Boost juice bars in Australia is a worldwide retail chain outlets that excels in serving fruit juice and smoothies to the consumers. It was established in the year 2000 and their first store was situated in Adelaide of South Australia. With the passage of time the company has become internationally famous with their outlets spread all around the world such as South Africa, Europe, Asia and the United Kingdom by franchise (Menzies & Orr, 2014).
This company had flourished a lot within 4 years when it was operating both in Australia and New Zealand with 175 stores. This company has also taken care of the sustainability in order to reduce the cost and making it an eco- friendly brand. They have used Styrofoam cups initially which was later changed to paper cups as it turned to be more environment friendly. They have also made a promise to plant 10000 trees every year. With the faint idea of the company’s history this plan will look forward to the work done by the R&D wing of Boost Juice (Rahmawaty et al., 2014).
Research and development of a company looks into the business activities conducted with the aim of improving the current products and procedures in order to produce the same in a new form for the future. For the given company, the mission of Boost Juice is to become one of the world’s most famous and loved brands. They have always been popular for selling the most lip- smacking juices and smoothies. In addition to that they also satisfy the customers by providing them with a variety of hale and hearty snacks such as muesli bars, soups, wraps and fresh yoghurt (Eelen & Seiler, 2016).
In order to continue flourishing in the competitive market they offer all the members of the company a free smoothie on their birthdays. Apart from that there s availability of special offers and discount based reward system in order to remain strong in the competition. The marketing team of the company roams about in the stores to instigate the partners to participate in the theme days for attaining promotions. They intend to be the best by continually developing their products by proving training programs, initiatives and resources (Matt Freeman, 2015).
The situational analysis of boost juice in the form of SWOT is given below.
|
Strength · innovative in terms of products offered · strong brand recognition · capability to engage with customers |
Weakness · high marketing cost due to stress on promotional activities · requires establishment in the international market · sales drop in winter |
|
Opportunity · Asian market can be targeted · marketing more in all the media · no direct and strong competitors |
Threat · reduction in market share due to extreme competition · increase in the price of raw materials · fluctuations in the government norms and foreign currencies |
Fig: SWOT analysis of boost juice
Source: (Roberts, 2016)
The goals and objectives of the boost juice company is given below-
The three marketing objectives of boost juice are given below-
The company boost juice targets such a market place which is young and youthful and also the people who are proactive and lead a lifestyle in motion. A vibrant and energetic market is targeted by luring them with claims and reminding them about the advantages of the drinks. The drinks are christened in such a way that it attracts the attention of the customers immediately. Mango Tango is one such delicious drink that is served by seeing the eye of a person who seems to be a very classy dancer (Armstrong et al., 2015). The target market set for this group is irrespective of the gender and the names are suggested as per that. For instance, the drinks specifically for the male consumers are named as ‘Gym Junkie’ or ‘Energy Lift’ and for the females the names are ‘Raspberry Relief.’
The key competitors of boost juice are those companies which sell similar kind of products such as McDonalds, Wendy’s or supermarkets such as Coles, Woolworths and Aldi. In order to convince the customers to select their products over others, boost has to consider the most suitable target market by making something unique such as healthier and that nourishes the body.
The implication for marketing strategy of boost juice can be described as given below-
The pricing strategy used by the company is based on bundled pricing or BOGO. It refers to the selling of two juices at a reduced price; introducing a snack deal or meal; introducing a widely acclaimed pricing strategy BOGO to encourage the customers to consume the product. With the use of smart phone applications the company can appeal to the target market. They should introduce an app so that the customers can save their precious time by ordering juice or snacks online. They need to target those people who are active in social media by using technology among the consumers. It will be a great idea to develop relationship with such organization that have similar kinds of target groups and that is why the pitch is being made in front of the ‘well-played sports ltd.’
For the boost juice company there are certain tactics that can be used for making it more appealing to the consumers (Lusch, Serpkenci & Orvis, 2015).
Following is the probable timeline given for the new product of the company as per the public relations plan and its promotion in the market.
|
Activities |
Time period |
|
Think of the new products |
3 days |
|
Get the products approved |
2 days |
|
Start planning |
1 week |
|
Set up the budget |
3 days |
|
Get the budget approved |
2 days |
|
Start working |
3 weeks |
|
Final implementation |
1 week |
|
Reach out to the public through various media |
3 weeks |
|
Follow up on the promotion |
2 weeks |
|
Collect feedback |
1 week |
|
Penetrate the market |
1 month |
Given below is the approximate budget that will be required to implement the PR plan. With an effective use of the public relations tools the company will be able to reach out to a bigger target audience (Stacks, 2016). With the unique introduction of the products they will be able to win over the competitive advantage over other companies in the market.
|
Activities |
Cost (Au$) |
|
Buy the raw materials |
300 |
|
Get new employees |
100 |
|
Training the employees |
100 |
|
Purchasing the equipments |
200 |
|
Promotional activities |
700 |
|
Labor charge |
400 |
|
Miscellaneous |
500 |
|
Total |
2300 |
The PR plan for the boost juice company will be followed by the evaluation methods such as collecting feedback from survey, using visitors’ book in the stores, collecting online feedback from the social networking websites. The promotion in the multimedia channels will be given a follow up so that the customers keep flashing those in their mind. There will be handouts given to the customers in the stores which will be in the form of questionnaire and they can fill those while waiting for their order. In this way, the company will be able to get an idea of their products and services (Parsons, 2016).
Conclusion
Thus, it can be concluded from this plan that with effective promotion the product will be able to appeal to the target audience and spread quickly all over the eateries.
Reference
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
Eelen, J., & Seiler, R. (2016). Creative media use increases online sharing of your ad (but seems less effective for your brand). In Advances in Advertising Research (Vol. VI) (pp. 291-308). Springer Gabler, Wiesbaden.
Kim, J., Kim, P. B., Kim, J. E., & Magnini, V. P. (2016). Application of construal-level theory to promotional strategies in the hotel industry. Journal of Travel Research, 55(3), 340-352.
Kunczik, M. (2016). Images of nations and international public relations. Routledge.
Lusch, R. F., Serpkenci, R. R., & Orvis, B. T. (2015). Determinants of retail store performance: a partial examination of selected elements of retailer conduct. In Proceedings of the 1995 World Marketing Congress (pp. 495-504). Springer, Cham.
Matt Freeman, D. N. P. (2015). I’ve gone back to juicing. Month.
Menzies, J. L., & Orr, S. C. (2014). Internationalization of boost juice to Malaysia. Asian Case Research Journal, 18(01), 175-197.
Parsons, P. J. (2016). Ethics in public relations: A guide to best practice. Kogan Page Publishers.
Rahmawaty, S., Lyons-Wall, P., Batterham, M., Charlton, K., & Meyer, B. J. (2014). Food patterns of Australian children ages 9 to 13 y in relation to ω-3 long chain polyunsaturated intake. Nutrition, 30(2), 169-176.
Rinrattanakorn, P. (2012). Public relations campaign. Sripatum University.
Roberts, S. D. (2016). Selling Toe Juice to Investors and Growing the Brand 1. Journal of Marketing Perspectives, 1, 51.
Sapit, D., & Fagan, J. M. (2015). Microbial safety of unpasteurized juice.
Stacks, D. W. (2016). Primer of public relations research. Guilford Publications.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
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