Mazoon Dairy Company

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Introduction:
Mazoon Dairy Company is the largest integrated dairy project in the Sultanate of Oman with
a capital outlay of OMR 100 million. The site is located in As’Sunainah in the Al Buraimi
.Governorate and is spread over an area of 15 sq kms

Mazoon Dairy Company was incorporated on 1st January 2015. The foundation stone was
laid at the site on 18th October 2017. As the flagship dairy company set up under the aegis
:of the National Food Security initiative, its objective is to

 Improve self-sufficiency in dairy production in the Sultanate of Oman

 Improve the per capita consumption of milk, focusing on the nutritional well-being
of children
 Stimulate an environment for food manufacturing with high quality systems
 Develop skills in food manufacturing and quality systems
 Generate local employment and SME opportunities

The integrated facility at As’Sunainah includes a state-of-the-art dairy farm with the capacity
to house over 25,000 cows, a Central Processing Plant that is capable of producing over a
million litres of liquid milk per day and staff accommodation to house over 400 employees.
The facility also consists of a Waste Water Treatment plant and a Biogas generation plant
.that is unique to the region

We have a wide array of products, including fresh milk, long life milk, flavoured milk,
.yoghurt, laban, ice-cream, cheese and juices, reaching our consumers across the GCC region

The company is ISO 9001:2015, ISO 22000:2018, ISO 14001:2015 and ISO 45001:2017
.compliant. This ensures high quality products comparable to global standards

:Product/Service provider
Mazoon Dairy Company is a company providing dairy products including fresh milk, long life
milk, flavoured milk, yoghurt, laban, ice-cream, cheese and juices, reaching our consumers
across the GCC region, and logistics and distribution network that would ensure a high
.numerical reach in Oman and in the wider region

:Marketing Environment
Every business organization is a part of the business environment, within which it operates.
No entity can function in isolation because there are many factors that closely or distantly
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surrounds the business, which is known as a business environment. It is broadly classified
into two categories, i.e. microenvironment, and macro environment. The former affects the
working of a particular business only, to which they relate to, while the latter affects the
.functioning of all the business entities, operating in the economy

Micro environment: COSMIC, i.e. Competitors, Organization itself, Suppliers, Market,

Intermediaries and Customers.
Mazoon Company is considered as a new company in Omani market and that means
competition will be strong to have market share ,and shifting consumers from other
products.

Macro environment PESTLE, i.e. Political, Economic, Socio-cultural, Technological, Legal and
Environmental.
The desert and dry environment was one of the biggest challenges for such a project. The
company has chosen the right place where the project was established, but there was a
challenge in front of the company is the lack of infrastructure of roads, electricity and
communications service, so the company has to Incurred its costs.

Buyer Decision Process:

The consumer decision-making process can seem mysterious, but all consumers go through
basic steps when making a purchase to determine what products and services will best fit
their needs.

1. Problem recognition: Recognizes the need for a service or product.

2. Information search: Gathers information.
3. Alternatives evaluation: Weighs choices against comparable alternatives.
4. Purchase decision: Makes actual purchase.
5. Post-purchase evaluation: Reflects on the purchase they made.

In order to have long-life relationship with your customers you have to meet their
expectations, If the product falls short of expectations, the consumer is disappointed; if it
meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer is
delighted.

Market segmentation:
Market segmentation is the process of dividing consumers into different segments based on
demography, social behavior, geographical area etc.

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Mazoon products will target all age groups, especially young mothers and children. Studies
have shown that Vitamin D deficiency is very common both in Oman and across the GCC
with one reason the lack of Vitamin D in food. Our goal is to meet the nutritional needs of
mothers and children in Oman and encourage drinking milk as a healthier alternative to
sugary drinks. We also want to encourage more young people who have stopped drinking
milk to consider re introducing it to their diet because of the many health and nutritional
benefits.

Marketing Mix (4p):

A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan.
The term often refers to a common classification that began as the four Ps: product, price,
placement, and promotion.

1. Product:
Mazoon Dairy products are designed to satisfy customer needs and wants. To
effectively market a product, it's important to identify what differentiates it from
competing products which is producing milk and dairy products of the highest
standard.Mazoon Dairy will become far more than simply a new consumer brand on
supermarket shelves and will play a pivotal role in ensuring food security in the
Sultanate and position the country as a regional hub for high quality food products.
2. Price:
The sale price of the product reflects what consumers are willing to pay for it.All our
products will be very competitively priced. We recognise that dairy is a key
component of a balanced diet, and our products will be priced accordingly so that
they affordable and easily accessible to all. Our pricing strategy is highly inclusive
and designed to ensure that our domestic customers in the Sultanate can benefit
from the introduction of our product range across the nation.
3. Placement:
Al suninah was selected because of a number of factors such as low humidity the
presence of sand dunes which can absorb moisture, large quantities of water,
suitable distance from nearby residential neighborhoods and anticipated population
expansion.The presence of aquifers in the area was especially beneficial, because
this will ensure an adequate supply of water which is essential for this project.
4. Promotion:
Promotion include advertising, personal selling, sales promotion, public relations.
Promotion encompasses what is communicated, who it is communicated to, how
that audience is reached, and how often promotion happens.

Main Competitors:

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Mazoon has many competitors locally and internationally. Modern Dairy Factory is local
competitor for Mazoon Dairy Company established in 1972. The headquarter is in the Great
Valley, and has 11 branches in various states of the Sultanate: tricks, Barka, Hebrew, Jalan,
Mudb, Nazwa, Nizwa, Sahem, Sohar and Samail. Almarai Company is international
competitor for Mazoon Dairy Company, Almarai Company is a Saudi multinational dairy
company Founded 1977 and its headquarter in Riyadh Saudi Arabia.

Product Life Cycle :

The term product life cycle refers to the length of time a product is introduced to consumers
into the market until it's removed from the shelves. The life cycle of a product is broken into
four stages—introduction, growth, maturity, and decline. This concept is used by
management and by marketing professionals as a factor in deciding when it is appropriate to
increase advertising, reduce prices, expand to new markets, or redesign packaging.

I believe that Mazoon Dairy Company is in the growth stage since it's successfully growing
demand, increase in production, and expansion in its availability.

BCG model:
The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with
long-term strategic planning, to help a business consider growth opportunities by reviewing
its portfolio of products to decide where to invest, to discontinue or develop products. It's
also known as the Growth/Share Matrix.