Boost Marketing Strategies for International Expansion

International Marketing

1. There are different techniques that are used by Boost brand. Company basically provides juices,
smoothies and juice bars. It focused on providing quality products and services to the
customers. This is a health conscious brand as their drinks consists of high protein, spirit, super-
food and tropical. Their products are low fat and never use artificial flavors and preservatives. It
products are developed as per the targeted customers. It developed its taste according to the
choices and preferences of customers (LaPlaca, 2007). They have also introduced some tailor-
made drinks. There are different marketing strategies that have been adopted by Boost. Their
prices of all the drinks are very low and this strategy has been adopted to attract more and more
customers (Nader, Dubrow and Stamm, 2014). Boost drinks are affordable for each type of
market segment. This also helps in facing the tough competition in the market. Boost knows that
there are different type of customers all over the world and those people have various taste and
habits. Boost has focused on its marketing strategy and assured that its promotional strategy
should be different for foreign market from it local market strategy. Promotional strategies are
developed by considering habits, purchasing power and consumer interest. Company has
started following strategies related to franchising when it comes to expansion. Boost selected
the experienced local players for this strategy to get the same successful. Boost always tried to
maintain the integrity and the brand message of the organization to sustain in the competitive
environment.
Boost has also followed a marketing approach related to above the line and below the line
marketing and due to this it got a high percentage of market awareness in the period of five
years. In this, for above the line marketing, company uses social media, radio campaigns and
televisions and for below the line, it uses e- mail marketing, social media marketing, and
customer service and media coverage (Hall and Hall, 2014).
2. There are different strategies that have been adopted by Australia for the marketing of Boost.
Boost is an amazing drink with healthy ingredients. It has customized its drinks for the happiness
and satisfaction of customers. Boost has adopted very basic as well as common strategies in
Australia that can be easily adopted by US or any other country. It has kept the prices very low
for the drinks so that every class of people can easily consume the same without thinking over
it. It has maintained the fat level very low and protein level very high in the drinks and t can be
proved as a very effective technique (Homan et al., 2012). According to me, people in US are
suffering from Obesity and they are having a lot of unhealthy food so Boost can promote its

drinks by making people aware about their health. In case of franchising, to reach to local
experienced people will not work in US because there are so many big brands already selling
their drinks and local people always prefer to work with those brands instead of Boost. However
in small towns, this technique can work. Boost can also use above the line and below the line
marketing strategy in US due to the availability of mix population (Pitsiladis and Beis, 2012).
People are very much addicted to social media and internet so I think below the line strategy
can work very efficiently in this case. Boost can start its promotional advertisement on social
media to make it reach to the large number of population.
3. As per my analysis, there are differences between the culture of Australia and America. People
in both the countries are really different and somewhere it impacts the taste and preferences of
the people. Their needs and wants are different and different way of thinking makes them to
choose different products. In America, there are mostly Americans who are staying there so it is
not difficult to provide drinks to them because they have a similar choice and taste but when it
comes to Australia, there is a mixed population. There are people from different parts of world
that stays in Australia so it becomes difficult to create marketing strategies fir mixed population.
After world war second, many people from Canada migrated to Australia and Australia has
opened its immigration for having high population.
There are differences in the choices of disposing the income. People in Australia are very simple
as the have a typical attitude and lifestyle and most of the people lives in outskirts and enjoys
their informal lifestyle. As per my analysis and understanding, Americans are usually more open
to spend on food and believes in carrying a lavish and healthy lifestyle. Australians are very
straight forward and they can never compromise on the quality of the products. Both the
countries are big players in global market and they can easily expand the business in other
countries. In America, there are some very strict rules and regulations that create an impact on
the flexibility of operations of Boost whereas In Australia, there are no such kinds of issues. The
Economy of Australia a stronger from other countries in recent years and this is an advantage
for doing business in Australia. Culture should be on highest priority when it comes to marketing
of any product. There are different systems of doing the business and marketing so it is
important to understand the scenario of other cultures (Cahill, 2012).