Nexba Beverages Marketing and Digital Communication
Added on 2021-06-14
14 Pages3683 Words33 Views
Running Head: Marketing NEXBA BEVERAGES Marketing and Digital Communication
Marketing 1Executive Summary Marketing plan is an effective tool through which organization could uplift its sales, revenuesand customer base. This plan is a blueprint of all the marketing activities which will be used bythe organization to approach to its target audience with the motive of attainment of desiredmarketing objectives. In this report, comprehensive marketing plan will be discussed in relationwith the sugar free soft drinks produced by Nexba Beverages. It was formed in 2010 with themotive of providing healthier alternatives to Aussies in relation to soft drinks. Comprehensivemarketing plan will be discussed in this report in order to enhance customer base for theorganization in the target market. The marketing plan will be made in relation with enhancingdemand of organizational products in the target market with the motive of fulfilment oforganizational 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 themarketing plan with the motive of determining the appropriate market for the organization.Further, report will focus over potential market segments along with marketing and financialgoals and objectives will be discussed. Next part of the marketing plan will include detailedmarketing mix strategy and the plan to implement those marketing strategies. The last part of thereport will focus over the budget allocation for promotional mix along with digitalcommunication strategies.
Marketing 2Table of ContentsExecutive Summary.........................................................................................................................1Introduction......................................................................................................................................3Situational analysis..........................................................................................................................3SWOT Analysis...........................................................................................................................4Segmentation, Targeting and Positioning........................................................................................5Segmentation and targeting..........................................................................................................5Positioning...................................................................................................................................6Marketing and financial objectives..................................................................................................6Marketing Objectives...................................................................................................................6Financial Objectives.....................................................................................................................7Marketing mix strategy....................................................................................................................7Product.........................................................................................................................................7Place.............................................................................................................................................8Price.............................................................................................................................................9Promotion.....................................................................................................................................9Budget Allocation for promotion mix...........................................................................................10Conclusion.....................................................................................................................................11References......................................................................................................................................12
Marketing 3IntroductionNexba 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 incomparison to other preservatives added soft drinks. It major product offerings are range ofhealthier ice teas. In a very short time period, organization has developed its effective position inthe target market, in 2015; organization won a prestigious Telstra Australian Business Award forinnovation and achievement. Further in 2016, Nexba partnered with Coles with the motive ofreinventing soft drinks along with range of ice teas. Step taken by Nexba to reinvent soft drinksproved to be a great factor of success and growth for the organization. In 2017, organization wonthe 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 theorganization is to gain the leading position as fastest growing globally natural and sugar freebrand. Apart from this, vision of the organization is to spread awareness amongst the targetaudience regarding hazards of artificial flavoured soft drinks. As an alternative, organization hastransformed lives by being the naturally brave brand, delivering naturally sugar free productinnovation (Nexba Beverages, 2018).Situational analysis It is a technique which is used by the managers to analyse organizational capabilities, businessenvironment and customers with the help of determining the effect of internal and externalenvironmental factors on organizational performance. Under situational analysis, SWOT analysiswill be used to determine the organizational capabilities as well as major opportunities andthreats for the organization in the target market (Akar & Topçu, 2011). This is the primary stepin the marketing plan and further steps of marketing plan are made on the basis of SWOTanalysis.
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