ALKALIVE LUSAILWATER

 1.      Executive Summary

Lusail Water Factory is currently dealing in the water industry located in Doha Qatar with the slogan “change your water, change your life”. It is currently offering one brand Alkalive with one product Alkaline to the local, regional and international market. We have chosen this company for the reasons of being small-medium enterprises that are facing weak competitive and market position due to weak brand positioning and low integrated marketing communication. The company is in the local market of Qatar since 2010 having 11 years of business experience in the local market of Doha.

In our project report, we will first provide the background information of the company, its vision, objectives, and current IMC and brand positioning strategy for its current brand Alkaline. Then we will highlight the main problems that they are facing in the local and international market that become the cause of its weak market position.

We will also discuss the research methodology based on the secondary data through mix method approach (quantitative and qualitative research methods) where we will be investigating the main reasoning and problems with the proposed solution. We will also conduct the SWOT analysis and the analysis of its main competitors in the water sector based in Qatar.

There will also be a summary of our research findings demonstrated through a SWOT analysis conceptual map. Out project report will also include the complete STP process where we will suggest the company about the new segmentation, targeting, and repositioning strategies for its existing brand. We will further layout the new marketing objectives for the company that has to be implemented in the coming year.

In phase four of our project, we will be providing a creative brief followed by the new integrated marketing communication strategy and provide solutions about its execution to the company. In this phase, we will provide an insight that how the company should utilize various platforms for effective communication with its target market.

That will certainly help the company to reposition its brand through IMC campaigns to grab and attract the attention of its target audience that will ultimately result in improving the market position of Alkaline water. For this, we will choose any of these mediums such as Television, radio, Magazine, Newspaper, Out-of-Home, Sales Promotion, Direct Marketing, Social Media, Corporate Advertising, Event Sponsorship, Cause-related Marketing, Press release, Internet and Public Relations, etc.

2.      Background Introduction of the Company

Alkaline water is one of the only main brands of Lusail water factory located in Doha Qatar. It is a small-sized company with just 69 professional staff working in this company for 11 years of its operation in the water industry of Qatar. It is further found that the company is currently contained with 3900 happy clients and also won just 13 local and national awards yet.

Lusail water factory aims to produce pure Alkaline water bottled that could not only beneficial to the human body but also nutrient-rich. The management of the company is continuously struggling to increase the popularity of its brand at the local and international level through the deployment of high-quality standards. Hence, their major focus is on maintenance, development, and up-gradation of this particular product Alkaline.

The higher management certainly believes in deploying a highly qualified and skillful workforce in various sections of the production process of water. They are highly dependent on the promotion of their brand through integrated marketing communication so that it will be a very useful and healthy product that can balance the life of their target customers across the country. They don’t want their product to be known as an average product in comparison to their competitors. The main positioning strategy of the company is to build a positive image of its product both short-term and long-term.

The main vision of the company is to be a leader in producing nutritional Alkaline water at local, regional, and international levels.

2.1.1 Organizational Structure and Contact Details

2.1.2 Objectives of the Company

The main objectives of the Lusail Water Factory include the followings:

·         To produce Alkaline pure drinking water that can create a healthy balance in the human body.

·         To spread brand awareness about its main benefits and values.

·         Meeting the highest quality standards in producing sweetened Alkaline water empowered with the ideal process, efficiency, and knowledge that enables the company to achieve sustainable excellence and growth.

·         Provide drinking water with a low value of sodium.

·         To be best known amongst the competition that can deliver and add high quality and positive value respectively to the life of their target customers and society.

·         To build a strong brand image in all of the target segments.

·         Making their customers as a workforce in spreading positive word of mouth in the society.

·         To be known as the best water company at the local, regional and international level through offering rich nutritional value.

·         Creating awareness about the importance of Alkaline water with active participation and contribution in forming a conscious society.

 2.1.3 IMC, Positioning and Branding Strategy of Alkaline Water

Alkaline is known as pure drinking water that is currently produced by Lusail Water at Doha Factory, Qatar with Italian Technology. It aims to provide five health benefits of drinking Alkalive water that includes Detoxify, Hydration, Oxygenate / Antioxidants, Alkalize your body’s PH, and enhances your immune system.

Other medical benefits for drinking water include Silica, Blood Pressure, Sulfate, Brain Functions, Hydrogen carbonate ions, the Health benefit of potassium, water Balance, and low blood sugar. Further, the water is currently available in three different sizes of bottles that are 1.5 liter, 500 ML, and 300 ML bottles. They are currently integrated with only three social media platforms that are Facebook, Twitter, and Instagram.

The company is currently positioning its brand image in the minds of its target customers in the following ways:

·         Alkaline water is rich in alkalizing compounds that include bicarbonate, magnesium, potassium, silica, and calcium.

·         It is one of the best quality bottled water at the local, regional and international levels.

·         It is providing other most beneficial minerals through the inclusion of a balanced percentage of potassium, magnesium, calcium, sodium, and hydrogen carbonate silica, sulfate, and ions with a value of PH = 8.

·         It also contains ORP = - 400 that ensures its excellent smoothness and taste.

·         The addition of BrO3 bromate further prevents the human body from any harmful substances.

2.1.4 Problems of Weak Market Position

Alkaline Lusail Water Company is extensively facing a weak market position due to weak marketing communication and positioning strategy in comparison with its competitors. This the reason that they are not very successful in targeting their right market segments hence facing difficult situations in enhancing their brand image and sales volume. The main problems that the company is facing are here as under:

·         Alkalive is the only main brand of the company that is having a low brand image in the existing Qatari market.

·         The company is having a very weak slogan that is “change your water, change your life” as it is giving an image in the minds of its target customers to leave other brands and start using it. It will be good to say only when they have captured a mass-market and greater target audience through providing quality products in comparison with its customers. This is usually possible only when they become the market leader. Thus at this stage, they need to change their slogan with “A Healthier Life” “حياة أكثر صحة” to first retain its brand loyal customers.

·         Its brand name and product name is not matching each other as the brand name is Alkalive while the product name is Alkaline. This needs to be modified if the company is not going to launch more products under the same brand name.

·         The brand is currently pursuing a very low and weak marketing strategy since its marketing mix is undefined and needs to be revised.

·         They exist in social media platforms like Facebook, Twitter, and Instagram but there is no social media promotion and IMC campaigns.

·         They are not following any specific pricing strategies to grab the attention of their new target market.

·         The website content of the company is not appealing and attractive to its customers.

·         Its target market is unspecified and unexplored.

·         There is no sales promotions activity on their website and other social media platforms.

