Marketing Management digital communication PDF
Added on 2021-06-18
16 Pages3585 Words71 Views
Business DevelopmentMarketingDisease and DisordersNutrition and Wellness
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Running head: MARKETING MANAGEMENT & DIGITAL COMMUNICATIONNexba’s Marketing PlanStudent’s nameName of the Institute
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MARKETING MANAGEMENT & DIGITAL COMMUNICATIONExecutive SummaryThe report discusses the marketing plan for Nexba for the coming year. The company hashuge potential and opportunities to grow. The management team is efficient and experienced. The plan majorly constitutes the introduction about the company, its purpose etc. Then it determines the current situation of Nexba in the market. The plan also highlights the challenges faced by Nexba. SWOT analyses are done to determine the scope of the company. It is found that the company is rich with the authenticity of product. But due to its small scale, there is lack of brand awareness and production facility. The plan also seeks the current objectives of the company and marketing strategies will be used. In the later section of the report there is implementation plan, promotion mix and conclusion.
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MARKETING MANAGEMENT & DIGITAL COMMUNICATIONTable of ContentsIntroduction....................................................................................................................................3Situation Analysis Recap................................................................................................................4Problem Statement..........................................................................................................................4Potential market segments.............................................................................................................5SWOT analysis...........................................................................................................................5Target Market Positioning.............................................................................................................7Marketing objectives and goals......................................................................................................7Financial objectives and goals.......................................................................................................8Marketing strategies and Marketing Mix......................................................................................8Implementation & Control...........................................................................................................10Promotion Mix..............................................................................................................................11Conclusion....................................................................................................................................12References.....................................................................................................................................13
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MARKETING MANAGEMENT & DIGITAL COMMUNICATIONIntroductionTroy Douglas and Drew Bilbe founded Nexba in 2010. The main purpose was to provide healthier alternatives to people. The idea of launching Nexba came to Drew when he was at Mexican Beach, enjoying homemade cool iced tea. Upon returning home, he shared his idea withhis best friend and fellow entrepreneur to create the range of healthier ice tea. There was no stopping since then. The company has many options available now like soft drink, sparkling water and infusions in many flavours. All of these beverages haves either low sugar or no sugar with no artificial content. Their mission is to become fastest growing global natural, sugar free brand. The company is challenging big companies like Nestle, Pepsico, and Cola etc. The challenges in front of them are creating awareness, partnering with other retailers and provide superior value to customers (Huang & Sarigöllü, 2014). Nexba is local Australian beverage start up. It was launched in 2010.It has multiple products in its portfolio like ice tea, soft drink, cola, aerated drinks etc. The company has tied up with all major retailers like Coles, Woolworths, Alda, 7-Eleven etc. It has partnered with leading P&C customers nationally. It has also tied up with Dominos to create exclusive range of products. The company claims to challenge obesity, cardiovascular disease and type 2 diabetes caused due to high sugar or calories. The company has authentic product line which is made out of natural ingredients like fruits, stevia etc. Situation Analysis The current global market thrives for natural product. There is great boom where impact of sugar is known to people and is more talked by media (Jacobson, 2017). So people as well as companies are taking health of customers seriously and finding alternatives to provide them healthy drinks (Bublitz & Peracchio, 2015). So the companies like Nexba are not only
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