Written Assessment, Task 4

Boost Juice Smoothies:

Marketing Analysis
Boost Juice Bars
Date of Submission: 12th of May 2017
Tutor:
Rhodora
Dizon
Class: Wednesday: 3:30-4:30
Paris Morris 5796155 – Part A
Kate Miceski 4761534 – Part B
Brodie Tan 5457464 – Part C
This report is commissioned to examine the customer-driven marketing strategy of its
smoothies that has contributed to the growth of Boost Juice. It examines the multiple
components of their marketing strategy by exploring their marketing environment,
segmentation and targeting, factors influencing consumer behaviour and the
communication
of the product
(Paris exec summary)
Boost Juice recognizes that it cannot effectively appeal to all segments in the market. The
research of its segments draws attention Boost Juices use of geographic, demographic and
psychographic variables to target its market and develop a target profile and marketing
strategy. Through multiple resources it is outlined that Boost use a differentiated form of
marketing and that their target profile of their market consists of females aged between 20-
30, who are active, ambitious, love life, and are looking for a healthy alternative to support
their lifestyle.
The Characteristics affecting the consumers who buy Boost Juice’s smoothies fall into four
overarching categories, cultural, social, personal and psychological. Each characteristic
affects the purchasing decisions of the consumer, these are uncontrollable, however must
be closely accounted for. One key influence realised is cultural Influence. Boosts
international expansion has meant understanding the core value of every region they do
business. Inanalysing these factors boost has been able to understand what influences the
segmentation of
their market and adapt their marketing mix accordingly.
Boost Juice effectively communicates the desired positioning of their smoothies through a
variety communication tools. The research draws attention to the fact that through
advertising,
personal selling, public relations, sales promotion and direct marketing, Boost juice has
been
able to communicate its smoothie through media platforms, advertisements, the Boost app,
the Vibe loyalty club and multiple campaigns. This effectiveness is emphasized through their
Boost Juice Black Label-campaign, which showed the core brand and ethos of the company
and their desired target audience.
TABLE OF CONTENTS
(PARIS POST INTRODUCTION)
(PARIS PART A)
PART B
SEGMENTATION VARIABLES
Companies acknowledge that the demands of consumers differ in today’s market place and
that products/services need to be tailored to meet their consumer’s demands (Proctor
2000, p.188). Market segmentation helps Boost Juice identify the market it should tailor its
smoothies to, by distinguishing the consumer needs, characteristics and behaviours (Proctor
2000, p. 188). Armstrong et al. (2013, p.175) supports this by saying “it must design
customer-driven marketing strategies that build the right relationships with the right
customers”. There are multiple ways in which a market can be segmented and a
combination of variables may have to be considered to establish an effective market
structure. The main variables considered for the division of segmentations are: geographic,
demographic and psychographic (Armstrong et al. 2013 P.175; Proctor 2000, p. 189).
Geographical segmentation is the dividing of the market into different geographical units as
the needs and wants of consumers differ in each region (Martin 2011, p. 16). Geographically
Boost operates in populated urban area, predominantly coastal regions, as shown in
appendix 1, and delivers the same menu of smoothies throughout all (Boost Juice Bars case
study 2008, p. 2). These outlets are often located in enclosed environments such as
shopping centres, allowing their products to be accessible with the idea that consumers are
prepared to pay a premium for their product (Menzies & Orr 2014, p.176). Boost also
recognise the opportunity for profit and product distribution in shopping centres as a young
consumers are attracted toward these environments, who they consider are a major
segment of their market (Menzies & Orr 2014, p.176, Boost 2010).
