Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (8)
Similaire à Joe & the Juice
Similaire à Joe & the Juice (20)
Dernier
Dernier (20)
Joe & the Juice
- 1. Team #6 Janus Skovby Jenny Johnson Larissa Frohner Maria Baranova Marinnah Dias Oguzhan Celik Zayad Malik
- 2. Founded in 2002 100 stores located in Denmark, Sweden, Norway, Iceland, Germany and UK Opening stores in Singapore, Switzerland, South Korea and United States in 2015/2016 Valedo Partners, a private equity group from Sweden, bought a majority of the company in 2003 $30M in revenue 2014
- 4. Experience
- 5. For the young and trendy who enjoy a healthy lifestyle, Joe & the Juice gives them the taste of a VIP lifestyle. Joe & the Juice provides its customers with the personal attention they deserve. Joe & the Juice is trendy, energetic and exciting.
- 6. ATTRIBUTES Coolness, belonging, admiration, trendy, hip, inspiring, beautiful, energetic, fresh FUNCTIONAL BENEFITS Healthy, tasty, entertaining, fulfills basic needs BELIEFS Everyone deserves VIP treatment, healthy lifestyle for everyone, coffee/juice doesn’t have to be boring BRAND PROMISE Make you (the customer) the center of attention
- 7. Men and woman New York City Age group 16 -22 • Allowance, high disposable income Age group 23 – 35 • Professionals • mid-high income Young moms • Upper middle class
- 8. • Like fresh and tasty products • Healthy lifestyle • Willing to pay premium price • Treat yourself • 1 – 2x week for drink • 2 – 3x month for meals Customer perceptions* • + 50% emphasized the “cool vibe” • 40% emphasized “the good stuff” • <10% mentioned “healthy” *Joe&Juice annual report (2014)
- 9. JAKE 25 years old Software engineer in a startup Lives in the city and is part of the middle-class Enjoys sports and yoga Goes out to bars during the weekend
- 10. KATE 28 years old Marketing manager in the beauty industry Lives in the city and is part of the upper-class Goes to the gym and is part of a running group Goes to nightclubs and concerts during the weekends and occasionally fashion shows
- 11. Being healthy and being perceived as a healthy person increases consumer’s self confidence. Consumers want to be seen as trendy and cool because it's a form of self- identity and incites a feeling of belonging to a select group of the society. Treating oneself as a way of self-reward to solidify a sense of accomplishment and allow consumers to hold to lifestyle goals. 1 2 3
- 13. • Raise awareness • Launching the brand and store in NYC
- 14. • Pre – launch • Launch
- 15. Objective: Create mystery • Pop up bars • KPI: 16,000 #WHOISJOE • Scavenger hunt • KPI: 8,000 page views/month • KPI: 10,000 #FOUNDJOE • Interactive map
- 19. Objective: Reveal the mystery KPI: 3,000 walk – ins in the opening day • Free samples • DJ • Location pins • PR • 10 public mentions
- 21. Jun 27th Out-of-home media and magazines • Stickers around the city (10/day) • #WHOISJOE • Store construction Pop up bars: 5 locations Map completed (interactive map) Opening day Aug 8th Jul 11th, 18th 25th Jul 4th Aug 15th
Notes de l'éditeur
- Missing “close”
- Create mystery/teaser Pop up bar (2 hours/no brand/ colors only) Scavenger hunt (social media) First 25 to upload a picture of the sticker gets a free coffee TOP 25 finders get a Joe’s bag 1 sticker = 1 point (point only valid if you get a free coffee) Live map and live twitter feed 8,000 visitors (page views/month) 10,000 #foundJoe Arrow map – interactive map
- Opening day: Free samples DJ Pop up bars turn into giant pins App
- Post – launch Pop up bars in events (fashion shows, concerts (DJs and cool bands) Social media (youtube/facebook, etc) and # Print (magazines) Out of home Bloggers (PR)