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Canadian Tire

Canadian Tire. Brand Audit April 2005. Let’s get started. Canadian Tire. THE AGENDA Introduction Divisions Aaker’s Model ZMET Model Brand Association Brand Status Recommendation. THE TEAM John Coffey Scott Jorgens Helen Loftin Fred Shabestari. Introduction.

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Canadian Tire

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  1. Canadian Tire Brand Audit April 2005 Let’s get started

  2. Canadian Tire THE AGENDA • Introduction • Divisions • Aaker’s Model • ZMET Model • Brand Association • Brand Status • Recommendation THE TEAM • John Coffey • Scott Jorgens • Helen Loftin • Fred Shabestari

  3. Introduction • Canadian Tire Corporation • Canadian Tire Retail • Retail Stores, Auto Service, Catalogue, Website, e-Flier • Canadian Tire Petroleum • Gas Bar, Pit Stop Oil Change, Car Wash • Canadian Tire Financial Services • Retail Credit, MasterCard, Loans, Insurance, Auto Club • Marks Work Warehouse • PartSource

  4. Growth of the Brand • First store – 1922 • Catalogue Launched – 1928 • First Associate Dealer – 1934 • Canadian Tire Gas Bar – 1950 • Canadian Tire Money – Loyalty Program – 1958 • First cross-promotional loyalty program in Canada • Continues to be a strong brand association • Options MasterCard – 1997 • PartSource Launched – 1997 • Purchase of Marks Work Warehouse – 2002

  5. Brand Relations

  6. Zaltman - ZMET

  7. Aaker’s Scale

  8. Aaker’s Scale • Implications • Relatively high score on “Sincerity” indicates Trust in the brand • Relatively low score on “Sophistication” indicates perception of low-class products • Relatively high score on “Ruggedness” indicates association with male-related products Overall Average: 2.93

  9. Brand Recommendations • The Name • Combined Stores with Mark’s Work WearHouse • POD: Four Lifestyle Themes • Innovation & KitchenMaster • Sandy McTire: The Mascot

  10. Thank You!

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