Marketing Principles and practices. UCLA Extension

1. Marketing Plan for Jamba Juice
Qing Shao Mila Adisuryo
Mira Antinnen Kanika Dutt
Adriana Ortiz Prathamesh Kelkar

2. History
• Originally named as “Juice Club”.
• Founded in April 1990 by Kirk Perron, in San Luis Obispo, California.
• In the year 1995, Juice Club was renamed as Jamba Juice.
• They have over 950 locations within the United States, the
Bahamas, Taiwan, UAE, Canada, Philippines and South Korea.
• Almost 69 company owned stores and 829 franchise operated
locations, with an additional 45 international stores.

3. Demographics and Statistics

4. SWOT
STRENGTH
● Well-known brand (more than 248m revenue)
● Globally spread (over 850 locations)
● JambaGo (express) which reduces labour and store
costs
● Has menu specifically for children
● Fresh and locally grown ingredients
● Has record market share from their snacks
WEAKNESS
● Competitor’s revenue is exceeding jamba juice’s
● Late entry in the market
● Seasonal sales trend
● Limited flavours and combination
OPPORTUNITY
● Merchandising
● Sponsor or support sports-associated companies
● Cross promoting the products to exhibit the national
brand and other distribution channels
● Strategic alliance w/ other brands to improve chain
value
● Extend the range of products or combinations
● More digital marketing
THREAT
● Fierce competition with other juice stores
● Inflation
● Easy target to be changed
● People are able to make juice or smoothie on their
own
● Increase in cost transportation in which fuel and
labour are included
● High rent and operation cost

5. PESTLE
Political : Government regulation, Competition
Economic : Financial Statements
Social : Education, Lifestyle, Religion, Social Class
Technological : Application
Law : Anti discrimination policy
Environmental: Environmental trend

6. MARKET TRENDS
The Smoothie and Juice foodservice segment has sales of $664 million in the
U.S. market,almost three quarters of which was through major chains
Jamba
juice
Smoothie King
Planet Smoothie

7. Location is key to the success of the concept
Site selection is a priority for the
company. The way to create the best
choice for somebody, you have to
start with the most convenient,
easiest location for people to access
and then follow it up with the best
experience in the store.
Kirk Perron, Founder, Jamba Juice

8. We have always worked
very well where there is
high income and high
education demographics.
Randy Carucci, VP
Development, Jamba Juice
Location is key to the success of the concept

9. Jamba Juice efforts
• Broad the fruit and vegetable options for its smoothies and blends
• Jamba is reaching out to more consumers regarding its offerings of healthy
beverages. Jamba started the Healthy Living Council in 2011 to educate
consumers on health and wellness issues through both traditional and new
media
• Jamba has gone one step further in its use of mobile apps such as Google
Wallet, PayPal, which allow customers to submit their orders and make
payments prior to leaving home or entering the stores.

10. Market Trends
Build your own: smoothies bar where the
customer are allowed to build its own
smoothie by mixing the ingredients they
want to.
Smoothies bowl: thicker smoothies
served in a bowl where you can add
extra ingredients such as proteins,
veggies or even sliced fruits

11. Market Trends
Adult Only smoothies: smoothies with
and extra ingredient - Alcohol
Coffee smoothies: smoothies made with
coffee and blended with other functional
ingredients like protein. Vanilla raspberry
mocha ad cinnammon latte.

12. Website review
• Brand presented well
• Simple and user friendly
• Promobox at top
• They have influencer
• Preorder & mobile app
• Social media links
• Product information with
appealing pictures
• Company information
• Childrens health, info, tips..
• Joint campaign Healthy
America (FB likes)

13. Social Media Review
• ~ 1,84 milj. Likes
• Promos, engagement
• ~ 85k followers
• Promos, pictures of the
products
• ~ 84,5t followers
• Good base of followers
• They don’t share anything
• 1000 followers
• Product info & pictures
• ~ 1700 subscribers
• Campaigns and product
info
• ?

