Agthia Group

Product: Al Ain Water

Table of Contents
Introduction................................................................................................................................3
Mission and Vision of the Company..........................................................................................3
Product Introduction...................................................................................................................3
Marketing Mix...........................................................................................................................4
Product....................................................................................................................................4
Price........................................................................................................................................4
Promotion...............................................................................................................................5
Place.......................................................................................................................................5
Marketing Strategy.....................................................................................................................5
Competitive Advantage..............................................................................................................5
Corporate Social Responsibility and Ethical Marketing Practices............................................6
SWOT Analysis.........................................................................................................................7
Strengths.................................................................................................................................7
Weakness................................................................................................................................7
Opportunities..........................................................................................................................7
Threats....................................................................................................................................8
Conclusion..................................................................................................................................8
Bibliography...............................................................................................................................9
Introduction
Agthia group is a leading foods and beverages company based in the United Arab Emirates. It
was found n 2004 in the UAE and it’s listed on the Securities Exchange of Abu Dhabi from
2005 (Agthia, 2020). Agthia group is made up of world’ top class portfolio of incorporated
brands and businesses. They offer high quality essential and trusted beverage and food
products for customers throughout the Gulf countries, Turkey, and the wider Middle East.

The assets of the company are bases in the United Arab Emirates, Turkey Egypt, KSA, and
Oman. They have 4500 plus workers involved in the production, marketing, and distributing
different products of food and beverages. The businesses and brands of the company are
divided in various segments of food and beverages like flour & animal feed, water beverages,
frozen baked products, and processes vegetables and fruits. They deliver these goods to
customers throughout the Middle East, Gulf countries, the UAE, and Turkey. Agthia group
wants to be the United Arab Emirates’ most favored and liked company of foods and
beverages. They value everybody linked with it, whether they are customers of employees
(AB, 2019).

Mission and Vision of the Company

Agthia aims to offer quality which is nutritious, and best food and beverage are created in a
liable way that is significant at all phases of life for all healthy, energetic, and progressive life
style at the United Arab Emirates throughout the world (AB, 2019).

The mission of the company is to offer healthy, appreciated, and reliably created beverages
and food brands which nurture active and full life (Agthia, 2020).

The vision of the company is to encourage happier and healthier lives by the sincere options
they provide (Agthia, 2020).

Product Introduction
The product that I have chosen for this assignment is Agthia Groups’ Al Ain Water. Al Ain
Water is the most trusted brand in the UAE with an approach of adamant heritage and
quality. Along with the commitment of Agthia Group to offer variety of healthy and
wholesome customer related goods to promote healthy lifestyle, Al Ain intends to impel an
increasing understanding of a perfect balance for healthier life (Agthia Group, 2019).

Al Ain Water makes sure an ideal balanced structure with the most favorable mixture of vital
minerals for human bodies. This is the reason a lot of customers prefer to the exclusively
smooth and soft taste of Al Ain Water. Their completely automated state of the plants,
modern laboratories, the advanced testing tools for water, and their in-house packaging
enables them to deliver high quality water. Al Ain comes in 100, 200, 250, 300, and 500 ml.
It also comes in 1.5 and 5 liters. It comes in 5 gallons as well (Aeron, 2020).

Marketing Mix
Al Ain water has its set or product, placement, promotion, and strategic pricing marketing
measures combined to make sure the relevance of brand in the markets of the United Arab
Emirates (Fasahat, 2016).

Product
Al Ain Water makes Assures a perfect balance structure with the most favorable mixture of
important minerals for our bodies. That is the reason majority of customers prefer to the
unique smooth and soft taste of Al Ain Water. Al Ain Water has established an innovative re-
mineralization and purification procedure to create water which is well-balanced with every
vital mineral. Their water obeys the strict rules of Food Control Authority of the Abu Dhabi.
Their state of the art plant utilizes completed automatic procedures for production. Their
product is packed in PET cups and bottles produced at the factories (MENA, 2017).

The product comes in cups of 100 and 250 ml, in bottles it comes in 200, 300, 500 ml, and
1.5 and 5 liters. It also comes in 500-gallon bottles. It is available in 330 ml and 1 liter glass
bottles. They also have a variety of flavored water in 500ml bottles in four refreshing testes
such as Lemon Mint, Lemon Juice, Orange, and Blueberry & Strawberry (Agthia Group,
2019).

Price
Pricing strategy of marketing mix uses a competitive pricing model for the brand in the
marketplace which promotes its success and effectiveness of market. The concentration of
brand towards transportation and manufacturing costs is intended to temperate the product
and production costs therefore competing over war of market price. Al Ain Water also
improves the pricing model by providing considerable discounts on its products in
marketplace to force retailers to purchase their product instead of competitors (Sahoo, 2015).

Promotion
Al Ain water uses a modern marketing mix composition which helps in effective
communication and development of brand. In the modern mix it uses social media platforms
such as Facebook, YouTube, Instagram, etc. as major tools to promote its product. Al Ain
Water uses different campaigns to raise awareness about its brand as an essential element for
life and encourages customers for the healthier life by using slogans “Keeps You Moving”
and “Essentials for Life”.

Place
Al Ain Water has a massive distribution network in the UAE, Middle East, and Turkey that
ensures availability of its brand in marketplaces therefore boosting sales. The Al Ain Water
intensifies its position in the market by wide expansion of distribution segments like Abu
Dhabi retailers, convenience stores, and restaurants inside its notes of distribution channels.

Marketing Strategy
Al Ain Water used priced based and differentiation based marketing strategy. It prices its
product to fit the changing competitive demand. It enjoys some intrinsic cost advantages
which enables it to route a fight based on prices. The main aspects where these cost
advantages happen are economies of scale, early entry benefits, a big market share, and an
absolute cost advantages. It gives autonomy in the pricing matters (DN, 2016).

