With 90 percent of the cordial drinks market share, Aujan estimates that well over 15 million bottles of Vimto will be consumed during the Holy Month.
Aujan Industries, the region’s largest privately owned soft drink and confectionary manufacturer, marketer and distributor is renowned for its in-depth approach to direct consumer polling on its brands, its marketing strategies, and in general, engaging consumers in a one-on-one discussion on their opinions and preferences.
Tolga Sezer, Head of Marketing at Aujan Industries, said:
“At the end of the day, our consumers are our most important consideration; without their input, we would be nowhere. Vimto is an integral part of the family get together during the Holy Month, and our research shows that this spans generations, of both male and female consumers, across the Arabian Gulf.”
As a kick-off to the 80th Vimto season, Aujan hosted a 1001 Arabian Nights themed-dinner in preparation for the months ahead and to incentivise the sales teams. During the dinner, results of the survey were unveiled to a 140-strong crowd, highlighting the importance of Vimto to family gatherings.
During 2005, Aujan witnessed a strong double growth in sales of Vimto during the traditional two-month pre and post Ramadan period. Sezer continued: “We are expecting a further increase in consumption this year, particularly from our Vimto cordial, and are already working to ensure that supply meets the demand.”
While available in a cordial format, Vimto is also available in ready-to-drink carbonated cans, bottles and PET bottles with easy open/close caps and was introduced to the region in 1928. Aujan started local production of Vimto more than 25 years ago, through its plant in Dammam.
Sezer concluded: “We are anticipating an additional double digit growth during Ramadan 1427H, and are honoured that Vimto plays such an important role in the traditions of the Holy Month, particularly in welcoming family and friends for the sweet gatherings.”
The brand will again roll out a large marketing campaign, raising awareness for family time and special occasions during the Holy Month, in particular praising the role of mothers. The campaign focuses on the mothers valuable contribution to the overall preparation of the festivities.
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