Nexba’s Marketing Plan - Marketing Management & Digital Communication

MARKETING MANAGEMENT & DIGITAL COMMUNICATION
Nexba’s Marketing Plan
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MARKETING MANAGEMENT & DIGITAL COMMUNICATION
Executive Summary
Nexba is Australian beverage company started in 2010. The company has multiple
products in its portfolio.The company has gained popularity because of its healthier product
portfolio. This has gain attention of Australian market. However , the company has many big
competitors like Coca Cola and Pepsico. These competitors are planning to introduce similar
variants in the market. The following market plan discusses the company’s growth plan for next
year.It constitutes company’s introduction, its long term vision and challenges faced by the
company.The company has tied up with many big retailers. The company looks forward to gain
recognition both nationally and internationally. There are some challeneges like brand
awareness, production facilities etc. which company needs to work upon. In the long run, it is
necessary for the company to create its space in the market in order to stay relevant.

MARKETING MANAGEMENT & DIGITAL COMMUNICATION
Table of Contents
Introduction....................................................................................................................................3
Situation Analysis Recap................................................................................................................4
Problem Statement..........................................................................................................................5
Potential market segments..............................................................................................................5
SWOT analysis...........................................................................................................................5
Target Market Positioning..............................................................................................................7
Marketing objectives and goals......................................................................................................7
Financial objectives and goals.......................................................................................................8
Marketing strategies and Marketing Mix......................................................................................8
Implementation & Control...........................................................................................................10
Promotion Mix..............................................................................................................................11
Conclusion....................................................................................................................................11
References.....................................................................................................................................12

MARKETING MANAGEMENT & DIGITAL COMMUNICATION
Introduction
Nexba is Australian Beverage Company.It has revolutionized soft drinks by launching
naturally sugar free cola, orange and lemon sparkling infusions.Nexba was founded by Troy
Douglas and Drew Bilbe in 2010.The vision is to transform lives by providing natural beverages
which will help people to make their lifestyle choices better (Egger & Stevens, 2014). The story
of Nexba began on Mexican beach. Drew Bilbe was enjoying a glass of homemade tea. This
inspired him to produce his own natural, low calorie ice tea to share with his family and friends
in Australia. After returning home, he met his high school friend Troy and shared his idea. Soon
they set up canning line and launched ice tea and watermelon was the first flavor. The consider
themselves as s naturally brave brand and natural sugar free product innovation. The company
has huge potential .But there are market leaders like PepsiCo who might need to be challenged.
Also company needs to create brand awareness not only locally and globally.
Situation Analysis Recap
There is growing demand for natural sugar free beverages. Many companies like
Dominos are updating their menu as per these changing customers’ requirements (Owens,
2014).Nexba has edge here because unlike its competitors their innovation is a naturally sugar
free soft drink that taste exactly the same as full sugar soft drink (McDarby & Byrne, 2018).The
company is able to provide products which satisfies the consumer. The biggest challenge in the
brand is many people are still unaware about the brand. So the company is looking forward to
create awareness about their product (Barreda & Okumus, 2015).The company is looking
forward to continue to innovate with big customers nationally. Currently the company has tied
up with corporates include Coles, Alde, 7-Eleven and Woolworths. The company is also