BUS 1303 MARKETING

Final Assessment (CSA) – Marketing Project

Prepared forIbrahim Moustafa

Done byEiman Ahmed

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Table of Contents

Introduction history......................................................................................................2

Marketing environment...............................................................................................2

The microenvironments............................................................................................2

Competitors...........................................................................................................2

Customers.............................................................................................................2

Intermediaries.......................................................................................................2

The macro environment...........................................................................................3

Demographic.........................................................................................................3

Economic environment.........................................................................................3

Segmentation...............................................................................................................3

Current product description.........................................................................................3

Target market...............................................................................................................4

Description of the marketing opportunity....................................................................4

Marketing analysis........................................................................................................4

Proposed product and/or service.................................................................................4

Proposed pricing...........................................................................................................5

Proposed distribution process......................................................................................5

Proposed promotion mix..............................................................................................6

Biography………………………………………………………………………………………………………………….………7

Apendix…………………………………….………………………………………………………………………………………8

Sample of product design……………………………………………………………………………………………………..8

Sample of survey…………………………………………………………………………………………………………………..9

Sample of promotion…………………………………………………………………………………………………………1

Introduction history

The Oasis water company started in 1984. “The UAE is the first and largest FMCG

company in beverage and diary product.” According to the Oasis Water History. They

divided the water into bottle from NFPC. NFPC is the biggest company for the

beverages and started in1971 in Abu Dhabi. At the beginning they make two decades.

After that the company grows to become the main product in the UAE. The Oasis

company commitment that to keep the good quality of the product that makes the

company the first in the UAE to make place in bottled water association. “Oasis water

is also HACCP and ISO 9001 certified” according to Oasis Water Company. The

company thinks to make foundation for the market in the future like juice, yogurt,

milk and others categories. The company delivers their product to the customer

without taking any money from them.” Today the Oasis community is made up more

than 90,000 homes and offices” according to Oasis Water History. In addition they

had over 10,000 retail outlets across all seven Emirates.” According to Oasis Water

History.

Marketing environment

The microenvironments

Competitors

There is little information of the microenvironments. First, there are many competitors for this company like masafi, al ain, nestle water, gulfa. These are the important competitors that compete with Oasis Water Company.

Customers

Second, the most important for them is the customer services. They make insure to

make the customers safety and comfortable. They make variety of connection centre

in Abu Dhabi, Dubai, Al Ain and Sharajah. They made customers services about six

days in a week. They also put new program for the customer service to make

relationship with the customers when they are at home.

2

According to chapter 3.

Intermediaries

The company promotes, sells and distributes product by reseller. They distribute their

product to the supermarket. Also they distributed to the poor people from different

countries. “The company now had the largest distribution fleet in the country to make

sure the water delivered on time.” According to Oasis Water Company. “ in fact,

more than 1,000,000 liters of water are bottled and distributed every day” According

to Oasis Water History.

The macro environment

Demographic

All people buy these products. They not depend in specific people, ages, gender,

location, race and occupation. The generational marketing is important because it

consider in segment people by their lifestyle and the common values rather than their

age.

Economic environment

That describe the thing that affect the consumer when the purchasing or buying the

product and spending money. Also the ways to offer buyers greater value and make

the right quality and service. In addition to have some changed in consumer spending

pattern. The consumer spend more money on food and housing remain.

According to chapter 3

3

Segmentation

The product has demographic segmentation so it depends in gender and ages. Both

male and female will buy the product. The product has to be different and it have

more offering. The product for the company is measurable, accessible, substantial,

differentiable and actionable that for market segmentation for Oasis Water company.

According to chapter 7.

Current product description

The product is bottle of juice with our brand Oasis Water Company. It also have new

flavors of fruit which is Avocado.It is a natural drink made with high quality of fruits.

It has less acid than pure fruits juice. It contains three things that keep the juice cool

for hours. It tasted great and refreshing drink for the children. You can try it as a slash

of even frozen. In addition not contain artificial flavors, colors, sweeteners or

preservatives added. Also you have to place it in a cool and dry place.

Target market

I think families are the best target market for the juice. All ages, gender and

background drinks juice. It just depends in packaging. Also the target will be for the

people who want to increase their weight.

Description of the marketing opportunity

The product has high quality. In addition the product has many features. The product

has unique things. In addition it has an economic environment because it have price

suitable for every people depending in their income. It contains a demographic

environment because the product is suitable for all part in the families.

4

Marketing analysis

I make the survey from some students at the college. Their ages are between 18-20

and 21-25 years old. All of them are females. I found that 75%of them purchase the

juice definitely and 25% of them not sure about how likely they use or purchase the

juice. In addition, there are 65% of the student think the best type to advertise the

juice is the television because most of the people watch it daily and the rest of the

student said that the internet is the best type to advertise the juice. All of the student

look to the important things when they chose the products which are quality, brand

name, familiarity, quantity and cost.

Proposed product and/or service

There are three level of the product such as core customer, actual level and augmented

level. First make the good value for our product to the customers. Second, for the

actual level Oasis Company and the product have many features such as my product

suitable for everyone. Also it has some nutrition feature include potassium, fiber, B

vitamins, and vitamins E and K. The consumer will be benefit with high quality fresh

fruit. According to chapter 8.

Proposed pricing

Make the selling price depend in customer value and the target cost will ensure the

best price for the consumer. I have to put the lower price to have more demand for the

product. The company has many competitors that you will have to competition with in

the price. In addition the product has good quality and image that will support the

price for the product. The price will be from 5 to 10 Dhs. According to chapter 10.

5

Proposed distribution process

The marketing intermediaries help the company to promote, sell and distribute the

product for the customer. The best marketing intermediaries for my product is the

reseller because he buys like these kinds of the product from big companies and sells

to the consumer. Also the company use these kind of marketing intermediaries.

Proposed promotion mix

There are many things that we can do to promote our product. First, the promotion

mix consist of six elements such as advertising, personal selling, sales promotion,

publicity, direct marketing and internet. I think the best promotion for my product is

advertising because I paid of non-personal promotion for the product. I will print the

product and put it in the internet then the people will know about my product. When

we make advertisement we have to give specific information about the product. We

have to use the appropriate advertising objective which is informative advertisement.

That is used to introduce the new product and to build primary demand. Also we can

put direct marketing that involved connecting carefully with the consumer

individuals. Make small kiosk for the product. According to chapter 11.

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BibliographyOasis Water History. (n.d.). Retrieved from http://oasiscome2life.com/about-us.html

Philip Kotler, G. A. (n.d.). In Princeple of Marketing, Arab World Edition.

The standard of the company. (n.d.). Retrieved from http://oasiscome2life.com/about-us.html

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AppendixSample of product design

8

Sample of the survey

1. What is your age?

18 – 20

21 – 29

29 – 35

45 and older

2. Are you male or female?

Male

Female

3. How likely are you use or purchase juice?

Definitely

Probably

Not sure

Not used

4. How often do you use juice?

Daily

Once a week

3 times a month

Other

5. In your opinion what is the best type to advertise the juice?

Newspapers

Television

Radio

Internet

Others

6. What do you look for in order of importance when select juice?

Quality

Cost

9

Sample of promotion (billboard)

10