REPORT

ON
GLORIA JEANS COFFEES
 Prepared for
Dr. Rafiul Huque
Associate Professor
Institute of Business Administration
Jahangirnagar University

Prepared by

Nusrat Shabnam Turna 1768

Meher Jabin 1776

Nabila Rahman 1780

Adiba Fairooz 1781

Md. Asiful Hasan 1787

23rd Batch
Institute of Business Administration
Jahangirnagar University
Date of Submission: July 13, 2016
July 13, 2016
Dr. S. M. Rafiul Huque
Associate Professor
Institute of Business Administration
Jahangirnagar University

Subject: Submission of the Report on 'Gloria Jean's Coffees Bangladesh'.

Sir,
It is our pleasure to submit the research paper on 'Gloria Jean's Coffees Bangladesh'.
We assure you that it is in compliance with what you had instructed us to do.

For the preparation of this paper we have collected relevant information from an
interview with the Head of Marketing of 'Gloria Jean's Bangladesh Team' and various
data from journal, newspapers, reports of GJC and online archives. This report
helped us to gain convenient and very significant knowledge about the coffee industry
in Bangladesh and the position of GJC in the market. While conducting the report,
we have learnt business market development strategies, situation analysis, market
targeting and application of the strategies and evaluation.

We have put our sincere effort to give this report a presentable shape and make it as
informative and precise as possible. We thank you for providing us with this unique
opportunity. If you need any additional information or assistance in the overview of
the report regarding our topic, please ask us.

Sincerely yours,
1768 Nusrat Shabnam Turna
1776 Meher Jabin
1780 Nabila Rahman
1781 Adiba Fairooz
1787 Md. Asiful Hasan
 Acknowledgement
At first we want to thank to the Almighty God. After that we would like to
express our deep gratitude to the course instructor of Marketing Management Dr.
Rafiul Huque for his patient guidance, enthusiastic encouragement and
constructive suggestion for this report. I would like to express my gratitude to
all the people involved both directly and indirectly in the preparation of this
report. We also are grateful to those people who gave their valuable time while
being surveyed.
 Table of Content
Content Page no
Executive Summary v
SECTION 1: INTRODUCTION 1
1.1 Introduction of Gloria Jeans Coffee 1
1.2 Origin of the report 1
1.3 Motivation of the Study 1
1.4 Objectives 1
1.4.1 Main Objective 1
1.4.2 Sub Objectives 2
1.5 Methodology 2
1.6 Limitations 2
SECTION 2: Organizational Overview of Gloria Jean's Coffees Bangladesh 2
2.1 Gloria Jean's Coffees Bangladesh at a glance 2
2.2 Evaluation of the restaurant 3
2.2.1 Trophy Cabinet: Recent Achievements 3
2.3 Branches 4
2.4 Product Line at a Glance 4
SECTION 3: Market Profile of Coffees Industries in Bangladesh 7
3.1 Snapshot of the Caf Industry in Bangladesh 7
SECTION 4: Market Segmentation and Target Market of GJC Bangladesh 8
4.1 Consumer Segmentation and Targeting 8
4.2 Segment Marketing 8
4.2.1 Geographic 8
4.2.2 Demographic 8
4.2.3 Psychographic 9
4.2.4 Behavioral 10
SECTION 5: Competitor Analysis 10
5.1 Major Rivals of Gloria Jeans Coffee 11
5.2 Detail Information on the Competitor Providers 11
5.2.1 Lavazza Barista 11
Content Page no
5.2.2 Coffee World 12
5.2.3 Cuppa Coffee 13
5.2.4 Coffee 11 13
5.2.5 Bitter Sweet Caf 14
SECTION 6: Marketing Mix and Strategies 14
6.1 Product: Brief Information 15
6.1.1 HOT DRINK/ ESPRESSO 15
6.1.2 CHILLERS/ ICE BLENDED COLD DRINKS 17
6.1.3 FOOD MENU 18
6.2 Pricing strategy 21
6.3 Place 23
6.4 Promotion 24
6.4.1 Advertising 24
SECTION 7: Marketing Challenges faced by Gloria Jean's in Bangladesh 25
7.1 SWOT Analysis 25
7.2 SWOT Analysis for Gloria Jean's in Bangladesh 25
7.3 Problems faced by GJC 26
SECTION 8: CONCLUSION 26
8.1 Conclusion 26
8.2 Recommendation 27
 EXECUTIVE SUMMARY

The purpose of this paper is to examine the current performance of Gloria

Jeans in coffee industry and identifying its problems and challenges in
Bangladesh. Gloria Jeans coffee is one of several coffee retailers that have
internationally expanded their business. The execution of expansion by using
franchising strategy has positioned GJC as one of the important players in the
market. However, the success of Gloria Jeans Coffee in the international
market is just moderate compared to other competitors. In constructing this
paper, a review of relevant journal, newspaper, academic publications, and
online resources were used. Gloria Jean's in Bangladesh is currently facing
some political problems and challenges in the market. This paper
recommends Gloria Jeans Coffees to comprehensively segment its market
and focus more on opening new outlets in crowded areas as potential region.
Moreover, the current position in this region must be strengthened to gain
competitive edge. It can be done through reevaluating its current franchise
strategy, modification in product offering, raising standards, and increase
customer awareness.

v
SECTION 1: INTRODUCTION

1.1 Introduction of Gloria Jeans Coffee

Gloria Jeans Coffee is devoted to offering the worlds highest quality coffee
worldwide. Australian owned and locally operated, the Gloria Jeans Coffees is
a brand synonymous with coffee quality and leading franchise systems. It is a
combination of passion, commitment and dedication to deliver the highest
quality coffee to our guests that unites our global team in the same Vision to
be the most loved and respected coffee company in the world. Although Gloria
Jean's was originated in Australia in 1996. It currently has more than 1000
coffee houses across 39 markets worldwide, including more than 400 coffee
houses within Australia. It has opened three of its branches in Dhaka,
Bangladesh with the same vision.

