PPT SLIDES ISLAMIC MARKETING MKT 2593

Admiring the Quran is considered as the
Power of greatest ever book in
Words promotions. It first miracle
lies in its style, which could
not be reproduced.
People used to travel into the
desert so they could learn
purer Arabic than which was
spoken in the cities.

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Celebrating ◦ The Quran teaches that all invitations must be
Beauty & extended with kindness by those who are
Goodness knowledgeable: ‘Invite to the Way of the Lord
with wisdom and beautiful preaching; and
argue with them in a ways that are best and
most gracious’ (Quran 16:125)

◦ Islam stresses the importance of the words
‘beautiful’, ‘beauty’, ‘good’, ‘pardoning’,
‘council’, and ‘kindness’ in everything a
Muslim does.

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Cross-Cultural Finding common ground between a
Communication company and its various markets at the
beginning of a relationship improves its
chances of success. Because there is
always a greater possibility for
misunderstanding in cross-cultural
communication.
And do not dispute with the followers of
the Book except by what is best, except
those of them whom act unjustly, and
say: We believe in that which has been
revealed to us and revealed to you. And
our Allah and your Allah is One, and to
Him do we submit (Quran 29:46)

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Gradualism ◦ Quran clearly supports a gradual process
& when introducing concepts that are non-
conformist. For example, Islam’s strong
Persistence stance on alcohol is well known even to non-
Muslim: its consumption is not allowed under
any circumstances. Yet, the early Muslims
were not suddenly asked to stop drinking

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1

Round them will passed a cup of pure wine. White, delicious to the
drinkers. Neither will they have Ghoul (any kind of hurt, abdominal pain,
headache, a sin) from that, nor will they suffer intoxication therefrom
(Quran 37:45-7)

The extraordinary characteristics of the wine in the heaven
were described, without mentioning earthly wine. It was left
to consumers themselves to make the comparison.

2

And from the fruits of date-palms and grapes, you derive
strong drink and goodly provision. Verily, therein is indeed a
sign for people who have wisdom (Quran 16:67)

Muslims were reminded of the many blessings Allah bestowed on them,
including the trees from which they produce drinks and consumer fruits.

3

They ask you (O Muhammad) concerning alcoholic drink and gambling.
Say: In them is a great sin, and (some) benefit for men, but the sin of
them is greater then their benefit (Quran 2:219)

Later, the newly established religion informed its adherent that the
wine is both bad and good – with the word bad preceding the word good,
and thus in accordance with the Arabic writing style, giving it a stronger
meaning.

4

O you who believe! Approach not the prayer when you are in a drunken
state until you know of what you utter (Quran 4:43)

When the faith of the new adherents strengthened and more
acceptance was anticipated, a stronger command was revealed.

5

O you who believe! Intoxicants (all kinds of alcoholic drinks), and
gambling, and Al-Ansab, And Al-Azlam (arrows for seeking luck or
decision) are an abomination of Satan’s work. So avoid (strictly all) that
(abomination) in order that you may be successful (Quran 5:90)

Finally, when Muslim reached the state of belief where they were willing
to do only that which is deemed right by their religion, the final
command to prohibit the consumption of alcohol was revealed. No
resistance was encountered whatsoever. In fact the few who continued
to consume it until then hurried and broke wine jars and containers in
the streets as soon as they heard the command.

UNDERSTAND ◦ Promotions are promises of hope and fulfilment of desires.
THE
◦ A promise is an undertaking or assurance given by one person to another agreeing or
IMPORTANCE guaranteeing to do or give something or do not to do or give something in the future.
OF
◦ These promises are made by sellers in order to attract customers and to encourage them in
PROMOTIONS engage in seemingly mutually beneficial relationships, although it is fair to say that customers
AS PROMISES might actually be at a disadvantage in many of these relationships.

208 ◦ Traditional promotions revolve around these three interrelated concepts:
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1. Promises by sellers

2. Attraction of customers

3. Mutual benefits

◦ A firm that is preoccupied with giving promises may attract new customers and initially build
relationships. However, if promises are not kept, the evolving relationship cannot be maintained
and enhanced (Calonius, 1983).

◦ Fulfilling promises that have been given is equally important as means of achieving customer
satisfaction, retention of the customer base and long-term profitability. It should be stressed that
promises must be mutually given and maintained. Marketers should not give faked promises. Allah
has ordered believers to honor promises.

