Jamba Juice is developing a new campaign to increase sales and brand awareness as competition rises. The goals are to increase sales by 10% among 16-35 year olds with a $35,000 budget combining traditional and guerrilla marketing. A second goal is to boost brand awareness against competitors in smoothies and specialty beverages like Starbucks. The campaign will target young, health-conscious consumers who drink smoothies and coffee daily.
Jamba juice analysis and expansion project (power point)Shawn1010
This project consists of the illustration of Jamba Juice's internal and external financial & marketing structure. Also, providing an in-depth analysis of the company and forecasting further possible tactics for global expansion into the powerful health industry.
Jamba juice analysis and expansion project (power point)Shawn1010
This project consists of the illustration of Jamba Juice's internal and external financial & marketing structure. Also, providing an in-depth analysis of the company and forecasting further possible tactics for global expansion into the powerful health industry.
Izze Sparkling Juice | Advertising Final Project Peter James
Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.
A Harvard Case Study Analysis on Crescent Pure,an organic energy drink under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Management Internship
31JAMBA JUICE MIXING IT UP & STARTING AFRESHOn January 3, 20.docxlorainedeserre
31
JAMBA JUICE: MIXING IT UP & STARTING AFRESH*
On January 3, 2017, Dave Pace, CEO of Jamba Juice, rang the Opening Bell of the Nasdaq MarketSite in Times Square. As part of what Nasdaq had done for the last six years during its annual “Fit Week,” Jamba Juice’s appearance was meant to focus attention on those companies that helped individuals lead healthier lifestyles. It was especially appropriate for Jamba Juice, because the lifestyle brand with a passion for making healthy living fun was undergoing a refresh of its own. To be announced in March 2017, preliminary financial results for fiscal 2016 had indicated a decrease in revenue and a loss for the year. Although the company had tried to explain this by pointing to the non-recurring expenses of business model adjustment and corporate relocation, investors were wary as the stock price continued to slide.1 The largest shareholder and activist investor, Engaged Capital, had called on the company to “slash costs and close unprofitable stores”2 which CEO Pace was in the process of doing.
In May 2016 Pace had announced that Jamba would move its headquarters from California to a less expensive location in Texas, restructure the overall organization, and make changes to the leadership team to ensure support for the transition from company-owned stores to a full franchise model. Commenting on this decision, Pace said, “Jamba has pursued our vision to inspire and simplify healthy living for 26 years, starting with a single juice shop in San Luis Obispo, but as we continue to spread our healthy living mission globally, it has become increasingly clear that a relocation of our support center will better position the company to extend our brand and continue to support our franchise partners for the long term.”3
In January 2017 Jamba Juice announced the launch of its ReSet Super Blends, a protein smoothie line developed in collaboration with celebrity fitness trainer Harley Pasternak.4 The new line of protein smoothies included real fruit fortified with calcium, riboflavin, and phosphorus, making for an ideal pre- or post-workout snack or midday “pick-me-up.”
But the question remained, would these ongoing initiatives, mixing up the product line and starting afresh with franchise partners, be enough to keep Jamba Juice top-of-mind with its current customers and attractive to new consumers, especially given the increased competition from smoothies served at the likes of McDonald’s, Burger King, and Dairy Queen?5
Company Background
Juice Club was founded by Kirk Perron and opened its first store in San Luis Obispo, California, in April 1990.6 While many small health-food stores had juice bars offering fresh carrot juice, wheat germ, and protein powder, dedicated juice and smoothie bars were sparse in 1990 and didn’t gain widespread popularity until the mid- to late 1990s.
Juice Club began with a franchise strategy and opened its second and third stores in northern and southern California in 1993. In 1994 ...
Izze Sparkling Juice | Advertising Final Project Peter James
Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.
A Harvard Case Study Analysis on Crescent Pure,an organic energy drink under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Management Internship
31JAMBA JUICE MIXING IT UP & STARTING AFRESHOn January 3, 20.docxlorainedeserre
31
JAMBA JUICE: MIXING IT UP & STARTING AFRESH*
On January 3, 2017, Dave Pace, CEO of Jamba Juice, rang the Opening Bell of the Nasdaq MarketSite in Times Square. As part of what Nasdaq had done for the last six years during its annual “Fit Week,” Jamba Juice’s appearance was meant to focus attention on those companies that helped individuals lead healthier lifestyles. It was especially appropriate for Jamba Juice, because the lifestyle brand with a passion for making healthy living fun was undergoing a refresh of its own. To be announced in March 2017, preliminary financial results for fiscal 2016 had indicated a decrease in revenue and a loss for the year. Although the company had tried to explain this by pointing to the non-recurring expenses of business model adjustment and corporate relocation, investors were wary as the stock price continued to slide.1 The largest shareholder and activist investor, Engaged Capital, had called on the company to “slash costs and close unprofitable stores”2 which CEO Pace was in the process of doing.
