Juice Stop : Marketing Tools at Work
The Juice Stop is a small local franchise of a large national network of stores. Juice Stop specializes in twenty four ounce, custom made frozen smoothies, fresh juices and healthy snacks . Juice Stop customizes their blends exactly to the customers’ tastes. The Juice Stop is a quality driven place. The quality of the product is what makes the Juice Stop experience memorable. The non-fat yogurts and sherberts are made especially for the Juice Stop from the brand leader in frozen dessert’s Edy’s Ice Cream. juice stop has also refined their juice formulations by continually meeting with their growers to ensure only the most succulent fruits are picked to ensure a natural high quality product.
The Juice Stop employed four main areas of marketing to help increase sales. They were: advertising, promotions, philanthropy, and publicity. In fall of 1998 the Juice Stop was a business that was losing money. The brake even point was around five hundred and thirty dollars a day to recoup operating costs. Unfortunately the Juice Stop was only making around four hundred and twenty-five dollars a day, and therefore losing money. December of 1998 saw a management change and with it a change in the way marketing was handled. What resulted was seven hundred and ten dollar average sales per day. A simple change in strategy resulted in a highly profitable business. The most important thing to consider is the target market of our products. The market for the Juice Stop is fairly wide. The location of the corner of 13th street and University Drive across from the University of Florida make it ideal to target foot traffic from the university, including both faculty and students. Other targets are the athletic and health conscious, as well as the local non-student population around Gainesville. The local non-student market is important because in the summer the amount of students goes down by seventy-five percent. Those making the local population important for summer profits.
Advertising dollars for a small business are limited and so choosing where and when to advertise are important strategic decisions. One of the first and most important places to advertise in Gainesville is the Alligator. The Alligator is the most read newspaper in Gainesville, and there target audience is almost exclusively the University of Florida student body, which is the same target audience as the Juice Stop, thus it is a highly effective advertising tool. The Juice Stop chose to run a small two inch by two inch ad three times a week in the Alligator for ten weeks at the beginning of the spring semester. Even though the ad was small , because of the large readership business seemed to pick up as a result. (See visual aid number 1).
The Juice Stop also chose to advertise in a local lifestyle magazine called Moon. Moon reaches the same target audience but is more focused on alternative lifestyles i.e. vegetarians and vegans (people who don’t eat any animal products such as milk or eggs in addition to meat). Which makes the Juice Stop a great place for them to go. The ads in Moon were large half page ads and also included a coupon in the ad. The response we got from the ad
2
was measured in part by how many coupons we received back. The number was quite large, again proving the ad and strategy behind it was a success. (See visual aid number 3).
A third innovative advertising attempt was made on the cutting edge of the world wide web. The Juice Stop bought a banner on a web page called collegestudent. This web page was designed for college students, with chat rooms ,post boards and even personals specific to each college. According to studies the average college student spends 3.2 hours online each day, to write reports or check e-mail or even just to surf the Internet. The cheap cost of the banner was another reason for choosing this site. The site charged by how many hits that page got. as a result you are only paying for people who see the site and the ad. The web page also printed five hundred tee shirts with our logo on the back and distributed them on campus for free.
The fourth and final advertising attempt by the Juice Stop was a half page ad in the program of a play that ran from January 15th to the 31st. The half page ad cost only fifty dollars and was distributed in the program for two shows nightly at the Student Center. The play had six sold out shows and all in all the total attendance was estimated at over nineteen hundred people, all for only fifty dollars.
Promotions also play a large role in the Juice Stop’s marketing campaign to increase sales. These promotions would be defined as interactive between the Juice Stop and their clients, not just advertising. Juice stops’ promotion’s include the Student Advantage card, Gator Greenbacks, Juice Stop Dollars, Juice cards, and sponsorships.
The first promotion was the Student Advantage card, which is a card that is sold to the local student population for a set fee of twenty dollars and provides them with discounts at over thirty local business’ for the rest of the year. The program is free to participate in for the business except of course for the discount. The discount offered by the Juice Stop was buy one smoothie get the second half off. This promotion increased sales and did not affect profit because the students who came in had originally only intended to buy one smoothie, when they saw the Student advantage it persuaded them to buy two getting the second half off. While the profit margin was not that of the first one it was still quite generous, and made the customer feel like he had gotten a deal.
The second promotion run was a ad/coupon in the Gator Greenbacks. The Gator Greenbacks is a glossy well designed coupon book with over one-hundred and fifty pages that is given out free on the University of Florida campus. The ad cost two-hundred and sixty-nine dollars to run and included one fifty cents off coupon which could be used up to five times. the Gator Greenbacks book guaranteed a minimum twenty-five thousand copies to be distributed during the summer term and a minimum forty-two thousand copies in the fall of 1999.( See visual aid number 3).
