Jamba to Go

Jamba to Go!

• You’ve been running around all day—soccer game, gymnastics, errands—no time for yourself! You’re really dragging, but there’s no time to even hit the drive-thru. If only there was something you could carry—something cold, refreshing, with a healthy boost you desperately need. Then you remember: you packed a Jamba to Go in your bag this morning; a cold, healthy, 100% all-natural fruit smoothie is only 30 seconds away. You take out the patented cooling can and flip it over, press the button on the bottom to activate the cooling mechanism, and flip it over. Thirty seconds later you are on the road to restoration. Jamba to Go : So you don’t have to stop!

Target Market• Women• Ages 18-40– Working women– Moms– Students

• On-the-go: want convenient products• Interested in nutrition/health and willing to

spend a bit more for it– 100% all-natural, no preservatives– Bold, interesting flavors, new “super” fruits

Focus Group Results

Likes• Convenient• Filling-more so than juice• No refrigeration necessary• Like Jamba Juice Brand and

name• Uses fresh ingredients

Dislikes• Might be expensive• Packaging disposal-not

recyclable? • Hard to open?• Not different than other

products

Ingredients

• Fruit puree of banana, strawberry, kiwi, raspberry, lemon and orange – 40% of total volume

• Raw sugar added – 5% of total volume• Finely ground wheat germ – 10% of total volume– Adds to “health appeal”– When chilled, imitates ice crystals

• Distilled water – 45% of total volume– Clean taste, does not adulterate the natural fruits’ taste

• No preservatives

Packaging

• Sold individually or in packs of four – small packs attest to its exclusivity

• Polymer recycles with plastics

Packaging

• Specially designed 12 oz two-walled polymer can with a conventional aluminum top and bottom

• The inner walls serves to house water and capsules of aluminum nitrate. Simply squeeze the can and shake for ten seconds - the can chills itself to 35 F

Manufacturing

• Four piece package • Shell already in production, inner sleeve easily

adapts• Bottled by a third party– Likely by the producers of private label sodas or

fruit drinks

Competition

• Odwalla• Vitamin Water• Jamba Juice

(from store)• Coffee shops

$2.50

$4.00$3.50$3.50

$0.00

$1.00

$2.00

$3.00

$4.00

Price

Odwalla Naked

Juice

Jamba

Juice

Jamba to

go

Price Comparison

Distribution

• Grocery stores– Located near checkouts– Sold individually and in packs of 4

• Convenience stores– Located at the end of the aisle near the refrigerated

beverages

• Bulk club stores– Sam’s, Costco, BJ’s– Sold in mult-packs (12 or 24 packs)

Distribution (cont.)

• Would be easily distributed in a can form• Does not require refrigeration• Could be flown overseas• Can be transported by trucks • The product in non-perishable

Advertisements

• Marketed under the well known company Jamba Juice– Same great taste as fresh Jamba Juice

• Ads would stress convenience of product– Can have a cold drink anywhere, anytime because

of the specially designed freezing can

Advertising (cont.)

• Women’s magazines• TV Commercials• Radio Commercials• Coupons• Special Sales (Two for One)• In Store Samples

Jamba to Go

• Healthy snack designed with women in mind• Can be taken anywhere without refrigeration

and be consumed cold• Lower in price than other similar beverages

• Jamba to Go : So you don’t have to stop!