Emergence of Halal Branding and Islamic Marketing

1. Emergence of Halal Marketing
Presenter: Adil Khan

2. Contents
What is Halal?
Halal Cer t i f icat ion
 Halal Supply Chain
Global Halal Market Place

3. Contents
 Nature of Halal Brands
 Halal Purchase Intention
 Theory of Planned behavior
 Theory of reasoned action
 Halal Purchase intention Model

4. 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)

5. 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)

6. 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

7. 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.

8. 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).

9. 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

10. Halal Supply Chain
 Suppliers
 Factory
 Assembling
 Warehouse
 Transportation
 Retailers
 Technology: RFID/PCRA
Ha l a l Au d i t

11. Meaning of Halal Brands
 Extension
 Co-Brand
 Quasi Brand
 Brand Characteristics
 Halal Personality
 Unique
 Appeal
 Emotions & Sentiments
 Quality Assurance System

12. HALAL MARKET PLACE
 Muslim Population
(1.8-1.9 Billion)
 Halal Market Size
(2.3 Trillion)

13. Global Halal Market Place
2
4
3
5
6
8
9 7
1
10

14. 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

15. Source: World Halal Forum 2012-General Presentation
Global
Distribution of
Halal Food
Market

16. 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

17. 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

18. 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

19. Halal Purchase Intention
Halal Purchase Intention
Theory of Reasoned Action (TRA)
Theory of Planned Behavior (TPB)

20. 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.

21. Halal: General Interest Over time!
 Google Ngram and
 Search 5 million Scanned Books
 Culturonomics
 Google Trends
 Collection of key word Searches from 2004
onwards
 Most popular Indexed to 100

22. Search: Halal (Google Ngram)

23. Search: Halal Food (Google Ngram)

24. Search: Halal (Google Trend)

25. Search: Halal Meat (Google Trend)

26. “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”