1. Master of Arts in Integrated Marketing Communications
Subject: Strategic Marketing Management
Lecturer: Dr. Leela Tiangsungnern
Assignment 4 Date Submitted:
Marketing Strategy for Jamba Juice 27 September 2009
Mr. Garvin Boonsong
http://www.linkedin.com/in/garvinboonsong
(626) 607-4349, garvingaryboonsong@gmail.com
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2. Table of Contents
1. Executive Summary……………………………………………………………..2
2. Situational Analysis………………………………………………………………4
3. Marketing Strategy………………………………………………………………8
4. Financials…………………………………………………………………………13
5. Control……………………………………………………………………………14
6. Implementation………………………………………………………………….. 15
7. Marketing Organization (People in charge of implementing)………………15
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3. Executive Summary
Jamba Juice is healthy smoothie franchise/healthy food and healthy lifestyle brand found in the
US. The target market for Jamba Juice is health conscious consumers. The purpose of this
marketing plan is develop a marketing plan that will introduce Jamba Juice in the Thai market
and create a long term profitable Jamba Juice Business in Thailand. This marketing plan
contains strategy not only for Jamba Juice Thailand to gain customers but also to develop win-
win situation with its employees, its suppliers as wells society at large.
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4. Situational Analysis
I. OVERALL VIEW OF JAMBA JUICE
Jamba Juice is a US based franchise that serves healthy blended juices and other
healthy products (Jamba Juice 2009a). Jamba's juice vision is “to be the leading healthy lifestyle
brand offering consumers great-tasting and better-for-you products” (Jamba Juice 2009b). In
2009, Jamba Juice was named the #1 Healthy options in the Quick Refreshment category in
Zagat's 2009 Fast Food Survey (Jamba Juice 2009c).
II. PRODUCTS AND DISTRIBUTION
A) Product Mix
The product mix that will be found at Jamba juice locations in Thailand will be the same as
the US based stores. The products lines that will be found in Jamba Juice Thailand include
1. Grab and Go Foods
2. California Flatbreads
3. Iced Fruit Tea Infusions
4. Ideal Meals
5. Hot Oatmeal
6. Fresh Squeezed Juices
7. All Fruit
8. Jamba Light (Smoothies)
9. Blended with a purpose
10. Jamba Classics (Smoothies)
11. Creamy Treats
12. Shots
13. Boosts
14. Baked Goods
Source: (http://www.jambajuice.com/#/smoothies/) The complete list of products that will be offered in Jamba Juice will be found in
the appendix.
Jamba Juice products are ideal for people who are health conscious and want healthy
snacks/meals but don’t have the time or energy to make healthy foods. The main product of
Jamba Juice, its fruit smoothies, contains the vitamins, minerals, fibers, and other nutrients that
allow people to stay healthy. These smoothies can either be consumed as a healthy, great
tasting treat, or a substitute for breakfast, lunch, dinner.
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5. B) Distribution
In the first year of operation in Thailand, there will be 5 corporate owned Jamba Juice locations
in Thailand. The locations will at Central Changwattana, Central World, Siam Paragon, Central
Chidlom and Emporium. Jamba Juice will be located in these high end malls because people
who shop at these locations are likely to have to money to afford Jamba Juice products.
C) Price of Jamba Juice products in Thailand
The prices for Grab and Go Foods, California Flatbreads, Baked Goods, Creamy Treats, Ideal
Meals, Hot Oatmeal will range from 80 baht to 170baht. The prices for all the smoothies, fresh
squeezed drinks, ice teas will range from 90baht to 200 baht.
II. MARKET SUMMARY AND COMPETITORS ANALYSIS
A) Market Summary towards health food in Thailand
There is a huge trend in Thailand towards healthy foods. According to Viwat
Limsakdakul, the managing director of Tipco Foods (Thailand),
“Healthiness is a rapidly growing business in Thailand and abroad in which opportunities
abound. Globally as well as locally, people tend to be more health-conscious. Their eating
habits and what they eat and drink are changing as they wish to live longer than the previous
generation. They also have more income to dispose [of] and take care of their health. For
instance, many prefer to take less or no sugar in beverages. As a result, the sales of carbonated
cola drinks here and abroad have been on the downtrend for years whereas natural fruit juices,
functional and sport drinks as well as bottled water are enjoying double-digit growth rates," says
Viwat, whose firm aims to be a leading food company in Southeast Asia” (Limsamarnphun, The
Nation)
III. COMPTEITORS ANALYSIS
Based on looking around at the various malls in Bangkok, there isn’t any major
competition in terms of smoothie/healthy lifestyle chain in Bangkok. In my opinion, the major
competitor for the Jamba Juice in Bangkok is Squeeze by Tipco- a juice bar owned Tipco. The
smoothie’s price range from 69 baht to 89 baht (Source: Went to Squeeze by Central world).
