emergence of halal marketing
DESCRIPTION
Emergence of Halal Branding and Islamic MarketingTRANSCRIPT
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Emergence of Halal Marketing
Presenter: Adil Khan
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Contents
What is Halal?
Halal Cert i f icat ion
Halal Supply Chain
Global Halal Market Place
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Contents
Nature of Halal Brands
Halal Purchase Intention
Theory of Planned behavior
Theory of reasoned action
Halal Purchase intention Model
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What is Halal?
“O mankind, eat from whatever is on earth [that is] lawful and good and do not follow the footsteps of Satan. Indeed, he is to you a clear enemy. (Surah al-Baqarah, 2:168)
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What is Halal?
And eat of what Allah has provided for you [which is] lawful and good. And fear Allah, in whom you are believers.(Sūrat l-māidah, 5:88)
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Some Principles related to Halal
Ebahah: All food products are Halal and permissible unless
stated explicitly as Haram
Haram Pork/Alcohol/Certain other animals/ Anything harmful to
human consumption
Mashbooh: Ambiguity about halal-ness
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Some Principles related to Halal
Istihalah- (entirely changed from one nature or state to another)
Intiqal- (shifted from one subject to another,
i.e. become another subject,)
Inqilab- (transformed to another subject i.e.GM
products).
Source: Hashimi, D., & Salleh, S. M. (2010). A Background on Halal Industry and Principles. In S. M. S. S. M. Salleh (Ed.), International Workshop For Islamic Scholars On Agribiotechnology-Shariah Compliance. Georgetown, Penang.
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Halal Certification
What is a Halal Certificate? Who is Authorized to Issue Halal Certificates? Halal Certification Process Types of Halal Certificates and Duration Some Halal Certification Organizations
JAKIM MUI Halal committee Jamiat Ulama E Maharashtra Jamiat Ulama E Hind Halal trust, Delhi Halal India
Source: Hanzaee, K. H., & Ramezani, M. R. (2011). Intention To Halal Products In The World Markets. Interdisciplinary Journal of Research in Business, 1(5).
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What can be certified?
Meat and poultry fresh, frozen and processed products
Meat and poultry ingredients Dairy products and ingredients Prepared foods and meals All other packaged food products Cosmetics and personal care products Pharmaceuticals Nutritional and dietary supplements Packaging materials
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Halal Supply Chain
Suppliers Factory Assembling Warehouse Transportation Retailers Technology: RFID/PCRA
Ha
lal
Au
dit
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Meaning of Halal Brands
Extension Co-Brand Quasi Brand Brand Characteristics
Halal Personality Unique Appeal Emotions & Sentiments
Quality Assurance System
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HALAL MARKET PLACE
Muslim Population
(1.8-1.9 Billion)
Halal Market Size
(2.3 Trillion)
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Global Halal Market Place
2
43
5
6
8
79
1
10
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Size of Halal Product Market
.
Halal Product Category Market Size
Food and Beverages US $ 1.4 Trillion
Pharmaceuticals US $ 506 Billion
Cosmetics and Personal care US $ 230 Billion
Others US $ 164 Billion
Total US $ 2.3 Trillion
Source: Ahmad, H., Fazullah, A., Borham, A. J., Hashim, H., & Razak, M. A. (2011). Halal Studies In Universities: A Way Forward To Manage Halal Business. International Journal Of Arts And Sciences Conference
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Source: World Halal Forum 2012-General Presentation
Global Distribution of
Halal Food Market
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Key Players in the Halal Industry
Nestle – world’s largest food
manufacturing corporation
McDonalds – the world’s largest
leading restaurant chain
KFC – fully integrated poultry chain
Tesco & Carrefour – world’s
number one & two retail chain
Port Rotterdam – Europe’s largest
& the world’s 3rd largest port
Westports – one of SEA top 10
ports
MISC – the world second biggest
shipping company
CIMB – SEA biggest investment
bank
Allanasons – India’s biggest meat
exporter
Al-Islami – UAE halal food
produces
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Key Players in the Halal Industry (Indian)
CavinKare, (Fairever, Nyle herbal
shampoo Ruchi pickle)
Daawat Rice Bikanervala Foods
(Bikano)
Goldwinner oil Vadilal ice cream Amrutanjan Health
Care Gujarat Ambuja
Exports Hind Exports Nestle India
Source: timesofindia.indiatimes.com/business/india-business/Indian-brands-get-halal-stamp/articleshow/13332220.cms
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Suggested Research Topics
Consumers Attitude towards halal
products in India
Issues and challenges in Marketing of
Halal Products in India
Halal Purchase intention: An exploratory
study in India
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Halal Purchase Intention
Halal Purchase Intention
Theory of Reasoned Action (TRA)
Theory of Planned Behavior (TPB)
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Theoretical Model
Source: Dr. Jamal Abdul Nassir Shaari and Nur Shahira bt Mohd Arifin, (2009). Dimension of Halal Purchase Intention: A Preliminary Study. International Review of Business Research Papers.
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Google Ngram and Search 5 million Scanned Books Culturonomics
Google Trends Collection of key word Searches from 2004
onwards Most popular Indexed to 100
Halal: General Interest Over time!
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Search: Halal (Google Ngram)
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Search: Halal Food (Google Ngram)
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Search: Halal (Google Trend)
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Search: Halal Meat (Google Trend)
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“It has been assumed that the trouble soon to be faced by the Halal market is shortages of demand, but contrary to prior believes, the shortage is on the supply, not the demand”
Thanks
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