Tim Hortons is a caf chain famous for its coffee and donuts. It was founded in 1964, by the hockey player Tim Horton and his friend Jim Charade in Hamilton Canada where initially it started as a hamburger joint but later was changed into a caf. It was acquired by Burger King in the year 2014 for 11.4 billion dollars. Tim Hortons faces competition from strong brands like Starbucks, Dunkin Donuts and Subway. Headquartered in Ontario, Canada the company is present in 4613 locations with a workforce of 100000 employees and generated a net revenue of 3 billion dollars. Marketing Mix of Tim Hortons analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Tim Hortons marketing strategy. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing. advertising & distribution strategies used by Tim Hortons. The product strategy and mix in Tim Hortons marketing strategy can be explained as follows: Tim Hortons is a leading coffee chain brand serving various snacks and beverages. Tim Hortons specializes in food items like coffee, donuts, pancakes, waffles, strudles and lattes etc. which are a part of a wide product portfolio in its marketing mix. It has a breakfast menu which includes bagel sandwiches, wraps. hash browns, oatmeal and croissants. It also has a menu for footlong sandwiches and burgers Tim Hortons serves three types of F4 144 SA 0 F5 % F6 M F7 DELL F8 & F9 * P F10 F11 B F1 ng mga a menu for footlong sandwiches and burgers. Tim Hortons serves three types of coffees original, decaf and dark roast. In hot beverages French vanilla, lattes and mocha are available. In cold beverages it has iced coffee, fruit chills, fruit smoothies, frozen lemonade and chocolate chills. In baked menu they serve donuts, muffins, Greek yogurts, cookies, bagels and pastries. All these menu titles have a variety of options under them. Tim Hortons also serve sides like soups, wedges and dips. Tim Hortons targets the masses and hence has a wide range of prices so that more and more people can afford the products As compared to Starbucks and Dunkin Donuts its menu is priced lower by a small margin and hence gives it the price advantage. Tim Hortons serves coffee in the range of $1.15 to $2 depending upon the size of the cup. Cookies are priced at $0.89. Sandwiches come for $2.5. Donuts are priced at $0.99. Bagel sandwiches cost around $2.5. The hot beverages cost the most i.e. in the price range of $2 to $5. Cold Beverages come in the range of $1.5 to $3. The sides come for around $1.5. The pricing strategy in its marketing mix focuses on competing with other brands in the same market segment. Tim Hortons is available in 4613 locations out of which 3436 are in North America. It is one of the major caf chains in the world. All the stores are located in areas where there is a great footfall of people. The cafes are cozy and have spacious area. The confectionery is up for display in a beautiful set up to drive sales. Customers can also buy Tim Hortons products from their website. These products are usually coffee muss and coffee nacks Also the famous coffee grinds are available on 0 CON 1 F4 144 $ F5 % F6 PH F7 FB & F9 * P F10 F11 F12 ugg up IN WAIMAN AVAL MAN rim of their coffee cups after the drink to see what prize they have got. It takes place every year in February and prizes like TVs and vehicles are given to lucky winners. It associates itself with the Canadian culture through various adverts which emphasize on the story of Tim Hortons and Canadians' love for donuts as they consume the most donuts in the world per year. There is a Tim Hortons children's foundation which sponsors underprivileged kids from Canada and the United States to go for high-end summer camps. It also sponsors events like ice hockey tournaments, earn-a-bike program, swimming competitions, Enactus and food drives. Tim Hortons has several simple business processes. Customers enter the cafes and place an order at the counter and pay for it. The cafs arelself-service, that is once the order is ready the customers have to go to the counter and collect it. The service only includes the food which is prepared and the staff which processes the orders and handles the cafe operations. The physical evidence of Tim Hortons consists of the fact that the store is of great pride to the Canadians as it is a story of success of a Canadian. People feel a sense of belonging in the cafes where they are treated with a lot of love and friendliness. The food quality is impeccable for the amount it charges and the service is great as well. The aesthetics of the food items makes them more attractive and palatable to the customers. The seating which is cozy and the entire ambience which makes it a family place add to the experience of the customers and contributing to the physical evidence of the place. Paul House is the CEO and executive chairman of the restaurant chain Ronald Walton is the 8 11 e F4 144 F5 4 5 F6 DAY 6 F7 F8 27 F9 * * P 8 F10 6 F11 F12 W unge wa vio LAIN JAMAA MA & AAWAAS to p during service and friendly to the customers. They have a scheduled training procedure for keeping the staff up to date. Many opportunities are given to the students who want to pursue part-time jobs while studying and hence start working there. Hence this completes the marketing mix of Tim Hortons. Required 1. From the case study above, identify and explain the product offerings which suggest the market segmentation strategy in use while mentioning the basis for segmentation in each case. (15 marks). 4 2. From the case study above, identify and explain the pricing strategy employed by Tim Hortons when compared to other competitors. (10 marks). 3. From the case above identify and explain Tim Hortons distribution strategy. Make sure to relate your response to the extracts from the case above. (10 marks). 4. From the case above, identify and describe Tim Hortons promotional strategy. In your response and based on your personal experience with Tim Hortons explain if this promotional strategy has been successful (15 marks). 5. From the case above, identify and explain the process strategy currently being F4 144 F5 % 5 F6 6 F7 FB & 7 M F9 * a 8 F10 9 F11 F12 5. From the case above, identify and explain the process strategy currently being utilized by Tim Hortons. In addition, identify the marketing tool that Tim Hortons can use to understand and finetune their production process. (15 marks). 6. From the case above, identify and explain in detail Tim Horton's impression management strategy. (10 marks). 7. From the case above briefly comment on Tim Horton's people concept as it relates to employee management. (10 marks) F4 $ e 8 (3 F5 11 % Y Paragrap F6 A F7 BIU- F8 625 F9 A> S F10 EQ 34 F11 F12