University Marketing Report: Masafi Water Brand Analysis and Strategy

This report presents a detailed analysis of Masafi Water, a major mineral water producer in the UAE. It explores the brand's strengths, weaknesses, opportunities, and threats, along with an assessment using the 4 Ps of marketing (Product, Price, Place, and Promotion). The report outlines a brand strategy focusing on product diversification, strategic partnerships, and content marketing to enhance brand image and equity. Recommendations are provided for developing brand equity through quality products, monitoring market trends, and providing excellent customer service. The report also suggests strategies for improving brand elements and fostering brand communities to strengthen Masafi Water's market position and customer loyalty, including the use of proper logos, taglines and names, and content marketing for positive brand reputation and effective reach to target audiences. The report aims to provide a comprehensive marketing strategy for Masafi Water to enhance its brand development and market presence.

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

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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

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been extracted and filtered from the foothills of the Ras Ai Khaimah Mountains and thus
fresh water extortion has left the natural mineral water without any bacteriological
disinfections (Miquel-Romero et al. 2014). The products are presented in unique styling and
designing has been done accordingly for meeting the demands of people in the marketplace.
The prices are set properly for the FMCG products and being those of premium
quality, the prices are slightly higher than its competitors, though the quality of products
should meet the expected standards and demands of customers effectively too. The basmati
rice and other staple items made available are somewhat higher in price, when compared to
the competitors in business. But, being a major brand in the UAE region, the prices remain
competitive and the company has also implemented the cost leadership strategy to ensure that
the customers are influenced and encouraged to make purchases on the basis of prices set for
the products.
The products and services have been made available in every parts of United Arab
Emirates so as to allow the customers for gaining better accessibility to those, furthermore,
ensure that the customers are aware of those before making purchases. Moreover, the online
and ecommerce platforms have also helped the company to make those available online,
which has also allowed the clients to easily access those, thereby, facilitate their buying
behaviour and ensure making purchases of the natural mineral water and other products
introduced by the company in the marketplace (Thompson, Strickland and Gamble 2015).
The low prices are set for the products sometimes for directing the clients towards the
company while at the same time, penetrate new markets for increasing the sales generation to
a large extent (Masafi.com 2020).
The promotions made by Masafi Water have been facilitated with the use of
advertisements on televisions, newspapers, magazines and also in the internet platforms and
social networking websites for creating a sense of interest among the clients, thereby,
encourage them to make purchases consistently (Mckinney and Benson 2013). The sales
promotions have also created more scopes and opportunities for entering new areas and gain
bigger sales while at the same time, achieve the targeted market segments for ensuring that
the customers’ need and preferences could be designed accordingly with the business
decisions made.

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Brand strategy required to develop the brand
There are various strategies that are required to ensure that the brand is grown and
developed with time for meeting the demands and expectations of customers, furthermore,
make sure to attain a sustainable position within the marketplace. Masafi Water needs to
develop as well as strengthen the professional services brand with the help of implementing
the right brand strategy and by ensuring that it is aligned with the business goals and
objectives. This would allow for using proper logo, tagline and website for communicating
the brand messages and information, thereby, strengthen the brand image, identity and name
for making sure that the brand and its products are differentiated well and also the targeted
market segments consisting of clients are identified easily and conveniently.
The brand strategy is implemented to also identify the target market clients and then
focus on the high growth high profit firms for as to maintain a diverse target market and also
put effective marketing efforts for ensuring that the brand grows and develop effectively. A
systematic research conducted, has also been part of the brand strategy, where the
organizational strengths are identified along with focus on lowering down the market risks
associated with the growth and development of the brand (Masafi.com 2020).
The positioning of the brand is also essential for positioning the products and services
in different market segments and at the same time, ensure that the products and services are
easily accessible to the people, which could make them believe that the company has
delivered what have been promised (Uggla 2015). The messages and information about the
brand and its products have been integrated in the brand marketing strategy so as to exploit
the scopes and opportunities properly, furthermore, develop content and make sure to raise
awareness among the clients in different market segments much more comprehensively.
To grow and develop the brand, Masafi Water must also use proper logos, tagline and
name for making sure that the brand positioning s supported properly and also the brand
values and benefits are communicated and symbolised in a proper way to create positive
mind-sets among the customers. The content marketing strategy should also be helpful with
the management of better content on the website and even build awareness for yielding the
best outcomes in the form of positive brand reputation, better brand visibility and effective
reach to the target audiences as well (Holland and Weathers 2013).

