MKT303 - Boost Juice: International Marketing Plan for US Market

This report analyzes Boost Juice's potential expansion into the American market. It begins by outlining the marketing techniques used by the brand in Australia, including paid advertisements, relationship marketing, word-of-mouth, internet marketing, and transactional marketing. It then discusses which of these techniques would be effective in the US, emphasizing internet marketing, relationship marketing, and paid marketing. The report also addresses the cultural differences between Australia and America that would influence marketing decisions, such as eating habits, preferences for juice flavors, and attitudes towards discounts and patriotism. Furthermore, it applies Hofstede's communication theories, market segmentation theories, and marketing mix theories to provide a comprehensive understanding of the American market. The report concludes with recommendations for how Boost Juice can successfully launch in the US, including tailoring products to American tastes, leveraging local suppliers, targeting health-conscious consumers, and utilizing digital marketing strategies. Desklib offers a wealth of similar solved assignments and resources for students.

International Marketing

1
Contents
Introduction...........................................................................................................................................1
Marketing Techniques used by Boost Juice Brand................................................................................1
Marketing techniques used in Australia that would work in America...................................................2
Cultural difference influencing marketing decisions in both Australia and America.............................2
Theories that needs to be addressed.......................................................................................................3
Recommendation...................................................................................................................................5
Conclusion.............................................................................................................................................5
REFERENCES......................................................................................................................................6

2
Introduction
Marketing has become one of the most crucial factors of success in the modern day business.
In the increasing competition it is a further bigger challenge for the organisations to do
marketing in an effective manner. Boost Juice brand is an Australian retail outlet that is
known for selling smoothies and fruit juice (Boostjuice, 2018). This company has its business
in many parts of the world like South Africa, United Kingdom, Asia, India and Europe. In
most of the countries they have chosen franchising as a mode of entry. This report highlights
the various aspects of marketing of Boost Juice brand.
Marketing Techniques used by Boost Juice Brand
There are several marketing techniques used by Boost Juice Brand. Some of the most
common techniques are:
 Paid advertisements: Firm pays various sources for this kind of marketing like the TV
channels, print media as well as internet marketing platforms such as PPC.
 Relationship marketing: It is most commonly used marketing technique in the retail
outlets. Boost Juice puts efforts to enhance the relationship with the customers as well
as improving customer loyalty through its excellent products and services.
 Word of mouth: Boost juice is reliant on this technique as well. This is totally based
on the impression that company has left on the people. The quality products and
services delivered by the Boost Juice helps them in satisfying customers. These
customers tell about the company to other potential customers (Chu and Choi, 2011).
 Internet marketing: The techniques such as cloud marketing has gained the pace. The
items for marketing are shared over the internet and are promoted using various sites.
 Transactional marketing: In this marketing, the retailers encourage consumers to buy
with discounts, shopping coupons or through big events. It improves the chance of
sales and motivates the target audience to buy the marketed product.
Marketing techniques used in Australia that would work in America
Among the various marketing technique used by Boost Juice the techniques in Australia but
would also work in America are:

3
 Internet marketing: It would be helpful within Australia as well because there is a
very large population that is active in both the countries. Company could reach to
largest possible customers with the help of internet (Menzies and Orr, 2014).
 Relationship marketing: This is a marketing technique that is helpful in America too.
This is because in order to expand their business company can take use of relationship
marketing. This can be done with the help of quality services that it provides in both
the nations.
 Paid marketing: This Company can also take use of paid marketing in America too.
This is because there are many users that are active user of various platform for which
company pays to them. Since America is a highly technologically advanced society
hence companies should concentrate on investing in techniques like pay per click etc.
Cultural difference influencing marketing decisions in both Australia and America
Both Australia and America are culturally different country. These differences also effect the
marketing decisions of the firm like Boost Juices. The cultural differences such as eating
habits are also influencing the marketing decisions (Engelen and Brettel, 2011). For example
Americans loves to hang out at the retail outlets than Australians. This will make the
marketing process easier for the cited firm. American loves to drink juices that are hard in
taste while Australians prefer the juices that are having original taste (Allis, 2013). American
loves discounts hence company will have to focus more on sales marketing. It is essential that
company looks for the ways in which they can attract customers using the taste they serve
(Ferraro and Briody, 2013). Americans loves those products that gives patriotic feelings
while Australian are more oriented to the group they belong to and hence the cited firm will
have to portray their marketing that reflects American touch. On the other hand people of
America believes on more the way in which services are provided hence marketing will also
turn towards highlighting the features of services they provided (Tuten and Solomon, 2017).
Americans are also utilising technology more than Australians hence company should also
invest on the digital marketing strategies rather than on traditional marketing strategies. The
decisions related to marketing must be more inclined towards the digital marketing measures.
Theories that needs to be addressed
Hofstede communication theories