In May 2016 Pace had announced that Jamba would move its headquarters from California to a less expensive location in Texas, restructure the overall organization, and make changes to the leadership team to ensure support for the transition from company-owned stores to a full franchise model. Commenting on this decision, Pace said, “Jamba has pursued our vision to inspire and simplify healthy living for 26 years, starting with a single juice shop in San Luis Obispo, but as we continue to spread our healthy living mission globally, it has become increasingly clear that a relocation of our support center will better position the company to extend our brand and continue to support our franchise partners for the long term.”3
In January 2017 Jamba Juice announced the launch of its ReSet Super Blends, a protein smoothie line developed in collaboration with celebrity fitness trainer Harley Pasternak.4 The new line of protein smoothies included real fruit fortified with calcium, riboflavin, and phosphorus, making for an ideal pre- or post-workout snack or midday “pick-me-up.”
But the question remained, would these ongoing initiatives, mixing up the product line and starting afresh with franchise partners, be enough to keep Jamba Juice top-of-mind with its current customers and attractive to new consumers, especially given the increased competition from smoothies served at the likes of McDonald’s, Burger King, and Dairy Queen?5
Company Background
Juice Club was founded by Kirk Perron and opened its first store in San Luis Obispo, California, in April 1990.6 While many small health-food stores had juice bars offering fresh carrot juice, wheat germ, and protein powder, dedicated juice and smoothie bars were sparse in 1990 and didn’t gain widespread popularity until the mid- to late 1990s.
Juice Club began with a franchise strategy and opened its second and third stores in northern and southern California in 1993. In 1994 ...
Running head HUDSON VALLEY SWEET CIDER CORPORATION BUSINESS PLA.docxcowinhelen
Running head: HUDSON VALLEY SWEET CIDER CORPORATION BUSINESS PLAN
1
HUDSON VALLEY SWEET CIDER CORPORATION BUSINESS PLAN
2
Hudson Valley Sweet Cider Corporation Business plan
Stanley Pierre-Charles
Professor Prakash Menon
Strategic Management
8/28/2016
Company Description
Company Name
The Hudson Valley Sweet Cider Corporation will be the name of the company, which will specialize in the production of sweet cider. Sweet cider also commonly referred to as apple cider is an unsweetened nonalcoholic beverage common in the United States and parts of Canada made from apples. The name Hudson Valley Sweet Cider Corporation is derived from the name of location from where most apples used in the production are sourced. New York State is the leading producer of apples in the United States. Production is concentrated in six areas namely, Eastern and Western Hudson Valley, Champlain Valley, Central, Lake Country and Niagara Frontier.
The Hudson Valley region has a long history of wine making and cultivation of grapes dating from 1677 (New York Apples). As a result there are many wineries located in the area. Wine tasting tours and wine festivals and other related events are common and for this reason, the name will attract many wine lovers who associate Hudson Valley with good wine. The company will also benefit from publicity by showcasing its products at these events.
Mission Statement
To provide safe and affordable sweet cider to millions of people in North American cities and beyond to unleash the health benefits of apple cider and in the process support apple growing in upstate New York. The company will supply high quality products at moderate prices to support a profit for the company and the farmers in the supply chain and creates hundreds of quality jobs across the entire value chain. I want my company to provide a healthy beverage for a happy and healthy society. This mission is to ensure that the company has remained focused in the production of quality beverage. The mission statement also indicates that it is aimed to make sure that the society is composed of healthy people who consume healthy drinks. When the society has healthy people, it means that they will be able to be productive, and their lives will be enjoyable, and they will live happily (Olson, Lopez, 2009).
The mission statement also shows that the company is taking into consideration the wellbeing of the society and its customers. The company has demonstrated that it is customer centered meaning that its activities will be focused and ensuring the welfare of the clients and their satisfaction has been achieved. The mission statement is therefore paramount for the company. If the company follows and honors its mission statement, it will be able to meet its goals and objectives.