The third promotion run was a combination one designed to target the local market for the up coming summer off season. In conjunction with a Civitan donation they agreed to give out Juice Stop dollars, which looked and were shaped like real dollar bills to be used like regular money at the Juice Stop. ( See visual aid number 4). The second part of this promotion was the Juice Card which was a discount card which resembled a credit card that was given out to local customers who came in repeatedly. Each time a person came in they received ten percent off their whole order just by showing the card. the card was given out only to local business people and faculty from the university, it was not given out to the student population. This was done to
3
target the people who live in Gainesville to make them life long customers for many years to come. (See visual aid number 5).
The forth promotion used by the Juice Stop was setting up booths as sponsors at two local sporting events. Which included a local karate tournament that had two hundred and fifty competitor’s. Juice Stop had a half page ad in the tournament program and set up a booth at the actual tournament for four hours where they did one hundred and fifty dollars worth of business. The second local event was the NPC Central Florida Body building Championship. At this event we were allowed to set up a booth which did over two hundred and fifty dollars worth of sales. We also were given a full page ad in the program for a one hundred and fifty dollar sponsorship.(See attached ad.) Both these promotions were successful and more importantly they were directed at our specific market segment the health conscious and the athlete. The sales alone at each of these events covered our costs plus some, and then add on the exposure we got to our specific market, the promotion was a huge success.
Philanthropy was another important tool to market the company. The Juice Stop believes giving back to the community not only improves sales it helps others at the same time, making philanthropy one of the best tools of marketing. The center of the Juice Stop’s philanthropy is the Civitan Regional Blood Center. Juice Stop is an Ultimate Sponsor for which they donate twelve hundred dollars a year to the center. This donation is tax deductible because Civitan is recognized under sec 501.c of the IRS as a non-for-profit, charitable organization. And , in return the Juice Stop gets many benefits. Civitan has approximately eight to ten blood drives a week. The Juice Stop’s logo is on every t-shirt given out on the U.F. campus. (Approx. seven thousand a year). There banner is displayed outside the Civitan bus. A Juice Stop Smoothie Lineup Board is displayed on the bus during the blood drives. A coupon is given to every donor on campus. And the Juice Stop is mentioned in all media promotions on and around campus, including ads’ on WYKS-FM/Kiss 105.3 .
The Juice Stop’s other philanthropy endeavors include the Shower-a-thon, Greek Week ‘99, and the Alpha Chi Omega “Fun Run” . The shower-a-thon was a local roller hockey tournament put on by the brothers of Alpha Epislon Phi fraternity. All proceeds from the tournament benefited Stop Children’s Cancer , a division of the American Cancer Society. It took place on March 21, 1999, and the Juice Stop logo was placed on the event t-shirts for a simple donation of ten free smoothies. Greek Week ‘99 was a week long group of activities for Greek organizations which included three community service projects and the Greek Games which was an athletic competition. The Juice Stop Donated five gallons of fruit punch and received placing of their logo on the Greek week t-shirts. The Alpha Chi Omega “Fun Run” was a two mile run around Lake Alice that included the participation of five hundred runners. The Juice Stop offered a sponsorship of one hundred and fifty dollars which went towards the run’s charity the sexual and Physical Abuse Resource Center house located in Gainesville. This donation was also tax deductible. The Juice Stop also volunteered to help the College of Architecture by allowing two group’s of students to come in and study the space and analyze customer and staff circulation lighting , color, and design quality. The analysis was then reported back in a report to their professor.
Another kind of marketing is publicity. The Juice Stop has received only one instance of publicity in the last year. It was the painting of the mural on the building’s 13th Street
4
side wall. The wall was bear since the opening of the Juice Stop, until the coordinator for the Girls Club of Alachua County Inc, started a mural contest. The contest’s theme was ” Colors of the World”. local artist Patrick Boner’s entry won, and he painted the mural in August and September of 1998. The Alligator newspaper ran a half page story on the mural in a Monday issue. (See attached copy).
That concludes my analysis of the Juice Stop’s marketing strategy over the last six months. By advertising in high circulation outlets and by targeting a specific market segment the Juice stop was able to recover from a bad sales trend and rose to become a very profitable business.
335
Другие работы по теме:
Yup Essay Research Paper The medium that
Yup Essay, Research Paper The medium that was used in Kevin Killrakis art work was colored pastels. The technique used is shading, and is very creative. Basically, what I see in Kevin?s artwork is two very one of a kind daggers.