1.2 Origin of the report

This report is originated as a requirement to the fulfillment of the course MKT

202 Marketing Management, a fundamental course of BBA 4th Semester. The
report is to be submitted to the course instructor, Dr. Sheikh Mohammad
Rafiul Haque.

1.3 Motivation of the Study

Todays sales of coffee across the globe is rapidly changing in trend as people
changing their preferences from just taking coffee to specialty coffee brands.
As a result, many global brand players in coffee industry have internationally
expanded their operations. It leads to high saturated and very competitive
market. Gloria Jeans as one of the player in this industry also takes part in
this global competition. By maximizing its successful management operation
in Bangladesh it can become a pioneer of coffee industry as an important
contributor to country's economy.

1.4 Objectives

1.4.1 Main Objective

The broad objective of the study is to know Gloria Jean's Coffees Bangladesh
and identify its target market.

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 1.4.2 Sub Objectives

Analyzing the targeted segment of GJC

Identifying the marketing mix of GJC
Identifying its major rival and marketing challenges
Current problems faced by GJC
State some recommendations to overcome its problems and challenges

1.5 Methodology

It's a qualitative study on Gloria Jean's Coffees Bangladesh. The study is

mainly based on extensive literature review and secondary data. Secondary
data sources were the reports of Gloria Jean's Coffees team and relative
information published in journal, newspaper, academic publications, and
online resources. The only primary data that has been collected is an interview
with Mr. Shafkat Haque, the Marketing Head of Gloria Jean's Bangladesh
team.

1.6 Limitations

The following problems were faced while preparing this report:

Though the report was prepared mainly basing on secondary data, some
data regarding various issues are inadequate.
Same information had contradicting data in various resources.
It was very difficult and consumed few weeks to contact the interviewee,
thus there was lack of time to research on the information provided by the
interviewee.
There are not much previous research done on Gloria Jean's Coffees
Bangladesh so drawing proper reference was difficult.

SECTION 2: Organizational Overview of Gloria Jean's Coffees Bangladesh

2.1 Gloria Jean's Coffees Bangladesh at a glance

With a current market size of over BDT 600 million, 2/3rds of the current
coffee market consists of brewed coffee while instant coffee counts for the rest
of the market. With around 50 cafes supplying to a potential market of 160
million consumers, clearly there is huge untapped market gap.
Among these 50 cafs, 3 international chain coffee shops Gloria Jeans
currently operate in Bangladesh.

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 Vision

To be the most loved & respected coffee company worldwide.

Mission

Gloria Jeans Coffees is committed to building a unified family who

consistently serve the highest quality coffee and provide outstanding and
personalized service in a vibrant store atmosphere.

Values

Partnerships based on integrity and trust

Commitment to excellence and innovation
A culture of joy and passion
Belief in people, building & changing lives

2.2 Evaluation of the restaurant

Gloria Jean's Coffees won nine awards from 2005 to 2010 (within five years).
They are:

2.2.1 Trophy Cabinet: Recent Achievements

2005 Franchisor of the Year

(Price Waterhouse Coopers Excellence in Franchising Awards at the
FCA Annual Conference)
2006 Franchise Award
(American Express Rewards for Excellence, National Retail
Association)
2006 Supreme Reward for Best Retailer
(2006 American Express Rewards for Excellence, National Retail
Association)
2006 International Franchisor of the Year
(World Franchise Council)
2007 Franchisor of the Year Food Category
(PWC Excellence in Franchising Awards at the FCA annual
conference)
2008 Innovation Award
(MYOB Excellence in Franchising Awards)
2009 International Franchisor of the Year 2009
(FCA International Franchising Award)

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 2010 Excellence in Marketing Award
(FCA Excellence in Franchising Awards)
2010 Merit Award International Franchising
(FCA Excellence in Franchising Awards)

2.3 Branches

Gloria Jean's Coffees have three branches in Bangladesh

House-35,Gulshan Ave, Dhaka 1212
House No 2B, Block- B, Rd No 71, Dhaka 1212
67, GH Heights (1st Floor), Satmasjid Road, Dhaka 1205

2.4 Product Line at a Glance

A. Hot drinks:

CAPPUCCINO
CAFFE LATTE
FLAT WHITE
CAFF AMERICANO (LONG BLACK)
ESPRESSO (SHORT BLACK)

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 MACCHIATO
PICCOLO LATTE
CAFF MOCHA
CARAMELATTE
WHITE CHOCOLATE MOCHA
VERY VANILLA LATTE
HOT TEA
CHAI TEA LATTE
CLASSIC HOT CHOCOLATE
WHITE HOT CHOCOLATE
RISTRETTO
BABYCINO
MINICINO

