Brand Management: Boost Juice

The Product is the first variable in the marketing mix. Gatorade is already a “brand” name. Therefore I would focus on its functionality. As stated by S. White, “product strategy encompasses all the elements that enable a product to serve its owner” (2012). The quality of Gatorade has surpassed it’s competitors for years, but I would ensure that we continued to live up to it. As stated by S. White, “more quality creates a better value for the consumer, delivering greater satisfaction with the

Gatorade is a flagship brand of PepsiCo and has a commanding 75% market share of the sports nutrition beverage marketplace globally, being sold into 80 different countries according to the latest PepsiCo annual report published in late 2011. Gatorade's success in branding and product marketing has actually expanded the global market for sports nutrition beverages during the late 1990s and into the 21rst century. Recently however the company has faced many channels including product line extensions of the last decade which failed to deliver strong results (Pollack, 1997) and a more critical analysis of their ingredients as many of their beverages are sold in public schools (Tallon, 2009). Despite these challenges however, Gatorade continues to experience strong market share and growth. The intent of this analysis is to evaluate and provide recommendations for each of the four areas of the marketing mix including product, price, promotion and place or distribution.

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)

In the following analysis, we will first identify the key issues that Sunshine needs to tackle. We will then evaluate the current market conditions of the manufactured juice industry, Sunshine, and its competitors. To find a suitable market match for Sunshine, we will look into the behavior and characteristics of orange juice consumers. Afterwards, we

With having only one of “The Four Ps,” (the place), Juice Guys had to come up with a marketing plan to develop the other three Ps; which were of product, promotion and price. Juice Guys knew they wanted to sell fresh juices and fruit smoothies; however, they needed to know if the consumers wanted more than just those products. Also, they needed to find a way to promote their new products and make their prices economically feasible for the consumers in this new place; which was Boston. In order to accomplish this, they needed consumers to let them know what they thought was the ultimate juice shop.

Nantucket Nectars' numerous strengths have led to their success. They produce all natural products that have a great taste, have a very strong management team as well as a strong branding, guerilla marketing skills, possess the ability to exploit small, rapidly changing market opportunities, last good access to single-serve distribution in the New Age beverage market, and is the best vehicle for juice companies to expand into the juice cocktail category without risking their own brand equity. In addition, Nantucket Nectars' management team has the required knowledge and experience with the single-serve business and thus has the ability to add value to large player who wants to roll out new single-serve products.

End users are those individuals walking in the company stores, ordering a smoothie and a cookie, paying the cashier and then telling her friend how wonderful the ambiance is. This buyer segment does not purchase large amounts of product at one time and likely chooses Jamba because of the quality of the ingredients. With no switching costs and a growing industry offering many options, patrons of smoothie cafés can freely purchase their delightful cool beverage anywhere. According to the U.S. Census Bureau the number of stores within the “snack and nonalcoholic beverage bars” industry grew from 36,036 in 2002 to 49,463 in 2007 [ (U.S. Census Bureau) ]. This trend means that Jamba Juice will have to increase customer loyalty to battle the increased competition.

Strengths – The soft drinks were made with 30% real juice, which is more appealing to consumers who want natural flavours. The products were healthy and contain real fruit juices. Although the company had a small market share, their sales increased steadily over the years.

Innovation is important to both distribution channels, but more important to the finished goods model since the juice category has seen a decrease on both volume and market share. At the same time the carbonated soft drinks market has grown in both volume and market share. In order to increase the volume sold in the juice aisle a brand extension should be developed. By adding more SKU’s and promoting to the eight to twelve year old group, sales

Gatorade has emerged as the global leader in sports nutrition beverages by continually managing their brand to signify high energy, athletic excellence combine with one of the most efficient new product development and introduced processes in the beverage industry. As a result of being able to consistently synchronize these many components of their business so well, Gatorade today holds a 75% market share in the sports nutrition market globally today. Gatorade is owned by PepsiCo, which has made it possible for the company to sell in 80 countries today. Gatorade relies heavily on the PepsiCo distribution and retail network globally. Gatorades' revolutionary approach to managing branding for beverages has served to increase the total market size for this product category globally (Huang, Sarigöllü, 2012). Despite the continued widespread adoption of Gatorade as a healthy energy drink, the company has encountered resistance to its brand and the ingredients used for creating the many variations of Gatorade energy drinks (Tallon, 2009). Despite these setbacks the Gatorade brand continues to experience exceptional growth and stability over time.

Jamba Juice is a smoothie retailer in the United States in the restaurant industry. Jamba Juice offers 100% fruit smoothie and juice with healthy snacks. This paper will explain the strategic issues faced by Jamba Juice, and the strategy used to be successful. Jamba Juice has maintained financial discipline, cost management, and improvements that are the reason sales are increasing. Jamba Juice strives to follow their mission and vision statement, and markets aggressively. Over the next five years, the market for smoothies is expected to increase by 10-15%. (Brixler, Brian) Consumers are seeking healthier food and beverage options for a meal. Smoothies offer a healthy option instead of drinking soda.

Nike will have a number of different marketing objectives for their isotonic sports drink, Nike Go. A main market objective will be to establish the isotonic drink as the most credible sports drink in the market. This will not just happen though, this can only happen through a lot of promotion and appeal. Creating strong consumer awareness is very important in gaining market share as it is a completely new product from Nike. This can be done through promoting the product, Nike Go, and allowing consumers to become aware that Nike has this new product. In order to establish brand recognition, there needs to be a capture of market shares in the sports drink segment. This will mean the product, Nike Go, will be well known

‘Boost juice’ (officially known as Boost Juice Bars) is an intercontinental chain of sales outlet that specializes in the selling of fruit juice. Boost juice is the supplier of goods, specifically fruit juice. The business was founded in March of 2000, in Adelaide South Australia. Since then the business has expanded into the international market with outlets in Europe, Asia, The Middle East and Russia through the use of franchising. Boost Juice Bars now operate in 13 countries with over 400 stores.

Initially, the company distributed free cases to college students across the country in an attempt to get their product in the hands of its consumers. This campaign became very successful and rapid proliferation of sales became the norm. The company continued to tailor their advertising to appeal to their target audience by sponsoring extreme sports, events, teams, and athletes. They sponsor athletes in the BMX, skiing, rally car, MLS Soccer, and many other sports industries (Red Bull). By sponsoring athletes such as Travis Pastrana and Shaun White, their “double bull” logo is never out of the spotlight, and constantly seen by the consumer.