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Strategic marketing for Islamic banking

in North Africa Islamic marketing and branding: Grow your business

11th May 2012

Four Seasons Hotel, Alexandria, Egypt

walid.ghannouchi@efficept.com

Dr. Walid Al-Ghannouchi

Presentation material of the white paper published on www.efficept.com

Jointly organised by

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What are Islamic banks selling?

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What do Islamic finance

consumers value?

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RELIGIOUS COMPLIANCE

CONFIDENTIALITY

REPUTATION

CONVENIENCE

SERVICE QUALITY

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Great news:

Islamic finance do COMPLY!!!

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UNCERTAINTY

UNLAWFUL

TRANSACTIONS

INTEREST

and then...?

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Halal or not Halal ?

that’s NOT the question

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Upgrade the message for Islamic finance

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ISLAM values:

SOCIAL WELFARE

FAIRNESS IN TRANSACTIONS

EFFICIENT USE OF RESOURCES UNIQUE SELLING POINT

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TOMORROW’S STRATEGIC

MARKETING FOR ISLAMIC FINANCE Communication focused on the results not on the means

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Define clear and consistent messages

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Share a wonderful experience with the

customers

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“...in 2012, we supported 200 entrepreneurs and created 2000

jobs, thanks to YOU! (customers)...”

“... we help our 1500 customers to access to competitive housing

Islamic mortgages, will you be the next to benefit from our

services?...”

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Educate through marketing and

communication

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Awareness on Islamic

finance fundamentals

Understanding of Islamic

finance mechanisms

Easy to understand plain

messages

Islamic

Finance

Institution

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Promote SUSTAINABLE FINANCE

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Islam encompasses sustainability by essence

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ك للمالئكة إني جاعل في الرض خليفة وإذ قال رب [30:البقرة]

ما نحن مصلحون التفسدواوإذا قيل لهم ] في الرض قالوا إن 11:البقرة ]

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Example 1

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“The financial sector holds a key function in society, being as it is at

the core of all savings, investment and lending activities, whether for

individuals, companies, governments or other entities. As a result,

financial institutions need to consider and define their objectives in

the broader context of society, and as a member of the community

they service. Responsible finance further requires financial institutions to

be keenly aware of the constant changes around them, so as to be able

to meet societies expectations.”

Banco Galicia, Argentina, Sustainability Report 2010.

http://www.galiciasustentable.com/GaliciaSustentable/Informe_RSC/BG_Informe2010.pdf

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Example 2

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We [financial institutions] can for example, (1) support the activities of

corporations and organizations that are actively engaged in CSR

activities, (2) encourage corporations to shift their activities in a positive

direction to realize a sustainable society, and (3) act as the institutional

host or entity for efforts to create a better society.

The Bank of Tokyo-Mitsubishi UFJ, Japan, CSR Report 2007

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One clear message

SUSTAINABLE FINANCE

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Efficept Consulting www.efficept.com Email: walid.ghannouchi@efficept.com

The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. Efficept, Efficept Islamic Finance and Efficept consulting Logo are registered trademarks of Efficept, firm registered under Tunisian law. Designed and produced by Efficept Publication Name of the document: Strategic marketing for Islamic Finance in North Africa – presentation slides Publication number: 004-2012 Publication date: May 2012

Thank you