Examples of the types of smoothes they have include Mega Smoothes (Extra Fruits Extra Jelly),
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6. Citrus N’Tropical (Citrus and Tropical Fruits), Berry Fever(Berry Fruits). Other fruit products that
Squeeze has include pure juice, healing juice, Super Boost (Source: Squeeze)
Other direct competitors of Jamba Juice that have fruit smoothies in Thailand include are
places that Mad about juice, Buddhi Frozen yogurt as well as mom and pop smoothie stand.
The indirect competitors to Jamba Juice include quick service restaurants such as McDonalds,
Burger King, KFC, Starbucks, ice cream shop that sells smoothies, restaurants that sell
smoothies, bakeries, and in home dining.
III. SWOT ANALYSIS FOR JAMBA JUICE IN THAILAND
• Strengths
o Wide range of smoothies for treats or meal replacement
o Has complementary sandwiches, salads, bakeries for breakfast, lunch, dinner
o California-Healthy lifestyle brand
o Fun, energizing store environment
o Success in the US market
• Opportunities:
o There is no big fruit smoothie /healthy big chain in Thailand
o Health Conscious trend in Thailand
o Starbuck’s proved that it can survive in the Thailand market
• Weakness:
o High prices of Jamba Juice products
o Compared to Starbucks, or McDonalds there is no sitting places where people
can hang out for hours
o Lack of awareness of Jamba Juice by target market at the launch
• Threats:
o Bad economy
o Political instability
o Labor costs
o The fluxuation of prices of perishable and non-perishable goods that is needed to
make Jamba juice products
o Small, mom and pop fruit smoothie chains
o Quick Service Restaurants such as Burger king, Subway, McDonalds, KFC
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7. o Refrigerated fruit juices found in stores such as Tops, Tesco, Big C, and 7 eleven
III. Competitive advantage FOR JAMBA JUICE
Unlike the direct competitors, Jamba Juice is a healthy life style brand. Not only does Jamba
Juice have a variety of great tasting smoothies and teas, but Jamba juice has other products
that address its customer’s desire for healthy living such as salad, baked goods, wraps. Jamba
Juice has extensive product portfolio that caters to every type of health conscious consumers.
For example.
• Jamba Juice has smoothies such as energizer, antioxidant, protein, cold busters that
are blended for a specific purpose (http://www.jambajuice.com/#/smoothies/).
• Jamba juice has vegan, non-glutton, and non-dairy products
(http://www.jambajuice.com/#/smoothies/).
• Jamba juice has oatmeal’s that are 100% organic
(http://www.jambajuice.com/#/smoothies/).
• Jamba Juice has a line of grab-go food and California flat breads that contain no
artificial flavors, no artificial preservatives, and no high fructose corn syrup (Jamba
Juice 2009d)
Unlike Jamba Juice competitors, Jamba Juice has treats and meals for every part of the day
(breakfast, lunch, mid-afternoon, and dinner). Unlike its competitors, going to a Jamba Juice is
an experience in which its store decorations, its employee, the store experience adds to
customer feeling of energy, fun, and the benefits healthy California living.
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8. Marketing Strategy
I. Target market and Positioning Jamba Juice
The target market for Jamba Juice will be both Thais and expatriate professionals,
entrepreneurs, in Bangkok who are at least middle class (making at least $20,000 baht). These
people are health conscious and seek a healthy lifestyle-they take care of their health through
exercise and nutrition.
The whole brand positioning for Jamba Juice is for both Thais and expatriate
professionals, entrepreneurs, in Bangkok who are at least middle class (making at least $20,000
baht) who care about their physical health. Jamba Juice provides smoothies and other products
that are healthy, taste good in an energizing environment.
II. Holistic marketing for Jamba Juice
A) Its Employees
In order to deliver exceptional customer value and increase the profitability of Jamba Juice
location, Jamba Juice will focus on the hiring, training, and retention of employees that are
friendly, energetic, hard working, and caring.
- Hiring:
All the Jamba Juice locations will focus on hiring carefully; hire friendly, energetic, caring
employees who are hard workers.
- Training:
Just like the US stores, all Jamba juice Thailand employees will participate in a 6 week
training program where they learn everything from working the frontline to running entire store
(http://www.jambajuice.com/#/faq_info/). There will be continuous training throughout on the
year such as attitude, goal setting, customer service, communication...
