VIETNAMNATIONALUNIVERSITYINTERNATIONALUNIVERSITY
SCHOOLOFBUSINESS
Course:Franchising
Instructor:Dr.HoNhutQuang
GROUPPROJECT
Topic:JAMBAJUICEFRANCHISEBUSINESSPLAN
MEMBERS:
1.VUTUYETNGAN
2.NGUYENTHIKIMOANH
3.NGUYENDUYKIMTHU
4.NGUYENTIENDAT
5.NGOHOANGCHIEN
6.NGUYENQUOCCUONG
7.NGUYENDUYLONG
INTRODUCTION
1. ImportanceroleofFoodandBeverageIndustryinVietnam
Thefoodandbeverageindustry,isaverylargeone,andwasexpectedtovalueatUS$33.7
billionin2012,withpredictedgrowthat18.9percenttillyear2014.Itisgrowingfastat
almost21percentin2013,producingfoodatagrowthof20percentandbeverageproduction
atalmost27percent.Intermsofvolumegrowthforproducingpackagedfoodandsoftdrinks,
Vietnamwasthebestperformingcountryfrom2007to2012.Productssuchaschilled,
frozen,driedandprocessedfood,aswellasicecream,readymeals,babyfoodandnoodles,
haveexperiencedgrowthinproduction.
2.TrendofFoodanfBeverageIndustryinVietnam
ConsumerspendingonFood&Beverageisgrowing.Thefoodserviceindustryisexpectedto
growatacompoundannualgrowthrateofsixpercentbetween2013and2018.Percapita
expenditureonfoodandnonalcoholicbeveragesisexpectedtogrowatsevenpercentper
annumfrom2012to2016,reachingUS$276by2016.AssociatedwiththisgrowthinFood
&Beverageisthegrowthofmodernretailformatssuchassupermarketswhichpresent
opportunitiesforgreaterexposuretoimportedproductsnotgenerallystockedbytraditional
stores.Vietnam,ontheotherhand,hasacriticalfocalareaforitsfoodandbeverageindustry,
astheVietnameselivingstandardshasalreadystartedtorise.Thecountry’seconomieshave
developedintooneofAsia’sdynamicandgrowingmarketforagriculturefood.Themarket
hasapotentialgrowth,asthespendingonpackagedfoodandbeveragesinVietnamisstill
consideredlow.Vietnam’sWTOmembershiphaspromotedareductioninitstradeand
investmentbarriersincludingtariffs,subsidies,nontariffbarriers,investmentrestrictionsand
intellectualpropertyrights(IPR).Risingdisposableincomelevelsandchanginglifestyles,
particularlyinurbanareas,areincreasingconsumerdemandforsnacks,convenienceand
luxuryFood&Beverageitems.Theannualgrowthoffoodsalesisanticipatedtobe9.4per
centforthe2012to2017period.Theagriculturalsectorrequiressignificantinvestment;
foreigninvestorscanexpectassistedentry.Thegrowingtourismsectorisafactorfuelling
interestinconveniencecategories,inadditiontosubsectorssuchassoftdrinksandalcoholic
drinks.HealthconsciousnesstrendsprovideanopportunityforFood&Beverage
manufacturerstodiversifyintofoodoptionsperceivedtobehealthier.
3.Juicetrend:
In2014,juiceregisteredofftradevolumeandvaluegrowthof12%and20%respectively.
Althoughtheserateswerelowerthanthoserecordedin2013,theywerestillhigh,indicating
strongandstabledemandforjuice.Improvinglivingstandardsandgreaterconsumerinterest
inhealthandwellnessarethemainfactorscontributingtorobustgrowthofjuicedrinks.In
addition,people,especiallythosewholiveinurbanareas,arebecomingincreasinglybusy
andreluctanttosqueezejuiceforthemselvesandtheirfamily.Instead,theypurchase
packagedjuicedrinksmadebyprestigiousmanufacturersforconvenienceandhygiene.
AsVietnamisatropicalcountrywiththeclimateisalmosthotduringtheyearthatthe
consumeofbeverageisextremelyhighespeciallyforthejuice.EspeciallyinHoChiMinh
City,peoplenowaremoretendingtoreachthosekindsofproductthatnotonlymeettheir
needbutbeahealthyproductaswell.Theteenagers,theofficeworkersarenowchoosing
juice,smoothiesastheirfavoritedrinksinsteadofcoffee.Theparents,theelderlyalsoin
favorofjuicesinceit’sgoodforthehealth.Juiceisbecomeanindispensabledailydrinkof
theHoChiMinhpeoplewiththedemandforjuice,smoothiesorfruit/vegetableproducts
increasingsteadily.
