Uploaded byM.Ali Jehangir
Tim Horton's
Tim Horton's is launching its first location in Pakistan. It will target the upper middle class demographic in Karachi who value quality, premium products and international brands. The digital strategy will focus on generating hype and awareness through social media promotions before the launch. This will include contests and giveaways to build excitement. After launching, ongoing social media engagement and loyalty programs will aim to develop a loyal customer base. The total investment is estimated at 8.6 million PKR covering start-up costs, inventory, marketing and one year of operations. Revenue in the first year from coffee, tea and food sales is forecasted to be over 7.4 million PKR.
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Tim Horton's
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- 3. Tim Horton’s LIFECYCLE LAUNCH TIMELINES PRE-LAUNCH (4 WEEK) POSTLAUNC (2 MONTHS) LAUNCH
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- 5. ABOUT Tim Hortin STORY Starting from Canada… Endingin Karachi, Pakistan How is Tim Horton’s born?
- 6. …and he arrivesin Pakistan But how do we make it BIG?
- 7. Vision Statement Mission Statement Ourguiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships. Our vision is to be the quality leader in everything we do.
- 8. Competitors 3 Outlets 8 Outlets 1-2Outlets 3 Outlets
- 9. Famous Brand Knownfor providing superior products services. New opportunities in a particular environment Reach new market, Induce new consumers with new product use of social media network Our weakness is that we are new here, Expensive Products Economic Condition, Cultural identity and Political Issues, Law, competitors retaliation SWOT Analysis Strength Weakness Opportunities Threats
- 10. Demographics WOMENMEN 16 - 60 MIDDLE/ UPPERMIDDLE YOUTH Business mans, Executives
- 11. Social class: A&B modern, outgoing Lifestyles and personality: People who are conscious about brand, ambiance and class. Occasions: Social gatherings Benefits: Quality and Premium product Loyalty: Strong, High User Rate: Purchase impulse luxury products. Karachi : Defense (Bukhari commercial) Location : In international airports of Pakistan. Psychographic: Behavioral: Geographic: Segmentation
- 12. Positioning Statement For thepeople who wants a premium quality coffee, Tim Horton’s provides them the best coffee with intimate moment and variety of flavors internationally since 1964.
- 13. Diversification: Enriched Flavors SIGNATURE ORIGINAL BLEND Themedium, perfectly balanced roast you, your parents, and your parents’ parents have come to know and love. DECAF With the same great tasting flavor you love, our Decaf – naturally decaffeinated using the Swiss Water® Process – may be the only decaf you never get tired of. DARK ROAST “Bring it,” said our coffee masters to the full rich flavor and aroma of our Dark Roast. Perfect when you want a little more body with a smooth ESPRESSO Made with premium freshly ground espresso beans, our espresso delivers a bold and smooth taste with subtle floral notes and a velvety
- 14. Pricing Strategy Beverages Size Price SignatureOriginal Blend 490 Dark Roast 490 Decaf 450 Espresso 450 Cappuccino Small 240 Regular 320 Large 400 Latte Small 240 Regular 320 Large 400 Café Mocha Small 270 Regular 350 Large 420
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- 17. Pakistan - BeverageIndustry 6,026 4,118 2,658 2,543 2,012 1,700 944 1,000 2,000 3,000 4,000 6,000 5,000 7,000 0 Tea Soft Drinks Juices Milk/Flavored Coffee Bottled Water EnergyDrinks Drinks Tea 29% SoftDrinks 21% Juices 13%Milk/Flavored Drinks 13% Coffee 10% BottledWater 9% EnergyDrinks 5% 13 18 16 13 0 5 10 15 20 25 30 Tea SoftDrinks Juices Milk/Flavored Drinks Coffee Bottled Water Energy Drinks 26 23 21 Tea 10% SoftDrinks 14% Juices 12% Milk/Flavored Drinks 20% Coffee 18% BottledWater 16% EnergyDrinks 10% BI Volume Share Neilson data for 20,000 individuals regarding there daily consumptions of a particular type of Beverages. Data provided by IBL representative BI Value Share PKR Bn
- 18. You Know internationa l brandis coming to Pakistan . Stay Tuned!! Some Canadian Brand Is Coming. Which one is coming ? Dripping Tap International Food Beverages coming to Pakistan 1
