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 selection of products and the greatest availability of stock remained Réno-Dépôt’s value proposition.