Jamba Juice
By: Gerdy St Louis & Ashley
Engroba
The importance of food
•
•
•
•
Contributes to the daily function
To Survive
Variety of foods
Unique styles of food
History
•
•
•
•
Kirk Perron-creator
Professional Cyclist
Jamba Inc
Zuka Juice takeover
Mission Statement
• “Jamba! Enriching the daily experience of our customers, our
community and ourselves through the life-nourishing qualities
of fruits and vegetables. To help employees understand what
"enriching the daily experience of our customers" means, Jamba
Juice, Inc. also has what they call their FIBER Values.
• Fun: Smile and create a spirit of celebration for your customers.
• Integrity: Demonstrate good character and encourage an
atmosphere of mutual trust and respect. Balance: Consider the
needs of customers, team members and shareholders alike.
Empowerment: Be responsive and innovative. Do whatever it takes
to make your customer happy.
Respect: Help each other to grow. Contribute to a vibrant and
diverse community.” (2013, "Jamba Juice Mission Statement Personal Health & Well-Being with FIBER Values,"para. 4)
•
Target
• Everyone
• Promote healthy lifestyle
• Students, children & parents
Marketing Mix
• Franchises
• Discounted prices & Coupons
• Convenience
Jamba Inc. SWOT Analysis
• Strengths
– Distinctive business strategy of
building and promoting healthier
products
– Launch of several services such as:
Waiters.com, JamboGo, Paypal, and
Jamba Kid Meals
– High visibility of brand and logo
promotion
• Weaknesses
– Market competitors larger variety of
products
– Competitors ability to operate on a
larger scale (i.e. Starbucks which
operates more than 17,000 coffee shops,
in over 40 countries).
• Opportunities
– Expansion of its businesses, locally
and internationally, do to present
revenue increase
– New distribution channels
– The creation and launch of newer and
healthier products for its health
conscious consumers
• Threats
– Economic down falls
– decrease of consumer health interest
and or demand due to quicker
alternatives (i.e. surgery)
– any increases of its competitor’s
product and or operating franchises
Jamba Juice Competitor Analysis
• Starbucks
– In business since 1971
– World's #1 premier roaster, marketer and
coffee retailer
– More than 18,000 coffee shops in about 60
countries
– Competitive advantage: huge
conglomerate licensed and trademarked
to sell a variety of products such as coffee,
smoothies, brewing equipment to licensed
stores, grocery and national food service
accounts.
– Disadvantage: promotional and
advertisement strategies focus more on
coffee and the adults who drink them.
– Main objective: to remain the #1
recognized and respected coffee brand in
the world.
Jamba Juice Competitor Analysis
• Smoothie King
– In business since 1989
– More than 600 locations in the
United States, the Republic of
Korea, Singapore and the
Caymans
– Competitive advantages, Offers
a mix of 50 nutritionist
flavored blended fruit
smoothies and juices. And
health products/solutions (i.e.
vitamin supplements)
– Disadvantage, only targets
adult consumers
– Main objective to influence and
help people achieve healthier
lifestyles
• Maui Wowi
– Hawaiian themed franchise, in
business since 1982
– More than 600 franchises in 48
states and 9 countries
worldwide
– Competitive advantage: offers a
variety of fresh Hawaiian
gourmet coffees, lattes, kona
espressos, and fruit smoothies
– Disadvantage: target audiences
mainly tourist & adult
consumers wanting to get away
– Main objective: spread the
Hawaiian “Aloha Spirit” while
remaining relevant
Jamba Juice
Target Marketing Strategy
Business Improvement
•
•
•
•
Jamba Juice marketing strategy is
aimed at targeting and promoting
the health conscious decisions of its
customers, who are normally middle
class and above.
Jamba Juice differentiated itself by
creating a traditional and
nontraditional store format/concept
which included a smoothie station
and juice bar.
Jamba’s brand positioning, embodies
it customer’s choice of healthy
alternatives and active lifestyles.
What would really catapult this
company is the creation of a
strategic marketing plan which
involves social media. For
example, the promotion of its
products on Facebook, Twitter,
Instagram, Yahoo and etcetera,
would allow the company to reach
a boarder audience. This audience
would include the company’s
already targeted middle class
audience and above, in addition to
a middle lower class audience and
below; and a variety of age groups
(i.e. teens)
Jamba Juice
The End