Max Beverage Company Marketing: Objectives and Strategic Options

This report provides a comprehensive analysis of Max Beverage Company's marketing management, focusing on their Mixed Fruit Nectar product in Sri Lanka. It covers market segmentation, targeting strategies, and competitive positioning, highlighting the importance of understanding customer needs and competitive advantages. The report outlines strategic marketing objectives, including increasing market share and achieving break-even on new products. It also discusses marketing communication strategies and emphasizes the significance of integrated planning to enhance brand awareness and customer relationships. The analysis includes a perceptual map to visualize competitive positioning and suggests leveraging the product's high quality and affordability to attract health-conscious consumers. The study concludes by underscoring the importance of adapting to changing consumer lifestyles and utilizing marketing techniques to achieve business goals.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report helped in understanding the marketing of a specific product of a company named Max
Beverage Company that is based in Sri Lanka. The report has focused mainly on the different
marketing objectives that have to be attained by Max Beverage Company in order to understand
the marketing of exiting product in an innovative manner. The different strategic suggestions has
been analyzed and it has been adopted by company to gain competitive advantage.
The main aim and purpose of the report is to understand the marketing mix that can be adopted
by the company in gaining competitive advantage in the company. The different marketing
strategies have been analyzed and this has helped in marketing their products and gains the
attraction of the customers in the market.
The conclusion is based on different marketing objectives of the company that has been
identified by the company in an effective manner. The different strategic options have been
described in an effectual manner as this has helped company in an effective manner.

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Target Market............................................................................................................................4
2.1 Segmentation.........................................................................................................................4
2.2 Target Market........................................................................................................................5
2.3 SIGNIFINANCE OF THE FINDINGS.................................................................................6
3.0 Positioning.................................................................................................................................7
3.1 Competitive Positioning........................................................................................................7
3.2 Significance of the findings...................................................................................................8
4.0 Concept of Objectives................................................................................................................9
4.1 Strategic Options...................................................................................................................9
4.3 Strategic Marketing Objectives...........................................................................................10
5.0 Marketing Communication......................................................................................................11
5.1 Significance of integrated planning.....................................................................................11
6.0 Conclusion...............................................................................................................................13
References......................................................................................................................................15

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1.0 Introduction
The report helps in analyzing the segmentation and targeting of the respective product
Mixed Fruit Nectar that is prepared by Max Beverage Company situated in Sri Lanka. The
different ascertainments are to be done in order to understand the different marketing objectives
of the company to sell the respective product. The different strategic marketing objectives along
with media strategies has to be developed as this will help in understanding the marketing of
Mixed Fruit Nectar product in the entire market.
The main aim and purpose of the report is to understand the different creative strategies
that can be applied by the respective company to expand their marketing of the product in the
market. The different marketing strategies will be discussed in the report, as this will provide a
clear view on the marketing of the respective product.
The structure of the report includes vision, mission along with marketing objectives of
the company. The different public relation strategies along with creative strategies will be
discussed in an effective manner, as this will help in understanding the marketing of the
respective product in the competitive market.
Background
Max Beverage Organization is one of the most prestigious beverages companies in Sri
Lanka. The target customers of the respective company are the entire rural market, as they do not
receive sufficient carbonated drinks. There is huge demand for the carbonated drinks in the
market of the rural areas and the supply is not sufficient in such areas as well (Max Beverages
(Pvt) Ltd, 2018). The Max beverage company is trying to reach to different rural areas and
satisfy the demands of the customers in entire Sri Lanka. The different products sold by Max
Beverage Company are Max Ginger, Cola, and Fruit Nectar. There are different training
programs that are conducted by the respective company to train the different employees for
making the carbonated soft drinks healthy in nature. The company applies the different
marketing techniques as this helps in increasing the market share.
Vision

