Situation Analysis

Situation Analysis | Boost
1.1 | Introduction
Boost Juice Bar is one of the beverage shops with a concept in the market that produce a lot of nutritional benefits. This on the go beverage offers a healthy alternative of fast food to the youngsters. This juice bar offers offer variety choices of freshly squeezed juices, smoothies and crushes made from their very own and secret recipe TD4 (Tie Die For) low fat frozen yogurt which were all developed by a dedicated boost nutritionist and all are at least 98% fat free and free from any artificial colorings and flavors. Juices form Boost Bar produce by different kind of fruits with different kind of good nutrition. All of these juices contain goodness such as anti oxidant; anti oxidants protect the cells of the body from damage by free radicals. Anti oxidants help to kill these radicals and automatically can reduce the risk of heart disease and some cancers. Juices from Boost contain zero percent of additional sugar and all are freshly squeezed juices contain nothing but whole fruit, which contains lots of vitamins, which we all need to stay healthy! In conclusion, besides having the most top quality ingredients and nutrients, Juices form Boost Juice Bar is also an perfect drink to have along during leisure time, fitness or work as a refreshment in between and a healthy lifestyle.
1.2 | Problem Statement and Issues

Boost Juice Bar is originally from Sunny, Australia. All the fruits that use to create juices are 100% imported from Australia and that makes the prices are highly charged in Malaysia. Due to this, Boost get less positive reaction from customer since most of the customer thinks that their money are not worth to spend. Most of the customer thought that all the juices produce from Boost Juice Bar are just the same as the other juices since they dont even bother to pay much attention on what Boost offered. They still dont really expose toward the health booster and the goodness of nutrition in Boost. Furthermore the concept of drink healthy is still new in our local market unlike other countries that have a lot of beverage brand that offer healthy juices.
1.3 | Objectives and Aims

1. 3. 1 Objectives To expose to the customer the specialty of the juices produced by this juice bar. To create more awareness toward customers on healthy drink. To identify the level of brand awareness in society.
1.3.2 Aims To change the perception about healthy drink is not delicious. To create more attractive and effective advertising strategies. To increase the popularity of the product towards all of the society.
2.1 | Product Name

Boost Juice Bar
2.2 | Product Classification

This product is non-durable since this product has a shelf life.
2.3 | Product Characteristic

This product got three sizes to choose with different price range according to what kind of drink you buy; Original Medium Small (Kids) Juices RM 13.00 RM 11.50 RM 8.00 Smoothies RM 12.45 RM 10.95 RM 7.45
Original Size 550 ml
Medium Size 450 ml
Junior Size 250 ml
2.4 | Product Range

Boost Juice Bar provides different kind of flavors. There are six categories all together, which are low fat smoothies, super smoothies, crushes, juices, wheatgrass and booster. Boost Juice Bar Menu Low Fat Smoothies Mango Magic Mango, fresh banana, mango nectar, TD4 low-fat vanilla yoghurt & ice Tropical Pina Colada Banana, pineapple juice, coconut milk, TD4 low-fat vanilla yoghurt & ice Banana Lychee Fresh banana, lychee, low-fat milk or soy, TD4 low-fat vanilla yoghurt & ice Raspberry Ripe Chocolate, raspberries, coconut milk, low-fat milk or soy, TD4 low-fat strawberry yoghurt, sorbet & ice Strawberry Squeeze Strawberries, fresh banana, apple juice, TD4 low-fat strawberry yoghurt & ice Banana Buzz Fresh banana, low fat milk or soy, TD4 low-fat vanilla yoghurt & ice Passion Mango Mango, passion fruit, tropical juice, TD4 low-fat vanilla yoghurt, sorbet & ice Cookies n Cream Cookie crumbs, low-fat milk or soy, TD4 low-fat vanilla yoghurt, sorbet & ice All Berry Bang Strawberries, raspberries, blueberries, apple juice, TD4 low-fat strawberry yoghurt & ice Blueberry Blast Blueberries, fresh banana, apple juice, TD4 low-fat vanilla yoghurt, sorbet & ice King William Chocolate Chocolate, fresh banana, low-fat milk or soy, TD4 low-fat vanilla yoghurt & ice
Situation Analysis | Boost Super Smoothies

