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DUBAI

REFRESHMENTS
(P.S.C) Sehar Baakza – AUD 0939
Mehnaz Abdul Kader – AUD 2162
Mohammed Ejas – AUD 2013
Dubai Refreshments Company (P.J.S.C)

Dubai Refreshments Company (PJSC) is the sole franchisee


and distributor for Pepsi Co. in the United Arab Emirates
including their line of carbonated soft drinks (7Up, Mirinda,
Mountain Dew), non-carbonated soft drinks (Lipton Ice Tea),
and bottled water (Aquafina).

DRC was established in 1959 as a limited liability


company based in Deira. In November, of that same year,
DRC established a factory for bottling and selling all Pepsi-
Cola drinks. They were the first company in the UAE to
introduce soft drink manufacturing.  In July 1994, it amended
its status as a Public Shareholding company. In 1962, DRC
was appointed as the sole franchisee and distributor for 2
Pepsi Co.
VISION
The company’s vision has always been to
be one of the lower Gulf’s leading beverage
companies, driven by top caliber people,
equipped with the right tools and solid
systems. A wide distribution network
ensures Pepsi products are readily available
to customers all over the UAE and the
world.

In terms of bottling technology, DRC has the largest capacity in the lower Gulf as
well as the most advanced PET/NR bottle.
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Pepsi is the second largest company in the global soft drink


industry, but in the UAE, it is the number one soft drink –
well ahead of its major competitors.
They sponsor many events under the flagship of Pepsi
including:
o Dubai Shopping Festival
o Dubai Summer Surprises
o Dubai World Cup Horse Races 
o International Golf And Tennis Tournaments.

In January 2007 DRC was listed on the Dubai Financial


Market and is now a publicly traded company.
Since the factory was established in 1959, DRC has
remained at the forefront of the UAE refreshments industry,
continually expanding through major investment in the
latest bottling technology complemented by the highest
levels of Quality Management.
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Products and Services

The product range produced by DRC has grown beyond recognition from those first days of production five
decades ago. New line extensions continue to be added and the product portfolio today includes;

Carbonated Soft Drinks:


Non – Carbonated Soft Bottled Drinking
Pepsi 7up Free Drinks: Water:
Pepsi Diet Mountain Dew Lipton Ice tea – Lemon Aquafina – Pure Drinking Water

Pepsi Max Shani Lipton Ice tea – Peach Aquafina Sparkling Water – Lime

Mirinda Orange Everess Soda Aquafina Sparkling Water –


Tangerine
Mirinda Citrus Everess Tonic
Everess Ginger
Mirinda Green Apple
Ale
7up 5
History of DRC

1959: The first DRC factory was established in 1959 and originally located on Maktoum Street in Deira.
1962: DRC was appointed as the sole franchisee and distributor for Pepsi Co.
1994: DRC Became Limited a liability company by Decree of His Highness Sheik Maktoum - the Ruler of Dubai
1997: DRC commenced its sponsorship of the annual Dubai Shopping Festival
2003: DRC acquired 7 Up from NRC
2004: DRC launched Aquafina
2004: DRC completed a face-lift on its factory on Sheik Zayed Road in Dubai
2004: DRC purchases a new factory in Dibba to bottle Aquafina products
2005: DRC launched the Pepsi Sports Fiesta, a groundbreaking grass-roots sports activity program
2005: DRC moved onto ERP technology to improve efficiencies
2006: DRC commissioned its Aquafina production, bottling and distribution facility in Dibba
2006: DRC signed a distribution agreement for Lipton Ice Tea
2006: DRC integrated HHT selling tools
2007: DRC was flouted on the Dubai Stock exchange as a Public Shareholding Company
2007: DRC fundamentally enhanced its line capacities and production facilities at the Dubai factory to accommodate
increased demand from UAE growth successes
2009: DRC signs a lease agreement with Al Wathba Company for Central Services to outsource the
entire Sales Fleet requirements of the company
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2009: DRC sells off its Aquafina plant to Jeema.
Importance Of Logos In PR
Public relations build up credibility. Public relations boost an
organization's credibility, because it'll operate through
numerous trusted intermediaries. A logo is the most important
part of the company. It serves as a symbol that represents
what the company does. Even though it may seem like a
simple visual tool, logos promote awareness of the company’s
existence and attract potential clients. Logos convey identity
and trust, both of which can be why a customer initiates a
relationship with the company or organization.

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Popular DRC Public Relation Campaigns

#1 Seventeen Million Reasons to give Campaign

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Seventeen Million Reasons To Give Campaign

• This Campaign Was Initiated In 2009.

• DRC's 50th Anniversary Celebrations Were Made By Selling 17 Million Cans Whose Packaging
Featured Burj Al Arab And Shindaga.

• These Monuments Represented Old And New Dubai.

• These Cans Were Made Available At Every Distribution Channel ,Including Hotels And In-flight.

• How Was It Effective??


Popular DRC Public Relation Campaigns

#2 DRC's Great Water


Giveaway

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DRC's Great Water Giveaway

• Dubai Refreshments (P.S.C) - Sole Franchisee And Distributor Of Pepsi.co


Products - In Cooperation With The Roads & Transport Authority (RTA) Had
Launched This Initiative In 2010

• Each Day Until The End Of July, A Free 600 ml Bottle Of Aquafina Water
Was Given To Every Dubai Bus Commuter Who Boarded At A Major Station
In Dubai

• Commuting By Bus Can Be Quite Difficult In The Summer Months,


especially In A Place Like Dubai, So This Was The Company's Bit To Make
People’s Daily Journeys A Little Bit More Bearable.

• Why Is It Effective??
DRC's Current Logo

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NEW LOGO

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REASONS

• A Logo Is A Representation Of The Brand Through Symbols, Numbers, Ideas And Alphabets. The Previous
Logo Doesn’t Convey What Exactly The Business Was Linked With.

• The Product Line Has Expanded. A Logo Should Be Able To Differentiate Itself From Others. Previous Logo
Looks Very Similar To Pepsi’s Logo

• A Logo Should Have An Identity For Itself. The Old Logo Doesn’t Have A Character Of Itself And It Is Merely A
Representation Of The Company Name
 
• Logo Is Visually Outdated .A Logo Must Be Fresh, Energetic And Convey The Idea Of The Business.

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CONCLUSION

• The New Logo Is Creative, Attractive And Represent Itself In The Modern Culture
Of UAE
• New Logo Speaks For The Brand And Represents The Business It Deals With.
• New Logo Is Simple But Highly Recognizable And Differentiated
• New Logo Gives A Fresh Breath Of Perception To Everyone Involved With Business

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