Marketing Tools At Work Essays - Marketing, Advertising, Juice

Marketing Tools At Work 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.com. 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