The Islamic Marketing and Branding in Europe

The Islamic markets, labelled “Halal Markets”, are nowadays experiencing an active, an amplified and a wide spread which drawa lot of attention in Europe; this led many researchers and academics to delve in this area, besides setting a base to “Islamic Marketing” which goes with the western actuality along with competing in the capitalist traditional market.In the following paper, we exposetwo conflicting elements, in an attempt to examine and analyse them; on the one hand, we attempt to address Western companies’ radicalism, in its pureWestern production orientation; on the other hand, the Islamic lifestyle among youth, overseas Muslims’ children.By the end of the paper, we concluded that numerous Western companies succeeded locally,via exploiting the Islam Pillars, in conquering the Islamic market by which they founded the Islamic marketing in Europe, obtained huge profits. In addition to that, it succeeded in tamingoverseas young generation, who were looking for a typical halal lifestyle and creating their own lifestyle based on a culture built on well-established Islamic beliefs.


Introduction
Trade and profit motive have always been encouraged by the Koran, Hadith and Sunnah but within the Islamic morality regulations' framework (i.e. Sharia).
Muslims and Islamic markets in France, Germany, Belgium, and/ or Netherlands, are numerous in terms of absolute value; compared to other Islamic population in other countries in Europe and which income is relatively high.The extent of investment and profits that Halal companies hold is noticeable, which is above all, significant to these countries' economy.
Islamic markets represent a vital additional value to many European economies such as France, Germany, Belgium and Netherlands…etc., where many Muslim communities live. These markets are everywhere including mosques and chapels since they are the foremost destinationof worshipers and new comers.
Few years ago, outside the scope of any particular organization, Halal trade was growing with an increasing frequency, but remaining in the shadow, which was funding the Islamic markets for about 80% of Islamic community's consumption amount along with other non-Muslim African community. In front of large proportion of foods, clothes, movies, etc., this stirred numerous industrial Western companies to be specialized in food production, advertisement and distribution companies in Europe, along with the founding of Islamic marketing and distribution of Halal products. products is appreciatedby Western commercial brands in Islamic countries. Western companies display a remarkable capacity when adapting with these markets but also, in many cases, whenimposing its ideas. This is because it succeeded to impose local people to familiarize with Western consumption style and to accept the Western product including fashion and entertainment. This way, it opens up avenues to many companies, which are specialized in Halal clothes, foods, medicines, television programs, or even dolls and toys and so on.
Afterwards, we attempt to discuss the development of Islamic companies through time in Western countries and particularly the European ones. Then, we address the notion of "marketing" in an Islamic environment, the economic functioning and activity of Islamic companies and the quality of its Halal products; then, its distribution in Islamic markets. Other concepts are be introduced such as Islamic lifestyle in Western countries, the expansion of food production under Islamic markets, and the issue of obligatory Halal certificate in Islamic food, …etc.

Marketing and Islam
It is worth mentioning that the issue of Islam contradicting with marketing is not apparent.In fact,some pillars of Islam represent a valuableprospect, which enable individuals and businesses in Islamic countries along with local markets to profit abundantly of wealth, as is the case during the fasting month (Ramadan). This comes from more than one billion Muslims funds in the world and consumeslarger amount of food than usual in this month.The month of Ramadan is also an opportunity for the production and marketing of Ramadan television series with intense competitiveness, which attracts millions of viewers both in the Muslim world, or in developed Western countries such as France, Germany, Belgium and the Netherlands, ...etc. In addition, Umrah and the pilgrimage to Mecca symbolise anothercornerstone of Islam pillars, which represent a vital source of earning and profit for many tour operators and hoteliers and airlines.
Accordingly, it is favoured to make use of the five pillars of Islam as a reference in the Islamic Marketing to break into the market, and as a mean for successful marketing rather than implementing it from a purely Western marketingperspective 1 ; i.e.according to the four letters P theory (Mix Marketing).
In fact, European economies, where many Muslim communities live, Islamic markets are a vital supplementary value to it. These markets are everywhere including mosques and chapels in these countries since they are the principal destination of worshipers and new comers.

