Transcript Current Trends- Marketing to Muslims in the US

Islamic Marketing
Is there a
Difference
Palm Beach Atlantic
University
Summer I , 2007
Dr.Ann Langlois
Overview of Discussion
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Introduction
Aspects of Islamic Marketing
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Marketing Mix ( the 4 P’s )
Current Trends in Islamic Marketing
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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
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Islam Means peace and complete
submission to the will of God. When
individuals submit to the will of God then he
or she will have true peace.
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The Six Articles of Belief are:
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MNCs: Muslim culture is important to
MNCs as individuals account for ¼ quarter
of the world’s population.
Aspects of Islamic Marketing
Consumption Patterns
Dressing Pattern
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Gender Separation
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Everything is focused around the man in Islamic
society.
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Men have power.
Legal Discrimination
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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
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 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 Holiday’s
• 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:
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Language
Music
Sexual appeal
Dress pattern
Women’s 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