‘Jamba Juice’

Market Research by LYS

Justin Lange / Matt Schmack / Krista Yoder

Company Introductions

Three Locations:Elm Street (near Jimmy Johns)

Off Zumbehl (by 24 Hour Fitness)Mid-Rivers Mall

Coming to the Saint Charles Area

Jamba Juice: Overview

Passionate about the Jamba brandPassionate about the Jamba brandLocal market knowledgeLocal market knowledgeMinimum $350K in liquid assets/$1M in net worthMinimum $350K in liquid assets/$1M in net worthCommitment of 3 storesCommitment of 3 stores

LYS Market Research

Objectives

Establish CompetitorsEstablish CompetitorsDemand for ProductDemand for Product

Main Issues

Find competitive Find competitive advantageadvantage

LocationLocation PricingPricing

CompetitorsDirect

Smoothie KingSmoothie KingMaui WowiMaui WowiOrange Julius Orange Julius StarbucksStarbucksPlanet SmoothiePlanet Smoothie

Indirect

Lonewolf Lonewolf (LU coffee shop)(LU coffee shop)

Crooked TreeCrooked Tree

Dairy QueenDairy Queen

Fitness center Fitness center (i.e. Gold’s Gym, Club (i.e. Gold’s Gym, Club Fitness)Fitness)

SubwaySubway

Secondary Research

•Site Guidelines•Demographics•Venues•Preferred Co-Tenency

Jamba Juice Credentials:

Secondary Research Continued…Case Study of Schaumburg branch Case Study of Schaumburg branch (similar demographics)(similar demographics)Smoothie King Brand Smoothie King Brand (top competitor)(top competitor)

Price/Location/Menu/ComparabilityPrice/Location/Menu/Comparability Similar mission statementSimilar mission statement

Surveys (4)• ““St. Charles Events”St. Charles Events”• High Schools High Schools

(FHN, FHC, SCHS, (FHN, FHC, SCHS, SCW, DHS)SCW, DHS)

• Lindenwood/SCCLindenwood/SCC(Back to (Back to School Survey)School Survey)

Focus Groups (3)• College College

(2 – LU/SCCA)(2 – LU/SCCA)• Fitness Enthusiast (1)Fitness Enthusiast (1)

Exploratory Research

Conducting Surveys

Probability SamplingArea Population: Area Population: 360,000360,000SAMPLE FRAME:SAMPLE FRAME:•4,350/350,270 = 1.2%4,350/350,270 = 1.2%

SAMPLE FRACTION:SAMPLE FRACTION:•1.2% of possible applicants1.2% of possible applicantsSAMPLING ERROR:SAMPLING ERROR:•16.7% - Fest. Of Hills16.7% - Fest. Of Hills•4,470 total surveys completed4,470 total surveys completed

85.6%

Schedule & Cost

March: (John/Tamara) – Secondary Research March: (John/Tamara) – Secondary Research ($2,000)($2,000)

April: HS Surveys (Bill/Becky/Bob) – April: HS Surveys (Bill/Becky/Bob) – Primary Research ($3,000)Primary Research ($3,000)

May: LU Focus Group - $25 per person/free May: LU Focus Group - $25 per person/free beverage ($500)beverage ($500)

May 5 – Benefit Run at Frontier Park ($600)May 5 – Benefit Run at Frontier Park ($600)

May-Sept. - Hot Summer Nights [Fourth May-Sept. - Hot Summer Nights [Fourth weekend of the month] ($3,000)weekend of the month] ($3,000)

June 13 – Fitness Focus Group (Same per person June 13 – Fitness Focus Group (Same per person - $500 total)- $500 total)

July 4 – Riverfest Survey ($600)July 4 – Riverfest Survey ($600)

July 18 – SCCA Focus Group (Same - $500)July 18 – SCCA Focus Group (Same - $500)

August 17-19 – Fest. Of Little Hills Survey August 17-19 – Fest. Of Little Hills Survey ($3,500 – includes $500 per day Booth Fee)($3,500 – includes $500 per day Booth Fee)

August 20 – Lindenwood Survey ($600)August 20 – Lindenwood Survey ($600)

August 25 – SCC Survey ($600)August 25 – SCC Survey ($600)

September – Analyze and Submit DataSeptember – Analyze and Submit Data

• March 2012 – Sept. 2012• High School and

University Surveys/Focus Groups

• St. Charles Events and Festivals over seven months

• Total = $16,500 (includes $1,100 of data analyses for September)

• Monthly PMT = $2,357.14

Timeline

MarchMarch

AprilAprilMayMay

JJuunnee

JJuullyy

Aug.Aug.

Sept.Sept.

Begin SecondaryBegin SecondaryResearch.Research.

High School High School SurveysSurveys Benefit Run Benefit Run

& Hot & Hot Summer Summer NightsNights

LU Focus LU Focus GroupGroup

Fitness Fitness Focus Focus GroupGroup

RiverfesRiverfest t

Survey/Survey/SCC SCC

Focus Focus GroupGroup

Fest of Fest of Little Little

Hills & Hills & LU/SCC LU/SCC SurveySurvey

Analyze Analyze and and

SubmitSubmit

In Conclusion…Any Questions?