Aujan: Brand Building through Generations

MORE than 100 years since its establishment, building a successful brand has remained the foundation of the phenomenal success of Aujan Industries, the largest privately owned beverage company in the GCC, and certainly the most famous among the beverage companies homegrown in the region. It is one of the Top 100 companies in Saudi Arabia, and among the most aggressive in terms of expansion in the region. The company''s core brands - the juice drink Rani, malt beverage Barbican, and cordial Vimto - represent the company''s focus on brand development. Aujan''s brand equity developed through prudent global expansion, strategic alliances with other leading brands, proactive and insightful marketing strategies, and state - of - the art distribution network has fuelled its achievement of $500 million sales target one year in advance of the timeline for its "555 Strategy" ($500m with 5 brands in 5 years) set in 2004. Revenue increased by a solid 24% in 2008. "We were thrilled with our 2008 results. Reaching our ''555 Strategy'' target a year in advance re - affirmed our commitment to delivering unparalleled beverages to our markets. We are also very proud of all the efforts undertaken by our team at Aujan Industries ?they have worked diligently to help us reach these goals one year earlier than expected," said Dr. Kamel Abdallah, who was executive vice chairman of Aujan Industries. "Our chairman, Sheikh Adel Aujan, has also been a great inspiration and has always given us the right guidance to move forward and reach this great achievement, added Abdallah. For his leadership, Sheikh Aujan was named KSA''s "Businessman of the Year" in 2007. Strong and visionary management ?engineered the evolution of Aujan from a trading house based in Bahrain in 1905, and is behind successful re - invention of the family company into a holding company with operations in 12 regional locations, more than 2,200 employees, and brand presence in over 25 countries within the GCC, North Africa, Iran, Iraq, Levant, and Central Asia. Generations Grow Up with Vimto Vimto Cordial, the first brand to be marketed successfully by Aujan, marks the first significant step in brand development for the company. From being an imported beverage, Vimto has become a refreshment of choice during the holy month of Ramadan and then, because it is so well known for several generations, to a drink associated with family gatherings and special occasions. The cordial''s introduction to the region nearly a century ago reflects a time when trust was essential to building the market, according to Sheikh Adel. It was the chairman''s father, Sheikh Abdallah Aujan Sr., who first forged the relationship with John Noel Nichols, the man behind the unique taste of Vimto ?a non - alcoholic drink based on grapes, raspberries and blackcurrants flavoured with herbs and spices. The company, then known as Abdullah Aujan and Brothers, began importing and distributing large quantities of Vimto in the Middle East. As the relationship between the two family businesses grew, so did the popularity of Vimto. The drink soon became famed for its restorative effects that provided a rush of energy while retaining a delicious and refreshing taste, which made for a perfect combination after a day of fasting Ramadan - so much so that over 20 million bottles are sold across the GCC during this holy month. The chairman has noted that unlike today, where anding is a key focus in marketing products, the success of any food or beverage in the old days was built on quality and taste. The flavour bottles of Vimto of Vimto, which Cordial are sold has remainedacross the GCC consistent all theseduring the holy month of Ramadanyears, is part of the beverage''s rich "traditional" and "original" heritage, he said. "The flavour has remained constant. Over the years we must have tasted over 10Test running, chaussures, montres cardio gps et habits sports