Marketing to the Islamic World

Introduction

Islam: An Empire of Faith

What is Islam?
Islam means surrender to the one god, Allah Principles of Islam are conveyed through
The Holy Quran: the scared text for Muslims Hadith & Sunnah: the sayings and doing of Prophet Muhammad

Shariah: Islamic constitution and law

"No Arab has any superiority over a non-Arab, nor does a non-Arab have any superiority over an Arab. Nor does a white man have any superiority over a black man, or the black man any superiority over the white man. You are all the children of Adam, and Adam was created from clay Prophet Muhammad (PBUH)

Islam Today
Islam is the second largest religion in the world. 1.5 Billion Muslims Growing at a very high rate = 2.9% Expected to exceed Christianity by the years 2025. Muslims are widely distributed around the world Diverse colours, ethnic groups, languages, cultures United in faith

World of Islam

Beliefs Islam:
Means peace but from the spiritual point it means peace and complete submission to the will of God. When we submit to the will of God then we will have true peace Oneness of God (Allah) His angels His messengers (Abraham, Moses, Jesus, Mohammad E.T.C. Peace be upon them all) His books The day of Judgement Divine destiny good or bad.

Practice:
Prayers Charity (Zakat) Fasting (Ramadan) Pilgrimage (Hajj) Others (e.g. being a good neighbour)

Sources of law
The Quran (Muslim Holy book) The traditions of the Prophet The consensus of learned Muslims on emerging issues derived from the Quran and the traditions of the Prophet (PBUH) The laws of the land as long as they do not contradict God laws

The Muslim consumption pattern Islamic dietary terms:

Halal- lawful Haram- unlawful Makrooh- discouraged Mashbooh- suspect

The Muslim consumption pattern Allowed* (Halal):

Properly slaughtered cattle, sheep, goats, deer, camel, chicken etc. All sea foods without the need for slaughter All non-poisonous vegetables and fruits * This list is not exhaustive

The Muslim consumption pattern Prohibited (Haram):

Dead meat or carrion Swine and all products and ingredients derived from swine Flowing or congealed blood Foods dedicated to idols Intoxicants of all types Carnivorous animals with fangs and birds of prey with sharp claws

 The Muslim dressing pattern And say to the believing women that they should lower their gaze and guard their modesty; that they should not display their beauty and ornaments except what (must ordinarily) appear thereof; that they should draw their veils over their bosoms and not display their beauty except to their husbands, their fathers, their husband's fathers, their sons, their husbands' sons, their brothers or their brothers' sons, or their sisters' sons, or their women, or the slaves whom their right hands possess, or male servants free of physical needs, or small children who have no sense of the shame of sex; and that they should not strike their feet in order to draw attention to their hidden ornaments. And O ye Believers! turn ye all together towards Allah, that ye may attain Bliss (24:31). Every part that is permissible to touch may be looked at, and every part that is forbidden to be looked at may not be touched Bakhtiar, L. (1996). Encyclopedia of Islamic Law. P.74.

 Gender Separation and its Marketing Implication At least three major U.S. companies There are no including McDonald's, Pizza Hut and Starbucks have made a number AT THE time, most people bored-looking agreed it seemed a good of changes to their business practices in husbands or \"deference\" to Saudi customs, including idea: carriages on boyfriends waiting maintaining segregated seating in their Japanese commuter trains around. In fact, restaurants and having separate entrances set aside specifically for there's not a for women and men. females would single man in dramatically reduce the sight. Welcome to number of women being Israel's first molested by the chikan women-only who get their kicks by shopping having a sly fondle among experience. the tightly packed bodies.

