HBG reaps rewards from improved portfolio

HBG worked with an independent management consulting firm to analyze the consumer portfolio and map out the best way to enhance portfolio profitability.

According to Zulfi Hydari, Managing Director, HBG Holdings, the final report identified potential "sweet spots" or very profitable strategic "niche" gaps in the portfolio.
A strategic plan was agreed to fill in these gaps by diverting resources away from non-performing segments of the portfolio.

As a result HBG approached and successfully signed Al Alali, one of the best known and fastest growing food brands in the region.

"Our research showed that a high quality regional brand with a wide range and strong recognition in other regional markets could be turned into a winner in Jordan," adds Hydari.

Since becoming partners Al Alali and HBG have made significant inroads in the market, particularly in the last two months when they shattered their own sales targets by 100%.

"This was despite having to compete with the major heavyweights such as Unilever and Nestle. The Al Alali "Chicken Stock" in particular has done wonders - going from new entrant barely 10 months ago to capturing significant market share from Unilever's Knorr brand and Nestle's Maggi brand," he adds.

Al Alali's Managing Director, Wael Habibi is very proud of the fact that over a relatively short period of time Al Alali has taken approximately 10% of the "chicken stock" market adding that their positioning of "Unsurpassed Quality" is a commitment to every consumer.

"This partnership is proof you don't have to be a global multinational to succeed," he said. "Synergy derived from quality and expertise has combined in this instance to make us a formidable force.

Hydari says HBG's partners have been asking the company to flex their muscles in the market.

"In this instance I think we have leveraged our market power and sales and distribution capabilities remarkably well," he concludes.