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8/4/2019 Interview on Challenges and Misconceptions in Islamic Marketing-- A&M Aug 2011 Issue
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WWW.MARKETING-INTERACTIVE .COM30 d ve ri i n + mrke i n | au g u s t 2011
The numbers are hard to ignore. The Muslim
dmogaphic accounts fo mo than 20% of
th wolds population at about 1.6 billion and is
pctd to incas to 2.2 billion by 2030.
Phaps mo nticingly, th Muslim makt
is now valud at US$ 2.1 tillion globally.
Th Muslim makt psnts a signicant
untappd makt, nots D Paul Tmpoal,autho of Islamic Branding and Marketing:
Creating a Global Islamic Business.
Ths days, whn companis a facing
v stong comptition in stablishd makts
and many companis a ushing into high-
pol gions such as China, India and Bazil,
th singl biggst makt in th wold has bn
lagly ovlookd. Islamic makts could psnt
a potntially gat oppotunity fo gowth with
compaativly littl comptition fom intnational
o local bands.
In Malaysia, wh Muslims mak up mo
than 60% of th population, it is natual fo
makts to focus on this makt sgmnt basd
on th sh volum and valu to thi businss.
THE FUTURISTS
Who is todays Muslim consum? With an
stimatd gowth at of US$500 billion a ya,
what is most notabl about this makt sgmnt is
th fact mo than 40% of th Muslim population
is und 24 yas of ag.
Mt th Futuists, dmd th nt
fonti fo makts.
Ths youths a poud to b Muslim and
a vy individualistic. Thi viwpoint is: dont
tll m how to b a Muslim, what I choos tombac is my own thing. This is a gnation
of consums who want to not only ngag with
bands, but pct much mo fom thm as
wll, plains Shazia Khan, associat planning
dicto at Ogilvy Noo, th Islamic makting
consultancy am of Ogilvy.
Th young contmpoay Muslim consum
is goal-ointatd and ambitious, and nding
individualistic bands that ct this zst and
div is appaling.
Accoding to Khan, thy a fustatd at th
cunt offings in th makt and want bands
that a innovativ and fowad thinking.
Th taditional fomulas do not apply to
this goup, with sach nding it put off by
stotypical potayals of th Muslim idntity.
Thy want to b ngagd and shown
advtising that is ngaging. Its not ockt
scinc, but its about makts undstanding
that it is not what thy thought ths consums
wantd. It actually puts thm off, that tm
attitud, this is a gnation that gw up post-
9/11 Khan says.
This sam goup is also snsitiv to th
hitag of bands, wanting to know if th is a
stong moth band backing a paticula offing.
Khan says: This is a vy connctd and savvy
f e atu r e : i s l am i c m ark et i n g
BEYONDTHE CALL OF
DUTYWoth US$2.1 tillion globally, th
Muslim makt cant b ignod. GabeyGoh nds out how companis can
mak th most of thi oppotunitis.
8/4/2019 Interview on Challenges and Misconceptions in Islamic Marketing-- A&M Aug 2011 Issue
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Beverage
NoorBrAND INDex
Food & dairy PersoNal Care
f e atu r e : i s l am i c m ark et i n g
A halal brand has to additionally factor in thevalues that form the basis of the emotional
triggers in this consumer segment.
Jumaatun Azmi managing director and founder of KasehDia
gnation and you cant hid fom thm. How
many skltons do you hav in th clost? Thy
will com out. If you lt thm down, thy know
thy hav th pow and thy a not afaid to
boycott you band.
Jumaatun Azmi, managing dicto and
found of KashDia, ags, adding consums
in this sgmnt mak choics that asst thiidntity as Muslims, and choos poducts that
a Syaiah-compliant.
It can b a highly isky sgmnt if th
consum diving this industy is not fully
undstood by th band own, sh says.
Commnting with fnc to th halal
industy, Jumaatun says: Whil oth bands
facto in th motional tiggs whn cating a
band psonality and imag, a halal band has
to additionally facto in th valus that fom th
basis of th motional tiggs in this consum
sgmnt.
This consum is looking fo poducts that t
into a halal lifestyle and looks beyond just how
the meat is slaughtered.
