For this group assignment, we developed an IMC plan for Dollarama, from background analysis, target market selection, unique selling proposition to video and print assets creation. Our work not only received A grade but also touched the hearts of our professor and classmates for its relevant insights.

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- Target audience and role in the marketing mix
This campaign mainly focuses on the target audience who are newcomers to Canada around
20-40 years old and among low to middle-income classes. Starting a brand-new life requires
them to spend lots of money upon arrival as well as the following time, especially with the
extremely high living expenses in Canada. In addition, this group of audience tends to be international students who don’t have a stable income stream yet; therefore, saving money is
even more important to these budget-conscious customers.
As they are settling down, they are making new life routines and adapting to Canada’s culture.
St. Patrick’s Day is the perfect occasion to catch their attention as one of the new traditional
events to celebrate. It is an event to uplift their enjoyment of new life and soothe their loneliness being far away from beloved family.

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- Unique Selling Proposition
Dollarama’s unique selling proposition on is offering incredibly affordable prices for a wide variety of everyday products with accessible reach. They maintain an everyday-low-price strategy at around $1 to $2 for most items, appealing to customers who seek value without compromising quality. Dollarama also makes its affordable products more accessible to customers by having numerous convenience locations across Canada. This USP differentiates Dollarama from other retailers in the market.