Islamic MarketingIs there a Difference

Palm Beach Atlantic University

Summer I , 2007Dr.Ann Langlois

Overview of Discussion • Introduction• Aspects of Islamic Marketing

– Consumption Pattern– Dressing Pattern – Gender Separation– Legal Discrimination

• Marketing Mix ( the 4 P’s )• Current Trends in Islamic Marketing

– Global events and the Muslim consumer

– Commercializing Islam– Marketing to Muslims in The US

• Class Participation: Advertisements and promotions to Muslims

Introduction

• Islam Means peace and complete submission to the will of God. When individuals submit to the will of God then he or she will have true peace.

• The Six Articles of Belief are:

• MNCs: Muslim culture is important to MNCs as individuals account for ¼ quarter of the world’s population.

Aspects of Islamic Marketing

Consumption Patterns

Dressing Pattern • .

Gender Separation• Everything is focused around the man in Islamic

society.• Men have power.

Legal Discrimination• Islamic personal status laws discriminate against women in

the areas of inheritance, divorce, marriage, and child custody rights.

http://www.now.org/nnt/summer-2002/gender.html

Marketing Mix

ProductPrice PromotionPlace

Current Trends - Global events and the Muslim Consumer

• Impact of Middle East conflicts

• Danish cartoons: – We have taken 40 years to

build up a very big business in the Middle East, and we've seen it come to a complete stop in five days. Astrid Gade NielsArla spokeswoman

Current Trends - Commercializing Islam

Mecca-Cola: Think Muslim, drink Muslim, says new rival to Coke- A French firm capitalises on anti-US feeling to sell cola

As an alternative to Cola products, Mecca-Cola, directs part of its profits to needy people. Mecca, Saudi Arabia, is the destination for Muslim’ annual pilgrimage.

Current Trends - Commercializing Islam

Barbie Doll- Fulla

• In Damascus, a Fulla doll sells for about $16, in a country where average per capita income hovers around $100 per month.

Current Trends - Commercializing Islam

Ilkone i800 cell phone: • Distributed by the Dubai-based

Samcom, ilkone is Arabic for "universe." The phone provides the direction for prayer, the call to prayer, an Islamic calendar and the text of the Quran

Hallmark – Class Participation

Based in Kansas City, Mo., in 2003, Hallmark introduced greeting cards for Ramadan and Eids

Greeting Card

Question:Name 4 Muslim Holidays?

Islamic Holiday’s

• Hijrah New Year (20 January 2007)

• Ramadan begins (13 September 2007)

• Eid Al-Fitr (13 October 2007) • Hajj begins (18 December

2007)

• Eid Al-Adha (20 December 2007)

• Islamic New Year 1429 H. (10 January 2008)

Current Trends- Marketing to Muslims in the US

Why market to American-Muslims?

• Muslims are numerous and demographically vigorous, with high birth rate and a young age profile. Muslim population in US is growing, in the range of 6-8 million, or 2% of the population.

• 67% of the U.S. Total population is over 40 years old vs. 67% of

the U.S. Muslim population is under 40 years old.

• 44% of the U.S. Total population has college degree vs. 67% of the U.S. Muslim population has college degree.

• The U.S. average income is $42,000. 66% of the U.S. Muslims earn over $50,000 and 26% over $100,000 a year.

Class Participation - Advertisements and Promotions to

Muslims

• Team 1: Design a 30 second TV Commercial for CokeCoke to air on a Muslim TV station.

• Team 2: Design a 30 second TV Commercial for PepsiPepsi to air on a Muslim TV station.

Things to consider:– Language– Music– Sexual appeal – Dress pattern– Women’s Role

Class Participation - Advertisements and Promotions to

Muslims• Coke 1

• Coke 2

• Coke 3

• Head and Shoulder

• Wazup

Class Participation - Advertisements and Promotions to

Muslims• Pepsi 1

• Pepsi 2

• Pepsi 3

NOTE: These are direct Links to You Tube Videos

Right Click and Open Hyperlinks

Class Participation - Advertisements and Promotions to

Muslims• Coke 1

• Coke 2

• Coke 3

• Head and Shoulder

• Wazup• Note: Direct Links to You

Tube Videos: Right Click and Open Hyperlink