Reasons for Choosing This Beverage
The choice was made after critical consideration of the environment and the population in the market. The demand for non-alcoholic beverages which are ...
As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.
MOR 492 Global Strategy- Jamba Juice in China Vincent Tsao
Analysis of whether Jamba Juice should enter China
MOR 492
1. Ariel Furman
2. Tuomas Kuusela
3. Anna Lin
4. Jessie Rubio
5. Vincent Tsao
6. Jan Dong Vejdiksen
Undertook a Business Research project in the second year of my undergraduate degree on the topic- Comparative Analysis between Pepsi and Coca Cola on the basis of various physical and chemical aspects.
A complete presentation on the company Pepsi and analysis of it from marketing point of view including a brief about the company's history and its competitors, SWOT Analysis, Segmentation, Targeting and Positioning and 4P's followed by recommendations at the end.
Top 5 Indian Style Modular Kitchen DesignsFinzo Kitchens
Get the perfect modular kitchen in Gurgaon at Finzo! We offer high-quality, custom-designed kitchens at the best prices. Wardrobes and home & office furniture are also available. Free consultation! Best Quality Luxury Modular kitchen in Gurgaon available at best price. All types of Modular Kitchens are available U Shaped Modular kitchens, L Shaped Modular Kitchen, G Shaped Modular Kitchens, Inline Modular Kitchens and Italian Modular Kitchen.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
2. Executive Summary 1
Who is Jamba Juice?
Goals and Objectives
Market Analysis 2
Table of Contents
Target Market
Situation Analysis 3
SWOT Analysis
Competitve Analysis 4
Major Competitors
Smoothie and Juice Market Share
Media Plan 6
Objective
Strategy
Placement
Budget
Summary
Creative 9
Resources 11
3. Jamba Juice
Campaign Goals and Objectives
Jamba Juice is in need of a new multifaceted campaign to increase
Jamba Juice is a leading chain of smoothie restaurants. The company has
traffic, revenue and awareness of the Jamba Juice chain. The company is
over 700 locations throughout 30 states, the District of Columbia and the Baha-
well-known for their healthy, all-fruit smoothies and their fun interesting
mas. 500 of these stores are company owned while the remainder are franchised,
flavor combinations, however the competition is fast-rising. Other smoothie
which together brought in over $317 million in 2007.
chains, such as Smoothie King and Maui Wowi as well as other beverage-
Jamba Juice was founded in 1990 by Kirk Perron, a Cal Poly graduate,
oriented companies like the giant Starbucks Corporation, are quickly
along with Joe Vergara, Kevin Peters and Linda Ozawa Olds. The company was
gaining market share and the consumer’s attention. In order to regain their
incorporated in San Luis Obispo, California in under the name Juice Club Inc.
market share and consumer base, Jamba Juice needs a campaign to increase
Soon after opening their first stores in San Luis Obispo, Palo Alto and
single store traffic as well as overall brand awareness. This campaign will
Irvine, Jamba began a deal with Whole Foods Market in 1997. The deal consisted
help to solve these issues.
of Whole Foods selling only “natural” ingredients in selected stores, including
A main goal of Jamba Juice is to increase overall sales by 10% within
Jamba’s all natural smoothie ingredients.
the 16-35 year old demographic.With a budget of $35,000, this campaign will
2 years later, Jamba bought out another popular smoothie chain, Zuka Juice.
combine traditional advertising techniques including magazines, billboards,
Zuka Juice was a prominent smoothie company founded in Utah. & years after
direct mail pieces and radio. Along with the traditional media, this campaign
this, Jamba was purchased for $256 million by Services Acquisition Corp.
will include guerilla marketing and in-store events.
International, headed by former Blockbuster CEO, Steve Berrard. After buying
A second goal of the company is to raise brand awareness. Jamba
Jamba, the Services Acquisition changed its name to Jamba Inc.
Juice has numerous top competitors not only in the smoothie and juice
Executive Summary
Goals and Objectives
industry, but the entire specialty beverage umbrella. Coffee, teas and other
specialty beverage locations are gaining on Jamba Juice. This campaign will
serve to boost Jamba Juice back to the number one spot in the specialty but
Jamba Juice is in need of something new. The company is well-known
beverage industry.
there is major competiton in the smoothie and juice industry. In order to stand out
from the crowd and continue to be a leader in the field, they need a big idea.
