Page 55 - index
P. 55
Opposite page:
The modern
capital city of
Manama. Far
left: Tourists
visit the historic
Fort of Bahrain.
Left: Regional
map showing
the tiny island
kingdom of
Bahrain
for that reason,” notes Mishal Hamza, If it can resolve the political tensions Al Obaidat, Creative Director of Obai
Account Director at Boxonvision Brand and fix youth unemployment, Bahrain & Hill, a PR and design agency.
Visionaries, an advertising agency has every chance of being one of the
located in the Al Seef District. brightest stars in the Middle East. It The nation’s consumers are
diverse, with Western and Asian
The economy is ranked the 18th ? expatriates making up 77% of the
freest in the world according to the Bahrain is among workforce. Consumerism and brand
2015 Index of Economic Freedom, and the most liberal consciousness are strong among the
is expected to be worth US$2-trillion in the Gulf region high-earning Western expatriates, but
by 2020. Bahrain’s Economic Vision limited among low-income groups of
2030 strategy is the blueprint for an boasts a low cost of living, tax-free workers from South Asia. Wealthier
increasingly competitive nation that is status, excellent education system people live in urban areas, while poorer
relying less on oil and gas and more (literacy stands at around 95%) and Bahrainis are mostly settled in rural
on financial services, manufacturing, red-carpet treatment of tourists – areas and tend to buy in bulk, with their
transport, IT and tourism. The Gulf visa fees were recently slashed by buying choices skewed towards non-
Cooperation Council has declared 80%, for example. branded local products.
its intention to deliver US$10-billion
in funds over 10 years to bolster the FLOCKING TO THE MALLS According to research company
economy, which grew by a moderate It may be a small country, but Bahrain Euromonitor International, consumer
2,9% in 2015. can be considered a two-for-the-price- trends show that Bahrainis are lovers
of-one market because of its proximity of international fine dining, but also
But political instability may dampen to Saudi Arabia. The huge influx of concerned about healthier eating
growth. In February 2011, during Saudis, often visiting for the weekend, due to rising obesity in children.
the much-vaunted Arab Spring that has shaped the consumer landscape
engulfed the Middle East, authorities to a large degree. “At least 200 000 A housing boom has driven a
cracked down on protesters and Saudi tourists visit in order to shop, go demand for household items, which is
tensions continued to simmer for out to dinner and so on. This has really likely to increase as household income
some months. King Hamad Bin Isa al- boosted the retail industry,” says Wafa is expected to double by 2030. Online
Khalifa remains absolute monarch and grocery shopping is on the increase,
persistent tensions recently saw credit particularly among younger consumers,
ratings agencies downgrade Bahrain to and luxury items are popular.
‘junk’ status – a blow to a country with
appreciable business aspirations. In a country where the temperature
can hit upwards of 45°C and humidity
can reach 80%, malls are a huge >>
October 2016 – January 2017 strategicmarketing 53
