consumer insight marketing to muslims
DESCRIPTION
• Imagery Driven: I am not sure when marketers will realize Islam is beyond crescent, veils and prayer mats. (may be the end of the Mayan Calendar will be the beginning of that realization – pun intended) • Muslims are undoubtedly a big and juicy market USD 2 trillion, but there are not enough specialized advertising agencies, other than Ogilvy Noor, for this market segment when compared to other Niche’s like Hispanic Market. • On an average, Muslims of the world are 27 years old. Your typical YPE, generation Y & generation x. Imagine their lives, facebook, multiculturalism, strong faith and tons of media bombardment trying to tell them that they are backward or fundamentalists. They clearly seek clarity what is stopping brands to offer them that? • Indonesia & Malaysia have done some interesting advancements in Islamic Branding front like introducing a Fashion brand etc. I crave to see more of that coming from rest of the world. • Muslims are travelling: I have a privilege to live in UAE (most of you know it as Dubai), everyone here travels at least once a year. And when we do, trust me it is hassle to find comfort from small to large things e.g. availability of water in washrooms, halal food, Ramadan timing breakfast etc. The market spent of Muslim Travellers is around USD 126 billion, tourism industry must try to capture it. • Less Judgmental: Aren’t we a bit too quick in drawing our conclusions when it comes to religious minority or majority? Here is an interesting article about thatTRANSCRIPT
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Marketing to Muslims
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An estimate of Muslim population 1.62 billion adherents. Almost 23% of worlds’ populations
Source: Pew Forum The Future of the Global Muslim Population
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Globally the halal market is worth
USD 2,000,000,000,000 Bigger than the economy of India, Russia, Australia, etc
Source: Forbes India & Ogilvy Noor
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Example: how marketing evolves
Source: Women 2020
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Imagery Driven Ads
Islamic Advertising being confined to the literal images & icons that represents rituals
Message Driven Comm.
Communication is currently being explored on capitalizing the messages of Islam.
Missing
Insight Driven Comm.
Muslims’ issues, insights and their ideals (relatable by Muslims and Non-Muslims) haven't been explored and communicated.
Marketing to Muslim, where it stands
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What needs to be done
“Rather than just talking at the Muslim community, businesses need to consider investing in the Muslim community.”
Khalid Sharif, founder of The Muslim Paper and Ummah Foods
Source: Marketing Week
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Key Insights into Muslims - Young
Young: The average age in Muslim majority countries is only
27 years
Insight: Energetic, Aspirational, Demanding,
Talkative & confused
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Key Insights into Muslims - Affluent Muslim traveller
Travel lifestyle: 2011 the Muslim travellers spent USD 126 billion. Muslim travellers tend to travel in larger family groups, stay longer and spend more.
Insight: Brands should offer Muslim-friendly holiday experience. Go explore the world, while you have the comfort of being connected with your religious values
Source: BBC
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Key Insights into Muslims - Ignored
Source: Blogger Saad Malik’s Article
Insight:
Targeting Muslims:
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Global Agenda 2013
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Conclusion
Relate to Muslim & Offer Islamic Values
If you look at some of the values that stem from the QURAN, you’ll find a list of very
emotionally appealing values, such as
“Pure, honorable, honest, consistent, kind, true, trusted, responsible, wise, respectful
and intelligent.”
Dr Paul Temporal, associate fellow at Said Business School
Source: Marketing Week
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More articles & some developments
• USD 96 Billion Fashion market
• Marketing to Muslims part 1
• Article by Forbes India
• Ogilvy Noor’s Blog