·         They have got only a fewer number of clients in 11 years of their existence.

·         With more than one decade of market and business experience, they are still standing as a small-sized company.

·         The target market of its brand is still undefined.

·         They are still offering one product under one brand name thus they need brand extensions.

·         There are no multiple product offerings and line extensions that will have to be offered in multiple water bottled sizes and attractive packaging.

·         They are lacking in the distribution channels and need to devise an effective distribution strategy.

·         They have very low packaging of their products.

·         The brand is currently generating very low sales volume in comparison with its competitors.

·         It lacks the repositioning strategy.

·         There is no publicity about the brand in various print and electronic media.

·         The overall integrated marketing communication strategy of Alkaline water is very weak.

 

3.      MARKETING & MEDIA RESESARCH

Our marketing brief will be covering the following parts:

·         SWOT analysis

·         Competitors Analysis

·         Research Objectives and Methodology

·         Quantitative Research

·         Qualitative Research

·         Conceptual Map

 

a.      SWOT Analysis

SWOT analysis stands for strengths, weaknesses, opportunities, and threats of the business and a company. Strengths and weaknesses are the internal environmental factors while opportunities and threats are the external environmental factors. They all are very important to assess the current market standings of the company in the local, regional and international market. It does decide the sustainable growth, profitability, and the current market position of the company.

If the company is internally strong but unable to remove its external threats then it will affect its overall performance and market image. As far as Lusail water is concerned, its brand Alkaline having only a few strengths while facing the biggest threats not only from its competitors but also from its target market. It is having many weaknesses that need to be removed or converted into its strengths.

Talking about its opportunity section, the company has the ambition to be a market leader in the local and international market and it does have the potential to do so if it can improve its brand image in the minds of its existing and new target customers.

It also has the opportunity to improve its distribution channels that can increase its sales and revenue. Moreover, with the current market standing, the brand of the company is facing many threats from its competitors, target audiences regarding its acceptance and usage. There also multiple threats that will be discusses in the later sections.

Based on the background information and research findings, the SWOT analysis of Lusail Water is here as follows:

Strengths

The strengths are the internal factors that decide the future survival and growth of any company or business. The strengths of Alkaline Lusail Water are here as follows:

·         Comparatively, Qatar is having a high capital income with other Middle East countries.

·         The Qatari Water industry has strong potential for exports in the Middle East and Asia.

·         There is a significant growth in the water industry in the Qatari market.

·         The Middle East standards and policies have the full reach of awareness and sustainability in the market.

·         The company has employed a highly experienced and skillful workforce in its production process.

·         Qatar is having geostrategic importance as it connects to Asia and Middle East countries.

·         The company is offering rich nutritional value that is beneficial for the human body.

·         It is more focused on environmental sustainability.

·        Alkaline water is rich in alkalizing compounds that include bicarbonate, magnesium, potassium, silica, and calcium.

·         It is one of the best quality bottled water at the local, regional, and international levels.

·         It is providing other most beneficial minerals through the inclusion of a balanced percentage of potassium, magnesium, calcium, sodium, and hydrogen carbonate silica, sulfate, and ions with a value of PH = 8.

·         It also contains ORP = - 400 that ensures its excellent smoothness and taste.

·         The addition of BrO3 bromate further prevents the human body from any harmful substances.

Based on the above-stated key strengths of Alkaline Lusail Water, we can see that though the company is having a large number of strengths in the local market of Doha, Qatar still it is unsuccessful in positioning its brand to its target market. It is mainly because they have not utilized effective integrated marketing communication strategies to target the existing and new market. Hence, they are failed to take advantage of their internal strengths and standing in a very weak competitive position in comparison with its competitors.

With the experience of 11 years, they are still offering only one brand and product to its customers that are meeting the desired satisfaction and expectations of its target customers. This is why they do not have any strong customer database and unable to retain them with their brand and product offerings.

They are losing their customers day by day and it is affecting the overall sales and revenue of the company. This will require taking the company to reposition its brand using its major strengths and corporate objectives to identify and satisfy the needs of its customers.

Further, it should have a look into the strengths of its local competitors and try to build the same strengths to increase its target market the same like others. Further, they need to follow the international quality standards and acquire ISO certifications that will help the company to build trust and reputations in the eyes of its customers. This will further help the company to attract new customers and expand its target market in other regions and cities of the country.

They will have to introduce better packaging and introduce more sizes of pure bottled water to give the customers an open choice to buy any product. It also needs to improve and develop its distribution network both conventional and online delivery of its products at local and international levels. There has to be an opportunity for the local foreign investors to invest in the company for expanding its dealership and retail network within and outside of the country.

In this way, they can not only stretch their existing brands but also introduce multiple products under the same industry with international partners.

Weaknesses

The major weaknesses of Alkaline water are described as follows:

·         It is comparatively having a low level of quality standards with other water companies in the region.

·         Its production facilities are insufficient that are also producing hazardous waste.

·         Evidence is found about unregistered trade within the water industry.

·         They are lacking in research and development capability.

·         Limited brand and product portfolio.

·         Criticism aroused on high water usage and other unethical practices.

·         Weak product packaging with limited bottled sizes.

·         Weak marketing and branding strategies.

The weaknesses of the company are an alarming situation for both inside and outside the organization. These weaknesses should be overcome, removed, and even converted into strengths. The company first needs to develop strong research and development infrastructure in its production process. It must be enriched with the state of the art modern technology that has to be operated by a skilled workforce.

They must ensure the quality and purity of the water production in their factory area. The most noticeable point is the company is depending on its one brand and product in the market that is badly affecting its market reputation and challenging its sustainability. Because customers demand a variety of products and brands from one company where if one brand becomes unsuccessful the other brands and products cover the deficiency and loss through profitability.

It is very hard to say if the company will be survived with its only one product or brand in the highly competitive market. Since the product comes under fast-moving consumer goods and is quickly consumed so the company must focus on introducing more products while improving its current brand image.

They are also having insufficient production facilities concerning the current demand for water in the market. It needs to be expanded according to the demand and supply of the products.

Opportunities

Alkaline are having the following opportunities to take advantage of it in removing its internal weaknesses and external threats.

·         Investment in research and development on workforce and production technology both can increase the efficiency and performance of the brand. As we have seen that the other major players in the water industry, those who have invested in R&D rapidly increase the market share and growth.

·         They can refine and expand their production capacity on both local and regional levels.

·         The Qatari private investment sector is growing.

·         Qatar is having excellent trading ties with Middle East, Asia, and European countries.

·         The food sector is still unexplored in terms of brand extension.

·         There is an opportunity to export water products across the country in international markets.

