MarketingProject

Submitted by : usman jutt and Ahmad Husnain,Class : BBA 2ndRoll no. 01, 02 Submitted to : sir saleem

Gloria jean’s coffees

Introduction

Gloria Jean's Coffees was founded by Gloria Jean add Kvetko in 1979 in Chicago, USA. Gloria Jean's Coffees began as a small coffee and gift shop in Chicago USA which now has over 110 locations throughout the US. 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.Gloria Jean's Coffees is a franchised specialty coffeehouse company that has opened more than 1,000 coffee houses across 39 markets worldwide, including over 460 in Australia. In 2014 Gloria Jean’s was purchased by the Retail Food Group for $163.5 million.

Saleh and Irvine established Jireh International Pty Ltd (trading as Gloria Jeans Coffees), the company that holds the right to franchise Gloria Jean's Coffees in Australia, and purchased the rights to the Gloria Jean's Coffees brand for all other countries from Diedrich Coffee, In late 1996, Jireh International Pty Ltd opened the first Gloria Jean's coffee house in Miranda, Sydney, These coffee house were set up to test the concept in the Australian market.

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, the ACT and NT. Jireh International Pty Ltd formed a North American Affiliate, Praise International North America, Inc. and as of 14 June 2009, which also operates It's A Grind Coffee House in 13 states  the North American rights were sold by Diedrich Coffee to the American Affiliate of the Australian holding company.

In 2013, Gloria Jean's was set to be purchased by the publicly listed Singaporean company, yellow Pages Singapore, for $35.6 million. Yellow Pages Singapore later pulled out of the purchase, and Gloria Jean’s was bought by the Australian Retail Food Group.

Vision

“To be the most loved & respected coffee company worldwide We want to be the most loved and respected coffee company in the world, and we are tireless in our pursuit to serve the highest quality coffee, while making each and every one of our guests feel like they are returning home when they step into one of our coffee houses.”

“Gloria Jean's Coffees is committed to building a unified family, consistently serving the highest quality coffee and providing outstanding personalized service in a vibrant store atmosphere”

Gloria Jean's Coffees in Pakistan

In 2007 Gloria Jean’s Coffees Pakistan opens its first store in Lahore, at Mehmud Ali Kasuri Road in Gulberg, Pakistan.

There are 24 branches of Gloria Jeans in Pakistan yet and further more about to open .

BRANCHES IN LAHORE In Pakistan gloria jean’s open its first store in Lahore and now they are running 8 coffees in Lahore.

Swot analysis

1) Strengths2) Weakness3) Opportunities4) Threats

1. STRENGTHS

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, interior design, artwork

Excellent Management

2. WEAKNESSES

Low number of franchise

Targeting only who knows about the company

Strict franchisee criteria

Catering fit into short range of group

3. OPPORTUNITIES

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 .

4. THREATS

Security

Large number of competitors

Lack of awareness among people

Red Tape

4 P’S OF MARKETING

1)Products 2)PROMOTION

3)PLACEMENT4)PEOPLE

1)Products:

There are some products that are not at top but are all time favorite of

customers:

Christmas morning coffee

Pumpkin spice coffee

Butter toffee coffee

2) PROMOTION:

Gloria Jean’s go for promotion parties, news, internet, radio,

billboards, they use magazines as platform of advertising

They haven’t opted for television where there are millions of viewers

to catch the sight of Gloria Jean’s.

But as their target market is small, they only includes higher class,

upper lower class and sometimes middle class.

They cannot afford to spent money in trying to attain customers that

are not in their target.

3) PLACEMENT:

This place houses not only students who are there to relax after the tedious hours of studying but also business men of any class, but mostly executive class.

Usually the real loads come at night when day’s work is done and it’s time to hang out.

Gloria Jean’s is situated on those specific areas where people came out more, like MM alam road, DHA, Defence.

4) PEOPLE: There are no servants to serve the customers before and customers

have to order at the counter and they will get their order I 5 to 15 minutes

But now they do have waiters to serve the orders of customers, but customers themselves have to order at counter, that may include any customize drinks.

Almost 400 people visit this café everyday and this may exceed on holidays and other occasions.

Competitors

AnD

Introduction of Starbucks

The first Starbucks opened in 1971, Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world.As for Starbucks Coffee it could be one of the largest chains because of the strong branding image towards their coffee.

Starbucks Coffee is slowly picking up by opening more stores especially in the malls and is more of a franchised business now.

Starbucks locations serve hot and cold drinks, whole-bean coffee, microground instant coffee known as VIA, espresso, caffe latte, full- and loose-leaf teas including Teavana tea products  Evolution Fresh juices, Frappuccino beverages, pastries, and snacks; some offerings (including their Pumpkin Spice Latte) are seasonal or specific to the locality of the store.

