Réno Dépôt

Réno-Dépôt was the leader of the home improvement market in Quebec, but faced threatening - and potentially fatal - competition from Home Depot, the global market leader.

Réno-Dépôt

EXECUTIVE SUMMARY

Results Period: June 2003 - June 2004.

Start of Advertising/Communication Effort: May 2000.

Base Period: Year-ago, and historical trends.

What do you do when a worldwide corporation known to be a category killer steps onto your turf? When your existence is endangered, you adhere to the Three F's rule: you flee, freeze or fight. Réno-Dépôt was the leader of the home improvement market in Quebec. To protect that position against Home Depot, they decided to fight.

This case illustrates how simple and honest truths can produce distinctive and relevant advertising. It will demonstrate how...

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