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SOME MIGHT SAY THAT…
MILLENNIAL ARE LAZY, ENTITLED NARCISSISTS WHO STILL LIVE WITH THEIR
PARENTS…
Chrysi, Alida, Assema, Leila, Yerkezan, Mir, Raisa, Mohamed, Alessandra,
We don’t think so..
Refresh your Business
Feasible ideas Respect the market Commi?ed to sustainable Open minded
BC Core values
Intro About
Intro Goal ObjecEve
GOAL
2015
12%
other
Intro 2015 ObjecEve
NOW
50%
other
Intro 2017 ObjecEve
GOAL
2017
Let us Analyze the Macro Environment Poli:cal: • Monarchy • Expo 2020 • Middle East unrest Economical: • Economic growth • 0% income tax rate • Increasing populaEon • Low unemployment • InflaEon • High spent per head • Dubai hub for MENA region companies Technological: • Good internet and cellular
coverage • E-‐government (friendly to new
technology)
Social: • ConservaEve community • MulE religious mulEcultural community • Educated populaEon • 90% of populaEon below 50y • Locals tend to have more benefits • CelebraEng as per Muslim calendar Legal: • Established laws • Easy to establish new company • Local sponsors in companies Environmental: • Sustainability trend in the UAE • Government starts to imply sustainability rules
and regulaEons (esEdama) • Corporate social responsibility in rise in the UAE Pestle Analysis
5 Forces model
MEDIUM
HIGH
LOW HIGH
Analysis
(Azadi and Rahimzadeh 2012 (Porters M.1980)
Threats New Entrants – High • Easy company establishment
in UAE. • A?racEve market.
Buyers Power –High
• Products all compete on differenEaEon.
• Low switching cost
IDEAS THAT MOVE Full coverage markeEng Serving big clients
5 Forces model Analysis
Threats of Subs:tutes -‐Medium
• CompeEtors trying to differenEate.
• ExisEng clients are happy and repeat purchases.
Suppliers Power – Low
• Full scale in-‐house producEon.
• Easy to find I.T support from India.
(Azadi and Rahimzadeh 2012 (Porters M.1980)
Threats New Entrants – High • Easy company establishment
in UAE. • A?racEve market.
Buyers Power –High
• Products all compete on differenEaEon.
• Low switching cost
IDEAS THAT MOVE Full coverage markeEng Serving big clients
Threats of Subs:tutes -‐Medium
• CompeEtors trying to differenEate.
• ExisEng clients are happy and repeat purchases.
Suppliers Power – Low
• Full scale in-‐house producEon.
• Easy to find I.T support from India.
5 Forces model Analysis
(Azadi and Rahimzadeh 2012 (Porters M.1980)
stre
Strengths:
• Offices in 41 countries. • More than 6000 good qualified and
mulEnaEonal employees. • Complete markeEng soluEons. • Strong shareholder-‐ SAMSUNG. • Industry awards. • CreaEvity and innovaEon. • Ideas leave impact. • Strong reputaEon so far.
Communicate your strengths and awards.
Train, keep and reward your employees.
Build in your ‘good’ reputa:on.
Strength SWOT Analysis Analysis
Weaknesses: • Dependent on SAMSUNG. • Limited in social media. • Limited in search engines. • Not dedicated development and
sales team. • Lack of awareness. • Experience resistance to new
products offered.
• Increase awareness. • Build presenta:on team. • Win local awards.
(Kotler et al.2005)
Weaknesses
SWOT
Opportuni:es:
• Economic growth in Dubai. • Working populaEon increasing. • High spent per head. • Luxury retail present. • UAE hub for business corporaEons. • Tax free.
OpportuniEes SWOT Analysis Analysis
• Take advantage of all opportuniEes in UAE.
• A?ract new establishment companies.
Threats:
• Fast growing compeEEon.
• CompeEEve Market.
• Prevalence of local companies.
• Fear of economic bubble.
A?ract compe:tor’s customers. Differen:ate. Improve your technology.
Threats
SWOT
(Kotler et al.2005)
Who are your competitors?
CompeEtors Awarded
Why Competition is doing GOOD
• They meet the right people at the right Eme
• Keep talents in house • Search Engine Visibility
• Sponsor events • Usage of Client Tes:monials
• Winning Industry Awards • Publicity of CEO, ExecuEve and/or Company Blog, building reputaEon
CompeEEon
Offer Innova:ng Product
Gain Awareness
Target Right Prospects
Build Sales Team
Presenting Solutions to
Introduce CSR.
Improve online presence.
Target BIG.
Improve sustainable sensiEvity.
Media – Sponsorships.
Events.
Corporate Gik.
Train your team. Recruit experts. Self Esteem.
Enrich your service with exclusive tools. Mobile applicaEon technology.
Joan Rivers Right Prospect
Right Prospect
You need to
match your competences
with your target costumers and ideas offered.
Right Prospect
YOUR EXPERTISE :
You service the BIGS !
