Islamic Marketing. Islamic Branding. Muslim Consumers التسويق الاسلامي والمستهلك المسلم

1. Islamic Marketing: demographics,
consumers, and brands
Dr. Baker Ahmad
Alserhan
QFIS - Doha, October
2015

2. Presentation 1. History

3. Definition
International Islamic Marketing Association, UK
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 Toyota
 Alislami
 Nokia Connecting
People

4. History of branding: Recent History
International Islamic Marketing Association, UK
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Livestock branding: America

5. History of branding: Recent
History
International Islamic Marketing Association, UK
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 Livestock branding: Arabia

6. International Islamic Marketing Association, UK6
History of branding:
Mesopotamia
 9000 years ago!! (7000 B.C)
 Seals used to close jars: not art, but to describe contents,
grade or household origin.
 Containers traded far and wide
Article (2008). Brand Names: From Mesopotamia to
MAC

7. Question
What was the first brand
in Islam?

8. History of branding: Islam
International Islamic Marketing Association, UK
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 Seal of the Prophet (First Islamic State)

9. Presentation 2:
Why Islamic Marketing?

10. Massive consumption!
Famine!
Equality, Justice,
humanity???

11. We are better than this!

13. World Spending (Billion USD)
Military VS Hunger
Military, 1756,
98%
To end hunger,
30, 2%

14. America Spending on pets (Billion
USD)
Pets VS Hunger
Pets, 56,
65%To end
hunger, 30,
35%
Source: Time Magazine

15. Can We feed the poor?
We already did this:
“to go where no man has gone before”!!

16. Yet!!!
Yet our neighbor ….is so far far
away!

17. How come if we want to kill anyone
anywhere in the world we can do
that?

18. But to give him food… is beyond
our capabilities?

19. Because the above is the outcome of this
Traditional Market Economy System

20. We now have new market
realties
This

21. Will be replaced by this

23. Will traditional and Islamic
marketing?

24. Or
Islamic
Marketin
g Traditional
Marketing

26. Traditional Marketing is to Cease and desist!
‫وداعا‬
Adios
Αντίο
Sayonara
Enough Greed!

27. Summary of Islamic Market
System
“We have come to take people out of worshiping
people to worshiping the God of the people…”
Islamic Traditional
Sharing hoarding
Justice injustice
Equality inequality
Humanity greed
Freedom slavery

28. More information!
Do you need:
Books? We have books
Journals? We have journals
Conferences? We have conferences
Scholars? 1000s speaking numerous languages
can answer your questions
Step forward, Join the new world market
community

29. The philosophy!
 While Market Economy is controlled by the
Market,…..
 The Market in the Islamic economy is
controlled by Islam.

30. Presentation 3. Thompson Reuters

31. Main sources
 Pew – Templeton (2015): The Future of World
Religions: Population, Growth, Projections,
(2010-2050)
 Thomson Reuters (2013): State Of The Global
Islamic Economy 2013 Report

32. Key words before we start
 Open mind
 Shariah
 Halal
 Haram

33. Demographics compared (2010 PEW
report
Total Muslim Population 1.5 -1.8 Billion (23.4 – 26.4%)
Share in
world youth
(15 – 29)
years old
1990: 20%
2010: 26%
2030: 29%
60% of Muslim majority
countries’ populations are under
30 years old
Comparison
to other
populations,
2030
Median age
Muslims: 30yrs
French: 40yrs
German: 40yrs
Japan: 40 yrs
(Economist,
Growth rate,
Muslims:
1.5%
Non Muslims:
0.7%
(Pew
Research
Growth rate:
35%
Popul:2.2 Billion

