Home > News

DRC supports 2007 DSS Apprenticeship programme

Dubai Refreshments Company (DRC), as part of their key Dubai Summer Surprises sponsorship recently hosted a group of seven marketing students from various Arab universities who are currently undergoing the annual DSS Apprenticeship programme.

The internship scheme offers top students from Arab countries a chance to gain valuable insights on the staging of DSS, including sponsorship, marketing, and event management.

As part of the programme, the students visited the DRC facility on Sheikh Zayed Road, to gain a strong understanding of sponsorship and marketing. They attended a detailed presentation by the marketing team.

The students were taken through the various strategies behind brand differentiation, sponsorship, advertising and marketing of the company's multiple beverage brands such as Pepsi, 7 Up, Mountain Dew, Mirinda, Evervess, Aquafina and Lipton Ice Tea (a joint venture with Unilever).

The apprentices found the presentation helpful and interesting and actively participated in discussions and raised various view points on marketing as well as ethical and environmental issues such as recycling.

'These students are obviously very bright and aware about various marketing and industry issues. It was a delight to interact with them and they seemed genuinely interested in what we do. Students like them are the future of this society and we are proud to partner with DSS for this apprenticeship programme which gives hands on experience to students, allowing them to learn from real life situations, 'said Peter Dickens, Group Marketing Manager, DRC.

The seven students who are part of the DSS Apprenticeship programme this year are Alaa Alwan from the College of Business Administration (CBA), Kingdom of Saudi Arabia; Mohammed Al Zamil, University College of Bahrain, Bahrain; Jehad Al Khalili, Modern College of Business & Science, Oman; Saheim Khalifa Al Josiman, Qatar University; Mohammed Dagher, American University in Kuwait, Kuwait; Faten Fathallah, Lebanese American University, Lebanon; and Hend Mahgoub, University of Cairo, Egypt.

Brand Mirinda is the lead brand for the Dubai Summer Surprises 2007 till 31st August with the theme 'Chill this Summer'. The theme reflects the hot summer season and highlights Mirinda as the refreshing choice. This is the 10 year celebration of the DSS and the fifth year of a PepsiCo brand association to the event.

Apart from a battery of promotions across the market, Mirinda will also have a dedicated area at Modhesh Fun City with entertainment and games for children. These include face painting, puzzle and drawing board competition. Weekly winners will enter a premium gift draw which happens every 10 days.

Dubai Refreshments Company, the sole franchisee and distributor for PepsiCo in Dubai, Sharjah and the Northern Emirates, had supported DSS since 2003 with the 7UP brand.

DRC's product portfolio includes Pepsi, Diet Pepsi, 7UP, Diet 7UP, Mountain Dew, Mirinda Orange, Mirinda Green Apple, Mirinda Citrus, Shani, Evervess Soda, Evervess Tonic, Evervess Ginger Ale, and Aquafina pure drinking water



Designed & Developed by: