Marketing Management Report: Analysis of Nomad Energy for UK Market

This report provides a comprehensive marketing analysis of Nomad Energy, focusing on its potential in the UK market. It begins with a SWOT analysis, identifying the company's strengths, such as its use of natural ingredients, and weaknesses, including reliance on specific suppliers and the impact of aluminum tariffs. The report then delves into customer segment analysis, targeting university students aged 16-30, and explores market positioning strategies, including a perceptual map highlighting low sugar content and mass appeal. The report also examines brand development, emphasizing brand associations through imagery and the company's founders. The report concludes with recommendations for the company to effectively target and attract its target audience.

Running head: MARKETING MANAGEMENT
Marketing management
Name of the Student
Name of the University
Author Note

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Table of Contents
SWOT analysis...........................................................................................................................2
Customer segment analysis........................................................................................................3
Market positioning.....................................................................................................................5
Proposition and brand development...........................................................................................7
Reference List..........................................................................................................................10

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SWOT analysis
A.
The key elements of SWOT analysis are the strengths, weakness, opportunity and
threat. This helps the company in measuring its internal environment so that the company can
function in a better manner. It also helps the company in assessing the available resources so
that it can be utilized in an optimum manner to maximise its profit levels (Hill, Jones and
Schilling 2014). The weaknesses and threats need to be identified so that it can be turned in to
strengths and opportunities by the company in the market where it is operating. The company
will be in a better position to understand the level of competition that is present in the market
so that the project can be planned accordingly (Bull et al. 2016).
C.
The major strength of the company will be that the energy drink will be made of
natural ingredients so that it does not harm the health of the university students in the United
Kingdom. The company will be using Cascara, as the natural ingredient for the effect of
caffeine that has been used by the Ethiopians for a long period of time. The use of the natural
ingredient will also help in providing a competitive advantage to the company over the others
who use synthetic ingredients in their products (Kavitha and Reddy 2016).
The weakness of the company is the product developers along with the farmers of the
Cost Rican region. This is due to the fact that the product is made naturally for which the
organic ingredients need to be sourced accordingly. The recent rise in the aluminium tariffs
have also created a negative impact on the packaging of the product, as the rise in the prices
have affected the company as well (Grant 2016).

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The major opportunity of the company is that the product will be circulated among the
university students present in the UK. This will help the company to prosper, as the prices
will be kept low for them to purchase. Another aspect is that the product will be made from
the natural ingredients that will not harm the young customers, as most of the customers in
the modern world are concerned with their health and tries to avoid the food and drinks that
can damage their immunity power (Hill, Jones and Schilling 2014).
The threat that is present in the company are the competitors that are present in the
UK market. The major competitors that are operating in the market are Red Bull, Lucozade
Energy and Sport, Monster and Wild Cat energy drink. These companies have been present in
the market for a long period of time and controls majority of the customers. This will affect
Nomad Energy to a great extent, as the company will be entering in a new manner in the UK
market (Bull et al. 2016).
The company needs to provide the details of the ingredients that are being used in the
product to the students so that they can understand it in a proper manner. This will help the
company in gaining an advantage over the competitors as well. The price of the products also
needs to be kept low so that the students can be attracted for increasing its sales. Since the
students have a shortage of cash, the company needs to take that in to consideration (Cuadros
and Dominguez 2014).
Customer segment analysis
A.
Profiling helps in distinguishing the preferences of the customers according to their
lifestyle, gender and age. It helps in distinguishing between the socio-economic groups as
well, which helps the company in understanding the sale of the products in the market in a
proper manner. This also allows the company in getting proper knowledge regarding the

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behaviour of the customers towards the product or service (Tabi, Hille and Wustenhagen
2014).
The psychological segmentation is based on the interests and opinions of the
customers who have a similar living pattern. This aspect of segmentation also allows the
company in understanding the purchasing behaviour of the customers within a particular
market. The behavioural segmentation is based on the benefits that the customers look for
after they have used the products. The company needs to understand that the segmentation of
the customers are important for the products to increase its sales in the market (Cuadros and
Dominguez 2014).
C.
The company will be targeting the university students in the age group of 16-30 years
present in the UK irrespective of their gender, as the product contains natural ingredients that
will help the customers in reviving their energy. Since most of the students are actively
involved in sports, it will provide a platform for the company to sell their products after they
are tired. This will allow the students in gaining the necessary energy for the other activities.
The drinks will have natural sugar content, which will be helpful for the customers in
regaining their energy as well (Maga, Canale and Bohe 2013).
The company will be providing variety of flavours so that the product can be
diversified and the customers can get many choices in choosing their drinks. This will help in
increasing the rate of attraction among the customers with respect to the product (De Keyser,
Schepers and Konus 2015). Most of the customers will be regular user for the company, as it
will help in boosting the energy after the drink has been consumed. The price of the product
will be kept low so that the willingness of the customers in purchasing the product can be

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increased. This will help in increasing the level of profit for the company as well and give
competitive advantage as well (Cuadros and Dominguez 2014).
The customers will be attracted towards the products by uploading videos on the
social networking sites such as Facebook and Twitter so that they can gain knowledge
regarding the product. This will attract the customers towards the company as well. The use
of latest videos and photos will help the company in advertising more about the products so
that it can attract the customers. Competitors like Red Bull and Monster advertise their
products heavily to the customers, which affects the customer segment and increases the sales
volume as well (Maga, Canale and Bohe 2013).
Market positioning
A.
Perceptual mapping is the use of visual diagram that helps the company in assessing
the position of the competitors and its products within the operating market. It allows the
company in understanding the perception of the consumers and plot it in the diagram to give
a visual presentation. It takes in to consideration the attributes of the products as well that are
present in the market so that the company can launch its product and gain a competitive
advantage. The perceptual mapping are mainly of three types such as two determinant
attributes, many product attributes and joint perceptual maps (Solomon et al. 2014).

