in conservation and recycling initiatives. Perceptual map with the new product and three competitors. Map with three competitors of the product is described below: Brand: Canadian Tire . Product: Snow eco-friendly Brush. Map: Explanation Of Map: Eco- Friendly Canadian Tire New Product Competitor C Competitor B Competitor A

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 Canadian Tire new product: It is a new product developed by Canadian Tire which is ecofriendly, durable, reusable, biodegradable, overall, environmentally friendly product with all features.  Competitor A: It might be company which developed a product which is eco-friendly but might be missing other things like its not reusable or less durable.  Competitor B: It might a second competitor possessing all feature but is less eco-friendly.  Competitor C: This is our third competitor which have all feature but is not a at all eco- friendly product. Canadian Tire’s Difference from other products:  Stresses biodegradability, a lower carbon footprint, and the use of recycled materials.  Equals or surpasses rivals' levels of efficacy.  Competitively priced without sacrificing quality to appeal to consumers who care about the environment. Promotional Strategy Promotional Plan Template:  Objective: objective is to promote eco- friendly product.  Target Audience: Target audience will be people aged between 25 and 55, with middle high- income people, well educated and eco-friendly area included will be urban and suburban. Outbound Communication Tool:  Social Media advertising: social media is a platform where things go viral very quickly and it is the easiest mode of advertising and there are many social medial platforms some are even free of cost like Instagram, Facebook etc. A large audience can be reached by showcasing the snow plow brush's environmentally friendly features through compelling content.  Collaborate with influencers: Influencers who are environment and nature lovers and who work for environment we can collaborate with them and promote our product. There followers will see our product and we can reach our targeted audience through them  Email Promotion: We can promote our product through emailing. Consistent newsletters can inform recipients about the advantages of products, sales, and environmental initiatives while building a feeling of community.

 Seminars: Planning seminaries in urban and suburban area can gather people in bulk where they can be offered refreshment and they can hear our speech on our products and why people should be eco-friendly, like this people who are not educated can also come to know about the products and what eco-friendly means in this way we can attract more audience. Inbound Communication Tool:  Content Marketing: We can create our own content and publish them on channels like YouTube, we can make videos and blogs on our product educating people about benefits and advantages of using eco-friendly product.  Customers reviews: Sincere evaluations and testimonies from clients who care about the environment can act as potent social proof. Positive user experiences are highlighted on the website to increase credibility and trust.  Live chat: We can introduce live chat where people can talk to us online and we can guide and educate them accordingly about our product and how it is useful. Promotional Strategy for Small Business. (2015) New Channel Introduction: A new channel that can be introduced is AI chatbot, AI chatbots that can be found on phone calls, in proprietary websites and apps, social media messaging apps, and standalone messaging platforms. It is prompt, round-the-clock support for problems with customer service or human resources. People who have any kind of queries can directly message without any wait time as AI is very popular people mostly use it for their knowledge and quick answer to any question they have. It meets the target audience's desire for immediate communication. 12 - Months promotional Plan: Month Activity Start Date End Date Description Benefits January Launch 1 st January 31 st January Launch targeted social media advertisements that draw attention to the environmentally friendly features. More and more people will be engaged.

February Content Marketing 1 st February 28 th February Post videos and blog entries on the website that highlight how conventional snow plow brushes affect the environment An increase in visitors to websites. March Influencer Marketing 1 st March 31 st March Work together to produce content that shows the product in use with influencers. An increase in visitors to websites. April Email Marketing 1 st April 30 th April Distribute newsletters with special offers and user reviews. An increase in followers and interaction on social media. May Seminars 1 st May 31 st May Planning seminaries in urban and suburban area can gather people in bulk where they can be offered refreshment and they can Like this people who are not educated can also come to know about the products and what eco- friendly means in this way we can attract

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hear our speech on our products. more audience June Social Media 1 st June 31 st June social media is a platform where things go viral very quickly and it is the easiest mode of advertising and there are many social medial platforms some are even free of cost like Instagram, Facebook etc A large audience can be reached by showcasing the snow plow brush's environmentally friendly features through compelling content. July Live Chat 1 st July 30 th July Enable live chat on the website to provide prompt assistance to customers during the busiest shopping season. Total number of chatbot and live chat interactions August Reviews 1 st August 31 st August Client Testimonials and Reviews. Invite users to post reviews and Positive testimonies and evaluations from clients.

experiences on the website September Content Marketing 1 st September 30 th September We can create our own content and publish them on channels like YouTube, we can make videos and blogs on our product educating people about benefits and advantages of using eco- friendly product. An increase in followers and interaction on social media October Chat Bot Launch 1 st October 31 st October Chat bot will be prepared and will be introduced to people. Total number of chatbot and live chat interactions. November Setup Chatbot 1 st November 30 th November Social Media Chatbot: Set up a chatbot on social media to solicit feedback and offer continuing assistance. Total number of chatbot and live chat interactions.

