Zellers strives to be Truly Canadian

Article Abstract:

Zellers Inc., based in Brampton, Ontario, is launching a new house brand, Truly, to replace most of its private label products. The branding strategy, which is in line with Zellers' "truly Canadian" identity, is also intended to create a formidable house brand to differentiate it from Wal-Mart and to strengthen its stance against mass merchants. The Truly brand will initially cover health and beauty products and eventually, every product, with the exemption of electronics. Zellers, which intends to see 15% to 20% of its merchandise with the Truly brand, will also launch a Canadian multi-media campaign for the Truly brand in spring 1999.

Company Planning/Goals, All Other Specialty Food Stores, Positioning, Variety Stores, Zellers Inc., Article

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An air of sophistication

Article Abstract:

Tyler Brule's marketing strategy for Porter Airlines is to incorporate a touch of sophistication into it since its focus is on business clientele. Sophistication is evident in the aircraft itself to the uniforms of the flight attendants designed by Pink Tartan. A racoon was chosen as mascot for the brand and is known as Mr. Porter.

Strategy & planning, Services information, Air Transportation, Scheduled, And Air Courier Services, Targets & Markets, Usage, Evaluation, Services, Airlines, Customer relations, Brule, Tyler, Aims and objectives, Mascots, Target marketing

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