InnovaEng ideas !
Sustainable sensiEve !
You need to
match your competences
with your Target Costumers and ideas offered.
Right Prospect
Develop a unique level of experEse in areas that really ma?er to your customers. Need to work on skills in a way that complements your company's core competences.
So Offer something uniquely Good! Since you deal with sustainability make it a core area of your business. BE The first company to guide clients to adverEsement through sustainable paths. Make effort to Change the world!
Right Prospect
Study your customers
Study your target & find a path to match your image and profile
Your are big, think BIG
GO for BIG
Concentrate your effort on
environmental friendly ideas,
corporate social responsibility
LINK to government companies,
corporaEons, oil & gas
They all want to go GREEN
Right Prospect
You can Target Companies..
Right Prospect
Or you can go BIG..
Right Prospect
Target the mother company!
You can Target Companies..
Right Prospect
Or you can go BIG..
Choose those costumers that you will proud to serve! Build your reputaEon.
Right Prospect
Offer them ideas that suits both your profile and their image
• Energy efficient campaigns. • Organize Environmental Forum on behalf of your client.
• Introduce campaign for recycling material to government. • Promote your client’s sustainability acEons.
• Introduce the gold sustainability at work AWARD.
Enrich their image
Right Prospect
Awareness
Awareness
You need to gain awareness, and win
your clients!
You need to gain awareness, and win
your clients!
Do people actually know you?
Go Introduce yourself !
Awareness
Awareness
Communicate your awards, your current work, your effecEveness Communicate your awards, your current work, your effecEveness
Awareness
Get people to know you
Improve DIGITAL
Go Social by
Media Events Giks !
Improve Public & Business Awareness
Awareness
Something is missing from your website ?
• Middle East website. • Arabic language. • YouTube channels – English & Arabic. • LinkedIn and YouTube. • English site is not fully English. • Reduce Samsung presence.
Improve Digital
Awareness
AdverEsing Sales PromoEon Direct MarkeEng Personal Selling Public RelaEon Social Media
Television Online Radio Official Web Direct Mail Email Billboards
Loyalty Bonus Packs Samples Corporate Anniversary
Mobile MarkeEng Web MarkeEng Banners Direct Mail Sales PromoEon Direct Selling
Inside Selling Field Selling Retail Selling CommunicaEon process
Seminars Newspapers Magazines Sponsorship PresentaEons Speeches Publicity
YouTube Facebook LinkedIn Twi?er Google Plus BBM Channels MySpace
Available Tools
(Schacter, Gilbert and Wegner 2012)
Awareness
AdverEsing Sales PromoEon Direct MarkeEng Personal Selling Public RelaEon Social Media
Television Online Radio Official Web Direct Mail Email Billboards
Loyalty Bonus Packs Samples Corporate Anniversary
Mobile MarkeEng Web MarkeEng Banners Direct Mail Sales PromoEon Direct Selling
Inside Selling Field Selling Retail Selling Communica:on process
Seminars Newspapers Magazines Sponsorship Presenta:ons Speeches Publicity
YouTube Facebook LinkedIn Twi?er Google Plus BBM Channels MySpace
Evaluate and choose from them
Awareness
-‐ SEO Search engine opEmizaEon.
-‐ Use LinkedIn and follow companies on the areas interested.
-‐ Create YouTube channel upload your corporate videos. -‐ Add clients tesEmonials.
Awareness
Improve your online presence
(Wirtz, Chew and Lovelock 2012)
GO MEDIA?
Why do so many
business to business adverts fail?
Awareness
Go Media through Sponsorships
Not need to pay an add! PAID ADDS DO NOT ALWAYS
WORK.
Let the press write for your acEons,
events, iniEaEves, sponsorships, case studies! Sponsor business conference
in UAE!
Awareness
Go Media through Sponsorships
Create CHEIL’s CSR day.
Invite all companies to recycle their weekly paper usage,
& reduce the overall paper consumpEon and CO2.
You can create an applicaEon where
companies will submit their consumpEon and commit for spending less on paper. -‐ Give away a Cheil bin for
every office.
Awareness
Go Events
Strategic Corporate
Philanthropy day!
Cooperate with United NaEons (HQ in UAE)
Donate a meal to people need it! Invite companies to do so on that
day!
This generate pride, boost morale and create a unique sense of shared purpose between a
company and its most shareholders that can mulEply the impact of the philanthropic iniEaEve at hand.
DAY
Awareness
Go Events
Ramadan wish tree
Invite companies to submit their wishes for
Ramadan, in an envelope card (Cheil logo).
Collect those cards and create a wish Ramadan tree at DIFC square and an
event on the day of EID Al Fitr.
Awareness
Go Events
Organize the DUBAI MARATHON ‘15 with cooperaEon with Adidas Original, and
UNITED NATIONS.
VENUE: Downtown Dubai Distance: 5km
Registra:on fee: 100AED
Open to donaEons
CollecEons will be given to word food programme.
