muslim consumers and islamic marketing
TRANSCRIPT
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Islamic Marketing: demographics, consumers, and
brandsDr. Baker Ahmad AlserhanQFIS - Doha, October 2015
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Presentation 1. History
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International Islamic Marketing Association, UK
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Definition
Toyota
Alislami Nokia
Connecting People
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International Islamic Marketing Association, UK
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History of branding: Recent History
Livestock branding: America
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International Islamic Marketing Association, UK
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History of branding: Recent History Livestock branding: Arabia
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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
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Question
What was the first brand in Islam?
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International Islamic Marketing Association, UK
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History of branding: Islam Seal of the Prophet (First Islamic
State)
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Presentation 2: Why Islamic Marketing?
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Massive consumption!
Famine!Equality, Justice, humanity???
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We are better than this!
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World Spending (Billion USD)Military VS Hunger
Military; 1756; 98%
To end hunger; 30; 2%
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America Spending on pets (Billion USD)Pets VS Hunger
Pets; 56; 65%
To end hunger; 30; 35%
Source: Time Magazine
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Can We feed the poor?
We already did this:“to go where no man has gone
before”!!
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Yet!!!
Yet our neighbor ….is so far far away!
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How come if we want to kill anyone anywhere in the world we can do that?
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But to give him food… is beyond our capabilities?
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Because the above is the outcome of this
Traditional Market Economy System
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We now have new market realtiesThis
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Will be replaced by this
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What will happen next?
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Will traditional and Islamic marketing?
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OrIslamic Marketi
ng Traditional
Marketing
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Resistance is futile!
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Traditional Marketing is to Cease and desist!
وداعاAdiosΑντίο
SayonaraEnough Greed!
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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 hoardingJustice injusticeEquality inequalityHumanity greedFreedom slavery
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More information!Do you need:Books? We have booksJournals? We have journalsConferences? We have conferencesScholars? 1000s speaking numerous languages can answer your questions
Step forward, Join the new world market community
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The philosophy! While Market Economy is controlled by
the Market,….. The Market in the Islamic economy is
controlled by Islam.
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Presentation 3. Thompson Reuters
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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
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Key words before we start Open mind Shariah Halal Haram
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Demographics compared (2010 PEW reportTotal 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 population
s, 2030
Median age Muslims: 30yrs French: 40yrs German: 40yrs Japan: 40 yrs
(Economist, 2011)
Growth rate, Muslims: 1.5%Non Muslims: 0.7%
(Pew Research
Center 2011)
Growth rate: 35%Popul:2.2 Billion
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Number of people
Percentage of the world population
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Islam Growing Fastest
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Total fertility rate by religion
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Projected cumulative change due to religious switching
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Long-term projections of Christian and Muslim share of the world population 2070
- 2100
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Age distribution by religious groups
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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 United Kingdom 40.5 39.4 41.5 Czech Rep. 40.4 38.9 42.2 Hungary 40.2 38.1 42.8 Norway 39.7 38.8 40.5 France 39.7 38.2 41.2 Portugal 39.7 37.6 41.9 Ukraine 39.7 36.5 42.9 Singapore 39.6 39.1 40 Luxembourg 39.3 38.3 40.3 Belarus 38.8 35.8 41.8 Georgia 38.8 36.3 41.3 Russia 38.5 35.3 41.7 Cayman Islands 38.4 38 38.9 Saint Helena 38.2 38.2 38.1 Poland 38.2 36.5 40 Romania 38.1 36.7 39.6
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Demographic pyramids
Minority old,Less than 40%
Median age30 years or less
Majority young,More than 60%
Figure 1. Muslim demographics2030
Majority old,More than 60%
Median age40+ years
Minority young,Less than 40%
Figure 2. Western demographics 2030
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91.8
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Presentation 4. Implications
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International Islamic Marketing Association, UK
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Islamic branding: Why?
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
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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?
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حالل حر
ام
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Islamic marketing Islamic branding Muslim consumers Commercializing Islam Islamic marketing mix Halal market Islamic management & leadershipIslamic entrepreneurshipSocial Innovation Islamic economicsIslamic business educationIslamic business ethics & Social responsibility
Islamic law & mrkting practices Trade with Islamic marketsIslamic media & communicationsIslamic retailIslamic fashion & clothing Islamic pharmaceuticals, cosmetics and toiletryIslamic hospitality & tourismIslamic logistics Islamic e-market Islamic finance | Accounting | Zakat Islamic HR
General topics discussed within the Islamic economy
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Islamic Market: USDSize 2012: 3- 12 Trillion | Size 2030: 30 Trillion
Food and Bev 29% (1.088 B)
Finance (1.354 B)
54%
Medicine (70 B) 2%
Personal & beauty care1%
Media & En-tertainment4% (151B)
Fashion6% (224 B)
Hospitality & Tourism (137 B) 4%
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Food Industry: Halal VS Global
Global Food Industry; 0.84
Halal Food Industry; 0.16
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Implications: Pharmaceuticals!
Example. Medicine: Melrosum 5% alcoholHaram or Halal?
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Implications! Example. Medicine:
CodeineDextromethorphan
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International Islamic Marketing Association, UK
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Issues in Islamic Branding: Misleading Information
DefinitionIs this an Islamic brand?
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Issues in Islamic Branding: Commercialization of Islam
Mecca Cola
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The Islamic 4Ps: Product
://http. . / /10056/1453904/www versandapo de en M
- .elrosum Hustensirup htm
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The Islamic 4Ps: Product
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The Islamic 4Ps: Product
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The Islamic 4Ps: Product
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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
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International Islamic Marketing Association, UK
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Issues in Islamic Branding Divinity:
Is an Islamic brand Holly?