Jamba Juice Preliminary Report 1

Jamba Juice Brand Audit Final Report

Pamela Garcia Emily Smith Ari Monroe Olivia Smith Cristina Herrera VIC 4312

Jamba Juice Preliminary Report 2

Table of Contents

Executive Summary…...... 3 Introduction ……...………...... 3 The Brand Inventory...... 4 Product Market Overview ...... 4 Market Analysis ...... 5 Brand Element Analysis ...... 8 Marketing Programs Analysis...... 10 Target Segment Profiles ...... 12 Brand Benefit/Differentiation Analysis ...... 15 The Brand Exploratory ...... 16 Consumer Research Questions ...... 16 Research Design ...... 16 Major Findings ...... 17 Branding Recommendations...... 17

Jamba Juice Preliminary Report 3

Executive Summary: The smoothie industry is a jam-packed field that sees companies both forming and closing year by year. Jamba Juice, a brand founded on the principles of health conscious and convenient smoothies, finds itself in the midst of the clutter with its market shares dwindling away to competition. To boost their position in the smoothie market, Jamba Juice should capitalize on all of the factors that currently entice consumers to interact with their brand.

The promise of a healthier, quick meal is what motivates many people to stop in at Jamba Juice. The segment of consumers that stay active and workout frequently look to Jamba Juice as an easy meal replacement. The idea that they will be purchasing smoothies that come with a balance of protein, fiber and healthy fats that help with energy and metabolism can be seen as motivators for the active consumers. Those seeking a post-workout meal may also treat it as a reward.

Jamba Juice also promotes themselves as a healthy quick option to fulfill the amount of servings a day of vegetables and fruit an individual needs. So, for moms who are quick on the go or millennials who need a fast way to stay energized, Jamba Juice is the perfect solution. According to the Jamba Juice website, while eating the necessary amount of fruits and vegetables can be a challenge, an individual still needs 7 to 10 servings of fruits and veggies to stay healthy. The promise that Jamba Juice can help satisfy the USDA recommended amount of fruits and veggies needed a day is a huge motivator for those always quick on the go. Lastly, a huge motivator is that Jamba Juice’s products are made with real whole fruits and veggies containing no artificial preservatives or artificial flavors. Also, consumers being able to see Jamba Juice employees actually make the products with these fresh ingredients is a bonus. For health nuts and those looking to stay away from artificial ingredients, Jamba Juice’s healthy options motivate them the most.

Introduction: The Juice & Smoothie industry is highly competitive. The leading trend in this product category is “healthy freshly-pressed juice” or “fresh” products. A trend in the Juice & Smoothie Bar ​ Industry is functional beverages. Functional beverages are those that can act as meal ​ replacements, energy boosters and sports performance enhancers (Team, 2015). Jamba Juice has incorporated a celebrity trainer and certified nutritionist to endorse their brand. This is where Jamba Juice appeals to consumers who are health conscious and lead an active lifestyle. The global smoothie market within itself is predicted to incline throughout the next couple of years. “The global smoothies market is forecast to grow at a CAGR (Company Annual Growth Rate) of 7.1% during the period 2016-2020” (Wood, 2016). Companies from Smoothie King to Starbucks and McDonald’s continue to introduce smoothie beverages to their menus, creating a very competitive market for Jamba Juice to thrive in. “Consumers are craving for products that will ​ ​ help them lose or maintain their weight, optimize their nutritional needs, help them achieve their health goals, and fend-off the effects of ageing” (Feldman, 2016). Consumers are seeking out functional beverages for convenience and nutritional value.

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Brand Inventory

Product Market Overview Jamba Juice has the unique selling point of “healthy freshly-pressed juice” (Cansler, 2016). Now, all Juice & Smoothie Bars are catering to the trend towards “fresh” products. There is a high demand for transparency from customers. “The Juice and Smoothie Bar industry has grown steadily over the past five years as operators have adapted to rapidly changing consumer preferences” (IBISWorld, 2015). They want to know they are drinking quality ingredients. The color of the juice or smoothie is also a major factor. People prefer vibrant and bright colors for their drinks (Cansler, 2016). When superfood ingredients are added to a smoothie it becomes a Smoothie Bowl (Cansler, 2016). The superfood ingredients include hemp protein, chia seeds, granola, goji berries, and flax seeds. The Smoothie Bowl’s consistency is thicker than normal and can be used as a meal replacement (Cansler, 2016). There has been an ongoing trend towards more health-conscious options. Meal replacement smoothies are a major seller at competitor, Tropical Smoothie Cafe (Cansler, 2016). Competitor Tropical Smoothie Cafe has adjusted to the trend for customizable smoothie ​ options. Consumers are adding dietary supplements such as protein to their smoothies (Feldman, 2016). A popular smoothie include fresh fruit, vegetables and protein powder(Feldman, 2016). Within developed markets, these smoothies are being labeled as “super healthy” and accepted as a replacement for meals (Feldman, 2016). To meet the rising demand for transparency, meal replacement products are manufactured with natural ingredients only (Feldman, 2016). Another trend in the smoothie industry is the rise in popularity of ​ “functional beverages,” especially among millennials (Team, 2015). Functional beverages are those that can act as meal replacements, energy boosters and sports performance enhancers (Team, 2015). Smoothies are functional beverages because they can be all of these. Smoothies are the perfect on-the-go meal replacement and they’re perceived as being a health conscious alternative with many smoothies packing a nutritional punch and natural sweeteners. Millennials are looking for natural sources of caffeine and energy which is why many smoothie places offer additional “energy shots” that can be added to smoothies. Many places also utilize protein powder in their smoothies to capitalize on the pre or post workout crowd. The Juice and Smoothie Bar industry is gaining cultural influences. Within the Latin American and Asian market, smoothies have been considered a traditional healthy beverage (Feldman, ​ 2016). Competitor Planet Smoothie serves matcha green tea (Cansler, 2016). This is a very ​ popular dessert in Asian markets. Planet Smoothie also carries a mexican inspired flavor, Horchata (Cansler, 2016). Horchata is a mixture of rice milk and cinnamon (Cansler, 2016). Tying in charitable contributions with smoothies purchases is a current trend. Smoothie companies are making the public aware that they are socially responsible companies. For example, Planet Smoothie launched their “Give $1, Get $1” campaign where customers donated $1 to benefit Susan G. Komen for the Cure during breast cancer awareness month and customers received $1 off a future smoothie purchase (“Planet Smoothie launches benefit,” 2010). Tropical Smoothie Café has their annual Flip Flop Day campaign where they raise money for their charity partner Camp Sunshine (“Tropical Smoothie for charity,” 2016). Jamba Jamba Juice Preliminary Report 5

Juice has their Sip to Support program where customers can give 10% of their bill to a charity or community organization of their choice (Fuccillo, 2013).