Energy Lift Mango, fresh banana, tropical juice, TD4 low-fat vanilla yoghurt, An energiser booster & ice Gym Junkie Strawberries, fresh banana, Low-fat milk or soy, TD4 low-fat vanilla yoghurt, A protein booster & ice Breakie to GoGo Fresh banana, toasted muesli, Honey, low fat milk or soy, TD4 low-fat vanilla yoghurt & ice An Energiser Booster Green Tea Mango Mantra Mango, green tea, mango nectar, TD4 low-fat vanilla Yoghurt, sorbet & ice An Immunity Booster
Crushes Mango Tango Crush Mango, passion fruit, mango nectar, tropical juice, sorbet & ice Watermelon Lychee Crush Freshly juiced watermelon, lychee, sorbet & ice Watermelon Crush Freshly juiced watermelon, tropical juice, sorbet & ice Berry Crush Raspberries, strawberries, blueberries, apple juice, sorbet & ice
Tropical Crush Lemon Crush Mango, banana, tropical juice, Freshly juiced lemon and sorbet & ice orange, sorbet & ice
Juices Five a Day Juice The juice of 2 oranges, 2 apple, 3 carrots, 1 piece of celery, beetroot & a Vita Booster Immunity Juice freshly juiced watermelon & orange, strawberries and an Immunity Booster Energiser Juice freshly squeezed orange, strawberries, fresh banana and an Energiser Booster Very Vita C freshly juiced carrot, apple, orange, ginger and a Vita Booster Wild Berry Juice freshly juiced pineapple, apple, raspberries, strawberries, blueberries and an Energiser Booster
Situation Analysis | Boost Wheatgrass Wheatgrass Shooter A shot of vitamins, Minerals & antioxidants.
Booster Energiser Booster Guarana, ginseng & vitamin E Vita Booster Multi-vitamins & minerals Protein Booster Soy protein & whey protein Green Tea Full of antioxidants, Contains caffeine Immunity Booster Echinacea, vitamins C & A, Zinc & green tea
2.5 | Distribution
Boost Juice Bar is a retail concept. Franchises all over the world and so theres approximately 14 Stores in Malaysia. All the fruits are 100% imported from Australia to Malaysia.
2.6 | Product Life Cycle
2.7 | The Brand

This juice bar is quite new in Malaysia and the first boost store started juicing in June 2009 and has grown to 14 stores in Malaysia. Boost Juice Bar was originally founded in Sunny, Australia in year 2000. The way in which Boost presented the concept was also new in our country, Malaysia. Boost was is not about the healthy and great tasting juice or smoothies, it is also a brand that based on entire Boost Experience by their fonder which take place every time customer enters a store. This experience is a combination with friendly and energetic workers in a bright colorful store environment. All the juices and smoothies that produce by this juice bar are all natural ingredients and are packed full of goodness.
2.8 | Brand Image and Implication

Boost is an International brand that has been built on a strong marketing. This has enabled boost to achieve 94% brand awareness within five years and has set Boost apart from competitors. This product is actually at the peak since the opportunity to do franchise is just started on last year. All the Boost promotion is mostly on social media site. In Malaysia, we rarely find TVC or Print ads on about this bar and their goodness.
2.9 | Strengths and Weaknesses

Strength Boost is known as producing healthy juices Lack of direct competitors in Malaysia They have won numerous awards over the years and has embarked on an international expansion programmed All products have been developed by a dedicated Boost nutritionist Weakness Customer feel this is just an ordinary juice with a price range that not worth to spend on Healthy drink and the brand itself is still a new concept in Malaysia
2.10 | Advantages and Disadvantages

Advantages The rising of busy lifestyle and health awareness None of the competitors provide healthy booster in the juices People are more concerned about pure goodness instead of only delicious. Disadvantages Consumer perception toward the price Consumer perception toward healthy drink especially for kids Unattractive packaging
2.11 | Unique Selling Proposition (USP)

A healthy juice packed with goodness that leads to a healthy body
2.12 | Promotional History and Advertising Schedule

Whats your name game Your name can score you a free Boost! (May 2011) Whats your name game extended (March 2012) Fathers day hes the coolest contest (June 2012) Boost your health with boosters (July 2012) Ramadhan Offer (July 2012)
2.13 | Positioning Statement

