Masafi product management team has effective designed the logo keeping in the view of mineral water. It effectively simplifies the quality of a product. The mineral water is 100% germ free and effectively tested in laboratory. Usage of hot-fill technology enables to maintain strength of various flavours in the mineral water. Attractive packaging of a product increases the product popularity and identity. Mineral water bottles of each flavour have a particular coloured cap which has created the benchmark within the industry. Constant introduction of several products is a good product extension strategy, but it is recommended that the R & D team and the product management need to monitor the quality factors of every product. In an addition Masafi should desperately target the global market is they had always implemented unique marketing strategies in their business practices. Resources and Recommendation Product strategy consists of planning and execution. These two are key resources for product strategy. The planning and execution of product strategy takes place in a complex competitive market. Masafi has implanted these resources in the strategy effectively. They have effectively planned and execute the product diversification strategy. It is highly recommended that the product strategy process must be assessable. Moreover they should involve all the stakeholders in this strategy process and should have definable checkpoints. Product Life Cycle (PLC) Product life cycle is an important tool in order to determine the life cycle of a newly developed product. Masafi offers Natural Mineral water, Potato chips, Basmati rice, Fruit juice and Facial tissues. These products have a short life cycle. As day by day the market place...
The organization is looking to dominate the global market place by extending their product line. The pure and natural water from the down wells and mountains in Ras AL Khaima is the biggest competitive advantage of the company. The organization has settled the price of every product at a premium price against the high quality of products. The organization is known for its effective CSR activities across UAE.
Brand extension and constantly developing new products has some drawbacks too. It is difficult for the organizations to deliver a large order within the deadline without effective logistic and supply chain structure. Masafi uses traditional distribution strategy. In starting years the organization had to face several environmental regulation issues. Masafi used to pack their product in poly ethylene packages. The environment rules and regulations have affected the brand image of their organization. Finally extensive research and introduction of PET packaging has overcome the poly ethylene packaging issues. Now-a-days Masafi is organizing several CSR activities in order to achieve huge reputation in the business field.