Juice Truck Marketing Plan

THE JUICE TRUCK
PULSE CONSULTING
DOAN + HENSCHKE + HORSFALL + WARD

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ORGANIC

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LOCAL

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STORYTELLING

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MISSION STATEMENT
To encourage, through our products and our brand, the
health of our community, our people, and our land.

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WHO IS THE JUICE TRUCK
http://www.youtube.com/watch?v=zUvC2XtECQY
Zach Berman
Ryan Slater
200 Abbott Street
Vancouver, BC
Travelled
for inspiration

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PRODUCTS & SERVICES
JUICE TRUCK
6 Juices
7 Smoothies
JUICE CLEANSE
3/5/7 Days
Delivery Service
CATERING
Mobile Party
Full Service Truck

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THE JUICE TRUCK
ANALYSIS
OBJECTIVES + STRATEGIES
MARKETING MIX
RECOMMENDATIONS
IMPLEMENTATION
AGENDA

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ANALYSIS
SITUATIONAL ANALYSIS
SWOT
2

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COMPANY COLLABORATORS CUSTOMERS COMPETITORS CLIMATE
Product Line
Cold-pressed juices, smoothies, bars, salads, and soups
Image
Healthy, hip, trendy, accessible, and convenient
Location
Gastown, variable on weekends
Experience & Technology
Travelled world, research, development, testing, cold-pressed process
Culture
Gained through travelling, nutrients re ect and enhance society
Goals
Local produce, organic growing, supports community, promoting a “healthy internal state”
ANALYSIS

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WHO IS THE JUICE TRUCK
http://www.youtube.com/watch?v=zUvC2XtECQY
Zach Berman
Ryan Slater
200 Abbott Street
Vancouver, BC
Travelled
for inspiration
Suppliers
Locally grown organic agriculture
Alliances
Local businesses, Gastown-area, YYoga, and lululemon
Media
Eat St., Street Food City Fair, and other food truck events
ANALYSIS

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Market Size and Growth
48 foodcarts + 55 hot dog stands, Vancouver adding 30 more carts in next 2 years
Bene ts and Motivations
Healthy juice blends that taste good, juice cleanse, lifestyle
Purchasing Location
Corner of Abbott St and Water St in Gastown, mobile on weekends
Social Media
3800+ Twitter Followers, 2300+ Facebook Fans, Blog
ANALYSIS

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Actual/Direct
Other food trucks, Total Cleanse, The Juice Box, Be Nourished, Booster Juice, Jugo Juice
Potential/Indirect
Future trucks (especially beverage), other beverage places (Starbucks), other juices (Happy
Planet), and organic health food stores
Products/Services
Protein shakes, meal replacements, other cleanses
Positioning
Healthy fast food, breakfast replacement
ANALYSIS

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Political
Government policies, regulations and street vending permits
Economical
Organic premiums and seasonal prices
Social
Society trends: health conscious, food trucks, social media
Technological
Knowledge of new ways of satisfying needs, juicing and research experience
ANALYSIS

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ANALYSIS
W
O
T
S

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SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Research, Knowledge and Experience
E ective cold-pressed process, knowledge based on travel experiences
Accessible
Ability to move truck, available for catering
Social Media Presence
3800+ Twitter Followers, 2300+ Facebook Fans, Blog
Local Business
Ties to surrounding Gastown business district
Existing Connections
Partnered with lululemon and YYoga for events
Customer Loyalty
Upwards of 70% returning customers
ANALYSIS

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SWOT ANALYSIS
Lack of Distribution
Expansion requires signi cant investment
Small Product Line
Highly specialized, niche o ering: juices, smoothies, few snacks/salads
Pricing Strategy
Justifying price to customers is hard, doesn’t have mass market appeal
ANALYSIS

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SWOT ANALYSIS
Only Juice Truck in Vancouver
Registered, received permits
Growing Market
Health conscious trend, food trucks becoming increasingly popular
Media Exposure
Featured on numerous TV shows, events, and internet buzz
First-to-Market
Beat out other competition in Vancouver, only juice truck available
ANALYSIS

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SWOT ANALYSIS
Other Competitors
Other beverage trucks, food trucks, organic food stores, specialty beverage stores
Over-Concentration of Food Trucks
30 more cars over next 2 years
Reliant on Health Trend
Risk that healthy trend may change, new research, changing perceptions
Organic Costs
Local and organic agriculture is expensive, price o en varies
ANALYSIS

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OBJECTIVES + STRATEGY
MARKETING PLAN OBJECTIVES
2
3
4
5
DEFINE MARKET
SEGMENTATION
TARGETING
POSITIONING