Islamic Market Development
The time, when the halal status occupieda below middle position, has gone. The products known as Halal products, and no longer ago, occupy a modest commercial shopping area in the submerged angle.Sometimes, its place was in racks along the Pet Products until the day, when big commercial companies got rid of the secular complex, by which then was obliged to continue collaborating with what is religious and indulge in it hoping to achieve additional gains.
Halal products have been liberatedto hold its proper position in all the major shops and commercial spaces. We find severalannexes filled with halal products intended for five million Muslims living in France or seven million ones living in Germany …etc. Industrialistsspecializedin food production particularly, and clothing along with distributors,were forcedto adapt to this volume, which they ignored it widely,and to provide it with the requirements agreeing with Islamic law.Moreover, the ongoing war raging between the organizations that produce product, whichgoes with the rules of Islamic law in issuing the eligibility certificates for Halal food and enter the world of competition for evidence that the market is growing and in prosperity.
It is not necessary a Muslim along with Islamic companies, to be in a position that make them understand the local market or the Islamic market in general view better than aWestern contractorwith a non-Muslimalong with western companies,simply because it is part of religion. Local contractors or Muslims often lack the ability to use sophisticated tools such as retail, marketing, setting goals and determining reverse corporates sites in western societies thatit uses on a daily basis.
As the sociologist, Florence Bergeaud-Blacker asserted in his book (Understanding the Halal) 1 ,"areas specialized in gifts during festive occasions such as Eid al-Fitror duringthe month of Ramadan in general saw the lights" Even when removing those shelves, some signs and references list remained. Nowadays, many of the corridors have been established in this regard, upgrading the Islamic products.
At the time of a stagnant economy and a severe financial crisis, when food consumption is in decline, spotlights areshed towards the governor of the four or five million Muslims living in Europe. Therefore, we find manufacturers and distributors adapting their offers to meet the religious needs of Islam.

Marketing in an Islamic Environment
The principle of social justice in Islamic law requires to any contractor or products factory or any vendor not to be entitled to profit more than a certain purchase price percentage of sold products determined by Sharia.
Moreover, the profit that the merchant, contractor or vendor fair will gain, is calculatedequitably, whereit takes into account the amount of effort made for distribution and marketing. In addition to that, the consumers' purchasing power on the one hand is also considered, to avoid quick-rich scheme, obscene and unethical by the individuals on the other hand; i.e.in a sort in which the process of creating and distributing wealth is considered a typical real productivity aspect.
This principle is very basic and distinctive to marketing and Islamic finance in general, and for the system and the Islamic product in particular. Thus, implementing restrictions, in many cases, precedes possible opportunities.
As known about Islam, it dictates to both the seller and the consumer to followa distinctive conduct in their economic and commercial dealings and activities.
Every Western foreign company must adhere to these Islamic conventions, and take all adequate precautions before they enter to the Islamic market and launch any offer.This, in order to avoid any possible collision with Islamic law and values and to avoid any disruption that may arise as anoutcome.
Marketing and Islam as a doctrine: Islam with itsbeing a divine theory is convenientany time and place. Furthermore, the Islamic morality rules (Sharia) do not interconnect at all with the economy in general and marketing in particular, except in some of the prearranged limitations; likewise, it does not contradict with marketing being it a science. The Prophet Muhammad (PBU) washimself a successful merchant in his transactions forhis sincerity, honesty and responsibility;a man withmanyfeatures of morality in particular.
The Islamic regulations areset for management and restrictionsregarding transactions; however, it prohibit only work withprohibited products and activities (i.e.haram) or unethical companies' behaviours.
Islam gives great freedom of action to each responsible traderwho practiced ethics. You will not find anywhere in the Koran, Sunnah, or Hadith anything that states that commercial activity, motivated by profit or search for wealth, is a bad thing in itself.Even some of the pillars of Islam represents exceptional opportunities for trade and profit, as is the case during the fasting month of Ramadan, in which more than one billion Muslims consume more food than usual, or when traveling to the holy sites as Mecca and Medina.
Ramadan represents also achance for the production of various television series watched by millions ofMuslims viewers. Similarly, the Hajj; i.e. pilgrimagethe last pillars of Islam, is considered an important source of income for travel companies, airlines, tour operators and hoteliers.

