MKT101A Marketing Fundamentals: A Comprehensive Boost Juice Report

This report provides a detailed analysis of the marketing fundamentals of Boost Juice, an Australian juice bar chain. It begins by examining consumer behavior, including levels of involvement and the influence of situational, psychological, and social factors on purchasing decisions. The report then outlines eight types of market segmentation used by Boost Juice, followed by the development of a buyer persona and a positioning statement. A positioning map is also included to visually represent Boost Juice's market position relative to its competitors. The report highlights Boost Juice's target market, product offerings, and marketing strategies, providing a comprehensive overview of the company's approach to attracting and retaining customers. The analysis is supported by relevant references to academic literature and Boost Juice's own marketing materials, offering valuable insights into the company's success in the competitive beverage market.

Running head: MKT101A - MARKETING FUNDAMENTALS
Boost Juice Bar
Name of the Student:
Name of the University:
Author Note:

1
MKT101A - 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.

2
MKT101A - 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

3
MKT101A - MARKETING FUNDAMENTALS
Identification of Consumer Buyer Characteristics
i. Level of Involvement of Consumers who Purchase the Product / Service
Who Boost Juice targets the young market people who are not
only active but also have moving lifestyle
(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’.
What The 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

4
MKT101A - MARKETING FUNDAMENTALS
the supermarkets. The firm believes is offering a juice or
smoothie that not only tastes good but also meant for
health conscious people.
Where The consumers either make the purchase from the selected
stores selling Boost products or make a purchase from the
supermarket.
When The delicious as well as the nutritious juices and
smoothies offered by Boost is derived from the either
fresh or frozen fruits and vegetables that make it an ideal
choice at any time of the day and especially after exercise
after exercise.
Why The firm offers a wide range of freshly made fruit juices
and smoothies considering the different nutritional
requirement of the target customers. The products of the
firm finds a preference amongst the customers due to its
varied range that includes low calorie smoothie and juices
for a person who do not exercise to a Green Range
targeting the people preferring more antioxidants and
nutrients.
How The differentiation of Boost Juice Bars from its
competitors lies in delivering better, healthier and
nourishing drink for the body. In other words, the
products of the company help in adding natural nutrition
there by making it more healthy and nutritious.

5
MKT101A - MARKETING FUNDAMENTALS
ii. Situational, Psychological and Social Influences on Buying Decision Process
Situational Influence: This refers to the impermanent conditions that impacts how the
consumers behave. It is primarily concerned with whether the consumer really purchases Boost’s
product or other supplementary product or they do not purchase them at all (Jung, Yan &
Eckman, 2014). These factors acts as important interfering variables amongst the moderately
unvarying family framework and behavior related to buying decision.
Psychological Influence: The psychological influence refers to consumers’ behavior
based on the needs, perception, attitudes, personality, learning, lifestyles and self-concepts
(Mohan, Sivakumaran & Sharma, 2013). Needs are seen to motivate the buying behavior.
Perception on the other hand refers to the selective behavior where the human mind is able to
view the world and information that reaches it results in defining the base of perception that
takes the ultimate decision. Advertisements put forward the commercial message that convinces
the consumers in trying the Boost products.
Social Influence: This refers to the influence of the family, social class, opinion,
subculture and culture (Servaes & Tamayo, 2013). The influence of the social factors is reflected
in the activities and actions of the undertaken by the consumers in making a purchase. Amongst,
all the social factors the consumer’s family and culture plays a key role since they contributed in
shaping the consumer behavior and attitude.
iii. Eight Types of Market Segmentation of Boost Juices
Market segmentation enables Boost Juice Bars in identifying the market it must tailor for
it freshly made smoothies and juices based on the consumer behavior, characteristics, income

6
MKT101A - MARKETING FUNDAMENTALS
and need (Canhoto, Clark & Fennemore, 2013). Some of the potential segments of the juice
market:
 10-16: They represent the category of the teenage children that prefers products
with higher calorie and carbohydrate for matching the lifestyle.
 16-24: This represents males and females having an annual income of less than
$10,000 per annum. They visit the juice bars once in a weekend with taste
preference over nutritional content.
 24-35: They represent the older and full time workers and women living
separately and having an annual income of $50,000 to $80,000 per annum. They
frequently visit clubs and bar and are mostly health conscious people.
 35-45: They represent the family people living with the families and are mostly
health conscious
 45-55: They represent working middle-aged groups with health related disorders
and has a higher preference for products having nutritional value.
 55-65: They are mostly the retired groups who has health related disorders and a
higher preference for products having nutritional value.
 65-75: They are mostly the old retired people who are mostly diabetic and most
prefer products that have higher nutritional value with lesser sugar content.
 75-85: Most people in this category are ailing and depend on pension. They prefer
natural products with higher nutritional value.

