THE MARKET Beverage Product Sales from the rest of the market: A brand that has a AZAM is the fl agship brand for the Bakhresa • 25.825 million dollars (local) global reach, is internationally recognised and is Group of companies and has a physical presence • Fruit Juices - 5.275 million dollars associated with the highest quality products. across , , , , • Uhai Water - 16.85 million dollars , , , & the ACHIEVEMENTS Democratic Republic of Congo. Bakhresa has now Ice-cream Sales All Azam products are currently ISO 9001 certifi ed emerged as one of the largest established business • Ice-Cream - 3.7 million dollars and the company is currently in the groups in the Region; Supplying both food and process of upgrading this certifi cation beverage consumables to the mass consumer Azam products are generally to ISO 22000. markets. targeted at the lower to mid-end The brand has expanded its With a significant amount of future markets, pushing higher volumes capacity through the establishment investment, the group is now poised to push and gaining economies of scale, of further operational facilities in forward with its next stage of strategic growth which allows the brand to compete Mozambique, Malawi, Burundi and within East & Central Africa. The Bakhresa group and really deliver on value for Rwanda. boasts an impressive US $300+ million turnover money. However, Azam will with its consumer products contributing an be looking to introduce new HISTORY overall $219.6 million in 2009. The Group is now products in the near future that The Bakhresa Group started strategically set to continue its growth through will specifically target the humbly in the port city of Dar product diversification, physical operational higher end markets. Es Salaam, Tanzania, in mid expansion and entry into new markets. Azam branded seventies. Since then, it has 2009 sales are evidence of the brand’s consumer products are sold grown through identifying success: through three categorised and capitalising on various Flour Products routes to market -agents niches within the market • Sales for AZAM flour products - and wholesalers (all and has now emerged as 188 million dollars products); direct one of the biggest and most • Local - 124 million dollars to bakeries (flour respected business groups • Export - 64 million dollars products); and direct in the Region. Bakery Products retail and key accounts Azam products are • Bakery product sales - 5.81 million dollars (all products). now top of mind in a • Local - 5.77 million dollars The Bakhresa variety of regions, for • Export - 41,000 dollars Group has high their quality and value. expectations for the Azam brand over THE PRODUCT the next five to 10 All of the Azam products have years. With a strong been specifi cally designed local market share and introduced into the (averaging 70% market to deliver absolute across the product value for money without portfolio) the brand any compromise on quality. will be looking to It is this uncompromising capitalise on its current commitment throughout market position, the supply chain to the and has set in place fi nished product that has the foundations for gained the brand recognition strategic operational and as market leader. commercial expansion The main consumer The Business strategy will products that fall under the see increased presence and growth Azam brand are: within East & Central Africa over the next five years, in addition to growth further afield within Flour products: the international markets. With the success of Azam Flour - White Gold, Special Bakers Flour, the Azam flour range, there will now be a strong Biscuit Flour, Ngano Bora, Brown Flour, P.P.F. focus on growing the presence of the Azam (Pure Patent Flour), Sooji (Wheat Semolina), beverage products. Classic Bread Mix, Atta (Whole Wheat Flour), The Bakhresa group aims to develop a Wheat Bran, Wheat Bran Pellets, Cake Flour, business and a brand that sets itself entirely apart H.B.F. (Home Baking Flour), Super Azam

18 19 Maize Flour, Maize Bran, Azam also increased the capacity Pollard of its Malawi Wheat Mill from 250 metric tons to Food products: 500 metric tons per day. Azam Fruit Juices - A range New wheat mills are of 1 ltr premium & 350ml being commissioned in Tetra packed fresh juices in Rwanda, Burundi and Apple, Apple & Black currant, Mozambique. Azamto (a unique blend of Azam has expanded its selected black currants), fruit processing facility to Guava, Mango, Mango & a capacity of 150 metric Orange, Orange & Guava, tons of fruit a day; in line Orange and Pineapple . with increased demand Water - Uhai water and the launch of its Ice cream - Azam ice-cream Tetra Aseptic pack 1 liter with a broad selection of juice range. fl avors A successful launch Tomato puree of both 100% natural Coconut milk coconut cream and tomato puree in 65ml Bakery Products: aseptic tetra-pack has Biscuits - over 20 different seen significant demand, and existing products on both national TV and varieties and Azam will seek to radio, through program sponsorships and stand Bread - White bread, yellow increase the capacity of alone adverts. bread, brown bread, shortcake these operations. With a solid foundation in place and strategic and vanilla bread The company also growth set, increased presence and brand Confectionary products - recently established a representation in these forms of media sets Azam Raisin buns, hot buns, butter new plastic recycling apart from the rest of the market. brioche, cinnamon buns, rock facility in line with its Successful Azam slogans loved and buns, croissants, Swiss roll, values and believes it remembered by consumers include “Azam - lemon Swiss roll, cookies and is important to ensure Africa’s Number 1 Choice” and “Azam - We shortcake. corporate responsibility make it Good, You make it Great”. & commitment to environmentally friendly BRAND VALUES RECENT practices. The huge success of the Azam brand is largely DEVELOPMENTS Azam have established due to ensuring: The company has expanded a new carbonated drinks • Products of the highest quality its Uganda Wheat Mill with facility and after much • Affordability an increased capacity to 1000 anticipation, will be • Availability within the market metric tons per day; and has introducing the AZAM Delivering these core values have been the Soda range into the market central focus with each product that is produced in early 2011. under the Azam brand. As such, the brand has been able to instill a real image and reputation PROMOTION within the market; a reputation that associates Azam’s biggest promotional tool has been Azam with the highest quality but at highly market recognition and the association of Azam competitive and affordable prices. products with both quality and value for money. This reputation has allowed Azam to continue to successfully introduce products and gain market THINGS YOU DIDN’T KNOW ABOUT share with minimal front end marketing investment. AZAM It is the strength of the brand that sells itself. However, Azam continues to promote new  The group recently invested significant money into plastic recycling projects and has established a PET recycling plant in a push to develop its CSR

 In addition to consumer related products the Bakhresa Group also operates, the Azam Marine Company (ferry service); Azam Inland Container Depot, Omar Packaging Industries, Tanzania’s largest flexographic packaging company; and AZAM Transport Division (logistics and transportation services)

 Azam has also established a football training academy as well as its very own football league contenders with Azam football club.

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