Report || Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of student
Name of University
Author note

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MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Analysis of the brand with the consideration of 4 Ps of marketing...........................................3
Brand strategy required to develop the brand............................................................................6
Recommendations for developing the brand equity...................................................................7
Recommendations for developing the brand elements..............................................................8
Recommendations for developing the brand communities........................................................9
Summary of various recommendations....................................................................................10
References................................................................................................................................11

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Introduction
The report is presented to discuss about the ways and approaches that shall be
undertaken by Masafi Water to develop the brand and also enhance the brand equity, increase
the brand related components as well as develop brand communities. For doing so, there is
need to develop a clear and precise brand strategy, which can allow Masafi Water to
transform itself from where it is at present, to a popular and established organisation with
emphasis on the manufacturing, production and delivery of bottled water all over the United
Arab Emirates or UAE. The topic will also highlight the importance of maintaining a relevant
and clear brand strategy that can make the company elevate in its business functions and
processes while at the same time, make sure to use the various Ps of marketing in order to
develop the brand, its brand image, equity and identity along with improvement of the brand
communities too.
Analysis of the brand with the consideration of 4 Ps of marketing
The analysis of the brand represents the overview of the organisation and it denotes
the fact that Masafi Water is one of the largest manufacturers and producers of the mineral
water in the central and Gulf portion of United Arab Emirates. The company has been
specialized in the water production industry for more than 30 years and it has offered a wide
range of good quality water products and services that could cater the needs and requirements
of people much more comprehensively. The company is known for its production of natural
mineral water that has been sourced from the mountains and hilly areas of Ras Al Khaima,
which has enabled the company to infiltrate the local or regional markets as well as maintains
a respectable working capital that has been required to meet the demands and expectations of
people within the marketplace (Kotabe and Helsen 2020). Moreover, the revenue generated
by the company is huge and with the stable working capital, the company has managed to
manage production of over 60000 bottles every hour and transferred as bottled water all over
UAE (Masafi.com 2020).
Before analysis of the four marketing Ps, it is necessary to assess the strengths,
weaknesses, opportunities and threats of the organisation. The major strengths include well
established brand with positive brand image ad identity in the UAE and GCC region and 40
percent of the products have been exported worldwide, which not only made the company
successful, but also enabled Masafi Water to gain a bigger market share in UAE. The

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company has also produced juices and few other healthy beverage items, which has made the
company listed as one of the top FMCG companies in the UAE region too.
The weaknesses include the poor prefer ability in the regions of Abu Dhabi and Al
Ain and also the lack of wide range of products in terms of food items produced by the
company. There is absence of suppliers, as it is a producer of natural mineral water and thus
has been considered as a major weakness too whereas these weaknesses have resulted in
creating great scopes and opportunities too (Deepak and Jeyakumar 2019). Few of the major
opportunities that could transform the business on a positive note include the expansion of
product range for meeting the demands and expectations in the market, development of
strategic partnerships emphasized on better business functioning while the sponsorships could
also enhance the level of awareness among the clients largely.
The threats experienced by the company include the high rise in competition, fixed
market price for the products and services and also the negative brand image r reputation
along with lack of awareness among people due to poor marketing approaches and brand
publicity.
The mission statement of the organisation, i.e., Masafi Water is to constantly deliver
premium quality products and services through continuous innovation and also through
strengthening of leadership within the FMCG sector in UAE (Masafi.com 2020).
The four Ps of marketing include the product, price, place and promotions managed
by the company, i.e., Masafi Water. The products of the company icnldue the bottled mineral
water and also juices and other beverage items and soft drinks that offer refreshment after
consumption. At present, the company has expanded its product line by adding new products
too such as basmati rice, fruit juices, dried fruit items, etc. that have fulfilled the quality
assurance obligations and standards based on the management of food safety program,
internal auditing and also by conducting customer surveys (Chernev 2018). Due to this, the
assessment of suppliers and distributors is necessary, which has also helped the company to
fetch awards and certificates based on ISO 9001: 2000, FDA, Quasi, etc. The design and
packaging has been done with the help of using poly ethylene terephthalete while the non-use
of additives and use of hot fill technology has enabled keeping the quality standards
maintained largely too. The products are available in different sizes including 1.5 litre, 1 litre,
330 ml, etc. and also for the fruit juices, those also are available in different sizes such as in 2
litre bottle and in 200 ml as well. Another standout feature of the product is that the water has