BUSINESS TO BUSINESS MARKETING

Worked by:

 CHIFAE EL GUERNI.
 YASMINE BENMBAREK.
 ADAM EL BOUSSAADI.
 ANAS EL BAZ.

Framed By:

 MESAY SATA SHANKA.

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 TABLE OF CONTENT:

1. Introduction: ...................................................................... Erreur ! Signet non défini.

2. Data collection methods and sources: ................................................................. 3
3. Background of the company: ................................................................................ 4
4. discussion on selected B2B product: ................................................................... 5
5. Framework analysis on selected B2B product: . 6/7/8Erreur ! Signet non défini.
6. Servitization strategies : .......................................................................................... 9
7. Marketing strategy for the new service (Servitization) : .............................. 10
8. Conclusion: ............................................................................................................... 11
9. References...................................................................................................................12

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 INTRODUCTION:

Oulmès Mineral Waters is a renowned Moroccan brand known for its

natural mineral water. Originally from the Oulmès region, it is recognized
for its purity and unique mineral composition. The water undergoes
rigorous filtration, preserving its natural qualities. In addition, Oulmès
Mineral Waters is a B2B manufacturing company in Morocco specialized
in the production of bottled water. They are aimed at beverage and
hotel companies nationwide.

DATA COLLECTION METHODS AND SOURCES:

The data collection methods and sources for Eaux Minérales d’Oulmès
likely include rigorous monitoring and testing processes at the water
source. Common methods may involve regular sampling and analysis of
the water for various parameters, such as mineral content, pH levels, and
microbial quality.

 Sources may include:

1. Natural Springs: The primary water source where the mineral water
originates, ensuring its natural purity.
2. Laboratory Analysis: Regular testing in specialized laboratories to assess and
verify the water’s composition, quality, and adherence to regulatory standards.
3. Geological Surveys: Studying the geological characteristics of the region to
understand the natural filtration processes and potential mineral content.
4. Environmental Monitoring: Observing and analyzing the environmental
conditions around the water source to ensure its protection from
contaminants.
5. Bottling Facility Monitoring: Continuous checks at the bottling facility to
maintain hygiene and quality during the bottling process.
These methods collectively contribute to ensuring the consistency, safety, and
premium quality of Eaux Minérales d’Oulmès.

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 BACKGROUND OF THE COMPANY:

Les Eaux Minérales de Oulmès is a Moroccan company with a rich history

in the bottled water industry. Established in 1992, it has become a
prominent player in the production and distribution of natural mineral
water. The company is headquartered in Oulmès, a region known for its
pristine natural springs.Committed to providing high-quality and pure
mineral water, Les Eaux Minérales de Oulmès focuses on sustainable
sourcing and environmentally conscious practices. The brand has gained
recognition for its dedication to quality assurance, employing rigorous
testing and monitoring processes throughout the production chain.Over
the years, Les Eaux Minérales de Oulmès has expanded its market
presence, both domestically and internationally, earning a reputation for
excellence in the bottled water industry. The company’s success is rooted
in its respect for natural resources, adherence to strict quality standards,
and a commitment to delivering a refreshing and premium drinking
experience to consumers.

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DISCUSSION ON SELECTED B2B PRODUCT:

Les Eaux Minérales d'Oulmès is a Moroccan producer known for its

commitment to sustainability and innovation in the bottled water
industry. Notably, the company has introduced plant-based plastic
bottles made from sugarcane biomass instead of petroleum, which
reduces the ecological footprint associated with manufacturing and
helps prevent deforestation and competition with food crops.
Additionally, Oulmès Mineral Waters focuses on improving
transportation efficiency through fleet upgrades and reduced fuel
consumption, as well as managing waste effectively via selective sorting
and partnering with certified waste processors. To support business
clients, Oulmés Mineral Waters offers bulk dispensing solutions, renting
dispensers for monthly fees and selling large-capacity bottles, providing
cost-effective alternatives to individual bottle purchases for commercial
settings.Despite challenges such as increasing inflation and drought
affecting the broader soft drinks market in Morocco, bottled water
remains a popular choice due to perceived higher quality compared to
tap water. Furthermore, Oulmès Mineral Waters engages in various
initiatives aimed at promoting equality and environmental responsibility,
including sourcing water from protected areas, supporting local
communities, and investing in employee training and skill Development.

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 FRAMEWORK ANALYSIS ON SELECTED B2B
PRODUCT:
 S.W.O.T:
1. Strengths:
Natural Resources: Access to pristine natural springs, contributing to the quality of
their mineral water.

Brand Reputation: Established reputation for delivering high-quality mineral water.

Sustainability Practices: Emphasis on environmentally conscious practices in water
sourcing and bottling.

2. Weaknesses:
Dependency on Natural Sources: Vulnerability to environmental changes affecting
water sources.

Market Exposure: Potential susceptibility to fluctuations in the bottled water

market.

3. Opportunities:
Market Expansion: Opportunities to explore new markets or segments for their
products.

Product Diversification: Introducing new product variations or lines to cater to

evolving consumer preferences.

Innovation: Investing in technology and processes to enhance production

efficiency.

4. Threats:
Competition: Intense competition in the bottled water industry.
Regulatory Changes: Adverse effects due to changes in regulations related to
bottled water.

