Haya Water: Analysis of Current Marketing Situation and Strategies

This report presents an analysis of the marketing situation at Haya Water, an Oman-based company specializing in water reuse systems. The project, conducted during an internship, identifies challenges in sales effectiveness and explores the company's current marketing practices, including media outlets, content used, and email marketing strategies. The report includes an external analysis of competitors like BAUER Nimr, LLC, and Ahmed bin Saif bin Abdullah Al Shedi & Partner Trading, evaluating their marketing approaches and client needs. The implementation section details the use of media outlets, contact lists, and content strategies. The report concludes with recommendations to enhance Haya Water's marketing performance and improve sales, offering insights into the company's potential for growth and market penetration. The report also covers the process of sending newsletters, the importance of understanding customer behavior, and the need for protecting customer information.

Instructions writing skills

Table of Contents
INTRODUCTION...........................................................................................................................1
Chapter 1: Haya Water current marketing situation........................................................................1
1.1 Media Outlets Available.......................................................................................................2
1.2 Content Used.........................................................................................................................2
1.3 Email List..............................................................................................................................3
1.4 The process............................................................................................................................3
CHAPTER 2: EXTERNAL ANALYSIS........................................................................................4
2.1 Companies Sharing Similar Business Model........................................................................4
2.1.1 BAUER Nimr, LLC. Marketing Analysis..........................................................................4
2.1.2 Ahmed bin Saif bin Abdullah Al Shedi & Partner Trading Marketing Analysis..............5
2.2 Client's Need.........................................................................................................................5
2.2.1 International Water Association.........................................................................................5
2.2.2 Water purifier service Trends.............................................................................................7
CHAPTER 3: IMPLEMENTATION..............................................................................................8
Media Outlet................................................................................................................................8
Contact List.................................................................................................................................9
Content........................................................................................................................................9
CHAPTER 4: CONCLUSION......................................................................................................10
CHAPTER 5: RECOMMENDATION..........................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
The main motive of this project is to identify problem faced by the company so that
solution for these problems can be attained. I have done my internship in Haya Water, a Oman
based company which builds and manages systems that are useful in reusing water for people,
companies and families. It also provides laboratory where testing of waste water, sea water,
compost etc. are done effectively so that they can be reused in effectively in individuals gardens,
agricultural and landscaping etc. The main problem which I am presenting in final project is that
sales of the system of company is not effective. This research projects was done by me in the
first semester of third year of college.
In the current research field research was done by interviewing representatives of Haya
Water about the actual marketing situation and the available resources (Blickle and et. al., 2015).
After conducting research, I have further executed my own research for identification what
competitors in the same industry are working and what is the actual requirement of clients. By
conducting effective market research I have completed this research project effectively.
The communication plan is to effectively give information to Haya Water regarding low
effective sales of the company which is influencing business performance in negative manner. It
also aware company about the actual need and requirement of customer which ultimately allows
them to look after some unseen facts. The another aid of this project report is to help the
company that is Haya Water is to develop a newsletter. The current report will also aware
company about actual market situation and how the company can implement identified solutions.
At last, it also includes my final recommendations for the company with which it can improve its
performance in effective manner.
Chapter 1: Haya Water current marketing situation
According to the plan approach, Haya Water develop and operates water reuse systems in
Muscat. End consumers includes; individuals, families, hospitals, businesses, restaurants and
hotels. Haya Water also offers laboratory which helps them to test waste water, sea water as well
as drinking water. Sales revenue of the company is not very effective and in order to generate
more revenue, company should adopt various measures so that they can aware more and more
individuals across the world (Ramli and Soelton., 2018). With the help of these reuse systems
companies can use those waste water which is not used by any one. In addition to this, Haya
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Water might adopt various marketing strategies which will be helpful for them in order to
increase their revenue. These strategies includes, free demonstration of testing, effective use of
social media so that they can enhance their revenue. In addition to this, company is using
advertisement techniques so that they can easily capture large market share (Alagaraja and
Shuck, 2015). With the help of huge market share company will be able to enhance their revenue
as well as they will be able to attract ample number of customers.
1.1 Media Outlets Available
Along with their websites, Haya Water promote their products and services on social
media sites which includes Facebook, Twitter, Instagram. All these websites are used by large
number of customers across the whole world, with this they can largely influence ample number
of customers towards their company. In addition to this, many of the followers are distributors
and investors, which will aid them to attract effective investors towards their company.
