KH Keep Calm and Carry on Marketing

8/6/2019 KH Keep Calm and Carry on Marketing

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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



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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.



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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:


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



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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



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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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KH Keep Calm and Carry on Marketing