When the directors of Aujan Industries unveiled a growth plan called ‘555' back in 2004, it created a stir in the region's FMCG sector, with many industry insiders intrigued to see how the 100 year old KSA beverage producer could achieve such a high level of growth amid fierce competition from multinational drinks brands.

But just four years on, Aujan is set to achieve its ambitious five-year plan of doubling its turnover to US$500 million by 2009, a full year early. Despite this, the company is showing no signs of complacency and is continuing to develop its brands and expand into new markets at a breakneck pace.

Most recently, Aujan has set its sights on a new phase of expansion that will see the it consolidate its position in Iran and push into new markets including Iraq, India, and CIS countries. Indeed, in the past month, the company revealed that it is investing some US$100 million to establish two factories in Tehran, Iran. These factories - a bottling plant and can-making factory - should be ready by the end of this year and will initially produce Aujan's Rani products for the Iranian market and key export countries such as CIS nations.

"The project is progressing very well," said Tolga Sezer, Aujan's executive vice president. "The can-manufacturing plant will be online by the last quarter and at the end of the year our bottling plant will be ready, and next year the entire supplies for Iran will be supplied the Tehran factories," Sezer said. "This is really a very exciting and interesting time because we can physically see the expansion happening," he added. "The factory in Tehran will provide the extra capacity for us to fully supply the Iran market and then continue with our expansion into the CIS markets, and even into Russia. We have already started exporting to markets in Kazakhstan, Uzbekistan, Azerbaijan."

Sezer added that Aujan is also experiencing strong growth in other key export markets, and particularly North African countries such as Egypt. "We recently conducted a product concept study in Egypt and we received very good results, and based on those results we will be establishing a new distribution set-up in Egypt," he said.

Turkey is another market that also has potential, and Aujan already has plans to carry out product concept tests in the country. Aujan is also carrying out product concept testing in the Indian and South African markets and based on initial results it expects to stage a test launch in Bombay.

This marks a significant change from Aujan's approach to export markets in the past, when exports were often made on an ad-hoc basis. Its approach to international markets is now far more holistic. "It is really about understanding the markets, the consumer, setting up proper distribution channels and reviewing these markets for the future," Sezer said. "We are in the process of doing that and we are reviewing these markets for the future, especially for key markets such as Lybia, Egypt, Sudan, Syria and South Africa. Our approach is always to look at all aspects of the business model, understanding the consumer and delivering the business and the brands."

But while Aujan is keen to realise its potential in new markets, it is also keeping a careful eye on its core markets in the GCC. To this end, the company recently increased the capacity of its factory in Dubai Investment Park by 25% and has also modernised its plant in Dammam, KSA.

"For our home markets and especially in KSA we have just commissioned another study to really understand the beverages segment and to identify future potential and gaps in our portfolio," Sezer said. "At the same time we are really looking at our entire set up, including distribution, to ensure it is fit for growth in KSA."

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In a bid to keep pace with this level of growth, Aujan is also re-structuring important parts of its business operation, with the creation of separate business units to oversee different markets. "This is the way we will try to manage our expansion," Sezer said. "One hub will be KSA and Yemen, another will be for the Gulf and Bahrain, and another will be for the Levant - Iraq, Iran and Jordan. Each unit will have business unit managers, fully accountable top line and bottom line." He added that another unit will look after international markets.

In line with this geographic expansion, Aujan has been investing heavily in its brands, with brand extensions and completely new product launches. The company has launched new varieties of the popular Rani Float drink, including orange and raspberry, pineapple and banana, and banana and strawberry flavours. And as one of Aujan's flagship brands, the company is optimistic that the range will be instrumental in helping it to enter the new international markets successfully. "With Float we have a unique opportunity and this can be a growth proposition. I strongly believe in the potential of Rani," Sezer said.

"Rani Float with its unique proposition can be a global brand, and our major and rapid expansion proves the point. Whatever market we enter...Rani is always successful. It is definitely the growth engine of the company and this year it will be a US$250 million brand."

Aujan is working on a new phase of TVC advertising for Rani Float in Dubai. The adverts involve a stuntman from the UK, but the company is reluctant to reveal further details at the moment.

In other developments, Aujan has re-launched its children's beverages range, Hani, with new packaging and new variants, including bubble-gum flavour, apple and kiwi flavour, and Hani with jelly. Feedback from the market has already been encouraging, according to Sezer.

"It is a very interesting range, especially with all the work we are doing with kids. This range of products is well appreciated by kids," Sezer said. "They love it, and this is what they want." He added that Hani is being supported by a special TVC on children's channels in the region.

With Ramadan only a month away, Aujan's attention is now also fixed on one of its oldest products, Vimto cordial. The drink, which is well established as a staple Ramadan product, will be promoted by a multi-million dollar TVC campaign. These adverts will show humourous scenarios in which there is a shortage of Vimto cordial, according to Sezer.

"We have a very interesting campaign," Sezer said. "Vimto cordial has a very strong presence in Ramadan.

That is why we have developed ad-entertainments, which is a new concept. Our communications will hopefully add some sweetness to the Ramadan month...It is the ultimate family month, and the role of Vimto is to add some sweetness to it."