t3k advertising Marketing Pitch

1. Gloria Jean’s
Marketing Pitch
BMA349 Marketing Communications
Presented by;

2. Introduction
• Explanation of problems and current issues restricting the
Gloria Jean’s brand
• Overview of revised marketing strategies for future success
• Identification of tools to be used in proposed strategy

3. Current Creative Strategy
Problems and Issues
• Current creative campaign has planted seeds
• Theme & tagline
• Purpose
• Drink-lifestyle association through image
HOWEVER,
• is weak in execution
• Inhibited by damaged brand equity.
Full growth potential is not reached

4. Problems and Issues: Execution
• Generic strategy in a crowded market place
Gloria Jean’s Coffees
1
• GSC becomes another standard,
2 undifferentiated brand.
Hudsons Coffees

5. Problems and Issues:
Damaged Brand Equity
• Support of the Australian Christian
Lobby.
Page (Facebook) Likes
• Homophobic rhetoric attributed to
the Gloria Jean’s brand.
• Unwelcomed by the LGBT Gloria Jean’s Coffees 296,697
community and Australia’s forward-
thinking, secular society.
• Boycott of Gloria Jean’s Coffees. Gloria Jean’s Coffees Australia 3,500
• Severely undermines (online)
strategy. Undermines ALL Boycott Gloria Jeans for funding 8, 401
communications efforts. homophobia
• Starbucks actively and openly
supports the LGBT community and
issues.
• Consumers ignore Gloria Jean’s and
switch brands + widespread
discredit and angst.

6. GJC marketing communication
strategy & creative strategy.
• GJC focused on increasing brand equity and revitalizing the brand. Needs to
broaden its media mix; online and print media and expand its target market in
addition to recapturing the present market. Brand differentiation and positioning,
from competitors, is vital for the revised summer campaign.
• The campaign will feature Ian Thorpe and Australian Sporting sensation. His
presence will radically influence consumer’s perception of the brand and its
products. Thorpe is a positive role model, advocating healthy lifestyle, generating a
positive feel towards the brand and campaign.
• GJC will introduce a promotional ‘summerfied’ uniform for the summer campaign,
communicating the revised GJC brand to the world. Colours will enhance the brand
GJC and engage consumers.

7. • GJC will run a summer competition, ‘How do you keep cool during summer?’, the
competition will run on Twitter, Facebook and Instagram. Consumers can post
pictures showing how they keep cool during summer, through the
‘#GloriaJeansCool’. Entirely up to the imagination of consumers, by the pool, under
a sprinkler, at the beach- in summer outfits with GJC beverage. The picture with
most ‘likes’ will receive prizes. These platforms will increase the brand image and
social media participation for GJC.
• Is an excellent opportunity for GJC to consider. Graphic depiction of the summer
campaign, the slogan and #hashtag will feature on these ‘moving’ billboard- on
trams and buses. Increasing the visibility and exposure for GJC, in re-capturing the
current target market and broadening it.

8. Celebrity Endorsement
Advocates
healthy
Appealing & lifestyle
identifiable Olympic
for target champion
market
Create a Celebrity
Australian
positive Endorsement
– Ian Thorpe sports hero
brand image

9. Print & Social Media
Bus/ Bus Busy
Billboards Trains Highways
stops streets
• Integrate with social media
• #GloriaJeansCool
• Facebook, Twitter, Instagram

10. Staff Uniform
Front of line staff Redesign of staff
essential to uniform
communicate revised - Bright colors
summer campaign - ‘Summerfied’
Elicit positive
responses and entice
customers to have a GJ
moment

11. Conclusion
• T3K’s revised marketing strategy will overcome current brand
and communications issues in order to further build the Gloria
Jean’s brand.
• T3K & Gloria Jean’s collaboration will (re-) capture market
share through enhanced communications efforts that will
heighten brand/product awareness and positive associations.
• This will create a sustainable competitive advantage.