Comprehensive Marketing Plan Report for Nexba: Strategies and Analysis

This report provides a detailed marketing plan for Nexba, a company specializing in naturally sugar-free beverages. It begins with an executive summary and table of contents, followed by an introduction outlining Nexba's mission, vision, and objectives. The report then conducts a thorough situation analysis, including internal and customer analysis, industry analysis using Porter's Five Forces, and a competitive analysis. A SWOT analysis highlights Nexba's strengths, weaknesses, opportunities, and threats. The marketing objectives, strategies, and marketing mix (product, price, place, promotion) are carefully outlined. The report also includes financial analysis, budget considerations, and evaluation criteria like return on investment and customer response. The conclusion summarizes the key findings and recommendations, and references are provided.

Marketing and Management
Nexba
5 / 1 8 / 2 0 1 8

MARKETING AND MANAGEMENT 1
Executive Summary
The Marketing Plan highlights particular actions that business wants to follow to attract
potential consumers and stakeholders of the service or product that company is offering and
encourage them to purchase the product. This report is being prepared in order to outline the
marketing plan for Nexba Company. It will involve different aspects of the business such as
situation analysis of Nexba, SWOT Analysis, Marketing objective, marketing strategies and
marketing mix. Along with this, it will provide the financial information and budget of the
company.

MARKETING AND MANAGEMENT 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Situation Analysis..................................................................................................................3
Internal Analysis................................................................................................................3
Customer Analysis.............................................................................................................4
Industry Analysis...............................................................................................................4
Competitive Analysis.........................................................................................................6
Distribution and Supply Analysis......................................................................................7
SWOT Analysis.....................................................................................................................8
Marketing Objectives of Nexba.............................................................................................9
Advertisement....................................................................................................................9
Sales Promotion.................................................................................................................9
Marketing Strategy of Nexba.................................................................................................9
Targeting Strategy..............................................................................................................9
Positioning..........................................................................................................................9
Marketing mix......................................................................................................................10
Product.............................................................................................................................10
Price..................................................................................................................................10
Place.................................................................................................................................11
Promotion.........................................................................................................................11
Financial Analysis and Budget.............................................................................................11
Evaluation Criteria...............................................................................................................13
Return on Investment.......................................................................................................14
Customer Response..........................................................................................................14
Conclusion................................................................................................................................14
References................................................................................................................................15

MARKETING AND MANAGEMENT 3
Introduction
The motive behind the report is to present the marketing plan for the Nexba that provide the
support to management for operating entire business activities. The company is founded by
Aussies boys, Drew and Troy in the year 2010 with the objective to offer the healthier
alternatives to the people (Nexba, 2018). The mission of the company is to become the fastest
growing global naturally, sugar-free brand. Along with this, the vision of the company is to
bring the changes in lives by being a naturally brave brand that delivers naturally sugar-free
product innovation (Nexba, 2018). The objective of the company is to enter the market of US
with the effective use of its advantage that is large customer base, a rise in the demand for
healthy and innovative drinks. The SBU objective of the company is to offer the healthy
choice to the society and to generate the awareness about the healthy beverages.
The market of the company includes large buyers and sellers of Sydney, Australia. The
company is known for naturally sugar-free beverages in different flavors which include cola,
lemon and raspberry and many others (Nexba, 2018). Along with this, the company also offer
sparkling water in different flavors along with the sparkling ice tea ginger. This report
includes evaluations of the problem that is diversification in the other line products.
Situation Analysis
Internal Analysis
The internal analysis of the company includes both strength and weakness of the company.
The strength of the Nexba is that it has a strong image in the market due to which it has large
customers base as well. Moreover, the company is focused towards the health of the people
that are present in the society by offering a different range of healthy beverages in the market
(Nexba, 2018). On the other hand, the weakness of the company is that the owner of the

MARKETING AND MANAGEMENT 4
company doesn’t have much experience with the fast experience customer goods. Moreover,
the company doesn’t have diversification in the products as the company only offer
beverages.
Customer Analysis
Target customer Purchasing Behaviour
Teens (Youth) Youth likes the flavors and the healthy drinks
that are offered by the company to their
customers.
Adults The adults make use of this healthy drink on
a daily basis which makes them feel fresh
and energetic (Nexba, 2018).
Old Age The products of company don’t create an
impact on the health of old age people due to
which this product is preferred by old age
people.
Industry Analysis
Porter Five Force Analysis
The threat of substitute The threats of the substitutes to the Nexba are
low because the company offers the healthy
beverages and that too in different flavors.
Moreover, nowadays most of the customers
are becoming health conscious towards the
products that they are consuming. This will

