Ramadan which began September 1 in France is a sacred to more than 1

Ramadan, which began September 1 in France, is a sacred to more than 1.3 billion people in the world and the strict observation of fasting is one of the pillars of islam without exception. Abstinence, if it is scrupulously observed, should translate into a decline in sales, including food products. In fact, what is happening is exactly the contrary and the increase in spending is not only food, but also clothing or even the gifts of all kinds. Where is this paradox which will provide the foundations of "ramadan business"

It has two origins. The first is physiological, because it is obvious that if abstinence of all food and beverage is observed during the day, there is necessarily a nutritional claim the evening. The second reason is that it is a month of celebration where families gather the night with neighbors and friends, which is conducive to a food binge.

Companies have very well understood this contradiction and increase their advertising expenditure as soon as the signal of "maghrib", the prayer of sunset, to mark the moment where the evening "iftar" meal can be served. Soft drinks manufacturers know very well that their products are very requested for the fast break that their drinks are very calorie and companies do not need to make advertisements asking to consume more. They prefer to values such as charity and sharing rather than on the appeal to the consumer. This is not the case of McDonald's, which, in Malaysia, released a special offer with a single price and consumption without limit. If some consumers enjoyed, others are are offended a bid which is contrary to the principle of forbearance. According to data of the House of grain industry of Egypt, the month of ramadan is an increase of 14 of flour consumption and 25 of rice while Tunisia the share of food expenditure during ramadan moves from 38 to 51. In Egypt again, these are ramadan bags that are hit because they contain much of indispensable products (dates, rice, flour, sugar, eggs, butter, oil, pulp) that can be purchased for yourself or even to give to the needy.

Food is not the only one to take the advantage of the game for the month of ramadan. The other very important business is the "musalsals", broadcast television series during the month of ramadan. A "musalsal" is a series of 30 episodes which the format is one hour per episode. This market has become a rat race because the demographic data for the region of the Middle East and North Africa are more than favorable (population of 320 million people). The second reason is that TV is the first recreation of this population and it is lit permanently in some homes. Just today possess a parable and more than 150 channels transmitting in Arabic are available mention the terrestrial channels that require no parable.

An episode of a new series is sold between 5,000 and 80,000 dollars in chains most such as MBC, LBC, Abu Dhabi TV or Dubai TV and producers make the most out their series for ramadan and not at any other time of the year. More 100 series are produced every year for the ramadan and budgets increased from year to year, from $ 500,000 to 1.5 million for a series. These prices are not prohibitive because the hearing is the appointment and the strings may be catching up on ads that will frame the series. For example, a spot of 30 seconds on Future TV sells for 6,000 dollars (which is almost double the level of an ordinary month).

The month of ramadan is the month of consumption in Islamic countries, but some initiatives are more risky. It is very common to organize lotteries as the "ramadan festivals" in countries of the Gulf where the malls of Sharjah and Dubai perform a sweepstakes allowing consumers to make assets such as cars, but as games of chance are in principle prohibited by islam, some believers see askance these practices. In any case, Western companies are taking their share of the pie "ramadan business" in Islamic countries and are now seeking to expand this business in the Western countries that have a large Muslim population. The first target will be the France since it is the Western country with the largest Muslim population.