Islamic Marketing_A&M Aug 2011 issue

feature: islamic marketing

The numbers are hard to ignore. The Muslim
demographic accounts for more than 20% of
the world’s population at about 1.6 billion and is
expected to increase to 2.2 billion by 2030.
Perhaps more enticingly, the Muslim market
is now valued at US$ 2.1 trillion globally.
“The Muslim market represents a significant

BEYOND
untapped market,” notes Dr Paul Temporal,
author of Islamic Branding and Marketing:
Creating a Global Islamic Business.
“These days, when companies are facing
ever stronger competition in established markets
and many companies are rushing into high-

THE CALL OF profile regions such as China, India and Brazil,

DUTY
the single biggest market in the world has been
largely overlooked. Islamic markets could present
a potentially greater opportunity for growth with
comparatively little competition from international
or local brands.”
In Malaysia, where Muslims make up more
Worth US$2.1 trillion globally, the than 60% of the population, it is natural for
Muslim market can’t be ignored. Gabey marketers to focus on this market segment based
Goh finds out how companies can on the sheer volume and value to their business.

make the most of their opportunities. THE FUTURISTS
Who is today’s Muslim consumer? With an
estimated growth rate of US$500 billion a year,
what is most notable about this market segment is
the fact more than 40% of the Muslim population
is under 24 years of age.
Meet the “Futurists”, deemed the “next
frontier” for marketers.
“These youths are proud to be Muslim and
are very individualistic. Their viewpoint is: ‘don’t
tell me how to be a Muslim, what I choose to
embrace is my own thing’. This is a generation
of consumers who want to not only engage with
brands, but expect much more from them as
well,” explains Shazia Khan, associate planning
director at Ogilvy Noor, the Islamic marketing
consultancy arm of Ogilvy.
The young contemporary Muslim consumer
is goal-orientated and ambitious, and finding
individualistic brands that reflect this zest and
drive is appealing.
According to Khan, they are frustrated at the
current offerings in the market and want brands
that are innovative and forward thinking.
The traditional formulas do not apply to
this group, with research finding it put off by
stereotypical portrayals of the Muslim identity.
“They want to be engaged and shown
advertising that is engaging. It’s not rocket
science, but it’s about marketers understanding
that it is not what they thought these consumers
wanted. It actually puts them off, that extreme
attitude, this is a generation that grew up post-
9/11” Khan says.
This same group is also sensitive to the
heritage of brands, wanting to know if there is a
strong mother brand backing a particular offering.
Khan says: “This is a very connected and savvy

3 0 a d verti s i ng + marketi ng | au g u s t 2011 WWW. MARK E TING-INTE RAC TI VE . C OM


generation and you can’t hide from them. How “A halal brand has to additionally factor in the
many skeletons do you have in the closet? They values that form the basis of the emotional
will come out. If you let them down, they know
they have the power and they are not afraid to
triggers in this consumer segment.”
boycott your brand.”
Jumaatun Azmi – managing director and founder of KasehDia
Jumaatun Azmi, managing director and
founder of KasehDia, agrees, adding consumers
in this segment make choices that reassert their
identity as Muslims, and choose products that
are Syariah-compliant.
“It can be a highly risky segment if the “Halal must now encompass the whole Haris Ismail, vice-president for branded
consumer driving this industry is not fully supply chain and meet lifestyle demands of the content at Astro, observes there are two main
understood by the brand owner,” she says. Muslims of today, while remaining true to the approaches to Islamic marketing: general
Commenting with reference to the halal fundamental religious requirements of halal which brand association, largely the domain of FMCG
industry, Jumaatun says: “While other brands is basically what is permissible according to the products, and Syariah-compliant products,
factor in the emotional triggers when creating a Qur’an.” usually from the Muslim manufacturers who will
brand personality and image, a halal brand has deploy the Islamic claim over their products.
to additionally factor in the values that form the THE MUSLIM DOLLAR Jumaatun says: “To create a competitive
basis of the emotional triggers in this consumer Izelan Basar, channel manager for Muslim lifestyle brand, the marketer must first and foremost
segment. channel Astro Oasis, notes Islamic marketing is understand the values this market is based on
“This consumer is looking for products that fit fast gaining popularity among companies locally, – trust, purity, quality, fair-trade, integrity and
into a ‘halal’ lifestyle and looks beyond just how and this is because of the strong emerging middle transparency.”
the meat is slaughtered. class of Muslim consumers. As a proponent of the use of branded content