4
This theory deals with the cross cultural communication. In this theory there are various
elements on the bass of which the American market can be analysed as:
 Power Distance: On power Distance America scores only 40 which mean there is
uneven distribution of Power within America but the hierarchy is just for streamlining
the things. This suggests that the cited firm needs to respect the power hierarchy
within the society while conducting their marketing process. Communication is more
informal, participative to some extent as well as most of the time it is direct (Becker-
Olsen, et. al. 2011).
 Individualism: Americans are more business centric hence Individuals are given more
preference. They believe in using effective negotiations in their business
communication. They are expected to display initiatives, self-reliant and decisions
needs to be based on the merit and evidence. Company should check that they give
importance to the promotions in their marketing (Hofstsde Inside, 2018).
 Masculinity: America is more a masculine society and believes on success (Hartley
and Claycomb, 2013). Americans tends to display and talk freely hence the company
can easily use innovative marketing techniques so as to attract people.
 Uncertainty Avoidance: America is having fair degree of acceptance for new ideas,
willingness to try something different, innovative patterns, technology use. Americans
do not requires many rules hence marketing should also be done with creative ideas.
 Long term orientation: Americans are prone to evaluate new information for
checking whether it is true or not. In the use of communication, company must be
highly practical so that better and long term relationship can be made with the
customers (Hofstede, 2011).
Market Segmentation
The segmentation of the American market must be done on various parameters.
Types of Segmentation Segmentation Criteria Boost juice target segment
Geographic Region International
Density Urban
Demographic Age 10-50
Gender Male and Female
Life cycle stage Bachelor and married

5
Income Middle and lower
Occupation Student and people from any
profession
Behavioural Degree of loyalty Switchers and Hardcore
Benefits Sought Time efficient and cost
benefit
Personality Careless and easygoing
User status Regular and potential
Psychographic Social class Lower working and middle
class
Life style Mainstream and strugglers
Marketing mix theory
This is a theory that helps in empowering the whole marketing process. The elements of
marketing mix for the company are as follows:
 Product: They offer products such as fruit juices of various tastes in different flavours.
These products are of high quality and are fresh. The ingredients of the juices must be
arranged from the local suppliers.
 Price: They are offering the products at lower prices than their customers and they
would like to continue with it in America also. The pricing should be customised
according to the flavours that they want to add into their juices.
 Place: Company has opened retail outlets so as to maintain the quality and freshness
of the juices. They also operate on franchising model which helps them in reaching to
larger set of customers.
 Promotions: For promotions they must use digital mediums as their primary source
for advertisements. Along with this it can also take use of traditional marketing
mediums so as to enlarge their promotional campaign.
Recommendation
American market is a highly competitive market with so many companies already present in
the nation. First of all it must think about the market orientation of America and hence
products juices that gives specific American taste. Along with this it should also bring some

6
new taste to the country so that more people could be attracted towards the business. Taking
help of the local supplier would be beneficial for the company so as to maintain the freshness
of their products. Their marketing should focus on the people that are health conscious or
who are fruit lovers. Company should also focus on opening more and more retail shops at
once in different locations. This will help in reaching deeper into the market. Boost juice
should choose an equity mode of entry so as to be successful in the business. Company
should also take use of strategies like distributing coupons that could attract new potential
customers towards the business.
Conclusion
From the above based report it can be concluded that Boost Juice wants to expand their
business into America. Paid advertisements, Relationship marketing, Word of mouth, Internet
marketing and Transactional marketing are some of the marketing techniques that is used by
the cited firm. Internet marketing, Relationship marketing and Paid marketing will also be
helpful in America also. Many cultural differences exist in between America and Australia
which is having impact on the market decision making. Hofstede cultural dimension,
marketing mix and market segmentation can be used in the understanding the cultural
difference. It is essential that company take use of local suppliers to manage the quality of
food they are delivering.

7
REFERENCES
Allis, J., (2013) The Secrets of My Success: The Story of Boost Juice, Juicy Bits and All. John
Wiley & Sons.
Becker-Olsen, K.L., Taylor, C.R., Hill, R.P. and Yalcinkaya, G., (2011) A cross-cultural
examination of corporate social responsibility marketing communications in Mexico and the
United States: Strategies for global brands. Journal of International Marketing, 19(2), pp.30-
44.
Boostjuice, (2018) About us. Online. Available at: https://www.boostjuice.com.au/about-
boost-juice/. [Accessed on 29th September 2018].
Chu, S.C. and Choi, S.M., (2011) Electronic word-of-mouth in social networking sites: A
cross-cultural study of the United States and China. Journal of Global Marketing, 24(3),
pp.263-281.
Engelen, A. and Brettel, M., (2011) Assessing cross-cultural marketing theory and
research. Journal of Business Research, 64(5), pp.516-523.
Ferraro, G.P. and Briody, E.K., (2013) The cultural dimension of global business. Upper
Saddle River: Pearson.
Hartley, R.F. and Claycomb, C., (2013) Marketing mistakes and successes. Wiley.
Hofstede, G., (2011) Dimensionalizing cultures: The Hofstede model in context. Online
readings in psychology and culture, 2(1), p.8.
Hofstsde Inside, (2018) COUNTRY COMPARISON. Available at: https://www.hofstede-
insights.com/country-comparison/the-usa/.[Accessed on 29th September 2018].
Menzies, J.L. and Orr, S.C., (2014) Internationalization of boost juice to Malaysia. Asian
Case Research Journal, 18(01), pp.175-197.
Tuten, T.L. and Solomon, M.R., (2017) Social media marketing. Sage.

8