Future of Product Market There’s a growing demand for smoothies and the market for them has risen faster in the last five years than ever before (“Smoothie King SWOT,” 2016). “The global smoothies market is forecast to grow at a CAGR of 7.1% during the period 2016-2020” (Wood, 2016). This growing demand for smoothies gives rise to expansion opportunities: more smoothie franchise locations could be seen appearing in the future. Conversely, 44% of millennials make their smoothies at home instead of visiting a smoothie franchise location (Team, 2015). “Fueled in part by Pinterest ​ boards populated with inspirational DIY projects, and doused with a healthy mistrust of Big Ag in the wake of pesticide awareness and GMO labeling fights, today's do-it-yourselfers and urban homesteaders are determined to make their own,” (Sarnoff, 2015). This DIY trend will give rise to the need to make sure people know that their smoothie ingredients are sustainable and unprocessed. Completely customizable smoothies with a variety of options for vegans may be the way to go in stores. Changing consumer preferences will impact this highly competitive ​ market (“Smoothie King SWOT,” 2016). Offering new and innovative smoothies helps franchises keep their competitive edge. Looking at the creative smoothies that have come out in the past few years including but not limited to green smoothies, superfood smoothies and dairy-free smoothies, we can expect continual release of new smoothie options in the future (Cansler, ​ 2016).

Main Competitors and Competition Strategies in the Product Market The smoothie industry remains ultra-competitive upon analyzing the current trends of the consumer market. A potential reason explaining the increase in competition comes down to the recent increase in smoothie consumption by 80 percent over the past five years (Jamba Inc., 2014). Jamba Juice finds themselves along the traditional standards of “health-first” restaurants. The menu reflects how health-orientated each of their products are made: from their Super ​ Blend Smoothies that offer a combination of protein and fibers, to their whole food nutrition ​ smoothies, Jamba Juice promotes healthy lifestyles and the peace of mind that comes with knowing each shake is created to provide one with convenient nutrition. The recent increase in ​ ​ smoothie consumption can be linked towards millennials, one of the target audiences of Jamba Juice and competitors alike. These young professionals are constantly on the go without much time to make meals for themselves, 46% of millennials suggesting they go to the smoothie shops for convenience (FONA, 2015). A major competitive advantage that Jamba Juice has over all of its competition is that it places a high priority on convenient options for consumers (e.g. JambaGo, a self-service smoothie center) to get the smoothie they want in a timely manner. Each store also has the proprietary offerings of Energy Bowls and nutritious juice “shots”, both representing something unique that currently can only be offered at a Jamba Juice location.

Starbucks and McDonalds Modern consumers seeking healthy alternatives to fast-food restaurants are currently buying food and drinks from a variety juice bars and smoothie shops. These current trends are forcing fast-food chains and even coffee shops to change the offerings in their menus to be more health-orientated. Major companies such as Starbucks and McDonald's are currently offering Jamba Juice Preliminary Report 6

basic smoothie options to go along with their regular menu. McDonald's managed to make a cut into the Jamba Juice market share when they introduced their new smoothies back in 2011, coinciding with a visible drop to the third quarter revenue of Jamba Juice (Jamba Inc., 2014). Starbucks recently introduced their own healthy smoothie collection Evolution Fresh in 2015, ​ ​ aiming to compete directly with smoothie companies. One of the more obvious advantages competitors like Starbucks and McDonald's have over Jamba Juice comes down to stronger brand recognition, brand awareness and consumer loyalty.

Smoothie King Smoothie King is one of the biggest competitors of Jamba Juice. It has been highly ranked in the industry for nearly 20 years in Entrepreneur magazine. The company continues to introduce new stores in key markets worldwide, with a current expansion initiative seeking to add over 900 new stores throughout the globe over the next five years (“Smoothie King SWOT”, 2016). This particular action of rapid of expansion can backfire depending on the interest from the areas these stores are being built, potentially leading to a stark decline in net profit due to the expenses of rapidly building so many stores. This decision may lead to a strong increase in awareness of the Smoothie King brand for multiple markets, potentially driving shares of market revenue away from Jamba Juice.

Kahala Brands Planet Smoothie and Maui Wowi, both companies owned by Kahala Brands, the same parent company who owns franchise giant Cold Stone Creamery, are at the advantage of having large financial backings from a multi-billion-dollar company.

Tropical Smoothie Café Tropical Smoothie Café is consistently on the rise as a restaurant, more centered around full meals for breakfast or lunch, instead of the mild snacks offered at the other smoothie shops. They place just as much significance on the nutritional value of their smoothies, with a company promise that each smoothie is made with real, fresh ingredients. It should be noted that Tropical Smoothie Café has more competition with places like Starbucks, Arby’s, and Panera, mainly because emphasis is placed on the restaurant providing wraps, sandwiches and flatbreads to go alongside their healthy smoothies. Lesser known, locally owned smoothie shops also pose a small threat to Jamba Juice, capitalizing on a market of consumers looking for authentic, non-corporate/chain products to go with their healthy lifestyles. This goes a long way for start-up companies seeking to control portions of revenue from an exploding phenomenon.

Smoothies At-Home Consumers are learning to make smoothies themselves at home, with the advantage of cutting the costs of smoothie shops and being able to experiment with creating their own recipes for smoothies. The hazard here for consumers comes with the process of having to acquire ingredients, blenders, and knowing how to create smoothies to their liking.

Main Marketing and Branding Strategies in the Product Market The consumer segmentation strategies Jamba Juice used to follow fell in line with its health conscious consumer. However, over the years living an active, healthy lifestyle has become more and more popular which has in turn forced Jamba to appeal to a wide range of consumers. This has put an even higher demand on brands to use fresh, organic ingredients. The consumer can now find a variety of smoothie options where in previous years there was Jamba Juice Preliminary Report 7

only a couple of places to locate the refreshing drink. This is proven by the recent increase in smoothie consumption by 80 percent over the past five years (Jamba Inc., 2014). Consumer trends guide businesses and Jamba Juice is the perfect example of this. Jamba Juice targets people across all age ranges, however they mainly focus on a younger, more flexible millennial demographic. Before the increase of smoothie competition, Jamba was one of the leading ​ health brands attracting millennials (Zigu, 2008). One visit to their website also proves that ​ Jamba strives to appeal to a younger consumer, due to the fact that almost every single picture and video featured on their website consists of someone who seems to be millennial age.

However, Jamba also strives to meet people of other ages with their “#BetterBlended” hashtag which features fan photos on their website. While this hashtag allows Jamba the opportunity to include and involve other demographics and age ranges, the photos still mostly consist of millennials. The one aspect featured on their website that seems to appeal to an older audience is their partnership with Harley Pasternak, the celebrity trainer and nutritionist. Jamba also created Jamba Kids which is geared toward a middle aged, family oriented consumer. Jamba Kids targets parents that wish to keep their kids active and eating healthy food. However, it is obvious that Jamba is targeting stay at home parents in this section and appeals to ‘dropping the kids off at soccer practice’ and other exhausting parenting activities. In this way Jamba is utilizing an intervening public to reach its desired consumer even if the parents are not health conscious.