Starbucks first became profitable in Seattle in the early 1980s, and despite an initial economic downturn with its expansion into the Midwest and British Columbia in the late 1980s, the company experienced revitalized prosperity with its entry into California in the early 1990s. The first Starbucks location outside North America opened in Tokyo in 1996; overseas properties now constitute almost one third of its stores. The company had opened an average of two new locations daily between 1987 and 2007.

Dunkin' Donuts is an American global doughnut company and coffeehouse chain based in Canton, Massachusetts, in Greater Boston. It was founded in 1950 by William Rosenberg in Quincy, Massachusetts Since its founding, the company has grown to become one of the largest coffee and baked goods chains in the world, with more than 11,300 restaurants in 36 countries. The chain's products include doughnuts, bagels, other baked goods, and a wide variety of hot and iced beverages.

The company primarily competes with Starbucks, as over half the company's business is in coffee sales, as well as with Krispy Kreme Doughnuts and Honey Dew Donuts

Before 1990, Dunkin' Donuts' primary competitor was Mister Donut, but in February of that year Mister Donut was acquired by Dunkin' Donuts' owner Allied-Lyons. After the acquisition of Mister Donut by Allied-Lyons, all Mister Donut stores in North America were offered the chance to change their name to Dunkin' Donuts

As of 2014, Dunkin' Donuts is owned by Dunkin' Brands Inc., which also owns Baskin-Robbins and previously owned the Togo.

Conclusion

Gloria Jean's Coffees was founded by Gloria Jean add Kvetko in 1979 in Chicago, USA. Gloria Jean's Coffees began as a small coffee and gift shop in Chicago USA which now has over 110 locations throughout the US. Gloria Jean's Coffees is a franchised specialty coffeehouse company that has opened more than 1,000 coffee houses across 39 markets worldwide, including over 460 in Australia. In 2014 Gloria Jean’s was purchased by the Retail Food Group for $163.5 million. Vision statement: In vision statement Gloria want to be the most loved and respected coffee company in the world. They called their customers as guest and whenever their customer/guest entered in any branch of jeans café they provide such a response and environment that he feel like he is return to his home.Mission statement: Mission to serve the highest quality coffee and providing outstanding personalized service in a vibrant store atmosphere.Gloria jean’s in Pakistan: In 2007 Gloria Jean’s Coffees Pakistan opens its first store in Lahore, at Mehmud Ali Kasuri Road in Gulberg, Pakistan, And now there are running 24 branches of Gloria Jeans in Pakistan yet and further more about to open.

SWOT analysis:

The biggest strength of company is its brand image and best management with quality coffee products. The biggest weakness is leak of advertisement and awareness among people. Opportunities Target high coffee consumption countries like Finland, Norway, Netherlands and Denmark. Threats are large number of competitors.4 P’S OF MARKETING:

1) Price2) Product 3) Place 4) Promotion

Price:

Of all the aspects of the marketing mix, price is the one, which creates sales revenue - all the others are costs. The price of an item is clearly an important determinant of the value of sales made. In theory, price is really determined by the discovery of what customers perceive is the value of the item on sale.

Product:

Gloria Jeans prides itself in not only making a cup of good quality of coffee Hot: Cappuccino flavored coffee Cold: Chillers and smoothies. Gourmet foods: Pastries, apple pies, sandwich and other light snacksThey provide with best quality of the coffee in order to satisfy the customers.

Place:This place houses not only students who are there to relax after the tedious hours of studying but also business men of any class, but mostly executive class.Promotion:Gloria Jean’s go for promotion parties, news, internet, radio, billboards, they use magazines as platform of advertising

Gloria jean’s and competitors:

The first Starbucks opened in 1971, Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington..

A p p e a r a n c e

Founded on March 30, 1971 by three partnersGordon Bowker, Jerry Baldwin and  Zev Siegl in in Seattle, Washington

P r o d u c t s

Coffee beverages; smoothies; tea; baked goods; sandwiches.

No. of countries captured

Present in more than 60 countries and running more than 23,000 shops.

Dunkin' Donuts is an American global doughnut company and coffeehouse chain based in Canton, Massachusetts

A p p e a r a n c e

It was founded in 1950 by William Rosenberg in Massachusetts.

P r o d u c t s

Donuts, sandwiches , cookies,  coffee (Hot and cold) and tea.

No. of countries captured

Present in more than 50 countries and running 11000 stores.

Gloria Jean’s Coffees is founded in Australia more than fifteen years ago.

A p p e a r a n c e

it was founded by gloria jean and Ad Kevitko in 1979 in chicago.

P r o d u c t s

coffee drinks , ; coffee beans, specialty teas, pastries and coffee accessories.

No. of countries captured

Present in almost 39 counries and operate more than 1000 shops.

Business profit

annual business recorded in (2014) US$ 9.752 billion

region captured

Worldwide

Business profit

annual income recorded in 2012 (7.2 billon u$)

region captured

North America, south America,Eastern Europe, eastern Asia, south asia, west asia and some region of south east asia.

Business profit

six months of 2014 company earn $21.5 million

region captured

Australia, Eastern asia, south asia, south central asia .

END

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