Morocco is much too complex to describe so briefly. There is no way to describe the green of the Middle Atlas in spring or the sounds and smells of the Medina in Fes or Marrakech and certainly no way to describe a sunset in the Sahara desert. Morocco is the gateway to Africa. You can experience the traditional lifestyle mixed to modernity. Morocco is a country of contrast, so what about brands, what makes Moroccans go WOW....
How to start? I have decided to interviews my prospects over the phone, less personal I know but that's the best way I found to meet the deadline:-))
I grabed my mobile and my laptop, to find the best representative sample of Moroccans to be as closest as possible to Moroccan realities. Here is my selection:
- Fatima, my aunt! she lives in a small village in the Atlas, apart from TV, she has no experience much modernity. She is 56, had 10 children! and she is lovely!
- Abdou, a guy I met in Essaouira, he is part of a Djembe group, he loves France and dreams one day to perform in a bar in Paris. He is 28, single, dating all the time.
- Mehdi, he is our Regional Manager in BAT, 30 years old, the perfect example of the modern Moroccan, he believes that women are equal to men, he is married and lives between Morocco, Spain and France.
- Younes, 37, still single, coming from a rich family and starting up companies every day, believing that one day he will be richer than his dad...he goes out to the most posh venues, travelleling all the time.
- Dounia, a modern young Moroccan, working, still leaving with her parents but convinced that she will get married to a lovely man one day.
And finally Mouna, a 22 years old, student in Casablanca, all day on facebook, her most important budget in her phone bill...he has lots of friends and enjoys life.
It was a great excuse to catch up with them! And then came out THE QUESTION, what are your WOW brands, and why??….
Surprisingly, most of brands that came up were not Moroccan,! The big winner, mentioned at least in each interviewer:
I grabed my mobile and my laptop, to find the best representative sample of Moroccans to be as closest as possible to Moroccan realities. Here is my selection:
- Fatima, my aunt! she lives in a small village in the Atlas, apart from TV, she has no experience much modernity. She is 56, had 10 children! and she is lovely!
- Abdou, a guy I met in Essaouira, he is part of a Djembe group, he loves France and dreams one day to perform in a bar in Paris. He is 28, single, dating all the time.
- Mehdi, he is our Regional Manager in BAT, 30 years old, the perfect example of the modern Moroccan, he believes that women are equal to men, he is married and lives between Morocco, Spain and France.
- Younes, 37, still single, coming from a rich family and starting up companies every day, believing that one day he will be richer than his dad...he goes out to the most posh venues, travelleling all the time.
- Dounia, a modern young Moroccan, working, still leaving with her parents but convinced that she will get married to a lovely man one day.
And finally Mouna, a 22 years old, student in Casablanca, all day on facebook, her most important budget in her phone bill...he has lots of friends and enjoys life.
It was a great excuse to catch up with them! And then came out THE QUESTION, what are your WOW brands, and why??….
Surprisingly, most of brands that came up were not Moroccan,! The big winner, mentioned at least in each interviewer:
Coca Cola
From each interviews, the major argument for choosing Coca as a WOW brand is that everyone has grown with this brand,
From each interviews, the major argument for choosing Coca as a WOW brand is that everyone has grown with this brand,
No surprises, the reasons why are pretty much close to Coke main values:
Everyone believes that Coke has existed forever….”Coke is part of our life”, “it’s like a friend” quote the consumers.
Everyone claims that they would recognize the Coke bottle shape immediately, Coke is a well-known brand in Morocco, they called it the “black drink”, unique!
And it had a lot to do with the intense adds they have had for years and years.
But apart from these, few interesting arguments came out:
1) Coke has a real benefit in their mind, it gives them a rushhhhh!! The bit of caffeine delivers energy, facilitates digestion! it’s refreshing and it has a great taste!!!
2) And more important, Coke is investing in our country and contributes to its development by helping the poor people, organising football tournaments, offering free sampling in remote areas, organizing concerts for the young crowd…Coca Cola is admired for its commitment to the country…
:Everyone has memories with Coke: family gathering (meals, special events, parties with friends…).
Everyone believes that Coke has existed forever….”Coke is part of our life”, “it’s like a friend” quote the consumers.
Everyone claims that they would recognize the Coke bottle shape immediately, Coke is a well-known brand in Morocco, they called it the “black drink”, unique!
And it had a lot to do with the intense adds they have had for years and years.
But apart from these, few interesting arguments came out:
1) Coke has a real benefit in their mind, it gives them a rushhhhh!! The bit of caffeine delivers energy, facilitates digestion! it’s refreshing and it has a great taste!!!
2) And more important, Coke is investing in our country and contributes to its development by helping the poor people, organising football tournaments, offering free sampling in remote areas, organizing concerts for the young crowd…Coca Cola is admired for its commitment to the country…
Then came out some more specific Brands
For Mouna, 22, clear answer, Facebook! no other one,
In a society were liberties for women are limited, it's her window to the outside, the modernity, she can express herself in a secure environment were tabous do not exist...It has endless posiibilities, applications, just what she likes.
For Younes, 37, his WOW brand from many years is FC Barcelona....and for very interesting reasons
Its not only because they are so successful, or because they play such entertaining football. It goes way beyond that. The values behind FC Barcelona are values that us Moroccans can easily relate to.
The club belongs to the people, its the members who decide who will be president, and therefore have a big say in how the club is run. The club rejects the idea of signing players "who can sell shirts" - a common strategy of their arch rivals Real Madrid. The club also refused to succumb to the pressure of accepting shirt sponosorship for so many years, and when they finally did, it was to promote UNICEF!
The club belongs to the people, its the members who decide who will be president, and therefore have a big say in how the club is run. The club rejects the idea of signing players "who can sell shirts" - a common strategy of their arch rivals Real Madrid. The club also refused to succumb to the pressure of accepting shirt sponosorship for so many years, and when they finally did, it was to promote UNICEF!
Thats what Barca is all about, promoting the spirit of a dying breed of "real" football. As the logo of the club says, FCB is "more than a club". If you dont believe, go out on the streets when Barca have won yet another league, and just watch us moroccans celebrate....
For Dounia, young modern lady, Mac Donald is her WOW Brand,
Her life is rythmed by her stay in Mac Do...it's the meeting point of all her gathering with friends...it's cheap, good food (and it's a perfect excuse to skip her parents's meals...!!).
Her life is rythmed by her stay in Mac Do...it's the meeting point of all her gathering with friends...it's cheap, good food (and it's a perfect excuse to skip her parents's meals...!!).
Mac Do inspired Moroccan....
Mehdi, our Regional Manager has an interesting WOW brand, Marrakech...
The only local brand, if we can name it so, he said that it was our local Ibiza, Saint Tropez or Cannes...everyone knows it and it's so fashion! All the stars have their houses there and it's a great place to party. He clearly said it, Marrakech is the only brand that makes him PROUD....
That's all Folks!!! looking forward to further interesting discussions....
