LJUBLJANA, 26TH FEBRUARY 2013
RECOMMEND NEW PRODUCTS FOR AL AIN DIARY BASED ON COMPETITIVE ANALYSIS, CONSUMER INSIGHTS AND EMERGING TRENDS.
Al Ain Dairy has played an active and influential part in the growth of the UAE’s dairy industry. Nowadays, companies in all markets try to make their products appealing and that differ from other that already exist in the market. Thus Al Ain Dairy strives for total excellence and quality management in manufacturing the highest quality local dairy products, trying to achieve the highest levels of consumer confidence in its products and services at affordable prices. In order to make impact on the market and to answer customer’s needs and new demand expectance’s Al Ain Dairy should improve its production in dairy’s and other products related with them. Therefore taking in account the challenges proposed by the Company and the desire to replicate their success in dairy in the regional market, I think it would be profitable to invest in a market oriented for production of cheese. That is due to the fact that Al Ain Dairy is a Company with lot of milk production (“(...) which has a market share of 60 per cent for milk (...)”), you would not have any problem to release this new product in the market, so that you could be able to expand your brand and improve your clients satisfaction. Ice-creams could be also a good source of investment since the weather in the Middle East often crosses 40oC and during the summer reach 45 to 50 degrees. This product it would be definitely a boom for the demand, especially for children. Any concern would be spared to mothers, since the products, by being cooled down to very minimum temperatures, don’t make the product instable. They should also to invest in new kinds of yoghurt, like yoghurts with cereals, in order to innovate their products and answer to new customer’s needs and preferences. As we can see in other developed countries, this is a market that is extremely well developed since people started to worry more and more about health issues (like Nestle as referred in the case study). Al Ain Dairy could become market leader in this area not only increasing sales but also demand. Page | 1 Student’s name: Inês Joaquim, nº 19562374 Teacher’s name: Gregor Pfajfar
LJUBLJANA, 26TH FEBRUARY 2013
By analyzing new trends, I think that Al Ain Dairy should also bet on launching juices with low-fat, since the western countries have high incidence of type 2 diabetes. With the all these new products the Company would probably guarantee a significant percentage of loyal customers.
RECOMMEND A BRANDING STRATEGY FOR AL AIN DAIRY. WHAT ROLE DO COUNTRY OF ORIGIN AND BRAND OF ORIGIN PLAY IN THIS CASE?
Al Ain Dairy’s strategy is focused on customer needs, your preferences, as well as their expectations for the brand. The Company should follow of theirs values. “(...) without customers, Al Ain Dairy will not exist. (…)” Al Ain Dairy should direct its strategy to refreshing quality products (like ice-creams and juices), regarding their customer’s demand and needs, always taking in account innovation. The company is one of the most prestigious in the market (the firm only hires qualified and competent employees), offers quality products and it is located in a very hot country, facts that will probably result in a successful strategy. By producing and selling refreshing products, they show that they are also aware of its customers needs and demands. Regarding the last two principles followed by the company (business conduct and commitment to the environment), they should continue follow of their values, reducing waste as well as respecting their suppliers. The country of origin effect has been recognized as an important factor in consumers’ purchasing decisions. Furthermore, in an age of increasing international competition and globalization, the concept of country of origin has become a vital...