Description
Al Ain’s Vitaminwater is a new player in the non-alcoholic beverage industry of the UAE and GCC markets. The brand is produced by the UAE-based Agthia Group company and offers an enhanced water product range enriched with Vitamin D. The market is highly competitive, with established multinational corporations such as PepsiCo and Coca-Cola already having a strong presence. Despite the competition, Al Ain’s Vitaminwater has successfully differentiated itself from its competitors by focusing on innovation in packaging, labels, appearance, and components.
TEACHING OBJECTIVES
The case study is intended to qualify students to:
- Analyze the marketing mix strategies of Al Ain’s Vitaminwater
- Evaluate the distribution and promotion strategies utilized by Al Ain’s Vitaminwater
- Identify the key elements that helped Al Ain’s Vitaminwater differentiate itself from its competitors and create a unique market position in the UAE and GCC markets
Themes: Marketing advertising; Marketing mix; Product (and packaging); Promotion activities; Distribution; Retailing and distribution; social media / social networking; Brand management
Disclaimer:
The information presented in this video is based on a comprehensive case study. It is intended for educational and informational purposes only. Any resemblance to real persons, living or dead, or actual events is purely coincidental. This video does not reflect the official policy or position of any agency or company.
UN SDGS: Climate action (13); Responsible consumption and production (12)
