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Dubai Bottled Water Market Analysis

North Star International LLC has commissioned a study on the bottled mineral water market in Dubai. The scope of the project includes customer profiling based on product variants, an effective branding strategy, and identifying purchase decision points. The study will analyze the company and market profiles, consumer behavior and buying patterns, major industry players and their market shares, the demand for bottled water, and develop a strategic business plan with recommendations on the marketing mix, pricing, placement, and promotion strategies. Primary research will be conducted to identify hypotheses and inform the strategic formulation.

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Upasana Ghosh
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6 views2 pages

Dubai Bottled Water Market Analysis

North Star International LLC has commissioned a study on the bottled mineral water market in Dubai. The scope of the project includes customer profiling based on product variants, an effective branding strategy, and identifying purchase decision points. The study will analyze the company and market profiles, consumer behavior and buying patterns, major industry players and their market shares, the demand for bottled water, and develop a strategic business plan with recommendations on the marketing mix, pricing, placement, and promotion strategies. Primary research will be conducted to identify hypotheses and inform the strategic formulation.

Uploaded by

Upasana Ghosh
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

North Star International LLC

Project: Study of the bottled Mineral water market in Dubai.


The project would incorporate the following as part of its scope.
1. Customer profiling based on different product variants viz PET bottles, 5 Gallons and Cups
2. Effective Branding Strategy - way forward
3. Purchase decision points etc.
4. Marketing / Branding strategy to increase the sales volumes

1. Company profile
2. Stakeholders
3. Market Situation Analysis
a. Demand of bottled water – Market Size
4. Major industry players in UAE
a. Market Share
5. Consumer Behaviour
a. STP through secondary research
i. B2BS
ii. B2C
b. Consumer Buying Behaviour Process
6. Primary Research (B2B and B2C different) – Identify Hypothesis
i. Exploratory
ii. Factor Analysis
iii. Cluster Analysis
iv.

Business Strategic Plan:

1. Mission / Objective
2. SWOT
3. Goal Formation
4. Strategic Formulation
a. Cost Leadership
b. Differentiation
c. Focus
5. Current 4Ps (Need data -
a. Product – Date of Launch, Current Product Life cycle (Inform potential consumers,
Induce product trial, Secure distribution), composition, Pack size, package design and
quality, shelf life, License, hygiene, convenience, safety, environmentally responsible,
b. Place – Availability locations, Distribution, Vertical and Horizontal Marketing System
c. Price – MRP, margins, cost structure,
d. Promotion – Pull or Push Strategy
6. Current STP (Ask)
7. Competition - Internal and External Benchmarking
a. Perceptual Mapping
8. Marketing Mix Strategy – Suggested 4P after primary research
a. Product, Services, Packaging
1. Branding Strategy
b. Price – Discount, Offer Price, Credit Policy
c. Place – Channel Distribution
d. Promotion – Advertising, Publicity, Sales Promotion
9. Financial
a. Promotion Costs
b. Product Pricing – Margin, etc cost
c. Place – Distribution cost

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