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has opened in 1971 (Wikipedia Joint Authors? (n.d.) Starbucks. Retrieved December 05, 2017, from ). Starbucks’ coffee products have been around for a long time and continues to be Tim Horton’s number one competitor. Starbucks is an international company and therefore has many different competitors in many different markets, however, for this analysis I am mainly focusing on the Canadian market. Starbucks is employing a differentiated marketing strategy and even pursuing a personalized marketing strategy to be able to compete with Tim’s. Starbucks is offering more a more personalized marketing plan and differentiating their products to provide a better cup of coffee, however the price does reflect the product quality increase. They have been extremely successful in reaching the target audience on an individual basis. This has allowed Starbucks to compete with Tim Hortons by maintaining a competitive advantage of having a better product and providing more personalized marketing techniques. Question 4 (563 words)
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Tim Horton’s Positioning I believe Tim Hortons positions itself based on values and beliefs more than their product attributes or product benefits. Product benefits is not that important because everyone knows what they are going to receive when they purchase a cup of coffee. Tim Horton’s does not position itself based on having a better product than the competitors so their product attributes are also unimportant when considering Tim’s positioning. The focus of Tim Horton’s is engaging customers on a strong emotional level. They accomplish this by focusing on family. They have managed to make their brand associated with the notion of family. Not only have they done this but they have also used sustainability efforts to show “well off” families that Tim Horton’s is giving back to the communities they operate in by providing less fortunate families with opportunities to have fun family experiences. This goes back to the Timbits Hockey and the various free skate days they offer. This positioning allows Tim Hortons to engage its customers on an emotional level and build relationships with its customers. By doing this they have developed strong relationships with their customers which in turn will promote brand loyalty. I think Tim Hortons is the leading coffee vendor in Canada for this exact reason. They have built such strong relationships with so many families, rich and poor, that it makes them a very hard company to compete with. I think Tim Hortons positioning is much stronger than Starbucks. Emotional connections with a company is a very hard attribute to compete with. Starbucks Positioning I believe Starbucks positions itself based on product attributes and product benefits. I think they have done this because they realize that they will never be able to create as strong of an emotional connection as Tim Hortons has with its’ customers. Instead of trying to compete with an unbeatable emotional connection, Starbucks has decided to cater to the upper class who
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is looking for a better product. Starbucks has strived to make everyone know that they offer the
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