Promotional Techniques
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Tim Horton's promotional techniques are subject to criticism. They have engaged in a promotional technique called "Roll up the Rim to Win" where a customer purchases a coffee and rolls up the rim in order to win a prize. This marketing scheme will mark its 26th year in February 2012.
Roll-up-the-rim promotes customer to purchase polyethylene coffee cups in situations where travel mugs would otherwise be used. Tim Horton's claims there is a 1 in 6 chance of winning something when purchasing their new "small" cup and larger sizes.
These types of promotional techniques are making consumers buy more coffee cups and thus, leading to the destruction of the environment. In 2010, Tim Horton's produced 279 million cups in which 31 million were prize winners. Last year, 2011, they increased the prize pool to 47 million.
This leads to customers consuming more including those who would otherwise not purchase Tim Horton's coffee. I can definitely say that I am guilty of falling for this marketing scheme. When 'Roll-up-the-rim-to-win" season comes around I automatically legitimize buying coffee in a paper cup because I have a chance to win. I have also noticed this trends in my peers of how their coffee consumption increases around this season.
Levy, Carmi. "Tim Hortons’ Roll Up The Rim To Win still a marketing powerhouse - Yahoo! Finance Canada ." Yahoo! Finance Canada - Business News, Real Time Stock Quotes, Investing Tools, Commentary. http://ca.finance.yahoo.com/news/Tim-Hortons-Roll-Up-The-Rim-yahoofinanceca-98103610.html (accessed November 23, 2012).
Roll-up-the-rim promotes customer to purchase polyethylene coffee cups in situations where travel mugs would otherwise be used. Tim Horton's claims there is a 1 in 6 chance of winning something when purchasing their new "small" cup and larger sizes.
These types of promotional techniques are making consumers buy more coffee cups and thus, leading to the destruction of the environment. In 2010, Tim Horton's produced 279 million cups in which 31 million were prize winners. Last year, 2011, they increased the prize pool to 47 million.
This leads to customers consuming more including those who would otherwise not purchase Tim Horton's coffee. I can definitely say that I am guilty of falling for this marketing scheme. When 'Roll-up-the-rim-to-win" season comes around I automatically legitimize buying coffee in a paper cup because I have a chance to win. I have also noticed this trends in my peers of how their coffee consumption increases around this season.
Levy, Carmi. "Tim Hortons’ Roll Up The Rim To Win still a marketing powerhouse - Yahoo! Finance Canada ." Yahoo! Finance Canada - Business News, Real Time Stock Quotes, Investing Tools, Commentary. http://ca.finance.yahoo.com/news/Tim-Hortons-Roll-Up-The-Rim-yahoofinanceca-98103610.html (accessed November 23, 2012).