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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 half million dollars. As a unique brand that has
been holding the market leadership for the past 29 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 world-class products known for their pure natural freshness.

Masafi aims to strengthen its market leadership by constantly enhancing the excellence of its
products through a process of continuous reinvestment and innovative manufacturing and
marketing strategies. Masafi has a wide range of products to offer, ranging from a two-litre
mineral water bottle to mineral water cups and soft facial tissues.

Masafi's popularity in the region is largely due to its commitment to delivering superior quality
products. Masafi's strict adherence to international quality standards has been well rewarded.

Company Name Masafi Mineral Water Co. (L.L.C)


Business Type Manufacturer , Exporter
We provide: Mineral Water , Juice , Tissue
Product/Services
We require:
Company Address Bank Street, Bur Dubai

Company Website http://www.masafi.com


Time to Join BusyTrade Aug 12, 2006
Quality Control Internal
OEM Service NO

Submit
Product Name Water, Juice

Product Category Food & Beverage » Beverages

Product Keyword water ; mango, orange, apple, tropical ; juice

Product Origin United Arab Emirates [AE]


Masafi water is sourced from the Masafi Mountains located in a pristine environment with no
dwellings and completely relies on the huge sub-terrain basin of pure natural mineral water. The
full extraction and bottling process is hygienic with no additives for bacteriological disinfection's
and the sterilization process is via ozone that breaks into oxygen.We are an ISO 9001:2000
quality certified company awarded the HACCP certificate (Hazard and Critical Control Point
Analysis) on 5th February 2001, NSF (National Sanitary Foundation) certificate in 2002 and FDA
(food & Drug Association - USA), for meeting the international standards of both quality of water
and bottling process. We established in the year 1977 and have appointed distributors in the Gulf,
Middle East, Europe, Africa and Far East. We are eager to expand into new territories being the
new policy to globalize our product and brand. Our range of Sizes are 1.5 liters, 1.0 liters, 500 ml
and 330 ml normal cap or sports cap, all these are in PET bottles. We produce also 250 ml, 200
ml, 125 ml and 100 ml in PET CUPS. Masafi has been in the business of facial tissues for over
ten years. Keeping with the tradition of Masafi, the facial tissues have also gained the reputation
as the No 1 Brand in its category, all over the UAE. Masafi tissues are made from 100% virgin
pulp. These tissues are manufactured with high-speed machinery. This makes Masafi tissues
extremely soft yet making them strong & wet resistant, with high absorbent properties. Our range
of Sizes are (100, 150 & 200) x 2 ply in white, blue yellow and rose colors. We introduced also
the fragrant tissue in 100 x 2 ply and odors of Rosaline, Jasmine, Oud and Lavender. Recently
we introduced the 70 x 2 ply Car Tissue. The odors used are food grade and zero chemicals to
ensure nun sensitivity. Great care is taken to ensure zero fluorescence is used while processing,
making Masafi tissues gentle, safe for your skin, for use at home, work or travel. Masafi teamed
up again with the most prominent experts in manufacturing solutions of Juices to come up with
state of the art facilities to cater for our new Juice product initiatives. Masafi contracted an all
inclusive hot-fill line technology that would enable us to produce long life and parallel preservative
free products. Masafi’s hot-fill line is a state of the art facility and the latest in hot-fill technology. It
is also the first of its kind pet hot-fill line in the region. The plant has a capacity of producing
10,000 bottles per hour and produce juices in 4 (Four) flavors Orange, Apple, Mango and
Tropical. Masafi’s aspirations for their juice enabled to create superior quality natural juices rich in
all attributes and perfectly suited for the taste preferences of the region. Masafi succeeded in
creating both the Mango and Tropical nectar profiles and succeeded in creating both the Orange
and Apple 100% profiles. Masafi was assigned to originally and creatively communicate the
premiums and naturalness of each of the flavors. Masafi Juice is produced in different sizes of 2,
1 and 0.20 liters.

Business Domain Analysis.

This analysis refers to the broad context (or competitive scope) within which the

company operates. This type of


analysis was formulated after the
ground breaking article "Marketing
Myopia" written by Theodore Levitt. BDA is a means of recognizing the competitive
scope within which the business operates. All businesses have close and distant
competitors. It is of vital importance that the business recognize the operational
space within which it operates as this decides the marketing scope of management
action.

The above diagram indicates the relationship between the business domain and
operational space. The business domain is here defined as the beverage market and
the operational space is defined as the market for mineral water. The forces that are
impacting on the operational space are impelling forces from the business domain.
Impelling forces in this situation may be the change in consumer taste due to
advertising made by the non-mineral water competitors or a switch from mineral
water to natural fruit drinks. The company should be acutely aware of activities
outside the operational space but within the business domain.

