GREGORYS COFFEETom Hofmann, Serge Thermidor, Jiajie Wu,

Ayame Yamamoto, Shana Katzenstein

Situation Analysis Beginnings:

Gregory Zamfotis

Industries:• Coffee Production & Snack Shop Industry

(2006)

Situation Analysis

Personalizing Brand

“See Coffee Differently”

Situation Analysis

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 ConsciousConsumers-Menu Expansions by major operators

Situation Analysis

OBJECTIVES:

• Qualitative

Provide the best quality coffee to the point thatthe customers don’t require additional

attributes• Quantitative

Increase market share by 10%

Situation Analysis

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

Competitors:

• Direct

• Indirect

Situation Analysis

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

By Location:

• Flatiron District• Midtown• Herald Square• Financial District

Situation Analysis

Target Customers

• New Yorker, mid-town office working class • Students • Locals• (Male and female ages: 18-34)

Situation Analysis

Mission and Goal

To offer a high quality coffee that provides enough satisfaction to the “Coffee Lovers.”

Current Marketing Strategy

Positioning“Third wave coffee producer”

Current Marketing Strategy

Current Marketing StrategyMultiple 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

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” ProgramRewards 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

• 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

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

• 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

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

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

websitesThe 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

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

GregWord Recommendation

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

SEM

SEM

• 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

• StudentsTarget through social media promotions and website

advertising.

• Young ProfessionalsTarget 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

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

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

• 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

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

Online Banner Ads Examples