1.The Modern Muslim Consumer Celebrating a decade of insight based consultancy in the MENA region

2. Islam - A Growing Ideology Fastest growing mainstream religious denomination (majority in over 50 nations)Young population Tomorrows consumersA highly prescriptive faith, that drives a way of life leading to similar habits and practices (e.g. over a billion people open their fasts during Ramadan in a similar fashion) Economic power shifting from the Western world to the OrientA large consumer base with high relevance for marketersCelebrating a decade of insight based consultancy in the MENA region 3. Marketing to MuslimsSyndicated research, jointly conducted by JWT and AMRB across 10 Muslim countries: North AfricaCentral Asia Algeria, EgyptTurkey, IranTG: Up-mid market,Urban Muslimpopulation mostrelevant to marketersPakistan, Malaysia, IndonesiaJordan, Saudi Arabia, UAE South East Asia Middle EastCelebrating a decade of insight based consultancy in the MENA region 4. Using varied research techniques Desk research, Opinion leader interviews, Focus group discussions, Ethnographic diaries and Survey research (quantitative)A total of 60 focus groups, 40 interviews with opinion leaders and around 7000 face to face interviews Celebrating a decade of insight based consultancy in the MENA region 5. What we set out to do? Two-dimensional agenda:Commonalities and differences in value systems that couldimpact choices made by consumers Help marketers to Design propositions and communication platforms in tune with the culture and values of the Muslim world Celebrating a decade of insight based consultancy in the MENA region 6. Understanding values - how ? Exhaustive list of Attitude/ Value statementsthrough Qualitative exercise::Attitude towards Attitude towardsAttitude towards Personal choices Media and Self advertising Men/ womenDreams and aspirations Products andFriends/Traditions and culture servicesfamiliesGenerational differencesReduced to a smaller number of themes in the quantitative exercise (using factor analysis).Celebrating a decade of insight based consultancy in the MENA region 7. Understanding values - how ? These themes used for: Identifying values that Identifying different attitude resonate across the segments within the IslamicIslamic worldworldCluster analysis to arrive atBy identifying themes thatdifferentiated value have the least variability segments within the Islamicacross markets world Celebrating a decade of insight based consultancy in the MENA region 8. Similarities across the Muslim world Family is paramountAt the same time, strong desire for traditions to adapt with changing times.High emphasis on education.A need for self expression, especially among the youth Contrary to popular belief, Western companiesand brands well liked and respected. At thesame time, Halal aspects considered importantacross most countries leading to impact onchoices in food, finance and travel.Celebrating a decade of insight based consultancy in the MENA region 9. Differences across the Muslim world Perhaps the first time ever, 5 segments identified based on values/ attitudes of Muslim consumers.Societal Conformists Religious Conservatives Believe in social norms, even if it Extremely religious, Conservative, overrides personal choices. They lack expect others to follow religious self confidence and not particularlypractices. Do not approve gender religious themselves interaction and are anti-media New Age MuslimsReligious individuals but do not expect others to follow religious practices. Believe in societalprogression and female empowerment.Are pro-media. Non-traditional Very liberal, independent Willing to compromise onand assertive, not very particular about traditions. religious values & ambitious. Like to explore even though against Are open minded and the least affluent group. accepted normsPragmatic StriversLiberals Celebrating a decade of insight based consultancy in the MENA region 10. Segment Size by MarketReligious Conservatives New Age MuslimsSocietal Conformists Pragmatic Strivers Liberals AllUAE KSAMalaysia TurkeyIran Jordan Algeria EgyptIndonesia PakistanCelebrating a decade of insight based consultancy in the MENA region 11. Insights can be used By marketers looking for learnings on Muslim consumers: To develop hypotheses for new product ideas e.g. Hair care range for veiled women, fabric care range for thobes and abayas. For better targeting.. identifying the right segment for the right products, developing specific products for specific segments etc. To understand how propositions may need to be tweaked in order to appeal to Muslim consumers To provide direction on developing more original communication content for Islamic markets For more details please contact Aurobindo Choudhury (aurobindo.choudhury@amrb.ae) or Nimesh Nambiar (nimesh.nambiar@amrb.ae) Celebrating a decade of insight based consultancy in the MENA region