Booster Juice aimed to bring Canadian smoothies to India but faced challenges achieving success. While franchising was an optimal entry strategy, some marketing mix elements like location selection and pricing were inefficient for the Indian market. A transnational strategy balancing localization and standardization would be best, as Indians have distinct situations from McDonald's but similar target consumers. The strategy should find a balance between globalization and localization through localized promotion and an integrated value chain while maintaining Booster Juice's premium brand image.
This is my Semester 2 Final Project on Parle Agro's Mango Frooti where I did a quick analysis of the FMCG Sector, the key contributors, Company Portfolio, Products produced by the Company, what is Mango Frooti, its 4P's, Sales forcasting using 3 years avg sales forecasting method, digital marketing strategies and consumer's perception over Mango soft drink.
This is my Semester 2 Final Project on Parle Agro's Mango Frooti where I did a quick analysis of the FMCG Sector, the key contributors, Company Portfolio, Products produced by the Company, what is Mango Frooti, its 4P's, Sales forcasting using 3 years avg sales forecasting method, digital marketing strategies and consumer's perception over Mango soft drink.
principle of marketing "Bara sAft" JUICE projectchfahdi
This report explains the marketing plan for launching a fresh juice named Bara Saft. I have tried my best to come up to your mark by providing unique idea and elegant presentation
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
principle of marketing "Bara sAft" JUICE projectchfahdi
This report explains the marketing plan for launching a fresh juice named Bara Saft. I have tried my best to come up to your mark by providing unique idea and elegant presentation
Detergent Market in India as of 2015 (Surf Excel, Ariel, Nirma, Wheel, Tide, ...Arjun Parekh
Porter's Five Forces, Porter's Generic Strategies, STP, Perceptual Map for all of the following.
1) Surf Excel vs. Ariel,
2) Nirma vs. Wheel,
3) Tide vs. Ghari
This .ppt originally contained video but I had to remove them due to size issues.
This presentation links all the above mentioned brands with Porter's 5 forces model and Porter's Generic Strategies.
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
Booster Juice Expansion into the UK: A Marketing StrategyKate Taylor
This marketing plan was assigned in BUSI 4205: International Marketing at Carleton University. This assignment made it possible for students to familiarize themselves with strategic planning and decision making in international marketing as well as the applied information sources that are available to managers for researching foreign markets.
Premium weight loss product - Leisa's Secret was launched in a disruptive marketing model by integrating HCP, Nutritionists and new age logistic solutions powered by technology.
The system created a pathway to Indian women's (age group 30-40) phone, setting opportunity for newer products (women healthcare) to be pumped into this unique pathway.
The first product was launched as a program - a weight loss program (Leisa's secret) priced at USD 200 per month. Success with this age group helped us enter their house with solution being picked up by their near and dear ones.
The product was eventually withdrawn in 2014 due to ambiguity in FSSAI (Food safety and standards authority of India) guidelines that was hurting the imports.
A Strategic Marketing Plan for Horlicks BangladeshAnthony Nokrek
In this project, our goal was to create a new marketing plan for Horlicks Bangladesh. That will increase their brand value and market position.
And for that, we had to go through Horlicks and their parent company GlaxoSmithKline. And also through their products, offers.
At first, we had to analyze their current market situation. And at last, we suggested making a new product to keep the growth of the business life cycle.
And it was a successful presentation!
new product launch digital marketing strategy manvi garg
healthy burger is launched in the market how to establish the burger in the market through digital techniques and different channels what will be the 4ps and stp of the product
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Here is the Power-point presentation ppt of Britannia Industries Limited. In this ppt we have described you about Mission statement, Vision Statement, Britannia's products, Britannia's competitors, Britannia's stakeholders, Positive and negative of stakeholders, Primary and secondary stakeholders, which stake holders are important and which are not also which stakeholders influence the most and which not, Britannia's Problem tree, Britannia's objective tree, segmentation, PESTEL analysis, Swot analysis, Tows analysis, 4Ps (i.e. Product, Price, Promotion, Place), Porter's five forces (Analysis), Business Model, BCG Matrix (Growth Share matrix), Consumer/Customer Perception, Strategic Recommendations/Suggestions.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. Inspired by juice bars in the US
Nov.13th,1999, Dale Wishewan started the first Booster
Juice in Sherwood Park, Edmonton.
First mover in Canada
Grow the business by franchising
Healthy product offering & mass customization
11 “Boosters” & 38 varieties of beverages for its menu
International expansion
Successfully entered Saudi Arabia in 2004
Further expanded to Netherlands, US, Mexico, Brazil, and UK.
