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Aujan boosts ‘555’ strategy with 14% volume growth in 2007

Saudi Arabia: Wednesday, February 06 - 2008 @ 08:54

Delivering sustainable growth of 14% volume and 17% revenue, the company attributes its results to accelerated growth in sales and revenue across new markets. In particular, Aujan achieved spectacular growth in Iran, Iraq, North and South Africa.

Kerry Anastassiadis, President, Aujan Industries Co, said

“Our growth in 2007 gives us further confidence in delivering on our ‘555’ strategy – USD 500m in revenue with five brands in five years – and we accredit our current success to a strong combination of global best practices, profound regional knowledge and focus on youth insights and dynamics. We are now focused on continuing this growth and further solidifying Aujan’s presence in the market. While we continually enhance our world class manufacturing, sales, distribution and logistics network, we have now restructured the business into five business units that cover and focus on our expanding geographical footprint.”

The five business units cover Saudi Arabia together with Yemen, the remaining GCC countries, Levant (Iraq, Jordan, Lebanon, Syria and Palestine), Iran and finally the International Business Unit (IBU) covers all other countries. Currently, the IBU is leading with 162% growth, followed by Iran with 140% and Levant with 36% growth.

Kerry continued, “In addition, we intend to pursue our brand development initiatives with more assertion and impact in 2008, by consolidating the creative for our brands under one agency, Face to Face advertising, driving further efficiency and focus to the brand strategy.”

“To add further value to the strategy, we have awarded our Regional Public Relations business to Ogilvy PR, with the intention of bringing a novel approach to our current share of voice. The contract includes Aujan’s flagship brands of Rani, Barbican, Hani and Vimto, in addition to Aujan Industries, Aujan Corporate and Rani Investments,” Kerry announced.

Edmond Moutran, Chairman and CEO, Ogilvy, said “Aujan holds a very special place in the hearts and minds of Middle Eastern consumers and we are delighted to have the opportunity to escalate their success and legacy across their current and new geographies.”

Ronald Howes, Managing Director, Ogilvy UAE, added, “We are proud to work for Aujan and intend to approach their PR strategy with a fresh, innovative perspective, while continuing to leverage and add value to Aujan’s understanding of the market dynamics and the strength of their ‘powerhouse’ brands. We intend to contribute significantly to their extended strategic brand teams and create new PR avenues to drive further growth for Aujan and their brands.”

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Wednesday, February 6- 2008 @ 8:54 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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