Jamba Juice Background they need to have some interest.
They need to bring people into their stores,
This campaign will help to solve these issues.
Jamba Juice is a leading chain of smoothie restaurants. The company
A main goal of Jamba Juice is to increase their sales by 10% within the
has over 700 locations throughout 30 states, the District of Columbia and the
16-35 year old demographic. With a budget of $10 million, this campaign will
Bahamas. 500 of these stores are company owned while the remainder are
combine traditional advertising techniques in media such as magazines and radio,
franchised, which together bought in over $317 million in 2007.
as well as billboards, and direct mail pieces. Along with the traditional media, this
Jamba Juice was founded in 1990 by Kirk Perron, a Cal Poly gradu-
campaign will include guerilla marketing and in-store events.
ate, along with Joe Vargara, Kevin Peters and Linda Ozawa Olds. The com-
pany was incorporated in San Luis obispo under the name Juice Club Inc. over
A second goal for the company is to get the consumer to choose them
their competitors, or brand awareness. They have numerous competitors in not just
Soon after opening their first stores in San Luis Obispo, Palo Alto and
theIrvine, Jamba began a deal with Whole Foods Market in 1997. The deal con-
smoothie and juice industry, but the entire specialty beverages umbrella.
Coffee, teas Whole Foods selling only “natural” ingredients in selected stores,
sisted of and other specailty beverage locations are gaining ground on Jamba
Juice. This campaign will serve to boost Jamba Juice back to the number one spot
including Jamba’s all natural smoothie ingredients.
under that2 years later, Jamba bought out another popular smoothie chain, Zuka
umbrella.
.
Juice. Zuka Juice was a prominent smoothie company founded in Utah. 5
years after, Jamba was purchased for $256 million by Services Aquisition
Corp. International, headed by former Blockbuster CEO, Steve Berrard. After
buying Jamba, the Services Aquisition changed it’s name to Jamba Inc.
4. Target Market
Jamba Juice wants to continue to reach out to the young,
Age: 16-30 years old
creative middle class consumer. This consumer has a high disposable
Market Analysis
Gender: Male and Female
income and they are single or newly married. They are just beginning
Location: West Coast
their lives as young adults. This younger demographic is interested in
Lifestyle: Young, hip, motivated, achiever
health and health related products. They look for the healthy a
Yearly Income: $10,000-$60,000
lternatives as a choice.
Occupation: Any
Education: High School and up
Although the fast-food industry plays a large part in the daily
lifestyle of a young adult, health-conscious choices are always on
Social Class: Middle, Upper Middle
their mind. This demographic frequents local coffee shops as well as
Personality: Creative, smart, organized
giants like Starbucks. They need caffiene on a daily basis, sometimes
more than once a day, to get them through their long days of school,
work and play. overlying theme of this campaign, the younger,
Due to the
creative, middle class consumer is the perfect demographic. This
Jamba Juice can become a staple in the lives of this younger
consumer has a somewhat disposable income, they are either single or
demographic by gaining the interest of the consumer. This particular
just getting married. They are just beginning their lives and want to be
age group is constantly changing their mind, whether it be fashion,
on their own. They drink smoothies and coffee beverages on a daily
food or their favorite beverage. This demographic is what can make
basis. They have a creative yet organized mind and know what they
or break a company.
want. They are out and about on a daily basis, buying and spending
along the way.
Age:16-30 younger demographic is huge on health. They want to be
The
in shape, they want good, nutritious products. Although the fast food
Gender: Male and Female
industry is a huge part of the younger lifestyle, having a tasty, cool,
Location: West Coast
nutritious beverage is always on their mind. This young crowd is a
Lifestyle: Young, hip, motivated, achiever
Starbucks junky, they need their caffeine, they need that extra jolt of
Income: High Disposable
energy to get them through their long days of school, work and play.
Education: High School Plus
Social Status: Middle, Upper Middle in the lives of this younger
Jamba Juice can become a staple
demographic by gaining the interest of this crowd. This age group is
Personality: Creative, smart, organized, health seeker,
constantly changing their mind. Just like fashion, food and beverages
high body conciousness
are constantly changing. What’s hip and cool and popular now can be
completely out of business in a year if this demographic moves on.
Jamba Juice has to keep their attention, they need to get the
interest of this growing population and hold on to it like never before.
