MARKITING PLAN FOR BOOST JUICS BARS AUSTALIA ? ?Table of Contents 4Introduction and Company Background 5Introduction 5Company Background 5Situation Analysis 6Market Analysis 6Macro Environment Analysis 6Political Analysis 6Economic Analysis 6Social Analysis 7Technological Analysis 7Legal Analysis 7 Environmental Analysis ……………………………………………………………………………………………………….7Micro Environment Analysis 7Company Analysis 7Competitor Analysis 8Competitive market Summary 8Consumer Analysis 9SWOT Analysis 9Objectives 10Marketing Objectives 10Reference List ………………………………………………………………………………………………………………………..11?Introduction and Company BackgroundIntroductionJuices and smoothies industry in Australia has recently taken a boost in the domestic as well as the internationally market however there are some problems faced by the industry hampering the growth hence A situation analysis has been created below on Boost juices and will outline the macro environment as well the micro environment analysis on Boost juices .
It will further consist of a PESTLE analysis, company analysis, competitor analysis, consumer analysis and a SWOT analysis. Using all the information from the analysis, various SMART marketing objectives will be provided in order to improve the position of Boost juices in the market Company Background who is boost juices?Boost juices is a retail chain of fruits and vegetable juices and one of the most popular and loved juice and smoothie brand, boost have operations in 13 countries with 250 stores in Australia with over 500 stores worldwide. boost providing a wide range of smoothies by having a great combination of fresh fruits (boost juices, about us, 2016 para 1 and 2).it is also the most admired franchises in Australia and a proud keeper of prestigious American express franchisor of the year award.
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“If there is a better way to do it, we’ll find it. From training staff and franchises at Boost HQ to developing new and innovative products. Our aim is to create an experience that leaves our customer smiling and feeling just that little bit better” (boost juices, study kit, 2016 pg1) Is boost juices mission statement, the brand aims to make healthier easy and nutrition delicious which attracts more people who are health conscious and a major market segment also consists of these people History of the company Boost juices is a creation of Janine Allis in 2000, boost juices was born with a idea to offer healthy food and to encourage heathy lifestyle. There was a gap in Australian market for healthy fast food alternative and Janine Allis a passionate entrepreneur saw a opportunity in the market and decided to put her passion about retail into a business plan, as she herself as a customer always struggled to find healthy nutritious food outdoors, with great passion and family support managed to open her first juice bar in Adelaide and has never looked back since then.
Janine and jeff signed for 28leases at Westfield shopping centre and managed to open every store in just 18 months with in the time and budget, after 3 years Janine purchased the rival chain viva juice and sold decided to sell the rebranded stores to franchise partners, which was a turning point for boost juices they were now opening a average of one store in a week. In September 2004 there was a boost juice store opening almost every single day, and is continuing to enhance its business and operations. Situation AnalysisMarket AnalysisThe juice and smoothie bar industry in Australia exhibits a medium level of market share concentration.
Boost juices remains to be the one major player in the industry, the other industry participants are small independent juicers operated by sole proprietor, kick juice and feeling fruity are large size juice and smoothie franchise chains however they still remain small in scale compared with boost juice Bars. These franchises did not expand due to various difficulties like competition increasing and profitability falling, cost perspective and managerial hazard bounded these franchisees to remain in one geographical region. The juice and smoothie bars industry are flourishing over the past few years as the Australian market has experienced a high awareness about the consequences of unhealthy diet, like heart disease and obesity.
increase in the diseases due to unhealthy diet and the awareness of its consequences between the customers increased the demand for fruits and vegetables and has increased the revenue for fresh juices and smoothie bars industry over last 5 years. Juice industry have benefited by highlighting the healthy benefits of their product, the industry revenue is expected to grow at an annualised 7.6% over the five years through 2017- 2018 to reach $404.4 million.
Which also includes at-least 1.8% projected growth in the coming year. Boost juices continuous to dominate the industry over the past few years by encouraging a healthier lifestyle. Boost juices covers a large amount of market group however due to increased obesity observed in the children of Australia, people have begun to prefer healthy food choices. 25% of the Australian children are obese I Australia (AHIW, 2017), due to which 50% of the customers of boost juices are students and other people who are healthy conscious. (Mason, 2015).
