PPT SLIDES ISLAMIC MARKETING MKT 2593

ISLAMIC MARKETING
(MKT 2593)

Jun Juhaizi Juhari 1

JJJ

CHAPTER 1

JJJ 2

THE CONCEPTS OF ISLAMIC
MARKETING, SHARIAH VIEWS,
AND OBLIGATIONS TOWARDS

ISLAMIC MARKET

JJJ 3

LEARNING OBJECTIVES

1 2 3 4

COMPREHEND EXPLORE THE RECOGNIZE COMPREHEND
THE BASICS OF SOURCES OF THE TYPES OF THE OVERVIEW

ISLAM SHARIAH SHARIAH MAQASID
RULING SHARIAH.

JJJ 4

DEFINITION Hussnain (2011) defines Islam as marketing:“The process of
OF ISLAMIC identification and implementation of value maximization strategy for
MARKETING the welfare of stakeholders in particular, and societies, in general, are
governed by the guidelines given in the Quran and Sunnah”.

Alom & Haque (2011) explains that Islam marketing can be defined
as: “Processes and strategies (Hikmah) fulfillment through products
and services that are Halal (Tayyibat) by mutual consent and welfare
(Falah) of both parties that the buyer and seller for the purpose of
achieving the material and spiritual welfare in this world and
hereafter”.
Abuznaid (2012) argues that Islam marketing can be defined as:
“Wisdom satisfying customer needs through good conduct in
providing products and services that are halal, healthy, holy and
legitimate by mutual consent of sellers and buyers for the purpose of
achieving the material and spiritual well-being in this world and
hereafter and make consumers aware of it through the good behavior
of ethical marketers and advertising”.

JJJ 5

ISLAMIC Religious, Islam marketers must fully believe that Islamic law is the supreme
MARKETING law should be used as guidelines only, perfect, and the source for all the
CHARACTERISTICS goodness
Ethical, spiritual increase in the Islamic marketing will establish Islamic ethics
in business transactions. One of the characteristics of Islamic marketers is full
of ethical considerations.
Realistically, Islamic marketers should not be so "rigid" in Islamic marketing
practice, as long as it does not violate Islamic law. The content is more
important than appearance. However, it should be noted that being realistic
does not mean that in the case of "emergency", the Muslim marketer can do
something that violates the principles of Islamic law.
Humanistic, Islam as other religions, came in order to teach people the values
that can distinguish people from each other creatures that inhabit this world.
Therefore, one should be able to keep out of a desire that such inhuman
greed

JJJ 6

THE BASIC OF SHARIAH (Rules & regulations)
ISLAM The word "shari'ah" literally means "a way." In
Islamic terminology, it means the legal system of
Islam.

AQEEDA (Believes, Faith)
The firm creed that one's heart is fixed upon without
any wavering or doubt. It excludes any supposition,
doubt or suspicion.

TASAWWUF (Personalities, Behaviors, Moralities)
Purification of the heart.

JJJ 7

SHARIAH Refer to sacred Islamic law

Muslims believe that Sharia is the law
of Allah Almighty
It teaches what is do’s and don’ts in
Islam and what is lawful for a muslim
and what is not
In simply, Shariah is an outer law
concerned with actions.

AQEEDAH ◦ It is the theology of Islam

9 ◦ Islamic theology has been tied up with the six
JJJ articles of belief.

◦ For example, It is the basic theology of Islam
that Allah Almighty does not resemble anything.
HE does not have body or shape. HE should not
be worshiped as the form of an idol. But if a
Muslim considers that Allah Almighty has body,
then it is contradictory to basic Islamic belief on
Allah. Then that person will not be considered as
a righteous person but is in misguidance.

TASAWWUF ❖ It is referred to the spirituality
(SUFISM)
❖ Its objective is purifying the heart and
turning it away from all else but Allah.

❖ In simply, the Tasawwuf is an inner
law concerned with the human heart.

