Discuss about the Organizational Structure to Marketing Objectives.
Nexba Beverages founded in 2010 by Drew and Troy, thus, it is also known as the Aussie Boys’ company. Company was started with the objective of offering healthier alternative to Aussies in comparison to other preservatives added soft drinks. It major product offerings are range of healthier ice teas. In a very short time period, organization has developed its effective position in the target market, in 2015; organization won a prestigious Telstra Australian Business Award for innovation and achievement. Further in 2016, Nexba partnered with Coles with the motive of reinventing soft drinks along with range of ice teas. Step taken by Nexba to reinvent soft drinks proved to be a great factor of success and growth for the organization. In 2017, organization won the award of Product of Year for producing sugar free drinks and the world’s largest consumer-voted award for product innovation. In relation with this marketing plan, primary mission of the organization is to gain the leading position as fastest growing globally natural and sugar free brand. Apart from this, vision of the organization is to spread awareness amongst the target audience regarding hazards of artificial flavoured soft drinks. As an alternative, organization has transformed lives by being the naturally brave brand, delivering naturally sugar free product innovation (Nexba Beverages, 2018).
It is a technique which is used by the managers to analyse organizational capabilities, business environment and customers with the help of determining the effect of internal and external environmental factors on organizational performance. Under situational analysis, SWOT analysis will be used to determine the organizational capabilities as well as major opportunities and threats for the organization in the target market (Akar & Topçu, 2011). This is the primary step in the marketing plan and further steps of marketing plan are made on the basis of SWOT analysis.
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Strengths · Healthier Drinks · Wide range of ice teas · Won awards for innovation · Naturally sugar free drinks without sugar and no artificial favours · Brand loyalty (Nexba Beverages, 2018). · High in brand awareness · Acquired a large customer base |
Weaknesses · Large number of companies engaged in soft drink industry · Less distribution channels in comparison with other multinational soft drink manufacturers · Less awareness in the market · No presence in international market · Lack of availability over internet |
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Opportunities · Diversifying product range · Covering more market · Enhance customer base (Craft & Hassan, 2015). · Adaptation of effective and trending digital marketing strategies for spreading awareness · Expanding business in international markets |
Threats · International competitors such as Coca-Cola and PepsiCo. · Coke and Pepsi have strong brand loyalty, thus, it will be hard for Nexba beverages to break this (Luan & Sudhir, 2010). · Pepsi and Coke are also moving towards producing healthier and sugar free drinks · Aggressive marketing and promotional strategies used by the existing companies. |
Segmentation is a technique used to break a big market into small segments on the basis of demographic, geographic, psychographic and behaviour. Amongst these segments, company choses one or more than one segments in order to approach to the audience for spreading awareness amongst them. This helps the organization to identify the most appropriate niche market in relevance with organizational products (Podolyakina & Popova, 2014). For Nexba beverages, Australian market will be classified on the basis of lifestyle followed by people and those people will be targeted who are health conscious. Along with this, health consciousness will be used as the primary tool to spread awareness amongst the target audience in order to attract them towards products offered by Nexba Beverages. All age groups people will be targeted because company offers heathy soft drinks which are good for all age groups. Apart from the healthy drinks, Nexba beverages are also known for providing refreshing experience, thus, working people will be another major target segment for the organization as they will require more refreshment after a long tiring day. Further is the classification of key target market for Nexba Beverages:
Positioning statement for Nexba Beverages will be “Naturally Sugar Free”. Drinks of Nexba beverages do not contain artificial flavours. Nexba Drinks contains 100% natural flavours extracted from fruits. Motive of Nexba Beverages is to spread awareness amongst the target audience regarding hazardous soft drinks and as an alternative, organization has offered various healthier ice teas and later on, they have also reinvented soft drinks for the motive of building brand awareness and brand loyalty in the target market. Apart from this, organization has planned to develop an effective position in the target market with the help of trending digital marketing strategies along with the utilisation of some effective modes of traditional marketing strategies. In addition to this, organization has also planned to adopt premium pricing strategy so as to make organizational soft drinks unique from the available options in the market (Yang, Liu, Teng, Liao & Xiong, 2016).
Potential market segment for Nexba Beverages will be Australian market because there people are becoming health conscious due to which demand for carbonated drinks such as Coke and Pepsi has been decreased. Thus, it is the most appropriate time for Nexba Beverage to acquire Australian market along with gaining a distinctive image by boosting up its marketing strategies. In relation to this, organization could use advanced measures and trending digital marketing strategies such as social media platforms, email marketing strategies, and sundry effective traditional marketing strategies. With the help of these strategies, organization could be able to gain a decent share in the target market along with enhancing customer base (Chaffey & Ellis-Chadwick, 2016).
