JIG’s training drive pushes brand merits

Dubai-based FMCG powerhouse invests in incentives and education to accelerate sales of IRN-BRU brand.
JIG’s training drive pushes brand merits
By Administrator
Wed 10 Sep 2008 04:00 AM

Dubai's Jeffrey International (JIG) firmed up its intention to instil complete understanding among retail professionals of IRN-BRU, after its upbeat presentation to recently-appointed UAE distributor Gulf International in the city.

Shanaz Ali, the strategic business development director at JIG, which represents Scotland's AG Barr PLC in the MENA region, urged attendees to appreciate the phenomenal success of the ‘Feel Phenomenal', lifestyle CSD.

She admitted the company, which operates from Dubai, London and Damascus "will increase exposure of the brand" - accelerated by aggressive above and below the line campaigns to include SMS and e-mail marketing, in-store sampling and billboards - before introducing its extensions including Diet IRN-BRU.

Anything done locally in terms of marketing has to be approved by AG Barr PLC.

"IRN-BRU's regular variant, first introduced in 1901, is not their only product but we have chosen it as a starting point, the first SKU," she said.

The firm intends to debut St Clements' Fresh fruit smoothies and Straithmore mineral water in the region, and "we are working on having our own JIG beverage brand."

JIG's partnership with AG Barr PLC "took two years to finalise and everything we do in the UAE affects their shares." Most CSDs available in the Middle East market contain two or three flavours, however IRN-BRU boasts a blend of 32 mixed fruit flavours, made from a closely-guarded recipe.

IRN-BRU currently ranks as Scotland's number one grocery brand, outselling the likes of Coca-Cola and Pepsi, and Ali stressed that the product would appeal to both the country's expatriates familiar with its background and other nationalities, having received a strong response from Asian shoppers.

Jina Aouini, managing director - JIG Consumer Products Division, JIG, told attendees that although at AED3 (US $0.81) per can, "the pricing may seem high, the quality is far superior to CSDs looking to capture market share and there is no direct market rival to this unique, standalone brand."

Now available in markets including Russia, Poland, Spain, the US, Canada, Australia, South Africa, Singapore, France, England, Angola, Syria, Bahrain, Saudi Arabia, Egypt, and Oman, the UAE is considered "the gate and the showcase for us."

The availability of door to door delivery 24 hours a day, seven days a week and an interactive website have been designed as unique USPs, whilst sales will be encouraged by promoting staff incentive schemes alongside Gulf International.

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