Selected Healthy Juice Products for Children

The assignment content is about Booster Juice, a company that offers juices and smoothies with health benefits. The target market segments are children (ages 5-12), young adults (13-20), working professionals (20-50), and elderly people (60+). The company has segmented its products based on the age groups' preferences and needs. Children have the highest demand for a variety of products, while adults and elderly people have specific demands for certain products with health benefits. The assignment recommends that Booster Juice target children as their primary customers, focusing on Mumbai as their geographical location due to the city's high demand for healthy products.

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International Marketing
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Executive Summary
The objective of the paper is to form a suitable marketing segmentation for Booster Juice
Company. The company can target some of the most developed cities such as Mumbai, Pune,
and Bangalore for expanding. Keeping all the conditions in mind, Mumbai seems to be the most
suitable geographic location. The population of Mumbai also has a high demand for juice and
smoothies. This paper will aim at making a marketing segment for Booster Juices to find and
target the suitable group of the population as their primary customer.

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Table of Contents
Introduction......................................................................................................................................5
1.Background...................................................................................................................................5
2.Market segmentation....................................................................................................................6
3.Attractiveness Decision matrix.....................................................................................................8
4. Recommendation.......................................................................................................................10
Conclusion.....................................................................................................................................11
Reference list.................................................................................................................................12

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Introduction
Booster Juice is a Canadian company that excels in the sale of fruit juices, smoothies, and
several other soft beverages. After expanding its business in U.S, it thought of expanding the
business in India. As any other business does, Booster Juice also has to make a proper marketing
strategy, so that it is able to find out the exact place and the exact group of customers that have a
high demand for their products. The selected place is Mumbai and this paper will highlight some
of the reasons why this geographic location will be suitable for them (Taylor, 2016). The primary
customers among the children, adults and the aged people are supposed to be the children since
they have a high demand for their products and this paper will try to put forward the level of
attractiveness that the different market segments have for their products thus supporting the
choice of the primary consumers (Andaleeb, 2016).
1. Background
Booster Juice has achieved a good amount success in Canada and in different parts of the
United States and after their successful business expansion; they have now decided to enter
into India. But before starting their business, like every other company, they also need to
make a thorough analysis of the existing marketing conditions, so that they can formulate a
proper marketing strategy in order to have a successful marketing and business growth
(Sarkar, Sharma & Kalro 2016). As every other business does, Booster Juice also did a
survey of the different cities in order to know which would be the most suitable for starting
their business (News.franchiseindia, 2017). They had to take into consideration every detail
of the chosen geographic area as they are very new to this place and are about to encounter a
totally new group of customers with their new needs and demands (Franchiseindia, 2017).

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Hence, the chosen area is Mumbai. Booster juice has to concentrate on different factors like
the geographic, climatic, demographic and psychographic factors as well in order to select a
proper marketing segment that is the particular kind of customers who have a proper demand
for their products. In other words, they need to focus properly on the targeted customers
(David, David & David 2017). Keeping in mind different factors like the changing seasons,
the dry weather conditions for the past few days, there has been an increase in the demand for
juices and smoothies in Mumbai, and this demand is seen within all the customers of varying
age groups that are the children, the adults (including the youth and the working force) and
finally the elderly aged people. Now in order to attain success, Booster Juice needs to select a
particular segment of the consumer population so that they can directly focus on the targeted
customer of the specified geographic area that is of Mumbai (Taylor, 2016).
2. Market segmentation
Consumer market Identified customer
group
Identified customer
group
Identified customer
group
Geographic location
(Mumbai)
Children Adults including the
students, youth, and
the working force
Elderly aged people
Demographic
segmentation
80% of total
population of Mumbai
is composed of
children
50% of total
population of Mumbai
is composed of adults
or the youth.
30% of total
population of Mumbai
is elderly aged people
Psychographic
segmentation
Children need fresh
juice & smoothies as a
Adults need it for
refreshment, for
Need a selected few
kids for staying

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refreshment and also
as they are fond of it
gaining energy for
their work and also
because they have a
good purchasing
power
healthy but not all
types of juices or
smoothies as it can
hamper their health.
Behavioral buying
segmentation
Want good taste, fresh
and healthy quality
Kids usually shop
from malls with their
parents, or from
online sites via their
parents.
Want some energy
boosters and
nutritional value for
helping them to work
fast without losing
energy.
Purchasing usually
takes place on online
sites and malls
Want health values
largely so that their
body functions can
work smoothly.
Buying from malls or
other shopping outlets
or online ordering.
Segment
attractiveness
Primary Secondary Tertiary
Organizational market Organization
identified
Organization
identified
Organization
identified
Geographic
segmentation
Regionally located
that is Booster Juice
outlets in malls and
Regionally located in
different shops of
Located at several
retail store outlets and
malls of Mumbai that