B. Cold drinks:

SIGNATURE ICED COFFEE

ICED LATTE (UNSWEETENED)
ICED MOCHA
VERY VANILLA CHILLER
VOLTAGE (EXTREME COFFEE)
ORIGINAL ICED CHOCOLATE
CREME BRULEE
COOKIES 'N CREAM
ITALIAN SODA
FRUZIE - MANGO
FRUZIE - STRAWBERRY
FRUZIE BANANA

C. Merchandise:

MY PLUNGER & OUR PLUNGER

DOUBLE WALL PORCELAIN MUGS
RAINFOREST ALLIANCE MUG
MY GRINDER
KNOCK BOX
G-79 DUO ESPRESSO MACHINE
COLD SIPPER CUPS
CAFE CUPS 500ML

D. Beans and capsules:

SMOOTH CLASSIC BLEND CAPSULES

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 CARAMEL INDULGENCE
NICARAGUA SINGLE ORIGIN
RICH DARK ROAST CAPSULES
COLOMBIA SUPREMO
DARK KNIGHT
FRENCH BREAKFAST BLEND
FRENCH VANILLA
HAZELNUT PRALINE
ITALIAN ESPRESSO
NICARAGUA
SPECIAL BLEND DECAF
SPECIAL BLEND
SPECIAL ESPRESSO BLEND

E. Fast food:

BEEF LASAGNA
FETTUCCINE ALFREDO
SPAGHETTI BOLOGNAISE
FUSSILI PRAWN IN PINK SAUCE
SPAGHETTI CHICKEN
ALL'AMATRICIANA
GREEK VEGETARIAN
BURGER
SANDWICHES
SALAD
RICE
STIR-FRIED SEASONAL VEGETABLES
POTATO WEDGES
FRENCH FRIES
ENTRE
THAI CHICKEN CAKE
GARLIC MUSHROOMS
GARLIC BREAD WITH CHEESE
BREAKFAST
SAUSAGES AND EGGS
VEGE BREAKY
PANCAKE
CEREAL WITH MILK

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SECTION 3: Market Profile of Coffees Industries in Bangladesh

3.1 Snapshot of the Caf Industry in Bangladesh

The caf culture is very a recent phenomenon in Bangladeshs history. Post-

independence, there were just a handful of places for eating out, while
restaurants in general were just food serving places. Local Chinese restaurants
were the only popular places for eating out, family dining and special events.
In late 90s, fast food industry had a significant boom in Dhaka as well as other
major urban areas. People first got introduced to local pizza and fried chicken
chains. During and after 2000, the whole food industry flourished
significantly. International restaurant and fast food chains started opening
outlets in the country. Dhaka, being the capital, experienced the biggest
transformation as many new restaurants and fast food shops have
mushroomed, catering to the palate of different consumer segments. The
industry witnessed an upward shift in demand over the last decade, with
rapidly increasing per capita income, changing consumer taste and altering
lifestyle. Massive development in electronic media introduced a complete
cultural shift for the entire nation and like most other service oriented
industries; this industry also got a major revamp in terms of new consumer
generation, increased spending and improvement in consumer's taste and
preferences which resulted in tremendous growth in this industry introducing
high end restaurants with specialization in one or multiple cuisines followed
by the introduction and the rise of the caf culture in the country and
particularly in Dhaka as unprecedented number of cafs having sprouted up
in the key commercial and residential zones of the city. The traditional local
tea stalls and canteens still flourish beside these new coffee joints, suggesting
that the rise in caf culture has not stolen business, rather its filling up a
massive gap in the market. This caf culture is mainly triggered by the growing
number of White Collar young professionals and college and university going
students. The young professionals like to go to all these cafs for various
reasons like business meetings, family hang out with or without children and
catching up with friends and colleagues; while the students prefer to go there
for dating, hanging out with friends and passing the time while browsing the
internet and preparing assignments and presentations. Other than these two
groups, there are also people who are just looking for a nice and warm cup of
morning coffee that would make themselves ready for the day ahead or a
strong one to get refreshed after a days hard work while returning home. The
most triggering factor behind the rise of this phenomenon has been the
flexibility the customers enjoy in a coffee shop like they can spend as much
time as they want without being asked to leave or make new orders. Moreover,
the environment is vastly different and unique than that of the restaurant
environment. It is considered informal but comfortable and cozy. There are

Page | 7
 also some cafs which offer Wi-Fi internet connection to the customers which
is very much convenient. Furthermore some cafs also broadcast live football
or cricket matches which further add to their attractiveness.

SECTION 4: Market Segmentation and Target Market of GJC Bangladesh

4.1 Consumer Segmentation and Targeting

The customer portfolio analysis concentrates on the value potential of each

customer or group of customers known as segments. Its objective is to assess
the customers that the firm wants to market their product. Gloria Jean's is
currently using the differentiation focus strategy which aims to differentiate
within a several target market segments.

