Why is Booster Juice not achieving greater success in India? Identify market segments and customers for Booster Juice's products.?

Solution-

According to me, Booster Juice is not achieving greater success in India because of not using 4P’s marketing mix in an appropriate manner. Booster Juice is not able to locate the right place to market its product. In India, many people cannot afford the premium juices. So, price is also an issue that becomes a hurdle in the success of Booster Juice. There is a need to provide the small and medium size of products at a minimum price to suit the Indian Market. But, Booster juice is providing every size of beverage products in premium prices. Booster Juice’s workers are not interacting with customers making them unaware of the products. Also, Booster Juice does not have a local supplier for its products. There is huge competition in the Indian Juice market where local car vendor provides juice at a very small cost.

Booster juice should identify the market segments and customers for its products according to unique groups of customers having different behaviors and habits of purchasing. It should keep the premium products different from the cheaper products to segment the market on an economical basis.

Explanation-

Booster juice is the Canadian beverage producer that established in 1999. Booster juice grew its business through a franchise model. It entered in Saudi Arabia market in 2004 and subsequently entered the market of the United Kingdom, Brazil, the United States, and the Netherlands. However, it faced challenges upon entering in Indian Market.

References

Fergus, A., & Bell, T. (2016). Booster juice–big shoes to fill. The CASE Journal.