8+Control+(Backup+Plan)

__Controls (Back up Plan)__

While our marketing plan seems going to be successful, by having other companies duplicating our plan or have a new type of promotion that has to do with their Chiller products, we will need to secure our profit rate.

The backup plan for the price cutting Ice Cap is based on the existing Quick Pay Tim Card. The Quick Pay Tim Card is Tim Horton's purchase card, it is free to obtain the card and also can set up an auto reload service, so the card will never run out. If our customer who use Tim's Pay Card, he/she will receive the following benefits: 1. Pay faster than before, and no worries about changes; 2. Buy five Ice Cap get one for free (new, backup plan). And a lot more marketing promotions can be expected.

The benefit we can get from this promotion plan is customer loyalty, because customers who choose to purchase a Quick Pay Tim Card are most likely to put their coffee budget into Tim's pay card, and also, we have one of the largest food retail network in Canada, which means customers will be less likely to buy from our competitors.

Based on the market research, almost half (45.6%) of our customers will choose to buy more if we launch this promotion program. Although we are expected to loose some of the profits, customers are more willing buy more, and based on the economics of scale, if our volume goes higher, our cost will be lower. So, if we are interacting with other promotion plans, our profits will be secured.