Islamic Companies
Markets, in Islamic countries and in many European countries, vary and differ greatly. This difference and diversity in the branches of Islam engendered an uneven space among classes and population clusters in terms of the number of individuals and in terms of the income sizes.
The researcher FatehKimouche 1 summarizes, the founder of the company "Al-Kanz" Treasure, which represents the information portal designed forMuslim consumers in the western world Islamic marketsaying, "The Halal market is the economic translation of a social reality." Islamic markets (Halal markets) is an economictranslation to sociological actualitylived". Few years ago, and outside any scope of any particular organization, the Halal trade was going and growing with an increasing frequency, but in the shade, where worked, for instance, more than 3,000 Islamic butchery, which financed the Islamic market about 80% of the Muslim community consumption volume, including even African non-Muslim community 2 . Opposingthis huge amount of food, clothing, and movies …etc. many companies specialized in the production of food, advertising signs and distribution of industrial companies drooled.
Nestorovenc 3 says,"For European companies, instead of addressing and conflictingwith the Islamic markets, it is best to make use of the five pillars of Islam as an important and powerful reference to carry out a successful marketing campaign and to gain Islamic markets." If Western companies succeed in selling Halal food in Europe or in the United States, so why we are unable toanticipateitsmigration toward Islamic countries and achieve the same success outside the scope of its original borders?

Islamic Companies and the Food Industry
The demand for halal products in religious termsparticularly, on one side, after that the Muslim community overseas, which was interested in halal products consumption.So many of the French, Belgian, Danish, German companies decided to invest into the food industry sector, where these companies manufacture all kinds of meat, readymade foods, foodstuffs, sandwiches and cooked food in restaurants, ...etc.
Faced with such an attractive situation, many small and medium-sized companies have sought to find a place in these new lucrative niche markets and to position as soon as possible. Moreover, distributionits turn also paved a profitable way and revolutionized in supermarkets, restaurants, fast foods.
Not in one day, never, differences in doctrine generated an obstacle for these western companies to sell Halal food successfully in France or in Germany or other countries populated with Muslims.
European businesspersons are endeavoring to produce Halal products even in the Islamic countries and thus compete with local products successfully.
In light of the foregoing, it will be essential to businesspersons and industrialists to carefor local markets and the production of these expatriate populations from different cultures.
Islamic companies work traditionally, and often lack the ability to use sophisticated tools such as retail marketing, targeting and positioning unlike western foreign companies. Ardent European companies have a complete understanding in this area;its work forcehavea better training and qualification,unlike the local company in an Islamic country. Therefore, Muslim businesspersonscannot understand the local market better than foreign companies.
Not all Islamic companies are late, compared with western ones. There are distribution groups in the Gulf region, as is the case for the Saudi Arabian companySavola and Panda with its super mega-supermarkets, or the UAE businessmanMajid Al Futtaimwho operates in the food industry. Such companies were able to infiltratethe European territories, to better work, and even to competeagainstlocal distributors. As such, we find the two local companies"rapid 100% Halal" and "Isla Délice" seize the opportunity and reap the full profits of this new market. Some nutrition traders do not relent in fraudand cheating by providingfakeHalal foods additionally.Subsequently, you must be vigilant to unveilfake Halal because some of the Halal food products come from already preparedproducts, mainly from a combination of perishedno freshconstituents ( such as frozen poultry), in which salt, dyes , preservatives, and stabilizers are added.
We find many European companies interested in Halal market in Great Britain and the Maghreb. We also noticethat these companies are working hard to conclude lucrative contracts with Saudi Arabia, Dubai and other Gulf states.
The attention of Western companies started by making Halal food and altered it to manufacture and production.
Here is a living example for the western industrial food companies, which converted to the production of halal: The "SteenbecqueLionore" Company, which is one of the few approved slaughterhouses for Halal food in France.
This long-standing family-firm (established in 1899) rehabilitated to specialize in the production of Halal food there ten years ago. Today halal food represents 15% of the sales of this company, which has moved in recent years also to finance supermarkets and groups with Halal.
The demand for halal products today is extremely important and is constantly growing. It represents 5.5 billion euros of the market; i.e. an increase of more than twice the value of vital nutrients.