In differentiation marketing strategy, the Al Ain Water works on rules that any form of the
activity and offer of the company can be done distinctively than offers of the competitors.
The Al Ain Water commonly selects those functions that provide it the highest relative
advantages. The Al Ain water encourages differentiation marketing strategy by branding its
mineral water in bottles and trendy cans, and special packaging which captures the attention
of customers in the marketplace. The differentiation marketing strategy of Al Ain water
segmentation are on the basis of demographic variables which is emphasized through values
of lifestyle and brand uniqueness that embraced in the markets of the UAE (Duncan, 2018).
Competitive Advantage
One of the main competitive advantages of Al Ain Water is research and development.
Without their research and development, Al Ain water couldn’t have turned into the number
one and most trusted water in the United Arab Emirates. Having a lot research and
development facilities across the world, Al Ain Water has the biggest research and
development network of any food firm. Research and development network along with
application groups of local markets hired more than 5000 people. Al Ain Water additionally
toughens its abilities of research and development via innovation partnership at all phases of
product development procedure. By merging each of its worldwide research and development
resources, Al Ain Water has become capable to offer high quality, safe solutions for food for
customers globally (Fasahat, 2019).

Another competitive advantage of Al Ain Water is it’s introduction of the flavored mineral
water products that have widen its product line to have a extensive range of flavors like
Lemon Mint, Lemon Juice, Orange, and Blueberry & Strawberry (Agthia Group, 2019). Also
the high quality standards, effective relations with customers, and advanced equipment have
also been helpful for the Al Ain Water regarding its competitive advantage (DN, 2016).

Corporate Social Responsibility and Ethical Marketing Practices

Al Ain Water of Agthia Group is devoted to ethical behavior and contributes to the financial
growth meanwhile enhancing the life quality of the employees and their kin along with local
society and community where they work. Corporate social responsibility of Al Ain Water is
built on the basis of their manifesto, based in their values which explain the culture of their
company and concentrate on four pillars: safety and security of food, people, health and
wellness and environment (Agthia, 2021).

Each of their production unit is certified for ISO 14001 (Environmental Management System)
by Register Quality Assurance of Lloyd. As being the top manufacturer in the UAE for bottle
water, the firm is devoted to decrease the PET used to manufacture water bottles, and
growing the PET recycling level. The PET sheets thickness utilized in manufacturing of
bottled water has been decreased. The Al Ain Water maintains relationship with domestic
recycling firms to make sure that every single operational waste like papers, wooden pallets,
PET and cardboard does not go into the waste stream but shifts to a recycling stream (Agthia,
2021). The brand plays a significant role in projects of government as well which aims to
reduce hay waste and cultivation of water intensive hay by substituting this hay and focuses
pallet feed.

Ethical marketing practices, putting resources in people, providing equal employment

opportunities, and promoting Emiratization is at the heart of Al Ain Water of Agthia Group.
In marketing their products to customer, Al Ain Water always makes sure that they are
completely transparent regarding it. They are committed to sustainability and human rights
because ethical consumerism is turning into a big priority for majority of customers. People
want to feel pledged about the products they purchase; they assure that the whether the
product is sustainable and ethically manufactured. Al Ain Water is always honest regarding
the components, supply chain, and ingredients of their product (Woolfe, 2019).

SWOT Analysis
Strengths
Al Ain Water holds the biggest market share in beverages in the UAE which is around 40%.
Al Ain is progressively emphasizing more on programs related to corporate social
responsibility like packaging, conservation of energy, recycling, water stewardship, active
healthy living, climate change etc. that improves social image of the firm and leads to
competitive advantages. Al Ain Water has an extremely consistent, devoted, and strong
working team which has helped them in becoming leading bottled water brand in the UAE in
short time period. Al Ain Water also holds a notable position in the sports sector for example
in FA football in the UAE. In the aviation industry they have gain a great position also. In
every airplane, it is given to all passengers along with other airline services. It has a great
brand loyalty and equity.

Weakness
The main weakness of Al Ain Water is its co-branding association. Presently it has over 50
league sponsors and several team sponsors. The boost in the sponsor numbers brings an
uncontrollable situation. Al Ain Water is generally prices its products lower as compared to
its competitors. The low price is linked with low quality and products of Al Ain generally
have reasonable prices that are not greatly competitive compared to industry.

Opportunities
Because of their accurate and clear labeling, there are more chances that customers will
prefer to buy Al Ain products. The increasing number of small food business in the UAE can
present an opportunity for Al Ain Water to boost its investment in small enterprises which
will assist the firm to fulfill the upcoming challenges and boost sales.

Threats
The increasing competition in the beverages industry brings several threats for Al Ain Water
which will make it difficult for Al Ain to compete in the future. Also recently the firms get
many negative publicity and criticism for its high utilization of drinking water close to the
communities that suffer from droughts. This will create problems in future when scarcity of
water will become an important issue negatively effecting the operations of the firm.

Conclusion
To conclude, Agthia group is a leading foods and beverages company based in the United
Arab Emirates. Al Ain Water is the most trusted brand in the UAE. Al Ain water has its set or
product, placement, promotion, and strategic pricing marketing measures combined to make
sure the relevance of brand in the markets of the United Arab Emirates. Al Ain Water used
priced based and differentiation based marketing strategy. The main competitive advantages
of Al Ain Water are research and development and flavored mineral waters. Corporate social
responsibility of Al Ain Water is built on the basis of their manifesto, based in their values
which explain the culture of their company and concentrate on four pillars: safety and
security of food, people, health and wellness and environment.
Bibliography
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https://www.owler.com/company/alainwater

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