Abed Al Mo’een Abu Zaid, marketing manager of Defaf Al-Nahrayn for Food Industries and Beverages, explores Matrix’s challenges in Jordan, the importance of sponsoring events like HORECA and the impact of market trends.
What challenges have you faced in Jordan and how have you overcome them?
We didn’t encounter significant challenges with product quality or distribution; however, our primary challenge was introducing the product to consumers. Additionally, we had to rebuild public trust in locally produced soft drinks, which was essential for success. To address this issue, we focused on continuous product development to meet customer expectations and preferences effectively. Furthermore, we launched targeted marketing campaigns to raise awareness and promote the product’s benefits to potential consumers. In conjunction with these efforts, we implemented a transparent and effective communication strategy to build trust. This allowed us to engage directly with customers, address their concerns, and respond promptly to enquiries. Consequently, these combined efforts helped us successfully overcome the challenge we faced, restoring consumer confidence and enhancing our brand’s credibility.
Why is it important for Matrix to sponsor events like HORECA Jordan and how does this sponsorship align with your goals in the Jordanian market?
This event serves as a key opportunity for us to engage with a broad range of soda consumers directly. Moreover, it allows for meaningful interaction and a deeper introduction to our product and its unique features. Not only does it provide a platform to showcase the product’s features and benefits, but it also fosters stronger connections with existing customers. Furthermore, this event opens doors to new markets, which enables us to significantly expand our reach and impact. By participating in this event, we aim to strengthen the product’s visibility and establish a more prominent presence at trade shows. Consequently, our goal is to enhance overall brand recognition throughout Jordan and the Middle East, thereby increasing our competitive advantage in the market.
Carbonated drinks are gaining significant traction recently. How important is this trend for Matrix in Jordan?
Matrix is a product of Defaf Al-Nahrayn for Food Industries and Beverages, and it was one of our first brands. After the company’s establishment in 2008, we introduced Matrix to the market, showcasing our commitment to innovation. Since 2013, we have been exporting Matrix to several countries across the Middle East and Africa successfully. Recently, the company has witnessed a significant positive impact, reflecting the growing success and recognition of our brand internationally. This growth highlights our commitment to quality, demonstrating our ability to meet evolving consumer demands effectively. Furthermore, it further strengthens our position within the industry and enhances our competitive advantage in the market.
