1. Welcome to Afkar Consulting

2. About Afkar Consulting Providing cost effective marketing and PR programmes for products and services targeted at Ethnic Minority communities by offering specialist sector knowledge to clients and their existing agencies and by developing targeted marketing programmes specific to the Muslim community Some of our clients in the finance sector:

3. Our General Approach Range of methods adopted – desk research, focus groups, surveys (paper and online) Study Examples Pre-launch focus groups to determine product features of a shariah compliant banking product (Lloyds TSB) Online and telephone survey to assess brand awareness (Arab Banking Corporation) Focus groups to market test creative images for launch marketing campaign (Shariah Baby Bond, The Childrens Mutual) Structured research – We undertake research across a range of sectors using robust methods and tools

4. Our General Approach Profiling on Muslim / Ethnic Minority media for advertising –Print –Online –Radio & TV Direct mail –Unique name search on electoral register –Third party mailing lists Editorial placement in key publications Identify community based and second line publications that reach target audience Advise on media buying or undertake as required – liaison with client advertising agency Media planning / buying – We offer advice about profile / penetration of the Muslim / Ethnic Minority media to support media buying

5. Our General Approach Significant knowledge of 2001 census data to map Muslim / Ethnic Minority populations to locate target customer groups Direct Mailing Lists of Muslim households extracted from electoral register based on unique naming algorithm GIS mapping to identify marketing initiatives, eg, positioning of billboards Knowledge and database of community organisations Targeting efforts - We provide an understanding of the location of different Muslim populations across the UK

7. Mapping – Brent v Leicester * Concentrated * Predominantly Indian * 2 wards = 50% Muslim population * Evenly spread * Ethnically mixed * 9 wards = 50% Muslim population

8. Our General Approach Review of marketing materials –Images –Text – Language / Style –Context Input into creative process with clients advertising agency Focus Groups to review and validate advertising campaigns and test materials In-house training for staff to understand market issues Ensure materials are compliant – We offer advice to ensure that marketing Materials are religiously and culturally sensitive

9. Our General Approach Data on mosques and community centres via Salaam Mosques database Linked to population data sets Established networks to gain access to introduce and test concepts Access informal, community networks – We provide mechanisms to identify and access communities where products could be marketed

10. Contact us at: Faizal Dawjee Afkar Consulting T: 020 8861 2012 E: fdawjee@afkar.com 336 Pinner Road, North Harrow, Middlesex, HA1 4LB