Marketing and financial objectives are goals set up by the business enterprises while making marketing plan in order to attain effective position in the target market. In terms of Nexba Beverages, following are goals and objectives in relation to the marketing and financial perspective of the organization for 1 year:
With the help of marketing plan, Nexba Beverages will be able to attain above marketing and financial goals and objectives. Marketing plan is a costly exercise for organization and in relation with uplifting organizational performance in the target market, it is necessary to execute. Boosting up sales, enhancing profitability, etc. are primary objectives in relation with marketing plan and huge expenses are being made on promotions and advertisement to attain these objectives. With the help of an effective marketing plan, organization could increase demand of their products, increase sales and revenues which will ultimately leads to uplift profitability. Attainment of these attributes will lead the organization towards attainment of effective position in the market along with generating opportunities to acquire other markets. Biggest spending are made on advertisements and promotions of brand and its products and this is only invested when there is a scope for attaining positive outcomes as per organizational expectations (Lee, Kozlenkova & Palmatier, 2015).
Marketing mix is the set of marketing tools which are used by business enterprises to attain its marketing objectives. Mainly it contain four crucial attributes such product, price, place and promotion. Nexba Beverages’ product offering has been increased rapidly and in relation to this, organization should focus over its product segment so as to attract large part of target market. Following is the detailed marketing mix analysis in relevance with organizational products:
Nexba Beverages has expanded its product portfolio and currently organization is offerings huge range of ice teas along with various flavours in soft drinks. In Australia, organization has gained appropriate brand loyalty with the help of offering healthier and refreshing drinks. Nexba Beverages’ drinks are not made with artificial flavours, thus, it has great image in the market and in order to enhance its market share in the target market, organization is required to maintain the quality of its products so as to maintain its effective position in the target market for a longer period of time. Nexba Beverages was launched in 2010 with ice tea and within a short period of time, organization has attained appropriate market share along with the development of an effective and differentiate image in the target market (Dawson & Henley, 2012).
Along with the product offerings, organization has also offered various flavours in its drinks and all these flavours are naturally added flavours. Current product offerings of organization are range of ice teas, soft drinks with natural flavours, sparkling infusions and flavoured sparkling water. For example: if a consumer will drink lemon flavoured drink, he will actually feel the lemon inside the drink and their drinks does not contain any artificial flavours and sugar. To make its products unique from the available options in the target market, organization has also adopted several other methods such as unique and attractive packaging style, branding techniques, etc. in order to enhance brand loyalty and brand awareness amongst the target audience (Eppinger & Ulrich, 2015).
Nexba Beverage has adopted extensive distribution channel in order to provide naturally and sugar free drinks to the target audience. Currently, organization is dealing in Australian market which will be soon expanded to the international markets. In order to cover large part of the target market, Nexba has made its drinks available in the all supermarkets and hypermarkets in Australian market along with the small and medium sized retail stores. New Sunrise, Coles, Woolworths Limited, Coles Express, etc. are certain supermarkets in which Nexba Beverages are available (Fine, 2017). Apart from this, organization is also planning to adopt online distribution channel with the motive of enhancing its revenues and sales. Nexba Beverages are distributing its drinks to urban to rural areas in order to spread its brand awareness along with providing a healthier alternative to its target audience. Distribution channel selected by Nexba Beverages is effective enough to make the drinks available to the target audience. In order to enhance the demand of organizational drinks in the target market, it is required to enhance the availability of the product and for this production capacity should also be enhanced. The more products will be available in the market, the more its demand will be enhanced and to make out the reachability of the product to the target audience, it is necessary for the organization to make the products available at each and every store nearby to the target and potential consumers (Kitchen & Burgmann, 2010).
In order to differentiate Nexba Beverages’ drinks from old and large multinational corporations of soft drink, organization has adopted premium pricing strategy. Premium pricing strategy is useful in making the product stand aside from the competitors. Apart from this, premium pricing strategy is also necessary for Nexba Beverages’ natural drinks due to its high cost of production. With the help of premium pricing strategy, organization will be able to attain its desired financial objectives. It will help the organization to recover its cost incurred along with acquiring a high profit margin. This will help the organization to stand aside from the competitors along with acquiring the leading position in the target market (Li, Hou, Chen & Li, 2016).