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The vision of the company is to be the preferred supplier and trademark of the quality
fruit juice and carbonated drinks in Sri Lanka.
Mission
The mission of the Max Beverage Company is as follows:
Ensuring the utilization of the high quality along with cost effective kind of raw materials
In order to provide the high quality products with help of advancement n technology,
systems and processes
Establishing the trademark through the marketing that is innovative in nature
Create proper satisfaction among customers through delivering the services along with
products that will help in exceeding the satisfaction among customers
Ensuring most advantageous benefits to the different shareholders
Providing different opportunities equally in the environment wherein creativity and
initiative of employees assist in achieving the vision of company
Limitations and Assumptions
There can be limitations for the product introduced by Max Beverage Company that
includes the competition faced by the respective company with the existing competitors in the
market. Max Beverage needs to analyze the entire situation of the market in an effectual manner,
as this will provide them the overview of the market in an effective manner.
2.0 Target Market
Market segmentation is defined as the process of dividing business market that includes
both potential and existing customers into different sub groups that will be based on the different
types of shared characteristics. Furthermore, targeting is defined as the area wherein the market
wants to sell the different products and services and identification of the target market is
essential in nature as well (Blakeman 2018).
2.1 Segmentation

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Segmentation Profile 1 Profile 2 Profile 3
Geographic Rural and
regions that is
predominately
hot and humid
Urban areas Populated
regions
Demographic Students and
individuals
across all income
groups from and
above 3 years
age group
Restaurants and
hotels
Working and non
working
individuals
Psychographic Health conscious
customers
Consumers who
are conscious
about quality
Consumers who
are inclined
towards the
natural products
Behavioral Income Status Brand Loyalty Usage rate of
Product
2.2 Target Market
The target market for the respective product of Max Beverage Company is although all
the individuals; however, youth is the main target (Baker and Saren 2016). The main reason due
to such selection of the target market is the population of the youth in Sri Lanka and this will
help them in establishing the market in the competitive market in an effectual manner (Blakeman
2018). The other reason for choosing the youth as the target market is that in the present
scenario, there are individuals who are becoming health conscious and their ability to spend on
the natural products that will be effective for their health as well.
Targeting
Primary Market
Kids who are fond of fruit juice

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Elderly individuals
Working individuals
Teens
Youth
Secondary Market
Airlines and railways
Travel industry
Schools and Colleges
Movie and theatres
2.3 SIGNIFINANCE OF THE FINDINGS
After the segmentation and targeting has been done of the respective product of Max
Beverage Company, the new perspectives for selected product are as follows:
It has been seen that in the target market, the trend of soft drinks is huge in nature and the
customers prefer soft drinks to be fit and the juice introduced by Max Beverage Company
is nutritional in nature and it will serve the demands of customers as well. The changes in
the lifestyle of the individuals has to be changed such as they can be growing millennials
In this juice, there is 0% fat and the cholesterol level is less and this will help in
benefitting the customers to have a fit life. The better understanding of the requirements
of the customers is essential in nature by the company. The changes in the lifestyle can
help the company in providing desired products in an effectual manner
The cost is less than the other juice products that is sold by the competitors in the market.
This is another advantage for the company and this will help the company in growing fast
in the future as well. The different new habits of the customers relating to the social
media has to be ascertained in an effective manner
From the findings, it can be analyzed that these factors will help the company in growing
in the future at a huge rate. However, there are threats in the business as there is large amount of
competition in the existing market and the processing cost is high in nature. The other issues that
can be threat in the future are the high cost in order to meet the international quality standards.

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The objectives of the market strategies that can be adopted by the Max Beverage Company are as
follows:
The first year objective is that the company is aiming at 3% share of Sri Lanka in the
juice market with sales volume of 200,000
The second year objective is to achieve the break even on the new product that is
launched
However, as there are different kinds of strengths in the business of Max Beverage, the
company can grow to a huge extent in the future. This will help the business to succeed against
the other juice companies in the competitive market in an effectual manner. The growth will be
potential in nature, as this will help in understanding the position of the other competitors in the
market.
3.0 Positioning
Positioning is defined as the place wherein the respective brand occupies the minds of the
customers. This is defined as the effort that will help in influencing the perceptions of the
consumers in an effectual manner. The correct kind of positioning helps in occupying clear,
unique along with advantageous position in the minds of the consumers.
3.1 Competitive Positioning
Figure 1: Perceptual Map
Low Price
Low Quality High Quality
Frooti
Mixed Fruit Nectar
Tropican
Minute Maid
Juice
High Price
Cheribund

