John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari

Canadian Tire

Brand Audit

April 2005

Let’s get started

John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari

Canadian TireTHE TEAM

• John Coffey

• Scott Jorgens

• Helen Loftin

• Fred Shabestari

THE AGENDA

• Introduction

• Divisions

• Aaker’s Model

• ZMET Model

• 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

down-to-earth

Sincerity RuggednessSophisticationCompetenceExcitement

honest

wholesome

cheerful

daring

spirited

imaginative

up-to-date Intelligent

successful

upper-class

charming

outdoorsy

toughreliable

down-to-earthfamily oriented

small-town

honesttsincere

real

wholesomeoriginal

cheerfulsentimental

friendly

daringtrendy

exciting

spiritedcool

young

imaginativeunique

up-to-dateindependent

contemporary

reliablehard-working

secure

intelligenttechnicalcorporate

successfulleader

confident

upper-classglamorous

good-looking

charmingfemininesmooth

outdoorsymasculinewestern

toughrugged

3.67 2.90 2.88 1.71 3.50

2.93

John Coffey / Scott Jorgens / Helen Loftin / Fred Shabestari

Overall Average: Overall Average: 2.93 2.93

• Implications1. 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

• Aaker’s Scale

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!Thank You!