4.2 Segment Marketing

Market segment consist of customers who share a similar wants and needs, in
the chapter we will try to identify those needs and segment accordingly. Gloria
Jeans primarily serves beverages and light meals which mean its customers
come to eat snacks, drink beverage and have a good time while doing so. No
one comes to Gloria Jeans to shop for clothes or to buy shoes so it can be
agreed that most of the market segments of Gloria Jeans have homogeneous
preferences. Keeping that in mind the following consumer segments are
selected

4.2.1 Geographic

Dhaka

Explanation
It is highly unlikely that the people from other division are going to come to just
have coffee in Gloria Jeans. So it is most likely that people of Dhaka region
shall be served by Gloria Jean's Dhaka outlets.

4.2.2 Demographic

Age
Under 6 years, 6-11 years, 12- 19 years, 20- 34 years, 35-49 years, 50-60
years, 60+ years.

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Family size

All family sizes

Gender
Male, Female

Explanation
Although Gloria Jeans Coffee shop mainly target the people of age 20 to 34, it
also has products which attract young children such as babycino and minicino
and it has classic hot chocolate to attract 12 19 year olds and the rest of the
age group may drink coffee. This makes perfect for Gloria Jeans to attract
families of all sizes.

Occupation

White collar

Explanation
Blue collar workforce of Bangladesh does not prefer coffee rather it prefers tea,
at the same time it does not earn enough to afford Gloria Jeans products.

Education

HSC/SSC, Non graduate, Graduate, Postgraduate

Explanation
The menus of Gloria Jeans are all written in English in addition the services
offered by Gloria Jeans requires some form of education to use such as
internet, I pad, Mackintosh PC as a result illiterate people will not be attracted
in Gloria Jeans.

Income
Upper Middle, Upper

Explanation
Products of Gloria Jean's are very expensive compared to Bangladeshi
standard so it is unlikely that anyone other than upper middles class and
upper class will be able to afford it.

4.2.3 Psychographic

Innovator, Thinker, Achiever, Experiencer.

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 Explanation

Gloria Jeans premium pricing will attract innovator and achiever as

innovators look for cultivated taste at the same time achievers look for
expensive products to demonstrate their success to their peers. The same
reason shall discourage striver and survivors as strivers are resource
constrained and survivors are loyal to their favorite brands. Gloria Jeans
dedication to quality will attract thinkers but its premium pricing will
discourage believers as they are practical and look for relatively same quality
at lower price somewhere else.

4.2.4 Behavioral

Occasions: Regular

Benefits: Quality, Service, Speed

User Status: Potential user, First time user, Regular user

Usage rate: Medium, Heavy

Loyalty status: Medium, Strong, Absolute

Readiness stage: Unaware, Aware, Informed, Interested, Desirous, Intending to

buy.

Attitude toward product: Enthusiastic, Positive

Explanation:
Gloria Jean's does not sell a luxury or a durable product. So it thrives on
regular usage, Gloria Jean's has positioned itself as a quality product all
across the world which indicates that it will draw customers who are looking
for quality, service and speed. Since it is a non durable goods, Gloria Jean's
will thrive on repeat purchase so usage rate should be medium and heavy.

SECTION 5: Competitor Analysis

Gloria Jeans has entered the market as the market challenger and it is
competing with various establishments already operating in the Gulshan and
Dhanmondi area. The pricing strategies and the marketing strategies will be
explained in details in later parts of the report. However it should be noted
that there are quite a few close competitors and numerous distant
competitors. Some of the distant competitors such as Caf Mango are well

Page | 10
 established local brands and has a large base of loyal customers. This makes
the bargaining power of the buyers very high.

5.1 Major Rivals of Gloria Jeans Coffee

When an industry tends to reach the highest peak of the market world it starts
to make its own rivals, its competitors. Like the very other renowned coffee
shop Gloria Jeans also holds a significant position in the coffee industry.
However, it should be noted that there are some close competitors and distant
competitors as well. This makes the bargaining power of the buyers very high.

Close Competitors Distant Competitors

Coffee World Nestle

Bittersweet Caf Caf Mango
Beans and Aromas Coffeelicious
Barista Lavazza Ice Cream Parlors
Crimson Cup Coffee Caf Dreek
Cuppa Coffee
Georges Caf
Break caf
Coffee 11

5.2 Detail Information on the Competitor Providers

5.2.1 Lavazza Barista

Lavazza Barista is a part of MGH group which specifically sells Lavazza coffee
in its outlet. It serves premium coffee and snacks it does not prepare the
snacks or the bakery items rather it outsources them from coopers.

Pricing Strategy

The Company uses more for more pricing strategy where it charges very high
price for beverages.

Value offering

The Company has tried to set its outlets as cozy comfort zone where one can
relax and have beverage. It does not serve meals or specific breakfast options

Page | 11
but has wide choice of snacks and bakery items. It does not have WIFI
facilities.

Expanding Total Market

The Company concentrates on new customers rather than more usage as it

has very little promotional campaigns but is expanding the number of outlets.
It has opened up new outlet in Dhanmondi and inside Bangladesh American
Tobacco office. In addition it is also planning to open outlets inside Appollo
Hospital and Airport very soon.

Defending Market Share

The Company is employing counteroffensive strategy to compete with Gloria

Jeans as most of its market share is being eaten by Gloria Jeans. Barista is at
a serious disadvantage as the menu of Barista is not very rich; to remedy this
fact Barista is having a menu reengineering and by adding new products in its
food basket.

