MKTG 4306

INTERNATIONAL MARKETING

GROUP ASSIGNMENT

GROUP 06 (DEVELOPING A ISLAMIC MARKETING CASE)

Topic: Ethical Marketing From Islamic Perspective

GROUP CASE STUDY ASSIGNMENT

MKTG 4306 INTERNATIONAL MARKETING SEM 2 2023/2024

Prepared for:
A. K. M. AHASANUL HAQUE

Prepared by:

GROUP MEMBERS MATRIC NUMBER

MUHAMMAD SAIF BIN JULASTRY 2118209

CHAROEN FATIN 1921499

THANI SAID ALI INSSOIMOU EDDINE 1922525

AKASH TAREQUR RAHAMAN 1733113

MA JIAQI 1810777
A. Brief introduction and background of this company :

SAFI , a prominent Halal brand, is under the ownership of Wipro Unza Malaysia Sdn
Bhd, a part of the Wipro Enterprises group, primarily owned by Indian businessman and
philanthropist Mr. Azim Hashim Premji, son of Mr. Mohammed Hashem Premji. Recognized
for its unique and comprehensive range of skincare, personal care, and toiletry products,
SAFI caters exclusively to the needs of modern Muslim women and men. With a
commitment to adhering to Islamic traditions, SAFI products are formulated using the finest
natural ingredients that meet Syarak requirements and are certified HALAL by the stringent
independent body JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM).
SAFI's dedication to halal standards is evident through its alcohol and gelatin-free
formulations, manufactured in ISO and “Good Manufacturing Practice” (GMP) certified
production facilities in Malaysia. Ensuring product quality and consistency, SAFI products
conform to international standards such as the Federal Drug Authority (FDA), European
Economic Community (EEC)/COLIPA, British Pharmacopoeia (BP), and Cosmetics,
Toiletries & Fragrance Association (CTFA). Available nationwide in major pharmacies,
supermarkets, and hypermarkets, SAFI products are supported by well-trained beauty
advisors to assist consumers.
With the tagline "Selamat dan Suci" (Safe and Pure), SAFI emphasises its
commitment to providing products that prioritise consumer well-being. The brand's ethos
revolves around offering safe and pure skincare solutions, crafted from high-quality
ingredients, ensuring they are safe for use by individuals and their families. SAFI's dedication
to quality, adherence to halal standards, and commitment to consumer satisfaction underscore
its position as a trusted leader in the skincare industry, resonating with diverse cultural and
religious preferences worldwide.

B. Major ethical issues at the market level :

When examining SAFI skincare in Malaysia, several major ethical issues related to
Islamic perspectives can be identified. Foremost, as a leading halal skincare brand, SAFI
must ensure the authenticity and integrity of its halal certification. Ethical concerns may arise
if doubts emerge about the validity of the certification or if the company fails to adhere to
halal standards in its products or processes. Maintaining transparency and compliance with
halal regulations is essential to uphold the trust and confidence of Muslim consumers.

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 Additionally, SAFI's commitment to providing high-quality products must extend to
ethical sourcing practices. Ensuring fair treatment of workers, ethical sourcing of ingredients,
and environmentally sustainable practices align with Islamic principles of justice and
stewardship. Ethical lapses in the supply chain, such as exploitation of labour or
unsustainable sourcing practices, could raise concerns among consumers and damage the
brand's reputation.
Furthermore, transparency in labelling and providing accurate information to
consumers is crucial for SAFI to maintain ethical integrity. Consumers rely on product labels
to determine if a product meets their religious and ethical standards. Any lack of transparency
or misleading information regarding ingredients, manufacturing processes, or halal
certification could erode consumer trust and loyalty. SAFI must prioritise transparency and
provide clear, accurate information to empower consumers to make informed choices aligned
with their values.

C. Marketing practice currently :

Since January 2022, the marketing activities of SAFI Halal by Wipro Unza Malaysia
Sdn Bhd have been centred on conforming to Islamic dietary regulations and ethical norms
pertaining to food consumption. Throughout their advertising and promotional materials, they
emphasise the halal certification they have received, the quality of their ingredients, and their
devotion to Islamic beliefs. They also engage in focused efforts that are directed towards
Muslim consumers, and they use digital platforms, social media, and influencer marketing to
accomplish this.
SAFI uses various marketing strategies to promote its products and reach its target
audience. It uses social networking platforms like Facebook, Instagram, and Twitter to
publish behind-the-scenes content, beauty advice, and product reviews. The company also
offers freebies and contests to engage with followers and generate excitement about its
products.
SAFI may offer a certain percentage off or a fixed discount to students who can
provide valid student identification. This discount could apply to purchases made online
through their website or in-store at participating retailers.
SAFI could conduct special promotional campaigns aimed just at students, offering
reduced rates on specific products or combining items at a discounted rate. These promotions
might be advertised via social media, email newsletters, or on-campus promotional activities.

