PETrecycling gives short information about Masafi Company. The company was found in 1976 and now it is a unique brand that has become a generic name for bottled and mineral water in the entire Gulf region. Such a status was acquired because of their high quality products known all over the world for their pure natural freshness. Today Masafi Company can offer a great number of products, ranging from bottled mineral water to soft facial tissues, cups, juices and chips. Gulfbusiness website writes that the main aim of Masafi Company is to strengthen the market leadership.
It is distinguished by constant improvement the quality and number of their products and also through the processes of innovative manufacturing, continuous reinvestment and marketing and audit strategies. The target market for Masafi products, as well as any others ones, is distinguished according the following customer characteristics: geographic, demographic, psychographic and behavioralistic. Urban areas of the Middle East region is the main target market for Masafi products. People use water in summer more than in winter.
In summer one person uses ten or more glasses of water per day, and can use a couple of glasses of juice. In the Middle East region the temperature is one of the highest on Earth. In most countries of the region the summer is all the year round. It was conducted a survey and analyzed that 40% of individuals are ready to use Masafi products as a regular drink. Demographics customer characteristics are: • According to the age of the customers it varies from five to one hundred five; • According to the gender customers may be either male or female; According to the family life cycle customers may be young, single, married and old; • The income of the customers may be from middle to high;
• According to occupation the customers may be students, businessmen and professional; • Education not required. Psychographic customer characteristics are upper and middle social classes. Behavioralistic customer characteristics are: • According to the occasion – regular; • According to the benefits – quality and services; • According to the user status – potential user • According to the loyalty status – strong; Positive attitude towards product. Masafi has effective and strong positioning. Masafi’s products differ form other products and the flavor of other products, and this differentiate Masafi from its competitors. In order the customer to know about their products, there was created a positioning by using a very effective slogan: “FLAVOUR YOUR THIRST”. Masafi mineral water is a product of high quality which not only flavors your thirst but also provides your body with such nutrients as Calcium Chloride, Maghesium Sulfate and Sodium Bicarbonate.
According to information on EcPlaza website “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”. Currently there are three flavors: lemon, strawberry and peach, and because of this more customers are attracted from specified as well as unspecified target market. So, the flavored content of fruits is the main competitive advantage of Masafi mineral water. Also, “hot fill” technology is used in the product, and because of this technology freshness, strength and flavor is maintained.
Mineral water is sold in 0. 5 and 1-liter for one-time-use bottles with no refills and chemical residues, which makes it safer and hygienic. Nowadays people need high quality products, especially in what they drink, and Masafi product strategy and concept is to give to people good taste and good content. The water is is extracted from the foothills of mountains in RAS-Al-KHAIMAH region. They did not use any additives for bacteriological disinfection. Masafi Company always tries to be unique in styling and designing of its products.
Masafi mineral water is packed in attractive packing of different color that enables customer to pay attention to the product. Each flavor has its own colored cap on the bottle, and this also distinguishes Masafi mineral water from other brands. Masafi products are consumer good as they can be frequently purchased by customers with no efforts. And because of the low prices it is very convenient to purchase the products. Masafi Flavored Mineral Water belongs to staple foodstuffs, so it means that it is available almost everywhere. The company settled reasonable price for their products and it capture the maximum share.
Because of such prices it is convenient for people in the target market to buy Masafi products. Facilities of discount to retailers are also provided by Masafi Company. For Masafi’s products cost based pricing is used. The pros of such pricing is the possibility to manipulate the prices at any time either by controlling cost or by reducing the profit margin after having maximum market share. The main aim of the Masafi Company pricing strategy was to attract a big number of potential buyers quickly and to set the leading position. For this a market penetration strategy was used.
Low prices were offered in order to increase their sales by attracting those who was interested in the products as well as indirect customers of their competitors. Low prices for the products were provided and they penetrated the market deeply and quickly. For the promotion campaign Masafi Company uses a promotional mix of advertisements, sales promotion as well as sponsorship and personal selling. Advertisement is the most important and popular tool of promotion. Masafi company such advertisement tools as magazines and newspapers, radio, television as well as billboards, mobile advertisement and banners.
There was created the awareness of Masafi products through various advertisements and they are played on many channels, such GEO TV, GEO NEWS, GEO SUPER, AAJ TV, HUM TV, and TEN SPORTS. The advertisements are played from evening to night. Also advertisements of Masafi products are played on such radio channels as Fm 100, Mast fm 103, Hum fm 106. 2. In magazines and newspapers there are attractive advertisements that create the desire to buy the products. Masafi chose the press with high believability and those that are used by their target market.
As for the sales promotion, they use the push strategy only in areas with low sales. Some amount of as margin was given to retailers, and sometimes the retailers influence the customer to buy Masafi products. Some Masafi products are put in front of the shop. Also, there was given a specific target to the retailers who relate to sales, and when the targets are achieved, there are benefits for them. Personal selling is used as well, by putting stalls in educational areas, and free sample are given to students and staff.
Masafi Company is using the following indirect channels for product distribution: manufacturer to wholesaler, wholesaler to retailer and retailer to consumer. In channel design decision consumer needs were designed.
Bibliography
Material from Official Masafi website: http://www. masafi. com/en/masafi. asp Material from PETrecycling website: http://www. petrecycling. cz/arabian_biz. com_masafi. htm Material from gulfbusiness website: http://gulfbusiness. tradeholding. com/default. cgi/action/viewcompanies/companyid/137625/ Material from EcPlaza website: http://masafi. en. ecplaza. net/
