Jamba Juice Marketing Plan

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Table of Contents
Page 1.Company Description………………………………………………….......1 2.Strategic Focus and Plan…………………………………………………..1 •Mission statement and vision……….………………………………1 •Goals………………………………………………………………….1 •Competitive Advantage……………………………………………..2 3.Situation Analysis…………………………………………………………..2 •SWOT Analysis……………………………………………………...2 •Competitor Analysis………………………………………………...3 •Customer Analysis…………………………………………………..4 4.Market-Product Focus……………………………………………………..5 •Objectives of the Proposed Marketing Plan……………………….5 •Target Market Characterization…………………………………...6 •Differentiation and Positioning……………………………………..7

1.Company Description
In the year 1990, Kirk Perron, opened up a small, convenient, and healthy food store named Juice Club. It was located in the state of California in the city of San Luis Obispo. The emphasis on health, nutrition and convenience that Juice Club offered became a sensation among people and the idea quickly spread. It was until 1995 when it changed its name to Jamba Juice while the idea of selling healthful food remained. Since then it has now grown into an organization with over 700 stores, 9,000 employees, and has successfully entered into various markets across the United States. It continues to grow and expand by franchising its brand to select individuals and continuously introducing new and healthy products to its consumers. Along with franchising, Jamba is also expanded its market base internationally to Canada and South Korea. The first Jamba Juice store in Korea opened this past January 2011. They have planned to open over 200+ stores over a 10 year period. Although there aren’t any stores opened in Canada yet, they have a letter for intent to develop 125 stores in the future.

Jamba continues to strengthen its brand locally by reaching out and giving back to the community by partnering with various PTA organizations to promote a healthy lifestyle for children. While promoting this lifestyle they continuously donate money back to these organizations to promote overall wellness. Jamba Juice has gained popularity through its products and actions. As a result of this, over the course of time Jamba has been able to withstand the ever changing economic conditions and continues to be the leader in the smoothie industry category.

2.Strategic Focus and Plan
Jamba Juice’s strategic focus is to continue to be the leader in the smoothie industry, while diversifying its product mix and entering into other food categories. By entering other food categories Jamba is expanding its growth opportunities by introducing a new demographic into its company.

Mission Statement

To be the leading healthy lifestyle brand offering consumers great tasting and differentiated products inside and outside our stores.

Vision

To inspire and simplify healthy living

Goals

Non-Financial
To be the leading healthy lifestyle brand
To enter different food categories
To gain a large athletic brand partnership
To Retain brand definition
To build a licensing growth platform

Financial

To successful establish the Jamba Brand in South Korea
To successful establish the Jamba Brand in Canada
To deliver positive comparable store sales of 2-4%
To report positing earnings overall
To deliver operating profits margin of 18-20%
To successful launch new product line
To establish a strong franchise base
To continue to develop existing markets

Competitive Advantage
Jamba Juice’s competitive advantage is its product mix and popularity. Jamba Juice sells a variety of fruit smoothies, vegetable smoothies, fruit toppers, fresh-squeezed juices, breads, pretzels, sandwiches, salads, wraps, pasta, oatmeal, coffee, and snacks. Jamba has entered the breakfast, lunch, and dinner categories so customers can buy a healthy meal at any time of...
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