Meet the new
Muslim consumer
While there is no doubting the potential of the Muslim market in Asia, it
nonetheless needs to be handled with great care, writes Michael O’Neill
W
hen it comes to big consumer
markets, Asia is not short of con-
tenders. China and India, with
their billion-plus populations
have led the way, while a number
of large emerging markets are
now also catching the eyes of
marketers. But the region is also
home to another sizeable consumer bloc, one not de-
fined by country but by a shared religion.
According to conservative estimates Asia is home
to an almost 700 million Muslims, some 60 per cent
of the global total. While Indonesia is often quoted
as the world’s largest Muslim country — it accounts
for an estimated 13 per cent of the number of Mus-
lims worldwide — other countries such as Pakistan,
Bangladesh and India can also boast Muslim popu-
lations of more than 100 million.
When even a country such as China can claim
Muslim populations of between 20 million and 100
million, depending on which data is used, it is clear
that this is a market to be reckoned with.
Surprisingly then, save for one or two examples,
most brands have been slow to directly target their
products and services to this market. “Most MNCs
have never really asked themselves whether those
consumers have got anything special about them,
60 campaign october 2010
whether they have got a different relationship with
brands, for instance,” Miles Young, global CEO of
Ogilvy & Mather, says.
In the past, when Asian Muslim consumers have
engaged directly with brands, it has tended to be for
negative reasons. Though marked differences exist
between Muslims in various countries across the re-
gion, when the united Muslim voice comes together,
it can be a powerful force. A number of US brands
found this out in 2009 when Muslim activists in
Malaysia urged consumers to boycott products from
companies such as Coca-Cola, Colgate and McDon-
ald’s over US support for Israel’s attack on Gaza.
“The Islamic religion is a highly sensitive topic in
Malaysia and must be addressed with respect and
tact to avoid untoward incidences,” explains Tze-
Lian Ng, Partner, Insights at Mindshare’s Malaysia
operation. “One very clear insight is that Malays
here are very much in solidarity with Muslims
around the world. Any issues affecting Muslims in
other countries which draw media attention here
will affect local sentiments.”
More typically, though, negative sentiment is
simply a case of brands misjudging the Muslim con-
sumer. It is not only Western brands that have suf-
getty images
fered here. Bintang Zero, a non-alcoholic beverage
produced by the Indonesian brewer Bintang, was
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campaignasia.com

Muslim ‘Futurists’… responsible, curious, culturally-exposed and interested in others
meant to appeal to religious Muslims who abstain
from alcohol. For obvious reasons, the marketing
failed. As one commentator said at the time: “What
next? Halal pork?”
It seems, though, that brands are learning quickly
from their mistakes. Whether a result of the ad-
spend slowdown in Western markets, or a recogni-
tion of the growing affluence among many Asia-
based Muslim consumers, brands — and their
agency partners — are taking the Asian Muslim
A S
market far more seriously than before.
key part of understanding the Islamic
market in Asia will depend on being
able to segment the Muslim consumer.
While religion is the uniting factor,
Muslims across Asia are very different
from one another and respond to reli-
gious messaging in a variety of ways.
“Brands need to be careful not to gen-
eralise the Muslim community because they are not
homogeneous, “ says Guy Hearn, director of Com-
munications Insights, Asia-Pacific, at Omnicom Me-
dia Group. “In addition to the Islamic faith, race, na-
tionality and education play a big part in defining
what ‘intensity’ of Muslim the consumer belongs to.
Muslims in different countries are exposed to and
thus influenced by other cultures. Muslims in Ma-
laysia particularly are exposed to other religions and
are respectful of other faiths.”
In a country such as Indonesia, for example,
where up to 75 per cent of the Muslim population are
either secular or non-practicing, Robbie Susatyo,
managing director of Synovate Indonesia suggests
brands steer away from overt Islamic themes. “Indo-
nesia is very different from other countries such as
Malaysia or Pakistan,” he says. “It has a different
adherence to religion. If someone says marketing to
“A brand has to offer solutions to the Muslim
consumers beyond just the Halal aspect”
Getty IMAGES
Ayman Hamed, Al Islami Foods
campaignasia.com
Muslims, there is a risk you are labelling them as
extremist or militant. Many Indonesians don’t want
to be a part of this. They want to be in the main-
stream. As soon as you label someone Muslim, they
no longer feel part of the mainstream.”
Similarly, in Pakistan, there are distinct differ-
ences in consumer attitudes between the more mod-
erate parts of the country and the conservative
north. Sabene Saigol, the chairperson of Lahore-
based Red Communication Arts, notes that adver-
tising in Pakistan on the whole concentrates on im-
ages of youth, vitality and modernity, without a
burqua in sight. In nothern areas, however, commu-
nications tend to be tweaked, with, for example, fe-
male models in TVCs replaced by male ones, or sim-
ply product shots.
But while it can be argued strongly that there is
no single Muslim market in Asia, there are nonethe-
less generalisations that can be made. At Ogilvy
Noor, for instance, the Muslim consumer market is
divided between ‘Traditionalists’ and ‘Futurists’.
While Traditionalists make up 60 per cent of the
population in the markets surveyed, it is the Futur-
ist group — which combines a modern outlook with
a strong religious commitment — that is most inter-
esting to brands. “We believe the Futurists will be
responsible for shaping the future for marketers by
virtue of the fact that they enjoy the deepest rela-
tionship with brands today and are most willing to
wholeheartedly integrate brands into their own lives
and wider cultures,” says Nazia Hussain, Ogilvy &
Mather’s global director of Cultural Strategy.
Lian Rosnita Redwan-Beer, the publisher of Aq-
uila Asia, a fashion and lifestyle magazine and web-
NOOR GLOBAL BRAND 2010 site for cosmopolitan Muslim women, agrees, point-
brand NOOR INDEX SCORE ing to a generation of new Muslim consumers that
Lipton 131 are more connected and digitised than their ‘tradi-
Nestlé 130 tional’ counterparts. “These are women who are re-
Kraft 117 sponsible, curious, culturally-exposed, and very in-
Mirinda 110 terested in others. They love to share knowledge,
7 Up 109 info, tips, experience and problems,” Redwan-Beer
Lux 108 says. “Within this community, word about an out-
Sunsilk 105 standing product, service, or place that meets their
Dove 103 spiritual needs travels super fast.”
Pantene 102
Head & Shoulders 101 o if Asia is seeing the emergence of a
Heinz 101 new, modern Muslim consumer, how
Pepsi 95 best to reach them? On the most basic
Coca Cola 94 level, more and more brands are ensur-
Air Arabia 91 ing their products meet Halal certifica-
Emirates 85 tion in various markets. This is under-
Singapore Airlines 63 standable. The global Halal industry
Cathay Pacific 62 was estimated by the World Halal Coun-
Standard Chartered 54 cil to have been worth US$632 billion in 2009.
HSBC 51 In Muslim countries, though, Halal certification
RBS 47 is a given rather than a differentiator. Even in Singa-
Source: Ogilvy Noor pore, for instance, where the Musilm population is
in the minority, McDonald’s and other food manu-
The above selection is from the Ogilvy Noor facturers use Halal ingredients not as a marketing
Global Brand Index, a preliminary tool but because to not do so would mean isolating a
exploration of the consumer perception of significant part of its consumer base. “At a certain
relative ‘Muslim-friendliness’ of certain stage Halal branding is important to establish cre-
global brands across the world. The scores dentials,” says Ayman Hamed, director of market-
are on a 100-point index, where brands ing at Dubai-based Al Islami Foods. “But a brand
above 100 are seen as being more Shariah- has to offer solutions to the Muslim consumers be-
compliant and brands below 100 seen as yond the Halal aspect without losing [sight of] it.”
less so. A more direct approach has been for brands to
focus on a specific religious or cultural need and to
build marketing around that. Unilever did this sev-
eral years back with the ‘Clean and Fresh’ campaign
for its Sunsilk shampoo that targeted hijab
October 2010 campaign 63
Islamic media How media owners are appealing to the modern Muslim consumer
In August this year,
Malaysian TV threw up
an unlikely new hero.
In the grand final of
Imam Muda on the
Muslim lifestyle
satellite channel Astro
Oasis, Muhammad
Asyraf Mohammad
Ridzuan saw off rivals
to grab the crown in
the American Idol-style
programme. Asyraf’s
prize for coming up
trumps in the 10-week
show included a
scholarship at a
university in Saudi
Arabia and a trip to
Mecca.
While the show
created headlines
across the region and
beyond, it also brought
attention to the
changing nature of
Islamic media, from its
perception as a dull watched by 50 per cent says Robbie Susatyo, Still, Andreas Asia.“We set ourselves
and conservative of the UK’s 1.6 million managing director of Vogiatzakis, managing apart from the
programming block to Muslims, similar Synovate Indonesia. director at OMG mainstream by
one that is embracing channels have yet to “But viewership is very Malaysia, identifies regularly touching on
the needs of modern take off in popularity in small. People prefer the potential for topics and subjects
Muslims. In this, Oasis Asia. “Almost all watching soap operas Islamic media, that pertain to Islam
is taking its lead from stations In Indonesia to talk shows especially in Malaysia. and modern-living, and
the West, in particular have certain hours, discussing religious “The market may be delivering them
the growth of ‘lifestyle’ certain blocks for themes.” niche, but you will alongside religious
Islamic TV in both the Islamic content,” definitely reach your references so
Middle East and targets well. Muslims everybody gets the
countries in Europe in Malaysia are whole picture,” says
with significant Muslim working towards being publisher Liana
populations. UK-based progressive Muslims — Rosnita Redwan-Beer.
Islam Channel, for to achieve modernity The magazine and
instance, broadcasts without letting go the online portal is proving
across Europe, the spiritual aspect. For popular with
Middle East and North advertisers, this advertisers. “Right
Africa and is streamed translates definitely to now, the SMEs and
live on the internet, opportunity.” regional players have
showing news, Islamic- A good example of been quick to join
themed quiz shows this marrying of Islam force with us. The
and even a Saturday and modernity in the Muslim market is by
evening light print sector is the and large untapped,
entertainment show. Indonesia-based and more and more
But while the Islam fashion and lifestyle brands are aware of
Channel claims it is Aquila Asia… targeting the new Muslim woman magazine Aquila this fact.”

