Boost Juice Marketing Plan: Australia and America

The study focuses on the marketing plan of Booster Juice in Australia and in America using different marketing theories. It highlights different marketing methods such as content marketing techniques and Social media marketing techniques used by the organization in Australia can be used in America as well. The study also outlines theory of Hofstede, marketing segmentation and marketing mix to recommend the marketing possibility in the USA in relation to the cultural difference that may affect marketing behaviour.

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Executive summary
The study focuses on the marketing plan of Booster Juice in Australia and in America
using different marketing theories. Boost Juice in Australia delivers a range of deliciously freshly
squeezed juices in the variety of dimensions like low-fat smoothies, green boosters and many
others. In this context, the study highlights different marketing methods such as content
marketing techniques and Social media marketing techniques used by the organization in
Australia can be used in America as well. Alongside these methods of marketing the study also,
outline theory of Hofstede, marketing segmentation and marketing mix to recommend the
marketing possibility in the USA in relation to the cultural difference that may affect marketing
behaviour. Based on the study ends with a suggestive recommendation for successfully
marketing in America.

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Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................3
1. A marketing technique of the organization................................................................................3
2. Marketing methods used in Australia also applicable in America..............................................4
3. Impact of culture on marketing decision.....................................................................................4
4. Application of theories...............................................................................................................6
Hofstede model of communication theory...................................................................................6
Power distance..........................................................................................................................6
Individualism............................................................................................................................6
Uncertainty avoidance..............................................................................................................6
Masculinity or feminist index...................................................................................................7
Market Segmentation...................................................................................................................7
Demographic............................................................................................................................7
Geographic...............................................................................................................................7
Psychographic..........................................................................................................................7
Behavioral................................................................................................................................7
Marketing Mix.............................................................................................................................8
Product’....................................................................................................................................8

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Packaging.................................................................................................................................8
Price..........................................................................................................................................8
Promotion’................................................................................................................................8
5. Recommendations.......................................................................................................................8
Reference list.................................................................................................................................10
Appendix........................................................................................................................................12
Appendix 1: Growth trend of Booster Juice in different countries............................................12

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Introduction
Boost Juice in Australia delivers a range of deliciously freshly squeezed juices in a
variety of dimensions like low-fat smoothies, green boosters and many others. Boost juice is
convenient in their service as it provides products in pursuit of the customers with healthy types
of fast foods. In the present stage, the company is in a differing status from their competitors in
terms of its brands and environment-friendly packaging and products. In addition to this the
company also effectively offers its brand position by clearly differentiating its product (refer to
appendix 1). Therefore, the study focuses on the marketing plan of the company in Australia and
in America using different marketing theories.
1. A marketing technique of the organization
Boost Brand uses various marketing technique to promote their products differentiating it
from the competitors. Boost Juice through Zoo retail and Millipede has released its first branded
game that is known as Free the Fruit. These free the fruit is designed in such a way that it
involves with the other brands and its audience by providing rewards to the players with free
smoothies and discount offers. This drive is the traffic during the period of the campaign.
This game has turned in to a successful one in Australian app stores from the second day
of its launch. It has achieved more than 6 minutes of mobile game player in Australia. Unlike the
traditional method of marketing like TVC, the company tends to engage the audiences for longer
sessions more frequently on a playing trend through branding. The Game has carried almost $3
million boost juice vouchers for those who are willing to take part in the game (Campaign Brief
Australia. 2018).

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They also use various healthy and nutritious food campaigns, in an offline and online
method throughout the year. Through this marketing strategy, they deliver the message to people
about the importance of health in the market.
2. Marketing methods used in Australia also applicable in America
Content marketing techniques and Social media marketing techniques used by the
organization in Australia can be used in America as well. From marketing research, it has been
found that almost 96% of the Australian marketers use content marketing (Tidwell and Marks
2018). Australian business to business marketers mostly uses content marketing strategy.
Similar to this American markets invest more budget in content marketing as well as social
media marketing. In their content, the company is needed to use health image and use of healthy
food ingredients for the American origin (Nielsen 2016). In America, most of the people are
concerned about health and diets, the government as well have passed health-related policies in
America. These instances will be helpful for the company for marketing the product in America.
In case of pricing strategy used by the company in Australia is that they sell their
premium product at a valuable price. However, the price levels in America are relatively high
and Boost Juice sales price are set at $4.50 for a smoothie. Compared to the local competitors in
America this process may be low and will effectively attract the local's customers as well as
visitors in America.
3. Impact of culture on marketing decision
In a study, consumer style of decision-making has been comparatively studied in between
America and Australia to understand the high and low engagement of products. As stated by Ali,
and Darak (2014), results found in this context, highlighted that there is the major cultural

