Marketing Boom In Yemen

New investment opportunities have opened the way for competition in Yemen between businesses, giving locals a variety of choices in products and a chance to accept the best that is offered to them.

Going back to ten years, marketing was not a  major issue in Yemen, as companies were using the opportunity of not having competition to gain as much profit as possible from consumers, therefore not giving much attention to marketing. "When you are the agent of a specific product and you have no competition at that time, you will use the situation to your advantage and try to gain as much profit," said owner of a large company in Yemen who asked to be anonymous. "Days of the huge profits come to an end as soon as more competition arrives," he adds.

Businessmen mention that what is happening in Yemen where companies offer high prices for products or services, is a common procedure followed in countries throughout the world, and with competition prices decrease. A clear example could be seen in the cost of mobile communication. Eight years ago, one minute on the mobile phone would cost more than YR30, compared to the YR5 that is paid now. This is a result of competition, which in result demands companies to do more marketing. The decrease in communication prices come at times where Yemen faces a bad economy and seems to be the only thing that has become cheaper over the years. "Communication field has seen the most competition in Yemen, and that is why I can clearly say that its costs are probably the only thing that has not increased in price," said business expert Dr. Wadee Al-Azazi on Sana'a University.

Today marketing has grown in technique as companies compete with one another in order to reach to the client, through new ways, even if it meant losing much more than planned. "It is not business anymore. It has turned into a race to see who is stronger, and has the ability to flex his muscles for a longer time," says Moneef Al-Ariki, a marketing employee.

When passing by streets, one would see new marketing strategies being used to attract customers. These strategies rang from street posters to advertising on cars  and even on trees. "Some companies have even started using marketing strategies near mosques or on high mountain peaks. They realize that mosques are very crowded, so they start to focus to advertise in places near mosques," added Al-Ariki.

Prices for advertising has grown over the years during the marketing boom, as prices would rise to the millions of YR for a poster to be hung for only a month span. Places like roof tops have increasingly become famous, as landlords are praising the idea that gives them more income than what the rent for the apartments are giving. "I have six apartments for rents and a big roof top on Zubairy street, but my empty roof top is giving me more income that the six apartments put together, says Hani Zuhra, an owner of a three floor building in one of the busiest streets in the country.