Professional Documents
Culture Documents
Saul Mendiola
Professor Haworth
MKT 3320.001
12/16/14
I.
Brand Inventory.
A. Company:
The Home Depot was founded in 1978 by Bernie Marcus and Arthur
Blank. Along with investment banker Ken Langone and merchandising
guru Pat Farrah, the founders vision of one-stop shopping for the do-ityourselfer came to realization when they opened the first two Home
Depot stores on June 22, 1979, in Atlanta, Georgia. The first stores, at
around 60,000 square feet each, were big warehouses that dwarfed
the competition and stocked 25,000 SKUs, much more than the
average hardware store at that time. Empty boxes piled high on the
shelves gave the illusion of even more product. As of 2014, The Home
Depot has more than 2,200 convenient locations throughout the United
States (including the territories of Puerto Rico and the Virgin Islands),
Canada, China and Mexico. Stores average 105,000 square feet with
approximately 23,000 additional square feet of outside garden area.
The Home Depot, Inc. is the worlds largest home improvement retailer
based on Net Sales for the fiscal year ended February 2, 2014 ("fiscal
2013")
Financial Statements*
supply
chain
network,
global
sourcing
and
vendor
Frank Blake.
Craig Menear.
range
of
products.
E. Consumer Profile the Brand: The Home Depot stores serve three
primary customer groups, and they have different customer service
approaches to meet their particular needs:
Do-It-Yourself ("DIY") Customers. These customers are typically home
owners
who
purchase
projects
installations.
and
Because
of
of
clinics
and
to
and
hire
complete
third
the
services
general
owners
and
these
will-call
dedicated
staff,
services,
expanded
The
What
one
item
could
G. Media for the Brand: The Home Depot business has one of the most
recognized brands in North America. As a result, The Home Depot
trademark has significant value and is an important factor in the
marketing of their products, e-commerce, stores and business. Home
Depot is considered to be one of the efficient advertisers. This year so
far, the company has spent $25.1 million in advertising resulting in a
6.9% share, or roughly $3.6 million.
H. Promotions for the Brand: In 2008 Home Depot marketed its New
Low Prices campaign which featured rebates and
discounted prices on over thousands of products.
Home Depot also offers discounted prices via its
online Savings Center where it cuts up to 20% off
products such as play sets, kitchen faucets, and
professional saws.
redesigned its web site, which has led to increased site visits and
higher conversion and customer satisfaction rates. Visits to the site
are up 20% year over year and conversion rates are up 30%. The
Search engine optimization also has been improved, with Home Depot
creating unique meta-data for content pages and product pages, In
addition, the retailer implemented auto-fill for its search box, resulting
in significant improvement in site satisfaction rates and conversions.
The home also has a strong social media presence such as Facebook,
in which it has approximately 1.7 million likes, they also provode their
visitor with promotions and links to photos and videos about its
products and services. On twitter, the executives team are prolific
twitters. Their approach seems to be right out the playbook: interact,
engage and inform. Home Depot loves YouTube, the retailer posts
various how-to videos for the visitors and has approximately 75,000
subscribers.
September,
2014,
Home
security
company
also
breach.
stated
it
The
had
eliminated the malware behind the attack from its payment systems.
Card readers that encountered the malware, which Home Depot said
was a custom strain its security team had never seen before, were
removed from service. The company The Company offered identity
protection services to any customer that has used a card in its stores
since April.
Depot
background
uses
with
are
big
Orange
white
in
letters
the
that
II.
Brand Exploratory:
A. In order to quantify and explore the depth and breadth of The Home
Depot brand awareness, a short survey was conducted by a few
random individuals. The questionnaire was as follows:
1. Do you know what Home Depot is and what they sell?
2. How often do you visit The Home Depot?
3. How was your shopping experience?
4. What comes to mind when you see/hear The Home Depot?
5. Ho w is the Home Depot brand exposed to you? If any.
We had ten participants responding to the survey, 50% of those being
women between ages 20-50. And 50 % were men between ages 20-55.
Results:
Based on the results from question 1, all of the respondents stated that
they are aware Home Depot is retail store that sells products for home
improvement.
describing
their
thoughts
when
the
Citations
industry-analysis
Gaston, Dave. "The Home Depot HDX." MSI A Marketing
Communications Company. Home Depot Private Label, 21 June 2013.
Web. 13 Dec. 2014. http://agencymsi.com/work/the-home-depot-hdx-
private-labels
Media, Forbes. "Home Depot." Forbes. Forbes Magazine, 5 Mar. 2013.