Marketing Strategies for Damus al Wadie

Damus al Wadie presently have one branch existing and is about to open their second branch at
Movie Towne Chaguanas. The company is presently in the growth stage of the Product life cycle
(see appendix 2), thus it is necessary to implement plans that will align themselves to growth
strategies in the market. According to theorist such as Igor Ansoff, Damas al Wadie will choose
the growth strategy of market penetration. This strategy will leverage on the firms core
capabilities and assist growth in the target market
The opening of additional branches is one way in which Damus al Wadie can increase the
companys market share, this will add to the companys overall sales. For instance the new
branch at Movie Towne will increase sales within the target market and even enlarge our target
market to movie goers and those that are more socially inclined. Another strategy which can be
used is personal selling, having a skilled sales person will help the Damas al Wadie to gain
awareness and achieve increased market sales in the segment of the business community.
Based on Michael Porters theory of competitive advantage, in order for Damas al Wadie to
achieve a leadership position in their market, the marketing plan for Damas al wadie should
include focused pricing strategies geared towards the targeted audience. We anticipate that with a
comparable pricing strategy we will gain the competitive edge within our niche market which
will positively affect the company in attaining its goals and objectives. Most of our direct
competitors use product differentiation, however, to counter this strategy we have chosen to
clearly segment our target market and optimize our niche market opportunity which is geared
towards the Muslim community.
In order to increase customer awareness our promotional strategies will hinge towards one of
product benefit advertising. The marketing plan will integrate their advertising strategy via a
mixed vehicle of print, viral, radio and television for the effective transmission of the message to
the target audience. To increase trial coupons will be attached to print advertisement this is also
an attempt to boost market share and by extension increase brand loyalty. Damas al Wadie will
also seek to strengthen relations with suppliers in order to secure their supply of raw materials in
times of shortages.

PRODUCT LIFE CYCLE CURVE

APPENDIX 2