PART1:EXECUTIVESUMMARY
1. JambaJuice:
Thepurposeofourbusinessistoprovidethecustomerwiththetrulygoodqualityand
healthyproductsuchasJuiceandsmoothies,tohelpthecustomerstoawaremoreoftheir
healthwiththeirdailyfoodanddrinks.
Atfirst,weopenthefirstJambaJuiceonTranNaostreet,District2wheretherearealotof
segmentationsandpotentialcustomers.PublishingtheimageofJambaJuicetothecustomers
bygivingthemtherealmeaningofagoodandhealthydrinkthenachievethetrustfrom
customers.Inaddition,wedevelopthelongtermstrategyforJambaJuicetogofurtherinthis
businessline.
2.Product:
FreshlySqueezedJuicesand Smoothies
FreshlySqueezedJuicesand
ThatthehighqualityandhealthyoftheproductbringstoJambaJuicetheveryunique
ThatthehighqualityandhealthyoftheproductbringstoJambaJuicetheveryunique
characteristic.
AnothergoodpointofJambaistheexpertiseofJambateammemberswithdeeplevelof
AnothergoodpointofJambaistheexpertiseofJambateammemberswithdeeplevelof
nutritionandwellnessknowledge.MasterBlendersareourinternaljuiceandsmoothiegurus
readytoserveyouevenbetter.
readytoserveyouevenbetter.
3.Themarket:
HoChiMinhCityisagreatpotentialmarketfortheJuiceindustrywiththeincreasinglyhigh
demandofdrinkswithfresh,nutritious,andhealthy.WhilethedemandofJuicekeep
increasingbutthesuppliesoftheJuicehasn’tmettherequirementsofthecustomeryet.
CustomersreachJuicesincetheywantarealfreshandhealthydrink.AndJambacandoit.
ThecustomersoftheJuiceindustryinVietnamarediversewiththelargenumberof
ThecustomersoftheJuiceindustryinVietnamarediversewiththelargenumberof
customersandtherearemanycustomersegmentations.Especiallyforthesegmentationof
customerwiththeageisunder25whichisabigsegmentationwiththeconsumptionofJuice
customerwiththeageisunder25whichisabigsegmentationwiththeconsumptionofJuice
ishugeandincreasesteadily.Theelderly–apotentialsegmentationoftheJuiceindustryis
strongalso.ThelivingstandardoftheHoChiMinhCityisincreasingandtheyaremore
strongalso.ThelivingstandardoftheHoChiMinhCityisincreasingandtheyaremore
concerningabouttheirhealthythattheywouldliketochoosethosekindofdrinksandthe
numberofconsumptionofthispotentialsegmentationisstrongtoo.Asmentionedabove,
peoplearebecomingawaremoreoftheirhealththatcoffeeandtheothernormalfavorite
drinksdoesn’tmeettheneedofthepeoplenowadays.
drinksdoesn’tmeettheneedofthepeoplenowadays.
Thesizeofthismarketisgrowing.Peoplearemorewillingtopayforthesehighquality
products.Abovethat,thelivingstandardandtheaverageincomeishigherthanbefore.
WiththepurposetoprovidethehighqualityJuicedrinkstothecustomers,thelocationis
locatedonTranNaoStreetinDistrict2withthehighnumberofpotentialcustomers.These
areparentswithyoungkids,theelderly,andthefamilieswithhighincomethattheywill
reachsuchhighnutritiousandhealthyproductasJuice.Thisgeographicallocationalsohas
importanteffectonthelongtermstrategy.
ThecompetitorsofJambawillbeinthesamebusinessline–Starbuck,Coffeehouse,Trung
Nguyencoffee,HighlandscoffeeandtheotherscoffeestorearethecompetitorswithJamba
evenwhentheirmainproductsiscoffeewhichisthefavoritedailydrinkofVietnamese
people.Besides,thesestoreshavethesimilarproductsasJamba.Butthetrendischanging,
peoplearereachingtheproductswithhigherqualityandgoodfortheirhealthandJuiceisone
ofthetopchoices.Jambagettheexpertiseinthisfieldwiththehighknowledgeaboutthe
nutritiousandhealthyproductsandtheproductsofJambaisalsoexaminedbythespecialists
andthiswillgainthecompetitiveadvantagefromtheothercompetitors.
