Emergence of Halal Marketing

Presenter: Adil Khan

Contents

What is Halal?

Halal Cert i f icat ion

Halal Supply Chain

Global Halal Market Place

Contents

Nature of Halal Brands

Halal Purchase Intention

Theory of Planned behavior

Theory of reasoned action

Halal Purchase intention Model

What is Halal?

“O mankind, eat from whatever is on earth [that is] lawful and good and do not follow the footsteps of Satan. Indeed, he is to you a clear enemy. (Surah al-Baqarah, 2:168)

What is Halal?

And eat of what Allah has provided for you [which is] lawful and good. And fear Allah, in whom you are believers.(Sūrat l-māidah, 5:88)

Some Principles related to Halal

Ebahah: All food products are Halal and permissible unless

stated explicitly as Haram

Haram Pork/Alcohol/Certain other animals/ Anything harmful to

human consumption

Mashbooh: Ambiguity about halal-ness

Some Principles related to Halal

Istihalah- (entirely changed from one nature or state to another)

Intiqal- (shifted from one subject to another,

i.e. become another subject,)

Inqilab- (transformed to another subject i.e.GM

products).

Source: Hashimi, D., & Salleh, S. M. (2010). A Background on Halal Industry and Principles. In S. M. S. S. M. Salleh (Ed.), International Workshop For Islamic Scholars On Agribiotechnology-Shariah Compliance. Georgetown, Penang.

Halal Certification

What is a Halal Certificate? Who is Authorized to Issue Halal Certificates? Halal Certification Process Types of Halal Certificates and Duration Some Halal Certification Organizations

JAKIM MUI Halal committee Jamiat Ulama E Maharashtra Jamiat Ulama E Hind Halal trust, Delhi Halal India

Source: Hanzaee, K. H., & Ramezani, M. R. (2011). Intention To Halal Products In The World Markets. Interdisciplinary Journal of Research in Business, 1(5).

What can be certified?

Meat and poultry fresh, frozen and processed products

Meat and poultry ingredients Dairy products and ingredients Prepared foods and meals All other packaged food products Cosmetics and personal care products Pharmaceuticals Nutritional and dietary supplements Packaging materials

Halal Supply Chain

Suppliers Factory Assembling Warehouse Transportation Retailers Technology: RFID/PCRA

Ha

lal

Au

dit

Meaning of Halal Brands

Extension Co-Brand Quasi Brand Brand Characteristics

Halal Personality Unique Appeal Emotions & Sentiments

Quality Assurance System

HALAL MARKET PLACE

Muslim Population

(1.8-1.9 Billion)

Halal Market Size

(2.3 Trillion)

Global Halal Market Place

2

43

5

6

8

79

1

10

Size of Halal Product Market

.

Halal Product Category Market Size

Food and Beverages US $ 1.4 Trillion

Pharmaceuticals US $ 506 Billion

Cosmetics and Personal care US $ 230 Billion

Others US $ 164 Billion

Total US $ 2.3 Trillion

Source: Ahmad, H., Fazullah, A., Borham, A. J., Hashim, H., & Razak, M. A. (2011). Halal Studies In Universities: A Way Forward To Manage Halal Business. International Journal Of Arts And Sciences Conference

Source: World Halal Forum 2012-General Presentation

Global Distribution of

Halal Food Market

Key Players in the Halal Industry

Nestle – world’s largest food

manufacturing corporation

McDonalds – the world’s largest

leading restaurant chain

KFC – fully integrated poultry chain

Tesco & Carrefour – world’s

number one & two retail chain

Port Rotterdam – Europe’s largest

& the world’s 3rd largest port

Westports – one of SEA top 10

ports

MISC – the world second biggest

shipping company

CIMB – SEA biggest investment

bank

Allanasons – India’s biggest meat

exporter

Al-Islami – UAE halal food

produces

Key Players in the Halal Industry (Indian)

CavinKare, (Fairever, Nyle herbal

shampoo Ruchi pickle)

Daawat Rice Bikanervala Foods

(Bikano)

Goldwinner oil Vadilal ice cream Amrutanjan Health

Care Gujarat Ambuja

Exports Hind Exports Nestle India

Source: timesofindia.indiatimes.com/business/india-business/Indian-brands-get-halal-stamp/articleshow/13332220.cms

Suggested Research Topics

Consumers Attitude towards halal

products in India

Issues and challenges in Marketing of

Halal Products in India

Halal Purchase intention: An exploratory

study in India

Halal Purchase Intention

Halal Purchase Intention

Theory of Reasoned Action (TRA)

Theory of Planned Behavior (TPB)

Theoretical Model

Source: Dr. Jamal Abdul Nassir Shaari and Nur Shahira bt Mohd Arifin, (2009). Dimension of Halal Purchase Intention: A Preliminary Study. International Review of Business Research Papers.

Google Ngram and Search 5 million Scanned Books Culturonomics

Google Trends Collection of key word Searches from 2004

onwards Most popular Indexed to 100

Halal: General Interest Over time!

Search: Halal (Google Ngram)

Search: Halal Food (Google Ngram)

Search: Halal (Google Trend)

Search: Halal Meat (Google Trend)

“It has been assumed that the trouble soon to be faced by the Halal market is shortages of demand, but contrary to prior believes, the shortage is on the supply, not the demand”

Thanks