Marketing Strategy

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.

In accordance with findings based on extensive research, Jamba Juice has encountered a steady decline in its sales and market share value due to a variety of internal and external factors. Although the largest smoothie chain in the United States is foreseeably on the road to non-existence, proper business development can potentially help the corporation turn things around and prosper like it once did.

The Affordable Blended Smoothie, Inc. will be producing a healthy non-alcoholic product. As more families and the society continue struggle to maintain healthy lifestyles, the new beverage comes at the right time in remedying the situation. The new energy drink will be suitable to all classes of people regardless of their age, educational level, income, gender, or ethnic affiliation. However, we will be able to employ targeted marketing where the marketing strategies for the company will be directed to rising middle class in Virginia (Wit, 2010).

First, the strengths are that the overall design, “the creation of the smoothie and juice names, and distribution, was done with multiple stores as the goal.” (Pg. 2) This business model differentiates them from the competition because instead of offering the same flavors, juice names, design, and distribution to all of the locations it is determined by a section of stores rather than the entire market. This tactic allows their business model to be targeted for a specific demographic depending on the external environment.

Smoothie Café Bar will have a niche for those consumers that can get a healthy meal replacement as well as delicious coffee. This is convenient for families where one person in the car wants a smoothie and another person wants hot coffee. This will be one-stop shopping for the entire family. There is a growing demand for gourmet coffee, which is exactly what Smoothie Café Bar will have. There is competition for coffee houses, such as Starbucks, Panera Bread, and Dunkin Donuts, but what sets the Smoothie Café Bar apart from the others is that it will have healthier options such as organic milk, Coconut milk, and always organic fresh fruits and vegetables to be added to their smoothies. One study reported that “34%of adults are drinking coffee every day and the overall trending suggests sustained momentum for specialty consumption growth in the last five years”.

Dr. Smoothie, established in 1997, will be the initial supplier of the premium fruit. Their

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

This business is a very relaxing bar that allows people of all ages to come and enjoy smoothies (and snacks) while talking, reading, and even meeting new people. As a business, our goal is to make everyone happy and have a safe place of relief to go to. Simply Smoothies will attract its customers with their tropical smells and colorful decorations that are

The younger end of our target market consists of college age consumers who are likely to be social media conscious (a free marketing tool that is perfect for a food truck), adventurous, and have access to disposable income that will ensure the cost of our product is not a deterrent. The later half of our target market will focus on young professionals and families who have disposable income and consider themselves ingredient conscious.The quality of ingredients that are synonymous with the Jeni’s brand is perfect for this market. Jeni’s Ice Cream flavors are not the typical kind one would find in a normal ice cream shop and their prices tend to fall on the more expensive side. The younger audience who perhaps still live at home with their parents would generally have extra spending money to spend on superfluous purchases such as ice cream and their taste buds would be more adventurous and open to the different flavors that The Cone Zone and Jeni’s Ice Cream would

With having only one of “The Four Ps,” (the place), Juice Guys had to come up with a marketing plan to develop the other three Ps; which were of product, promotion and price. Juice Guys knew they wanted to sell fresh juices and fruit smoothies; however, they needed to know if the consumers wanted more than just those products. Also, they needed to find a way to promote their new products and make their prices economically feasible for the consumers in this new place; which was Boston. In order to accomplish this, they needed consumers to let them know what they thought was the ultimate juice shop.

To accomplish this feat, the company must decide how to target and position the stores given the differential differences in demographic and environmental traits. Furthermore, Juice Guys needs to determine who are their customers, their inclinations for the product and their preferences to a smoothie store.

Cold Stone Creamery use national marketing strategy but also adapts to use specialized local marketing strategies for its franchisee to help them increase sales. For instance they market themselves for not just giving customer ice cream but rather an “Experience”; they are also targeting the healthier crowd by bringing in healthy smoothies (because they are traditionally known for unhealthy treats). To increase awareness for their healthy smoothies, they are going to offer free smoothies samples at some stores, have smoothies in their menu under “healthy indulgence”, and they are going to give away free samples at Gasparillia Distance Classic Race expo (over 20,000 people attend). They are also bringing in Valpak saving coupons, about 46.6% of the marketing budget, this will help store visits, increase sales and help them tackle their weakness of high prices. In short their national marketing strategy is to reach all target

End users are those individuals walking in the company stores, ordering a smoothie and a cookie, paying the cashier and then telling her friend how wonderful the ambiance is. This buyer segment does not purchase large amounts of product at one time and likely chooses Jamba because of the quality of the ingredients. With no switching costs and a growing industry offering many options, patrons of smoothie cafés can freely purchase their delightful cool beverage anywhere. According to the U.S. Census Bureau the number of stores within the “snack and nonalcoholic beverage bars” industry grew from 36,036 in 2002 to 49,463 in 2007 [ (U.S. Census Bureau) ]. This trend means that Jamba Juice will have to increase customer loyalty to battle the increased competition.

Jamba Juice is a smoothie retailer in the United States in the restaurant industry. Jamba Juice offers 100% fruit smoothie and juice with healthy snacks. This paper will explain the strategic issues faced by Jamba Juice, and the strategy used to be successful. Jamba Juice has maintained financial discipline, cost management, and improvements that are the reason sales are increasing. Jamba Juice strives to follow their mission and vision statement, and markets aggressively. Over the next five years, the market for smoothies is expected to increase by 10-15%. (Brixler, Brian) Consumers are seeking healthier food and beverage options for a meal. Smoothies offer a healthy option instead of drinking soda.

In general terms, marketing is all related to the places of buying and selling of goods and services to satisfy customers’ needs. Nowadays marketing is the most important issues for success of every business marketing is the activity, set of institution, and process for creating, communicating, delivering, and