·         Accurate and clear labeling can indicate harmful products.

·         There is an opportunity to introduce new brands in the same industry like juices, milk, tea, and RTD coffee, etc.

If we look into the opportunities of Alkalive brand, we will come to know that there are high chances of growth and increasing market share. There is a huge potential for investment in research and development and production technology that will enable the company to produce more quality products under the same brand name.

The company can introduce more products in the relevant industry like juices, milk, tea, and RTD coffee. Because the same approach is being followed by its main competitors who are having multiple brands and products at the same time.

They further have to attract private investments from local and foreign partners to increase the size and volume of the company. This will help the management of the company to think for other options like introduce food items too under the same brand umbrella or introducing new brands. In this way, the company can think and go for exporting its products in international markets where there are high chances of their success, expansion, survival, and growth.

Further, there will be proper labeling on each product so that customers can get the awareness about the usage and consumption patterns. So the company should have to take advantage of these opportunities and keep exploring more for better positioning its brands and products.

Threats

With the above-mentioned opportunities, the company is also facing many external threats that have weakened the market position and growth in the local and international markets.

·         They are facing a low and poor brand image in comparison with its competitors.

·         Poor integration of marketing communication system affecting the overall sales and revenue of the company.

·         Its weak positioning strategy is resulting in losing its existing customers.

·         The company is lacking effective distribution channels for the safe delivery of its products to its target customers.

·         It is having poor quality water with low-quality standards.

·         The company is facing increased competition in the local and international food and beverage industries.

·         There is no innovation in comparison with competitive rivalry.

·         There is a question mark on its quality norms and standards.

 

As it is stated that threats are the external environmental factors that are having a direct influence on the business operations and performance of the company. The major threat the current brand of the company is facing the low or poor brand image with a weak market positioning strategy. It is also because of having no integrated communication strategy that can attract a wider audience through greater marketing efforts.

 

The company is found poor communication with all of its stakeholders, customers, contractors, distributors, wholesalers, and clients. This is one of the major external threats to the company that is affecting the overall business operations and performance. Due to this, the company is losing its existing customers that are being attracted with other water companies having interactive communication strategies to engage them.

 

Moreover, its distribution channels are not sufficient enough and need to be expanded to approach its customers located in different geographic locations. There is strong competitive rivalry in the market dealing in the same industry that offering a better quality of products than the Lusail water. Further, we have found no innovation in its product and brand that can attract the attention of new customers and persuade them towards buying it.

 

Last but not the least; its quality is not according to the international quality standards or in comparison with its local and international competitors.

b)     Competitor Analysis

In this section, we have researched the main five competitors of Alkaline water that are competing in the local, regional and international market. Its five main competitors are:

• ·         Rayyan Water Co.
• ·         Almas Water WLL
• ·         Nice Water
• ·         Safa International Co.(Safa Water)
• ·         Khazan Qatar

We have given the main competitive analysis and information of each of the competitors in the following manners.

 

Rayyan Water Co.

·         It was launched in 1984 by Khalid Bin Mohammed Al Rabban

·         It is having the world-class production process

·         It has employed the technical assistance of Evian from France

·         It is currently an award-winning brand

·         It has its rights with high-quality standards

·         It's current modern and quality of the art production facility is equipped with fully hygienic automated labs, unique edge, initiatives, and events engaging to society committed to providing a safe environment, international quality certifications, and enough production line.

Almas Water WLL

·         It is known as the best water company in Qatar.

·         It has an efficient and strong delivery system.

·         The company is more focused on satisfying its customer’s needs want, and demands.

·         They are a leading supplier of pure drinking water.

·         They are delivering five-gallon bottled water across the country.

Nice Water

·         They are the leading suppliers of premium quality drinking water in the state of Qatar.

·         Its target market is mainly the private and government sector organizations within the country like homes, schools, hotels, banks, hospitals, government offices, and ministries.

·         The company is having a professional distribution network.

·         They serve their customers on weekly basis.

·         Renowned in the market due to efficient free home delivery.

·         The company is also providing customization offerings to its customers

Safa International Co. (Safa Water)

·         The company is launched in 2004 in Doha, Qatar.

·         It is one of the leading brands in 5 gallons bottled water.

·         They are very unique in the processing and distribution of pure drinking water.

·         They are having thousands of loyal customers in the region.

·         The company is also awarded ISO 22000:2005 certification during the year 2012.

·         It is also a member of the Asia Bottled Water Association (ABWA) and Water Quality Association (WQA).

·         It maintains a high quality of international standards.

·         The company ensures speedy delivery according to the requirement of the customers with a fleet of 100 more delivery vehicles.

Khazan Qatar

·         It is established in early 2005 manufacturing plant at Doha Industrial Area.

·         It is one of the leading beverages manufacturers, distributor, and exporter

·         It has now become a top industry in the State of Qatar.

·         The company is enjoying booming sales and wide acceptance by its consumers.

·         The company is penetrating overseas markets that include UAE, Oman, Saudi Arabia, Kuwait, Iraq, Bahrain, and other ten countries from East African.

·         The company is committed to developing and importing convenient products moving into the new international markets.

·         The best quality production of beverages made this company one of the most competitive leading products in the state of Qatar.

c)      Research Objectives and Methodology

This section will cover the research objectives and research methodology for Alkaline Water.

Research Objectives of Alkaline Water

 

The research objectives for Alkaline Water for the coming year 2022 have been devised based on the AIDA approach. AIDA approach refers to attention/awareness, Interest, Desire, and Action/Usage. This model implies that consumers are move through a series of steps that make purchase decisions towards Alkaline water.

 

Attention / Awareness

 

·         To attract the attention of a large number of customers, Alkaline water should start different marketing campaigns from schools, colleges, universities, offices, other government, and private organizations, public places using their new slogan “A Healthier Life”.

·         They need to use their loyal customers, parents of children, and other official representatives in different offices and organizations as their workforce to spread awareness about its brand.

·         The company further needs to develop billboards, placards, signboards, etc. that need to be displayed on stalls and in public places.

·         The company should be offering and demonstrating various health benefits after drinking its pure water so that it can attract a large target audience.

·         A marketing team of Alkaline should be presenting the comparative analysis and competitive edge from other brands with competitive pricing strategies. Hence, they can be successful in attracting more customers and even break the customers using other brands.

·         Finally, there should be some print and electronic ad that needs to be displayed in print and electronic media of Qatari market demonstrating the importance of using Alkaline water through visuals and famous personalities of the country.

 

Interest

 

·         After awareness campaigns, the company will be receiving the interests of its new target market who wishes to use its water bottles.

