1. Background
2. Literature Review
3. Executive Summary
3.1 Product Range
4. Branding
5. Situation Analysis
5.1 International Environment Analysis
5.2 Marketing Situation
5.3 Management Situation
6. External Environment Analysis
7. Strategies
8. SWOT Analysis
9. Marketing Objectives
10. Strategies
11. Marketing Mix
12. Product Differentiation and the Product Life Cycle
13. Measures of Success
14. Recommendations
15. Conclusion
Background
Boost Juice Bars (Boost, 2014) is an Australian food and beverage brand, which was formed in 2000 with the first store located in the capital city in the South part of Australia- Adelaide. This food and beverage business has been done well since the business has been expanded globally in Asia, Europe,
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One of the potential troubles of Boost Juice Bar may be facing is its old marketing message to its target audience or customers. This is the main issue if customers still have strong tackiness to stick the old message to Boost Juice Bar’s brand. Hence, Boost Juice Bar re-think about its goal customers. Boost also re-plans its marketing tools to the objective customers. However now, Boost is necessary to pay more attentions by using a popular marketing method, known as E- Marketing, such 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 useful for understanding Boost Juice’s target customer, young generations.
Product Range
According to the survey I collected in a store at Macquarie Shopping Centre, the products of Boost Juice Bar mainly focus on health and nutrition. The following categories are the product range.
1. Smooth – Low fat smoothies.
2. Juice – squeeze from fresh fruit.
3. Complementary Product – healthy snacks (Fresh yoghurt and muesli bar).
4. Product in supermarket – juice, frozen yoghurt, and ready- to- eat snack (such as Low fat crunchy)
Situation Analysis
International Environment Analysis
The main purpose of Boost doing this analysis is to figure out the flaw and and strength. Boost Juice Bar has established a questionnaire on its website to find out the acumen and insight
The current marketing profile of Boost juice is to manage the brand so effectively created. The image of boost juice in the market is very high. The impact it has created in the minds of consumers and competitors is so clearly marked that it has been able to rise itself above the marketplace and position itself in the minds of the customers. The brand communications have also been promising and have fulfilled all those messages which it has committed itself to. This has been the greatest source of equity. The awareness that boost juice has created has put off all other competitors far behind and hence it is the industry leader. The brand is instantly recognizable by its distinct packaging, flavor and inimitable appeal. It is relevant as a healthy juice bar while competitors have not been able to carve that niche. People prefer this to other juice sticks. Boost juice has returning customers the greatest asset that any organization would want and aspire for. It enjoys a lion’s share of market for juice bars and though sold at price premium it commands the respect due to it.
Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.
The third issue for Trader Joe’s is their lack of social media presence. Trader Joe’s from their beginning has used a customer newsletter and occasional radio ads in order to promote their brand, and these advertising methods have not changed with the introduction and prevalence of social media. Many brands nowadays are seeking to gain a competitive advantage over the
According to recent studies, the age group of 25-40 year old males and females purchase a reliable amount of small appliance to bring in this product. A household income of $40,000 a year is enough purchasing power for a household to afford this product. Through recent studies, it has shown that cocktails are mostly popular with individuals that like to share their experience with others and go to bars and restaurants because of the specialty cocktails that are offered. The United States has been chosen as the target location because of Company G’s location.
The Clif Bar Store is your one-stop shop for organic energy bars and other nutrition food and beverages. Anything and everything you need for your sports nutrition needs can be found at the Clif Bar store. You will always need to replenish your energy when you are in the middle of an excursion; so just pack some goodies from the Clif Bar Store and you are good to go. The store provides a wide range of nutria bars and other food and beverages such as Mojos, Shots and Builder's bars.
Dale Wishewan is the president, co-founder and chief executive officer (CEO) of Booster Juice who led the company since its first location in Canada. In 2009, he decided to expand into the Indian market and his overall goal was to have Booster Juice stores across India. Additionally, Wishewan’s mission for Booster Juice is “to provide customers with an incredible, healthy alternative to fast food that’s great tasting, convenient and nutritious making it perfectly suited for today’s active lifestyle.” (Pg. 3) The situational analysis consists of the Strengths, Weaknesses, Opportunities, and Threats.
The juice bar concept was pretty new in Australia, and the way boost furnish this concept is also very new in the retailing industry. Boost is not about only appreciable taste and healthy juice or smoothie but this brand is all about overall experience for the customers when each time customers comes in their store and we are talking about experience includes tasty products, best service and lively employees who are there only for their customers and always smile when you enter the store, call you by your first name with their polite tone. (Grocer, May 3, 2008, Vol.231(7853), p.42)
Cynthia Morrison, the CFO of Sunshine Juice Company, is scavenging for a perfect pricing strategy for its orange juice; however, this is not the company’s only problem. It is vital for Sunshine to define its target market before developing its marketing strategy, including the pricing strategy of the product.
Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to
In the summer of 1998, Nantucket Nectar created a subsidiary of their brand called Juice Guys. This new product was comprised of fresh juice and fruit smoothie drinks that were taking over the West Coast. Within three-and-a-half months, Juice Guys had sold a total of 175,000 items ranging from smoothies, yogurts, sorbets, Nantucket Nectar drinks and fresh squeezed juices. Juice Guys’ revenue went up to 91% and they made a profit of $227,000 in sales.
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