Marketing Plan for Nexba Beverages: Strategies for Market Growth

This report presents a comprehensive marketing plan for Nexba beverages, an Australian health drink manufacturer. It begins with an executive summary and table of contents, followed by an introduction outlining the report's purpose: to analyze Nexba's current market position and develop strategies for growth. A thorough situation analysis is conducted using PESTLE and SWOT frameworks to evaluate the external and internal environments. The report also includes competitor and stakeholder analyses, identifies the core problem of intense competition, and details market segmentation based on demographic, behavioral, psychographic, and geographic factors. Market positioning is visualized, and specific marketing and financial objectives are defined. The marketing strategy and mix are explored, and the report concludes with recommendations for implementation and control, including a promotion mix. References are provided to support the analysis and recommendations.

Running head: MARKETING PLAN
Marketing plan
Name of the student:
Name of the university:
Author note

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Executive summary
This marketing plan has looked into the marketing strategies of Nexba beverages, an Australian
company that manufactures health drinks. The strategies of the rival companies are mentioned
and a suitable marketing plan is developed to attract the potential customers. The marketing mix
provided in the report will help the company to look for a suitable strategy for establishing their
products and spread knowledge among the customers.

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Table of Contents
Introduction......................................................................................................................................4
Situation analysis.............................................................................................................................4
PESTLE analysis.........................................................................................................................4
SWOT Analysis...........................................................................................................................5
Competitor analysis.....................................................................................................................7
Stakeholder analysis....................................................................................................................7
Problem statement...........................................................................................................................7
Market segmentation.......................................................................................................................8
Market positioning.........................................................................................................................10
Marketing objectives.....................................................................................................................11
Financial objectives.......................................................................................................................11
Marketing strategy and mix...........................................................................................................12
Implementation and control...........................................................................................................13
Promotion mix...............................................................................................................................14
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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Introduction
This assignment is based on Nexba beverages of Australia. The aim of this paper is to
design a marketing plan for the particular company, which was established by two individuals.
This plan will focus on the contextual analysis and the major problems faced by the company in
the market. A detailed analysis will pave the way for potential solutions to the problem. It will be
significant for the company to recognize different segments of the market, based on which the
company can increase its sale. Positioning of the company products also holds an important part
as it will offer a competitive price of the products to the customers (Ambat et al., 2017).
Moreover, the plan will highlight on the promotional mix and different strategies that will be
effective for the company to make an established position in the competitive market.
Situation analysis
PESTLE analysis
P- Nexba beverages generate such products, which are under the norms and policies of the
government and the customers easily like the products. Australian labor laws are also designed in
a sternly so that the employees get the scope to work in a proper environment. It further leads the
company to carry out their business effectively (Armstrong et al., 2015).
E- The company has been successful in supplying and distributing their products evenly
throughout Australia and therefore, they could increase their profit margin. One significant
advantage of this company is that they take care of the customer preferences to evaluate the
market demands. The products manufactured by Nexba beverages have created awareness and
alert among the customers regarding their products in the market (Barce et al., 2017).

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S- The products of Nexba beverages are available within Australia by following the norms,
policies and custom present in the country. As the company mostly manufactures health drinks,
therefore it has resulted in raising the demands of the specific products in the market. The reason
behind this is that the company has adopted an improved understanding of the customer
preferences related to their health and well- being. It has been beneficial in manufacturing
products as per the customer preferences of the specific country (Culley et al., 2017).
T- Nexba beverages have come a long way to modify and develop their products within the
competitive market. They have been able to do so by adopting the innovative and recent
technologies and it helped in increasing their productivity. By using these latest technologies, the
company was benefitted by reduction in cost, which led to rapid increase in output level (Fine,
2017).
L- The legal policies and procedures existing within Australia are strictly followed by Nexba
beverages so that they do not fall in the trap of any legal misdoings. Thus, the company has the
scope to work in a better environment, which will lead to increase in productivity.
E- Nexba beverages did not fail to consider the environmental factors necessary for the
company. By considering the environmental factors, the company has the scope to supervise the
extent of pollution in the country. As the company makes use of water resources to large extent
therefore, the underlying benefit is felt by taking care of this resource. It provided a sustainable
advantage to the company and they could earn good image in the market.
SWOT Analysis
The strength, weakness, opportunities and threat of the company can be tabulated as
below-

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Strengths-
 Way of product manufacturing
 Natural ingredients are used instead of
sucrose
 Authenticity in beverage is maintained
 Extensive advertising by the company
 Strong market presence
 Loyal customers
 Improvement in brand image
 Increased customer satisfaction
(Koskinen, 2016)
Weaknesses-
 The available resources are not used
properly
 The company is losing its popularity in
the market
 There is strong competition from other
brands such as Coca- Cola and PepsiCo
 They followed the same strategy of
using natural ingredients
 The competitors own large market
share
Opportunities-
 The company manufactures products as
per customer preference
 Attract potential customers and retain
the existing ones
 Diversified products will provide
additional alternatives to the customers
 Spreading in new markets will be
helpful in introducing new products
 Improvement in economy in the new
markets
Threats-
 Tough competition from Coca- cola
and Pepsico
 Customers will not switch their brands
 Sourcing of raw materials is reduced
due to the suppliers being attracted to
the rival companies (Kotler, 2015)

