LES EAUX MINÉRALES

D'OULMÈS REPORT

-Course: B2B Marketing-

BENAZZOUZ Nada:117895
AZZOU Yasmine: 116521
ZOUGHRI Rayan: 117704
AMRIA Khaoula: 117864

SHANKA Mesay Sata

Chapter 1: Introduction.

Chapter 2: Data Collection Methods and Sources.

Chapter 3: Background of the Company.

Chapter 4: Discussion on Selected B2B Product.

Chapter 4: Framework Analysis on Selected B2B Product.

Chapter 5: Servitization Strategies.

Chapter 6: Marketing Strategy for the New Service (Servitization).

Chapter 7: Conclusion.

References.

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Chapter 1: Introduction:

The purpose of this report is to analyze the business-to-business (B2B) production operations

of "Les Eaux Minérales d'Oulmès", a leading domestic company in the Moroccan beverage

industry. The report provides insights into the company's strategic positioning, supply chain

dynamics, distribution channels and B2B interactions in the Moroccan market and its overseas

markets. The analysis focuses on the production and distribution of mineral water products,

considering their importance in the beverage industry and their relevance to B2B transactions.

Reasons for choosing specific companies and B2B products for analysis:

One of the criteria on which we based our choice of "Les Eaux Minérales d'Oulmès" and its

mineral water products for the analysis was several. First of all, this company is a leader in the

Moroccan beverages sector; it specializes in producing and distributing mineral water.

Considering that this industry plays a significant economic role in Morocco, we can say that

B2B analysis will definitely attract potential customers and be rather relevant.

It is worth mentioning that focusing on B2B helps to consider all the details about the supply

chain, distribution channels, and relations in the business, at least in the local Moroccan

market but probably beyond it. Mineral water, moreover, is known to be a highly consumed

product which involves a continuous growth rate, implying an ideal B2B manufacturing

context for analysis.

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Chapter 2: Data Collection Methods and Sources:

Methodology:

The methodology employed for this report involves a combination of primary and secondary

research methods to gather relevant data and information.

One of the criteria on which we based our choice of "Les Eaux Minérales d'Oulmès" and its

mineral water products for the analysis was several. First of all, this company is a leader in the

Moroccan beverages sector; it specializes in producing and distributing mineral water.

Considering that this industry plays a significant economic role in Morocco, we can say that

B2B analysis will definitely attract potential customers and be rather relevant.

It is worth mentioning that focusing on B2B helps to consider all the details about the supply

chain, distribution channels, and relations in the business, at least in the local Moroccan

market but probably beyond it. Mineral water, moreover, is known to be a highly consumed

product which involves a continuous growth rate, implying an ideal B2B manufacturing

context for analysis.

Chapter 3: Background of the Company

Brief History:

"Les Eaux Minérales d'Oulmès" (L'EMO) was founded in 1976 and is headquartered in

Casablanca, Morocco. The company initially started as a bottling plant for mineral water

sourced from the Oulmès region in Morocco. Over the years, L'EMO has grown to become

one of the leading players in the beverage industry in Morocco, focusing on the production

and distribution of mineral water products.

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  Overview of Products and Services:

L'EMO specializes in the bottling and distribution of natural mineral water sourced from the

Oulmès region. The company offers a range of products including still mineral water,

sparkling mineral water, and flavored mineral water. L'EMO's products are known for their

purity, quality, and natural mineral content, catering to both domestic and international

markets.

 Customer Base and Target Market:

L'EMO primarily caters to a B2B customer base, including retailers, hotels, restaurants, cafes,

supermarkets, and convenience stores. The company's target market includes businesses in the

food and beverage sector, hospitality industry, and retail sector both within Morocco and in

export markets.

 Market Share:

L'EMO holds a significant market share in the mineral water segment within Morocco. The

company's focus on quality, natural sourcing, and strong distribution network has contributed

to its success and market dominance in the region. L'EMO's reputation for providing high-

quality mineral water products has helped it maintain a loyal customer base and compete

effectively in the beverage industry.

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Chapter 4: Discussion on Selected B2B Product

The report provides an introduction to the main product, including its features and

specifications, market share, and a brief overview of the competitive landscape.

One of the main items that "Les Eaux Minérales d'Oulmès" (L'EMO) is famous for is the

natural mineral water which they offer and extract from the region of Oulmès in Morocco.

The mineral water that L'EMO offers has a well-known high purity, quality, and natural

mineral content, which is why it is a preferred choice among consumers and businesses.

One of the many types of mineral water products that L’EMO has on its list is as follows:

Firstly, I would like to recommend still mineral water for your choice because it is considered

one of the purest types of water available.

This item is notable for its smooth and revitalizing flavor, which can be preferred for

quenching thirst and used as a refreshing drink every day. It can also be found in different

kinds of packages like PET bottles, glass bottles, and large containers.

Sparkling mineral water is the second type of water in our overview.

The bubbles of L’EMO’s carbonated mineral water that are naturally added during the bottling

process provide a signature feel and clean taste. It is frequently chosen as a refreshing drink

option for parties or as a great addition to cocktails and mocktails.

