Boost Juice's International Marketing Strategies

This report discusses Boost Juice's marketing strategies in Australia and the United States, including market segmentation theory, marketing mix strategies, and cultural differences. Recommendations are provided for Boost Juice to expand its business in the US market.

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the student
Name of the university
Author’s note

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Executive summary
Boost Juice is one of the popular juice manufacturer brand in Australia. In fact, the company
has a great market capitalisation in the country. Recently, the company intends to expand its
business in overseas market and United States is identified as the best option for them. As far
as the Australian non-alcoholic beverages market is concerned it can be argued that there
large number of giant beverages companies in the market that can give enormous competition
to Boost Juice. Therefore, the report rightly mentions the existing market segmentation of
Boost Juice. Besides this, business tools like marketing mix and the Hofstede model are also
implement in order to get in-depth perception. In a conclusion, there are some
recommendations that can help Boost Juice to establish a better market orientation in US.

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Table of Contents
Introduction....................................................................................................................3
Discussion......................................................................................................................3
Marketing techniques in Australia.............................................................................3
Market segmentation theory...................................................................................4
Segmenting.............................................................................................................4
Targeting................................................................................................................4
Positioning..............................................................................................................4
Relevance in United States.........................................................................................5
Product...................................................................................................................5
Price........................................................................................................................5
Place.......................................................................................................................5
Promotion...............................................................................................................6
Cultural difference.....................................................................................................6
Hofstede’s communication theory.........................................................................6
Recommendation............................................................................................................8
Conclusion......................................................................................................................8
Reference........................................................................................................................9

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Introduction
Boost Juice is considered to be one of the major beverages company in Australia. The
company was founded in 2000 by an enthusiastic entrepreneur Janine Allis in Adelaide,
South Australia. Recently, Boost Juice has more than 500 stores surrounded in 13 countries
(Boostjuice.com.au 2018). The best part of the Boost Juice is its healthy living beverages and
taste. Based on this understanding, this report is going to discuss the marketing possibilities
for the Boost Juice in both Australia and Untied States. There are cultural differences and
different marketing strategies that are responsible to facilitate a better framework of
understanding. In fact, the report also encapsulates various theories and models in order to
create a better understanding.
Discussion
Marketing techniques in Australia
A different type of marketing techniques can be identified regarding the marketing
techniques and segmentation of Boost Juice in Australia. As far as the product specification is
concerned, Boost Juice provides health drinks and juices made of fruits and vegetables. As a
matter of fact, the purpose of the Boost Juice is to provide healthy food products to the
Australian people and encourage them to maintain a better and healthier lifestyle (Adner,
Ruiz-Aliseda and Zemsky 2016). This can be identified as a strategic measure for the
organisation to maximise its customers as far as possible. In this context, the sustainable
missions and vision of providing healthy foods and encouraging healthier lifestyle facilitates
the strategic advantages of the organisation and provokes it to expand its market.

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Market segmentation theory
Segmenting
The Boost Juice is generally focused on the figure conscious people. Moreover, the
issues of obesity are also contributed to take effective market segmentation strategy for Boost
Juice. In this context, it can be argued that the Australia ranked second in number of obesity
patients and this issue becomes an open threat for the Australian society (Adner Ruiz-Aliseda
and Zemsky 2016). In response to this, the Boost Juice products are committed to deal with
this ever-escalating issue and foster a healthier lifestyle for the Australian youths as well as
the older generation.
Targeting
Naturally, the target customers of Boost Juice are the health conscious people of the
age from 21 to 35. This target strategy is considered to be quite effective in case of the Boost
Juice because both the young and adult generations are identified as the target customers of
the product. Besides this, the company also keeps focus on the older people and prepared
juices that are purely quality product and health conscious (Gengler and Mulvey 2017).
Moreover, it can be stated that the around 50% of the customers of Boost Juice are students.
Positioning
However, it can be opined that the Australian juice makers are faced severe market
competitions due to huge market demands and lucrative market to do business. Therefore,
there are Goulburn Valley, Homebrand, Mojo Kombucha, Essentials and Golden Circle
who dominate the Australian market robustly. In this context, it is too tough for Boost Juice
to maintain its market sustainability so intense (Lei and Moon 2015). Despite of having a
number of threat in the Australian market the Boost Juice successfully establish its market
here due to quality of products and understanding the consumer behaviour extremely. In fact,
manufacturing unique products is also contributed to the organisational strategy.