Malaysia iNdex
F&N 136
ramly 136
Ayamas 131
Nstl 131
Maigold 131
evyday 131
Quak 1330
Walls 130
Anln 129
Kaft 128
Dum 128
Maggi 128
Yakult 127
Kno 127
Vitagn 127
Fnlaf 127
Dutch Lady 127
Magnolia 124
Fam Bst 123
Pingls 123
Fiv Sta 111
Lays 108
Hinz 106
Nido 105
Malaysia iNdex
Shuah 121
Balqis 120
Colgat 115
Sai Ayu 112
Johnson & Johnson 110
Sunsilk 105
Bio 104
Lu 103
Pantn 103
Fai & Lovly 103
rona 103
Clan & Cla 102
Had & Shoulds 101
rjoic 101
Dov 98
Niva 97
Dali 97
Body Shop 93
SK II 91
LOal 90
Clos Up 87
eucin 83
Cabt & evlyn 82
A 81
LOccitan 80
Malaysia iNdex
Lipton 137
Alicaf 135
Boh Ta 134
Milo 133
Pow root 132
Nscaf 131
Yos 131
Pl fsh 131
Sasons 130
F&N 128
Sunkist 127
Maigold 126
Dinho 126
Ovaltin 126
Miinda 126
Vico 124
Coca Cola 124
Ppsi 120
7 Up 120
Halal must now encompass the whole
supply chain and meet lifestyle demands of the
Muslims of today, while remaining true to the
fundamental religious requirements of halal which
is basically what is permissible according to the
Quran.
THE MUSLIM DOLLAR
Izelan Basar, channel manager for Muslim lifestyle
channel Astro Oasis, notes Islamic marketing is
fast gaining popularity among companies locally,
and this is because of the strong emerging middle
class of Muslim consumers.
Haris Ismail, vice-president for branded
content at Astro, observes there are two main
approaches to Islamic marketing: general
brand association, largely the domain of FMCG
products, and Syariah-compliant products,
usually from the Muslim manufacturers who will
deploy the Islamic claim over their products.
Jumaatun says: To cat a comptitiv
band, th makt must st and fomost
undstand th valus this makt is basd on
tust, puity, quality, fai-tad, intgity and
tanspancy.
As a poponnt of th us of bandd contnt
Souc: Ogilvy Noo/TNS 2010
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in aching this makt sgmnt, Hais points to
th cnt ffots of Gani, ownd by LOal,
as an ampl of a succssful cution.
The brand wanted to improve its equity
among the female Malay audience so a drama
series called Tudung Ekspres was created, which
depicted the lives of four Muslim women from
diverse backgrounds and socio-economic status.Though th show, ths chaacts
psonid th nw-ag Muslim womn who
a modn and pogssiv in tackling lifs
challngs that on facs in a mtopolitan city.
At th sam tim thy hold tu and stadfast
to th tachings of Islam and taditional valus,
Hais says.
Th show had succss with a cult following
avaging 600,000 viws ach pisod.
Howv, Izlan says companis could
do mo in Islamic makting bcaus thi
involvmnt is limitd to using Malay talnts
and Malay cultu nuancs ath than Syaiah-
compliant appoachs.
Phaps ths companis a not ady
to mbak on Islamic makting as a statgy
bcaus gnally thy do not hav th pocsss
in plac.
Howv, h nots local companis, who
hav mbacd this fom of makting, hav sn
thi ffots pay off.
W s potntial and, in fact, high dmand
fo Islamic poducts which a cuntly und
psntd in th makt plac, h says.
Fo Izlan, ducation is th ky in nding
succss, divn lagly by th ising population of
mo discning consums who dmand bttpoducts which suit th Muslim lifstyl.
Th makting fatnity nds to b ducatd
in Syaiah-compliant makting appoachs to
quip thmslvs with th undstanding of how
to bst utilis Islamic makting, h says.
Hais adds: rligion is a dlicat topic at th
bst of tims and whn involving matts such
as ligion, w must consciously b snsitiv
bcaus it is vy inticat and you would not
want to ovsll o undsll somthing such
as this.
Khan nots that to dat, it is th FMCG giants
such as Nstl and Unilv that hav bn th
most succssful in sonating with th Muslim
community in thi campaigns.
Sh cits Sunsilks Livly Clan & Fsh
shampoo campaign as a bakthough in
spaking to Muslim consums byond th
taditional cus.
Unilv, which owns th Sunsilk band, says
th poduct is th st shampoo to spak dictly
to th lifstyl of a tudung wa.
Th ad fatus a young woman waing
a hadscaf saying sh can now do what sh
wants bcaus sh no long has to woy about
itchinss, bfo sh gos on to kick a goal in a
co-d socc gam.
THE RIGHT NUMBER
In the case of Salamfone, Malaysias and the
worlds rst Syariah-compliant telecommunications
provider, the tenets of Islam are hard-wired into its
business and brand philosophy.
Fo ampl, as pat of its band pomis, it
also offs a hotlin svic to its subscibs
Talian Hidayah wh on can call to ask fo
ligious advic, ask fo guidanc on a paticula
fatwa (ligious dict) and a halal dictoy to
chck if an aty is ctid.
Launchd in Apil, its CeO Kamshul Kasim
says h saw a nd to addss a gap in th
makt.