O Henry Essay Research Paper As Ralph
O. Henry Essay, Research Paper As Ralph D. Spencer strolled down the sidewalk, he knew of a few things he had to do. For he liked being Ralph Spencer and did not want to
Art Work Essay Research Paper Don
Art Work Essay, Research Paper Don’t exist exactly definition for a work of art. Work of art is something made by a person. Hence sunsets beautiful trees, ”found” natural objects such as grained driftwood, “painting” by insects or birds and a host of other natural phenomena are not considered works of art, despite their beauty.
Commercialization Essay Research Paper Of the eight
Commercialization Essay, Research Paper Of the eight stages involved in the new-product development process, commercialization is where the rubber meets the road. A complete market strategy for commercializing a new product must consider when, where, how, and to whom the product will be introduced.
Marketing Essay Research Paper FOREWORDThe first time
Marketing Essay, Research Paper FOREWORD The first time I visited an IKEA-store was in Elisabeth, New Yersey, The U.S. The year was 1995 and I still rember the joy and excitement when I entered the building. It was huge and it
Goals Essay Research Paper Jonathan drlasEssay 4This
Goals Essay, Research Paper Jonathan drlas Essay 4 This is my first work on this paper. My goal that I?am going to incorporate in my paper is a money goal. I want to save up 3,000 dollars before I leave for school. I leave on the 15 of august so there is a little over two months that I have to achieve this goal.
Communication Essay Research Paper Eye Safety at
Communication Essay, Research Paper Eye Safety at Work Recently the Occupational Safety and Health Administration (OSHA) has undertaken new initiatives to diminish eye injuries at work.. OSHA has plans to set in motion a nationwide information campaign to decrease the over 1,000 eye injuries that occur in American workplace each year.
Environmental Scanning Essay Research Paper This paper
Environmental Scanning Essay, Research Paper This paper will discuss environmental scanning, marketing procedures, and describe how the environment affects marketing in relation to the automobile detailing business.
Technology Essay Research Paper How Technology Has
Technology Essay, Research Paper How Technology Has Changed The Way Businesses Work Technology has definitely changed the way businesses operate today. Over the last three years many standard procedures have now become obsolete. With the invasion of the Internet the entire picture has changed. Business has had to quickly transform to keep up with the technological
Basic Marketing Essay Research Paper MarketingAccording to
Basic Marketing Essay, Research Paper Marketing According to the American Heritage Dictionary, marketing defined is the act or process of buying and selling in a market, but what are some of the strategies that successful corporations use to gain an advantage over their competition? Successful companies invest up front to develop an advertising and promotions plan, which clearly outlines the goals and strategies of the organization.
Ideas Are Tools
” Essay, Research Paper I have found that the power process #1 “Ideas are Tools” is the most important learning process that a person can use to reach the level of a master student. This idea suggest that you treat ideas as tools and that each new idea that the text has to offer should be used and evaluated as to it’s effectiveness.
Costa Sakellariou Essay Research Paper Costa Sakellariou
Costa Sakellariou Essay, Research Paper Costa Sakellariou Visual art can definitely be seen as a language. With every artist there is always some sort of meaning that they are trying to convey to the viewers of their work. The means of how they deliver that message is the language in which their work uses. In Costa Sakellariou?s work I especially felt there was some sort of language being spoken.
Societal Marketing Concept Essay Research Paper The
Societal Marketing Concept Essay, Research Paper The societal marketing concept holds that the organisation should concentrate on the needs and wants of their customers, and then deliver the desired satisfactions more effectively and efficiently than competitors, in a way that maintains or improves the consumer’s and the society’s well-being.
Who Should You Have Installing Your Car
Stereo? Essay, Research Paper English 03 March 03, 1999Comparison and Contrast Who Should You Have Installing Your Car Stereo? Well there are some key elements to consider first. With a professional installation of your car stereo you will most likely recieve some kind of warranty. On the other hand it is generally more expensive than doing it yourself.
The Stone Age Tool Essay Research Paper
The Stone Age Tool The Neanderthals lived form 70,000 to 40,000 B.C. By that time man knew how to make tools, not just find and object and use it, but craft it with their own hands.
Computer Scientist Essay Research Paper The title
Computer Scientist Essay, Research Paper The title computer scientist can be applied to a wide range of computer professionals who usually design computers and the software that runs them, develop information technologies, and develop and adapt principles for applying computers to new uses. Computer scientists perform many of the same duties as other computer professionals, but their jobs are distinguished by the higher level of theoretical expertise and innovation they apply to complex problems and the creation or application of new technology.
Ethics 2 Essay Research Paper The business
Ethics 2 Essay, Research Paper The business world is all about selling a product or service and earning money. To sell the products, especially with all the other competition in the marketplace, marketing the product through advertising, packaging, and labeling is important. With all the pressure to sell “your” product, over someone else’s product, many use deceptive and/or manipulative marketing practices.