All these ◦ The Shariah is an outer law concerned with actions
three ◦ Aqeedah is the law concerned with the belief of Islam
◦ Tasawwuf is an inner law concerned with the human
concepts can
be heart.
◦ The outer law consists of rules pertaining to worship,
interpreted
simply as transactions, marriage, judicial rulings and criminal law.
follows: ◦ The inner law consists of rules about repentance from

sin, the purging of contemptible qualities and evil traits of
character and adornment with virtues and good
character.

JJJ 11

Relationship ◦ Hazrat Umar (May Allah be pleased with him) said:
between ◦ "While we were sitting with the Messenger of Allah (Peace be upon
Shariah-
Aqeeda- him), one day a man came up to us whose clothes were extremely
Tasawwuf white, whose hair was extremely black, upon whom traces of travelling
could not be seen, and whom none of us knew, until he sat down close
12 to the Prophet (Peace be upon him), so that he rested his knees upon
JJJ his knees and placed his two hands upon his thighs and said,
'Muhammad, tell me about Islam.' The Messenger of Allah (Peace be
upon him) said, 'Islam is that you witness that there is no god but Allah
and that Muhammad is the Messenger of Allah, and you establish the
prayer, and you give the Zakat, and you fast Ramadan, and you
perform the hajj of the House if you are able to take a way to it.' He
said, 'You have told the truth,' and we were amazed at him asking him
and [then] telling him that he told the truth. He said, 'tell me
about Imaan.' He said, 'That you affirm Allah, His angels, His books, His
messengers, and the Last Day, and that you affirm the Decree, the
good of it and the bad of it.' He said, 'You have told the truth.' He said,
'Tell me about Ihsaan.' He said, 'That you worship Allah as if you see
Him, for if you don't see Him then truly He sees you.'
◦ The hadith continues and finally the beloved Prophet (Peace and
blessings be upon him) said to Umar (May Allah be pleased with him)
that the man who asked all these questions was Jibril (Gabriel), the
angel.

(Narrated by Imam Muslim in his book - Sahih Muslim)

SOURCES OF SHARIAH

Sources of
Shariah

Primary Secondary
Sources Sources

Al-Quran Al-Hadith Ijma Qiyas
(Sunnah)
13
JJJ

SOURCES OF SHARIAH

Al-Quran Al Hadith Ijma Qiyas
• The sacred scripture •The process of
•The books containing •The consensus of the
revealed from Allah to the words, actions and scholars of Islam analogical reasoning
Beloved Prophet practices of Beloved •The ruling of the Sunnah
Muhammad Prophet and his tacit •The adherence of the
• It contains purely words approval of something congregation (jama’a) of and the Quran may be
of Almighty said or done in his Muslims to the used as a means to solve
presence. conclusions of a given or provide a response to
JJJ ruling pertaining to what a new problem that may
•There are 6 hadith is permitted and what is arise.
collections which are forbidden after the •Qiyas is applied to the
considered are the most passing of the Prophet. injunction against
authenticated books by drinking wine to create
Muslims : an injunction against
cocaine use.
•Sahih Al Bukhari
•Sahih Al Muslim 14
•Sunan Abu Dawood
•Sunan Al-Tarmidhi
•Sunan Al Nasai
•Sunan Ibn Majah

The Qur’an

• In form of Verse
• Fasting is prescribed for you as it was prescribed for those before you, that you may

attain taqwaa." (Q2:183)

Sunnah

• In form of Hadith
• The Messenger of Allah (saw) said, "When the month of Ramadan starts, the gates of the

heaven are opened and the gates of Hell are closed and the devils are chained." (Imam
Bukhari)

Ijma

• In form of Fatwa
• ‘smoking is haram’ was decided by the Muzakarah Committee of the National Fatwa

Council for Islamic Religious Affairs in 1995.

Qiyas (analogy)

• In form of Hadith

• The Quran forbids selling or buying of goods after the last call for Friday prayers until the end of the
prayer as stated in Surah al-Jumuah 62:9. By analogy, this prohibition is extended to all kinds of
JJJ transactions and activities such as agricultures, administrations and others. 15

Form Form a group of 4 members.

