Ansoff matrix on glorea jeans coffee

1. Ansoff’s Matrix
By:
Anvit Saraswat
Kalpesh Dhande
Divya Lotlikar
Dhammanand More
Ashish Naykodi
Ketan Yewale
Sagar Maurya
Niraj Maurya
Sachin Jangam

2. Introduction
• To portray alternative corporate growth strategies, Igor Ansoff presented a matrix that focused
on the firm’s present and potential products and markets(customers)
There are 4 possible product market combinations. Ansoff’s Matrix is shown below.
• Market Penetration
• Product Development
• Market Development
• Diversification

4. Ansoff Matrix Diagram of Gloria Jeans Coffee
Market Penetration
Coffee shops,
College &
Corporate Events,
Malls, Coffee Cart,
Fashion Events
Product
Development
Hot coffee, Cold
Coffee, Smoothies,
Tea, Bakery Food,
Desserts
Market
Development
Metro & Tier II
Cities, Australia,
USA,
Diversification
Coffee Mugs,
Chocolates

5. Gloria Jeans Coffee
Gloria Jean's Coffees was founded by Gloria Jean Kvetko in 1979 in Chicago, USA.
Gloria Jean's Coffees began as a small coffee and gift shop in Chicago USA which now has
over 110 locations throughout the U.S.
Gloria Jean's Coffees USA is owned by Diedrich Coffee, Inc located in Irvine, California.
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 and territory.

6. Market Penetration
• In store promotion
• Targeting Tier II Cities
• Newspapers, Billboards
• College & Fashion Events
• Celebrity Endorsement
• Social Media like Facebook, Twitter
• IPhone & Android Apps
• Tie ups with Gyms.

7. • Discount on Special Days: student discount 10%
• Ladies Day Out 15%
• Midnight Extravaganza 1 small free drink along with regular
drink
Campaign: ‘Live life one sip at a time’
Result: Sales increased by 6.22%
• Previous year transaction increased by 6.6%
• Visit to website increased
• Traffic grew by 9%
• Daily traffic topping 2600 unique visitors as the TV campaign launched
• Average site visit: 2 & half minutes

8. Product Development
• Hot Coffee
• Cold Coffee
• Smoothies
• Tea
• Bakery Food
• Desserts
• Very Vanilla Chill
• Cookies

9. Market Development
• Tier II cites(Surat, Ahmedabad,
Chandigarh, Pune)
• Accros 39 countries
• Target lower class & middle class group.
• Target group of 18-60

11. Diversification
• Best training center for master franchisee.
• Superior premium products
• Sophisticated atmosphere with proper
music, ambience, artwork,
• Excellent management.

12. Community Involvement