A LOYAL CUSTOMER

One of the advantages of this market is that its volume is increasing and it is underexploited segments in our country, so there is room to enter. Those are his strengths.

trust and loyalty. Typically, these are products that require absolute confidence from their vendor that certain principles are adhered to. It is difficult to obtain, but once obtained, the customer shows great loyalty. “By meeting all the requirements, customers are aware of the customization effort and understand that they have to offer loyalty because it is difficult to teach a company to do things by their protocols,” notes the ESIC expert.

Less price sensitivity. Coupled with the above, the customer values ​​the quality and safety of the products they already know over their price, even though these items may have a higher cost. Javier Rovira points out that clients “know that that work and that trust is worth more than the penny that can be saved. They charge a surcharge for products related to the fundamental aspects of their religions and rites. Often these are items that require a special process, such as E.g. differentiated production lines or the cleaning of former remnants. When you have a very standardized protocol, that comes at a price, and they understand that their needs are forcing them to get out of rhythm.”

Possibility of export. Religions know no borders, so it is possible to reach religious communities from all parts of the world if good export work is done. The professor of strategic marketing at ESIC warns that the problem with exports “is that they are in the hands of traders who are very jealous of respecting their religion. It is possible to export, but it will always be necessary to have the connection to an authority in that religion and to be a well-respected company.”

door for other consumers. Although this is a closeout, it is possible that other consumers outside of the religion we are targeting may be attracted to these items. For example, halal and kosher food and cosmetic products are more ecological than conventional ones (no transgenics, no specific dyes or industrial stabilizers, no lactose, etc.), so that a customer interested in more natural products or with intolerances can be addressed.

From mouth to ear. It’s a market where potential customers tend to have a very close relationship with which it’s possible to grow business naturally. “It can happen that customers try out your offer and recommend it to others, so that you can grow bit by bit,” says the ESIC professor.

ADJUSTMENT WORK

Of course, not everything is easy, but there are also some complications that we must overcome when dealing with these companies.

Monitoring and Certifications. Often, products and services must be verified by members of the denomination to which they are addressed to attest their respect for their religious principles. For example, for products for Muslims, the Islamic Board of Spain has created the Halal Institute, which acts as a certification body and issues the Halal Guarantee Seal, a kind of ISO certificate for this type of article. In the case of kosher, any product guaranteed by a rabbinical authority in one country is usually valid in other countries.

An improvable distribution. As Isabel Romero, Director General of the Halal Institute, explains: “There is still a lack of adequate and professional channels that allow the wide variety of Halal certified products that currently exist, both from Spain and from the rest of the world world, to reach end consumers.” This situation also extends to companies of other religions.

legal barriers. Occasionally we encounter legal hurdles that are difficult to overcome. Thus, Romero recalls that “in the case of financial products, there is a brake on adapting the legislation in force in order to be able to offer these products appropriately. They are broadly characterized by the interest prohibition and are based on shared risk and reward.”

Higher production costs. The need to adapt processes usually generates additional effort, time and money, since certified products must always be used for processing.

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