5.2.2 Coffee World

Coffee World has been operating in Bangladesh since 2006. It is an

international franchise which introduced Bangladeshi consumers to premium
coffee.

Pricing Strategy

The Company uses maximum current profit strategy to price its products as a
result it revises its prices every year.

Value offering

The Company has tried to set its outlets as cozy comfort zone where one can
relax and have beverage. It has a breakfast menu and serves pasta as a meal.
One may use WIFI in Coffee World without purchasing anything.

Expanding Total Market

The Company concentrates in more usage rather than new customers which is
why it issues loyalty cards to its customers.

Defending Market Share

The Company uses contraction defense to fight off competitors. Recently it has
closed down its outlet in Banani to remain competitive.

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5.2.3 Cuppa Coffee

Cuppa Coffee is a large outlet in on Gulshan Avenue, which primarily targets

young office goers and university students to come and try its products.

Pricing Strategy

The company uses Survival pricing strategy to price its products, as its
products relatively lower priced compared to its contemporaries.

Value offering

The Company has tried to set its outlets as cozy comfort zone where one can
relax and have beverage. The coffee shop also serves elaborate lunch dinner
menus.

Expanding Total Market

The company concentrates on new customers as it uses a massive bill board to

attract the new customers.

Marketing Strategy

It functions as an imitator as it has adopted primary beverage recipes from

Coffee World and has changed the packaging and names a bit. The coffee shop
does not have any special beverage which is only exclusive to the caf.

5.2.4 Coffee 11

Coffee 11 is a coffee shop situated in Gulshan 2, it is trying to be a local

franchise an plans to open different outlets all over the city.

Pricing Strategy

The Company uses maximum current profit strategy to price its products as a
result it revises its prices every year.

Value offering

The Company has tried to set its outlets as cozy comfort zone where one can
relax and have beverage. The coffee shop also serves elaborate lunch dinner
menus

Expanding Total Market

It does not have any specific strategy for increasing market share.

Page | 13
 Marketing Strategy

It functions as an imitator as it has adopted primary beverage recipes from

Coffee World and has changed the packaging and names a bit. The coffee shop
does not have any special beverage which is only exclusive to the caf.

5.2.5 Bitter Sweet Caf

It is a caf specifically known for its portfolio of desserts and designer drinks.
The desserts are one of a kind and are not available anywhere else in the city.

Pricing Strategy

The caf uses product quality leadership pricing strategy where it uses high
price for serving high quality product.

Value offering

The Company has tried to set its outlets as cozy comfort zone where one can
relax and have beverage. The coffee shop also serves elaborate lunch dinner
menus.

Expanding Total Market

The caf concentrates on more usage as it educates its clients about current
offerings via its facebook page.

Marketing strategy

Follows niche marketing strategy and primarily concentrates finding

customers who are willing to pay very high price for premium products.

SECTION 6: Marketing Mix and Strategies

Marketing Mix

Marketing mix must focus on the product, pricing, promotion, and placement
of item in order to make it successful. Marketing strategies must feature
customer orientation, input, and accessibility in the fight to the top of the
market. Gloria Jean's Coffees Bangladesh is no different. One can recognize
that Gloria Jean's Coffees Bangladesh's primary target market is the upper
and upper mid classes' people in Bangladesh. Gloria Jean's Coffees
understood that the people were making the purchasing decision most likely
based on the place.

Page | 14
6.1 Product: Brief Information

Though named as Gloria Jean's Coffees Bangladesh, it serves many other

foods including breakfast and fast foods as well as a wide range of variation in
coffees and drinks. A unique quality of Gloria Jean's Coffees is its variation in
coffees made by it. It provides a menu with various flavored coffees named
'Espresso Bar'. It serves five kinds of drinks named as Classics, Specialties,
Hot chocolates, Tea and Extras.

6.1.1 HOT DRINK/ ESPRESSO

GJC 'Classic' ranges items that are going to be made from regular Arabica
Evans with double shot. The coffee items within this range are as follows:

Capuccino
It will be offered both in small (228 ml.) and regular (286 ml.) serving size
containing Espresso and steamed milk beneath a thick layer of dense velvety
smooth milk.

Caff Latte
It will be offered both in small (263 mL) and regular (330 ml.) serving size made
with Espresso and steamed milk below a thin layer of smooth silky milk

Espresso (Short Black)

It will be offered only in small (60 ml.) serving size made with Gloria Jean's
Special Espresso Blend coaxed to yield the essence of fine coffee. It will be
wonderfully intense and aromatic.

Tea

Although, it is a Coffee shop but its offerings will not be limited to Coffees only,
as guests who are also the regular tea lovers in the town may pop in anytime.
GJC 'Tea' ranges items that are made from high quality loose leaf. The items
within this range are as follows:

Hot Tea
The pyramid tea bag means that our new high-quality, loose-leaf tea has the
space to expand and brew inside the bag. This segment will offer various
flavors such as English Breakfast Tea, Green Tea, Earl Grey and Peppermint
Tea. Each of the variations will be offered both in small (250 ml.) and regular
(335 ml.) serving size.

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Chai Tea Latte
It is made from black tea leaves with ginger, cardamom, cinnamon and other
spices, sweetened and mixed with steamed milk. It will be served in latte-style
and be offered both in small (228 ml.) and regular (295 ml.) serving size.

