Expand market share and increase your sales in the Muslim market. Ramadan, like Christmas, is a season of increased consumerism and attention to shopping. The Muslim holiday is celebrated annually for an entire month, and it is the biggest Islamic holiday. Brand managers and marketers need to understand the opportunities that this peak season offers, and how to effectively attract loyal customers and increase sales. In this guide, we touch on the various aspects of Ramadan marketing, which will help your company to be more successful with your seasonal marketing targeted towards Muslims.
3. Who Is Writing This?
!Sara Salmani
Creative Director/Partner
HKI –– Qufi Creative
Having years of
experience in managing
large projects, Sara is
a creative director who
knows the millennial
Muslim market inside
out. Her Scandinavian
and Middle Eastern
background helps her
to understand what
appeals to both worlds.
Kevin Robinson
Executive Creative Director
NY –– Juniper Jones
Kevin Robinson is
an entrepreneur
and innovator in the
truest sense of the
word, continuously
expanding his skills
as both a live action
director and creative
director; essential in
today’s ever evolving
media landscape.
Anmar Matrood
Brand Strategist/Partner
HKI –– Qufi Creative
Over 10 years of
experience in the
creative industry. A
strategiest with a long-
term vision for creating
agile brands that thrive
on change. Matrood is
a cultural melt living and
working in Amsterdam,
London, Helsinki,
Amman and Baghdad.
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4. Introduction
Ramadan, like Christmas, is a season of increased
consumerism and attention to shopping. The Muslim
holiday is celebrated annually for an entire month,
and it is the biggest Islamic holiday. Brand managers
and marketers need to understand the opportunities
that this peak season offers, and how to effectively
attract loyal customers and increase sales. In this
guide, we touch on the various aspects of Ramadan
marketing, which will help your company to be more
successful with your seasonal marketing targeted
towards Muslims.
Keep in mind that for consumers, Ramadan is not a
commercial festival, but a time of self-improvement
and spiritual gain. It’s crucial for your brand to
integrate Ramadan marketing with a wider strategy
that is aligned with your brand values. Don’t think
about Ramadan as a one-off marketing attempt, but as
a chance to boost an ongoing relationship.
5. What is Ramadan?
Ramadan is the most important month for Muslims.
For one entire month, Muslims fast from sunrise to
sunset, abstaining from drinking, food, and sexual
intimacy. The fast starts with suhoor, a meal just
before dawn, and ends with a mini-festive evening
meal called iftar, usually shared amongst family
and friends. During Ramadan, Muslims focus on
strengthening their spirituality by reciting the Quran
daily, attending the mosque, and performing acts of
charity. Ramadan is viewed as a happy occasion,
spent closely with family and friends.
6. What is Eid-Al-Fitr?
Ramadan ends with a three day celebration called
Eid-Al-Fitr. This is the biggest holiday for Muslims
and on this day fasting is considered to be haram
(forbidden by Islamic law). Eid is spent with family
and friends, who tend to go out, eat at restaurants,
and exchange gifts. Preparation for Eid starts
weeks in advance, as parents buy gifts for their
children, and new clothes to be worn on Eid day
are purchased for everyone. Young adults tend
to receive money instead of gifts and spend the
evenings with their friends going to the movies,
bowling, or other fun activities.
7. When is Ramadan?
The Islamic Hijri calendar is a lunar calendar
consisting of 12 months in a year of 354 or
355 days. That is why, when comparing to the
Gregorian calendar, Ramadan moves 10 days
“forward” each year. For example, in 2016
Ramadan started on 7th of June whereas in 2017
Ramadan starts on the 27th of May.
8. Seasonal and
Geographic
Considerations
In Northern countries like Sweden, Norway
and Finland, Ramadan days during the
summer are extremely long. Likewise, in
Middle Eastern and Asian countries, the heat
of the summer makes fasting more difficult
than usual. That’s why traveling during
Ramadan is popular amongst Muslims, who
wish to enjoy the month in more bearable
conditions. This is a good thing to take heed if
you’re in the travel and tourism industry.
9. Some Interesting Facts: +
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Ramadan boosts sales
with £100m for UK
supermarkets
Sainsbury’s rice sales go
up 100 percent each year
Morrisons shifts 80,000
boxes of dates during
Ramadan
Bicester Village sales rose
by 276% compared to the
seasonal average thanks
to Eid shoppers from the
Middle East
Westfield increased 20%
in sales during that period
Itis shopping centre
boosted 12% in sales on
Eid Day
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Opportunities Beyond the Middle East!
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