◦ The Quran states “you who believe! fulfill your obligations” (Surah Maeda 5:1) and Said “O you
who believe! Why do you say that which you do not do? Most hateful it is with Allah that you say
that which you do not do (Quran, 61:2,3) and states, "O ye who believe! Fear Allah and be with
those who are true in word and deed" (Quran, 9:119).

◦ The importance of maintaining promises has been stressed in Sunnah. Prophet Mohammad
(PBUH) said in Hadith: “the three signs of blasphemers are lying, not keeping promises and not
being trustworthy”. From an Islamic perspectives any promise given to customers must be kept and
honored.

UNDERSTAND ◦ The extension of accountability works as a
THE divine motive for both parties of this
relationship to behave responsibly to the best
IMPLICATIONS of their knowledge, despite of the deficiency
OF EXTENDED of that knowledge, whom Allah Himself
ACCOUNTABILITY describes as little and you are not given
aught of knowledge but a little.
209
JJJ ◦ The extension also works as a deterrent
preventing people from engaging in less than
honorable behaviors in business situations.

◦ Marketers must be able to demonstrate that
they are honest, intend to deliver on their
promises, that their promises are realistic and
that what is being offered is Shariah-
compliant.

A Shariah- 1) The good or service on offer must in itself
compliant be Halal
offer is one
that fulfills 2) It must be delivered through a Halal
the following supply chain
conditions:-
3) If a salesperson knows that the product is
being bought for purposes that are not
permissible under Shariah then that
salesperson is religiously held
accountable not only for selling it but
sometimes for advertising, it in the first
place

4) It must be advertised using Shariah-
compliant means

5) Customers must be fully informed of what
they are buying, nothing that could affect
their decisions is to be concealed from
them.

KNOW WHAT General Implication for Businesses
SHOULD OR ◦ Islam does not tolerate deceptive promotional behavior. Islamic
SHOULD NOT
BE INCLUDED framework, creating false impressions as a means to promote an
IN MARKETING oaring is prohibited. In general, this framework is built on several rules,
CAMPAIGN. including the following:-
◦ Rejection of high-pressure manipulation or misleading sales tactics.
211 ◦ Avoidance of sales promotions that use deception.
JJJ ◦ Avoidance of promoting products that are considered Haram.
◦ Avoidance of using certain appeals such as sexual, emotional, fear and
so on.
◦ Advocating consumption as a form of worship.
◦ Avoidance of the provocation of desires and acknowledging that
certain desires will never be fulfilled regardless of one’s wealth.
◦ Advocating moderation in consumption.
◦ Disclosure and transparency.
◦ Avoidance of promotions that could lead to the long-term mental of
physical deterioration or contribute to the dullness of the mind.
◦ Excessive use of fantasy, the use of suggestive language and
behaviour and stereotyping of women in advertising as objects to lure
and attract customers that Muslim marketer will avoid.

Implications ◦ Use males , not females
for ◦ Use cartoons and animations, not humans
◦ Use natural objects such as landscapes, animals, birds
Advertising
and so on, not humans
◦ Use conforming backgrounds, not rebellious ones.
◦ Use quiet Islamic music, not loud Western music. No

rock and roll and no rap.
◦ Use optimistic music and settings, no blues.
◦ Make no reference to sexuality, nudity, indulgence,

hatred or racism.
◦ Utilize Islamic TV and radio channels, not the all-

dancing all-singing ones.
◦ Emphasize modesty and respect.
◦ Use green and white, avoid black and blue. Black is

associated with mourning, darkness and loss of
guidance while blue is described as the color of the
wrongdoers in the Day of Judgements.

Implications 1) The person offering the promotions should be recognized as a
for Sales Muslim, especially in the case of food items.
Promotion
2) Muslims go shopping in families so make sure to give to all not
just some of the family members. Especially when it is taste
promotion.

3) Have a promotion after prayers, not before.
4) Muslims are becoming increasingly sceptical about the

motivations underlying the buy one, get one free and other
similar offers citing reasons as low quality, impending expiry
dates, poor warehousing conditions and so,on.
5) Local families in the Arabian Gulf countries go shopping in the
morning because markets are less crowded and because women
in the families are usually unemployed.
6) A sales promotion must be seen as a gift, not as a charity or as a
way of luring in customers.
7) Muslim populations in general are very colourful and they like
colours and celebrations.Promotions must be presented in a
family-friendly atmosphere of celebrartions.

