Marketing Management: Segmentation, Targeting, Positioning and Objectives

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Executive Summary
The report helped in understanding the marketing of a specific product of a company named Max
Beverage Company that is based in Sri Lanka. The report has focused mainly on the different
marketing objectives that have to be attained by Max Beverage Company in order to understand
the marketing of exiting product in an innovative manner. The different strategic suggestions has
been analyzed and it has been adopted by company to gain competitive advantage.
The main aim and purpose of the report is to understand the marketing mix that can be adopted
by the company in gaining competitive advantage in the company. The different marketing
strategies have been analyzed and this has helped in marketing their products and gains the
attraction of the customers in the market.
The conclusion is based on different marketing objectives of the company that has been
identified by the company in an effective manner. The different strategic options have been
described in an effectual manner as this has helped company in an effective manner.

2MARKETING MANAGEMENT
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Target Market............................................................................................................................4
2.1 Segmentation.........................................................................................................................4
2.2 Target Market........................................................................................................................5
2.3 SIGNIFINANCE OF THE FINDINGS.................................................................................6
3.0 Positioning.................................................................................................................................7
3.1 Competitive Positioning........................................................................................................7
3.2 Significance of the findings...................................................................................................8
4.0 Concept of Objectives................................................................................................................9
4.1 Strategic Options...................................................................................................................9
4.3 Strategic Marketing Objectives...........................................................................................10
5.0 Marketing Communication......................................................................................................11
5.1 Significance of integrated planning.....................................................................................11
6.0 Conclusion...............................................................................................................................13
References......................................................................................................................................15

3MARKETING MANAGEMENT
1.0 Introduction
The report helps in analyzing the segmentation and targeting of the respective product
Mixed Fruit Nectar that is prepared by Max Beverage Company situated in Sri Lanka. The
different ascertainments are to be done in order to understand the different marketing objectives
of the company to sell the respective product. The different strategic marketing objectives along
with media strategies has to be developed as this will help in understanding the marketing of
Mixed Fruit Nectar product in the entire market.
The main aim and purpose of the report is to understand the different creative strategies
that can be applied by the respective company to expand their marketing of the product in the
market. The different marketing strategies will be discussed in the report, as this will provide a
clear view on the marketing of the respective product.
The structure of the report includes vision, mission along with marketing objectives of
the company. The different public relation strategies along with creative strategies will be
discussed in an effective manner, as this will help in understanding the marketing of the
respective product in the competitive market.
Background
Max Beverage Organization is one of the most prestigious beverages companies in Sri
Lanka. The target customers of the respective company are the entire rural market, as they do not
receive sufficient carbonated drinks. There is huge demand for the carbonated drinks in the
market of the rural areas and the supply is not sufficient in such areas as well (Max Beverages
(Pvt) Ltd, 2018). The Max beverage company is trying to reach to different rural areas and
satisfy the demands of the customers in entire Sri Lanka. The different products sold by Max
Beverage Company are Max Ginger, Cola, and Fruit Nectar. There are different training
programs that are conducted by the respective company to train the different employees for
making the carbonated soft drinks healthy in nature. The company applies the different
marketing techniques as this helps in increasing the market share.
Vision