There is no doubt that there is fierce competition within the coffee industry.  With well established tycoons such as Starbucks and Blenz, it is difficult for companies to set themselves apart from the pack.

As mentioned in Priyanka Vasudev’s blog, Tim Horton’s has remodelled their business plan to incorporate aspects of corporate social responsibility, which will help differentiate the brand from their competitors.  Priyanka points out that Tim Horton’s has become part of Maclean’s list of the ‘Top 50 Socially Responsible Companies‘, due to their social responsibility efforts through ‘The Tim Horton Children’s Foundation’ and  ‘The Tim Horton’s Coffee Partnership’.

However, Socially responsible projects are not Tim Horton’s only marketing strategy. Another one of Tim Horton’s strategies  to is create strong affiliations with the NHL.  The company sponsors the NHL Heritage Classic and includes high profile hockey players, such as Sydney Crosby, in their commercials and campaigns.

Tim Horton’s gains from both marketing strategies.  Socially responsible campaigns target a large audience and address the growing trend of being socially and environmentally aware, and the NHL campaigns strengthens Tim Horton’s brand positioning as a Canadian company.