Boost Juice: Social Media Marketing Strategy

Boost Juice is a healthy brand with a love for life philosophy. This report discusses their social media marketing strategy, including determining content focus, type of content, frequency for posting, and creating a content calendar. Boost Juice uses Facebook and Instagram to connect with customers and promote their products. Recommendations include widening their approach, developing a better product range, and initiating partnerships with other health companies.

boost juice
Marketing

Contents
Introduction......................................................................................................................................1
Summary of Chosen Organization current Product offerings and competitive positioning............1
Four Step Model for social Media Marketing Strategy...................................................................2
Which social media platform used by Boost Juice..........................................................................3
Recommendations............................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

Introduction
Boost Juice, a company of Australia, offers the wider selection of the different freshly prepared
juices, with the smoothies and the other crushes. They are low fat smoothies with boosters that is
convenient to meet the customers pursuit for the healthy fast food in the current product life
cycle. The report will discuss about how social media has a major impact on people’s choice to
get attracted to their products.
Summary of Chosen Organization current Product
offerings and competitive positioning
Boost Juice has been positioned as one of the healthy and the best brands with “love for life”
philosophy. Over the time, it has been seen that the product is able to capture the attention of
people with enhancement of the brand awareness through the use of strategic marketing activities
(Andrews & Shimp., 2017). The study describes about how Boost Juice is able to establish the
brand awareness with the consumers working on the ranking of the company. With the
globalization, Boost Juice focus on maintaining the original integrity of the brand values and
then handling the funds for life. The example is the lower involvement of the goods that is
inexpensive and is found to be at little perceived risks.
The company has different competitors like Coca Cola, Pepsi and the other non-alcoholic
beverages. There has been a major competition when it comes to the soft drink market because
of the healthy drinks that have a smaller market segment. The time when the company launched
the products, the people were only consuming the soft drinks which were detrimental for the
people’s health (Rokka & Canniford, 2016) . The company has severe competition from the
rivals like the pulp juice and Starbucks. The availability of the packaged fruit juices in the
market also affect their sales, where they are affected by the marketing conditions and the
increased rates and fuel prices. The rising rates and the prices directly affects the disposable
income of the consumer that leads to affecting the company sales, eventually.
Four Step Model for social Media Marketing Strategy
The company has been active on social media, where it is trying to highlight:

a. Determination of the Content Focus
Here, the stimulation of the engagement of the company is important with promotions and
demonstrating knowledge and leadership. The possibility is that the company is working with
mission and culture of business where Boost Juice will then be able to match the content to allow
the user generated content on social media (Harris & Rae, 2011). The promotional offers are
about the willingness to focus of the new products introduced or the complains which calls for
attention. Apart from this, 70% of the content focus on the needs of the customer interest and the
tips where the answers are important to be given.
b. Determine the Type of Content
The focus is on how the social media can work with the blogging posts, tweets and the updates
for the different status and the contents. It includes how Pinterest and Instagram are able to help
the company to be increasingly visual. The photos and the videos make it easy for the consumers
and the prospects to feel what one is up to.
c. Determining the Frequency for the posting
With the optimal timing, there are days and the times when one is likely to receive the responses
which comes in the form of Likes, comment or sharing the posts. Boost Juice works on focusing
over different ways of posting with determining the best times that could be effective to post on
Facebook so that it reaches to maximum number of people. The use of the insights and Google
Analytics helps in determining the optimized posting times as well.
d. Creating the Content Calendar
The focus of the people and the content type is important for the company to get in contact with
the people. For this, Boost Juice needs to focus on the content that will help in scheduling the
posts after developing a calendar. They are then created on the weekly or the monthly basis. The
calendars are developed through spreadsheet, but the social media management application is
effective as they will be able to serve the single source for the content creation and proper
scheduling (Royne, Kowalczyk, Levy & Fox,2017). The automation of the processes with the
distribution of content and handling the social network syndication makes it easy to administer
and manage the channels of social media. The engagement activities like the response to