Business Proposal Essay Research Paper Construction is
Business Proposal Essay, Research Paper Construction is a general construction company that has a specialization in concrete construction. Our service will include the complete work dealing in concrete construction work; this will include foundations, flat work, bridge abutments and concrete walls.
Tidy Html Editor Essay Research Paper When
Tidy: Html Editor Essay, Research Paper When editing HTML it’s easy to make mistakes. Wouldn’t it be nice if there was a simple way to fix these mistakes automatically and tidy up sloppy editing into nicely layed out markup? Well now there is! Dave Raggett’s HTML TIDY is a free utility for doing just that. It also works great on the atrociously hard to read markup generated by specialized HTML editors and conversion tools, and can help you identify where you need to pay further attention on making your pages more accessible to people with disabilities.
Paper Products Corporation Essay Research Paper Mary
Paper Products Corporation Essay, Research Paper Mary Miller is the marketing manager for Paper Products Corporation and she has to decide whether she should allow her largest customer to buy some of Paper Products?
Marketing Paper On Burger King Essay Research
Paper TWO COMPETITIVE TOOLS THAT I FEEL WOULD HELP BURGER KING ARE QUALITY AND VARIETY. WE ARE ALL FAMILIAR WITH THEIR PRODUCTS THEREFORE, WE ALL SHOULD AGREE THAT SOMETIMES THE FOOD SEEMS LIKE IT HAS BEEN SITTING ON THE SHELF A WHILE. ALSO, THEY SHOULD INCORPORATE MORE VARIETY INTO THEIR MENU. BURGER KING, (ALONG WITH ALL THE OTHER FAST FOOD RESTAURANTS) HAS SUCH A LIMITED VARIETY OF ITEMS TO CHOSE FROM.
Article 23 Essay Research Paper Universal Declaration
Article 23 Essay, Research Paper Universal Declaration Of Human Rights ARTICLE 23 -Everyone has the right to work, to free choice of employment, to just and favourable conditions of work and to protection against unemployment-
Lincoln Application Essay Essay Research Paper Now
Lincoln Application Essay Essay, Research Paper Now is a time to make decision in life that will help me succeed in the future. The decision is to choose the right high school that will help me meet my goals and prepare me for college. A school that can train and give me all the tools I need to be an international business.
Time Essay Research Paper Time is of
Time Essay, Research Paper Time is of the essence! Be on time! Time to go to school! We are running out of time! You may not realize it, but our lives are controlled by time. From the time we get up to the time we go to bed we are its slaves.
Implementing Relationship Marketing Essay Research Paper Implementing
Implementing Relationship Marketing Essay, Research Paper Implementing Relationship Marketing Many family businesses now a day are being over-run by large corporations that have more money and manpower. This is the case in the business I’m going to talk about. The business is called “The Book Barn”; a family owned and operated business that has been selling books in the Boston area for the last 50 years.
Marketing Initiative Essay Research Paper Marketing InitiativeMarketing
Marketing Initiative Essay, Research Paper Marketing Initiative Marketing Initiative is an act or step taken in advertising, packing, and/or selling designed to gain and/or maintain customers. It is created to help transfer goods for the producer to the consumer. I recently read an article about the Clear Channel Outdoor company and their launch of a new Hispanic marketing initiative.
Data Mining
& Music Industry Essay, Research Paper Bruce Haring, in his article “Datamining: Spam or Future of Music Business” appearing in Inside states that “Bands are beginning to embrace the data-collection method…” and then poses the question, “…will some fans be put off by the tactic?” Disappointingly, he fails to answer the question of fan response to datamining (DM) in the article and instead gives many examples of why it is a huge element of the future of the music industry marketing, and at present is grossly underutilized.
Internet Marketing Essay Research Paper Internet Marketing
Internet Marketing Essay, Research Paper Internet Marketing and Associated Topics Computers and the Internet are becoming faster and capable of new and exciting things every day. Through this evolution, businesses have begun to reach out to consumers in new, unprecedented ways. With the amazing growth of users of the Internet, and the enormous growth that is expected to continue, businesses are aware that there is tremendous potential to provide and promote products and services in previously inconceivable ways.
Case Study 2 Essay Research Paper Marketing
Case Study 2 Essay, Research Paper Marketing Mix: The term marketing mix is used to describe the all the options available to the marketing manager in order to market a particular good or service. It is often referred to as the 4P s(i.e Product, Place, Promotion, and Place)
Marketing Plan Essay Research Paper 5 MarketProduct
Marketing Plan Essay, Research Paper 5. Market-Product Focus This section explains the seven-year marketing and product objectives for the town of Berks, Pennsylvania and the target markets and points of difference.