·         The customers will start acquiring more about the latest product offerings of the company with more detail.

·         Other private and government officials also start acquiring the company’s brand and its offerings in bulk quantity.

·         This is the time the marketing team of Lusail water can induce their new customers towards buying their company’s products.

 

Desire

 

·         Based on the positive feedback of the company’s officials to its new customers and clients, there are many chances that customers start reflecting their desires to use Alkaline water.

·         The company needs to record the responses of all those customers who have shown their interest during the brand awareness stage.

·         They need to segregate those customers who are often found more interested and note their contact information and other details for future correspondence.

 

Action / Usage

 

·         Finally, a stage comes when customers start asking to buy the Alkaline brand after greater marketing efforts.

·         This stage will ensure your target audience is fully aware of the usage and consumption of your products.

·         You can increase the level of consumption of your customers through different company arranged programs and festivals in different locations within the country.

·         These programs are further recorded and to be displayed on the company’s official website and other social media platforms to be digitally visible to its international target market.

·         This will further ensure that Alkaline Water is offering several user-friendly options through interactive sessions that can motivate customers towards repeat purchases.

 

RESEARCH METHODOLOGY

We have approached a mixed-method approach both quantitative and qualitative research methods based on both primary and secondary data to see the main problems of the company that needs to target a new market.

d)     Quantitative Research Method

In the Quantitative research method, we have developed 22 questions, and responses were collected through Google Docs self-administered questionnaire. Our sample size was 100 people both male and female located in urban and rural areas.

For data collection, we have used the convenience sampling technique that means responses are collected from those participants who were conveniently and easily available to us.

Our questionnaire was comprised of the following sections:

·         Demographic Information

·         Brand Awareness

·         Integrated Marketing Communication Campaigns

·         Brand Perceived Quality

·         Price

·         Brand Loyalty

In our demographic information, we have included three questions related to gender, age and education level, in brand awareness construct was comprised of a total of 5 questions, IMC campaigns were consisted of 5 questions, while brand perceived quality, price, and brand loyalty were composed with three questions for each.

Quantitative Research Overview

Demographics Information

Demographics Information
What is your gender?	Female	42%
	Male	58%
What is your age?	Under 18yrs	21%
	18yrs - 45yrs	45%
	46yrs- 60yrs	23%
	61yrs and above	11%
What level of education did you attend?	Elementary School	4.5%
	High School	12.7%
	College	55.6%
	University	27.2%

 

In the above demographic information, we have collected responses from 42% female and 58% male. There are 21% were under the age of 18 years while 45%, 23%, and 11% were under the ages of 18years-45years, 46years-60years and 61years-above respectively.

Furthermore, 4.5% of respondents were having elementary school education, 12.7% having high school degrees, 55.6% were college graduates and 27.2% were university graduates.

Brand Awareness

Brand Awareness
Do you know about Alkaline Water?	Yes	32.5%
	No	67.5%
Which water brands you most likely to drink?	Rayyan Water	17 %
	Almas Water WLL	18 %
	Nice Water	22%
	Safa Water	28%
	Lusail Water	15%
Do you ever drink Alkaline Water?	Yes	33%
	No	67%
Alkaline water is very successful in creating its brand awareness in the Qatari Market?	Strongly Disagree	27%
	Disagree	37%
	Neutral	11%
	Agree	17%
	Strongly Agree	8%
I am interested to drink Alkaline water.	Strongly Disagree	25%
	Disagree	39%
	Neutral	9%
	Agree	18%
	Strongly Agree	9%

 

In the brand awareness construct, we have found that most of our respondents have no awareness about Alkaline Water. It means that Lusail water is not a very famous brand amongst the Qatari market even operating its business for 11 years.

On the other hand, when we have found that there are only 15% of people who like to drink Alkaline that is having a very low ratio in comparison with its main competitors in the water industry in Qatar.

There are just 33% of people who have tasted Alkaline water while 67% are using other water brands. This shows a very weak marketing standing of Lusail water due to weak brand positioning and low IMC campaigns. This is why we have strongly recommended the company launch its IMC campaigns through different communication tools and platforms.

Talking about its successful brand awareness in the market, there where only 8% of respondents who strongly with us while there were only 17% who agree with this statement while the majority either strongly disagree or disagree with us.

Lastly, we have also found that there were only 9% and 18% of respondents who strongly agreed and agree to keep drinking and buying this water brand.

Again, there were the majority of respondents who have not shown any interest to use this water brand due to many reasons.

Integrated Marketing Communication Campaigns

Integrated Marketing Communication Campaigns
Alkaline Water is following effective communication strategies.	Strongly Disagree	24%
	Disagree	40%
	Neutral	15%
	Agree	15%
	Strongly Agree	6%
Which communication channel where do you often spend your more time?	Social Media	62%
	Website	15%
	TV	10%
	Newspaper	7%
	Advertising	6%
Which communication tools Alkaline water should use?	Social Media	52%
	Website	16%
	TV	19%
	Newspaper	7%
	Advertising	6%
I am satisfied with the current communication strategy of Alkaline Water?	Strongly Disagree	27%
	Disagree	37%
	Neutral	11%
	Agree	17%
	Strongly Agree	8%
Which medium do you suggest to Alkaline Water to target the international market through IMC campaigns?	Social Media	30%
	Website	18%
	TV	17%
	Newspaper	12%
	Advertising	23%

 

In the IMC campaigns construct, we have collected responses that make our research grounding very strong about the launch of IMC campaigns of Alkaline water. Because we have found that most of the respondents have not seen any IMC campaigns of this water brand thus have no awareness about it.

Moreover, we have observed that most of the respondents are utilizing their maximum time on social media and they want to see the IMC campaigns of Alkaline water on all its social media preforms. While there is also a group of people who are interested to see the communication message through its website, advertising, TV, and newspapers.

Based on all these collected responses, it has given us logical reasoning about the repositioning and launching IMC campaigns of Alkaline Lusail water using different mediums like social media, website, magazines, newspapers, TV, radio, corporate advertising, Public relations, and other sales promotional activities.

Brand Perceived Quality

Brand Perceived Quality
How would you describe the quality of your water brand?	Very Low Quality	22%
	Low Quality	33%
	Neutral	9%
	High Quality	15%
	Very High Quality	21%
How would you describe the performance of your water brand?	Very Low Performance	26%
	Low Performance	38%
	Neutral	5%
	High Performance	20%
	Very High Performance	11%
How would you rate the reliability of your water brand?	Very Poor Reliability	22%
	Poor Reliability	36%
	Neutral	8%
	Excellent Reliability	21%
	Very Excellent Reliability	13%

 

In the brand perceived quality, we have found that most of the respondents who are drinking and buying this water brand are very satisfied with the quality of this brand.