comments, with identifying the fans and followers, with monitoring the activities and the
conversations for the business and the products.
With the advancement of the technology, the social media has been effectively able to bring the
change with maintaining the brand image and social responsibilities. The companies are
considering about taking the different actions and then giving back to the society for which they
are operating (MacGregor, Petersen & Parker, 2018). Boost Juice also takes the different
versions of the manufacturing with active participation in the charity and the activities. Boost
Juice has been working on the improvement of the unique marketing approach with above-the-
line and below-the-line marketing. With this, there are different inceptions that the company has
been able to reach 94% of the market awareness through the use of social media, television and
the campaigning done on the radios.
Which social media platform used by Boost Juice
Boost juice has invested mainly in the marketing and the advertisement to promote the different
products and the services. For this, the company is trying to work on the products on television,
internet, radio which directly reach to the different target customers. Boost Juice also tends to
launch the promotional offers with the increased sales that are for buying one on one. The
promotions are at the time of festive season (Aschemann-Witzel, de Hooge & Normann, 2016).
They have been able to bring the change using the primary marketing segment by connecting to
the teenagers. It has its Facebook page to promote the launched products and the offers among
the people. The strategy has been to adapt to the Australians with spending their half time in the
week on Facebook. The social media has been able to create the huge consumer base as well.
The social media has been able to bring the changed dynamics with focusing on connection with
the customers. The company has been on Instagram as well to connect with the different people
who are regular users of Instagram over Facebook. It tries to study about the marketing trends
and the customer preferences with promotion of the services and the products, offers and the
discounts. The paid promotions on the social media websites could be effective with automation
of processes to minimize the human error. It will also reduce the cost of the operations for the
companies. The technical advancements with the better connection of the people and the
consumers has been increasing with time, and then it will also determine about which product the

customer can buy. Boost Juice has been working on the different customers in different corners
for values, tastes, customs. The company needs to ensure that their strategy is different and
adapts to the local market needs as well (Montalvo, 2016). Hence, for this, they need to work on
the improvement in the marketing standards with the intensive knowledge of the local market.
The company also focus on maintaining the integrity with brand message of organization.
Recommendations
For a better promotion, Boost Juice can work on the widening approach with merchandising the
breadth with deepness by presenting some of the hot drinks. It also needs to have a broader scope
of the goods that is available in the supermarkets. It can lead to the widening of the position with
putting the monetary value scope and advancement to the merchandise. The company tends to
use the comprehensive marketing strategy to promote itself, where it uses the broadcast media
like the television to connect to the customers. The company should initiate the partnerships with
the other health companies (Pitt et al., 2017). Along with it, they need to work on the
development of better product range where it can offer the health food salad and the sandwiches
which include the different variety of the product offerings. The profit margins of the company
can be stabilized through detailed product range where the products are for the additional
features that can be sold at the higher rate. For the better evidences of the product, service and
quality, Boost Juice can initiate the online blogging, where the company can share about the
experience or their experiences with the customers (Ashley & Tuten, 2015). The company can
also work on promotional videos where the connection is set with the customer base through
online mediums. The Boost Juice can easily share the philosophy, with better vision and
connection to the Australian community.
Conclusion
The report focus on how the Boost Juice is able to work on the marketing strategies where the
primary target of the company is to work on how the teenagers and the secondary market
consists of adults up 30 years (Tsimonis & Dimitriadis, 2014). They have SWOT analysis that
tends to reveal the core strength with the brand recognition and the other innovative products.
The band strategy has been set with proper deployment of the product strategy with introducing
the fresh fruits and the vegetable juices in the market in order to satisfy the needs of the

consumer. Boost Juice has been working to stand out differently for the bright color so that it can
attract people’s attention and motives of their purchases.
References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing
communications. Nelson Education.
Aschemann-Witzel, J., de Hooge, I., & Normann, A. (2016). Consumer-related food waste: Role of food
marketing and retailers and potential for action. Journal of International Food & Agribusiness
Marketing, 28(3), 271-285.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of
branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Harris, L., & Rae, A. (2011). Building a personal brand through social networking. Journal of Business
Strategy, 32(5), 14-21.
MacGregor, C., Petersen, A., & Parker, C. (2018). Promoting a healthier, younger you: The media
marketing of anti-ageing superfoods. Journal of Consumer Culture, 1469540518773825.
Montalvo, R. E. (2016). Social media management. International Journal of Management & Information
Systems (Online), 20(2), 45.
Pitt, C. S., Plangger, K. A., Botha, E., Kietzmann, J., & Pitt, L. (2017). How employees engage with B2B
brands on social media: Word choice and verbal tone. Industrial Marketing Management.
Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand
assemblages. European Journal of Marketing, 50(9/10), 1789-1813.
Royne, M. B., Kowalczyk, C. M., Levy, M., & Fox, A. K. (2017). Milk, juice, or cola? Exploring the effect of
product placement on children’s attitudes and behavior. Health marketing quarterly, 34(2), 128-
141.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence &
Planning, 32(3), 328-344.