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OBJECTIVE + STRATEGY
OBJECTIVES MARKET SEGMENTATION TARGETING POSITIONING
Generate greater awareness in Vancouver
Key Performance Indicator: Increase in social media touchpoints (analytics)
1
Target: 30% increase in Facebook Likes and Twitter Follows
Customer acquisition for juice products
Key Performance Indicator: Increase in new customers
2
Target: At least 15% increase in annual sales

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nourishment
food
hydration
fast service
2
self-concept
health conscience
high quality
juice
hydration
healthly
feel good
convenience
Bene ts Need Want

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Behaviour Pyschographics Demographics
Bene t Segmenation
Usage Occasion
Health Tend
Achievement
Motivation
Generation Y
+
+
+
Mid-high income

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Trendseeker
age 16-25
self-concept
status/image oriented
on top of “What’s Next”
big on social media
Yogi/Granola
age 25-38
health longevity
sustainable living
spiritual balance
environmentally conscience
Health Nut/Gym Rat
age 19-35
tness/exercise based
image oriented
mostly male
meal replacements
Urban Young Professionals
age 22-30
fast service
status oriented
healthy lifestyle awareness
seek convenience

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Trendseeker
age 16-25
self-concept
status/image oriented
on top of “What’s Next”
big on social media
Yogi/Granola
age 25-38
health longevity
sustainable living
spiritual balance
environmentally conscience
Health Nut/Gym Rat
age 19-35
tness/exercise based
image oriented
mostly male
meal replacements
Urban Young Professionals
age 22-30
fast service
status oriented
healthy lifestyle awareness
seek convenience
PRIMARY
SECONDARY

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TARGETING STRATEGY
concentrated & niche-marketing strategy

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POSITIONING STRATEGY
customer intimacy

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JUICE TRUCK
total juice cleanse
jugo juice
happy planet
orange julius
booster juice
UPSCALE
DOWNSCALE
MEAL
REPLACEMENT
ORGANIC
LIFESTYLE

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How will you be able to compete?
mobility
knowledge / research
customer contact / relationship
How will you be able to create value?
specialized
organic / local
How will you be able to maintain or enhance your di erentiation?
fresh ingredients, made to order
product units

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PASSIONATE
HEALTH CONSCIENCE
WELCOMING ENERGETIC
IN YOUR FACE
EARTH LIVING
CHILL
PERSONABLE
HIP

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MARKETING MIX
PRODUCT
PRICE
2
PLACE
3
PROMOTION
4

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POSSIBLE DIRECTIONS
MARKETING MIX
Product
Add new juice, food, focus on juice cleanse, expand line to be less seasonal
Price
Pre-established as a premium product, o er coupons, “introduce a friend” strategy
Place
Take advantage of trucks mobility by going to events: music festivals and local city events
Promotion
Storytelling campaign, juice truck di erentiation, supply chain transparency

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PRODUCT
PRICE
PLACE
PROMOTION
LOW COST ENGAGEMENT FIT AWARENESS VALUES ACQUIRE
DECISION MATRIX

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MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
Objective
Introduce a new juice to our product line that is submitted through our consumer base so
that they can be engaged with the company
Layers
MARKETING MIX
ACTUAL
CORE AUGMENTED
FAST. TRUC
K. CUSTOMIZED.
EXPERIENCE.
NOURIS
H
M
ENT. VITAMIN
S. DRINK.
OR
G
ANIC. JUICE. F
RESH. COLD PRE
SSED, PLASTIC
C
UP.

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MARKETING MIX
MARKETING MIX
Product Line: Limited-Line Strategy
Specialized juice, concentrated market, image-based, local, not mass produced
Service Factors
Operational: wait times (decreased through interactions with employees)
Location: Gastown (with truck), varies
Envrionmental: Center for dialogue, Gastown business
Branding Strategy
Self-concept attachment, customized storytelling through digital experience
Packaging
Transparent, honest, sticker with QR code that ties to online website

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MARKETING MIX
MARKETING MIX
Pricing Strategy: Premium
Higher than competitors to portray a premium or quality positioning
Objective
Recognize that consumers use price to judge the quality of the product and their image

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MARKETING MIX
MARKETING MIX
Distribution: Horionztal Marketing System
Buying locally to work together with rms that share a common purpose
Raw Materials
Collaboration with local markets, promote healthy lifestyle and organic produce
Channel Strategy: Exclusive Distribution
Oriented to concentrated market with a high value + high price product
Objective
Leverage existing location, utilizing existing Gastown community

