Discuss about the Marketing Management and Digital Communication.
A structured and well developed marketing plan is considered as the most significant aspects of creating a recognised brand image to attract a larger amount of customers towards any offered product or services (Boelsen-Robinson, Backholer & Peeters, 2015). Business marketers need to identify the need and demands of the customers and accordingly structure the appropriate marketing plan. The effective approach in such context would help in satisfying the basic needs of the potential customers. In addition to this, the company can also increase the revenue of their profit level.
The study is also focusing on preparing a structured marketing plan for Nexba Beverages; a sugar free sweetened Soft Drink Company. The major Moto of the company is to bring more innovation to the products and gather more responses from a larger population. The information gathered from the situation analysis would identify the extent to which the company has been facing the challenging scenario created by the direct competitors like Pepsi and Coca Cola. The development of marketing mix analysis would help in understanding the segments and specific areas associated with the product, which can generate the sense of loyalty among the customers.
The sugar and gluten free soft drink is absolutely new in Australian market. Nexba Beverages has availed this opportunity of building an innovative friends image, which concentrates the needs and health of the Customers (Boelsen-Robinson, Backholer & Peeters, 2015). Majority of the parents in Australia perceive that their kids should consume a lesser amount of sugar in their drinks. In fact, people have been suffering from obesity, diabetes, and high sugar level. The current generation is also much health conscious that provides a beneficial scope for the company to grow in this Australian market. The company offers the high quality sweet and soft drinks, which include natural ingredients, some sweetness and tasty flavors as well as the substitute of the zero sugar.
The situation analysis provides the insight that the society is quite excited to consume such soft drinks, which taste sweet but are free from high sugar level and gluten. The high quality ingredients are quite healthy for the customers. Stabilized scenario in the political field is contributing effectively towards sustainable business practices (Kelly et al., 2015). Moreover, the supports received from the government are beneficial for the company to avail the opportunities related to the economic factors. On the other hand, the larger Australian economy is quite profitable for the business to develop their competitive position. However, it is identified from the in-depth analysis of the external market forces that the company has been facing real challenges from the two giant competitors like Pepsi and Coca Cola. Considering the effects of these highly recognised brands, Nexba Beverages needs to develop a structured and effective marketing plan to sustain their position and remain competitive in this dynamic as well as challenging scenario.
Nexba Beverages has captured the leading position in the soft drink market of Australia. In spite that the high quality sweetened tea and soft drinks to the customers, the company has been facing enormous challenges from Coca Cola and Pepsi, which hold the dominant position in the international market (Cooper, 2017). It is true that the company offers a vast range of product differentiation starting from the sweetened flavored iced teas to the healthy soft drinks. In fact, establishing partnerships with some of the supermarket chains like, 7-Eleven and Coles is also quite profitable for the company to sustain their position. However, it is essential for the company to develop a better marketing and digital communication plan to participate in this high competitive market. The development of the effective customer relationship would also be helpful in such context.
After introducing this naturally sweet tea to the Australian market, Nexba Beverages has already attained many of the customers’ interests. The extensive market research implies that the parents in Australia is looking for the solution to cut down the sugar level from the soft drinks that their kids are consuming every day. The concern about their health parameters creates the greater motif among the customers to purchase the soft drink which tastes naturally sweet yet the sugar and gluten are eliminated from it (Hanssens et al., 2014). It is reported that by the year of 2016, the company has already generated a high amount of revenues, which in ensured 300% growth after the transition period (Byrne, 2017). Observing such higher demand of the parents, the company can anticipate the future growth as well only if the product is promoted and marketed in a fruitful way. The higher opportunistic market segment determines the future growth for Nexba Beverages.
The extensive market research based on the demands of soft drinks in Australian market highlights that the customers are much interested in purchasing a sugar and gluten free and naturally sweet and soft drinks. Nexba Beverages has strengthened their position by developing high concerns about low calorie soft drinks. therefore the company is not targeting the Australian parents who are quite conscious about the consumption level of sugar by their kids in the soft drink products. Especially, the company is targeting the customers who prefer low calorie sugar, sweetened flavoured and fizzy drinks (Convenienceworldmagazine.com.au, 2017). The observation of this target market would be beneficial for the company to strengthen the brand image.
