As the world continues to get smaller, large multinationals have recognized that their products and promotions need to be altered according to culture. After Nike had to recall 800,000 of its shoes in 1996 due to a cultural clash of symbols, global companies have devoted much research, time, and money to cater to emerging markets, in this case, Muslims.
Three multinationals in particular: Sunsilk (Unilever), Colgate-Palmolive, and Nokia, have captured significant portions of the 1.57 billion person market by realizing the pay-off of foreign consumer insights in a nearly untapped market.
Sunsilk determined after consumer research that the biggest complaint among Muslim women was oily hair resulting from wearing a tudung. The solution: Lively Clean & Fresh, the 1st Western shampoo to speak directly to the tudung wearer.
Colgate-Palmolive claims to be the first international company to have obtained halal certification in Malaysia for toothpaste and mouthwash products. This distinction clearly communicates to the Muslim consumer that this product contains no alcohol, which many toothpastes/mouthwashes do and is forbidden under halal guidelines.
Now one of the most respected multinational cell phone companies in the Muslim world, Nokia developed a series of Apps centered around religious traditions like the 5 daily prayers, and Ramadan greetings, that come automatically on a Nokia phone. The user chooses which of these Islamic lifestyle based Apps he or she wants.
