Jamba Juice Growth Strategy

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Jamba Juice was founded in April of 1990 by Cal Poly graduate Kirk Perron, along with cofounders Joe Vergara, Kevin Peters, and Linda Ozawa Olds. Their goal was to sell healthy smoothies. It‘s corporate was called Juice Club, Inc. in San Luis Obispo, California. In August of 1997, Jamba made an agreement with Whole Foods Market to sell natural products inside some of the market’s locations. In March of 1999 they acquired Zuka Juice Inc, Zuka was a smoothie company that was very popular at the time. Since then Jamba has become one of the nation’s number one smoothie chain’s. They emphasize on the benefits of healthy lifestyle. In 2004 they expanded in New York, opening nineteen locations throughout the city. On March 13,2006 Jamba was acquired by Services Acquisition Corp. International for $265 Million. SACI is run by Steven Berrard, former CEO of Blockbuster. Once the transaction was processed, they called their name to Jamba Inc. In December of 2007 Jamba and Nestle partnered up to make a line of healthy, ready-to-drink beverages under the Jamba brand. On February 28th,2008, Jamba launched a new breakfast smoothie and it began selling baked goods. Jamba’s headquarters’ is now located in Emeryville California. They has over seven hundred locations in thirty states in the nation, including the District of Columbia and the Bahamas. Five hundred are company-owned and the rest are franchised.

Marketing Overview
As head of Marketing and Public Relations, I will be speaking about some things we can do to improve on customer service as a whole. In order to improve on Jamba Juice as a franchise we have began to take an evaluation of our competition, Starbucks and Robeks Juice in terms of their customer service tactics. Based on this evaluation we discovered that each of these companies has very strategic tactics to make their franchise simple and easy to operate for the owners. We have also looked very closely at companies that have mastered the art of franchising like Subway, to develop better ways of making the Jamba Juice experience the same in every location. The last step we took in our marketing plan was to evaluate what the Jamba Juice customer wants and develop a plan to make their ideas a reality. As a very successful franchise Starbucks has created a strong sense of brand awareness. This franchise focuses on five main areas to create a successful business environment. We at Jamba Juice feel that it is important to take these areas and use them as lessons for marketing our brand. The first area Starbucks focuses on is the experience aspect of marketing. Starbucks believes that the overall feel of their company ranging from types of drinks, graphics, furniture and displays is a major reason for their success. As the people at Starbucks put it “attention to small things sends a big message.” This is based on the fact that every customer wants to know that they are well taken care of. Second, paying attention to brand consciousness drives the business. Starbucks believes that their franchise must have a distinct and recognizable voice throughout the company. The main focus is to hone in on the customer and what they value, lifestyle, and their needs. The next lesson that we have pulled form Starbucks is “don’t try to squeeze every last cent out of the customer.” Making the customer feel comfortable and practicing patience and confidence will create brand equity. This in turn will not only keep people coming back for your product, but for your brand. The fourth step in the Starbucks process is “don’t accept conventional price ceilings.” The main point here is to develop and deliver a higher sense of image for both your brand and product so you are able to evaluate your own price range. Last,” Pastiche is powerful.” Making sure the company sends the right signals and hits consumers as well as personnel conceptually, product wise, and by use of graphics will keep you moving forward with both sides of you...
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