Research Report Outline

Research Report Outline

Name: Hu Lei    Serial No: MEB1598

1. Introduction

Boost Juice Bars is an Australian’s chain of retail outlets that sell fruit juice. The first Boost Juice Bars opened in Adelaide, South Australia in 2000. Now, it has expanded worldwide opening stores in Asia, Europe and Russia. Among the four types of beverage of Boost Juice Bars, I select Calorie Counters as my target product. In this report, I intend to apply elements of the marketing mix theory and discuss how these elements are currently used. Moreover, I will also evaluate the current marketing strategy for this product and make suggestions to improve the marketing of the product.

1. The Marketing Mix & Its Elements

The marketing mix is a concept including four elements: Price, Place, Promotion and Product. When making a business decision, the marketing mix can be a useful framework for marketing managers to respond to customers better.

1. Price                                                                        

Price is a crucial element in marketing mix, as it determines the revenue companies can gain. However, it is not wise to set the price too high, because it may decrease products’ sales volume. By contrast, low price may bring a great deal of sales, but the profit may be small.

Place

Companies usually choose places that are convenient for producing their goods, while consumers tend to buy products where it is easy for them to get access to.

Promotion

Companies always use promotion to publicise their goods or services. In promotion, a series of method could be used, including advertising, personal selling, public relations and so forth. The products or services’ benefits and features would be highlighted for the purpose of attracting their target consumers.

Product

Organizations meet the consumers’ needs by products they provide. whether the products are tangible or intangible. There are numerous element of the product that is controllable for marketer, such as quality levels, styling, special design features, durability, packaging and so on. In those elements, a balance is required.

1. Boost Juice Bars’ s Strategy & Effectiveness

The Boost Juice mission is to become one of the world’s most famous and loved brands. To achieve this, the marketing team set up a strategy including international expansion, cooperation with expert partners in their regions, standard training programs, theme days and the proposition about health and vitality. This set of programs is functioning well. So far, Boost is the largest and fastest growing juice and smoothie chain in the Southern Hemisphere.

1. People

When you go into a Boost Juice Bar and order a beverage of Calorie Counters, the staff would always give you a big smile and wish you a nice day. In Boost Juice Bars, the team members always look energetic and delighted. Their motto is “to ensure that a customer leaves a store feeling just that little bit better”(Allis,2015). “It could be a great smile or short conversation at the register, referring to the customer by name when announcing that their drink is ready, or a cheery goodbye. Boost standards dictate that the vibe in-store is full of zest and energy”(Allis,2015). In marketing mix theory, this applies to the element of people. According to marketing mix, people are particularly important where “ staff have a high level of contact with customers”(Palmer,2009,p.24). How the font-line employees interact with consumers can directly influence the customers’ decision. Boost Juice Bars use apply this policy to the most. Customers come to Boost Bar can get both healthy beverage and pleasant mood, and the joyful consuming experience would probably encourage their next coming.