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

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

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

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

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

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

› 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

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

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

“Get juiced at the gym with Jamba.”

Position Statement

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For Our Target Market...

PRODUCT PRICING

PROMOTION DISTRIBUTION

Source: Jamba 10K

Marketing Mix

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Thank You!Questions?

Works Cited

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› Jamba 10K

› Hoover’s

› Mintel

› Mauiwowi.com

› Lsinghasri

› Wawa.com

› Merchant Online