"Marketing Halal: Creating New Economy. New Wealth" - a marketing book from Ren Jan Liow, Founder &...
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description
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.
Transcript of "Marketing Halal: Creating New Economy. New Wealth" - a marketing book from Ren Jan Liow, Founder &...
A marketing book, not a book on religion
A joint publication of
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.
“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
Expertise in the Halal New Economy…
"... 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
Media Coverage:
Print & TV
www.marketinghalal.com.my
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
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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
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
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
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
RJ. Liow has an excellent & proven track record in creating winning brands
Strong Endorsement from the industry
A 1-InnoCert Double A’s Rating Company
Wide media coverage
On the Book
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
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.
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
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.
3 key contributors to lucrative Halal New Economy
USD 2.1 trillion
Sizeable and growing Muslim
population
Growing economic
development in Muslim countries
Emergence of potential Halal
markets (China & India)
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%).”
“Chinese Halal markets is worth USD2.1 billion and growing at 10.0% annually.”
Source: Islamic Association of China Source: United Nation and IMF Source: Pew Research Centre
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.
Halal needs to be properly marketed, and perhaps rebranded
Halal is not just about religion, it is a symbol of quality
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
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?
The tips, experience RJ. Liow has to share will be indispensable to anyone considering venturing into the
fast growing halal new economy
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
Excellent read for:
1. Anyone considering venturing into the fast moving halal industry
2. Academics
3. General business management
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
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
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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