Nexba Beverages entered into the grocery market at the initial stage of introducing the product in the Australian market. The company could achieve the market share of almost 4.8% by selecting Petrol and Convenience (P&C) as the distribution center of the products sold by the company. The company achieved almost 36% growth and enlisted the name among the fastest growing beverage brands. The company then established the partnership with Coles for attracting more customers to create a positive essence of high reliability and high quality product image (Karjaluoto, Mustonen & Ulkuniemi, 2015). Currently, in order to establish the strengthened position in the Australian market, the company is now focusing on the most convenient place that would be easily accessible to the customers. Therefore, the company is now targeting the local grocery shops where the customers visit on a daily basis. On the other hand, the company has also tied up with 7-Eleven and Woolworths, the most renowned retail giants in Australian market.
The development of the clear focus on the marketing and financial objectives would help the company to understand the potential level of the business to sustain and gain profit in this competitive scenario. The determined objectives are as follows:
|
SMART Objectives |
|
|
S-Specific |
The objectives have the clear focus on the product, target customers, and the location that are making them specific. |
|
M-Measurable |
The estimated profit amount structured by the company is measurable. |
|
A-Attainable |
Considering the higher demand level of the society towards the soft drink offered by the company, it can be implied that the objectives are quite attainable. |
|
R-Real |
The realistic approach is made by concentrating on the demands and current customer profiles that would eventually bring profits to the company. |
|
T-Time Bound |
The marketing activities will be completed within the stipulated time that had made these objectives time bound. |
Table: SMART Objectives
(Source: Created by the Author)
The following financial objectives are determined for this marketing plan.
The idea get it from the potentiality level of the business ensure that the implementation of the effective marketing strategies would be much beneficial for the company to increase market share. The analysis of the marketing mix components would help in identifying those fruitful marketing strategies for the future prospects.
Leeflang et al., (2014) defined that marketing plan is based on the identification of some specific factors that are contributing to the business profits. The marketing mix model identifies four major areas such as product price promotion and place. Nexba Beverages needs to identify the factors that are creating the significant impacts on the business profits.
Price is one of the most impactful factors that are needed to be taken into account. The company has targeted the Australian parents who understand the value of the healthy soft drink and naturally sweetened tea that would not harm the health of their kids. The company has therefore set the moderate prices of the product that would be available to customers from all levels. This moderate pricing structure is quite effective to attract those customers who are much fond of availing high quality products with reasonable prices.
Product is the most significant aspect of marketing mix. A company should always be careful about the product that is going to be offered to the target customers. Similarly, Nexba Beverages has brought innovative product segment by introducing naturally sweetened tea and soft drinks. This soft drink is prepared by using natural ingredients and free from sugar and gluten. The natural sweetness like Stevia and Erythritol are blended to prepare a sweet soft drink for the customers (Amit 2018). Considering the higher concerns regarding the obesity and high sugar level from the early childhood, this unique product feature has been introduced to the Australian market. The parents are quite interested to purchase such product that can reduce sugar from the drinks consumed by their kids.
Selection of the convenient place from where the customers can easily get access to the product increases the chances of making profits in this segment (Siguaw & Simpson, 2015). Therefore, the suitable location is one of the major focuses of every business. Nexba Beverages is also looking for the appropriate location where the customers often pay a visit for purchasing they are grocery, foods and beverages. In Australia, people tend to visit the supermarkets more often for purchasing their daily commodities. The company has established the partnership with Woolworths, Coles, and 7-Eleven. These Supermarket chains have already gain the positive brand image for the high quality goods and services. Selling the soft drinks introduced by the company what does create the high level of water smart as well as the positive brand image which can generate the sense of Reliability among the target customers. Accordingly, the company can even promote the plant with the help of such renowned supermarkets.
Development of a sound promotional strategy creates the effective brand image, which helps a company to sustain the competitive position by gathering more customer responses. Nexba Beverages also needs to identify the most suitable promotional marketing that can attract larger amounts of customers towards purchasing these soft drinks. Nexba Beverages is currently concentrating upon the direct selling process to convey the product ingredients and quality parameter to the targeted and concerned customers.
Company has already gained a huge market share in the Australian beverage industry. However, the direct competition imposed by Coca Cola and Pepsi is quite threatening to the company in order to ensure the high level of business profits. The company therefore needs to put more stress on developing the high level of communication with the target customers. Especially, in this competition driven market, the company needs to select a set of promotional activities, such as social media promotions, TV and advertisement, and personal selling procedure (Perrone & Wodonga, 2015). The maintenance of the communication transparency with the customers is most effective since the company would be able to convey the ingredients that are used while preparing this soft drink. The development of the social media promotional strategy is also effective in such context. Gathering the responses from the customers about their needs and demands would also help the company to identify the product potentiality in sustaining in this competitive landscape.
