Islamic Marketing Is there a Difference

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Islamic MarketingIs there a Difference
Palm Beach Atlantic University Summer I ,
2007Dr.Ann Langlois
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Overview of Discussion

• Introduction
• Aspects of Islamic Marketing
• Consumption Pattern
• Dressing Pattern
• Gender Separation
• Legal Discrimination
• Marketing Mix ( the 4 Ps )
• Current Trends in Islamic Marketing
• Global events and the Muslim consumer
• Commercializing Islam
• Marketing to Muslims in The US
• Class Participation Advertisements and
  promotions to Muslims

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Introduction

• 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.
• The Six Articles of Belief are
• MNCs Muslim culture is important to MNCs as
  individuals account for ¼ quarter of the worlds
  population.

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Aspects of Islamic Marketing

• Consumption Patterns
• Dressing Pattern
• .
• Gender Separation
• Everything is focused around the man in Islamic
  society.
• Men have power.
• Legal Discrimination
• Islamic personal status laws discriminate against
  women in the areas of inheritance, divorce,
  marriage, and child custody rights.

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Marketing Mix

• Product
• Price
• Promotion
• Place

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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 NielsArla spokeswoman

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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
• 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.

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Current Trends - Commercializing Islam

• Barbie Doll- Fulla
• In Damascus, a Fulla doll sells for about 16, in
  a country where average per capita income hovers
  around 100 per month.

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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

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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?

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Islamic Holidays

• 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)

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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.

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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
• Language
• Music
• Sexual appeal
• Dress pattern
• Womens Role

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Class Participation - Advertisements and
Promotions to Muslims

• Coke 1
• Coke 2
• Coke 3
• Head and Shoulder
• Wazup

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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

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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