55489538 MKT200 Masafi Water PDF

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Table of Contents 1) Executive summary 2) Introduction a) Mission Statement b) Brief History of Firm c) Description of product and other products marketed by the firm. d) Recent sales/profit history of the firm 3) Marketing plan a) Industry overview b) Situation Analysis c) Segmentation base d) Marketing Mix: i) Product ii) Price iii) Promotion iv) Place 4) Strategy to build and cover customer – relationship 5) Implementation procedures & timing 6) Recommendations 7) Conclusion 8) Appendix 9) References

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Executive Summary

This project is about marketing plan for the mineral water which is produced by Masafi Mineral Water Company. At the beginning we will write about the mission statement of the organization as a whole and then we will analyze the mission to know whether it consist of the characteristics of a good mission or not. After that there is a brief history of the firm and the description of the products produced by the firm. Next there is a marketing plan which consist information about the overview of the industry, key competitors, situation analysis, segmentation bases, marketing mix, strategy to building a strong customer-relationship and the Implementation procedures. Finally, we are going to write our recommendation, conclusion and reference.

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Introduction

Mission statement: "We resolve to continue our drive towards achieving the highest levels of excellence in the health and hygiene sectors through constant improvement and innovation in our product mix. As market leaders, we remain committed to deliver beyond the expectations of our customers, with a conscious concern for the environment".

This statement tells what the company wants to accomplish, it want to achieve highest levels of excellence in the health and hygiene sectors which consist of all characters of the good statement; its realistic because these goals are challengeable as well as achievable, also it’s realistic because it leads to hierarchy of objectives including business and marketing objectives. Specified; specified to be excellence in health sectors, this specification support marketing objective. Fits the market environment; market environment require from all companies to pay attention to the health and benefit of customers and real consideration to the environment. Its stand on this critical issue is reflected in its eco-friendly PET packaging. PET or Poly Ethylene Terephatalate, is a material that has been used for years to bottle soft drinks and other foods and medical products. And the mission is motivating; motivating through the commitment to deliver beyond the expectations of the customers. Because this mission consists of characters of good statement it well helps the company to specify its detailed objectives and goals for each level of management. Brief history of Masafi: the leading producer of pure natural mineral water in the Gulf, was established in 1976 with a paid-up capital of approximately five and

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half million dollars. As a unique brand that has been holding the market leadership for the past 30 years, Masafi has today become a generic name for mineral and bottled water in the entire Gulf region. It has acquired this status symbol by providing worldclass products known for their pure natural freshness. The origin of Masafi Water lies in several rich underground springs of Masafi, a mountainous region in Ras Al Khaimah, one of the seven Emirates that make up the United Arab Emirates. The natural mineral rich water is packaged at a modern bottling and manufacturing facility near the source in Masafi.

Masafi's strict adherence to international quality standards has been well rewarded; these are some of the rewards and accolades Masafi received:

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Masafi was the first recipient of the ISO 9002 certification in the region.

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Masafi awarded the (ISO 9001:2000) certification for developing and maintaining a high standard Quality Management System.

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The company was also awarded the HACCP (Hazard Analysis Critical Control Points) certification.

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Masafi has also received accolade "Plant Manager of the Year".

Through its 30 years history, Masafi has invested heavily in projects that benefit the community and also helped sponsor international sporting events held in Dubai including the Dubai Desert Classic golf tournament. Masafi Water has been consumed by top stars like Tiger Woods, Colin Montgomerie, Boris Becker and Martina Hingis. Masafi has also made a partnership with the international humanitarian and medical relief organization, Medecins Sans Frontieres to help for creating awareness and generating funds for refugees around the world.

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Description of the product and other products marketed by the firm: The product that we chose is a mineral water which Masafi produce it in different designs, sizes and specification bottles.

Masafi produce water and mobilize them in different seven sizes; the biggest is 1.5 liters bottles; The factors looked into besides visual appeal were to make them easily portable at time of use and crushable at time of disposal. Besides choosing ecofriendly PET bottles, Masafi has also been innovative in introducing smart packaging ideas for more convenience & easy handling. The second size is 1-ltrs bottles; the 1-ltr bottle was introduced to cater to people looking for easier storage and lesser wastage. Yet again, the 1-ltr bottle was quickly embraced by consumers, serving as the perfect choice for small families. And other sizes like;330ml, The 330 ml was previously available only as a sports cap which was reintroduced in 2002 with regular screw-on caps, 250 ml cup, 200ml cup, 125ml cup and 100 ml cup.

Other products marketed by the firm: Tissues: Masafi has launched different types of tissue; Boutique Fragrant tissue, facial tissues and car tissue. Boutique Fragrant tissue: Masafi has launched a fresh new range of Boutique Fragrant tissue in four subtle fragrances: Oud, Rose, Jasmine and Lavender. Even softer, even gentler on sensitive skin, they add a refreshing touch to the unmistakable quality of Masafi tissues. And their lingering pleasant scent also makes them ideal for leaving in vehicles or bathrooms to freshen the air.

