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Marketing To  Muslims
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Marketing To Muslims

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We are living in a world where almost 1 out of every 5 person is a Muslim. The degree to which they practice religion is subject to debate, but the fact that is important to understand that Muslims …

We are living in a world where almost 1 out of every 5 person is a Muslim. The degree to which they practice religion is subject to debate, but the fact that is important to understand that Muslims are too big a niche to be ignored. This articles explores them in detail

Published in: Business, Spiritual

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  • 1. Consumer Insights with Ayesha Saeed Consumer Insights with Ayesha Saeed Communicating to Muslims Exploring one of the largest consumer segments www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 2. Why Muslims are an important Niche…! Consumer Insights with Ayesha Saeed Total Muslim Population - 1,571,198,000 Muslims are a majority in 50 countries & a sizeable majority in many others (18 – 20% in western countries) www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 3. Contd. Consumer Insights with Ayesha Saeed World Halal Market was worth US $ 580 bn. in FY-07 - AMRB Islamic banking total assets are US $ 822 billion . In $4 tn. over the next FY09. It is expected that it will grow to 5 years (Torsten Hinrichs, Standard & Poor’s). www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 4. Products category Consumer Insights with Ayesha Saeed For Muslims Muslims & Not for only Non Muslims Muslims Example Example Example Islamic Banking Halal food Alcoholic drinks Islamic books Non-alcoholic drinks Haram food items Islamic outfits All FMCGs & white goods Like all other niche products targeted to Muslim have a purchase potential outside the Muslim community which can be tapped only through a strong USP www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 5. Points to ponder…! Consumer Insights with Ayesha Saeed • According to JWT Muslims are Britain's biggest untapped Niche (ref: article on tapping Muslim community) • When British banking giant HSBC began offering Islamic banking practices in Malaysia, it was surprised that more than half of its customers were non-Muslim (business week article on Islamic banks ) www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 6. Marketing to/for Muslims, so far..! Consumer Insights with Ayesha Saeed www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 7. What‘s missing? Unique Selling Proposition Consumer Insights with Ayesha Saeed High on imagery & low on Unique selling proposition Consumer will always ask why Mecca cola & why not Coca Cola? What all I will be compromising to have Islamic banking www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 8. Developing USPs for Muslims Market Consumer Insights with Ayesha Saeed • To develop a USP we need to understand the Muslim Consumer and have to identify their Key Desires • I will try to identify some Macro Consumer Insight in the coming slides www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 9. Consumer Insights of Muslim segment Consumer Insights with Ayesha Saeed The basic definition of Muslim is the one who comply to the will of God Summary declaration of faith “I have faith in Allah as He is known by His Names and attributes and I accept all His commands.” For detailed 77 branches of faith click here www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 10. • Consumer Insight: To strike a Consumer Insights with Ayesha Saeed balance between Holy and Worldly: – Muslims consumers across the globe want to submit to submit to the will of God (Hijab, Salat,Zakat are just some examples For detailed 77 branches of faith click here ) and also keep up with the demands of modern world Position the brand as someone who helps them in achieving that balance Example: HSBC Islamic Banking (Amanah) – Brand promise: Compliance not compromise www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 11. Understanding Muslim segment Consumer Insights with Ayesha Saeed The international misperception of Muslims To show that there is a strong negative stereotype image that exists around Muslims I am quoting an Excerpt from the speech of Obama in Cairo: “And I consider it part of my responsibility as President of the United States to fight against negative stereotypes of Islam wherever they appear.” www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 12. • Consumer Insight: To live a life that presents a moderate image of Islam Consumer Insights with Ayesha Saeed – The image of Muslims’ across the globe is being constantly negatively stereotyped. This brings forth a strong desire of portraying a positive (moderate) image of Islam/Muslims Position the brand as an enabler who assists people in projecting the positive image Example: A brand that professes the prophecy of religion through practice (corporate social responsibility, quality of work, honesty are all such traits which religion professes) www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 13. Understanding Muslim segment Consumer Insights with Ayesha Saeed Key Consumer desires across all Muslim segments • Family is a paramount • Traditions should adapt to modern times • Knowledge should be acquired • Need for self-expression Key Muslim Segments The Size of each of these segments is between 17-24% of whole population – For detailed study on Muslims segments conducted by AMRB click here www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 14. • Consumer Insight: Family is the core of all efforts Consumer Insights with Ayesha Saeed – From image projection to economic struggle – family is the focal behind every action Position the brand for the family Example: A brand that connects the family, a brand that celebrates the values etc the opportunities are infinite www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 15. In Summary. Consumer Insights with Ayesha Saeed • Branding to Muslims should go beyond the usage of words & Imagery Honesty – A brand that delivers on its promise – A brand that is a result of team work – A brand that is responsible towards environment – And so on www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 16. So what’s different Consumer Insights with Ayesha Saeed • Just adding more substance to branding for Muslims www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 17. Example – Halal food branding Consumer Insights with Ayesha Saeed • Halal (lawful & legal) food > Slaughtering method – Thus, if you are branding Halal food you are also saying • Quality Assurance • Integrity • Honesty and Fairness • Corporate responsibility • And so on….!! – Remember; the aim should be creating a USP backed by strong business values (corporate philosophy) www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 18. Additional reading Consumer Insights with Ayesha Saeed • Islamic branding – the next big thing by Miles young www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com
  • 19. Consumer Insights with Ayesha Saeed Consumer Insights with Ayesha Saeed Explore more consumer trends and consumer insights http://asaeed.wordpress.com/ www.asaeed.wordpress.com ms.ayeshasaeed@gmail.com