Canadian Tire

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Canadian Tire
Brand Audit April 2005
Lets get started
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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

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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

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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

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Brand Relations
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Zaltman - ZMET
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Aakers Scale
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• 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

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Brand Recommendations

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

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Thank You!