Distribute T-‐shirts Cheil/Adidas.
Joint Events
Awareness
Dubai RUN
Events only for execuEves.
Invite: Marke:ng managers of all UAE companies to parEcipate on
behalf of their company.
Drawing compeEEon in Dubai convenEon center,
DonaEons open. Best Drawings will be sold,
Collec+on for: Dubai Care. Exposure for the most creaEve
companies and employees within their field.
Joint Business Events
Awareness
Company draw
Corporate Gifts
Awareness
Get in their office! Create a coffee table book with Arabic theme And offer it as a gi^! UAE heritage and vision are the things the government wants to communicate the most.
Show them the way. Introduce your self.
GET IN THEIR OFFICE, most likely they will request similar things /acEons from you in the future!
Corporate Gifts
Awareness
vision of Dubai 2030UAE through pictures 2015
Build a team to win presentaEon !
Team
Team
Build a team to win presentaEon !
Your people can do it BETTER !
Team
Team
Do it through: Toastmaster!
Toastmasters is: an EducaEonal OrganizaEon that
teaching speaking, improving presentaEon skills and build confidence
Team
Train your employees
Recruit through Toastmaster!
Choose the best presenters.
Team
Recruit the experts
I’m the employee of the month!
Got my bonus!
Pay on
involvement basis Introduce bonus scheme
Team
Bonus Scheme
(Schacter, Gilbert and Wegner 2012)
Your employees are looking for self esteem
& self actualizaEon.
Invest on people Recognize their efforts
Make your team compeEEve,
use reinforcement and rewards.
Team
Rewards / Reinforcement
(MarEn, Carlson and Buskist 2010)
This department will make the iniEal research for new market trends, new corporaEon in the market,
new synergies, decide where to target and STUDY your target.
Dedicated team for presenta:on.
Team
Research & Sales Department
Create a new department
This department will make the iniEal research for new market trends, new corporaEon in the market,
new synergies, decide where to target and STUDY your target.
Dedicated team for presenta:on.
Team
Research & Sales Department
Create a new department
Research & Sales Department
Enrich your service offered, with
exclusive tools and new technological improved ideas!
InnovaEng Product
Innovating Product
• Follow technology.
• Make global cheil meeEngs yearly to exchange ideas.
Buy the rights for the marina boats mobile adverEsement. CHEIL could manage it exclusively.
You can co-‐operate with most adverEsing companies
InnovaEng Product
Buy exclusive mobile outdoor advertisement
Buy the rights for parking space adverEsement. With thousands of parking spaces, UAE is the ideal place for this kind of adverEsement. It’s a huge exposure for campaigns, and mostly b2c costumers. Thousand of people pass though the mall daily.
InnovaEng Product
Buy exclusive outdoor advertisement
Take advantage of Cheil’s global experience and global presence . Let CHEIL’s professionals from a different country work on UAE projects.
Although every market is different, many ideas begin from the same basic concepts and
being aligned with each specific country’s culture.
InnovaEng Product
Same products in different markets
Propose a mobile apps to: retailers, services or campaigns. Help your costumers to reach
their clients.
InnovaEng Product
Introduce mobile applicaEon
adverEsement technology to all your
clients.
Offer mobile technology
Keep Serving good & Trust US. IT’s simple!
Thank you!
Special thanks to: Joan Rivers Copyrights and all rights are maintained by the authors.
REFERENCES: Azadi, S. and Rahimzadeh, E. (2012) 'Developing markeEng strategy for electronic business by using mccarthy's four markeEng mix model and porter's five compeEEve forces', EMAJ: Emerging Markets Journal [online], 47-‐58. available: h?p://ezproxy1.hw.ac.uk:2663/eds/pdfviewer/pdfviewer?vid=2&sid=771965e6-‐e930-‐420b-‐8a0c-‐c9e228b93d6c%40sessionmgr198&hid=122 [accessed 15 March 2015]. Kotler, P. Wong, V. Saunders, J. and Armstrong, G. (2005) Principles of MarkeCng, 4th ed., Pearson: PrenEce Hall. available: ISBN-‐13: 9780273684565. MarEn, G. Carlson, R. and Buskist, W. (2010) Psychology, 4th ed., Pearson EducaEon. available: ISBN: 9780273720119. Schacter, D. Gilbert, and D. Wegner, D. (2012) Psychology, 1st ed., Palgrave Macmillan. available: ISBN: 9780230579835. Porter, Michael E. ‘The Five CompeEEve Forces that Shape Strategy’ . Special Issue on HBS Centennial. Harvard Business review 86, no. 1(January 2008): 78-‐93 Wirtz. V. Chew, P. and Lovelock, C. (2012) EssenCals of Services MarkeCng, 2nd ed., Pearson EducaEon. available: ISBN: 9789810686185. Images: ge?y Image, shu?erstock Designs: Personal Library