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Recommendations for developing the brand equity
The brand equity represents the fact about how much loyal the customers have been
towards the brand and also trust the brand, which could encourage them to make purchases
consistently. It is thus recommended for the organization, i.e., Masafi Water to introduce a
range of quality products in the marketplace for attracting the attention of customers and also
gain positive responses from them, which should be possible with the help of proper
labelling, packaging and also with the delivery of extensive values and benefits to the
customers (Kavaratzis, Warnaby and Ashworth 2014). The trends should be monitored by
Masafi Water, as part of the ability or potential to meet up to the demands and expectation in
the market at present. As seen from the industry, the company is also recommended to
analyse how competitive the industry has become with the introduction of healthy beverage
items and also juices that are available. To keep up with the trends, the company has brought
new products such as fruit juices, health and energy drinks besides the natural mineral water
to keep up with the latest trends effectively (Aaker and Biel 2013).
The development of a positive brand image is critical for building brand equity and
thus positive experiences have been provided to them by delivering good customers’ services
and also by responding to their queries and feedbacks as quickly as possible on the social
networks and other online platforms. This made the customers believe that they have been
valued, which influenced their consumption behaviours too. By capturing the responses and
feedbacks of the clients, the company should be able to understand what facts exist in the
minds of consumers, which could be beneficial for the marketers to produce and deliver
products accordingly, thus, raise the level of satisfaction among the customers too largely
(Huang and Sarigöllü 2014). The brands are built based on the most relevant strategies
implemented while at the same time, put marketing efforts for presenting clear messages and
information about the products and services, furthermore, influence the buying behaviours of
theirs largely too (Masafi.com 2020).
Recommendations for developing the brand elements
The major elements that are responsible for building the brand include the target
audience, brand promise, brand perception, brand values, brand voice and brand positioning.
Masafi Water has mostly been known for its excellent quality natural mineral water and thus
the company should expand its product line and that should be possible with the help of
introducing a new range of fruit juices and health drinks hat could suit the needs of people in
different market segments (Severi and Ling 2013). For thus, the company is recommended to

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monitor the market segments and identify the consumers, who are health conscious and
mostly, prefer good drinks that are full of health and nutritional ingredients. Due to this, the
company would be able to change the perceptions of customers and aim at bringing
something new for meeting the customers’ demands and expectations furthermore.
It has also been recommended for involving the department manager, executive team
members and also the purchasing manager so as to make the right decision and ensure
sending them the right products and services too. The brand promise represents the messages
and information that have been rightfully sent to the targeted audiences, which could make
the customers understand what benefits they should expect after making purchase of the
product (Buil, Martínez and De Chernatony 2013). It is also recommended that the brand
looks at the existing perceptions of customers towards the brand and then compare it with the
present for making sure that both the new and existing clients are attracted towards the brand
as the targeted market segments.
Considering the fact that the products offered by Masafi Water offer instant hydration
because of the pure quality and also free of any sodium, thus the values and beliefs have been
managed, which has been defined in the decision making process of the organization. The
recommendation for brand positioning is also suitable for making sure that the brand cares
about its customers and deliver them properly, what they demand or expect from the
organisation in UAE (Sasmita and Mohd Suki 2015).
Recommendations for developing the brand communities
It is recommended for Masafi Water to utilise online platforms and also the social
media networks so as to growth the brand and create loyal customers. The Company could
add social networks in their marketing strategies and tactics for ensuring that then brand
awareness could be built and more leads could be generated so as to gain growth,
development and sustenance within the competitive business environment too. The
development of brand communities represent the building of a loyal and efficient customer
base and this could be formed with the help of using online platforms and social networks so
as to transform the followers into customers and encourage them to make purchases from the
brand consistently as well (Schivinski and Dabrowski 2015).
It is recommended for Masafi Water to create a Facebook group, thereby, strengthen
the relationships between the brand and its customers, furthermore, enhance the level of
engagement along with facilitation of marketing efficiency. Moreover, it should allow for