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MARKETING MIX
MARKETING MIX
Viral Marketing
Spreading the campaign at an exponential rate through communication channels
Buzz-Building
Enabled through large follower base of social media accounts
Relationship Marketing
Direct response campaign places emphasis on custumer retention and satisfaction
Objective
Create awareness and inform the market of the Juice Truck and their product, as well as
creating desire, encouraging trial, and building loyalty within our target audiences

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RECOMMENDATIONS
ACTION ITEMS
CAMPAIGN
2
CAMPAIGN PHASES
3
BENEFITS
4

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ACTION ITEMS
TRANSPARENCY DIFFERENTIATION CAMPAIGN

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TRANSPARENCY
Leverage the value chain to drive awareness, connecting the business with lifestyles
Contact partners and suppliers to determine interest
Create promotional supplies and materials
Deliver materials to partners and suppliers
Launch Juice Truck connection program

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DIFFERENTIATION
To drive company and brand awareness
Clarify categories of di erentiation
Create informational pieces to generate process knowledge
Deliver pieces through social media outlets
Integrate di erentiation pieces into campaign

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CAMPAIGN
Create product awareness through emotional appeals and pyschographic connections
WHAT IS IT?
Conducted and promoted through social media outlets
and interactive submission website.
HOW?
An interactive campaign connecting the community, customers,
The Juice Truck, and juices through unique and individual stories.

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#WHATSYOURJUICE

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#WHATSYOURJUICE
CAMPAIGN PHASES CAMPAIGN BENEFITS
Setup Campaign
Release short videos about existing juice
Alert people to prepare submissions
DISCOVERY PHASE
RECOMMENDATIONS
1
Personal Engagement
Create webcam video from inside truck featuring Zach and Ryan
2

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#WHATSYOURJUICE
Social Media Launch
Unveil website allowing video and juice recipe submissions
Promote across social media channels
ENGAGE PHASE
RECOMMENDATIONS
1
Voting and Cross-Promotion
Enable voting on user-submitted content
Focus users to promote their videos through personal social media accounts
2

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#WHATSYOURJUICE
Selection and Sales
Select three nalists from top ten most voted submissions
Sell the three nalists’ drinks from truck
DELIVERY PHASE
RECOMMENDATIONS
1
Finalize
Select winner based on sales, prepare packaging for new product
Award winner with year-long juice prize
2

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#WHATSYOURJUICE
WHY WOULD PEOPLE PARTICIPATE?
RECOMMENDATIONS
Leverages Pyschographics
Ties in with target markets that already make juice and have their own recipes
Prize Enticement
Highly valued reward, free juice for a year

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#WHATSYOURJUICE
WHY WOULD THIS BENEFIT YOUR COMPANY?
RECOMMENDATIONS
Generates Conversation
Creates discussion through exsiting social networks
User-Submissions and Engagement
Broadcast through numerous services and shared to promote voting
Buzz-Building
Generated through both corporate and personal social media accounts
New Product
Develops new juice through contest

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ACTION PLAN
2
3
4
5
CONTINGENCIES
RISK AND MITIGATION
COST-BENEFIT ANALYSIS
SALES ANALYSIS
6 SOCIAL MEDIA ANALYSIS
IMPLEMENTATION

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MAY JUNE JULY AUGUST SEPTEMBER
IMPLEMENTATION
identify juices + stories
create videos series
create campaign website
update packaging
launch campaign + contest
measure engagement
nalist stage
judging enage stage
selecting the winner
video planning studio creation #WHATSYOURJUICE judging
IMPLEMENTATION
IMPLEMENTATION

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IMPLEMENTATION
IMPLEMENTATION
Identify Juices + Stories
Brainstorming individual stories for each juice and The Juice Truck through consultation
VIDEO PLANNING
Timeline: May 1 - May 22
Responsibility: Owners + Agency
Cost: $1000

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IMPLEMENTATION
IMPLEMENTATION
Create Mini Videos
Development of stories from the “Video Planning” section
STUDIO CREATION
Cost: $3500
Create Website for Campaign
Creating a new website through reskinning existing Wordpress theme and development
Cost: $1500
Updating Packaging
Adding a QR Code to existing labels to link to the mini videos
Cost: $1000
Timeline: May 23 - July 31
Responsibility: Agency (Glasfurd and Walker)
Total Cost: $6000 + Consultation Fees

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IMPLEMENTATION
IMPLEMENTATION
Launch Campaign and Contest (Discovery + Engage Stage)
Stories become live and customers are now able to submit their stories
#WHATSYOURJUICE
Timeline: August 1 - September 3
Responsibility: Owners + Competitors
Cost: $100
General Context:
One minute maximum videos will be submitted from competitors
Top 10 most voted videos (likes) will make it to the judging round

