Islamic Marketing Is there a Difference

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

2. Overview of Discussion • Introduction • Aspects of Islamic Marketing • Consumption Pattern • Dressing Pattern • Gender Separation • Legal Discrimination • Marketing Mix ( the 4 P’s ) • 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

3. 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 world’s population.

4. http://www.now.org/nnt/summer-2002/gender.html 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.

5. Marketing Mix Product Price Promotion Place

6. 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

7. 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.

8. 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.

9. 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

10. 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?

11. 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)

12. 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.

13. 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 • Women’s Role

14. Class Participation - Advertisements and Promotions to Muslims • Coke 1 • Coke 2 • Coke 3 • Head and Shoulder • Wazup

15. 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

16. 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