Detailed Public Relations Plan for Boost Juice's Brand Promotion

This report provides a detailed public relations plan for Boost Juice, a global retail chain specializing in fruit juices and smoothies. The plan begins with an executive summary and table of contents, followed by an introduction to the company and its history. The report then delves into research and ...Read More

Running head: PUBLIC RELATIONS
Public Relations
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Executive summary
This PR plan has looked into the promotional activities of the company required to appeal to the
target audience. The marketing strategies are mentioned in this report which will make the new
products easily available. The customers will also grab this new product because it is something
new and innovative in the market. Continuous follow up will be taken from the customers to
gauge the effectiveness of the product among the public.

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Table of Contents
Introduction......................................................................................................................................3
Research & Development................................................................................................................4
Situational Analysis.........................................................................................................................4
Goals and objectives........................................................................................................................5
Key target publics............................................................................................................................6
Strategy............................................................................................................................................7
Tactics..............................................................................................................................................7
Media release...................................................................................................................................8
Timeline...........................................................................................................................................9
Budget..............................................................................................................................................9
Evaluation......................................................................................................................................10
Conclusion.....................................................................................................................................11
Reference.......................................................................................................................................12

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Introduction
Boost juice bars in Australia is a worldwide retail chain outlets that excels in serving fruit
juice and smoothies to the consumers. It was established in the year 2000 and their first store was
situated in Adelaide of South Australia. With the passage of time the company has become
internationally famous with their outlets spread all around the world such as South Africa,
Europe, Asia and the United Kingdom by franchise (Menzies & Orr, 2014).
This company had flourished a lot within 4 years when it was operating both in Australia
and New Zealand with 175 stores. This company has also taken care of the sustainability in order
to reduce the cost and making it an eco- friendly brand. They have used Styrofoam cups initially
which was later changed to paper cups as it turned to be more environment friendly. They have
also made a promise to plant 10000 trees every year. With the faint idea of the company’s history
this plan will look forward to the work done by the R&D wing of Boost Juice (Rahmawaty et al.,
2014).
Fig: Company logo
Source: (Sapit & Fagan, 2015)

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Research & Development
Research and development of a company looks into the business activities conducted
with the aim of improving the current products and procedures in order to produce the same in a
new form for the future. For the given company, the mission of Boost Juice is to become one of
the world’s most famous and loved brands. They have always been popular for selling the most
lip- smacking juices and smoothies. In addition to that they also satisfy the customers by
providing them with a variety of hale and hearty snacks such as muesli bars, soups, wraps and
fresh yoghurt (Eelen & Seiler, 2016).
In order to continue flourishing in the competitive market they offer all the members of
the company a free smoothie on their birthdays. Apart from that there s availability of special
offers and discount based reward system in order to remain strong in the competition. The
marketing team of the company roams about in the stores to instigate the partners to participate
in the theme days for attaining promotions. They intend to be the best by continually developing
their products by proving training programs, initiatives and resources (Matt Freeman, 2015).
Situational Analysis
The situational analysis of boost juice in the form of SWOT is given below.
Strength
 innovative in terms of products offered
 strong brand recognition
Weakness
 high marketing cost due to stress on
promotional activities
 requires establishment in the

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 capability to engage with customers international market
 sales drop in winter
Opportunity
 Asian market can be targeted
 marketing more in all the media
 no direct and strong competitors
Threat
 reduction in market share due to
extreme competition
 increase in the price of raw materials
 fluctuations in the government norms
and foreign currencies
Fig: SWOT analysis of boost juice
Source: (Roberts, 2016)
Goals and objectives
The goals and objectives of the boost juice company is given below-
 To continue making fresh and nutritious juices and smoothies which are absolutely tasty
 To use the best ingredients
 To avoid using anything artificial
 To seek out new ways for making it easy to be healthy
 To deliver an absolutely friendly service
 To create healthy and yummy drinks
 To give the customers a reason to smile
 To provide yummy-ness for people

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 To make certain a yummy ful-filling smoothie for the consumers (Kim et al., 2016)
The three marketing objectives of boost juice are given below-
 Juxtaposed- in everything that they do
 Assimilation- combining the ideas with the boost customers for improvement and
innovation in the products
 Make a mark in promotion and competition
Key target publics
The company boost juice targets such a market place which is young and youthful and
also the people who are proactive and lead a lifestyle in motion. A vibrant and energetic market
is targeted by luring them with claims and reminding them about the advantages of the drinks.
The drinks are christened in such a way that it attracts the attention of the customers
immediately. Mango Tango is one such delicious drink that is served by seeing the eye of a
person who seems to be a very classy dancer (Armstrong et al., 2015). The target market set for
this group is irrespective of the gender and the names are suggested as per that. For instance, the
drinks specifically for the male consumers are named as ‘Gym Junkie’ or ‘Energy Lift’ and for
the females the names are ‘Raspberry Relief.’
The key competitors of boost juice are those companies which sell similar kind of
products such as McDonalds, Wendy’s or supermarkets such as Coles, Woolworths and Aldi. In
order to convince the customers to select their products over others, boost has to consider the
most suitable target market by making something unique such as healthier and that nourishes the
body.

