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Office Depot & OffceMax Pitch

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Office Depot & OffceMax Pitch

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Office Depot & OffceMax Pitch

  1. 1. Movement Presented by Ada Wong, Chieh Yang, Jamie Kirschner 1
  2. 2. “I see brands as people. They are never static, not even when they sleep. Brands should know well enough about themselves to evolve, change, and innovate before the market takes action. Moving ahead the flow is always the key. ” -- Steve McNally, Founder of Movement 2
  3. 3. Our mission We create ideas that inspire desirable actions. To communicate the authentic truth of brands with the world, and make it universally accessible and desirable. 3
  4. 4. We believe in •  Authenticity •  Passion •  Innovation •  Transformation •  Inspiration •  Commitment •  Integrity 4
  5. 5. creative philosophy -- ROI •  Result -- We never create things that deviate from our campaign’s objective. •  Opacity -- Digging deep into brands, audience, and market to reveal the hidden truth make us who we are today. Success won’t change, we promise. •  Interaction -- One-man show is not what we are doing. We value communication with our clients and the audience. As a client, you may see ROI as Return On Investment. Congratulations, you come to the right place. Above all, client’s prospect always comes first. 5
  6. 6. services •  account services •  research •  creatives •  studio •  planning & project •  interactive production •  media •  interactive production •  broadcast 6
  7. 7. Industry experience •  Computers, Electronics & Software/ Office Equipment •  Commerce/ Management Consulting & Finance •  Automobile/ Automobile & Auto Electronics •  Home Supplies/ Furniture & Home Decoration •  Consumer Packaged Goods/ FMCG •  Healthcare/ Health Insurance •  Travel & Hospitality/ Theme parks & International Hotel Chains 59 regional, 40 national, 23 global brands 7
  8. 8. A taste of Who we are "Don't ever let someone tell you, you can't do something. Not even me. You got a dream, you got to protect it. People can’t do something themselves, they want to tell you you can’t do it. You want something, go get it. Period. All right?” – The Pursuit of Happyness --What’s your favorite movie line?-- ADA CHIEH JAMIE "Don't tell me I can't do it; don't tell me it can't be done!" – Howard Hughes, The Aviator “Balance my darling, is not letting anybody love you less than you love yourself.” – Eat Pray Love 8
  9. 9. Planning methods •  Secondary research 1.  online informational search 2.  news, books & articles •  Primary research 1.  store visits 2.  mysterious shopping 3.  personal interviews Objective: explore all means that would lead us closer to Office Depot & OfficeMax, your competitors, your customers, and the market 9
  10. 10. About you 10
  11. 11. Office Depot & OfficeMax Office Depot Inc. •  Founded in Florida by Pat Sher, Jack Kopkin and Stephen Dougherty in 1986. •  Merged with Viking Office Products, a public company and the world's leading direct mail marketer of office products in 1988 •  Merged with OfficeMax in 2013 •  Became a global provider of products, services, and solutions for every workplace – whether your workplace is an office, home, school or car to make customers more productive, including the latest technology, core office supplies, print and document services, business services, facilities products, furniture and school essentials •  Acquired by Staples, Inc. in April 2015 11
  12. 12. Current situation: •  Annual sales of approximately $16 billion •  Hires more than 56,000 employees all over the world •  Has over 1,100 retail stores in North America and over 400 stores either company-owned, licensed or franchised, in other parts of the world •  Operates under several banner brands: Office Depot, OfficeMax, OfficeMax Grand & Toy, Reliable and Viking •  Exclusive product brands include TUL, Foray, DiVOGA, Ativa, WorkPRO, Realspace and HighMark Office Depot & OfficeMax 12
  13. 13. The leading global provider of workplace products and solutions The brand falls into the following General Categories: •  Furniture •  Office & home furniture •  Home decor •  Office Supplies •  Paper products •  Stationery •  Office equipment and instruments •  Electronics •  Computers •  Printing, copying, scanning & fax services •  Household Supplies •  Cleaning supplies •  Foods, Appliance & Groceries Office Depot & OfficeMax 13