Now the problem is only about its lack of awareness and poor brand image in the Qatari market.

Price

Price
This water brand is reasonably priced.	Strongly Disagree	15%
	Disagree	29%
	Neutral	8%
	Agree	31%
	Strongly Agree	17%
This water brand offers value for the money.	Strongly Disagree	25%
	Disagree	33%
	Neutral	13%
	Agree	19%
	Strongly Agree	10%
This brand is a good product for the price.	Strongly Disagree	17%
	Disagree	47%
	Neutral	4%
	Agree	18%
	Strongly Agree	14%

 

In the price construct, the majority of the respondents were those who are agreed that this water brand is reasonably priced and affordable to everyone. However, on the other hand, we have found that there are more than 50% of respondents feel that Alkaline water is not delivering the same value and other benefits within the given pricing strategies. Therefore, the company needs to be revised its pricing strategies in comparison with its competitors.

Brand Loyalty

Brand Loyalty
I would consider myself loyal to this brand.	Strongly Disagree	31%
	Disagree	42%
	Neutral	15%
	Agree	9%
	Strongly Agree	3%
The likelihood that I will continue to be a loyal customer to this brand is:	Very Low	30%
	Low	35%
	Neutral	3%
	High	15%
	Very High	13%
Would you recommend this brand to friends and colleagues?	Very Likely	18%
	Likely	42%
	Neutral	2%
	Unlikely	22%
	Very Unlikely	16%

 

We have also developed few questions about the brand loyalty of Alkaline water. The findings of these questions suggest that the brand is currently lacking with the brand's loyal customers. This is why it has to have low sales and revenue volume. Most of the customers prefer other water brands over this and keep switching it.

Moreover, there are more than 50% of respondents are not favoring and recommending this brand to their friends and colleagues because they are not satisfied with that.

e)      Qualitative Research Method

In the qualitative research method, we have developed a total of 9 questions about brand awareness, IMC campaigns, price, quality, brand loyalty. The responses were collected through interviews from the target market located in the city of Doha Qatar.

Qualitative Research Overview

Question 1: Do you know about Alkaline Water?

Answer: The majority of the respondents were unknown to this brand.

Question 2: Do you ever drink Alkaline Water?

Answer: Mostly deny drinking it.

Question 3: Alkaline Water is following effective communication strategies.

Answer: There are more than 70% of the respondents have not seen any integrated marketing communication strategies implied by Alkaline Water in the Qatari Market.

Question 4: Will you participate in IMC campaigns of Alkaline Water?

Answer: We have got tremendous responses where people are very interested to see and participate in IMC campaigns of Lusail Alkaline Water.

Question 5: Which communication tools Alkaline water should use?

Answer: Due to the rising trend of digitalization, there are a large number of respondents who are spending their maximum time on social media. Therefore, they mostly prefer this communication tool over the others. However, some other views prefer to see Alkaline water's communication strategy on its website, magazines, advertising, sales promotion, newspaper, and TV, etc.

Question 6: I am satisfied with the current communication strategy of Alkaline Water?

Answer: There are more than 70% of the respondents are not satisfied with the current communication strategy of Alkaline water.

Question 7: How would you describe the quality of your water brand?

Answer: We have received satisfactory responses on the quality of this water brand.

Question 8: This water brand is reasonably priced.

Answer: Currently, we have found that the local customers of Doha found this brand very affordable.

Question 9: I would consider myself loyal to this brand.

Answer: Well, We have seen that the loyalty graph of Alkaline water is continuously decreasing in comparison with other water brands.

 

The findings of these interviews are that the company is having no brand awareness in the Qatari market. Secondly, it is currently having very weak and poor IMC strategies that are not successful in getting the required attention of its new and existing customers. The company is even failed to retain its existing customers who are quickly moving to other brands.

It is all because of its weak positioning strategy and poor IMC campaigns. The company is not advertising its brands on various platforms like newspapers, magazines, TV, Radio, etc. where it can attract the attention of a wider target market towards its water brand.

There is a large number of respondents who are not satisfied with its communication strategies even found it a good quality brand. They also have no objection to its price as it is easily affordable to everyone. But the problem is they are not becoming loyal customers of Alkaline water not even recommending others to use this brand.

It is only because that the company needs to look into its marketing strategies and improve its distribution network. We will more come to know about its market standing through its SWOT analysis.

Fi

 4.      STRATEGIC PLANNING

Based on our research findings we will suggest the management of Alkalive Lusail Water redefines its market segmentation, targeting, and positioning strategy. It will help the company to improve its brand image and business performance while segmenting the new target market. It needs to define new segments where it can get a higher response from its relative target market.

Further, it needs to revise its positioning statement to build its positive image in the minds of its customers and clients. So we will describe that how the company moves for segmentation, targeting, and positioning according to our research findings and results.

Strategic Planning covers the followings:

·         Target Marketing Process (Segmentation)

·         Identifying and Defining Target Market

·         Re-positioning of Alkalive Brand

·         Marketing objectives for the coming year

 

a)      Target Marketing Process (Segmentation)

We have come to know that segmentation means segmenting or dividing the market into sub-segments based on consumer's tastes, preferences, choices, needs, wants, and demands. There are most commonly four types of segmentation that are:

·         Demographic Segmentation

·         Psychographic Segmentation

·         Geographic Segmentation

·         Behavioral Segmentation

We will suggest to Lusail Water the new segmentation strategies that they were missing and needs to work on it. It will be only based on our current research findings and analysis through secondary data. Alkalive Lusail Water should have to devise its segmentation strategies in the following ways.

Demographic Segmentation

It is the process of dividing your target market based on education, family, religion, income, gender, age, and ethnicity. This will help your brand to utilize its marketing and advertising budget more effectively and efficiently.

Psychographic Segmentation

Psychographic segmentation is another segmentation method where you divide your customers according to their psychological personality traits and buying preferences that can influence their consumption patterns and habits. This type of market segmentation is devised based on your consumer’s preferences and lifestyles. It typically explains how your target market thinks and what do they inspire from their lives.

Geographic Segmentation

Geographic segmentation strategy is devised based on different buying habits and preferences of your customers where they are currently located. You will find out the different needs and tastes of your target market living in different geographic regions and areas. In this type of market segmentation, the company needs to group their potential customers that are living in different countries, cities, states, regions, and even living in the neighborhood.

