Programme Name an Insight Segmentation and Targeting Essay

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Programme Name

An Insight

Segmentation and Targeting

Marketing

Reaching the Customers

Market Implications

Al Ain Poultry was among the pioneers who introduced the concept of supplying fresh poultry and eggs in United Arab Emirates in 1981. In the past 3 decades the company has established its name as a provider of fresh high quality poultry products and has come a long way in satisfying its customers and creating goodwill. The main headquarter is situated in Al-Ain while the associated shops are present all over the country. Other main offices are situated in Abu-Dhabi and Dubai. (Poultry)

The company intends to become the sole and most entrusted choice for poultry and other related products supplier in the whole Middle East and have the quality and service good enough to enhance shareholders value and worth. They have the following mission:

to hire a well trained inspection force to keep a check on quality

public health is the top most priority enhance shareholders value and worth by keeping a check over quality maintain and retain partnerships with agencies in order to ensure that the products produced by the company are the safest with the maximum possible nutrients to ensure safety the overall aim of the company is to succeed by innovating excellent products and high quality service

The values of the company are as follows:

ensure that high quality products are being provided in the market create goodwill and brand loyalty of the company among its customers the working environment for the employee must be satisfactory and according to the international standards a well trained inspection staff must be hired to ensure safety and quality control the higher authorities of the company are open to new and innovative ideas in order to evolve themselves according to the changing trends of the market

Educating the employees is another positive and progressive idea adopted by the company in order to compete in the market. The company realizes the worth of well trained and educated workforce, thus it emphasis on programs like training and development in order to accomplish the goals and ambitions of the company and strive in the market

Al Ain Poultry has come a long way in establishing brand loyalty. Multiple effective marketing strategies have been implemented by the company in order to grab the attention of its customers. For instance, message about health benefits of dairy foods has been spread in order to create awareness, tips about health have been shared via twitter and views of the customers are always welcomed, this in turn satisfies a customer that he is being heard and his opinion holds a value. The satisfied customer is indirectly helpful for marketing as he tends to play an integral role in word of mouth marketing technique.

An Insight

All the important decisions are made by the chairman and member board members. Most advanced machinery and equipment is being used to produce high quality products according to the changing trends of technologically advanced world. Additionally, there are numerous departments that are responsible for taking care of many important matters like sales, maintenance, etc. There is also a separate consumer care sector that is mainly responsible for the entire sale related issues. On the other hand, the financial departments are divided in different regions of the country. And most significantly, the general manager is assigned the responsibility to keep track of daily activities like production, sales etc. (Poultry)

Segmentation and Targeting

UAE's liquid milk market with a net worth of $297 million is categorised into the chilled and long life of every milk products. Al Ain Dairy has efficiently aimed in maintaining the top position for many years followed by Al Rawabi along with Al Marai. The Al Ain Dairy has gained second position in the category of fresh juices in the UAE and they also hope to add new products that will eventually enhance its position in the coming future. (Khawaja, 2012). For maintaining the top position in the market, the dairy sector mainly aimed to satisfy its customer's basic needs by providing modern and innovative products along with economical dairy products so that the daily requirements can be fulfilled. (Dairy)

The success of UAE's Poultry industry was mainly due to the huge population growth, increase in the income along with the adoption of new and modern eating habits. Al Ain Poultry has managed to target the whole market of UAE by gaining competitive advantage over its rival by maintaining high quality, goodwill and trustworthiness. Its products are easily available in all retail shops all over the UAE in a variety of packing's to attract customers. Perfect distribution of the products has helped the company to target its customers effectively. Additionally, the company has managed to make its name in evolving the products according to the needs and wants of the customers. Al Ain Mineral Water is a modern brand having recognition and trustworthiness across all segments and nationalities of the UAE.

Marketing

Multiple marketing strategies have been implemented by the company in order to target the segment effectively and efficiently. For instance, one of their product named "cardamom milk" was an award winner across the globe last year so using this in their add campaign is an effective marketing strategy in order to develop customer reliability. Message about health benefits of dairy foods has been spread in order to create awareness, tips about health have been shared via twitter and views of the customers are always welcomed, this in turn satisfies a customer that he is being heard and his opinion holds a value. The satisfied customer is indirectly helpful for marketing as he tends to play an integral role in word of mouth marketing technique.

The Al Alain dairy produced masses of products and each of them have their own segments. The main segments include the mothers and their children along with many of the students. Marketing campaigns are carried out through different exhibitions, by visiting different schools, through the sponsorships of other leading brands and by advertising the company's posters and its materials.

Reaching the Customers

Al Ain Dairy has made its way in the hearts of the people by satisfying its customers all over the UAE. It has gained customers goodwill and reliability by giving them an opportunity to express their ideas and demands via different forums and then evolving the products accordingly. Message about health benefits of dairy foods has been spread in order to create awareness, tips about health have been shared via twitter and views of the customers are always welcomed, this in turn satisfies a customer that he is being heard and his opinion holds a value. The satisfied customer is indirectly helpful for marketing as he tends to play an integral role in word of mouth marketing technique. Additionally, the Communication flow system introduced by the company is a facility for communication with any customer like getting packing information, information about the quality of the product, etc. Similarly, multiple payment systems like credit cheques, order frequency, caring of special customer orders, customer bills and others is also a huge facility for the customers that satisfies them. These actions might seem small but they hold a great value in creating goodwill.

Comments

Al Ain Poultry has made its name in the market due to multiple reasons. It has many effective policies that have helped the company to become the best one in the market. The reasons have resulted in success are as follows:

to hire a well trained inspection force to keep a check on quality

maintain and retain partnerships with agencies in order to ensure that the products produced by the company are the safest with the maximum possible nutrients to ensure safety ensure that high quality products are being provided in the market the higher authorities of the company are open to new and innovative ideas in order to evolve themselves according to the changing trends of the market

Educating the employees is another positive and progressive idea adopted by the company in order to compete in the market. The company realizes the worth of well trained and educated workforce, thus it emphasis on programs like training and development in order to accomplish the goals and ambitions of the company and strive in the market

Few other important measures can be adopted for further success. These are as follows:

Increase the number of products. The company needs to diversify its product

Export it products to other countries especially European nation because many Muslims residing there are facing problem of getting halal food. Thus, Europe can be a huge market

Increase its offices across the globe

Market Implications

Many effective strategies have been implemented by the company to reach its target customers. For instance, message about health benefits of dairy foods has been spread in order to create awareness, tips about health have been shared via twitter and views of the customers are always welcomed, this in turn satisfies a customer that he is being heard and his opinion holds…[continue]

Some Sources Used in Document:

"Al-Ain-Poultry-Farm" 

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