Marketing Strategies for Jamba Juice

목차

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 

본문내용

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 to Korea customers in 2003, when Smoothie King first launched in Korea. As a first mover in Korea, Smoothie King takes possession of a great part in Korean smoothie market, having about 150 stores, and annual sales in excess of 45 billion Won. In contrast to this situation, Jamba Juice makes slow progress with 20 stores in Korea. Above all, the most critical problem is that Jamba Juice is not recognized by Korean customers, although they achieved reputation as a No.1 healthy food in America. In this situation, we want to know how to develop Jamba Juice in rivalry with Smoothie King. This is why we choose Jamba Juice as a topic of this project.

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