kh keep calm and carry on marketing
TRANSCRIPT
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Article Assessment
MARKETING IN A
Khalid Alhelo.
Present by:
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Oh my, the sky is falling and we are in an economic downturn.Its on the newsand it is in the papers. Everywhere I turn we hear of thedownward spiral of our economic state. I know what you arethinking; it's time to cut that marketing budget. Signs ofrecession are all around us.
Let's start slashing costs and marketing is the firstto goMakes sense, right?
Meeting with Boss
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No Sir, Keep calm and carry onMarketing
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Reasons to continuemarketing
People do not stop buying in a downturn.
If you will be out of sight, you will be out ofmind.
Let your customer knows that you are in hisside.
You need to adapt to changing market andcustomer needs.
Other alternatives like discounting can destroyyour business
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Build a new marketing process model in
response to the new marketing situation. Understand new marketplace needs.
Design new customer-driven marketingstrategy.
Construct new integrated marking
programme.
Maintain customer delight.
Maintain customer equity.
It is pointless to wait patiently for everything to go
back to how is was before. People buy more safely but they dont stop
spending. We need to think more about need and less about
want. Original products and services will always hold up
better than those that can be easily substitute bycheaper version.
People are more likely to switch brands as theysearch for better deals.
AA
lastilastingnglegalegacycy
Assessment:
Discussion:
Main Ideas Discussion andAssessment
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VisibilityVisibility
Maintain better marketing management
orientation by following more effective
marketing concept.
Reducing marketing budget result in lessprofit visibility and may take many years
to correct.
Robust marketing strategy can carry you
through difficult times.
If you are not in the game, yourcompetitor will be.Assessme
nt:
Discussion:
mportant to do what is strategically right than what is immediately pr
Main Ideas Discussion andAssessment
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Were onWere on
youryourSideSide
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
your product. Ex: Nastle Co. Be closer to your customer.
Assessment:
Discussion:
ger enough to satisfy your customers. You must delight them.
Understand marketplace and customer
needs through continuous market
analysis.
Target more sub-segment by accordingto Behavioral benefit segmentation.
Reposition your product in a category of
the same for less.
Main Ideas Discussion andAssessment
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Use Service Differentiation .
Adapt Image Differentiation.
Reposition your product between the
competitors. Differentiate the market offering to
create superior customer value.
Differentiate yourself. Help your customers to spend wisely. Changing your focus interest of
association with your brand. Generous return Polices and expand
customer service hours.DiffeDiffe
rentirentiateateandand
AdapAdaptt
Assessment:
Discussion:
Main Ideas Discussion andAssessment
annels for different target markets and aim for efficiency, control, an
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DontDont
count oncount ondiscountindiscountingg
Develop long term relationship with
customer.
Build Customer value proposition.
Cutting budgets will help in very short tem
only.
The brand will emerge weaker.
Maintain your share of voice SOV at or
above share of Market (SOM).
Assessment:
Discussion:
Sell value, not price.Philip Kotler
Main Ideas Discussion andAssessment
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TechnologTechnolog
yy
Expand marketing model to include cost
efficient and effective way of marketingcommunication.
Technology gave us the opportunity to have
full control on the WHO, WHEN, HOW. Technology enables marketers to connect
with more customers, respond more quicklyand effectively to the customer (Facebook,twitter, )
It helps customer to receive most relevantinformation at the right time
Allows the provider to understand thepersonal and detailed behavior of theircustomers.Assessme
nt:
Discussion:
he internet will create the winner and bury the laggards.Philip
Main Ideas Discussion andAssessment
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Kuw
aitiEn
vironm
en
t
com p
arison
Adding 10 new Universities in GCC to ITS
portfolio.
Gain maintenance contracts from 5
existing universities from GCC.
Adapt & Differentiate: During recession, GCC private sector
organizations held their cash and stopped
investing on new projects, in the contrarypublic sector organizations (GCCgovernments) has budget surplus because ofthe constant growth of the Oil prices.
As result of that, International TurnkeySystem (ITS)www.its.ws focused marketing
on IT Higher Education Business Segmentbecause most of Universities in GCCs arepublic and enjoying financial support from thegovernments.
In addition to the annual Users Group onDubai, ITS conducted extensive marketingcompanions with current and potential
Universities.Achievements:
Kuwaiti Market Example: International TurnkeySystems (ITS)
http://www.its.ws/http://www.its.ws/ -
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