Gloria jeans BMA 349
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The document proposes strategies to help revitalize the marketing of Gloria Jean's coffee brand. It identifies that the coffee market is very crowded and current marketing focuses on customer retention rather than acquisition. Three key strategies are proposed: 1) Personalizing coffee recommendations and loyalty programs to appeal to customers wanting personalized coffee options. 2) Expanding advertising channels to acquire new customers. 3) Sponsoring events and opening portable coffee houses at universities and festivals to boost brand awareness and the young adult customer base. Customer relationship management software and event sponsorship are identified as two important tools to support the proposed strategies.
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The document discusses problems with Gloria Jean's coffee shops, including a narrow target market and product range, poor customer service, and unclean environments. It proposes revised marketing strategies such as expanding locations and offerings, improving customer service and cleanliness, providing Wi-Fi, and loyalty programs. Currently Gloria Jean's relies mainly on social media for communication but could better utilize mass media, sponsorship, and public relations. Suggested communication methods target their market include radio, TV, pamphlets and print ads.
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The document provides an overview of a revitalized marketing strategy for Gloria Jean's Coffees focusing on the 2014 FIFA World Cup in Brazil. The strategy involves partnering with FIFA to promote Gloria Jean's as the official coffee sponsor of the World Cup. Key elements include developing a fantasy football game and mobile apps to engage customers, advertising through various media channels, and initiatives to support local soccer programs and global hunger relief to strengthen the brand's image and community ties. The strategy aims to address issues with the previous "Celebrate Summer" campaign by leveraging the large global audience and passion for soccer to create a unified marketing campaign across countries where Gloria Jean's operates.
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Gloria Jean's Coffees is revising its marketing strategy to address issues with its brand equity and execution. The new strategy will feature Olympic swimmer Ian Thorpe to appeal to consumers and advocate a healthy lifestyle. It will include a summer-themed staff uniform and social media competition using the hashtag #GloriaJeansCool to increase engagement. Out-of-home advertising on buses and trains will promote the summer campaign messaging to broaden awareness. The goal is to differentiate Gloria Jean's and rebuild its brand through an integrated marketing approach.
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Running a cafe is a hospitality business that requires creating the right ambiance and customer experience while also having strong logistics. Three global coffee chains, Starbucks, Costa Coffee, and Gloria Jean's Coffee, are expanding internationally and in India through strategies like emphasizing quality, comfortable seating, and franchising to drive growth. Indian cafes like Cafe Coffee Day and Barista also seek to meet different customer needs around sociability, themes, and price points.
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Diversity in change projects - How to plan to minimise impact on people and r...
Diversity in change projects - How to plan to minimise impact on people and r...Association for Project Management
The document appears to be an email from Lee Silver to deshr-coediversity@mod.uk. It likely concerns some topic related to diversity at a UK government organization given the email address. However, the document provides no other context or content beyond the sender and recipient information.Viewers also liked (20)
Rackspace-Marketing & Strategy for International Expansion
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Gloria jeans BMA 349
- 1. David Stalker, Tom Hughes & Carmen McSweyn
- 2. • Our Business • In business for a combined 20 years • Assisted man companies in revitalizing their marketing strategy
- 3. Current Problems • The main problem, we believe, is the depth of communication to the consumer. Currently, the major communication channels are limited to social media and print media
- 4. Current Problems cont. •Very crowded coffee market •Current focus on customer retention, not customer aquisition •Not a sustainable marketing strategy
- 5. Current Problems cont. • Current easter themed campaign is good but has room for improvement. • The Purchase of a coffee would be considered to be low involvement • Vital that Gloria Jean’s positions their brand in such a way to make them unique and better than their competitors.
- 6. Proposed Strategies Our firm recommends your business employ these three strategies to help the Gloria Jean’s Brand grow into the future. •coffee has become a very personal product, •people are demanding a coffee personalised to their needs •campaign should focus on selling coffee as a more personal product. Examples: • Personalised loyalty cards • Personalised recommendations
- 7. Proposed Strategies • business is currently has limited advertising which does not allow for the business to acquire new customers • opening up into a wider range of communication channels, the business can build a bigger customer base.
- 8. Proposed Strategies • The business could use sponsorship of certain events to create brand awareness • Discounted coffee houses at Universities to increase the number of young adults in the Gloria Jean’s customer base. • Portable coffee houses at multiple day festivals
- 9. Proposed Communication Tools Two Key Tools •CRM •Event Sponsorship
- 10. Customer Relationship Management • Used by companies such as Apple, ASOS and Foxtel • All three of these companies have had very successful results after implementing CRM • Benefits include • better customer service, • higher customer satisfaction levels • improved profits.
- 11. Event Sponsorship • Last Olympic Games had over 23 major sponsors • Certain brands implemented strategies to increase brand awareness • Buying exclusive rights to sell coffee at certain events and campuses, the same impact can be delivered.
- 12. Thank you for your time