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managing varosu discussions and sharing individual ideas, opinions and feedbacks too, based
on which, the company could make necessary changes and improvements.
Sending newsletters and emails is also recommended for Masafi Water to keep engaged with
the audiences, strengthen the relationships and form community brands who could gain
access to the content and information about her products available on the website managed by
the brand.
For building brand communities, the development of authority online is recommended
as well for easing down the efforts to search for the new clients and at the same time, make
sure to share knowledge about the brand among the customers with the help of blog posts.
This would also increase the followers to the website and increase the brand outreach and
ability to build brand communities effectively (Zarantonello and Schmitt 2013).
Summary of various recommendations
Considering the various recommendations presented here for building the brand in terms
of building communities, brand elements, brand equity and raise the bar for the brand and its
products that are preferred by customers all over UAE. Few recommendations have been
provided below.
 It is recommended for Masafi Water Company in UAE to aligning the bus9ness goals
and objectives with the organisational values and marketing strategies implemented
 For targeting the market segments, it is also recommended for Masafi Water to
maintain a diverse target market consisting of people from different places all over
UAE so as to ensure that the buying behaviours of theirs are influenced and repeated
purchases are made, which should increase the profit level for the company
 The positioning of brand is recommended as well for raising awareness among the
clients and build brand much more comprehensively
 Masafi Water must comply with the legal obligations, laws and rules for making sure
that the best quality water is being extracted from the mountains without use of any
artificial ingredients to the natural mineral water
 Because of the presence of so many competitors in business, Masafi Water should aim
at implementing the cost leadership strategy and set the right prices on the basis of
comparison with the competitors, which could also help in keeping the customers
satisfied and influenced to make purchases

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 The content marketing strategy and use of social networks should facilitate the
delivery of content and information and ensure gaining greater brand outreach to its
customers
 The company is also recommended to follow sustainable measures to bring clean and
greener products so as to contribute to the health and wellbeing of the customers as
well as the community and environment as a whole
References
Aaker, D.A. and Biel, A.L., 2013. Brand equity & advertising: advertising's role in building
strong brands. Psychology Press.
Buil, I., Martínez, E. and De Chernatony, L., 2013. The influence of brand equity on
consumer responses. Journal of consumer marketing, 30(1), pp.62-74.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Holland, J. and Weathers, J., 2013. Aligning a company's people strategy with its business
strategy and brand strategy. Journal of Brand Strategy, 2(3), pp.245-258.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Kavaratzis, M., Warnaby, G. and Ashworth, G.J. eds., 2014. Rethinking place branding:
Comprehensive brand development for cities and regions. Springer.
Kotabe, M. and Helsen, K., 2020. Global marketing management. Wiley.
Masafi.com. (2020). Masafi Home Page. [online] Available at: https://www.masafi.com
[Accessed 9 Jan. 2020].
Miquel-Romero, M.J., Caplliure-Giner, E.M. and Adame-Sánchez, C., 2014. Relationship
marketing management: Its importance in private label extension. Journal of Business
Research, 67(5), pp.667-672.
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International Journal of
Retail & Distribution Management, 43(3), pp.276-292.

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Schivinski, B. and Dabrowski, D., 2015. The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing, 9(1), pp.31-53.
Severi, E. and Ling, K.C., 2013. The mediating effects of brand association, brand loyalty,
brand image and perceived quality on brand equity. Asian Social Science, 9(3), p.125.
Thompson, A., Strickland, A.J. and Gamble, J., 2015. Crafting and executing strategy:
Concepts and readings. McGraw-Hill Education.
Uggla, H., 2015. Aligning Brand Portfolio Strategy with Business Strategy. IUP Journal of
Brand Management, 12(3).
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity:
The mediating roles of brand experience and brand attitude. International journal of
advertising, 32(2), pp.255-280.

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