MARKETING AND MANAGEMENT 5
make the customers stick towards these
healthy soft drinks only.
The threat of new entry The threat of the new entry in the market is
high for the Nexba company because after
considering the needs of the customers more
and more companies are planning to open the
business in which they can offer the healthy
choices in the form of products to the
customers (Kotler, 2015). This reflects that
the threat of new entry is high for Nexba in
the current market.
The intensity of the Competitive rivalry The intensity of the competitive rivalry is
medium for the Nexba company because
there are only a few companies who offer the
healthy products. These companies deal with
the different industry due to which the
company doesn't face much competition in
the market. Though, the other competitors of
the company include soft drink producers
like Coca-Cola and Pepsi. These competitors
give strong competition to the company.
Buyers Bargaining Power The bargaining power of the customers is
low because the company is offering the wide
range of healthy sugar-free beverages. This
helps the company in attaining the attention

MARKETING AND MANAGEMENT 6
of the customers towards their products.
Moreover, the buyers who like the products
don’t want to switch to any other brand. This
reflects that the company is able to maintain
the customer loyalty. Along with this, the
company won the award for the world’s
largest consumer-voted award for the product
innovation in the year 2017 for the naturally
sugar-free drinks (Nexba, 2018).
Suppliers bargaining power The bargaining power of the suppliers is high
in the market because there are very fewer
suppliers available in the market for the
healthy products (Chernev, 2018). Moreover,
if the suppliers find that the company is
looking for the healthy raw material then
they charge high amount due to which the
company has to purchase the products at high
prices. Apart from this, the company can’t
switch to other suppliers because of less
number of suppliers who offer healthy
products.
Competitive Analysis
There are numerous competitors that are present in the industry of beverages. Nexba also
faces strong competition from the companies like Coca-Cola and Pepsi. The Coca-Cola and

MARKETING AND MANAGEMENT 7
Pepsi Company produce the carbonated soft drinks (Owler, 2018). The company offers these
drinks to the customers which are highly consumed by the customers in the market. Though,
on the other hand, the company offer healthy sugar-free products which are best for the health
of customers. The company needs to bring the awareness in the market related to its offering.
Along with this, as the education level is increasing the people are becoming more health
conscious and are willing to consume healthy soft drinks.
Distribution and Supply Analysis
The distribution and supply chain analysis of the company include the different ways through
which the company makes the goods available to the final customers. Below given are the
phases through which the company offer its products to the customer.
Online services: - The products of the Nexba are available through online stores. The
customers can book the products through the website.
School distributors: - The products of the Nexba are available with the school distributors
across Australia. All these school distributors currently keep the stock of the products of
Nexba such as Westco Distributors, Daily Fresh, Plateau Foods, and many others (Nexba,
2018).

MARKETING AND MANAGEMENT 8
(Source: Dent, 2011)
The above analysis reflects that company follows the initial two tiers that are a producer-
consumer and another is a producer to retailer to customers. . Moreover, the company follows
the stockist strategy for the distribution (Nexba, 2018).
SWOT Analysis
Strength Weaknesses
A strong image in the eyes of the customer
(Drew, 2014)
The company is focused towards the health
of the society
Won various prestigious awards such as
Award for Telstra Australian Business.
Various range of beverages
A key player fighting against sugar
Innovative idea
Lack of offering a variety of products
Owners do not have much experience about
the fast moving consumer goods.
Less employee involvement in the decision
making.

MARKETING AND MANAGEMENT 9
Opportunities Threats
Increasing health awareness among people
can result in increased sales of the company.
Enhancing the effectiveness of the strategy of
the market.
Expansion in various other markets such as
Asia.
The absence of entry barriers in the market
Emerging problems related to ethics
Marketing Objectives of Nexba
Marketing objectives are said to be the goals fixed by a company when advertising its
services or products to the potential consumers that must be attained in a given time frame
(Lake, 2018). The marketing objective of Nexba is to increase brand recognition of the
company and generate awareness among people about diet beverages. This can be achieved
by the company through advertisement and sales promotion.
Advertisement- Nexba Company will make use of print and media advertising
systematically as a confirmed channel in order to convey a message to the potential
customers along with present customers.
Sales Promotion- Various types of sales promotion will operate as an integral portion of the
Nexba’s marketing strategy. The beverages business enables sales promotion by free
samples, the point of sales material, etc.
Marketing Strategy of Nexba