Brand History A key brand extension opportunity was recognized in the year 1999 when Jamba Juice first acquired one of its main competitors, Zuka Juice, through a merger. Zuka Juice, a Utah brand that spawned in 1995, created smoothies that put them in direct competition with Jamba Juice. This would cause a split in market share among the west coast based smoothie companies. Zuka Juice labeled their smoothies as desserts, which vastly differed from the nutrition-based meal replacement smoothies at Jamba Juice (Goldfield, 2000). However, rather than competing with Jamba Juice over the constantly growing smoothie market, the owner of Zuka Juice, Dave Duffin, saw a future in combining the efforts of Zuka and Jamba in a company merger (Funding Universe, 2002). This enabled Jamba Juice to serve both healthy and dessert-like options for consumers. Branding strategies are a very important determinate of the strength of association from the brand to the company and to any other existing brands (Keller, 2012). By merging with Zuka Juice, Jamba was able to keep their overall branding strategy while adding new options to their menu.

To help the company become publically traded, a new CEO was brought in to replace Kirk Perron, Paul Clayton. Clayton, a former executive at multiple fast-food restaurants, implemented an immediate strategy to help Jamba Juice grow out to the east coast, and eventually worldwide (Funding Universe, 2002). Jamba Juice would eventually merge with Service Acquisition Corp. to become Jamba Inc. in 2006 (Jamba Juice Company, 2006). This change led to the company becoming much more invested in franchising, with the introduction of the new Jamba Inc. CEO, James White. White believed that franchising would help keep the company focused on brand development, leading to the current increase in brand growth worldwide (Russell, 2012). The application of family brands is used to retain an effective link through dissimilar products or evoke a specific set of associations across a group of related products (Keller, 2012). Family brands are an efficient means to link common associations to multiple products and can make the cost of introducing a new product lower while making its acceptance rate higher (Keller, Jamba Juice Preliminary Report 8

2012). A brand family is used in more than one product category but is not necessarily the name of the company or organization (Keller, 2012). While Jamba Juice has its own line of “Jamba Goods”, like smoothie kits, fruit snack, and blenders, they are all part of Jamba Juice’s brand extensions that keep in line with the Jamba Juice target audience and brand strategies. They are marketed as Jamba Juice products and stay in line with the overarching theme and message Jamba Juice sends to its consumers. Taking all of this information into account, it’s clear that Jamba Juice, while absorbing the Zuka Juice and merging with Service Acquisition Corp, is not part of a brand family.

Brand Element Analysis Brand Name Jamba Juice was originally owned and operated entirely by its creator, Kirk Perron, and his colleagues. Starting out in 1990 as a single store in San Luis Obispo, CA, the company, then known as Juice Club, grew at a steady pace in its first few years (Fuccillo, 2015). From the beginning, Perron marketed his smoothies as meal supplements with high nutritional values. Juice Club would eventually expand with several company-owned stores spreading throughout the state of California in its first five years. By 1995, after several investor opportunities, the company expanded into a much larger corporation and rebranded itself as Jamba Juice, with their intention of the word “Jamba” meaning “to celebrate” in Swahili. The company marketed itself with unique smoothie names, vibrantly colored packaging, colorful store decorations, and abstract logos to represent its upbeat and fun nature. The Jamba Juice name lacks transferability in other languages. Jamba juice claimed “jamba” meant celebration in a West African language (Rees, 2009). However, there are 1,800 spoken languages in West Africa. The company intended for the brand name to have a positive connotation. However, in Swahili “jamba” means fart (Rees, 2009). Jamba Juice took down the description of their brand name due to public backlash. The brand name is the hardest brand element to change of a brand (Keller, 2012). The company started as Juice Club back in 1990. In 2003, Juice Club became Jamba Juice under new management. The brand name has a strong brand-category connection, such as the use of “Juice” in the brand name. But Jamba isn’t familiar word that sparks an image in your mind. It can improve brand recognition by being different (Keller, 2012).

The Logo and its Progression The logo for Jamba Juice resembles the blending of fruits which allows the consumer to gain a general understanding of the product and services. It is important for consumers to make a meaningful connection between the logo and the company itself. The bright, vibrant colors of the “tornado” logo resemble the colors of fresh fruits and vegetables being blended together. The colorful “tornado” logo is unique to Jamba Juice. A recognizable and memorable logo leads to strong brand awareness. “The power of a brand lies in what resides in the minds and hearts of customers” (Keller, 2012).

Brand Slogan The “Squeeze the Day” slogan is vertically placed on the side of the cup where a hand can possibly cover it up. The website is underneath the slogan. The cup is labeled as “recyclable and BPA free.” The icon “tornado” is horizontally placed on both sides. The brand name is placed in the middle. The slogan mimics a familiar quote of “seize the day.” This play on words is easily recognized among the general public. The familiar quote is used to encourage people Jamba Juice Preliminary Report 9

to live in the present moment. This aligns with Jamba Juice’s core values of leading a healthy and active lifestyle.

Store Design and Progression A lot of Jamba Juice stores have a “vibrant & fresh” look (Budds, 2016). The architects wanted to create an environment that would motivate consumers to sit and relax (Budds, 2016). Jamba Juice is now offering free wi-fi and extra seating (Budds, 2016). Jamba Juice stores are becoming aesthetically pleasing by including rich visual imagery of fruits and colors. These store upgrades increase the brand’s likeability among consumers. David Pace, CEO of Jamba Juice, stated that “When your designed space reinforces that you’re about customization and not 'one ​ size fits all,' customers can say it’s kind of my local shop, it's different.” The Jamba Juice store ​ wants to offer “convenience, personalization, and new taste profiles” to consumers (Budds, 2016). Jamba Juice allows for flexible store construction. This flexibility gives franchisees the ability to construct the store in non-traditional venues. Over time, Jamba Juice has become a franchise and is presented with the problem of having a “generic” appearance (Budds, 2016). The Jamba Juice brand is consistent among franchisees with the same logo and slogan. However, each franchise is encouraged to include elements of the local community.

Brand extensions should have cultural meaning before being introduced into the market (Keller, 2012). Jamba Juice has labeled itself as a “healthy, active lifestyle brand” (United States Securities and Exchange Commission, 2015). Brand extensions include JambaGo and Jamba Juice Express formats (United States Securities and Exchange Commission, 2015). “The duration of trademark registrations varies from country to country” (United States Securities and Exchange Commission, 2015). Both extensions are licensed under Jamba Juice Company. Jamba Juice’s four mandatory standards for the menu exclude trans-fat, high fructose corn syrup, artificial preservatives, and artificial flavors (United States Securities and Exchange Commission, 2015). As of 2015, 92% of Jamba Juices are franchise-owned (United States Securities and Exchange Commission, 2015). Each franchise and store is held to the “standards and procedures designed to comply with applicable codes and regulations” (United States Securities and Exchange Commission, 2015).

