RANI is one of the leading juice brands in the Middle East and the flagship brand of Aujan Industries. Rani is the first “home-grown” brand for Aujan Industries. It comes in two categories: Float and juice drink. Rani Float is a juice with real fruit pieces, while the drink category is a regular juice. Rani is available in four different f ormats: cans, cartons, plastic and glass bottles.
Blaze to Brilliance
Rani has experienced tremendous sales growth across the Middle East, North Africa, Europe and other export markets. By the end of 2012, Aujan’s sales passed the $1 billion mark, driven by organic growth in core markets and expansion into new markets. In August 2012, RANI was introduced to Sri Lanka through Rani Lanka (Pvt) LTD. Since then sales have boomed among the young at school canteens, and among adults at leading supermarkets and restaurants in Sri Lanka.With a 30-year-old history and selling over 2.1 billion drinks per annum, 4,000 drinks a minute, RANI has gained huge market share and awareness. Further, looking at the market trends, the global juice market is expected to see growth to exceed $92 billion by 2015. The segment is lead by 100% fruit juice with over 30% market share. According to Global Industry Analysts, the global fruit and vegetable juice market will exceed 64 billion liters by 2015.
Market drivers include rising awareness surrounding health and nutrition. Evolving lifestyle trends toward healthier options and widespread awareness of health epidemics such as obesity will see categories like carbonated drinks stall slightly, while demand for juices, and fruit juices in particular, continues to rise mainly due to increasing consumer awareness of the health benefits of a balanced diet. Lower content fruit juices, or under 25% juice, are expected to intrude on the 100% fruit juice market segment due to the influence of pricing and marketing. The global fruit and vegetable juice market will exceed 64 billion liters by 2015 which will further contribute to the growth of RANI in the coming years.
Just two years after it was launched, Rani Float was among the top three leading juice drinks in Egypt and among the top three juice brands in Iran. Rani Float’s unique recipe of fruit juice and real fruit pieces (or “chunks”) has proved to be hugely popular with the younger generation and is today available in a variety of flavors: Orange, Peach, Pineapple, Mango and Strawberry and Banana. The availability of RANI Fruit Drinks in so many different flavors also means that there is a variety given to its end consumers and choices which suit all tastes within the same brand.
Over the years Rani has established the unique brand property, “Float” the fruit juice with real fruit pieces, which has highly differentiated the brand within the fruit juice category. RANI is a far healthier drink containing Vitamins, than carbonated soft drinks. It is an ideal drink for the health conscious. In addition to the great taste of Rani Float, the juice drink (Rani Juice drink) also offers unique, convenient and fun packaging. RANI can be a drink on the go, a drink in a restaurant, a cocktail or mixture at a bar, or even one for the kids to take to school. More than 4,000 people shake Rani every minute.
Engagement that Enthralls
During advertising, Rani Float has a primary target market of consumers in the age bracket of 14 years – 40 years, and a secondary market of consumers in the age bracket of 8 years – 50 years age group. This target base is primarily people with healthy lifestyles, or with the motivation to be healthy. With RANI being a ready-to-drink fruit juice, the pick-up and go element of the drink is highly attractive to the young upwardly mobile generation. This in turn increases the brand visibility and encourages peer loyalty. In the year 2009, Rani Juice drink’s brand identity had a complete revamp with new packaging and new labels. In the year 2010, Rani Float was re-launched in a new can, which fueled the growth and development of the brand. The new brand identity packaging of Rani Float provided a more contemporary look with a distinct burst of color, reflecting the drinks famous fruit chunks and reminding consumers of the rich flavors that Rani Float offers.
Innovation is the watch words in today’s era and to be successful companies have to ensure that they offer something unique to their consumers. Realising this Rani has ensured that they stay one step ahead of their competitors by offering unique fruit juices. The idea of having chunks of fruits in the drink ensures that their customers get a different taste and what other products offer. By having a variety of flavoursured that they stay one step ahead of their competitors by offering unique fruit juices. The idea of having chunks of fruits in the drink ensures that their customers get a different taste and what other products offer. By having a variety of flavosured that they stay one step ahead of their competitors by offering unique fruit juices. The idea of having chunks of fruits in the drink ensures that their customers get a different taste and what other products offer. By having a variety of flavos they make sure that they have a juice for everyone by meeting different tastes and preferences. This strategy of theirs explains why they have been so successful in so many countries.
The words most often used to describe Rani are unique, young, and innovative. They have thus lived up to their brand promise of providing a unique taste to their consumers. Maintaining consistency in their taste quality has helped them in having loyal cucustomers. For a brand this can be a great motivating factor as they strive harder to reach new heights of success. No wonder the drink is sold in over 56 countries and generates sales revenue above US$600 million. stomers. For a brand this can be a great motivating factor as they strivuccess. N the drink is sold in over 56 countries and generates sales revenue above US$600 million.