Challenges in Indian Market
INTRODUCTION TO
3. Q1: WHY IS BOOSTER JUICE NOT ACHIEVING
GREATER SUCCESS IN INDIA?
Inefficient use of some of the 4 P’s
Place/Location Challenge:
People from all socioeconomic classes
living together.
Difficulty in choosing the right location
for the target market.
Unsuccessful initial location decisions-
relocation expenses $35,000.
Price Challenge:
Not many Indians can afford the
premium prices of Booster Juice.
4. Q1: CONTINUED
Products:
Booster Juice offers product in different
sizes
Large, medium, and small
Indian Market Strategy:
Only offer medium and small sizes at lower
prices.
Customer service:
Workers are not interactive with customers.
Result: Customers not realizing the
products and their prices.
5. Q1: CONTINUED
Supply Chain Management:
Not finding the required local
suppliers in terms of quality.
Had to import products from
Canada – Extra Costs.
Delays due to importing
processes.
Indirect competition from local cart
juice vendors.
6. Q2: ANALYZE INDIAN’S BUSINESS
ENVIRONMENT.
PESTEL ANALYSIS
Political
Environment
• Largest
democracies in the
world
• Runs on federal
government
• Greatly influenced
by the government
policies
• Influenced by
politician’s interests
as well as the
ideologies of
political parties.
Economic
Environment
• 4th largest buying
power
• Rapidly growing
middle class
• GDP is about 7.46
billion dollar and
estimated to grow
to 7.75 by 2020
Social
Environment
• Population of 1.2
billion
• Consists of 28
states and 7
territories
• Complex social
structure
• Diverse cultures,
religions and
languages
7. Q2: PESTEL ANALYSIS CONT’D
Technological
Environment
• One of the
strongest IT
infrastructure in
the world
• Served both 3G
and 4G
• Technology is
widely used
• Technological
support and
services are
easily available
Environmental
• Poor air quality
• Presence of
environmental
pressure groups
• Early stages of
recycling and
waste material
reduction process
Legal
Environment
• Regulations such
as minimum
wage and gender
discrimination
8. Q2: PORTER’S FIVE FORCES
• Many
substitutes
• Lower prices
• Low switching
costs.
• Low loyalty.
• Low barriers
to entry.
• Easy to enter
the market
with cheaper
prices.
• Many suppliers
in India.
• Low switching
cost.
Power of
Suppliers:
Low
Threats of
New
Entrants:
High
Threats of
Substitutes:
High
Power of
Buyers:
High
Intensity of Rivalry:
Low
10. Q3: IDENTIFY MARKET SEGMENTS AND
CUSTOMERS FOR BOOSTER JUICE’S
PRODUCTS
Market Segmentation
Identifying unique consumer groups with distinct
purchasing habits and behaviors
Demographics
Geography
Sociocultural
Psychological
11. Q3: KEY ATTRIBUTES
Main market segment
Health conscious
Males and Females
Healthy, great-tasting and convenient alternative
Meal replacement
Fast-paced lifestyle
Health-oriented
Busy
Active
12. Q3: KIDS AND FAMILY
Significant purchasing power
Fantastic opportunity
Healthy products
Boost Energy
Little to no negative connotations with marketing to kids
How to do this?
School lunch programs
School fundraisers
Target families
May entice them to try Booster Juice products
13. Q3: EXERCISING AND ATHLETIC
MARKET
Could be used as a workout
snack or a post-workout meal
Celebrity endorsements
José Bautista in Canada
Cricket stars in India? E.g. Sachin
Tendulkar
Positive associations
14. Q3: MIDDLE AND UPPER CLASS
PRODUCT
Higher prices due to
differentiating features
Higher Fruit Content
Lower Ice Content
No Added Sugars or
Preservatives
Free Nutritional Supplement or
‘Booster’
Using ‘superfoods’ like Goji and
Açaí berries
15. Q3: INDIAN MARKET
Target market
Young, health-conscious
consumers
Aged 18 to 35
Main selling point
Offering a healthy, portable
meal
Convenience
Premium Product
Targeting upper and middle
classes
16. Q3: NICHE MARKETS
Appeal to wide variety of niche segments
People with nut allergies
Juices and Smoothies with no sorbet and Boosters
People who cannot consume gluten
Most products are gluten-free
Pregnant women
E.g. Go Girl and Fibre Boosters
Diabetics
Whey and Hardcore Smoothies
Vegetarians and Vegans
17. Q3: NICHE MARKETS AND ADDED BENEFITS
Through their ‘Boosters’
Protein and Power Boosters
Athletes: Protein and Creatine supplements
Warrior and Energy Boosters
People feeling ill: Fighting colds and boosting
immunity
Boogle Booster
People wanting energy boost: Increases mental
functions
Go Girl, Fibre, Combo and Wilderness
Booster
People wanting healthy snack: Calcium, fiber,
multivitamin supplements and antioxidants
18. Q4: WHAT WOULD HAVE BEEN THE OPTIMAL
ENTRY STRATEGY FOR BOOSTER JUICE IN
INDIA IN 2009?