4.Themarketingplan:
Ourmarketingplanisheadingtotheawarenessofthecustomerabouttheirhealthby
providingtrulygoodhealthyandqualitydrinks.Therefore,theimageofJambatothe
customerswillbedevelopedbasingonthequalitythatJambabrings.
WewilluseIntegratedMarketingsCommunicationinourmarketingplan.Inthefirststage
beforOpening,wWewouldliketopushthemarketingonnewspaperthataimtoourtarget
marketsuchasGiađình&Tiếpthị,Phụnữ,...Wealsowanttouseotheronlinemediasuch
asonlinenewspaperandultilizepowerofsocialnetworkwhichhavethousandsofnetworkto
spreadtheinformationthatwearecomingtoVietnam.AtthesecondstageOpening,we
alsoultilizethesechannelstoinformthatweareherealready.Wealsoorganizepressrelease
toinformthis.Furthermore,wewillusethehelpfrominfluencerssuchasChiPu,ThúyHạnh
whoareveryfamous,young,beautifultobuildcreditonourcustomersaboutourproducts
whicharehighquality,natural,healthyandbeautymakingproducts.Inaddtion,some
couponsonfrandopeningarecriticalaswell.Finally,afteropening,wewillcontinuetouse
couponstoattractpeopletocometoourstoreandenjoy.Specially,wewillsponsorforsome
attractiveprogramsontelevisionsuchassitcomsorColormeruntospreadourbrands.
PART2:SITUATIONANALYSIS
A. MacroEnvironment:
Franchising started in Vietnam in1990s withsomewellknownforeignfastfoodbrands (like
KFC, Listeria, Jollibee, etc.), so it is stillin its early stagein Vietnam. Upto 2014, therewere
about 100 foreign franchisors registered in Vietnam. Most of them come from the US and
Singapore. The dominant business fields are retailing, education, and food and beverage
(F&B)(Tilleke&Gibbins,InternationalFranchising–Vietnam,28Jan2014).
Now, we will go through the differences in some factors which may affect the success in
doingthefranchisebusinessofJambaJuice
1.DemographicchangesthatmayaffectthefoodandbeverageconsumptioninVN:
In term of age structure, there are about 17.8 per cent ofVietnam’spopulationwerefrom15
to 24 years old (Index Mundi, Age structure, 23 Aug 2014). Based on the graph shown
below, we can realize that there was a huge number of Vietnamese are in theagefrom18to
29 and from 30 to 60. In the first group, they are teenagers and young people, so they are
change oriented and adaptive. In the second group, most of them are officer and those who
arehelthconcern.Therefore,inbothgroups,theyarewillingtoenjoyanewjuicebrand.
In term of middle class segmentation, the Vietnam News shows that there were about 12
million people considered in this group and this figure is expected to increaseto 33 millionin
2020(VietnamNews,Vietnam‘smiddleclasssettodouble,27Dec2013).
2.Economicchangesthatmayaffectfoodandbeverageconsumption:
The economic growth rate in Vietnam is expected to remain around 5.8 per cent to 2016
(World Bank, Global Economic Prospects, East Asia and the Pacific, Jun 2014). In 2014,
GDP per capita in Vietnam had growth to about USD 2,050 (World Bank, GDP per capita,
2015). More particularly, this figure in HCM city which is our initial franchise location is
about USD 4,513 in 2013(Vietnam Plus, 12 Dec 2014). This means that the adjusted price
(from 60 000 VND to 100 000 VND) is affordable forthe middleandhighclass customerin
HCMcity.
3.Socialculturalchangesthatmayaffectfoodandbeverageconsumption:
The Vietnamese are very sensitive with the price. Thus, when charging high pricecompared
to other brand names in Vietnam Food & Beverage market, the quality of products and
service would be good as well so that customer would not leave our brand after the firsttime
enjoying our product. Besides, with an increase in incomes as well as demand for Western
products,JambaJuicewillbebeneficial.
Moreover, in Vietname, people will respond to incentives with a very high level. Thus,
attractivepromotionstrategieswillhelpJambaJuicehasmorecustomers.
