Gloria Jeans

19182 Words77 Pages
MARKETING STRATEGY FOR GLORIA JEAN’S

BUI NGUYEN KIM THANH

Submitted in partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION

BOLTON BUSINESS SCHOOL

Date 28 AUGUST, 2012

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Contents
Figure A: Percentage of market share of coffee player in Vietnamese market 12 Figure 1: Marketing Mix Strategy 12 Figure 2: Influence Diagram of Marketing 7Ps 16 Figure 3: The Importance of Market Segmentation 17 Figure 4: Top of Mind Brand Recognition 43 Figure 5: Spontaneous Aided Brand Recognition 44 Figure 6: Prompted Brand Recognition 44 Figure 7: The Most Suitable Source 45 Figure 8: (Part Ii, Q12c, Questionnaire) 46 Figure 9: (Part Ii, Q13a, Q13b, Questionnaire) 47 Figure 10: (Part Ii, Q13a,
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38 3.4.3 Sample size ................………………………………………………….39 3.5 Collection Process………………………………………………………………….40 3.6 Additional Data and Parameters……………………………………………...….40 3.7 Data Analysis…...40 3.7 Data Classification…...41 3.8 Limitation of Research………………………………………………….…………41 Chapter Four: Data Analysis 4.1 Interviewee and Respondent Profiles……………………………………………..42 4.2. Topic 1: Top Of Mind Recognition …………………………………………….…43 4.3 Topic 2: Spontaneous Aided Brand Recognition………………………………...44 4.4 Topic 3: Prompted Brand Recognition……………………………………………45

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4.5 Topic 4: Consumer Opinion about Communication Means…………………….46 4.6 Topic 5: Premium Coffee Shops Frequented Most Often In the Last 6 Months 48 4.7 Topic 6. Customer Evaluation of Premium Coffee Brands……………………..50 4.8 Topic 7: Brand……………………………………………………………………….51 4.9 Topic 8: The Factors That Influence Customers’ Decisions to Go To Premium Coffee Shops……………………………………………………………………………………..53 4.10 Topic 9: Types of Coffee Gloria Customers Drink Most Often………………. 56 4.11 Topic 10:
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