Noor
Malaysia iNdex
Malaysia iNdex Shurah 121

BrAND INDex
Source: Ogilvy Noor/TNS 2010
F&N
ramly
136
136
Balqis
Colgate
120
115
Ayamas 131 Sari Ayu 112
Nestle 131 Johnson & Johnson 110
Malaysia iNdex Marigold 131 Sunsilk 105
Lipton 137 everyday 131 Biore 104
Alicafe 135 Quaker 1330 Lux 103
Boh Tea 134 Wall’s 130 Pantene 103
Milo 133 Anlene 129 Fair & Lovely 103
Power root 132 Kraft 128 rexona 103
Nescafe 131 Dumex 128 Clean & Clear 102
Yeo’s 131 Maggi 128 Head & Shoulders 101
Peel fresh 131 Yakult 127 rejoice 101
Seasons 130 Knorr 127 Dove 98
F&N 128 Vitagen 127 Nivea 97
Sunkist 127 Fernleaf 127 Darlie 97
Marigold 126 Dutch Lady 127 Body Shop 93
Drinho 126 Magnolia 124 SK II 91
Ovaltine 126 Farm Best 123 L’Oreal 90
Mirinda 126 Pringles 123 Close Up 87
Vico 124 Five Star 111 eucerin 83
Coca Cola 124 Lays 108 Crabtree & evelyn 82
Pepsi 120 Heinz 106 Axe 81
7 Up 120 Nido 105 L’Occitane 80
Beverage Food & dairy PersoNal Care

WWW.M A R K ET I N G- I N T ER A C T IVE.C O M au g u s t 201 1 | a dvert i s i ng + m a r ke t i ng 3 1


in reaching this market segment, Haris points to
the recent efforts of Garnier, owned by L’Oréal,
as an example of a successful execution.
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.
“Through the show, these characters
personified the new-age Muslim women who
are modern and progressive in tackling life’s
challenges that one faces in a metropolitan city.
At the same time they hold true and steadfast
to the teachings of Islam and traditional values,”
Haris says.
The show had success with a cult following
averaging 600,000 viewers each episode.
However, Izelan says companies could
do more in Islamic marketing because their
involvement is limited to using Malay talents
and Malay culture nuances rather than Syariah-
compliant approaches.
“Perhaps these companies are not ready
to embark on Islamic marketing as a strategy
because generally they do not have the processes
in place.”
However, he notes local companies, who
have embraced this form of marketing, have seen

MAY OUR BONDS
their efforts pay off.
“We see potential and, in fact, high demand

NEVER BREAK
for Islamic products which are currently under
represented in the market place,” he says.
For Izelan, education is the key in finding
success, driven largely by the rising population of This Hari Raya let us remember what is truly important. Let us ask
forgiveness for the times we weren’t there, and give heartfelt thanks for
more discerning consumers who demand better
Maxis Mobile Services Sdn. Bhd. (73315-V)

the times we were. Let us cherish, deep in our hearts, the bonds that make
products which suit the Muslim lifestyle. us strong. As we come home to those we love, let us find true peace.
“The marketing fraternity needs to be educated
in Syariah-compliant marketing approaches to SELAMAT HARI RAYA AIDILFITRI
equip themselves with the understanding of how
to best utilise Islamic marketing,” he says. Emotional resonance: Brands must find the right frequency with their Muslim consumers
New Straits Times:
Haris adds: “religion is a delicate topic at the H33cm x W26.1cm (8col)
best of times and when involving matters such
as religion, we must consciously be sensitive
because it is very intricate and you would not
“The marketing fraternity needs to be educated
want to ‘oversell’ or ‘undersell’ something such in Syariah-compliant marketing approaches
as this.” to equip themselves with the understanding of
Khan notes that to date, it is the FMCG giants how to best utilise Islamic marketing.”
such as Nestlé and Unilever that have been the
most successful in resonating with the Muslim Izelan Basar – channel manager for Astro Oasis
community in their campaigns.
She cites Sunsilk’s Lively Clean & Fresh
shampoo campaign as a breakthrough in
speaking to Muslim consumers beyond the THE RIGHT NUMBER check if an eatery is certified.
traditional cues. In the case of Salamfone, Malaysia’s and the Launched in April, its CeO Kamshul Kasim
Unilever, which owns the Sunsilk brand, says world’s first Syariah-compliant telecommunications says he saw a need to address a gap in the
the product is the first shampoo to speak directly provider, the tenets of Islam are hard-wired into its market.
to the “lifestyle of a tudung wearer”. business and brand philosophy. “We’ve been hearing a lot about Islamic
The ad features a young woman wearing For example, as part of its brand promise, it banking and insurance and I thought to myself,
a headscarf saying she can now do what she also offers a hotline service to its subscribers – ‘what if we did something similar in the telco
wants because she no longer has to worry about Talian Hidayah – where one can call to ask for space?’” says the industry veteran who boasts
itchiness, before she goes on to kick a goal in a religious advice, ask for guidance on a particular 25 years in telecommunications.
co-ed soccer game. fatwa (religious edict) and a halal directory to “Many would ask what’s so halal or haram