December Content Promotion 1 st December 31 st December Disseminate information about the product's beneficial effects on the environment. An increase in visitors to websites. More and more people will be engaged. KPIs:  An increase in visitors to websites. More and more people will be engaged.  An increase in followers and interaction on social media.  Positive testimonies and evaluations from clients.  Total number of chatbot and live chat interactions. Pricing Strategy General Pricing approach:

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The new eco-friendly snow plow brush will probably use a value-based pricing strategy as its general pricing strategy. Proposed price for new product: $44.99 Price comparison with competitors: Product Price Original Snow Plow Brush $24.99 New Canadian Tire Product $44.99 Competitior A $59.99 Competitior B $50.00 Competitior C $54.00 Rationale for chosen Prices: The suggested price of $44.99 is in line with the value offered by a snow plow brush that is long- lasting, efficient, and environmentally friendly. It is designed to compete with comparable products on the market by striking a balance between price and the premium that comes with sustainable features. The price also takes into account the extra expenses related to employing eco-friendly production techniques and materials. Break-Event Point for One Year: The sales threshold at which total revenue and total costs are equal and there is no profit or loss is known as the break-even point. The contribution margin, variable costs, and fixed costs are all included in the computation. Break-Event Point for One Year: Costs Fixed: $200,000. Unit Variable Costs: 20/100*20 = 130 Unit Cost of Sale: $650 break-even point (in units) = Fixed Costs / P-(UVC)

break-even point = $200,000/ ($130 - $650) = 888.46 Break-Even Point 888.46 Explanation: In order to cover all fixed and variable costs and achieve the point of no profit, no loss, Canadian Tire must sell 15,534 units of environmentally friendly snow plow brushes, which is the break-even point. Every additional sale after this one adds to the profit. This analysis aids in establishing practical. Place Strategy Three Retailor for selling the product:  Amazon: Offering the new Canadian Tire Snow Powl Brush for sale on Amazon benefits from the platform's wide audience, large customer base, and features. Since Amazon is a reliable source, many customers begin their product search there. A product's visibility and credibility are increased when it is listed on Amazon.  Walmart in Canada: Walmart is well-known for providing a wide range of products and has a large customer base. Place the Snow Powl Brush in the seasonal and automotive departments of Walmart. Make use of Walmart's internet platform to increase accessibility and visibility.  Home Depot: When looking for products for outdoor maintenance and home improvement, The Home Depot is the place to go. The snow plow brush that is friendly to the environment is part of

their outdoor tools and equipment section. Home Depot is an appropriate retailer because of its broad customer base and dedication to sustainability. Two New Distribution Channels:  Sustainable Subscription Box Providers: Consumers who are concerned about the environment are directly drawn to subscription box services that handpick sustainable and eco-friendly products. Through this channel, the product can be highlighted alongside other sustainable products and reach a specific audience that is actively looking for eco-friendly solutions.  Online Marketplace: Amazon: With a wide range of clients, including eco-aware shoppers, Amazon offers a sizable online marketplace. Selling on Amazon can help a product reach a much wider audience. For, people with busy schedules, online shopping is convenient, and Amazon's effective delivery system fits in well with the target audience's way of life. References McKay, G., Hopkinson, P., & Ng, L. H. (2018). Fundamentals of marketing . Goodfellow Publishers Ltd. Rajagopal (2015). Market Trend Analysis. In: The Butterfly Effect in Competitive Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9781137434975_4 Promotional Strategy for Small Business. (2015). Kanopy Streaming. Linton, I. (2011). Marketing plans : what to know and do to make a successful plan (First edition.). Prentice Hall. New York City Department of Sanitation Arc. 1881 -1931. Street Clearing Bureau . NYC. pp. book 6 page 58.

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