Canadian Tire Brand Audit April 2005 Let’s get started John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari.
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Canadian Tire Brand Audit April 2005 Let’s get started John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari Canadian Tire THE TEAM • John Coffey THE AGENDA • Introduction • Divisions • Scott Jorgens • Aaker’s Model • Helen Loftin • ZMET Model • Fred Shabestari • Brand Association • Brand Status • Recommendation John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari 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 John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari 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 John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari Brand Relations John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari Zaltman - ZMET John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari Aaker’s Scale Sincerity downto-earth daring wholesome down-to-earth family oriented small-town wholesome original honestt sincere real 3.67 cheerful sentimental friendly imaginative spirited cheerful honest daring trendy exciting spirited cool young 2.90 successful reliable up-todate imaginative unique Sophistication Competence Excitement Intelligent reliable hard-working secure up-to-date independent contemporary intelligent technical corporate 2.88 charming upper-class successful leader confident Ruggedness tough outdoorsy tough rugged charming feminine smooth upper-class glamorous good-looking 1.71 2.93 John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari outdoorsy masculine western 3.50 • Aaker’s Scale Overall Average: 2.93 • Implications 1. Relatively high score on “Sincerity” indicates Trust in the brand 2. Relatively low score on “Sophistication” indicates perception of low-class products 3. Relatively high score on “Ruggedness” indicates association with male-related products John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari Brand Recommendations • The Name • Combined Stores with Mark’s Work WearHouse • POD: Four Lifestyle Themes • Innovation & KitchenMaster • Sandy McTire: The Mascot John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari Thank You! John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari