DESIGN FOR VALUES

Islamic Marketing Principles

​You need to understand the principles of Islamic Marketing in order implement Design for Values for the Muslim consumer, and the best place to start is by reading 'The Principles of Islamic Marketing'  by Dr. Bakr Al Serhan.  Dr. Al Serhan as the founder of the International Islamic Marketing Association (IIMA) is the innovator behind the field of Islamic Marketing.  The IIMA conference and training program is a valuable source of authentic education in the this area.  Islamic Marketing is the marketing and sales of goods and services in a manner consistent with the beliefs and values of the Muslim consumer.  It has moved far beyond the basic requirements conveyed by Halal and Haram.  It is a holistic application of Muslim beliefs and values to the life of the consumer.  It is humane, healthy, sustainable and honest.  The intersection of the Design for Values philosophy and Islamic Marketing & Sales is captured by the following quotation from the book The Principles of Islamic Marketing:  “Beyond worship, the duty of people in Islam is to build Emaar (the earth).  The exact meaning of the Arabic term Emaaratu Alardh (building of the earth) means to make it full of life or, to make it better in every sense.  A term intrinsically related to Emaar is Ifsad (ruination).  Islamic teaching states that the duty of man is to build without causing ruination before, during or after the building.  If cutting a tree to make pencils – the greatest invention of mankind – leads to soil erosion then cutting the tree becomes classified as ruination to the earth and as such becomes forbidden. A pencil manufacturer, thus, needs to think of more innovative and less harmful ways to make pencils.”

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The goal of the IIMA is to - Promote Learning, Cultivate Understanding, Facilitate Business

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The IIMA provides consultation, research, and training programs  for any individual or organisation wishing to develop a deeper understanding of Muslim consumer markets.  Programs are customised to deliver an in-depth understanding of marketing fundamentals as they apply to the Muslim consumer.  

 

Regional and cultural variations with marketing significance exist within the Muslim population of almost 1.6 billion people. One constant however is the importance of Islam as a guide in all aspects of life, especially life as a consumer.  The Muslim consumer has moved beyond a single focus, companies serving them must also expand their perspective.  Halal adherence is a basic requirement, a ticket to enter the market but not a licence to succeed.  Tayyib is widely desired and Mushtabeh awareness is growing.  Knowledge of all three elements and many more is essential in truly serving the Muslim consumer.

 

Beyond Basics & New Product Development

Traditionally, companies wishing to serve the Muslim consumer relied on the minimum requirements, the prohibition of alcohol and pork and the requirements of ritual slaughter.  While 'western' consumers are acknowledged as becoming progressively more informed and concerned as consumers it is arrogant or myopic to presume that Muslim consumers globally do not share in this continuous development.  If anything, the increasing awareness of the Muslim consumer of the significance to their life of ingredients, finance and farming practices etc. is more acute, as it has a religious significance that does not exist for the secular consumer. Companies will better serve their shareholders and the Muslim consumer if they are aware of the requirements of the market and strongly synchronised with the current of changing awareness that is flowing through the Ummah; a current of change that is defining the market requirements of the future.  It is widely acknowledged that the earlier that market intelligence is incorporated into the new product development process the greater its impact, with good intelligence the greater the likelihood of long-term market success.

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The following excerpt deals with the attributes of successful companies from the 'Product Development Institute' which was founded by world-renowned experts Cooper and Edgett.  It underscores the importance of early introduction of market data to the N.P.D process:  "Key process components include: 

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• “Front-end loading, undertaking appropriate, often extensive up-front homework prior to development (i.e. voice-of-customer research, market research, technology assessments)  Developing differentiated, superior products that meet customer needs better than competing products."*

 

Put simply, you need to listen to your customer and the Muslim consumer is ready to be heard.

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* http://www.prod-dev.co/innovation_performance_framework.php