marKET Suntop has been manufactured in Saudi Arabia since 1978. It is a juice drink and is available in three flavours - Orange, Mango and Mixed Fruit. Suntop Orange, being the favourite in Saudi Arabia, enjoys a strong bonding with customers due to its unique and refreshing taste. The brand is targeted toward kids from age five to fifteen years.

Suntop is a mainstream juice drink brand and cuts across all segments of society. Though it is targeted toward kids,

its widespread availability and likeability makes it a favourite in all age groups.

Suntop commands around 8% of the total JNSD (Juice, Nectar, Still

Drinks) market and in the Still

Drinks category it has 15% volume share.Source: Nielsen Retail Audit- MAT – Volume

ShareWith the increased number of large

superstores in the Kingdom, Suntop’s popularity and acceptability has been strengthened as the modern retail space provides the opportunity of making the brand visible and engaging shoppers. Furthermore, since many consumer purchase their monthly groceries from large supermarkets, Suntop carton packaging (24 pieces in one carton) has become a widely accepted SKU in such stores.

Suntop has grown from strength to strength based on consistent high quality and consumer bonding with the brand. Binzagr CO-RO, manufacturer of Suntop brand, is committed to delivering a quality product through their world class manufacturing standards and building consumer loyalty through meaningful branding programmes. The ultimate vote remains in the hand of consumer and the company is optimistic that they will continue to win the hearts and minds of the nation.

achiEvEmEnTS• Achieved ISO 9002 Recognition in 1995

(Presently: ISO 9001:2008). Suntop were the

first Juice Factory in the Middle East to obtain ISO certification.

• Achieved HACCP (Hazard Analysis and Critical Control Point) Recognition in 2011.

• Achieved ISO 22000-2005 (Food Safety Management System) Recognition in 2014.The above achievements are in line with the

company’s continuous pursuit of excellence to bring a safe and high quality product (Suntop) to the millions of its drinkers. These are internationally recognised Certifications for quality assurance of their products.

Suntop created the unique Sticker Booklet campaign, whereby stickers are placed automatically on the side of the pack through special applicators.

Suntop was the first brand to introduce a 125ml size pack which provided extra convenience to consumers.

hiSTorySuntop production started in Kingdom in 1978. The factory was set up in Jeddah Industrial zone and only the orange flavour of Suntop in 250ml size was produced at that time. Production started with only one machine and one shift. Today the factory runs 24 hours a day, 7 days a week.

In 1978, the concept of packed juice was

42

Superbrands - Saudi Arabia Vol 1 - Book.indb 42 28/05/2014 07:59

novel and it took some time to establish the brand and taste profile among consumers. At that time, Suntop brand was not focused on kids and it was promoted for all ages.

Suntop brand strength and popularity has increased manifold with the passage of time due to:-• Consistent quality and taste with strong

adherence and adoption of improved methods of production and safety.

• Innovation in packaging such as the Z straw and 125ml SKU size.

• Focused marketing effort towards kids segment resulting in gaining trust and love.Suntop is distributed in the Kingdom by

Binzagr Company. Binzagr Company provides complete and comprehensive Distribution Solutions, supported by a solid infrastructure that is a pre requisite for effective Market coverage in the Consumer Product Category, within the large Saudi Arabian market.

Binzagr Company has a wide network of 21 branches located across the main eighteen cities, 30 operational warehouses and three Central Distribution Centers (CDCs) housed in each of the main regions in Saudi Arabia.

ProducTThe product design of Suntop considers the consumer age group as its first priority. The design offers convenience, especially for kids, as it is available in carton packaging and is easy

to hold and carry. Further it is offered with the unique Z straw to avoid any spillage. Colours are bright and fun, and the side panels’ shape allow the placement of fun stickers.

Suntop also comes in 125ml size which is ideal for the younger age group as it is more convenient and reduces waste by offering just the right quantity for each age group.

rEcEnT dEvEloPmEnTSSuntop has recently expanded its flavour range. Now it is available in Mango and Mixed Fruit flavours as well as Orange.

PromoTionPromotions are focused around kids’ universe of fun and the media selection is done accordingly. Television, being the highest consumed media by kids, maintains the highest priority with relevant evening time slots. 100% focus is on kids channels like MBC3, Spacetoon and Tayur ul Jannah. Kids popular magazines like Majid and Bassem are used as support. Digital (internet, search, and social media) is also used to reach to relevant segments as well as to make parents aware of new promotions.

Suntop is known for its Sticker Booklet Activity. This consumer promotion is now being run for the last three decades and is extremely popular among kids. Suntop Star of the Year is an annual drawing competition in eleventh year and is widely participated across the nation. Suntop Sticker Booklet is the signature campaign of Suntop. It has been extremely popular with participation touching around 200,000 in some years.

Back to school season - Suntop conducts special promotions with supermarkets and trade channels.

The Suntop slogan – Suntop - “Love you from beginning till End” received high appreciation from consumers.

Suntop has successfully launched the Suntop Game on the internet. This is not only available on the Suntop website but also can be

downloaded

through App store on

IOS and Android. More than 25,000

downloads have been recorded till now.

brand valuES Quality, Trust, Fun and Learning.

A trusted quality brand full of refreshment and fun.

Maintaining high standards of quality and playing a positive role in the life of kids through fun and learning opportunities is a prime aim of Suntop.

Binzagr Co-Ro is a Food Safety (ISO 22000 and HACCP)

certified company. There is a special focus on the quality of raw materials used, hygiene of the plant and capability development of the staff. Quality system is well developed and quality checks are performed at each process

step to ensure consistent and safe products

as per consumer’s expectations

www.suntop.com

Things you didn’t know aboutSuntop

Suntop has been produced in Jeddah, Saudi Arabia since 1978.

Today, more than 2.5 million packs of Suntop are produced daily and distributed across the Kingdom as well exported to GCC.

Suntop commands around 8% of the total JNSD (Juice, Nectar, Still Drinks) market and in the Still Drinks category it has 15% volume share.

Suntop is one of the most loved brand among kids in Saudi Arabia.

It comes in three flavours - Orange, Mango, and Mixed Fruit - and is free from preservatives, artificial colours and artificial sweeteners.

Suntop is known for its Sticker Booklet Activity - now being run for the last three decades and is extremely popular among kids.

Suntop has launched the Suntop Game on the internet. This is available on the Suntop website and also can be downloaded through App store on IOS and Android.

Superbrands - Saudi Arabia Vol 1 - Book.indb 43 28/05/2014 07:59