Free Principles Of Marketing: Essay Sample

Segmentation is the process of classifying consumers of a product or service into identifiable groups that have similar needs, wants, or demand characteristics. Market segmentation assists in meeting the demand and expectations of the different consumers. (Wedell, 2000). There various types of market segmentation that a business can apply to increase its market share. Boost juice bar has mainly concentrated on psychographic and behavioral segmentation.
In psychographic segmentation, the business analyzes the lifestyles, values and beliefs of the targeted customers towards the products and services they supply.It is based on the analyses of the activities ,desires and opinions of the customers. It also analyzes the personalities and lifestyle of the customers . Behavioral segmentation is involved with the buying behaviors of the customers. Consumers are grouped according to their knowledge, attitude and willingness to buy a product. It also involves creating awareness of the buyers on the products supplied. The market share greatly determined by the behavioral segmentation. (Kotler, 2001).
Attitude and awareness of the customer to the products supplied by the company affect the demand they have to the products.(Allis,2013). Boost juice bar applies the concept of behavioral market segmentation to improve the attitude awareness of the customers. For a period of more than five years , Boost has been using the same methods of of product promotion. Boosts juice bar invents other methods to ensure that more customers get the information. The methods they use have high preference to young Australians.Boost is wise in that it considers which method that the targeted audience like most.It has started advertising through social networks such as facebook and twitter. Youths have strong attitude towards the two social media.
Boost juice bar has also developed an interactive website where customers can access the information they want about a product. The website increases customer’s knowledge about the healthy juice they offer. By knowing more about the product their attitude to product is changed positively. Boost Juice Bar is also ensuring that the juice are made in an image to deliver message to is audience. T he juice is fresh and packed in containers that are attractive. (Allis, 2013)
The use of franchise system increases the supply of the product. Boost Juice Bars are built across the country. Most of them are located in the business area and near shopping centres. . They have already opened shops in other countries such as Hong Kong, Malaysia and India. The juice bars are situated in places where they are convenient to many people.( Wood,2003)
Boost products improve the health and contain nutrients required by the body. They have different types of smoothie that customers want: low-fat smoothie, sporty smoothie, and even skinny smoothies. The different types of smoothie make the juice more appealing to customers.
Boosts Juice Bar’s is prosperous because of the innovativeness in the product content. The consumer’s taste is highly considered before the products are made. The products are wholesome and have good taste. Their colors give them an excellent impression. The sellers of the juice are friendly and welcoming to customers. The juice bars are situated in places where many customers can access. They are found in shopping centres.
The company’s great success is attributed to the marketing tools it uses. The company’s marketing segmentation strategies has made be more successful.

References

Allis, Janine. The Secrets of My Success The Story of Boost Juice, Juicy Bits and All. Hoboken: Wiley, 2013.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. Englewood Cliffs, N.J.: Prentice-Hall, 1991.
Wedel, Michel, and Wagner A. Kamakura. Market Segmentation: Conceptual and Methodological Foundations. Boston: Kluwer Academic, 2000.
Wood, Marian Burk. The Marketing Plan: A Handbook. Upper Saddle River, NJ: Prentice-Hall, 2003.