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Relevance in United States
In case of United States, the segmentation techniques will be remained same.
However, for a better understanding, Boost Juice must focus on the marketing mix strategies.
Marketing Mix
Product
The healthy Boost Juice products are expected to have a large customer market in
United States. In this regard, it can be argued that there are a number of healthy juice
products existed in America (Datta, Ailawadi and van Heerde 2017). Therefore, it is
important for Boost Juice to ensure product diversification in US. There are wide range of
products that Boost Juice can provide in the American market in the form of fruit juice bars,
protein and energy juices, energy boosters, calorie counters and boost snacks so that it will
generate customer maximisation for the organisation in Untied States. Moreover, it can be
argued that the product will be 98% fat free.
Price
There are a number of big beverages organisations already exist in the US market
such as Coca cola and Pepsi. Therefore, it will be evident that the Boost Juice will face a
huge market competition in the market. In this context, effective pricing strategy is very
important for the organisation to sustain a better market expansion. Low cost strategy will be
considered to be an important aspect in this regard. According to Bahadir, Bharadwaj and
Srivastava (2015) it can be argued that the low pricing provides strategic advantages to the
companies because the consumers are very much fond of fond of the low price and high
quality of the products.
Place
As per the research carried out by Rallapalli and Montgomery (2015), it is seen that
place or location is one of the major factors that can contribute strategic advantages for the

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customer maximisation of the organisation. In this regard, the Boost Juice Company has to
put more emphasis on choosing the perfect location for doing business effectively. The
densely populated localities and tourist places can be identified as important business location
for Boost Juice in United States. However, there are already a number of non-alcoholic
beverages companies in United States that are succeeded to expand their business
extensively. Therefore, choosing locations carefully is an essential requirement for Boost
Juice in US.
Promotion
Simultaneously, the promotional strategies are also identified as essential factors
regarding the new market entry for Boost Juice in United States. In his study Bahadir,
Bharadwaj and Srivastava (2015) stated that the promotional strategies are the ultimate one
that differentiate between two organisations. Therefore, traditional advertisements like
television, billboards and the social media advertisements can also serve the purpose of Boost
Juice.
Cultural difference
Hofstede’s communication theory
The Hofstede model of cultural dimension theory is also known as the cross-cultural
communication framework that puts emphasis on the cultural values and diversification in a
society.
Elements Description
Individualistic/ Collectivistic The Australian customers are relied on their domestic
products and companies where as the US consumers are
more receptive to the multinational companies.
Masculine/ Feminine In case of the gender differences both the countries put
less importance to the gender differences. It means both

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the men and women are eligible to buy products
according to their needs and they show respect to
opposite gender.
Uncertainty Avoidance In case of the Australian people, they are more
orthodox and try to resemble with the traditional norms.
It means the customers are not prone to buy a product
that newly entered into the market (Rallapalli and
Montgomery 2015). On the contrary, the American
people maintains a more relax behaviour and attitude in
order to adapt new things. It can be seen in case of the
US customers this practice is seen and as a low UA.
Power Distance In case of the Australian customers, inequality in
society influence them to identify the product and buy
in accordance with the customs and social hierarchy
whereas in United States there was no such inequality
exists and as a result of that customer maximisation
process becomes easier.
Time Perspective In both the countries the consumers have both the long
term and short terms interests in products. Therefore, it
is not possible for the organisation to differentiate
between the long term and short term goals of the
consumers. However, the private companies tries to
segregate the customers on the basis of their behaviour
and attitude (Mansson et al. 2016).
Indulgence/ Restraint As far as indulgence or restraint is concerned, the

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Australian consumers are more leaned towards the
traditional approaches and these can be seen in their
choice and product specifications as well. On the other
hand, the US customers are more fun loving and enjoy
their life. Therefore, more relaxation and indulging
towards new products is an essential feature of the US
consumers.
Recommendation
The recommendations are as follows,
 The Boost Juice Company should focus on the product diversification in order to
introduce more unique products in the US market.
 Moreover, it is important for the Boost Juice to open outlets in strategic location
where renowned companies are not located.
 In fact, the Boost Juice should fix its pricing strategy to a moderate one because of the
intense competition.
Conclusion
In a conclusion, it can be argued that there are high opportunities for the Boost Juice
to expand its business in America. However, for this expansion the organisation must imply
some measures like the product diversification, effective pricing strategy and the location are
the important factors that can bring strategic advantage for Boost Juice. Moreover, the market
segmentation in Australian market helps to understand the different customer behaviour in
both the countries. Henceforth, the above mentioned recommendations are very helpful for
Boost Juice to make a sustainable business environment in US.

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Reference
Adner, R., Ruiz-Aliseda, F. and Zemsky, P., 2016. Specialist versus generalist positioning:
Demand heterogeneity, technology scalability and endogenous market
segmentation. Strategy Science, 1(3), pp.184-206.
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal of
International Business Studies, 46(5), pp.596-619.
Boostjuice.com.au 2018. About Boost Juice - Boost Juice. [online] Boostjuice.com.au.
Available at: https://www.boostjuice.com.au/about-boost-juice/ [Accessed 6 Oct. 2018].
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), pp.1-20.
Gengler, C.E. and Mulvey, M.S., 2017. Planning pre-launch positioning: Segmentation via
willingness-to-pay and means-end brand differentiators. Journal of Brand
Management, 24(3), pp.230-249.
Lei, N. and Moon, S.K., 2015. A Decision Support System for market-driven product
positioning and design. Decision Support Systems, 69, pp.82-91.
Mansson, D.H., Marko, F., Bachratá, K., Danišková, Z., Gajdošíková Zeleiová, J., Janiš, V.
and Sharov, A.S., 2016. Young adults’ trait affection given and received as functions of
Hofstede’s dimensions of cultures and national origin. Journal of Intercultural
Communication Research, 45(5), pp.404-418.
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.