Harvard Case - The Tim Horton's Brier
"The Tim Horton's Brier" Harvard business case study is written by Matthew Thomson, Jason Melhuish. It deals with the challenges in the field of Marketing. The case study is 16 page(s) long and it was first published on : Oct 7, 2011
At Fern Fort University, we recommend that Tim Hortons leverage its sponsorship of the Brier to enhance its brand image, expand its customer base, and drive sales through a comprehensive marketing strategy focused on: * Building a strong emotional connection with curling fans.* Leveraging digital marketing channels to reach a wider audience.* Creating unique and engaging experiences for customers.* Integrating the Brier into its broader marketing strategy.
2. Background
The case study focuses on Tim Hortons' sponsorship of the Tim Hortons Brier, Canada's national men's curling championship. The company is a major player in the Canadian food and beverage industry, with a strong brand identity and a loyal customer base. However, Tim Hortons faces increasing competition from other brands, and needs to find new ways to connect with consumers and drive sales.
The main protagonists of the case study are:
- Tim Hortons: The sponsor of the Brier, looking to maximize the return on its investment.
- Curling Canada: The governing body of curling in Canada, responsible for organizing the Brier.
- Curling fans: The target audience for Tim Hortons' marketing efforts.
3. Analysis of the Case Study
To analyze the situation, we can use a combination of frameworks:
1. SWOT Analysis:
- Strengths: Strong brand recognition, loyal customer base, existing infrastructure for large-scale events, established partnerships with sports organizations.
- Weaknesses: Limited engagement with younger demographics, potential for brand fatigue, reliance on traditional marketing channels.
- Opportunities: Leverage digital marketing to reach a wider audience, create unique experiences for customers, enhance brand image through association with a popular sport.
- Threats: Increasing competition from other food and beverage brands, changing consumer preferences, economic downturn.
2. PESTEL Analysis:
- Political: Government regulations on food and beverage industries, support for Canadian sports.
- Economic: Consumer spending patterns, economic growth, inflation.
- Social: Changing demographics, increasing interest in healthy eating, growing popularity of sports.
- Technological: Advancements in digital marketing, social media platforms, mobile technology.
- Environmental: Sustainability concerns, consumer demand for ethical sourcing.
- Legal: Advertising regulations, food safety standards.
3. Marketing Mix (4Ps):
- Product: Tim Hortons' food and beverage offerings, including coffee, donuts, sandwiches, and other snacks.
- Price: Competitive pricing strategy, potential for promotional offers during the Brier.
- Place: Existing Tim Hortons locations, potential for pop-up locations at Brier events.
- Promotion: Advertising campaigns, social media marketing, in-store promotions, partnerships with curling teams and players.
4. Recommendations
Tim Hortons should implement the following recommendations to maximize the impact of its Brier sponsorship:
1. Build Emotional Connection:
- Create a 'Brier-themed' menu: Introduce limited-edition food and beverage items inspired by the Brier, such as 'Brier Blend' coffee or 'Curling Cookie Dough' donuts.
- Run a 'Brier Fan Contest': Engage fans through social media contests and giveaways, offering prizes related to the Brier or Tim Hortons products.
- Partner with curling teams and players: Sponsor specific teams or players, and feature them in marketing campaigns.
2. Leverage Digital Marketing:
- Develop a dedicated Brier microsite: Create a dedicated website or landing page with information about the Brier, exclusive content, and promotions.
- Run targeted social media campaigns: Utilize Facebook, Instagram, Twitter, and other platforms to reach curling fans and promote Brier-related activities.
- Use digital advertising: Run online ads on relevant websites and social media platforms to target specific demographics and interests.
3. Create Unique Experiences:
- Host 'Brier Watch Parties': Organize watch parties at select Tim Hortons locations, offering special food and beverage deals and interactive activities.
- Offer 'Brier-themed' merchandise: Design and sell limited-edition merchandise featuring the Brier logo and Tim Hortons branding.
- Create a 'Brier Virtual Experience': Develop an interactive online experience that allows fans to engage with the Brier from anywhere.
4. Integrate with Broader Marketing Strategy:
- Align the Brier campaign with other marketing initiatives: Integrate the Brier into existing advertising campaigns, loyalty programs, and social media content.
- Use the Brier as a platform for product launches: Introduce new products or promotions during the Brier to generate excitement and drive sales.
- Track and measure the impact of the Brier sponsorship: Monitor key metrics such as website traffic, social media engagement, and sales to assess the effectiveness of the campaign.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Tim Hortons' core competencies include brand recognition, customer loyalty, and operational efficiency. The recommendations align with the company's mission to provide a welcoming and convenient experience for its customers.
- External customers and internal clients: The recommendations focus on engaging with curling fans, a key target market for Tim Hortons. They also consider the needs of internal stakeholders, such as franchisees and employees.
- Competitors: The recommendations aim to differentiate Tim Hortons from competitors by creating unique experiences and leveraging digital marketing channels.
- Attractiveness: The recommendations are expected to generate a positive return on investment through increased brand awareness, customer engagement, and sales.
6. Conclusion
By implementing these recommendations, Tim Hortons can effectively leverage its sponsorship of the Brier to achieve its marketing objectives. The campaign will strengthen its brand image, expand its customer base, and drive sales, ultimately contributing to the company's long-term success.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional marketing channels: This approach would limit reach and engagement with younger demographics.
- Ignoring the digital landscape: This would miss out on the opportunity to connect with a wider audience and create innovative experiences.
- Failing to integrate the Brier into the broader marketing strategy: This would result in a fragmented and less effective campaign.
The key risks associated with these recommendations include:
- Overspending on marketing initiatives: It's important to carefully budget and track the return on investment for each activity.
- Failing to adapt to changing consumer preferences: Tim Hortons needs to continuously monitor trends and adjust its marketing strategies accordingly.
- Not effectively measuring the impact of the campaign: It's crucial to track key metrics to ensure the campaign is achieving its objectives.
8. Next Steps
- Develop a detailed marketing plan: Outline specific objectives, target audiences, marketing channels, and budget allocations.
- Secure necessary resources: Allocate budget, staff, and other resources to support the implementation of the plan.
- Launch the campaign: Implement the marketing initiatives in a timely and coordinated manner.
- Monitor and evaluate results: Track key metrics and make adjustments to the campaign as needed.
By following these steps, Tim Hortons can successfully leverage its Brier sponsorship to enhance its brand image, expand its customer base, and drive sales.
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Case Description
The Tim Hortons Brier (Brier) is an annual men's national curling championship in Canada. In this case, students will assume the role of Peter Inch, Chair of the 2011 Brier Host Committee to create/finalize the promotional plan for the 2011 Brier, to be held in London, Ontario. Students' objectives are two-fold: i) drum up interest for the event and the sport of curling and ii) execute a safe, and profitable event.
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