Al Rawabi Diary company
Mkt301
Rana Nazih Hammoud
Marium Ahmed Ibrahim
Hanan Abdul Haseeb Kadli
Anne-Lise Loe-Mie
1063081
1063725
1055848
1073519
introduction
Target audience
Bundle of Attributes of Al-Rawabi Products
• Al Rawabi Super Milk
• Vitamin D milk
• Nutree Boost
• Fresh Up Laban
• 18 other jucies of different tastes
Modifications made to AlRawabi products
• ready to drink protein shake
• without containing growth hormones, or
artificial flavours, nor preservatives;
taking into account avoiding the addition
of corn syrup
• vegan
• calcium and magnesium will be added to
prevent their deficiency while intake of
protein shakes.
Digital communication –
The video
• Presence on all social medias
• Advertising video
• Woman and a man at the gym
• We follow them in their routines after a
session
• Preparing their shakers
• Enhance the tasty side / the good effect, the
dynamism felt after an intensive session
• Focus on their facial expression when
testing the product (good taste)
Digital communication platforms
• First choice: Instagram
• Targeted segment massively present
• Lot of fitness accounts (loving to share their healthy routine,
alimentation)
• UAE’s Influencers for partnerships
• Visual platform – promotion of “perfect bodies”
• Post the video on IGTV
• sharing visuals setting in scene our product (at the gym,
kitchen…)
• Interact with customers in stories (sharing advices)
• Facebook
• Cynisme but still an important platform (2.234 billion active
users)
• Average age on Fb: 18-49
• Post the video of the campaign
Digital communication Platforms
• Youtube
• Advertising skippable before videos (linked
with sports, healthy lifestyle…)
• A shorter video (extract of the original one)
• Snapchat
• Very short video of 4-5 seconds
• A visual between stories of users
• Platform used in a daily basis
Digital communication
– consumer behaviours
• 7 different types of consumer behavior
• The impulsive consumers – The social consumers –
Careful consumers – Consumers who avoid stress –
Controller consumers – Consumer on the go –
Experiential consumer
• Targeted ones: Controller consumers
• Attentive to their diet
• Looking for information about healthy and safe
products
• Support of rational arguments / Importance of labels
Perceptual Map – Dairy products sector
• Al Rawabi
• Quite good quality
• Less expensive than competitors
• Marmum is more expensive but less
good quality
• Consumers would choose at first
Almarai’s product, in second Al Ain
Farms’ product, and in third choice,
our Al Rawabi’s product.
Perceptual map – Protein drinks
• Main competitors:
• Barebells, Keto Science, Bootea
• Goal for our product
• Same brand quality as Barebells, at
the same category price of Keto
Science
Different Decision-Making Procedures
Conclusion
Different
Decision-Making
Procedures
Conclusion
Perceptual
map – Protein
drinks
Maslow’s
Hierarchy
of Needs
Nominal
decision
making seems
to
suit
the best
1)
Nominal
decision
making:
••• AlRawabi
is
a
well-known
brand
in
the
UAE
which manufacture
Nominal decision-making procedure used by customers
– Due to three
for
Al-Rawabi
products
-low
levels
of
concern
• Functional
Main competitors:
categories
of
products
mainly;
Dairy,
Juices,
and
Products
Habitual/routine
purchases,
low
involvement
and
no
external
research
frequent
and
habitual
nature
of
purchases
This model basically consists of five
and interest on the part of a consumer (low
• Barebells, Keto Science,
stages :purchase involvement).
Bootea
2)
Limited
decision
making:
1)
needs
••Physiological
We
introduced
a modified
product
the formthe
of protein
Maintenance
strategy
usedAl-Rawabi
by marketers
-- Toin
maintain
2)
Safety
needs -shakes
importantofproducts,
tocustomers
stay healthy
helpsa in
building
muscles
buying
behaviour
forand
a long-term
•basis
Goal for our
product
Relatively
inexpensive
purchases
from
considerably
•Love
Mand
aintenance
strategy is the best suited strategy
3)
belonging
familiar
brand.needs
• Same brand quality as
for
Al-Rawabi
products
-maintains
the
market
4) Esteem needs
Barebells, at the same
share of the
by maintaining
the -current
5)•Self-actualization
needsbrand
category
priceon
of Keto
Al-Rawabi’s
communication
strategy
Promotion of
products
Science
Our
chosen
product
‘Al
Rawabi’
behaviour
of
its consumers.
3)social
External
decision
making:
media
sites
like
Instagram,
Snapchat
and
Facebook.
belongs to the physiological need’s
category under Maslow’s hierarchy
Expensive and infrequent purchases, high purchase involvement
1)
Nominal decision making:
Habitual/routine purchases, low involvement and
no external research
2) Limited decision making:
Relatively inexpensive products, purchases from a
considerably familiar brand.
3) External decision making:
Expensive and infrequent purchases, high purchase
involvement
Different DecisionMaking Procedures
Different Decision-Making Procedures
• Nominal decision making seems to suit the best for
Al-Rawabi products -- low levels of concern and
interest on the part of a consumer (low purchase
involvement).
• Maintenance strategy is the best suited strategy for
Al-Rawabi products -- maintains the market share of
the brand by maintaining the current behaviour of its
consumers.
Conclusion
• Al- Rawabi is a well-known brand in the
UAE which manufacture three categories of
products mainly; Dairy, Juices, and
Functional Products
• We introduced a modified Al-Rawabi
product in the form of protein shakes -important to stay healthy and helps in
building muscles
• Al-Rawabi’s communication strategy -Promotion of products on social media sites
like Instagram, Snapchat and Facebook.
Conclusion
Conclusion
• Nominal decision-making procedure used by customers – Due to
frequent and habitual nature of purchases
• Maintenance strategy used by marketers -- To maintain the
buying behaviour of customers for a long-term basis