Implications for When calling at home, employ
Telemarketing women, not men.
If they say no, do not call again
unless you have something that
is genuinely different.
Do not call between Zuhur
(noon) and Asr (afternoon)
prayers.

Implications Celebrate real people and avoid
for Public showbiz celebrities.
Relations
The people involved in the activity
must be from the local population,
dressing, talking and behaving like
them.
Being charitable is greatly glorified
in Islam.

CHAPTER 9

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ISLAMIC LOGISTICS / HALAL LOGISTICS

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LEARNING
OBJECTIVES

1. Understand the concept of Halal
integrity.

2. Describe the growing importance of
Islamic logistics.

3. Understand the definition and
requirements of Islamic logistics.

4. Understand the contribution of Islamic
logistics to firms’ competitive advantage.

UNDERSTAND ◦ Al Islami foods is a regional Halal brand, a private company
THE CONCEPT based in the UAE ( United Arad Emirates) and top Middle
Eastern food producer that has been operating in the Halal
OF HALAL Industry since 1981.
INTEGRITY
◦ The company pursuit of its mission of raising the profile and
219 standards of halal foods helped it get many awards
JJJ including the Best Halal Food Award given by the UAE’s
Super brands Council at the 2010 inaugural Gulfood
Awards.

◦ Halalization includes Halal supply chain that spans
everything from the procurement and preparation of
genuine Halal ingredients to the manufacturing and
delivery of the final product all the way to customer shelves.

◦ Strong relationships needed to be forged with partners to
ensure that each product is manufactured to the highest
standards and is not mixed with any non-Halal ingredients,
such as alcohol-or pork related products.

Refer to : https://alislamifoods.com/#

Maintaining ◦ Gives special attention to process supervision over
Halal its supply chains .

Integrity in ◦ The company monitors and controls the entire
Al Islami supply chain processes starting from production,
storage and transportation, to supervising local
suppliers where product are sourced.

◦ A company’s approach to Halalization includes a
Halal Supply chain that spans everything from the
procurement and preparation of genuine Halal
ingredients to the manufacturing and delivery of
the final products all the way to customer shelves.

What is Halal ◦ Halal integrity is crucial to the success of
Integrity?
the emerging halal market.

◦ A formal definition of halal integrity might

be articulated as the assurance of safe

(pure), quality (good) and free from mal-

practice (lawful) food from farm to fork.

◦ Halal integrity not only deals with
permitted and prohibited foods, but
that the halal status of the food
products (i.e. from raw materials until
it reaches the consumers) should not
be breached (i.e. no cross-
contamination with haram
products/methods and no ill intents).

WHAT IS ◦ …it focus on how products are made
PLACE? available to the target customers
through marketing channels and
marketing logistics.

WHAT IS ◦ … “the process of managing the
HALAL procurement, movement, storage and
LOGISTICS? handling of materials, parts, livestock
and semi-finished inventory, both
food and non-food, through
organization and the supply chain in
compliance with the principles of
Shariah Law” (Marco Tieman, 2009)

Halal ◦ Traditionally, what has been considered to
determine whether a product is Halal or not was
Logistics as a the final stages of production, where the process
source of and ingredients are guaranteed to be compliant
with the principles of Islamic Shariah.
Competitive
Advantage ◦ Companies that can demonstrate that their Halal
products has actually been prepared,
transported and delivered through a Halal
supply chain will be clearly advantages over
companies.

◦ Communicating the fact that a company’s entire
logistics are compliant might even be more
important than declaring that the final products
is Halal, which is usually no more than stating the
obvious since a product would not be targeted
at Muslim consumers if was Haram in the first
place.

◦ For example : some TV advertisements targeting
Muslims now include short videos of clean
factories, well-dressed workers, sunny green
fields, and happy farm animals transported in
cruise-like ships or flown in business class.