Behavioral Segmentation

It is another form of marketing segmentation that divides the customers into different subgroups that are having common behavioral buying patterns and demands. It is to be certain that consumers will be sharing the the same lifestyle, respond to similar reactions to your marketing communication, and often found in buying the particular products or brands in previous time.

 

 

Segmentation	Variables	Profile
Demographic Segmentation	Gender	Male
		Female
	Age	Under 18yrs
		18yrs - 45yrs
		46yrs- 60yrs
		61yrs and above
	Ethnicity	Any
	Education	Elementary school
		High school
		College
		University
	Religion	Muslim Majority
		Other Minorities
	Income	>$1000
Psychographic Segmentation	Psychological Personality Traits	Openness
		Conscientiousness
		Extraversion
		Agreeableness
	Consumer’s Preferences	Common Needs, Wants, Tastes and Demands
	Lifestyles	Active
		Healthy
		Nomadic
		Rural
		Urban
		Solo
		Bohemian
Geographic Segmentation	Location	Worldwide
	Region	Middle East
	City	Doha
	Country	Qatar
	State	Qatar
Behavioral Segmentation	Behavioral Buying Patterns	Common
	Demands	Similar
	Previous Experience	Repeat Purchase

 

b)     Identifying and Defining Target Market

The target market of Lusail Water will be private and public sector stakeholders, clients, customers from all age ranges located in rural and urban areas. We will target both genders including women, men, and children.

We will further approach all private sector schools, offices, businesses including the government sector organizations, ministries, and offices. They will be our main clients where we will be delivering bulk orders on demand. This will increase our reach and sales volume if we will be successful in maintaining our all clients and customers as our most potential ones.

The company needs to increase its production capacity with more products and introduce more distribution channels that should in access of our target market. We will also suggest the company introduce a customization option to its customers where our target market can ask for any product of its own choice in different sizes and packaging.

Most of our target market will be located in Doha and this will be our primary target market. However, we will be expanding our network into other cities of Qatar to cater to more customers.

Furthermore, the company should have a special focus on its international market and ensure the perceived quality and good packaging so that its bulk products can be exported beyond the border. This would require effective communication strategies with the attractive slogan ““A Healthier Life” “حياة أكثر صحة”

Target Marketing	Urban and Rural class across Qatar
Segment Identification	Doha, Al Rayyan, Umm Şalāl Muḩammad, Al Wakrah, Dukhan, Lusail, Mesaieed, Ras Laffan, Rawdat, and other neighbor towns and cities.
Segment Attractiveness	It is based on the distinct groups of consumer’s preferences (Homogeneous, Diffused, and Clustered), compatibility, defensibility, competitiveness, and durability for Alkaline Water to enhance the market segmentation effectiveness and attractiveness. There is further need to incorporate the risk and profitability measures to see if the targeted segment is comprehensive and quantifiable. Hence, the target market segment will be having attractive and will return a high volume of sales.
Segment Profitability	Lusail Water has also undertaken other factors like the rising demand for Alkaline Pure Water, distribution methods, effective marketing communication that can motivate its buyers better than others to increase its profitability. It is to be expected that the selected target market for Alkaline Water enables Lusail Water to increase its profitability, market size, and market growth. Because the company has segmented its market after careful selection of the target market as it is easily measurable, accessible, sustainable, differentiable as well as actionable for its customers. We have also considered three other criteria for the evaluation of market attractiveness that is variability, profitability, and accessibility. Thus, we are following the systematic approach for market segmentation evaluation and profitability.

 

 

c)      Re-Positioning Statement of Alkalive Brand

 

Our new positioning statement can be:

“We are producing best quality pure water bottles rich in alkalizing compounds that include bicarbonate, magnesium, potassium, silica, and calcium”.

We will be offering additional health benefits to the human body as stated earlier to make our customers loyal to our brand. The slogan “A Healthier Life” is best implementable only when we will offer the perceived quality of water to our wide range of customers. Further to the addition, under the brand of Alkalive, we will offer additional products with multiple size water bottles covering other product categories like juices, tea, coffee, etc.

Hence, we can with the help of our new marketing strategies and repositioning, the statement build a new and positive image about our brand in the minds of our target customers. The company needs to ensure that it is delivering an appealing and convincing message to its local and international market that can induce them towards buying its products.

 

5.      IMC PLANNING (THE CREATIVE BRIEF)

In our research findings using a mixed-method approach, we have come to know that the most effective communication that Lusail Alkaline Water should have to use is Social media, Website, TV, Newspaper, and Advertising. While we will also discuss other communication mediums like Radio, Out of Home, Sales Promotion, Direct Marketing, Public Relations, Event Sponsorship, cause-related Marketing, Press release, and the Internet. But our major focus will be to design and launch our campaigns using the five best mediums (Social media, Website, TV, Newspaper, and Advertising) where our major focus of attention will be social media. Because we have seen that most of our respondents prefer to use social media as an effective IMC strategy for Alkaline Water.

 

As the Lusail water factory is lacking with capital and investment, therefore, we will be launching our all campaigns within the limited budget. We will be following both the organic and paid approach for our campaign using a different medium of communication to retain and attract new customers towards Alkalive Brand of the company.

 

There will be no specific time duration for all these campaigns, we will advise Lusail water higher management to keep advertising its main brand on the different mediums through both ways (organic and paid) when and where required. However, it should be undertaken that these campaigns should have to be continued for at least one month consecutively. So that we can create awareness about the brand and attract a large number of customers. We will be focusing on the health benefits and the quality that we are offering to the Lusail water target market so that it would generate demand for the product. IMC Planning will be covering the followings:

 

·         Campaign Title

·         Campaign Positioning Strategy

·         Message Strategy

·         Message Appeal

·         Execution Framework

·         Campaign Objectives (Awareness, Cognitive, Affective, Conative)

·         Campaign Partners / Sponsors / Allainces

·         Campaign Reach

·         Campaign Time

·         Media

 

a)      Campaign Title

 

Our campaign tile will be “A Healthier Life” “حياة أكثر صحة” that is most appealing to everyone since water is the basic need for everyone.  By using this campaign title we will be targeting not only the Qatari market but also the international markets. This title is very attractive to everyone and very unique that can hit the minds of every individual. Through this title, we will be launching all our campaigns using various mediums Social media, Website, TV, Newspaper, and Advertising. We will also recommend the higher management of the company to use this campaign title and there they can get tremendous responses from everywhere.