Boost Juice Bar is the right healthy beverage for health conscious consumer who aiming to achieve good body health.
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3.1 | The Company
Boost is one of Australias best brands. It is a famous juice bar brand that now started to juicing in Malaysia and also Singapore. At the moment, they got more than 10 stores in Malaysia and a lot more is coming. Boost has made a name for them by offering besides delicious drinks, they come out with a healthy one and want to replace unhealthy fast food and drink towards young consumer and make juice as one of alternative to soft drink. All the products have been gone through a few nutrition experiments by dedicated their own Boost Nutritionist. Besides offering real fruit juice, their juices and smoothies are made from their very own secret recipe and all of the products are at least 98% fat-free and none of them contain artificial flavors and coloring.
3.2 | Business Description

Boost Juice Bar is presented in a concept of juice bar where the concept is just the same as any coffee shop but just the different is that this bar sells healthy juices. In Malaysia, all of the stores are usually opened in shopping centre. It is a new level of excitement generated among customers since shopping centre is we can say as the most visited place in Malaysia. Boost is also known as the fastest growing juice business in the southern hemisphere and one of the way to archive the success is by franchises with over 200 outlets now located around the world.
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3.3 | Company History

Boost was founded by Janine Allis, a working mother of four children. Boost are created after Janine realized that obesity was on rise in Australia and as in every countries, there was lack of healthy fast food available in the market and this kind of healthy food are actually on demand since customers are really looking forward for healthy fast foods alternative. Janine found that she had difficulties to find any healthy foods or drinks for herself and her kids so she and her husband decided to come out with Boost Business concept which is different from anything else in Australian market place. Before she creates all the menus of healthy juices and smoothies, Janine consulted with nutritionists and naturopaths to ensure that all of the juices were free of preservatives, artificial flavors and colors. She worked with an Australian manufacturer to develop a range of TD4 (To Die For!) low fat frozen yoghurts to use in the smoothies. With 250,000$ investment from friends, they manage to open Boost first store in Adelaide in 2000, and over the following six years more than 200 stores have opened throughout Australia and throughout the rest of the world.
The very 1st Boost Juice Bar Store in Adelaide
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3.4 | Key People

The Founder and Director - Janine Allis CEO Jeff Allis General Manager of Boost Australia and International - Scott Meneilly Fonder in Malaysia Nick Tiernan & Dr Soraya Rahim Ismail Boost Juice Malaysia Director Nick Tiernan Boost Juice Malaysia Managing Director Dr Soraya Rahim Ismail
3.5 | Location and Subsidiaries

Klang Valley Suria KLCC Pavilion Bangsar Village 1 Bangsar Shopping Center Midvalley Megamall Subang Parade LCCT (KLIA) 1 Mont Kiara Setia City Mall One Utama Shopping Center
Penang Gurney Plaza 1st Avenue
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3.6 | Brands, Major Products and services

As a health conscious brand, at Boost Juice Bar, they also introduces a few range of healthy snacks including fresh yogurt, fresh fruits, wonder bars, chocolate, banana bread, boosters powder as well as mineral water and reusable Boost Mugs, Enviro Cup and water bottle.
Mineral water, Enviro Cup, Water bottle and reusable Boost Mug
Fresh yogurt, Fresh Fruits and veggies
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Banana Breads
Chocolates
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Wonder Bars
Boosters Powder
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3.7 | Corporate Vision

Their vision is to besides being established and a strong brand in worldwide, they also wanted to be well known as a best healthy juice bar ever. In order for that, they will keep ensuring that all of their products are constantly produced by the right way and their franchises are handled by the right person.
3.8 | Corporate mission

To become one of the worlds most famous & loved brands!
3.9 | Current Company Promotional Strategy

