This Ramadan numerous brands are in the limelight to grab the attention through various marketing and advertising turns in the air. Most of them are coming out with special offers and once in a lifetime opportunity to make people do a hefty purchase now.
According to Ramadan and Consumers: 2012 Trends, Analyst Insight by, Ilse Thomele, Analyst at Euromonitor International - Customs revolving around consumption during the Ramadan holidays are changing, not just in Middle Eastern countries, but in Muslim communities around the world. Although a strong contingent of Muslims live in Asian countries, Muslims live throughout the world.
Further quoting the Commercial opportunities, the report suggests that:
More and more non-Muslim companies are including Muslim religious requirements in their marketing. With Muslim populations growing at a rate of 1.8% every year according to muslimpopulation.com, this makes excellent commercial sense.
For Muslims, purchasing decisions are based on products corresponding with their beliefs. Tailoring products to consumers of Muslim faith could open up vast consumer opportunities.
Ogilvy & Mather recently established a new arm, Ogilvy Noor (Noor means “light” in Arabic) which the company describes as “the world's first bespoke Islamic branding practice.”
While there is much scope for using Ramadan as a commercial opportunity similar to Christmas, brands need to tread carefully in order not to offend some believers.
Also, For the first time, the Olympics (from the 27th of July to the 12th of August) are taking place during Ramadan, and in a spirit of collaboration and friendship, mosques across the UK are opening their Iftar celebrations to neighbours, visitors, Muslims, non-Muslims, officials and Olympic athletes from across the world. Iftar, the evening meal that breaks the Muslim fast during the holy month of Ramadan, is a time of celebration that traditionally includes the hosting of guests and travellers. The Iftar 2012 team is working with the London Olympic committee, UK Government Departments, the Metropolitan Police, Islamic Relief, Scouts Association, Muslim Scouts fellowship, the Islam Channel and some of the biggest mosques in the country to extend a welcome to all visitors and to make the Iftar 2012 campaign safe, special and spiritual. All events are publicised on the iftar2012.com website, as well as on Twitter and Facebook.
There is so much happening around this auspicious time, so how cannot the brands leverage from this ultimate blend of occasions. Especially number of automobile companies are making a point of utilizing this time to all of their advantage and giving lucrative offers to the consumer making them push for that Call For Action.
To name a few:
• BMW launches Ramadan Trade-In campaign
• New 2013 Toyota Corolla Exclusive hits Oman
• Al-Futtaim Motors announces multi-tiered Ramadan offer
• Al Maaood Automobiles launches the new Renault
• New 2013 Ford Police Interceptor models pull in to
• GMC offers a value-packed Ramadan promotion
• The Chrysler 200 Sedan provides customers with outstanding performance and exceptional value
The offer by Abu Khader Automotive, the official importer for BMW Group in Jordan targets owners of all German manufactured cars enabling them to put the value of their current vehicle towards the cost of a brand new BMW - a unique chance for BMW fans in Jordan to own one of the latest BMW models.
Running in cooperation with Bank al Etihad, the Ramadan campaign represents Abu Khader Automotive's most highly customised trade-in offer to date. Each traded-in German vehicle will be assessed by the Abu Khader showroom team, with a value estimate deducted from the first payment towards a brand new BMW. The remaining balance can then be paid according to customer preference, with specialised arrangements made available in cooperation with Bank al Etihad.
Moosa Abdul Rahman has also announced special offers on all models of GMC along with an attractive gift as part of its promotion for the Holy Month of Ramadan. On every purchase, customers can avail of a number of complimentary benefits such as 500 litres of free petrol, 40,000 km service over two years, five years unlimited km warranty and complimentary registration on all models.
To top it all, each purchase will be accompanied with an i-Phone 4, 3M sun control film with headlight protection and a high value surprise gift - all at no additional cost. All GMC vehicles are serviced at intervals of 10,000kms.
Giving an outlook to this whole specialized proposition all over the globe the report cites that “on a global scale, the commercial potential of Ramadan appears to be growing to approximate Christmas. Like Christmas, a religious context serves as a reason for families and friends to come together at Ramadan, presents are given and special food is eaten. Despite a vast cultural variety in the Muslim world, a typical “Ramadan consumer” is likely to emerge in the same way as the “Christmas shopper” as a global phenomenon.