Case study of BOOST juice bar

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325-104Principles of MarketingCase AnalysisofBoost Juice BarsTABLE OF CONTENTS1. Table of Contents 22. Executive Summary 33. Overview of The Boost Juice 44. The External Environment and recommendation 4-65. Product and recommendation 6-86. Promotion and recommendation 8-107. Place and recommendation 10-128. Price 12-149. Conclusions 1410. References 15-16Executive SummaryBoost juice Bars have been a growing success since they opened in 2000. Although there are other competitors, Boost manages to stay in front by augmenting and extending their products. They segment and choose target market to achieve most effective advertising and maximise sales. Boost Juice is a convenience good, currently in the maturity phase of the product life cycle with strong brand equity and brand loyalty. They differentiate in augmented layer with its well known brand, bright packaging and convenience. The promotion achieves strong awareness by changing with social trends, having a colourful, engaging environment and successful campaigns. Boost is now expanding not only in Australia but also overseas. Their stores are small, colourful and strategically located in high foot traffic areas. They now distribute their goods in supermarkets as well as the stores. As boost juice is in maturity phase of PLC is has chosen a stability pricing objective.

OVERVIEW OF BOOST JUICEBoost Juice, offers healthy, fast drinks in Australia and was established in 2000. Boost Juice is the fastest growing fruit juice bar in the southern hemisphere, founded by Janine Allis in Adelaide (Wren, 2005). Boost Juice is growing rapidly as an amazing retail case, turning over $90mill a year with over 3000 staff members (Light, 2006) expanding from the first founding juice bar in Adelaide in 2000 to over 200 stores world wide.

There are ranges of great tasting juices or smoothies sold by Boost which offers healthy convenience and the augmentation of various products also enhances the satisfaction of the consumers' needs



References: ox Tessa, 2008, Smoothie Operators, Caterer & Hotelkeeper, Vol. 198 Issue 4525, pp34-36Light Deborah, 2006, On the Juice Juggernaut, Money, Issue 77, pp16-18Janie Allis, 2005, Boost your life, my recipe for success in life and work, Harper Collins PublisherJ. Wind and A. Rangaswamy, 2001, "Customerization: the next revolution in mass customization", J Interact Mark issue 15 pp. 13-32. Junyean Moon, Doren Chadee and Surinder Tikoo, 2007, "Culture, product type, and price influences on consumer purchase intention to buy personalized products online", Journal of Business Research, Volumn 61, Issue 1, pp31-39. Katsudon, 2007, "Need a hangover cure?" Tropical Juice Bar review, (URL: http://www.mcity.com.au/melbourne/eating/631/tropicana-juice-bar), [Accessed 1 March 2009Noelle Waugh, 2007, "Boost Juice Plots Global Domination", B&T Weekly, Vol. 57 Issue 2650, pp4-4NZ Business, 2004, Vol. 18 Issue 5, p6-6Pride, W., Rundle-Thiele, S., Waller, D., Elliot, G., Paladino, A., Ferrell, O., 2007Marketing Asia-Pacific edn, John Wiley & Sons Australia Ltd. Success story, Boost juice, http://www.boostjuice.com.au (URL: http://www.boostjuice.com.au/#about-boost/about-history) [accessed 1 March 2009]T.L.J. Broekhuizen and K.J. Alsem, 2002, "Success factors for mass customization: a conceptual model", J Mark-Focus Manage issue 5, pp. 309-330. Wren, Dee, Juice Chains on a Slow Squeeze, Hospitality, Sept 1, 2005, v00 i00, pp38

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