The case focuses on the marketing strategies adopted by the UAE-based Agthia Group company manufacturer of the Al Ain ‘Vitamin D’ range of enhanced water” products. Al Ain’s Vitaminwater is new to the market is trying to establish itself as a highly successful Vitamin water brand in UAE and GCC Markets. The brand is competing against international multinationals such as PepsiCo and Coca-Cola. Al Ain Vitaminwater created differentiation in packaging, labels, appearance, and components; it was a category innovator. Al Ain Vitaminwater won the ‘Best of the Middle East’ accolade at the annual Gamma Innovations Awards in the UK in 2018. was promoted through multi-channel advertisement, focusing on social media marketing to amplify the brand personality, simultaneously focusing on retail and distribution channels. The case explains Al Ain’s unique marketing mix strategies. Irrespective of being the innovator of Vitaminwater, marketing experts believed that Al Ain water’s product would face stiff competition from industry stalwarts such as Coca-Cola and Pepsi, which launched their line of ‘enhanced water,’ identifying the category popularity.
Case – Reference no. 521-0056-1
Authors: Kiran Nair
Published by: Abu Dhabi School of Management
Originally published in: 2021
Length: 14 pages
Topics: Marketing advertising; Marketing mix; Product (and packaging); Promotion activities; Distribution; Retailing and distribution; Social media / social networking; Brand management; Marketing strategies; Beverage business
