A number of key topics were discussed all focusing on the current challenges facing companies targeting this developing audience and the need to reconnect with the youth generation through the development of suitable communication platforms.
Sezer said: “Understanding the consumer’s needs is imperative to Aujan’s success. With each of our brands, specialized teams invest a great deal of time and effort in understanding what Aujan’s audiences’ requirements really are.”
“This system-wide formula has been set in place for all five of Aujan’s top brands. Understanding the consumer’s wishes of our brands is a process that involves brand teams talking directly to the concerned target audiences so that we obtain a clear insight into their needs and requirements,” continued Sezer
One of the most recent success stories for Aujan Industries has been its rebel brand, Barbican. Sales of the popular malt-based drink by the end of 2006 are expected to be close to US $35 million and by 2009 this figure is set to double; this follows the introduction of additional flavours and the new design and feel of the product, which has been supported by a US$1 million, re-launch campaign. This fresh new design was the result of talking directly to young local consumers in Jeddah, Dubai, Kuwait Dammam and Riyadh – all of which are image conscious and want the Barbican brand to reflect how they perceive themselves.
Tolga Sezer concluded his presentation outlining the do’s and don’ts of youth marketing: “The brand not only represents the look and feel of an organization, it represents a company’s set of values, products and its future. The evolving market within the Middle East enables organisations to research and nurture their brands more efficiently to keep in line with international markets. The Arab Brands Forum was an excellent platform where marketeers within the region could discuss and debate their opinions and innovative ideas.”
Tolga Sezer, Vice President, Marketing, has been working at Aujan since 2004 and is responsible for the continued success of Aujan’s prolific brands such as Rani, Barbican, Vimto, Hani, and BASE.
Already established as the market leader within the region, Aujan will continue to dominate the FMCG industry with continued dedication and investment.
The consumer is what is important to Aujan; whose portfolio to date includes five diverse brands all reaching different consumer segments. Shortly this portfolio is set to increase with the launch of a selection of evolutionary products.
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About Aujan Industries
Established in 1905, Aujan Industries is the largest privately owned, independent soft drink and confectionery manufacturer, marketer and distributor in the Middle East with over 2,200 employees and turnover of US$350 million, it is one of the top 100 companies in the Kingdom of Saudi Arabia. The Company’s greatest strength is its well-established own brands namely: Rani, Barbican, Vimto and Hani and its long association with leading international brands including Wrigley’s and Unilever’s Lipton Ice tea.
For further information please contact:
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Monday, November 20- 2006 @ 11:00 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.