Development of the Era of Technology: Boost Juice's Digital Marketing Communications (DMC) Plan

A Brief Company Introduction; Competitive Analysis And Swot Analysis

Along with the development of the era of technology 4.0, the role of digital marketing is essential and undeniable. Digital marketing is an effective alternative for traditional marketing to help businesses increase sales and expand market share. This paper will develop a realistic Digital Marketing Communications (DMC) plan for Boost Juice company – a very famous juice brand in Australia. This report has shed a light on the introduction of Boost Juice, compared its strengths and weaknesses to other competitors, analysed the current DMC approach that Boost Juice is using and identified DMC strategies that would improve Boost’s performance; and many more will be discussed as below.

Boost Juice is an Australian retail outlet specializing in the sale of fruit juices and smoothies. Founded in 2000 by Janine Allis, its first store was located in Adelaide, South Australia. Janine was a woman with zero business experience before (About us, n.d), but was inspired to create the brand since she noticed a gap in the market for healthy fast-food products (Study guide, n.d). The brand’s vision is very simple, “every customer will leave a Boost Juice store feeling just that little bit better” (About us, n.d). Boost Juice has become the most beloved juice brand in Australia. Through franchising, Boost Juice has expanded globally with over 580 stores across Asia, South America, Europe to the United Kingdom and still counting (About us, n.d).

Being imported into Australia since 1938 from the USA, Coca-Cola is an indirect competitor to Boost Juice, which is offering a various range of soft drink products (Our company, n.d). Consumers can purchase Coca-Cola’s products at any supermarkets, restaurants, coffee stores, convenient stores, etc, at a very cheap price in comparison with Boost Juice, around $3.60 for a 600ml bottle. Coca-Cola has always been a prioritized choice of sugary drink for so many people in more than 100 years. In the other hand, Coca-Cola is much more harmful than Boost Juice as it has been proved to be an unhealthy drink for human body that may leads to many health conditions, including obesity, type 2 diabetes and tooth decay 

Chatime can be considered as a direct competitor to Boost Juice. This famous bubble-tea chain was established in Taiwan (China SAR) by Henry Wang Yao-Hui since 2003 and owns more than 2000 t-breweries around the world (What cha talking about, n.d). If consumers can buy their favourite Boost smoothies anywhere as a non-alcohol beverage choice, this happens the same with Chatime. Chatime first launched in Australia since 2009 with it first store located at Hurstville (New South Wales) and now has over 100 t-breweries across Australia (What cha talking about, n.d). Chatime is offering a different menu from Boost Juice with many types of iced-tea and bubble-tea. Its beverage products are being sold at a lower price at around $7, whilst the average price at Boost Juice is $8.50. Currently, Chatime is being promoted very well through its website and on many food delivery service platforms such as Uber EATS, DoorDash, Deliveroo, etc.  

Boost has a young customer segment, from teenagers to people under 35. Boost core target market aimed at the 25-year-old women who are active, youthful and looking for a healthy alternative (Study kit, n.d). In fact, Boost customers can be anyone, as long as they are striving for a healthy lifestyle, Boost's customer base can range from children under 10 years old to seniors over 80 years old. Boost target market for both sexes also depends on the drinks and their name, for example, men’s drinks names seem to be manlier, ‘Gym Junkie’ or ‘Energy Lift’, whilst for women sound more feminine like ‘Raspberry Relief’ (Target market and main competitors, n.d).

Boost Juice takes advantage of many digital communication tools to increase the awareness of its customers that help them to maintain the strong brand recognition. Boost Juice website is extremely simple yet beautiful and colourful, they always provide a beverage menu with clear notes about ingredients and nutritional content in each product, depending on the serving size that there will be a little difference. The Boost Juice website also has articles providing information about health and nutrition in the Wellbeing category, for example Why prebiotics are more important than probiotics or Nutrition Facts (Wellbeing, n.d). In addition, customers can search for the nearest Boost store to them on the website. 

The Boost app provides the same functionality as the website, and even more. With the Boost app, customers can receive exclusive promotions through notifications, instant access to membership information and points; Moreover, customers are now able to skip queuing at store thanks to easy ordering facilities on this app (Study kit, n.d).

The founder of Boost, Miss Allis on her own has more than 46 thousand Instagram’s followers. Because Janine has built her personal brand very well on media channels with such inspiration posts about a healthy and active lifestyle, she has helped boost the brand's reputation through her personal branding.

Understanding the psychology of wanting to catch up with the latest trends of its young customers, Boost always launches new seasonal beverage products, improves menu with interesting ingredients while maintaining nutritious. With its healthy, fresh and quality ingredients and great customer experience, Boost Juice differentiates itself from other soft-drink and fast-food brands. New product announcements are shared on all social networks, through its own apps, Youtube channels, websites, so customers are always reminded and updated with the latest notice.