Marketing

Lauren talks about “Roll Up the Rim to Win” (RUTR) promotion at Tim Hortons in her blog, and she thinks this is really a fantastic idea which helps Tim Hortons to increase its revenue.

And I agree with her that “Roll Up The Rim To Win” is a key pillar of the company’s marketing strategy, a none-too-subtle retail push at a time of year when winter-weary consumers are just trying to survive until spring. Also, Lauren mentioned how everyone on the Facebook and Twitter are talking about the “Roll Up the Rim to Win” and the prize they get, which is another free promotion for Tim Hortons.

However, there are also some critics towards Tim Hortons’ RUTR. People points out that the environment loses when coffee drinkers are encouraged to Roll Up The Rim. And due to the campaign that people who drinks coffee in a mug will get an empty coffee cup as well; therefore, we would like to see a lot of coffee cups being used here in Canada. A lot of resources go into making a coffee cup and too often they end up going into garbage. Therefore, it’s a contest that requires people to consume a product that obviously creates a lot of garbage and uses a lot of precious natural resources.

Tim Hortons responds to this by emphasizing that the contest is not about encouraging waste but about saying thanks to the customers for their business by giving people a good chance to win a prize. However, I think companies have the social responsibilities to create a more sustainable environment and when they design the marketing campaign, they should think about reducing the waste and pollution as much as possible. Also, Tim Hortons should help their customers to establish a good habit by encouraging them to use the mug and avoid paper cups.

Web link: https://blogs.ubc.ca/lbruce/

Picture source: http://cd989.com/wp-content/uploads/2011/03/roll-up-the-rim-to-win.jpg