Re-Marketing of Gloria Jeans Coffees
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Gloria Jean’s Coffees
MAKING IT GLORIOUS
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History of CoffeeThe 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.
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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
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Entry of GJC in IndiaCitymax 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.
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4P’s of MarketingProduct
Price
Promotion
Place
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ProductGloria 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
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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
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Promotion In store Promotion
Targeting Tier II Cities
Social media
Newspapers, Billboards
Colleges & Fashion Event
Celebrity Endorsement
Special Promotion
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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
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Place The product will be available at various forms:-
Coffee Shops
College & Corporate Canteen
Malls(Kiosks)
Coffee Cart
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STP
Segmenting
Targeting
Positioning
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SegmentingGeographic- Metro & Tier II Cities
Demographic- 18-60
Psychographic- Social Class
Behavioural- Occasion, Benefits, Usage Rate
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TargetingTo 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
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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
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CompetitorsStarbucks
Cafe Coffee Day
Costa Coffee
Barista
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SWOT AnalysisStrengths
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
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Weakness Low number of franchise
Targeting only who knows about the company
Strict franchisee criteria
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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
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Threats Large number of Competitors
Lack of awareness among consumers
Threats of New Entrants
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BCG Matrix
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Presented By
Viraj D. Shah Roll No.-13081