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 SAFI Halal utilises digital marketing and social media platforms to engage with
customers, similar to other consumer firms. They create relevant content, collaborate with
Muslim leaders, and execute customised advertising campaigns tailored to their needs,
ensuring relevance and engagement. The halal certification of SAFI products is frequently
prominently featured in marketing activities. This serves to reassure customers that the
products are in accordance with Islamic dietary regulations and ethical standards. Displaying
halal certification marks in a conspicuous manner on product packaging and advertising
materials is one way to emphasise this point.
SAFI plans to engage companies in educational programs to enhance customers'
understanding of halal cosmetics and components, using online lessons, blog entries, and
social media content to address misconceptions.
Students may be encouraged to interact with SAFI on social media sites such as
Instagram or TikTok by participating in online competitions or giveaways that are organised
by SAFI and directed specifically at them. Free product samples, gift packages, or discounts
on future purchases might be among the prizes that players could win. SAFI Halal, a
subsidiary of Wipro Unza Malaysia, targets Muslim consumers by adhering to Islamic dietary
regulations and ethical norms through digital platforms, social media, and influencer
partnerships, offering student discounts and participating in educational initiatives.

D. Analysing marketing segments from an Islamic perspective

To start, by offering Halal certification for each product, Safi wants to show that their
products are halal, and they follow the Maqasid Shariah. So the market segment is the
Muslims community and the core foundation is SAFI adheres to Halal principles.
Indeed, SAFI only provides halal skincare products, thus they will attract muslim
consumers who are always having trouble finding skincare products that is halal-certified,
this is the strategy of SAFI which is the Halal beauty market. SAFI should incorporate the
Islamics values such as Skincare routines during prayer which are products designed for
quick and easy cleansing before performing daily prayers (wudu). SAFI supplies for the
needs of Muslim consumers who want products that align with the islamic value.
Next , the objective of the company is to satisfy the consumer needs and wants and to
provide diverse specific demographics. SAFI wants to be a global leader in halal cosmetics,
focusing on "halal" cosmetics in this diverse industry. Recognizing the substantial presence of
approximately 2 billion Muslims as a unique demographic in the global market, the company-

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not only targets this market but also prioritises understanding and meeting the needs of
Muslim customers. The company wants to achieve the customer understanding which is
important to keep the customer loyalty. From an Islamic perspective, delivering products with
the maximum sincerity and integrity, as stated in the Quran, is essential to gaining more
opportunities in the market.
In overall, it is crucial that SAFI meets not only the Muslim consumer needs and
wants, but also it follows the islamic value by avoiding products that are not halal, or
products that do not harm the Muslim consumers. The market segments target the Muslims
consumers.

E. Marketing 4P’s from Islamic Perspective

Product:
SAFI's products have been carefully researched and explored by the R&D department
and fully adhere to Islamic principles. Especially when it comes to skin care and personal
care products containing halal certification, SAFI strictly abides by the rules. SAFI will
produce products in accordance with Malaysian Sharia law to ensure that its products meet
the strict requirements of Islamic dietary regulations. In order to cater to the specific needs
and values of Muslim consumers, SAFI will provide halal-certified products to ensure that
Muslim consumers can prioritise compliance with Islamic principles in their daily lives. In
addition, SAFI is also trying to further enhance SAFI's product line and enrich its product
offerings by integrating Islamic values into product features, such as skin care routines
tailored for pre-prayer cleansing, while also offering services that align with the religious
practices of the Muslim market. Solutions that resonate.
Price:
SAFI fully delivers on its commitment to ethical and Islamic principles when pricing
its products. SAFI ensures fairness and transparency in pricing policies while also ensuring
affordability and accessibility to its target market. By offering competitive prices, SAFI
enables Muslim consumers to access high-quality halal skin care products in compliance with
Islamic principles and Islamic beliefs. Additionally, companies may consider implementing
pricing strategies that reflect ethical sourcing of raw materials and fair treatment of
workers throughout the supply chain, consistent with Islamic principles of justice and
fairness.
Place:
SAFI's primary distribution channel is to effectively reach Muslim consumers while
upholding Islamic values and principles. SAFI companies ensure that their products are-

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available for sale in locations frequented by Muslim consumers, making it easy for Muslim
consumers to find and purchase these products. In addition, SAF will try to explore
partnerships with halal-certified retailers and online platforms to increase sales channels
while meeting the needs of Muslim consumers, thereby increasing the accessibility and
visibility of its products in the Islamic community.

