TheHalalJournal

Opportunities & Challenges in Marketing Islamic Finance Products

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In recent years, there can be little doubt that Islamic Finance has made significant strides forward. Malaysia, for example, now has over 10 per cent of its market populated by Islamic Financial Products. However, there is still a long way to go. About 20 per cent of the world population is Muslim. Unfortunately, this ratio is not reflected in the proportion of funds, which are managed in Shariah-compliant products globally, which is approximately one in 25.

Part of the challenge involves enhancing economic development in Muslim countries, so that citizens of these countries have sufficient net disposable income to be able to enter into banking system. While this may form the basis for a longer-term strategy, there are a number of things which can be done now. A top priority would be to develop an integrated marketing strategy to attract a broader global customer base of both Muslims and non-Muslims to the value proposition of these products.

The Islamic Banking Community will need to develop a strategy around the four fundamental marketing components of pricing, product, delivery channel and branding, in order to meet the ever demanding customer needs. This is detailed below.

 Pricing and Product

Delivery Channel

Branding and Promotion

What conclusion can we draw? Well for a start, the building blocks have been set up to drive the Islamic Banking Industry into the mainstream. Long-term success will depend on our ability to provide a sound value proposition to Muslims and non-Muslims alike. In setting about capturing a larger share of the market, we must work on appealing to a broader customer base via an integrated global marketing strategy for Islamic Banking. There is much to do and not a moment to lose!

**This article was first published in The Halal Journal Mar/Apr 2005 edition, and was written by Daud Vicary Abdullah (Director Financial Services Deloitte Malaysia).

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