IM Islamic World

7/31/2019 IM Islamic World

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Marketing to the Islamic World



Introduction



Islam: An Empire of Faith



What is Islam?

• Islam means “surrender to the onegod, Allah”

• Principles of Islam are conveyedthrough

– The Holy Qur’an: the scared text for Muslims

– Hadith & Sunnah: the sayings and doingof Prophet Muhammad

• Shariah: Islamic constitution and law



"No Arab has any superiority over a non-Arab, nor

does a non-Arab have any superiority over an Arab.

Nor does a white man have any superiority over a

black man, or the black man any superiority over the

white man. You are all the children of Adam, and

Adam was created from clay“

Prophet Muhammad (PBUH)



Islam Today

• Islam is the second largestreligion in the world.

• 1.5 Billion Muslims

• Growing at a very high rate =

2.9%• Expected to exceed Christianity

by the years 2025.

• Muslims are widely distributed

around the world• Diverse colours, ethnic groups,

languages, cultures

• United in faith



World of Islam







Beliefs Islam:• Means peace but from the spiritual point it

means peace and complete submission to

the will of God.• When we submit to the will of God then wewill have true peace – Oneness of God(Allah) – His angels – His messengers

(Abraham, Moses, Jesus, Mohammad E.T.C.Peace be upon them all) – His books – Theday of Judgement – Divine destiny good or bad.



Practice:• Prayers

• Charity (Zakat)

• Fasting (Ramadan)• Pilgrimage (Hajj)

• Others (e.g. being a good neighbour)





Sources of law• The Quran (Muslim Holy book)

• The traditions of the Prophet

• The consensus of learned Muslims onemerging issues derived from the Quran andthe traditions of the Prophet (PBUH)

• The laws of the land as long as they do notcontradict God laws



The Muslim consumption

pattern Islamic dietary terms:• Halal- lawful

• Haram- unlawful

• Makrooh- discouraged• Mashbooh- suspect






pattern Allowed* (Halal):• Properly slaughtered cattle, sheep, goats,

deer, camel, chicken etc.

• All sea foods without the need for slaughter • All non-poisonous vegetables and fruits *

This list is not exhaustive




pattern Prohibited (Haram):• Dead meat or carrion

• Swine and all products and ingredients

derived from swine• Flowing or congealed blood

• Foods dedicated to idols

• Intoxicants of all types• Carnivorous animals with fangs and birds of prey with sharp claws



• The Muslim dressing pattern And say to the believingwomen that they should lower their gaze and guard their modesty; that they should not display their beauty and

ornaments except what (must ordinarily) appear thereof;that they should draw their veils over their bosoms and notdisplay their beauty except to their husbands, their fathers,their husband's fathers, their sons, their husbands' sons,their brothers or their brothers' sons, or their sisters' sons,

or their women, or the slaves whom their right handspossess, or male servants free of physical needs, or smallchildren who have no sense of the shame of sex; and thatthey should not strike their feet in order to draw attention to

their hidden ornaments. And O ye Believers! turn ye alltogether towards Allah, that ye may attain Bliss (24:31).“Every part that is permissible to touch may be looked at,and every part that is forbidden to be looked at may not betouched” Bakhtiar, L. (1996). Encyclopedia of Islamic Law.P.74.





• Gender Separation and its Marketing Implication At leastthree major U.S. companies — There are no includingMcDonald's, Pizza Hut and Starbucks ……………have

made a number AT THE time, most people bored-lookingagreed it seemed a good of changes to their businesspractices in husbands or \"deference\" to Saudi customs,including idea: carriages on boyfriends waiting maintainingsegregated seating in their Japanese commuter trainsaround. In fact, restaurants and having separate entrancesset aside specifically for there's not a for women and men.females would single man in dramatically reduce the sight.Welcome to number of women being Israel's first molested

by the chikan women-only who get their kicks by shoppinghaving a sly fondle among experience. the tightly packedbodies.





