INTERNATIONAL MARKETING 3
Chinese culture is pragmatic in nature because of which people in China believe that reality is
very much based on the situation and time. Here, boost juice can utilize this believe by
conveying that their product offer better health and tradition. They are good at adopting tradition
when things are related to change in order to obtain effective results.
Market segmentation, targeting, positioning
At present Fruit juice market in China is growing rapidly. Exports related to fruit juice to China
is exceeding every before. China is having almost 1.4 billion populations and growing middle
class which prefers fruit juice as medium of their drink habits. Due to rapid increase in
population, demand for fresh juice is increase on daily base. This offers a better opportunity for
boost juice retail to expand their business in China market. China population is a mix segment of
old, young and children. Among these segment, target audience for boost juice will be youth and
middle class population because at present these segment has become very conscious about their
health and are looking for those products which are healthy by nature and are available in
reasonable price (Elepu, Nabisubi and Sserunkuuma 2016, p.80). In order to position boost juice
in China market, company must understand that partnership with established players such as
subway and Gloria jean`s coffee are better option to reenter in China market because it will offer
ground knowledge in terms of market. While promoting boost juice, company must connect its
advertisement with consumer preferences related to fruits in order to make them feel that this
product is specially made for them (Zhang, Lusk, Mirosa and Oey 2016, p.156). Youths must
feel that they are very special for boost juice retail and hence their promoting ads must display
youth face only.
Marketing mix
Product
Boost juice will provide high quality fresh juice products which is rich in nutritious, healthy and
taste with new varieties in the form of crushes and delicious smoothies to attract potential target.
Boost juice will also serve supplementary snacks to add new taste (Menzies and Orr, 2014).
These products will offer them fresh feel and keep them hydrated during their daily work. In
addition products are sealed in a plastic bag in order to prevent it from bruises.
Price
Most of the youth population does not belong to earning profession and therefore company has
maintained their product price in such a way that they will feel that they are not spending extra in
order to keep their healthy better. Price is considered as one of the most effective attracting tool
for companies to position their product in minds of the youth population.

Individual Report on Boost Juice | International Marketing | Report

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