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Facial tissues: there are two types of facial tissue the first one is Mosaic and the second one is floral. Masafi tissues are made from 100% high-class virgin pulp. These tissues are produced with high-speed fully automatic and state-ofthe-art technology to achieve a very soft and very hygienic process. This makes Masafi tissues extremely soft yet making them strong & wet resistant with high absorbent properties. Great care is taken to ensure zero fluorescence is used while processing, making Masafi tissues gentle and safe for your skin. Car tissue: The new car tissue box has been specially designed for use in vehicles and comes with a handy side pocket, which allows drivers to reach for a tissue quickly and easily. The car tissue box with an attractive design, opens at the side, and will sit neatly on the door side pockets in cars. The new box will also help drivers avoid waste and discomfiture, which are usually associated with the standard car tissue box.

Juices: Masafi starts producing juices in different sizes and flavors, in term of flavors it produce orange, apple, luscious mango and exuberant tropical. In term of sizes, the biggest size is two littler and the smallest is 200 ml.

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Recent Sales/Profit history of the firm Masafi has been making more and more profit every year thanks to their clever business sense and solid market penetration. In the second quarter of the year 2002 Masafi announced an increase in sales growth by a whopping 8%. Although the bottled water industry has witnessed quiet a sluggish growth, never the less, Masafi has managed to sell over 3.6 million liters of bottled water in the second quarter of the year 2002 alone topping its rate in the previous years. Experts expect numbers to go up as the company continues its growth and expansion to new markets and new product lines.

Industry of Mineral Water: The water Industry considered as a one of the oldest Industries in marketing since it is one of the main basic need of the human being. Humans use water everyday specially drinking water. As a result, many people start their investment in this industry, so they can deliver the human need of water. The water Industry depends on the source and the size of water. Marketers can get water from the seas, rivers, underground, dams, and snow. Today, there are many companies which provide drinking water in many bottles shape to the people. This Industry also has a wild range which one company can reach at least the nearby countries. This Industry is very important because the human spending is increasing as reported in “Water Industry News” website, In addition, some scientist think that the future wars are going to accrue because of the lack of water. By the fact that this business is increasing, many international mineral water companies entered the UAE market and made this

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business very competitive in this market by the quality, bottles, and healthy and the market mix of this business. Masafi as one of the first mineral water companies in the UAE established in 1979 and by a big support from people. The main source for water for the company is the Masafi Mountains which gave the company good positioning since the area is well known as a very good source of drinking water.

Competitors of Masafi Company: There are a lot of important competitors that compete with Masafi Company as leaders market in the UAE and some of them are: 1- Al Ain water 2- Oasis water 3- Riwa water 4- Gulfa water 5- Nestle water 6- Aquafina water 7- Evian water

A study case of Al-Ain drinking water bottle as a competitor product against Masafi mineral water

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Classifications: the classification of both Al-Ain and Masafi water are convenience products which means both products needed every day which make them frequently purchase by the consumers. The price is low and fixed; the products are always at convertible places or everywhere which make them very easy for the consumer to reach and get. These products use mass promotions trying to take the consumer attention. 1- Quality of Natural Facts:

Masafi mineral drinking water 0.5 liter bottle:-

PH Calcium Magnesium Sodium Potassium Bicarbonates Sulfates Nitrate Chloride Total Dissolved Solids

7.8 3.4 19 10 0.2 27 19 0.4 47 130

Al-Ain mineral drinking water 0.5 liter bottle:Calcium Magnesium Sodium Potassium Bicarbonates Sulfates Nitrate Chloride Total Dissolved Solids

8 13 8 2 30 5 0.3 40 110

As we can see there isn’t much different in the quality of the water mineral products of both companies. Consequently, both companies tried to register their products in many health organizations to prove their quality to the costumers. These

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organizations can make the consumers more confident when buying the product which would increase the profit of the companies.

2- Price: Both companies Al-Ain and Masafi have the same price which is 1 Dirham to get 0.5 liter Masafi bottle or 0.5 Al-Ain bottles. We note the price is fixed at 1 Dirham which makes it more comfortable for the consumers. We are going to talk about it more later on the paper.

3- Product: The product for both companies is a mineral drinking water in a bottle which is used by almost half of the earth population. Now the companies want to add more value to its product, so it can hit the highest satisfaction with its customers.

4- Features: Features will differentiate between two companies. Companies should studies the customers needs or values of pure water and add it to the product to take customers value. For Masafi Company, they use bottles that are deeper in blue than Al-Ain water, so it can take the attention of the customer than its competitors.

5- Style and Design: Style in Masafi and Al-Ain Company is about the style of the mineral water bottles. The appearance of both bottles is good. However, we as a group like the design of the Masafi bottle more because it is more creative and handy same as the other bottle. Inundation, to these differences between two bottles, there are little more basic differences between the two.

Masafi mineral drinking water 0.5 liter bottle:-

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The bottle is 1.5 inch taller than Al-Ain

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The bottle is easy to carry.

