Thus consumer research and focus groups discovered that Tim Horton’s customers felt that the old coffee cup wasn’t big enough. This changing of the cup size is aimed at exploiting the customer’s psychology behind sizing to influence the behaviour of consumers. This means that from a pure profitability view point this is a rather smart promotional strategy.The other promotional strategy used by Starbucks is brand marketing. Thus the promotional strategy employed by Starbucks has constantly focused on “word of mouth” method of marketing and letting their high quality of their services and products talk for themselves. For several years this has been exceptionally Starbucks’ method of doing business and has contributed in a big way in making Starbucks a success story. On the other hand Tim Horton is constantly growing and trying innovative things. They are always having new promotions that give innovative menu item for a particular period of time. If the product sells well, Tim Horton’s adopts it permanently on their menu. This type of promotion is known as a Push promotion strategy. This type of promotion is employed by marketing managers who when s/he wants to push the company’s sales and an increased purchases and also increases the consumption by their consumers (Charles, 2012).Starbucks for instance should use marketing information to come up with a forum whereby members of the public and other stakeholders can get involved. This will create a community around their brand. Thus they can come up with a website whereby customers and other individuals are encouraged to air and express their ideas and experiences with the history of Starbucks .Thus the company can personally strive to join in these discussions. And through such, it can get a lot of useful feedback which can assist it in improving their products and service delivery. The second recommendation would be to engage in product development and market research. This is a very useful tool since it will support the company to think up innovative and creative ideas to add to their services and products .This will help them come up with various flavours to their coffee, increase the amount of food on their menu and could even become one of the biggest breakthroughs of offering internet capabilities in their numerous coffeehouses spread out throughout the world (Charles, 2012).Sales promotion can be referred to as any
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