Tim Hortons recently began promoting their new smoothie drinks and this got me wondering, why promote this product now? As we are in mid-spring, summer is about to come. Time of season is a big factor in the decision to place this product in the market. But who are they targeting? I’d say Tim Hortons fans who are health conscious. Tim Hortons is well-known for their low price, good quality coffee, danishes, and donuts. Therefore, promoting a drink such as their new smoothies is considered to be a brand extension. In a way, this is a great way to boost their sales, as consumers are generally hungry to try new things, especially from a well-known company brand. This again shows how brand equity is a huge asset in attracting customers and expressing reliability in their own industry. Tying back to the target market, I said the smoothies are targeted for Tim Hortons fans who are health conscious. This is based on the ingredients Tim Hortons uses in their smoothies compared to their other popular goods. The smoothies are made with real fruits blended together to make a chilled drink with appetizing color, as oppose to the sugary coffee and donuts. Being a chilled drink and made with fruits gives off a sense of the summer vibe, as consumers will feel refreshed from the smoothies on a hot summer day. Tim Hortons did a great job in pushing this product out into the market at a very appropriate time.