Marketing has progressively become a serious endeavor despite globalization.

Multinational Companies progressively think that it’s difficult to climate the

opposition introduced by globally acclaimed contenders, which direct their forceful
worldwide advertising systems to for all intents and purposes all pieces of the
globe.
A Marketing Strategy characterizes and portrays the destinations or arranging
through which purchaser needs are fulfilled in a chose focused on market.
Almarai a Saudi Arabian food and beverage organization, has accomplished
remarkable advancement inside its homeland. Its accomplishment in any case, the
organization actually has far to go to build up an overall presence in the food and
juice industry.
The focal point of this report is accordingly to draw from the organization's current
facts and build up a worldwide market target plan for Almarai organization.

Marketing Strategies of Almarai

The organization was established in 1977 with a concentration to update the dairy
business of Saudi Arabia to make it comparable with the requirements of the
quickly growing homegrown market. Throughout the long term, the organization
has acknowledged renowned development that pitches it as the world's biggest
vertically incorporated dairy organization today.
List of Products
Almarai's dairy items incorporate a variety of dairy fluids, which incorporate a
wide scope of new and long-life items like Fresh Laban, Fresh Milk, heavenly
Flavored Milk, without lactose milk, Vetal Milk, and Vetal Laban. What's more,
the organization additionally delivers "yoghurts and treats going from conventional
top picks going from Zabadi, Gishta, and Labneh to Fruit Yoghurts and Crème
Caramel".
Item Consistency
By building up a complex provider arranged activity and circulation framework,
the organization has had the option to accomplish predictable item taste and quality
across geologies.
Act like A Retailer and Think like a Brand
It centers not just around conveying deals for the prompt present yet in addition
securing its drawn out brand notoriety.

Re-Engineering the Food Products

Almarai think as per the customers taste, esteem frameworks, way of life, language
and discernment. Around the world Almarai was celebrated for its dairy milk
products. Be that as it may, because of dynamic selections of its clients and to
fulfill their interest and inclinations, Almarai concocted Food and Beverages to
suite those clients. As the achievement of Almarai is a direct result of its novel
framework which incorporates ranches, dairy, juice and bread kitchen handling
plants. And furthermore it is dictated by the advertising and circulation aptitude,
which are all pursuing conveying a quality item to the shopper.

SEGMENTATION, TARGETING AND POSITIONING

Customer discernment is a key factor influencing a products achievement.
Numerous possibly progressive products have bombed essentially due to their
failure to fabricate a solid insight about themselves in their clients' psyche. Almarai
being a globally famous brand carries with it certain assumptions for the clients.
Almarai utilizes demographic segmentation system with age as the boundary. The
fundamental “Target Segments” are kids, youth and the urban families.
Moreover, the children's juices range is delivered in light of the fact that it contains
dietary benefits that can help child's wellbeing and is alluringly intended to assist
them with pulling in appreciate and love the container plan and drink the juice.
Selection of Target Market
Country selection, as referenced prior includes a cautious thought of conceivable
target market sectors to choose the most appropriate that can be utilized as a
beginning stage.
Business Customer:
Almarai always uses the best fruit to make the juices that the customers love. It
maintains good balance between good health and great taste. So a business
customer purchases the juices more often.
Children:
Kid’s products prove to be a fun and a healthy bunch for kids.
Teenager:
They love to buy Home Snacks twice a day.