If the operational space is too narrow then the business tends to be too Myopic as in
the case of "Life" magazine that did not appreciate the threat posed by television.
Another famous example is that of American Railways which defined its operational
space as the "railway business" rather than the "transport business".

However, if the operational space is defined too widely then the marketing function
tends to lose focus. This state is known as marketing mania. The company fails to
concentrate on its core business and over-diversifies. All this is due to poor
competitor analysis due to incorrect.

Marketing Strategy

This articles is a broad outline along which a very effective marketing strategy can be
developed. If you decide to use this model for your business
Market Value Analysis & Key Competitor Analysis
Identify the key value attributes of the products - in terms of the importance to the
customer. Prioritize based on the relative importance of the KVA's. Select a target
competitor against whom you wish to compare performance. Give your own
product/brand a score for each of the KVA's and then multiply the

Example:

Own Target
Relative
product/ Own competitor Comp.
importance
Key value attributes brand rating Score rating (1- Score
(1-10)
(1-10) (A*B) 10) (A*C)
(A)
(B) (C)

Taste 8 6 48 3 24

Convenience 6 3 18 7 42

Modernity 7 4 28 4 28

Service 2 2 4 3 18

TOTAL 98 100

The importance of this type of analysis is that the marketer recognizes that one of
the methods of improving the product is by changing its product/brand rating and
the other and more importantly to change the perceptions of the customer by
changing the relative importance of the key value attributes to the one's that favour
the company (in this cased taste rather than convenience).

Market Opportunity Analysis

Marketing opportunity analysis refers to the use of perceptual mapping to identify


gaps in the market based on key attributes required by the products. An example of
perceptual mapping is given below:

1. Identify the two most important key value attributes. (in this case convenience
product nature)

2. Operationalize the 2 key value attributes (i.e. ready-to-drink RTD and gassy)
3. Develop the two opposites of the two operationalized value attributes (bipolar
adjectives)

4. Develop a map of the opposites.

The map will look like this:

The area with less competitor activity will be the ideal market opportunity.

Perceptual mapping can be carried out for any number of combinations of Key value
attributes to identify need gaps.

Market Environmental Analysis (Opportunities/threats)

Market environmental analysis (ETOP model - environmental threats and


opportunities model) is carried out to understand and give quantitative measure to
opportunities and threats that are impelling on the operational space of the
company.

Example:

Relative
Key environmental Impact
importance Score
factors (-5 <> +5)
(1-10)
Market demand 8 +4 +32

Cheap raw material 5 +3 +15

Regulations 3 -4 -12

+35

Company Capability Analysis (Strengths/ weaknesses)

Company capability analysis (OCP model) is used to assess the business's chance of
success in relation to the market opportunity identified. After the analysis the
company will know whether the internal competencies of the organization favour the
proposed diversification.

Example:

Relative
Key organizational Impact
importance Score
factor (-5 <> +5)
(1-10)

Sales team 7 +4 +28

Obsolete machinery 5 -3 -15

Advance MIS 4 +3 +12

Cheap financing 2 +2 +4

+29

Making the "go - no go" decision

Add the two scores of the market environmental analysis and the organizational
capability analysis. If the addition is a non-negative figure then the company will
normally go ahead with the project.
However before this decision is made management should consider the accuracy of
the analysis carried out above and whether all variables have been taken into
consideration. Sometimes even if the result is a negative number (meaning that the
environment + company capability is not favourable to the project) the company
might opt to go ahead with the project this is especially true if there are non
monetary considerations at stake. (example: increasing market share, to get first
mover advantage, technological edge, complementary supply and broad product
range etc)

Customer Benefit Analysis (Segmenting, Targeting,


Positioning)

This is better known as the process of the segmenting, targeting and positioning.
Customer benefit analysis is essential to identify the customer profile and to
understand the customer psychology in relation to the product.

Segmenting refers to splitting the total market to smaller constituents based on


heterogeneous factors, homogeneous and pre-defined criteria. Benefits of
segmentation includes serving select customers better and increasing profitability.
Also includes improving the quality of market share.

Marketing Mix Strategy

The marketing mix will be based on the STP analysis that has already been carried
out. Traditionally the marketing mix is split into the four P's i.e. product, price, place
and promotion. However, marketing gurus have given new insights into the people,
package, service too should be included especially in the marketing of services.

Summary

The methodology described above provides a holistic view point of the marketing
function and can be applied to almost any type of business organization.

Business domain analysis - to understand the spectrum of

Market value analysis and competitor analysis - What does the customer value. Are
you satisfying customer requirement, or is your competitor doing a better than you

Market opportunity analysis - Use perceptual mapping to identify profitable niche


markets.

Company capability analysis - Does the company have the resources necessary to
exploit the market opportunity.
Market environmental analysis - is the environment favourable to the opportunity
identified.

Ref : Sri Jayewardenepura University

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