International brand launch in pakistan

1. Presented By : Ikram ullah kakar &
Farrukh Murtaza Kazimi
Course: International Advertising
Brand:

2. About Tim Hortons
• Tim Hortons Cafe and Bake Shop) is a multinational fast
food restaurant based in Canada, known for its coffee and
donuts.
• It is also Canada's largest quick service restaurant had a
total of 4,613 restaurants in nine countries
• It was founded in 17 may 1964 in Hamilton, Ontario, by
Canadian hockey player Tim Horton and Jim Charade

3. Countries Served
Canada
Oman
Saudi Arabia
Kuwait
UAE
US
Philippines
Qatar

4. Mode of entry
• We will use franchising model for entry in Pakistan.

5. Starbucks
10/31/2011
WhyFranchising?
• Quality Control
• Standardized
• Ready made business model
• Low Risk of Failure
• Training and Operational
support is provided by
the franchisor.

6. Market research
• Pakistani consumer looking for such a gathering ambiance where
• they spent their time with their family and friends.
• Pakistan has relatively young population which enjoy a high
• slandered life.
• The image of brand is also important people love to drink coffee
• of international brand. That call power of international brand.
• So we find out our target market on air ports which the business
• Mans, professional, tourist

7. Objectives
• To bring Tim Horton into Pakistan as a luxury premium
• To establish Tim Hortons coffee as a unique rewarding
experience.

8. Competitors
• New York Coffee
• Dunkin Donuts
• Gloria Jeans
• Espresso

9. Target Market
• Age Group 16-60
• Gender Male, Female
• The target market we are serving can be termed as
coffee drinks lovers.
• We are targeting the A&B class.

10. Weakness : Our weakness is that we are new here, Expensive Products
Strength : Famous Brand Known for providing superior products services.
Opportunities :
New opportunities in a particular environment
Reach new market,
Induce new consumers with new product
use of social media network
Threats :
Economic Condition, Cultural identity and Political Issues, Law, competitors
retaliation
SWOT Analysis

11. Market segmentation
Psychographic:
• Social class: A&B modern, outgoing
• Life styles and personality: People who are conscious about
brand, ambiance and class.
Starbucks
10/31/2011
Demographic
Income For A 100000
For B 60000 plus
Occupation: Business mans, University students, Person
in Managerial, Executive and Professional Positions.

12. Starbucks
10/31/2011
Behavioral:
• Occasions: Social gatherings
• Benefits: Quality and Premium product
• Loyalty: Strong, High
• User Rate: Purchase impulse luxury products.
Geographic:
• Karachi Zamzama
Islamabad Behria town
Lahore Defense
Location : In KLI international airports of Pakistan.

13. The marketing mix
• Product
• Coffee
• Donuts
• Sandwiches
• Breads
• Breakfast items
• Salads
• Tea
Price
• Niche market High pricing
• International price offer after conversion
• FIX price policy
Starbucks
10/31/2011

14. Pricing Strategy
Beverage Size Price
Coffee (Original
Blend, Dark Roast
or Decaf)
Small 170
Coffee (Original
Blend, Dark Roast
or Decaf)
Medium 200
Coffee (Original
Blend, Dark Roast
or Decaf)
Large 230
Coffee (Original
Blend, Dark Roast
or Decaf)
Extra large 260

15. Beverage Size Price
Cappuccino Small 270
Cappuccino Medium 300
Cappuccino Large 330
Mocha Latte Small 230
Mocha Latte Medium 260
Mocha Latte Large 290
Café Mocha Small 190
Café Mocha Medium 220
Café Mocha Large 250
Pricing Strategy

16. Place
Location
In KLI International airports of Pakistan, Commercial
Areas, Mall and Supermarkets.
First phase
In KLI international airport of Pakistan
Karachi Zamzama
Lahore Defense
Islamabad Bahria town
Second phase
Mall and hotels

17. Advertising strategies for our campaign.
Launch Teaser According to season
Pre-Launch Impact in marketing
Post-Launch Discount and sale

18. Consumer Life Cycle
40%
30% 10% 20%

19. Integrated Marketing
Communication Strategies
ATL Print Media
News Papers (Business recorder, Dawn) Morning
Advertisements
Newspaper
Due to access of desires Brand knowledge we
also use this medium to give Tim Hortons
informative ads in newspaper.

20. BTL
• In place advertising, we place Billboards and posters in
different areas of ISL/Lahore near our target market places.
• Poster (Mall, Food court and super market)
Starbucks
10/31/2011

21. Brand Ambassador

22. Social Media (Facebook, twitter, Instagram)
30 days campaign
BTL Activities
Sign pol at all Airports
( Shahrah-e- faisal, Karsaz,
sea view to hyper star)
Flyer (Mall , Food Courts, College, universities, Offices)
TTL Digital Media

23. ATL/TTL
Magazine
Our target market also reads magazines so
this is why we give Tim Hortons ads in
magazines.
Digital screen at Hyper star Karachi

24. Digital marketing
Website
We will display following things in
our website:
▪Available deals in restaurant &
prices.
▪Special offers of restaurant.

25. Promotion through brochures
We will provide brochures in airplane traveler to
cater our
target market knew that Tim Hortons available in
next stope.

26. Consumer promotion
Sales promotion
Public relations
• Consumer promotion can enhance the attitude and loyalty of
consumers towards a brand as well to get desired brand
knowledge.
• We will give Broacher in air plane passenger to know that Tim
Horton have outlet in upcoming stope.
• We will issue card to those passenger of the air plane to avail
15% discount for being as loyal customer.

27. Thank You