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The bottle can be compressed after used

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You can see the water through the bottle

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The bottle has more of blue color

Al-Ain mineral drinking water 0.5 liter bottle:-

The bottle 1 inch more width than the Masafi bottle allow to put bigger

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The bottle is easy to carry.

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The bottle can be compressed after used

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You can see the water through the bottle

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The bottle has more of the white color

label

6- Labels: The labels on the product should be able to take attention of the customer. The label should not have very long description. It also should have the brand name or the sample of the product. For example, if the product is orange juice, the label should have orange on it. On our case, the labeling in both products is so similar to each other. Both labels have same think except that Masafi added little mountain and palm as a background. These add differentiate to a track the attention of the customer. There are other appearance differences such as...

Masafi mineral drinking water 0.5 liter bottle:-

The label has many different things

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Brand name: Masafi written in English and Arabic

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The Natural Facts

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Promotion of Masafi wining the GMR effectiveness in marketing awards

Gemas 2006 -

The ability to be compresses

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Brands of certificates

Al-Ain mineral drinking water 0.5 liter bottle:- The label has many different things - Brand name: Al Ain written in English and Arabic - The Natural Facts - The ability to be compresses -

Picture of old places in the UAE.

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Brands of certificates

7- Packing: Packing is important because it decide how much the company can carry on its trucks and containers. The smart packing can increase profit by shipping more products and faster which would save money for less oil use. In our case, we can see that the same amount of bottles in one carton is used in both companies Masafi and Al-Ain. However, because the carton of Masafi is little taller, the container would carry less than Al-Ain company. As a result of the long-term run, Al-Ain water would make more profit from packing because the container can carry more cartons than Masafi.

Masafi mineral drinking water 0.5 liter bottle:- Carton = 24 Bottles - 40 foot container = 2000 cartons

Al-Ain mineral drinking water 0.5 liter bottle:- Carton = 24 Bottles - 40 foot container = 2070 cartons

Situation Analysis (SWOT)

Strengths

Weaknesses

- Stable political and economical environment

- Almost homogeneous to other brands 12

available in the market

- Large (and growing) target market

- Can easily lose market share (no

- Strong brand name

competitive advantage)

- Good company image (linked to nationalism) - Affordable price - World-wide distribution channels (China, Europe, Arab counties) - Diverse product line ( water, tissues, juices) - Verity of water bottle sizes - High quality and pure water - Stylish and attractive packaging

Opportunities

Threats - Endless competitors

- High demand for bottled water

- Market price is identical. However,

- Company can try to become a price

market may become price sensitive, if

leader by introducing a new price

competitors choose to introduce

(lower than the market price) attracting

products in lower price.

more customers and gaining more

- Products are easily imitated

market share - Company can target and supply specific events in the country such as the Dubai Shopping Festival, Dubai Summer Surprise festival and others.

Segmentation Bas: To enter the UAE market, Masafi should identify all the parts of the UAE market and choosing the right segment to get the most profit from it. It also can help

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Masafi to design its products according to the chosen segment. However, it seems that Masafi Company has a Geographical segmentation where it focuses on cities and countries which are in Asia, Africa and Europe. The company believes that more countries it covers would increase their profit because more people would buy their drinking water as their natural habit. Masafi always consider themselves and aiming for the leader market by provides great products. To a achieve this goal, the company plan for customer satisfaction as a long run segmentation by focusing on competing and reduce threats which are the lack of resources and company performance in production.

Target Market: After segmentation, Masafi wanted to target the segmentation to know their needs and wants. Target market in water Industry has a big range because all the people need water to drink. Masafi study the need of people’s need and design the products according to their needs without targeting a specific group. Masafi wants to provide water to all people and according to their needs. This is called Differentiated marketing when the company decides to target many segments in the country market and designs a separate product for each of the segments. For example, in the UAE market, Masafi design a sport mineral water, so people can use this product when they exercise. Also, they have big water bottles for a family gathering. They have small bottles for personal use. They also have very small bottles for medicine taking which hospitals can use.

Positioning Product:

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Masafi wants to be a market leader for their target marketing. To do so, they have to position their product as one of the best products in the Industry. The company focused in the marking mix to help positioning and the product performance. In addition, Masafi study and take the competitor advantage which could help position its product as a good product. A good product gives the customers the more value than its price.

Marketing Mix Product: Masafi water bottles deliver a core benefit of thirst quenching. The actual product design, features, quality, packaging and brand name are all aligned along with the vision on the company in order to be a market leader. The bottle design is meant to be modern and attractive; while shaping the bottle in order to be easier to grab by hand. In addition to the various sizes available to meet individual customer needs. The bottle is blue and clear reflecting the purity, freshness and clarity of the water. The engraving of mountaintop figures on the bottle reflects the freshness of the water and reminds customers of the origin of this product being from the fresh mountain springs. The brand name Masafi (which means purity in Arabic) also resembles the area Masafi from which the product is derived. Choosing this brand name has built the company excellent brand equity as the public now relate Masafi to fresh, pure and natural mineral wa...