Summary of Chosen Organization current Product offerings and competitive positioning
How the Boost Juice is able to work on the marketing strategies? Disucss.
Boost Juice, a company of Australia, offers the wider selection of the different freshly prepared juices, with the smoothies and the other crushes. They are low fat smoothies with boosters that is convenient to meet the customers pursuit for the healthy fast food in the current product life cycle. The report will discuss about how social media has a major impact on people’s choice to get attracted to their products.
Boost Juice has been positioned as one of the healthy and the best brands with “love for life” philosophy. Over the time, it has been seen that the product is able to capture the attention of people with enhancement of the brand awareness through the use of strategic marketing activities (Andrews & Shimp., 2017). The study describes about how Boost Juice is able to establish the brand awareness with the consumers working on the ranking of the company. With the globalization, Boost Juice focus on maintaining the original integrity of the brand values and then handling the funds for life. The example is the lower involvement of the goods that is inexpensive and is found to be at little perceived risks.
The company has different competitors like Coca Cola, Pepsi and the other non-alcoholic beverages. There has been a major competition when it comes to the soft drink market because of the healthy drinks that have a smaller market segment. The time when the company launched the products, the people were only consuming the soft drinks which were detrimental for the people’s health (Rokka & Canniford, 2016) . The company has severe competition from the rivals like the pulp juice and Starbucks. The availability of the packaged fruit juices in the market also affect their sales, where they are affected by the marketing conditions and the increased rates and fuel prices. The rising rates and the prices directly affects the disposable income of the consumer that leads to affecting the company sales, eventually.
The company has been active on social media, where it is trying to highlight:
Determination of the Content Focus
Here, the stimulation of the engagement of the company is important with promotions and demonstrating knowledge and leadership. The possibility is that the company is working with mission and culture of business where Boost Juice will then be able to match the content to allow the user generated content on social media (Harris & Rae, 2011). The promotional offers are about the willingness to focus of the new products introduced or the complains which calls for attention. Apart from this, 70% of the content focus on the needs of the customer interest and the tips where the answers are important to be given.
Four Step Model for social Media Marketing Strategy
Determine the Type of Content
The focus is on how the social media can work with the blogging posts, tweets and the updates for the different status and the contents. It includes how Pinterest and Instagram are able to help the company to be increasingly visual. The photos and the videos make it easy for the consumers and the prospects to feel what one is up to.
Determining the Frequency for the posting
With the optimal timing, there are days and the times when one is likely to receive the responses which comes in the form of Likes, comment or sharing the posts. Boost Juice works on focusing over different ways of posting with determining the best times that could be effective to post on Facebook so that it reaches to maximum number of people. The use of the insights and Google Analytics helps in determining the optimized posting times as well.
Creating the Content Calendar
The focus of the people and the content type is important for the company to get in contact with the people. For this, Boost Juice needs to focus on the content that will help in scheduling the posts after developing a calendar. They are then created on the weekly or the monthly basis. The calendars are developed through spreadsheet, but the social media management application is effective as they will be able to serve the single source for the content creation and proper scheduling (Royne, Kowalczyk, Levy & Fox,2017). The automation of the processes with the distribution of content and handling the social network syndication makes it easy to administer and manage the channels of social media. The engagement activities like the response to comments, with identifying the fans and followers, with monitoring the activities and the conversations for the business and the products.
With the advancement of the technology, the social media has been effectively able to bring the change with maintaining the brand image and social responsibilities. The companies are considering about taking the different actions and then giving back to the society for which they are operating (MacGregor, Petersen & Parker, 2018). Boost Juice also takes the different versions of the manufacturing with active participation in the charity and the activities. Boost Juice has been working on the improvement of the unique marketing approach with above-the-line and below-the-line marketing. With this, there are different inceptions that the company has been able to reach 94% of the market awareness through the use of social media, television and the campaigning done on the radios.
