Middle class muslim segmentation model and strategies

1. THE RISE OF MUSLIM MARKET
 Hijab Fashion
 Umrah
 Halal Food
 Halal Cosmetics
 Sharia Bank
 Sharia Insurance & Investment
 Sharia Hotel
 Islamic books, Musics, Movies
 Parenting
 Zakat & Sadaqah
© Yuswohady www.yuswohady.com @yuswohady

2. Rationalist Universalist
ConformistApathist
“Pokoknya harus
Islam”
“Islamiitu lebih
penting”
“Guedapat
apa?”
“Emang gue
pikirin“
Functional&EmotionalValue
(“Duniaw”:ProductsBenefit)
Spiritual Value
(“Akhirati”: Adoption of Islamic Values)
High
Low
HighLow
29%
27%
23%
21%
Functional&EmotionalValue
(“Duniawi”:ProductsBenefit)
Spiritual Value
(“Akhirati”: Adoption of Islamic Values)
High
Low
HighLow
4 FACES OF INDONESIAN MUSLIM
Source: Yuswohady, et.all., Marketing to the Middle-Class Muslim, 2014

3. Rationalist Universalist
ConformistApathist
“Pokoknya harus
Islam”
“Islamiitu lebih
penting”
“Guedapat
apa?”
“Emang gue
pikirin“
Functional&EmotionalValue
(“Duniaw”:ProductsBenefit)
Spiritual Value
(“Akhirati”: Adoption of Islamic Values)
High
Low
HighLow
29%
27%
23%
21%
GENERIC STRATEGIES
Source: Yuswohady, et.all., Marketing to the Middle-Class Muslim, 2014
OFFER GREAT
FUNCTIONAL
AND EMOTIONAL
VALUE
OFFER
UNIVERSAL VALUE
USE “ISLAM LABEL”
AND AUTHORITIES
GIVE 4P:
PRICE, PRICE,
PRICE, PRICE

4. #1 PRINCIPLE OF CUSTOMER
CUSTOMERS BECOME
MORE RELIGIOUS
THEY BEGIN TO SEARCH
FOR SPIRITUAL VALUE

5. #2 PRINCIPLE OF COMPETITION
COMPETITION IS ABOUT
BUILDING BRAND PERSONA
CONNECT YOUR BRAND TO
YOUR CUSTOMER’S HEART

6. #3 PRINCIPLE OF POSITIONING
BE AN INCLUSIVE BRAND
BE A UNIVERSAL ICON

7. #4 PRINCIPLE OF DIFFERENTIATION
BUILD AUTHENTICITY
THROUGH COMMITMENT
AND PASSION
CREATE YOUR OWN DNA

8. #5 PRINCIPLE OF VALUE
OFFER UNIQUE
UNIVERSAL VALUE
BALANCE YOUR PRODUCT
AND SPIRITUAL BENEFITS

9. #6 PRINCIPLE OF ENGAGEMENT
CONNECT YOUR CUSTOMER
TO EACH OTHERS
BUILD COMMUNITY
OF MESSENGERS