Advertising as Engagement: Boost Juice Stakeholder and Medium Analysis

This report analyzes Boost Juice's advertising engagement strategies, focusing on stakeholder management and communication mediums. The report identifies key stakeholders, particularly customers aged 15-50 seeking value and healthy alternatives, as the primary target. It emphasizes the importance of customer focus for maintaining competitiveness and revenue. The report also details Boost Juice's omni-channel approach, utilizing television commercials, event sponsorships, and social media marketing to engage with customers. The assignment concludes with a brief proposal, highlighting the customer-centric approach and aiming to address gaps in the existing marketing process by catering to a broader customer base. The report offers insights into Boost Juice's marketing approach and provides a foundation for future marketing campaigns.

Running head: ADVERTISING AS ENGAGEMENT
Advertising as engagement
Name of the student
Name of the university
Author note

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Introduction
Effective management of the stakeholder is important for gaining competitive advantages
by the contemporary business entities. This is due to the reason that in the current business state
of affairs, business operations are more diverse in nature and thus the diverse sets of stakeholders
are relevant. Each of these stakeholders is having different interests from the same business and
should be managed accordingly. For instance, Boost Juice is the leading fruit juice retailer based
in Australia and they are having their presence across different countries such as India,
Bangladesh, Brunei, Vietnam and the United Kingdom. Boost Juice is founded in 2000 in
Adelaide and currently they are having their stores in more than 450 locations across the world
(Menzies, 2014). However, with the increase in their international business operation, the
diversity in the stakeholders also got increased. In the Australian food and beverage industry,
Boost Juice is not having the market leadership position but is one of the formidable competitors.
They have also partnered with Nestle in introducing smoothies in the market.
This paper will discuss about the particular stakeholder groups being targeted by Boost
Juice in their business along with the importance of it. The mediums being used by Boost Juice
in communicating with their targeted stakeholders will also be evaluated.
Determination of the focused stakeholder groups
From the business operation of Boost Juice, it is identified that the major stakeholders for
them are employees, managers, directors, customers, suppliers, government and competitors.
Each of these stakeholders is important for their business and maintaining the influence on the
business of Boost Juice. Among all these stakeholders, the most focused group is the customers.
This is due to the fact that Boost Juice is one of the most customers centric companies in the

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industry with their product development strategy are based on the market trends. Moreover, it
should also be noted that Boost Juice is operating in the immensely competitive market with the
rapid change in the taste and preference of the customers (Davis, 2014). Thus, they are more
focused towards the trends of the customers and design their product accordingly. However, on
the other hand, not all the customer segments are being targeted or focused by Boost Juice.
Customers between the age groups of 15 and 50 are majorly being targeted and are considered as
the primary target customers. This is due to reason that young and adult age groups will be more
preferable towards fruit juices for refreshments and health values. In addition, these age groups
are having the required purchasing power to buy Boost Juice (Davis, 2016). In addition,
customers seeking to have the maximum value for money propositions are also being targeted by
Boost Juice. This refers to the fact that the products of Boost Juice are competitively priced and
are catering to the mass market customers compared to some of their global competitors. Lastly,
customers seeking healthier alternatives over the carbonated soft drinks are also getting targeted
as Boost Juice is positioned as the healthy refreshment drinks in the market.
Importance of focusing the identified stakeholder group
Over any other stakeholder groups, the customers are majorly focused by Boost Juice
because they are the foundation of designing the business strategies. In the current marketing era,
business approaches of the entities are designed in accordance to the taste and preference and
requirement of the customers. Hence, in the case of Boost Juice, the other stakeholder groups are
managed according to the trends followed by the customers. For instance, the products getting
more preferred by the customers will be extensively produced and raw materials will be sourced
accordingly (Kandampully, Zhang & Bilgihan, 2015). Thus, with the help of focusing on the
customers, Boost Juice is being able to stay competitive in the market and staying ahead in the

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competition in terms of meeting the needs of the customers. This should also be noted that the
end customers are key source of revenue for Boost Juice and retaining them is important to
ensure the continuous and seamless flow of the revenue. Hence, it can be concluded that
focusing the maximum on the customers is beneficial for the business effectiveness and
efficiency of Boost Juice for the long term.
Determination of the mediums
Omni Channel mediums are used by Boost Juice in communicating to their customers
including both online and offline mediums. Among the offline mediums, television commercials
are mostly used because of the fact that it helps in gaining the maximum market reach and
exposure. However, there are no celebrity endorsements being followed by Boost Juice rather the
advantages of the products are more communicated. In addition, Boost Juice is also involved in
event sponsoring majorly in the sporting events. This is helping them to position their products
as energy and nutritional supplements (Abreu Novais & Arcodia, 2013). Television commercials
are promoted each time the new product variants get introduced in the market. It is also
identified that social media marketing is also being used by Boost Juice to initiate the two ways
communication with the end users. The frequency of the social media marketing is more because
of the engagement level with the customers. Both the reviews related to the newly introduced
products and the existing products are gathered from the social media platforms. On the other
hand, customers are also encouraged to have the experience of Boost Juice in the sporting events
sponsored by them. This is helping in better communication of the value to the customers.
Proposal brief

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The key goal of the compared to be created in the assignment 3 is to meet the all the
required factors identified in this paper and conclude a best possible marketing strategy for Boost
Juice. With the identification of the key focused stakeholder and their importance in the business
of Boost Juice, the campaign to be made in the assignment 3 will also be customer centric. This
should also be noted that with the campaign to be made in assignment 3, the gaps identified in
the existing process of Boost Juice will be mitigated and objective will be to cater to larger
customer segments in their host markets across the world.

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Reference
Abreu Novais, M., & Arcodia, C. (2013). Measuring the effects of event sponsorship:
Theoretical frameworks and image transfer models. Journal of Travel & Tourism
Marketing, 30(4), 308-334.
Davis, K. (2014). Different stakeholder groups and their perceptions of project
success. International journal of project management, 32(2), 189-201.
Davis, K. (2016). A method to measure success dimensions relating to individual stakeholder
groups. International Journal of Project Management, 34(3), 480-493.
Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management, 27(3), 379-414.
Menzies, J. L., & Orr, S. C. (2014). Internationalization of boost juice to Malaysia. Asian Case
Research Journal, 18(01), 175-197.