Redefining Réno-Dépôt’s Value Proposition
Agency: Saint-Jacques Vallée Y&R
Section I — BASIC INFORMATION
Business Results Period in Consecutive Months: January 2009 – December 2009
Start of Communication Effort: September 2008
Base Period as a Benchmark: Calendar 2008
Geographic Area Covered: Province of Québec
Annual Budget Range: $500,000 – $1 million
Section II — SITUATION ANALYSIS
a) Overall Assessment
In 1993, in Québec, Réno-Dépôt created the renovation warehouse concept and lowered the costs of renovation in Québec with an "Every Day Low Price" (EDLP) policy. As the years went by, the lowest price with the largest...