gloria jeans bma 349

David Stalker, Tom Hughes & Carmen McSweyn

• Our Business

• In business for a combined 20 years • Assisted man companies in revitalizing their

marketing strategy

• 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

Current Problems

•Very crowded coffee market

•Current focus on customer retention, not customer aquisition

•Not a sustainable marketing strategy

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.

Current Problems cont.

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

• 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.

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

Proposed Strategies

Proposed Communication Tools

Two Key Tools

•CRM•Event Sponsorship

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.

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.

Thank you for your time