Article Assessment

MARKETING IN A
Present by:

• Khalid Alhelo.
 Meeting with Boss…

Oh my, the sky is falling and we are in an economic downturn.

It’s on the news
and it is in the papers. Everywhere I turn we hear of the
downward spiral of our economic state. I know what you are
thinking; it's time to cut that marketing budget. Signs of
recession are all around us.

Let's start slashing costs and marketing is the first

to go…
Makes sense, right?
No Sir, Keep calm and carry on
Marketing
 Reasons to continue
marketing…
 People do not stop buying in a downturn.

 If you will be out of sight, you will be out of

mind.

 Let your customer knows that you are in his

side.

 You need to adapt to changing market and

customer needs.

 Other alternatives like discounting can destroy

your business
 Main Ideas Discussion and
Assessment
Discussi
on:
 It is pointless to wait patiently for everything to go
back to how is was before.
 People buy more safely but they don’t stop
spending.
 We need to think more about need and less about
want.
A  Original products and services will always hold up
lasti better than those that can be easily substitute by
ng cheaper version.
Assessme
lega  People are more likely to switch brands as they
nt:
cy Build afor
 search new marketing
better deals. process model in
response to the new marketing situation.
 Understand new marketplace needs.
 Design new customer-driven marketing
strategy.
 Construct new integrated marking
programme.
 Maintain customer delight.
 Maintain customer equity.
 Main Ideas Discussion and
Assessment
Discussi
on:
 Reducing marketing budget result in less
profit visibility and may take many years
to correct.
 Robust marketing strategy can carry you
Visibility through difficult times.
 If you are not in the game, your
Assessme
competitor will be.
nt:
 Maintain better marketing management
orientation by following more effective
marketing concept.

important to do what is strategically right than what is immediately pro

 Main Ideas Discussion and
Assessment
Discussi
on:
 Consider more own-label products and
find ways of reducing price without
compromising quality.
Ex: Sultan Center
 Trade up and down but do not trade out
“We’re on
your your product. Ex: Nastle Co.
Side”  Be closer to your customer.
Assessme
nt:
 Understand marketplace and customer
needs through continuous market
analysis.
 Target more sub-segment by according
to Behavioral – benefit segmentation.
 Reposition your product in a category of
the same
nger enough to satisfy your for less.You must delight them.”
customers.
 Main Ideas Discussion and
Assessment
Discussi
on:
 Differentiate yourself.
 Help your customers to spend wisely.
 Changing your focus interest of
association with your brand.
Diffe  Generous return Polices and expand
renti customer service hours.
ate Assessme
and nt:
 Use Service Differentiation .
Adap
t  Adapt Image Differentiation.
 Reposition your product between the
competitors.
 Differentiate the market offering to
create superior customer value.
hannels for different target markets and aim for efficiency, control, and
 Main Ideas Discussion and
Assessment
Discussi
on:
 Cutting budgets will help in very short tem
only.
 The brand will emerge weaker.
 Maintain your share of voice SOV at or
Don’t above share of Market (SOM).
count on
discountin
Assessme
g
nt:
 Develop long term relationship with
customer.
 Build Customer value proposition.

“Sell value, not price.” Philip Kotler

 Main Ideas Discussion and
Assessment
Discussi
on:
 Technology gave us the opportunity to have
full control on the WHO, WHEN, HOW.
 Technology enables marketers to connect
with more customers, respond more quickly
and effectively to the customer (Facebook,
Technolog twitter, …)
y  It helps customer to receive most relevant
information at the right time
 Allows the provider to understand the
personal and detailed behavior of their
customers.
Assessme
nt:
 Expand marketing model to include cost
efficient and effective way of marketing
communication.
The internet will create the winner and bury the laggards.” Philip K
Kuwaiti Environment Kuwaiti Market Example: International Turnkey
Systems (ITS)
 Adapt & Differentiate:
 During recession, GCC private sector
organizations held their cash and stopped
investing on new projects, in the contrary
comparison

public sector organizations (GCC

governments) has budget surplus because of
the constant growth of the Oil prices.
 As result of that, International Turnkey
System (ITS) www.its.ws focused marketing
on IT Higher Education Business Segment
because most of Universities in GCCs are
public and enjoying financial support from the
governments.
 In addition to the annual “Users Group” on
Dubai, ITS conducted extensive marketing
companions with current and potential
Universities.
Achievemen
ts:
 Adding 10 new Universities in GCC to ITS
portfolio.
 Gain maintenance contracts from 5
existing universities from GCC.