7
MKT101A - MARKETING FUNDAMENTALS
However, the most profitable target group for Boost Juice Bar would be 24-35 year old
men and women who are independent but also earns a decent living and is increasingly health
conscious(7). Some of the characters include:
Demographic: Boost Juices specifically the consumers within the age group of 25 to 35
years of age as they are young, moving and prefers a healthier alternative. According to the
Australian Health Survey close to 1.6 percent of females consumes vegetable and fruit juices as
oppose to 1.5 percent males.
Geographic: Boost Juices operate mostly in the populated urban areas located within
enclosed environment like shopping centre thereby by making the products accessible to the
consumers and under the same menu.
Psychographic: Boost Juices introduce products with unique naming to tickle the
psychology of the buyers.
Behavioral: Smoothies and juices made from fresh fruits and vegetables have higher
nutritional value and antioxidants and are highly preferable by the highly health conscious
buyers.
Socio cultural: In a nation facing too much of obesity, Boost Juices are on the mission of
making juices healthier. It offers a lower calorie of smoothies and juices along with a green
range that offers more anti oxidants and nutrients.
Economic: Boost Juices offers products at a price range afforded by the targeted
segment(8).

8
MKT101A - MARKETING FUNDAMENTALS
Related Segmentation: To encourage more consumers, Boost Juices uses fresh fruits
and vegetables containing fructose and higher amount of vitamins and minerals for healthy bones
and gut health.
Benefit Segmentation: The price in combination to the health choices put forward by
juices and smoothies of Boost Juices has boosted its sales.
Hybrid Segmentation: Boost Juices offers every variety of juice for satisfying the needs
and encouraging a healthier lifestyle irrespective of education, occupation and lifestyle.
d. Buyer Persona
Name: Richard Jones
Age: 35 years
Occupation: Business
Consultant
Income: $650000 per
Annum
Marital status: Married
Motivation: As a fitness junkie
and avid runner, Richard tends
to have a preference juices and
smoothies delicious food with
higher nutritional content
Challenges: Richard therefore
loves to visit various juice bars
and supermarket but he tends to
be choosy. He is highly
motivated by trends and what
remains popular amongst his
friends
Decision Making: Richard is
not influenced by price of the
item provided the ingredients
remains clean and the juices and
smoothies deliver higher quality
and nutritional value.

9
MKT101A - MARKETING FUNDAMENTALS
Figure: Diagrammatic Representation of Buyer Persona
Source: By Author
e. Positioning Statement:
To the young health conscious people, Boost Juices provides highly nutritious and
delicious fresh juices and smoothies with no additional flavors.
f. Positioning Map:
Not Fruity
Fruity
High Energy
Low Energy
Donut King
McDonalds
Wendy’s
Boost Juices
Pulp Juice

10
MKT101A - MARKETING FUNDAMENTALS
Figure1: Positioning Map of Boost Juices
Source: (boostjuice.com.au, 2018)

11
MKT101A - MARKETING FUNDAMENTALS
References:
boostjuice.com.au. (2018). Retrieved from https://www.boostjuice.com.au/about-boost-juice/
boostjuice.com.au. (2018). Retrieved from https://www.boostjuice.com.au/drinks/
boostjuice.com.au. (2018). Retrieved from
https://www.boostjuice.com.au/downloads/Boost_Study_Kit.pdf
boostjuice.com.au. (2018). Retrieved from https://www.boostjuice.com.au/wellbeing/
Canhoto, A. I., Clark, M., & Fennemore, P. (2013). Emerging segmentation practices in the age
of the social customer. Journal of Strategic Marketing, 21(5), 413-428.
https://doi.org/10.1080/0965254X.2013.801609
Jung Chang, H., Yan, R. N., & Eckman, M. (2014). Moderating effects of situational
characteristics on impulse buying. International Journal of Retail & Distribution
Management, 42(4), 298-314. https://doi.org/10.1086/208627
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse
buying behavior. European Journal of Marketing, 47(10), 1711-1732.
https://doi.org/10.1108/EJM-03-2011-0110
Servaes, H., & Tamayo, A. (2013). The impact of corporate social responsibility on firm value:
The role of customer awareness. Management science, 59(5), 1045-1061.
https://doi.org/10.1287/mnsc.1120.1630

12
MKT101A - MARKETING FUNDAMENTALS