2. RMB Marketing is a communications
agency that has been in the industry for
over 20 years specialising in creative,
digital and social marketing.
RMB Department Areas
In our Research Marketing Team we know the quality of research depends on
the people working on the project. RMB employs professionals with diverse
experience and training in the areas of social sciences, communications,
research methods, and computer programming.
Our Creative Marketing Team is continuously evolving in order to keep up
with new technology and consumer products that are available. Our team
are extremely intelligent and are able to create something that is effective
and popular.
We have a highly experienced Media Service Team that look to value-add by
helping you tell your story better through digital technology or local media.

3. • Gloria Jean's coffee current creative strategy is one that uses
the symbolic and experiential orientation forms of advertising.
This style is a type that aims to target the company’s
customer's emotional and psychological characteristics in order
to attract them to their brand’s products.
• Gloria Jean’s has historically relied heavily upon word-of-mouth
as a marketing communication tool
• Gloria Jean’s have traditionally used less conventional
advertising and communication strategies
• Gloria Jean’s utilises personal selling and public relations as
it’s two main levels of integration within their marketing strategy
• Gloria Jean’s has limited use of social media such as
Facebook
• Focus is on retaining existing customers
• Associated with Christian lobby groups
• Competitors – Hudsons, Starbucks, local cafè

4. The company should provide greater product
differentiation and create unique products in
order to gain advantage over your
competitors. It is important that in the
competitive environment the company is in
that Gloria Jean's continue to create
strategies to give you an advantage in the
market.
By promoting unique products and
differentiating yourselves from your market
competitors this could provide you with a
whole new niche of customers. Improving

5. An example of this would be a greater
variety in the ranger of hot and cold
beverages, of which your competitors aren't
already selling. This may in particular
teenage customers, who are not coffee
drinkers.
Another strategy is to include a breakfast
and lunch menu, rather than just snacks to
give the advantage over competitors.
Promotion of fast service and the takeaway
component of your business is also a good
idea as this targets the market of the busy

6. With regards to society’s current obesity
concern, Gloria Jean’s could implement the
use of low fat milk, and offer the use of
artificial sweetener in their products in order
to reduce the fattiness of their products.
Also the endorsement of a celebrity might
create greater customer awareness of your
brand. This has proven effective for many
other brands. This would target the market
of young teens through to those in their late
20s who often idolise celebrity figures.
Along with celebrity endorsement if your
company supports the community and
environment it would help you to gain your

7. Our agency believes that Gloria
Jean’s should use print based media
and television advertisements to
make people more aware of the
company and the new products that
will be on offer. It is important to gain
new customers as well as trying to
retain the existing ones.
Combining these two types of media
within the same campaign is an
efficient and effective way to increase
your customers.

8. Your company could benefit from using celebrity
endorsement, as this allows customers to feel as
though they can relate to someone they admire.
Celebrity endorsement has also been proven to
increase a company’s share price.
We at RMB Marketing think a music artist or band
would be the most successful option for endorsing
Gloria Jeans. Using a musician will appeal to the
younger demographic and that is a major aspect of
our campaign idea.
As well as using the artist to appear in the television
commercials our company would like to employ
them to make in store appearances and

9. Our agency would also like to bring
Gloria Jean’s into the new social era by
concentrating on developing the:
• facebook page
• Twitter
• instagram
This will continue with our campaign
direction of targeting the younger
demographic. We believe it also brings a
personal touch to the communication
without attacking people with spam
emails.

10. We look forward to hearing from
you