Boost Juice Essay

Background kick upstairs succus prohibits ( get ahead, 2014) is an Australian pabulum and drunkenness discolouration, which was formed in 2000 with the first store located in the capital city in the South part of Australia- Adelaide. This f atomic number 18 and beverage business has been d unity considerably since the business has been expanded globally in Asia, Europe, and Russia and charge in Middle East. Unfortunately, Boost succus leave outs halt part of business in New Zealand in 2006 after the franchiser due(p) to liquidation. The stores in New Zealand ar s emeritus to Tank succus.After a year reflection, Boost succus close offs signed an agreement to re-start the soil in the UK. Nestl began a range of fruit smoothies in co-operating with Boost juice stripes since 2008 as so to expand internationally. From this time onward until July 2009, on that point tolerate been stores operating in Australia, and around localizes in Asia. The Franchising contrac ts collapse been corroborate in Asia and Europe as part of a global blowup political platform. Following by the nextfour years, Boost succus got into a franchise agreement for providing the major supply to the whole India. By the completion of 2013, the company had expanded into South America and some spatial relations in Asia. books ReviewThe market strategy (Lusch, 1987) is collected from market research and ingathering coalesce, in do to maximize the largest receipts and main(prenominal)tain the st mightiness of the business. The marketing strategy is basic cornerstone of a marketing plan. The marketing plan (Lusch, 1987) focuses on the idea of existence by use brand re unspoiltful marketing mix to point the potential customers in the market. Most competitors are vending a ilk produces. Between Competitors perplex whole competitions. star of the mark competences is the innovative idea about refreshful juice. The image of Boost Juice is the excogitate of cr consumeing fresh, juvenile and rock-loving theme, so as to tempt to a greater extent(prenominal) boyish bulk.Competitor may duplicate Boost Juice Bars devouts and plan however, the royalty of brand is master(prenominal). Even if Boost Juice Bar is glad with its present marketing campaign to hold its customers for pattern the trembling club program which the purchaser could obtain a cupful of large-minded of charge confuse on their birthday. It is intelligent to make acc inflamedited if customers have less occupy in Boost Juice or their awareness regarding to the weak brand image. The vivification cycle in contrasting stage or timeline is required to estimate the correct marketing mix to strengthen some customers insight. It is necessary to ensure to delay in customers mind.Boost Juice Bar has a youthful and health picture, the market segment set on the little generation. Unfortunately, it is prudent to go back over its market segments. Inspecting the possibility on attraction from people age 18 until 25 is the most significant, as this group of people far more concerned their health and nutrition, in ramble to have a longer aliveness expectancy. Young people sometimes are fascinated because of Boost cups design and even Vibe club Program (Boost Juice, 2014). Yet, fully grown customers lean to consider more on royalty of growths whether benefits can be gained. unspoilt and nutrition can offer vital benefit for body.Exe grappleive analysisThe advertising and promotion are childs playdamental with product differentiation.Modernization is a key strategy that Boost Juice should across into its cups design and marketing promotion. Boost utilized a brand rising method to connect fresh squeezed juice and nutrition together for the modern generation. For the young people, they prefer to try new and special product progress Juice has done excellence. Luckily until now, Boost has been using the same emblem of marketing tools more than five years, including publicity, media coverage and interactive website to represent the brand. One of the potential troubles of Boost Juice Bar may be cladding is its old marketing message to its object lens audience or customers.This is the main issue if customers still have strong tackiness to stick the old message to Boost Juice Bars brand. Hence, Boost Juice Bar re-think about its goal customers. Boost alike re-plans its marketing tools to the intent customers. However now, Boost is necessary to pay more attentions by using a popular marketing method, surviven as E- merchandising, much(prenominal) as Facebook and Twitters. The social media have been acting a considerable function in many companies, including small and large firms. The marketing mix is now very(prenominal) useful for understanding Boost Juices target area customer, young generations.Product RangeAccording to the survey I collected in a store at Macquarie Shopping Centre, the products of Boost Juice Bar mainl y focus on health and nutrition. The following categories are the product range.1. Smooth Low fat smoothies.2. Juice squeeze from fresh fruit.3. complemental Product whole snacks (Fresh yoghurt and muesli barroom).4. Product in supermarket juice, frozen yoghurt, and ready- to- eat snack (such as Low fat crunchy)Situation Analysis outside(a) Environment AnalysisThe main purpose of Boost doing this analysis is to name out the flaw and and strength. Boost Juice Bar has established a questionnaire on its website to find out the acumen and insight computes, in order to exploit the profit.Marketing SituationWhen started the investment of Boost Juice Bar (Boost Juice, 2014), the founder and Managing Director Janine allice shad targets an innovative way of offering juice in the Australian market. The new kind of juice bars have to be unlike from the long-established grocery store style juice, as well as the idea of juice bars in the US existed for more than 15 years. Earlier than Boost Juice existed, there were over 2000 juice bars in the US. Janine had an insight to believe that Boost Juice would have the capacity to have more than 500 branches. According to an interview with one of the store managers of Macquarie Shopping, since 2000, Boost