The Marketing mix of Boost analyses the 4Ps of Boost’s marketing strategy, which includes the Product, Price, Place, and Promotion of Boost drink. Boost is one of the leading health drinks available in consumer markets and is associated with the food and beverage industry. It was developed in 1974 and launched globally as a nutritional drink in 1975-76 by its parent company, GlaxoSmithKline. The brand has targeted children, especially boys between the ages of 8 and 14, as the target market for providing healthy food for its customers. Its main competitor in this field is-
- Bournvita
About Boost
- Type: Nutritional drinks
- Industry: Food and beverage
- Founded: 1983
- Founder: Christopher John Shaw
- Headquarters: York, England
- Area served: Worldwide
- Key people: Gary Rodin (Chairman) and Chris Shaw (CEO)
- Number of employees: 1,000+
Table of Contents
Boost Product Strategy
Boost has become one of the fastest-growing companies in the consumer portfolio of its parent company, India GSK. The first product range has been positioned as Vitaminised Energy-Fuel, including energy drinks with a unique taste of malt and chocolate. It is a supplement complete with adequate nutritional values that offer necessary nutrients to a body like calcium, iron, copper, biotin, niacin, folic acid, pantothenic acid, and Vitamins D, C, A, B12, B1, B6, and B2.
Boost’s product mix, as of 2023, includes a variety of nutritional drinks catering to different dietary needs and preferences (Source):
- Boost Calorie Smart: This product has 16g of protein and 25 vitamins and minerals, designed for those watching their calorie intake.
- Boost Kid Essentials: A complete nutritional drink for children, providing essential nutrients.
- Boost Glucose Control: Formulated for individuals with diabetes, it contains 16g of protein.
- Boost High Protein Mix Drink Mix: Offers 14g of protein per serving.
- Boost High Protein: Meets daily nutritional requirements with proteins, minerals, and 26 vitamins.
- Boost Plus: Contains 360 calories to help maintain a healthy body weight.
- Boost Original: A supplement containing minerals, vitamins, fiber, and protein.
- Boost Compact: A complete energy drink.
- Boost Choco Eclair: A blend of chocolate and caramel flavors.
- Complete Boost: Offers a delicious taste along with essential vitamins and minerals.
- Boost Choco Nut: Combines chocolate with natural almonds.
Boost Place Strategy
Boost is a popular drink in India, but South India is a significant contributor towards providing more prominent sales figures that boost the marketing mix and, ultimately, revenues. The company has a distinct retail chain and distribution policy that helps deliver products to its consumers. Supply channel includes sending products from manufacturers to depots in bulk quantities. From here, they are picked by wholesalers who supply natural products to retailers as per demand and necessity. The retailers bring necessary items to consumers through various mediums like grocery stores, supermarkets, discount stores, convenience stores, and department stores.
Here’s a summary of Boost’s place strategy:
- Strong Presence in India: Boost is particularly popular in India, with South India being a key region contributing significantly to its sales and revenue.
- Specific Distribution Policy: The company employs a particular strategy of distribution that involves transporting products from factories to large depots.
- Wholesale and Retail Distribution: Products are distributed to wholesalers from these depots, who then supply them to retailers based on demand.
- Wide Retail Availability: Retailers make Boost products available to consumers through various channels, including supermarkets, grocery stores, discount stores, convenience stores, and department stores.
- Urban and Rural Reach: Boost maintains a distribution network that effectively covers urban and rural areas, ensuring widespread availability.
Boost Pricing Strategy
Brand: Boost Juice has recognized the necessity and importance of a suitable pricing policy to meet consumer market demands. It has several competitors in the health drink category and cannot afford very high prices. It has decided to maintain a competitive pricing policy similar to its rivals to penetrate rural and urban markets. The company also encourages a volume pricing policy. Its products are available in several quantities. 1 KG pack of Boost juice ultimately costs less than a ½ kg pack or even less than a 200g pack.
This is done to increase its sales figures by selling products in bulk. Even the prices of products available in jars and refill packs are different because a jar of soft milk is of nutritional value and further use to a housewife, but a refill pack is not. Under its competitive pricing policy, the brand periodically offers gifts and other incentives to potential customers to reduce its price.
Boost’s market share and pricing strategy is characterized by two marketing strategies with a focus on competitive pricing, product quality, and volume sales:
- Competitive Pricing: Boost sets prices similar to competitors, which is essential in a market with many rival health drink brands.
- Volume-Based Pricing: The brand encourages large-quantity purchases by offering lower per-unit prices for larger packs.
- Diverse Pack Sizes and Pricing: Products are available in various quantities, catering to different consumer needs and budgets.
- Pricing Variance Based on Packaging: Prices vary between jars and refill packs, recognizing different utilities for homemakers.
- Promotional Offers and Incentives: Boost occasionally provides gifts and other incentives to reduce consumer costs.
Boost Promotion Strategy
Boost has developed its brand reputation through its promotional portfolio around sports and several sportspeople. Its advertisements are about people enthusiastic about sports who need something extra to boost the juice company and take it to the next level. The brand promises to meet the high-energy needs of its consumers through its diverse range of products. Various cricketers have been a part of Boost through advertisements over the years. Kapil Dev in 1986 and Sachin Tendulkar in 1989 were roped in to endorse this brand. Later, Virendra Sehwag, M.S. Dhoni, and Virat Kohli supported Boost as the secret of their energy.
Boost realizes the power of children’s Asian market and hence has occasionally offered several freebies to attract them from other countries. The brand also announced launching the Boost Cricket Cup in some states like Tamil Nadu and Andhra Pradesh to identify and promote young talent in cricket.
Some Recent Video ads and Print ads of Boost are:
Why BOOST? | About Us | Our Promise
BOOST® Nutritional Drinks – YouTube
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