Marketing To Muslims

Consumer Insights with Ayesha Saeed

Communicating to Muslims

Exploring one of the largest consumer segments

www.asaeed.wordpress.com

ms.ayeshasaeed@gmail.com

Why Muslims are an important Niche…!

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)


Contd.

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).



Products category

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



Points to ponder…!

• 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 )



Marketing to/for Muslims, so far..!



What‘s missing?
Unique Selling Proposition

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



Developing USPs for Muslims Market

• 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



Consumer Insights of Muslim segment

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



• Consumer Insight: To strike a

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


Understanding Muslim segment

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.”



• Consumer Insight: To live a life
that presents a moderate image
of Islam

– 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)


Understanding Muslim segment

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


• Consumer Insight: Family is the
core of all efforts

– 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



In Summary.

• 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


So what’s different

• Just adding more
substance to branding
for Muslims



Example – Halal food branding

• 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)



Additional reading

• Islamic branding – the next big thing by Miles young




Explore more consumer trends and consumer
insights

http://asaeed.wordpress.com/



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