LAUNCHING BOOST

JUICE BAR IN CHINA

DESIGN AND DEVELOP MARKETING AND
COMUNICATION PLAN – MARCOM

LAUNCHING BOOST JUICE BAR

IN CHINA

Valeria Giraldo
6010
COMPANY BACKGROUND
SUMMARY
• The Company was formed in 2000 by Janine Allis –founder- with the first
store located in Adelaide, South Australia.
• The Company have succesfully conducted its operation within Australian
domestic market and expanding into global market by franchising and
international partnership strategy.
A BOOST IS BORN!
In 2000, Janine Allis saw a gap in the Australian market for a healthy fast
food alternative. As a consumer she had always struggled to find anything
healthy to eat and drink whist she was out. With no business experience,
only a passion to do retailing differently, she developed a business plan
and raised $250,000 through friends. The idea was simple: make healthy
living both tasty and fun and embodied her ‘love life’ philosophy.
By using real fruit and vegetables, along with Janine’s passion to create
a brand that was unlike anything else in the market, the concept of Boost
Juice began to take shape. The doors of the first store opened in 2000 in
Adelaide and today they are in more than 500 locations globally.
OBJECTIVES
China market stores should all hold the
passionate ‘love life’ attitude that’s
helping the brand grow into one of the
worlds’ most loved brands.

• DESIGN campaigns to be done through

the line which means they aim to
combine ATL and BTL platforms in
order to engage with customers on a
variety of levels. For example, they may
hear the ad on the radio, and then see
it on the posters in store...
Target audience to be?
The target demographic is 15 to 35 years old, with a core target market
aimed at the 25 year old female who loves life and is looking for a healthy
alternative.
Guidelines:
-To increase Brand awareness and Brand equity in a dominant Asian power.
-To introduce a healthier, upper class option for a health conscious nation
and improve health awareness by 2020.
-To penetrate the Chinese Market with a different approach to traditional
juices, by 2020.
-Eventually, expand product ranges to include tradional Chinese drinks. For
example, herbal teas, Matcha base drinks and snacks by 2021.
STRENGTHS
BOOST JUICE, is part of the wellness category which is currently the
fastest growing in the western world.

THE BRAND
They pride theirselves on a brand and culture that has been built upon
positive attitudes. Janine Allis, founder, believes that, ‘Once you’ve put the
right people in place, everything is easy’. Accordingly, they carefully screen
employees and potential franchisees for personalities that suit the Boost
Juice culture.
Their vision has been built upon the customer experience, and a great
product served by friendly, efficient people in a positive and energetic
environment.
MARKET RESEARCH
• Free samples to establish what would be a common and popular product
• Approaching 65 million Young urban consumers, aged from 20 to 39,
interviews, social behaviour analisis, observation at food courts & others.
BRANDING
Boost has been successful in building an extensive and well recognised
brand profile over the past 17 years. Methods utilized include above the line
advertising such as radio, television and social media platforms as well as
below the line methods which include electronic direct mail (eDMs) to the
Vibe club database, a website, a friendly smart phone app, as well as public
relations customer service and media coverage.
..
Marketing:
Boost brand is made up of major campaigns, minor campaigns and
local area marketing.
BOOST INTERNATIONAL STRATEGY
Boost’s international strategy and marketing recognises that consumers
around the world have different values, tastes, customs, purchasing powers
and media habits while also understanding the importance of global brand
consistency.

-Ensure that messages is just as persuasive in foreign markets as they are

at home.
-Work with Chinese partners as the experts in their regions. Their expertise
combined with the Boost knowledge will allow the brand to decide how far to
adapt, or localise the marketing mix for each individual need or regulation.
It is imperative that the original integrity of the brand values and messages
are maintained, however it is important appreciate the vehicle opportunities
and limitations, must be identified and addressed in the context of each
region.
China Campaign Strategy
The marketing campaign for Boost will three main components:
Conduct a social media campaign
Conduct a promotional advertising campaign
Conduct a public relations campaign

When the campaign get completed, we will develop a post campaign testing
which will be undertaken to determine the campaign successful or failure.
Customer feedback
ROI Analisis
 Local markets have local needs and tastes.
To have a core range of most famous drinks on
offer all around the world, then look to customise
drinks to suit each individual market.
adapted range to needs and trend in China market

Matcha Tea is a must!!!