MKTG301: Marketing Management Report - Masafi Mineral Water Analysis

This report analyzes the marketing strategy and management of Masafi Mineral Water Company, based in the United Arab Emirates. The analysis is structured around the 4Ps of marketing: Product, Price, Promotion, and Place. The report highlights Masafi's focus on providing premium, naturally sourced mineral water in a water-deficient region. It examines the company's pricing strategy, which positions the product for high-end consumers, as well as its promotional activities, including endorsements and event sponsorships. The report also discusses Masafi's distribution strategy, emphasizing the importance of placing the product in a location suitable for the target market. The conclusion reflects on the effectiveness of Masafi's marketing approach, suggesting that the company has successfully implemented the 4Ps to establish its brand in the market.

Running head: MARKETING MANAGEMENT
Marketing Management
Student’s Name
Course Code

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MARKETING MANAGEMENT
Introduction
The following discussion if about Masafi Mineral Water Company based in United Arab
Emirates (Masafi.com, 2017). Discussion of the marketing strategy and management of the
company will be done in the following report. The analysis will be done based on 4P model of
marketing which is relevant for every marketing management strategy.
Masafi is a mineral water company based in water deficient country like United Arab
Emirates. The importance and significance of such a product is discussed below:
Product: Masafi mineral water is the UAE’s only naturally sourced premium drinking water. It
is clean, clear, has a crisp taste. Masafi has natural replenishing minerals mixed in it. (Al
Bawaba, 2017). Since UAE is fortunate enough to be endowed will deep water resources to save
and to glorify water becomes the responsibility of Masafi (Masafi.com, 2017). Mineral water is a
product which needs no market creation. Sale of mineral water is not a matter of concern if its
quality is up to the mark. Masafi is the purest deep earth natural water and will sell
automatically.
Price: Price of Masafi Mineral Water has been kept a bit high as compared to its competitors in
the market. 4 gallons of Masafi Mineral Water is priced AED 15 (Masafi.com, 2017). It is a bit
high as Masafi relies on the choice of the customer to trust them with the quality of mineral
water. Price of Masafi is kept so that it makes profits and appeals to the class of consumers it
wants to create its market for. They have strategically kept the price high to convince high end
consumers about the quality of the product.

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MARKETING MANAGEMENT
Promotion: Masafi has been very keen to promote its product in the high society. They have
endorsed ambassadors who are owners of elite hotel chains, chefs in five star rated hotels and
famous models of UAE (Masafi.com, 2017). They also organize Recycle events, Art and Culture
events and gourmet feasts in which they portray the significance of using pure water in cooking,
in having it daily and the cultural significance of purity as well. These promotions have helped
Masafi to make a valued place in the hearts of its customers.
Place: Masafi has understood the concept of marketing which says that it is all about placing the
right product at the right price at the right time (Masafi.com, 2017). They have places Mineral
Water at one of the best markets for it. UAE being a desert country requires good quality water
for drinking (Emmanuelle Landais, 2017). It is also the place where almost all the richest people
of the world visit and live. This is the best place to sell a product such as quality mineral water as
per the marketing management concept.
Conclusion
It can be observed that the management of Masafi has done almost everything right in the
context of marketing their product. The 4P’s analysis of their strategy in the above discussion
shows that it is the optimum way to launch market and sell a product mineral water like Masafi
has done.

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MARKETING MANAGEMENT
References
Al Bawaba, U. (2017). UAE's Masafi launches new packaging. Al Bawaba. Retrieved 11
September 2017, from http://www.albawaba.com/business/uaes-masafi-launches-new-
packaging
Emmanuelle Landais, S. (2017). Masafi launches water bottle recycling scheme. GulfNews.
Retrieved 11 September 2017, from http://gulfnews.com/news/uae/environment/masafi-
launches-water-bottle-recycling-scheme-1.649673
Masafi.com, I. (2017). Masafi | Consumer. Masafi.com. Retrieved 11 September 2017, from
http://www.masafi.com/water
Purelybranded.com, P. (2017). The Four Ps of Marketing. Purely Branded. Retrieved 11
September 2017, from http://www.purelybranded.com/insights/the-four-ps-of-marketing