Max Beverage Company: Strategic Marketing Plan for Sales Increase

This report outlines a marketing plan for Max Beverage Company, focusing on strategies to increase sales and improve market position in Sri Lanka. It analyzes the company's segmentation, targeting, and positioning, emphasizing the importance of understanding customer lifestyles and preferences. The report covers marketing objectives such as re-launching existing products with innovative strategies, increasing sales revenues, and enhancing market share. It also discusses marketing communications, including integrated planning and the marketing mix (product, price, place, promotion). The conclusion summarizes the key findings related to customer profiles, market trends, and strategic options, providing recommendations for Max Beverage Company to gain a competitive advantage. Desklib offers this student-contributed assignment and other resources for students.

MARKETING

AGENDA
• The main aim of the task is to provide the Max
Beverage Company the different techniques that will
help in increasing their sales
• The marketing mix has to be implemented by
company as to increase their revenues in future
• The marketing communication and channels are to be
discussed as this will help company in gaining
competitive advantage
• The segmentation, targeting and positioning has to be
analyzed and this will help company in making their
position stable in market

INTRODUCTION
• Analyzing the segmentation, targeting and positioning of a respective product
named Mixed Fruit Nectar prepared by Max Beverage Company
• Max Beverage Company is situated in Sri Lanka and they target the rural market
of Sri Lanka and also in abroad as they can receive sufficient health drinks
• Different training programs are organized by Max Beverage Company as this
will help them in training different individuals in order to prepare the soft drinks
that can be beneficial to health
• The vision of the company is to be the most preferred trademark and supplier of
the quality health drinks in all over the world and the mission is to ensure that the
quality is maintained and the raw materials that are used is up to the mark

Geographic:
Rural areas
Demographic:
Students
All Income group
Children above 3
years
Psychographic;
Health conscious
customers
Behavioral: Income
status
Geographic:
Urban areas
Demographics:
Hotels and
Restaurants
Psychographic:
Quality conscious
customers
Behavioral: Brand
Loyalty
Geographic:
Populated Regions
Demographic:
working and non
working
Psychographic;
natural ingredients
conscious
Behavioral: Product
usage rate
SEGMENTATION

Secondary
Primary
Travel
Industry
Schools and
Colleges
Movie and
theatres
Elderly
Individuals
Working
Individuals
Teens
Youth
Target Market

FINDINGS
• The trend of soft and health drinks is huge and the customers in the market
prefer the health drinks that will be less fat and sugar free. The changes in the
life style of the individuals has changed to a huge extent such as the growing
millennials prefer to maintain their diet in an effectual manner
• The better understanding of the lifestyle of the customers has to be noticed
by the company, as this will help in benefitting more target customers in the
market. The products that will be prepared by the respective company needs
to be changed as per the lifestyle of the consumers in the market
• The different habits of the customers is to b ascertained in an effective
manner as this will help the company in bringing products that will be better
than their competitors in the market

POSITIONING MAP

FINDINGS
• The Mixed Fruit Nectar Crush is the best quality fruit juice and
their main target is the health and quality conscious customers.
• The perceptual map helps in understanding that Max Beverage
Company is offering the best quality fruit juice in an effective
price and all the customers can avail it in an effectual pricing in
the competitive market
• The different kind of alternatives has to be selected by the
respective company as this will help them in understanding the
customers’ views.

STRATEGIC OPTIONS
• Marketing objectives is defined as the set of various goals that can be set up
different kind of businesses in the entire competitive environment
• When the respective company needs to promote the different products and
services in the market, the different customers need to understand the
differences between the objectives of the different companies in an effective
manner
• The marketing strategy is essential in nature as this will help the companies in
convincing the customers in an effectual manner
• The different marketing objectives has to ascertained in such a manner that will
help the company to achieve goals with involvement of the different marketing
along with organizational objectives

MARKETING OBJECTIVES
• Max Beverage Company needs to re-launch their existing product
in the entire market with the implementation of different
innovative strategies
• The point of taste and parity is essential to be provided to the
individuals in an effective manner as this will help them in
increasing their business
• The sales and revenues needs to be increased by Max Beverage
Company in the entire market as this will help the company in
gaining competitive advantage in the competitive market.
• The respective company needs to be specific about the idea of
selling their existing product in such a manner that will help in
increasing their market share in the competitive market

MARKETING COMMUNICATIONS
• It is the complex as well as fundamental part of the goals of
marketing of the respective company
• Marketing communication is performed with different
promotional activities as this will help the company in
succeeding in the near future
• With the different kind of usage of social media, it will help the
company in selling their products and services to the customers
in an effective manner
• Proper identification of the target customers is essential in
nature for Max Beverage Company as this will help them in
understanding the positioning the product in an effectual manner

Contd...
• Integrated planning is essential in the marketing communication as this will help in re-
launching the existing product in an effective manner
• Planning is essential in nature as this will help officials of the company to understand the
different techniques in order to increase the sales and revenues of the company in an
effectual manner
• Integrated planning is essential in nature as this will help the company in enhancing and
building proper relationships among the different customers in the competitive market
• The marketing mix is essential in nature and it is necessary to be performed by the Max
Beverage Company in the competitive market in order to understand the four Ps of
marketing that includes product, price, place and promotional activities.
• The product of Max Beverage Company is Mixed Fruit Nectar juice and it is 100% fruit
juice with no added sugar in it and Sri Lanka produces more than 60 million tonnes of
fruits
• The main objective of the company is to create proper awareness among the individuals
regarding the product as this will help the company in understanding the different
competitors in the market