Market Segmentation
The Market Segmentation refers to the approach brands used to separate its target
market into various portions to upgrade the marketing and advertising efforts. The
Almarai Company has a wide scope of products which shows that the organization
needs to receive a specific market division technique to execute and showcase its
item so the promoting for its various items get simpler and the necessary interest of
its items could improve.
The Four sorts of market segmentation helps in focusing on the particular
clients/customers and fulfilling their needs.
Demographic Segmentation
The Demographic Segmentation isolates the market in different factors which
helps in targeting on the particular market of buyers based on their age, gender,
pay, schooling level and so on. The different products the organization offers to its
clients follows a demographic segmentation as the focused on age gathering of its
products are babies and young people.
For the newborn child Almarai offers attracting product and focuses on the babies.
The other dairy products it offers like new milk, yogurt and cheddar are the
products generally utilized by grown-ups. The product it offers are not gender one-
sided. Both male and females are focused through its items. Almarai is a brand
name and generally taught individuals are worried about the brands in this way the
focused on customers are instructed. Likewise it is a costly brand which focuses on
the purchaser of upper pay level.
Social Segmentation
The manner in which the customers settle on choice with respect to the acquisition
of anything cover this kind of division. The mentality towards the brand, the
information on the brand, the manner in which they use.
Geographic Segmentation
Through Geographic division the objective client depend on the geographic limit
that is Urban Areas, States and Nations. Almarai Company offers its products in
Egypt, Gulf locale and Jordan, hence focusing on various target market in various
nations simultaneously with its enhanced items.
Psychographic Segmentation
This segmentation center around the inherent qualities the client/customer has. For
example qualities, interests, mentalities, way of life and sentiments. The target
customers currently are more careful about the nature of food they burn-through.
Almarai's solid brand name accompanies the nature of its products. The great of its
products pulls in the clients of various qualities, interests, perspectives and way of
life.
Marketing Mix (4 P’S)

Marketing Mix is an instrument that an organization could use to accomplish its

marketing objectives in the Target Market. Almarai Company possesses a high
brand image and different scope of products which upholds the organization to
have a solid promoting strategy for its various items to contend in the exceptionally
serious climate of food and dairy industry.
The 4P's of Marketing
1- Product
The Product comprises of the brand offering the products, the administrations it
offers and its bundling. Further, Almarai is known for its nature of administrations,
the brand offers an item with top caliber. Consequently, Almarai ought to consider
presenting another item under its brand name with a similar nature of
administration it gives now.
2- Price
Considering the target market of Almarai Company the customers are presently not
able to address significant expenses for the products as they are more cost
cognizant than previously. In this way, the PRICING methodology ought to be set
by the Customers request and their readiness to pay.
3- Place
Thinking about Almarai Company, it's a perceived brand overall in this way
presenting products under its brand name will be fruitful in any market.
4- Promotion
Marketing might be utilized by Almarai Company while think about the
wellsprings of future development in various business markets with various
products. Further, the spots its products are being sold for example Bakala are
presented to the dangers as they're confronting troubles in selling the items
additionally the advancements for Almarai brand ought to be contemplated as the
organization is considering extending in new places.
Alternative Solution
Alternative-1: Large Scale Dairy Farms in New Markets
Almarai Company may fabricate an enormous scope dairy ranch in new business
sectors, for example, in Iraq, Pakistan and Turkey for long haul benefits and in
Indonesia, Malaysia, and Sri Lanka. As these business sectors are considered to
have a maximum usage of dairy items particularly milk yet the development may
prompt some legislative issues among nations.

Advantages:
 Could acquire scale and effectiveness these business sectors.
 High capital speculation.
 Long term advantage in development.
Disadvantages:
 Political danger.
 Unfavorable climate conditions.
 May affect local people business in these business sectors.

Conclusion:
More or less, Almarai Company is a market chief and a perceived brand in food
and dairy industry as it offers wide scope of items. The abrupt changes in the
legislative strategies influencing the organization in a troublesome angle could be
overseen by reacting to the progressions proficiently and growing its offer in the
market through additional extension in new items market.

Almarai Company may build a large-scale dairy farm in new markets such as in
Iraq, Pakistan and Turkey for long term benefits and in Indonesia, Malaysia, and
Sri Lanka. As these markets are considered to have a high consumption of dairy
products especially milk but the expansion may lead to some governmental issues
among countries.
Pros:
• High capital investment.
• Long term benefit in expansion.
• Could bring scale and efficiency in these markets.
Cons
• Political risk.
• May impact the locals business in these markets.
• Unfavorable weather conditions.

Conclusion:
In a nutshell, Almarai Company is a market leader and a recognized brand in food
and dairy industry as it offers wide range of products. The sudden changes in the
governmental policies affecting the company in an unfavorable aspect could be
managed by responding to the changes efficiently and expanding its share in the
market through further expansion in new products market