TOBACCO REPORT: SHISHA


“Customers need their purchases to be quick, valuable and memorable. Quick is having brand ambassadors assist consumers, valuable is providing price-off promotions, and memorable is providing a nice gift-with- purchase promotion.”


Rawan Elayyan, Brand Manager, Mazaya


Right: Two Apples is among Mazaya’s top performers.


Below: Al Fakher’s Fusion range provides a complex, intense and well-balanced flavour experience.


East revolves around two different strategies. Elayyan explains: “The first,


emphasises Jabre. “This provides a good breadth and choice for consumers, especially in markets where the category is less advanced.” Mazaya’s Elayyan, however,


says there is no correct number of flavours to list at the outset. “Each case depends on the situation and surrounding environment. The maturity of the shisha market and demographic characteristics of related social groups, for example, are both factors.” New or existing listings aside, 2019


is a short-term plan we are


currently working on and another is a longer-term plan to cover even more regions where shisha has not been ‘the norm’. “In fact, we will be announcing a


major initiative very soon.” Meanwhile, Al Fakher’s Jabre


reveals the brand’s Fusion range was well received at last year’s Middle East and Africa Duty Free Association Conference in Beirut. He says the company is working with key operators on the launch. As such, he has fond reflections of 2018. “Last year was a strong one for


Al Fakher and the one in which we decided to increase focus on the duty free and travel retail channel with the creation of the Al Fakher GTR department,” recalls Jabre. “The results of these efforts can


be seen around the globe, from the solid growth achieved in locations we were already present and new listings.” When launching in a new market, listing seven to eight flavours is ideal,


has continued where the previous year left off for Al Fakher, with strong momentum and great interest from operators worldwide. Jabre, who cites Two Apple as its top-selling


flavour


in GTR says: “This channel recognises that it is best to have the leader on board when


the


realising its potential, as previously alluded to, given what’s taking place domestically. “Shisha brings people together,” asserts Jabre. “This social aspect makes it appeal


to people globally, but this also makes it especially attractive in the travel retail channel, as it appeals to the sense of experiential luxury.” Promotions and gift with purchase


can encourage consumers to engage with brands in any DF&TR category. Shisha is no exception. As


Jabre


explains: “Travel retail as a channel is one where travellers expect to be wooed and also where they expect pricing to be favourable due to lack of duties.


“At Al Fakher, we


focus on providing exciting ways to engage with our brand,


such as multi-tiered entering


new categories.” Jabre, who reveals performance


of other flavours varies by location, would welcome the opportunity


to reward


programme we offered last year at Jordan’s Queen Alia International Airport. “Travellers had


be


available everywhere at the ‘click of a button’, but


admits


this is unrealistic. “Building things correctly ensures


a solid base from which to grow from. The reality is that shisha tobacco is growing at such a pace that all regions are of interest. We just need to approach these opportunities in the right manner.”


Turning the tide Shisha may not have been on a lot of operators’ radar until recently, but the tide has well and truly turned, enthuses Jabre. “More and more travellers are enquiring about our products,


leading retailers


open to engaging with our brand. “Shisha is on a growth trajectory.


Various resources reference strong double-digit growth in the shisha category. Increasingly, consumers worldwide are finding new and exciting ways to engage with the segment.” The category may be in its infancy in DF&TR, but many operators are


38 TRBUSINESS


the chance to win a number of prizes, with the Grand Prize a holiday for two to Dubai. We will


continue to find innovative ways to engage with them.” Strong consumer engagement


also forms part of Mazaya’s strategy. This comes from its belief and understanding of what customers preder and desire to experience at duty free shops. Maintaining loyal customers also forms part of its remit. “Customers need their


to be


purchases to be quick, valuable and memorable”, explains Elayyan. “Quick is having brand ambassadors assist consumers, valuable is providing price-off promotions, and memorable is providing a nice gift- with-purchase promotion.” Adding to that, experiential


concepts are also important and seemingly part of Mazaya’s DF&TR strategy. Says Elayyan: “In 2017, we ran a highly successful promotion with Dubai Duty Free, entitled ‘I wish I could Shisha In the Sky’. “The pop-up mini lounge featured


FEBRUARY 2019


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