National College of Business Administration & Economics

School of Business Administration

Topic

Marketing plan of Gloria Jean’s

Submitted By:-

Ahmad Dar

Mariyam Jahangeer

Khadija Waseem

Meshall Zafar

Submitted To:-

Ma’am Humaira Taj

Contents
Introduction.................................................................................................................................................3
Vision...........................................................................................................................................................4
Mission........................................................................................................................................................4
Gloria Jean's Coffees in Pakistan.................................................................................................................4
EXECUTIVE SUMMARY.................................................................................................................................4
SITUATION ANALYSIS...................................................................................................................................5
MARKET SUMMARY:....................................................................................................................................5
Market demographics:................................................................................................................................5
Market Needs:.............................................................................................................................................6
Market Trends:............................................................................................................................................6
Market growth:...........................................................................................................................................6
4 P’S OF MARKETING:..................................................................................................................................7
Competitors:................................................................................................................................................8
Key to success:.............................................................................................................................................8
Critical issues:..............................................................................................................................................8
Marketing strategy:.....................................................................................................................................9
Mission:.......................................................................................................................................................9
Marketing objectives:..................................................................................................................................9
Financial Obligations:..................................................................................................................................9
Target market:.............................................................................................................................................9
Marketing tactics:......................................................................................................................................10
Product:.....................................................................................................................................................10
Pricing:.......................................................................................................................................................10
Communications:.......................................................................................................................................10
Controls:....................................................................................................................................................10
Implementation:........................................................................................................................................11
Contingency Planning:...............................................................................................................................11
Difficulties and risks:..................................................................................................................................11
Worst Case risks:.......................................................................................................................................11
 GLORIA JEAN’S COFFEES

Introduction
Gloria Jean's Coffees was founded by Gloria Jean 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.”

Mission
“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 30 branches of Gloria Jeans in Pakistan yet and
furthermore about to open.

EXECUTIVE SUMMARY
Gloria Jean’s Coffee is an international coffee retailer and one of Australia’s leading coffee
specialists who has had a major role in the growth and development of Australia’s retail coffee
market. Gloria Jean’s is known for its large range of more than 40 hot and cold coffee drinks,
including traditional espresso, ice blends, coffee beans, specially teas, pastries and various coffee
accessories .Established in Australia in 1996, this Australian-owned and operated business
follows a franchise system under which it was opened over 900 stores (489 in Australia and
growing) across 37 countries internationally, considered as one of the world’s fastest growing
franchises and Australia’s largest and most recognized specialty coffee retailers, serving an
estimated five million coffees each month.

Gloria Jean’s Coffees is devoted to building a unified family who consistently serve the highest
quality coffee and provide outstanding and personalized service in a vibrant store atmosphere
creating the ultimate coffee experience for every customer. Based on the theory of Loyalty of
Customers who will continuously consume the same product or service, the regular customers
will not change their consume habit even if there is a discount promotion for the same products.
This makes Gloria Jean’s a brand that builds relationships focused on integrity and trust from
both parts

SITUATION ANALYSIS
Coffee is one of the most popular drinks in the entire world and the most widely consumed
beverage in the South Asia. The demand for coffee in Pakistan is very high. With such a high
consumer base the competition is very intense too. The brands such as Starbucks and Dunkin
Donuts not only compete with each other but also face intense competition from tea. Gloria
Jean’s has been working since the past 11 years. Thus the marketing space is very vast. Gloria
Jean’s will offer unique taste with feel of freshness and variety.

MARKET SUMMARY:
Gloria jeans has good information about the market. The need is to focus on the information
gathered from the market and use it for the better growth of the company.

Market demographics:
Market demographics include geographic, demographics and behavioral factors.
Geographic:
The majority of southern Pakistan's population lives along the Indus River. Karachi is the most
populous city in Pakistan. In the northern half, most of the population lives about an arc formed
by the cities of Faisalabad, Lahore, Rawalpindi, Sargodha, Islamabad, Multan, Gujranwala,
Sialkot, Nowshera, Swabi, Mardan, and Peshawar. Gloria Jean’s is aiming to launch in targeted
area of few cities. Primary focus is to obtain goodwill and make people aware of the product and
then Gloria Jean’s will be able to disperse regionally and geographically.

Demographics:

Age group Male Female Total Percent

0–14 32,130,198 30,220,789 62,350,987 41,61
15–64 41,951,884 40,618,318 82,570,202 55,10
65+ 2,775,655 2,163,544 4,939,199 3,30

• There is an almost same percentage of male and female in the country.

• The highest percentage of people is between of 15-64.