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difference in the American consumer market strategies and Australian consumers. In this
context, Australian consumers believe that they pretest 10 out of 20 products before promoting
them. However, both American and Australian consumer’s subjectivism reports utilizing non-
compensator decision-making strategy for most of their producers. In this context, the study of
investigating on consumer beliefs and choices of strategies used for the produces shows that
there is the large discrepancy that exists in between beliefs and original behaviour of consumer
choice. Goodrich and De Mooij (2014) states that reports show that there are unconscious an
automatic process that influences the consumer choice of marketing.
Marketers therefore are highly concerned about the cultural belief of the consumers. This
is because marketing decision-making is highly dependent on the perceptions of the consumer
not only empirical results about consumer behaviour. However, while comparing the literature of
America and Australian culture believe it has been found that one of the major reason is the
Australian culture populism that is not much prevalent in America. As stated by Wang et al.
(2016), populism is illustrated as a culture's intrinsic value used in familiar practices and
institutions. However, the other concept is the concept if time-related to the characteristics of
modernism, technology as well as violence. It is the continuation of varying degree of populism
and modernism that is used in a culture that may create a problem.
These factors exist within Australian culture while the American culture embraces
modernism. Language is also an important factor of culture that may affect marketing behaviour
of the consumer. However, in the case of America and Australia, both the countries regional
language is English that will help the marketers to interact with the employees, customers and
other suppliers. However, language may pose a challenge if the employer or any customer is
unable to understand the local language. According to Rao and Tilt (2016), religion is another

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major factor of culture that may be different in Australia and America. Religious and social
beliefs tend to influence the consumer behaviours and purchasing attitude of a country.
4. Application of theories
Hofstede model of communication theory
Figure 1: Hofstede model
(Source: Hofstede Insights. 2018)
Power distance
This dimension deal with the factor that the entire consumer present in the society are not
equal and its expresses the behaviour of culture towards the inequalities of power (Hofstede
Insights. 2018). However, in America, there is a high acceptance of power in the market.
Therefore, this factor makes it an integral factor of the society.

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Individualism
In the American society has and stable premises that allow liberty and justice for all the
individuals in the society. This shows an explicit evidence on the equal rights of the consumers
in the society. According to Rallapalli and Montgomery (2015), at the same time communication
as well is informal direct and participative in nature will allow in retaining the customer.
Uncertainty avoidance
The USA has a low uncertainty avoidance and the organization there are more dependent
on the village market model (Savell et al. 2016). Therefore, consumers in America are rarely
accustomed with strict rules associated with the levels of hierarchy. In this, model control and
cooperation's takes place between marketers and consumer that leads to mutual understanding
through informal communication.
Masculinity or feminist index
The masculinity index in the USA I high with 62 that can represent typical behavioural
patterns. The country represents a combination of high musicality drive along with individualism
drive.
Market segmentation
Demographic
The USA demographics existing population is almost 64.5 million with a majority of the
population in between 25-40 year. This is an appropriate age for the preference of smoothies and
Booster juice since the customers are more likely to be university and college students or people
with full-time professions.