4.Technologicalchangesthatmayaffectfoodandbeverageconsumption:
The fact that the import tax of techlonogies and machines which are used in Food &
Beverage service is quite high. Therefore, some of frachisee will negotiate tothefranchisor
so that they can use other machines which are bought by itself. However, other machines
sometimes do not work well as the franchisor’s machines. For example, the products with
new machine is not as fresh as the products of franchisor. The change in the quality of
productwouldleadtoadecreaseinconsumption.
5.ChangesinLawandRegulationsthatmayaffectfoodandbeverageconsumption.
When doing franchise, we will face to 2 circumstances. The first circumstance is that the
franchisees will buy material themselves. Another circumstance is that franchisees will
import raw materials or goods from franchisor. Because most of the franchisors want to
maintain their product over countries and they want to have more profits in selling raw
materials as well, they will deicide to sell raw materials to franchisees. However, when
selling material to franchisees, the parties may have to consider the legal restriction that are
imposed on import of such goods. The tariff rate in Vietnam now (after WTO accession) is
still a litlle bit high. This will make the franchisee has to set a high adjusted price when
negotiating with the franchisor. Based on the law of demand,ahigh price will leadtothelow
quantity of product sold. Besides, the quota of some imported goods is eliminated recent
years.
B.MicroEnvironment
1. Consumeranalysis:
Potential customerofJAMBA Juice arethose who has middle and high income. Theycanbe
teenagers who are usually impacted by the trend; they can behigheducatedofficerswhoare
willing to pay for services they gain when they buy product; they can be those who has a
healthconcern.
2.Competitoranalysis:
Because in Vietnam, there is no significant famous juicebrandnamestore,JAMBAjuicecan
gainthefirstmoveadvantagesinthetendencyofhealthconcern.
However, we should consider the subtitute products of juice which are tea, milk tea and
coffee. JAMBA Juice will compete to many famous brand names in the world or brand
names hold large market share in Vietnam. They are Starbuck, The Coffee House, Coffee
Bean and Tea Leaf, Phuc Long, Highland Coffee, Trung Nguyen Coffee, Gloria Jeans
Coffee, Urban Station and so on. Starbuck is our main competitor in term of market
segmentation because it focus on targeting the high class customer who are willing to pay a
lots on service and brandname ( average price is about 80 000 or90000VND).Thepriceof
products of other brand names like The Coffee House, Coffee Bean and Tea Leaf, Gloria
Jeans, and Trung Nguyen Coffee are more affordable than JAMBA Juice ( average price is
about 60 000). Moreover, their stores are very peaceful as Starbuck which are suitable for
officers, business man or those who would like to have a quiet area. The rests are Urban
Station, Phuc Long, and Highland. Products of these store are cheap (average price is about
30 000 or 40 000). However, the atmosphere at these store is quite noisy, especiallyinPhuc
Long,whichisjustsuitableforteenagers.
In Food & Bevergae service industry in Vietnam, particularly in HCM city now, PhucLong
and Highland have high market share because of its taste and very affordable price. But in
term of high class, Starbuck still a giant in this industry because of its fame in the world.
Trung Nguyen coffee is a local famous brand name which appears a very long time in
Vietnam.
PART3:MARKETINGPROGRAM
1. Franchisee’smissionandvision:
Mission statement:“Our leading responsibility is juicing for a better tomorrow.With our
nutrition experts,we make sure to provide healthy food ingredients with you.We always
availabletomakeupyourdaywithafreshdringkingever”.
Vission statement:“Our desire is to expand and operate to be the most popular juice brand
namefromthewholeVietnam,whichisprovidethebestandhealthiestfoodforyou”.
2.Marketinggoals:
The revenue percentage will be 20% grows peryears,andeachproductswillbe3%peryears
because,we will get more profits and prove that there are alot ofcustomersbelievetouse our
products.
We expect to sell $600,000 a year in widgets. If the total amount of widgets sold from all
companies within the market totals $12,000,000, then market share equal to 5%. As the
market for a good or service grows, we maintain or increase market share as a sign of a
company's competitiveness. Increases in market share might come from innovation,
broadeningdemographicappeal,lowerprices,orhavemorepowerinthemarket.
PART4:TARGETING,SEGMENTINGANDPOSITIONING
A. Segmenting
1.Currentmarket:.
.
