Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Page 27
Page 28
Page 29
Page 30
Page 31
Page 32
Page 33
Page 34
Page 35
Page 36
Page 37
Page 38
Page 39
Page 40
Page 41
Page 42
Page 43
Page 44
56TOBACCOOUTLETBUSINESSSEPTEMBEROCTOBER2009pickingprocesstoensurethatJMHookahtobaccoisstem-ree.x1cTehookahcommunityisadamantaboutstemsx1dexplainsMahroukian.x1cTeypaybythegramanditheyx2ndanystemstheygetupset.x1dFlavorisanotherareainwhichJMHookahexcels.Tecompanycur-rentlyox1ers47favorsx14romtradi-tionalruitandexoticdrinkfavorstochocolatesx19moresandpinklemonade.x1cEverytimewecomeoutwithanewfavorourcustomersneedtotryitsowitheachoneweincreasesalesx1dsaysMahroukian.x1cTatmakesittoughtostopbutwedistinguisheachfavorbypackagecolorandthereareonlysomanycolorssoatsomepointwex19llhavetostartcullingouttheonesthatdonx19tmove.x1dMahroukiancreditsJMx19spackag-ingx14seal-reetinsthatcustomerscanopenandsmellx14orpartohisproductx19sappeal.insalsoincluderesealablebagsbearingthecompanyx19slogoandJMobaccoiscurrentlyworkingonahow-toinstructionalcardthatwouldbeincludedineachtin.x1cCertaintobaccosburnacertainwayx14someneedmoreheatandsomeneedlessx1dsaysMahroukian.x1cSolittlethingslikemakingrecommendationscanhelpsales.x1dMahroukianhasalsooundsuccessinbuildingmomentumthroughsocialmediaonlinevenuessuchaswitterYouubeandFacebook.Ateracci-dentallystumblingacrossaYouubevideoclipacustomerhadmadeandpostedhenoticedareerencetoHoo-kahdomain.comanonlineorumorhookahsmokers.Joiningasavendorhebegancorrespondingwithcustom-ersdirectly.NexthestartedawitteraccountorJMobaccoandbegandailyupdatetweetssuchasx1cBlueRainfavorcomingsoonx1dorx1cNowavailablein100-gramtin.x1dodayJMHookahhas75ollowersandhasevenusedthesocialnetworkingservicetoaskcustomersorfavorsuggestionssaysMahroukian.x1cWegotmorethan100repliesandactu-allydevelopedtwofavorsromthatre-questx14CookiesandCreamandSx19moresx1dhesays.x1cWemadeeachothosecustomersreallyhappybysendingthemreesamplesothenewfa-vorswhentheycameout.Itx19sbeenagreatwaytotapintothehookahcommunity.x1dJMx19sexperiencesuggeststhehoo-kahmarkethasgreatpotentialinthetobaccooutletsegmentx14aslongasre-tailersarewillingtoinvesttheex1orttolearnaboutandmarkettheproducts.x1cBasicallytheyneedtoknowhowtosetupahookahbecausetheyx19llgetaskedthatalotx1dsaysMahroukian.x1cAndbesuretoletcustomerstouchandeelthepackagingandipossiblesmellthetobacco.Tatx19skey.x1dButmostimportantretailersshouldnx19tbeintimidatedbythehookahmarket.x1cHookahshavenegativecon-notationsorsomepeopleandthatx19sashamebecausethisisalegitimatewayoenjoyingtobaccothathasbeenprac-ticedorcenturiesx1dsaysMahroukian.x1cMyadvicetoretailersisnottobein-timidated.Tisisanexcitingnewtrendthatox1ersthemanextralinewithaverygoodprox2tmargin.x1dTOBHookaHsTHrougHHisToryAlongstandingtraditioninEasterncountrieshookahsornargilesaremadeupoalongfexibletubethatpassesthroughanurnowaterwhichcoolsthesmokeasitisdrawnthroughthetube.Teoriginalnar-gilecameromIndiaandwasmadeococonutshell.ItsoonspreadtoIranandtherestotheArabworldincludingurkeywherethehookahbecameanimportantpartothatcountryx19scox1eeshopculture.Hookahsconsistoourpiecesagizlikthemouthpiecellethetopothenargilemarputhetubeandthegvdethebodyothepipethatisx2lledwithwater.Eachpieceothepipeisproducedbyspecialcratsmenandthedevicesareotenornateeaturingsilvercrystalandamber.Troughhistoryinterestinhookahshassurgedandwaned.Tehoo-kahenjoyedsuchpopularitywithelitewomenothelate19thandearly20thcenturiesthatitbecameashionableorrenownedhostessestobephotographedwiththeirhookahs.Inmorerecenttimesthepopularityocigarettesovertookthatohookahsandthepracticesux1eredadecline.o-dayhoweverhookahsareonceagainx2ndingavor.Hookahsarebecom-ingcommonplaceincaesandbarsnationwideandhavebecomeincreas-inglyprevalentinCaliorniaWashingtonD.C.andNewYork.