gloria jeans bma 349

12
David Stalker, Tom Hughes & Carmen McSweyn

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Page 1: Gloria jeans BMA 349

David Stalker, Tom Hughes & Carmen McSweyn

Page 2: Gloria jeans BMA 349

• Our Business

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

marketing strategy

Page 3: Gloria jeans BMA 349

• 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

Page 4: Gloria jeans BMA 349

•Very crowded coffee market

•Current focus on customer retention, not customer aquisition

•Not a sustainable marketing strategy

 

Current Problems cont.

Page 5: Gloria jeans BMA 349

• 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.

Page 6: Gloria jeans BMA 349

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

Page 7: Gloria jeans BMA 349

• 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

Page 8: Gloria jeans BMA 349

• 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

Page 9: Gloria jeans BMA 349

Proposed Communication Tools

Two Key Tools

•CRM•Event Sponsorship

Page 10: Gloria jeans BMA 349

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.

Page 11: Gloria jeans BMA 349

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.

Page 12: Gloria jeans BMA 349

Thank you for your time