Project for our Strategic Brand Management class at Hult International Business School

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