Halal Life Style
Emigrants in Western European countries have a faithrooted in their minds; it is to maintain the lifestyle of their parents, grandparents, and their traditions, which came out of their countries of origin. Thus, young Muslims emigrants' children, born in the country and abroad, were interested in the future of the country, and finally indulged in the commodity sector and have invested in buying and selling. This way, they decided to dig out in the economy world, and brought with them to this infinite universe and the signs and symbols all wereEastern Islamic so that they can create new materials correspondingto Muslim consumer'sexpectations. This project embodied with the emergence of goods and services with an "Islamic" symbol, and put their activity at the disposal of "consumer-believers" or "faithful consumers." 1 This matter has led some Muslims, especially young people, at tough times to the intolerance of this culture, an intolerance of a particular type and legitimate at the same time 2 . Some researchers believe that this kind of religious extremism is of a purely traditional kind. They want to live the Halal lifestyle of their countries in Western countries hosting and receiving them. This tendency opened up new prospects for many businesses and institutions that seek to make a profit by producing and selling Halal products, whether it's food, Clothing, medicine, television programs, dolls, or other Halal materialsor services as is the case for Islamic finance (banks, insurance ...etc.).

The Demand for Halal Products and Expectations of Consumers
In the Islamic religion, there are principles that may allow eating certain foods (Halal), or omission and to avoid them (Haram). It is Haram everything that is pork or alcohol because they are considered impure. In this sense, concepts generate a form of consumption called "Halal." Halal is no longer marginal in Western European industrialists and traders'Dictionary: it is diversified and in continuing spread and expansion,it filled promotional sectors (including television), and triumphed on the big promotional labels, and it became a big competitor. "Until now, the market is, operated by a group of dealers, and is in an explosive state", this was concludedby the expert consultant Xavier Terlet, CEO of XTC. The Halal market is exploding to number up 615 billion dollars a year. Even if the dress is traditional not Koranic (Islamic), for some Muslims, men and women, it represents the most complete humility in their clothing. Muslim woman is also a favorite target for many companies, because she often prone to a lot of prescribers producers of the relevant articles of domestic consumption such as food, household appliances, clothes ... or private consumption.
Women the most customerswho consume perfumes, make-up and clothes, including underwear.
According to a field survey conducted in France, by a specializing company in ethnic marketing researchin Solis 1 ,the distribution of produced Halal materialsseries, which was limited long time ago on traditional trade,today extends to include large areas network, supermarkets, and giant promotion networks. These, present and promote halal productsoffers, including major hypermarket series and large groups specializing in the agricultural food industry in France.
The Muslim community's demands and aspirations are greatin respect to the production of Halal food; this is because 93.6% of emigrantsare from North African origin and 55% of themare of African sub-Saharan origin, consume Halal products (meat, convertedmeat, readymade foods ...
The Islamic market is a lucrative one that achieved a turnover of nearly five and a half billion in 2010, according to estimations made by the SOLIS Institute, a company that specializes in ethnic marketing research. This study revealed that these families wouldspendan amount of four billion and a half to buy their Halal food during the same year.

