gloria jeans

Powerful Essays
Table of Contents
Company history 3
Introduction…………………… 4
Marketing Mix 4, 5
Coffee culture in Karachi 5
Differentiation/Positioning 6
Target Audience 6
Marketing Strategy……………………………………………………………………………………………………………………………….…7
Duties performed during internship…………………………………………………………………………………………………………8
Sales Promotion………………………………………………………………………………………………………………………………………8
Brand Activation……………………………………………………………………………………………………………………………9,10,11
Customer Dealing………………………………………………………………………………………………………………………………….11
Moderating Digital presence………………………………………………………………………………………………………………….12
Marketing Decisions for 2014………………………………………………………………………………………………………………..12
Learned from the internship………………………………………………………………………………………………………………….13

COMPANY HISTORY
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.
Saleh and Irvine established Jireh International Ltd (trading as Gloria Jeans’ Coffees), the company that holds the right to franchise Gloria Jeans’ Coffees in Australia, and purchased the rights to the Gloria Jean's Coffees brand for all other countries from Diedrich Coffee, Inc, with the exceptions of the USA and Puerto Rico. In late 1996, Jireh International Ltd opened the first Gloria Jean's coffee house in Miranda, Sydney, and two weeks later another in Eastgardens, also in Sydney. The 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

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