Hot Chocolate

GJC Hot Chocolate items are rich, creamy and comforting. The items within
this range are as follows:

Classic Hot Chocolate

It will be offered both in small (280 ml.) and regular (348 ml.) serving size. It is
made with a rich, traditional hot chocolate combined with steamed milk and
topped with marshmallows.

White Hot Chocolate

It is going to be a twist on a classic favorite, blending sweet white chocolate,
combined with steamed milk and topped with marshmallows. It will be offered
both in small (280 ml.) and regular (348 ml.) serving size

Crme Brle Latte

It will be offered both in small (352 ml.) and regular (443 ml.) serving size. In
the deep, Crme Brle fragrant green tea is combined with Creme Vanilla and
Milk, and then drizzled with Caramel Sauce on top.

White Chocolate Mocha

It will be offered both in small (263 ml.) and regular (324 ml.) serving size. It is
made with sweet, tempting white chocolate, espresso and milk, and topped
with whipped cream and chocolate sprinkles.

Hazelnut Mocha

It will be offered both in small (263 ml.) and regular (324 ml.) serving size. It
blends the divine unity of smooth espresso, lushy chocolate and toasty
hazelnut.

Irish Nut Crme

It contains a magical mix of Irish Crme and Hazelnut Italian style syrups,
white chocolate, espresso and milk; all beneath a mound of whipped cream
and green sprinkles. It will be offered both in small (263 ml.) and regular (324
ml.) serving size.

Page | 16
Minicino
It is a great before or after school treat for primary-school age kids. It will be
offered only in small (242 ml.) serving size.

Babycino
It is perfect for pre-school age kids and is simply steamed milk and a dollop of
milk foam in a piccolo cup. It will be offered only in small (50 ml.) serving size.
It is going to be absolutely free only limited to a single serving for guest
parents accompanying single kid.

Extra

This 'Extra' range will offer items just to help guests customize their own
coffees and let them make their own choices and play boss with extra shot of
Espresso Shot, Flavor Syrup, Whipped Cream, Milk (e.g. Imported Full Cream
Milk, Soy Milk and Skim Milk) and Decaffeinated Coffee etc.

6.1.2 CHILLERS/ ICE BLENDED COLD DRINKS

Espresso Chillers

Espresso Chillers section will offer the following items:

Very Vanilla Chiller

It has the smooth, comforting flavor of vanilla combined with espresso and
milk, topped with whipped cream. It will be offered both in small (270 ml.) and
regular (316 ml.) serving size.

Crme Brle

In the deep satisfying Creme Brulee Chiller, fragrant green tea is combined
with Crme Vanilla and Milk, and then drizzled with Caramel Sauce on top. It
will be offered in small (352 ml.) and regular (443 mL) serving size.

Voltage (Extreme Coffee)

Voltage is an intense drink that delivers an authentic coffee 'jolt'. It is a blend

of milk. ice, vanilla powder, espresso beans and espresso. Hot espresso shots,
the final ingredient, are poured onto the cold, blended mixture creating a
dramatic visual display. It will be offered both in small (270 tnL) and regular
(316 mL) serving size.

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6.1.3 FOOD MENU

BREAKFAST

Gloria Jean's breakfast items are as followed:

Pancake
GJCs pancake (4 pieces) with maple syrup topped with whipped cream , price
BDT 224

Mexican Breaky
Chicken sausage cooked in spicy tomato sauce, green capsicum, onion, serve
on sliced milk roll with scrambled eggs and mushrooms, pricing BDT 283

Sun risers Sandwich

Char-grilled, beef rashers, tomato and cheese in toasted brown bread with
butter; served with GJCs spicy potatoes, pricing BDT 342

Spanish Omelette
Eggs with spring onion, green capsicum, tomato, mushroom and cheese on
toasted white loaf, pricing BDT 265

Big Breakfast
2 slices of bread, chicken sausage, 2 beef strips, and grilled mushrooms,
baked beans served with scrambled eggs. (Only available at Gulshan-1 & 2)
pricing BDT 498

ENTREE

Garlic Bread with Cheese

GJCs Garlic Bread baked with tasty cheese (BDT 174)

Garlic Mushroom
Spicy Mushroom wedges cooked in olive oil & garlic, served with garlic bread.
(BDT 245).

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Spicy Chicken Wings
Deep fried spicy Chicken drumlets cooked in hot garlic tomato sauce. (BDT
342)

Chicken Lollypop
Marinated lollypop deep fried with bread crumb, drizzled with chili sauce.
(BDT 357).