This would be resulting in increasing brand awareness, building brand image, increasing sales volume and profit for the company. Further  addition, the company should have to use the new slogan “A Healthier Life” “حياة أكثر صحة” to first reach its target market. The existing slogan is workable only when the company or the brand can build its strong space in the market and the region. Since the company is not famous and facing many challenges and problems, then how can the company achieve success with its existing slogan in the competitive market. Therefore before using the existing slogan, first the company should have to look into its existing position in comparison with competitors. This is the main reason behind the introduction of using a new slogan to first build a new target market and then to apply competitive slogans both at national and international markets.

b)     Campaign Positioning Statement

Our focus is to create a 360 IMC campaign to reposition Alkalive (Alkaline) in the new target market. For this, we are going to create campaigns that directly communicate our message or information to our target audiences. Therefore, our creative brief (The Launch) will be covering from awareness to behavior using a new positioning strategy.

 

“We are producing best quality pure water bottles rich in alkalizing compounds that include bicarbonate, magnesium, potassium, silica, and calcium”.

 

c)      Message Strategy (Cognitive, Affective, or Conative?)

 

Lusail Water Factory currently in desperate need to devise, follow and apply all these message strategies like cognitive, affective, and conative.

 

Through Cognitive Message Strategy, we are planning to build rational arguments with our target consumers to influence the cognitive components of their attitude through beliefs and knowledge about our brand Alkalive.

 

On the Affective Message Strategy, we are going to devise such strategies through which we can invoke the feelings and emotions of our customers that could match our company’s products and services. For this, we will be applying resonance advertising that will help us to build connections about our product with the experience of our existing customers. Hence, we will be enabled to build strong ties between our product and customers.

 

While through Conative Message Strategies, where we will be directly recording various responses of our consumers towards our products and services. For this, we will focus more on introducing various kinds of promotional efforts where we the company needs to introduce coupon redemption programs, online order taking system, and buy one get one free offer to our target market.

 

d)     Message Appeal

 

We will be appealing through our new campaign title that is “A Healthier Life”.

 

e)      Execution Framework

 

We will be using animations, a slice of life, testimonials, demonstration, informative, fantasy, authoritative, and dramatization as our most appropriate execution framework.

 

f)       Campaign Objectives (Awareness, Cognitive, Affective, Conative)

Our campaign objectives will be as follows:

 

·         To increase awareness about the Alkalive Water brand in the Qatari market.

·         To improve its brand image.

·         To reach the new target market using its new slogan “A Healthier Life”.

·         To build and introduce a strong marketing strategy using its marketing mix.

·         To enhance Social Media Promotions on all the social media platforms of the company using IMC campaigns.

·         We need to introduce multiple pricing strategies to grab the attention of their new target market.

·         To improve the website contents using a content management system (CMS).

·         Our focus is to target and explore the specified market in the region.

·         To introduce sales promotion activities through the company website and other social media platforms.

·         To increase the number of clients for the company.

·         To expand the business network of Lusail water factory.

·         To define the right target market for Alkalive brand.

·         To introduce more brands and products under the same company.

·         To introduce brand and line extensions.

·         To improve the packaging of the products.

·         To improve and expand our distribution channels across the Qatari market and region.

·         To generate higher sales volume in comparison with our competitors.

·         Suggest the company follow the new positioning strategy.

·         To increase advertising and publicity using various print and electronic media.

·         To improve and strengthen the integrated marketing communication strategy of Alkaline waters both at local and international markets.

g)      Campaign Partners / Sponsors / Allainces

 

·         We will be contacting and requesting the school owners, families, hotel industry, hospital sector, and the officials from government offices and ministries of Qatar to be our partner and sponsor of our campaigns.

 

h)     Campaign Reach

We want to reach and attract a large number of customers from the Qatari market where we will be approaching homes, schools, hotels, banks, hospitals, government offices, and ministries.

 

i)        Campaign Time

 

We are planning to launch it as soon as possible which will be continued till the FIFA world cup to be held in Qatar.

 

j)       Media

Our research findings suggested using Social media, Websites, TV, newspapers, and Advertising because we can approach a large number of customers only through these mediums.

 

6.      EXECUTION PLAN

 

Campaign Duration, Timing, and Theme

The company management should have to launch the camping immediately to overcome the existing problems already stated earlier. This campaign should be continued for one month at the start to create massive brand awareness in the Qatari market. Then to hold this campaign till the FIFA 2022 world cup. In this world even, the company leadership should have to contact the renowned brand ambassador for marketing, advertising, and promotion of its brand. The theme of the campaign is to position the Alkaline in the minds of its existing and new target market to generate a very good brand image.

 

The following four-week execution plan has been devised in the condition of having the investment of more than 600000 QR that has been acquired from local and international investors.

 

We have followed the AIDA Model that has been divided into four weeks where the budget has been distributed following the importance of each approach. Alkalive Lusail Water Factor should have to follow the same budget strategy to execute its IMC campaigns in the local and international markets of Doha, Qatar.

 

a)      Week 1

AWARENESS STAGE

MEDIUM	TIME	DURATION	COST
Social Media	24/7	One Week
Facebook Instagram Twitter YouTube			10000 QR
			2000 QR
			1000 QR
			15000 QR
Website	24/7	One Year	10000 QR
TV	Evening Time and Weekend	One Week	50000 QR
Newspaper	Weekend Days (Saturday & Sunday)	One Week	15000 QR
Advertising	One Time	One Year	20000 QR
Other Mediums	24/7	6 Months	10000 QR
TOTAL COST			133000 QR

 

 

 

b)     Week 2

INTEREST STAGE

MEDIUM	TIME	DURATION	COST
Social Media	24/7	One Week
Facebook Instagram Twitter YouTube			5000 QR
			3000 QR
			15000 QR
			5000 QR
Website	24/7	One Year	5000 QR
TV	Evening Time and Weekend	One Week	70000 QR
Newspaper	Weekend Days (Saturday & Sunday)	One Week	20000 QR
Advertising	One Time	One Year	25000 QR
Other Mediums	24/7	6 Months	15000 QR
TOTAL COST			163000 QR

 

c)      Week 3

DESIRE STAGE

MEDIUM	TIME	DURATION	COST
Social Media	24/7	One Week
Facebook Instagram Twitter YouTube			10000 QR
			2000 QR
			1000 QR
			5000 QR
Website	24/7	One Year	3000 QR
TV	Evening Time and Weekend	One Week	50000 QR
Newspaper	Weekend Days (Saturday & Sunday)	One Week	20000 QR
Advertising	One Time	One Year	35000 QR
Other Mediums	24/7	6 Months	15000 QR
TOTAL COST			141000 QR

 