  14. 14. The brand falls into the following Positioning Categories: •  Low-Cost Provider •  Deal center, Cash Rewards, Complimentary shipping •  Customer Intimacy •  Exceptional user shopping experience •  Personalized customer services •  Performance & Service Excellence •  Large variety of brands and product options •  Fast delivery services •  Specialized division for business services (Business solutions center) •  Low Risk & Domain Expert •  It is one of the top brands that customers know and trust in the category Office Depot & OfficeMax The leading global provider of workplace products and solutions 14
  15. 15. Your vision &mission Vision “Delivering Winning Solutions That Inspire Worklife” Values •  Integrity •  Innovation •  Inclusion •  Customer Focus •  Accountability 15
  16. 16. Your Marketing objective To convert Office Depot & OfficeMax’s high awareness and favorability into increased sales as one brand Your objective is now our objective. 16
  17. 17. So we pretty much talked all the stuff that you may have already known. -- Office Depot & OfficeMax seems to be doing a pretty good job. But can Office Depot & OfficeMax do better? Let’s go back to the ultimate question: Why are we here today? You want something out from us, which you don’t currently have that right now. Probably later, but not now. Otherwise, we have no reason to be here. Like we said earlier, we move ahead the flow. Your marketing objective is our objective now. We are here to assist Office Depot & OfficeMax to move forward and grow bigger. We see more in Office Depot & OfficeMax. So here we go, the real stuff. 17
  18. 18. Analyzing the market: economy Aspects affecting the US economy •  Shrinking European economy and Euro-zone (Russia, Italy, Germany) •  Ongoing political unrest in Ukraine •  Expectedly increasing interest rates from Federal Reserve Despite this … •  The real GDP, the best measure of economic standing, is increasing. What does that mean to Office Depot & OfficeMax? 18
  19. 19. Analyzing the market: economy The US will perform well even if the rest of the world doesn’t •  Over 90% of Office Depot & OfficeMax’s business would benefit Increasing consumer spending •  “Nearly 3 million jobs in 2014 were set to add in 2014— the biggest increase since 1999. The burst in job creation, expected to continue in 2015, is sure to fuel consumer spending” – Jeffry Bartash, VP, Summit Investment Advisors •  Consumer spending is likely to grow in pace with the economy •  “McDonald's joins Wal-Mart, Gap, other cos. in raising wages” -- U-T San Diego, April 1, 2015 Increasing business spending •  Expansion are expected from businesses, either nationally or globally •  “Salesforce.com plans another Chicago expansio” -- Crain's Chicago Business, April 23, 2015 •  “US firm promises 100 jobs in Waterford expansion” -- RTE.ie-Apr 24, 2015 19
  20. 20. Analyzing the industry: office supplies Annual Industrial Growth from 2010-2015: - 4.4% Reasons includes: •  Falling demand •  Changing digital landscape •  Fierce external competition •  Increasing labor costs Source: IBIS world Market Realist 20
  21. 21. Analyzing the culture: 1. Digital and Online Shopping (Ecommerce) •  Most of the customers are purchasing office supplies online instead of visiting the stores •  informational search may sometimes be performed on mobile devices such as phones and tablets 2. Time-saving and Convenience •  With the fast-paced economy and evolving technology of retailers such as one-click purchase, customers favored retailers that could provide quick and convenient purchasing methods. 3. Price-consciousness •  Customers were reported to generally shop office supplies for the best price, especially for business customers as cost saving would aggregate while they buy in bulk 21
  22. 22. Ecommerce 22
  23. 23. Analyzing the culture: 4. Integration of technology in office •  With increasing adoption of technology in the office, owning office furniture and supplies that accommodates different technologies is imperative. Workstations with cable management, storage for components and removable backs provide stationary workstations a clean and clutter-free look. •  Professional integration of new visualization and multimedia technologies into meeting rooms is becoming ever more important. Standardized installation solutions for cabling, presentation and networking are state-of-the-art. 5. Customization •  Customers are expected higher degree of customization not only the products’ design, but also the service from retailers. 23