- Retention:
Along with paying above the Thai minimum wage, Jamba juice will do things to retain key
employees include.
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9. • a quarterly bonus plan to reward short term performance
• yearly bonuses for long term performance
• retention bonus for longetivity bonus
• bonus for exceptional customer service
• bonus for getting new employees. (Source: Jamba Juice US)
• allow hourly employee to have 4 hours paid each year to do community service for a
charity of their choice
Jamba Juice managers in each store location Thailand will be given a budget that can be
used to do things to reward employees on the spot as well improve the atmosphere of the store.
Managers of all the Jamba Juice location in Thailand also will be given additional bonus based
on store profitability, amount money saved on perishable, non perishable goods, employee
turnover, as well as customer satisfaction
B) Corporate Social Responsibility
Jamba Juice Thailand will be partners with the Thai government to help educate Thai
people the importance of eating healthier diets, exercising regularly, as well as other health
related issues affecting the Thai people. The Jamba Juice corporate in Thailand will donate 1%
of the combined sales of all locations to charity such as Friends of The Asian Elephant and
World Vision. In addition, all Jamba Juice locations in Thailand will give provide fundraising
opportunities for nonprofit institution such as schools.
D) Suppliers
Jamba Juice Thailand is committed to creating win-win situation with its suppliers of non-
perishable and perishable goods through actions such as paying fair prices to suppliers, paying
on time, committing to long term contracts when warranted.
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10. III. Integrated Marketing Strategy to increase profitability of Jamba Juice stores
A) Objectives for the first year of Jamba Juice franchise in Thailand
The major objective for the first year of Jamba Juice franchise in Thailand is for each of
the 5 stores in Thailand has at least 20 million baht in total profits by December 2011. The other
objectives for the first year of the Jamba Juice franchise in Thailand are to have at least 5,000
customers at each of the Jamba Juice franchise by the end of year by December 2011. The
other non-measurable objective for the Jamba Juice Franchise is to create positive feeling
between Jamba Juice and the local Bangkok community.
B) Market Penetration Strategy and IMC Mix
Since Jamba Juice franchise will be a brand new into the Thailand market, Jamba Juice
will pursue in a market development strategy in the Thai market. The purpose of the market
development strategy in Thailand is to help Jamba Juice: 1) increase the number of customers
in each of the Jamba Juice locations, 2) Increase the number times customers buy from Jamba
juice in each of the Jamba Juice locations 3) Increase the amount of money that Jamba Juice
customers spend with Jamba Juice in each of the Jamba Juice locations. The IMC tools that will
be used in the market development strategy include Joint Promotion venture with Villa market
and fitness clubs, sampling, radio advertising, internet marketing, in store advertising, Press
release, sales promotion and alternative advertising.
Newspaper advertising
We’ll use advertise in the Nation magazine during the grand opening of the 5 locations.
The color newspaper ad will have locations of Jamba juice Thailand as well have coupons that
can be used within a month for: buy 1 get free smoothie; buy 1 smoothie and get a salad,
sandwich at 25%
Joint Promotion with Villa markets and Fitness Organization
We’ll give coupons for a free smoothie to customers at all Villa market that spend at
least 500 baht during one shopping trip because Villa market customers seem to have more
money, more concerned and educated about health compared the general Thai population.
Along with giving coupons at Villa market we’ll give coupons for free smoothies with every new
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11. membership at California Wow and Fitness Fitness-two of the largest fitness chain in Bangkok
because the target market profile for California Wow fits the health conscious living, busy
professionals that Jamba juice is targeting.
Sampling
Throughout the year, all the Jamba juice locations will have sample trays and cups of
various Jamba juice products including baked goods, wraps, smoothies and other drinks. This
will help increase the sales of Jamba Juice products.
Membership Card
Jamba Juice will implement a card just like Tops reward card. This card is free, and will
keep track of what Jamba Juice customer’s purchases, how much Jamba juice customers
spend at Jamba Juice, the time and days they come to Jamba Juice. Members of the Jamba
Juice reward will receive discounts as well as free Jamba Juice products based on the amount
of money they spend at Jamba Juice. This reward card will help to increase the loyalty to Jamba
Juice and increase the lifetime value of Jamba Juice customers.
Internet marketing
There will be a Thai/English website especially for Jamba Juice Thailand. Just like the
US Jamba Juice website, the Jamba Juice Thailand website will contain (Menu/Nutrition,
Community & Events, Jamba Juice locations, jobs and Career, and well as Jamba Juice
Thailand Corporate). There will be health and exercise information to help people live a
healthier lifestyle.
