Marketing Plan For Nexba Beverage: Contextual Analysis And Promotion Strategies

Situation analysis: PESTLE analysis

Discuss about the Marketing plan for Nexba Beverage.

The main idea behind this assignment is to create a marketing plan for Nexba beverages that started its journey in Australia under the guidance of two founders. The assignment will consist of the contextual analysis and the major problems that the company is facing in the market so that viable solutions can be provided. It is important for the company to identify the various segments that are present in the market so that it can be targeted and the sale of the products can be increased. The positioning of the company in the market is also important, as it will allow them to offer the products at a competitive price to the customers. Another focus of this assignment will be to throw light on the strategies and the promotional mix that needs to be taken up by the company to sustain in the Australian market.

The products that are manufactured by the company are under the rules and regulations that are present within the country and set by the government, which allows the products to be liked by the customers. The labour laws in the country are also strict so that the employees can work in a proper environment. This allows the companies to conduct their businesses in an efficient way (Armstrong et al., 2015).

The distribution of the products by the company is equal throughout the country that has resulted in increasing the profit levels. The needs and preferences of the customers are taken in to account by the company so that it helps them in developing a better understanding of the market demand. The health drinks that are manufactured by the company have resulted in increasing the attraction among the customers that are available in the market (Lidstone & MacLennan, 2017).

The availability of the products are within the country and are in accordance with the tradition and customs that are present within the country. The health products that are manufactured has resulted in increasing the product demands within the market as well. This is due to the fact that the company has a better understanding of the trends that are customers are following regarding maintaining good health, which has helped in developing the products according to the tastes of the customers (Wrenn & Mansfield, 2014). 

The company has established itself in a recent manner within the market, which has helped them in adopting the latest technologies that are present so that the level of productivity can be increased. The adoption of these technologies has resulted in decreasing the cost of production and increase the level of outputs as well (McDonald, 2016).

SWOT analysis

The legal policies that are present in the country are also followed by the company in a strict manner so that it can avoid the legal implications. This helps the company in working in a better way in the market so that the level of output can be increased.

The environmental factors are also taken in to consideration by the company, which allows them to monitor the level of pollution within the country. It also protects the water sources due to the greater use of the resource within the organization. This allowed the company in maintaining a goodwill in the market (Tanner & Raymond, 2015).  

The main strength that is present within the company is the way in which the products are being manufactured. The company makes it a point to manufacture the products in a natural manner by not adding any sucrose ingredients. This makes the beverage authentic in nature as well. The advertising that is done by the company is also extensive in nature, as it allows them to enjoy a strong presence in the market. The major strength of the company is that it has a loyal set of customers that helps them in improving their brand image in the market and satisfy the customers in an increased manner (Mulhern, 2013).

The weakness of the company us that the available resources in the market are not used in an appropriate manner, which decreases the popularity of the company in the market. The competition factor is also present in the market with brands such as Coca-Cola and PepsiCo who have also launched beverages with no added sugar ingredients. These companies are big and own a major share of market as well (Dibrell, Craig & Neubaum, 2014).

The opportunities that are present in the market are that the company needs to provide the products according to the target market so that it can result in gaining more customers towards them. The product diversification will also allow the company in providing alternatives that will result in giving options to the customers. The launch of the products in the developing markets will allow the company in growing as well due to the economy that is available in these markets (Ayub et al., 2013). 

The threat that the company faces is the stiff competition from companies like Coca-Cola and PepsiCo, as most of the customers are loyal towards these brands and will not be attracted towards the products that are offered by Nexba. The raw materials that are sourced in the company also decreases due to the power of the suppliers towards the competitive companies (Chaffey & Smith, 2013).

Competitor analysis

The competitors of the company are mainly Coca-Cola and Pepsi, as they have doing their business in the Australian market for more number of years. This has led them in getting a better loyalty of customers within the market as well. The products that are provided in the market by them has been liked by the customers, which has resulted in increasing their level of profits. The factor of price will also be affecting Nexba beverages, as the competitors can provide the products at a cheaper rate and increase the demands among the customers as well (Andreasen, Kotler & Parker, 2016).

This analysis will help in getting a better understanding of the stakeholders that are responsible for the company to be successful in the market. The major stakeholders of the company are the suppliers who will be supplying the raw materials to the company so that the production can take place in an efficient manner. The suppliers need to provide the raw materials at a cheaper rate so that the price of the products can be competitive as well. Another major stakeholder of the company is the customers who will be purchasing the products. This will allow the company in increasing their level of profits. The feedback from the customers will also help the company in developing the products according to their needs and preferences (Cravens & Piercy, 2013).

The major problem of the company is that it is facing stiff competition from the companies like Coca-Cola and Pepsi. These particular companies are carrying on their business in the Australian market for a long duration that has enabled them in studying the market in a proper manner. They have also introduced a product that does not contain any additional sugar, which is a direct competitor of Nexba beverages. Another problem that the company is facing is with respect to the marketing of the products due to the adoption of wrong strategies (Lee et al., 2013).

This problem needs to be resolved so that the products of the company can be marketed in a proper manner, which will result in increasing the attractiveness in the Australian market as well.

It plays an important role for the company to increase its product output in the market. It is very important for the company to deliver the products to the right customers within the population so that the sale of the company can be increased to a great extent. The target population that is present in the market needs to be understood in a better way so that it can result in increasing the level of profit as well. The demographic segmentation needs to be done based on the religion, income, age and gender of the population so that it can help the company in understanding the right customers who would be interested in the product. It will also help the company in evaluating the needs and demands of the customers so that the products can be manufactured accordingly and satisfy their needs as well (Mooradian, Matzler & Ring, 2013).

