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Branding in Halal Industry

Mariam Abdul Latif

Halal Consultant

MATRADE, 19 December 2011

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Introduction

Certification and Branding

The Halal Story Branding

Summary

Scope

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Five Consumer Questions/Issues

1. Does the product conform to my religious

belief/requirements?2. Does the food product affect the health of my

family?

3. Does the production of the food product utilizeproperly slaughtered animals according to thereligious requirements?

4. Are the production and processing lines cleanand hygienic?

5. Are the people handling the foodproducts/processing comply to GHP?

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Trends Fueling Certification

Growing household

incomes Increasing foodsafety concerns

Growing separationbetween agriculturalproducers andconsumers

Concerns aboutstatus/causes offood consumed

Hierarchy of ConsumersFood Preferences

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Branding vs. Certification

BrandingA name, term, design,

symbol, or any otherfeature that identifies

one sellers good orservice as distinct fromthose of other sellers.

CertificationTo confirm formally as

true, accurate, or genuine.To guarantee the product

is meeting a standard.Ex: MS1500:2009.

Halal, Nutritious, Safe, Affordable

Label may display one or both of these items

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Branding

Generally privately owned & managed Focus on product attributes that are

desired by a companys target markets

Successful at local or regional level ifconsumers associate brand/label with

desirable quality attributes (Ex: Colgate,

Kleenex, Coke, etc.) Nestle)

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Producer Payoff from Certification

Immediate recognition by high-income consumers for nicheattributes

Studies show consumers willing to pay premiums for labelidentified characteristics

Halal

Food safety

Specific nations/country of origin

Natural/organic/reduced chemical inputs

Humane animal treatment Nutritional related factors (e.g. high antioxidant, low fat)

Social responsibility

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The Halal StoryThe world outside the Muslim market is discovering Halal.

More people are choosing to consume Halal foods- religion, health and wellness, led to a growth ofbusinesses being involved in the Halal value proposition

Consumer demand is key.

Halal and all-natural foods have evolved from being aniche market to a lifestyle.

Businesses have a say in influencing this market bycreating a brand that reinforces this proposition.

Consumers are putting an effort to be mindful of the foodsthey are putting into their bodies and feeding theirfamilies.

They trust the brands they are buying and are relying onthese brands to provide health, taste and quality.

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The Halal Story contd

When it comes what we put into our mouths, especially

our childrens, trust is the most important element in anyhalal and natural food brand strategy.

Without trust there is no relationship, and trust can onlybe built with credibility, commitment and consistency the

foundation for any business ;-)Consumers have to trust your brand and your products.

We need to start creating brands, package design, valuebased positioning and cause-related marketing strategies

that communicates and markets the Halal valueproposition and its end benefits.

We need to start telling the story for consumers to buyinto the Halal story.

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SOME FUNDAMENTALSIN BRANDING

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Develop your Story

Articulate the Halal value proposition: non-toxic, organic,

environment-friendly, clean, wholesome, safe

The industry already has a single Halal brand. It marks

and denotes integrity.

What the business needs to do is to reinforce thispromise and market the lifestyle with a proposition

Example:

BETTER FOR YOU.

BETTER FOR THE COMMUNITY.

BETTER FOR THE ENVIRONMENT

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So where do we start?

The main thing is to define the identity what is your

business and what is the product you want to offer yourcustomers (trust)

BE CLEAR ABOUT WHAT ONE IS AND WANTS TO BE.

From there one constructs the politics of the image,

which interprets the identity within the sphere of actionwhere you want to exist in who are your competitors.

THE CENTRAL IMAGE IS THE BRAND

(This is what the consumers see)

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What is the Brand then?

The brand contains the features that differentiate and

define the company.

IT HAS TO BE UNIQUE!

It includes the following form:Logo

Colors

Typeface

Textures

Photos

Images

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MALAYSIAN HALAL LOGO/BRAND

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What next

Apply the brand through all the media that relate to the

mentioned target consumers, such as stationary,brochures and publications, whether through directmarketing or on billboards and also from websites andother multimedia.

Then make public the identity and image. This part iswhat we call persuasive communication.

Here, you are seeking to attract people to your brandidentity. The agenda is created through all forms ofadvertising.

CREATE THE WARMTH

EXPRESS THE PROMISE

COMMUNICATE

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Make your Brand Endearing

Your brand is your trademark the being of yourbusiness.

There are very nice brands out there that has failedbecause the communication strategy or the product itselffailed.

A brand is nothing if the proposition is not there, ie. iftheres nothing inside

The brand should promote the values of your companyand product

Proper brand promotion with the right position andproposition, may increase the results of the business byas much as 30%

Branding can impact the bottom line by reaching targetaudience in the most effective and efficient ways

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Halal Branding LOYALTY AND TRUST

Bridging between industry and consumers

The Name you can Trust!

Halal Products Quality Halal Agency - Reliable Halal Personnel Professional

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Protecting the integrity of the entire Halal valuechain is very important = Branding

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Integrity of Halal products from farm to fork is

important and made possible by certification, this is thefoundation of branding

Halal branding is important for product marketing,continuous revenue to industries and an informed

choice to customers Always look for the Halal label/logo when you purchase

a product/service and entering a food premise

Building and marketing Halal brands are in principal the

same as others the difference is knowing your targetgroups, the product and the benefits Halal presents.

The brand is like a glass, the product is the content.

SUMMARY

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Thank You andWassalam