  24. 24. 6. Sustainability and Cost-saving •  When it comes to design, offices are going (and staying) green by using recycled fabrics and products that emphasize sustainability. 7. Collaborative Working Environment and Mobility •  Laptops, portable desktops and tablets that enable employees to move freely in and around the office not only offer a healthier alternative to traditional working environments, but also ensure constant workflow and productivity regardless of how the landscape of your day shifts. •  Short stand-up discussions: with the support of high tables and stools – do not only make sense from an ergonomic point of view, but also have a positive impact on communication itself. Studies show that they are generally more targeted than standard, seated, discussions (e.g. study by the University of Missouri on the growing significance of stand-up meetings). Analyzing the culture: 24
  25. 25. 8. Increasing emphasis on design and creativity in office •  The big IT companies are setting an example, and more and more firms are jumping on the bandwagon. Whether at Google in Zurich or Microsoft in Vienna: all the senses are set to work and dusty old perceptions of offices are abandoned. At times, meetings may take place in a cable car or talks may be held in a comfortable lounge. This extravagance is not, however, an end in itself but serves a higher objective: innovative energy needs social friction in a creative environment. •  Varied and distinctive colors and materials are expected from customers for office supplies. Analyzing the culture: 25
  26. 26. Analyzing the competition Staples •  Sales: $23.11B •  Market share: 38.2% (2014), 40.6% (2013) •  Stores: 1575 locations in USA and totally 2281 stores in whole world •  Vision: to establish Staples as the single-source product authority for millions of businesses Wal-Mart •  Sales: $476.53B •  Stores: 4,203 stores Wal-mart US segment •  Positioning: ubiquitous budget retailers Amazon •  Sales: $74.45B; Results of Complete.com analysis show that 1.1M shoppers considered an office supply product on Amazon. To put that number in context, the number of unique Amazon office supply shoppers is equivalent to 48% of the total unique shoppers to officemax.com. •  Mission: “Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” Benchmark Office Depot & OfficeMax •  Sales: $11.49B •  Market share: 31% (2014), 33% (2013) •  Stores: operated 1,912 stores, and the OfficeMax merger added 823 stores to its lineup. •  Vision: Delivering Winning Solutions That Inspire Worklife™ 26
  27. 27. Closer look at the competition Staples •  Positioning: We make it easy to make more happen. •  Focus on convenience Wal-Mart •  Mission: We save people money so they can live better. •  Focus on price Amazon •  Positioning: Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection. •  Focus on variety and customized service 27
  28. 28. Identifying your current target Source: MRI+ 2013 Article: Office Depot seeks unique identity from competition. March 2, 2014, Sun Sentinel Demographics (Combining OfficeMax & Office Depot) •  Gender: Both Males and Females •  Race: Asian > White > Black/ African American •  Age: 35-64 (The elder, ‘Gen X”, buy more than the younger) •  HHI: $40,000-$150,000+ Disposable Income (Across Middle Class to Upper Class) •  Education: College or above •  Occupation: Mainly-Professional, Management, Business and financial related occupations 1.  Primary: Small Business Owners ( “Small business is a key customer for Office Depot”- Jaynie Smith, a Fort Lauderdale consultant) 2.  Secondary: Individuals for school supplies •  Region: Midwest and West part of U.S. •  Marital Status: Now Married •  Media Preference: Magazine and Internet •  Sport Preference: Golf, Tennis, Boating, Running and Bicycling. 28
  29. 29. Source: MRI+ 2013 Psychographics Characteristics •  Well-educated entrepreneurs •  People person with strong social and communication skills. •  Travel addicts •  Moviegoers & Event-goers •  Tech-savvy users •  Apple fans (Heavy Macbook and iPhone users) Life Habits •  Pay attention on business/financial trends and daily news •  Live in healthy lifestyle •  Seek practical info online to solve their life problems (eHow/ Answers.com/ Wiki frequently) •  Crave aesthetic and beauty •  Do online shopping occasionally Identifying your current target 29
  30. 30. Meet Robert – The Small Restaurant Owner 30 •  Age: 40 •  Education: MBA degree •  Occupation: An Italian restaurant owner recently is planning to expand two more stores in San Francisco and Seattle. •  Marital Status: Married with 2 children. •  HHI: $100,000 •  Lives in Los Angeles. •  Recent goals: 1.Buy a Bottega Veneta suit for the upcoming suit and tie party. 2.Plan a family trip to Germany and France for this summer.. •  The most important things in life: Health, money and IPhone. •  Hobbies: 1. Golfing with colleagues. 2. Watching movies on Friday night. •  Pet peeves: Meet a client with an unkempt appearance in a formal meeting.
