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The Oxford Global Islamic Branding and Marketing Forum is a two-day forum that brings together over 250 business leaders, branding and marketing experts and thought leaders to discuss and understand the key issues that face the growth of the Muslim market.
According to the Pew Research Center a comprehensive demographic study (Mapping the Global Muslim Population) [1] of more than 200 countries finds that there are 1.57 billion Muslims of all ages living in the world today, representing 23% of an estimated 2009 world population of 6.8 billion. Not only is the Muslim population a significant percentage of the global population but AT Kearney [2] also point out that the market for sharia compliant products or services – that is products and services that confirm to Islamic Law – totals US$2trillion annually and is growing rapidly.
As Muslim countries develop, there is an expressed need to develop and market their own brands to the rest of the world. Additionally, there is massive interest amongst non-Muslim companies in how to enter and penetrate this global market, which spans many industries, including finance, food and beverage, cosmetics, healthcare, pharmaceuticals, logistics, tourism, fashion, and others.
This Forum brings Muslim and non-Muslim leaders and companies from a variety of business sectors together to discuss how to develop better trade and business relations and to learn from each other about the markets involved and to facilitate greater understanding of each other. [3] This is a new and growing area of marketing and branding that has not been fully understood but is gaining interest from the business world. [4]
Islam is one religion, but within the Islamic global population there are many markets that behave differently from cultural and business perspectives and both Muslim and non-Muslim marketers seek to understand these differences effectively to address their needs. [5]
The confirmed role players include The Honourable Dato' Sri Mohd Najib Tun Razak, Prime Minister of Malaysia; H.E. Shaukat Aziz, former Prime Minister of Pakistan; Lord Nazir Ahmed, Life Peer of the House of Lords of the UK Parliament; Mr Miles Young, CEO of Ogilvy & Mather Worldwide; Rafi-uddin Shikoh, CEO, The Dinar Standard; Tan Sri Dato’ H. Muhammad-Ali, President & CEO, Johor Corporation; Arif Zaman, Principal Consultant, Reputation Institute; Datuk Seri Farid Ridzuan, CEO, Media Prima, Malaysia
Issues in Islamic Branding & Marketing:
The organiser is the Executive Education Department of the Said Business School of Oxford University.
Muslims are people who adhere to Islam, an Abrahamic religion. They consider the Quran, the central religious text of Islam, to be the verbatim word of the God of Abraham as it was revealed to Muhammad, the main Islamic prophet and messenger. The majority of Muslims also follow the teachings and practices of Muhammad (sunnah) as recorded in traditional accounts (hadith).
The terms Muslim world and Islamic world commonly refer to the Islamic community, which is also known as the Ummah. This consists of all those who adhere to the religions beliefs and laws of Islam, or to societies where Islam is practiced. In a modern geopolitical sense, these terms refer to countries where Islam is widespread, although there are no agreed criteria for inclusion. The term Muslim-majority countries is an alternative often used for the latter sense.
In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.
Buddhism is the second largest religion in Malaysia, after Islam, with 19.8% of Malaysia's population being Buddhist, although some estimates put that figure at 21.6% when combining estimates of numbers of Buddhists with figures for adherents of Chinese religions which incorporate elements of Buddhism. Buddhism in Malaysia is mainly practised by the ethnic Malaysian Chinese, but there are also Malaysian Siamese, Malaysian Sri Lankans and Burmese in Malaysia that practice Buddhism such as Ananda Krishnan and K. Sri Dhammananda and a sizeable population of Malaysian Indians.
A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. Businesses that have a wide target market will focus on a specific target audience for certain messages to send, such as The Body Shops Mother's Day advertisements, which were aimed at the children and spouses of women, rather than the whole market which would have included the women themselves.
Asia is the largest and most populous continent and the birthplace of many religions including Buddhism, Christianity, Confucianism, Hinduism, Islam, Jainism, Judaism, Shinto, Sikhism, Taoism, and Zoroastrianism. All major religious traditions are practiced in the region and new forms are constantly emerging. Asia is known for its diversity of culture. Islam Is the largest religion in Asia with 26.1% followed by Hinduism 23.7%
Growth of religion involves the spread of individual religions and the increase in the numbers of religious adherents around the world. Statistics commonly measure the absolute number of adherents, the percentage of the absolute growth per-year, and the growth of converts in the world.
Food marketing brings together the food producer and the consumer through a chain of marketing activities.
Islam in Asia began in the 7th century during the lifetime of Prophet Muhammad. In 2020, the total number of Muslims in Asia was about 1.2 billion. Asia constitute in absolute terms the world's Muslim population. and about 62% of the world's Muslims live in Asia, with Indonesia, Pakistan, India, and Bangladesh having the largest Muslim populations in the world. Asia is home to the largest Muslim population, with West Asia, Central Asia, South Asia, and Southeast Asia being particularly important regions. A number of adherents of Islam have lived in Asia especially in West Asia and South Asia since the beginning of Islamic history.