Furthermore, company use a website known as MailerLite, which allows them to create
attractive email marketing and other marketing campaigns. With the help of this company can
enhance their sales at the competitive marketplace. MailerLite is a platform which collects
information and provides various marketing tools. These tools includes email marketing, event
marketing, social media marketing as well as online survey techniques. With the help of these
tools small scale business organisation enhance their productivity and performance by building
healthy and strong relationship with their customers. Haya Water is using this platform to
promote their products, its information to end user, which will aid them to create awareness
among customers.
1.2 Content Used
At the initial time, information about the product has been developed with the regular
based communication to supplier of raw material, distributors etc. Here, these chosen people
have sent information on latest products, fluctuation in prices, product offered by rival
companies etc. All of the information is mainly gathered through email. Along with this,
executives of Haya Water could gather more authentic information different mediums like social
media pages, websites etc. Along with this, the main objective of this company is to gain only
that information which could influence distributors in terms of tariff policies, raised price and
fall in product flow (Bonte and Tran, 2015). The marketing executives of the Haya Water mainly
used social media channels and newsletter. This executive have gathered information related to
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distributors weekly basis. In addition to this, the information will also help them in identifying
actual scenario of project.
1.3 Email List
At the starting time of my internship in Haya Water, the company have bought email list
of around 4000 people so that actual information can be provided to them effectively by sharing
newsletter with them effectively. This simply means that the company is directly sharing their
information with the targeted audience. Along with this, this list will work as the contact list for
the company. Furthermore, it can be said that uses of email address do not provides benefits to
executives Haya Water as concerned person of email do not give consent for the same.
Therefore, it is essential for executives to find out feasible solution for the same (Itani, Jaramillo
and Chonko ., 2019).
1.4 The process
While sending out newsletter to distributors, it has been analysed that there are certain
steps which are required to be carried out by individual for convey information about the Kala
product of Haya Water to the respective people. At the starting time, it is the essential for
Naheda Al-Maskry to initially decide that at what time they should send finalised newsletter to
chosen people. For this, it is important to check out which one is the feasible time when targeted
are active on email address. After overall analysis, it has been identified that finalised newsletters
should be sent on Tuesday at 12:30 PM. This is because, at this time maximum people are active
on email and would easily checkout their inbox.
The next step of this process is to outline that these newsletter are further forwarded to
actual customers or not. As a result, the chosen email list will help executives of Haya Water in
communicating about their product to the customers. Along with this, it will also help them out
in dividing their customers into groups on the basis of their buying behaviours.
The another step is to focus on finding out the way through which divided customers can
be easily advertised. Now, at this stage, the overall information about product is presented in
such a manner so that they could easily be persuaded to purchase the similar product. In addition
to this, it is also essential for marketing head of Haya Water to ensure that information about the
one group should not be disclosed to another in order to reduce chances of controversies (Keyes,
2016). Along with this, privacy on the information will help company in maintaining their
relationship with the distributors as their quotations and rates vary from location to location.
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The last step of this process states that distributors further convey right response of
customers to the Haya Water so that company could filter their newsletter accordingly. This
filtration can be done by modifying content on the basis of customers requirements. This
modification in content will also help company out in enhancing sales of the Kala product in
positive manner which would ultimately contribute in increase in profitability of the company in
effective manner.
CHAPTER 2: EXTERNAL ANALYSIS
The chapter discusses about external analysis of market for Haya Water. The section will
include discussion on competitors and clients. Here, analysis of competitors can be effectively
done with the help of some common framework. Whereas, customers analysis will be done in
effective manner by identifying actual needs of the customers.
2.1 Companies Sharing Similar Business Model
After going through an effective research, it has been identified by me that main
competitors for Haya Water are , It has been seen that both the companies are using similar kind
of business models which operates its business activities in Muscat Oman. Both of the chosen
companies are working in the same industry. These two companies are named as
 BAUER Nimr, LLC.
 Ahmed bin Saif bin Abdullah Al Shedi & Partner Trading.
2.1.1 BAUER Nimr, LLC. Marketing Analysis
BAUER Nimr, LLC is a private company which offers water treatment solutions in
Oman. The company was incorporated in 2010 and headquarter in Muscat. Apart from the water
treatment solutions, the company also offers waste water treatment, waste management, land/soil
remediation and hazardous waste disposal. The main aid of the company is to become national
leader in Oman who works for sustainable water and soil treatment solutions
It has been analysed that the company is using social media tools such as Facebook,
Instagram, Youtube and Twitter for promoting their products and services across the Oman as
well as World. The company is also using its website for awaring customers and people about
the product which is being offered by the company in effective manner (Wamba and et. al.,
2015). From company's Websites customers can easily approach to the products and services
which are offered by the company. Apart from this, the company also uses newsletter through
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which distributors or customers could easily access to exclusive information for products. The
marketing team of this company are offering newsletters through email in every fifteen days. It
can be further said that these newsletter clearly states information about products, upgraded
products and changes in prices. In addition to this interested people can easily subscribe to the
presented newsletter through the organisation's website.
