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Drink Your Meal
- Marketing Strategies for Jamba Juice
Contents
1. Introduction
1) Why do we choose this brand
2) Introduction to Jamba Juice
2. SWOT Analysis
3. STP
4. 4Ps
5. Strategies
1) Color Marketing
2) SPC Affiliates through Affiliate Marketing
3) SNS Marketing
4) Providing Oranges for Free
6. Conclusion
Introduction
1) Why Do We Choose This Brand
The topic of this project is Jamba Juice, a smoothie brand that first started at America. Recently, there are an advance in cafe culture and the heightened awareness of ‘Well-being’ in Korea. In accordance with current social trend, people also become interested in smoothie.
According to a survey, 16% of Korean college students choose smoothie as their most favorite drink. Smoothie is a kind of drink that made of fruits, milk, ice cream, etc. This drink became known…(생략)
2) Introduction to Jamba Juice
① For health, the Jamba Juice uses IQF technology. IQF(Individual quick frozen) is a technology that allows you to preserve the taste and fragrance of fresh fruits. It makes water molecule in fruits into microscopic ice particles. The Jamba Juice use fresh fruits like oranges, carrots and kiwis which contains mainly fragile nutrients such as vitamin C. Also, Customers can pick up fresh oranges from the store for themselves.
② In the Jamba Juice’s smoothie menu, we can see a lot of diverse and unusual flavor that cannot be seen easily from elsewhere. Classic smoothie line is a representati
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at runs Paris Croissant, Dunkin Donuts, etc. Starting from the first store, Incheon Airport store, Jamba Juice has the stores in Bundang, Gang-nam Station, and Myeong-Dong, etc. We decided to analyze the current situation of Jamba Juice and make marketing plans with a goal, “Achieve 40% brand awareness amongst men and women in their 20s to 30s until June, 2013.
2. SWOT Analysis
1) Strengths
① For health, the Jamba Juice uses IQF technology. IQF(Individual quick frozen) is a technology that allows you to preserve the taste and fragrance of fresh fruits. It makes water molecule in fruits into microscopic ice particles. The Jamba Juice use fresh fruits like oranges, carrots and kiwis which contains mainly fragile nutrients such as vitamin C. Also, Customers can pick up fresh oranges from the store for themselves.
② In the Jamba Juice’s smoothie menu, we can see a lot of diverse and unusual flavor that cannot be seen easily from elsewhere. Classic smoothie line is a representati
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