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online advertising.
Mohamed Nazir bin Abdul Razak is a Malaysian banking executive. He was Chairman of CIMB Group, which is one of the largest financial services providers in Malaysia and ASEAN. He served as CEO of the group from 1999 to 2014. Nazir is the youngest son of the second Prime Minister of Malaysia Tun Abdul Razak Hussein, and brother of the sixth Prime Minister Najib Razak.
Wasatiyyah Institute Malaysia was an idea conjured by the former Malaysian Prime Minister YAB Dato' Sri Mohd. Najib Bn Tun Abdul Razak to fend off extremism in the religion of Islam. The institute will stand as one of the main platforms to promote moderation and harmony in Islam and to ensure modern Muslims adhere to the real message of Muhammad The Prophet as to spread love and peace throughout the world.
Halal Development Corporation Berhad, or HDC, is a Malaysian federal government agency mandated as the custodian of Malaysia's Halal economy, and featured as a trusted partner in the Halal business. Its mission is to generate opportunities for the community of stakeholders within Malaysia's Halal ecosystem.
Religions in Karachi include Islam, Christianity, Hinduism, Sikhism, Buddhism, Zoroastrianism and others. According to a 1998 census of Pakistan, the religious breakdown of the city is as follows: Muslim (96.45%), Christian (2.42%), Hindu (0.86%), Ahmadis (0.17%) and other (0.10%). Other religious groups include Parsis, Sikhs, Baháʼí, Jews and Buddhists. Of the Muslims, approximately 66% are Sunnis and 34% are Shi'ites. The Sunnis follow Hanafi fiqh while Shi'ites are predominantly Ithnā‘Ashariyyah fiqh, with significant minority groups who follow Ismaili Fiqh, which is composed of Nizari, Mustaali, Dawoodi Bohra and Sulaymani fiqhs.
Adherents of Islam constitute the world's second largest religious group. According to a study in 2020, Islam has 1.9 billion adherents, making up about 24.7% of the world population. Most Muslims are either of two denominations: Sunni or Shia. Islam is the majority religion in several subregions: East Asia, South Asia, North Africa, the Sahel, and the Middle East. The diverse Asia-Pacific region contains the highest number of Muslims in the world, easily surpassing the combined Middle East and North Africa.
Islamic marketing can be defined as the wisdom of satisfying the needs of customers through the good conduct of delivering Halal - wholesome, pure and lawful products and services with the mutual consent of both seller and buyer for the purpose of achieving material and spiritual well-being in the world here and hereafter and making consumers aware of it through the good conduct of marketers and ethical advertising Halal has three levels;
Zilzar is a privately held, online marketing platform headquartered in Malaysia, specifically catering to Muslim consumers seeking halal products and services. The company positions itself as a global Muslim lifestyle marketplace where consumers can access information, content, community and trade. This e-commerce platform was launched in 2014 by Malaysian Prime Minister, Dato Sri Muhamad Najib Tun Razak in the 10th World Islamic Economic Forum in Dubai. The site was described as a way of empowering the consumer and creating employment for Muslims in emerging markets by the country's prime minister. The business describes its aim as connecting Muslim consumers and making it easier for halal traders around the world to conduct business online. The platform handles content regarding Islamic societies and products that deals with the compliance of the Islamic Sharia law.
Islamic fashion as a phenomenon stemmed from the combination of a set of Islamic practices and of the rising need and desire to include these specific clothing items in a broader fashion industry. The global growth of “an Islamic consumer sector, which explicitly forges links between religiosity and fashion, encouraging Muslims to be both covered and fashionable, modest and beautiful,” is relatively fresh: Islamic Fashion as a particular phenomenon started appearing toward the 1980s.
Global advertising or international advertising consists of collecting, processing, analyzing and interpreting information. There are two main purposes of international advertising research: (1) to assist business executives to make profitable international advertising decisions for their specific products and services and (2) to contribute to general knowledge of international advertising that is potentially useful to a variety of business executives, educators, government policy makers, advertising self-regulatory organizations and others interested in understanding the process and effects international advertising.
Martin Roll is a Danish author, brand strategist and management consultant. Roll appears regularly in global television and print media. He holds an MBA from INSEAD where he is a Distinguished Fellow and an Entrepreneur in Residence. Roll's first book, Asian Brand Strategy, was named one of the "Best Business Books: Marketing" in 2006 by Strategy+Business. He is the founder CEO of Martin Roll Company, an advisory firm based in Singapore. He advises Fortune 500 companies, Asian firms, family-owned businesses and also served as a senior advisor to McKinsey & Company.
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