MKT101A: Marketing Fundamentals

Added on - 13 Sep 2021

  • MKT101A

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Running head: MKT101A - MARKETING FUNDAMENTALS
Boost Juice Bar
Name of the Student:
Name of the University:
Author Note:
1MKT101A - MARKETING FUNDAMENTALS
Executive Summary:
The report aims at providing an overview of the marketing fundaments of Boost Juices of
Australia. The report therefore commences with the characteristics of the consumer behavior
based on the level of the involvement and the situational, psychological and social influence on
decisions of buying. The report also puts forward eight types of market segmentation. There is
also representation of the buyer persona and the positioning statement followed by the
representation of the positioning map.
2MKT101A - MARKETING FUNDAMENTALS
Table of Contents
Identification of Consumer Buyer Characteristics..........................................................................3
i. Level of Involvement of Consumers who Purchase the Product / Service..................................3
ii. Situational, Psychological and Social Influences on Buying Decision Process..........................5
iii. Eight Types of Market Segmentation of Boost Juices...............................................................6
d. Buyer Persona..............................................................................................................................8
e. Positioning Statement:.................................................................................................................9
f. Positioning Map:..........................................................................................................................9
References:....................................................................................................................................10
3MKT101A - MARKETING FUNDAMENTALS
Identification of Consumer Buyer Characteristics
i. Level of Involvement of Consumers who Purchase the Product / Service
WhoBoost Juice targets the young market people who are not
onlyactivebutalsohavemovinglifestyle
(boostjuice.com.au, 2018). The firm captures the attention
of the target market through stating various facts about the
benefits of the drinks. It also tries to attract the customers
through the names of drinks like Mango Tango thereby
seeking the attention of the person gifted athletically. The
target market of the firm aimed at both the genders and it
was visible from the names allotted to the drinks. The
names of the drinks for the male sounded manlier like
‘Energy Lift’ and ‘Gym Junkie’. Drinks targeted towards
the females had feminine names like ‘Raspberry Relief’.
WhatThe consumers bought fresh, quick and nutritious juices
having higher quality and no addition of artificial flavors
(boostjuice.com.au, 2018).
With the emergence of health conscious people, Boost
Juice introduced a newer range of the bottled juices,
healthy snacks and frozen yogurt and made it available at
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