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Aujan steps closer to 2009’s $500m target with strong consumer & market insights

Saudi Arabia: Thursday, February 14 - 2008 @ 11:36

The company attributes its results to accelerated growth in sales and revenue across new markets (Iran, Iraq, North and South Africa) and to strong investment in consumer research and marketing. Aujan’s well-known beverage brands, Rani, Barbican and Vimto, have been recognized at the 2008 GEMAS Awards for their innovative initiatives in the areas of Advertising, Marketing and New Media.

Rani, the unique ‘real fruit pieces’ drink, was awarded the 2008 GEMAS Award for Marketing Achievement. Taking brand sales from $119m in 2004 to $270m in 2007, Rani has consistently delivered against sound advertising and marketing strategies. While consumers in the GCC have enjoyed Rani and its unique portfolio of products for 25 years, the next phase of brand development in 2007 was captured in expanding the brand into international markets as well as developing existing international markets further. Today, Rani can be found in 45 countries around the globe with further plans for expansion. The 2007 marketing strategy has largely centered around product development. The introduction of ‘Fusion Flavours’ and the ‘Mango Float’ took consumers to the next generation of Rani’s offering.

In addition, Aujan migrated their Mitsubishi 3-Diamonds brands (Thalth Jawhar) as the leading ‘mushakkal’ or mixed fruit drink for consumers in Saudi Arabia to a new brand called, Rani 3-Jewels, launched with new packaging graphics, adding over 2 million cases of sales and synergy to the Rani brand.

Aujan’s research proved that Arab youth markets are deeply involved with the automotive industry, especially when it comes to car customization. In combination with the growing phenomenon of video sharing, Aujan created the “Supe-Up Your Ride” Online campaign for their malt beverage, Barbican. The micro-site encouraged audiences to submit a short video of their used and possibly rundown car in the hope of winning an opportunity to have their vehicle refurbished and customized. Over 1800 people across the GCC sent in their videos and more than 86’000 consumers viewed the Barbican micro-site. This engaging campaign has supported Barbican in maintaining the leading position in ‘Top of Mind’ awareness among new age beverages at 54% and has won Aujan the GEMAS 2008 Best Online Campaign Award.

Vimto, Aujan’s 80 year old legacy, has exceeded sales targets facilitated by a strong TV campaign. Due to Vimto’s rich heritage, consumers relate Vimto to Ramadan and with this connection come attributes such as ‘traditional’ and ‘original’. However, in 2007, unconventional brand communication was called for to position Vimto as an innovative brand. The “Haykhalasso” (Hurry, They’ll finish it all!) campaign, hit the right cords and enabled sales of 20 million bottles across the GCC in just one month of Ramadan, the equivalent of 16% growth in volume. With the 2008 GEMAS Award for Best Use of TV under their belt, Aujan’s Brand Health Tracking Study shows that Vimto leads the Cordial and PSD Beverage Segment across the GCC.

Ahmed Shaboury, Marketing Manager, Aujan Industries Co, said “Aujan is extremely proud to be recognized for the marketing campaigns initiated for Rani, Barbican and Vimto. The combination of local marketing talent and creative ideas has brought our brands to life and our sales results for 2007 demonstrate how successful our innovative strategies have been.”

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Thursday, February 14- 2008 @ 11:36 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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