Karan ShahVan Tran

Sanchita DharaRamkumar Ganesan

Kaushik MandyYao Ma

Agenda

Australian Coffee Culture

Michel’s and Gloria Jean’s

Managerial Problem

Recommendation

Australian Coffee Culture

More than one in four visit cafes 4-7 times per week.

“It is part of the social fabric, you meet for coffee, not meet and have coffee.”

3 out of 5 visit a café at least once a week.

Highly established Coffee culture primarily due to English and Irish origins.

Australian Origin American Origin/ CurrentlyAustralia owned

Primarily located in Down Under

Presence In various countries

340 Cafes in Australia 480 Cafes in Australia

Product/ Services

Customized Coffee beverages

Cakes & Confectionaries

Birthday Parties

Fast & Efficient Services

Price

Priced Competitively to attract customers from all

demographics.

Promotion

Showcasing the coffee shop experience

Presents itself as a place to host parties.

Place

Perfect ambience for relaxation.

Franchisee model used but with highly trained

baristas.

Michel’s Espresso has been awarded the best coffee by customers.

Unique coffee shop experience with aroma and service

In-house trained Baristas who understand customer’s choice

Epic Cakes – To celebrate birthdays

Product/ Services

Standardized Coffee beverages

Coffee Often perceived to

be slightly bitter

Price

Slightly higher than other coffee shops in Australia

Promotion

Few campaigns or ads

“One sip at a Time“Focused more on the coffee

and not the shop experience

Place

A welcoming and a warmcoffee house environmentfor the customers to takesome time out.

What keeps the managers of Gloria Jean’s awake

Managerial Problems

Stagnant growth

Retreat of

Starbuck

Expand to food

business

Problems with Gloria Jean’s

Inconsistency in coffee making

Failure to understand theAussie Palate

Service

COO effect Brand

Stagnant Growth

Customer Survey

Repositioning strategy

Product:

Coffee: less bitter, more customized, better coffee beans.

Integrate food menu

Service: Decrease delivery time, increase customer incentives

Repositioning strategy

Promotion:

Improve Brand Image by using the CAB(Cognition, Affect, Behavior) of branding.

To re-establish the company as an Australian icon.

Using Sports as a medium to promote our product

Improving the experience of coffee drinking.

Any Questions .. Mates .. ???