1. How Brands Can Reach
The Muslim Consumer
John Goodman
President, Ogilvy noor
2. Agenda
The opportunity of the Muslim consumer market
Demystifying ‘Islamic branding’ and ‘halal’
Who is the new Muslim consumer?
Practical guidance: How brands can engage with the
Muslim consumer
Community
Purity
Clarity and relevance
What next?
7. There are a staggering 1.8 billion Muslims
living across the world today.
8. This would be our globe if we
looked only at Muslims.
Source:
www.worldmapper.org
9. More than 60% of the world’s Muslim
population is in Asia-Pac
% of World
Region Muslim
Population
Asia-Pacific 62.10%
Middle East-
19.90%
North Africa
Sub Saharan
15.00%
Africa
Europe 2.70%
Americas 0.30%
10. And more than 60% of the halal
opportunity is here as well
Value
Region %
$bn
Africa 155.9 23.6%
Asia 418.1 63.2%
Europe 69.3 10.5%
Australia/Oceania 1.6 0.2%
Americas 16.7 2.5%
Total Halal Food Market
661.6
Size
Source: 6th World Halal Forum
Presentation 2010
11. The Muslim consumer market: snapshot
Population: 1.8 billion
Estimated market size: $2.1 trillion and growing
Halal food: $661 billion
13. 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
14. Our definition of
Islamic Branding.
Branding
that
is
empathe/c
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
iden9ty,
behaviour
and
communica9ons.
15. What is halal?
Halal – the ingredients are in line with Islamic prescription,
correctly slaughtered, acceptable animal derivatives, no
alcohol
‘Tayyib’ – wholesome and good
Increasing emphasis on ethical and organic, focusing on the end to
end supply chain
Halal is increasingly popular with non-Muslim consumers due to
perception of quality and health
16. How will Muslim consumers know it’s halal?
Authority and clarity
The authority of appropriate certification
bodies
Clear logo
Detailed and backed-up
Clear explanation of the brand’s approach to
‘halal’ and where it fits on the scale of
shariah-friendliness or compliance
Detailed explanations available at consumer
touch-points such as website – consumers
will be rigorous in tracking every claim to its
source
17. Halal is important to the Muslim consumer
- and means more than just food
Tier
One
Tier
Two The Noor
Category
Index
Tier
three
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.
18. Halal is important to the Muslim consumer
- and means more than just food
Tier One:
Shariah-compliance is an absolute must
Tend to be related to bodily consumption, due to
high standards of hygiene and safety.
Tier Two:
Categories are still close to the body or in regular
usage, so Shariah-compliance is still important.
consumer scrutiny of categories in this tier, eg cosmetics and
fashion, is set to grow, and brands should take note.
Tier Three: acceptance of possible non-compliancy
Categories are the least regularly consumed, and so
Shariah-compliance standards are more flexible.
There is a mature acceptance of the need for some
of these categories (eg airlines) to be openly appealing
to all consumer groups.
19. Halal is important to the Muslim consumer
- and means more than just food
$13bn Halal cosmetics
$100bn Halal travel
$96bn Muslim fashion
21. They are young
They are driven by pride in who they are, and
by their reach for
success in all they do.
They look confidently
to the future.
But stay firmly rooted in
the values that define them.
They are fully engaged
with the world, but are defining their own
place in it.
22. The New Muslim consumer
Tech-savvy
Self-empowered
Believes in faith and modernity
See Islam as a means to improve
themselves and their community
Creative in solving their own challenges
Brand conscious and loyal
Holds brands to account
24. We take a new approach.
We
start
by
understanding
And
then
analyse
what
core
Muslim
values
like
these
they
mean
for
brands.
Purity
Be
authen9c
in
word
and
deed.
Honesty
Be
transparent.
Humility
Avoid
hubris.
Discipline
Display
efficiency.
Togetherness
Be
part
of
the
community.
Image-‐consciousness
Help
project
the
right
image.
26. The consumer is part of a community
When you speak to
the Muslim consumer,
you speak to the
Muslim community
A duty to divulge
The ummah
Ramadan Hajj Eid
27. Practical guidance: engaging the community
Key traits of the new Muslim consumer:
Crosses cultural and geographic boundaries to
connect with those of shared values via digital
and social media
An obligation to share knowledge about
brands
Corporate error is punished, but corporate
empathy is rewarded with loyalty
Engagement strategies
Endorsement through word of mouth
Responsible citizenship
Supporting the community
28. Case study: supporting the community
Persil and Pril’s “This place is our country” campaign (Egypt)
30. Purity affects body and soul
Purity of ingredients is crucial
Purity of a brand’s intention affects
consumer perception
Purity of mysterious processes and
ingredient labels is becoming
increasingly important
31. Practical guidance: purity
Key traits of the new Muslim consumer:
Importance placed on upholding the values of halal and
tayyib
Will be rigorous in checking halal credentials
Increasingly demanding of end to end ethics in the supply
chain
Purity should be ‘technical’ as well as in the ethos
Desire for purity extends to wider consumption such as
health, pharma and personal care
Engagement strategies
Ensure that certification is conducted by bodies with
credibility with the target consumer
Do as you say: ensure your products and processes are
all halal and as you say they are
Make halal information available at all touchpoints,
especially on the web
Do not over-claim on any product
34. Clarity and relevance
The New Muslim consumer treats
brands like people: and holds them
to similar account. They expect
people to be clear, and expect the
same for brands
We talked earlier about the
importance of clarity of certification
processes and logos
This must include honesty about
what is and isn’t fully halal,
otherwise you will get found out
Clarity leads to trust. If trust is
breached, the brand must work hard
to build it
35. Practical guidance: clarity and relevance
Key traits of the new Muslim consumer:
Clear intentions and values: They expect brands to
be clear about what they stand for, just as they
expect it from people
Clear communication: They expect brands to lay out
clearly how their products and business do or do not
comply with their shariah aspirations
Relevance of the brand must be clear
Engagement strategies
Be open and honest about what parts of the product
and brand are halal
Train staff to be clear in communicating the brand
message and product features
Ensure that the brand message is relevant to the
Muslim consumer, the relevance is clearly
communicated and that expectations can be met
38. Three key messages
The Muslim consumer market is growing rapidly, especially in
Asia
The values Muslim consumers ask for appeal to wider
audiences too
Muslim consumers want brands to reach out to them to help
navigate their aspiration for a Muslim lifestyle, and brands that
do will be rewarded with loyalty and endorsement
Labelling things ‘Islamic’ or ‘halal’ is not enough: brands must
engage on the level of values, and must work hard to build and
maintain trust
39. What Ogilvy Noor
does
A
data-‐based
in-‐depth
look
at
the
core
values
and
trends
in
the
world
of
the
Islamic
consumer,
and
how
they
will
affect
your
brand
Direct
consultancy
on
brand
posi9oning,
visual
iden9ty,
consumer
marke9ng,
CSR,
research,
etc.
In
short,
a
full
toolkit
for
successful
brand
building
to
Muslim
consumers.
40. THANK YOU
QUESTIONS
John
Goodman
President,
Ogilvy
Noor
John.Goodman@ogilvy.com
www.ogilvynoor.com
@OgilvyNoor