Whats your name game Your name can score you a free Boost! (May 2011) They will randomly announce a few names, whoever the owner of that name, need to come to any nearest Boost store and show IC as prove, he or she will get one free drink. Fathers day hes the coolest contest (June 2012) Complete the sentence, My dads favorite item is ______, and that makes him the coolest dad because ______. Post this in their Facebook Wall and then tag Boost Juice Malaysia. Like Reebok Facebook page and the top three will win some free Boost and Reebok shoes. Boost your health with boosters (July 2012) Free health booster with every medium or original boost purchased. Ramadhan Offer (July 2012) Buy one original size of Boost, free one RM30 ZALORA voucher VIBE Club The Boost loyalty program, known as the VIBE (Very Important Boost Enthusiast) Club has over 440,000 members nationally and is growing. VIBE members are entitled to special monthly offers and giveaways via the VIBE email newsletter. Especially important, members get a free Boost after buying 10 and also get a free Boost on their
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Situation Analysis | Boost Birthday! The VIBE database has become a vital communication tool to Boosts most loyal customers, and the database continues to grow every day. Customer Relation This is part of their strategy to keep good relationship with customers where they create a Boost Guarantee. They will ask customer to email them about customers satisfaction and every single emails is followed up within one working day.
3.10 | Products Sale History Company Private and Confidential
3.11 | Current Marketing Objectives Company Private and Confidential
3.12 | Media Expenditure

Boost uses digital media as the medium for them to communicate or get in touch with the consumers. All the promotional and offers are spread through their very own social network Facebook.
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4.1 | Current Customer Characteristics
Demographics Age Gender Occupation Income range Allowance range Race ethnicity Geographical location : 21 25 years old : Male and Female : Student, White collar workers : RM2000 - RM5000 : RM500 - RM100 : All races and ethnicity : Urban
Psychographics Perception Learning Motivation & Needs Attitude & Personality Lifestyle : Looking for a convenient and worth to spend healthy drink. : Social Networking sites (Facebook, Twitter etc) : Looking for a healthier alternatives of beverage : Trendy, fashionable : Fitness and health conscious
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4.2 | Stakeholders characteristics

Primary Board of Directors Direct the companys affairs, whilst meeting the appropriate interests of its share holders and stake holders Shareholders Contribute to the company by investing in the share market and getting profits in return Employees Employees are the important asset of the company. From their unique Love Life culture and marketing philosophy, many people realize about their team members enthusiasm, friendliness and amazing attitude as the success key of Boost Consumers Consumers act as the supporter for the brand by being loyal to the brand
Secondary Suppliers Distribute imported fruits to the stores Bankers Support Boosts financially by providing loans to the company Media Act as medium to promote and advertise the product range of Boost Government
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5.1 | The Industry
Definition of the Industry Food and Beverage (F&B) is an industrial term which is used to define the companies that is involved in producing, manufacturing and processing raw food materials into forms of food and beverage. This industry also can be divided into two parts which are production and distribution of edible goods. Distribution involve in distributing the finished product to distributors or directly to the consumers
Shape of the industry Malaysias Food and Beverages has a very diverse food industry just like the multicultures of Malaysia with a wide range of high quality products. The demand for healthier or harmless food and beverage products are rising because consumers are more aware in the nutrition value and food fortification for healthcare. People are now living in fast paced live so they want something that had an element of convenience but at the same time are high in quality. The shape of the Juice Bar industry in Malaysia is in the growing stage. Nowadays consumers tend to find product that is on the go and in the same time that are higher quality to satisfy them. Due to current health condition, consumers are now more concern about the
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Situation Analysis | Boost sugar intake, calories, and is there any use of artificial ingredient in their drinks. So due to high demand from consumers, the market sell of the product are increasing too. Development of the industry Over the years, juices have garnered sufficient amount of attention as a healthy drink when compared to soft drinks. Mirroring the fact, per capita consumption of juices exhibited robust growth over the past few years while carbonated beverages gained by a modest percentage. Additionally, aerated soft drinks are also being replaced by sparkling juices, which are free from high fructose corn syrup and contain only natural sugars. The marketplace is presently witnessing the influx of juice brands which apart from being economical are fortified with vitamins and minerals are low in calories compared to soft drinks. Apart from natural and healthy ingredients, products are also being tagged as premium or organic, in order to generate higher sales volumes. With three decades of history, the fruit juice sector is still considered a young industry. Growth in the industry is mainly driven by imports and exports.
5.2 | The Marketplace

