Boost Juice Brand’s Marketing Techniques for International Expansion

This report highlights the marketing techniques used by the Boost Juice Brand in both Australia and America, cultural differences between the two countries that could affect the decision making of the organisation, and applied theories.

International Marketing

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Contents
Introduction...........................................................................................................................................1
Boost Juice Brand’s marketing techniques............................................................................................1
Marketing techniques that can also be utilised in America....................................................................2
Cultural difference effecting marketing decisions in both the nations...................................................2
Applied theories....................................................................................................................................3
Hofstede communication theories......................................................................................................3
Market segmentation.........................................................................................................................3
Marketing mix...................................................................................................................................4
Recommendations.................................................................................................................................4
Conclusion.............................................................................................................................................4
REFERENCES......................................................................................................................................5

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Introduction
Many companies have expanded their business in other parts of the world. In the success of
the expansion process, marketing plays a very decisive role. Boost Juice is an Australian
retail outlet dealing in the business of selling fruit juices and smoothies (Menzies and Orr,
2014). It is also having its franchising in other parts of the world and now it wants to expand
their business in United States. This report highlights the marketing techniques used by the
Boost Juice Brand in both Australia and America. Cultural difference between the two
countries that could affect the decision making of the organisation has been highlighted.
Boost Juice Brand’s marketing techniques
Different marketing techniques are used by the brand. Some of them are as follows:
 Relationship marketing: They offer fresh and high quality juice in their outlets which
helps in enhancing the bonds with customers. It is a technique that improves the
customer loyalty.
 Internet marketing: Most of the people are connected with the internet mediums hence
it acts as place where many details about the products and services can be shared.
 Transactional marketing: Retailers attracts potential customers towards their products
by the help of coupons, discounts and large events. It helps in enhancing the sales and
encourages target section to buy products from their outlets.
 Paid marketing: There are many people sources on which company promotes its
products and pay those sources. Some of the most common paid advertisements are
television, print media, pay per click and other internet sites.
Marketing techniques that can also be utilised in America
Marketing technique that would also work in America is:
 Transactional marketing: This marketing will be valuable in America as the people
love to get discounts. A psychological attraction is created by the retailers by the help
of shopping discount with the help of coupons on every purchase (Ahmed and Rafiq,
2013).
 Internet marketing: America being a technologically advanced nation having almost
all the people connected with internet mediums provides an excellent opportunity to
the firms to do their marketing using Internet mediums.

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 Relationship marketing: In the business of juices, building relationship is highly
important so that people may turn out to outlets on regular basis. For this relationship
marketing is highly essential and will be effective in the new market like America.
Cultural difference effecting marketing decisions in both the nations
In order to expand into America, Boost Juice will have to focus on the cultural difference
between the two nations. Both the countries are Christian dominant society hence there is not
so much difference in the culture. The cultural difference can be seen in behaviour such as
eating habits (Bhabha, 2013). For example Americans are spending more time in retail outlets
as compared to Australians. Australians are more cost centric while American go on the taste
they serve.
Americans are attracted towards the discounts and offers as compared to Australians.
Americans are more patriotic and prefers the companies that are of their own nation.
Americans more often goes to the services that is provided by the companies while
Australians focuses on product quality (Protzel, 2017). All this will affect the marketing of
the Boost Juices. Company will have to give an American touch to their marketing program.
At the same time they will have to highlight the features of their services in their marketing
campaigns. America being a technologically advanced nation has major part of their
population attached with the technological mediums hence companies should also focus on
making decisions related to digital marketing.
Applied theories
Hofstede communication theories
In cross cultural communication, this theory has a very essential role. American market can
be analysed on various dimension of Hofstede theory:
 Power Distance: America talks about equality and justice for all but the distribution of
power has just been done for distributing roles in an effective manner. The
hierarchism in the society is just for bringing order in the society. Communication is
direct, participative and informal (Scollon, Scollon and Jones, 2011).
 Individualism: Individualism is given higher preference in the society where
negotiations are done on various terms so as to ensure the success. Evidence based,
self-reliant and display initiatives are given more preference.

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 Masculinity: American Society believes on success and hence considered to be highly
masculine society. They have a tendency to display and talk and hence marketing
techniques needs to be aggressive (Risko and Wiwczaroski, 2014).
 Uncertainty avoidance: American society has acceptance for all the ideas and they are
highly willing to incorporate new thoughts, try something innovative in their
marketing. Taking risk in the American market is not a bad idea and hence creative
measures can be taken by the companies.
 Long term orientation: Americans does research on evaluating each of the information
whatever comes to them. Company must ensure that while making their marketing
program the information they share must be practical and true.
Market segmentation
On the basis of various segmentation factors American market has been segmented as
follows:
Types of Segmentation Segmentation Criteria Boost juice target segment
Geographic Region International
Density Urban
Demographic Age 8-55
Gender Male and Female
Life cycle stage Married and Bachelor
Income Lower and middle class
Occupation Every profession and
students as well
Behavioural Degree of loyalty Hardcore and Switchers
Benefits Sought Cost benefit seekers
Personality Careless and health
conscious
User status Potential and regular
Psychographic Social class Lower and middle working
class
Life style Strugglers and mainstream.

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Marketing mix
The elements of marketing mix for America are as follows:
 Product: They must bring products of high quality having different taste.
 Place: To maintain the freshness they must open more retail stores.
 Price: The price must be on the lower side so as to gain advantage in the existing
competition.
 Promotions: Focus must be given to digital marketing so as to reach to maximum
possible customers quickly (Gordon, 2012).
Recommendations
Boost Juice must target the young customers. They must give focus to the people that are
health conscious (Boost, 2018). They must bring new taste to market so that more people
could be attracted towards their business. An aggressive marketing campaign will be highly
beneficial for the organisation. Social media marketing can be highly fruitful in this regards.
Conclusion
A conclusion can be drawn from the above report that Boost Juice wants to expand in
America. Use of different marketing campaigns can be beneficial. Internet, relationship and
transactional marketing will be effective in America. Both the countries are culturally
different and hence their marketing decisions will also be going to get effected. Company
must focus on digital marketing and must target people that are health conscious and are
young.
REFERENCES
Ahmed, P.K. and Rafiq, M., (2013) Internal marketing. Routledge.

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Bhabha, H.K., 2013. Nation and narration. Routledge.
Boost, (2018) Nutrition facts. [Online] Available at:
https://www.boostjuice.com.au/wellbeing/. [Accessed on 30th September 2018].
Gordon, R., (2012) Re-thinking and re-tooling the social marketing mix. Australasian
Marketing Journal (AMJ), 20(2), pp.122-126.
Menzies, J.L. and Orr, S.C., (2014) Internationalization of boost juice to Malaysia. Asian
Case Research Journal, 18(01), pp.175-197.
Protzel, J., (2017) Intercultural Communication in South America. In Global Perspectives on
Intercultural Communication (pp. 24-30). Routledge.
Risko, T.C. and Wiwczaroski, T., (2014) From Domestic Marketing through International
Marketing to Intercultural Marketing. Economic Affairs, 59(3), p.439.
Scollon, R., Scollon, S.W. and Jones, R.H., (2011) Intercultural communication: A discourse
approach. John Wiley & Sons.