• Franchising strategy was the best entry strategy to enter the Indian market
• Control the operations in India
• Point-of-sale (POS) system
• Facilitates and helps to manage the difficulties of doing business in India
• Fazel Naqvi, the master franchisor:
1. Well connected in the Indian retail industry
2. Knew the wave of demand for healthy snack foods and
3. Had the knowledge of doing business in India
19. Joint
Venture
• Booster Juice
business type
is not suitable
for a joint
venture
• Lack of
control
• Lack of trust
Licensing
• Lack of
control
• Can become
a competitor
after license
expires
Exporting
• High
transportation
costs.
• Perishable
good
• Less control
over
Marketing &
Distribution
Wholly Owned
Subsidiaries
• High cost
• Complex
social
structure.
• Diverse
cultures,
religions and
languages.
WHY NOT ?
20. Q5: WHAT WOULD BE THE PERFECT
MARKETING MIX FOR BOOSTER JUICE
IN INDIA?
Step 1: Identify the current stage in the product life-cycle
Growth stage
Step 2: Identify marketing objective
Increasing market share
Step 3: Identify the perfect marketing mix for Booster Juice in
India according to the current product life-cycle and marketing
objective
Product
Pricing
Place
Promotion
21. Q5: PRODUCT
Make full use of “POS” system to
Eliminate “Dogs”
Turn “Question Marks” and “Stars” into “Cash Cows”
Keep creating new products and observe consumers’ reactions.
Continuously take in consumers’ ideas.
Keep monitoring the quality and inventory level of the “Cash Cows”
Publicize the fact about “polystyrene cups”.
25. Q5: PRICING
Recommendations:
Keep their current pricing strategy
unchanged.
Increase market share.
Take advantage of home-grown resources in
India.
Take advantage of low fixed costs, devote more
into employee development.
Strive to achieve “more for even more” in product
position by providing superior service.
Occasionally downscale the price by offering
bundle prices or discount prices.
26. Q5: PLACE
Health-oriented, busy and active consumers
Commercial areas
Children and families
Affluent neighbors
Athletic consumers
Gymnasiums
Also consider to cooperate with major
cinemas.
27. Q5: PROMOTION
Butterflies
Short-term customers with high potential
of profitability.
Cease investing in them until the next time
around.
True Friends
Long-term customers with high
profitability.
Free advertisements.
Maintain a good relationship with them.
Barnacles
Long-term customers with low profitability
.
Potential threat.
Do everything possible to satisfy them.
28. Q5: PROMOTION
Recommendations:
Create some festival events according to
Indian culture.
Involve local celebrities in their
advertisements.
Create campaigns through social media.
Form strategic alliance with competitors.
Hire a manager with high education level and
social status in each store.
Membership cards and coupons for cinemas.
Sponsor for athletic competitions in India.
Get involved in Indian social welfare
activities.
29. Q6: SHOULD BOOSTER JUICE FOLLOW MCDONALD’S
STRATEGY BY “INDIAN-IZING” ITS STRATEGY?
● Should not completely copy McDonald’s
strategy.
Pure Localization Strategy
● Do need certain level of localization.
Pure Global / Standardization Strategy
● Find a Balance
Transnational Strategy
30. Q6: WHY NOT PURE LOCALIZATION?
● Similar tastes & preferences
● Different situations faced by McDonald’s and Booster
Juice
● Similar target consumer
● Transferable marketing efforts
● Relative high pressure for
cost reduction
● Potential to increase material costs
● Potential to increase R&D costs
● Potential to increase labour costs
31. Q6: WHY NOT PURE LOCALIZATION?
● Longer experience curve
● Lack of slack resources
● Consistency of brand image
&
Country of origin effect
32. CONCLUSION
Find a balance between over-globalization & under-globalization
Effective and efficient transnational strategy
Successful expansion into India –
one of the most popular emerging markets in the world
33. FURTHER
RECOMMENDATIONS
● Build integrated value chain
● Creative promotion
● Retained earnings for international promotion
activities
● Be consistent with “premium” brand image
● Continuous innovation