Boost uses customer-driven marketing strategy to differentiate their products, such as Segmentation, Targeting, Differentiation and Positioning to differentiate their products from their competitors.
The market segmentation is used to divide the consumers and group them into smaller segments, each of which can be reached by distinct marketing programme. The concept attempts to reconcile differing customer needs with limited company resources, and allows product and marketing offerings to be adjusted to suit different customer groups (Epetimehin, 2011). In this case Boost juice uses Demographic segmentation to market their customers.
Demographic segmentation divides the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation and nationality. Boost juice differentiate its product by using demographic segmentation, they look at age and life cycle stage, gender and generation as seen on the image below.
The image above was taken from Boost website; it shows that their products are targeted to all ages and customer’s life style whether athletic or business life. They also aim at both genders since they both need boost juice in their daily lifestyle and finally generation as mentioned in the image, boost mostly target Gen Y because this generation is