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Jennifer Park

Jennifer Park. Introduction. Potential Target Market. Segment Product Market. Convenience Products Shopping Products Specialty Products Unsought Products. Consumer Product Market. Demographic Segmentation (Age,Income,education, occupation,marital status and

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Jennifer Park

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  1. Jennifer Park

  2. Introduction Potential Target Market Segment Product Market • Convenience Products • Shopping Products • Specialty Products • Unsought Products Consumer Product Market • Demographic Segmentation • (Age,Income,education, • occupation,marital status and • household formation) 2. Psychographic Segmentation (Activities,interests,and opinions) 3. Geographic Segmentation (Regional,urban and rural) Canadian Specialty Coffee Market • Culture and social trends • (Ethics groups, coffee culture) Tim Horton & Starbucks

  3. Positioning Strategy Emphasized on environmental care and community involvement,Starbucks is committed to transform a unique coffee brand experience into a modernized lifestyle to establish their brand as the premier purveyor of the finest coffee in the world. To maintain the priority and leadership in Canadian coffee industry, Tim Horton's will constantly committed to product quality, value, cleanliness, and customer service to ensure its community leadership and unity image in its customers’ mind.

  4. Marketing Mix Product: • Coffee • “Snack Occasions”：Donuts/Tim bits: they were the base/foundation of Tim Horton’s since they operated. As long as their growth they added new food to their menu, such as soup, muffins, and cookies; however donuts generate a domination place. • Baked Goods such as Bagels, muffins, Danishes, etc. • Tim Horton’s Yogurt & Berries( New) • Tim Horton’s bottle water.(New)

  5. Place: Basically, Tim Hortons are everywhere across the country. • Over 2,000 stores throughout Canada. • A franchised operation enable Tim Horton’s to open anywhere reaches demanding customers. • As of July 2005, there are over 260 Tim Horton's locations in the United States.

  6. Price: • Universal Pricing Policy for all Tim Horton’s Locations. • Affordable to everyone. • Compare with Starbuck’s, Tim Horton’s price has a competitive advantage.

  7. Promotion: • “True Story” advertising focus on existing customers; and “Roll Up The Rim To Win” aim on new customers, also known as Marketing Penetration. • In additional, Tim Horton’s is involved in sports sponsorship like “The Tim bits Minor Sports Program” They are continuing build their image as a good neighbor in communities.

  8. Marketing Mix • Product • : Espresso based Coffee-Latte, Mocha, Cappuccino. • : Coffee makers - all equipments for brewing Coffee at home • : Cups, syrups, Certificate Card. • : Coffee beans, Tea bags (TAZO) • : Juices, Bottled Ice beverages, Frappuccino, ice cream (@ Super Markets) etc. • : Cakes, Muffins, many kinds of breads, chocolates, cookies, sandwiches, salad…etc.

  9. Price : Cheapest coffee and tea:1.60 + tax : The most expensive coffee and other beverage: 4.50 or more prices. + tax : More expansive drinks, cakes, sandwiches, or coffee beans than Tim horten’s. : Higher price/Expansive than other coffee shop.

  10. - Place • : Started in urban Centre.. • : Near downtown but they starting to open the stores rural areas as well. • : Inside bookstores – Indigo and chapters in Canada.

  11. Promotions • Hospital foundation. • Benefit children’s welfare, AIDS outreach • Community cultural events- Introduce Local events • Support Variety of programs in Coffee growing countries • Doesn’t have individual store or any prize promotion

  12. Promotions(2) • Selling some CDs to the customers • Wireless high speed Internet service in the store. • Starbucks card-VISA and certificates • They only do advertise on Magazines, Newspaper, sometimes In subway stations. • United Airline serves Starbucks Coffee.

  13. Comparison • Unique Selling Point • Tim Horton “ Snack Occasion” • Star Bucks “ Life Style” • Brand Loyalty • Tim Horton • “Brand Preference” • 2. Star Bucks • “Brand Insistence”

  14. Positioning Strategy • Leadership Positioning Mkt Analysis, Target Mkt Analysis, Competitor Analysis • Lifestyle Positioning

  15. Thank You

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