Home Depot in Québec: 4 years of steady growth, c'est beau

Agency: Cossette
Client: Home Depot

Section I — Basic information

Business Results Period (Consecutive Months): January 2008 to December 2012

Start of Advertising/Communication Effort: March 2008

Base Period as a Benchmark: Calendar 2008 to 2012

Section II — Situation analysis

a) Overall assessment

When Home Depot first entered the home improvement market in Quebec in 2000, the brand faced quite a few challenges.

Firstly, the competition was fierce: Rona, the market leader was already firmly established in the province with a 61-year head start (Rona's first store opened in 1939), and they also had to contend with Réno-Dépôt, at that point in the number two position in home improvement chains, and they had already been around since 1993.