Lara Qawasmi

introduction

Gloria Jean's Coffees is an international coffeehouse chain that specializes in gourmet

coffee and related products.

Business Name: Gloria Jean's Coffees

Business Objectives: The primary objective of Gloria Jean's Coffees is to provide high-
quality gourmet coffee and exceptional customer service to its patrons. The company
aims to create a warm and inviting atmosphere where customers can enjoy a wide
range of coffee beverages, as well as other related products. Additionally, Gloria Jean's
Coffees aims to expand its brand globally and establish itself as a recognized name in
the coffee industry.

Products/Services: Gloria Jean's Coffees offers a variety of coffee-based beverages,

including espresso, cappuccinos, lattes, mochas, and iced coffees. They also provide a
selection of flavored coffees and teas. In addition to their coffee offerings, Gloria Jean's
Coffees typically offers a range of bakery items, such as muffins, pastries, and cookies,
to complement their beverages. The specific menu and product offerings may vary
between different locations and regions.

Gloria Jean's Coffees aims to provide customers with a premium coffee experience by
using high-quality beans, expertly trained baristas, and a commitment to delivering
excellent customer service. They often strive to create a comfortable and cozy
ambiance in their coffee shops, making them popular destinations for socializing,
relaxing, or getting work done.

Mobile Website Marketing Plan for Gloria Jean's Coffees:

a. Gloria Jean's Coffees is a renowned international coffeehouse chain with a rich

heritage in serving premium quality coffee to coffee enthusiasts around the world. The
company was founded in 1979 in Chicago, Illinois, and has since grown into a global
brand with numerous coffeehouses in various countries.

Gloria Jean's Coffees has established a strong online presence to cater to the evolving
needs and preferences of its customers. The company recognizes the importance of
digital platforms in engaging with coffee lovers and providing convenient access to its
offerings.

Currently, Gloria Jean's Coffees maintains a user-friendly website that serves as an

online hub for customers to explore their extensive coffee menu, learn about their
brewing techniques, and discover the unique flavors and blends they offer. The website
also provides information about the company's values, history, and commitment to
sustainability.
In addition to their website, Gloria Jean's Coffees actively maintains its presence on
popular social media platforms such as Facebook, Instagram, and Twitter. Through
these channels, they engage with their customers, share updates, promote special
offers, and foster a sense of community among coffee enthusiasts.

The company's online presence extends beyond their official website and social media
platforms. Gloria Jean's Coffees may also collaborate with online delivery services,
allowing customers to conveniently order their favorite beverages and products for
delivery or pickup.

By leveraging their existing online presence, Gloria Jean's Coffees aims to provide an
engaging and seamless experience for its customers, both in the physical coffeehouses
and in the digital realm.

Emphasize the need for a mobile-optimized website to cater to the growing number of
mobile users.

To cater to the growing number of mobile users and stay ahead in the digital landscape,
a mobile-optimized website is essential for Gloria Jean's Coffees. Here's why:

1-Changing Consumer Behavior: Mobile devices are increasingly used for browsing,
decision-making, and accessing services.

2-Enhanced User Experience: Mobile-optimized websites provide a seamless

experience with responsive design, faster loading times, and intuitive navigation. This
improves engagement, fostering customer loyalty.

3-Competitive Advantage: A mobile-optimized website showcases Gloria Jean's Coffees

as customer-centric and ahead of the competition. It attracts and retains customers,
establishing a strong brand reputation and differentiation in the market
Target Audience and Market Analysis:

-Demographics: The target audience may include individuals of various age groups,
with a focus on coffee enthusiasts and those who appreciate specialty coffee. Consider
demographics such as young professionals, students, and coffee-loving adults who are
likely to engage with the brand through mobile devices.

-Location: While Gloria Jean's Coffees has a global presence, it's important to tailor the
mobile website's content and offerings to specific regions or locations. Consider local
preferences, cultural nuances, and coffee trends in different markets to provide relevant
information and promotions.

-Coffee Consumption Habits: Understanding the target audience's coffee consumption

habits is crucial. Consider factors like frequency of coffee consumption, preferred
brewing methods, interest in specialty coffees or unique flavors, and willingness to
explore new offerings. This knowledge can help shape the mobile website's menu,
content, and promotions to cater to their preferences effectively.

Conduct a market analysis to identify trends, competition, and opportunities in the

coffee industry and the mobile web space.

