An excellent read for anyone who wishes to know: 1. The journey of an award winning entrepreneur, Mr. Ren Jan, Liow, Founder & CEO of AYS Sdn Bhd. He shared what he has learned through real world, practical experiences and guides you through a journey that he himself has gone through in starting up, running and marketing a halal food industry. 2. The secrets behind 18 successful halal industry manufacturers from Malaysia. 3. The critical DOs and DON'Ts when marketing halal from 3 global halal industry leaders from the cosmetics, service and manufacturing industries. The author hopes this book will inspire others to write as well, creating literature that will assist the development of the halal industry into a driving force that creates new wealth and a new economy. “I truly believe in the promise of Halal and I want to bring this forward to Muslims and non-Muslims alike. It is the promise of quality, food safety, hygiene and fair trade in Halal that I believe will help the industry cut across a wider spectrum of consumers of various ethnicities globally." said the author.

2. A marketing book, not a book on religion
A joint publication of

3. This book guides the readers on ways to
achieve the balance between marketing halal to
both Muslims and non-Muslims, and making the
product equally appealing to both.

4. Expertise in the
Halal New Economy…
“The global halal market will once again
look to Malaysia as a key mover of the
halal industry with the publication of
Marketing Halal: Creating New
Economy, New Wealth, an excellent
book by RJ. Liow, CEO of AYS which
is fully endorsed by Halal Industry
Development Corporation, Malaysia.”
Dato’ Seri Mustapa Mohamed
Minister of International Trade & Industry, Malaysia

5. "... the book would be an excellent read for Australian
managers in both government owned organizations tasked
with "food innovation" as well as policy wonks in the
Department of Foreign Affairs & Trade; Austrade and food
industry managers and entrepreneurs generally who are
interested in lifting Australia's game in marketing (especially)
value added foodstuffs to our near neighbours."
“Becoming the bread basket of Muslim Asia”
Australia e-journal 7/8/2013
http://www.onlineopinion.com.au

7. www.marketinghalal.com.my
Media Coverage:
Print & TV

8. Why did I publish this book?
“Writing a book of international interest, that companies
and individuals around the world would be able to use it as
a reference material, to understand the essence of Halal,
and ways to marketing halal products and services
in order to generate wealth.”
Liow Ren Jan (RJ. Liow)
Author, Founder & CEO of AYS

9. Introducing RJ. Liow ’s
unique expertise…
Wealth of knowledge &
hands on experience in the
Halal New Economy
CEO of AYS
receiving
“Best Halal
Product
Award” from
the former
Prime Minister
of Malaysia
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10. Profile of RJ. Liow
Founder & CEO of AYS
• Recipient for “Asia’s Thought Leader
Award 2012” and many more.
• Spoke in international conferences such
as “World Halal Week Conference
2013”.
• Master of Science in International
Marketing

11. RJ. Liow speaks & shares
his views in international
conferences such as:
1. World Halal Week Conference 2013, Kuala
Lumpur
2. World HRD Congress 2013, Mumbai, India
3. Food Ingredients Asia - MEGAtrends 2013,
Bangkok, Thailand
4. Healthcare Supply Chain Conference 2013
5. Effective Entry into Indonesia Halal Market

12. RJ. Liow is an award winning
Industry Thought Leader
He thinks out of the box, and are able to assist you to fine tuning
your operation, prepare and connect you to the international markets

13. RJ. Liow has an
excellent &
proven track
record in creating
winning brands

14. Strong
Endorsement
from the industry
A 1-InnoCert Double A’s
Rating Company

15. Wide media coverage

16. On the Book

17. There is a single biggest market in the world
that has been largely overlooked by many…
the Halal market - a new economy,
a Blue Ocean Strategy

18. The concept of Halal itself is very little understood.
Most people think it only refers to prohibited meats,
but halal is a lot more holistic than that.

19. Once one understands Halal Toyyibban
(what is permissible and wholesome), one will realize
that Halal as a concept could be appealing to both
Muslims and nonMuslims

20. The estimated global Halal trade exceeded US$2.1
trillion and this emerging global market offers enormous
opportunities for Halal producers and service providers.
However the Halal business, as it stands today,
is still its infancy.
The 9th Malaysia Plan (RMK9) and 3rd Industrial Malaysia
Plan (IMP3) have identified the Halal industry as the
new growth area, which will significantly contribute
towards Malaysia’s economic development.

21. 3 key contributors to lucrative Halal New Economy
USD 2.1 trillion
Sizeable and
growing Muslim
population
Growing
economic
development in
Muslim countries
Muslim population worldwide
(2010) = 1.8 billion
Forecasted to grow at twice
the rate by 2030 representing
27% of global population
“Between 1990 and 2010, GDP
per capita for Muslims
worldwide has grown at a
Cumulative Annual Growth
Rate (CAGR) of 6.8% (Global
CAGR: 5.0%).”
Source: Pew Research Centre
Source: United Nation and IMF
Emergence of
potential Halal
markets (China &
India)
“Chinese Halal markets is
worth USD2.1 billion and
growing at 10.0% annually.”
Source: Islamic Association of China

22. Although differing in size and behavior across the world,
the Halal markets provide many business opportunities
across all product and service categories, including
Process Food & Beverage, Pharmaceutical, Cosmetics
and personal care, and financial services.
Halal trade is currently contributed to less than
10% of global trade. Many Muslims, as well as
nonMuslims worldwide still do not have access to
Halal products and services.

23. Halal needs to be properly marketed,
and perhaps rebranded
Halal is not just about religion,
it is a symbol of quality

24. Today, Halal products and services are fast gaining
worldwide recognition as a new benchmark for
safety and quality assurance
Halal has the potential to become a standard
associated not only with product quality, but also
with international best practices throughout the
entire supply chain

25. Two very natural and fundamental question
people who are not familiar with Halal business
would ask are:
“Is there any difference in the way a Halal product is
marketed compared to a non-Halal products?”
“How do you achieve the fine balance between marketing
Halal to both Muslims and non-Muslims, and making the
product equally appealing to both demographics?

26. The tips, experience RJ. Liow has to share will be
indispensable to anyone considering venturing into the
fast growing halal new economy

27. Book Highlights…
1. Excellent read on starting up, running & marketing halal
products & services
2. Story telling, real life experience from successful halal
industry player, no dreadful text book theories
3. The essence of “Halal Toyyibban” - permissible &
wholesome
4. Global market size for Halal products & services

28. Excellent read for:
1. Anyone considering venturing into the fast
moving halal industry
2. Academics
3. General business management

29. Contents:
Chapter 1: Going into the halal business
How and why the author entered the halal industry
Chapter 2: The essence of Halal
Halal Toyyibban – permissible & wholesome
Chapter 3: Running a Halal Business
Learning from 3 successful foreign companies
Chapter 4: Halal Compliance
Step by step guide to JAKIM application

30. Contents:
Chapter 5: Marketing Halal
Credibility & integrity are crucial
Chapter 6: Halal New Economy
Global halal market size & key Muslim markets
Chapter 7: Back to Basics
Getting the business fundamentals right
Chapter 8: Halal Success Stories
18 successful companies from Malaysia

31. For more information:
Check out www.marketinghalal.com.my
Buy online at www.mphonline.com
Connect with me on LinkedIn. http://lnkd.in/GHwmhk
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