The polution covers around us and no one sure that which is the best store to choose to eat
and drink. To have higher profits the farmers use poison and pesticide to make thevegetable
and fruit grow faster and bigger. So that’s the reasons why we saw some cases of food
poisoning on televison,newspaper…This becomes our anxiety about customer healthy, eating
and drinking behavior of Vietnamese. An it is good chance for us to bring Jampa Juice into
Vietnam market with 100% fresh and organic food. These are our customer current target
market:
a.Highandmediumincomelocalresident:
As you can see on the graph, Vietnam averageGPD percapitalin 2014 isabout $1077,91,so
the medium and average income is just about over 250USD per month. Furthermore, the
average ratio of over 4millions VND group is more 80% in HoChiMinhandHaNoicityin
2009.
When the people belong to this kind, they are about 3055. Especially, they will have
different ideas about living and enjoying life to get a long expectancy and healthylife.They
are willing to pay and have less sensitive about price,they just careabout their health, because
theywanttogetmoremoneytohaveahigherlivingconditionsincludingfood.
And we will divide this group into 2 main groups: 1st who working in the offices anf 2nd
workingoutsideandtheyhavetomoveregularly.
_Going to the 1st group: everyday they live in a box office and smell theair conditionsandsit
in one place, face to the laptop or computerfor manyhours,whichmakestheyfeelboring.So
how about their health? That’s a big problem. Sitting hours to hours can cause more fat and
make their body unbalance.Living under air conditions and exposure to computerorlaptop,
the most important is making up all day long makes their skin goes dryerandworse.WHAT
can OUR store help them? With our experts about ingridients and nutritions about 100%
fresh food, we make sure that we have some meals and drinkingcanhelptheir body and skin
improvebeautifullydaybydaybecausecustomerexpectationisourhonetsly.
_And The 2nd group( engineer, saler…): with the main characteristic of job, they must go
outside many times a day, moving for all dayisareasonwhy theirbodyloseenergythrough
perspiration,and the sunshine is a factor which killtheirskin.Our foodservices will helpthem
get back energy and the fresh of skin.And when they don’t know where togothey can come
to our store with a mordem US decoration where suitable for some small meeting with
partners.
b.Theyoung:(under30)thisgroupsincludedkidsunder15yearsoldandover15yearsold.
Thisgrouphaveahugeratiowhichwillbeourpotentialclients.
_Under 15 years old: after a working day their parents have tendency moving out to enjoy
happy moment with their family. They and their kids will choose a place have healthyfood
for their kids.with our private menu for kids and parents, they have a multiple choices for
their meals.These menu had been experienced clearly for kids to provide energy for them,
and100%vegetatablebutkidcannottastethehotofbulb.
_Over 15 years old: they hang out with friends and hear about a new fruit store with high
quality and price, the decoration with US style.So they will get into that place and try 1 meals
or drinking to sastisfy their curiousity.When they visit our store we make sure they will
comebacktwiceandmorebutwithmanypeoplehavethesameagewiththem.
c.Traverler:
With the expanding of our franchisor and the popular brand name theybuiltformanyyearsin
foreigner’s hearts.We think that a lot offoreignerswillknowand loveto useourbrand name
of food.Follow US style and the famous brand name, we make sure that the traverler will
surprise because there is a real Jampa Juice store in Vietnam andexcitedto enjoyitlike what
theyusedto.
2.Potentialtargetsmarketsinfuture
ConsumerspendingonFood&Beverageisgrowing.Thefoodserviceindustryisexpected
togrowatacompoundannualgrowthrateofsixpercentbetween2013and2018.Percapita
expenditureonfoodandnonalcoholicbeveragesisexpectedtogrowatsevenpercentper
annumfrom2012to2016,reachingUS$276by2016.Soo urtargetmarketsinthefutureare
peoplewholiveinthehighqualityapartmentsandthecustomersfromwholeHCM
city,becausedistrict2hasmanybuidings,apartmentsarebuildingandthisisapromisewitha
plentyofhumancometohere,withthehighlivingconditiontheyneedaplacetoenjoy
heathyfood.AndofcoursewewilltryourbesttoexpandfromthewholeHCMcitytomake
morecustomerknowmoreaboutuswiththeaimistoicreasingthehumanlifethrougheating
anddrinking.
