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Coming to the Saint Charles Area Three Locations: Elm Street (near Jimmy Johns) Off Zumbehl (by 24 Hour Fitness) Mid-Rivers Mall
Jamba Juice: Overview
Passionate about the Jamba brand Local market knowledge Minimum $350K in liquid assets/$1M in net worth Commitment of 3 stores
LYS Market Research Main Issues
Objectives
Establish Competitors Demand for Product
Find competitive advantage Location Pricing
Competitors Direct
Smoothie King Maui Wowi Orange Julius Starbucks Planet Smoothie
Indirect Lonewolf (LU coffee shop)
Subway
Crooked Tree Dairy Queen Fitness center (i.e. Gold’s Gym, Club Fitness)
Secondary Research Jamba Juice Credentials: •Site Guidelines •Demographics •Venues •Preferred CoTenency
Secondary Research Continued‌ Case Study of Schaumburg branch (similar demographics) Smoothie King Brand (top competitor) Price/Location/Menu/Comparability Similar mission statement
Exploratory Research Surveys (4) • “St. Charles Events” • High Schools (FHN, FHC, SCHS, SCW, DHS) • Lindenwood/SCC (Back to School Survey) Focus Groups (3) • College (2 – LU/SCCA) • Fitness Enthusiast (1)
Conducting Surveys
Probability Sampling Area Population: 360,000 SAMPLE FRAME: •4,350/350,270 = 1.2%
SAMPLE FRACTION: 85.6%
•1.2% of possible applicants
SAMPLING ERROR: •16.7% - Fest. Of Hills •4,470 total surveys completed
March: (John/Tamara) – Secondary Research ($2,000) April: HS Surveys (Bill/Becky/Bob) – Primary Research ($3,000)
Schedule & Cost
May: LU Focus Group - $25 per person/free beverage ($500)
• March 2012 – Sept. 2012
May 5 – Benefit Run at Frontier Park ($600)
• High School and University Surveys/ Focus Groups
May-Sept. - Hot Summer Nights [Fourth weekend of the month] ($3,000)
• St. Charles Events and Festivals over seven months • Total = $16,500 (includes $1,100 of data analyses for September) • Monthly PMT = $2,357.14
June 13 – Fitness Focus Group (Same per person $500 total) July 4 – Riverfest Survey ($600) July 18 – SCCA Focus Group (Same - $500) August 17-19 – Fest. Of Little Hills Survey ($3,500 – includes $500 per day Booth Fee) August 20 – Lindenwood Survey ($600) August 25 – SCC Survey ($600) September – Analyze and Submit Data
Timeline Begin Secondary Research.
March
April High School Surveys
May LU Focus Group
Benefit Run & Hot Summer Nights
Fitness Focus Group
J u n e
J u l y
Riverfest Survey/ SCC Focus Group
Fest of Little Hills & LU/SCC Survey
Aug.
Analyze and Submit
Sept.
In
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