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Canadian Tire

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Title: Electronic Commerce Author: Farhad Shabestari Last modified by: Scott Jorgens Created Date: 11/30/1997 3:09:42 AM Document presentation format – PowerPoint PPT presentation

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Title: Canadian Tire


1
Canadian Tire
Brand Audit April 2005
Lets get started
2
Canadian Tire
  • THE AGENDA
  • Introduction
  • Divisions
  • Aakers 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
Aakers Scale
8
  • Aakers Scale

Overall Average 2.93
  • 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

9
Brand Recommendations
  • The Name
  • Combined Stores with Marks Work WearHouse
  • POD Four Lifestyle Themes
  • Innovation KitchenMaster
  • Sandy McTire The Mascot

10
Thank You!
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