Halal Product Marketing Strategy: A Case Study at Mokti's Ice Cream: Strategi Pemasaran Produk Halal: Kajian Kes Di Mokti's  Ice Cream

Nur Fatin Nabilah Shahrom; Najmi Azhar Zaidi; Abdul Hadi Shamsuri; Muhammad Zarif Zufayrin Mohd Nazar

Authors

Nur Fatin Nabilah Shahrom Department of Islamic Studies, Faculty of Education and Social Sciences, Universiti Selangor, Selangor, Malaysia
Najmi Azhar Zaidi Department of Islamic Studies, Faculty of Education and Social Sciences, Universiti Selangor, Selangor, Malaysia
Abdul Hadi Shamsuri Department of Islamic Studies, Faculty of Education and Social Sciences, Universiti Selangor, Selangor, Malaysia
Muhammad Zarif Zufayrin Mohd Nazar Department of Islamic Studies, Faculty of Education and Social Sciences, Universiti Selangor, Selangor, Malaysia

Keywords:

challenges, Halal products, marketing, strategy

Abstract

Halal marketing in Malaysia refers to the promotion and sale of products or services that meet halal requirements and adhere to Islamic principles. In Malaysia, halal marketing has become increasingly important due to the majority of the population being Muslims and their awareness of consuming halal products. This study aims to investigate the marketing strategies and challenges of halal products in a selected food company, namely Mokti's Ice Cream. The research method used in this study consists of content analysis of previous studies and semi-structured interviews involving a representative from Mokti's Ice Cream, who has authority in product marketing within the company. The findings of the study indicate that the marketing strategies implemented by Mokti's Ice Cream include advertising, obtaining halal certification, marketing collaboration, and branding. The challenges faced by the company include marketing costs and counterfeit products. The results of this study can provide valuable insights to halal-based businesses regarding product marketing and the development of strategies to overcome the challenges in marketing halal products.

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Halal Product Marketing Strategy: A Case Study at Mokti's Ice Cream

Strategi Pemasaran Produk Halal: Kajian Kes Di Mokti's Ice Cream

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