Susan Smith, Staff Reporter
Paul Shoucair, general manager of Jamaica Beverages Limited, points to the company's distribution hubs. - CARLINGTON WILMOT/FREELANCE PHOTOGRAPHER
JAMAICA BEVERAGES Limited is poised to take an even greater share of the Jamaican flavoured beverage market, said its newly appointed general manager, Paul Shoucair.
A Jamaican company, it distributes Chubby, Fruta, Busta and Viva beverages for its parent manufacturing company, S.M. Jaleel Limited, based in Trinidad.
Last month, the former sales manager was appointed as general manager to head one of the fastest growing beverage distribution companies in Jamaica after serving only eight months in the company.
MARKET SHARE
He said the company currently accounts for 20 per cent of the Jamaican flavoured beverage market, which consumes approximately 800,000 cases or 19.2 million bottles of soda per month. This excludes the cola market.
Gauging his company's position at third, his new mandate is to speedily transform this to first place by year 2007 and, with the retail industry being his domain, this projection is not hard to swallow. "Within the next two years, I want to make Busta number one, and we will do it," he said. "My concern is to get sales up to a certain level," he added.
The company was established six years ago and is located at the Naggo Head Industrial Complex in Portmore, St. Catherine.
The products are also distributed to other parts of the Caribbean, United Kingdom and Canada and a new manufacturing plant has just been set up in Saudi Arabia.
COMPANY TARGET
"Our mission is to be the leading distributor in the non-alcoholic beverage market in Jamaica and a vision to make Chubby, one of the flagship products of our parent company, a global brand," said Mr. Shoucair.
But, that is only a part of the general's manager's new vision for the company.
He is hoping to have the company start manufacturing products by next year.
"I am pressing right now for a plant in Jamaica by year 2006 to manufacture flavoured beverages. That's my personal dream for the company," he told the Financial Gleaner. "Give me a year and I can justify this," he added.
He said if the company continued on its annual 35 per cent growth path in sales, the target was achievable.
Jamaica beverage distributes between, 400,000 to 500,000 cases of products per month into the Jamaican market. However, Mr. Shoucair is convinced that setting up its own manufacturing plant would be more cost-effective for the operations.
"I think if we take in a certain amount every month, once it reaches its limits, we can make our own." He explained, "I am sure it would be cheaper at least by 10 per cent," he added.
When asked about the profitability of the company, Mr. Shoucair said, "We are doing very well ... The chairman is happy."
MANAGEMENT STYLE
He attributes the success of his company to his staff.
"The staff is committed to making Busta the number one flavoured beverage," he shared. However, much of the credit can be given to his style of management.
"I believe the days of dictatorial management are over," he said. "My style of management is different. I am motivating and challenging my staff. Managers do not have the monopoly of ideas, most of them come from the staff," he shared.
Since assuming his new responsibility, Mr. Shoucair has strategically restructured the distribution network to gain a more comprehensive penetration of the island. "Now, each person has less to focus on and the customers are seeing more of us. We are getting more visible," he said.
Local drink wholesalers attest to this and say that Fruta is growing in popularity and sales.
COMPETITION
"Chubby is the number one brand for kids. It has no equal," he said. "Fruta is the number one canned drink in Jamaica."
Formerly located at Garmex on Marcus Garvey Drive, Kingston, Jamaica Beverages expanded its operations to Naggo Head on a large property it purchased recently. The company employs 280 persons.
CHALLENGES
Mr. Shoucair said the recent increase in the General Consumption Tax is having a minimal effect on business. "In Jamaica, we get so accustomed to some kind of increase at different points," he said.
Mr. Shoucair said, "I enjoy making my sales target. I love it."