MARKETING AND MANAGEMENT 10
Targeting Strategy- Targeting strategy involve the process of deciding the target market for
the product and services that company is offering to its customers. It is consist of customers
who display alike characteristics and are measured as most likely to purchase the service and
products of the business. The targeting strategy of the company is to penetrate the whole
market by utilizing its advantages such as a good image in the eyes of customers. The
company will target the teens, adults, and old age people in the market. The teens are very
much considered about their health and love to taste different flavors, adults want to have a
drink which makes them feel fresh and energetic and old age people want to enjoy thee
beverages which do not affect their health by comprising sugar in it.
Positioning- Positioning means the place that is covered by a brand in the eyes and mind of
the customers and how it is different from the services and products of the competitors. In
order to have a good position in the market, companies try to make their products different. In
order to place the product on the market, Nexba will advertise its products on the television
which has a wide reach and cover major of the population. Moreover, the company will
emphasize on those channels which are popular in teens, adults, and old age people.
Marketing mix
Source [(DreamsTime, 2018)]

MARKETING AND MANAGEMENT 11
The marketing mix means the fixed tactics or actions that a business utilized to advertise its
products or services in the target market. The 4Ps are the important elements of this strategy
which are Product, Price, Place, and Promotion (The Economic Times, 2018).
Product- Nexba offer variety of products to its customers such as Natural sugar free lemon,
natural sugar free raspberry, watermelon cucumber and mint flavoured sparkling, coconut
and mango flavoured sparkling water, lemon and lime flavoured sparkling water, naturally
sugar free sparkling ice tea pineapple, natural sugar free cola, natural sugar free sparkling ice
tea acai berry (Nexba, 2018). Nexba should focus more on entering the new market such as
food market, in order to increase market share.
Price- The price strategy of the company changes according to the target group depending on
their salary. It offers its products from low range to the high range so that everyone can afford
and enjoy tasty and healthy drinks.
Place- Presently, the company is offering its products in the Australian market. Besides this,
it offers online services and products. The company should start offering its products in the
United States market for more revenue, growth, and increases market share. Besides this, it
can also consider Asian market to increase the health awareness among people.
Promotion- Presently company offers its products online which is not able to cover a major
part of the population or target market and therefore, affecting the sales of the company.
Hence, the company needs to adopt advertisement and sales promotion strategy as suggested
above will definitely support company in increasing market share and sales. Besides this, the
company can adopt an advertisement strategy which helps them in promoting the health of
people such that it can attract the eyes of the people.

MARKETING AND MANAGEMENT 12
Financial Analysis and Budget
Budget for Marketing
Plan of Nexba
Advertisement for 3
years 60000
Employee cost 10000
Rent 5000
Motor vehicles 25000
Total 100000
Nexba Company
Profit & Loss Statement
Amount ($)
2018 2019 2020
Sales $1,50,000 $1,80,000 $1,98,000
Cost of Sales $90,000 $90,000 $99,000
Gross Profit (A-B) $60,000 $90,000 $99,000
D. Operating Expenses
Salary $15,000 $15,000 $15,000
Rent $5,000 $5,000 $5,000
Utilities $1,000 $1,000 $1,000
Depreciation $1,000 $1,000 $1,000
Advertisement $20,000 $20,000 $20,000
Other $500 $500 $500
Total $42,500 $42,500 $42,500
Less: Interest $10,000 $10,000 $10,000
Profit before tax $7,500 $37,500 $46,500
Less: Tax @ 30% $2,250 $11,250 $13,950
Net Profit AT $5,250 $26,250 $32,550
Nexba
Balance Sheet
Amount ($)