(headscarf)-wearing females. Similarly, Malaysian beliefs — zakaat (charity) for instance, is one of the
auto manufacturer Proton is partnering with com- four pillars of Islam.
panies in Iran and Turkey to develop an ‘Islamic car’ “When we say ‘Islamic’ or ‘Muslim’ brand, we
with a compass pointing to Mecca and built-in com- mean that it’s a brand based on the ethics and values
partments for the hijab and copies of the Koran. of Islam, in order to communicate to the Muslim
But these tend to be one-off product promotions community that this brand adheres to the code you
and, it could be argued, do little to create a lasting live your life by, therefore associating with this
brand equity in the market. John Goodman, presi- brand would benefit you,” says Joy Abdullah, a di-
dent of Ogilvy Action Asia-Pacific and regional di- rector at business and brand marketing consultancy
rector for Ogilvy & Mather ASEAN, argues instead Daily Baraka.
that brands should take a broader approach to the This strategy has the advantage for brands in that
Muslim market, adopting a marketing plan that sits they do not have to fundamentally change their
comfortably with Shariah values, which Ogilvy DNA but instead need to make sure their business
Noor describes as “a holistic set of practices that ethics and community outreach are consistent and
guide every aspect of one’s life.” well-communicated. Most of all, though, they need
In its simplest form, this can be interpreted as to be genuine and transparent. “People don’t like su-
taking a more ethical approach to the marketing of perficial reflections on their culture and religion,”
goods, being aware of the wider values and sensi- says Goodman. “People react badly if they see com-
tivities of the Muslim community. In Pakistan, for panies paying lip service or being patronising.”
instance, the Olpers milk brand places family values While good news travels fast among the new
at the centre of its branding, without an overt ‘Is- Muslim consumer, so does negative sentiment As
lamic’ branding. This positioning is run out during well as being more accepting of brands, Ogilvy
the year, but is intensified during the peak season of found its Futurists to also be more challenging.
Ramadam, when the brand communicates the more “What this combined sceptisism, mistrust and
direct connection between the brand and Islam. doubt has done is create a class of consumers who

T
“Muslims get together, they pray together, eat to- ask more questions than ever before,” says Hussain.
gether, make a lot of donations and help the commu-
nity. These values sit well with our mother position,” his reaction to inconsistent branding can
says Ali Akbar, vice-president of the Global Business be seen in the Islamic finance sector. Al-
Unit at Engro Foods. though banking services that are consist-
Importantly, the Shariah commitment needs to ent with Shariah law have grown in popu-
go deeper than just sales and marketing, touching larity, financial brands score low on the
all aspects of the company, from manufacturing and Ogilvy Noor Index, which measures per-
packaging to brand story and overall business prac- ceptions of brands in the Muslim world.
tices. Research carried out by Ogilvy Noor found, for In particular, HSBC is poorly ranked as it
example, that a commitment to charity and corpo- is seen by many Muslims as what Goodman calls “a
rate social responsibility chimed well with Muslim house with two doors” — one secular and one reli-
consumers. Charity and CSR may be universal val- gious. While HSBC may be offering Islamic finance,
ues, but they also align especially well with Islamic the perception is that once the transaction goes in to