Here are three key points to consider:

-Coffee Industry Trends:

Identify current trends in the coffee industry, such as the growing demand for specialty
and artisanal coffee, the popularity of unique flavors and blends, and the increasing
preference for sustainable and ethically sourced products.
Explore emerging trends, such as the rise of coffee subscriptions, the integration of
technology in coffee brewing, and the focus on personalized coffee experiences.

-Competitive Analysis:

Identify key competitors in the coffee industry, both local and global, including other
coffeehouse chains, specialty cafes, and online coffee retailers.
Analyze their mobile website offerings, user experience, promotions, and customer
engagement strategies.
Identify their strengths, weaknesses, and unique selling points to understand how Gloria
Jean's Coffees can differentiate itself and provide a competitive edge through its mobile
website.

-Opportunities in the Mobile Web Space:

Assess the mobile web space and its potential for Gloria Jean's Coffees. Consider
factors such as the increasing number of mobile users, the growth of mobile app usage
for food and beverage ordering, and the popularity of mobile loyalty programs.

Identify opportunities for innovation and engagement, such as integrating online

ordering and delivery services, offering personalized recommendations, implementing
mobile loyalty programs, and leveraging social media platforms to reach and engage
with the target audience.

Objectives of the Mobile Website:

a. Specific objectives of the mobile website include:

-Increasing Brand Awareness: The mobile website aims to enhance brand visibility
and recognition among the target audience. It provides a platform to showcase Gloria
Jean's Coffees' unique offerings, brand story, and values, creating a memorable
impression and attracting new customers.

-Driving Customer Engagement: The mobile website aims to actively engage

customers by providing a seamless and interactive experience. It offers features such
as menu browsing, store locator, promotions, and loyalty programs, encouraging
customers to explore and interact with the brand, leading to increased customer loyalty
and satisfaction.

-Boosting Online Sales: The mobile website serves as a sales channel, enabling
customers to conveniently browse the menu, place online orders, and make secure
payments. The objective is to drive online sales and increase conversion rates, offering
a convenient and streamlined ordering process for customers.

b. Alignment with Gloria Jean's Coffees' overall marketing and business goals:

The objectives of the mobile website align with Gloria Jean's Coffees' broader marketing
and business goals in the following ways:

-Consistent Brand Experience: The mobile website ensures a consistent brand

experience across different channels, reinforcing Gloria Jean's Coffees' brand image
and values. It complements the physical coffeehouses by extending the same level of
quality and service to the digital realm.

-Customer-Centric Approach: By providing a user-friendly mobile website, Gloria

Jean's Coffees demonstrates its commitment to customer satisfaction and convenience.
This aligns with the brand's mission to deliver exceptional coffee experiences and build
long-term relationships with customers.

-Revenue Generation: The mobile website's objective of boosting online sales directly
contributes to Gloria Jean's Coffees' revenue generation efforts. By providing an
efficient online ordering system, the brand can capture additional sales opportunities
and drive business growth.

Mobile Application Marketing Plan for Gloria Jean's Coffees:

Introduction:

a. Gloria Jean's Coffees is a renowned coffeehouse chain with a strong presence in the
coffee industry. While the company already has an existing mobile presence through its
website, the introduction of a dedicated mobile application presents a significant
opportunity to enhance the customer experience and drive loyalty.

b. A mobile application plays a crucial role in providing a personalized and seamless

experience for customers. It allows them to engage with Gloria Jean's Coffees more
conveniently and offers features that go beyond what a mobile website can provide.
With a mobile application, Gloria Jean's Coffees can deepen customer loyalty and
strengthen its position in the competitive coffee market.

Target Audience and Market Analysis:

a. Define the target audience for the mobile application:
Demographics: The target audience for Gloria Jean's Coffees' mobile application may
include coffee enthusiasts and individuals who appreciate specialty coffee. Consider
demographics such as young professionals, students, and coffee-loving adults who are
likely to engage with the brand through mobile devices.

Behaviors: Identify target audience behaviors, such as frequent coffee consumption,

interest in exploring new flavors and blends, and a desire for convenience in ordering
and payment processes. Consider their preference for personalized experiences and
engagement with loyalty programs.

Preferences: Understand the preferences of the target audience, including their

preferred coffee types, brewing methods, and interest in sustainable and ethically
sourced products. Consider their inclination towards discovering unique coffee
experiences and engaging with digital platforms for convenience.

b. Conduct a market analysis to identify trends, competition, and opportunities:

Coffee Industry Trends: Analyze current trends in the coffee industry, such as the
demand for specialty coffees, the popularity of coffee subscriptions, the rise of unique
flavors and brewing techniques, and the growing interest in sustainable and ethically
sourced products.

