MKT101A: Marketing Plan for Nexba Company - Segmentation Analysis

This report presents a comprehensive marketing plan for Nexba Company, an Australian beverage company. It begins with an introduction outlining the importance of marketing plans and then provides background information on Nexba, including its product offerings and company history. The report delves into the level of consumer involvement, considering situational, psychological, and social influences on buying decisions. A key focus is market segmentation, exploring geographic, demographic, economic, psychographic, social/cultural, use-related, benefit, and hybrid segmentation strategies. The report constructs a buyer persona to represent the target customer and develops a positioning statement to establish Nexba's brand identity. It also includes a positioning map to visualize Nexba's competitive landscape, comparing it with brands like Bundaberg and Bidvest. The report concludes by summarizing the key findings and emphasizing the importance of a well-defined marketing plan for business success. The report is a student submission to Desklib, a platform offering AI-driven study tools and resources for students, including past papers and assignment solutions.

Running Head: MARKETING PLAN FOR NEXBA COMPANY
Marketing Plan for Nexba Company
Name of the Student
Name of the University
Author Note

1MARKETING PLAN FOR NEXBA COMPANY
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
About the company..................................................................................................................2
Level of consumer involvement..............................................................................................3
Market segmentation...............................................................................................................3
Buyer Persona..........................................................................................................................5
Positioning Statement..............................................................................................................6
Positioning Map.......................................................................................................................6
Conclusion.......................................................................................................................................8
Reference.........................................................................................................................................9

2MARKETING PLAN FOR NEXBA COMPANY
Introduction
Marketing plan is a document which outlines the business proceedings of and the
marketing efforts of a particular firm. It includes the business activities designed to attain the
competitive advantage and business benefits in a highly competitive industry. The
accomplishment of various marketing objectives is sketched within a particular time frame
(Chaffey, 2016). A marketing plan is constructed by examining some existing data regarding the
company sales, customer, dominant market, competitors and many others. An ideal marketing
plan is based on changing customer behavior and needs (Hatheway, Kwan & Zheng, 2017). The
present report will deal with a small Australia base firm named Nexba company. The report will
prepare a marketing plan for the company analyzing its target market, market segmentation and
product positioning. The report will conclude by giving proper overview of the entire report
highlighting the main points.
Discussion
About the company
Nexba is an Australian beverage company which generally deals with the products like
naturally sugar free Cola, Orange and Lemon. The amazing fusion flavors are beating the market
of traditional soft drinks. The company began in the year 2010 holding the hands of Troy
Douglas and Drew Bilbe. The founders intended to gift better and healthy lives to the people of

3MARKETING PLAN FOR NEXBA COMPANY
Australia with these natural beverages. The story of how the company began is important to
know how the founders became inspired to make low calorie natural ice tea. The flavor of the
ice tea of the company was watermelon ice tea. The company has stores around Australia and the
company headquarter is located in Sydney (nexba.com, 2018). The company has slowly
achieved recognition for adding no extra sugar, artificial sweeteners or chemicals.
Level of consumer involvement
The primary consumers of Nexba company are mainly those people who are more likely
to buy ice – tea and interested to experience variety of flavors that the company offers. The
lemon flavor of the Nexba drink is the most favored one among the customers. They prefer it as
it gives a refreshing feeling and energy too. Moreover, this flavor is always available in the
market. The company also provides online buying facility and can reach any corner of the
country. The potential customers are regularly connected with Nexba via social media an d can
receive all the news updates regarding the products.
Situational, psychological and social influences on buying decision
The situational, psychological and social influences put deeper impact on the buying
decision of the customers. The situational buying decision is somehow associated with the
availability of supplementary products in the market. It also depends on the personal factors of
the customers. The current psychological status of the customer and his /her behavior also
determines that he /she will buy the product or not. The social surroundings relate to the public
environment or interactions when the purchase is taking place or the product is being utilized or
consumed. The Nexba company must look after such factors and try to stay on top by modifying
the flavors or examining the customer behaviors.

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Market segmentation
The market segmentation helps a company to divide the market into certain segments or
parts according to their sex, age, phycology, social, geographical, demographical backgrounds
(Gagnon, 2016). The Nexba company will also be helped by the market segmentation as it will
be able to determine the type of people and their choice in the market and design their products
accordingly.
Geographic Segmentation
The popularity of a product depends on the geographical location, climate and
environment (Jia, Wang & Xiong, 2017). Since Australia has relatively hotter climate especially
in the coastal areas like Brisbane, Sydney and Melbourne, people usually opt for chilled soft
drinks rather than hot drinks. Hence, the Nexba company will be able to flourish in full-fledged
manner experimenting with more ice tea flavors to beat the immense heat of the country.
Demographic Segmentation
The demographic segmentation of the beverage industry of Australia says that the Nexba
drinks will be preferred by the age group of 20- 60 years. The young people will like it because
of the variety of flavors and the middle age to old age people will prefer it because of its health
benefits and carbonate free nature. After survey it has been found that the popularity of soft
drinks is almost equal among men and women.