In order to protect the brand name, Jamba Juice provides training materials and best practice information to their franchisees (United States Securities and Exchange Commission, 2015). Employees are taught Jamba Juice’s core values and culture (United States Securities and Exchange Commission, 2015). Customers interact with the brand through the Jamba Juice employees. Jamba Juice stated, “Any shortcoming of one of our business partners, particularly an issue affecting the quality of the service experience or the safety of beverages or food, may be attributed by customers to us, thus damaging our reputation and brand value and potentially affecting our results of operations” (United States Securities and Exchange Commission, 2015). The way the employee engages with the customer affects the consumer’s brand perception. Employees are considered a company’s most valuable asset. When employees are overworked and underpaid they are less productive during work. Jamba Juice offers their team members competitive wages (United States Securities and Exchange Commission, 2015).

Website Design The other Jamba Juice brand element is the URL. The “company has registered and maintains numerous Internet domain names, including jamba.com and jambajuice.com” (United States ​ ​ ​ ​ Securities and Exchange Commission, 2015). On their website, it says that the human body Jamba Juice Preliminary Report 10

absorbs more essential nutrients when whole fruits and vegetables are blended. The website doesn't include a mission statement. However, the mission statement can be found on their official LinkedIn page and reads that their mission is “to become the world’s leading blender of fruit and other naturally healthy ingredients” (LinkedIn, n.d.). This mission statement shares the company's core values with its consumer, so it would be imperative for Jamba Juice to communicate it on their official website.

Spokesperson As of January 2017, Jamba Juice has hired Harley Pasternak as their official spokesperson. Pasternak is a celebrity trainer, nutritionist and bestselling author of The Body Reset Diet. He ​ partnered with Jamba to write the Super Blend Smoothie recipe. Pasternak is well-known for his healthy lifestyle and fitness tips. This helps build Jamba Juice credibility by bringing in a celebrity endorsement.

Marketing Programs Analysis Jamba Juice currently utilizes the slogan “Squeeze the Day” on the side of their cups, but their current social media promotions don’t use it. Instead, current promotions use the keyword “blend” or “blended” (Jamba Juice, n.d.). Mantra variations since 2015 include “Blend in the Good,” “Blended for the Best You,” “#BetterBlended,” “Blends with Benefits,” “Blending Nation” and “Super Blend” (“Social Media Channels,” 2015; Jamba Juice, n.d.). All of these mantras tie into their “Blend in the Good” campaign which not only is present on social media, but also print, radio, public relations, online and in-store point-of-purchase material (“Form 10-K,” 2015). See appendix 1 for advertising example.

Their blending-focused campaign is versatile and well-received. “Blend in the Good” communicates Jamba Juice's commitment to fresh fruits and vegetables used in their smoothies and their mission to provide healthy food and beverage options (“Form 10-K,” 2015). This accurately reflects their mission statement which reads “to become the world’s leading blender of fruit and other naturally healthy ingredients” (LinkedIn, n.d.).

This campaign not only advertises smoothies, but also their juice offerings. Not many knew about Jamba Juice’s juice drink options, and this campaign let that be their competitive advantage in a market that has many smoothie franchises (“Social Media Channels,” 2015). See appendix 2 for an example.

This campaign’s public relations tactics have been recognized as very successful since they adjusted in real time and worked with the right influencers such as celebrity Jamba Juice franchise owners NFL player Vernon Davis and tennis superstar Venus Williams (“Social Media Channels,” 2015). In the summer of 2014, Jamba Juice launched a “Blend in the Good” contest (Kane, 2014) which is a successful example within the extended campaign. The contest encouraged participants to submit a video of them dancing while they make a smoothie. Winners won a trip to a major city in the U.S. as well as a Jamba Juice gift card.

A current incarnation of the campaign was when they announced in January, 2017 their partnership with celebrity trainer Harley Pasternak to create “Super Blend” smoothies in line with the overarching campaign (Nunez, 2017).

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Past campaigns include their “Feel Good Moments” campaign in 2009. Jamba Juice has a history of local marketing around their stores and this campaign goes back to their roots (Ebenkamp, 2009). This campaign was conducted online and out-of-home. Through those outlets, Jamba Juice distributed 30 million “Feel Good Bucks” which could be brought into stores and redeemed for anywhere from $1 to $10,000 either in cash prizes or in-store purchases (Ebenkamp, 2009). Street team distribution tactics included their “Feel Good Ambassador” Bananaman, see appendix 3, who distributed everything from “Feel Good Bucks” to MetroCards.

An additional element was the “Feel Good Moment” sweepstake where participants entered to win a vacation of their choosing up to $10,000 (Oches, 2009). The third component to the campaign was “Feel Good Events” in the form of random acts of kindness such as distributing free metrocards (Oches, 2009).

This campaign was designed to echo how people feel when they have a Jamba Juice beverage – they feel good emotionally and physically (Oches, 2009). “Part of feeling good is about doing things that are good for your body” which reflects their old mission statement to be “America’s healthiest Quick Service Restaurant” (Ebenkamp, 2009). It was also designed to create positive buzz with all of their giveaways and build awareness that they started to offer food products such as flatbreads and oatmeal.

Competitor Campaigns Smoothie King Smoothie King went through a big rebranding movement in 2013. Before, their mission and vision statements were fairly aggressively worded. Their mission was "to relentlessly influence and help more & more people achieve a healthier lifestyle" (Wayback machine, 2011). In 2013, Smoothie King launched a new mission and vision to "inspire people to live a healthy and active lifestyle" ("Our Mission," 2014). They remained a lifestyle brand, but their method to encourage people to be healthy shifted with the addition of encouraging physical activity. "We will be an integral part of every health and fitness plan by providing a knowledgeable environment and specialized product offering that makes it easy and enjoyable to reach individual goals" ("Our Mission," 2014). Along with the new mission, Smoothie King also rebranded their logo and redesigned their stores with the aid of their new vice president of marketing (Beltrone, 2013).

In 2013, Smoothie King launched their new "40 Years Strong" campaign in celebration of being in business for 40 years, see appendix 4 (Mollins, 2013). This social media campaign encouraged people to nominate someone they knew who was over 40 years of age who embodied Smoothie King's new mission and vision. The most inspiring stories won $1,000 to help them continue to positively impact their communities (Mollins, 2013). They communicated the message that being 40 is not a taboo and health and fitness can be a part of everyone's lives.

Another campaign was "Summer Hydration" in the summer of 2016 (Duncan, 2016). They launched a new line of smoothies and wanted them to be associated with beach volleyball, and therefore make them relatable to beach-goers, see appendix 5. Smoothie King utilized professional volleyball players and Olympic athletes to promote it, further committing themselves to this new active approach. They communicated that hydration is important, Jamba Juice Preliminary Report 12

especially in the summer sun, and Smoothie King smoothies are the perfect, nutritional hydration for beach activities (Duncan, 2016).

Currently, Smoothie King is encouraging people to use their smoothies as a meal replacement with the hashtag “#ChangeAMeal.” A new line of smoothies, Activator Smoothies, were unveiled February 13, 2017 with a graphic depicting them next to someone who works out and the hashtag, see appendix 6. So far, it seems the campaign looks to be the preferred workout meal (Smoothie King, n.d.).