36. Number of people
Percentage of the world population

37. Islam Growing Fastest

39. Total fertility rate by religion

40. Projected cumulative change due to religious switching

41. Long-term projections of Christian and Muslim
share of the world population 2070 - 2100

42. Age distribution by religious groups

43. Country Total Male Female Total Male Female
Monaco 48.9 48 49.9 Brunei 28.1 28 28.2
Japan 44.6 42.9 46.5 Turkey 28.1 27.7 28.4
Italy 44.3 43 45.6 Indonesia 27.9 27.4 28.4
Germany 43.7 42.3 45.3 Libya 24.2 24.3 24.2
Jersey 43.4 42.5 44.2 Egypt 24 23.8 24.3
Hong Kong 42.8 42.4 43.2 Oman 23.9 25.4 22.1
Guernsey 42.7 41.8 43.5 Bangladesh 23.5 23.2 23.8
Austria 42.6 41.5 43.6 Syria 21.5 21.3 21.7
Finland 41.6 40.2 43 Djibouti 21.4 19.8 22.8
Greece 42.2 41.1 43.2 Pakistan 21.2 21.3 21.2
San Marino 42.1 41.3 42.8 Ghana 21.1 20.8 21.3
Slovenia 42.1 40.4 43.7 West Bank 20.9 20.7 21.1
Belgium 42 40.7 43.3 Iraq 20.6 20.5 20.8
Sweden 41.7 40.6 42.9 Wes. Sahara 20.1 19.7 20.6
Bermuda 41.6 40.2 43.1 Sudan 19.3 19.1 19.5
Bulgaria 41.6 39.4 43.9 Mauritania 19.3 18.5 20.2
Spain 41.5 40.1 42.9 Nigeria 19.1 19 19.2
Liechtenstein 41.4 40.8 41.9 Comoros 18.9 18.6 19.2
Switzerland 41.3 40.3 42.4
Croatia 41.2 39.3 43
Netherlands 40.8 40 41.6
Denmark 40.7 39.8 41.6
Canada 40.7 39.6 41.8

44. Demographic pyramids
Minority old,
Less than 40%
Median age
30 years or less
Majority young,
More than 60%
Figure 1. Muslim demographics
2030
Majority old,
More than 60%
Median age
40+ years
Minority young,
Less than 40%
Figure 2. Western demographics
2030

45. 91.8

46. Presentation 4. Implications

47. Islamic branding: Why?
International Islamic Marketing Association, UK
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 Corporate transformation - converting a company
to Islam can increase the value of a company by
18 to 25%.
 Fastest growing consumer market in the world.
(Bigger than China or India)
 Many of the world’s consumer segments are
reaching a saturation point, the Muslim consumer
is fast becoming a new outlet to build a base for
future growth.
A. T. Kearney, 2007

48. Demographics and Markets: What does it
mean?
 Implications for markets
 Implications for policy makers
 Are the world markets ready for Muslim
consumers?
 Are Muslim consumers ready for themselves?

49. ‫حالل‬ ‫حرام‬

51. Islamic marketing
Islamic branding
Muslim consumers
Commercializing Islam
Islamic marketing mix
Halal market
Islamic management & leadership
Islamic entrepreneurship
Social Innovation
Islamic economics
Islamic business education
Islamic business ethics & Social
responsibility
Islamic law & mrkting practices
Trade with Islamic markets
Islamic media & communications
Islamic retail
Islamic fashion & clothing
Islamic pharmaceuticals,
cosmetics and toiletry
Islamic hospitality & tourism
Islamic logistics
Islamic e-market
Islamic finance | Accounting |
Zakat
Islamic HR
General topics discussed within the Islamic
economy

52. Islamic Market: USD
Size 2012: 3- 12 Trillion | Size 2030: 30 Trillion

53. Food Industry: Halal VS Global
Global Food
Industry, 0.84
Halal Food
Industry, 0.16

54. Implications: Pharmaceuticals!
 Example.
Medicine:
Melrosum 5% alcohol
Haram or Halal?

55. Implications!
 Example.
Medicine:
Codeine
Dextromethorphan

56. Issues in Islamic Branding:
Misleading Information
International Islamic Marketing Association, UK
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 Definition
Is this an Islamic brand?

57. Issues in Islamic Branding:
Commercialization of Islam
 Mecca Cola
57

58. The Islamic 4Ps: Product
http://www.versandapo.de/en/10056/1453904/
Melrosum-Hustensirup.htm

59. The Islamic 4Ps: Product

60. The Islamic 4Ps: Product

61. The Islamic 4Ps: Product

62. The Islamic 4Ps: Promotions
 https://www.youtube.com/watch?v=54Lvwu7ayno
 http://www.youtube.com/watch?v=P-M-npVgJkY
 http://www.youtube.com/watch?v=aZMbTFNp4wI

64. Issues in Islamic Branding
International Islamic Marketing Association, UK
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 Divinity:
Is an Islamic brand Holly?