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Mass Appeal
Niche Appeal
Low Sugar High Sugar
Nomad Energy
C.
The perceptual map has shown that the company will have a mass appeal due to the
low content of sugar in its products. The company will provide superior quality of the
products so that it can gain a competitive advantage over its competitors such as Monster and
Red Bull who are also in this category. These companies are already established in the market
and have a large base of customers due to the premium products that they supply to its
customers (Weinstein 2013).
The company has positioned itself in the low sugar content and mass appeal quadrant,
as it will help in gaining a loyal base of customers. The low sugar content is yet another
feature of the product, as it will contain the natural level of sucrose that are generated from
the ingredients that are being used in the product. The products are being targeted mainly
towards the university students present in the United Kingdom where the product needs to be
of a superior quality. Most of the students in the recent times are concerned with their health
and are involved in many activities that will help them in maintaining a healthy lifestyle
(Proctor 2014).

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The product will also be priced at a lower rate from its competitors so that it can
increase its mass appeal. This will help the company in increasing its customer base
comprising mainly of university students. It has to be remembered by the company that since
it will be attracting the university students, they have a shortage of cash and the best quality
of products need to be supplied at a cheaper rate. This will also result in increasing the level
of attraction with respect to the product among the customers (Tanner and Raymond 2015).
The cheaper price of the products will also allow the company in gaining competitive
advantage over the rival companies that are established in the market. Another major factor
that has affected the company is that the products will be manufactured locally so that it can
help in keeping the overhead costs to a minimum level. This will allow the company in
providing it at a cheaper rate so that the potential customers can shift their tastes and
preferences (Solomon et al. 2014).
Proposition and brand development
A.
Brand associations are related with the symbols and images that are present with the
brand so that it can be beneficial for the company. The associations allow the product to be
differentiated in the market from the competitors who are also dealing with the same kind of
product. It allows the customer to have a detailed knowledge regarding the different attributes
that are present in the brand so that it can help in influencing their purchasing behaviour. It
can be formed through better levels of advertisement so that the awareness of the brand can
be created in the market. The use of celebrity endorsements will also help in increasing the
quality of the product to a great extent (Urde and Koch 2014).

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C.
Figure 1: Brand Association of Nomad Energy
The photos will help the company in having a brand association because it will help in
explaining the factors that can be derived after the drink has been consumed by the
customers. The drink will help the customers to feel refresh and be rejuvenated due to the
presence of antioxidants in the product (Uder, Baumgarth and Merrilees 2013). They will
also have a better level of focus due to the presence of caffeine in the product and the use of
coffee fruit to increase the sustainability of the product. The photo collage also contains the
entire diagram of the cans in which the product will be supplied so that the customers can
have a better knowledge regarding the information that is available on it. This will help in
increasing the knowledge regarding the product before they can purchase it (Sirianni et al.
2013).
The radical sustainability issue is also present in the photo, as it will help the company
in associating itself with the ingredients that are sourced and used to make the product. It will
provide a better level of information to the customers so that they can know the ingredients

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that are being used in making the final product (Proctor 2014). The most important part of the
collage are the two friends who had the idea of starting this company. Since the customers
will mostly consist of the university student in UK, it will have a positive effect on them due
to the age factor. The entrepreneurs are younger in age and will help them in connecting with
the students in a proper manner. This association will be important for the company, as the
level of sales for the product will increase to a great extent (Weinstein 2013).
The major Unique Selling Proposition (USP) of the product will be that the product
will have a celebrity endorsement as well that will be done by David Beckham. He is one of
the popular faces in football and most of the young people in the United Kingdom looks up to
him. This will allow the company in attracting majority of the customers towards the product
as well.

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Reference List
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem Services, 17, pp.99-111.
Cuadros, A.J. and Domínguez, V.E., 2014. Customer segmentation model based on value
generation for marketing strategies formulation. Estudios Gerenciales, 30(130), pp.25-30.
De Keyser, A., Schepers, J. and Konuş, U., 2015. Multichannel customer segmentation: Does
the after-sales channel matter? A replication and extension. International Journal of
Research in Marketing, 32(4), pp.453-456.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an
integrated approach. Cengage Learning.
Kavitha, N.V. and Reddy, N.S., 2016. Buzz Marketing-SWOT Analysis. International
Journal of Innovative Research and Development, 5(2).
Maga, M., Canale, P. and Bohe, A., Accenture Global Services Ltd, 2013. Customer
profitability and value analysis system. U.S. Patent 8,428,997.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Sirianni, N.J., Bitner, M.J., Brown, S.W. and Mandel, N., 2013. Branded service encounters:
Strategically aligning employee behavior with the brand positioning. Journal of
Marketing, 77(6), pp.108-123.

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Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.,
2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Tabi, A., Hille, S.L. and Wüstenhagen, R., 2014. What makes people seal the green power
deal?—Customer segmentation based on choice experiment in Germany. Ecological
Economics, 107, pp.206-215.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota
Libraries Publishing.
Urde, M. and Koch, C., 2014. Market and brand-oriented schools of positioning. Journal of
Product & Brand Management, 23(7), pp.478-490.
Urde, M., Baumgarth, C. and Merrilees, B., 2013. Brand orientation and market orientation—
From alternatives to synergy. Journal of Business Research, 66(1), pp.13-20.
Weinstein, A., 2013. Handbook of market segmentation: Strategic targeting for business and
technology firms. Routledge.