Planet Smoothie Planet Smoothie’s marketing team is stocked with veteran franchise executives and according to Planet Smoothie Franchise Blog, they leverage more than 100 years of combined franchise experience. While they revolve their image around being healthy and fresh, they also keep the brand thriving by fully involving their customers by creating a Limited Time Offer menu (LTO). Their marketing strategy is to stay on top of product trends by surveying their customers to find out what the new and “hot” ingredients are. From there, they create new limited time smoothies so that the customers have the chance to taste the greatest smoothie on the planet. They kick off each LTO smoothie by launching social media campaigns that are fun, informational, and engaging. For example, they currently are promoting their new smoothies that balance low calorie and high protein. They make it fun by phrasing it as “get your protein on,” see appendix 7, and make the social media post full of information about the different kinds of low calorie and high protein ingredients in each new smoothie. Planet Smoothie’s marketing goal is to stay relevant and produce a product that has less sugar and fewer calories than their competitors. See appendix 8 for another example.

Tropical Smoothie Tropical Smoothie Cafe is a different competitor in that they house not only fresh tropical smoothies but also healthy food options. They focus on promoting healthy alternatives for active people and enjoy educating their customers about the delicious healthy ingredients involved in their products. They express themselves as a healthy, clean alternative with a balanced mix of food and smoothies with a vibrant, engaging personality. Their social media marketing encourages people to live a healthy life with the promise of fresh products, see appendix 9-11. One of their biggest marketing campaign that runs all year long is their partnership with Camp Sunshine. With donations and promotion from Tropical Smoothie, they provide children with life-threatening illnesses and their families with a free retreat camp that serves the purpose of bringing hope and joy to the families. Also, according to Tropical Smoothie Franchise Blog, their 2016 rebrand led them in a direction of a coastal theme with an open kitchen concept and ended up increasing their first-time customer rates by 10%. Tropical Smoothie Cafe continues to find new ways to encourage their customers to live a healthy and clean lifestyle.

Target Segment Profiles Over the years, living an active and healthy lifestyle has become increasingly popular which has in turn forced Jamba to appeal to a wide range of consumers. This has put an even higher demand on brands to use fresh, organic ingredients.

The consumer can now find a variety of smoothie options, like Smoothie King and Tropical Smoothie Café, where in previous years there had been less options to purchase the refreshing Jamba Juice Preliminary Report 13

drink. This is proven by the recent increase in smoothie consumption by 80 percent over the past five years (Jamba Inc., 2014). Consumer trends guide businesses and Jamba Juice is the perfect example of this. The first main demographic the smoothie industry attempts to reach is health-conscious females. Upon researching smoothies and general smoothie intake, most websites that discuss the benefits of smoothies are targeted at women. There’s a variety of websites describing to women, like “Women’s Health Magazine”, why exactly they should have a smoothie to lose weight or beat wrinkles, while there are virtually no websites readily available to convince men to drink smoothies. This smoothie stigma involving women is most likely why the juice industry decided to target women of this age range, instead of men who, according to the widely accepted stigma, would rather lose weight or gain their nutrients in other more manly ways, like hitting the gym or eating fruit and vegetables raw.

The results of the YouGov study, implemented by Jamba, also highlighted that millennials' views on juice and smoothies prove they are a target demographic as well. Millennials were proven to be more open to green juice and the broader notion of drinking vegetable juices more than any other demographic (Beverage Industry, 2014). Millennials were also twice as likely than baby boomers to think that vegetables taste better in juice, twice as likely to prefer the health packed green juice (Beverage Industry, 2014). It is clear through this data that the millennial demographic is more open to drinking their daily nutrients in a juice or smoothie, than an older demographic would be.

Core and Potential Target Market The potential market Jamba Juice is trying to obtain is the younger demographic. However, demographic analysis shows that Jamba Juice has a residential population of less than 45,000 within a two mile radius (Jamba Juice). Jamba Juice’s target consumers have day jobs from 9 a.m. to 5 p.m. Jamba Juice stores are built within two miles of businesses (Jamba Juice). This close proximity to the target consumer’s employment allow for convenience. Research shows 15,000 is the average amount of target consumers employed within the surrounding area (Jamba Juice). The median household income of the target population ranges from $50,000 to $75,000. Jamba Juice products are considered expensive and are successful when they are located in a high-income area. Women control 70 to 80 percent of the brand purchases (Brennan, 2015). The target consumer is a health-conscious female between the ages of 25 and 35. Jamba Juice research shows that the average consumer is less than 38 years old (Jamba Juice).

Jamba Juice products are perishable products (Jamba Juice, 2015). A lot of factors affect the quality of the product. This presents an inconsistency with the product across stores. A factor to consider is the availability of fresh produce in the surrounding area. Another factor is the weather of where the store is located. For example, in hotter climates the smoothie products will melt faster than if the smoothie was purchased in a cooler climate. According to Beverage Industry research, “89 percent of U.S. adults believe that whole fruits and vegetables are better than juice, 68 percent say drinking juice is more convenient” (Beverage Industry, 2014). Jamba Juice’s products offer a “delicious, easy, convenient and an excellent way to blend in more fruits and vegetables on-the-go” (Beverage Industry, 2014).

Core Target Markets for Competition While Jamba Juice does compete with brands such as McDonalds and Starbucks, their main competitors are actually Planet Smoothie, Tropical Smoothie and Smoothie King. Even within Jamba Juice Preliminary Report 14

this market revolving around healthier smoothie options, their target markets vary. For Planet Smoothie, their main push is towards everyday guests looking for an easy healthy option. According to the Planet Smoothie franchise website, 3.6% of customers are 55 and older, 12.6% for people 45-54, 19.4% for those 35-44, 25.6% for ages 25-34 and 26.1% for those 18-24. These statistics show that while their highest percentage of customers is for the younger 18-24 year olds, their customer base is actually pretty close statistically. This fact compliments their “everyday guest” idea. Their franchise blog shows an example of their customer diversity by saying “we get an after-school rush with a lot of hungry kids”, “…we get a lot of people coming in after their workout for recovery and relief”, and “we also have an after-dinner crowd who come in for frozen yogurt”.

When it comes to the target market of Tropical Smoothie, they lean more towards Planet Smoothies idea of being a healthy option and meal replacement for all of their customers. According to Tropical Smoothies franchise page, “an ideal location will have a population of at least 50,000 with 20,000 to 30,000 traffic count, high home value and an average household income of $50,000+”. Lastly, Smoothie King as well as being a healthier option, it also touches a slightly different market focusing on individuals in to fitness. With their extra supplements and protein that aid fast muscle recovery, Smoothie King is the perfect place for a meal replacements. According to Smoothie Kings franchise page however, their target customer is between the ages of 16-35 and “roughly 55% skewed towards women”. The post continues by saying “we are looking for starter families, baby boomers and established America. We offer a value based product so our guests need to have some ancillary income in order to frequent our location on a regular basis”. “We cannot exclude certain areas given the range of our guests overall and so we do not limit ourselves to a particular set of demographics across the board”.