Promotion:
SAFI's promotional strategy aims to resonate with Muslim consumers by reinforcing
the company's commitment to Islamic principles. The company leverages digital marketing
channels and social media platforms to engage target audiences through educational content,
product information and interactive events, which can help SAFI companies highlight and
promote the halal certification and ethical values they uphold. At the same time, SAFI will
also try to cooperate with influential figures and leaders in the Muslim community, which can
help SAFI increase its brand awareness and credibility in the target market. SAFI will also
organise educational activities and promotional programs to increase consumer awareness of
halal cosmetics, thereby eliminating consumer misunderstandings about halal cosmetics,
while also cultivating trust and loyalty among Muslim consumers.

F. Conclusion
In conclusion, the case study of SAFI Halal by Wipro Unza Malaysia Sdn Bhd sheds
light on the strategic approach of a halal skincare brand that targets Muslim consumers.
Several major discoveries have emerged from an Islamic viewpoint after a thorough
examination of the company's history, ethical concerns, marketing methods, segmentation,
and marketing mix.
SAFI's steadfast commitment to halal standards, ethical sourcing, transparency, and
customer satisfaction emphasise the company position as a pioneer in the skincare industry.
In order to maintain the brand presence and achievement, SAFI engages their target
consumers by effectively aligning their marketing methods with Islamic values and by taking
advantage of the modern technology using digital platforms, social media and influencer
partnerships.

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 The company's focus on understanding and meeting the diverse needs of Muslim
consumers, while also upholding Islamic principles, reflects its dedication to providing safe,
pure, and halal-certified skincare solutions. Moving forward, SAFI can further enhance its

market position by continuing to innovate its product offerings, expanding its distribution
channels, and fostering meaningful connections with its target audience.
Overall, SAFI's success in the halal beauty market serves as a testament to the
importance of aligning business strategies with cultural and religious values to resonate with
consumers and drive sustainable growth in the global market

G. Possible Question
1. How does SAFI differentiate itself from other halal skincare brands in the market?
Answer: SAFI distinguishes itself by its unwavering commitment to halal standards,
ethical sourcing, and transparency. Unlike some competitors, SAFI ensures that its
products meet stringent halal certification requirements and adhere to Islamic
principles in all aspects of production.
2. What ethical considerations should SAFI take into account when sourcing ingredients
for its products?
Answer: SAFI prioritises ethical sourcing practices by ensuring fair treatment of
workers and sustainable sourcing of ingredients. The company conducts thorough due
diligence to verify the ethical practices of its suppliers and maintains transparency in
its supply chain.
3. How effective are SAFI's marketing strategies in reaching and engaging Muslim
consumers?
Answer: SAFI's marketing strategies are highly effective in reaching and engaging
Muslim consumers. By leveraging digital platforms, social media, and influencer
partnerships, SAFI effectively communicates its brand values, product benefits, and
commitment to Islamic principles, resonating with its target audience.
4. What challenges might SAFI face in expanding its market reach beyond Malaysia to
other regions with diverse Muslim populations?
Answer: Expanding into new regions with diverse Muslim populations poses
challenges such as cultural differences, regulatory requirements, and varying
consumer preferences. SAFI must conduct thorough market research and tailor its
strategies to each market's unique characteristics to ensure successful expansion.

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References

1. Wipro Enterprises. (n.d.). About us. Wipro Enterprises. Retrieved from

https://www.wipro.com/business-operations/wipro-enterprises/
2. Jabatan Kemajuan Islam Malaysia (JAKIM). (n.d.). Halal certification. JAKIM.
Retrieved from https://www.halal.gov.my/v4/
3. World Health Organization (WHO). (n.d.). Good Manufacturing Practices (GMP).
WHO. Retrieved from
https://www.who.int/teams/health-product-policy-and-standards/standards-and-specifi
cations/good-manufacturing-practices
4. International Organization for Standardization (ISO). (n.d.). ISO standards. ISO.
Retrieved from https://www.iso.org/home.html
5. Fair Trade. (n.d.). What is fair trade? Fair Trade. Retrieved from
https://www.fairtrade.net/
6. Cosmetics, Toiletries & Fragrance Association (CTFA). (n.d.). About us. CTFA.
Retrieved from https://www.ctfa.co.za/
7. Federal Drug Administration (FDA). (n.d.). Federal Drug Administration standards.
FDA. Retrieved from https://www.fda.gov/
8. European Economic Community (EEC). (n.d.). European Economic Community
standards. EEC. Retrieved from https://europa.eu/european-union/index_en
9. British Pharmacopoeia (BP). (n.d.). About British Pharmacopoeia. BP. Retrieved from
https://www.pharmacopoeia.com/
10. Wipro Unza. (n.d.). SAFI: Halal skincare brand. Wipro Unza. Retrieved from
https://www.wipro-unza.com/brands/safi/