Current condition of the market place Since the juice bar concept in Malaysia is still new, they still in the increasing state. The concept is just about to spread all over Malaysia. But the juice product is currently in an intensive competition as there are a lot of different brand and concept of juice sell in the market competing against each other directly and indirectly. In conclusion, in order to make sure that the brand will keep stand out from other competitors, juice bar chains have to be much more creative in producing all the promotional ways in advertising and in the product itself.
Changes in market place Positive More competition in the market leads to more effort in producing higher quality product and in the same time will boost up the growth of the industry in Malaysia. Negative With more competitors, the market need to spent more money in promotion and advertising which it will causing loss in revenue.
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Situation Analysis | Boost .6.1
| Direct Competitors
Juice Work
Company Overview Juice Works is a chain of fresh juice outlets in Malaysia, with a growing number of outlets in various key shopping locations in the Klang Valley at present. Their dream is to create healthy alternatives to fast food and to educate the public about the importance of healthy food choices and with over 30 flavors to choose from the menu. Product Range The product has been divided into 6 groups of categories. Tropical Paradise; Lychee Cooler, Carribean Cocktail, Lychee Paradise, Red Dragon, Mango sensation, Apricot blusher, Jumping Jack. Berry Lovers; Berry Burst, Water Berry, Pink Passion, Kiwi Dream, Crazy Crans, Mango Melody, Cranberry Crush, Berry Liscious. Power Smoothies; Banana Blast Off, Digesta Aid, Rise N Shime, Cookies N Crea, Choc Banana Split, Body Builder, Jack N Jill, Mango Passion. Fruit Smashes; Pink Lemonade, Water Works, Citrus Medly, Apricot Crush, Kiwi Twist, Emerald Zinger, Wake Me Up. Detox Juices; Super Star, Spring Clean, Slimmers Paradise, Smooth Operator, Tummy Calmer, Liver Tonic, Immuno Kick, Hearty Liscious.
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6.2 | Indirect Competitors