  31. 31. •  Declining demand for office supplies •  “There’s a big shift in the landscape within this industry, particularly because there’s less need for these office products now that everyone’s going digital,” said Sageworks analyst James Noe. •  Migrating Small Business Customers to Online and to Other Competitors •  From an article from Business Insider dated on February 5, 2015, •  Kean, the owner of a property broker that employs 10 people in the Chicago suburb of Park Ridge, said he stopped shopping regularly at the nearby Office Depot (&OfficeMax) years ago and only buys from Staples when they advertise a really good deal. •  "For normal stuff like paper, pens, folders and ink, I go to Costco and Sam’s …I think most small business guys do the same thing," Kean said. After all, We see a situation… 31
  32. 32. … but We also see an opportunity A growing need and demand for office supplies in large corporations to feed their expansion plans either nationally or globally. “… analysts say the merged firm should be able to keep, or even strengthen, business serving larger firms directly… “ – Business Insider, February 5, 2015 32
  33. 33. Tiffany joined IBM as a Junior Global Procurement Professional Assistant 2 years ago after she graduated from Boston College. She is mainly responsible for assisting purchasing items for the organization including Technology Products, Software, and office supplies etc. Ordering office supplies always goes to the last item of her to-do list but bothers her the most because, currently she followed her previous superior to order supplies from several vendors for cost and benefits considerations. But she found this process very inefficient and time-consuming, and the quality of the supplies varies. She talked to her supervisor about that and the team agreed with the problem. But they are too busy to do the research from scratch and come up with a solution. Outside of work, she loves hiking and kickboxing to release some stress from her tense job. Meet tiffany – The Multitasking Young Working Professional 33
  34. 34. What we know about the target customers •  They are busy. •  They purchase supplies for their organizations instead of personal use. •  Due to a given company’s budget on office supplies, they look for good deals from suppliers, but also value quality, service, and convenience of purchase. •  They work hard and strive to climb up the ladder. •  Pleasing their boss and fellow colleagues would be a means to an end. 34
  35. 35. What matter to the target customers •  value •  efficiency & convenience •  quality & cost worthiness •  price •  customer services ⇒ A solution that can solve their problems at work, which could free them to spend the time on the other more important issues 35
  36. 36. What the target customers think of you They see Office Depot & OfficeMax as a brand for individuals who care quality over cost but not for a large corporation, as it is more expensive. So Office Depot & OfficeMax never come into the picture when they are performing initial stage of research for supplies of the company. Indeed, they failed to realize the amortized cost reduction and the benefits of better-quality office supplies, both for the corporation that they are representing, and for themselves as an individual. 36
  37. 37. Brand truth What Office Depot & OfficeMax really is, a Business Solution, and also a Personal Solution at work. 37
  38. 38. Creatives 38
  39. 39. Advertising objectives To help Office Depot & OfficeMax communicate to customers and prospects that it is the one-stop destination for businesses to find the best values, that solve their problems at work, showing by increasing 3% sales growth from larger customers in 3 months How: •  Define “values” = the amount of money that something is worth (Merriam Webster) •  Show the users benefits in our communication supported by product features 39