The parents and retails occupy 40% of the market share (Wright, 2010). The office executives occupy the remaining share. There are about 60 % of the consumers who prefer fresh juices and female play a major role in the costumer for juices and smoothies’ industry.in 2012-1013 Dramatic growth in the juice and smoothie industry due to increase awareness of unhealthy eating and its consequences leading to heart disease and obesity, the consumers preferred to make healthy choices, with consumers looking for viable healthy alternative to fast foods and meal replacements juices and smoothies came into mainstream, which further led to proliferation of entrance, both in franchise and single- location business models which eventually resulted in saturating the market in line as the demand was stabilised. However, the brands are looking to target the international market if the domestic market comes to the saturation point.Macro Environment AnalysisEconomic AnalysisThe Increasing price of banana Implementation of 20% tax on sugary drinks Inflation Rate Banana is one of the main ingredients used in the products of boost juices increase in price of banana will directing increase the cost of production, however the prices of the products will not increase as much costing the business more money 20% tax is applied on sugary drinks in order to discourage consumers to intake more sugar as the rate of people having diabetes, heart diseases and stokes are increasing rapidly, however the price of the products offered by boost remains reasonable and has not affected the consumers market negatively the ARAB has stated that the inflation would rise in the coming 2 years and will rise above the target range (Gosling,2011). Inflation can lead in reduce the purchasing power of the customers further resulting in affecting consumer’s decision making on purchasing.
Regional grouping Freedom of competition Boost is access to tax free imports from New Zealand due to the agreement with CERO (closer economic relation). Boost imports milk and fruits from New Zealand, major raw material for the products produced by boost low tax makes the raw material cheaper and reduces the cost of production benefiting the company Companies in Australia including boost are under protection according to the section IV of “Trade Practice Act 1974” this act ensures that the companies operating the Australian experience free and competitive market. This Act shows that boost has equal opportunities as any other company in the industry operating in the Australian market Social Analysis Australian diet Australia is a developed country consisting of a big population out which the younger population has started to grow compared to the older generation, and The young Australians are more aware of the benefits of a healthy lifestyle and boost offers nutrition with taste with low fat smoothies and sugar free juices fits perfectly for the Australian diet preferences. This indicates that boost has an advantage in the market to progress. Environmental Analysis Weather Australian is a country have almost all seasons but the summers in Australia is humid, dry and hot. In Queensland the summers are long and dry, in the weather like this a cool healthy go to healthy drink is preferred by the Australians, which is a great market place for boost to flourish Technological Analysis Technological environment Boost production or sales is not affected by the technological environment as it does not require any advanced technological support so it can be said that this environment is friendly to boosts, however boost does use the technical platform to advertise and keep a profile for the coustomers. Micro Environment AnalysisPositive Aspect of Boost 1) Financial Strength 2) Marketing Strength 3) production capacity and flexibility Boost has a agreement with riverside company, which makes riverside Boost’s overseas investor, Due to the Riverside Asian funds the expansion of boost in the international market is supported and helps Boost become “a global phenomenon” (boost juices bar 2011)Boost major marketing strength is provided by its brand. Boost understand the preferences of all the customers and provides a wide range of juices and smoothies.
Low cost of training is considered to be one of the advantages of boost.Boost production is largely bases on the fruits, shortage in fruits can affect the production besides that, due to a wide Varity in menu and a flexible way of production Boost production suits all the customers preferences and needs Negative Aspect of Boost 1) shortage of Raw material due to environmental reasons.2) consumers perception towards healthy drinks especially for kids 3) The domestic market is reaching its saturation point Shortage of raw material like fruits due to Natural disaster is one of the main threats to the brand. It increases the cost of production having a negative effect on the total revenue Due to increase in number of obesity and heart diseases among the younger population of Australia, consumers do not consider Boost production a healthy drink considering it is high in sugar. juices and smoothie’s industry in Australia is increasing at a diminishing rate, it is further predicted that soon it might reach its saturation point in the domestic market.Boost have a very strong global reputation and a brand recognition, and they take their customers and employees very seriously, including their long vision outlook to protect the farms affected by natural disasters which provide their raw material.
Australia consumer market is trending towards healthier life style and Boost fulfils the needs and preferences of all types of customers by offering a wide rand of products including low fat low sugar juices. However, the grown of Boost in the domestic market has slow down. Beside this is possible to improve their perception and market position by improving the marketing strategists. Competitor Analysis competitors Points of similarity to Boost (POS) Points of difference to Boost(POD) Starbucks pulp juices chai timeDonut king • Starbucks offers a range of juices and smoothies and products are targeted to the same consumer group• Starbucks products are sold in the same supermarket as boost (starbucks,2017).• Pulp juices provide a Varity of healthy drinks with low sugar and fat with nutritious values• Pulp promotes healthy living an active lifestyle • Chai time operates globally and provides franchises and have more then 500 stores in Australia• Understands the preferences the customers and offers a wide range of healthy juices• Donut king is a Australian company founded in 1981 offering the Australian consumers with delicious drinks • Owns a large number of stores across Australia and the global chain Is still growing • Starbucks is a American brand and is operating in the Australian market where as Boost is Originally a Australian brand • Starbucks major menu consists of coffee related products and is mainly known for its coffee and beverages • Pulp juices also offer a full menu of made to order wraps sandwiches and salads • Aims at becoming a world most loved “tea company” • The main focus is on tea and beverages not juices and smoothies.
