Post on 05-Dec-2014
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Talking to The ‘Third One Billion.’
Why?
We believe that the global Muslim community has
been underserved as consumers by brands
and companies.
Islamic Branding is one of the next big global
growth opportunities - the Halal market alone
is worth USD 2.1trillion annually.
While the economic opportunity is clearly evident,
we believe we need to genuinely understand
the Muslim consumer.
5 useful words
the global Muslim community - Ummah
a set of guiding life principles, a mental and moral compass - Shariah
light, enlightenment - Noor
acceptable to Muslims, in accordance with good practice - Halal
forbidden to Muslims - Haraam
There are a staggering 1.8 billion Muslims
living across the world today.
Country Muslim population
1. Indonesia 188,619,000
2. Pakistan 144,788,000
3. India 131,213,000
4. Bangladesh 118,512,000
5. Turkey 67,864,000
6. Iran 67,610,000
7. Egypt 64,647,000
8. Nigeria 54,891,000
9. Algeria 31,729,000
10. Morocco 31,642,000
Where do most Muslims live?
In Europe
53 million
In North America
Between 2.5 and 7 million
In Russia
Between 14.5 and 20 million
In China
21.7 million
But also...
This would be our globe if we
looked only at Muslims.
Source: www.worldmapper.org
They are young.
• 52.5% of the population in these countries is under 24 years old.
• They have the potential to deliver
the ‘Demographic Dividend’*
of India and East Asia.
• Together, Muslim youth account for 11% of the world’s population.
*Demographic Transitions and Economic Miracles in Emerging Asia, David Bloom
To date, the Muslim
consumer has been
commonly misunderstood.
Common errors: Stereotyping Insensitivity
Over-simplification
Causing many marketers to stumble,
inadvertently offend, fail to cross borders, or fail to resonate.
It is our challenge to
understand them.
“In 2008, the GDP of the 5 large countries in and around the Middle East - Egypt, Iran, Pakistan, Saudi and Turkey - a population of 420 million - was $3.3 trillion - the same size as India but at 1/3 of the population.” - Vali Nasr, Forces of Fortune, 2009
“The soft revolution's combination of conservative
symbols, like Islamic dress, with contemporary
practices, like blogging, may confuse outsiders. But there
are few social movements in the world today that are
more important to understand.”
– Robin Wright, TIME, 2009
What have we done so far?
• A two-year piece of global research, conducted in partnership with TNS.
• In depth analysis of the state of Islamic Branding and the needs of the New Muslim Consumer.
• Established partnerships with leading Islamic scholars and academics globally.
• Published the pioneering study,
• ‘Brands, Islam and the New Muslim Consumer’ – a landmark development in the field.
Our approach is new.
We start by understanding
core Islamic values - the
values of the Shariah.
honesty, sincerity, respect, community, consideration, kindness, peacefulness, purity,
authenticity, patience, discipline, transparency, trustworthiness, moderation,
modesty, understanding, humility, self-improvement, equality, dignity.
This is not an exhaustive list, but one developed through consultation with religious scholars and academics..
We believe these are values that most Muslims would recognise as being core to their faith.
And then we analyse how these
values translate into actual
consumer behaviour in daily life.
Our definition of
Islamic Branding
Branding that is empathetic to Shariah values in order to appeal to the Muslim consumer
ranging from basic Shariah friendliness to full Shariah compliance in all aspects of the brand’s
identity, behaviour and communications.
We’ve learned a lot about
Halal and Shariah-
compliance.
Brands and companies are considered liable to good Shariah-compliant behaviour, just as people are.
It cannot be a tokenistic on-pack gesture, or lived only through
a Muslim-friendly variant/ sub-brand.
It needs to be lived and breathed as a core value system by the entire company behind the brand.
It is deeply reassuring, and in majority-Muslim markets, taken
for granted. It is only when brands fail to demonstrate their Shariah-friendliness that they get into trouble.
Note on the data: All ratings were captured at a sub-category level. Sub categories ratings within each
category measured were aggregated to provide a one score index for each category.
The Noor Category Index How important is Shariah-compliance in each category?
Our research has pointed us to the
emergence of the
New Muslim Consumer
‘Religion Individuates
Me’
‘Religion Enables Me’
‘Religion Identifies Me’
‘Religion Connects Me’
‘Religion Centres Me’
‘Religion Purifies Me’
The Synthesizers
(6%)
The Movers
(6%)
The Identifiers
(27%)
The Connected
(27%)
The Grounded
(23%)
The Immaculate
(11%) THE
TRADITIONALISTS
THE FUTURISTS
Our deep segmentation charts an evolution...
We call the New Muslim Consumers
‘the Futurists’.
They are driven
by pride
in who they are,
and by their
reach for
success in all
that they do.
They look confidently
to the future. technology-savvy/ innovation-loving/ globally-travelled/ well-educated
But stay firmly rooted in
the values that define them. Family values/ togetherness and community/ respect/ religious ritual/ cultural heritage
They are the New Muslim Consumers.
We call them ‘The Futurists’
proud to be Muslim
unafraid to challenge
driven by success
open to the world
demand a fair hearing
demand the very best
take no prisoners
rooted in who they are
When it comes to brands, they are forging new relationships.
Brands are important as tools in identity-building.
Brands can make them feel globally connected, and up-to-speed.
Brands can reassure, and provide a link with heritage.
Brands can make them feel actively involved in their communities.
Brands are expected to engage in honest, open, equal dialogue.
Brands are expected to take their values as a starting point.
