Swot Analysis Of Masapi

Product:

The product’s brand name, product design, packaging, quality and features have all contributed in bringing Masafi the success it now holds, being the generic name for bottled mineral water across the UAE. Today, Masafi boasts of a wide product portfolio, which includes flavored water, juices, tissues, potato chips and basmati rice.

In the range of water products, Masafi has introduced flavored water. Masafi Flavored Water is just Masafi Mineral Water with a hint of flavor, which doesn’t contain any added preservatives. They are offered in four different flavors, lemon, peach, mint/lemon and strawberry, all of which are available in 500 ml bottles.

Masafi Mineral Water comes in bottles of a wide variety of sizes to meet various numbers

This extension to the juice line is only limited to the period of Ramadan. This kind of promotion reflects Masafi’s focus on the cultural values of the UAE.

Place:

Almost every single store, ranging from hypermarkets to small groceries sells Masafi water. Primary research showed that randomly walking into any 10 stores, all 10 out of 10 stores sold Masafi bottled water. Masafi has made it a point to place their product profusely around the UAE. After researching, 95% of local stores and retail outlets stock Masafi water. These retailers were questioned about their motives of why they would place Masafi and give them priority over other brands in the UAE. Did they have some kind of incentive or was it because of the revenues earned?

Masafi bottled water was not only sold in the typical supermarkets and groceries but also in schools, universities, restaurants, hotels, coffee shops, vending machines, etc. Masafi has also introduced home deliveries of the 4G bottles. Masafi has distribution vehicles to ensure local coverage in the UAE and this in turns helps promote the brand too. Masafi has also introduced custom made chillers that solely display Masafi’s products in retail

This has many advantages like and increased customer base, increase brand recognition, gain in profit and an expansion in the product’s life cycle. Of course, there are many limitations and these mainly arise from cultural issues like local preferences, language barriers and the ethics of another country where something that is not acceptable is acceptable in other countries.

Price:

Since water is a necessity, bottled water across the UAE is supplied at a very low and standard price. There might or might not be differences in the price of different brands and even if there was, it would not be very significant. Primary research was conducted by visiting the chief hypermarkets and supermarket in Dubai and examining the prices of a 1.5L bottle of Masafi and Aquafina water. The results and findings after the primary research was as follows:

Lulu: 1.5L

Masafi: 1.65

Aquafina: 1.30 Carrefour: 1.5L

Masafi: 1.65

Aquafina: 1.40

Spinneys: 1.5L

Masafi: 1.75

Aquafina: 1.50 Waitrose: 1.5L

Masafi: 1.75

Aquafina: