Course: MKT10007 Semester 2, 2021 Assignment 2 Date submitted: 27/09/2021 Student Number: 103614718 Jack Davidson Individual Brand Report. Gloria Jeans Australia Gloria Jean's 1 --
Table of Contents: 1. Introduction 2. An overview of the brand, and in Australia 3 3. Analysis of the brands marketing mix 3/4 4. Micro environment. 4 5. Macro environment. 4 3 A 'persona' of the ideal target consumer. 5 6. How the brand is triggering brand recognition. 5 7. Summary. 6 8. Reference list. 6 2 .. ...
MKT10007 Fundamentals of Marketing - Assignment 2 Assessment Task - Semester 2, 2021 1. Introduction Australia notability has one of the best coffee cultures in the world, with high quality beans, highly skilled baristas and a wide variety of brands and small cafes that hold this strong reputation . But due to the many different products and ways to consume coffee from sit down in a café, Drive-Thru to a at home experience, there is currently a lot on offer in the market, people have many options when it comes to the stage of choosing the brand and experience, they desire. This report will probe into and discuss on the presence of one specific brand in the Australian market and how the micro and macro environmental factors affect the brand. An ideal customer and target consumer for the brand, and how the brand finds and fulfills the consumer need recognition will also be included in this report. PART A - Summarising the brand 2. Overview of Gloria Jeans and the brand in Australia Within the chosen category of coffee, this report selects Gloria Jeans Australia as a specific brand to be analysed. In 1986, the first Gloria Jean's opened in a small town outside of Chicago in 1979. "Gloria Jean Kvetko was a determined young mum from Chicago with a dream to own a coffee shop where she could combine her passion for caffeine and meeting people." (Gloria Jeans, 2021). The brand quicky launched in Australia in 1996, and there are now more than 200 across the country. As of August 2020, Gloria Jeans Australian operations sold 58.7 million hot beverages to customers (Hinton, 2021), taking a sizeable portion of the made drink market. Gloria Jeans faces stiff competition in all different product lines, In the franchised coffee business they face competition for places like Jamaica Blue, The Coffee Club, Michel's Patisserie and Muffin Break. To their in-home selection of products like beans, teas, ground coffee and syrups with competitors like Harris coffee, Moccona and Coles Urban Coffee Culture products. With Gloria Jeans diverse coffee offerings, it allows for the brand to have better awareness between consumers. Gloria Jeans are key dominators in the at-home coffee market with products such as beans, ground coffee, syrups and unlocking new opportunities like pod-machine coffee capsules. 3. Analysis of the Brands marketing mix: *Product: The Gloria Jeans Product at its core is coffee. The brand also dips into the Coffee beans, ground coffee, teas, syrups and an in-store experience