But brands can also disappoint, and let them down.
When they succeed, brands today are openly welcomed into their
core inner circle of trust and loyalty.
BRAND Noor Index Score*
Lipton 131
Nestlé 130
Nescafé 122
Nido 118
Kraft 117
Maggi 117
Mirinda 110
Pringles 110
Lay’s 110
7 Up 109
Colgate 108
Lux 108
Sunsilk 105
Close Up 103
Dove 103
Pantene 102
Rexona 102
Head & Shoulders 101
Heinz 101
Nivea 98
Fair & Lovely 97
Pepsi 95
Coca-Cola 94
Air Arabia 91
L’Oréal 90
Axe 88
Emirates 85
Red Bull 78
Etihad Airways 77
Singapore Airlines 63
Cathay Pacific 62
Citibank 59
Standard Chartered 54
HSBC 51
RBS 47
The Noor Global Brand
Index 2010
*Numbers represent the % agreement with the statement ‘this brand is
completely Halal or Shariah-compliant’, averaged across our four markets.
How
„Muslim-friendly‟
are global brands
today?
CIMB Islamic
Why is it successful?
• Inclusive
• Muslim-friendly values
• Progressive and innovative
• Collective
Nokia
Why are Nokia successful?
• User-friendly, accessible to all
• Shariah-friendly values
• Innovative in local content
• Caring personal touch
• A means of self-expression
Wardah
Reason for success?
• Addresses conflict of ‘modern beauty’ and ‘purity of faith’
• Halal presented as modern and scientific
• Low price, highly accessible
• Empowers Indonesian women within the scope of faith
This approach puts the Muslim
consumer first, for the first time.
We start by understanding Muslim consumer values.
And then analyse what they mean for brands.
Purity
Honesty
Humility
Discipline
Togetherness
Image-consciousness
Be authentic in word and deed.
Be transparent.
Avoid hubris.
Display efficiency.
Be part of the community.
Help project the right image.
So, how well do Indonesian
companies reflect this?
Some Stories from Indonesia
Spiritual Mobile Apps: Esia Hidayah (PT Bakrie Telecom tbk)
& Flexi Muslim (Telkom Group)
Reason for success?
• Reconciles modernity and faith
• Empowers Indonesian families within the scope of faith
Mizan –an Arabic word originally means “balance”– was
established in 1983 by three university students and two of their
seniors. It originally aimed at developing a new genre of Islamic
literature in Indonesia.
Mizan‟s book has gradually taken the shape of
modern and seriously written books representing
differing Islamic views.
in 1999, PT Mizan Publika functions as the holding company of 8
separate business entities and 5 other strategic business
units.Those entities include :
•PT Mizan Pustaka (publishing company)
•PT Mizan Grafika Sarana (printing company),
•PT Mizan Dian Semesta (direct selling and marketing company)
•PT Mizan Media Utama (distribution and marketing company)
•DAR! Mizan Publishing House (publishing company),
•PT Bentang Pustaka (publishing company),
•PT Lingkar Pena (publishing company),
•Hikmah Publishing House (publishing company),
•Mizan Cinema (production house),
•MP Book Point (book store).
Reason for success?
• Inspires a modern way of thinking within a wide range of products.
• Tapped into a different kind of community to develop network and
strategic business unit in Shariah way
How Mizan delivers the core
Islamic values - the values
of the Shariah.
Honesty
Sincerity
Respect
Community
Consideration
Kindness
Peacefulness
Purity
Authenticity
Patience
This is not an exhaustive list, but one developed through consultation with religious scholars and academics..
We believe these are values that most Muslims would recognise as being core to their faith.
Discipline
Transparency
Trustworthiness
Moderation
Modesty
Understanding
Humility
Self-improvement
Equality
Dignity.
(2008)
4,500,000 ticket sold A female teacher‟s plight to keep a
Muhammadiyah school running -
giving education to the poor
(2007)
3,400,000 ticket sold an Indonesian student in Cairo who
defends the progressiveness of Islam,
but his love life trapped him in to
polygamy issue.
In the Silver Screen
(2009)
2,400,000 ticket sold Life and love of an Indonesian
student in Cairo
(2009)
800,000 ticket sold A female Muslim who
challenges the status Quo.
(2008)
About: A very poor family who believes that if
it‟s a God will, anything can happen. This is a
film made by an Ustadz.
(2010)
1,000,000 ticket sold KH Ahmad Dahlan, the founder of
Muhammadiyah, who teach about
progressiveness in Islam and facing
rejection from the conservatives.
Reason for success?
• A presentation of a modern, inspirational, educated people who go the
distance to achieve success while holding on the Islamic value.
• Inspires Indonesian Muslims within the scope of faith
Aa Gym: The Rise and Fall of a brand
Reason for success?
• Moslems presented as modern, inspirational, educated, progressive, up to
date, and successful
Reason for failure?
A Brand does not necessarily need to have Islamic symbols in order to tap into the Islamic value and
resonate with Muslim Audience
How this volunteering
movement delivers the core
Islamic values - the values
of the Shariah.
Honesty
Sincerity
Respect
Community
Consideration
Kindness Peacefulness
Purity
Authenticity
Patience
This is not an exhaustive list, but one developed through consultation with religious scholars and academics..
We believe these are values that most Muslims would recognise as being core to their faith.
Discipline
Transparency
Trustworthiness
Moderation
Modesty
Understanding
Humility
Self-improvement
Equality
Dignity.
What will work
• Help others
• Be better Moslems
• Positive & progressive