Demographically Boost Juice addresses a target market of 15 to 35 years olds, with their
core target specifically aimed at the 25 year old female who loves life and is looking for a
healthy alternative (Boost Juice Pty Ltd 2015, p. 32). This statement is an indication of a
demographic segmentation, dividing the market into variables based on age, gender,
occupation etc., which are considered major influences for defining the market for Boost
Juice smoothie products (Armstrong et al. 2013, p.176). In support the Australian Health
Survey: Nutrition First Results – Foods and Nutrients 2011-12 (ABS 2014) shows that 1.6% of
females consume fruit and vegetable juices and drinks as opposed to the 1.5% that males
consumed support the premise that femininity dominates the gender variable in ;which
Boost tailors their product towards. Boost Juice further confirms that through research of its
own, as shown in appendix 2, illustrating that in a survey conducted of 10 000 people, 71%
of the gender breakdown was women and only 29% male (Boost Juice Bars case study 2008,
p. 6). The company’s appeal to female consumers centres on those women who
predominantly focus on their appearance, lifestyle, health and balance, which is reflected in
Boost’s health orientated smoothie and marketing approach which is highlighted through
their advertisements of on social media, television etc., as demonstrated in appendix 3.
Applying a focus on Age is another factor of Boosts demographic. The company recognised
that the society for this age group are looking for a quick and convenient healthy alternative
to accommodate with their fast pace lifestyle, which boost are able to provide through their
smoothie (Boost Juice Bars case study 2008, p. 6). The Australian Health Survey: Nutrition
First Results – Foods and Nutrients 2011-12 (ABS 2014) supports this by showing a high
proportion of persons that consume fruit and vegetable juices, and drinks are within the
ages of 9-30. This is further confirmed in Boosts own research showing 31% of the majority
of its consumers were aged 20-24 (Boost Juice Bars case study 2008, p. 6). To appeal to this
segment the company employs young employees to encourage its sale force and to reflect
the attitude and audience of its primary market.
Psychographic segmentation is the division of consumers based on lifestyle and personality
characteristics (Armstrong et al. 2013, p.177). Boost juice targets individuals who are living
or seeking to live a healthy lifestyle with an ambition to love life. The company provides
value to this segment by offering its consumers a variety of smoothie choices to tailor to
their different needs. For example, for those who are looking for a low calorie option they
can get a low fat/calorie smoothie and for those who are more active and seeking more
energy in their diet can opt for a high fibre/ protein smoothie (Boost Juice Pty Ltd 2015, p.
11). These smoothies are aimed to provide a nutritional and covenant option to help
balance their consumer’s lifestyle and make them healthier.
PROFILE OF THE TARGET MARKET
The process of identifying the companies segments allows the company to develop a profile
of its target and to establish an understanding of how they should characterize the needs,
wants and demands of its consumers (Proctor 2000, p. 188). The characteristics that the
company has drawn from its segments to characterize its consumer are age, gender and
lifestyle.
Consumers aged between 20-30 seeking a healthy alternative they are able to modify to
their lifestyle and nutritional requirement, is a characteristics the company uses to
represents its smoothie. This demographic is supported by data in the Australian Health
Survey: Nutrition First Results – Foods and Nutrients 2011-12(ABS 2014) that show a high
percentage of individuals who consume fruit and vegetable drinks are aged between 9-30.
In the companies marketing campaigns emphasis of this age segment is also highlighted as
seen through the Boost Juice Black Label-Mango Mirage YouTube video (2015), showing a
young female aged within her twenties, walking along a beach in the horizon, revealing how
the smoothie makes her feel rejuvenated and assists in helping her ‘meet the horizon’.
Femininity is characteristics the company also uses to profile its consumers, as they focus
their core target on being females who are looking for a healthy alternative and love life
(Boost Juice Pty Ltd 2015, p. 32). This is confirmed through a survey it conducted which
showed that 71% of the majorities consuming Boost products were female and the
following 29% were males (Boost Juice Bars case study 2008, p. 6). The company has
reflected this characteristic in their marketing approach, as it is the female demographic
who primarily focus on appearance, lifestyle, health and balance. As evident in their Boost
Juice Black Label- Red Royale YouTube video (2015), showing a young female in her late
twenties, wearing a red cocktail and being chauffeured to her destination. In the clip the
woman communicates how she enjoys travelling in style and how the red royal smoothie
reflects her lifestyle as it empowers and satisfies her taste.
Combining theses characteristics and the videos discussed, the overall profile for their target
market can be described as females aged between 20-30, who are active, ambitious, love
life, and are looking for natural and nutritional ingredients to ensure a balanced diet to
support their lifestyle.
