Ice Cap Marketing Plan
Current Market Situation
• Tim Horton’s is known for its low prices and easy access.• Two main competitors are Country Style and Coffee Time• Tim Horton’s currently holds 76% of the Canadian market of baked goods and 62% of the coffee market • Approximately 3000 stores throughout Canada
How are we going to cut the price?-Modify the manufacturing
and assembly process-Reduce time by 1 minute
Marketing Concept•Make the Iced Cap affordable: Price Cut•Serving it faster: Production Change•Keeping the Iced Cap tasty: Quality Control
Price CuttingBefore After
Large $3.09 $2.49
Medium $2.49 $1.99
Small $1.89 $1.79
Price Cutting cont`d
AfterBefore
Price Cutting cont`d
Increase in Volume
*Based on market research.
Price Cutting cont`d
35.85%
Increase in Profit
*Based on market research.
Production ChangeReduce in Customer Waiting Time
Financial Report
333.6 373.3429
509563.6
638.2
Shown are Q3 reports, data for 2010 are based on calculation.
