NEXBA: Marketing Management & Digital Communication Presentation

This presentation provides an overview of Nexba Beverages, a company focused on healthy, sugar-free products. It discusses the company's background, mission, and product offerings, highlighting its success in the Australian market. The presentation includes a situational analysis of the soft drink sector, focusing on changing consumer preferences and health trends. It also touches upon the market size, buying behavior, and competitive landscape, noting Nexba's growing market share. A PESTLE analysis is performed to assess the external factors impacting the company. The presentation concludes that the health and wellness segment of the beverage industry is rapidly growing and that Nexba has the potential to become a major player if it can establish itself as a leader in the sugar-free category. The management is actively seeking opportunities within fast food outlets to expand its reach. Find more solved assignments and study resources on websites like Desklib.

Presentation
NEXBA

Introduction
 The Nexba Beverages is a
company which started as a hope
to bring more healthy products to
the market.
 The company became popular
primarily because of the healthy
ingredients used in the products of
the company. (Australia, 2015).

Background
 Nexba focus on handling the health products in the market with the
focus on bringing a change to the marketing standards. The philosophy
to manufacture anti-sugar products that actually smashed beverage
business market leaders like Pepsi and Coca-Cola. These health
enthusiasts just as an experience tried to make an ice tea without
sugar with natural ingredients and low-calorie. The company was found
in 2010 where they were offering people with healthier options.

Aim
 The motto of the company was to fight against any kind of sugar
because of which the mission was to be a fastest growing international
sugar-free and natural brand. The main vision was to bring changes in
the lives of people and this was done by becoming a naturally brave
brand which innovates through manufacturing natural and sugar-free
products (Pomeranz et al, 2013).

Products Offered By the
company
 By the year 2015, the company became very
popular and even won prizes and awards for
accomplishments and innovations. In the year
2016, the company got together with Coles
supermarket and took a step further which was
soft drinks business. (Bigliardi & Galati, 2013).

Situational Analysis
 Nexba company has tried to tap into the opportunity which has become
a trend in today's time. In general, also, the soft drink sector has seen
modest growth in last few years. There were certain factors which
impacted the industry like changing needs like health trends which
have actually driven the demand away from all kind of carbonated
drinks and the focus is mainly towards other beverages which assumed
to be healthier.

Market Size & Buying Behavior
 Nexba now has a 4.8% market share and is the fastest growing
beverage brand at 36% growth. Ranging in Coles will increase the
availability of Nexba by over 1400 sites nationally. The soft drink
production sector is highly or immensely concentrated in the current
time and some of the largest players are CCA also called Coca-Cola
Amatil as well as Asahi Holdings which are getting the majority of the
industry revenue currently.

PESTLE ANALYSIS

Conclusion
 Health and wellness section in the beverages industry is on the growth
in a rapid manner and right now nobody is the leader of the market.
Therefore, if the company managed to own the category, Nexba will be
a big player in the market. The management is constantly looking for
options within many fast food outlets which are actually a decisive
battleground in the beverage industry (Moodie et al, 2013).

References
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 Bigliardi, B., & Galati, F. (2013). Innovation trends in the food industry: the case of functional foods. Trends in Food Science &
Technology, 31(2), 118-129.
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review of the risks, adverse health effects, and policy options to respond. Frontiers in public health, 2, 134.
 Friel, S., Barosh, L. J., & Lawrence, M. (2014). Towards healthy and sustainable food consumption: an Australian case study. Public health
nutrition, 17(5), 1156-1166.
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 Jones, G. G., & Morgan, N. J. (Eds.). (2014). Adding value (RLE marketing): brands and marketing in food and drink. Routledge.
 Lobstein, T., Jackson-Leach, R., Moodie, M. L., Hall, K. D., Gortmaker, S. L., Swinburn, B. A., ... & McPherson, K. (2015). Child and
adolescent obesity: part of a bigger picture. The Lancet, 385(9986), 2510-2520.
 Moodie, R., Stuckler, D., Monteiro, C., Sheron, N., Neal, B., Thamarangsi, T., ... & Lancet NCD Action Group. (2013). Profits and pandemics:
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 Mytton, O. T., Clarke, D., & Rayner, M. (2012). Taxing unhealthy food and drinks to improve health. BMJ: British Medical Journal
(Online), 344.
 Pomeranz, J. L., Munsell, C. R., & Harris, J. L. (2013). Energy drinks: an emerging public health hazard for youth. Journal of public health
policy, 34(2), 254-271.