Reaching the Consumer in Tunisia

Overview by

Marketing Opportunities

Growing Sectors
Olive oil, fishing, dates, electronic parts, cables.
Consumer Behavior
The importance of information on goods: the Tunisian consumer has become demanding about information given on goods, their availability, competing products, their brand, their value for money, etc. 93% of Tunisians consider that in order to buy well, it is essential to have a certain level of information about the products available; 78% compare the quality of goods before buying; 65% like to have plenty of choice for their purchases.
The importance of the idea of a brand: the brand image is a fundamental part of the positioning of a product and the reassuring of the consumer. The reputation of the brand seems to be an important factor for 81% of people polled.
The importance of communication: the effect of a person's family or friends (58%) influences purchasing much more than advertising (26%).
Consumer Profile and Purchasing Power
A new credit culture has sprung up, marked by a rapid change in the behavior of Tunisians who are adopting a means of consumption closer to that of more developed countries. Housing is the main source of debt in Tunisia. Tunisians look for novelty in products, the protection of the environment is beginning to interest them, and this is a new concept. The Tunisian consumer is rather impulsive and lacks maturity.
Consumer Recourse to Credit
Although 80% of Tunisians own their homes, repaying housing loans represents nearly 40% of available household income.
Consumers Associations
ODC , Consumer Association

Media in Which to Advertise

Television advertising has enormous influence on Tunisian purchasing behavior. Broadcasting an advert during the month of Ramadan, after the fast is broken and before the Tunisian TV film, will reach the greatest number of viewers.

Main Televisions
Tunis 7
Hannibal Tv
Canal 21
Advertising published in newspapers helps the consumer make his decision about buying and informs him of special offers. It is influential because the reader can assimilate it in his own time.
Hypermarkets use this method more and more to publicize their special offers, and the Tunisian consumer is very much alive to this procedure.
In Transportation Venues
From billboards in the streets, on bus shelters, in metro or railway stations, advertising is appearing more and more on the means of transport themselves (private cars, buses, trains, airplanes).

Market Leaders:
SNASH Advertising agency
MIP Advertising agency
Benfaiza Advertising agency
The Mosaique radio station is the most popular and the one most people listen to. Advertising on the radio makes it possible to reach a very wide audience. They advertise large stores such as Carrefour and Géant especially.

Main Radios
Radio mosaîque
El Zitouna FM
El jaouhara FM
New Technologies (E-Marketing, SMS, etc.)
Tunisia has more than 5 million Internet users. Advertising appears directly on websites; advertising by e-mail is developing but tends to get lost in the mass of spam received. M-marketing (advertising by mobile phone) is limited, restricted to advertising for special offers in shops or during sales periods.

Market Leaders:
Bab El Web
Main Advertising Agencies
Saatchi & Saatchi
Publicis Group

Main Principles of Advertising Regulations

There is no advertising for alcohol in Tunisia as it is a Muslim country where alcohol is forbidden by religion. However, Tunisia advertises its local wine in international trade fairs.
The anti-tobacco law (law n° 98-17 of 23 February 1998) concerning the prevention of the dangers of smoking, promulgated in 1998, states that promoting and advertising tobacco in the media is prohibited, using tobacco, in any form, in public places is prohibited, and smoking at certain times is prohibited for certain categories of personnel, especially in the food sector.
The order of 17/06/91 _ 02/07/1991 N° 47 sets the composition, the attributions and the operating rules of the advertising control committee, with a view to authorizing the running of a medical and scientific promotion and information agency and carrying out the activities of a medical representative.
Other Rules
For a short time now, the sector of sales of audiovisual and television advertising space has been opened to competition. It is governed by 7 laws dating from 1971 to 1998.
Use of Foreign Languages in Advertisement
A translation in Arabic, however unobtrusive, must be provided for any expression or phrase written in another language.
Organizations Regulating Advertising
The Council for Competition (CC)

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