TASK Identify Identify ONE recent fatwa ruling (dated
year 2018 only) in Malaysia.

Refer Refer to http://e-smaf.islam.gov.my/e-
smaf/index.php/main/mainv1/fatwa/3

Explain Explain the contents of the fatwa. 16

JJJ

TYPES OF
SHARIAH
RULING

TASK

Form a group of 4 members. Each group are given with a Students are required to
case study. discuss the ruling on the

cases given.

Case 1 : What is the shariah ruling for Fasting?
Case 2 : What is the shariah ruling for marriage?
Case 3 : What is the shariah ruling for Praying?
Case 4 : What is the shariah ruling for lending money?
Case 5 : What is the shariah ruling for taking a bath?

OVERVIEW ◦ The word maqasid from the language point is the
MAQASID plural of the word maqsad taken from the verb
SHARIAH ( )‫قصد‬meaning; its holding, its causes, its goals,
its fairness, its justice and its simplicity. In other
words, the term refers to the meaning of the
'objective' which is to convey the meaning of fact or
fact.

◦ In general the Shariah maqasid as described by
the scholars of the fiqh is the meaning and purpose
of the Shari'a 'in enacting a law to ensure the well-
being of mankind.

◦ The Shariah Maqasid also has its own importance
in measuring and weighing a matter in order to
ensure its success and avoid the disadvantages.
The reasoning for this measure must be based on
the values of the Qur'an and the Sunnah which are
the basis for ensuring that it is within the framework
of Shari'ah.

WHAT IS THE DISTRIBUTION OF THE
SHARIAH MAQASID?

AL-Daruriat Al-Hajiyat Al-Tahsiniyat

• Al-daruriyat is the objective with which • Al-hajiyat is the importance that people • is the importance that requires one to
the religious life and the human world need to provide for them and to hold on to good morals and good
stand in its stead. eliminate the difficulties that lead to manners.
difficulties and difficulties in their
• Islamic scholars have made the rule that absence • For example, Islam promotes
there are five types of priorities, in which purification and cleansing of the aura in
the religious interests are at the highest • For example, some facilities (rukhsah) prayers, using odors while in mosques
and the highest priority of life, while the such as qasar prayers and jama 'are and in public gatherings and so on. In
interests of the life must be the priority performed for pilgrims, who are obliged the case of muamalat, Islam forbids any
of the common sense, the common not to fast Ramadan for sick or pilgrims, sale or sale that brings harm such as
sense must take precedence over the perform prayers in sittings for those drugs, impurities, carcasses and so on.
offspring and the importance of who are unable to stand, wiping khuf Similarly, Islam prohibits the sale and
posterity. in the interests of property. instead of washing their feet when sale of others as well as the borrowings
ablution ', travel and more. of others
• For example, Allah has required the
implementation of the five pillars of
Islam. In order to protect religion, Islam
has imposed jihad and imposed on the
apostates. Thus, the concept of religion
and Muslims is protected from harm.

WHAT ARE THE ◦ 1) There will be an error in the first
IMPLICATIONS OF maqasid that should be followed and
vice versa
NOT
UNDERSTANDING ◦ 2) Errors in determining the law, when
making the Shariah maqasid as the
THE SHARIAH main source of reference
MAQASID?
◦ 3) Loss of perfection and wisdom in
Islamic law

Sources from :http://www.mais.gov.my/maqasid-syariah/

CHAPTER 2

JJJ 23

OVERVIEW OF
MUSLIM MARKET

LEARNING OBJECTIVES

1234

Recognize the organization Define the concepts of Comprehend the architecture Explore the categories of
that represent the Muslim market, Islamic market of Islamic brands (Islamic Islamic products and services
world (Organization of Islamic (Primary, secondary, country, Islamic (Halal Industry, Islamic
Cooperation) emerging Islamic market) organizations, and Islamic Finance, and Islamic Lifestyle
companies. Industry)

JJJ 25

MUSLIM
ORGANIZATION

ORGANISATION ◦ The Organisation of Islamic Cooperation (OIC)
OF ISLAMIC is an international organization founded in
1969, consisting of 57 member states, with a
COOPERATION collective population of over 1.8 billion as of
(OIC) 2015 with 53 countries being Muslim-majority
countries.
27
JJJ ◦ The organisation states that it is "the collective
voice of the Muslim world" and works to
"safeguard and protect the interests of the
Muslim world in the spirit of promoting
international peace and harmony.

