Boost juice differentiation free essay sample

Boost Juice utilize various differentiation variables when differentiating its products from its competitors like, Top juice, Berri, Starbucks and various others. Differentiation is distinguishing a product or service from ones competitors and Boost juice achieves differentiation through product, service, personnel, channel and image. Boost Juice faces potential macroeconomic forces that could impact Boost Juices’ from successfully moving forward. These macroeconomic forces include demographic, economic, natural, technological, political and cultural. Companies that market experiences realise that customers are really buying much more than just products and services (Kotler, Adam, Denize Armstrong 2009). Boost Juice claims that it’s not all about its drinks and products but also the experience, (A bit about Boost juice bars 2011) states the brand is based on the entire Boost Experience which takes place every time a customer enters a store. This experience is a combination of a fantastic product, served by positive and energetic people who greet you with a smile and are polite enough to call you by your first name, in a bright and colourful store environment with fun music to match. With this said, boost Juice does deliver these unique, new, fun ideas and the quality and experience is the same no matter what shop you are in. Boost juice cups really satisfy all the product variables design, style, performance, durability, reliability and conformance. The design on the cup is bright and has the logo on the outside whereas Boost Juices’ competitors sell their product in clear plastic cups or dull looking cups. Boost Juice also provides kids cups which have cartoon characters on the outside with bright, vibrant colours. The cups Boost provides are made out of polystyrene foam which allows the juice or smoothie to retain its temperature which most of Boost Juices’ competitors do not provide. This differentiates the cups from competitors through the performance in continuingly keeping the drink cold, the specific polystyrene foam cups are made to be highly reliable and durable because they withstand the stresses they endure from the employee and most importantly the consumer. They can be broken but not at any ease which presents quality to the consumer. Boost Juices’ cups are in compliance with relevant laws and hospitality standards. The physical product being the fruit/ vegetable juice is differentiated by Boost through the design of the menu and the different flavours available. Boost provide customers with a range of drinks like smoothies, juices, crushes, boosters, low fat smoothies and the customer even has the choice to create their own smoothie to their preference. With such a variety of choices a customer can make this differentiates its products especially creating a smoothie. The products at Boost are reliable in terms of quality and taste, as people travel the world, they can be assured that wherever they go the product that they buy from Boost will be the same and that it will have the same taste (A bit about Boost juice bars 2011). Boost Juices’ drinks are certainly in compliance with standards and laws regarding food and beverage distribution to consumers. Boost Juice has differentiated through their services by the use of taking people’s names with their orders to make it a much friendlier environment . The use of the VIBE club card creates ordering a product at ease because the customer’s name is entered into the computer automatically. Once the product has been made the name is called making the whole process easy, efficient and personal which gives Boost that competitive edge from differentiation. The delivery of the product by the Boost staff creates an experience for the customer which helps differentiate Boost Juices’ product and service positively. Personnel differentiation can also help develop a resilient competitive advantage through hiring and training better staff than their competitors do (Kotler, Adam, Denize Armstrong 2009). Boost staff are highly competent in the work they do, they are required to work quickly, efficiently, professionally as well as combining this with a tight working space. Boost stores can be as small as 14sqm , or as large as 100sqm. At Boost we do not need skilled labour (like a bakery), and our training systems that we have developed over the past 5 years allows for quick and effective training which also allow for the stores to be very easily run under management (Boost Juice Bars 2011). Boost has also differentiated their personnel by hiring and training them to be courtesy, responsive and have good communication skills to build that experience for the customer. This experience is a combination of a fantastic product, served by positive and energetic people who greet you with a smile and are polite enough to call you by your first name (Why pick Boost n. d. ). One store in Adelaide has grown into 187 stores throughout Australia and 47 stores overseas (Boost Study Kit 2011). So with Boost juices’ growth over the past years so significant Boost has increased the coverage of their distribution and is now an international franchise which is a massive differentiation from Boost Juices’ competitors. The performance in which Boost possess is at a high level compared to its competitors, for an example at Boost we are very fortunate that due to the large amount of fresh fruit we use in our drinks we already have a localised edge. Fruit and vegetables have a distinct flavour and taste profile in each region which gives us an automatic edge of customisation immediately (A bit about Boost juice bars 2011). Boost also freezes their fruit and vegetables so they are at the highest quality and freshness. With Boost Juice having 94% brand awareness the symbols and logo already has a competitive advantage over its competitors. This is done through media and events which promotes Boost Juices’ image. Barry the Boost Juice is used at events and public places to boost the image of Boost. What’s Ya Name Game is a promotion to get customers in the store while also building the image of Boost. When this promotion is conducted, people take note of their names! It is driven through radio, TV and transit advertising and has proven highly successful in driving new and existing customers into stores . Boost Juice is faced with potential macroeconomic forces that may impact the success of Boost Juice from moving forward. It is one of the marketer’s jobs to research trends and forces that could affect future business. The cultural environment may be a potential force by changing views of people (customers), as stated by (Kotler, Adam, Denize Armstrong 2009) people use products, brands, and services as a mean of self-expression, and they buy products and services that match their views of themselves. With this said customers may choose to self- express in a different mean to walking around a shopping centre sipping on their Boost Juice. If society trends change and Boost Juice is said to be ‘uncool’ this will definitely reflect a decline in sales and popularity. A new concept of organic ingredients is another possible force, with people’s views of nature possibly change to organic products, Boost will have to meet the wants of the market to sustain the status that Boost has created for themselves. Boost Juice also faces potential force from the economic environment as changes in spending and income. As events like the global financial crisis the cautious consumer arises as a problem for Boost by the decreased spending on products like fresh juice products, the customer may make their own juice or smoothie at home from fruit they may have bought from a supermarket or grown themselves because they cannot afford such products in their situation. Another example would be Boost customers purchasing cheaper alternatives from competitors or substitute goods. Boost Juice is in a very strong position due to differentiation of product, service, personnel, channel and image. This has made them into what they are today an international franchise providing a healthy, good tasting juice or smoothie while giving the customer a unique experience. But Boost marketers have to be responsive and vigilant of macroeconomic forces that impact the business.