4A's Checklist

Main Strategy: Appear where our target customers are!

From the customers point of view:

Awareness

- VEEN Waters has already built its reputation in the Middle East area in the HORECA market (e.g. in UAE market)

- Worldwide acknowledgements

- International Awards

- International events catering

     -Luxury Briefing Conference

     -VEEN ART exhibition

     -Fashion shows

-Celebrity publicity

-Premium water associated with famous Finnish Vodka in restaurant menu

-Cooperation with world famous chefs

-Publicity in high-end fashion salon

-Movie promotion events and concerts

Affordability

VEEN Waters’ target customers are middle and upper classes, which include royal families, celebrities, artists, high-income tourists, government employees, military officers and businessmen, who are commonly the main consumers of luxury products. Obviously, these people have the purchasing power and the preference to look for the VEEN Waters experience. Since VEEN Waters is selling the story and the experience of the world’s purest water, the affordability is about how much money customers are willing to pay for the experience.

Acceptability

According to the PESTLE and CAGE analyses, for Saudi Arabian customers, VEEN Waters as an import product is acceptable. Saudi Arabia readily consumes bottled water and has a large enough middle and upper class who purchase luxury water to support the decision to take VEEN there.

Accessibility- HORECA

VEEN Waters is accessible mainly in the so-called HORECA markets, i.e. Hotels, Restaurants, Cafes and Clubs. In Saudi Arabia, VEEN Waters will still stick to its marketing strategy.

-5 star hotels

-Best restaurants

-Upscale cafés and clubs

-Special Events