|
Elements |
Budget (Assumed) |
|
Establishment of digital communication platform |
A$1500 |
|
Communication tool for gathering the messages from the customers |
A$1500 |
|
Installing necessary software |
A$3000 |
|
Animated design of the website |
A$5000 |
|
Customer care executives |
A$2000 |
|
TV Advertisements |
A$3500 |
|
Total |
A$16,500 |
Table 2: Budget
(Source: Created by the Author)
Conclusion
Nexba Beverages has introduced the natural sweet and soft drink in Australia. The company has achieved the higher market share already since the customers are much Pound of consuming a less amount of sugar in their soft drinks. However the direct competition with the Coca Cola and Pepsi is creating the obstruction in making a sustainable approach. The study have has formulated the structured marketing plan that can develop more customer base and create the opportunity for a longer time. Accordingly, the company can accomplish the predetermined objectives both in the marketing and financial segments.
Study is widely concentrating on the marketing and digital communication plan, which helps a company to build the effective customer base to sustain in this competitive landscape. Zheng et al., (2015) define that the Australian customers are much influenced by the digital communication medium that are suggesting the features of the food and beverages new to the market. On the contrary, Confos and Davis (2016) argued that with the help of effective communication and digital presentation of the product Can attract a higher customer days, which can generate the long-term profitability for the company. In addition to this, it creates the effective brand image, which is the major focus of each business marketer. Nexba Beverages has the positive point in search segment. If the company can develop a greater level of communication, it would be much helpful to convey the message to the targeted customers. reduce the product ingredients that are more likely create the high quality soft drinks for the health conscious population. Concentrating on fulfilling the needs and demands is the major weapon of developing business profitability (Kelly et al., 2015). The company needs to avail this opportunity and create needful segment for the future prospects.
Graph 1: Sift Drink Industry in Australia
(Source: Statista.com, 2018)
The above graph represents the growth of the soft drink market from 2010 to 2014. the market size reached up to $8.85 billion in the year of 2013 (Cockburn et al., 2018). The most vulnerable competitive landscape is seen in the soft drinks market of Australia. The company can even ensure growth in next few years as well. However, identification of the customers’ demands is needed to be valued for creating the better position for the company. In such cases, digital communication process helps in building higher level of communication with the customers, which can bring the higher level of profitability for sustaining long.
References
Amit. P (2018). Carbonated Beverage Market Overview, Industry Top Manufactures, Market Size, Industry Growth Analysis & Forecast: 2022. Available from https://thefinancialconsulting.com/carbonated-beverage-market-overview-industry-top-manufactures-market-size-industry-growth-analysis-forecast-2022/146032/ Accessed on 14 May 2018.
Boelsen-Robinson, T., Backholer, K., & Peeters, A. (2015). Digital marketing of unhealthy foods to Australian children and adolescents. Health promotion international, 31(3), 523-533.
Byrne, S. (2017). How Nexba Grew 300% Last Year by Focusing on Internal Strengths and Speed [Podcast]. Available from https://www.geckoboard.com/blog/secrets-for-scaling-nexba-story/Accessed on 14 May 2018
Cockburn, N., Schubert, L., Nguyen, N. P. Q., & Ford, P. (2018). Non-alcoholic beverage marketing in 100 highest grossing movies in 2010-2014. British Food Journal, 120(4), 839-851.
Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential using digital marketing. European Journal of Marketing, 50(11), 1993-2017.
Convenienceworldmagazine.com.au, (2017). Nexba gains global retail adviser. Available from https://www.convenienceworldmagazine.com.au/nexba-gains-global-retail-adviser/ Accessed on 14 May 2018.
Cooper, R. (2017). The Aussie brand capitalising on the fight against sugar. Available from https://www.retailbiz.com.au/retail-profiles/nexba/ Accessed on 14 May 2018.
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014). Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), 534-550.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710.
Kelly, B., Vandevijvere, S., Freeman, B., & Jenkin, G. (2015). New media but same old tricks: food marketing to children in the digital age. Current obesity reports, 4(1), 37-45.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12.
Perrone, A., & Wodonga, T. A. F. E. (2015). Centralian College: Creating a strategic marketing plan for long-term growth. Marketing, 85.
Siguaw, J. A., & Simpson, P. M. (2015). A marketing plan for marketing instruction: A satirical look at student comments. In Creating and Delivering Value in Marketing (pp. 129-133). Springer, Cham.
Statista.com, (2018). Market size of soft drinks in Australia from 2010 to 2014 (in million AUD). Available from https://www.statista.com/statistics/422500/australia-soft-drink-market-size/Accessed on 16 May 2018.
Zheng, X., Cheung, C. M., Lee, M. K., & Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology & People, 28(1), 90-106.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download