Communication Strategy _Tim Hortons

1. Communication Strategy
of
Tim Hortons cafe
by
Asif Adnan

2. Client’s Brief
To prepare a communication plan to launch
a new Coffee Brand in Bangladesh

3. Bold
Different
Daring

4. Existing Coffee Market
 Existing coffee market size in
Bangladesh worth BDT 600 million
+. Contribution of brewed coffee is
almost two-third of the market
while the instant coffee market
counts for the rest of the market.
Market Scenario
Existing competitors in the
market
 If the proposed chain coffee shop
is opened here in Bangladesh, it
will face two types of
competitions: direct and indirect
competition. At present, there are
more or less 50 premium coffee
cafés in Bangladesh which happen
to cater a mammoth market which
clearly indicates that there is a
huge portion of the market still
waiting to be exploited. Among
these 50 cafés, only 4
international chain coffee shops
are currently operating along with
some local premium independent
coffee cafés.

5. Competitive Landscape

6. Stimulating Factors

7. Target Audience
9%
13%
21%
29%
28%
Age Group
Above 30
Above 19
16-19
20-24
25-30
Target
Audience
 Major chunk of customers falls within the age group of 16 to 45 which accounts
for 57% of the overall percentage.
 The group comprises of mainly students and working professionals

8.  To delight every consumer who comes in
contact with the Brand by providing
superior quality products/services and
the ultimate in guest experience
Brand Promise

9. MISSION STATEMENT
 The guiding mission will be to deliver superior quality products
and services for the guests and communities through leadership,
innovation and partnerships.
VISION
 Tim Horton’s vision is to be the quality leader in everything we
do.
Mission & Vision

10. SWOT Analysis
S
TRENGTHS
W
EAKNESSES
O
PPORTUNITIES
T
HREATS
 Finest Product
Quality
 Renowned Brand
 Wide Assortment
 Premium Pricing
 Difficult to
maintain
 Overnight brand
positioning not
possible
Developing new product
and services in future
 Providing the ultimate
coffee experience
Increasing buying power
 Entrants of new
competitors into
the market
 Existing prominent
coffee brands
Presence of other
‘Hangout’ locations

11.  Cater to the missing “taste
gap” - Competitive edge to be
based on customer taste and
preferences
 Focus on what matters to
drive relevance and
engagement in the market –
The ultimate coffee
experience; comprising of the
best coffee, prompt service
and illustrious store ambience
 Position the image as a cafe
Positioning

12. S-T-P-D
Middle class and upper middle
class
Seeks to target not just the youth
but anyone who is “young at heart”.
Premium Priced Brand
Tim Horton will have its main
consumer base in the age group of
16-45 years.
High disposable income group
TARGETING
POSITIONING DIFFERENTIATION
SEGMENTATION
Cater to the missing “taste gap”
The ultimate coffee experience
An upscale brand promising to
provide rich experience
Providing the best coffee

13. Brand Map
Personality
Message
Promise
Vision
To be the quality leader in everything they do.
Delighting consumers with the Brand by providing
superior quality products/services and the
ultimate in guest experience
Always Fresh
Sophistication, excitement, sincerity.

14. Core Brand Attributes
Quality
“Always Fresh”
brand
positioning
Great coffee combined
with great food at
competitive prices
Convenience and trial
Community involvement
In-restaurant experience

16. • Superior quality, ultimate in-guest experience
Promise
• Focus on trial, once people eat/drink the coffee, they
love it
Strategy
•Develop a story to create a position in the mind/heart of the
consumer, integrate Tim Horton coffee as part of their
lifestyle.
Story
• Always fresh. Highlight on this slogan.
• New great flavors to give consumers choice
Freshness
• Incredible taste sensation that leaves an impression
• An exclusive hangout experience
Experience

17. Make it a Beloved Brand
Consumers move along a “Brand Love Curve”, as they become more
connected, their feelings and behaviors change.

18. Marketing Mix

19. • The core product is coffee
• It will also sell many different products including:
– Sandwiches
– Baked goods
– Specialty beverages
– Wraps
– Breakfast items
– Donuts
The Product Mix

20. • How much the customer is willing to spend
• It will be at a premium price relative to market
• Will provide an array of sizes, hence price will be affordable
The Price Mix

21. • Distributed directly through the cafe
• Will have drive-thru for non pedestrian customers
• Future expansions of more cafes around the city
• Coffee packs will be distributed to Super shops such as Agora,
Shopno and Meena Bazar
– Tim Horton’s retail products will be distributed from a
central warehouse
– Superstore – Agora, Shopno and Meena Bazar
– Tim Horton’s Store will also sell coffee packs
– Limited retail strategy to hold brand’s exclusive image
The Place Mix

22. • Coupons- Help save money
• Contest- Special occasion contests such as the world cup where
customers can roll up the cup sticker to win prizes
• Samples- Lure customers in to see if they like it
• Premiums- Customers get something free with certain
purchases
• Other sales promotion such as store decoration, RJ
endorsement, Ads in Lifestyle and youth magazines, Social
Media Campaigns and Outdoor branding, Activations, Events
The Promotional Mix

23. • Raffle draw
• Coupons
• Tim Horton Gift cards
– Loyalty cards to 1st launch week regulars
• Experience/taste booths outside Super-shops
– Customers will be given free sample cups of coffee
– Customers will have to register for a free cup
– Customers phone number will be collected and we will simply
express customers our gratitude for trying out our sample
– SMS will include a link to our Facebook page and also store
address
• Booth will be placed on a rental basis with the Super-shops
Launch Activities

24. Other Branding Options
Leaflets at “experience booths” and store
Coupon Cards – every Tk. 500/- purchase
Danglers – Supershops, “experience booths” and store
X-Banner – store and “experience booths”
Cup Branding
Loyalty cards

25. Embracing Technology

26. Target Engagement
App
•Pre-order before arrival
•Pre-order for take away
•Check out new offerings and
promotions
Facebook Advertisement
•In Store Social Media Activities
•Share picture with a cup
•Tim Horton’s Customer of the week
•Check in and get a 10% discount
Website

27. Brand Leverage & Extension
Coffee Packs Drive-Thru

28. Thank You