  40. 40. Creative strategy Why are we advertising at all? •  Office Depot & OfficeMax sales are stabilizing, affected by declining demand, changing digital landscape, and fierce competition What is the advertising trying to achieve? •  To convince people who are working for medium-sized and large companies that we are the one-stop destination to find the best values and assist them to achieve success at work Who are we talking to? •  The Tiffanys of the nation What do we know about them? •  Tiffany is ambitious at work and she is opened for anything that could help increase efficiency at the office. She is active out of work and is aware of market news 40
  41. 41. Creative strategy What’s the main idea we need to communicate? •  Office Depot & OfficeMax is the ultimate one-stop solution, that helps business to achieve their objectives and allows customers to achieve their personal goals at work. What is the best way of planting that idea? •  Communicate that Office Depot & OfficeMax cares for individuals at a medium/ large corporation •  Focus on showing Office Depot & OfficeMax as a tool to meet career goals •  Highlight ways in how people use and benefit from Office Depot & OfficeMax •  Convey that when people are looking out for supplies on behalf of the corporation, Office Depot & OfficeMax is their one-stop destination •  Associate Office Depot & OfficeMax with career and business success 41
  42. 42. Positioning statement To convince 25-35 year old males and females who are seeking office supplies for their corporations that Office Depot & OfficeMax is the ultimate solution for office supplies because it always comes with quality, efficiency, and satisfaction. 42
  43. 43. big ideas #1 -Life is better 43
  44. 44. Life is better •  Concept: people are different when they have Office Depot & OfficeMax, especially your boss •  Focus: problem solving •  Tone: funny •  Execution: 1.  TV 2.  Digital -Interactive billboard -Web banner 44
  45. 45. Tv spot #1 Your boss & colleagues become happy again. You give them Office Depot & OfficeMax supplies, The story started with yelling boss & colleagues, showing with exaggeration. Situation set-up could be daily operation, asking for a raise, asking help from colleagues: 45
  46. 46. Digital #1-1 How it works: Use smartphone to feed angry boss/ colleagues with Office Depot & OfficeMax’s supplies and bring them back as the normal happy person Interactive Billboard 46
  47. 47. Digital #1-2 Web banner & Search Engine Marketing ●  Placement of the web banners would be: Bloomberg.com, Wall Street Journal ●  Banners will appear when people search keywords, such as, “annoying boss” and “office furniture” at Google 47
  48. 48. big idea #2 - Big success comes with small parts 48
  49. 49. Big success comes with small parts •  Concept: revealing the reason behind the big success of international giants, i.e. Office Depot & OfficeMax, by showing the high quality of our products and user benefits •  Focus: efficiency •  Tone: funny •  Execution: 1.  TV 2.  Digital: -Microsite -Social media -Outdoor guerrilla marketing 49
  50. 50. Tv spot #2 The story will end with happy clients meeting. It shows why the successful businesses can able to earn tons of profits and become successful. After all employees leave the company, Office Depot & OfficeMax supplies come alive to help the team to work. We plan to display the latest products of Office Depot & OfficeMax and demonstrate the high quality of our products. The plot will start at a normal day in an international & successful corporation. 50