14. What more?
• Are in main social media channels
• Good base of followers – with interesting content more attention
• They have one influencer but there could be more
• Micro influencers
• Vlogs & Blogs
• They share same content in every channel
• All channels should have different content (most of FB users use Insta so on).
• All content is quite generic, nothing special
• User generated content - Gives more personal approach for them
• Make more interesting content about the products
• Where are the people this brand? Customer service could be one theme

15. Marketing Strategy

16. Marketing Strategy
Jamba Juice
Locally
Healthy
Living
Nutrition

17. Marketing Mission : Healthy Living Locally
Brand Positioning: Your neighbourhood juice shop serving healthy & tasty juices
Nutrition
Healthy Recipes
involving
fruits
Nutrition
counter on
Menu
Local Juice off
Healthy Living
Traning tips Diet Tips
Healthy Living
by a
psychologist
Juice up Your
day
Run for a
Healthy
America
Locally
Local Juice off
Cultural Moments : Special Days see the table
Everyday Moments : Morning, Evening, Road Trip, Workout, Hanging out with Friends
Marketing Strategy

18. Media Strategy

19. CSR & Events
• Juice Up Your Life – One off campaign to ask people on how they Juice up their
everyday mundane tasks eg commute or work. New Year's resolution How would you
Juice up your new year?
• Run for a Healthy America- An existing event sponsored by Jamba Juice. Branding and
refreshments at the event will be Jamba Juice.
• Environment Month - No waste month. Jamba partners with Loliware to serve Jamba
Juice in Loliware cups all month.
• Local Juice Off – A Online Offline contest promoted on all social media handles to
source two new flavours. Winning flavour will be judged on taste and Health.

20. Promotion Mix Strategies
For Health and a Better Life.

21. Existing Promotions

22. Existing Promotions

23. for STRONGER Customer Relationships
We have something special for YOU everyday.
Nutritious Everyday
A Healthier Future
—Special Days for Kids
Special Days All Year Round
—We care about what you care.
Filling Healthy Lives with Contents

24. Amplify Contents--eXPOSURE!
Word-of-mouth: influence 20 to 50 percent of all purchasing decisions.
Influencers!!
ONLY Harley Pasternark

25. Amplify Contents--eXPOSURE!
Influencers!!Bring in MORE TALENTS for different groups:
Regular product exposure with Training, Diet, Healthy living….
Total 10,000,000 followers.

26. Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Nutritious EverydaySave money on different juice everyday for
DIFFERENT needs.

27. Date Day Promotion
Jan. 01 New Year’s Day Free upgrade for any New Year Special
Feb. 14 Valentines’s Day Buy 1 get 2nd one 50% off of any juice& smoothies
May 14 Mother’s Day Buy any 3 kid’s smoothies, get 1 Free for mom
Jun. 18 Father’s Day Buy any 2 kid’s smoothies, get 1 Free shot for dad
Dec. 25 Christmas Day Free upgrade for any Christmas Special
Apr. 22 Earth Day
2 dollar off of any large size smoothies or boosts.
1st Sat. in May Green up Day
3rd Fri. in May Bike-to-work Day
Jun. 05 World Environment Day
Sep. 27 National Women’s Health&Fitness Day
September Fruit&Veggies-More Matters Month
Nov. 01 World’s Vegan Day
February National Heart Month
50% off on a special item.
March National Nutrition Month
Apr. 07 World Health Day
May 08-14 Women’s Health Week
Jun. 12-18 Men’s Health Week
August National Immunization Awareness Month
Oct. 16 World Food Day
November National Healthy Skin Month
We care about what you care.
Special Days All Year Round

28. We are here for growth.
A Healthier Future
Day Promotion
First Week of School
2 dollars off of any large size classic smoothies. (Under age of 18 with ID
or school ID)
Spring Break Weekend
Buy 1 of any small size smoothie or juice, get the 2nd one for half of its price.
(Under age of 18 with ID or school ID)
Wake Up Mondays 1 free topping on an oatmeal. (Under age of 18 with ID or school ID)
Cheer Up Wednesdays
Free upgrade on any size fruit and veggie smoothies. (Under age of 18
with ID or school ID)
Final Week Boost
2 dollars off of any large size boosts. ((Under age of 18 with ID or school
ID)
Healthier Summer Holidays
Free upgrade on any size fresh squeezed juice. (Under age of 18 with ID
or school ID)
Halloween ‘Here’s Your Treats’
2 dollars off of any large size creamy treats smoothies. (Under age of 18
with ID or school ID)
Warm Winter Break 30% off of any energy bowl. (Under age of 18 with ID or school ID)
Happy Graduation Day A FREE shot for kids who just got his/her graduation certificate.

29. Mix Promotion Timeline
Months
Sale
Promotion
Social
Media
Ad Screens CSR Events Radio PR Web (Mobile) Email
January 0
February 0 0
March 0
April 0 0
May 0
June 0 0
July 0
August 0 0
September 0
October 0 0
November 0
December 0 0

30. DRINK JAMBA!