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Digital Communication and Marketing Mix in Nexba Beverage

   

Added on  2021-05-30

15 Pages3241 Words465 Views
Running head: MARKETINGMarketing Management and Digital CommunicationName of the Student:Name of the University:Author’s Note:
Digital Communication and Marketing Mix in Nexba Beverage_1
2MARKETINGExecutive SummaryThis current report deals with the digital communication and marketing mix in the context ofNexba Beverage. This is an Australian Beverage organization offers sugar free soft drinks.However, such innovative approach in product development leads this organization to improvetheir brand image. On the other hand, their product quality leads this organization to expand theirbusiness in the market. However, huge competition and threat of alternative product are themajor challenges of this organization. Moreover, by using social media advertising they are ableto introduce their product in target customer domain. Such social media marketing enables thisorganization to cover a large number of consumers from different geographical regions.
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3MARKETINGTable of ContentsIntroduction......................................................................................................................................4Situation analysis.............................................................................................................................4PESTLE Analysis........................................................................................................................4Analysis of segmentation, targeting and positioning approach.......................................................6Problem identification.................................................................................................................6Discussion of the market segment...............................................................................................7Discussion of the target market and positioning approach..........................................................9Marketing and financial goals.......................................................................................................10Marketing objectives of Nexba Beverage..................................................................................10Financial objectives of Nexba Beverage...................................................................................10Marketing mix analysis..................................................................................................................11Discussion of the marketing mix strategy.................................................................................11Implementation process of marketing mix strategy...................................................................12Budget allocation for promotional mix..........................................................................................13Conclusion.....................................................................................................................................14References......................................................................................................................................15
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4MARKETINGIntroductionDigital communication is an integrated part of the marketing management. In the recentyears, many organizations are focusing on the incorporation of digital communication into theirproduct promotion strategy (Sheth & Sisodia, 2015). It is crucial for the business organization torestructure the marketing plan to gain competitive advantages. This study deals with themarketing plan and digital communication process in the context of Nexba Beverage. NexbaBeverage is an Australian beverage company. This company offers sugar free soft drinks(Nexba.com, 2018). This beverage company becomes popular due to their innovative andhealthy product.In this current study the situational analysis, target market analysis andmarketing mix will be discussed in the context of Nexba Beverage. Situation analysisSituation analysis includes micro and macro environmental analysis. In the context ofNexba Beverage the environmental analysis is as follow:PESTLE AnalysisIn order to analyze the situation of the market, competitor analysis is crucial. NexbaBeverage is a popular beverage company in Australia. They offer sugar free soft drink. Thestable political environment of Australia supports the entrepreneurs to establish business in thiscountry. As a result, competition increases (Mobin, Dehghanimohammadabadi & Salmon, 2014).In the context of Nexba Beverage Coca-Cola Amatil and Boost Juice offer are the majorcompetitors of this organization and they offer similar products in the same market. Socialfactor plays an important role to define the target customer of an organization (Lancaster &
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