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Assets 2016 2017 2018
Current $70,000 $85,000 $1,20,000
Fixed $1,80,000 $1,80,000 $1,80,000
Other assets $5,000 $5,000 $5,000
Total Assets $2,55,000 $2,70,000 $3,05,000
Liabilities
Current liability $15,000 $10,000 $5,000
Non-Current (Borrowings) $1,00,000 $1,00,000 $1,00,000
Total Liabilities $1,15,000 $1,10,000 $1,05,000
Equity $1,40,000 $1,60,000 $2,00,000
Total Liabilities & Equity $2,55,000 $2,70,000 $3,05,000
Nexba
Cash Flow Statement
Amount ($)
2018 2019 2020
Cash Flow from
Operating
Activities
Cash sales 1,20,000.00 1,44,000.00 1,58,400.00
Realization from
Debtors 20,000.00 20,000.00 20,000.00
Payment to
Creditors - - -
Expenses paid 42,500.00 42,500.00 42,500.00
Total 1,82,500.00 2,06,500.00 2,20,900.00
Cash Flow from
Investing
Activities
Machinery
Purchased 25,000.00 25,000.00 25,000.00
Equipment
Purchased - -
Total 25,000.00 25,000.00 25,000.00

MARKETING AND MANAGEMENT 14
Cash Flow from
Financing
Activities
Equity capital 1,40,000.00 1,60,000.00 2,00,000.00
Borrowings 1,00,000.00 1,00,000.00 1,00,000.00
Total 2,40,000.00 2,60,000.00 3,00,000.00
Cash surplus/
deficit 4,47,500.00 4,91,500.00 5,45,900.00
Opening balance - 4,47,500.00 9,39,000.00
Closing balance 4,47,500.00 9,39,000.00 14,84,900.00
Evaluation Criteria
Marketing performs as a blueprint of the policy or plan of the company. It offers complete
details of the company's marketing plan what needs to be done in the future and what
alterations need to be done (Luther, 2011). They provide all the details of what needs to be
done in the coming year and what changes need to be done in the business (Morello, 2018).
The above-stated marketing plan of Nexba will support it in overcoming the challenges and
issues which it is facing while performing its business operations. The issues are that
company is not doing diversification of its offering in the other product line. The marketing
plan has simply recognized the positioning and target market which will support it in solving
this issue. On the other hand, to assess the marketing plan there are few criteria i.e.
Return on Investment- It is one of the major concerns in marketing. The idea behind this is
to look whether the money which is invested in the marketing plan has resulted in a profit or
not (Phillips, 2012). The company should evaluate the amount expended on the marketing
and how much company got in return in terms of increased sales etc.

MARKETING AND MANAGEMENT 15
Customer Response- This criterion actually supports the organization in knowing how their
planned activities are performing. This can be done through surveys, face to face interactions,
feedback, etc. (Management Study Guide, 2018)
Conclusion
In the conclusion, it can be said that the marketing plan which is discussed above will
definitely support company i.e. Nexba in attaining the good and improved position in the
market. The plan has explained most of the major aspects which if the company followed will
become one of the leading brands. Besides this, the marketing plan will help the company in
overcoming all the challenges and issues which it is facing. The above report of marketing
plan includes the internal analysis, customer analysis, industry analysis, and competitive
analysis. The discussion of the distribution and supply chain has been done along with
SWOT analysis. Further, marketing objective, marketing strategy and marketing mix
strategies of Nexba has also been presented in the report.

MARKETING AND MANAGEMENT 16
References
Chernev, A. (2018). Strategic marketing management. Chicago: Cerebellum Press.
Dent, J. (2011) Distribution channels: Understanding and managing channels to market.
London: Kogan Page Publishers.
DreamsTime. (2018). Marketing mix. Retrieved from https://www.dreamstime.com/stock-
illustration-p-marketing-mix-business-concept-modern-style-layout-image44377045
Drew, B. (2014). Kochie's Business Builders: How To Make The Competition Irrelevant.
Retrieved from https://www.nexba.com/blogs/news/15514480-kochies-business-
builders-how-to-make-the-competition-irrelevant
Kotler, P. (2015). Framework for marketing management. India: Pearson Education.
Lake, L. (2018). Setting Marketing Objectives for Your Business. Retrieved from
https://www.thebalancesmb.com/what-is-a-marketing-objective-2295532
Luther, W. (2011) The Marketing Plan: How to Prepare and Implement It. 4th edn. America:
AMACOM.
Management Study Guide. (2018). Customers Response and its Advantages. Retrieved from
https://www.managementstudyguide.com/customer-response.htm
Morello, R. (2018). 7 Ways to Evaluate Your Marketing Plan. Retrieved from
http://smallbusiness.chron.com/7-ways-evaluate-marketing-plan-58331.html
Nexba. (2018). All Products. Retrieved from https://www.nexba.com/collections/all