jamba juice
TRANSCRIPT
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Jamba JuiceMarketing Strategy Katie Boyle, Kristen Cooney, Diane Forker, and Christine Toner
Food Marketing StrategyT, TR 9:30 AM
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› Mission Statement› Analyses › SWOT› Rules of Strategy Assessment› Initiative Goals› Segment, Target, Positioning › Marketing Mix
Agenda
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Mission Statement
3Source: Jamba 10K
“Jamba Juice adds to the healthy lifestyles of their customers by supplying food products with the freshest fruits and
vegetables.”-Created by this presenting group
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Analyses
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Situation Analysis
5Source: Mintel
Industry Consumers› Speciality Beverage Bar› Sugar Content & Calorie Count Concerns› Value: $41 Billion › 2019 Value: $50 Billion
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POLITICAL LEGAL ECONOMY TECHNOLOGYSOCIAL ENVIRONMENT
Source: Jamba 10K
External Analysis
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Competitive Analysis
7Source: Hoover’s, Mauiwowi.com, Lsinghasri, Wawa.com, Merchant Online
Direct Competitors Indirect Competitors
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Internal Analysis
8Source: Jamba 10K, Hoover’s, Mintel
› Operates in “Special Eateries” section under “Other”
› 5% of market share
› 2014 sales of $230 million
› 1.2 million likes on Facebook, 19,000 on Twitter
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STRENGTHS› Enthusiastic consumers› Well-known regionally
› Strong brand name in health food industry› Diversified product portfolio
› Strategic partnerships
WEAKNESSES› Seasonal demand
› Nationwide recognition› High sugar content in products
OPPORTUNITIES› “Fourth stop” location
› Drive-thru in store locations› CPG placement in retail
› Other retail venues(gyms, salons)
THREATS› Competitive market
› Easy entry into industry› Healthy movement may be a fad› Substitution of similar products
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SWOT Analysis
Source: Hoover’s
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Rules of Strategy Assessment
10Source: ???
1. Act Like a Leader - partners with major organizations 2. Know what business you are in - Beverage and food3. Get and Stay close to your Customer - active, healthy lifestyle 4. Know Who Your Competitors Are - Maui Wowi, Smoothie King, Starbucks5. Know Who You Are Playing Against - indirect and direct competitors 6. Do the unexpected- food line in 2011 7. Focus, then Refocus, Focus Again - new recipes, trends 8. Concentrate Your Resources - purchases for the future 9. Be Mobile - Instagram, Facebook, Twitter, Mobile App 10. Advance and Secure- international presence
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› Communicate to Crunch gyms the proposed strategy
› Develop a mutually rewarding initiative with Crunch gyms
› Coordinate Jamba Juice kiosks in select Crunch gyms
Initiative Goals
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Year 1 Year 2 Year 3› New Kiosks: 12
› Target: Crunch NJ locations
› New Kiosks: 15› Target: Crunch NJ
locations
› New kiosks: 20› Target: Crunch
northeast locations
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Segment, Target,Positioning
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› Partner: Crunch Gyms in Northeast, begin in NJ
›Target: fitness-minded, health-conscious gym-goers,18-35,
educated, middle to upper-class
› Leverage: routine of going to the gym multiple times a week
Segment of the Market
13Source: Crunch.com
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Target Market: 18-35 health-conscious, educated, with disposable income
Unmet Consumer Need: quicker than in-store service
Differential Advantage:
› Offers smoothies directly at the gym
› Workout “boosts”
› On the go or sit down (atmosphere)
› High quality customer service
Target Market Selection
14Source: Mintel, Jambajuice.com
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“Get juiced at the gym with Jamba.”
Position Statement
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For Our Target Market...
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PRODUCT PRICING
PROMOTION DISTRIBUTION
Source: Jamba 10K
Marketing Mix
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Thank You!Questions?
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Works Cited
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› Jamba 10K
› Hoover’s
› Mintel
› Mauiwowi.com
› Lsinghasri
› Wawa.com
› Merchant Online