Halal Marketing In Food And Non Food Product. [The Case Of Nestle And Colgate Palmolive].
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Date
2009
Authors
Rama Chanderam., Chandra Segar
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The case study was about Nestle Malaysia and Colgate Palmolive Malaysia
perspective in Halal marketing in food and non food product. Halal always related to food
products and less attention given to non food products. Colgate Palmolive is in non food
products business mainly producing personal care products. Nestle become pioneer in
implementing Halal practices for all its product range. The focus of the case study is on the
importance of Halal practices in non food products. The Halal market is very lucrative and
growing market. Consumer perception towards Halal has been change from religious point of
view to healthy life style. The case is to understand Colgate Palmolive stands on certifying its
toothpaste product range with Halal certification and not all its products. The analysis focus
on Colgate Palmolive move to certify only its tooth paste products and not all the product
range and the implication towards consumer perception towards Colgate Palmolive. The case
study also covers Halal market potential in Malaysia and other Muslim countries. It gives
overview of the Halal market and its growth.
Description
Keywords
Halal Marketing , Nestle And Colgate