Report on International Marketing of Boost Juice

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Report on international marketing of Boost juice

Contents
Introduction.................................................................................................................... 1
Marketing techniques used by Boost juice in Australia...............................................................2
Marketing techniques that can prove successful in China............................................................3
Role of culture in marketing decisions...................................................................................3
Suggestions.................................................................................................................... 5
In term of Porters diamond model..................................................................................... 5
In terms of Porters five force model...................................................................................5
Conclusion..................................................................................................................... 5
References..................................................................................................................... 6
Introduction
1

The success of an enterprise motivates the owner of an organization to expand the
business in the international market. To avail more benefits, many companies are entering the
international market. Boost juice is a privately owned Australian company founded in the year
2000 by Janine Allis, it is a retail outlet engaged in selling of fruit juices and smoothies (Allis,
Janine Allis, 2019). The report is focused on the topic of International Marketing to Boost
Juice. It covers the important aspects of international marketing that need to be considered by the
Boost juice before diversifying its business from Australia to China. It also includes the various
marketing strategies that need to be adopted by the brand, to achieve success in the host country.
Marketing Techniques used by the Boost juice in Australia
Marketing mix model
Product- The product strategy followed by Boost juice is Focus strategy because the
focus of its products was on health intended people. It assisted the company in manufacturing
and offering healthy drinks including smoothies (low fat, skinny), crushes, and juices.
Personalized products were also offered by the company on its website.
Price- Boost juice has used Competitive pricing strategy to allocate a price to its
products. This was because it has a lot of well- established competitors like Pepsi, Coca Cola and
Starbucks. Boost juice has also followed the strategies of its competitors in determining the
price. It has kept the price range from $ 4.20 to $6.50 depending on the size and type of product.
Place- Boost juice has opened a number of retail outlets and has done partnerships with
Coles and Woolworths. Within a short span of time, it has also developed 100 franchised stores
in different parts of the world. At present, it is operating in 17 countries with a total of 350
stores.
Promotion – The promotional strategies adopted by the Boost juice was above the line
and below the line. The conventional media used for promotion were television and radio.
Posters, billboards and discount offers were included in below the line promotional strategy
followed by the company (juicer, 2015).
Other marketing strategy used
 Geographical segmentation – It has divided its market into different geographical units of
various countries like Malaysia, Singapore, and India.
 Demographic segmentation- The core target of the company were females of above 25
years of age who are health conscious and are looking for a healthy alternative.
 Positioning is used by the brand by creating a Healthy drink that provides great taste,
energy without using artificial content.
 Internet marketing - Personalized smoothies and drinks were also offered by the company
on its website according to the taste and preferences of its customers.
2