Table of Content
1.0 Introduction 2
2.0 Marketing Objectives 2
2.1 Existing issue and related marketing plan 2
2.2 Marketing objectives 3
3.0 Target Market and Positioning 3
3.1 Target market 3
3.2 Current market position 3
3.3 Planned improvement for current position 4
4.0 Marketing mix 5
4.1 Products 5
4.2 Pricing 5
4.3 Place 6
4.4 Promotion 6
Gloria Jean’s Coffee is one of Australia’s leading coffee shops. It is specialized in its own brand coffee products. Gloria Jean’s has been investing on product quality and customer consuming experience to build its brand image (Hospitality Magazine, 2011). The target market is ...view middle of the document...
Gloria Jean’s is the first one entering to the capsules market and its sales growth is staged at “cash cow” area and it has the challenge to increasing sales of capsules to “star” area of higher market share and higher sales.
2.0 Marketing Objectives
2.1 Existing issue and related marketing plan
Based on the current situation analysis, Gloria Jean’s faces market share pressure from its major competitors and the challenge to take advantage of the opportunity emerged in capsules sales market. The market objective of Gloria Jean’s is set to increase market share and stimulate capsules sales by expanding target market to widening age groups.
Today’s marketing planning does not only focus on what decisions should be made but also on how to make them (Greenley, Hooley & Saunders, 2004). How to make marketing planning is customer driven. It is a process to manage value delivered to the target segment market. Monitoring the value delivered will update the organization’s understanding of the value that is required by its customers (McDonald, 2003). Australia has vibrant café culture, which is the most attractive part of customer value and emotional value.
2.2 Marketing objectives
The objective of the forthcoming 12-months is to have Gloria Jean’s brand image outstood by adding café culture into promotion and increase market share by 1%. The trend growth for cafes, restaurants and takeaway food services is only 0.3% in May 2013 (ABS, 2013), or annualized 3.6%. Therefore, increasing 1% market share is an achievable objective under current market situation. The objectives for the forthcoming 12-months will be set on an annual cycle, with a marketing plan recording the output from the understanding value and identifying the processes of value proposition (McDonald, 2003), it always needs to update the changes throughout the year to respond to any particular opportunities or issues emerged.
3.0 Target Market and Positioning
3.1 Target market
The target of marketing plan will be white-collar working class. This is a segment market with age group between 25-45, which is expected to expand Gloria Jean’s market from younger age to middle age group. The spending on coffee from this age group is sensitive to the change of disposable income as most people are working. Unfavourable condition is that Australia's unemployment rate rose to 5.7% in 2013 (ABS, 2013). More people losing their jobs mean that less consuming ability to go coffee shops. Market share competition would be more crucial for launching into new segment market under this critical market situation.
3.2 Current market position
The main competitors of Gloria Jean’s are Starbucks, McCafe and boutique cafe. They have coffee shops everywhere, especially in the metropolises, where working white collars concentrate. Gloria Jean’s has launched its new product plan to add more choices of tea, which caters to the increasing demand from working people for various hot drinks in the...