Segmenting, Targeting, and Positioning of Yogurt Products From the Perspective of Islamic Marketing

Abstract

This study aims to explore the concept of Islamic marketing strategy and its potential role in developing halal trade and contributing towards the achievement of Sustainable Development Goals (SDGs). The research method use qualitative method, a literature review is conducted to examine Islamic marketing from a marketing strategy perspective, building on the STP framework and outlining its implications. The findings suggest that Sharia-compliant marketing can serve as an effective strategy for businesses to attract customers using halal marketing tactics in their Segmentation, Targeting, and Positioning approaches. This approach enables the business world to avoid being perceived as solely profit-driven and instead embrace social responsibility. The proposed framework can be utilized by businesses to segment the Muslim market given the cultural dissimilarities in interpreting Islam and halal. This way, companies can not only comprehend the diverse segments within Islamic interpretation, but also devise an appropriate marketing mix to cater to consumer requirements. The study's findings can be applied to Muslim marketers while using the Segmenting, Targeting, Positioning framework. Furthermore, it offers qualitative guidance for non-Muslim marketers and scholars, resolving various marketing-related concerns.