In order to understand more about the core marketing tactics, I have tried to communicate
to the marketing head of the company but did not received desired information from the stated
company as their marketing head does not want to share their core strategies of success (Crane,
2015). I have approached the marketing team of that company through professional wriiten
communication that is email.
2.1.2 Ahmed bin Saif bin Abdullah Al Shedi & Partner Trading Marketing Analysis
Ahmed bin Saif bin Abdullah Al Shedi & Partner Trading, the company is dealing
production of fresh water. The company was incorporated in 2004 and headquartered in Oman.
The company is also developing mineral water which is being distributed in Oman. The
company belongs to power and utilities industry.
It has analysed that the company is not strictly following marketing activities like other
companies. The marketing head of this company believes in using direct marketing activities like
communicating directly with the respective people for attracting them towards the services. In
addition to this, the company offer its newsletter over its website from where individual can
easily collect information about the offered product. Also, it can be said that maximum
information about the company and its products are released from website.
2.2 Client's Need
It is essential for every organisation to understand actual needs and requirements of their
end users that is customers who are using their products. In this regards, executives Haya Water
have conducted an research on the needs and requirement of its customers so that newsletter
could modified accordingly (Nunthapirat, 2015).
2.2.1 International Water Association
Haya Water have chosen International Water Association in order to grab information
related to the power and utility industry. The company is working in the same industry from
many years and has information about the industry in depth. In context of Haya Water, the
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company is grabbing information from International Water Association about the industry so that
effective decision can be taken for the same. Along with this, I was also allowed to use
information gathered from International Water Association enhance effectiveness of my own
research.
On the basis of data collected from the International Water Association, individuals can
easily understand that how power and utility industry can grow in effective manner. Some of the
main parts of this industry in which it is broken down are stated as below:
 Equipments: Vacuum evaporation and distillation, Paper bed filters, Ultrafiltration
systems, Tramps oil separators, Reverse osmosis systems, Vacuum filters and ventilation
According to the overall analysis, it has been further analysed that there are numerous of
equipments which are helpful for the industry in attaining their business objectives and ensures
that their functioning is good for all. It has been analysed that the maximum monetary value on
which company is spending money is purchasing the water purifier products. It has been further
analysed that customers agrees to pay high amount for the water purifier products as they knows
the value of water (Manuela and Kristina, 2017). In addition to this, they also agrees to suggest
their known to buy the same product from the companies so that water could be preserved for
longer period of time and can also be used by individuals in effective manner. It can be said that
referrals for the water purifier product could influence sales performance of the company that is
Haya Water as more referrals attracts more customers towards the company which ultimately
influences them to purchase the product in right manner. It can be said that maximum sales
directly enhances profitability of the company in positive manner. In addition to this, it can be
further said that business organisations can also raise their performance by providing attractive
discounts to customers. These discounts not only attracts customers but also persuade them to
purchase the same product. Apart from the discounts, it is also essential for Haya Water to
conduct some knowledgable campaigns so that usage and benefits of water purifier product can
be shared with the customers which helps them in understanding value of the water. These
campaigns could be conducted on online basis for making it feasible for company to approach
maximum number of people (Lau and Chong, 2017). With the help of the campaign the company
can also find out their customers who could get connected with the company for longer period of
time. Later, these customers can provide high level of business to the Haya Water that enhances
their revenue as well as profitability in effective manner. On the basis of stated products there are
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certain categories which fits exactly right according to the customers requirements. The
equipments of this industry are divided into sub categories which are explained below in the
detailed manner.
2.2.2 Water purifier service Trends
For the purpose of enhancing knowledge over future needs of customers or end user, I
have conducted an effective research about the power and utility industry and its emerging trends
in the coming years. The research have allowed me to access numerous new things within the
industry and also supported in finding out new trends in the same industry that is attracting
customers and also influences interest of the customers to these products. In addition to this, it
can be further said this research has also allowed me to understand the usage of newsletter and
its benefits by which sales performance of the company could be raised in effective manner
(Niesten and Jolink, 2015). Along with this, it has also been seen that newsletter also allows
customers about the product and services offered by the company. This knowledge directly
attracts customers towards the products and services offered by Haya Water. As a result, sales
performance of the company can be raised in high speed.