 

d)     Week 4

ACTION STAGE

MEDIUM	TIME	DURATION	COST
Social Media	24/7	One Week
Facebook Instagram Twitter YouTube			15000 QR
			3000 QR
			1500 QR
			10000 QR
Website	24/7	One Year	2000 QR
TV	Evening Time and Weekend	One Week	50000 QR
Newspaper	Weekend Days (Saturday & Sunday)	One Week	25000 QR
Advertising	One Time	One Year	40000 QR
Other Mediums	24/7	6 Months	20000 QR
TOTAL COST			166500 QR

 

 

7.      FINANCIAL ANALYSIS & CAMPAIGN EVALUATION

 

a)      Budget Allocation

 

MEDIUM	COST	TOTAL COST
Social Media	We have divided the cost in QR on each social media platform that is Facebook, Instagram, Twitter, and YouTube.	100000 QR
Website	The required amount has been distributed each on the content management system, website layout, design, social media integration, Google ads, online sales portal, and launching online customer complain center.	20000 QR
TV	This medium requires the maximum cost in comparison with other mediums there we have planned to invest in a video ad, storyboard, and animation while 100000 QR on selected brand ambassador for promoting the brand to the Qatari market.	220000 QR
Newspaper	A specific amount to be invested in displaying posters and ads in the local newspaper of Qatar will have to be displayed every weekend in a month.	80000 QR
Advertising	We will invest a reasonable amount in installments on displaying an ad on billboards, hoardings, various public and private locations while an additional 5000 QR for an advertising agency. This must-have to remained displayer for one year in all the important locations of Qatar.	120000 QR
Other Mediums like Radio, Out of Home, Sales Promotion, Direct Marketing, Public Relations, Event Sponsorship, cause-related Marketing, Press release, and Internet, etc.	The company should also utilize all these mediums for its brand awareness, positioning the good brand image in the minds of those customers who are most often prefer all these mediums for an effective IMC strategy. These mediums can be utilized only when the company is having enough capital and investment in hands.	60000 QR
Total Cost		600000 QR

 

b)     Campaign Evaluation & Creative Samples

 

As we have used all the mediums with a major focus on five main those are Social Media,

Website, TV, Newspaper, Advertising while suggested the company the other mediums too with the total cost incurred using each one from them. The company will have to devise its budget accordingly to launch all these campaigns on all of the suggested IMC platforms to create awareness, advertising, and promotion of its brand and product. Since the Lusail Water Factory is not using effectively all these IMC strategies and facing many problems at the moment so we have devised some ads that have to be followed as a sample and to be implemented accordingly. This will enable the company and its brand to approach excellently better their competitors (local and international).

 

SOCIAL MEDIA

 

We have come to know that most of our respondents are in favor to focus more on social media platforms as an effective IMC strategy. Therefore, more budgets will have to utilize on all of its social media platforms using organic and paid form through running different ads. These social media platforms are:

·         Facebook

·         Twitter

·         Instagram

·         YouTube

Facebook

This creative brief is displaying sales promotion messages that have to displayer on the Facebook page of the company so the customers will be attracting to this brand. The displayed image portrays that it is providing many health benefits to the consumers who will consume and prefer this water brand over others.

 

Twitter

This creative ad will have to display on the Twitter account of Alkalive Lusail Water Factory to attract consumers for buying this first Qatar Alkaline Water brand. The content displaying on the ad is delivering a message to the target audience that only Alkaline water is the first choice of the Qatari market.

 

Instagram

 

The below is a creative brief for an Instagram post that has to be used on the Instagram page of the company. This ad is delivering a message to those who are burning inside and need water to quench their thirst then they have to drink Alkalive.  Usually, we have seen that there is most of the young generation who are using Instagram are very energetic and enthusiastic. To attract them the most we have designed this ad that is most suitable for the adolescents and young people spending their most of time on Instagram.

 

This can be a new logo too for Alkalive Lusail Water Factory with the name of Qatar market. It does have an attraction to the large target markets that are between the ages of 15-35. 

YouTube

 

We have suggested another creative brief for YouTube promotion displaying the official name of the company for promotional purposes. This can be used as a thumbnail before the video ad to be displayed on the company’s official YouTube channel.

 

It is delivering a message to start drinking this water brand immediately due to its purity and neatness showing in the ad. Hence, we are not only promoting the name of the company but also giving a message that it is a healthy and pure water brand. We have also using the website address of the company so that the customer can visit us to increase the traffic.

 Website

 

We have got a good response during our research where several respondents suggested using the website as a strong medium for the IMC campaign. In this ad, we are taking the customers towards the main factory of the company where the actual production is made.

TV

 

TV is one of the most powerful but expensive mediums for the IMC campaign. Though there is mostly video ad using the storyboards we have still suggested another creative brief that has to be followed as a sample on local TV channels in Qatar.

 

We have again displayed the main attractive message about the health and purity of the water that has been produced by the Lusail Water factory. 

 

Newspaper

 

The company should also use the newspaper advertisements in the local newspaper for an effective IMC strategy and campaign.

 

The company needs to follow the sample creative poster for the advertisement, awareness, and promotion of its products and services using local newspapers. They have to target those newspapers that are printed mostly on weekends when everyone enjoys holidays and are involved in spending time reading newspapers.

 

Advertising

 

For advertising using billboards, hoardings are to be displayed on various public and private locations that are most visited places.

 

This creative brief is communicating the main appealing title “Water for Everyone” while displaying other benefits like alkalizing compounds and other health benefits.

  

8.      RECOMMENDATIONS

 

Based on our overall research findings and IMC campaigns there is the following recommendation for Alkalive Lusail Water Factory:

 

·         They should keep following the same execution plan for IMC campaigns to create excellent brand awareness among the Qatari and international markets.

·         They must have to build a good brand image in the minds of their target market.

·         They should have to follow the new positioning strategy to reposition their existing brand in the Qatari market.

·         They will have to introduce more products under the same brand name “Alkalive” by adding more products because the existing product “Alkaline” is not sufficient enough.

·         They should also introduce brand extensions and product extensions by introducing more brands in the relevant product category like juices, tea, coffee, and even other food items.

·         We have suggested the company a new slogan “A Healthier Life” rather than the existing one to first grab the attention of the existing and new customers. They will have to explore the whole Qatari market first by providing quality water.

·         They have to remain focused on their existing objectives and take measures to achieve them all.

·         They must have to focus more on social media promotions as the whole world has now become a digital village where you can attract international clients for exports.

·         They will have to improve and enhance their distribution channels that can be in easy access to their local customers.

·         They have to improve their production capacity equipped with modern technology like other competitors are doing.

·         They should attract local and foreign investors to increase their capital and investment for reaching other cities of Qatar that are more populous and visiting.