Core Benefits and Reasons to Buy A target segment of Jamba Juice is health-conscious females between the ages of 25 and 35 with 9 a.m. - 5 p.m. jobs that are close to a Jamba Juice location. From the perspective of this segment, the core benefit is that smoothies are a source of clean energy. The compelling reason to get this healthy smoothie from Jamba Juice is that it’s convenient. Another target segment of Jamba Juice is millenials. From the perspective of millennials, the core benefit is the authenticity of Jamba Juice. The compelling reason is the same as the other target: convenience.

Jamba Juice smoothies feature whole fruits and vegetables and lots of vitamins & nutrients (“Our Menu,” 2017). This clean energy makes people who consume them feel physically good and energized while mentally satisfied with their healthy choice. This target cares about what they put in their body. The continuing nationwide health trend to replace meals with smoothies contributes to the mental aspect of this core benefit for Jamba Juice users. Clean energy in smoothies can energize, detox and boost immune function (“Our Menu,” 2017).

Millennials value authenticity in companies (FONA, 2015). They want brands to be transparent about their product and care about their consumers and giving back. Brands that millennials feel are authentic will have their brand loyalty (FONA, 2015). Jamba Juice is transparent about what is in their smoothies, and what is in their smoothies is attractive to consumers: fresh fruit and vegetables (“Our Menu,” 2017). These healthy smoothies and the rest of their menu demonstrates that Jamba Juice cares about their consumers by wanting them to be healthy. Jamba Juice Preliminary Report 15

The company also demonstrates its authenticity with its charitable acts and social responsibility. For example, Jamba Juice has their Sip to Support program where customers can give 10% of their bill to a charity or community organization of their choice (Fuccillo, 2013).

Jamba Juice is a quick option for those who work in the area surrounding their storefronts. Storefronts are strategically placed to maximize the number of businesses and residential areas within two miles around the store in an area with strong vehicle and foot traffic (“Real Estate Criteria,” 2015). This makes Jamba Juice a convenient option for the at least 45,000 people who live within two miles of the store and the at least 15,000 people who work within two miles of the store (“Real Estate Criteria,” 2015).

The “usual waiting time for a smoothie was three minutes” according to a past employee at a busy New York storefront (“Jamba Juice Employee Reviews,” 2015). This wait time can be decreased further with the use of their mobile app that allows customers to pay and order ahead (Samuely, 2015). The convenience is increased since the app allows customers to specify smoothie customizations and designate the exact time they want to pick up their order– even 24 hours in advance (Samuely, 2015). Another aspect to convenience is that on-the-go meals are particularly attractive to millennials (FONA, 2015). Smoothies are easy to eat on-the-go, a very functional beverage for both millennials and health-conscious women.

Brand Benefit/Differentiation Analysis Keller describes Points of Difference (POD) as “attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand” (Keller, 2013). Jamba Juice has several POD that separate the smoothie company from its competition. Jamba Juice introduced their Super Blend Smoothies in January 2017, partnering with celebrity trainer Harley Pasternak to create proprietary smoothies that reset a consumer’s palate, appetite, metabolism, and digestion (Nuñez, 2017). JambaGo/Juice Express, are small footprint, low-maintenance machines that introduce Jamba Juice (self-service style) to schools, convenience stores, and cafeterias (Zigu, 2008). Jamba Juice produces proprietary Energy Bowls which function as small, nutritional meals that provide key vitamins, minerals and fibers for a well-balanced diet (Coppola & Antekeier, 2014). Additionally, the company produces All Natural Energy Drinks, that were formerly made in collaboration with Nestle until Jamba gained control of the operations in 2012 (Jed, 2012). The charitable “Team Up for a Healthy America” campaign in partnership with DonorsChoose.org and Venus Williams allowed Jamba Juice customers to aid in the fight against obesity by purchasing Jamba Juice smoothies (Nuñez, 2011). With each purchase, a portion of the money would be donated for underfunded schools nationwide to purchase athletic equipment, encouraging hearty diets and active workouts (Nuñez, 2011).

In contrast to POD, Points of Parity (POP) are “not necessarily unique to the brand but may in fact be shared with other brands” (Keller, 2013). There are three types: (1) Category POP, (2) Competitive POP, and (3) Correlational POP (Keller, 2013). Jamba Juice is a major competitor in the smoothie industry, conveniently offering nutritious smoothies as meal-alternatives for consumers to purchase. A Category POP “represents necessary—but not necessarily sufficient—conditions for brand choice” (Keller, 2013). Being that their stores offer healthy ​ smoothies, this classifies as a Category POP. This POP is shared directly with their competition (e.g. Smoothie King, Planet Smoothie, Tropical Smoothie Café), however it is something that is fully expected from Jamba Juice by consumers. Jamba Juice, from its roots to its current stance, Jamba Juice Preliminary Report 16

has been synonymous with a healthy lifestyle. While smoothie competition from places like Starbucks or McDonalds may place emphasis on taste over nutritional value, Jamba Juice places top priority on ensuring each of their products contains supplemental vitamins, minerals, and wholesome ingredients (“Our Menu”, 2017). This can be classified as a Competitive POP. In addition, by partnering with trainers, athletes and other active figures, Jamba Juice is able to truly assert itself as a healthy-lifestyle brand.

Lastly, a Correlational POP is defined as “potentially negative associations that arise from the existence of other, more positive associations for the brand” (Keller, 2013). So, based on their Competitive POP, because Jamba Juice is marketed as a health-conscious, nutritional brand, this may lead consumer minds to believe that Jamba Juice is sacrificing the quality of taste over nutrients. This dichotomous association in the mind of consumers could potentially drive business away from a Jamba Juice and towards places with more “tasty” options like the aforementioned McDonalds or Starbucks.

Brand Exploratory

Consumer Research Questions Consumer research questions were based on identifying the Jamba Juice brand associations and consumer awareness of the brand. See appendix 12 for complete list of research questions.

Research Design Data Collection Method and Justification Consumer research will be conducted through a survey. The survey will have a minimum of 50 respondents and a maximum to 100 respondents. The main advantage of surveys is the ability to describe characteristics of a large population at a relatively low cost. No other research method can provide the same flexibility as surveys.In order for a survey to be successful, the questions needs to be clear and concise. The participant will be unable to ask questions during the survey. It’s important for the survey to be simple and easy to read. Participants will be able to express their own opinions based on personal experience in multiple choice and ranking questions. Participant requirements are based on Jamba Juice’s target audience. Respondent ages will range from 25 to 45 year old females, and Millennials (18 to 34) of both genders. The survey will be released online over various social media platforms to ensure reach.