• Islamic marketing/business ideals Use of Images arediscouraged Narrated 'Aisha:

I purchased a cushion with pictures on it. The Prophet

(came and) stood at the door but did not enter. I said (tohim), \"I repent to Allah for what (the guilt) I have done.\" Hesaid, \"What is this cushion?\" I said, \"It is for you to sit onand recline on.\" He said, \"The makers of these pictureswill be punished on the Day of Resurrection and it will besaid to them, 'Make alive what you have created.' Moreover,the angels do not enter a house where there are pictures.'“Dealing in intoxicants, gambling and games of chance isprohibited – 5:90 O YOU who have attained to faith!

intoxicants, and games of chance, and idolatrous practices,and the divining of the future are but a loathsome evil of Satan's doing:' shun it, then, so that you might attain to ahappy state!



• Islamic marketing/business ideals Promise must be kept and truthmust be told – 61:3 Most loathsome is it in the sight of God that yousay what you do not do! – Narrated 'Abdullah bin Abu Aufa: A mandisplayed some goods in the market and took a false oath that he

had been offered so much for them though he was not offered thatamount Then the following Divine Verse was revealed:-- \"Verily!Those who purchase a little gain at the cost of Allah's covenant andtheir oaths . . . Will get painful punishment.\" (3.77) Ibn Abu Aufaadded, \"Such person as described above is a treacherous Riba-

eater (i.e. eater of usury). Undercutting another in businessprohibited – Narrated 'Abdullah bin Umar: Allah's Apostlesaid, \"You should not try to cancel the purchases of one another (to get a benefit thereof), and do not go ahead to meet the caravan(for buying the goods) (but wait) till it reaches the market.“

Brokering is prohibited – Narrated Tawus: Ibn 'Abbas said, \"Allah's Apostle forbade the selling of foodstuff before its measuring andtransferring into one's possession.\" I asked Ibn 'Abbas, \"How isthat?\" Ibn 'Abbas replied, \"It will be just like selling money for money, as the foodstuff has not been handed over to the first

purchaser who is the present seller.\"



The Muslim consumer



Islam in Indonesia

Islam spread in Indonesia through international trade.

Today, Indonesia is the country with the largest majority of Muslims.



Islam & Marketing



Islamized Products

Mecca Cola

• Islamic version of Pepsi andCoca Cola.

• Launched in 2002 after the

Muslim boycott to US products• Target Market: Arab Muslim

countries and Muslimminorities all over the world

Islam & Marketing



Mecca Cola

“Drink with commitment!”

www.mecca-cola.com



Islamic Fashion



Hajj & Saudi PrivateSector

• 2 Million Muslimsgo to Hajj each

year • Revenues = $ 10Billion

• Creates jobs for private sector =>lessunemployment



Advertisement and promotions



• Interest free deals can be attractive toMuslims

• Buy one get one free has no issues and isattractive

• Cash deals are better than offering a chanceto win. The latter may be seen as gambling

which is prohibited• Auction selling may be seen as undercutting

one another in business, which is prohibited



Global events and the Muslim

consumer



Commercializing Islam• Think Muslim,

• drink Muslim, says new rival to Coke French

firm capitalizes on anti-US feeling to sell cola

http://www.guardian.co.uk/international/story/0,3604,870413,00.html







Commercializing Islam In

Damascus:• A Fulla doll sells for about $16, in a country

where average per capita income hoversaround $100 per month. And yet, said Nawalal-Sayeedi, a clerk at the Space Toon toystore in the city's upscale Abou Roumanehneighborhood, Fulla flies off the shelves.

http://www.nytimes.com/2005/09/22/international/middleeast/22doll.html?ex=1285041600&en=72bb8cc089bf9435&ei=5090



Bestseller in Mideast: Barbie

With a Prayer Mat




consumer Cone-demned ...• 'spinning whirl' ice creams look similar to the

world Allah written in Arabic script Ice creamsare being withdrawn from Burger King —because a design on the lid looks like theword Allah.

• The fast food chain has had dozens of

complaints about the coloured symbol -meant to be a spinning whirl - on its range of BK Cones.

• And it is, of course, caving rather thanfocusing on sanity.






consumer…• Nike apologized to Muslims for any

unintentional offense, agreed to recall allproducts carrying the design, introducedtraining for Nike designers in Islamic imageryand agreed to investigate how the designcame about.





Cartoons and ads































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