Halal logistics: a marketing mix perspective

Abstract

Halal is no longer understood as solely concerning food consumption or ritual slaughter. It is at the centre of the global Muslim food industry and logistics is one of its driving forces. The growing demand for halal food integrity contributes to the need for halal logistics. However, halal logistics operation has thus far not been warmly received by the industry thus hampering the availability of such services. This conceptual study attempts to illuminate the issue by addressing halal logistics from a marketing perspective. The concept of marketing mix and how it can be practiced by industrial players in marketing or promoting halal logistics services underpins our discussion. Existing literature is reviewed and discussed to ascertain the link between halal logistics and the 7Ps of its marketing mix, namely, product, place, price, promotion, people, process, and programme.