Food and beverage businesses need to modernize their marketing strategies to stay ahead of competition, an expert said. “The region is fast becoming the most talked about growth market in the food and beverage industry,” said Maggie Moore, event director of Gulf a la Carte.
According to Viability’s recent market study, over 260,000 food and beverage outlets exist in the Middle East and North Africa region. Saudi Arabia, the UAE and Turkey contain almost 70 per cent of the supply of F&B outlets in the region. Business Monitor International forecasts 67 per cent growth in the number of foodservice outlets in the UAE by 2013, she said.
“Food and beverage businesses are challenged to build a loyal customer base and stronger market share through both short-term considerations and long-term marketing strategies,” she added. Moore’s comments come in the run-up to Sales and Marketing Clinics to be held at Gulf a la Carte, the first exhibition in Abu Dhabi dedicated to those who create and manage restaurants, clubs and cafes. At these clinics, industry experts will identify the most effective sales and marketing tactics for food and beverage businesses to maximise their profile, revenue and return on investment.
“The way people communicate and consume information is marked by continuous change. Customers now demand more open, interactive communication. This is supported by the exponential growth in mobile, internet and social media penetration across the region,” Moore said. According to Dataxis Intelligence, during the Q1 2010, mobile penetration in the Middle East and North Africa increased to 87 per cent, i.e. over 192 million subscribers. A survey conducted by Effective Measure and Spot On PR revealed that 45 per cent of all internet users in the region access internet through their mobile phones, rising to 50 per cent among internet users in the UAE. “Mobile marketing has been acknowledged for its effectiveness in reaching target customers anywhere, anytime,” Moore said. “The aim of the Sales and Marketing Clinics is to analyse the drivers of change and study best practice initiatives that have worked for food and beverage businesses across the region,” Moore concluded. Gulf a la Carte is set to take place from November 21-23 November at Abu Dhabi National Exhibition Centre. – TradeArabia News Service © Copyright 2011 www.tradearabia.com