◦ the OIC aims to preserve Islamic social and
economic values; promote solidarity amongst
member states; increase cooperation in social,
economic, cultural, scientific, and political
areas;uphold international peace and security;
and advance education, particularly in the
fields of science and technology.









Form Form a group of 3 members.

TASK Choose Choose one OIC country member
EXCEPT Malaysia.

Create You must create a slides that explaining
the culture, demographic and language
used from the country you have chosen.

JJJ 32

MARKET AND ISLAMIC
MARKET

◦ In Arabic, the word SUOQ means the place
where selling and sales take place

THE ◦ A concept has been defined during the life of
MARKET Prophet Mohammad as ‘any place where a
(SUOQ) sale occurs’; it is tied to the transaction itself
not to the place. Thus in Islam, a market is
held wherever and whenever an exchange
takes place.

◦ Islam give special attention to the market to
urges people to trade and gains.

◦ The shariah clearly urges believers to take
trade as a profession and to make money out
of it. ‘O ye who believe! Squander not your
wealth among in vanity, except it be a trade by
mutual consent’ (Quran 4:29)

◦ Islamic Market is where the target consumer is
a Muslim.

◦ It also defined as taking account Muslim
majorities, minorities, and non-Muslim
consumers of Islamic products.

ISLAMIC Islamic market where the target consumer is a MUSLIM. A Muslim
MARKET consumer is one who is a follower of the religion of Islam.

35 1) Primary Islamic Market
JJJ ▪ where the majority of the population of country/region follows

the religion of Islam
▪ These countries are members of the Organization of Islamic

Conference (OIC)
▪ The majority of consumers are Muslims and the product sold are

HALAL.
2) Secondary Islamic Market
▪ composed of significant Muslim minorities in most countries of

the world.
▪ The word halal in these markets is sometimes overused as a

marketing tools. Example : a street seller in the UK that read
Halal Miswak. Miswak is Halal by nature.
3) Emerging Islamic Market
▪ rapidly evolving market for Islamic products of the adherents
of other religions in non-Muslims countries
▪ This growing segment represents consumers who have been
exposed to Halal products in their home country.
▪ Many of the customers of Halal Shops in Western Countries are
not Muslims.

ARCHITECTURE OF ISLAMIC
BRANDS

Architecture of Islamic Brands

Islamic Countries Islam Countries with Muslim
(The religion) minorities
Companies in/form Islamic Islamic Companies Islamic Organizations
Countries Islamic Products & Services
Islamic companies Halal Industry
Generally targeted products
& services Global Brands

Islamic Finance

Islamic Lifestyle Industry

ISLAMIC ◦ Countries are considered Islamic due to the fact that
COUNTRIES they have Muslim-majority population such Malaysia,
Saudi Arabia, Pakistan, & Bangladesh.
38
JJJ ◦ Non-Islamic countries are due to they have Muslim-
minority populations such as India, China, and
Russia.

◦ Its is important to emphasize that any country,
whether Islamic country or not, will have a wide brand
image.

◦ The image is formed by perceptions held by the rest
of the world and extremely important as they are often
associated with the companies, products, and
services that emanate from the country.

◦ This country-of-origin effect is well known to be
capable of helping or hindering a brand’s success.

◦ For example, comparing two same product form
different country-of-origin, Japan & China

ISLAMIC ◦ Its refer to those institutions that are
ORGANIZATION Islamic and may be based in one
Islamic country, but which belong to
39 many Islamic country.
JJJ
◦ Such as Organization of the Islamic
Cooperation (OIC), and Islamic
Financial Services Board (IFSB).