In relevance with promotion, organization will use trending digital marketing strategies along with the effective set of traditional marketing strategies. Major focus will be imposed over social media strategies in order to promote the products amongst the target audience. Apart from social media strategies, organization could also focus over integrated marketing communication channels. With the help of these channels, organization will be able to approach to its target and potential customers through highlighting product’s USPs and by showcasing its impact. In relevance to this video marketing will be an effective tool as it will help the organization to acquire its desired goals and objectives. (LIU & GU, 2016).
These strategies will be implemented in order to attain desired goals and objectives. Along with this, organization will outsource its promotion and advertisement activities to experts in order to get better outcomes. Along with these strategies, organization could also utilise the traditional mediums of marketing and promotion such as television, radio, newspaper, magazine, etc. Event marketing, email marketing, etc. mediums could also be utilised in terms of approaching to the target and potential consumers.
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Particulars |
Budgeted Investment ($AUD) |
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Digital Communication Strategies: Facebook 50,000 Instagram 100,000 Twitter 75,000 Others 45,000 Email marketing 100,000 |
370,000 |
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Event marketing |
400,000 |
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Traditional approaches: Television 150,000 Radio 75,000 Newspaper 25,000 Others 15,000 |
265,000 |
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Integrated marketing communication |
240,000 |
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Other promotional and advertisement channels |
150,000 |
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Total |
14,25,000 |
Conclusion
From the aforesaid information, it can be concluded that marketing plan vital role in order to promote organizational products and services in the target market. Marketing plan helps the organization to determine its efficiency along with the generating various opportunities which could be accepted by the organizations in order to gain positive results. In this report, marketing plan in relevance with Nexba Beverages has been discussed. Company has made its effective and unique position in the beverage industry in Australian market through flavoured healthier drinks, flavoured water and range of ice teas. Company has made its unique position in the target market along with gaining positive outcomes confronting the two biggest international players of beverage industry i.e. Coca-Cola and PepsiCo. Key features of this marketing plan are digital communication strategies which will be used as the primary tool for enhancing demand for healthier drinks and range of ice teas offered by the organization in the target market. Along with the digital communication strategies, there are numerous other strategies which have been included in the promotional mix so as to attain marketing and financial objectives along with acquiring market share and customers base.
References
Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers’ attitudes toward social media marketing. Journal of Internet Commerce, 10 (1), 35-67.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. UK: Pearson Education.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. USA: Prentice Hall.
Craft, S. H., & Hassan, S. S. (2015). Global consumer market segmentation strategy decisions and managerial assessment of performance. In Revolution in Marketing: Market Driving Changes (pp. 26-30). Springer, Cham.
Dawson, C., & Henley, A. (2012). “Push” versus “pull” entrepreneurship: an ambiguous distinction?. International Journal of Entrepreneurial Behavior & Research, 18(6), 697-719.
Eppinger, S., & Ulrich, K. (2015). Product design and development. McGraw-Hill Higher Education.
Fine, S. H. (2017). Introduction to social marketing. In Marketing the Public Sector (pp. 1-12). UK: Routledge.
Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. USA: John Wiley & Sons, Ltd.
Kotabe, M., & Helsen, K. (2014). Global marketing management. USA: John & Sons.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using organizational structure to achieve marketing objectives. Journal of the Academy of Marketing Science, 43(1), pp.73-99.
Li, B., Hou, P. W., Chen, P., & Li, Q. H. (2016). Pricing strategy and coordination in a dual channel supply chain with a risk-averse retailer. International Journal of oning statement for Nexba Beverages will be Economics, 178, 154-168.
LIU, X., & GU, L. (2016). The Study of Pricing Strategy in Online-offline Channel Based on the Consumer’s Switching Behavior. Journal of Management, 2, 009.
Luan, Y. J., & Sudhir, K. (2010). Forecasting marketing-mix responsiveness for new products. Journal of Marketing Research, 47(3), 444-457.
Nexba Beverages. (2018). Naturally Sugar Free. Retrieved from: https://www.nexba.com/pages/naturally-sugar-free.
Nexba Beverages. (2018). The story. Retrieved from: https://www.nexba.com/pages/the-nexba-story.
Podolyakina, N., & Popova, Y. (2014). Development of product promotional strategy considering the risk of non-demand. Procedia-Social and Behavioral Sciences, 110, 805-811.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business and technology firms. UK: Routledge.
Yang, J., Liu, C., Teng, M., Liao, M., & Xiong, H. (2016). Buyer targeting optimization: A unified customer segmentation perspective. In Big Data (Big Data), 2016 IEEE International Conference on (pp. 1262-1271). IEEE.
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