Assignment II: Gloria Jeans

Editor's Notes

• #2: Gloria Jean’s Coffees is Australia’s largest coffee retailer that provides range of coffee drinks. Gloria Jean’s was established in 1979 in Chicago.  It is an international brand, which is now an Australian owned and is operated locally. Gloria Jean’s Coffees is operated under a very comprehensive marketing support system, which includes new product development, national promotions, advertising and public relations. It is an internationally famous brand that is now operated in over 39 countries across the world. It is one of the leading coffee traders and processors At Gloria Jean’s; every individual is a potential customer to them (Franchise Business 2013). Gloria Jeans is committed to serving the utmost quality of coffee and personalized and outstanding service. They value partnerships based on trust, loyalty and commitment. They also value relations, beliefs and cultures
• #3: Gloria jean’s food range is mostly cakesTarget market is 18-25, whereas corporate people are huge fans of coffee as well so if Gloria jeans focuses on them too, their sales could increase more.By having a poorly taken care of environment customers will not want to come back, because people like to go out for drinks to relax; an uncleanly environment does not lead to relaxation, but to stress and anxiety instead
• #4: 3. Since their target market is 18-25, the location of their coffee shop isn’t centered around the target.4. As they are targeting students, Wi-Fi is essential and its not provided in their shops. Gloria jeans no longer provides customers with Wi-Fi because their service provider had become broke.5. The atmosphere should be more comfortable for customers so that they can stay in longer than just having a than a few minutes and leaving promptly.
• #5: 1. Gloria jean’s should wider its market because there is a huge market of coffee drinkers. Not just people from 18-25, there are corporate people as well. 2. They should open up their coffee shops near Universities and Tafe, as their target market is 18-25, large number of people of this age group is around this location.3. If Gloria jeans lacks a high quality of customer services, customers may feel that they are not important to the franchise and may feel the need to go elsewhere in the future.4. A clean and well maintained environment will make customers feel comfortable and relaxed. This feeling of relaxation will ensure a long term investment by the customer.
• #6: Wi-Fi is essential for them so it should be provided in all locations as this would attract more students and business men and women who can come in and continue to do their work whilst enjoying a coffee. And power points could be an additional reason for them to last in shop longer.By making a comfortable atmosphere for students/corporate people, they can have their short meetings in Gloria jean’s shop. And once the customer is there, they will be inclined to stay there longer and potentially order more, therefore more sales.3. This would help Gloria jean’s to generate brand loyalty to customers and cause them to repeat purchases. Draws attention of regular coffee drinkers.
• #7: What gloria jeans can do to advertiseThey can use TV, Radio and Printed forms, as in magazines. Their target market has an easy access to radio, TV and magazines so they can easily reach their target market through this media.Nowadays, facebook and twitter is used frequently by the target market. By advertising through this media, they can get their message through their target market effectively.As every second person owns a smart phone this allows Gloria jeans to implement an app in order to spread further awareness for their brand and product's Lacks mass media, only focuses on advertising by use of social media, restricting the size of the target market
• #8: Whatgloria jeans does to advertiseMass media such as Facebook and twitter to advertise their history, products, public relations, and their products promotions (products available for a limited time: Easter/ Christmas Themed goods). Gloria jean’s does not take advantage of advertising to mass mediaBy using social media to advertise themselves, the franchise is only
• #9: Gloria jeans should sponsor various celebrities that have similar value to gloria jeans, this will help consumers relate to gloira jeans more effectively
• #10: How to use communication tools to reach out The target market can be easily reached by radio, as the radio on buses and taxis are constantly playing. Radio will enable more coverage of the establishment because the radio is on in public transport and others cars as well as in other establishments such as hairdressers and doctors waiting rooms.Majority of houses have a television so the target market is the range be accessed.
• #11: Using advertisements in local newspapers and magazines to engage an older audience, who often read newspapers. Newspapers: The Mercury, The Age, The Australian, The Financial Review Magazines: Better Homes and Gardens, By distributing pamphlets in various establishments outside of Gloria Jeans, the targeted audience will always have a chance of exposing the franchise.