Rebranding Strategy- Jamba Juice
Jamba Juice is headquartered in San Francisco, California and “is the largest standalone smoothie chain in America” (Tribune Media Wire, 2015) Founded in 1990, Jamba Juice led the healthy drink movement. According to Google Finance, the company has 800 locations in 26 states. Its current products include “whole fruit smoothies, squeezed juices and juice blends, Energy Bowls, and a range of food items including, hot oatmeal, breakfast wraps, sandwiches, Artisan Flatbreads, baked goods and snacks” (Google Finance, 2016). Despite being first to market, Jamba Juice has not adjusted to changing times, and like many failed companies before it, is being overrun by competitors. According to Fox News 8 “…companies like …show more content…
To improve the value proposition, Jamba Juice should make buying their product more convenient by adding a drive-thru, enhance their product offerings to include both organic and low sugar options and adding additional menu items such as salads, and significantly enhance the in-store experience.
Product Position Vida’s products should be positioned toward consumers with an active lifestyle. This includes soccer moms, millennials, and single professionals. Other menu items will be needed to provide options for all family members in the vehicle going through the …show more content…
The focus will be to build consumer perception of Vida as a heathy alternative to Starbucks, offering a welcoming environment and healthy menu options in a comfortable and culturally current store.
Distribution Method
Jamba Juice does not have a drive-thru and its stores are cold and unwelcoming, therefore the buying process will be enhanced to include comfort and convenience. Stores will be remodeled to be more inviting offering free wireless and charging stations. Additional products such as mugs, tumblers, hats and t-shirts will be stocked and available for purchase. A drive-thru option will be added to all stores in a phased roll-out.
Making decisions to change the name, logo and product offering for a brand that was once thriving, is a challenging decision that can either revive or destroy a brand. Jamba Juice has been in decline since May 2006 and is on the verge of going out of business due to ongoing unprofitability. (Google Finance, 2016) The recommended changes, while wide-sweeping are necessary to make a final effort to save the
Jamba Juice is headquartered in San Francisco, California and “is the largest standalone smoothie chain in America” (Tribune Media Wire, 2015) Founded in 1990, Jamba Juice led the healthy drink movement. According to Google Finance, the company has 800 locations in 26 states. Its current products include “whole fruit smoothies, squeezed juices and juice blends, Energy Bowls, and a range of food items including, hot oatmeal, breakfast wraps, sandwiches, Artisan Flatbreads, baked goods and snacks” (Google Finance, 2016). Despite being first to market, Jamba Juice has not adjusted to changing times, and like many failed companies before it, is being overrun by competitors. According to Fox News 8 “…companies like …show more content…
To improve the value proposition, Jamba Juice should make buying their product more convenient by adding a drive-thru, enhance their product offerings to include both organic and low sugar options and adding additional menu items such as salads, and significantly enhance the in-store experience.
Product Position Vida’s products should be positioned toward consumers with an active lifestyle. This includes soccer moms, millennials, and single professionals. Other menu items will be needed to provide options for all family members in the vehicle going through the …show more content…
The focus will be to build consumer perception of Vida as a heathy alternative to Starbucks, offering a welcoming environment and healthy menu options in a comfortable and culturally current store.
Distribution Method
Jamba Juice does not have a drive-thru and its stores are cold and unwelcoming, therefore the buying process will be enhanced to include comfort and convenience. Stores will be remodeled to be more inviting offering free wireless and charging stations. Additional products such as mugs, tumblers, hats and t-shirts will be stocked and available for purchase. A drive-thru option will be added to all stores in a phased roll-out.
Making decisions to change the name, logo and product offering for a brand that was once thriving, is a challenging decision that can either revive or destroy a brand. Jamba Juice has been in decline since May 2006 and is on the verge of going out of business due to ongoing unprofitability. (Google Finance, 2016) The recommended changes, while wide-sweeping are necessary to make a final effort to save the