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Marketing Food Brands During Ramadan In Mena

Some ideas on what Food Brands can do digitally during Ramadan in the Middle East

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Marketing Food Brands During Ramadan In Mena

  1. 1. Marketing food brands during Ramadan in MENA<br />Alexandra Tohme May 2011<br />
  2. 2. 4 key insights and soundbites<br />More expensive food prices<br />Crowding at shops to stock up before Ramadan<br />Putting on weight<br />“Where are you going for iftar?”<br />
  3. 3. Expensive food prices<br />“At the moment, the prices of dates for example, are not reasonable, especially in the holy month, things are already expensive." <br />"What I noticed here, the fruits are really expensive in Ramadan. And if you buy, the top is good and the bottom is small or not good - Are you only supposed to buy one or two pieces? What if you have a family?”<br />“The impact of food prices will be more pronounced for those people who buy a lot during Ramadan”<br />
  4. 4. Stocking up before ramadan<br />"We like to order less and we don't go out much. We cook our meals at home, every day, and so we use a lot more groceries," <br />“There are so many dishes I never have time to make during the year but I like to make them in Ramadan. I make a lot of desserts and sweets as well, like basboosa and kunafa”<br />$49 "Ramadan Kit“ (at Lulu) a great deal say shoppers . "There are more than 20 items in there, all things we will use for cooking” (non perishables)<br />"That's why you will see so many families out shopping before Ramadan”<br />I will be buying my Ramadan food probably some time next week, Then I can get fresh products too." <br />
  5. 5. Putting on weight<br />People eat a lot of unhealthy and fatty foods instead of sticking to a normal healthier diet<br />According to some doctors the Muslim community suffers from more cases of diabetes and high blood pressure during Ramadan than for the rest of the year<br />“I plan to increase it to three hours a day in order to burn all the calories that I gain from the food and sweets I will eat during Ramadan”<br />
  6. 6. Where are you going for iftar<br />“What are you doing for iftar” a group of single Muslims living away from our families - ask each other every day during Ramadan<br />“I don't know yet, but I panic about food. I like to plan ahead as I worry there will be no food when iftar time comes around”<br />“Since my family is also in another country, there is no iftar meal ready for me when I come back from work. I have to plan ahead, which is tough sometimes given my hectic schedule”<br />
  7. 7. What role does your food brand play?<br />A necessity (like dates, and other staples)? Perishable or non perishable item? Will it be bought during Ramadan or can it be bought in advance? What’s the expiration time?<br />When is your consumer most likely to want your food? (high sugar breaking fast / power carb when starting fast / snack)<br />
  8. 8. Gender differences<br />Women will benefit from solutions that make her more relaxed, give her more time, plan better, consolidate info in one place (reduce costs of information gathering)<br />Single men need communal solutions that can solve one problem that many suffer (where to eat) or what to eat as they won’t be cooking<br />
  9. 9. Tone of voice<br />Increasingly younger population = many first time mothers, how can you help her and what tone of voice should you use during her first Ramadan on her own<br />Men working away from home may find this a particularly difficult time, how can you make them more optimistic and have good experiences<br />
  10. 10. Search results<br />
  11. 11. Search results - language<br />
  12. 12. Content ideas<br />More online content in French targeted towards North African countries would be great<br />Many different origins of expats in the UAE so they might need multiple solutions as to what to do and where to go<br />What do you do with your children during Ramadan over August (one of the hottest months of the year)<br />
  13. 13. Mobile<br />Mobile penetration extremely high in GCC countries<br />Mobile always on<br />Opportunity for creating mobile experiences to entertain and engage during shorter working hours – with brand messaging<br />Mobile advertising leading up to / at point of sale<br />
  14. 14. Mobile app for single men<br />Create an augmented reality “layar” on the mobile, allowing you to see all the restaurants with iftar offers in real time<br />Allow customers to get rewarded through the application when they eat there<br />
  15. 15. Mobile app for women<br />Plan, locate and buy one months worth of food for Ramadan through an application<br />Loyalty points redeemed through mobile when certain threshold (number / price) has been reached<br />
  16. 16. Mobile food app<br />Calculate the health benefits (calories etc) of meals prepared for iftar and suhour at point of sale within the shopping environment through scanning barcodes with your mobile<br />Application creates customized workout plan on your behalf as a result<br />
  17. 17. Online ordering<br />Avoid crowds and mass buying in the stores during the 2 / 3 weeks prior to Ramadan by ordering your foods online (Carrefour / Panda?)<br />Set up regular deliveries of certain staple items to avoid having to go to the store <br />
  18. 18. Conclusions<br />People want information and solutions to problems<br />In 2011, Ramadan will fall in one of the hottest months of the year, which may be more problematic for food brands if living in areas where electricity cuts frequently<br />It’s a time for reflection and peace, and brands need to help make life easier, not harder<br />