Being a coffee addict, I find myself quite fortunate because the place where I live and work has two Coffee Joints in the neighbourhood. Gloria Jean’s Coffees, which has been there for the last three years is actually quite nearer to my studio. Coffee Planet which is just 3 months old here is maybe another few more minutes drive away. Last night when I was driving back from Coffee Plant I passed by Gloria Jean’s and it occurred to me that in the last three years I have hardly visited this place but I have been to Coffee Plant at least a dozen times in the last 3 months. This fact actually came to me as a surprise and made me curious to find out the reason behind.
Personally, my circumstances being a customer have been very consistent. My personal spending is quite sustained and my taste buds have also been very stable. So this has nothing to do with my circumstances or me. My interest level grew further and I was now quite sure that there has to be a reason with the two businesses. With a very inquisitive feeling, I started logically dissecting the question.
The product is almost the same. I would be coloring my judgment if I make any effort to point out an obvious difference. And while I was comparing the product I started comparing the price. Amazingly the price bracket is also the same. In fact a few product have the same price and quantity. So neither it’s the product not the price that has influenced me. Is it the staff at the outlet? No it is not, I gathered that because although I have been to Gloria Jean’s very rarely but one thing that I remember clearly is their warmth left a impression. Similarly people at Coffee Planet are equally friendly and caring. Oh! I guess it’s the place because both are close by. Rather Gloria Jean’s has a plus because they are nearer. Yet I don’t go there? Lastly I thought of the Presentation and yes, Coffee Plant gives me a fresher feeling and I do feel good going there. A plus for Coffee Plant as well! Is packaging the reason why I am so fond of Coffee Plant? No! The reason is the Brand! However, I couldn’t put my finger on the exact reason because until I moved to this place I have no history with the two brands. Now I was pretty sure that I can only find the precise reason if I look into these brands and explore them deeper. I am glad I made that effort because there I got my answer.
I Goggled for Gloria Jean’s first and I realized that they are more focused in selling coffee. Their vision is to be the most loved and respected coffee company worldwide. They want to make their guests feel like as they are returning home when they step into Gloria Jean’s Coffees. They are also very clear that they wish to provide outstanding and personalized service in a vibrant atmosphere.[*]
Without judging the brand or forming an opinion and I just looked for Coffee Plant and found an interview of Robert Jones – Business Development Director of Coffee Planet.
I am only producing here two extracts from his interview [**] :
“The Coffee Planet theme is very much about the design, the music, the layout – it’s a complete ethos. So although we are quite flexible, being the brand owners, there are those core elements that we need to maintain and that is the 'iPod generation' feel: young, funky, with a get-up-and-go attitude.”
“We are very different to anyone else,” he asserted. “We’re daring to be different, not just another green-clad coffee brand in different colours re-hashing the same model, as so many chains are.”
This difference that occurred to me was about Gloria Jean’s. They are very focused in selling coffee and their whole identity revolves around it. Whereas, Coffee Planet has not mentioned the core product anywhere in their brand philosophy. Is it because they are very confident about their product? However with my personal experience I can testify that both the products are at par and I cant judge them on this. But, what I saw was the difference in approach. One is selling coffee and other is selling mood. Being a consumer I find ‘mood’ to be more appealing than the product because otherwise both stand equally for me.
Before I make any conclusion I would like to share that both the brands have almost equal market share and are certainly way above breakeven.
So before I return to my Cold Coffee I would like to conclude with the reason that its not about selling coffee or mood. A brand can only influence with its identity. If your identity can turn on the consumer then you are in business. Not to forget that a turn on for every consumer varies. Thus the brands identify their target market. So the conclusion lies in the secret that a very defined and focused ‘Brand ‘Identity is mandatory for a brand to excel. Very regretful to note that certain brands do not have a clear identity thus they die eventually.
This article comes from the Creative Studio of Xanthum
* http://www.gloriajeanscoffees.com/About/OurStory.aspx
** http://www.hoteliermiddleeast.com/3504-coffee-planet-expansion-will-follow-core-brand-values/
Suggested Reading on the subject:
http://www.gloriajeanscoffees.com
http://www.coffeeplanet.nl/en/
Personally, my circumstances being a customer have been very consistent. My personal spending is quite sustained and my taste buds have also been very stable. So this has nothing to do with my circumstances or me. My interest level grew further and I was now quite sure that there has to be a reason with the two businesses. With a very inquisitive feeling, I started logically dissecting the question.
The product is almost the same. I would be coloring my judgment if I make any effort to point out an obvious difference. And while I was comparing the product I started comparing the price. Amazingly the price bracket is also the same. In fact a few product have the same price and quantity. So neither it’s the product not the price that has influenced me. Is it the staff at the outlet? No it is not, I gathered that because although I have been to Gloria Jean’s very rarely but one thing that I remember clearly is their warmth left a impression. Similarly people at Coffee Planet are equally friendly and caring. Oh! I guess it’s the place because both are close by. Rather Gloria Jean’s has a plus because they are nearer. Yet I don’t go there? Lastly I thought of the Presentation and yes, Coffee Plant gives me a fresher feeling and I do feel good going there. A plus for Coffee Plant as well! Is packaging the reason why I am so fond of Coffee Plant? No! The reason is the Brand! However, I couldn’t put my finger on the exact reason because until I moved to this place I have no history with the two brands. Now I was pretty sure that I can only find the precise reason if I look into these brands and explore them deeper. I am glad I made that effort because there I got my answer.
I Goggled for Gloria Jean’s first and I realized that they are more focused in selling coffee. Their vision is to be the most loved and respected coffee company worldwide. They want to make their guests feel like as they are returning home when they step into Gloria Jean’s Coffees. They are also very clear that they wish to provide outstanding and personalized service in a vibrant atmosphere.[*]
Without judging the brand or forming an opinion and I just looked for Coffee Plant and found an interview of Robert Jones – Business Development Director of Coffee Planet.
I am only producing here two extracts from his interview [**] :
“The Coffee Planet theme is very much about the design, the music, the layout – it’s a complete ethos. So although we are quite flexible, being the brand owners, there are those core elements that we need to maintain and that is the 'iPod generation' feel: young, funky, with a get-up-and-go attitude.”
“We are very different to anyone else,” he asserted. “We’re daring to be different, not just another green-clad coffee brand in different colours re-hashing the same model, as so many chains are.”
This difference that occurred to me was about Gloria Jean’s. They are very focused in selling coffee and their whole identity revolves around it. Whereas, Coffee Planet has not mentioned the core product anywhere in their brand philosophy. Is it because they are very confident about their product? However with my personal experience I can testify that both the products are at par and I cant judge them on this. But, what I saw was the difference in approach. One is selling coffee and other is selling mood. Being a consumer I find ‘mood’ to be more appealing than the product because otherwise both stand equally for me.
Before I make any conclusion I would like to share that both the brands have almost equal market share and are certainly way above breakeven.
So before I return to my Cold Coffee I would like to conclude with the reason that its not about selling coffee or mood. A brand can only influence with its identity. If your identity can turn on the consumer then you are in business. Not to forget that a turn on for every consumer varies. Thus the brands identify their target market. So the conclusion lies in the secret that a very defined and focused ‘Brand ‘Identity is mandatory for a brand to excel. Very regretful to note that certain brands do not have a clear identity thus they die eventually.
This article comes from the Creative Studio of Xanthum
* http://www.gloriajeanscoffees.com/About/OurStory.aspx
** http://www.hoteliermiddleeast.com/3504-coffee-planet-expansion-will-follow-core-brand-values/
Suggested Reading on the subject:
http://www.gloriajeanscoffees.com
http://www.coffeeplanet.nl/en/
RSS Feed