5. Strengths
Jamba Juice is a well-known company. They have been around
a short time, but have grown rapidly to become a top competitor in
their industry. With many options for their customers, and their menu
Situation Analysis
and merchandise line continuously growing and changing, they have
many selling points.
Weaknesses
Although they are a top competitor, they do still have those
other companies in their indsutry. Competitors like Smoothie King
industry
and Planet Smoothie are quickly rising and sometimes overcoming
the sales and overall revenue of Jamba Juice. Along with the
competitors comes the health factor. Jamba Juice has recently taken
some heat for less-than ideal health contents in their smoothies.
Opportunities
Due to the growing amount of health conscious people, Jamba
Juice has a huge opportunity to get in the heads of these consumers.
They have to get out there and let the health conscious Americans
know that they are number one, and that the consumer can feel good
about drinking Jamba Juice over their competitors. Sponsorship is a
great thing for them to consider, sponsoring sporting events,
marathons etc.
Threats
One of the major threats for not only Jamba Juice, but for all
companies is the worsening economy. Consumers just aren’t
purchasing as much as they used to. Their income is no longer as
disposable as it used to be. In order to overcome this, Jamba Juice
needs to do something to get their interest, giveaways of some kind
are a great option.
Competitors not necessarily in the smoothie industry are also a
huge threat. Starbucks, McDonalds and other fast food restaurants are
gaining ground on the smoothie industry by adding smoothie and
coffee beverages to their menus.
6. Major Competitors
Smoothie King
Competitive Analysis
Smoothie King is a Louisiana-based franchise specializing in nutri-
tional, fresh fruit blended smoothies. They currently hold the number 1 spot
in the Smoothie Bar and Nutritional Lifestyle Center industry, as they have 17
times before. They have over 550 locations around the US, with numerous
stores based in Seoul, Korea.
Aside from fresh smoothies, Smoothie King offers healthy
alternatives such as, sports beverages, energy bars, snacks, vitamins, herbs,
minerals and other sport nutrition products.
Smoothie King is Jamba Juice’s most note-worthy competitor. Not
only have they held the number one spot for 17 years, but they have much the
same items in their line of merchandise and smoothies and they too have
locations overseas.
Smoothie King demographic is very similar to that of Jamba Juice, the
main difference is that Jamba Juice has been under fire for having less-than-
ideal health contents in their smoothies. Smoothie King has taken notice and
provides extensive health facts to their customers.
In order to overcome this hurdle, Jamba will be starting a new line of
low-sugar, low-calorie smoothies. This will help to redefine their image and
grab both the extreme-health-nut market as well as the just-plain-smoothie-
lover market.
Maui Wowi
Maui Wowi is a Hawaiian themed smoothie and coffee shop. Started
in 1997 as a way for the creators to get a healthy alternative to all the fat-laden
junk food of the world, Maui Wowi has grown to become a top leader in the
industry. They currently have 400 locations nationwide, and still adding more.
Maui Wowi is different from the others in the fact they have an overall
theme. They are Hawaiian, they eat, sleep, play and of course drink
Hawaiian. With all natural fresh fruit smoothie, and straight-from-Hawaii
coffee, Maui Wowi has that look, that feel that consumers like.
They get the international market, the market that likes to feel at home
when they go into a store. They also have the organic market. Maui Wowi is
the only of the leading smoothie chains that is all natural, all organic.
Jamba Juice will need to add something to their company that creates
an international feel. They need that island feel, the isalnd look. In order to
compete with the straight-from-Hawaii Maui Wowi, Jamba Juice will open
stores in the Bahamas as well as connecting with Travelocity to give a trip to
the Bahamas.
7. Starbucks
This international coffee chain is the leader in the coffee industry. With
sales topping $9.4 billion in 2007, Starbucks in a giant competitor for numer-
ous companies. Starbucks currently has 15,012 stores spanning 44 countries,
Competitive Analysis
and there is no end in sight. Although they are mostly known for their coffee,
Starbucks is slowly broadening their menu into the smoothie and juice indus-
try. They have just recently introduced Vivanno, a fruit smoothie blended
beverage. Along with the new smoothie, they also sell teas, juices, sparkling
water, sodas, milks, snacks and merchandise.
Obviously it has been known that competing with this powerhouse
company has ended poorly for locally owned speacilaty shops, but Jamba
Juice has a chance. They too are a well-known, well-established company.
The main difference between Jamba Juice and Satrbucks is the smoothies.