 Flavored mineral water:

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L'EMO also offers a flavored mineral water option with natural fruit flavors added to enhance

the flavor. These flavor variations appeal to consumers looking for a more enjoyable, flavorful

drinking experience.

 Customer base and target market:

L'EMO's natural mineral waters target a broad customer base within its target markets,

including:

1. Retailer:

L'EMO supplies mineral water products to retail outlets such as supermarkets, convenience

stores and specialty beverage stores. These retailers are important distribution channels that

directly reach consumers.

2. Hotels and restaurants:

L'EMO mineral water products are popular among hotels, restaurants, cafes and catering

services. These establishments offer guests L'EMO mineral water as a premium beverage

option.

3. Corporate customers:

L'EMO serves corporate customers such as offices, conference centers and event venues by

providing bulk bottled water orders for meetings, conferences and corporate events.

4. Export market:

L'EMO not only serves Morocco's domestic market, but also targets export markets with

demand for high-quality mineral water products. These export markets may include

neighboring countries in North Africa, the Middle East and other regions.

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Chapter 4: Framework Analysis on Selected B2B Product:

1-SWOT analysis:

 Strength:

- High quality natural mineral water from the Urmes region.

- Strong brand reputation for purity, quality and natural origin.

- Diversified product portfolio including non-carbonated mineral water, carbonated mineral

water and flavored mineral water.

- Established a sales network serving different customer groups.

 Weaknesses:

- Dependence on local water sources can create sustainability and supply chain risks.

- Limited international reach compared to competitors in the global bottled water market.

 Opportunities:

- Expansion into new international markets as demand for premium mineral water products

continues to grow.

- Launch innovative packaging formats and product variants to meet changing consumer

preferences.

 Threats:

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 - Intense competition from local and international beverage companies offering similar

mineral water products.

- Regulatory challenges and compliance requirements in domestic and international markets.

2-Customer Segments and Target Market:

 Supplier performance:

Supplier strength is moderate as L'EMO relies on local water sources to produce mineral

water.

 Buyer power:

Moderate to high purchasing power due to the presence of alternative mineral water brands

and substitutes in the market.

 Threats from new market entrants:

The threat from new entrants is low to moderate due to the capital-intensive nature of setting

up mineral water production facilities and the need for regulatory approvals.

 Threats from substitutes:

Moderate threat from substitutes for tap water and other non-alcoholic beverages such as

juices, sodas and energy drinks.

 Contest:

Intense competition among existing bottled water brands for market share and retail store

shelf space.

3. Marketing mix analysis (4P):

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  Product:

L'EMO offers a range of natural mineral water products including still, sparkling and

flavored waters in various packaged formats.

 Price:

Pricing strategy based on product differentiation, quality perception, and competitive

pricing within the mineral water market segment.

 Place:

Distribution channels include supermarkets, convenience stores, hotels, restaurants, cafes,

and corporate clients within Morocco and potentially in export markets.

 Promotion:

Promotional activities focus on highlighting the purity, quality, and natural sourcing of

L'EMO's mineral water products through advertising, branding, and marketing campaigns

targeting both B2B clients and end consumers.

Chapter 5: Servitization Strategies:

Les Eaux Minéralesd'Oulmès"(L'EMO) can enhance its current B2B product immolations

through servitization strategies, which involve adding services to its core mineral water

products. This approach can produce fresh value for guests and strengthen the company's

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competitive position. Then are proposed use- acquainted and affect- acquainted servitization

strategies for L'EMO.

1. Use- acquainted Servitization Strategies

 Water quality monitoring services:

L'EMO can provide its B2B customers with water quality monitoring services to ensure that

mineral water meets standards and quality requirements in accordance with regulations.

This service can include periodic water quality testing, analysis and certification, assuring

customers and increasing their trust in L'EMO products.

 Custom bottling solutions:

L'EMO can provide B2B customers with custom bottling solutions tailored to custom

solutions. To their specific packaging requirements and brand preferences. This service can

include customized label, package design and bottle size, allowing customers to differentiate

their products in the market and strengthen their brand identity.

 Supply chain optimization:

L'EMO can provide supply chain optimization services to B2B customers, helping them

streamline their purchasing, inventory management and distribution processes. This service

may include logistics consulting, inventory planning and demand forecasting, enabling

customers to reduce costs, improve efficiency and overall supply chain.

2. Resulting service strategies:

 Hydration solutions:

L'EMO can provide hydration solutions to B2B clients in sectors such as restaurants,

healthcare, sports and leisure. This may include the installation of water dispensers, hydration

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stations or vending machines at the customer, as well as regular maintenance and refilling

services. By providing convenient mineral water, L'EMO can help clients promote hydration

for their customers and employees, which improves health and well-being.

 Sustainability Consulting:

L'EMO can provide B2B clients with sustainability consulting to help them. implement

environmentally friendly practices related to water use, packaging and waste management.

This may include sustainability audits, recommending environmental initiatives and

certification support for sustainable business practices. L'EMO can position itself as a

responsible partner and improve the image of the brand in the market by adapting to the

sustainability goals of the customers.