 Islamic marketing/business ideals Use of Images are discouraged Narrated 'Aisha: I purchased a cushion with pictures on it. The Prophet (came and) stood at the door but did not enter. I said (to him), \"I repent to Allah for what (the guilt) I have done.\" He said, \"What is this cushion?\" I said, \"It is for you to sit on and recline on.\" He said, \"The makers of these pictures will be punished on the Day of Resurrection and it will be said to them, 'Make alive what you have created.' Moreover, the angels do not enter a house where there are pictures.' Dealing in intoxicants, gambling and games of chance is prohibited 5:90 O YOU who have attained to faith! intoxicants, and games of chance, and idolatrous practices, and the divining of the future are but a loathsome evil of Satan's doing:' shun it, then, so that you might attain to a happy state!

 Islamic marketing/business ideals Promise must be kept and truth must be told 61:3 Most loathsome is it in the sight of God that you say what you do not do! Narrated 'Abdullah bin Abu Aufa: A man displayed some goods in the market and took a false oath that he had been offered so much for them though he was not offered that amount Then the following Divine Verse was revealed:-- \"Verily! Those who purchase a little gain at the cost of Allah's covenant and their oaths . . . Will get painful punishment.\" (3.77) Ibn Abu Aufa added, \"Such person as described above is a treacherous Ribaeater (i.e. eater of usury). Undercutting another in business prohibited Narrated 'Abdullah bin Umar: Allah's Apostle said, \"You should not try to cancel the purchases of one another (to get a benefit thereof), and do not go ahead to meet the caravan (for buying the goods) (but wait) till it reaches the market. Brokering is prohibited Narrated Tawus: Ibn 'Abbas said, \"Allah's Apostle forbade the selling of foodstuff before its measuring and transferring into one's possession.\" I asked Ibn 'Abbas, \"How is that?\" Ibn 'Abbas replied, \"It will be just like selling money for money, as the foodstuff has not been handed over to the first purchaser who is the present seller.\"

The Muslim consumer

Islam in Indonesia

Islam spread in Indonesia through international trade. Today, Indonesia is the country with the largest majority of Muslims.

Islam & Marketing

Islam & Marketing Islamized Products

Mecca Cola Islamic version of Pepsi and Coca Cola. Launched in 2002 after the Muslim boycott to US products Target Market: Arab Muslim countries and Muslim minorities all over the world

Mecca Cola

Drink with commitment! www.mecca-cola.com

Islamic Fashion

Hajj & Saudi Private Sector

2 Million Muslims go to Hajj each year Revenues = $ 10 Billion Creates jobs for private sector => less unemployment

Advertisement and promotions

 Interest free deals can be attractive to Muslims Buy one get one free has no issues and is attractive Cash deals are better than offering a chance to win. The latter may be seen as gambling which is prohibited Auction selling may be seen as undercutting one another in business, which is prohibited

Global events and the Muslim consumer

Commercializing Islam
Think Muslim, drink Muslim, says new rival to Coke French firm capitalizes on anti-US feeling to sell cola http://www.guardian.co.uk/international/story/ 0,3604,870413,00.html

Commercializing Islam In Damascus:

A Fulla doll sells for about $16, in a country where average per capita income hovers around $100 per month. And yet, said Nawal al-Sayeedi, a clerk at the Space Toon toy store in the city's upscale Abou Roumaneh neighborhood, Fulla flies off the shelves. http://www.nytimes.com/2005/09/22/internati onal/middleeast/22doll.html? ex=1285041600&en=72bb8cc0 89bf9435&ei=5090

Bestseller in Mideast: Barbie With a Prayer Mat

Global events and the Muslim consumer Cone-demned ...

'spinning whirl' ice creams look similar to the world Allah written in Arabic script Ice creams are being withdrawn from Burger King because a design on the lid looks like the word Allah. The fast food chain has had dozens of complaints about the coloured symbol meant to be a spinning whirl - on its range of BK Cones. And it is, of course, caving rather than focusing on sanity.

Global events and the Muslim consumer

Nike apologized to Muslims for any unintentional offense, agreed to recall all products carrying the design, introduced training for Nike designers in Islamic imagery and agreed to investigate how the design came about.

Cartoons and ads