This document provides a situation analysis for Gregory's Coffee. It outlines the company's history, strengths, weaknesses, opportunities, threats, objectives, offerings, competitors, target customers, current marketing strategy, and proposed creative strategy. The objectives are to increase market share by 10% and provide the highest quality coffee. The current strategy targets college students and young professionals in New York City through social media, rewards programs, and location-based advertising. The proposed creative strategy is to promote the rewards program through apps to attract new customers and retain existing ones.

1. GREGORYS COFFEE
Tom Hofmann, Serge Thermidor, Jiajie Wu,
Ayame Yamamoto, Shana Katzenstein

2. Situation Analysis
Beginnings:
Gregory Zamfotis

3. Industries:
• Coffee Production & Snack Shop Industry (2006)
Situation Analysis

4. Personalizing Brand
“See Coffee Differently”
Situation Analysis

5. SWOT: Strength
-Customer Service
-Clean Environment
-Interactive Customer
Programs
Weakness
-Lack of brand awareness
-Short Menu
Opportunity
-High demand for
Convenience
-High demand for
An Experience
-Expand Rewards Program
Threats
-Health Conscious
Consumers
-Menu Expansions by major
operators
Situation Analysis

6. OBJECTIVES:
• Qualitative
Provide the best quality coffee to the point that
the customers don’t require additional attributes
• Quantitative
Increase market share by 10%
Situation Analysis

7. What they offer:
• Well-trained Baristas (micro-foamed artwork-friendly)
• High Quality Coffee
• Low Price
• Snacks
• Spacious and Clean Environment
• Free Wi-Fi
• Customer Connection
Situation Analysis

8. Competitors:
• Direct
• Indirect
Situation Analysis

9. By a difference from others:
• 12 hours drip for iced coffee
• Don't steam milk in big batches
• Make each drink 1 at a time
• Making a coffee for each person
• Customers feel more special
• Plays up CEO's image in store logo
• Hands out Gregular gift cards
• Team of bakers make awesome pastries fresh every day
Situation Analysis

10. By Location:
• Flatiron District
• Midtown
• Herald Square
• Financial District
Situation Analysis

11. Target Customers
• New Yorker, mid-town office working class
• Students
• Locals
• (Male and female ages: 18-34)
Situation Analysis

12. Mission and Goal
To offer a high quality coffee that provides enough
satisfaction to the “Coffee Lovers.”
Current Marketing Strategy

13. Positioning
“Third wave coffee producer”
Current Marketing Strategy

14. Current Marketing Strategy
Multiple Target Audience Segments:
• College students, ages 18-25 who are looking for a
place to socialize and study together
• Businessmen and women ages 25-34 who work full-
time in NYC
- Looking for high quality coffee
- Unique customer experience

15. Multiple Target Audience Segments:
• Increase Social Media Presence
Leverage social media channels such as Facebook and Twitter
through promotional deals.
●Free coffee giveaways for the younger target audience and
student group discounts
●Coupons for older segment
• “Gregulars” Program
Rewards through a point system
●Retain current customers by rewarding referrals with free
coffee/snack
●Obtain new “Gregulars” by offering a free sign-up bonus with
purchase
Current Marketing Strategy

16. • Circulate mobile coupons
- Percentage vs. dollar amount
• “Flavor of the Month” feature
• Create a student-friendly environment
- Student discount
- High speed WiFi
- Many available outlets for charging devices
- Zero purchase requirement for café
Current Marketing Strategy

17. Positioning:
In the mind of the customers
• High end coffee provider focused on a quality product
• Offering a personal coffee experience for coffee connoisseurs
• Focused on the natural taste of coffee
Current Marketing Strategy

18. • Young Professionals
• Working full time in NYC
• Ages 25-34
• College Students
• Looking for a place to grab coffee, study, meet friends
• Ages 18-25
Target Audience

19. List/Media Count Cost Notes
The Daily Grind-
Coffee Lovers
3,060 $85.00/M Postal mail. Confirmed opt-in.
60% female & 40% male.
Coffee Café Patrons 48,685 $75.00/M Postal mail. 55% female and
45% male. Customizable by
zip code.
Absolute Coffee
Cravers
4,459 $175.00/M E-mail. 60% female and 40%
male. Customizable by zip
code & compiled online.
Connoisseur Coffee
Drinkers & Buyers
10,104 $200.00/M E-mail. Confirmed opt-in.
Compiled list.
Direct Mail

20. List/Media Count Cost Notes
Pandora 186,756 $1/click Age, gender, and zipcode available
67% of users are between 18-34
Time Inc. 1,300,000 $1/click Time Inc. gives access to over 90
different brands and websites
The Village
Voice
577,945 $1/click 56% of visitors are between 18-45
ESPN New York 36,810, 372 $1/click 81% men, with a median age of 33
New York Mag 4,077, 616 $1/click 53% of visitors are between 18-34
Website

21. Media Count Cost Shares
Facebook 560,000 $1 per click 319(83.3%)
Twitter 461,027 $1 per click 56(14.6%)
LinkedIn 96,758 $1 per click 3(0.8%)
Google + 392,727 $1 per click 4(1.3%)
Social Media

22. GregWord Recommendation

23. •1,460,000 Impressions
•CPC: $1.00
•CTR: 0.3%
SEM

24. SEM

25. • Promote the Gregulars Rewards Program through a campaign.
• Attract new customers so that they become a part of the
Gregorys community
• Adapt to the needs of existing customers so they are kept
satisfied
Creative Strategy: Objectives

26. • Students
Target through social media promotions and website
advertising.
• Young Professionals
Target using direct mail and email throughout the year to
promote seasonal products such as hot chocolate & coffee in
the winter and iced coffee & smoothies in the summer.
Creative Strategy: Target Audience

27. The promise in our offer is twofold to appeal to both new and
existing customers.
New Customers:
• Receive a $3 credit for downloading the Gregorys app
• Earn 10% off your first purchase with the Gregorys app
Existing Customers:
• Earn a $3 credit for sharing the Gregorys app with friends
• Get $5 back for every $40 spent with the Gregorys app
Creative Strategy

28. The support is that the customer will receive this promotional
deal immediately after signing up
• Credit will be added to the account immediately upon
downloading the app or sending a share to friends
• Promotions and discounts earned will be updated as soon as
they are occur
Creative Strategy

29. • Premium coffee brand that not only provides great tasting
coffee, but an environment and community to enjoy it with.
• We provide a variety of coffees and blends such as coffee
from Kenya, Honduras, and Costa Rica along with house,
espresso, and iced coffee blends.
• We provide high quality taste, superior customer service,
convenience, and an environment that fosters productivity
while offering a competitive price.
Creative Strategy: Positioning

30. The tone of our promotions is informal and friendly in order to
demonstrate that Gregorys is a fun and friendly brand that
fosters a sense of community for coffee lovers.
After having been exposed to one of our channels of
communication such as direct mail or social media, we want
the target audience to feel intrigued about the idea of joining
their local coffee shop’s Rewards Program and becoming a part
of the Gregorys community.
Creative Strategy

31. Online Banner Ads Examples