Reference no: EM133224032

Assignment:

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."

THis is the case study and I have to answer the following questions:

QUESTION 1. 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 2. What type of Consumer Product is the Tim Hortons Ice Cream that is being sold in grocery stores? Explain why you classified it in that specific category using examples from the case.

QUESTION 3. Tim Hortons Ice Cream is still in the introduction stage of the Product Life Cycle. Based on their goal of promotional and the AIDA concept, which two elements of the promotional mix would you use to help reach their target audience. Explain your answer using examples from the case.

QUESTION 4. If you had the opportunity to launch a new Product Line for Tim Hortons to sell in the grocery store, what type of Product would you develop and why? What would be your first two items you would sell?

QUESTION 5. Describe how the Pricing, Promotions, Product, or Distribution strategy for the Tim Hortons Ice Cream would change once it moves into the Growth stage of the Product Life Cycle. Use examples from the case.