Certificates for the Production of Muslim
Halal products in large spaces and supermarkets are in a greatflourishing and in an increasing pace. The market is in flourishing and unrivaledexpansion. The fact that it is a very profitable market, as it pertains to one billion consumers is acknowledgeable.
Local authorities require the approval of the products and materials toissue ita "Halal" certificate. The Chamber of Commerce and Industry in Brussels, for instance, requires the approval of Muslim Imam Scientistto take the role of Inspector in allocatedHalal productionfactories. Theseare not certificates are not an obligatory requirement of European local authorities in the local market. Inspection does not take place, for example, in restaurants, but these certificates are required upstream on overseas export factories on a large scale. This is because of the fact that billion Muslims consumers embrace Islamic market 2 . Actually, the war waged between departments and agencies of Halal certificate, constitutes a proof that the Islamic market in a big prosperity.
The blast in sales of Halal products in France created an atmosphere of strong and fierce competition among the organizations that issue certificates of proof the legitimacy of the materials produced and compliance with Islamic formalities amid a commercial controversy more than a religious one (Reuters Divino Regis) 3 .

Islamic Marketing and Branding
The solid increasing growth in the Halal food market in particular, led to the launch of new products large in number and diverse, which Muslim consumer can find in shops easilyjust as it was in the past, especially in large and medium distribution spaces. The Fasting month of Ramadan, an occasion which consisted an important fuelfor growth and prosperity of Halal products since 2009 4 .
In response to the consumers' expectations, which has been increasing on a daily basis, specialized companies 1 A study conducted in 2009 in ethnic marketing. 2 Bruno Bernard, Certifier for the chambre of Commerce and Industry of Brussels, Belgium. 3 Le marché des produits Halal, beaucoup d'acteur et peu de règles, www.lepoint.fr/le-marche-de-produits-halal-beaucoup-d-acteurs-et-peu-de-regles-11-08-2010-1224193_19.php, Actualité publiéle 11.08.2010, Le point.fr 4 A study conducted in 2009 in ethnic marketing. had to continue providing banners and posters for commercial brands and developingit to increase consumer attraction. It should be noted that the Halal market in France alone own five million inhabitants of Maghreb immigrants, Turkey and sub-Saharan Africa.
According to the treasureresearcher a professional and specialized one in providing business information to meet the needs of a new generation of consumers, he did not get the attention of academics and businesses across the world, regardingthe marketing known as "Islamic marketing" only recently.
A certain number of groups specialized in marketing and Halal market agencies, from a cost effective view, industrialists, traders and commercial adult like distributors and retailers, companies and agricultural industries, and communications groups, and banks intentionally paid more money to invest in advertising and marketing campaign to reach out to the Muslimcustomer and consumer.

Communications and Advertising
Specialized commercial brands did never hesitated anddelayedin rushing towards advertising and promotion across the major brands, and communication strategy. However, the latter seemed vague; so, organizers of large areaspreferred, during the month of Ramadan, the adoption of advertisement through the exemplar materials catalog and its promotion without exaggeration.
From the followed advertisements methodology, we find that some commercial brands achieve great success as soon as unknown signs and symbols of the market are revealed. This method consists of the use of posters having a Gallic rooster and a Charolaisecow with the slogan: "proudly Halal". It is a way that makes people understand that Muslims in France today want to consume the same products and materials like any French native.
Large assemblies continue taking shortcuts, combining halal materials with Eastern folklore so it can fusion between Eastern and Western cultures and the use of the most refined and receptive concepts of the two cultures by members of both.
Most of these groups play a maximum open to the worldcard to be able to adapt to the customers. In some stores, unlike others, the consumer can notice completesections offullshelves and find Halal materials of all kinds, according to his/her wishes and tastes. The same goes for advertising, where we find some of the magazines that promote these products, and others do not. Halal is coming... and slowly.
Halal brands continue to develop itself and its advertising manner for its promoted products through national radio and television marketing channels of communication in peak times.
According to Solis, the Institute for Studies of marketing, Halal market, including products and rapid nurturingis estimatedin total 5.5 euro. The fact that the demand for Halal materials is continues to increase, with the launch of specific products and services, the support of the media and with the support of private groups constitutes very suitableassistancesto ensure success because of its high capacity and strength in the extreme rapid and accurate coverage of reaching the target.