The population of the country and dynamics are suitable to launch new tea brand.

Behavioral factors:
• Consumers will get more sophisticated and refreshing feel.

• The preference for high-quality product is increasing in customer and they will get it with
Gloria Jean’s.

• Costumer will get a high quality product with the original taste.

Market Needs:
Gloria Jean’s will provide its consumers with following market needs

a) Quality Product:
Gloria Jean’s knows that their consumer work hard for their money and expect quality product in
return. The health related issues in Pakistan also increasing day by day due to the lifestyle and
inclination of the generation towards fast food or junk food which is generally responsible for
health hazards. Coffee is always a better option to get relaxed instead of the junk food and fizzy
drinks. Also it energizes the body.
b) Customer service:
Gloria Jean’s is providing its customer with customer service such as message feedback, quality
control feedback and easy communication ways to gain customer loyalty.

Market Trends:
Gloria Jean’s is available in most of the highly populated areas. Gloria Jean’s ensures that the
coffee they are consuming is hygienic and quality because customer nowadays seeks these things
more. Gloria Jean’s brings the consumer with unique and refreshing taste which is missing from
the market but is in great demand. This trend will continue to be underpinned by rising
disposable income levels and will be strongest in the country’s cities

Market growth:
Gloria Jean’s has a great chance to make a mark for itself in the market. The growth for posh
coffee shops has been significantly from few year. Per capita consumption of tea is Pakistan is .
08kg. People are more focused on health issue that’s why most of the people have shifted from
loose tea to branded coffee. It is all about hitting the customer at the right time and at the right
place. The market for Gloria Jean’s will flourish keeping these things in mind.

4 P’S OF MARKETING:
1) Price

2) 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 Jean’s 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 snacks. They provide with best
quality of the coffee in order to satisfy the customers.

Place:
They chose those places that are popular and places near market and offices. 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.

Competitors:
Starbucks
Dunkin Donuts

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
 Introduction to Dunkin Donuts:
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.

Key to success:
Coffee market is highly competitive market, therefore aggressive and creative advertising is very
important to retain existing customers and attract new customers. The keys to success for Gloria
are producing and delivering that meets the need of the market. In order to achieve success,
Gloria must meet the needs of market and create superior customer value in order to survive in
the market.

Critical issues:
The critical issues for are:

 Intense competition in the market.

 Established itself as a well-known coffee supplier in the market.
 It should earn customers satisfaction to sustain a strong position.

Marketing strategy:
The key marketing strategy is to make people aware of the quality of the product. Gloria needs to
spread awareness about the health betterment by consuming coffee. Lifestyle of customer is
changing who emphasize on health, which Gloria can capitalize in its favor.

Marketing objectives:
 To offer consumer best health advantage through coffee.

 To establish as market leader in coffee industry

 To ensure that we are able to satisfy, fulfill the consumer’s personality & lifestyle

 To establish and increase popularity as an iconic coffee product.

Target market:
Gloria Jean’s is aiming to launch in targeted area of few cities. Primary focus is to obtain
goodwill and make people aware of the product and then it will be able to disperse regionally
and geographically. Cozy tea is aiming to launch in the highly populated cities like the major
cities (Lahore, Karachi, Islamabad and Sialkot). After achieving targeted goals, it will
disperse regionally.

Marketing tactics:
Gloria Jean’s is using marketing tactics to promote its services to achieve goals of increasing
sales and gaining grounds with its competitive product, getting sustainable customer
satisfaction and making best use of limited resources. The company marketing approaches is
composed of product, price, place and promotion.

Communications:
Communication is important in marketing tactics as to communicate with customer. Customer is
the central point of all marketing. It is important to communicate with customer. Gloria Jean’s
has website for customer to know about the product thoroughly. Website contains all information
necessary for customer to have about the products. Company has worked hard on website
channel for customer to go through it easily. Company have managed social media page for
customer to communicate through social channels. Information is also provided through
magazines, newspaper and advertisement.

Controls:
The areas for cozy tea to control are following:

 Price

 Revenue

 Customer Satisfaction

 Product development

 Expenses

 Control of management
Implementation:
The key marketing program should be implemented properly to achieve milestones that
company looks out for. The key marketing programs are following:

 Completion of marketing plan.

 Promotional activities.

It is important keep that in mind to do one task at one time, doing too many task at one time
can result in a total failure.

Contingency Planning:

Difficulties and risks:

 Problems of attracting the customer

 An entry in the market that is full of competitors.

 Low class do not cater such shops much.

Worst Case risks:

 Company could not break even in the first two year of production and delivery.

 Company could not cover its liabilities.