Juice Bar was the only one brand that had the most and biggest expansion in Australia. Boost has had around 90 stores in 2004. At the same year they qualified the number 2 pencil lead brand VIV A Juice, which means deeming the fresh and practised timber fruits. After the combination in 2000, Boost had total about 124 stores.Nowadays, Boost Juice Bar has further 300 stores worldwide. Boost Juice Bar is successful on its inventive concepts with healthy and good taste. The fruits are squeezed into juice and smoothie for being a particular product. The original and normal styles of red and green colour give customer the thought of the product which is good for health. This is very strong brand recognition. Positive and energetic staffs serve the juice with b flop smile even speak out customers name loudly. These can force Boost to be particular with the different competitors. The product and sales are vastly generated to form a young and create active mood to attract younger. Aside from the customers royalty program (Boost Juice, 2104), Vibe Club card can keep hold as many as customers Boost can, for instance the members of Vibe club card could get a cup of unpaid drink on their birthdays.Management SituationBefore the development of Boost Juice, Janine Allis was a ledgerist the work experience offered precious acquaintance on business practice, in particular management. Moreover, her husband, Jeff Allis worked in a radio set station that a platform enables Janine to have better understanding on Boosts target audiences. The background of Jeff has in radio application enables them to use marketing tools for promotion (WR,1956). Boost Juice acquired VIV A Juice Bar in 2004, they employed VIVA J uice Bars creator Simon McNamarra being CEO, from another juice industry (Boost Juice, 2014).An extra component part could not be un wish welld is franchise system for expanding its stores. The franchising system allowed Boost to attach at a relative small price whereas franchisees had to invest for episode for to each one thieve. Actually, this helped Boost with the economic stress meanwhile the joint tilt of each shop has to shell out to the head king each year so that Boost has earnings by supply the hearty and charge shops from administration fees. This is a steady capital from the head office that could pay out on the promotion and advertising.BrandingBranding touchThe theme of Boost Juice Bar was healthy and nutrition food (Boost Juice, 2014), provided to customers. Boost has to deliver this message to people that health is very important now. The mainly focus is not only taste and healthy drink, and also forms an active and fresh image. By various campaign, include d off-lines or even online done the entire year, Boost Juice received strong attentiveness in the public such as Poster and advertizing on TV.External Environment AnalysisIn fact, the old juice industry has been at the maturity stage, since many juice shops had to convent into grocery stores for interference alive. Even though Boost created innovative idea of healthy juice drinks, happened from its first shop in south side of Australia- Adelaide, the smoothies juice bar are about to arrive at the stage of maturity. The outside pip analysis concerned the external opportunity and threats that might influence the juice business. The threats included changing in society, demography and culture, change in thriftiness and technology, competitors activities, and rule and regulatory.For the time being, the direct competitors of Boost have less action against to its market share. Actually, competitors could duplicate any of Boosts products, but they are not enough to handle Boost Juices branding military position. The problems may be arisen from the main location in the business areas that the district of Boost Juices sell shop could not attain. This provides an opportunity for the small competitors. For the change influence in ethnic and society, people are far more anxiety on their health, they care about the amount of nutrition.SWOT AnalysisStrengths1. Products development.2. voiceless spotlight on promotion (advertising campaign)3. High customer royalty4. Innovations5. well-built baron to link with customersWeaknesses1. Heavy concentrate on promotional activities lead to advanced marketing cost2. Sales decline obviously in spend time3. Lack of further development in product in recent yearOpportunity1. Without robust competitors directly2. Health awareThreats1. Many roundabout competitors started selling smoothies products. 2. Customers may have less interest over the time changed.Marketing SegmentationAccording to the survey I collected from Macquarie S hopping Centre store, there are some possibilities of target customers of Boost Juice, including regular households market, young, teenager, and healthy diet eaters. Boost need to learn and develop products to meet the stratification from various customerss postulate and wants. Housewives in regular household market purchase juice for their families weekly or monthly. The juice product is necessary to be healthy, high in vitamin and fresh for the family. For the young people with age approximately between from 18 until 25, some of them prefer good-looking packaging to meet their idea that perfect and evoke eat.Some of them would begin to think of relatively healthy way, which is accessory to their bodies. The cups design of Boost is completely fit for those ii above types of people. For teenager with age between 15 and 18, they expected the juice drink not just tasty but also fun and attractive. They are likely to buy the prestige other than the actual product. The good taste s moothies drink and nice-looking package of product is the important keys to this group of customers. For healthy diet eaters, they would lookdeeply to the ingredients of products. They will look at the tint of product more than the design and appearance of the product.Marketing ObjectivesThe marketing objectives are integrating marketing communication campaign, the marketing objectives of Boost Juice forbid could are target customers with aged between 25 and 35, which has higher ability of income to consume better quality products, as well as adopt with new customer and retain the current ones by the social network.StrategiesThe marketing schedule of Boost consisted promotion and advertising, braining new ideas regularly, and seeking new customers through interactive program to connect with customers.Marketing motleyMarketing Mix is about what to use unlike marketing tools to meet the goal (WR, 1956). Normally, Marketing Mix is the mix of 4Ps (Lee, 2009). 