Effectiveness Of The Company's Communication Strategy

2287 Words May 8th, 2016 10 Pages
1. Introduction

Founded in 2006 by Australian Janine Allis, Boost Juice was launched to fill a gap in the Australian market for a healthy fast food alternative. Now, Boost Juice offers a wide range of healthy juices & smoothies, as well as small nutritional snacks such as protein balls across over 350 Boost Juice bars in over 11 countries..
The purpose of this report is to analyse the effectiveness of the company’s communication strategy with regards to the chosen target market.

2. Company Background

2.1 Target Market
The target market identified by Boost Juice is 18-35 year olds, however they identify their core target to be a health-conscious, 25 year old female looking for a healthy alternative to fast food. This specific target will be the one this report focuses on.

2.2 Communications Strategy Overview
Current tools being used in Boost Juices marketing mix include:
• Public relations and media coverage
• Radio and television campaigns
• Interactive website
• Social media
• An application-based interactive game for Google Play and Apple App Store
• An application-based ordering platform
• Monthly email newsletters
• Customer relations

3. Communications Strategy Analysis

3.1. Customer Motivation and Engagement

As identified above, the core target customer for Boost Juice is a 25 year old health conscious female. The age with the largest number of people in Australia at 30 June 2010 was 25 years with 340,000 people, indicating that this is potentially a…
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