Each A Cup
Company Overview A home grown Singapore brand, Each-a-cup products originate from Taiwan (trading initially under Healthy2000 & awarded the "Gold Medalist" by the Taiwan Consumer Association). Since 1999, in the face of fierce competition, we are one of the few established bubble tea brands that stands humbly & flourish with the support of our regulars. It all started out during Singapores first ever bubble tea culture boom, with Chairman Michael Chua and two other founders opening our first store at The Centrepoint along Orchard Road, the most popular shopping belt in Singapore. They have never looked back since & years of development have brought us to become a well known bubble tea brand in Singapore as well as Malaysia, with further international ambitions. We specialize in a large variety of Fresh Tea, Ice Blended, Smoothies, Yoghurt Drinks, Snow Shakes, Coffee and Creative Fresh Juices. Product Range Bubble tea Coffee Sensation Coffee Ice Blended Yogurt Drink Sunrise (Yogurt Ice Blended) Luxury Icy Treat Snow Shake
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Cool Blog
Company Overview First launched in Singapore in 2005, Coolblog is an international business license specializing tea tasted dessert and beverages and they aims to marry the natural taste of tea leaf with natural fruit taste in take-away kiosk concept. We are the first to break new ground in Singapore and Malaysia food scene by introducing Tea tasted beverages with 25 different flavors. Product Range Coffee Blog; Cappuccino, Latte, Mocha, White Coffee. Local Desert Blog; ABC, Cendol, Bandung, Space, Cincau. Oreo Blog; Chocolate, Crush, Cappucino, Mocha, Latte. Tea Blog; Green Tea, Red Tea, Milk Tea, Hong Kong Milk Tea, Volcano Milk Tea. Yogurt Blog Milk shake Blog Smoothies Blog Ice Blended blog Chocolate Blog
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Little Taiwan
Company Overview Little Taiwan is a locally-owned QSR (Quick Service Restaurant) that will be positioned as an international franchise through their creative approach to the company's image and detail presentation. Little Taiwan will provide a combination of excellent food at value pricing, with fun packaging and dining atmosphere. Little Taiwan is the answer to an increasing demand for snack-type fast food, to be consumed while window shopping and walking around inside a shopping mall. In today's highly competitive environment, it is becoming increasingly difficult to differentiate one restaurant from another. In Malaysias multi-racial society, in order for their food to be accepted and differentiated by all races we have re-formulated our Taiwanese cuisine into HALAL TAIWANESE CUISINE. Product Range Milk Tea Pearl Milk Tea Red Tea Ice Blended Fruit Milk Special Mixed Flower Tea Snowy Ice
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Starbucks Coffee House
Company Overview Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment - primarily through its company-operated retail stores. In addition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world. Product Range Coffee and Espresso Classic; Espresso, Caffe Americano, Caffe Latte, Cappucino, Caffe Mocha, Caramel Macchiato, Brewed Coffee. Frappuccino Blended; Coffee, Mocha, Java Chip, Caramel, Espresso, Green Tea, Chocolate, Vanilla, Raspberry Blackcurrant. The world of Tazo Tea; Chamomile, Mint Blend, English Breakfast, Earl Grey, Green Tip.
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The Coffee Bean & Tea Leaf
Company Overview Herbert B. Hyman started The Coffee Bean & Tea Leaf in 1963 with a dedication to excellence and quality, and his efforts made him the founding father of gourmet coffee in California. The Coffee Bean & Tea Leaf has since grown into one of the largest privately- owned, family-run coffee and tea companies in the world. The endurance and popularity of The Bean, as it is affectionately referred to by devotees, can be attributed to the high standards that were established from the beginning. From trend-setting drinks like the World Famous Ice Blended, to the employees who become a part of the communities they work in, The Coffee Bean & Tea Leaf has discovered the formula for a successful coffee and tea company. Product Range Coffees & Teas; Black & Oolong Tea, Flavored Black & Oolong, Green Tea, Flavored Green, Herbal, Fruit Infusions.
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Situation Analysis | Boost Chatime
Company Overview To keep up with the quality and image as one of the top beverage companies in Malaysia and in the world, Chatime Malaysia aim to continue the concept by being the most loved and respectable Tea Company. To achieve this, we have committed ourselves to serving our customers with only the highest quality tea and other offerings alongside impeccable customer service in our modern stores. To churn out our delicious signature beverages, we use sophisticated tea and coffee machines that will produce only the highest quality fresh drinks. As for variety, we can be considered second to none as our range of beverages is one of the most delightful ones in the market. We aim to constantly surprise and please our customers with the choicest selections of teas and coffees, fruit pumps and toppings. Already rooted in Taiwan, Chatime continues to expand its business ambition to the rest of the world by spreading freshness in every cup. Product Range All time Favorite Mellow Milk Tea Fresh Tea Coffee Chatime Special Mix Oriental Pop Tea QQ Jelly Healthy Juice Smoothies Series
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7.1 | Strength
Contains no artificial coloring and flavoring Their smoothies made with their top secret TD4 (To Die For) low-fat frozen yogurt All products are sugar free Strong customer relation
7.2 | Weakness
The price range is quite high Choices of flavor is less than competitors Heavy focus on promotional activities
7.3 | Opportunity
Even though healthy beverage is new, they will be highly demand by the society due to the goodness of the juices. Less direct competitors in Malaysia People nowadays are more health conscious
7.4 | Threats
Lack of health awareness among the society and also lack of expose on the importance of good nutrition in the body A lot of indirect competitors that sells juices and smoothies
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8.1 | Proposed Primary Target Audience
Demographics Age Gender Education Occupation Income range Allowance range Race and ethnicity Geographical location : 18 - 39 Years old : Male and Female : Primary, Secondary, Tertiary : Students, White collar workers, Self-Employed : RM1500 - RM3000 : RM300 RM1000 : All races and ethnicity : Urban & Sub Urban
Psychographics Perception Learning Motivation & needs Attitude & personality Lifestyle : Looking for a beverage that packed with healthy benefits in term of nutrients besides quenching their thirst. : Digital Media (Social Networking Sites), Broadcast media (TV, Radio), Others (Peer Influenced) : Looking for a healthier drink that will lead to a healthier body. : Curious and High positive energy in their self. : Health conscious and modern.
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8.2 | Proposed Secondary Target Audience