Chapter 6: Marketing Strategy for the New Service (Servitization):

 B2B Customers:

Identify B2B customers in industries such as hospitality, healthcare, corporate offices and

sports and entertainment facilities that prioritize hydration solutions and sustainability

initiatives.

 Geographical focus:

Target areas with high demand for quality mineral water. and growing awareness. on health

and sustainability trends.

 Customer characteristics:

Look for customers who are committed to quality, sustainability and customer satisfaction in

line with the values of the L'EMO brand.

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1. Value Proposition:

 Quality Assurance:

Providing customers with the highest standards of water quality, purity and natural source

backed by L'EMO's reputation and certifications.

 Customized Solutions:

Provides customized hydration solutions and sustainable consulting services. to meet specific

needs and goals of clients.

 Health and well-being:

Highlight the health benefits of mineral water consumption and promote hydration as an

important part of well-being.

 Environmental responsibility:

Highlight L'EMO's commitment to environmental sustainability offering eco-friendly

packages and promoting water-saving practices.

2-Pricing Strategy:

- Value Based Pricing: Align pricing with value for customers, taking into account factors

such as customized solutions, quality assurance and sustainability benefits.

- Tiered pricing: Developed by -Les Eaux Minérales d 'Oulmès (The marketing strategy for a

new service offered by L 'EMO') includes several important steps to ensure a successful

market launch and implementation. Here's a detailed plan that focuses on your ideal customer

profile (ICP), value proposition, pricing strategy, promotional strategy, and sales and

distribution channels.

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3. Promotion Strategy:

 Digital Marketing:

Use digital channels such as social media, email marketing and content marketing to increase

awareness of L'EMO's new service offerings and engage potential customers.

 Industry Events:

Participate in business. Trade fairs, conferences and industry events targeting B2B clients in

relevant sectors and demonstrating L'EMO's expertise in hydration solutions and sustainable

development consulting.

 Partnerships:

Work with industry associations, sustainability organizations and social projects to strengthen

the communications of L'EMO and reach a wider range of potential customers to the

audience.

 Thought Leadership:

L'EMO becomes a thought leader in hydration solutions and sustainability practices through

thought leadership content, webinars and industry publications, making the company a trusted

advisor market.

4-Sales and distribution channels:

 Direct sales:

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Establish your sales team to interact with potential B2B customers by offering personal

consultations and presentations of L'EMO services.

 Online platform:

Develop an online platform where customers can learn about L'EMO services, request offers

and conclude service contracts.

 Channel partners:

Collaboration with distributors, retailers and channel partners in

key areas to expand L'EMO's coverage and facilitate local sales

and distribution.

 Reference program:

Enable a referral program to encourage referrals from existing clients and partners new

business opportunities for L'EMO by leveraging existing relationships and networks.

Conclusion:

Key Findings:

1. Service strategies in B2B product markets:

B2B product markets that emphasize a shift from traditional product-centric approaches to

value-added services. Servitization allows companies like "Les Eaux Minérales d'Oulmès"

(L'EMO) to create new value for customers by offering additional services alongside their

core products.

2. Enhanced Value Proposition:

The service allows L'EMO to strengthen its value proposition by providing B2B clients with

customized hydration solutions, water quality monitoring services, sustainability consulting

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and other value-added services. These services meet the specific needs of customers,

distinguish L'EMO from its competitors and strengthen its position in the market.

3. Customer-oriented approach:

The study emphasized the importance of a customer-oriented approach in the development of

service strategies. By understanding the needs, preferences and challenges of B2B customers,

L'EMO can adapt its services to their specific needs, increasing customer satisfaction and

loyalty.

Recommendations:

1. Versatile service offering:

L'EMO must continue to diversify its service offering beyond traditional product sales to

include hydration solutions, water quality monitoring, sustainable development consulting and

other value-added services. This diversification enables L'EMO to meet a wider range of

customer needs and strengthen its competitive position in the market.

2. Invest in technology:

To support its service work, L'EMO should invest in technological solutions such as IoT

sensors, data analytics platforms and digital communication tools. These technologies allow

L'EMO to monitor water quality, track usage and provide personalized services to B2B

customers, improving the overall customer experience.

3. Collaborate with partners:

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L'EMO should explore partnerships with industry associations, sustainability organizations

and technology providers to expand its service capabilities and reach new customer segments.

The collaboration can also facilitate knowledge sharing, innovation and access to new

markets, strengthening L'EMO's position as a leader in hydration solutions and sustainable

practices.

4. Continuous improvement:

L'EMO should adopt a culture of continuous improvement to improve its service offering,

simplify its operational processes and improve customer engagement. Regular feedback from

B2B customers should be solicited and used to improve innovations and services, so that

L'EMO can constantly respond to changing customer needs and market dynamics.

Finally, the course work emphasizes the importance of service strategies in B2B operations.

On the product market and gives L'EMO recommendations to improve the offer of B2B

products and services. By using the service to create new value for customers, L'EMO can

strengthen its competitive position, increase customer satisfaction and achieve long-term

success in the market.

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References:

ammc.ma

Charika.ma

ecoactu.ma

Oulmes.ma

Wikipedia

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