Alex, Geonna, Jeff, Shekinah
Marketing 340
Group 1
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Jamba Juice first
opened it’s doors in
1990 in San Luis Obispo,
California. Founder Kirk
Perron wanted to create
a convenient, health
oriented company which
would provide an
alternative to fast food.
Company Overview
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Jamba Juice exploded quite
soon after it opened it’s doors. It
previously was named The Juice
Club, but in 1995 took on the
new name. In the past twelve
years Jamba Juice has
expanded to 445 locations
nationwide. Jamba Juice offers
a wide variety of flavors for their
fruit smoothies and other tasty,
healthy drinks.
UN
NTEGRITY
ALANCE
Alex,MPOWERMENT
Geonna, Jeff,
Shekinah
Marketing 340
Group 1
ESPECT
Have fun. Smile and create a spirit of
celebration for your customers.
comes
from
the
Do what youJamba
say. Demonstrate
good
character
and encourage African
an atmosphere
of mutual
trust
word
which
and respect.
means
Live a balanced life. Consider the needs of
customers, team members and shareholders
The company is based
alike.
on having fun and
providing
healthy
Believe in yourself.
Be responsive
and food.
innovative. Do whatever it takes to make your
Their mission statement
customer happy.
discusses a set of
values they call FIBER.
Be respectful. Help each other to grow.
Contribute to a vibrant and diverse community.
Smoothies are the core of
Jamba Juice, and are often
made with yogurt, sherbet or
ice cream. The smoothies
provide a no-fat, nutritious
meal. Jamba offers
nutritional boosts which can
be added to the smoothies.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Jamba Juice takes pride in
the atmosphere of their
stores. Jamba employees
are basically your
“bartenders”- they whip,
blend, and beat your
smoothie while you watch at
the counter.
Current Problems
Jamba has encountered a variety of
problems. One of their largest is that
fresh produce is not always easy to
come by, so keeping the smoothies
consistent is an issue. The price of
produce changes with the season as
well.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Another issue Jamba faces is that
they have trouble being a stand
alone company. They are considered
to be great add-ons, but don’t bring
in much traffic by themselves.
Jamba appeals mostly to the 1525 age demographic, which is
not the same as the health
conscious baby boomers who if
added into this would give them
a much larger and diverse
market.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Seasonality is another issue.
Business is said to surge in the
winter, but dwindle in the
summer when people are
outside.
Options Considered
Founder Kirk Perron realizes that his
health conscious company appeals
more to the higher educated
demographic. For this reason, we
believe it is imperative to have locations
primarily in either college towns or
areas where there are large businesses.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
An option we have considered for
targeting the younger demographic
would be to start this group on a
healthy track earlier in their education.
If high schools offered their products,
students would have a much healthier
selection than the normal offered
meals.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
College towns are key. At any
given university you can almost
always see students
working out or doing other
physical activities. The health
conscious student is a key
target that needs to be focused
on more intensely.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
To target the older baby boomer
demographic, we have a few
other suggestions. If people are
off during their lunch break and
want to get something to eat,
they most likely won’t want to go
and get a drink and have to go
somewhere else to get their
lunch. For this reason, Jamba
needs to expand their food
selection beyond just pretzels
and breads.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
If Jamba offered other health
conscious food options, they
could transform their
business and appeal to a
larger demographic. A happy,
fun atmosphere with
sandwiches and salads would
make Jamba more like
Starbucks, which has
followed the same career
path- starting out with coffee
and then expanding.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Another option to
increase business in the
summer would be to
open more locations at
areas that people are
prone to visit on the nice
summer days. Beaches,
amusement parks, and
downtown locations
where people frequently
visit in good weather
would greatly help
summer business.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Jamba does not do much
advertising. If they changed
that, their name would be
more recognizable
nationwide and would get
people to travel to them
even if it wasn’t exactly
convenient. Offering Jamba
products at super markets
and other venues would
also create better publicity
of their products.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Jamba should also consider a
way to hit the business world. If
they offered a corporate catering
like some other businesses do
they would get their name out to
many more diverse groups.
Serving smoothies, salads and
sandwiches at conventions and
other functions would be a
healthy way for the older
demographic to provide food to
clients and friends.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Also to appeal to the
older demographic, if
Jamba had a certain
day of the week that
gave a senior
discount this would
bring in older people
who know as they
age should be eating
healthily
Recommendation
Although we believe all these options
would enhance business for Jamba
Juice, we feel that the key to
heightening their success and
standing out among their competition
would be to offer more healthy foods.
They would then become a company
that could stand along, rather than
being looked at as an add on.
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
Secondly, we feel that more
advertising is necessary. None of us
had ever heard of the company, and
although it is more popular on the
west coast, it’s not a good sign if four
college students who are apparently in
it’s demographic don’t know of the
brand.
Justification
Alex, Geonna, Jeff,
Shekinah
Marketing 340
Group 1
We feel this company has
great potential for growth if
it implements our
suggestions. Broadening
the awareness of the brand
is key, and appealing to
more diverse groups is
necessary for Jamba Juice
to stand alone among not
only the health conscious
restaurants, but
restaurants in general.