Starbucks has 3 flavors, only one size, and nothing extra added. Jamba is a
smoothie maverick, over 20 flavors, free boosts, all natural energy. If Jamba
Juice continues to add to their wine array of smoothie options and possibly
add some coffee blends to their menu, they will be a top competitor with
Starbucks.
Smoothie and Juice Market Share
Smoothie and Juice sales exceeded $664 million in the US alone.
Three quarters of those sales are from major chain locations. The smoothie
and juice industry not only has major competiton in their own field but also
in other specialty beverage industries.
Major smoothie chains like Jamba Juice, Smoothie King and Maui
Wowi brought in an estimated $434 million in sales in 2000, while
independent smoothie shops brought in just over $180 million.
The coffee and fast food industry is quickly becoming a huge
competitor for the smoothie companies. With companies like Starbucks
beginning to introduce smoothie and juice beverages, Jamba Juice and others
are adding them to their growing list of competitors. McDonalds, Burger
King, Jack in the Box and other large fast food chains are also hopping on to
the smoothie, juice and coffee bandwagon. They are adding Cafes to their
restaurants, offering smoothies and coffees at much lower prices than those of
the competitors.
Starbucks alone brought in over $9.4 billion in 2007. While
McDonalds, Burger King and Jack in the Box brought in a combined total of
$30 billion in sales in 2007.
Jamba Juice is constantly adding companies to their ever-growing list
of major competiton in the specialty beverage industry. They need a big idea.
they need that one thing to get their consumers back to them. This campaign
will serve to help bring Jamba Juice’s needs and desires to reality.
8. Objective
The main objective of this campaign is to raise awareness of Jamba Juice,
and increase traffic and revenue by 10% with the 16-30 year old demographic. A
side objective is to let consumers know that Jamba Juice is a healthy alternative to
other fast food establishments.
Strategy
In order to achieve the goals and objectives for Jamba Juice, this campaign
will focus on the consumer. By involving the consumer in the campaign, it will
garner interest in the company. The consumer is everything to a company, and the
Media Plan
consumer wants to feel as if they are needed, or wanted. They want to feel a part
of the overall company. This campaign will help get the necessary attention and in
turn increase revenue and brand awareness of Jamba Juice.
Because Jamba Juice is mainly on the West Coast, this campaign
Because Jamba Juice is mainly on the West Coast, this campaign will
will stick with that demographic. The media and promotions will be
only be featured in the areas of California and Nevada. These states have
shown to generate the most sales for Jamba Juice and has the largest demo- and
strictly West Coast advertised. Research has found that California
Nevada are the main contributing states to Jamba Juice stores. These
graphic in the targeted market.
states will be the main focus of our promotions.
Placement
In order to fully maximize the potential of this campaign, it will be placed
in numerous forms of media. Below is the full list of media placement for the
Jamba Juice “Jambalocity” campaign:
Magazine: Radio:
San Diego Reader Clear Channel San Diego
LA Magazine Clear Channel Los Angeles
Vegas Today r
Cleat Channel Las Vegas
Billboard: Direct Mail:
2-San Diego 50,000 in Sa Diego
3-Los Angeles 80,000 in Los Angeles
2-Las Vegas 60,000 in Las Vegas
In-Store:
Posters in 300 stores
9. Budget
Objective
The main objective budget of $35,000is tothe Jamba Juice “Jambalocity”
With an allotted of this campaign for raise awareness of Jamba Juice,
and increase traffic and revenue bywill be used to16-30 maximize the campaign:
campaign, the following budget 10% with the fully year old demographic. A
side objective is to let consumers know that Jamba Juice is a healthy alternative to
other fast food establishments.
Magazines:
San Diego Reader: Full page, Full Color, 6x8...$3,000
Strategy Full Page, Full Color, 8x10.......$4,500
LA Magazine:
Vegas Today: Full Page, Full Color, 8x10.........$3,500
In order to achieve the goals and objectives$11,000 Juice, this campaign
Total Magazine Cost: for Jamba
will focus on the consumer. By involving the consumer in the campaign, it will
garner interest in the company. The consumer is everything to a company, and the
Radio:
Media Plan
consumer wants to feel as if they are needed, or25 :15 spots/day.......$1,900a part
Clear Channel San Diego: 93.3, 94.1, 105.3, wanted. They want to feel
of Clear Channel Los Angeles: 108.5, 97.2, 100.7, 25 :15 spots/day...$2,000 and in
the overall company. This campaign will help get the necessary attention
turn increase revenue and brand awareness of Jamba Juice.