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(Source: Created by author)
3.2 Significance of the findings
From the above perceptual map, it can be analyzed that there is huge competition
in the market for the new product named Mixed Fruit Nectar. It has been seen that there
are fruit brands such as Minute Maids and Frooti that are providing their target customers
the best quality of fruit juices and that are healthy in nature as well. However, there are
different benefits to the introduction of Mixed Fruit Nectar that are as follows:
The respective fruit brand is providing the best quality of fruit juice to the target
customers who are health conscious. The decision making criteria has to be kept in
mind as this will help the company in providing such products in an effectual
manner
The Mixed Fruit Nectar juice is of high quality and the price is cheap as all the
individuals in the market can afford this. The different alternatives has to be selected by
company as this will help in understanding perception of customers
There are different marketing objectives that can be used by different companies in order
to innovate their product in an effectual manner. The marketing techniques that can be used by
companies are related to the four or seven Ps of marketing, as this will help in making the
product more successful in the market. The respective company needs to:
Increase the sales of the company by introduction of new product or innovating new
product
Building proper awareness of the respective brand as this will help in increasing and
growing the market share
Improving the relationship between the stakeholders as this will help in targeting new
customers in the market (Blakeman 2018)
It helps in enhancing the relationships with the customers who are targeted by the
company and this will help the company in growing their sales and revenues in the
market

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From the above perceptual map, it can be seen that there are different existing
competitors in the market. The Frooti brand along with Minute Maid is the ones who are better in
marketing their products and they have collected huge amount of revenues in the competitive
market as well. However, the Mixed Fruit Nectar brand will attract more customers in a potential
manner as they are providing the same kind of fruit juices with low fat and cholesterol in a much
lower prices and this will help them in gaining competitive advantage.
4.0 Concept of Objectives
The marketing objectives are defined as the set of different goals that has been set up by
different businesses. When the company needs to promote their products and services to their
different customers who are potential in nature, marketing strategy is essential in nature in order
to convince them in an effective manner. The different marketing objectives/strategies are
helpful for the company in order to achieve the different organizational objectives (Blakeman
2018).
4.1 Strategic Options
Particulars Key Findings
Segmentation and Targeting The juice that has been targeted in the Max
Beverage Company has different unique
characteristics and this will help the company to
gain maximum competitive advantage. The
company needs to segment the product in such a
manner in the market, as this will help in attracting
the customers. The Max Beverage Company has to
analyze the pricing strategies of the other
competitors, as this will provide them the idea
about pricing their product in an effectual manner.
Positioning The perceptual map has helped in understanding
that there are different potential competitors in the
market. The respective company can use the price
quality approach, as this will help the company in
gaining competitive advantage in the entire
competitive market. The positioning will help the

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company in marketing the new or existing product
in an effective manner in the entire market.
4.3 Strategic Marketing Objectives
There are different SMART and strategic objectives that can be adopted by Max
Beverage Company in order to improve their marketing strategies in an effective manner.
The different strategic and SMART objectives are as follows:
Max Beverage Company needs to re-launch the existing product with
implementation of innovative strategies, as this will increase the sales and
revenues in the market. The point of parity and taste is required to be provided to
the individuals in an effective manner as this will attract customers to buy their
products in the market
Max Beverage Company needs to increase the sales along with share in the market with
proper positioning of their brand in the market. The orange juice is beneficial for the
health of the individuals and it helps in providing refreshment among individuals. The
building of awareness of brand is essential in nature, as this will help in gaining
competitive advantage in the market. The marketing distribution channels is essential in
nature as this will help in distributing their products through the entire market
Max Beverage needs to be specific with the idea of selling the product wherein they need
to be clear and create positive and long lasting image on the minds of the individuals in
an effectual manner. These particular strategy will help in enhancing the relationships
among the customers in the market and this will increase their sales
5.0 Marketing Communication
Marketing Communication is complex and fundamental part of the marketing goals of the
company. The marketing communication is done with the help of different promotional activities
that will help the company in succeeding in the future in an effectual manner. The different
usage of media is done, as this will help in deploying to communicate with the market and sell

