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Market Achievements History

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Market Achievements History MARKET The Azam brand has seen Bakhresa Group has its operations in the whole continuous growth, coupled with of East Africa, Mozambique, Burundi, Kenya, increased demand, focussed on high Rwanda, Zambia, Uganda, Malawi and South quality, affordable consumer products. Africa and is likely to commence its The Bakhresa Group see a growing operations in South/Central Africa in the consumer market with an ever- near future. increasing need for more diversified The main products under the Azam product offerings. brand are:- The outlook over the Wheat Flour, Maize Flour, Drinking next five to Water, Premium Drinking Water, ten years Coconut Cream, Tomato Puree, Ice for the Cream, Fruit Juices, Carbonated Soft Drinks, Bakery Products and Biscuits. Bakhresa These products are targeted Group, at the mass/consumer markets and the mainly in East and Central Africa Azam brand will see exponential and the brand currently enjoys an growth as they look to expand annual turnover of $800 million US their presence outside of East Dollars. and Central Africa, and across the The brand mainly targets the continent, whilst diversifying their bottom end users of the market consumer portfolio in their core East HISTORY by producing high quality, affordable and Central African Region. Bakhresa Group is one of the leading industrial products, which accounts for roughly houses in Tanzania, East Africa. It started in a 90% of their turnover. They also ACHIEVEMENTS humble manner with a small restaurant in the offer premium quality products to The Group is accredited with ISO port city of Dar es Salaam, Tanzania, in 1975, specifically target the top end of the certifications for its products and and has now emerged as one of the prominent market. These products are Premium services. family owned business groups in the region. Water, Premium Fruit Juices and The Group has been awarded The Group’s operations are spread across Premium Ice-Creams. Presidential Manufacturer’s of The Year Tanzania, Zanzibar, Uganda, Kenya, Rwanda, The brand is very strong in each of the Award in 2013. Burundi, Malawi, Mozambique and South Africa market segments in which it competes with The Group has been awarded the Best Tax and are spreading its wings to other countries in majority market share in Wheat Flour, Bottled Payers Award in 2011. Sub Saharan Africa. Drinking Water, Ice Cream, Carbonated Soft “Azam” brand has got the distinction of being The Group is the proud employer of more Drinks and Fruit Juices. recognised as a Superbrand for eight consecutive than eight thousand people. years 2009-2016. The Group’s investments are in the Food and “Azam” brand is one of the most popular Beverage Sector, Packaging, Logistics, Marine brands in Tanzania in the FMCG business. Passenger/Cargo Services, Petroleum, ICD and Overall the biggest achievement of the the broadcasting industry. “Azam” brand is from its loyal customers who The Chairman of the Group, Mr Said Salim take pride in the products and services the Awadh Bakhresa, a visionary and an industrialist, Group offer. began his journey towards building this vast business empire in 1975 by taking over a modest local restaurant, formally known “Azam Restaurant”, in the business district of Dar Es Salaam and successfully managing it. Since then he never looked back and went on to create one of the largest business conglomerates in Tanzania today. The Brand “Azam” has since become 22 Superbrands - EAST AFRICA Vol 4 - Book.indb 22 18/07/2016 08:19 synonymous with the Group business operations and is now recognised as a symbol of quality, reliability and affordability. Products and Services Bakhresa Group offers the following products and services under its popular ensure that their end products are of the highest “Azam” brand:- standards available in the market. “Azam” products have become a part of many PRODUCT undertaken by providing consistent quality Tanzanians’ daily life needs. They eat, drink, travel Wheat Flour, Maize Flour, Wheat and Maize Bran, products and services to the market at affordable and watch AZAM. Bread, Biscuits and Other Confections, Drinking prices. Water, Carbonated Soft Drinks (including The Azam Brand is mainly promoted through www.bakhresa.com flavoured malt drinks), UHT Milk, Ice Cream, the strong reputation which it has built over the Nova Ice Cream, Coconut Cream, Tomato Puree, years, and a significant attribute that should not PP Woven Sacks, Paper Bags, Plastic Packaging be undermined is word of mouth. The quality and Printing, Petroleum Products. of their products and their affordable prices Services promote themselves. They do, however, also Transport Services, Inland Container Depot, promote their products through radio, television Marine Passenger/Cargo Ferry Services, Azam and point of sale advertisements. satellite pay-tv services. Popular Slogans We make it Good, but it’s you that makes us RECENT DEVELOpmeNTS Great! Azam Has recently launched UHT Milk in tetra Africa’s Number One Choice. packs. Quality products of Bakhresa (Bidhaa Bora za In December 2013, Bakhresa group launched Bakhresa) Azam PayTV services in Tanzania and later on in Entertainment for everybody (Burudani kwa Kenya and Uganda. They acquired local premier wote) league football telecasting rights in all these countries. The service is the fastest growing in BRAND VaLUES East Africa The brand logo represents the brand through its Things you didn’t know about New Passenger Ferry Boat on the way, clinical, professional and clean image. Kilimanjaro 5 will arriving May 2015 and Azam is a symbol of quality, reliability and azam Kilimanjaro 6 in November 2015 and they will be affordability. Bakhresa Group has business interest in diversified introduced on the route between Dar Es Salaam Consistent quality is the hallmark for “Azam” sectors. In addition to Food and Beverage Sector, and Zanzibar soon. products and services. they are also into providing:- The “Azam” brand represents consistency Marine passenger/cargo ferry services between, PROMOTION throughout its entire supply chain. They source Dar es Salaam - Zanzibar - Pemba Island. Inland Container Depot - Dry Port for handling The promotion of Azam Brand is mainly the highest quality inputs and ingredients to import/export containers. Plastic Packaging and Printing. Paper Bags. Polypropylene Woven Sacks. Broadcasting - satellite pay-tv services. Uhai Production (Fully equipped production team and state of the art equipment). Dredging Road Construction. Azam’s very own radio station Uhai Fm (UFM). With nearly 250,000 units sold in just fifteen months of operation, Azam TV has achieved the fastest growth ever seen of a satellite pay-tv service in East Africa. Bakhresa Group is now venturing into South Africa to set up an ultra-modern 750-tpd capacity wheat mill in the port city of Durban, South Africa. Azam does their own printing with (Azam Digital Print). Superbrands - EAST AFRICA Vol 4 - Book.indb 23 18/07/2016 08:19.
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