In addition, on the website, people will be given a free eBook in Thai or English about
taking care of their health if they sign up for a month e-zine. Each month the monthly e-zine will
provide tips, ideas to eat healthier, exercise more, and experience more wellness in mind, body
and soul.
There is also will be a Jamba Juice Facebook page for the Thailand market. The Jamba
Juice Facebook will allow Jamba Juice Thailand do such things: to announce its new products
offerings, as well as announce charity work. There will be pictures, and videos of Jamba Juice
team members, influential people drinking Jamba Juice. Jamba Juice facebook members will
opportunity to upload videos that create related to Jamba Juice, health and nutrition.
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12. In store advertising
Part of the Jamba juice brand is the store experience. We’ll have colors, furniture,
decorations, as well in store music that help customers to link the Jamba Juice as a fun,
energetic, healthy, California lifestyle quick service food chain brand.
In the all Jamba Juice locations, the windows, the cups, the cup lids, poster, will used to
promote Jamba Juice values, announce new products, inform about new promotions. Through
their fun, customer centric actions, Jamba Juice employees will help to reinforce the Jamba
Juice brand.
Press Release and Media Coverage
Jamba Juice Thailand will use press release and free media coverage (TV, Radio) to
create awareness and positive understanding and positive attitudes towards Jamba Juice as
well as publicize the opening of Jamba Juice locations, educate the public about the benefits of
Jamba Juice brand, announce the promotions, activities as all the sponsorship activities of all
stores of Jamba Juice Thailand. Some of the newspapers that Jamba Juice Thailand will use
press release include Bangkok Post, the Nation, Matichon, Thai rat and Thai post.
Sales Promotion
Through out the year Jamba Juice Thailand will have constant sales promotion such as
discounts on products, and free products. Examples of sales promotion throughout the year
include:
• Promotion for introduction of new product
• The begging Thai rainy season promotion
• The end of Thai rainy season promotion
• Thai new year promotion
• Songrakan promotion
• The royal family birthday promotion (where Jamba Juice Thailand will donate a
percentage of sales of certain products to support the charities of the Royal family)
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13. Alternatives Marketing
To get people to start talking about Jamba Juice and generate word of mouth marketing,
we’ll consciously be sending out free Jamba Juice smoothies and other products to Thai actors,
singers, TV personalities, athletes as well as heads of big corporations. When Jamba juice first
launches its stores, Jamba Juice will provide a free lunch for the Thai legislatures.
Market Research and Consumer Insight
To satisfy the needs of the customers and improve the products and ideas Jamba Juice
Thailand locations will elicit and implement ideas from its employees and customer to develop
new products, improve products, to improve the customer experience, and to make the Jamba
Juice locations run more effectively and profitability. Jamba Juice Thailand will give cash and
non cash rewards to employees and customers who provide ideas that are implemented.
After 6 months in operations, Jamba Juice Thailand will start conducting Qualitative and
Qualities research to do things: Improve products and develop more products, develop better
customer experience, Find out the positive and negative impressions that Thai consumer have
of Jamba Juice, improve the effectiveness of its adverting, improve overall profitability of Jamba
juice locations.
Financials:
The budget allocated for the marketing of all Five Jamba Juice locations in Thailand is
30 million baht. The following table is how the marketing budgeting for all Jamba Juice will be
allocated.
Advertising activity Amount allocated (baht)
Newspaper 4,000,000
Joint Promotion 2,000,000
Website and internet marketing 3,000,000
Sampling 2,000,000
Press Release 100,000
Member card (development and implementation) 10,000,000
Alternative marketing 900,000
Charity 4,000,000
Sales Promotion 4,000,000
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14. Total Advertising budget for Jamba Juice location 30,000,000
Controls:
• Measurement of each advertising medium
Below are some key numbers that will measure the effectiveness of each IMC tool. These
numbers for measurement will serve as a baseline to measure future marketing activities.
Key numbers to look at
Number of people who redeem coupon, sales generated from newspaper
Newspaper advertising adverting, customers that come because of newspaper advertising
Number of people who get smoothie coupon from each location, customers
Joint Promotion that come to redeem coupon from each location
Number of samples of the different products (smoothies and non smoothies)
Sampling each month
Number of customers that get membership card, the customer value at the
Membership Card year of card member vs. non card members
Number of people who visit Jamba Juice website, number of people who sign
up for email newsletter, number of people who sign up for face book profile,
Internet Marketing number of comments and activity within facebook
Number of press release generated, number of times that Jamba Juice is
Press Release mentioned in TV,Radio, Internet, dollar value of press generated
Number of sales generated for each product by each sales promotion,
number of new customers generated from each sales promotion, publicity
Sales Promotion generated from each sales promoted
Alternative Advertising Number of high profile people seen with Jamba Juice
Corporate Social the number of charities that Jamba Juice help, amount of money that Jamba
Responsibility Juice donate to charities
• At the end of year of the marketing plan measurement
At the end of the year 2011, we’ll see if the 5 stores in Thailand each have at least 20 million
baht in total profits and as well as have at least 5,000 customers.
