The Home Depot Canada: Becoming #2, c'est beau!


Section I — Basic information

Business Results Period (Consecutive Months): Jan 2011 to December 2011

Start of Advertising/Communication Effort: March 2011

Base Period as a Benchmark: Calendar 2009 and 2010

Section II — Situation analysis

a) Overall Assessment

It is never easy for large American banners to succeed in the Quebec market. Twelve years after entering Quebec, Home Depot's marketing efforts did not seem to have the intended impact on the market. Even with the launch of new marketing campaigns, Home Depot was only third in terms of market share, behind the local competitors Rona and Réno-Dépôt. Their longstanding history in Quebec gave them a major advantage. To increase its market share, Home Depot needed to position themselves as a store that would provide solutions to each and every Quebecer's renovation needs. They also needed to increase overall awareness. Home Depot decided to launch a new campaign that would bring them closer to Quebecers and increase their market share as a result.