  51. 51. Digital #2-1 ●  People are invited to take a quiz to determine which type of supplies they are at a office (implying the function/ role that they are playing at the office) ●  An interactive game will be design to let people to design their personalized office supplies characters Microsite & online mini-game 51
  52. 52. Digital #2-2 How It Works ●  When people search for keywords such as printer, office supplies, or office furniture, an interactive animation, i.e. one of the characters from our TV spot, will appear as one of the product suggestion from Google ●  When people click onto the ads, they will be directed to the Office Depot & OfficeMax’s page for product details Search Engine Marketing 52
  53. 53. big idea #3 - I Want more 53
  54. 54. Tv spot #3 Story will start with a normal day at the office. A staff handed a pen he brought from Office Depot & OfficeMax to his supervisor. And he then go crazy about the pen because it is too good to use. “I WANT MORE!!” said the supervisor. The story will end with a chaos at the office when everybody are so amazed by the products from Office Depot & OfficeMax and start chasing for the people who have them. 54
  55. 55. Digital #3-1 How it works: ●  Invite people to post any office supplies with a boss face on Instagram, Facebook, or Twitter with a hashtag #ODOMIWANTMORE to receive discounts Social media campaign 55
  56. 56. Digital #3-2 Banner ads about the social media campaign will be placed on digital newspapers app such as WSJ, NYT, and Bloomberg, to invite people to join and enjoy the discounts. Mobile Application Banner Ads 56
  57. 57. Media plan 57
  58. 58. Media plan rationale Major Medium (according to MRI+) ●  Magazine ●  Newspaper ●  TV ●  Internet ●  Outdoor Budget allocation: $30 million Duration: 3 months Source: MRI+ 2013 58
  59. 59. Media vehicle Magazine •  Business magazine •  The Economist, Bloomberg Businessweek, Entrepreneur, Forbes Newspaper •  New York Times, Wall Street Journal TV •  Geographical segmentation: Southern and Western part of US, based on stores distribution of Office Depot & OfficeMax •  Times: Prime time Internet •  Google banner ads: USA Today, eHow.com, wsj.com, nytimes.com •  Search Engine Marketing at Google and Yahoo •  keywords: office supplies, good quality office supplies Outdoor •  Billboard and bus shelter in financial districts 59
  60. 60. Media plan Budget allocation 60
  61. 61. Bibliography Alfs, Lizzy. "OfficeMax to Close 2 Nashville-area Stores." The Tennessean. N.p., 8 Apr. 2015. Web. 25 Apr. 2015. <http://www.tennessean.com/story/money/real-estate/2015/04/08/officemax-close-nashville-area-stores/25473241/>. "Audience." The Economist Group: Media Information. N.p., n.d. Web. 25 Apr. 2015. <http://www.economistgroupmedia.com/products/the-economist/>. Berthiaume, Dan. "Study: E-commerce Pushes Office & School Supply Sales up in 2014.” Study: E-commerce Pushes Office & School Supply Sales up in 2014. N.p., 6 Feb. 2015. Web. 25 Apr. 2015. <http://www.chainstoreage.com/article/study-e-commerce-pushes-office-school-supply- sales-2014>. Caine, Jason. "Amazon's Role In The Office Supply Market - Compete Pulse." Compete Pulse. N.p., 26 July 2012. Web. 25 Apr. 2015. <https://blog.compete.com/2012/07/26/amazon%E2%80%99s-role-in-the-office-supply-market/>. "The Economist Online Rate Card." The Economist Group: Media Information. N.p., n.d. Web. 25 Apr. 2015. <http://www.economistgroupmedia.com/products/economist-online/rates/>. Farfan, Barbara. "Staples Company Mission Statement - Vision, Headquarters and Founders Facts and Trivia of the Staples Brand." About.com. N.p., n.d. Web. 25 Apr. 2015. <http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Target-Corp--Mission- Statement.htm>. "Get Big Exposure For Your Small Business At NYTimes.Com." The New York Times. N.p., n.d. Web. 25 Apr. 2015. <http:%3A%2F%2Fwww.nytimes.com%2Fmarketing%2Fselfservice%2Findex.html%3Futm_source%3DNYT2010-BigAd2-DEFAULT %26utm_medium%3DBigAd2%26utm_campaign%3DRelaunch>. Guskin, Emily, and Tom Rosenstiel. "» Network: By the Numbers." » Network: By the Numbers. N.p., 2012. Web. 25 Apr. 2015. <http://www.stateofthemedia.org/2012/network-news-the-pace-of-change-accelerates/network-by-the-numbers/>. 61