Mobile App Market Analysis: Assess the mobile app market, specifically within the food
and beverage industry. Identify successful mobile applications in the coffee and
beverage space, analyzing their features, user experience, and customer engagement
strategies. Explore opportunities for innovation and differentiation in the mobile app
market.

Competitive Analysis: Identify key competitors in the coffee industry who have
successful mobile applications. Analyze their strengths, weaknesses, and unique selling
points. Understand how Gloria Jean's Coffees can differentiate itself by offering a
compelling mobile application that provides a superior customer experience,
convenience, and unique features.

Objectives of the Mobile Application:

a. Specific objectives of the mobile application include:

-Increasing Customer Retention: The mobile application aims to enhance customer

loyalty and retention by providing a seamless and personalized experience. Features
such as order history, personalized recommendations, and loyalty program integration
encourage customers to return and engage with the brand consistently.

-Facilitating Seamless Ordering and Payment: The mobile application streamlines

the ordering and payment process, offering convenience and efficiency to customers. It
allows users to browse the menu, customize their orders, select pickup or delivery
options, and make secure payments, ensuring a hassle-free experience.

-Offering Personalized Promotions: The mobile application enables Gloria Jean's

Coffees to deliver targeted and personalized promotions to its customers. By analyzing
user preferences, order history, and behavior, the application can offer relevant
discounts, special offers, and loyalty rewards, creating a sense of exclusivity and value
for customers.

b. Alignment with Gloria Jean's Coffees' broader marketing and business strategies:

The mobile application aligns with Gloria Jean's Coffees' broader marketing and
business strategies in the following ways:

-Enhanced Customer Experience: The mobile application reflects the brand's

commitment to delivering an exceptional coffee experience. By providing seamless
ordering, personalized promotions, and easy payment options, it enhances customer
satisfaction and strengthens brand loyalty.

-Data-Driven Marketing: The mobile application allows Gloria Jean's Coffees to collect
valuable customer data, including order history, preferences, and engagement patterns.
This data can be used for targeted marketing campaigns, personalized
recommendations, and informed business decisions, driving growth and customer
satisfaction.

-Multi-Channel Integration: The mobile application complements other marketing

channels, such as physical coffeehouses and online platforms. It creates a cohesive
and integrated brand experience, allowing customers to seamlessly transition between
different touchpoints while maintaining a consistent and personalized journey.

The mobile application becomes an integral part of the brand's customer-centric

approach and reinforces its position as a leader in the specialty coffee market.

components of HTTPS,HTTP, for Gloria jeans

In the case of Gloria Jean's Coffees' mobile website, it is essential to prioritize HTTPS
for all components to ensure a secure browsing experience. Here are some examples:

Components that should have HTTPS:

User Account/Login: The user account and login functionality should be secured with
HTTPS to protect user credentials and personal information.

Online Ordering and Payment: The online ordering system, including the checkout
process and payment gateway, should be served over HTTPS to ensure the security of
customer transactions and financial data.
Personalized User Profiles: If Gloria Jean's Coffees provides personalized user
profiles where customers can save preferences, order history, or loyalty information, it is
crucial to secure this section with HTTPS to protect sensitive user data.

Components that may still use HTTP:

Ideally, all components of the Gloria Jean's Coffees' mobile website should be served
over HTTPS for consistency and security. However, in some cases, certain static
content, such as images or non-sensitive informational pages, may still use HTTP.
Although it is recommended to use HTTPS for all content, these non-sensitive
components are less critical from a security perspective.

Benefits of Mobile Advertisements for Gloria Jean's Coffees

on a Product Level:

-Increased Brand Visibility: Mobile advertisements allow Gloria Jean's Coffees to

reach a wider audience and increase brand visibility. By targeting mobile users through
various advertising channels, such as mobile apps, social media platforms, or search
engine ads, the brand can showcase its products to potential customers who are
actively engaged with their mobile devices.

-Targeted and Personalized Marketing: Mobile advertisements provide the

opportunity for precise targeting and personalized marketing. By leveraging data on
user demographics, behaviors, and preferences, Gloria Jean's Coffees can deliver
tailored ads to specific segments of mobile users. This enables the brand to promote
relevant products, offers, and promotions that resonate with the target audience,
increasing the chances of conversion and customer engagement.