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CoMMoN ChalleNges CoMMoN MisCoNCePtioNs
1. Developing trust 1. Muslim only purchase during the holy month of
Brands have to inform, educate and reassure the consumer about Ramadhan.
product quality (and this is where halal certification and Syariah- Incorrect. Muslim consumers are like any other consumers
compliance comes in). Having a fully certified halal supply chain who need products and services through the year. Advertisers’
is expected. Simultaneously, being seen to be Syariah-friendly behaviour reflects the misconception, that is, addressing Muslims
(through compliance) is equally important. only during ramadhan – giving the impression to others that
Muslims only buy during ramadhan and no other time; therefore
2. Islamic values
they (Muslims) need not be addressed at other times of the year.
The understanding of Syariah values (which the consumer
empathises and aligns their life with), needs to be clearly shown 2. Over use of standard symbols such as the arch and
in the brand’s communications. crescent moon.
Shows a lack of understanding of Islamic culture and leads to
3. Intention
alienating Muslims (especially younger ones).
Business (as per Syariah) is based on “intention” or “Niat”. Islamic
value-based businesses need to ensure value maximisation for 3. The halal mark (and Syariah-compliant) gives a product
the community in which it operates. This, in itself, is a paradigm brand identification for the Muslim community.
shift in terms of how we know business is done. This particular The halal mark is for Muslims to know the product has complied
point of difference needs to be communicated, explained and with required process regulations. It does not do anything other
understood by those representing the branding so as to be than support brand activities.
communicated to the consumer. Such commitment from an 4. The Muslim consumer is a stereotype
organisation has to be led by the CeO and no-one less. It has Previous segmentations of the Muslim consumers have been
to be carried out in a rigorous way through many parts of the on the scales of devoutness to Islam. Thus there were either
organisation before the marketing and branding process can liberals or conservatives. research by JWT and Ogilvy Noor
begin. clearly shows six distinct segments classifying the global Muslim
4. Branding consumer wherein the approach has been to see how religion
When an organisation goes in for branding, there is no plays a central role in the life of the Muslim consumer.
compromises in sophistication. If the branding is not given its full
essence and sophistication, today’s Muslim consumer will not
allow us to get away with it and the brand will fail.
Secondly, use of emotions conforming within the ethical
responsibilities (that the organisation has) must be allowed in the
Joy Abdullah – senior consultant at Daily Baraka
brand communication.