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the different goods and services to the customers (Kotler 2015). Proper identification of target
audience is essential in nature, as this will help in determining communication objectives.
5.1 Significance of integrated planning
The integrated planning is required in marketing communication by the organizations as
this will help in reinforcing each other and this will improve the effectiveness of marketing as
well. The marketing mix is essential in nature that can be adopted by Max Beverage Company,
as this will help in gaining competitive advantage in the entire market.
Integrated planning is required in re-launching the existing product of Max Beverage
Company in an effectual manner. The planning is essential in nature as this will help in
understanding the position of other competitors in the market and then take steps that are
required in order to be more competitive in nature.
Secondly, integrated planning is essential for the different officials of the respective
company in order to understand the techniques that can be applied by them in order to
increase the sales of the company along with revenues of the respective company. The
integrated planning is essential in nature in order to understand the process of building
awareness among the customers and generate loyalty for the respective brand
Lastly, integrated planning is essential in nature, as this will help the respective company
in building and enhancing the relationships with the customers. The enhancement in
relationship of customers is essential, as this helps in understanding the demands of the
individuals in an effectual manner.
The marketing mix of Max Beverage Company is done as follows:
Product
Mixed Fruit Nectar is 100% fruit juice company that will be marketed and produced by
Max Beverage Company (Armstrong et al. 2015)
Sri Lanka produces more than 60 million tonnes of fruits and Sri Lanka has strong raw
material base as well
The product will be in the growth stage of product life cycle wherein the sales will be
low, there are few competitors in the market and there will be huge innovation in the
product as well (Baran and Galka 2016)

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The main objective of the company is to create awareness of the product that will offer
basic product and it creates awareness among dealers and early adopters as well
Figure 1: Food and Vegetable processing in Sri Lanka
(Source: Baran and Galka 2016)
Place
There are different fruits such as Orange, Apple along with Pineapple that can be
purchased from different states in Sri Lanka (Gummesson, Kuusela and Närvänen 2014)
This will help in expanding their reach in the industry of food service by securing their
placements in restaurants, hotels and airlines (Belch et al. 2014)
Price
As the product Mixed Fruit Nectar exists in the market, the strategy of pricing is
introducing the specific product at a lower price. This will help in creating huge demand in
market and compete with the other competitors in the market as well.
Max Beverage Company has used the strategy of pricing that will lie on strategy of
penetration with low price and high quality as this will:
For re-launching of the existing product in the market
Low price as to capture the shares in the market (Ashley and Tuten 2015)
This will expect to generate profit in the volume

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Promotion
As the product innovated by Max Beverage Company is in the growth stage, the
objective of the company is to create awareness through advertising that is informative in
nature (Andrews and Shimp 2017)
Proper usage of print media along with hoardings and advertisements and tie up with
different television channels (Blakeman 2018)
In film advertising is the effective form as this will help in making the brand of the juice
famous in nature (Chaffey and Ellis-Chadwick 2016)
6.0 Conclusion
Therefore, it can be concluded that the report helped in understanding the different
implementations that can be made by Max Beverage Company in order to increase their market
share. The findings in the entire report were related to the segmentation, positioning and
targeting of Mixed Fruit Nectar in the competitive market. The profile of the customers had been
shortlisted as their target customers as this helped the company in understanding the preferences
of the customers of the respective age group. The new habits among the customers related to
media had been understood to the company as this helped the clients to understand the changes
in lifestyle of the customers.
The new customer groups had been identified as this helped the company in analyzing the
competitive positioning of their product in the market. The perceptual map has been prepared as
this helped the company in understanding the other competitors in the market. The integrated
planning approach has been made aware to the respective company as this helped them in
targeting the customers in an effective manner. The different strategic options have been
provided to the company as this helped them in identifying their position in the competitive
market.

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Annexure

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References
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baran, R.J. and Galka, R.J., 2016. Customer Relationship Management: the foundation of
contemporary marketing strategy. Taylor & Francis.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Gummesson, E., Kuusela, H. and Närvänen, E., 2014. Reinventing marketing strategy by
recasting supplier/customer roles. Journal of Service Management, 25(2), pp.228-240.
Max Beverages (Pvt) Ltd. (2018). Max Beverages (Pvt) Ltd | Max Beverages - Sri Lanka.
[online] Available at: http://maxbeverages.lk/ [Accessed 16 Feb. 2018].

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Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy, 36(4), pp.34-39. (Kitchen and Burgmann 2015)
Kotler, P., 2015. Framework for marketing management. Pearson Education India.