MARKET TARGETING STRATEGY
Once the companies market segments have been established, it needs to evaluate and
decide how many and which segments it will target (Armstrong et al. 2013 p.185). This
target should consist of consumers who share common needs or characteristics that the
company can serve (Armstrong et al. 2013 p.185). Romaniuk (2012, p.288) supports this
step by describing the target market as all those that the company does not reject. The
process of targeting a market can be carried out by a range of strategies, from mass
marketing, to micro marketing or somewhere in between with differentiated or
concentrated marketing (Armstrong et al. 2013 p.185).
The market strategy that boost carries out in its targeting is differentiated marketing. This is
a market-coverage strategy, whereby the firm has decided to target several market
segments and designs different offers for each (Armstrong et al. 2013 P.185). Whilst boost
has emphasized its target market being 25-year-old females that love life, this market does
not purely define the marketing. They support this by stating that they aim to engage with
consumers on a variety of level, as health knows no barriers (Boost Juice Bars case study
2008, p. 6). This can be seen in their collectable kids cup campaign, which highlight major
kids movie and if bought offer the chance to win prizes such as a family holiday (Boost Juice
Bars case study 2008, p. 6). Which shows a focus towards a young age demographic and
those involved in a family life cycle with children.
The ranges of smoothies they provide that offer different ingredients and nutritional value is
also a way that the company has differentiated it markets. This can be seen through an
advertisement of their Protein Smoothie that focuses towards males that are athletic and
seeking a smoothie to support this lifestyle. Showing that they do not limit their products to
distinct segments, as they state that anyone who is looking for either a healthy alternative
or delicious beverage can consume their product (Boost Juice Pty Ltd 2015, p. 32).
It is important for Boost Juice to highlight their market segments in order to appeal to the
right market. It is evident through the statistics and analysis of its segments that Boost
differentiate from their competitors to their targeted market, thus increasing the sales of
their product, increasing their market share, and overall achievement of high accolades in
being a leader in the juice market.
APPENDIX B
APPENDIX 1
Find a Boost Juice Store 2017, Boost Juice Pty Ltd,
viewed 26 April 2017 <
https://www.boostjuice.com.au/stores/ >
APPENDIX 2
Boost Juice Bars case study', 2008, Boost Juice Bars Case Study: Marketing Smoothie Bars
as a Healthy Alternative to Coffee Shops, pp. 1-12,
viewed 26 April
2017<http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=177d4b0e-aebe-4739-
9418-
7ab7aeb223f7%40sessionmgr4009&vid=6&hid=4105 >
APPENDIX 3
Boost Juice Pty Ltd, n.d, $5 Protein Breakfast
Smoothies until 11 am, image, instagram, viewed
26 April <
https://www.instagram.com/p/BKVG9R2gKWl/?
hl=en >
REFERENCES
Armstrong, D, Adam, S, Denize, S, Kotler, P 2015, principles of marketing, 6th edn, Pearson
Australia, Melbourne, VIC
Australian Bureau of Statistics 2014, Australian Health Survey: Nutrition First Results –
Foods and Nutrients 2011-12, cat. no. 4364.0.55.007, ABS, Canberra, viewed 23 April 2017 <
http://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/4364.0.55.007~2011-
12~Main%20Features~Non-alcoholic%20beverages~701 >
Boost Juice 2012, Boost Juice Black Label- Mango Mirage, online video, 9 November, Boost
Juice, viewed 29 April 2017, < https://www.youtube.com/watch?v=K43xtM4L_9Y>
Boost Juice 2012, Boost Juice Black Label-Protein Supreme, online video, 9 November,
Boost Juice, viewed 29 April 2017, < https://www.youtube.com/watch?v=XG0lHlndohE>
Boost Juice 2012, Boost Juice Black Label-Pure Eden, online video, 9 November, Boost
Juice, viewed 29 April 2017, < https://www.youtube.com/watch?v=ZL4GIQU1RCU>
Boost Juice 2012, Boost Juice Black Label- Red Royale, online video, 9 November, Boost
Juice, viewed 29 April 2017, < https://www.youtube.com/watch?v=YciZCaIhPw8>
Boost Juice Bars case study', 2008, Boost Juice Bars Case Study: Marketing Smoothie Bars
as a Healthy Alternative to Coffee Shops, pp. 1-12, viewed 26 April 2017<
http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=177d4b0e-aebe-4739-9418-
7ab7aeb223f7%40sessionmgr4009&vid=6&hid=4105 >
Boost Juice Pty Ltd 2015, Boost Study Kit,
<https://www.boostjuice.com.au/downloads/Boost_Study_Kit.pdf>, viewed 23 April 2017.