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15. Implementation: Gant Chart
Action Plan
March-010
May-010
Aug-010
Nov-010
Sep-010
Dec-010
Feb-010
Jun-010
Jan-010
Apr-010
Oct-010
Jul-010
Dec-09
Program
Marketing Plan Completion
Newspaper
Joint Promotion
Sampling `
Membership Card
Internet Marketing
In store advertising
Press Release
Alternative Advertising
Organization to implement Jamba juice marketing plan
Jamba Juice Thailand CEO
Jamba Juice Thailand Head of Store managers of each Jamba Juice
Marketing location in Thailand
Assistant store manager of each
Jamba Juice location in Thailand
Shift leader of each Jamba Juice
location in Thailand
Team leader of each Jamba Juice
location in Thailand
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16. Sources:
Jamba Juice Website (2009a). 21 September 2009. < www.jambajuice.com/>.
Jamba Juice Website (2009b) “A Healthy Franchise Opportunity” 20 September 2009.
<http://www.jambafranchise.com/?>
Jamba Juice Website (2009c) . “Jamba juice named #1 top healthy option in zagat's 2009 fast
food survey”. 19 September 2009. http://www.jambajuice.com/#/press_releases/
Jamba Juice Website (2009d). “Jamba juice launches complete range of delicious, simple and
on the go food” 23 September 2009. . http://www.jambajuice.com/#/press_releases/
Limsamarnphun Nophakhun. (August 19 2007), Sunday brunch: The future looks juicy.. The
Nation. http://www.nationmultimedia.com/search/read.php?newsid=30045569&keyword=juice+bar
Squeeze Website. 24 September 2009.
<http://www.tipco.net/squeeze/thai/beverage.asp?cid=2>
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17. Appendix
Product Line for Jamba Juice Thailand
Grab and Go Foods
• Gobble licos
• Green and Grain Wrap
• Greek Goodness Wrap
• Chimichurri Chicken Wrap
• Asian Style Chicken wrap
California Flat breads
• Tomo Artichoko
• Smokehouse Chicken
• Mediettrane Yum
• Four Cheesy
Iced Fruit Tea Infusions (Juiced served over crushed icded)
• Prickly Pear Tea Infusion
• Pomogrenate Tea Infusion
• Passion Fruit Tea Infusion
Ideal Meals
• Acia Topper
• Mango Peach Topper
• Berry Topper
• Chunk Strawberry Topper
Hot Oatmeal
• Plain Oatmeal with Brown Sugar
• Fresh Banana Oatmeal
• Blue Berry and Black Oatmeal
• Apple Cinamon Oatmeal
Fresh Freezed Juice
• Carrot Juice
• Orange Juice
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18. All Fruit
• Mega Mango
• Strawberry Whirl
• Peach Perfection
• Pomogrante Paradise
Jamba Light
• Berry Fullfilling
• Mango Mantra
• Strawberry Nirvana
Blended for a purpose
• Strawberry Energizer
• Protien Berry Workout
• Acia Super Antioxidant
• Protien Berry Workout with Soy
• Coldbuster
Jamba Classic
• Blackberry Bliss
• Pomegrante Pick Me up
• Aloha Pineapple
• Caribean Passion
• Mango-a g0-go
• Peach Pleasure
• Banna Berry
• Razzmatazz
• Strawberry Surf Rider
• Strawberry Wild
Creemy Treats
• Orange Dream Machine
• Peanut Butter Mood
• Chocolate Mood
• Matcha Green Tea Blast
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19. Shots
• Matcha Energy Shot-Soymild
• Matcha Energy-Shot Orange Juice
• Wheatgrass Detox Shot
Boosts
• Heart Happy Boosts
• 3G Charge Super Boosts
• Flax and Fiber Boost
• Calcium Boost
• Daily Vitamin Boost
• Whey Protien Super Boost
• Wieght Burner Super Boost
• Antioxidan Power Super Boost
• Soy Protien Boost
• Energy Boost
• Immunity Boost
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