Boost Juice Bars was first founded in 2000 in Australia and had gradually expanded to more than 250 stores globally in countries like the UK, Portugal, South Africa, Kuwait, Hong Kong and Singapore. They offer low-fat frozen yoghurt smoothies, fruit crushes, and fresh fruits and vegetables juices. Boost Juice Bars Singapore has been receiving well response ever since it started in 2006. Currently, they focus a lot more on in-store experience, rather than aligning their service to their brand image and vision. They aim to provide customers with a combination of a great tasting product, served by positive and energetic people. In addition, they also improve customer relations by responding to customer email promptly and rewarding loyal customers. These measures have indeed helped Boost Juice Bar to strike a positive image in consumers and attract consumers to purchase their products. However, Boost Juice Bars’s initial vision is to change the eating habits of ordinary Singaporeans and persuade them of the need for healthy eating. Yet, Boost has not greatly impacted the Singaporean’s behavior in that aspect.
Nielsen’s 2015 Global Heath & wellness Survey has shown that 88% of those who were surveyed are willing to pay more for healthier food. In order to leverage on this trend, we felt that it is time for Boost Juice Bars to change the consumers’ perception of Boost Juice Bars and to increase the consumption level of Boost’s healthy drinks. Therefore, our study seeks to find out how can Boost Juice Bars associate their products with healthier lifestyle choices through social media engagement.
We aim to create a connection between Boost Juice Bars and healthy lifestyle choices in consumers’ mindsets by collaborating with more sports or fitness events. The marketing strategy to raise awareness will be conducted in three phases – pre, during and post. As such, it will help consumers to connect the dots between Boost Juice Bars and healthy consumption. Such events will be targeted at mainly youths and young adults that are aged 13 to 29. Our primary form of data collection will be from survey results and secondary data will be collected from social media platforms and websites.
Done by: G2 – Group 6: Amanda, Edmund, Vernice, Xin Yi