The document outlines the rise of the Muslim market in various industries including hijab fashion, halal food and cosmetics, Islamic banking and hotels. It identifies four types of Indonesian Muslims - rationalist universalists, conformists, apathists, and those who prioritize Islam. It recommends marketing strategies such as offering great functional and emotional value, using an "Islam label", and focusing on price. Six principles for engaging Muslim customers are also presented: meeting their increasing religious needs; building brand persona; being inclusive and universal; creating unique value; balancing products and spirituality; and building communities.

1. THE RISE OF MUSLIM MARKET
 Hijab Fashion
 Umrah
 Halal Food
 Halal Cosmetics
 Sharia Bank
 Sharia Insurance & Investment
 Sharia Hotel
 Islamic books, Musics, Movies
 Parenting
 Zakat & Sadaqah
© Yuswohady www.yuswohady.com @yuswohady

2. Rationalist Universalist
ConformistApathist
“Pokoknya harus
Islam”
“Islamiitu lebih
penting”
“Guedapat
apa?”
“Emang gue
pikirin“
Functional&EmotionalValue
(“Duniaw”:ProductsBenefit)
Spiritual Value
(“Akhirati”: Adoption of Islamic Values)
High
Low
HighLow
29%
27%
23%
21%
Functional&EmotionalValue
(“Duniawi”:ProductsBenefit)
Spiritual Value
(“Akhirati”: Adoption of Islamic Values)
High
Low
HighLow
4 FACES OF INDONESIAN MUSLIM
Source: Yuswohady, et.all., Marketing to the Middle-Class Muslim, 2014

3. Rationalist Universalist
ConformistApathist
“Pokoknya harus
Islam”
“Islamiitu lebih
penting”
“Guedapat
apa?”
“Emang gue
pikirin“
Functional&EmotionalValue
(“Duniaw”:ProductsBenefit)
Spiritual Value
(“Akhirati”: Adoption of Islamic Values)
High
Low
HighLow
29%
27%
23%
21%
GENERIC STRATEGIES
Source: Yuswohady, et.all., Marketing to the Middle-Class Muslim, 2014
OFFER GREAT
FUNCTIONAL
AND EMOTIONAL
VALUE
OFFER
UNIVERSAL VALUE
USE “ISLAM LABEL”
AND AUTHORITIES
GIVE 4P:
PRICE, PRICE,
PRICE, PRICE

4. #1 PRINCIPLE OF CUSTOMER
CUSTOMERS BECOME
MORE RELIGIOUS
THEY BEGIN TO SEARCH
FOR SPIRITUAL VALUE

5. #2 PRINCIPLE OF COMPETITION
COMPETITION IS ABOUT
BUILDING BRAND PERSONA
CONNECT YOUR BRAND TO
YOUR CUSTOMER’S HEART

6. #3 PRINCIPLE OF POSITIONING
BE AN INCLUSIVE BRAND
BE A UNIVERSAL ICON

7. #4 PRINCIPLE OF DIFFERENTIATION
BUILD AUTHENTICITY
THROUGH COMMITMENT
AND PASSION
CREATE YOUR OWN DNA

8. #5 PRINCIPLE OF VALUE
OFFER UNIQUE
UNIVERSAL VALUE
BALANCE YOUR PRODUCT
AND SPIRITUAL BENEFITS

9. #6 PRINCIPLE OF ENGAGEMENT
CONNECT YOUR CUSTOMER
TO EACH OTHERS
BUILD COMMUNITY
OF MESSENGERS