Nexba Beverages Marketing and Digital Communication

Running Head: Marketing
Nexba Beverages
Marketing and Digital Communication

Marketing 1
Executive Summary
Marketing plan is an effective tool through which organization could uplift its sales, revenues
and customer base. This plan is a blueprint of all the marketing activities which will be used by
the organization to approach to its target audience with the motive of attainment of desired
marketing objectives. In this report, comprehensive marketing plan will be discussed in relation
with the sugar free soft drinks produced by Nexba Beverages. It was formed in 2010 with the
motive of providing healthier alternatives to Aussies in relation to soft drinks. Comprehensive
marketing plan will be discussed in this report in order to enhance customer base for the
organization in the target market. The marketing plan will be made in relation with enhancing
demand of organizational products in the target market with the motive of fulfilment of
organizational desired marketing objectives (Armstrong, Kotler, Harker & Brennan, 2015).
The report will include comprehensive marketing plan under which situational analysis,
segmentation, targeting and positioning approaches will be discussed in the first part of the
marketing plan with the motive of determining the appropriate market for the organization.
Further, report will focus over potential market segments along with marketing and financial
goals and objectives will be discussed. Next part of the marketing plan will include detailed
marketing mix strategy and the plan to implement those marketing strategies. The last part of the
report will focus over the budget allocation for promotional mix along with digital
communication strategies.

Marketing 2
Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Situational analysis..........................................................................................................................3
SWOT Analysis...........................................................................................................................4
Segmentation, Targeting and Positioning........................................................................................5
Segmentation and targeting..........................................................................................................5
Positioning...................................................................................................................................6
Marketing and financial objectives..................................................................................................6
Marketing Objectives...................................................................................................................6
Financial Objectives.....................................................................................................................7
Marketing mix strategy....................................................................................................................7
Product.........................................................................................................................................7
Place.............................................................................................................................................8
Price.............................................................................................................................................9
Promotion.....................................................................................................................................9
Budget Allocation for promotion mix...........................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Marketing 3
Introduction
Nexba Beverages founded in 2010 by Drew and Troy, thus, it is also known as the Aussie Boys’
company. Company was started with the objective of offering healthier alternative to Aussies in
comparison to other preservatives added soft drinks. It major product offerings are range of
healthier ice teas. In a very short time period, organization has developed its effective position in
the target market, in 2015; organization won a prestigious Telstra Australian Business Award for
innovation and achievement. Further in 2016, Nexba partnered with Coles with the motive of
reinventing soft drinks along with range of ice teas. Step taken by Nexba to reinvent soft drinks
proved to be a great factor of success and growth for the organization. In 2017, organization won
the award of Product of Year for producing sugar free drinks and the world’s largest consumer-
voted award for product innovation. In relation with this marketing plan, primary mission of the
organization is to gain the leading position as fastest growing globally natural and sugar free
brand. Apart from this, vision of the organization is to spread awareness amongst the target
audience regarding hazards of artificial flavoured soft drinks. As an alternative, organization has
transformed lives by being the naturally brave brand, delivering naturally sugar free product
innovation (Nexba Beverages, 2018).
Situational analysis
It is a technique which is used by the managers to analyse organizational capabilities, business
environment and customers with the help of determining the effect of internal and external
environmental factors on organizational performance. Under situational analysis, SWOT analysis
will be used to determine the organizational capabilities as well as major opportunities and
threats for the organization in the target market (Akar & Topçu, 2011). This is the primary step
in the marketing plan and further steps of marketing plan are made on the basis of SWOT
analysis.

Marketing 4
SWOT Analysis
Strengths
 Healthier Drinks
 Wide range of ice teas
 Won awards for innovation
 Naturally sugar free drinks without
sugar and no artificial favours
 Brand loyalty (Nexba Beverages,
2018).
 High in brand awareness
 Acquired a large customer base
Weaknesses
 Large number of companies engaged in
soft drink industry
 Less distribution channels in
comparison with other multinational
soft drink manufacturers
 Less awareness in the market
 No presence in international market
 Lack of availability over internet
Opportunities
 Diversifying product range
 Covering more market
 Enhance customer base (Craft &
Hassan, 2015).
 Adaptation of effective and trending
digital marketing strategies for
spreading awareness
 Expanding business in international
markets
Threats
 International competitors such as Coca-
Cola and PepsiCo.
 Coke and Pepsi have strong brand
loyalty, thus, it will be hard for Nexba
beverages to break this (Luan & Sudhir,
2010).
 Pepsi and Coke are also moving
towards producing healthier and sugar
free drinks
 Aggressive marketing and promotional
strategies used by the existing
companies.