According to the research, it has been analysed by me that there are certain recent trends
in the water purifier equipments. These equipments are Faucet-direct Connection Type Water
Purifiers, Faucet-integerated Type Water Purifiers, Desktop Type Water Purifier, Stationary
Type Water Purifiers and Built-in Type Water Purifier. It can be said that these trends in water
purifier are attracting customers in effective manner. It can be said that customers feels more
interested in purchasing these trendy water purifier as all of them are most effective and easy to
use for customers. These purifiers could also be used by the businesses, hospitals, families,
schools and many other places where individuals who are concerned about water and quality. It
can be said that customers do not give importance to any thing while considering about their
health. As a result, I simply increases sales performance of Haya Water as customers of the
company are increasing day by day. This is because, number of health conscious people are
increasing every day. This ensures that customers get attracted to these products and places
positive influences to purchases these products in quick manner (Nowlin, Anaza and Anaza,
2015).
Apart from this, executives of Haya Water are also required to improve their services
quality at the time of selling these products. As a result, it can be said that there are numerous of
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methods such as promotional tools and many others through which company could easily attract
maximum customers. These tools also helps company in delivering effective and feasible
services to customers which contributes in retaining them with the company for longer period of
time. Effective services are also seen as the key ingredient by which organisation can easily raise
their sales performance as they have lots loyal customers which gives them business.
From the overall discussion, it can be said that Haya Water can easily enhance their
understanding on customers needs by conducting an effective research. Along with this, it has
been further seen that usage of newsletter is seen as the effective method by which interest of
targeted people and customers can easily grabbed in a positive but quick manner. Newsletters are
also seen as the effective approach which helps company in increasing their sales performance at
marketplace (Cates, 2015). This ultimately leads to enhancement of profitability of the Haya
Water.
CHAPTER 3: IMPLEMENTATION
Under this chapter, a description is made to evaluate the steps which Haya Water need to
take for increasing awareness among customers about its products and services. For this purpose,
the first step includes to pick up media outlet for its newsletter for providing details of products
to public via various distribution channels, then obtain a contact list and finally pick up the
relevant content that will be written in chosen newsletter.
Media Outlet
In order to keep update customers with latest product and services as well as provide
entire details, it is essential for Haya Water to choose the best media outlet. This would help in
creating a newsletter and distributing to large customers for aware them about features of
products and help in increasing the sales as well. There are various media outlets available that
respective company can select for creating the newsletters. It includes MailerLite for scalability
and deliverability, Constant Contact to automatically create a newsletter template, Campaign
Monitor to handle email-marketing when multiple clients are present, EmailOctopus, Vertical
Response and more. Here, creating an e-mail newsletter in MailerLite consider as much simple,
where it offers a number of advanced features like built-in photo editing, A/B split testing,
contact list segmentation on the basis of demographic, interest and behaviours, etc. The free
plans of this subscription include up to 12000 emails on monthly basis, 1000 subscribers with
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unlimited e-mails more. While as comparison with Constant Contact Price, it offers e-mail plus
plan, with unlimited emails to over 500 subscribers, therefore, it is better to choose MailerLite
media for creating newsletters (Gounaris, 2016).
Hereby, to create newsletters in innovative manner, Haya Water can also use a number of
E-mail Newsletter Templates such as Wire by HubSpot, Zurb Ink, 99 designs, Webinar Invite by
WorkCast, Email on Acid and more. Among these media outlets, email newsletters may help in
building the engaged subscriber base which aid in keeping business top-of-mind. While, Sonata
is another e-mail template provided by Web Canopy Studio and available on HubSpot platform
to promote offers to loyal subscribers where they can evaluate entire information about
company's products. Furthermore, Wire by HubSpot, is another outlet that designed newsletter
template, in order to cater the needs of those organisations, who are rolling out to bring
awareness among public about new product or service. It includes a thin typeface, with a contrast
between vibrant product copy and dark background, which add a sense of intensity to new
campaign.
Thus, for creating the newsletter to targeted audience, on the platform of MailerLite with
Wire by HubSpot template options refers to the best one for Haya Water, because it requires less
cost (Syed and Chaudhury, 2016). As this company already uses this platform therefore, there is
no need to provide any training to workers to work on the same.
Contact List
As discussed earlier that Haya Water have already bought an email list of over 4000
users, in order to provide relevant and updated information to them, via creating newsletter
through best social media. This list includes contacts of local customers that lie within territorial
boundary therefore, it would become easy to share information with them about business of
Haya Water and influence to purchase its Kala product. As respective company is using
MailerLite as email marketing tool, which allows free plan over 1000 subscribers with 1200
emails on monthly basis, therefore, it becomes easy for segmentation the group on demographic
basis. It provides features for customer field, practical email components like merchandise
boxes, supports automation for employing visual workflows and more (Han, Kim and Jeong,
2016). But it doesn't support for website monitoring, as well as not allow for users to get direct
access, they have to first sign up and finish profile to confirm websites. Therefore, after
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