786
Al Nassma Chocolates Case Study
A
, 786
NASSMA IS A NEW COMPANY
CASE STUDY
Al Nassma is a new company in UAE that produces the first camel milk chocolate in the world. Al
Nassma is a true innovation in the chocolate industry and one of the first luxury food products with
deep roots in Dubai, deemed to conquer the world as the sweet ambassador of Arabia. Therefore,
they used high quality ingredients to provide unique taste to their customers.
Al Nassma started locally in Dubai and in short period expanded internationally due to the demand
for this new type of chocolate. People were curious to try and experience a new flavor which claimed
to be different and much healthier. Al Nassma’s chocolates was combined the milk with more
conventional ingredients such as Bourbon vanilla, acacia honey and cocoa beans to create more
appealing taste. Products included praline, chocolate bars macadamia nuts and hollow camel-shaped
chocolates. They targeted high end consumers in selective prestigious places. Their premium price
was charged to reflect quality and was consumed in special events by special high-class people.
Their product standards allowed them to enter foreign countries like EU in spite of their regulation
for exporting camel milk products. Moreover, they use UPS to provide logistics solution to make
exports effective and efficient. This has proven to be their main competitive advantage from
distribution side. Moreover, they are using local functional middlemen to support them in foreign
countries.
Chocolate plays a major part in many festivities and social events, including weddings including in
Arab countries. So, Al Nassma saw a major potential growth in its business. It was a joint venture of
Dubai Government and HM Chocolate holding, based in Vienna founded by entrepreneurial
confectioner Hans Georg Hochleitner from Salzburg, Austria. Austrian chocolate manufacturer
Manner, a century-old family company in Vienna, holds 45 per cent of HM Chocolate's stake and is
assisting Al Nassma in the production process. They are based in Umm Nahad on the outskirts of
Dubai which consists of 3,000 camels’ farm, including a chocolate factory and a dairy that uses the
camels' milk to produce a range of premium chocolate products. Al Nassma is known as a five-star
chocolate which has partnerships with five stars hotel like Jumeirah Hotel Group, Kempinski, JW
Marriott, Grand Hyatt, Dubai Duty Free and Etihad Airways. Moreover, firm have high class outlets
in California, New York and Tokyo.
Sampling is the main promotion tool that used by Al Nassma as they believe that through tasting
people will create positive WOM and differentiate the difference between Camel chocolate and
normal milk chocolate. Company plan is to expand their EU sales to 50% of the total company sales
by 2014 and Switzerland (motherland of chocolates) is on the main list. Through the report,
marketing mix elements in Switzerland are highlighted.
Al Nassma chocolate products are perceived as a luxury item due to its high-quality ingredients and
the low-fat milk which is from camel. Camel Milk has scientifically proven to be more delicious and
Page 2 of 9
Al Nassma Chocolates Case Study
A
, 786
NASSMA IS A NEW COMPANY
CASE STUDY
Al Nassma is a new company in UAE that produces the first camel milk chocolate in the world. Al
Nassma is a true innovation in the chocolate industry and one of the first luxury food products with
deep roots in Dubai, deemed to conquer the world as the sweet ambassador of Arabia. Therefore,
they used high quality ingredients to provide unique taste to their customers.
Al Nassma started locally in Dubai and in short period expanded internationally due to the demand
for this new type of chocolate. People were curious to try and experience a new flavor which claimed
to be different and much healthier. Al Nassma’s chocolates was combined the milk with more
conventional ingredients such as Bourbon vanilla, acacia honey and cocoa beans to create more
appealing taste. Products included praline, chocolate bars macadamia nuts and hollow camel-shaped
chocolates. They targeted high end consumers in selective prestigious places. Their premium price
was charged to reflect quality and was consumed in special events by special high-class people.
Their product standards allowed them to enter foreign countries like EU in spite of their regulation
for exporting camel milk products. Moreover, they use UPS to provide logistics solution to make
exports effective and efficient. This has proven to be their main competitive advantage from
distribution side. Moreover, they are using local functional middlemen to support them in foreign
countries.
Chocolate plays a major part in many festivities and social events, including weddings including in
Arab countries. So, Al Nassma saw a major potential growth in its business. It was a joint venture of
Dubai Government and HM Chocolate holding, based in Vienna founded by entrepreneurial
confectioner Hans Georg Hochleitner from Salzburg, Austria. Austrian chocolate manufacturer
Manner, a century-old family company in Vienna, holds 45 per cent of HM Chocolate's stake and is
assisting Al Nassma in the production process. They are based in Umm Nahad on the outskirts of
Dubai which consists of 3,000 camels’ farm, including a chocolate factory and a dairy that uses the
camels' milk to produce a range of premium chocolate products. Al Nassma is known as a five-star
chocolate which has partnerships with five stars hotel like Jumeirah Hotel Group, Kempinski, JW
Marriott, Grand Hyatt, Dubai Duty Free and Etihad Airways. Moreover, firm have high class outlets
in California, New York and Tokyo.
Sampling is the main promotion tool that used by Al Nassma as they believe that through tasting
people will create positive WOM and differentiate the difference between Camel chocolate and
normal milk chocolate. Company plan is to expand their EU sales to 50% of the total company sales
by 2014 and Switzerland (motherland of chocolates) is on the main list. Through the report,
marketing mix elements in Switzerland are highlighted.
Al Nassma chocolate products are perceived as a luxury item due to its high-quality ingredients and
the low-fat milk which is from camel. Camel Milk has scientifically proven to be more delicious and
Page 2 of 9