Boost Juice Pty Ltd, n.d, $5 Protein Breakfast Smoothies until 11 am, image, instagram,
viewed 26 April < https://www.instagram.com/p/BKVG9R2gKWl/?hl=en >
Find a Boost Juice Store 2017, Boost Juice Pty Ltd, viewed 26 April 2017 <
https://www.boostjuice.com.au/stores/ >
Martin, G 2011, 'The Importance of Marketing Segmentation', American Journal of Business
Education, vol. 4, no. 6, viewed 27 April 2017
<http://files.eric.ed.gov.ezproxy.uow.edu.au/fulltext/EJ1056632.pdf >
Menzies, JL, & Orr, SC 2014, ‘Internationalization of Boost Juice to Malaysia’, Asian Case
Research Journal, vol.18, no. 1, viewed 26 April 2017
< http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=4823d57d-8045-49c9-a507-
b878dcea073e%40sessionmgr103&vid=3&hid=117 >
Proctor, T 2000, ‘chapter 10: SEGMENTATION, TARGETING AND POSITIONING’,
Strategic Marketing, pp. 188-211. Viewed 24 April 2017
<http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=022177a4-b848-4c5e-b472-
2dbfe884e300%40sessionmgr4009&vid=14&hid=4105 >
PART C
ACADEMIC CONSIDERATION – TO BE SUBMITTED BY BRODIE ON THE 19/05/17
PART E
COMMUNICATION TOOL
Boost effectively communicates their desired positioning for their fruit smoothies to their
target market in a variety of ways. Various communication tools include advertising,
personal
selling, public relations, sales promotion and direct marketing (A, Adam. S, Denize. S, Kotler.
P 2014).
Digital advertising has become crucial in the way Boost advertises and communicates their
brand. With a target market of 15-35 year olds (Boost Juice Pty Ltd, 2015), predominantly
using social media platforms more than half a day per week (12.5 hours) on Facebook itself
(ABS 2017) boost has successfully embraced technology by changing how boost operates to
communicate the target market's needs in today's society. From the appendix graph 2 (SMB
Digital Advertising Survey 2016), it is evident how essential social media is as a digital
marketing tool. Boost has introduced social media platforms such as Facebook, and
Instagram
as well as other digital marketing, being digital posters in store and the Boost app that
allows
you to order from boost in advance (Boost Juice Pty Ltd, 2015).
Other forms of advertising include television, print, radio and media coverage (A, Adam. S,
Denize. S, Kotler. P 2014). Although this form of advertising is expensive for the
organisation, it is very effective in broadening the geographic reach, and is an expressive
format that allows Boost to be creative to draw customers in almost instantly. Up to 10% of
revenue (SMB Digital Advertising Survey 2016) is made from businesses through television
marketing, that is shown in appendix 2 (SMB Digital Advertising Survey 2016). Advertising
is the best communication tool to differentiate Boost from other brands and communicates
the
desired position in the target market.
The Boost app has been very successful in its response with over 250,000 downloads in the
first 3 months (Boost Juice Pty Ltd 2015) and has now continued to grow, this is a great
marketing objective as it is used as a reminder as well as being informative. The app is a
form
of direct marketing as it sends notifications and reminders to customers, along with the
direct
marketing through that boost VIBE card (Boost Juice Pty Ltd 2015) that allows Boost to send
emails frequently about new promotions directly to customers as a reminder and
persuasion.
This will further improve customer loyalty, and give boost the desired position in the target
market by making marketing personalised to customers at a micro level.