Wv bn haing a lot about Islamic
banking and insuanc and I thought to myslf,
what if w did somthing simila in th tlco
spac? says th industy vtan who boasts
25 yas in tlcommunications.
Many would ask whats so halal o haam
f e atu r e : i s l am i c m ark et i n g
The marketing fraternity needs to be educatedin Syariah-compliant marketing approaches
to equip themselves with the understanding of
how to best utilise Islamic marketing.
Izelan Basar channel manager for Astro Oasis
MaxisMobileServicesSdn.
Bhd.
(73315-V)
This Hari Raya let us remember what is truly important. Let us askforgiveness for the times we werent there, and give heartfelt thanks for
the times we were. Let us cherish, deep in our hearts, the bonds that makeus strong. As we come home to those we love, let us find true peace.
MAY OUR BONDSNEVER BREAK
SELAMAT HARI RAYA AIDILFITRI
Emotional resonance: Brands must nd the right frequency with their Muslim consumers
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Souc: Ogilvy Noo
Core Muslim values What they mean for brands
Puity B authntic in wod and dd
Honsty B tanspant
Humility Avoid hubis
Disciplin Display fcincy
Togthnss B pat of th community
Imag-consciousnss Hlp pojct th ight imag
f e atu r e : i s l am i c m ark et i n g
about a tlco povid? Its not just a matt of
ctication, its also gtting th concpt of th
businss, vn ou souc of funds ight, fo
ampl w cannot accpt mony that is tid to
gambling. It is th basic tnts of th company
and ou tansactions must b quitabl and fai in
accodanc with th uls.
In addition to bing ctid as Syaiah-
compliant which is annually viwd, oth
quimnts th company must full includ th
advtising of its picing.
It must b tanspant, up font and claly
statd.
Th bands pimay audinc is Muslim
consums 25-55 with its sconday tagt
17-24. Fo now, it is focusing its ffots in th
pdominantly Muslims stats of Plis, Kdah
and Klantan.
CoMMoN ChalleNges
1. Developing trust
Bands hav to infom, ducat and assu th consum aboutpoduct quality (and this is wh halal ctication and Syaiah-complianc coms in). Having a fully ctid halal supply chainis pctd. Simultanously, bing sn to b Syaiah-findly(though complianc) is qually impotant.
2. Islamic values
Th undstanding of Syaiah valus (which th consummpathiss and aligns thi lif with), nds to b claly shownin th bands communications.
3. Intention
Businss (as p Syaiah) is basd on intntion o Niat. Islamicvalu-basd businsss nd to nsu valu maimisation foth community in which it opats. This, in itslf, is a paadigmshift in tms of how w know businss is don. This paticulapoint of diffnc nds to b communicatd, plaind andundstood by thos psnting th banding so as to bcommunicatd to th consum. Such commitmnt fom anoganisation has to b ld by th CeO and no-on lss. It hasto b caid out in a igoous way though many pats of th
oganisation bfo th makting and banding pocss canbgin.
4. Branding
Whn an oganisation gos in fo banding, th is nocompomiss in sophistication. If th banding is not givn its fullssnc and sophistication, todays Muslim consum will notallow us to gt away with it and th band will fail.Scondly, us of motions confoming within th thicalsponsibilitis (that th oganisation has) must b allowd in thband communication.
CoMMoN MisCoNCePtioNs
1. Muslim only purchase during the holy month ofRamadhan.
Incoct. Muslim consums a lik any oth consumswho nd poducts and svics though th ya. Advtissbhaviou cts th misconcption, that is, addssing Muslimsonly duing ramadhan giving th impssion to oths thatMuslims only buy duing ramadhan and no oth tim; thfothy (Muslims) nd not b addssd at oth tims of th ya.
2. Over use of standard symbols such as the arch andcrescent moon.
Shows a lack of undstanding of Islamic cultu and lads toalinating Muslims (spcially young ons).
3. The halal mark (and Syariah-compliant) gives a productbrand identication for the Muslim community.
Th halal mak is fo Muslims to know th poduct has complidwith quid pocss gulations. It dos not do anything oththan suppot band activitis.
4. The Muslim consumer is a stereotype
Pvious sgmntations of th Muslim consums hav bnon th scals of dvoutnss to Islam. Thus th w ith
libals o consvativs. rsach by JWT and Ogilvy Nooclaly shows si distinct sgmnts classifying th global Muslimconsum whin th appoach has bn to s how ligionplays a cntal ol in th lif of th Muslim consum.
Joy Abdullah senior consultant at Daily Baraka
Kamshul plains th pimay goup a
mostly consums who a ady and accptingof Salamfons valu poposition and says what
supisd him most was th numous quis
fom non-Muslim consums.
Whn I ask thm why, th ply is usually
bcaus thyv obsvd how Islamic
companis pactis thi businss and think that
simila appoach would apply in ou cas, which
appals to thm, h says.