Clear Channel Las Vegas: 87.4, 90.5, 105.5, 25 :15 spots/day........$1,950
Total Radio Cost: $5,850
Billboards:
2-San Diego: 1 month each......$1,400
3-Los Angeles: 1 month each...$3,150
2-Las Vegas: 1 month each......$2,000
Total Billboard Cost: $ 6,550
Direct Mail:
50,000 San Diego:........$1,075
80,000 Los Angeles:.....$2,500
60,000 Las Vegas:.........$1,950
Total Direct Mail Cost: $5.525
In-Store:
Posters: 300 stores, 11x17, Full Color...$1,975
Total In-Store Cost: $1,975
Total Advertising Cost: $30,900
Total Budget Allotted: $35,000
Total Leftover: $4,100
(to be spent on last-minute expenses)
10. Objective
Summary
The main objective of this campaign is to raise awareness of Jamba Juice,
increase traffic and revenue by 10% with the 16-30 year old demographic. A
and Overall, the Jamba Juice campaign for “Jambalocity” will be featured in 3
major cities on the West Coast, San Diego, Los Angeles and Las Vegas. Research
side objective is tothe Jamba Juice campaign for “Jambalocity” will be featured in 3 major
Overall, let consumers know that Jamba Juice is a healthy alternative to
other fast food West Coast, San Diego, Los Angeles and Jamba Juice beverages. With
shows that these locations are the largest consumers of Las Vegas. Research shows that
cities on the establishments.
an allotted budget of $35,000, this campaign will be featured in a variety ofan allotted
these locations are the largest consumers of Jamba Juiice beverages. With media
Strategy
including magazines, radio, billboards, direct mail and in-store promotions.
budget of $35,000, this campaign will be featured in a variety of media. Magazines,
Radio,By placing this campaign in the above medias, the message will be delivered to
Billboards, Direct Mail and In-Store promotions.
a large amount of consumers in an efficient way. The magazines and radio stations are a
By placing this campaign in the above medias, the message will be delivered to
In order to achieve the goals and objectives for Jamba Juice, this campaign
some of the most read and listened to medias in the cities listed.
will focus on theof consumers in an efficient way. The magazines and Radio tations are the
large amount consumer. By involving the consumer in the campaign, it will
some of the
The objective is to raise awareness of Jamba Juice and increase revenue by 10%
garner interest most read and listened to medias in the cities to a company, and the
in the company. The consumer is everything listed.
within the 16-30 year old demographic. This consumer is the target of this campaign.
consumer wants to feel as if they awareness of jamba Juice and increase revenue
The objective is to raise are needed, or wanted. They want to feel a part by 10%
Media Plan
Of the budget of $35,000, only $30,900 was used for marketing and advertisng, the
of within the 16-30 year old demographic. This consumer is the target of thisand in
the overall company. This campaign will help get the necessary attention campaign.
rermainder of $4,100 will be used for any extra advertising or last minute costs. the
turn the budget of $35,000, only $30,900 was used for marketing and advertising,
Ofincrease revenue and brand awareness of Jamba Juice.
remainder of $4,100 will be used for any extra advertising or last minute costs.
11. Due to the major competitors in the smoothie industry, Jamba Juice
must go beyond to create a want and need, and an interest in their store.
The objective of this campaign is to create interest in the company.
By Jamba Juice partnering with leading travel agent Travelocity and
offering a trip to the Bahamas, where they also have a chain of stores, this
will bring consumer interest of all varieties to the chain.
Jamba Juice will partner with Travelocity to create the “Jambalocity
Challenge”. This challenge consists of the consumer creating a new smoothie
flavor for the chance to win a 4-person all-expense paid trip to the Bahamas.
Creative
The winner of this challenge will be selected by Jamba Juice executives, and
the winning creation will be a new menu item in all Jamba Juice locations.
The winner recieves a trip to the Bahamas where they will see their creation
featured on the menu in the Jamba Juice Bahamas store location.
The campaign for this challenge will include magazine advertise-
ments, :15 radio spots, a direct mail piece, billboards as well as in-store
posters and handouts. The design will include eye-catching color, the head-
line “Take the Jambalocity Challenge” and the logos of both Jamba Juice
and Travelocity.