The Tim Horton Case MM Team 3

2. Considered Advantages (cont'd)
• • 2. Experienced work team Inch invited the Brier’s Event Manager, Gord McNabb and, the Brier’s Sponsorship Fulfillment and Marketing Administrator, Andy Henry to join into the work team, both them had worked together at the previous four Scotties and had a strong understanding of how to market an event of this scale.
• 2. 30% budget remains;
• 3. Logistic problems; • 4. Lack of awareness; • 5. Competitions
5. Suggested Solutions - Promotions
• Due to the shortage of time, all promotional activities should be quite intensive and wide impacted: ---Live promotions: • 1. Continue the best curlers showcasing sessions at populated malls throughout the country regularly; • 2. Introduce official THB and team merchandises both in promotional activities and official website store;
3. Lucky draws to attract patrons to live promotional activities, prizes include tickets to the game and merchandises. 4. Include activities such as Quizzes to improve awareness of the Brier. Prizes include tickets to the game; 5. Special ticket packages available for purchase at these sessions to encourage pre-selling;
3. Presumed Disadvantages (cont'd)
• 6) Relying on residence from GTA (Greater Toronto Area) to drive upwards of 2 hours to London for multiple times over the period of a week, as paying customers to the 2011 Tim Hortons Brier
3. Presumed Disadvantages (cont'd)
• 5) Having the Brier Patch off premises to the location of the event, means that the potential walk up crowd is isolated and could be lost as potential attendance to the event especially with the lack of transportation of non ticket holders to the event from the Brier Patch
The Tim Horton's Brier
SiMBA2012, April 2013
Lam, Phoebe, Sarah, Xun
Agenda
• 1. Case Overview
• 2. Considered Advantages • 3. Presumed Disadvantages
• 4. Problems to Solve
3. Presumed Disadvantages (cont'd)
• 4) Relying on the major broadcast partner to the Tim Hortons Brier (TSN - The Sports Network) for addition assistances in promoting the event, when TSN would primarily promote the event through advertising incomes that would benefit the broadcast company more so than the 2011 Brier Host Committee.
2. Considered Advantages (cont'd)
• • 3. Good market intuition For lack of innovation and a mix of laziness of the former briers, Inch felt that they needed a perfect marketing strategy to help them sell tickets, for example they should create enough buzz prior to the event to fulfill the pre-sale revenue targets. Moreover, Inch held a survey to validate his hypothesis that fans were hesitate to buy brier’s tickets for they were too expensive and eventually proved correct, that help him to change the pricing strategy into a wide range of different packages to meet the fans’ different requirements.
• 5. Suggested Solutions • 6. Conclusions
1. Case Overview
• The Tim Hortons Brier (Brier) is an annual men's national curling championship in Canada. • In this case, we 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. • Our objectives are two-fold: • i) drum up interest for the event and the sport of curling and • ii) execute a safe, and profitable event.
3. Presumed Disadvantages (cont'd)
• 2) Using the attendance numbers from both locations within eastern Canada (2010 Halifax - 107,242 & 2007 Hamilton - 107,199) which are larger cities than London. Using the approximate 107,000 attendance, this would mean that the event won’t be near maximum capacity. The event will be hard pressed to break even, let alone making a profit for the event.
4. Problems to Solve
Promotions
• 1. Only 2 months left;
Profits
• 1. So far 1,500 full draw packages sold; • 2. Single draw tickets due to sell next month; • 3. target pre-sell 75% by March 1st; • 4. Tickets too expensive
2. Considered Advantages
• • 1. Rich individual working background Inch have experiences in organizing two major curling matches before, that is the World Financial Group Canadian Seniors in 2002 and the Scotties Tournament onse of what to expect for 2011’s brier.
3. Presumed Disadvantages (cont'd)
• 3) Relying on University of Western Ontario student base that will be preparing for semester ending exams, as a large participate to the attendance of the 2011 London Tim Hortons Brier could be a major flaw