Re-Marketing of Gloria Jeans Coffees

Gloria Jean’s Coffees

MAKING IT GLORIOUS

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.

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

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.

4P’s of MarketingProduct

Price

Promotion

Place

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

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

Promotion In store Promotion

Targeting Tier II Cities

Social media

Newspapers, Billboards

Colleges & Fashion Event

Celebrity Endorsement

Special Promotion

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

Place The product will be available at various forms:-

Coffee Shops

College & Corporate Canteen

Malls(Kiosks)

Coffee Cart

STP

Segmenting

Targeting

Positioning

SegmentingGeographic- Metro & Tier II Cities

Demographic- 18-60

Psychographic- Social Class

Behavioural- Occasion, Benefits, Usage Rate

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

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

CompetitorsStarbucks

Cafe Coffee Day

Costa Coffee

Barista

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

Weakness Low number of franchise

Targeting only who knows about the company

Strict franchisee criteria

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

Threats Large number of Competitors

Lack of awareness among consumers

Threats of New Entrants

BCG Matrix

Presented By

Viraj D. Shah Roll No.-13081