• Provides a Varity of other products like donuts, hot drinks, hot dogs and toasties• Was established in 1981 and is standing in the market log before boost established Competitors STARBUCKSCHAI TIMEDONUTKING Target Market Product Price Promotional Distribution Strength/Weakness Men and women aged 25 to 40office going population tourists CoffeeteapastriesFrappuccinosmoothiesMerchandise Price ranges from $3 to $30 Advertisingpublic relationssales promotions televisionprint mediainternet Supermarkets Coffee distributorsinstitutional food service companiesairports hotels STRENGTS Strong brand image Extensive global supply chainModerate diversification through subsidiaries Global supply chainweaknessHigh price pointsGeneralised standards for most products Imitability of products Collage and school going children population below the age of 18 chines population Iced tea flavoured iced tea hot chocolate juices smoothieshot tea Price range is from $4.20 -$20 Advertising promotions print mediasocial media Supermarketsshopping centreuniversity hotels Strengthwell established brand in china which attracts chinses population even in AustraliaFocuses on providing healthy teas and fruits flavours to their customers unique promotional strategy and provides a good quantity for the price quoted Younger population of Australia Donutshot dogscold drinks hot drinks soft servers toasts Coffeepastries Price range is from $4.50 to $40 Advertising promotions social media coupons various discounts with a purchase Shopping centres universitiescinemasFranchises Strengthwas established 1981 and been in the market for a long time hence have loyal customersprovides fresh products and Varity of products that attracts all type of costumerslack of competition in the marketWeaknessHight cost of production due to increased tax on sugary drinks and food consumers do not prefer unhealthy snackunable to beat the competitors due to poor marketing strategy Competitive market Summary Smoothies and juices: WHO WHATWHENWHERE HOW WHY Middle aged consumers aged 17 – 35 years old who are looking for a beverage packed with healthy benefitsParents purchase low sugar low fat smoothies and 100% real juices for their children, however the adults purchase all other type of smoothies and drinks offered for their own consumption Mostly consumer purchase smoothies and juices when the weather is hot, while coming back from the school or going to work in the morning as they see it as a healthy replacement for breakfast.
Purchases take place in the shopping centres where the outlet is placed Products are purchased out of convenience and are usually impulsive. Purchased to satisfy the need to have delicious drink with healthy benefits.Boost juice bar costumers purchase their products because they are health conscious and are aware of the nutritious benefits boost offers in their products. Boost juices costumers are loyal to the brand and trust the products of Boost and has make boost the more preferred and loved brand in the industry. Consumers are happy with the range of product boost has to offer and how it understands the different type of consumer preferences, boost outlets are spread equally in urban and rural areas which makes them a easy available brand for the customers. Majority of the customers attracted by boost are people who are looking for nutritious values in a beverage and are health conscious.
Consumers are happy to pay a bit more for a easysly available healthy drink. SWOT AnalysisSTRENGTS • Contains no artificial colouring and flavouring • High customers royalty • Well-built ability to link with customers • Wide range of products attracting all types of customers having different types of preferences • Their smoothies are made with their top secret TD4(TO DIE FOR) low fat frozen yogurt• The company has adopted licensing system in order to expand the market internationally • By introducing and providing fresh fruit juice through retail stores it has developed a unique customers experience • Established brand and company reputation • Product are easily available and affordable • Outstanding resources and facilities within and outside Australia WEEKNESSES• Heavy concentration on promotion increases the total market cost and also increases the cost of production• Sales tend to decline in the winters and more customers do no prefer to have citrus juices and cold drinks during winters• Have to abide by different law and regulations to successfully and smoothly operate in the international market• Raw material require higher regulation as most of the raw material is priceable. • Market segment is narrow as it only consists of middle-aged population• Preparation time is to long which effects the customers as they do not like to wait so longOPPURTUNITIES • High demand for fresh juices in the market due to increasing awareness of healthy lifestyle • Less Direct competitors in Australia, the competitors do not over take the company because they lack in marketing strategies • Have great opportunities in expanding in Asian countries due to stable financial support and licence to operate in the international market • Company can expand its production range and introduce hot drinks to increase the sales revenue in winters THREATS• Many competitors are coming with the concept of selling heathy smoothies, the competition in the marking is increasing resulting in putting more pressure on the company to improve their products in order to survive in the industry • Other alternatives in the market which are cheaper, like packed juices affects the sales of the brand.• Other economic factors also affect the sales of the products, increase in the interest rate and increase in the fuel price results in decreasing the purchasing power of the customers ultimately affecting the sales of the products • Various challenges faced in the international market due to the perishable nature of the raw materials RecommendationsIn ordeRecommendations/conclusionWhat are the key recommendations you would make for this company or brand after analysing the market, competitors and consumer. What are the key opportunities you have identified?Place text here.
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