Demographics Age Gender Education Occupation Income range Allowance range Race and ethnicity Geographical location : 17 - 35 Years old : Male and Female : Primary, Secondary, Tertiary : Students, White collar workers : RM1200 - RM5000 : RM300 RM800 : All races and ethnicity : Urban
Psychographics Perception Learning Motivation & needs Attitude & personality Lifestyle : Looking for an easy to get healthy drink. : Digital Media (Social Networking Sites), Broadcast media (TV, Radio), Others (Peer Influenced) : Looking for a healthier alternatives of beverage : Trendy and optimistic : Health conscious
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9.1 | Marketplace Research

For this chapter, I went out to several Boost Franchises in Klang Valley Area to gather more information and get clearer picture about how it is sold in the market.
Boost Juice Bar One Utama Shopping Center
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Boost Juice Bar Pavilion Shopping Center
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9.2 | Market Observation

Based on my observation, first of all what I can see is that most of the customers are either family, or working people and most of the kids, will go for smoothies instead of normal juices. They will go for the original size of juices. Among all of the product range, smoothies are on demand as well as fresh yogurt.
9.3 | Online Surveys

These online surveys conducted from 16th July 2012 untill 24th July 2012 and approximately 52 people who responded on my surveys. All of the questions are created by me based on my research needs.
First question is about genders and it shows that 34 people out of 52 who answer my surveys are female and the rest is a male. For the second question is about their age group and it a show that 79% of the people who answer this survey are from 21 to 25 years old.
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Third question is about their income range which is 48% of them got below RM 500, 29% under income range from RM500 1000 and 23% under RM 2000 and above. Fourth question is about their geographical place and the urban win 67%, 29% from sub urban and 4% from rural area.
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The fifth question is about their race. As in the pie chart, most of them are Malay, 25% Chinese, 2% Indian and zero percent of others. Sixth question is to see how well known is Boost Juice Bar and it shows that half of the people who answer my survey never heard about this juice bar. Only 27% of them who ever heard about it.
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The seventh question is for whoever says yes on the previous question. 71% of them know Boost Juice Bar by Social Network and none of them get to know Boost by Radio Commercials. The eighth question is about their nutrition awareness in juices by Boost. Most of them dont know about it at all.
Based on the pie charts above, most of the people doesnt aware about the health booster in the juices and half of the people say that the prices are not worth to spend on.
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Based on both question above, I conclude that most of them rarely buy juice from Boost and if they ever bought it, it is 56% because of the healthiness inside the juice.
In this last question, I asked them on how to improve Boosts brand awareness in Malaysia and 94% of them says that in term of advertising and promotion and 63% says in term of TV commercials.
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9.4 | Interview
My first interview was on my first visit to Boost One Utama store, where I interviewed the person behind the bar a few questions and their response was quite good. From this visit I got to know who are their target audience or also known as their regular customer, they explained to me about what Boost really are and their specialty. Sadly, they cant really help me on marketing part so they gave me this one marketing guy contact number. I called and unfortunately this marketing guy cant really corporate since they are too busy and all the marketing information about the company is private and confidential but he still asked me to email him the details because he might be considering it so I emailed him,
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10.1 | Advertising Strategy

Boost advertising strategy so far they are focusing on social media. Most of the contest or promotions are announce either by Radio or Social Media such as their Facebook page. As far as my observation, Boost lack of promotional activities such as road tour.
Daily Promotion
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Buy 1 Free 1 Promotion
Seasonal Promotion
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10.2 | Precedent Studies

Chatime Discount and Promotion
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Juice Work Discount and Promotion
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Starbucks Discount and Promotion
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11.1 | References
Boost Juice Bar Malaysia Website http://www.boostjuicebars.com.my Boost Juice Bar Australia Website http://www.boostjuice.com.au/wpcontent/uploads/2011/08/Boost_Study_Kit.pdf
Boost Juice Bar Facebook page http://www.facebook.com/boostmalaysia International Marketing Juice Boost Bar by Dan Shrestha http://www.scribd.com/doc/96356059/Boost-Juice-Bars Boost Juice on everydayonsale - http://www.everydayonsales.com/biz-directory/boost-juice-bars Wikipedia - http://en.wikipedia.org/wiki/Boost_Juice Boost Juice Case Study - http://allfreepapers.com/print/Case-Study-Boost-Juice/3248.html
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12.1 | Surveys Questions
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12.2 | Student Verification Letter
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Situation Analysis | Boost