Personal selling is also very effective in communicating the desired culture of the business,
as
a reflection of consumers wants and needs. It is the personal face-to-face experience where
sellers promote various products through their appearance, attitudes and specific
knowledge
of products (Armstrong. A, Adam. S, Denize. S, Kotler. P 2014). Boost actively practices
personal selling by echoing a vibrant, happy and healthy lifestyle from the employee to the
consumer. This personal selling is a push promotion mix strategy (Armstrong. A, Adam. S,
Denize. S, Kotler. P 2014) that promotes more from what they are just buying, boost uses
marketing incentives such as the push for every customer to have a VIBE card, and
promoting
additional products such as the protein balls and other varieties of add-ons to the smoothies
(Boost Juice Pty Ltd 2015). This concept that Boost enforces is effective for building
conviction, action and preference and retains customers interest for a longer period of time.
This cost effective method lets Boost promote their smoothies in a personal way that
communicates the desired position and differentiates them for customer satisfaction.
Public relations are believable and consist of features, news stories, sponsorships and
events
(Armstrong. A, Adam. S, Denize. S, Kotler. P 2014). Boost have at least 12 large campaigns
every year (Boost Juice Pty Ltd 2015), these include “What's your name game”, “Boost your
life” (Boost Juice Pty Ltd 2015) and others. Boost also has the sponsorship of celebrities
(Boost Juice Pty Ltd 2015), that is covered on television and radio. These ‘news’ specials
rather than sales-direct communication are very effective and economical (Armstrong. A,
Adam. S, Denize. S, Kotler. P 2014) as it can dramatise the company and product as well as
reaching consumers that avoid salespeople that avoid advertisement.
From these various communication tools, it is evident that Boost can actively aim to reach a
large amount of geographic in a way that accommodates a variety of people. Through both
push and pull strategies (Armstrong. A, Adam. S, Denize. S, Kotler. P 2014) it is evident that
the company communicate their smoothies in the desired target market. Including a blend
of
all advertising, public relations, personal selling, sales promotion and direct-marketing tools
(Armstrong. A, Adam. S, Denize. S, Kotler. P 2014) has insured the success of boosts
smoothies through echoing various consumers need and wants.
BOOST JUICE BLACK LABEL- MANGO MIRAGE ADVERTISEMENT
Boost Juice’s marketing and branding is a source of competitive advantage that they have in
the juice Market (Menzies & Orr 2014, p.176). They have successfully constructed a
wellrecognized
brand through media, e.g. radio and television, and its vivacious websites. A
portion of this success can be contributed towards their advertisement and objectives.
Kotlter
et al. 2013 states that advertisements are good way for a company to inform and persuade
their brand value proposition to its consumers. To successfully achieve this the company
must
have an advertising object that aims to inform, persuade and remind consumers of their
product. As well as an effective message that is executed with the appropriate style, tone,
words and format, that will capture the target markets interest and attention (Armstrong et
al.
2013, p.358). In applying and comparing these characteristics to Boost Juice smoothies,
advertisements for their Boost Juice-Black Label smoothies campaign for Mango Mirage
have
been examined.
The Boost Juice-Black Label-Mango Mirage YouTube video (2015) is a 22 second
advertisement that captures social media figure and reality television personality Aisha
Jade,
walking along a beach, narrating how people who have holidays live longer and that the
ingredients in the mango mirage have a holiday effect on her. For full description below see
Appendix E. To influence the consumer’s awareness, beliefs and attitude towards the
advertised product, it has used rational and emotional appeal. The rational appeal in
advertisement is the informative or logical appeals that it has used to represent rational
reasons for purchasing the advertised product (Jovanović et al. 2016, p 37). In addition to
the
previous rational appeals are further described as an appeal to one’s “self interest” (Beniers,
2012) by Philip Kolter.
