logo

Marketing and Digital Communications - Assignment

   

Added on  2021-05-31

13 Pages3186 Words22 Views
Running Head: MARKETING AND DIGITAL COMMUNICATIONS 1Marketing Management & DigitalCommunications: Nexba Beverages

MARKETING AND DIGITAL COMMUNICATIONS 2Executive Summary This report is the continuation of first assessment that analyzed the external and internalenvironment of Nexba Beverages. Nexba Beverages has been identified as one of the beveragecompanies in Australia that provides international sugar free brand. The major objective of thispart is to prepare a marketing plan for Nexba Beverages. Marketing and communicationstrategies play a significant part in the growth and success of an organization. So, it is veryimportant to manage all the marketing activities effectively. Nexba aims to expand its businessoperations all over the world. The below report includes different marketing aspects in context ofNexba Beverages which the organization can use to grow its business across the world. Thesemarketing concepts are like market segmentation, targeting, positioning statement, marketingand financial objectives and marketing mix strategies. The given marketing mix strategies willassist the organization to enhance its brand awareness among targeted customers. By consideringthese strategies and marketing aspects, Nexba will be able to generate significant revenues andprofits in global food and beverage industry.

MARKETING AND DIGITAL COMMUNICATIONS 3Table of ContentsIntroduction.................................................................................................................................................4Situational Analysis Recap..........................................................................................................................4Segmentation, targeting and positioning approach (STP)............................................................................4Segmentation...........................................................................................................................................5Targeting.....................................................................................................................................................6Positioning Approach..............................................................................................................................6Marketing Objectives..................................................................................................................................6Financial Objectives....................................................................................................................................7Formulation of a detailed marketing mix strategy.......................................................................................7Budget allocation for promotion mix...........................................................................................................9Conclusion...................................................................................................................................................9References.................................................................................................................................................11

MARKETING AND DIGITAL COMMUNICATIONS 4IntroductionIn assessment 1, after conducting situational analysis for Nexba Beverages, this report will bepreparing a marketing plan for its chosen products and services. Marketing plan is a significantdocument of the organization that assists it in promoting its products and services in themarketplace. It includes different marketing aspects of an organization (Kotler, 2015). The majorobjective of this report is to develop a marketing plan for Nexba Beverages that has introducedits product line of naturally sugar free soft drinks in Australia.There is the discussion aboutdifferent marketing aspects in context of Nexba Beverages. These marketing aspects are such as segmentation, targeting and positioning statement,marketing and financial objectives and marketing mix strategy and budget allocation forpromotional mix. The company has become very popular primarily due to healthy ingredientswhich are used in its beverages. Through its business operations, the organization aims to fightagainst different kind of sugar. Due to this, the mission of Nexba Beverages is to become fastestgrowing global natural and sugar free brand in beverage industry. By introducing theseinnovative products, it aims to change people’s lives. Situational Analysis Recap The situational analysis of Nexba Beverages shows that the organization has a favorable businessenvironment in Australia. There are various factors which are in the favor of organization likechanging needs and interests of people towards their health. In today’s modern environment,people are becoming very conscious towards their health and they prefer to live healthy lifestyle.The sugar free drinks of Nexba can drive the demand away from other carbonated drinks (Evans,2017). Economy of the country is very stable and strong that is beneficial for the business ofNexba. This analysis stated that wellness and fitness in the food and beverages sector is growingcontinuously and no player is offering sugar free drinks. Considering this situational analysis, itcan be said that this company can grow its business as a leading player in Australian beverageindustry (Guthrie, Cuganesan & Ward, 2008).

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
MRKT20052 - Marketing Management and Digital Communication
|13
|2920
|48

Marketing Management and Digital Communication PDF
|17
|3831
|24

Digital Communication and Marketing Mix in Nexba Beverage
|15
|3241
|465

Nexba Beverages Marketing and Digital Communication
|14
|3683
|33

Nexba’s Marketing Plan - Marketing Management & Digital Communication
|15
|3652
|298

Marketing Management digital communication PDF
|16
|3585
|71