-Increased Footfall and Online Sales: Mobile advertisements can drive foot traffic to
Gloria Jean's Coffees' physical locations and boost online sales. By utilizing location-
based targeting and offering incentives, such as limited-time discounts or special
promotions, mobile ads can entice mobile users to visit a nearby Gloria Jean's Coffees
outlet or make a purchase through the mobile app or website. This helps generate more
sales and increases customer acquisition.

-Enhanced Customer Engagement and Loyalty: Mobile advertisements provide an

avenue to engage with customers and build brand loyalty. By using interactive ad
formats, such as playable ads or engaging storytelling, Gloria Jean's Coffees can create
memorable experiences for mobile users. Additionally, mobile ads can be integrated
with loyalty programs, allowing customers to earn rewards or access exclusive offers,
fostering repeat business and customer retention.

-Measurable Results and Optimization: Mobile advertisements offer robust analytics

and tracking capabilities, allowing Gloria Jean's Coffees to measure the effectiveness of
their campaigns and optimize their marketing strategies. By analyzing metrics such as
ad impressions, click-through rates, and conversion rates, the brand can gain valuable
insights into customer behavior and preferences, enabling data-driven decision-making
and continual improvement of their mobile advertising efforts.

Overall, mobile advertisements provide numerous benefits for Gloria Jean's Coffees on
a product level. They help increase brand visibility, deliver targeted marketing, drive
footfall and online sales, enhance customer engagement and loyalty, and provide
measurable results for optimization.
Content Types and what it will promote.:

In the marketing strategy for Gloria Jean's Coffees, various content types can be utilized
to engage with the target audience and promote the brand effectively. Here are some
content types that can be used and how they can be employed:

-Social Media Posts:

Social media platforms like Facebook, Instagram, and Twitter can be used to share
visually appealing content showcasing Gloria Jean's Coffees' products, promotions, and
events. This content type can include enticing images of specialty coffee beverages,
behind-the-scenes glimpses of the coffee-making process, engaging captions, and
relevant hashtags. The goal is to create brand awareness, drive customer engagement,
and promote the coffee offerings and unique experiences at Gloria Jean's Coffees
outlets.

-Video Content:
Video content can be a powerful tool to capture attention and tell compelling stories.
Gloria Jean's Coffees can create videos showcasing their coffee brewing techniques,
introducing new product launches, sharing customer testimonials, or highlighting the
brand's commitment to sustainability and ethical sourcing. These videos can be shared
on social media platforms, the company's website, or through targeted digital
advertising campaigns to generate interest, educate customers, and evoke an
emotional connection with the brand.

-Blog Articles:
A blog on Gloria Jean's Coffees' website can serve as a platform to share informative
and engaging articles related to coffee, trends, brewing methods, and interesting coffee-
related topics. These articles can educate readers, provide tips for coffee enthusiasts,
and position Gloria Jean's Coffees as a knowledgeable authority in the coffee industry.
The content can also include product spotlights, coffee recipes, and stories behind the
origin of the coffee beans used in their blends. The objective is to drive organic traffic to
the website, establish thought leadership, and encourage customer loyalty.

-Email Newsletters:
Email newsletters can be used to communicate with Gloria Jean's Coffees' customer
base and provide personalized updates, exclusive offers, and promotions. These
newsletters can highlight new coffee flavors, limited-time discounts, loyalty program
benefits, and upcoming events. The content can also feature user-generated content,
such as customer reviews and testimonials, to foster a sense of community and
encourage repeat purchases.

-Influencer Collaborations:
Partnering with influencers or micro-influencers in the coffee or lifestyle niche can be an
effective way to reach a broader audience. Influencers can create sponsored content,
such as Instagram posts or YouTube videos, featuring Gloria Jean's Coffees' products,
store visits, or coffee tasting experiences. This type of content leverages the influencer's
existing audience and credibility to generate brand awareness, social proof, and drive
traffic to Gloria Jean's Coffees' mobile app or website.

The key to successful content marketing for Gloria Jean's Coffees lies in creating
engaging, informative, and visually appealing content that aligns with the target
audience's preferences and interests.

To effectively target different segments of clients with Gloria Jean's Coffees' mobile web
and mobile application, it is important to understand the key customer segments and
tailor the content accordingly. Here are some potential client segments and approaches
to target them:

Coffee Enthusiasts:
These are customers who have a deep appreciation for coffee, enjoy exploring different
flavors, and value the coffee brewing process.

To target this segment:

Mobile Web: Provide detailed information about the coffee blends, origins, and brewing
techniques. Highlight the specialty coffee offerings, the story behind each blend, and
any awards or certifications.