SANDWICHES

Smoked Chicken Sandwich

GJCs smoked chicken, mayo, capsicum & sliced cheese served with brown
bread. (BDT 385)

Grilled Chicken Sandwich

GJCs grilled chicken fillet with mayo, jalapeno, crispy lettuce & sliced cheese
served with white bread roll. (BDT 352)

Grilled Vegetables Sandwich (Cold/Hot)

Sun dried tomato & capsicum with grilled eggplant & carrot, black olive &
mayonnaise come in a brown roll. (BDT 255)

Tuna Sandwich (Cold)

Shredded Tuna with sweet mayo, pineapple, sweet corn& iceberg lettuce in
brown bread. (BDT 350)

Roasted Beef Sandwich

Sliced roasted beef with lettuce, jalapeno, slice cheese and mustard mayo on
white sliced bread. (BDT 374)

BURGERS & WRAP

Premium Beef Steak Burger

GJCs premium cut beef, with lettuce, tomato, onion, fried egg, beef rashers &
cheese in a burger bun, served with French fries. (BDT 725)

Chicken Prego Burger (Contain Nuts)

Spicy chicken breast, lettuce, tomato, jalapeno, sliced cheese and GJCs Prego
sauce on a burger bun, served with French fries. (Only available at Gulshan-1
& 2). (BDT 490)

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Beef Patty Burger
GJCs beef patty, lettuce, tomato, jalapeno, sliced cheese, sweet mayo and
BBQ sauce on burger bun.( Only available at Dhanmondi). (BDT 295)

Chicken Patty Burger

GJCs chicken patty, lettuce, tomato, jalapeno, sliced cheese, GJCs special
sauce spread on the burger bun. (Only available at Dhanmondi). (BDT 269)

Crispy Chicken Wrap

(BDT 561).

Pastas

Fettuccine Alfredo
GJCs grilled chicken and sliced button mushrooms finished with rich creamy
sauce. (BDT 541)

Spaghetti Chicken
GJCs grilled chicken, seasonal vegetables tossed with olive oil & finished with
red pesto sauce (Contains Nut). (BDT 541)

Spaghetti Bolognaise
Spaghetti tossed with Italian rich meat sauce with herbs and tomato; served
with garlic bread (BDT 541)

Beef Lasagna
Five layered pasta with GJCs meat sauce & mozzarella cheese topped with
Bchamel sauce comes with French fries. (Half/Full) (BDT 510/810)

Aglio e Olio
Spaghetti, cooked with garlic, mushroom, green capsicum, black olive and red
chili flakes, served with garlic breads. (BDT 375)

Mains

Chicken Scaloppini
Chicken breast cooked in rich creamy mushroom sauce served with spicy
roasted potato and mixed vegetables. (BDT 515)

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 Rabara Chicken with Basmati Rice
Fresh boneless chicken cubes cooked in rich Rabara sauce with onion and
capsicum, served with basmati rice and lemon wedges. (Contain Nuts)(BDT
434)

Achari Beef With Basmati Rice

Boneless beef cooked in spicy Achari sauce with onion and capsicum, served
with basmati rice. (BDT 561).

Chili Garlic Prawn

Prawns cooked in rich creamy sauce and chili flake, served with basmati rice
and lemon wedges. (Only available at Gulshan-1 & 2). (BDT 775)

Product Strategy

As presented earlier, Product Line Length for Gloria Jeans Coffees

Bangladesh, complete menu of hot and cold drinks, espresso drinks, ranging
from lanes, cappuccinos, ice-blended chillers, smoothies, specialty teas, and a
range of single origins, Mends, estate and flavored whole beans are all going
complete a product line.
GJC in its Dhaka operation does not follow the similar product strategies that
are being followed by all franchise partners all over the world. As it is the first
time operation in Bangladesh, the company is not emerging as the full-line
company for the time being like the way it does in Australia. It will include
more items or perform Line filling gradually over time in its Hot Drinks and
Chillers Line.

6.2 Pricing strategy

GJC aims to be the product quality leader in the market. Since it offers
specialty coffee or gourmet coffee and strive to be "affordable luxury"- products
or services characterized by high levels of perceived quality, taste and status
with a price just high enough not to be out of consumers' reach (Kotler et al.,
2009, p.376).

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Page | 22
6.3 Place

Distribution

GJC stores in Dhaka are more like a gift shop concept than a specialty coffee
outlet. It also includes parking facility.

The location chosen for its Dhaka outlet and for any of its future outlets is
going to be a posh metropolitan area where most of people usually go. Initially,
the products were offered at its leased outlet at Gulshan Avenue in Dhaka.
Later another outlet in Dhanmondi and the last one in Gulshan 2 has been
opened and serving successfully. However, the expansion plan will be carried
over later depending on consumer demand, competition and market dynamics.
The products are made available both in the form of Walk-in welcome and
Take out.
Most walk in customers looks for a cozy and warm place to hangout when they
enter a coffee outlet. Gloria Jeans provide a better environment for them by
using comfortable sofas and furniture, warm ambience with music and also
providing handicap facilities. This will improve consumers' perception towards
the outlet.

Many people patronize coffee outlet is because it is a neutral place for people
to talk about business and do their homework and assignments. This means
that internet connection is very useful for them, including students whom
usually do their assignments and homework at the outlet. Providing Wi-Fi
service to them has been a good idea, as more people will patronize the outlets
for usage of Wi-Fi, which indirectly links to purchasing of coffee in the outlet.
There is a separate hangout place for smokers. In addition to that, in case of

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 peak period outdoor seating is made available utilizing front yard section
depending on consumer demand. A buzzer system is installed at its Dhaka
outlets. It is very simple to use for the guests. When a customer makes order
at the counter, he or she will receive a buzzer. When the order is ready, the
buzzer will notify the guest so he or she can collect it from the delivery section.
Of course, GJC team will be there to assist the guests as always.
The take-home coffee beans, and capsules and various merchandises are
displayed right at the outlets. The coffees, teas and chillers may only be
ordered using such payment options as cash, Visa, American Express, and
Master Card (Debit/ Credit).

