Masafi Juice wins Marketing Strategy of Year award

The award was given away at a glittering Retail News Awards ceremony, held recently at the Fairmount Hotel, Dubai. Tarek Megahed, Brand Manager - Juices, Masafi, received the award. The Retail News Middle East's Best Marketing Strategy of the Year recognition, one of the four special Business awards this year, was designed to recognise outstanding achievement in retail by end-users and the achievements of local producers.

In his comments on the prestigious industry award, Mr Ashraf Abushady said: "We at Masafi are absolutely thrilled to have won the Retail News Middle East 2007 award for the 'Best Marketing Strategy of the Year'. The award once again epitomises that Masafi Juice has successfully made a mark as a quality offering. We wish to thank everyone who has made this possible. We look forward to a successful year ahead."

He added:

"Quality has been the essence in all Masafi products and this recognition is a reflection of why millions choose Masafi products every day. The consumers in the region and elsewhere have come to trust in Masafi's commitment to excellence. In particular, we thank our marketing communications partners -- Wunderman and PanGulf PR -- for their strategic consultancy, creatives and execution on our initiatives."

Masafi, which has invested more than AED 40 million in the production and marketing of 'Masafi Juice' specifically formulated for the Middle East, delivers fresh fruit juices from natural ingredients without removing or altering the flavor, aroma and nutrition. The company was the first in the Middle East to introduce the 'hot fill' technology that enables retaining the juice's distinct freshness for the period it is stored.

The marketing and communications campaign was executed and aligned to ensure maximum product visibility and availability. It involved print ads in dailies, magazines, radio spots, liberal use of outdoor and editorial content. In-Store Visibility was achieved by innovative POPM material (real fruit baskets!) and specially branded chillers. A high decibel launch was conceptualised to introduce the juice in May 2006.

The campaign set a new benchmark for successful product launches - within a space of merely 2 weeks Masafi Juice became one of the top five juice brands in the UAE (out of more than 25 brands) and garnered 5% of the market in 6 months. In addition to the UAE and the neighboring countries, Masafi Juice managed to have dominant presence in other markets like East Africa and South-East Asia.

Masafi has successfully retained its market leadership in the UAE mineral water segment with more than 40% share. The company exports approximately 30% of its product portfolio to different countries. The major importers are Japan, Oman, Kuwait, Qatar, Bahrain, Afghanistan and Djibouti. The company also exports to Germany, UK, Australia, Taiwan, Pakistan, Morocco, Yemen, Sudan, Bangladesh and the Ivory Coast, among others.