Mobile Application: Offer a personalized coffee recommendation feature based on their

taste preferences and previous orders. Provide educational content about brewing
methods and the optimal way to prepare different coffee beverages.

On-the-Go Professionals:

These are busy individuals who rely on quick and convenient coffee options during their
daily routines. To target this segment:

Mobile Web: Emphasize the availability of quick service, easy online ordering, and
seamless pickup or delivery options. Highlight the efficiency and time-saving aspects of
ordering from Gloria Jean's Coffees.

Mobile Application: Offer a one-tap ordering feature for their favorite coffee beverages.
Provide a loyalty program where frequent orders are rewarded with special perks,
discounts, or priority service.

Health-Conscious Customers:

This segment comprises individuals who prioritize health and seek coffee options that
cater to their dietary preferences or restrictions. To target this segment:
Mobile Web: Showcase the availability of alternative milk options (such as almond milk,
oat milk) and sugar-free or low-calorie sweeteners. Highlight the nutritional information
for each beverage.

Mobile Application: Offer customization features for customers to choose milk

alternatives, adjust sweetness levels, or opt for decaffeinated options. Provide healthy
recipe suggestions using Gloria Jean's Coffees' products.

Social Media Engagers:

These customers are active on social media platforms and are influenced by visual
content and online reviews. To target this segment:

Mobile Web: Integrate social media feeds on the website, featuring user-generated
content, customer reviews, and testimonials. Encourage customers to share their
experiences using branded hashtags.

Mobile Application: Implement social sharing features within the app, allowing users to
easily share their coffee orders or experiences on social media. Run contests or
campaigns that encourage customers to post pictures with Gloria Jean's Coffees'
products.

Loyalty Program Participants:

This segment includes customers who actively engage with Gloria Jean's Coffees'
loyalty program and seek exclusive benefits and rewards.
To target this segment:

Mobile Web: Promote the benefits of the loyalty program on the website, such as
earning points, redeeming rewards, and accessing exclusive offers. Highlight the
convenience of managing their loyalty account through the mobile web interface.
Mobile Application: Provide a dedicated loyalty program section within the app, allowing
customers to track their points, view personalized offers, and easily redeem rewards.
Send push notifications for special loyalty-only promotions or limited-time offers.

SMS DIAGRAM FLOW

E.g: welcome message

Welcome to Stay tuned for

We're excited exclusive deals and
Gloria Jean's to have you.
Coffees! updates.

Reply STOP to
unsubscribe.

E.g: loyalty program

 Congrats! You've earned Redeem them on your
50 loyalty points at Gloria next visit for a free coffee.
Jean's Coffees. Redeem them on your
next visit for a free coffee.

Reply STOP to
unsubscribe."

reasons to use mobile-web.

For a business like Gloria Jean's Coffees, there are several compelling reasons to
utilize a mobile web platform. Here are five specific reasons:

Seamless Online Ordering: A mobile web platform allows customers to conveniently

browse and place orders for their favorite coffee beverages and food items from
anywhere, at any time. The user-friendly interface and optimized design make the
ordering process smooth and hassle-free, enhancing customer satisfaction and driving
online sales.
Location-based Services: With a mobile web platform, Gloria Jean's Coffees can
leverage location-based services to provide personalized recommendations and offer
relevant promotions based on the customer's geographical location. For example, the
platform can suggest nearby store locations, provide directions, or notify users about
exclusive deals available at their nearest Gloria Jean's Coffees outlet.

Menu and Product Information: The mobile web platform serves as a comprehensive
digital menu, allowing customers to explore the diverse range of coffee blends, specialty
beverages, and food offerings. Detailed product descriptions, nutritional information,
and customization options can be provided, enabling customers to make informed
choices based on their preferences and dietary needs.

Loyalty Program Integration: A mobile web platform provides an ideal platform for
integrating and managing a loyalty program. Customers can easily sign up, track their
loyalty points, view rewards, and redeem them directly through the mobile web
interface. This fosters customer engagement, encourages repeat visits, and rewards
loyal patrons.

Engaging Content and Promotions: The mobile web platform enables Gloria Jean's
Coffees to share engaging content, such as blog articles, brewing tips, and captivating
visuals, creating a rich and immersive brand experience for users. It also serves as a
platform to promote special offers, seasonal promotions, and limited-time discounts,
encouraging customers to engage with the brand and make purchases.

By leveraging the power of mobile web, Gloria Jean's Coffees can enhance the
customer experience, drive online sales, foster customer loyalty, and provide a
seamless and personalized coffee journey for its customers.