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.