Marketing 5
Segmentation, Targeting and Positioning
Segmentation and targeting
Segmentation is a technique used to break a big market into small segments on the basis of
demographic, geographic, psychographic and behaviour. Amongst these segments, company
choses one or more than one segments in order to approach to the audience for spreading
awareness amongst them. This helps the organization to identify the most appropriate niche
market in relevance with organizational products (Podolyakina & Popova, 2014). For Nexba
beverages, Australian market will be classified on the basis of lifestyle followed by people and
those people will be targeted who are health conscious. Along with this, health consciousness
will be used as the primary tool to spread awareness amongst the target audience in order to
attract them towards products offered by Nexba Beverages. All age groups people will be
targeted because company offers heathy soft drinks which are good for all age groups. Apart
from the healthy drinks, Nexba beverages are also known for providing refreshing experience,
thus, working people will be another major target segment for the organization as they will
require more refreshment after a long tiring day. Further is the classification of key target market
for Nexba Beverages:
 Demographic: Both male and female consumers will be targeted irrespective of their
age, income, etc. as it is suitable for all age groups and its price is reasonable through
which all consumers could easily afford it (Solomon, Dahl, White, Zaichkowsky &
Polegato, 2014).
 Geographic: Whole Australian market will be targeted to enhance sales as well as to
boost up the demand of the products. Further, international markets will be approached to
expand the customer base and market share of the organization.
 Psychographic: People are classified on the basis of their needs, lifestyle and
preferences in this type of segmentation. Nexba beverages are heathy and refreshing
drinks, thus, health conscious people and working people will be major target customers
in this segment who require refreshment and energy after a long tiring day (Weinstein,
2013).

Marketing 6
Positioning
Positioning statement for Nexba Beverages will be “Naturally Sugar Free”. Drinks of Nexba
beverages do not contain artificial flavours. Nexba Drinks contains 100% natural flavours
extracted from fruits. Motive of Nexba Beverages is to spread awareness amongst the target
audience regarding hazardous soft drinks and as an alternative, organization has offered various
healthier ice teas and later on, they have also reinvented soft drinks for the motive of building
brand awareness and brand loyalty in the target market. Apart from this, organization has
planned to develop an effective position in the target market with the help of trending digital
marketing strategies along with the utilisation of some effective modes of traditional marketing
strategies. In addition to this, organization has also planned to adopt premium pricing strategy so
as to make organizational soft drinks unique from the available options in the market (Yang, Liu,
Teng, Liao & Xiong, 2016).
Potential market segment for Nexba Beverages will be Australian market because there people
are becoming health conscious due to which demand for carbonated drinks such as Coke and
Pepsi has been decreased. Thus, it is the most appropriate time for Nexba Beverage to acquire
Australian market along with gaining a distinctive image by boosting up its marketing strategies.
In relation to this, organization could use advanced measures and trending digital marketing
strategies such as social media platforms, email marketing strategies, and sundry effective
traditional marketing strategies. With the help of these strategies, organization could be able to
gain a decent share in the target market along with enhancing customer base (Chaffey & Ellis-
Chadwick, 2016).
Marketing and financial objectives
Marketing and financial objectives are goals set up by the business enterprises while making
marketing plan in order to attain effective position in the target market. In terms of Nexba
Beverages, following are goals and objectives in relation to the marketing and financial
perspective of the organization for 1 year:
Marketing Objectives
 Building brand awareness
 Enhancing market share up to 20%

Marketing 7
 Enhancing customer base by targeting new customers up to 50% customer across the
Australia needs to be targeted (Kotabe & Helsen, 2014).
Financial Objectives
 Boosting up sales minimum by 20%
 Maximising returns and increasing profitability at least by 15%
 Mitigating waste in order to reduce cost of production and to increase returns.
With the help of marketing plan, Nexba Beverages will be able to attain above marketing and
financial goals and objectives. Marketing plan is a costly exercise for organization and in relation
with uplifting organizational performance in the target market, it is necessary to execute.
Boosting up sales, enhancing profitability, etc. are primary objectives in relation with marketing
plan and huge expenses are being made on promotions and advertisement to attain these
objectives. With the help of an effective marketing plan, organization could increase demand of
their products, increase sales and revenues which will ultimately leads to uplift profitability.
Attainment of these attributes will lead the organization towards attainment of effective position
in the market along with generating opportunities to acquire other markets. Biggest spending are
made on advertisements and promotions of brand and its products and this is only invested when
there is a scope for attaining positive outcomes as per organizational expectations (Lee,
Kozlenkova & Palmatier, 2015).
Marketing mix strategy
Marketing mix is the set of marketing tools which are used by business enterprises to attain its
marketing objectives. Mainly it contain four crucial attributes such product, price, place and
promotion. Nexba Beverages’ product offering has been increased rapidly and in relation to this,
organization should focus over its product segment so as to attract large part of target market.
Following is the detailed marketing mix analysis in relevance with organizational products:
Product
Nexba Beverages has expanded its product portfolio and currently organization is offerings huge
range of ice teas along with various flavours in soft drinks. In Australia, organization has gained
appropriate brand loyalty with the help of offering healthier and refreshing drinks. Nexba