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Competitor analysis
The primary competitors of Nexba beverages are identified to be Coca- cola and PepsiCo
and they have established themselves in the Australian market for longer time than Nexba. Due
to this reason, they are at an advantageous position than Nexba in terms of customer loyalty. The
competitors’ products in the market are liked by the customers and they are gaining profit as an
outcome (Kuazaqui, 2015). Price is a key factor for Nexba in comparison to the competitors.
They can lower the price for their products in order to increase demands among the customers
and gain competitive edge in the market.
Stakeholder analysis
According to Lidstone & MacLennan (2017), the analysis of the stakeholders of Nexba
beverages will draw attention towards the role played by the stakeholders in making the
company successful in the market. One of the prominent stakeholders of the company is the
suppliers who supply raw materials so that the production can take place successfully. It is their
duty to provide a reasonable price for the raw materials so that the products are available in the
market at a competitive price. Customers are another category of important stakeholders for the
company as they are responsible for increasing the profit of the company by purchasing the
products of Nexba beverages. The opinion and feedback of the customers regarding the products
will be effective in modifying the products as per the customer preferences.
Problem statement
A severe problem that Nexba beverage is currently facing is a tough competition from the
rival companies such as Coca- cola and PepsiCo. These two brands are successfully established
in the Australian market for a long time and therefore, they are well- acquainted with the market

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structure. This is because they got the scope to study and do a background research on the market
criteria before setting up their business. Moreover, the rival companies have introduced similar
products without any additional sucrose in order to provide tough competition to Nexba. The
company is also facing problem in terms of marketing and sales as they have failed to implement
suitable strategies. Nexba needs to focus on resolving these problems and find an appropriate
marketing strategy, which will lead to increasing awareness among the Australian customers
(Macarthy, 2018).
Market segmentation
Market segmentation is an important factor in increasing the productivity of the company
in the market. It holds a significant position in sending the products directly to the customers
within the target population as a strategy for increasing the sale of the company. It is important
for the company to do a thorough research on the target market, which will be an alternative to
gain profit.
Demographic- As per Miles (2014), the segmentation based on demography should focus
on income range, age, religion and gender of the population in order to pick the appropriate
customer for whom the product is manufactured. The company will be beneficial in this way by
gauging the customer needs and wants and modifying the company products accordingly.
Behavioral- The segmentation on behavioral attitudes will be helpful in seeking for the
perfect population who will be attracted to the products of the company by influencing their
buying behavior. This particular segmentation is beneficial in delivering the products to the right
customers. The products of Nexba beverages are aimed at those customers who are health
conscious and want to stay fit and healthy. The beverages of Nexba consist of healthy ingredients

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without any additional sugar, which is best fit for the customers looking for health drink
(Mohammed-Eldeeb, Fawzy & Saed, 2015).
Psychographic- The market segmentation that is associated with the psychograph of the
customers will help the company to understand the lifestyle of the customers so that they can
manufacture products as per customer preferences. Understanding the customer requirements by
studying them well will be helpful in increasing the market supply too. In addition to supply, the
sale of the product will also increase in the market.
Geographic- market segmentation based on the geographical location of the customers is
dependent on the areas where the customer is situated and the product needs to be delivered to
that location accordingly. As Australia is a country experiencing hot and humid climate, Nexba
will have a significant advantage in delivering the company products as per the customer
preference in varying locations (Paley, 2017).

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Low Quality
High Quality
High QualityLow Quality
Nexba
Beverages
Market positioning
The market-positioning graph is provided below:
Fig: Market positioning of Nexba beverages
(Source: As created by the author)
The company had planned to keep the product price reasonable without compromising
the product quality so that Nexba can excel in providing the customers with amazing drinks. By
doing so, the company will be able to increase its sale in the market and win over the rival
companies in terms of competitive advantage. The company will have significant advantage to
enter the market and thus, increase their profit level. If Nexba is successful in providing superior
quality product in the market, then they will be able to attract the potential loyal customers who
might switch from the rival companies and purchase the products from Nexba (Ritter, 2014).

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Marketing objectives
The key marketing objectives of Nexba beverages are structured below:
o The company must use a narrative form to create awareness among the customers
regarding the products. It will provide an opportunity to the company to use storytelling-
marketing strategy for achieving an improved market position.
o It is required for the company to make effective use of social media to increase attention
of the products in the market. Awareness through social media is proved to spread better
knowledge among the customers about the company products. Therefore, it will be
helpful for Nexba to spread knowledge among the customers about the kinds of products
that they manufacture and attracting the customers to buy those products.
o By using the new strategy of influencing marketing, Nexba will be able to convey a
properly structured message to the customers regarding their product in order to sway
the customers away from the rival companies.
Financial objectives
The key financial objectives of Nexba beverages are outlined below:
o Nexba beverages need to focus on increasing their profit to 25% in the current financial
year of 2018- 19. In order to achieve the specific percentage, the company should
implement improved marketing strategies for functioning and reduce the overhead
expenditure.
o There is a necessity to maintain the cash flow statement of the company, which will be
helpful in looking over the operating capital of the company for managing the essential
cost.