Marketing and the Muslim women community in Asia

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TARGETING MUSLIM WOMEN IN ASIA?Our Online Research Communities help you get it right…


The fastest growing demographic worldwide…

1.7 billion Muslims worldwide creating a valuable & growing Global Islamic Economy

The global halal market is estimated at US$2.3 trillion covering both food and non-food sectors, with Malaysia being one of the pioneers in the Halal industry

http://giesummit.com/en/gie-summit/learn/

http://giesummit.com/en/gie-summit/learn/


Big brands are paying more attention to their relationship with their Muslim consumers


Why use our Online Muslim Community?


Understand how to connect with her emotionally

What makes her tick? • Priorities, values, challenges and pain points • Her role models and aspirations for herself and

her children• What are her goals and motivations in life? • What are her future dreams and aspirations?• Attitudes towards faith and working/family life?• Attitudes towards role of women in politics,

businesses and female equality • Attitudes towards world events and conflict


Test and refine ideas

Concept Testing • Test New Communications before moving into

full research project • Test Product Concepts In-depth & get direct

responses • Test Packaging and product claims – gaining

individual & group responses


Understand her path to purchase

Food, Beverages & Ingredients • Understanding Halal Shopping Habits (e.g. fresh

meat, Halal stamp)• Where does she go, what does she look for & what

attracts her on point of sale and pack • Halal/Sunnah Ingredients • Perceptions of manufacturers• Home cooking and preparations

Hotels, Restaurants & Catering • Identify her favourite F&B choices • In-depth understanding on motivations and barriers• Triggers to choice specific outlets • Menu favourites • Ramadan promotions & menu


Explore grooming and self-expression

Personal Care Insights• Understanding Beauty Regimes• Cosmetic usage & preferences• How does her faith impact brand choice? What is

she looking for? Specific ingredients?

Fashion• Where she shops for fashion• Emerging trends• Expenditure• Role models, influences & inspiration


Understanding life fundamentals

Health & Relationships • What does health mean for her? Healthy mind, healthy

body, healthy faith? • What are her key health concerns and aspirations? • Understanding her priorities and habits in keeping

herself and her family healthy• Appealing health giving ingredients • Explore which health supplements are in vogue• Family planning & Home making • Medical tourism

Finance & Insurance • Perceptions of different financial providers • Attitudes & usage of Sharia banking products &

services • Managing money & investments


Capturing her social activities

Travel & Leisure time • What does she do for fun? • Understanding attitudes to holiday destinations &

needs• Haji needs, aspirations, tour providers, airlines &

packages

(Social) Media• Preferred talents/celebs• TV shows & films• Social media blogs/apps/forums frequented• Mobile and tablet usage • Her online shopping habits• Her preferred sources of information


What is our Online Muslim Community offer?


Our Communities are based in Malaysia & Indonesia

Indonesia – JakartaIndonesia has the largest Muslim population in the world @203 million Muslims. Jakarta being the buzzing and modern heart of the country

Malaysia – Kuala Lumpur & Klang Valley3 key communities: Malays, Chinese & Indian. With 50% Malay and 24% Chinese. Total Muslim population 17.5 million.


Meet our community…

Ready & waiting pool of 200 women per country18 – 39 Year old Mix of working & non-working Mix of single & marriedMix of Middle to Higher SES


Examples of our recent community engagement

Case 3:Capturing breakfast moments

Case 2:Beauty

aspirations

Case 1: Ad concept

testing

• Indonesia & Malaysia• Gaining insights for future

communication • Pictures and video materials to inspire

workshop thinking• Follow-up Focus Groups to draft

concepts

• Exploring reactions to ad concepts prior to pre-testing

• To help refine and finalise quant research stage

• Understanding beauty aspirations in India, Thailand & Indonesia

• Output utilized to feed into workshop


Interested and want to know more? Contact us directly…

[email protected]@insightasia.com

mailto:[email protected]

mailto:[email protected]


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