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

Rationalist Universalist

ConformistApathist

“Pokoknya harusIslam”

“Islami itu lebihpenting”

“Gue dapatapa?”

“Emang guepikirin“Fu

nctio

nal &

Em

otion

al V

alue

(“Du

niaw

”: P

rodu

cts B

enefi

t)

Spiritual Value(“Akhirati”: Adoption of Islamic Values)

High

Low

HighLow

29%

27%

23%

21%

Func

tiona

l & E

moti

onal

Val

ue(“

Duni

awi”

: Pro

duct

s Ben

efit)

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

Rationalist Universalist

ConformistApathist

“Pokoknya harusIslam”

“Islami itu lebihpenting”

“Gue dapatapa?”

“Emang guepikirin“Fu

nctio

nal &

Em

otion

al V

alue

(“Du

niaw

”: P

rodu

cts B

enefi

t)

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 GREATFUNCTIONALAND EMOTIONALVALUE

OFFERUNIVERSAL VALUE

USE “ISLAM LABEL” AND AUTHORITIES

GIVE 4P:PRICE, PRICE,PRICE, PRICE

#1 PRINCIPLE OF CUSTOMER

CUSTOMERS BECOMEMORE RELIGIOUS

THEY BEGIN TO SEARCH FOR SPIRITUAL VALUE

#2 PRINCIPLE OF COMPETITION

COMPETITION IS ABOUT BUILDING BRAND PERSONA

CONNECT YOUR BRAND TO YOUR CUSTOMER’S HEART

#3 PRINCIPLE OF POSITIONING

BE AN INCLUSIVE BRAND

BE A UNIVERSAL ICON

#4 PRINCIPLE OF DIFFERENTIATION

BUILD AUTHENTICITY THROUGH COMMITMENT

AND PASSION

CREATE YOUR OWN DNA

#5 PRINCIPLE OF VALUE

OFFER UNIQUEUNIVERSAL VALUE

BALANCE YOUR PRODUCT AND SPIRITUAL BENEFITS

#6 PRINCIPLE OF ENGAGEMENT

CONNECT YOUR CUSTOMER TO EACH OTHERS

BUILD COMMUNITY OF MESSENGERS