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Marketing to the Middle Class Muslim

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Middle class muslim segmentation model and strategies

Publié dans : Business

Marketing to the Middle Class Muslim

  1. 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. 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. 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. 4. #1 PRINCIPLE OF CUSTOMER CUSTOMERS BECOME MORE RELIGIOUS THEY BEGIN TO SEARCH FOR SPIRITUAL VALUE
  5. 5. #2 PRINCIPLE OF COMPETITION COMPETITION IS ABOUT BUILDING BRAND PERSONA CONNECT YOUR BRAND TO YOUR CUSTOMER’S HEART
  6. 6. #3 PRINCIPLE OF POSITIONING BE AN INCLUSIVE BRAND BE A UNIVERSAL ICON
  7. 7. #4 PRINCIPLE OF DIFFERENTIATION BUILD AUTHENTICITY THROUGH COMMITMENT AND PASSION CREATE YOUR OWN DNA
  8. 8. #5 PRINCIPLE OF VALUE OFFER UNIQUE UNIVERSAL VALUE BALANCE YOUR PRODUCT AND SPIRITUAL BENEFITS
  9. 9. #6 PRINCIPLE OF ENGAGEMENT CONNECT YOUR CUSTOMER TO EACH OTHERS BUILD COMMUNITY OF MESSENGERS

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