1st slide: In order to enter the Islamic market, our entire dynamics of the
strategies like product placement, audience, market, marketing etc. has
to change. The GCC market is not prevailing for its drinking culture.
Hence branding it as a non-alcoholic beverage would be inadequate.
Feragaia targets affluent consumers seeking a premium, exclusive and
novel beverage experience. Due to its non-alcoholic nature, Feragaia's
target demographic is unrestricted by the age and gender brackets and
even adhere to the ethical & ethnical elements of Islam. Within the
GCC, our main is to focus on the urban population which generally
includes the expats, locals, tourists and even people willing to quit
alcohol.
2nd slide: Feragaia should aim is to enter the Islamic market as a luxury
product, the pricing strategy used will be value based since it’s a luxury
product. Apart from that it will be introduced to the intended audience
through a B2B method where the product will be sold in high end cafes,
restaurants, clubs, theatres, business lounges, business flights etc. as
these are the places mainly visited by our audience. Apart from that, to
facilitate sales the product will be distributed as free samples in
extravagant jewelry stores and brands like LV, Dior, Gucci etc. to their
customers as their welcome drink.
3rd slide: This product will be marketed by social media using famous
local influencers. However, our main marketing strategy is to create a
short ad where we build the premium image of our brand by guerilla
marketing technique. This will increase the curiosity for our brand and
hence increase sales. Next is our expansion plan, here the plan is to
expand into B2C sector by introducing Feragaia in the lavish
supermarkets like grandiose, Waitrose, Aswaaq etc. this will be followed
by entering the sports beverage industry by becoming the sponsors for
events like F1, golf or Topgolf, horse race, polo etc. lastly Feragaia
could change the flavorings style by infusing it with cold tea, coffee,
summer drinks flavor etc. as our aim to make Feragaia a substitute for
social drink.
4th slide: product placement in Scotland aims to make Feragaia a
mainstream product by making it a substitute for socially acceptable
drinks apart from alcohol while in the Islamic market it will be presented
as a luxurious non-alcoholic alternative, ideal for social and celebratory
occasions. Feragaia Scotland uses a multifaced marketing approach by
website promotion, event organization, and social media engagement
while here it can be marketed by social media and guerilla marketing
strategy. Lastly pricing in Scotland is done by using competitive strategy
and in the Islamic market Feragaia will be using the value-based
approach.