Marketing Plan for Nexba Company

Running Head: MARKETING PLAN FOR NEXBA COMPANY
Marketing Plan for Nexba Company
Name of the Student
Name of the University
Author Note

1MARKETING PLAN FOR NEXBA COMPANY
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
About the company..................................................................................................................2
Level of consumer involvement..............................................................................................3
Market segmentation...............................................................................................................3
Buyer Persona..........................................................................................................................5
Positioning Statement..............................................................................................................6
Positioning Map.......................................................................................................................6
Conclusion.......................................................................................................................................8
Reference.........................................................................................................................................9

2MARKETING PLAN FOR NEXBA COMPANY
Introduction
Marketing plan is a document which outlines the business proceedings of and the
marketing efforts of a particular firm. It includes the business activities designed to attain the
competitive advantage and business benefits in a highly competitive industry. The
accomplishment of various marketing objectives is sketched within a particular time frame
(Chaffey, 2016). A marketing plan is constructed by examining some existing data regarding the
company sales, customer, dominant market, competitors and many others. An ideal marketing
plan is based on changing customer behavior and needs (Hatheway, Kwan & Zheng, 2017). The
present report will deal with a small Australia base firm named Nexba company. The report will
prepare a marketing plan for the company analyzing its target market, market segmentation and
product positioning. The report will conclude by giving proper overview of the entire report
highlighting the main points.
Discussion
About the company
Nexba is an Australian beverage company which generally deals with the products like
naturally sugar free Cola, Orange and Lemon. The amazing fusion flavors are beating the market
of traditional soft drinks. The company began in the year 2010 holding the hands of Troy
Douglas and Drew Bilbe. The founders intended to gift better and healthy lives to the people of

3MARKETING PLAN FOR NEXBA COMPANY
Australia with these natural beverages. The story of how the company began is important to
know how the founders became inspired to make low calorie natural ice tea. The flavor of the
ice tea of the company was watermelon ice tea. The company has stores around Australia and the
company headquarter is located in Sydney (nexba.com, 2018). The company has slowly
achieved recognition for adding no extra sugar, artificial sweeteners or chemicals.
Level of consumer involvement
The primary consumers of Nexba company are mainly those people who are more likely
to buy ice – tea and interested to experience variety of flavors that the company offers. The
lemon flavor of the Nexba drink is the most favored one among the customers. They prefer it as
it gives a refreshing feeling and energy too. Moreover, this flavor is always available in the
market. The company also provides online buying facility and can reach any corner of the
country. The potential customers are regularly connected with Nexba via social media an d can
receive all the news updates regarding the products.
Situational, psychological and social influences on buying decision
The situational, psychological and social influences put deeper impact on the buying
decision of the customers. The situational buying decision is somehow associated with the
availability of supplementary products in the market. It also depends on the personal factors of
the customers. The current psychological status of the customer and his /her behavior also
determines that he /she will buy the product or not. The social surroundings relate to the public
environment or interactions when the purchase is taking place or the product is being utilized or
consumed. The Nexba company must look after such factors and try to stay on top by modifying
the flavors or examining the customer behaviors.