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Strategy
The implication for marketing strategy of boost juice can be described as given below-
 Brand personality- healthy, energetic, fun and fresh
 Price- incentives and benefits added through special giveaway and reward
 Retail strategy- crowded place, colorful and visually attractive, superior quality customer
service (Verhoef, Kannan & Inman, 2015)
 Promotion- informative mail about promotion, advertisements showing young, healthy
and energetic women, uses the slogan ‘the way you feel’
The pricing strategy used by the company is based on bundled pricing or BOGO. It refers to
the selling of two juices at a reduced price; introducing a snack deal or meal; introducing a
widely acclaimed pricing strategy BOGO to encourage the customers to consume the product.
With the use of smart phone applications the company can appeal to the target market. They
should introduce an app so that the customers can save their precious time by ordering juice or
snacks online. They need to target those people who are active in social media by using
technology among the consumers. It will be a great idea to develop relationship with such
organization that have similar kinds of target groups and that is why the pitch is being made in
front of the ‘well-played sports ltd.’
Tactics
For the boost juice company there are certain tactics that can be used for making it more
appealing to the consumers (Lusch, Serpkenci & Orvis, 2015).
 Be creative because people always search for something out- of- the- box. The company
needs to make something special which is not done by any other company in the market.

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 It is important not only to meet the customers’ expectations but also to cope up with their
demands.
 The boost juice company has the primary intention to satisfy the customers always with
their products and services.
 Never before offer and pre-booking discounts will be very much attractive to the
customers.
 PR activities and promotion of the brand with the help of multimedia channels to reach to
a global market (Kunczik, 2016).
Media release
28th January 2018
Boost Juice comes up with healthy-licious munching to cut flab
Get ready to welcome the hot and sultry summer. Boost Juice, one
of the most popular companies in Australia which excels in serving
healthy but tasty snacks and drinks to the customers will be
available in a new and delicious form. The blending of mock tails
with smoothies and will give a new spark to the taste buds along
with munching the finger chips. There will be a whole set of foreign
snacks free of cost with the summer special drinks. It is an
unbelievable offer because the eatables will be available at an
extremely pocket friendly price.
 Huge quantity
 Best Quality
 Price of a candy
 First time in the
market
 Healthy and tasty
Contact us:
65, Benison Street, New South Wales, Australia,
60 50 01
Call- 61 2345 5643

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Timeline
Following is the probable timeline given for the new product of the company as per the
public relations plan and its promotion in the market.
Activities Time period
Think of the new products 3 days
Get the products approved 2 days
Start planning 1 week
Set up the budget 3 days
Get the budget approved 2 days
Start working 3 weeks
Final implementation 1 week
Reach out to the public through various media 3 weeks
Follow up on the promotion 2 weeks
Collect feedback 1 week
Penetrate the market 1 month
Budget
Given below is the approximate budget that will be required to implement the PR plan.
With an effective use of the public relations tools the company will be able to reach out to a
bigger target audience (Stacks, 2016). With the unique introduction of the products they will be
able to win over the competitive advantage over other companies in the market.
Activities Cost (Au$)
Mail- [e-mail]

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Buy the raw materials 300
Get new employees 100
Training the employees 100
Purchasing the equipments 200
Promotional activities 700
Labor charge 400
Miscellaneous 500
Total 2300
Evaluation
The PR plan for the boost juice company will be followed by the evaluation methods
such as collecting feedback from survey, using visitors’ book in the stores, collecting online
feedback from the social networking websites. The promotion in the multimedia channels will be
given a follow up so that the customers keep flashing those in their mind. There will be handouts
given to the customers in the stores which will be in the form of questionnaire and they can fill
those while waiting for their order. In this way, the company will be able to get an idea of their
products and services (Parsons, 2016).

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Conclusion
Thus, it can be concluded from this plan that with effective promotion the product will be
able to appeal to the target audience and spread quickly all over the eateries.

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Reference
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Eelen, J., & Seiler, R. (2016). Creative media use increases online sharing of your ad (but seems
less effective for your brand). In Advances in Advertising Research (Vol. VI) (pp. 291-
308). Springer Gabler, Wiesbaden.
Kim, J., Kim, P. B., Kim, J. E., & Magnini, V. P. (2016). Application of construal-level theory to
promotional strategies in the hotel industry. Journal of Travel Research, 55(3), 340-352.
Kunczik, M. (2016). Images of nations and international public relations. Routledge.
Lusch, R. F., Serpkenci, R. R., & Orvis, B. T. (2015). Determinants of retail store performance: a
partial examination of selected elements of retailer conduct. In Proceedings of the 1995
World Marketing Congress (pp. 495-504). Springer, Cham.
Matt Freeman, D. N. P. (2015). I’ve gone back to juicing. Month.
Menzies, J. L., & Orr, S. C. (2014). Internationalization of boost juice to Malaysia. Asian Case
Research Journal, 18(01), 175-197.
Parsons, P. J. (2016). Ethics in public relations: A guide to best practice. Kogan Page Publishers.
Rahmawaty, S., Lyons-Wall, P., Batterham, M., Charlton, K., & Meyer, B. J. (2014). Food
patterns of Australian children ages 9 to 13 y in relation to ω-3 long chain
polyunsaturated intake. Nutrition, 30(2), 169-176.