An example of this is seen by Aisha outlining that the Mango Mirage includes ‘protein,
immunity and lucuma booster’, their rational appeal is affirmed by stating that they make
her
feel healthy and rejuvenated. By outlining the dietary additives, which provide personal
benefit to consumers, Boosts marketers have been able to clearly appeal to the self-interest
of
the consumer by making them aware of the perceived health benefits gained from
consuming
the smoothie. Another appeal to the rational side of the consumer is the use of the claim
that
‘people who have holidays live longer’. This isn’t however just a marketers spin, strong
evidence to support this has been published (Ostrow, 2016). When paired with the
statement
made by Aisha that the Mango Mirage is “as good as a holiday” (Boost, 2015) a rational
reason for consumers to purchase the product is presented.
The emotional appeal is the case in which the advertisement creates certain emotional
associations in the consumer’s mind towards the advertised product (Jovanović et al. 2016,
p
37). This emotional appeal is captured through Aisha identifying her personal feelings
towards as she shows her ambition when stating that she ‘desires the horizon’ and that the
mango mirage allows her to plan ahead and go for it. The slow motion of her movement,
the
warmth in colour of the sun setting into the horizon and the spacey melodic music play of
each provide further support of this emotion. A well-structured argument linking the
beverage
to a holiday can also be seen as an emotive appeal as the memory of a holiday often has a
special place in most peoples mind. By indicating the mango mirage is as rejuvenating as a
holiday the consumer may be enticed to purchase the beverage to experience the good
feelings deeply tied to a holiday.
The company has used multiple executions styles such as lifestyle, mood, testimonial
evidence and a one-sided argument to capture the target markets interest and attraction in
the
Mango Mirage advertisement (Armstrong et al. 2013, p 358). Lifestyle can be seen through
the environmental surroundings of the beach and the serenity of the music, emphasising a
balanced lifestyle as she uses it to plan ahead and assist with her ambitions. Mood is evident
through the establishment of desire, serenity and ambition of image around the product,
supported through the emblematic expression of desiring the horizon. To further validate
the
benefits of the smoothie, testimonial endorsement is used through the featuring of popular
social media figure Aisha Jade, who ratifies the consumption of the smoothie by stating the
benefits it provides her. When presenting this product, Boost had used one-sided argument
to
attract consumers, as it only focuses on the favourable arguments of the product without
comparison to other juice companies or negative appeal (Rajan 2008, p. 361).
The exposition of the mango mirage advertisement is one that is presented in a
complimentary
tone. It describes the positive benefits of the products and explains the achievement of
ambition when consumed. To gain attention on the important characteristics of the
product,
the company has used capturing key words and phrases such as ‘rejuvenated’, ‘abundance
of
nutrition’, ‘protein immunity’ and ‘lucumba booster’ to influence consumer choice which
further highlights the product. The format of the black label headline following the
advertisement effectively entices consumers as the simple but unique text and format,
enforces the impression that the black label smoothie is a premium product. This product
however is one, which still embodies Boosts core branding and ethos indicated through the
retention of original Boost Juice ‘B’ on the Product. In doing so they have developed an
advertisement for product which targets the audience they desire whilst still presenting a
product that can be consumed by all.
APPENDIX E
Boost Juice Black Label - Mango Mirage, video, Boost Juice, 9th of November 2015, viewed
3rd of May 2017, < https://www.youtube.com/watch?v=K43xtM4L_9Y>.
The advertisement opens with a scenic shot of the glowing sun over the horizon at a beach.
The shot is slowed to suit the rate of the spacey piano melody backing the clip. Gentle
waves
are shown breaking as the scene changes to a shot of Aisha Jade in swim attire wandering
along an empty beach. Following scenes change to more close-up shots of the New Zealand
born reality star. The specifically designed black range boost cup is seen in shot, held by
Aisha. In combination with the backing music, a dialogue from Aisha accents key
components of the new drinks. Strong persuasive rationalisations of health additives
included
in the drink are countered with common the proverb stating, “the mango mirage is as good
as
a holiday” (Boost, 2015). The final images of the advertisement feature black screens
highlighting the black label adapted boost logo, the main boost logo and logo for partner
brand, Jet star. An Internet address for a dedicated black label boost juice website directs
viewers to further information on the product. Overlaying these closing images is the final
line of the ad, “Introducing black label, an abundance of nutrition”.