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Economic Segmentation
The cost effective nature of the Nexba products enables almost all income group people
to access them easily. However, the company must focus more on the middle and high income
groups for better market share.
Psychographic Segmentation
It has been found that the students and the learned people will understand the benefits of
health drink and select it instead of carbonated drink which are harmful for health. The
psychological aspects of every person determines the buying behavior. The people who have fast
life style will become the long term customer of Nexba drinks so the company must endorse
them. The Nexba Company must enlarge its product ranges to attract more customers.
Social/ cultural Segmentation
In the Australian context and in other contexts too, the social class, race, language,
religion put deep effect on the buying behavior of people. There are various classes in the society
and their choices and preferences cannot match with the other. In order to meet the needs of all
types of social classes, the Nexba Company must conduct surveys and observe their individual
preferences.
Use related Segmentation
The customers are also segmented based on the usage rate of the product, adoption to the
modification in the product, brand loyalty and many others. However, it requires in –depth
research and customer survey. The main objective of this segmentation is to dominate the other
markets.

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Benefit Segmentation
The business executives usually highlight one particular benefit to the customer that
fascinates them and pursues them to buy the product (Alt & Iversen, 2017). It varies from
customer to customer and the Nexba Company will have to find out the weak point that attracts
the customers the most. It must showcase that benefit to the customer. The quality of the product
must be advocated to the customer who wants quality and the pricing must be advocated to the
customer who wants low rated product.
Hybrid Segmentation
It is basically the combination of various segmentations. It is conducted on the basis of a
few attributes that concern the demographic or psychographic profile of the customers. It gives
an overview of the customer potential and type examining all the variables. It will also be
helpful for the Nexba Company to market their products.
Buyer Persona
Geographic – Stays
in Sydney
Demographic- Male
(sex), 29( Age ),
Business
( occupation)
Economic – High
economic group
Psychographic –
Educated and
adoptive
Social – Belongs to
the Upper class and
Use related – 56 %
user of soft beverages
Benefit based-
Fascinated by the
Hybrid – A potential
customer of Nexba

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Christian by religion quality and health
value
drinks
Positioning Statement
A product positioning is important for a brand to establish it is what comes to the mind
of the customer first when he /she hears somewhere the name of the brand. It occupies a greater
portion of the customers’ mind (Mongkol, 2014). It must be known that all the products in
market have their own position. Therefore, the product positioning of Nexba drink must be done
in a manner that it beats the other products easily and the customers get more attracted towards
the brand. Since The Nexba drinks are not carbonated and sugar free, having a lot of health
values, it can focus on tgis characteristics. The positioning statement can be – “Nexba defines a
healthy life “or “Rejuvenation means Nexba” and many others that is unique and new in the
market. It must be kept in mind that the statement must be short so that the customers can
remember it easily. The statement must be believable, durable and affordable.
Positioning Map
Two of the market competitors of the Nexba company in Australia are the Fonterra and
the Bundaberg drinks. Bundaberg brewed drinks deal with non-alcoholic beverages. The ginger
beer flavor produced by this company is the most favored product. On the other hand , Bidvest in
Australia is a food wholesaler organization . Both of the companies have the potential to give
tough competition to Nexba but Nexba has earned the position as a tasty and natural drink.
More Natural

8MARKETING PLAN FOR NEXBA COMPANY
Bundaberg Nexba
Less Tasty More Tasty
Bidvest
Less Natural

9MARKETING PLAN FOR NEXBA COMPANY
Conclusion
Therefore, from the above discussion it can be seen that a proper marketing plan can help
a small firm to grow faster. A marketing plan demonstrates how the company will operate in the
coming days, how will it do the market segmentation and target the customer according to their
different choices and needs. The marketing plan also explains the product positioning technique
of the company. The report described in detail how the Nexba company can attain success fast
by segmenting the market and position their brand statement strategically .

10MARKETING PLAN FOR NEXBA COMPANY
Reference
Alt, J., & Iversen, T. (2017). Inequality, labor market segmentation, and preferences for
redistribution. American Journal of Political Science, 61(1), 21-36.
Chaffey, D. (2016). Global social media research summary 2016. Smart Insights: Social Media
Marketing. Retrieved from -
https://cdn.ymaws.com/www.productstewardship.us/resource/resmgr/Phone_Books/
Global_Social_Media_Statisti.pdf
Gagnon, E. (2016). The Marketer’s Action Plan (MAP): Six Steps to Developing Effective
Marketing Plans in B2B Marketing Programs. International Management Review, 12(2),
56. Retrieved from - http://scholarspress.us/journals/IMR/pdf/IMR-2-2016/IMR-
v12n2art7.pdf
Hatheway, F., Kwan, A., & Zheng, H. (2017). An Empirical Analysis of Market Segmentation
on US Equity Markets. Journal of Financial and Quantitative Analysis, 52(6), 2399-
2427. Retrieved from - https://web.law.columbia.edu/sites/default/files/microsites/law-
economics-studies/Segmentation%20%20Hatheway%20Kwan%20and%20Zheng
%20September%202013%20draft%20%20v1.pdf
Jia, C., Wang, Y., & Xiong, W. (2017). Market segmentation and differential reactions of local
and foreign investors to analyst recommendations. The Review of Financial
Studies, 30(9), 2972-3008. doi:10.1093/rfs/hhx010

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Mongkol, K. (2014). Integrated marketing communication to increase brand equity: The case of
a Thai beverage company. International Journal of Trade, Economics and Finance, 5(5),
445. Retrieved from - http://www.ijtef.org/papers/413-CF20010.pdf
nexba.com (2018). Nexba Beverages. [online] Nexba Beverages. Available at:
https://www.nexba.com/ [Accessed 28 Oct. 2018].