Indonesia has the largest Muslim population in the world. For this reason, foreign investors need a working knowledge of how to best market in the archipelago.
religious landscape of Indonesia is unique, as the clocks of the local Muslim community for more than 88 percent of the . population. In 2030, that number is expected to reach 238 million, according to a study by the Pew American Forum on Religion and Public Life. What is interesting is that if we speak of religion in Indonesia, we are not talking of strict Islamic practices as they exist in places like Saudi Arabia and Iran - countries we can classify as theocracies or governments in which the priests rule on behalf of God.
Indonesia, on the other hand, can be best characterized as a religious democracy that the nation has indeed Islamic teachings based its decision policy. That includes the Islamic prayer in most state ceremonies and presidential wishes. It can also be seen in the nation's regulations on food and alcohol.
However, Indonesian Muslims are clearly more tolerant of other cultures and religions that perhaps people are in other predominantly Muslim countries, according to Freedom House, an independent watchdog dedicated to expanding freedom worldwide. A 2014 index of democracy The Economist said Indonesia is the only predominantly Muslim country that is recognized as a democracy.
Geert Hofstede, former Professor of Organizational Anthropology and International Management at the University of Maastricht in the Netherlands, describes most Indonesians that moderate Muslims. This is partly due to increased exposure to the cultural diversity of the media and foreign based locally, according to Hofstede.
Prayitno Photography (CC)
It is common in Indonesia to see Muslim women walking around in malls to wear fashionable clothes. Today it is not uncommon for Muslim women who wear the hijab to also incorporate a degree of modern fashion. This often includes colorful fabrics and beads, or perhaps sparkling crystals.
Netty Herlita, owner of a clothing store Muslims wear Tanah Abang, agrees that most Muslims in Jakarta are moving to a more moderate level of Islamic practice in trade. "The demand for more fashionable veils and colorful increasing day by day, not only for young women, but also a significant demand comes from middle-aged woman," says Herlita.
What are the marketing implications that investors should take into account for a large and fairly moderate Muslim society?
Although the Muslim culture of Indonesia can be considered moderate, the nation still retains most of the basic principles of Islam that every buyer should be aware. If you are in the catering sector, for example, it would be unwise not to apply for a halal Majelis Ulama Indonesia Certificate (Indonesian Islamic Council Clerc). While the archipelago has many moderate Muslims, eating in restaurants that serve pork is still considered a big "no-no" for some. In addition, a conservator with a different family environment is far less likely to attract the large crowd at the Saturday night dinner rush if bottles of Johnnie Walker and Grey Goose in the front window because it sends a subtle message about the types of people who will be in the same restaurant.
But this does not mean that traders can not benefit from being creative. For example, using sexually suggestive images of women is frowned upon in many contexts, Indonesia is culturally comfortable with bystanders. Women's bodies are often presented in ads and graphics for bathroom products like soap and shampoo, as well as banners on the front of fashion retailers. It is no secret that the more skin is shown in Indonesia advertisements these days. However, the intelligent foreign marketer recognizes the religious values of the nation, and therefore try to portray these images with taste. After all, Jakarta is not Las Vegas.
investors and entrepreneurs in Indonesia foreign entrants should also be aware of the time of the ramp marketing efforts. There are two great moments to remember. Eid al-Fitr begins on July 17 this year, after Ramadan, which includes a month of the day of fasting. Eid al-Adha begins on 24 September, after the annual pilgrimage. These two holidays are festive celebrations comparable to Christmas in Western countries. Families come together, and despite the traditional appeal of Islamic teachings to refrain from extravagance, in Indonesia we can expect a significant increase in consumption levels. The Indonesian Association Retail publishes annual data indicating consumption during both holiday increases by 20 to 30 percent year on year, like clockwork. Rizki Rahmadianti, owner of a Muslim online fashion boutique called Rizhani, said that its revenue may double and even triple during the Eid al-Fitr.
Muslimwear by Aramara. Courtesy of Fashion Week Indonesia
Marketers must also take note of the state regulations. Advertising Code of Conduct Indonesia ( Etika Pariwara Indonesia) includes numerous rules from Islamic teaching. For most, the majority of products are not forbidden to be sold, but in some cases, advertising is limited. It is not unusual to see a TV commercial that shows people skydiving or mountain biking, but in the end it turns out to be a cigarette advertising. This is because brands are not allowed to turn on and show people enjoying a smoke in their ads, despite the production and consumption of tobacco is an important pillar of economic support of the nation. Tobacco companies have to find other clever ways to depict the call to be a smoker. promotional messages related to alcohol and nightclubs are also facing criticism from the local Muslim community, which has led to heavy regulation.
The geographic diversity is another factor to be aware of. Muslims in big cities like Jakarta have considerable freedom and are more exposed to different perspectives and cultures. That the more moderate Muslims in Indonesia did. However, if we go to remote areas, we will experience a much more conservative society.
Marketers would do well to adapt their campaigns by religious conservatism level in different cities.
For example, promotional material for lingerie would have a different look for a shop in Bali than they might for a shop in Semarang in Java.
Before boutique establishment in Tanah Abang, Netty Herlita was based in Bukittinggi, West Sumatra. A small town with a population of 92,000, it is a good city a good horse compared with 13 million inhabitants of Jakarta. By comparing experiences between the two cities, Herlita said the gap in religious conservatism is easily observable.
"In Bukittinggi, people will look at you all the time if you dress like that," says Herlita as it points to a client wearing a short skirt. "However, in Jakarta, I see no rejection "
one last thing to keep in mind is the use of sales promotion girls in revealing clothing -.. a common practice in cities like Jakarta and Surabaya However, it will likely be frowned upon if executed in other areas. in general, the rule of thumb to keep in mind for the religious conservatism in Indonesia is inversely proportional to the size of the city you are targeting. More people and farther away you are from a big city, the more you can expect to see them religiously conservative consumers. Marketing the population predominantly Muslim Indonesia will almost certainly require foreign investors and entrepreneurs to become familiar with this concept .