THE 1) HALAL HUBS
GROWING ▪ Government around the world are increasingly realizing the
IMPORTANCE
OF ISLAMIC importance of Halal logistics to the establishment of a Halal
LOGISTICS. industry that can compete successfully within the
sophisticated Halal market.
225 ▪ Some of these governments are investing substantially to
JJJ create what is called HALAL HUBS where tailor-made
manufacturing centers and Halal logistics ensure that product
purity is maintained during shipping, handling and storage.
▪ So far, the most influential players in the fields of Islamic or
Halal logistics are Brazil, New Zealand and the Netherlands-
obviously the three are not countries with dominant Muslim
populations.
▪ Some Muslim countries also strengthening their capabilities
and developing Halal logistics mainly Malaysia, Dubai and
Turkey.
▪ The advantage provided by the location of these countries
allow them to link the regions where the bulk of the Halal
industry is concentrated : South East Asia and Australia, the
Middle East and Europe.

THE ◦ 2) HALAL PORTS
GROWING ▪ A central theme in Halal logistics is the establishment of
IMPORTANCE
OF ISLAMIC Halal Ports where Halal support services are provided.
LOGISTICS.
▪ Two ports are taking the central stage at the filed of
226 Islamic logistics :
JJJ 1. Rotterdam Port
2. Penang Port

▪ Rotterdam Port : aiming to become the port of entry fo
Halal goods into the EU and working together with other
market parties such as Hecny Group, Eurofigo and Vat
Logistics, the port of Rotterdam offers Halal Supply chain
solution and dedicated Halal warehousing and a
distribution zone in the Netherlands.

▪ Penang Port: is preparing itself to be the top Halal
business hub in Asia. It will oversee the coordination,
facilitation, promotion and development of Halal
industries in the state of Penang in Malaysia. It
positioned as a link between investors, suppliers and
global Halal markets.

Definition of ◦ The core components of the system
Requirement include the services of transportation,
warehousing, storage, cold room,
s Halal containerization, packaging, test labs,
Logistics traceability, networking infrastructure,
Islamic financial services and
marketing.

◦ These components need to fulfil two
main requirements: ensuring ACTUAL
and PERCEPTUAL shariah
compliance.

◦ They must prevent actual
contamination as well as provide
assurance to consumers that the
entire line of services is Halal or
maintain the Halal Integrity of a
product

REQUIREMENTS OF (1)
HALAL LOGISTICS The prevention of
actual contamination

(2)
Assurance to consumers

1) The ◦ Halal logistics providers should ensure the prevention of:
prevention of (1) cross-contamination that could result from shared facilities

Actual and handling
Contamination (2) Contamination from residuals and traces such as aromas,

which could result from shared use and inefficient cleaning.

◦ This condition can be achieved through :
i) having a dedicated transportation service that transports

nothing but Halal products and,
ii) entirely separate warehousing, storage and cold-room

facilities where only Halal products are stored and handled.
iii) The containerization and packaging operations should also

be handled in dedicated facilities by separate equipment
and workers.
iv) Special care must be given to worker’s hygiene by using a
different and distinguishable uniforms for handling Halal
and placing restrictions on the movement of workers and
machines and tools between Halal and Haram premises
and operations.

2) Assurance 1) Providing easy access to advanced test labs that can
to give accurate and speedy results on the type and
permissibility of all the ingredients, both declared and
Consumers hidden, used in the manufacture of the products.

2) Preparing records that show all activities and stages of
product manufacturing, handling and movement, and
making these record available to both public and private
businesses and consumers

3) Building an enhanced networking infrastructure that
assist companies in organizing networks of suppliers and
manufacturers, where involved business and consumers
can source high-quality Halal ingredients and raw materials
and a form relations that ease the conduct of their Halal
business and allow them to engage in more profitable
operations.

4) Providing Islamic financial services that cater specifically
to the needs of the parties involved in Halal logistics would
indeed add to the image of the Halal supply chain and the
product involved as being shariah-compliant.

5) In marketing Halal logistics, it is important not to ignore the
psychological dimension wherein a Halal products is an
extended concept, not just the core and final product, be it a
loaf of bread or a glass of milk.

THE CONTRIBUTION OF ISLAMIC LOGISTICS TO
FIRMS’ COMPETITIVE ADVANTAGE.

The successful implementation of halal logistics practices produces positive
effects on logistics performance by improving their halal innovation capability
and by enhancing their profits and competitive advantage.
Halal logistics integration empowers integrative efforts and efficient logistics
players in the overall logistics functions, which require intense coordination,
information sharing and standardization.
The halal logistics integration should not only ensure consistency of halal
integrity and service quality but also have a fully collaboration and
cooperation with suppliers, manufacturers, retailers and customers

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