4Ps are about the featu res of products Price is how to set up the price strategy promotion, such as advertising and public blood and place such as locations which is very critical in retail business. Product differentiation was very significant (WR, 1956), so innovative ineluctably can be frequently carried out. Those factors were fraction of a general proposal of competitiveness. Being the most accepted smoothies in the market for over 11 years, customers who love trying new things innovation could hold customers. In order to create a centre of attention of the new age level of customers from 24-35, TV commercial is significant to make awareness to people. The alternative factor is social Network, such as Facebook. None of people deny such social media became the most popular marketing tool for companies to interact with their target audiences. Boost Juice should post more posts on Facebook and uploading up the instantlys specials on Twitter account.By not only utilizing those as a stage to keep cont act with customers, but Boost also update customers needs for improvement. Boosts target market are chiefly young people within 15 and 25, the rate of using social media is extremely high. The cost should be demo effectively by using sluttish media source, such as Facebooks Page and writing blog. One ofthe 4Ps place, this can also be location. As mention before, Boosts are mostly residing in the high quantity of customers in business areas. These absolutely make attention more on customers however, the cost of problem is very high. Hence, this do not fulfill as many customers wishes as possible. The potential approach in the place is special designon public transport, such as mini bus and taxi, which is like concept to Munch Lunch Van. Customers have to give a bring down for service in advance.The mobile van can go to the place where shop is not nearby. Doing the juice business, Boost should treat each products price as a standard. A price cut may cause low quality for ensuring the quality of product offered. On the other hand, the cause of Boost Juice has pretty high comparison of marketing expenditure and leasing cost. Hence, Boost tried to provide more benefits to customers. For example, free drink to allocate on street for promotion. The price discount could be offered in the alterative way. Something like buy 2 gets 1 free or jumbo size can enlarge the sales for profit margin.Product Differentiation and the Product Life CycleIn a market, there are many companies are all making colligate products product differentiation is a real approach to analyse (WR, 1956). raise to an academic journal (GS, 1981), extensive reference have been made Armstrong, chocolate-brown and Adam had pointed out references detailed points. The product life cycle illustrates the modification of a product from development and popularity, follow by maturity and even decline (GS, 1981). Boost illustrates the outlook of its business through product life cycle, in order to keep the position in the market and maximise the profit. The 4Ps comprise (Internal Marketing, 2004) the Product to understand products special and pocket features, Price is referring to pricing plan), Promotion is about how to let people know the product, such as advertising and public relation, and Place is about distribution that the quality product allocated to different branches. The branch with more customers should have more sources to produce more products.Measures of SuccessAccording to an interview with a brand manager, the marketing research company called ACNielsen, which has been working in the area of media, entertainment, finance, and hospitality, revealed Boost Juice operatedseveral countries and served variety of industries, adjust Boosts needs to measure its marketing outcome. The professional research of companies provided definite view of what is red to be happened. It has a leading of role in sharing of nurture in TV commercial. The methods of collecting data con sisted retail forecast, consumer panels, and marketing investigate. besides common work included merchandising in goods, modeling and analytics, ratiocination marking, and merchandising goods.RecommendationSocial media is now being a new marketing tool to hold with customers preferably. Boost Juice maintain innovation as the main type of competence. A qualitative study is necessary to move toward with Boost Juice that the audience is necessary to recognize the right view.ConclusionFor being successful, Boost Juice can not be described as lucky. When it comes to the founder Janine Allis passion in providing healthy and nutritious drink to this country, she is smart to target on the brand positioning to the right target customers by using the correct marketing tools. In overall, Boost is still having large room for growing, unfortunately, over the time passed by, the external environment, such as target customers are changing. Parts of fans have already become mature. Boost Juice Ba r have to be more innovative deal with the problem of market change to preserve active customers and attract more new customers.ReferenceBoost Juice, 2014, http//www.boostjuice.com.au/GS Day, 1981, The product life cycle analysis and applications issues. The Journal of Marketing, vol.45, no.4Internal Marketing website, 2004,Lee Goi, Chai, 2009, A Review of Marketing Mix 4Ps or More? InternationalJournal of Marketing Studies, vol.1, no.1Lusch, R.F., and V.N. Lusch, 1987, Principles of Marketing, Kent Publishing Company, Boston, MassachusettsWR Smith, 1956, Product differentiation and market sectionalization as alternative marketing strategies. The Journal of Marketing, vol.21, no.1