ISLAMIC ◦ It refers to companies and brands that
COMPANIES originate from Muslims-majority and
Muslim-minority countries.
40
JJJ ◦ In countries with Muslim-majority populations
such as Indonesia, Malaysia, and the
Middle Eastern countries consist of 2
types of companies: Non-Islamic and Islamic.

◦ Non-Islamic Company – Company that is not
owned by Muslim shareholders but operate is
Muslim countries and market and offer their
products and services to Muslim markets
such as YTL Group (Malaysia).

◦ Islamic Company – Owned by indigenous
Muslim, or on some cases by governments
such as Petronas (Malaysia).

An Islamic 1) Islamic company by product
company can ▪ producing a Shariah-compliant products
be understood ▪ Companies that specialize in the production or distribution of products that

in different comply with the teachings of Islam.
ways according ▪ Example : Halal are classified as Islamic companies
2) Islamic company by location
to : ▪ A company located in an Islamic country
▪ Companies whose main business operations are located in Muslim countries

are also considered as Islamic companies regardless of their type of ownership
or customer base, which could be a mixture of both Islamic and non-Islamic
customers.
3) Islamic company by ownership
▪ A company owned by Muslims
▪ Companies owned by Muslim shareholders are classified sometimes as Islamic
companies
4) Islamic company by customer
▪ Companies producing for Muslim consumers.
▪ Companies that produce to capitalize on and meet the needs of Muslim
consumers, regardless of the location of these consumers, or the location of the
companies themselves and their types of ownership are also classifies as
Islamic.

JJJ 41

ISLAMIC An Islamic product can be understood in three ways : according to Shariah-
PRODUCTS compliant, place of production or manufacturer.
& SERVICES
1) Shariah-compliant products
42 ◦ manufactured and promoted as shariah compliant, i.e. Halal Food.
JJJ ◦ They are produced and consumed mainly in the primary and secondary

Islamic markets.
◦ Many non-Islamic multinationals produce Halal brand that are specifically

destined to Islamic markets.
2) Products produced in Islamic country
◦ The Products are produced in an Islamic Country.
◦ It is based on the location where they are being manufactured.
◦ the products are not promoted as Islamic and the descriptions ‘Islamic’

and ‘Halal’ are almost never mentioned. This is due to the fact that the
word “ Islamic’ is understood from religious perspective among Muslims.
3) Product produced by an Islamic company
◦ These products are produced by an Islamic company.
◦ Mecca Cola which is supposed to rival Coca-Cola is produced by a
company that capitalizes on Muslim sentiments to make gains in the
market place.
◦ The company promotes itself as an entirely Islamic company.
Islamic Products & Services can be divided into three interlinked categories :
food, lifestyle & services.

FOOD

◦ It is currently dominated by Non-Muslim
multinationals such as KFC and Nestle
although Muslim-owned manufacturers
such as Al-Islami brand in the united
Arab Emirates is growing rapidly.

ISLAMIC 44
FOODS &
BEVERAGES

(HALAL
INDUSTRY)

JJJ

SERVICES

◦ The services
category includes
finance,
hospitality and
logistics.

◦ The Halal
financial services
are the most
developed with
Islamic banks
controlling huge
amounts of
money

ISLAMIC 46
FINANCE

JJJ

LIFESTYLE

◦ In the lifestyle category, which is also dominated by non-
Muslim multinationals, Islamic producers of Halal
cosmetics those made without alcohol or animal fats are
slowly establishing their brands in the Muslim
marketplace.

◦ Halal lifestyle include :

❑ Halal cosmetics,

❑ halal travel,

❑ modest fashion,

❑ Halal Media and Recreation,

❑ Halal Pharmaceuticals

HALAL 48
TRAVEL

JJJ

MODEST 49
FASHION

JJJ

HALAL 50
MEDIA AND
RECREATION

JJJ