B.Positioningplans
1. Incresebrandawareness:
a.Providegreatcustomerservice:
Today’s customers are looking for guarantees, prompt turn around time and exceptional
service after the sale. When making an Internet purchase, customerservice can oftenbecome
a major factor in the final buying decision.Giving reward and discout for our long term
customerofinoccasionsoftheyear.
b.Tellastorythatspeakstocustomerwhywelovetoworkinhealthybusiness:
Our customers will know, and trust us. We believe our target market needs to accept asthe
personbehindthebrandbeforetheywillbuyourproducts.
c.Worktokeepournameinfrontofourmarket:
We believe in the saying “out of sight and out of mind.” Here’s a fact of business life:
Reminding target market that we are actively doing business and tell our employees to use
thewordJampaJuicebeforesayinganything,ifnotcustomerwillforgetandgoelsewhere.
d.Providevalue–exceedcustomerexpectations:
Providing ongoing value to our target market is vital to better brand recognition and
becoming the wellrespected “goto” person in our field. Also, providing the services and
food more than what customer needs, through taking care of customer considerately and
alwaysavailablewhentheyneedus.
e.Developawebsiteandfacebooktoshowourproducts:
An added benefit to hosting website is that once the video is recorded, customer can
download it from website.Another free marketing resource for your current Internet
customers is inviting them to participate in a Facebook Group. In Facebook Group,
participants can share tips, ask questions and network with one anotherto keep intouchwith
ourclients.
2.Brandstrategy:
a.Usesocialmedia:
Using the power of Twitter and Facebook, as social media has become a trend that is
increasingly welcome by the people in the nowadays especially with the emergence of the
smart mobile phone such as the Iphone and so on which provide instantsocialconnectionto
viathefreeandpowerfulinternetaccess.
b.Buildingasustainablesupplychain:
With the value of our franchisor the company has adopted a high businessethicsstandardto
connect with farmers and for the customers. By adoptingapoisoning strategytobeaprovider
of a premium juice drinking experience, which gives us a potential force for positivereform
in every part of the supply chain to provide green. keeping a building a sustainable supply
chain and, we beliew that we would be able to differentiate withother competitors,andwith
the increased awareness of environmental protection and continual developmentandharmony
withthenature.
c.Rapidexpansion:
We need to have rapid expansion, our strategy is to increase the market share in existing
markets. In long term we will acquires several fundraisers and more investors incorporate
with us quickly. We will try to establish as the market leader to the customers and thus
becomedifferentiatedcomparedtotheofferingbythecompetitors.
PART5:SWOTANALYSIS
1. Strengths:
● Recognized and international brand: It has over 850 locations in both American and
Asianmarkets,fromBahamas,CanadatothePhilippines,SouthKoreaandThailand.
● Healthy product: “We provide nutrientrich smoothies that give consumers a healthy
dose of vitamins, minerals, potassium, calcium and fiber”. Oursmoothiesareonlymade
of 100 percent natural ingredients needed by thebodyandthe brain tofunctionproperly.
Especially, to those who concern more about calorie, Jamba Juice spent two years at a
Californiaresearchanddevelopmentlabtodevelopalowcal,lowsugarsmoothies.
● Variety of drinks: more than 30 custom smoothies (including Aloha Pineapple,
Mangoagogo, and Strawberry Surf Rider) and Jamba Boosts (smoothies made with
vitaminandproteinsupplements),alongwithotherfruitjuicesandfooditems.
● Offer not only the healthy drinks but also the catchy and tasty smoothies: our products
have goodlooking texture, have delicious taste, have necessary nutrition and in a
comfortableandfashionablestore.
2.Weaknesses:
● Limited food and snack offerings in comparisonto other brand (McDonald’s,Starbucks,
etc). We just focus on healthy and tasty smoothies, whereas people alsoneedsomefood
andsnackaccompaniedwiththedrinks.
● Many substitutes: milk shake, milk tea, coffee, etc. For adults, business people, officers
and older generations, coffee maybe still the best choice. For younger people, milk tea
andmilkshakearethemostfamiliardrinks.
● Franchisors may have difficulties in providing support in management, capital, training,
marketing,etc.
3.Opportunities:
● Increasing concern about health and food sanitation: people now are more concerned
about the quality of food, not just the price and taste, especially when there’ve been a
crisisinfoodsafetyinVietnamsincealongtimeago.
● Trend in body fitness: mostly young people (also partially the older generation) now
desirenicebodyshape,therefore,theycareaboutthefoodandnutritionmorethanever.
