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United sugar company USC (leading supplier of Sugar in Saudi Arabia) launched its 1st retail brand Al-Osra to the market on the mid of year 2002. |
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Al-Osra brand is the only brand in KSA which is supported with media activities (TV, outdoor, print, radio) . |
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Its driving the evolution of the market, not surprisingly it has currently + 50% market share of the total retail sugar market. |
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The success story of the brand leadership started when the brand was launched in the mid of 2002 with only one SKU of 10Kg. |
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Since day one of the launch both sales volume and market share witnessed an enormous linear growth in most of the regions and this is up to date. |
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Al-Osra has made a high record within the FMCG industry as it gains +50% market share in a short period of time, a year and a half. |
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This growth was mainly on the expense of high reputation brands that has strong regional preference and seniority of presence. |
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With the launch of the small SKUs (1,2 & 5kg) early 2003, the brands leadership position enhanced as it penetrated new markets of the PE segment. |
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Together with the launch of Al-Osra, the packaging standards in the sugar market witnessed a turning point in the materials quality. |
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In addition, Al-Osra provided a new packaging technique as it introduced handles in the packs of 10kg and 5kg (PP) to maximize the convenient in handling the pack. |
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This packaging high quality enhanced Al-Osras image over the competition in the market place as a tangible differentiation edge. |
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Not only that, Al-Osra introduced new quality of packaging, but it added a new packaging technique as it introduced handles in the packs of 10kg and 5kg (PP). |
