Boost Juice story
Back in 2000, a woman with no business experience – but unlimited passion and family support – opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy living tasty and fun. The woman was an Australian adventurer and entrepreneur Janine Allis. The bar was Boost Juice – now one of the most popular and loved juice and smoothie brands across the globe, with over 580 stores across 13 different countries and counting. Today, the world can’t get enough of Boost Juice. The brand’s winning combination of fresh fruit and veg, tasty products, and innovative marketing campaigns has been a remarkable success story. But there’s no elevator to success. You have to take the stairs. On a trip to the United States back in 1999, something caught Janine's attention. Everyone was into healthy smoothies and fresh juices - while in Australia, the fast-food market was uninspiring and unhealthy. While the juice bar concept was relatively new for Australia, the way Boost presented the brand was also new for retail in general. Boost was never simply about healthy and great-tasting juice or smoothies - the brand is built on the entire Boost experience that takes place every time a customer enters a store.
This experience is a combination of a great tasting 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! This point of difference is further enforced through the brand’s ongoing commitment to product innovation, unique tactical marketing campaigns and partnerships, a robust customer relations strategy, and the Vibe Club loyalty program that rewards loyal customers. Boost Juice is sold in major Australian supermarkets. Their retail range is thick 'puree like' juices, which are available in both 350ml and 1 Litre sizes from the local supermarkets.
Boost Covid time
Covid-19 affected Boost Juice in many ways, largely due to the Government restrictions that included lockdowns and travel restrictions. This resulted in Boost juice relying on pre-packaged juices sold in the supermarkets in Australia. With the COVID-19 crisis, Boost Juice has seen new audiences rapidly adopting digital solutions to meet their desire to live ‘normal lives. Boost Juice featured a new ad promoting contactless ordering as restrictions became more relaxed. The "Boost Sip of the Day" was the name of the campaign created to encourage people to download their app to avoid queues.
a.Required:
Briefly explain the pricing concepts below. Describe how Janine may use each of them in their pricing decisions.
.Odd-even pricing
.Bundle pricing
Bait pricing