Marketing 8
Beverages’ drinks are not made with artificial flavours, thus, it has great image in the market and
in order to enhance its market share in the target market, organization is required to maintain the
quality of its products so as to maintain its effective position in the target market for a longer
period of time. Nexba Beverages was launched in 2010 with ice tea and within a short period of
time, organization has attained appropriate market share along with the development of an
effective and differentiate image in the target market (Dawson & Henley, 2012).
Along with the product offerings, organization has also offered various flavours in its drinks and
all these flavours are naturally added flavours. Current product offerings of organization are
range of ice teas, soft drinks with natural flavours, sparkling infusions and flavoured sparkling
water. For example: if a consumer will drink lemon flavoured drink, he will actually feel the
lemon inside the drink and their drinks does not contain any artificial flavours and sugar. To
make its products unique from the available options in the target market, organization has also
adopted several other methods such as unique and attractive packaging style, branding
techniques, etc. in order to enhance brand loyalty and brand awareness amongst the target
audience (Eppinger & Ulrich, 2015).
Place
Nexba Beverage has adopted extensive distribution channel in order to provide naturally and
sugar free drinks to the target audience. Currently, organization is dealing in Australian market
which will be soon expanded to the international markets. In order to cover large part of the
target market, Nexba has made its drinks available in the all supermarkets and hypermarkets in
Australian market along with the small and medium sized retail stores. New Sunrise, Coles,
Woolworths Limited, Coles Express, etc. are certain supermarkets in which Nexba Beverages are
available (Fine, 2017). Apart from this, organization is also planning to adopt online distribution
channel with the motive of enhancing its revenues and sales. Nexba Beverages are distributing
its drinks to urban to rural areas in order to spread its brand awareness along with providing a
healthier alternative to its target audience. Distribution channel selected by Nexba Beverages is
effective enough to make the drinks available to the target audience. In order to enhance the
demand of organizational drinks in the target market, it is required to enhance the availability of
the product and for this production capacity should also be enhanced. The more products will be
available in the market, the more its demand will be enhanced and to make out the reachability of

Marketing 9
the product to the target audience, it is necessary for the organization to make the products
available at each and every store nearby to the target and potential consumers (Kitchen &
Burgmann, 2010).
Price
In order to differentiate Nexba Beverages’ drinks from old and large multinational corporations
of soft drink, organization has adopted premium pricing strategy. Premium pricing strategy is
useful in making the product stand aside from the competitors. Apart from this, premium pricing
strategy is also necessary for Nexba Beverages’ natural drinks due to its high cost of production.
With the help of premium pricing strategy, organization will be able to attain its desired financial
objectives. It will help the organization to recover its cost incurred along with acquiring a high
profit margin. This will help the organization to stand aside from the competitors along with
acquiring the leading position in the target market (Li, Hou, Chen & Li, 2016).
Promotion
In relevance with promotion, organization will use trending digital marketing strategies along
with the effective set of traditional marketing strategies. Major focus will be imposed over social
media strategies in order to promote the products amongst the target audience. Apart from social
media strategies, organization could also focus over integrated marketing communication
channels. With the help of these channels, organization will be able to approach to its target and
potential customers through highlighting product’s USPs and by showcasing its impact. In
relevance to this video marketing will be an effective tool as it will help the organization to
acquire its desired goals and objectives. (LIU & GU, 2016).
These strategies will be implemented in order to attain desired goals and objectives. Along with
this, organization will outsource its promotion and advertisement activities to experts in order to
get better outcomes. Along with these strategies, organization could also utilise the traditional
mediums of marketing and promotion such as television, radio, newspaper, magazine, etc. Event
marketing, email marketing, etc. mediums could also be utilised in terms of approaching to the
target and potential consumers.

Marketing 10
Budget Allocation for promotion mix
Particulars Budgeted Investment ($AUD)
Digital Communication Strategies:
Facebook 50,000
Instagram 100,000
Twitter 75,000
Others 45,000
Email marketing 100,000
370,000
Event marketing 400,000
Traditional approaches:
Television 150,000
Radio 75,000
Newspaper 25,000
Others 15,000
265,000
Integrated marketing communication 240,000
Other promotional and advertisement channels 150,000
Total 14,25,000

Marketing 11
Conclusion
From the aforesaid information, it can be concluded that marketing plan vital role in order to
promote organizational products and services in the target market. Marketing plan helps the
organization to determine its efficiency along with the generating various opportunities which
could be accepted by the organizations in order to gain positive results. In this report, marketing
plan in relevance with Nexba Beverages has been discussed. Company has made its effective and
unique position in the beverage industry in Australian market through flavoured healthier drinks,
flavoured water and range of ice teas. Company has made its unique position in the target market
along with gaining positive outcomes confronting the two biggest international players of
beverage industry i.e. Coca-Cola and PepsiCo. Key features of this marketing plan are digital
communication strategies which will be used as the primary tool for enhancing demand for
healthier drinks and range of ice teas offered by the organization in the target market. Along with
the digital communication strategies, there are numerous other strategies which have been
included in the promotional mix so as to attain marketing and financial objectives along with
acquiring market share and customers base.

Marketing 12
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Marketing 13
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