“People react badly if they see companies paying

lip service or being patronising”
John Goodman, Ogilvy & Mather
64 campaign OCTOber 2010 campaignasia.com
Case studies Three brands that used Islamic values to build consumer loyalty
OLPERS
Olpers entered
Pakistan as a new
brand in 2006 and has
quickly taken the UHT
milk market by storm.
Within four years, it
has crossed all
predicted thresholds
to command 30 per
cent of the market
share. Its success is
due to a multitude of
factors including an
engaging brand
presence, innovative
sourcing and
distribution systems,
highly emotional
communications and a
general shake-up of
the entire UHT milk
category. In terms of a
Shariah-friendly
aproach, Olpers
emphasises purity and
Olpers… emphasises family bonds in Paksitan
authenticity in its importance of family inclusive and pluralist
people and products. values. This kind of in its communications,
Communications are human inclusivity and mindful of Malaysia’s
deeply rooted in focus on family cultural and religious
Pakistani heritage — resonates well with the diversity. Through both
the brand emphasises Muslim consumer. its products and its
pure Muslim living, Petronas also shows communications, CIMB
loving family bonds how even a brand in a Islamic has achieved
and intergenerational relatively low- the status of a
respect, and involvement category progressive Islamic
celebrations of cultural can strike a deep Malaysian bank in
rituals in all its emotional chord with consumers’ eyes.
communications, Muslim consumers by CIMB Islamic brand
carving out a special Petronas… is seen as a brand for all Malaysians drawing on and has also been effective
niche in the heart of tapping into rich in communicating its
the modern Pakistani global Pakistani brand. grounded in family cultural values. overt Shariah
Muslim consumer. Global campaigns have values, respect and compliant credentials,
With its striking big- featured international inclusivity, the CIMB ISLAMIC such as its CIMB
budget celebrities such as Petronas brand is seen CIMB Islamic Bank is Islamic Shariah
communications and Canadian Pakistani as a brand for all the global Islamic Committee, which
emphasis on artist Dawood Ali and Malaysians, and this banking and finance comprises the world’s
innovation, it’s hardly depict Muslims across spirit of inclusivity and arm of CIMB Group. leading Islamic
surprising that many the Ummah progress is highly The brand is innovative scholars. Most of all
Pakistani consumers celebrating the same resonant with Shariah in the finance category though, the bank has
see Olpers as rituals. values. Recognising its as it was the first been able to ensure
potentially the first role as a leader and standalone Islamic that every aspect of its
PETRONAS Malaysian success bank offering from a behaviour and
Petronas in Malaysia is story, Petronas is full-service bank — communications feels
much more than just involved in all aspects most other banks grounded in core
an oil and gas brand. It of national progress offered Shariah- Islamic values, from
is seen as a key driver and invests heavily in compliant banking using an Islamic green
of Malaysian progress, education, sports, arts through Islamic in its livery to using the
and an embodiment of and humanitarian ‘windows’. At the same language of
much that modern efforts. time, the CIMB Islamic community in its
Malaysians, and Much of its brand has been careful promotions.
especially Muslim communications to remain very
Malays, want to see as involve children, both
the future of the as a symbol of
country. Through Malaysia’s future and
emotional advertising to drive home the

the back office, the practice is diluted, resulting in a ‘compliant” — that is, adhering to specific Halal
fear of “contamination”. standards.”
Abdullah believes such considerations are espe- Goodman feels it is a mixture of both: “These
cially pertinent for Western brands, which arrive in brands tend to reflect the core Muslim values very
a Muslim country with a well-known back story. “A well, and therefore although they don’t ‘align them-
Western MNC is already an existing ‘corporate selves with Islam’ consciously, they do in their value
brand’ having an image, personality and history as- systems and the way they interact with consumers
sociated with it ­— perceived or otherwise — by its and society, becoming good local citizens in Muslim
stakeholders across the globe,” says Abdullah. countries. A lot of the things you need to do to mar-
“Therefore, a ‘corporate rebrand’ based on Islamic ket to Muslims are things you would do to appeal to
ethics would not jive with the targeted Muslim con- other consumers. The same values are relevant to
sumer.” non-Muslims as well.”
But how much of Muslim consumers’ brand per- While this may be a grey area, when it comes to
ception is based on respect for religious values and the overall importance of being able to connect with
how much is because they are successful brands that the new Muslim the situation is much less opaque.
get their marketing right and produce good prod- And while religion will still be a benchmark, the in-
ucts that consumers want to buy? Abdullah says dividual’s sense of identity and what they want to do
that, at present, religion plays a secondary role. with their life will become even more important. Ex-
“Currently there are MNCs which are strong brands plains Abdullah: “There are successful multination-
on their own that have been made available to the al companies and regional brands across categories
global Muslim community through the usual distri- that are fulfilling the needs of the Muslim consum-
bution channels,” he says. “But none of these brands er. But, with the rise in awareness and understand-
were developed based on Islamic ethics. They are ing of Halal, and a growing consciousness of the
brands developed in the classical brand marketing ‘Muslim identity’, especially amongst youth, it is in-
framework wherein a product benefit has been evitable that the need for brands to address this
highlighted and, process wise, they are currently identity will be on the rise.” n

“A corporate rebrand based on Islamic ethics

would not jive with the Muslim consumer”
getty images

Joy Abdullah, Daily Baraka

66 campaign october 2010 campaignasia.com