Background & Purpose

To drive further growth in the cosmetics business across Southeast Asia, this project examines the business viability of targeting high-income Muslim consumers — who represent approximately 30% of the region — while surfacing actionable insights for Indonesia and Malaysia through competitive benchmarking and in-depth community and cultural research.

Project Scope & Research Process

  • Through desk research, expert interviews, and competitor interviews, categorise brands favoured by high-income Muslim consumers, analyse the acceptance drivers for each segment, and summarise the key differentiating factors of leading global brands targeting the Muslim market in both countries
  • Building on the above, evaluate go-to-market approaches for the Muslim market across the 4Ps
  • Present a marketing strategy outlining how existing marketing assets can be localised and leveraged for a Muslim audience.

Deliverables

Elements the Attract High-Income Muslims to Brands

 

Proposed Tactics

 

Feasibility of Recommended Tactics

 

Actionable Tactics