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other shopping
markets
Mumbai is regionally located.
Demographic
segmentation
Booster Juice has
segmented its
products as per the
age group of the
children like 5to 12
years.
Estimated sales-70
percent
13 to 20 years age
group generally
consists of the young
adults
20-50 years are
mainly the working
force demanding
healthy products and
energy boosters as
well.
Estimated sales-
20percent
6o years and above
that is the aged people
who mainly demand
the products having
some medicinal and
healthy values.
Estimated sales-
10percent
Operating needs
segmentation
Organization needs to
satisfy the demands of
the targeted customers
Customers buy
because here, the said
customer is children
and they are usually
fond of smoothies and
juices
This customer buys
juices with some
energy boosters as it
helps them to stay
energized the whole
day
Customer buys
products selectively
that would enable
them to be healthy
against some physical
ailments that they
might be having and
in order to stay
healthy.

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3. Attractiveness Decision matrix
Booster juice products
in Mumbai
Children Adults Aged people
Juices A B B
Smoothies A B C
Health drinks B A A
Orange Chocó mix A B C
Apple mix with extra
chocolate chips
A A C
Stands for highly attractive
B stands for moderately attractive
C stands for least attractive
Seeing the ranks or the level of attractiveness of the various products among the different
market segments or the age groups of customers, it can be said that the children have the highest
demand and the highest level of attractiveness for a large number of products, whereas the adults
have a medium attractiveness for some selected products and the last segment that is the segment
of the aged people have the least attraction, because they have demand only for some very
selected products out of which they derive some specific health benefits (FirstPost 2017).

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4. Recommendation
It is recommended to the business that is to Booster Juice that while expanding their
market in India, it is likely to be favorable for them to select Mumbai as their targeted
geographical location because it is one of the best cities where there is a high demand for
products like smoothies, juices etc, as per the climatic, geographic, psychographic and
demographic aspects, and the most favorable group of market segment or targeted customers for
them would be the children that are the kids, who can form the primary consumers of their
product (Franchiseindia, 2017). This is because of the fact that keeping in mind the dry climatic
condition of Mumbai and also the heat waves, it is seen that the children are more likely to fall ill
and often suffer from a shortage of water and also several health benefits. But it often becomes a
problem to feed the children items like glucose, or plain saline water as it is very tasteless,
unattractive, faded in texture and the kids are reluctant to have them. On the other hand, the
Booster Juice products are colorful, richly decorated and also have several added flavors that of
strawberry, grapes, watermelon, oranges etc along with all the essential health products needed
by children. And it is seen that the kids are very much fond of these colorful, flavored, tasty fruit
juices and smoothies (Jayaswal & Malati 2017).
Apart from this, there is always the aspect of giving the kids the fresh, natural and healthy
products which are also being fulfilled by the said company Booster Juices. On the other hand,
the other two segments like the adults and the elderly people also do have demand for their
products but not in a bulk amount and also not for every kind of products, they demand only
specific, selective products that might suit their health values and nutritional benefits

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accordingly. Hence, it is suggested that Booster Juice must target and focus on making the
children their primary customers.
Conclusion
Thereby, it can be concluded that Booster Juice has a chance of doing a favorable
Business in Mumbai keeping in mind its climatic, demographic, psychographic factors in mind.
Apart from this, it is the children that can and must form the primary market segment for this
company since this will always have the maximum demand for their products.

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Reference list
Andaleeb, S. S. (2016). Market Segmentation, Targeting, and Positioning. In Strategic Marketing
Management in Asia: Case Studies and Lessons across Industries (pp. 179-207). Emerald
Group Publishing Limited.
Camilleri, M. A. (2017). Market segmentation, targeting and positioning.
Chakrabortty, A. (2017). In Mumbai, the wealthy elite's willingness to show off has reached new
extremes. the Guardian. Retrieved 9 September 2017, from
https://www.theguardian.com/cities/2014/nov/28/mumbai-wealthy-elite-extremes-
bollywood-parties-super-rich
David, M. E., David, F. R., & David, F. R. (2017). The quantitative strategic planning matrix: a
new marketing tool. Journal of Strategic Marketing, 25(4), 342-352.
Demangeot, C., Broderick, A. J., & Craig, C. S. (2015). Multicultural marketplaces: new
territory for international marketing and consumer research. International Marketing
Review, 32(2), 118-140.
FirstPost. (2017). Latest Census data shows youth surge: Nearly 41% of India's population is
below the age of 20. Retrieved 9 September 2017, from
https://www.pwc.in/assets/pdfs/citizens-perception-on-democratic-capital.pdf
Franchiseindia.com. (2017). Boost Profits With Booster Juice. Retrieved 9 September 2017,
from https://www.franchiseindia.com/content/Boost-Profits-With-Booster-Juice.353