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- 21. Digital Snapshot There aremore than 21,000,000 internet users in Pakistan And more than 128,000,000 mobile users in Pakistan With more than 9,000,000 engaged in interactions through social media with 60% below 20 years More than 5,000,000 accessing the internet through mobile And around 6,550,000 possessing a smartphone
- 22. Tim Horton’s BLOG Mobility Google search Socialmedia platforms and properties Online advertising 1a 2 3 1b
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- 24. Empathy Map Think & Feel •Thereshould be semi-formal ambiance place for sitting with office colleagues •I want an international brand of coffee in Pakistan Say & Do •I am an ultimate coffee lover •I want to have different coffee flavors daily •I am health and quality conscious •The overall experience of having coffee should be great See •My colleagues and friends enjoy having coffees with elite experience. • Variety of coffee flavors are always needed. •Best combination of coffee and donuts from any international brand Hear •Different life style from the majority of the population influence by the latest trends. •She always uses expensive products. PAIN •Lack of product diversity •Lack of gourmet flavors •Lack of international coffee brands in Pakistan GAIN •Internationally recognized quality product •Tim Horton’s name, exclusivity and features •Different coffee flavors than what is available in market.
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- 28. Campaign phases Engagement+Interactivity Awareness +Hype Desire + Anticipation Engagement + Word of Mouth + Viral Established Following + Long Term Property Establish Equity Continued Engagement
- 29. Involving the coretg Connecting Belief Digital Activities Boasting Dream Trip courtesy of Tim Horton’s
- 30. Campaign Hype • MobileSite • SMS Engagements • Mobile Apps • Launch & Promotion • Registration • Applications • Advertising • Online Advertising DigitalMix The announcement will lead to huge hype and word of mouth as a lifetime opportunity, previously only half imagined will now be possible through Tim Horton’s Friends will tell friends & their friends, each making their own Groups…
- 31. Phase I -Announcement Utilising the digital medium to launch the campaign Fanpage
- 32. Phase II –Registering the group The fanpage will be at the forefront of the campaign, acting as the landing point for the TG as well as the source of promotion On arriving at the fanpage, the fans will be required to register for the campaign by providing their profile details
- 33. Top Votes Filtering andAnnouncing winner Winner
- 34. Digital Ecosystem andScalability MOBILE SOCIAL EVENTSPAID
- 35. 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk 1stWk 2ndWk 3rdWk 4thWk Month February March AprilMay June July August September FebruaryOctober November December 1stWk 2ndWk 3rdWk 4thWk January Tim Horton’s Create Your Own Happines s Happy Pakistan PRE LAUNCH launch Win / Promotions Post Launch New Years Q1 Q2 Q3 Q4 Tactical campaigns will happen as brand plan * Summary
- 36. Costing PKR (peryear) Land Rent 1800000 Electrical Installations 150,000 Furniture & Fixtures 300,000 Lighting and Allied Equipments 200,000 Air Conditioners 350,000 Subtotal 2,800,000 Equipments Espresso Machine 100,000 Coffee Grinders 80,000 Refrigerator 120,000 Freezer 120,000 Crockery 300,000 Convection Oven & Microwave 90,000 Commercial Drip Coffee Maker 90,000 Computer, Printer and POS system 120,000 Music System 80,000 Subtotal 1,100,000 Other Items Coffee Beans Inventory 2,400,000 Marketing 1,200,000 Website Design 80,000 Office Supplies 50,000 Subtotal 3,730,000 Miscellaneous 1,000,000 TOTAL COST 8,630,000 Revenue Forecast Year 1 Price Sales Volume Sales Revenue Signature Original Blend 490 1000 490000 Dark Roast 490 800 392000 Decaf 450 1200 540000 Espresso 450 2500 1125000 Cappucci no Small 240 1000 240000 Regula r 320 3000 960000 Large 400 1000 400000 Latte Small 240 1000 240000 Regula r 320 3000 960000 Large 400 1000 400000 Café Mocha Small 270 1000 270000 Regula r 350 3000 1050000 Large 420 1000 420000 TOTAL 20500 7487000