Boost Juice: Making Healthy Living Fun And Tasty, An Essay.

Question:

Discuss about the Story of Boost Juice.

Boost juice was founded by Janine Allis in the year 2000 and the idea behind the establishment was making the living healthy in fun and tasty ways. One of the most loved and popular smoothie and juice brand is Boost Juice that has more than 500 stores over 13 nations.  Back in the year 1999, the founder of the company noticed that everywhere in the world, people preferred the fresh juices and healthy smoothies while in Australia the market for fast food was just unhealthy and uninspiring. From there, the founder got the idea of developing something healthy that is the healthy fruit juices (Juice 2017).

Boost Juice was voted as most admired in Australia. Moreover, the founder was awarded with the Telstra business woman of the year in 2004 an din 2005 the company received the most prestigious award that is, the American Express Franchisor of the year. They have come a long way from the beginning but their commitment towards fun, health and loving live has remain the same.  They are helping the people of Australia to eat more veggies and fruits through making them of great taste and fantastic. Loving the life is their main mantra and they continue to grow and innovate, not to change the world but to make their customers feel better (Allis 2013).

A product must have unique, desirable and strong place to be competitive in the market. An organization can be different from its competitors through the service, products, supply chain, image or people. Their competitive advantage lies in their strategies. Their focussed strategy is unfocused with targeting the competitive advantages. The strategies of Boost Juice are explained with two different objectives: large markets with wide variety of services and various service providers under the juice market. Boost Juice offers various services and products not only in Australia but also in the international market (Yee 2013). However, a great number of competitors are entering in the same industry. One of their most crucial competitive advantages is that they absolutely learn from their customers through listening their concerns and hearing their experiences with Boost Juice. Based on the customer’s review they take necessary steps to develop the ways for improvement. Their product Boost guarantee is available in every store and they influence their customers to communicate them in case of issues and any feedback. The feedback of the customers are then forwarded to the relevant member of the team under the Boost Support network to assure the customer that appropriate follow-up or action is taken up (Menzies and Orr 2014).

Human resource practice management: As the retail jobs are ever-changing and demanding, it is very crucial for the customers to get the best services and product each time they purchase from Boost juice. To fulfil the customer’s needs the HR team of the company must be ready for anything. As the HR team, the company look after the following things:

• Recruitment – They assist their support centres and stores to signify and bring the best for the business.
• Organizational development – It is the practice of changing the organization and people for the growth
• Performance management – This is a procedure of learning, improvement and development with regard to achieve the overall strategies of the business.
• Procedures and policies – It establishes standards and set of frameworks that will suggest on how to conduct themselves as the employees (Sussman 2014).

Role of international business: Their international marketing and strategies recognise that the customers around the globe have different tastes, values, purchasing powers, customs, media habits and preferences while Boost Juice understand and gives importance to the consistency to the global brand. They assure that Boost is not about great taste and health for their smoothies and juice, their brand is based on the experience of the customers every time they enter the stores of the Boost Juice. International consistency of Boost Juice has its own advantages as people visits around the globe, can be assured that wherever they visit, they will get the same product with same taste from Boost (Ballard 2014).

Competitive Strategies

Technology management – Boost has developed the digital revolution and changed the way of operation. They now have the facilities of face book, pay wave, digital posters, Instagram, electronic tills and a fully integrated App for ordering online the Boost products. The new digital platform of Boost changed the marketing scenario and through this they not only able to communicate with the customers but also hear them more easily. In 2014, they launched their app that already received more than 250,000 down loads in the 1^st three months itself. Their app is the 1^st of the type in Australia that is fully integrated with the sales point in the system that supports updating the database. Apart from all this, the digital spaces are growing at a rapid speed and they are planning lot more things to implement in the future. They are planning to align the offers directly into the phone of the customers that will be relevant to the preference of the customers (Hanke 2016).

During 2000, Janine Allis found a gap for the alternative of fast foods in the Australian market. Like other customers she was always found hard to get anything to drink and eat that is healthy, while travelling out. Without any experience of business, just with the passion to do the retailing in different way she planned out a business and accumulated fund amounting to $ 250,000 from her friends.  She consulted various naturopaths and nutritionists to create healthy smoothies and juices, free from artificial colours, flavours and preservatives. Janine experienced every phases of the organisation started from painting the floor to negotiating in buying another bar of juice and branding the organization around the globe (Leigh and Triggs 2016).