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IMPLEMENTATION
IMPLEMENTATION
Judging the Top 10 Videos (Engage Stage)
The Juice Truck will decide their top 3 picks to compete in the “Delivery Stage”
JUDGING
Timeline: September 3 - September 6
Responsibility: Owners
Cost: $0
General Context:
Decisions will be based o of unique combinations of juice,
storytelling and selling potential

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IMPLEMENTATION
IMPLEMENTATION
Delivery Stage Competition
The Top 3 juices will be sold at the Juice Truck in order to determine the winner
#WHATSYOURJUICE
Timeline: September 9 - September 30
Responsibility: Owners + Competitors
Cost: Price of additional ingredient(s)
General Context:
The juice in which sells the most within the set period of time wins the competition

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IMPLEMENTATION
IMPLEMENTATION
Selecting the Winner
The top selling juice will be announced as the winner
Timeline: October 1 - October 3
Cost: $1500 (Cost of Juice x 365 days)
General Context:
Winner of competition recieves free juice for a year (one juice per day)
Winning juice will be added to The Juice Truck Menu
Agency video will be created telling the competition winner’s juice story
JUDGING

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IMPLEMENTATION
IMPLEMENTATION
Measuring the Online Tra c of Campaign Site + Social Media Sites
Google Analytics will be used to measure the tra c coming into online touchpoints
Timeline: August 1 - October 3
Cost: $0
General Context:
At least 8 video submissions by August 15
At least 1000 hits on the campaign website by August 15
If marks are not hit, contengencies will be put into place
MEASURE ENGAGEMENT

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IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
CONTINGENCIES
Print and Distribute Business Cards
Creating print material to be handed out at the a liations
Timeline: August 15 - August 28
Cost: $750
Contact A liations and Exisiting Partnerships to Promote
Reaching out to past and previous partnerships
Timeline: August 15 - August 18
Cost: $0

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IMPLEMENTATION
IMPLEMENTATION
IMPLEMENTATION
RISK + MITIGATION
No Videos Being Submitted / Low Tra c
Existing partnerships (lululemon and YYoga) with physical touchpoints (business cards, posters, etc)
Lack of Engagement
Voting for video (between a certain time frame) gives you a coupon code for
juice that expires at the end of the day
Low-Quality Juice
All ingredients have to be organic, from the nal 10 the owners will select the three best avours
Too Costly
Juices will be additionally judged on pro tability in order to eliminate high prices

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TIME
MONETARY
VALUE
BENEFITS
COSTS

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TIME
MONETARY
VALUE
TIME
MONETARY
VALUE
BENEFITS
COSTS

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TIME
MONETARY
VALUE
TIME
BENEFITS
COSTS
BREAK-EVEN

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SALES ANALYSIS
current
10%
15%
20%
25%
130-160
143-176
150-184
156-192
163-200
80-100
88-110
92-115
96-120
100-125
SUMMER WINTER

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SALES ANALYSIS
current
10%
15%
20%
25%
130-160
143-176
150-184
156-192
163-200
80-100
88-110
92-115
96-120
100-125
SUMMER WINTER
worst case
expected case
best case

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SALES ANALYSIS
current
expected
130-160
156-192 (20% increase)
80-100
92-115 (15% increase)
SUMMER WINTER
+26 to +32 +12 to +15

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SOCIAL MEDIA ANALYSIS
CURRENT
Twitter: 3800+
Facebook: 2300+
DURING CAMPAIGN
30
VIDEO SUBMISSIONS
MAY 2014
worst best
expected
50 80
3000
CAMPAIGN SITE HITS
worst best
expected
5000 8000
Twitter: 4900+
Facebook: 3000+

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SOCIAL MEDIA ANALYSIS
CURRENT
Twitter: 3800+
Facebook: 2300+
30
VIDEO SUBMISSIONS
MAY 2014
worst best
expected
50 80
3000
CAMPAIGN SITE HITS
worst best
expected
5000 8000
Twitter: 4900+
Facebook: 3000+
Twitter: 4400+
Facebook: 2800+
DURING CAMPAIGN

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CONCLUSION
Generate greater awareness in Vancouver
Key Performance Indicator: Increase in social media touchpoints (analytics)
1
Target: 30% increase in Facebook Likes and Twitter Follows
Customer acquisition for juice products
Key Performance Indicator: Increase in new customers
2
Target: At least 15% increase in annual sales

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Juice Truck Marketing Plan

Juice Truck Marketing Plan

Scott Horsfall

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