Credit Canada

The Bright Ideas Group prepared a thorough marketing plan to strategically empower Credit Canada to defend its competitive advantage upon arrival of a new American competitor to the Canadian market.

Action:

Based on a thorough market and competitor analysis, a detailed and time-sensitive marketing plan was prepared with an emphasis on a targeted marketing communications approach.

Sample of Work: Segmentation by Family Lifecycle Stages

Mature Families

• 45-54 years of age
• Apply frugality for own needs, but abandon principles for satisfying children’s wants
• Unwittingly foster poor values in children

Young Families

• 35-44 years of age
• Sense of entitlement to consumer credit for “hard work”
• Pressures to keep up with the Joneses
• Changing definitions of needs vs. desires
• Acknowledge importance of saving, but no discipline 

 “The experience of working with the Bright Ideas Group was wonderful. The students were amazing and very thorough in their assessment. We were able to derive excellent information from the report prepared by the Research & Analysis team.”

 - Laurie Campbell, Credit Canada