6.4 Promotion

Gloria Jeans hardly does any advertising due to its enormous brand
reputation contributed by the company's exceptional global growth and
industry leading franchise systems.

6.4.1 Advertising

Social Media & Word of Mouth

Using the most popular social networks, a facebook page is created where
consumers shares their experience at Gloria Jean's Coffee. This allows GJC to
establish a public voice and reinforce other communication activities. This
facebook page also informs the customers about their new campaigns, deals
and offers. Moreover, this makes the customers feel a more personal
relationship. This same facebook page gives customers the opportunity of
participating in feedback programs and allows GJC to leverage on word
positive word of mouth.

Frequency Programs

Through its store and official facebook page, customers get the opportunity of
participating in loyalty. These programs include the -Frequent Sippers Cards-
Under the Frequent Sippys Cards, three (03) most frequent guests will get the
opportunity of having daily single treat of Coffee/ Chiller for a week.
Using the same Frequency Sippers Card, the top three next (03) frequent
guests will get the opportunity of winning Gloria Jen's Coffee Mugs.

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SECTION 7: Marketing Challenges faced by Gloria Jean's in
Bangladesh

7.1 SWOT Analysis

SWOT analysis is the analysis of Strength, Weakness, Opportunity and

Threats of an industry. SWOT is divided into two categories: Internal factors
and External factors.

Internal Factors:

Strength: This gives the business an advantage over others.

Weakness: This places a farm in disadvantage in respect to others.

External Factors:

Opportunities: External chances to make greater profit or sales.

Threats: Element in the environment that could bring trouble for the farm.

7.2 SWOT Analysis for Gloria Jean's in Bangladesh

Strength:

Gloria Jean's is one of the most unique coffee shops in Bangladesh for its
environment and thus a market leader in the coffee market.
Offers fast services and better environment compared to their competitor.
Attractive brand logo and well designed outlets.
Gloria Jean's Coffee shops are placed at very strategic positions and highly
trafficking areas to attract customers.
Variety of quality coffee with good flavor.
Availability of other drinks, chillers and fast food is a strong side over other
competitors.

Weakness:

Many other quality competitors with less price.

High operating cost.
Business profit is highly dependent on quality and production of coffee.

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 Opportunities:

Gloria Jean's can open more outlets in other elite and crowded areas like
Uttara, Basundhara and Baridhara due to increase in number of coffee
consumers.
Whole bean sale in supermarket.
Co-branding with other food manufacturer.
Sponsoring relevant programs for more promotion.

Threats:

Increase in competitors with less price like Coffee time, Coffeelicious etc.
Brand switching by customers.
Increase in health consciousness is reducing the intake of coffee.

7.3 Problems faced by GJC

Gloria Jean's Coffees Bangladesh is currently facing a political problem. This is

a specific incident taken place on this month a hostage situation at Holy
Artisan Bakery in Gulshan 2, situated quite near to the Gulshan 2 outlet of
GJC. It was a terrorist attack with a killing of 20 people who were at the place
for the purpose of taking food and recreation. The restaurant is quite alike
Gloria Jean's Coffees having the similar target market and environment. This
is a threat for the Gloria Jean's Coffee shops as people are now less likely to
going to shops like GJC for the fear of another similar attack. This
phenomenon has brought GJC a problem in their sales and marketing.

SECTION 8: CONCLUSION

8.1 Conclusion

Gloria Jean's Coffees Bangladesh is a market leader in the new era of coffee
industries. By increasing the number of outlets in potential areas, Gloria
Jean's can become the most profit making coffee shop in Bangladesh. It has a
lot of windows of opportunities opened to broaden its business in Bangladesh.
Through becoming a pioneer in coffees industry, GJC can put a huge impact
on the economy of the country as a new type of business is going to be
developed with the development of GJC as a coffee industry. GJC by increasing
its promotional activities can attract more customers to take their products
and services and thus increase its sales.

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 In this report, the targeted segment of GJC is identified and analyzed with a
close view to the customers this shops are designed for. The products are
analyzed with detail information and also the price of products are mentioned
and analyzed. The places of the branches and its promotional activities are
also discussed. Thus this report is reflecting the marketing mix of Gloria
Jean's Coffees Bangladesh. The competitive market of GJC is strong but its not
impossible to stand out among them. Although currently GJC is facing some
challenges, through overcoming these problems Gloria Jean's Coffee can
certainly become the most successful business of coffee shop in Bangladesh.

8.2 Recommendation

Following are some recommendations for Gloria Jean's Coffees Bangladesh to

overcome their challenges-

Starting delivery service will help GJC attract new customers and also
overcome the recent problem regarding the region
GJC can open more branches in posh areas like Uttara, Basundhara and
Baridhara to reach more potential customers
GJC should increase promotional activities and use mass media for
advertisements
GJC can introduce tvc as a promotional marketing activity before any other
competitor coffee shop does
Sponsorship of certain events
Introduce personalized loyalty card
Discounted coffee houses at Universities.
Portable coffee houses at multiple days of festivals
Increase security system strength to avoid sudden risky situations occurred
for lack in strength of security system

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