● Young age structure: create chances to conduct campaigns, events, sponsors,… to raise
awarenessamongcelebritiesandyoungpeople.
4.Threats:
● Suppliers seeking: we need to ensure the quality, origin and preservation of fruits.
Besides the standards of fruits, we also need to consider the terms and contracts to
maintainthestableandeconomicalsupply.
● Competition with domestic and traditional smoothies shops:how tocreatetheawareness
and habits of customers to change to our store, instead of some small smoothies shops
nearby? How to impress people about our differentiated products from other smoothies
out there? And how to influence coffee styles in Vietnam, to create the new trend in
drinksforVietnamese?
● Laborproductivity:posesathreattotrainingandmanagementissues.
● Cross cultural differences may force the products, services and stores’ environment to
adapttoVietnamesecustomers.
PART6:MARKETINGSTRATEGY
A. Productstrategies
1. Vietnamesefavorablejuicetastes:
MatchaGreenTea,Banana,PassionFruit,Orange,Strawberry,Kiwi,Blueberry,Mango,
Peach,Apple,Grape,PineappleareVietnameseFavorableJuiceTaste
2.Franchiseproductplan:
● EnergyBowls:blendofrealwholefruit,freshGreekyogurtand/orsoymilk,toppedwith
anassortmentofdrytoppings&freshfruits.
● JuicesandSmoothies
● TastyBites
● JambaKids
3.Productdifferentiationplan:
● HealthyRecipe:
+ Madeby100%fresh,nutritiousfruitandveggies
+ Harmoniccombinationbetweenfavorablefruitandveggies.
+ UseofspecialGreekyoghurt
+ NonGluten
+ NOartificialpreservatives
+ NOartificialflavors
+ NOhighfructosecornsyrup
+ 0gtransfat
● Refreshingexperiecnce:unique,delicious,healthymixingwithoutdisgustingsmells
despiteofhavingyourunfavorableveggieingredients
● Attractiveandconvenientpackaging:
3cupsizeoptions:sixteen,original,power
Onthegobottle
● Menuwithavarietyofchoices
a.EnergyBowls:
AcaiPrimoBowl
AtastytwistofAcaijuice,
soymilk,blueberries,
strawberriesandbananas,
whichwetopwithorganic
granola,freshbananas,
freshblueberries,coconut
andadrizzleofhoney.
ChunkyStrawberryBowl
Adeliciousblendoffresh
Greekyogurtwith
strawberries,bananas,
peanutbutter,andsoymilk.
It’stoppedwithorganic
granola,freshbananasand
freshstrawberriesand
servedinaconvenient,
on–thegobowl.
FruitandGreekYogurt
Bowl
NonfatGreekYogurt
toppedwithfresh
blueberries,fresh
strawberries,freshbananas,
organicgranolaanda
drizzleofhoney.
b.Freshlysqueezedjuices:
CucumberOrangeCooler
What’sbetterthanfreshsqueezedorange
juice?Freshsqueezedorangejuiceinjected
withahealthydoseofrefreshingcucumber,
appleandlemonjuices,servedoverice.
Trustusonthisone.
OrangeSupreme
WenameditSupreme,hopingit'dliveupto
ourloftyexpectations.Takeonesipof
blendedfreshsqueezedorangejuice,carrot
juice,bananas,applejuiceandchiaseeds,
andyou'llknowthatitdid.
VeggieVitality
Weintroducedcarrots,applesandfresh
supergreenstoeachother.Turnsout,they
getalongquitenicelyinthisdelicious
veggiejuicewithahintofsweetness.
TropicalGreens
Foratrulytropicalflavor,we’vecombined
apples,pineapples,Supergreens,andChia
seeds.Thisisoneislandthatwillneverbe
deserted.
CitrusKick
Whenyoureallywanttobringupthe
brightnessinyourday,trythisblendof
oranges,apples,pineapples,andginger.Just
don’tforgetyoursunglasses.
GreatGreens
YourMomalwaystoldyoutoeatyour
greens.Iftheytastedlikethispowerpacked
blendofapples,cucumbers,Supergreens,
Lemons,andChiaseeds,youactually
wouldhave.
PurelyOrange
Perhapsnofruithasbeensqueezedmore.
Tasteourfreshnectarfromthekingof
vitaminCandyou’llknowwhy.