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Geographic
From the geographic point of view in order to retain customers who are already
acquainted with a fresh smoothie and juice products, Booster juice needs to look for presence in
high traffic areas. This is because a large amount of population resides in an urban location
(Savell et al. 2016).
Psychographic
Using psychographic segmentation the company may target health-conscious consumers
in the USA. In the USA, most of the consumers are concerned about their health in order to
prevent disease and to enhance their quality of life.
Behavioural
Behavioural segmentation in the USA will seek for changing lifestyles in the country in
relations to their health-conscious activities and decision-making.
Marketing Mix
Product’
A brand’s product can be placed in several different methods including the attributes of
the country that may not be attractive for other. After an examining research on the USA market,
it has been found that Booster juke can successfully position their product in that region by
responding effectively to the needs of the customer.
Packaging
All the labelling a packaging will remain the same, as there are no barriers in language
in-between Australia and America. However, the labelling is going to be the same but the style
of packaging may be modified for attracting the customer.

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Price
The first suggestion for the company is that they use price to obtain specific objective
such as targeting a specific return on profit. On the contrary, a second option is that they can
place reduced priority on the foreign business and opinions of export sales. As influenced by
Rogers et al. (2015), it can be suggested that they need to focus on the level of income while
setting the price.
Promotion’
In the case of promotion, they can use word of mouth through the various channel of
distribution. They can also promote their brand on social media sites using content marketing
and promotional discount offers on their products to retain more customers.
5. Recommendations
Booster Juice is required to study the American market properly before setting up the
business in America. However, in its objective to grow and extend its market internationally,
Booster juice can confidently progress towards the USA market with the recommendations of
promotional and segmentation strategies. In this context, they are required to focus on
promotional strategies such as gift cards and promotional cards to attract customers.
Moreover, they are needed to aware of the cultural differences that may influence the
marketing. By creating a strong brand image through promotions and differentiating strategy
from their existing competitors in the American market, they can continue to offer healthy
Booster juice products to the customer.

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Reference list
Ali, R. and Darak, R.A., 2014. Competitiveness of Malaysian fresh agriculture and agro-based
products in global markets: A case study in the United Arab Emirates. Economic and
Technology Management Review, 9(3), pp.93-101.
Campaign Brief Australia. 2018. Boost Juice launches new 'Free the Fruit' gamification app via
Retail Zoo and Millipede. [Online] Available at: http://www.campaignbrief.com/2016/04/boost-
juice-launches-new-free.html [Accessed 23 Sep. 2018].
Goodrich, K. and De Mooij, M., 2014. How ‘social' is social media? A cross-cultural comparison
of online and offline purchase decision influences. Journal of Marketing Communications, 20(1-
2), pp.103-116.
Hofstede Insights. (2018). Country Comparison - Hofstede Insights. [online] Available at:
https://www.hofstede-insights.com/country-comparison/the-usa/ [Accessed 26 Sep. 2018].
Nielsen, K.E., 2016. Health beneficial consumer products—status and trends. In Developing
Food Products for Consumers with Specific Dietary Needs (pp. 15-42).
Rallapalli, K.C. and Montgomery, C.D., 2015. Marketing strategies for Asian-Americans:
guidelines based on Hofstede's Cultural Dimensions. In Minority marketing: Research
perspectives for the 1990s (pp. 73-77). Springer, Cham.
Rao, K. and Tilt, C., 2016. Board composition and corporate social responsibility: The role of
diversity, gender, strategy and decision making. Journal of Business Ethics, 138(2), pp.327-347.

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Rogers, A.A., Kragt, M.E., Gibson, F.L., Burton, M.P., Petersen, E.H. and Pannell, D.J., 2015.
Non‐market valuation: usage and impacts in environmental policy and management in A
Australia. Australian Journal of Agricultural and Resource Economics, 59(1), pp.1-15.
Savell, E., Fooks, G. and Gilmore, A.B., 2016. How does the alcohol industry attempt to
influence marketing regulations? A systematic review. Addiction, 111(1), pp.18-32.
Tidwell, P. and Marks, W. 2018. Australian Versus American Consumer Decision Making
Strategies: a Comparative Analysis. [Online] Acrwebsite.org. Available at:
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11195 [Accessed 26
Sep. 2018].
Wang, M., Rieger, M.O. and Hens, T., 2016. How time preferences differ: Evidence from 53
countries. Journal of Economic Psychology, 52, pp.115-135.

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Appendix
Appendix 1: Growth trend of Booster Juice in different countries