Core Muslim values What they mean for brands Kamshul explains the primary group are Khan adds it goes “beyond the halal certification”
Purity Be authentic in word and deed mostly consumers who are ready and accepting when it comes to really resonating with today’s
of Salamfone’s value proposition and says what Muslim consumer. “The brand needs to live it.”
Honesty Be transparent
surprised him most was the numerous queries “The Muslim consumer will ask, ‘what’s your
Humility Avoid hubris from non-Muslim consumers. brand story like? Are you reflecting values I share?’
Discipline Display efficiency “When I ask them why, the reply is usually It’s more than a product they are buying into. And
Togetherness Be part of the community
because they’ve observed how Islamic such values must also be communicated clearly
companies practise their business and think that through any brand communications,” she says.
Image-consciousness Help project the right image
similar approach would apply in our case, which When it comes to the realm of corporate
Source: Ogilvy Noor appeals to them,” he says. social responsibility initiatives, Khan draws on the
When asked about the challenges the brand following Hadith: “He is most charitable who gives
about a telco provider? It’s not just a matter of faces when it comes to marketing its services, so secretly that his left hand knows not what his
certification, it’s also getting the concept of the Kamshul says while there are many similarities right hand has given.”
business, even our source of funds right, for in Islamic and secular marketing, there are some “The problem is that when brands do it,
example we cannot accept money that is tied to distinct differences. they don’t do it well, with advertising campaigns
gambling. It is the basic tenets of the company “Our executions would be slightly different shouting about what charitable works they have
and our transactions must be equitable and fair in because we have to work within certain done. That’s off-putting, if you’re doing it, do it
accordance with the rules.” boundaries. With conventional campaigns, you without shouting about it,” Khan says.
In addition to being certified as Syariah- could use almost anything, in whatever style you Kamshul agrees, citing the same Hadith
compliant which is annually reviewed, other want. adage when speaking about Salamfone’s
requirements the company must fulfil include the “In our case we can’t because once you approach to Infaq (charity).
advertising of its pricing. say you are Syariah-complaint, you have to seek For every call made, one cent is automatically
“It must be transparent, up front and clearly approval from a committee before proceeding.” put into a separate account for charitable
stated.” He admits it remains quite restrictive (“we causes.
The brand’s primary audience is Muslim can’t be like Calvin Klein using a tall dark In May of this year, a landslide hit an
consumers 25-55 with its secondary target handsome man showing a six-pack!”), but while orphanage in Hulu Langat in Klang, killing 16
17-24. For now, it is focusing its efforts in the limiting in a way, it encourages creativity. people. When the company found out, it made
predominantly Muslims states of Perlis, Kedah Agreeing with Kamshul’s assessment of a rM5,000 donation to the orphanage using the
and Kelantan. there being room for creativity, Ogilvy Noor’s funds.



No to stereotypes: The modern Muslim shuns orthodox portrayals and craves an innovative approach by brands.

million,” Kamshul says.
However, he admits the situation is evolving
and it is only a matter of time before people realise
the value of it.

FINDING QIBLAH
By 2050, more than 60% of the global under-18
population will be Muslim.
“research suggests these consumers
will keep to their Islamic values and will want
appropriate products. Lifestyle products such
as fast-food, personal care, fashion, cosmetics,
media products, including social media and
digital products, are all likely to benefit from this
demographic trend,” says author Temporal.
It is clear addressing the needs of this
consumer group is something marketers can no
longer ignore with success determined by not
only how well a brand upholds the values of the
religious tenets of Islam, but also resonates with
those who follow the faith.
Giving to the community: Salamfone’s donation to a orphan house, a victim of the recent landslide. With a large global market hungry for
compatible brands, KasehDia’s Jumaatun
“When it comes to alms in Islam, one should of curiosity are over, with nine telco players now says Muslims, although united by the same
not shout, but in our case we could not avoid in the market. fundamental religious requirements, are also
it, we had to advertise to show how we were The onus is now on players to differentiate an immensely culturally and ethnically diverse
disbursing the funds. The money is not ours and within this crowded space. community.
belongs to the consumers,” he explains, adding “Another challenge is convincing our dealer “This poses a challenge to marketers who
adherence to transparency in its transactions was network to promote it, but to mitigate that ongoing must take a different approach in different
also another requirement. challenge we have gone out and done on-ground geographic areas. The one-size-fits-all approach
Moving forward, the brand has a target promotions to sell the brand.” will not work.”
of 200,000 subscribers by the end of the year He observes the Muslim market can be seen When asked what advice he would give to
and currently promotes its offerings via selected as too niche within his industry. brands looking to enter the Muslim consumer
traditional channels such as TV (Astro’s Oasis “For example, we target the Muslim space, Kamshul says: “There’s definitely a
and TV3) and print (Harian Metro). population, which is around 18 million people. market, but you have to work doubly hard, as it’s
“We feel we are on target in terms of core Take out the very young, the babies and elderly not a free-for-all thing.
demographics, but need to increase the stickiness and the number goes down to nine million. Some “You have to stick to the rules and it takes
of the brand in the marketplace,” he says, adding don’t care about their telco being compliant so double effort and more creativity to get your
the days of customers flocking to new brands out really it’s an addressable market of some five product out into the market.”


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Islamic Marketing_A&M Aug 2011 issue

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