Participant Recruitment Method Because we will be keying in on both Millennials and health-conscious women aged 25 to 45 years old, the bulk of our survey research will be conducted among friends and family. We will also ask friends and family to provide references to other people that may qualify for our research. We will reach out to all who qualify through social media platforms such as Facebook and Twitter. Questions will be a mixture of multiple choice and a ranking system. The respondent will be asked about Jamba Juice as a brand along with its competitors. This will provide a better perspective of the overall brand from the consumer’s standpoint. The survey will be posted on Facebook community pages where the target demographics are. For instance, Orlando Mommy Bloggers will help us reach the target demographic of health conscious females aged 25 to 45. Millennials aged 18 to 34 will be reached on the UCF Facebook page where students are frequently posting. Jamba Juice Preliminary Report 17

Timeline

See Appendix 13.

Major Findings The survey was completed by 105 respondents. From the survey, 55 of the respondents were of the potential target demographic and aged between 18 to 25. About 14 of the respondents were within the current target demographic aged between 25 to 35. Respondents were mainly female at a 64 percent. When asked if they drank smoothies, 91 of the 105 respondents replied ‘yes.’ When asked how often they drank smoothies, 46 of the 105 respondents replied that they had smoothies 1-2 per month. With 36 of the 105 respondents replying that they had smoothies 3-4 per month. Tropical Smoothie was ranked the most well known brand within the product category at 88.4 percent. Jamba Juice was ranked the third most well known brand. Respondents rated Tropical Smoothie the highest score on favorability with 27.2 percent. The survey revealed that the majority of respondents enjoyed smoothies as a meal-replacement for breakfast. Respondents purchased smoothies not for their nutritional value but rather for the taste. When asked if respondents have ever heard of Jamba Juice 62 percent replied ‘yes.’ Of that number 46.6 percent of respondents visited a Jamba Juice. The majority of respondents visited Jamba Juice in the past year at 38.3 percent and 6.7 percent visited this past week. The following are a list of one-word associations with the brand that respondents wrote: smoothie, fruit, health, yum and cold. Respondents said lower prices would incentivize them to visit Jamba Juice at 58.3 percent.

Brand Recommendations

We recommend that Jamba Juice do three things: open more easily-accessible stores, ramp up their advertising, and modify their smoothie recipes.

Convenience is the compelling reason to buy for both of their target segments. Having an easily accessible store will increase walk-in traffic and brand recognition. To do this, Jamba Juice needs to open more store locations in areas that are visible from the road and easy to walk or drive to from majior areas.

Ramping up their advertising is one of the top answers from our research results, see appendix 14, for the question “What do you think would benefit Jamba Juice as a brand?” Jamba Juice has a history of local marketing around their stores and an active social media presence, but they can increase their in-store promotions and national presence with national media such as television in order to remain competitive in the smoothie industry.

From the same survey question, having better tasting smoothies was also a popular choice. We recommend modifying their smoothie recipes and ingredients to better quality. With continual testing and tweaking, Jamba Juice can have more satisfied consumers and repeat customers.

Jamba Juice Preliminary Report 18

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Zigu. (2008). Jamba juice SWOT analysis | USP & competitors | BrandGuide | MBA Skool-Study.Learn.Share. Retrieved March 11, 2017, from http://www.mbaskool.com/brandguide/food-and-beverages/14389-jamba-juice.html

Jamba Juice Preliminary Report 25

Appendix

Appendix 1

Appendix 2

Appendix 3

Appendix 4 Jamba Juice Preliminary Report 26

Appendix 5

Appendix 6

Appendix 7

Appendix 8 Jamba Juice Preliminary Report 27

Appendix 9

Appendix 10

Appendix 11 Jamba Juice Preliminary Report 28

Appendix 12 - Consumer Research Questions 1. When respondents think of “smoothies” what brand comes to mind? 2. Which smoothie brands have respondents heard of? 3. When consumers frequent a smoothie place, what do they get? Does it include food? What food items? If not, why no food? 4. Have consumers ever heard of Jamba Juice? 5. Have respondents ever recommended this brand to another person? When and where? 6. What products do consumers believe Jamba Juice sells? 7. What is the first word that comes to respondents when Jamba Juice is mentioned? 8. What do respondents get when they go to Jamba Juice? 9. Do consumers believe Jamba Juice products are priced too high or too low? 10. Where do respondents see Jamba Juice? Where do respondents interact with the brand? 11. When do respondents have a craving for smoothies? After a workout, late night, etc. 12. When buying a smoothie do respondents consider Jamba Juice? If not, why? Where do respondents go? 13. What do respondents think of when they see Jamba Juice? 14. How often do respondents purchase Jamba Juice? 15. Why would respondents recommend this brand to other people? If so, why? 16. If Jamba Juice isn’t available where do respondents purchase smoothies? 17. What loyalty do respondents have towards Jamba Juice? 18. What are respondent attitudes/preferences toward Jamba Juice brand/competing brands? 19. Where would respondents rank Jamba Juice in order of preference from a list of competitor brands such as Tropical Smoothie, Smoothie King and Planet Smoothie? 20. Have respondents visited a Jamba Juice in the past six months? 21. For those who have visited Jamba Juice, when is the last time respondents have gone? 22. What are some things that Jamba Juice could do to entice respondents to visit? 23. How important is Jamba Juice to respondents? 24. What is something that you may like smoothie franchises to offer that is not available? Jamba Juice Preliminary Report 29

25. What would be the ideal image for Jamba Juice to have? 26. If Jamba Juice were a person, who would it be to respondents? 27. What does Jamba Juice offer respondents that competitors don’t offer? 28. If respondents think Jamba Juice needs improvements, what are they?

Appendix 13 - Research Timeline

Appendix 14 - Major Survey results charts Default Report Jamba Juice April 16th 2017, 1:12 pm MDT

Q1 - How old are you?

# Answer % Count

1 10-18 11.43% 12

2 18-25 52.38% 55

3 25-35 13.33% 14

4 35-45 8.57% 9

5 45+ 14.29% 15

Total 100% 105

Jamba Juice Preliminary Report 30

Q2 - What gender are you?

# Answer % Count

1 Male 26.67% 28

2 Female 60.95% 64

3 Prefer not to answer 12.38% 13

Total 100% 105

Q3 - Do you drink smoothies?

# Answer % Count

1 Yes 50.48% 53

2 Sometimes 36.19% 38

3 No 13.33% 14

Total 100% 105

Q4 - If you answered yes, how often do you drink smoothies?

# Answer % Count

1 1-2 per month 46.00% 46

2 3-4 per month 34.00% 34

3 5+ per month 20.00% 20 Jamba Juice Preliminary Report 31

Total 100% 100

Q5 - Which smoothie brands have you heard of? (you can choose more than 1)

# Answer % Count

1 Smoothie King 92.16% 94

2 Jamba Juice 82.35% 84

3 Tropical Smoothie Cafe 84.31% 86

4 Planet Smoothie 79.41% 81

5 Maui Wowi 33.33% 34

Total 100% 102

Q6 - Rank the following smoothie brands from most favorite (1) to least favorite (5).

