This ppt is about re marketing the strategies for gloria jeans coffees

1. Gloria Jean’s Coffees

2. History of Coffee
 The history of coffee goes at least as far back as the 13th century with a
number of myths surrounding its first use.
 The original native population of coffee could have come from Ethiopia or
Kenya, and it was cultivated by Arabs from the 14th century.
 The earliest credible evidence of either coffee drinking or knowledge of the
coffee tree appears in the middle of the 15th century, in the Sufi monasteries
of Yemen.
 By the 16th century, it had reached the rest of the Middle
East, Persia, Turkey and northern Africa. Coffee then spread to Balkans,
Italy and to the rest of Europe, to Indonesia and then to the Americas.

3. Introduction
 Gloria Jean's Coffees was founded by Gloria Jean & Ad Kvetko in 1979 in
Chicago, USA.
 In 1995, Nabi Saleh and Peter Irvine former managing director of
advertising agency DDB Needham, visited the United States to sample the
Gloria Jean's Coffees brand.
 Saleh and Irvine identified the opportunity for this brand in Australia,
purchasing the international licensing rights from Diedrich Coffee, Inc.
 In early 1998, Gloria Jean's Coffees Australia franchised its first store and
within six years had opened 185 stores owned and operated by more than
100 franchisees.
 In 2003, a franchise opened in Darwin; this meant that the brand was now
established in every Australian state

4. Entry of GJC in India
 Citymax India is part of the Dubai based retail giant, Landmark Group - one
of the largest and most respected retailers in India and the Middle East,
including the popular retail chain - Lifestyle department stores.
 Citymax’s vision in India is to become an integrated hospitality company
by blending luxury with superlative value in all its endeavours.
 Citymax’s India plans to invest around Rs 40 crore to open up to 90 Gloria
Jean's Coffees houses in four years; it has set the target of 500 outlets in 10
years.
 Citymax launched Gloria Jean’s Coffees in India in 2008 with 15 outlets
now in operation across New Delhi, Mumbai, Bangalore, Hyderabad,
Chennai and Pune.

5. 4P’s of Marketing
 Product
 Price
 Promotion
 Place

6. Product
 Gloria Jeans prides itself in not only making a cup of good quality of coffee
 Gloria Jeans also provides with wide range of Hot Coffee, Cold Coffee,
Smoothies, Tea, Bakery Food, Desserts & Coffee Accessories
 All of their drinks are pretty popular
 They provide with best quality of the coffee in order to satisfy the customers

7. Price
 The pricing strategy used will be Penetration Pricing Strategy
 The price ranging from Rs.65-300
 Various discounts will be available on special days of the week

8. Promotion
 In store Promotion
 Targeting Tier II Cities
 Social media
 Newspapers, Billboards
 Colleges & Fashion Event
 Celebrity Endorsement
 Special Promotion

9. Promotion
 Building Creative Shops
 Through Social & Environmental Efforts
 Membership Cards
 Mobile Apps
 Including Local Food Items in the Menu
 Tie up with Gyms
 Discount on Special Days

10. Place
The product will be available at various forms:-
 Coffee Shops
 College & Corporate Canteen
 Malls(Kiosks)
 Coffee Cart

11. STP
 Segmenting
 Targeting
 Positioning

12. Segmenting
 Geographic- Metro & Tier II Cities
 Demographic- 18-60
 Psychographic- Social Class
 Behavioural- Occasion, Benefits, Usage Rate

13. Targeting
 To target the age group of 18-60
 To target Lower & Upper Middle Class of group
 Targeting in Tier II Cities (Surat, Ahmadabad, Chandigarh, Pune)
 To target this group in the medium to long run

14. Positioning
 It is essential to have a unique selling point to position above the
competitors
 To position the Products as a Premium brand in the market & also Making It
Glorious for the customers to have

15. Competitors
 Starbucks
 Cafe Coffee Day
 Costa Coffee
 Barista

16. SWOT Analysis
Strengths
 Brand Image of the Company
 Covering almost 39 Countries in the World
 Have the best training centre for the Master Franchisee
 Providing with superior & premium products
 Sophisticated atmosphere with proper music, ambience, interior design,
artwork
 Excellent Management

17. Weakness
 Low number of franchise
 Targeting only who knows about the company
 Strict franchisee criteria

18. Opportunity
 Target high coffee consumption countries
 Can come up as an Organic Beans
 Can target more cities in India & can also try to make more awareness about
the product in the minds of the consumer

19. Threats
 Large number of Competitors
 Lack of awareness among consumers
 Threats of New Entrants

20. BCG Matrix

21. Presented By
Viraj D. Shah Roll No.-13081