  62. 62. Bibliography Kim, Susanna. "Staples vs. Office Depot: How the Two Stack Up." ABC News. ABC News Network, 4 Feb. 2014. Web. 25 Apr. 2015. <http:// abcnews.go.com/Business/staples-office-depot-comedic-comparison/story?id=28720450>. Maxfield, John. "Staples to Close 225 Stores. This Chart Shows What Will Be Left." The Motley Fool. N.p., 9 Mar. 2014. Web. 25 Apr. 2015. <http://www.fool.com/investing/general/2014/03/09/staples-to-close-225-stores-this-chart-shows-what.aspx>. "McDonald's Joins Wal-Mart, Gap, Other Cos. in Raising Wages." U-T San Diego. N.p., n.d. Web. 25 Apr. 2015. <http:// www.utsandiego.com/news/2015/apr/01/mcdonalds-joins-wal-mart-gap-other-cos-in-raising/>. "A New Promise to Our Customers." A New Promise to Our Customers. N.p., n.d. Web. 25 Apr. 2015. <http://www.staples.com/sbd/cre/marketing/about_us/brand-promise.html>. "The New York Times | Media Kit | International Edition." The New York Times | Media Kit | International Edition. N.p.,n.d. Web. 25 Apr. 2015. <http://www.nytmediakit-intl.com/newspapers/the-new-york-times.aspx>. "Office Depot, Inc. Highlights Historical Context, Gift Ideas for Administrative Professionals Day." MarketWatch. N.p., 16 Apr. 2015. Web. 25 Apr. 2015. <http://www.marketwatch.com/story/office-depot-inc-highlights-historical-context-gift-ideas-for-administrative-professionals- day-2015-04-16>. "Office Supplies Industry  ." Office Supplies Industry Data, Revenue, Income, Employees, Sales Guidance, Earnings Outlook. N.p., n.d. Web. 25 Apr. 2015. <http://csimarket.com/Industry/Industry_Data.php?ind=506>. Peters, Kevin. "Office Depot's President on How." Harvard Business Review. N.p., 01 Nov. 2011. Web. 25 Apr. 2015. <https://hbr.org/2011/11/office-depots-president-mystery-shopping-turnaround>. 62
  63. 63. Bibliography Pounds, Marcia Heroux, and Sun Sentinel. "Office Depot Seeks Ways to Stand out from Staples, Amazon." Tribunedigital-sunsentinel. N.p., 02 Mar. 2014. Web. 25 Apr. 2015. <http://articles.sun-sentinel.com/2014-03-02/business/fl-office-depot-seekuniqueness-20140302_1_ceo- neil-austrian-liang-feng-office-depot>. Ritson, Mark. "The Best Brands Are Disruptively Consistent." Branding Strategy Insider The Best Brands Are Disruptively Consistent Comments. N.p., 12 Feb. 2015. Web. 25 Apr. 2015. <http://www.brandingstrategyinsider.com/2015/02/the- best-brands- aredisruptively-consistent.html#.VTLayhPF-kA>. Rodriguez, Ashley. "Combined Office Depot, OfficeMax Entity Unveils First Brand Push." Advertising Age CMO Strategy RSS. N.p., 8 Jan. 2015. Web. 25 Apr. 2015. <http://adage.com/article/cmo-strategy/office-depot-officemax-unveils-brand-push/296494/>. "Staples." Staples. N.p., n.d. Web. 25 Apr. 2015. <http://www.makingafortune.biz/list-of-companies-s/staples.htm>. "Vision and Values." Vision and Values. N.p., n.d. Web. 25 Apr. 2015. <http://news.officedepot.com/corporate-info/vision-and-values>. Whitefoot, John. "Economic Outlook 2015 | US Economic Forecast 2015, Good If You're Rich." Stock Market Advice Investment Newsletters Profit Confidential What Is the US Economic Outlook for 2015 Good If Youre Rich Comments. N.p., 01 Apr. 2015. Web. 25 Apr. 2015. <http://www.profitconfidential.com/economic-analysis/economic-outlook- for-2015/>. Willoughby, Jack. "Office Depot Gets Down to Business." - Barron's. N.p., 7 June 2014. Web. 25 Apr. 2015. <http://online.barrons.com/articles/SB50001424053111904651304579599960668967466>. 63
  64. 64. We are Movement Thank you 64

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