Whn askd about th challngs th band
facs whn it coms to makting its svics,
Kamshul says whil th a many similaitis
in Islamic and scula makting, th a som
distinct diffncs.
Ou cutions would b slightly diffnt
bcaus w hav to wok within ctain
boundais. With convntional campaigns, you
could us almost anything, in whatv styl you
want.
In ou cas w cant bcaus onc you
say you a Syaiah-complaint, you hav to sk
appoval fom a committ bfo pocding.
H admits it mains quit stictiv (w
cant b lik Calvin Klin using a tall dak
handsom man showing a si-pack!), but whil
limiting in a way, it ncouags cativity.
Aging with Kamshuls assssmnt of
th bing oom fo cativity, Ogilvy Noos
Khan adds it gos byond th halal ctication
whn it coms to ally sonating with todaysMuslim consum. Th band nds to liv it.
Th Muslim consum will ask, whats you
band stoy lik? A you cting valus I sha?
Its mo than a poduct thy a buying into. And
such valus must also b communicatd claly
though any band communications, sh says.
Whn it coms to th alm of copoat
social sponsibility initiativs, Khan daws on th
following Hadith: H is most chaitabl who givs
so sctly that his lft hand knows not what his
ight hand has givn.
Th poblm is that whn bands do it,
thy dont do it wll, with advtising campaigns
shouting about what chaitabl woks thy hav
don. Thats off-putting, if you doing it, do it
without shouting about it, Khan says.
Kamshul ags, citing th sam Hadith
adag whn spaking about Salamfons
appoach to Infaq (chaity).
Fo vy call mad, on cnt is automatically
put into a spaat account fo chaitabl
causs.
In May of this ya, a landslid hit an
ophanag in Hulu Langat in Klang, killing 16
popl. Whn th company found out, it mad
a rM5,000 donation to th ophanag using th
funds.
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f e atu r e : i s l am i c m ark et i n g
million, Kamshul says.
Howv, h admits th situation is volving
and it is only a matt of tim bfo popl alis
th valu of it.
FINDING QIBLAH
By 2050, mo than 60% of th global und-18
population will b Muslim.
rsach suggsts ths consums
will kp to thi Islamic valus and will want
appopiat poducts. Lifstyl poducts such
as fast-food, psonal ca, fashion, cosmtics,mdia poducts, including social mdia and
digital poducts, a all likly to bnt fom this
dmogaphic tnd, says autho Tmpoal.
It is cla addssing th nds of this
consum goup is somthing makts can no
long igno with succss dtmind by not
only how wll a band upholds th valus of th
ligious tnts of Islam, but also sonats with
thos who follow th faith.
With a lag global makt hungy fo
compatibl bands, KashDias Jumaatun
says Muslims, although unitd by th sam
fundamntal ligious quimnts, a also
an immnsly cultually and thnically divs
community.
This poss a challng to makts who
must tak a diffnt appoach in diffnt
gogaphic aas. Th on-siz-ts-all appoach
will not wok.
Whn askd what advic h would giv to
bands looking to nt th Muslim consum
spac, Kamshul says: Ths dnitly a
makt, but you hav to wok doubly had, as its
not a f-fo-all thing.
You hav to stick to th uls and it taks
doubl ffot and mo cativity to gt you
poduct out into th makt.
Giving to the community: Salamfones donation to a orphan house, a victim of the recent landslide.
No to stereotypes: The modern Muslim shuns orthodox portrayals and craves an innovative approach by brands.
Whn it coms to alms in Islam, on should
not shout, but in ou cas w could not avoid
it, w had to advtis to show how w w
disbusing th funds. Th mony is not ous and
blongs to th consums, h plains, adding
adhnc to tanspancy in its tansactions was
also anoth quimnt.
Moving fowad, th band has a tagt
of 200,000 subscibs by th nd of th ya
and cuntly pomots its offings via slctd
taditional channls such as TV (Astos Oasis
and TV3) and pint (Harian Metro).
W fl w a on tagt in tms of co
dmogaphics, but nd to incas th stickinss
of th band in th maktplac, h says, adding
th days of customs ocking to nw bands out
of cuiosity a ov, with nin tlco plays now
in th makt.
Th onus is now on plays to diffntiat
within this cowdd spac.
Anoth challng is convincing ou dal
ntwok to pomot it, but to mitigat that ongoing
challng w hav gon out and don on-gound
pomotions to sll th band.
H obsvs th Muslim makt can b sn
as too nich within his industy.
Fo ampl, w tagt th Muslim
population, which is aound 18 million popl.
Tak out th vy young, th babis and ldly
and th numb gos down to nin million. Som
dont ca about thi tlco bing compliant so
ally its an addssabl makt of som v
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