Elements of promotional mix to market tim hortons ice cream

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Reference no: EM133224030

Assignment:

Case Study:

Tim Hortons brings its iconic flavours to the ice cream aisle with the launch of its rich and premium quality Tim Hortons Ice Cream, made in Canada with 100% Canadian dairy

Tim Hortons is launching its first ever Ice Cream lineup including five varieties inspired by some of the most familiar and beloved Tims flavours: Salted Caramel Iced Capp®, Double Chocolate Donut, Birthday Cake Timbits®, Apple Fritter and Fruit Explosion. Tim Hortons Ice Cream will be available at grocery stores across Canada in the weeks ahead, including at Co-Op, Loblaws (Maxi, No-Frills, Real Canadian Super Store, Provigo, Loblaws Great Food, Fortinos and Your Independent Grocery), Longo's, Metro (Ontario), Sobeys/Safeway and Walmart. So far, the price of Tim Hortons Ice Cream is launching at a price range between $5.97 and $6.99 depending on the retail store, remaining affordable for the Canadian consumer. Tim Hortons Ice Cream is proudly made in Canada in partnership with the Tillsonburg, Ont.

-based ice cream producer Shaw's and is made with 100 per cent Canadian dairy. "Tim Hortons has been a beloved taste of Canada since 1964 and we're really excited to be re-imagining some of our most popular flavours as ice creams," said Sourabh Malik, Vice President of CPG at Tim Hortons. The product launch takes the significant brand equity that Tims has with Canadians, and brings it together with flavours that are distinctively its own, says Malik. "When you taste them, you can definitely recall the Tim Hortons café experience," says Malik.

The expectation, he says, is that the Salted Caramel Iced Capp and Birthday Cake Timbits will be the customer favourites, followed by Double Chocolate Donut and Apple Fritter. Tims has been steadily expanding into packaged foods in recent years, branching out from natural brand expansions such as coffee, tea and hot chocolate, into food items like soups, granola bars and breakfast cereal. The goal, says Malik, is to "own the pantry," particularly as dining has become a decidedly more in-home experience over the past two years. Tim Hortons took the new ice cream product from ideation to market in just over six months. "It's one of the fastest product launches our team has done," says Malik. "Everyone was highly engaged to make this happen."

Adapted from: Powell, Chris. Canadian Grocery. Tim Hortons expands into ice cream.

Question 1: If you had to choose 2 elements of the Promotional Mix to market Tim Horton's Ice Cream t target audience, what 2 elements would you choose? Explain your answer.

Question 2: What stage of the Product Life Cycle do you believe Tim Horton's Ice Cream is in? Explain your answer using examples from the case. Based on the stage, what should their goal of promotion be?

Question 3: What pricing strategy do you think Tim Hortons is using for their Ice Cream? Explain using support from the case. What are two pricing tactics that you could use and apply to the Tim's Ice Cream throughout the year. Explain why you have chosen these tactics.

Question 4: If you had the opportunity to apply a Product Adjustment, Addition, or Modification to the new Tim Horton's Ice Cream line, what would you choose and why? Explain your answer using examples from the case.

Question 5: What branding strategy is being used for Tim Horton's Ice Cream? Explain why this is beneficial. What type of consumer product is Tim's Ice Cream? Explain your reasoning.

Reference no: EM133224030

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