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 Sales
and profits
up for Dubai
Refreshments
Company in
2005
Pepsi's hold
of Dubai,
Sharjah and
Northern
Emirates
became even
stronger in
2005 with
the soft
drink brand
capturing a
staggering
70 per cent
market share
in the
territory.
Dubai
Refreshments
Company, the
sole
franchisee
and
distributor
for PepsiCo
brands in
Dubai,
Sharjah and
the Northern
Emirates,
also
reported
substantial
growth in
sales and
profits at
its AGM in
Dubai
yesterday.
In the
financial
year ending
December 31,
2005, DRC
achieved a
17.65 per
cent
increase in
net sales -
and sales of
raw cases
increased by
3.4 million
over 2004.
DRC profits
for the year
beat the
expected
total of
AED22
million,
company
officials
said.
Alan Salem,
General
Manager of
Dubai
Refreshments
Company,
said:
'To cross 70
per cent
market share
is
significant,
and it puts
even more
distance
between us
and the
nearest
competition.
Dubai
Refreshments
has expanded
its team,
capability
and
portfolio -
and
delivered
greater
efficiencies
to make the
company more
competitive
in the years
ahead.'
DRC profits
would have
been higher
but for
substantial
investments
in human
resources,
systems and
technology,
and hikes in
the cost of
raw
materials.
DRC
successfully
completed
the
implementation
of a
company-wide
ERP system
and HHTs
(hand-held
terminals)
for
distribution
teams. DRC
also
acquired
distribution
rights for
Lipton's Ice
Tea.
The success
of Aquafina,
PepsiCo's
bottled
water brand,
has
contributed
significantly
to overall
volume
growth, DRC
management
said.
Salem added:
'Aquafina
has
positioned
itself to
lead the
bottled
water
segment, and
sales of the
brand were
up 73 per
cent in the
local market
last year.
Sales of
carbonated
soft drinks
were up 21
per cent,
and the
sales team
won several
major
projects,
and many
large
accounts
such as
Chillis and
Century
Cinemas.'
DRC's
investment
in
operations
saw its
fleet
customer
service team
double in
size. In
2005, 74 new
vehicles
were added.
A total of
160 new
employees
joined the
company last
year.
Salem said:
'We have
made across
the board
investments
to realise
our growth
ambitions
while
maintaining
our
commitment
to
world-class
quality. DRC
received the
highest
quality
rating from
PepsiCo for
its bottlers
in the Gulf,
and we aim
to build on
this
performance
in 2006.'
DRC has led
Dubai's
carbonated
soft drink
industry
since 1959.
It began as
a limited
liability
company
before
becoming a
public
shareholding
company in
1994. It has
been the
sole
franchisee
and
distributor
for PepsiCo
since 1962.
DRC's
product
portfolio
includes
Pepsi, Diet
Pepsi, 7UP,
Diet 7UP,
Mountain
Dew, Mirinda
Orange,
Mirinda
Green Apple,
Mirinda
Citrus,
Shani,
Evervess
Soda,
Evervess
Tonic,
Evervess
Ginger Ale,
Lipton's Ice
Tea and
Aquafina
pure
drinking
water. |
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