Which social media platform used by Boost Juice
Boost juice has invested mainly in the marketing and the advertisement to promote the different products and the services. For this, the company is trying to work on the products on television, internet, radio which directly reach to the different target customers. Boost Juice also tends to launch the promotional offers with the increased sales that are for buying one on one. The promotions are at the time of festive season (Aschemann-Witzel, de Hooge & Normann, 2016).
They have been able to bring the change using the primary marketing segment by connecting to the teenagers. It has its Facebook page to promote the launched products and the offers among the people. The strategy has been to adapt to the Australians with spending their half time in the week on Facebook. The social media has been able to create the huge consumer base as well. The social media has been able to bring the changed dynamics with focusing on connection with the customers. The company has been on Instagram as well to connect with the different people who are regular users of Instagram over Facebook. It tries to study about the marketing trends and the customer preferences with promotion of the services and the products, offers and the discounts. The paid promotions on the social media websites could be effective with automation of processes to minimize the human error. It will also reduce the cost of the operations for the companies. The technical advancements with the better connection of the people and the consumers has been increasing with time, and then it will also determine about which product the customer can buy. Boost Juice has been working on the different customers in different corners for values, tastes, customs. The company needs to ensure that their strategy is different and adapts to the local market needs as well (Montalvo, 2016). Hence, for this, they need to work on the improvement in the marketing standards with the intensive knowledge of the local market. The company also focus on maintaining the integrity with brand message of organization.
For a better promotion, Boost Juice can work on the widening approach with merchandising the breadth with deepness by presenting some of the hot drinks. It also needs to have a broader scope of the goods that is available in the supermarkets. It can lead to the widening of the position with putting the monetary value scope and advancement to the merchandise. The company tends to use the comprehensive marketing strategy to promote itself, where it uses the broadcast media like the television to connect to the customers. The company should initiate the partnerships with the other health companies (Pitt et al., 2017). Along with it, they need to work on the development of better product range where it can offer the health food salad and the sandwiches which include the different variety of the product offerings. The profit margins of the company can be stabilized through detailed product range where the products are for the additional features that can be sold at the higher rate. For the better evidences of the product, service and quality, Boost Juice can initiate the online blogging, where the company can share about the experience or their experiences with the customers (Ashley & Tuten, 2015). The company can also work on promotional videos where the connection is set with the customer base through online mediums. The Boost Juice can easily share the philosophy, with better vision and connection to the Australian community.
Conclusion
The report focus on how the Boost Juice is able to work on the marketing strategies where the primary target of the company is to work on how the teenagers and the secondary market consists of adults up 30 years (Tsimonis & Dimitriadis, 2014). They have SWOT analysis that tends to reveal the core strength with the brand recognition and the other innovative products. The band strategy has been set with proper deployment of the product strategy with introducing the fresh fruits and the vegetable juices in the market in order to satisfy the needs of the consumer. Boost Juice has been working to stand out differently for the bright color so that it can attract people’s attention and motives of their purchases.
References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education.
Aschemann-Witzel, J., de Hooge, I., & Normann, A. (2016). Consumer-related food waste: Role of food marketing and retailers and potential for action. Journal of International Food & Agribusiness Marketing, 28(3), 271-285.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Harris, L., & Rae, A. (2011). Building a personal brand through social networking. Journal of Business Strategy, 32(5), 14-21.
MacGregor, C., Petersen, A., & Parker, C. (2018). Promoting a healthier, younger you: The media marketing of anti-ageing superfoods. Journal of Consumer Culture, 1469540518773825.
Montalvo, R. E. (2016). Social media management. International Journal of Management & Information Systems (Online), 20(2), 45.
Pitt, C. S., Plangger, K. A., Botha, E., Kietzmann, J., & Pitt, L. (2017). How employees engage with B2B brands on social media: Word choice and verbal tone. Industrial Marketing Management.
Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9/10), 1789-1813.
Royne, M. B., Kowalczyk, C. M., Levy, M., & Fox, A. K. (2017). Milk, juice, or cola? Exploring the effect of product placement on children’s attitudes and behavior. Health marketing quarterly, 34(2), 128-141.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
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