RMB Marketing is a

communications agency that has

been in the industry for over 20

years specialising in creative,

digital and social marketing.

RMB Department Areas

In our Research Marketing Team we know the quality of research depends on the people working on the project. RMB employs professionals with diverse experience and training in the areas of social sciences, communications, research methods, and computer programming.

Our Creative Marketing Team is continuously evolving in order to keep up with new technology and consumer products that are available. Our team are extremely intelligent and are able to create something that is effective and popular.

We have a highly experienced Media Service Team that look to value-add by helping you tell your story better through digital technology or local media.

Current Campaign• Gloria Jean's coffee current creative strategy is one that uses the symbolic and experiential orientation forms of advertising. This style is a type that aims to target the company’s customer's emotional and psychological characteristics in order to attract them to their brand’s products.

• Gloria Jean’s has historically relied heavily upon word-of-mouth as a marketing communication tool

• Gloria Jean’s have traditionally used less conventional advertising and communication strategies

• Gloria Jean’s utilises personal selling and public relations as it’s two main levels of integration within their marketing strategy

• Gloria Jean’s has limited use of social media such as Facebook

• Focus is on retaining existing customers

• Associated with Christian lobby groups

• Competitors – Hudsons, Starbucks, local cafè

Revised and new s t r a t

e g i e sThe company should provide greater

product differentiation and create

unique products in order to gain

advantage over your competitors. It is

important that in the competitive

environment the company is in that

Gloria Jean's continue to create

strategies to give you an advantage in

the market.

By promoting unique products and

differentiating yourselves from your

market competitors this could

provide you with a whole new niche

of customers. Improving profits and

creating greater avenues for the

company to market to.

An example of this would be a greater

variety in the ranger of hot and cold

beverages, of which your competitors

aren't already selling. This may in

particular teenage customers, who are

not coffee drinkers.

Another strategy is to include a

breakfast and lunch menu, rather

than just snacks to give the

advantage over competitors.

Promotion of fast service and the

takeaway component of your

business is also a good idea as this

targets the market of the busy

worker.

Revised and new s t r a t e g i e s

With regards to society’s current

obesity concern, Gloria Jean’s could

implement the use of low fat milk, and

offer the use of artificial sweetener in

their products in order to reduce the

fattiness of their products.

Also the endorsement of a celebrity

might create greater customer

awareness of your brand. This has

proven effective for many other

brands. This would target the market

of young teens through to those in

their late 20s who often idolise

celebrity figures. Along with celebrity

endorsement if your company

supports the community and

environment it would help you to gain

your customer's respect and loyalty.

Revised and new s t r a t e g i e s

Communication Tools

t e l e v i s i o n a d v e r t i s e m e n t sOur agency believes that Gloria

Jean’s should use print based

media and television

advertisements to make people

more aware of the company and

the new products that will be on

offer. It is important to gain new

customers as well as trying to

retain the existing ones.

Combining these two types of

media within the same campaign

is an efficient and effective way

to increase your customers.

Your company could benefit from using

celebrity endorsement, as this allows

customers to feel as though they can relate

to someone they admire. Celebrity

endorsement has also been proven to

increase a company’s share price.

We at RMB Marketing think a music artist or

band would be the most successful option for

endorsing Gloria Jeans. Using a musician will

appeal to the younger demographic and that

is a major aspect of our campaign idea.

As well as using the artist to appear in the

television commercials our company would

like to employ them to make in store

appearances and performances at Gloria

Jean’s.

Communication Tools

c e l e b r i t y e n d o r s e m e n t

Communication Tools

s o c i a l m e d i a

Our agency would also like to bring

Gloria Jean’s into the new social era

by concentrating on developing the:

• facebook page

• Twitter

• instagram

This will continue with our campaign

direction of targeting the younger

demographic. We believe it also

brings a personal touch to the

communication without attacking

people with spam emails.

THANK YOUWe look forward to hearing

from you