Stakeholder analysis

The segmentation that is based on behavioural attitudes will allow the company in understanding the right population who will be interested in purchasing the product from the market, which influences their process of decision making as well. This type of segmentation will help the company in providing the products to the customers who needs it. The customers who want to stay fit and healthy will be interested in these products, as the beverages that are made by Nexba are free of sucrose content (Proctor, 2014).

The segmentation that is based on the psychographic attitudes of the customers will allow the company in determining the lifestyle of the customers so that their interests can be taken in to consideration by the company as well. It will also result in increasing the level of supply in the market as well. The psychological needs of the customers has to be understood by the company in a proper manner so that it can result in increasing the level of sales for the company (Smith, 2013).

The segmentation based on geographic locations will allow the company in segregating the location of the customers so that the products can be delivered to them in a proper manner. The country mostly experiences hot and humid weather, which will give a better advantage to the company in selling their products across all the locations and meet the needs of the customers (Chaffey & Smith, 2013). 

The main aim of the company is to keep the price of the products lower and maintain a better quality so that it can provide the customers the best drinks that are available in the market. This technique will also allow the company to increase its sale in the market and gain a competitive advantage as well. The company will be in a better position to penetrate the market so that the level of profit for the company can be increased as well. The products that are of good quality will help in attracting the customers so that they can switch their brands and become loyal to the company (Lee et al., 2013).

The main marketing objectives that the company needs to take up are as follows:

1. The company needs to use a story so that the customers can get attracted towards the product. This will allow the company in using the storytelling marketing policy so that the company can gain a better position in the market.
2. The company also needs to use the social media in an extensive manner so that it can result in increasing its attractiveness in the market in a proper way. It will also help the customers in gaining a better knowledge regarding the products that are being manufactured by the company and are provided in the market as well.
3. The use of influencer marketing is rather new in the marketing strategy, as it help the leaders of the company in delivering a proper message of the brand so that the customers can be attracted towards it.

The financial objectives of the company will be as follows:

1. The profit of the company needs to be increased by 30 percent in the financial year of 2018-2019. This can be done by adopting better marketing strategies and decreasing the overhead cost of the company.
2. The cash flow statement of the company also needs to be maintained so that the operating capital of the company can help in covering the basic expenses.
3. The company also needs to set short financial goals so that it can result in improving the operations of the company over a period of time.

The use of marketing mix in a proper manner will result in using the different options that are present in the marketing strategy so that the product launch can be done in a proper manner. The product that will be provided by the company in the market will contain the original fruit ingredients with no additional sugar contents, which will result in the product being natural and authentic.

Problem statement

The place where the products will be sold will be the Australian market so that it can provide the customers with the benefits of the drink. The products will be available in the supermarket stores so that the customers can get a better idea of the product and purchase it as well (West, Ford & Ibrahim, 2015).

The price of the products will be relatively low so that it can increase the market penetration for the company. This would result in getting a competitive advantage by the company so that the product sales can increase to a great extent.

The right promotional techniques needs to be used so that it can result in increasing the knowledge of the customers regarding the products that are available in the market. It will also result in increasing the sale of the beverages in the market as well (Foxall, 2014).

The market research has to be conducted in a proper manner so that the company can control the risks that may arise in the economy. The profit levels of the company has to be kept flexible till 5 percent so that some of the contingencies that cannot be avoided can also be taken in to account. This will result in gaining a better control of the market share by the company as well (Kotler, 2015).

The budget for the company has been given where it can be seen that the average per unit cost of advertising in magazines and newspapers will be $15. The television channels will be charging an amount of $15000 on an average and the company will also advertise their products in movie theatres as well where the customers will be shown the product on the movie screens when they are inside the movie halls. The company also needs to sponsor sporting events, as the health drinks that are provided by the company are original in nature with no added sugar content (Proctor, 2014).

Reference List

Andreasen, A. R., Kotler, P., & Parker, D. (2016). Strategic marketing for nonprofit organizations (pp. 44-53). Upper Saddle River, NJ: Pearson/Prentice Hall.

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Ayub, A., Adeel, R., Muhammad, S. A., & Hanan, I. (2013). A conceptual framework on evaluating SWOT analysis as the mediator in strategic marketing planning through marketing intelligence. European Journal of Business and Social Sciences, 2(1), 91-98.

Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Cravens, D. W., & Piercy, N. (2013). Strategic marketing (Vol. 8). Boston, MA: McGraw-Hill Irwin.

Dibrell, C., Craig, J. B., & Neubaum, D. O. (2014). Linking the formal strategic planning process, planning flexibility, and innovativeness to firm performance. Journal of Business Research, 67(9), 2000-2007.

Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.

Kotler, P. (2015). Framework for marketing management. Pearson Education India.

Lee, K. C., Lee, H., Lee, N., & Lim, J. (2013). An agent-based fuzzy cognitive map approach to the strategic marketing planning for industrial firms. Industrial Marketing Management, 42(4), 552-563.

Lidstone, J., & MacLennan, J. (2017). Marketing planning for the pharmaceutical industry. Routledge.

McDonald, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice. In The marketing book (pp. 108-142). Routledge.

Mooradian, T., Matzler, K., & Ring, L. (2013). Strategic marketing: Pearson new international edition. Pearson Higher Ed.

Mulhern, F. (2013). Integrated marketing communications: From media channels to digital connectivity. In The Evolution of Integrated Marketing Communications (pp. 19-36). Routledge.

Proctor, T. (2014). Strategic marketing: an introduction. Routledge.

Smith, R. D. (2013). Strategic planning for public relations. Routledge.

Tanner, J., & Raymond, M. (2015). Principles of marketing. University of Minnesota Libraries Publishing.

West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford University Press, USA.

Wrenn, B., & Mansfield, P. M. (2014). Marketing planning guide. Routledge.

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