Islamic Financial Products
Supermarkets are trying to develop its shelf and suites ofHalal food, also fast food restaurants "Quick" always operate to conduct market food tests targeting Muslims ... In this regard, we find tit focusing on individuals banking services to create its place in the Islamic marketing in the West. Banks are trying to join up and attract Muslim customers towards their services. They are fully aware of the great reserves of Muslim customers, where according to a study conducted in April 2008, carried out by IFOP Foundation, we find the majority of them (55%) interested in "banking services offers that go along with their religious or moral beliefs." In addition to that, the political will to open up to afinance market for Islamic finance, is available and authorities in European countries are willing to achieve them on the ground. The material prohibited by the Koran such as the prohibition of gambling, prostitution and pork, speculation, interest, and other taboos are not allowed in France today.
The legislation also requires, for example, but not limited to, proposing the overall effective rate TEG in contracts related to consumer loans, a rate that does not correspond with the prohibition of interest rates in the Sharia law of Islam. The banking authorities give priority in providing regulatory and legislative environment for financing banks (investment) that comply with Islamic law to appeal the money coming from the Gulf States.
Still, are suchattenuations in European law sufficient to convince banks in various European countries to adventure in the distribution of Islamic products for individuals, as did Casino in supermarkets for distribution through the launch of his brand as a distributor of halal products? By its virtue and experience in managing Islamic financial instruments and its protocols, "Quick" a specialized in this field, and through its subsidiaries,

Conclusion
We attempted beforehand throughout this paper, to show initially how important the market, marketing, Islamic financeare and the extent to which the overseascommunity clung toWestern European countries in general and especially with Islamic culture and the teachings of Islamic law, particularly with regard to Halal food and how important it was to them. Furthermore, we revealed how European companies, specialized in the food industry and distribution,became aware of thelarge numbers of Muslim consumers; so, they tried to understand their desires, tendencies and understanding of the local market or the Islamic market. They took advantage of all of that to cope with the new economic situation, which can bring a huge profitlift from the local income value of these countries.
The young people represented a large proportion of this massivevolume of new consumers and customers to such companies that specialized in the Halal food. Large commercial groups and supermarkets has developed halal food suites, as well as communication systemas commercial brands, radio and television to ensure successful publicity and advertisement to be able to attract more customers towards it and achieve greater profits.
What was seen by some, asan "alternative" to the economic status and the dominant system, it may be analyzed like an extension of the dominance of the capitalist system, which always tries to influence what surround it and finding new markets, even if it took various names. This falls within the framework of modern global capitalism, which depends mainly on image and symbolism passed by advertising. According to Michael Clauser, this capitalism society based itself on market economy, which is looking to meet consumer's desires and the aspiration to move the economy of profit. The researcher adds; "in thisIslamic market, instead of one consumes goods and services, he/she consumes symbols, signs and influential words"; symbols and signs and practices out of the original Islamic religious framework to be re-consumed in the form of a commodity.
As we have deduced that the distribution of halal materials series, which was confined to the traditional commerce for so long, is today extended to the include the network of large areas and supermarkets, and also giant promotion networks, which offers and promotes the halal products offerings competingtherefore the traditional food industry.
The other bottom line is that there is a young emigrant generation, and despite the long period spent under the Western culture, which rejects all that is newcomer and an outsider. Young people want to go back to the origin under the non-Islamic environment where they were brought up and raised there.