REFERENCES
Armstrong, D, Adam, S, Denize, S, Kotler, P 2015, principles of marketing, 6th edn, Pearson
Australia, Melbourne, VIC
Australian Bureau of Statistics 2017, Labour Force Australia 2017, no. 6202.0, ABS,
Canberra. Viewed 9 May 2017
Benier, C 2012, Cultural Differences In Television Advertising-3, Prof. C.J.M. Beniers
Interkulturelle Kommunikation – Intercultural Communication, weblog post, 22nd
November,
viewed 1 May 2017, <http://blog.beniersconsultancy.de/archives/tag/moral-appeals >.
Boost Juice Pty Ltd, Boost Study Kit, 2015,
<https://www.boostjuice.com.au/downloads/Boost_Study_Kit.pdf>, viewed 5 May 2017.
Boost Juice 2012, Boost Juice Black Label- Mango Mirage, online video, 9 November, Boost
Juice, viewed 1 May 2017, < https://www.youtube.com/watch?v=K43xtM4L_9Y>
Jovanović, P, Vlastelica, T, & Kostić, SC 2016, 'Impact of Advertising Appeals on Purchase
Intention', Management (1820-0222), no. 81, pp. 35-45. Viewed 9 May 2017 <
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=084ec504-4236-4737-beb4-
b56c3f02e7c4%40sessionmgr101&vid=9&hid=117 >
Menzies, JL, & Orr, SC 2014, ‘Internationalization of Boost Juice to Malaysia’, Asian Case
Research Journal, vol.18, no. 1, pp. 175-197. Viewed 26 April 2017
< http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=4823d57d-8045-49c9-a507-
b878dcea073e%40sessionmgr103&vid=3&hid=117 >
Ostrow, R 2016, Holidays are ideal tonic for improved mental and physical health, The
Australian, 12 August, online article, viewed 1st May 2017,
<http://www.theaustralian.com.au/life/health-wellbeing/holidays-are-ideal-tonic-
forimproved-
mental-and-physical-health/news-story/245b589d50464fe8579f96bd60f0767>.
Rajan, S 2008, Marketing Management, Tata McGraw-Hill Pubishing Company Limited,
Shahdara, Delhi, viewed 9 May 2017 < https://books.google.com.au/books?
id=c9869T3ZxDsC&pg=PA361&lpg=PA361&dq=one+sided+argument+marketing&source=
bl&ots=yK6OJX_xss&sig=eXcr6LOlWlKqZgmQKATSt84ToQ&
hl=en&sa=X&ved=0ahUKEwiRu6-xk-
TTAhVHPrwKHaM5BlUQ6AEIWTAH#v=onepage&q=one%20sided%20argument
%20marketing&f=false >
SMB Digital Advertising Survey 2016, ‘Ad Formats Preferred By SMBs’, Advertising,
Statistics and Trends, viewed 6 May 2017 <http://trends.e-
strategyblog.com/2017/02/25/adformats-
preferred-smbs/28102>.
CONCLUSION
Boost juice is a brand that clearly understands their market. They have successfully targeted
their Smoothies to consumer audiences through a holistic understanding of key Marketing
concepts. Their approach to understanding the macro-environmental factors influencing
their
product on three levels, the industry, the brand and the product is one aspect contributing
to
boosts ability to adapt marketing strategies toward their Smoothie. Similarly through an
identification of market segmentations, Boost Juice has been able to direct energy in
marketing campaigns towards the needs and wants of different consumers. Adjusting their
message to suit has allowed boost to market their smoothie a majority of segments in the
market. In addition, understanding their consumers buying behaviour through analysis of
four
key influences, cultural, social, personal and psychological factors has further provided
Boost
Juices marketers with strategic ideas which mimic these factors. Consumer communication
is
a final element, which has proved vital to Boost’s branding and image, through cross
platform
communications and advertisements, the boost brand has become one of the most
recognisable juice brands in Australia, a clear testament to their consumer communications.
Boost juice has positioned themselves in the juice market with well-strategised and
composed
marketing initiatives. Their holistic approach has faired them well since day one and should
allow for boost to remain relevant in the marketplace for years to come.