1 Pole position
ZAIN
Zain proves what marketers always believed �the brand is bigger than the company
POINT
Zain regains its numero uno position on the charts which it ceded to Nabil last year, even though the products are no longer available off the shelf.
COUNTER POINT
With the company incurring a loss of millions of rials, production coming to a standstill and products disappearing from shop shelves the future of this brand is unclear. If efforts are not made fast to revive Oman National Dairy Products or ONDP, it may soon be curtain calls for Zain
QUOTE CALL
Ram N Ramachandran
General manager, ONDP speaking to BusinessToday in August 2005
“We have the best quality products and
our service record is impeccable in
servicing an order.�
TRIVIA
After much deliberation about what Zain should stand for, it was decided to link Zain to good health. This led to the tagline, ‘Spreading good health around the world� |
2 Take a break
Nabil
Though its slips one spot, Nabil continues to be one of the most popular Omani brands
POINT
Nabil is a household name. Stringent quality control has led to products that are comparable to the best. Carefully crafted consumer promotions have helped create brand pull.
COUNTER POINT
The constant rise in input prices and competition from low priced products from various GCC countries is chipping off its margins. In a cost conscious market Nabil walks the tightrope between holding prices, profitability and not compromising on quality.
QUOTE CALL
N S S Subramanian
Regional Marketing Manager-MIDDLE EAST,
National Biscuits Industries
“Nabil’s success comes from its commitment to quality and its excellent service provided to the customers by the organisation�
TRIVIA
Over 90 per cent of Nabil’s sales come from exports to over 60 countries |
3 Back to the basics
Bahar
Sticking to its core values has helped Bahar steal a march over multinational brands
POINT
Bahar has consistently striven to give customers an international quality product at competitive prices. Quality has been consistently upgraded in line with international trends and local consumer needs. The brand has proved itself reliable.
COUNTER POINT
The increasing cost of raw materials and intense price competition from multinationals remain the foremost challenges for Bahar. The clout of supermarkets and hypermarkets is also eroding margins.
QUOTE CALL
V. Sundaresan
Director and general manager,
National Detergents Company
“Bahar provides real value for money consistently all the time.�/p>
TRIVIA
Introduced 25 years ago, Bahar dominates the detergents market with a 40 per cent share, despite stiff competition from multinational brands |
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