# Questi 1 2 3 4 5 6 7 Tot on al

1 Smoot 22.3 21 24. 2 18.0 1 14.8 1 10.6 1 9.57 9 0.00 0 94 hie 4% 47 3 9% 7 9% 4 4% 0 % % King %

2 Jamba 14.1 12 14. 1 24.7 2 24.7 2 14.1 1 8.24 7 0.00 0 85 Juice 2% 12 2 1% 1 1% 1 2% 2 % % %

3 Tropical 27.1 25 26. 2 11.96 1 11.96 1 14.13 1 7.61% 7 1.09% 1 92 Smoothi 7% 09 4 % 1 % 1 % 3 e Cafe % Jamba Juice Preliminary Report 32

4 Planet 11.9 10 14. 1 22.62 1 21.43 1 19.05 1 10.71 9 0.00% 0 84 Smoothi 0% 29 2 % 9 % 8 % 6 % e %

5 Maui 13.8 9 10. 7 7.69% 5 13.85 9 36.92 2 15.38 1 1.54% 1 65 Wowi 5% 77 % % 4 % 0 %

6 I prefer 23.6 18 18. 1 17.11 1 15.79 1 15.79 1 9.21% 7 0.00% 0 76 to make 8% 42 4 % 3 % 2 % 2 my own %

7 Other 42.8 3 0.0 0 14.29 1 28.57 2 0.00% 0 0.00% 0 14.29 1 7 6% 0% % % %

Q7 - So when do you typically have a smoothie?

# Answer % Count

1 Lunch 18.63% 19

2 After/ Before workout 8.82% 9

3 Breakfast 27.45% 28

4 Dinner 3.92% 4

5 Snack 33.33% 34

6 Other 7.84% 8

Total 100% 102

Q8 - Why do you drink smoothies?

Jamba Juice Preliminary Report 33

# Answer % Count

1 Taste 46.08% 47

2 Nutritional Value 18.63% 19

3 Energy Boost 13.73% 14

4 Meal Replacement 21.57% 22

Total 100% 102

Q9 - Do you usually order food with your smoothie?

# Answer % Count

1 Yes 11.65% 12

2 Sometimes 32.04% 33

3 No 56.31% 58

Total 100% 103

Q10 - Have you ever heard of Jamba Juice?

# Answer % Count

1 Yes 61.90% 65

2 Maybe 16.19% 17

3 No 21.90% 23

Total 100% 105 Jamba Juice Preliminary Report 34

Q11 - Have you ever visited a Jamba Juice?

# Answer % Count

1 Yes 46.67% 49

2 Maybe 18.10% 19

3 No 35.24% 37

Total 100% 105

Q17 - When was the last time you visited a Jamba Juice?

# Answer % Count

1 This week 6.67% 4

2 This month 10.00% 6

3 The last 3 months 25.00% 15

4 The last 6 months 20.00% 12

5 The last year 38.33% 23

Total 100% 60

Q13 - What is the first word that comes to mind when you hear Jamba Juice?

What is the first word that comes to mind when you hear Jamba Juice? Jamba Juice Preliminary Report 35

Smoothie

Smoothie

Health juice

Smoothie

Orange

Smoothie

Smoothie

Healthy

Mango

Smoothie

Yum

Smoothie

Smoothie

Cold

Not necessary, pesticides,

Yay

Smoothie

Fruit

Smoothie Jamba Juice Preliminary Report 36

Healthy

Smoothie

Smoothie

Juice

Sugar

No

Classic

Sugar

Smoothies

Smoothie

fruits

Swag

Sounds like it's from a tv show

Smoothie

Q21 - Where have you seen Jamba Juice? (you can choose more than 1)

# Answer % Count

1 Billboard 33.33% 21

2 Storefront 77.78% 49 Jamba Juice Preliminary Report 37

3 Social Media 49.21% 31

4 TV 39.68% 25

Total 100% 63

Q12 - Have you ever recommended Jamba Juice to another person?

# Answer % Count

1 Yes 26.15% 17

2 Maybe 26.15% 17

3 No 47.69% 31

Total 100% 65

Q16 - What do order most when you visit Jamba Juice?

# Answer % Count

1 Smoothies 68.25% 43

2 Energy Bowls 9.52% 6

3 Vitamin Shots 9.52% 6

4 Juice 7.94% 5

5 Food 4.76% 3

Total 100% 63

Q14 - Do you believe Jamba Juice products are priced reasonably? Jamba Juice Preliminary Report 38

# Answer % Count

1 Yes 61.90% 39

2 No 38.10% 24

Total 100% 63

Q15 - What do you think would be an acceptable price range for Jamba Juice smoothie?

# Answer % Count

1 $2-3 23.44% 15

2 $4-5 43.75% 28

3 $6-7 10.94% 7

4 $8-9 15.63% 10

5 $10-11 6.25% 4

Total 100% 64

Q19 - If Jamba Juice isn’t available where do you purchase smoothies?

# Answer % Count

1 Planet Smoothie 12.31% 8

2 Smoothie King 32.31% 21 Jamba Juice Preliminary Report 39

3 Tropical Smoothie Cafe 21.54% 14

4 Maui Wowi 6.15% 4

5 I would make my own 16.92% 11

6 I wouldn't drink a smoothie 10.77% 7

Total 100% 65

Q18 - What would incentivize you to visit Jamba Juice?

# Answer % Count

1 Larger drink menu 37.50% 36

2 Larger food menu 32.29% 31

3 Lower prices 58.33% 56

4 More promotions 44.79% 43

5 More locations 53.13% 51

Total 100% 96

Q20 - What do you think would benefit Jamba Juice as a brand?

What do you think would benefit Jamba Juice as a brand?

Radio ads

Smoothies

More awareness Jamba Juice Preliminary Report 40

more options

More advertising, modern rebranding

Promotions

Not being associated with the most caucastic of Caucasians whomst've do yoga and baptize their children in kombucha

Better tasting smoothies

Better smoothies

More options

Price

Unique flavors, better prices, promotions

Fresh squeezed juices

Only offer smoothies and juice made from organic produce. No one I know wants to drink pesticides. Only offer organic, non-GMO ingredients, sustainability, only source ingredients from farmers who do not use CAFOS, no antibiotics in the dairy, country of origin labeling, transparency with sourcing of ingredients and farming practices for any ingredients used. I make my own, because I know all of that information and can trust what I use. Offer plant-based, nut milks that do not have crazy additives, cut out all artificial additives from what Jamba Juice offers, (usually in nut milk).

More advertising

Advertising

Lower prices

Im not exactly sure, but more advertisement never hurt anyone. I can't say that ive ever had the chance to really get to know this brand, but the reason i use Smoothie King is because of their promotional prices on select days and the quality of the product

More stores Jamba Juice Preliminary Report 41

Marketing as much as its competitors

They have too much sugar in their juices. I prefer smoothies with less sweeteners. Natural or not.

More stores

More locations, very few around here

Promotional prices

Advertisement, better locations

Not sure

Lower price or larger size drink