Environmental Concerns: Increased scrutiny regarding the environmental impact of

plastic bottles.

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  Marketing Mix (4P):
The marketing mix, also known as the 4Ps (Product, Price, Place, and Promotion), for
Eaux Minérales d'Oulmès likely involves the following elements:

1 Product:
Eaux Minérales d'Oulmès offers natural mineral water sourced from the Oulmès region,
emphasizing purity and quality.
Potential variations in packaging sizes and formats to cater to diverse consumer needs.

2 Price:
Competitive pricing reflecting the premium quality of their natural mineral water.
Consideration of pricing strategies such as cost-plus pricing or value-based pricing.

3 Place:
Distribution through various channels, including supermarkets, convenience stores,
and possibly online platforms.
Availability in both domestic and international markets.

4 Promotion:
Advertising campaigns focusing on the natural and pure qualities of the mineral water.
Social media marketing, influencer partnerships, and other digital marketing strategies
to engage with a wider audience.
Participation in events or sponsorships to enhance brand visibility.

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  Porter's Five Forces
1. Threat of New Entrants:
- High-quality natural water sources might create barriers to entry.
- Established brand reputation and distribution networks could discourage new
competitors.

2. Bargaining Power of Buyers:

- If consumers have numerous alternatives, their bargaining power may increase.
- Brand loyalty and perceived quality could mitigate buyer power to some extent.

3. Bargaining Power of Suppliers:

- The availability and control over natural water sources may influence supplier
power.
- Technological advancements in bottling processes could impact supplier power.

4. Threat of Substitutes:
- Substitutes like tap water or other beverages may pose a threat.
- Differentiation in terms of quality and health benefits can help mitigate substitute
threats.

5. Intensity of Competitive Rivalry:

- In the bottled water industry, competition can be intense.
- Factors like branding, quality, and innovation may influence the level of rivalry.

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 SERVITIZATION STRATEGIES:

1. Subscription Services:
- Offering subscription-based models where customers receive regular deliveries of
Eaux Minérales d'Oulmès products.
- Providing added benefits such as personalized selections or exclusive access to new
products.

2. Bundled Services:
- Creating bundled offerings that include additional services, such as water dispensers,
home delivery, or educational resources on the benefits of mineral water..

3. Customization and Personalization:

- Allowing customers to personalize their orders based on preferences, packaging, or
even water composition.

4. Water Quality Monitoring:

- Providing tools or services for customers to monitor the quality of the water they
consume, demonstrating a commitment to transparency and health.

5. Educational Initiatives:
- Implementing educational programs or resources that inform customers about the
benefits of mineral water and healthy hydration practices.

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 MARKETING STRATEGY FOR THE NEW SERVICE
(SERVITIZATION):

1. Value Proposition:
• Eaux Minérales d’Oulmès could offer a comprehensive hydration solution,
combining the supply of natural mineral water with additional services such as water
quality monitoring, personalized hydration plans, and perhaps exclusive access to
new products through subscription services.
• The value proposition may also include environmental sustainability, emphasizing
eco-friendly practices in packaging and delivery.

2. Market and Value Chain:

• Identify target markets for the new servitization model, considering regions or
customer segments with a demand for premium hydration services.
• Collaborate with suppliers, possibly focusing on partnerships for sustainable
packaging materials and innovative technologies for water quality monitoring.

3. Value Network:
• Develop partnerships with health and wellness influencers, nutritionists, or fitness
experts to strengthen the educational component of the servitization model.
• Collaborate with technology providers for IoT solutions related to water quality
monitoring and data analysis.

4. Cost Structure:
• Costs may include sourcing and bottling natural mineral water, packaging materials,
technology investments for water quality monitoring, distribution expenses, and
marketing costs for promoting the new services.
• Investments in customer service and support to manage subscriptions and ensure a
positive customer experience.

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 5. Profit Potential:
• Revenue streams can come from subscription fees, product sales, and potentially
premium pricing for personalized or exclusive offerings.
• Long-term profitability may stem from customer retention and loyalty, especially if
the servitization model provides a unique and valuable experience.

6. Competitive Strategy:
• Differentiate the servitization model by focusing on the natural purity of the water,
personalized customer experiences, and environmentally conscious practices.
• Leverage the company’s established brand reputation to position itself as a premium
provider of comprehensive hydration solutions.

CONCLUSION:

In conclusion, Eaux Minérales d'Oulmès is a Moroccan company that has

made a mark in the bottled water industry, particularly known for its
natural mineral water sourced from the Oulmès region. The company
has built a reputation for delivering high-quality and pure water,
emphasizing sustainability and environmental consciousness. Eaux
Minérales d'Oulmès has showcased commitment to stringent quality
standards, tapping into its natural water sources to provide a refreshing
and premium drinking experience. The company's success has been
attributed to its respect for natural resources, adherence to quality
assurance, and strategic positioning in the market.

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REFERENCES:

 https://unglobalcompact.org/participation/report/cop/active/449514

 https://www.ammc.ma/sites/default/files/r%C3%A9sum%C3%A9_Oulmes-
V.Eng__0.pdf

 https://www.euromonitor.com/soft-drinks-in-morocco/report

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