Functionally (mostly from an FMCG perspective), Marketing in Ramadan poses real business restrictions and opportunities. For example, you can’t flight certain TV ads during Ramadan, not because of content but because the space will already be booked out and it will be mostly food brands which market their stuff during this time. You have to also take into account that Muslims in general watch less TV during this time.
In terms of actual launches of innovation in the Middle-Eastern/Muslim markets, launching a product in Ramadan doesn’t ever happen. The local marketing teams in these countries will feed this back to anyone trying to push it. Project plans for any launches in or around Ramadan are generally shifted to be either a month before or a month after Ramadan.
Other things which need to be taken into account is that people generally work shorter days in Ramadan, also when it comes to the end of Ramadan, the festival of Eid, most people in the Middle East will be off for a week or two on holiday, very similar to what happens at Christmas time for the western world.
Interesting stuff, eh?
However there are brands that are increasingly starting to market themselves in Ramadan and specifically to a Muslim Audience…
This year, Ramadan really seems to have gotten marketers in a buzz with new product launches and even, as I had mentioned before, New artwork on current products (Coke). Starbucks has also jumped on the band-wagon by introducing a range of Arabic coffees and pastries for its Middle-Eastern consumers specifically for Ramadan. The new coffee range will feature its ‘Anniversary Blend’ coffee along with the traditional ‘Arabian Mocha Timor’ blend.
Rana Shaheen, CSR & Communications Manager, Starbucks Middle East & Egypt said:
Starbucks is committed to provide its customers with the best it can offer during this special time of year and there is no better way to welcome the holy month but with the Traditional Arabian coffees coupled with delicious pastries – a perfect treat you can enjoy after breaking your fast.
From Dubai City Guide, we get this glorious wonderful marketing verbiage on the range Starbucks is proposing for its Ramadan range…
Ramadan pastries include the ‘Fig and Coconut Bar’, a delicious fruity filling of plump figs blended with a taste of exotic coconut on a shortbread base. This marvellous combination of fig jam, walnut and biscuit base, topped with a layer of coconut, is designed to perfectly complement Starbucks featured coffees and iced espresso beverages.
Another treat includes the ‘Pistachio Delight’, a mouthwatering and delicious cake, flavoured with pistachio, creamy filling and rosewater, the perfect traditional combination for Ramadan sweets. Customers can also enjoy the ‘Date and Apricot loaf’, the home-made fruity flavor of Arabia with a hint of apricot and a twist of nuts.
The featured coffee beverage for this month is the classic Iced Caramel Macchiato, a sweet, indulgent treat, available hot as well. Sweet and rich with caramel and featuring a pronounced espresso flavour, Caramel Macchiato delivers an indulgent sweet coffee experience. The cold versions of the beverage provide a revitalising experience for the warm summer months.
It’s okay dudes… we like Starbucks, you don’t have to sell it to us like that… that’s just cheesy. When will Marketers Learn to talk to people and not AT people! The quote above looks like it comes directly from a product pamphlet or maybe even the PR department.
: Ramadan, Marketing, Middle East, Muslims, Fasting, Coke , Starbucks
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