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Islamic Marketing

Is there a
Difference
Palm Beach Atlantic
University
Summer I , 2007
Dr.Ann Langlois

Overview of Discussion
Introduction
Aspects of Islamic Marketing

Marketing Mix ( the 4 Ps )


Current Trends in Islamic Marketing

Consumption Pattern
Dressing Pattern
Gender Separation
Legal Discrimination

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

The Six Articles of Belief are:

MNCs: Muslim culture is important to MNCs


as individuals account for quarter of the
worlds population.

submission to the will of God. When


individuals submit to the will of God then he
or she will have true peace.

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/summer2002/gender.html

Marketing Mix

Product
Price
Promotion
Place

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 Niels
Arla 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 DollFulla
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 Holidays
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 Coke to air on a Muslim TV station.
Team 2: Design a 30 second TV Commercial
for Pepsi to air on a Muslim TV station.
Things to consider:

Language
Music
Sexual appeal
Dress pattern
Womens 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