Team #6Janus SkovbyJenny JohnsonLarissa FrohnerMaria BaranovaMarinnah DiasOguzhan CelikZayad Malik

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

Experience

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.

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

Men and womanNew York City

Age group 16 -22 • Allowance, high

disposable income

Age group 23 – 35 • Professionals• mid-high

income

Young moms • Upper middle

class

• 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)

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

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

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

• Raise awareness

• Launching the brand and store in NYC

• Pre – launch

• Launch

Objective: Create mystery

• Pop up bars

• KPI: 16,000 #WHOISJOE

• Scavenger hunt• KPI: 8,000 page

views/month

• KPI: 10,000 #FOUNDJOE

• Interactive map

Objective: Reveal the mystery

KPI: 3,000 walk – ins in the opening day

• Free samples

• DJ

• Location pins

• PR• 10 public

mentions

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

Jul11th, 18th 25th

Jul 4th

Aug 15th