Communication Strategy IBP

Dollarama's is focused on enhancing communication with various stakeholders to build trust, enhance
reputation, and ensure overall success in international markets. The key stakeholders include associates,
customers, suppliers, competitors, investors, government agencies, and the media. By effectively
communicating and addressing their diverse needs and expectations, Dollarama aims to foster positive
relationships and contribute to its overall performance.
Communication Strategy for Associates:
Dollarama recognizes the significance of its employees and employs various communication channels to
engage and support them:
 Employee Engagement: Dollarama values its employees as its most important asset and
promotes a positive and respectful work environment. Regular feedback mechanisms,
recognition programs, training, and development opportunities are used to communicate with
employees. Additionally, Dollarama encourages employees to share their ideas, suggestions, and
concerns through surveys, meetings, and newsletters.
 Management Style: Dollarama follows a decentralized and entrepreneurial management style,

empowering its managers to make decisions and take ownership of their stores. Clear and
consistent expectations, performance reviews, and incentives are used for effective
communication with managers. Dollarama also provides coaching, mentoring, and leadership
development programs to support their growth.
 Partnership Strategy: To expand its presence in new markets like Latin America, Dollarama
maintains a collaborative and mutually beneficial relationship with its partners. Transparent and
trust-based communication is prioritized, along with alignment of goals. Dollarama also provides
operational and financial support and access to its product sourcing and distribution network.
Marketing Strategy Communication:
Dollarama's marketing strategy comprises four key elements: product, price, place, and promotion.
These elements are communicated to drive customer engagement and sales:
 Product: Dollarama offers a wide range of products, continuously updating its assortment to
meet customer preferences and needs.
 Price: Dollarama implements an attractive and affordable pricing strategy, with most products
priced at $4 or less. The company adopts a multi-price point strategy that allows adjustments
based on inflation, cost changes, and market conditions.
 Place: Dollarama focuses on operating in convenient and accessible locations such as shopping
malls, strip malls, and standalone stores. The company plans to open more stores in urban,
suburban, and rural areas to expand its reach.
 Promotion: Dollarama utilizes various advertising methods, including flyers, radio, and online
ads, to reach a diverse customer base. Word-of-mouth and customer referrals are also
leveraged to increase brand awareness and loyalty.
Investor Relations Communication:
Dollarama's investor relations strategy is aimed at enhancing shareholder value and includes responsible
and effective communication:
 Timely and Transparent Information: Dollarama provides investors with timely and transparent
information through its website, annual reports, quarterly results, webcasts, and press releases.
 Key Financial Metrics: Dollarama communicates essential financial metrics to investors,

including sales growth, gross margin, earnings per share, debt levels, and shareholder returns. It
highlights positive trends, such as sales growth and increased net earnings, to demonstrate its
financial performance.
Some of the key financial metrics that Dollarama communicates to investors are:
o Sales: Dollarama is expected to increase its sales to C$5.1 billion in fiscal 2023,
up from C$4.6 billion in fiscal 2022.
o Earnings per share: Dollarama’s adjusted earnings per share is forecast to grow
from C$2.66 per share in fiscal 2022 to C$2.76 per share in fiscal 2023.
o Dividend: Dollarama’s dividend per share is projected to rise from C$0.18 per
share in fiscal 2022 to C$0.20 per share in fiscal 2023.
o Share price: Dollarama’s share price is estimated to range from C$70.00 to
C$80.00 by the end of 2023, with an average target of C$77.00. This implies a
potential downside of -19.76% from the current price of C$95.94 as of
November 19, 2023. C$0.32 billion in the first half of fiscal 2023. The company’s
share buybacks reduce the number of outstanding shares and increase the EPS
and share price.
Environmental, Social, and Governance (ESG) Communication:

Dollarama prioritizes its ESG initiatives and communicates its efforts to stakeholders through various
channels:
 Environmental: Dollarama aims to reduce its environmental impact through energy efficiency
measures, waste reduction, recycling, and sourcing environmentally-friendly products.
 Social: Dollarama upholds fair labor practices, product safety, respect for human rights, and
community involvement. It follows ethical conduct, compliance standards, and supports
charitable causes.
 Governance: Dollarama maintains a high level of governance through a diverse and independent
board, robust risk management, and transparent disclosure policies. Engagement with
stakeholders is emphasized to address concerns and build trust.
Social Media Communication:

To improve communication efforts, Dollarama can leverage social media platforms (e.g., Facebook,
Twitter, YouTube, Instagram) to engage consumers, build loyalty, and increase brand awareness:
 Sharing Product Information: Dollarama can use social media channels to share detailed
information about its products, including features, benefits, and new additions to the
assortment.
 Promotions and Contests: Dollarama can run promotional campaigns and contests on social
media platforms to encourage customer engagement and increase brand reach.
 Customer Feedback and Reviews: Monitoring and responding to customer reviews and feedback
shared on social media can help Dollarama address concerns, improve customer satisfaction,
and drive continuous improvement.

Communication Strategy IBP

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Communication Strategy IBP

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Dollarama's is focused on enhancing communication with various stakeholders to build trust, enhance

Communication Strategy for Associates:

 Management Style: Dollarama follows a decentralized and entrepreneurial management style,

Marketing Strategy Communication:

 Key Financial Metrics: Dollarama communicates essential financial metrics to investors,

Environmental, Social, and Governance (ESG) Communication:

Social Media Communication:

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