While the concept of juice bar was comparatively new concept for the people of Australia, the way they presented the juice bar concept was also innovative for the retail business. Boost was all about giving new experience to the customers whenever they enter any store of Boost rather than simply just providing healthy smoothies and juices to its customers.  The experience is the combination of the great taste that is served by energetic and positive staffs who welcomes the customers when they enter the stores. Moreover, they greet the customers with smile and politeness in a colourful and bright environment. This variance further influenced through the unique campaign and the relation approach of the customer where each customer’s e-mail is answered within the time limit of 24 hours. Further, they have a loyalty program that award the loyal customers of the entity and enable them to have fun (Clemens et al. 2015).

One of the most crucial strategies that make them different from the competitors are their customer relation service. The Boost Guarantee tells their customers to communicate through e-mails, if they are not satisfied with the service, experience and product of Boost. The organization makes sure that each e-mail is answered within 24 hours. This has generated amazing marketing for Boost. This further assures that the customers get an opportunity to have one-to-one communication if they want to share their experience (Collins et al. 2015).

Another strategy of Boost is to influence the local partners to take initiatives on their own for marketing. The company works with the local partners to assure them that they are carrying out innovative campaigns that will assist in building loyal community and customers locally. This may include the fundraising for schools, sponsorship for community programmes and organization with local sports club (Borrell,  Jiang Pearce and Gould 2014).

Finally, another strategy for their success is development of the user friendly app that can be used by the customers’ on-the-go. With the help of Boost app the customers can order online their products and the company is able to provide exclusive offers to their customers through snapshots, push notifications, latest news, store locator and much more (Lechner and Boli 2014).

Conclusion and recommendation:

Owing to the above all discussion, it is a clear fact that Boost Juice is doing exceptionally well in their business and their objective is not only limited to earn money or provide healthy juices and smoothie to the customers, but also provide their customers with  nice experience every time they step in any store of Boost. They are committed to provide better experience to the customers through reviewing the feedback from customers and implementing the changes as per requirement. However, as the competitors are rapidly growing in this sector, the company must continue to improve their products and services to sustain the growth over long-term period.

References:

Allis, J., 2013. The Secrets of My Success: The Story of Boost Juice, Juicy Bits and All. John Wiley & Sons.

Ballard, A., 2014. Sideways to the top [Book Review]. Ethos: Official Publication of the Law Society of the Australian Capital Territory, (231), p.41.

Borrell, B., Jiang, T., Pearce, D. and Gould, I., 2014. Payoffs from research and development along the Australian food value chain: a general equilibrium analysis. Australian Journal of Agricultural and Resource Economics, 58(3), pp.409-429.

Clemens, R., Drewnowski, A., Ferruzzi, M.G., Toner, C.D. and Welland, D., 2015. Squeezing fact from fiction about 100% fruit juice. Advances in Nutrition: An International Review Journal, 6(2), pp.236S-243S.

Collins, C.E., Burrows, T.L., Rollo, M.E., Boggess, M.M., Watson, J.F., Guest, M., Duncanson, K., Pezdirc, K. and Hutchesson, M.J., 2015. The comparative validity and reproducibility of a diet quality index for adults: the Australian Recommended Food Score. Nutrients, 7(2), pp.785-798.

Hanke, A., 2016. Rethinking business. Books+ Publishing, 95(4), p.16.

Juice, B. (2017). Boost Juice. [online] Boostjuice.com.au. Available at: https://www.boostjuice.com.au/ [Accessed 31 Mar. 2017].

Lechner, F.J. and Boli, J. eds., 2014. The globalization reader. John Wiley & Sons.

Leigh, A. and Triggs, A., 2016. Markets, monopolies and moguls: The relationship between inequality and competition. Australian Economic Review, 49(4), pp.389-412.

Menzies, J.L. and Orr, S.C., 2014. Internationalization of Boost Juice to Malaysia. Asian Case Research Journal, 18(01), pp.175-197.

Sussman, L., 2014. Cold press juice bible: 300 delicious, nutritious, all-natural recipes for your masticating juicer. Ulysses Press.

Yee, B., 2013. Boost juice bar: Case study. Docs. school Publications.