GCC Olayan/TerexMarketing Plan

Communication Plan

Prepared by:

Manal Assaad

Client Brief

GCC Olayan:• GCC is part of the Olayan Group; a private multinational enterprise made

up of more than 50 companies and affiliated businesses; founded in 1947, it

engages in product distribution, manufacturing, services and investment

and internationally is a committed institutional investor in private and public

equities.

Terex:• A corporation building a franchise under its name from diverse brands

covering a broad range of equipment for the construction, infrastructure,

quarrying, recycling, mining, shipping, transportation, refining, utility, and

maintenance industries.

Marketing Strategy

“Marketing the affiliation between GCC Olayan and Terex

through highlighting the strengths of such affiliation and

preserving the global identities of both partners.”

The Key to Product Promotion is Product Perception

Marketing Strategy – The Message

Top Qualities:

GCC

Olayan/Terex

Customer

Focus

Reliability

and

Outstanding

Support

Sound

Quality

High

Efficiency

and

Versatility

Delivering

Value

Technical

Support

Product

Management

Marketing Strategy – The Target

Primary

Targets

• Contractors

• Subcontractors

Secondary

Target

• Dealers: Producers and Distributors

• Equipment Rental Companies

• Government

Strategic

Target

• Local Community

The campaign will be

divided into 2 stages:

• Stage One: targeting

potential customers from the

existing customers’

database to build

awareness.

• Stage Two: targeting

potential customers

nationally for product

promotion.

Marketing Strategy –

Communication Objectives

Building

Awareness

• Media

Placement

• Special

Events

Creating

Interest

• News

Editorials

• Media

Stories

Providing

Information

• Articles

• Collateral

Materials

• Newsletters

• Website

Stimulating

Demand

• Increase in

Product

Sales

through

creating

sales leads.

Reinforcing the

Brand

• Positive

relationship

with Key

audiences

• Strong

brand

image

Marketing Strategy – Marketing

Tools

Media Relations

• Newspapers

• Specialized

Magazines

• Affiliates’ Newsletters

• Internet (Private

Website)

Newsletter

• Direct Mailing

through P.O. Boxes

• E-Mailing (E-

Newsletters)

Special Events

• Sponsorships of

Planned Events

• Participation in

Existing Events

• Management of

Corporate Events

Marketing Strategy Concepts – Stage 1

• Profile Package

• Affiliates’ Newsletters

• Website Links

Provide

Information

• “Keeping the Roads

Safe”

Special Events• Press Releases

• News Editorials

Follow-Up Publicity

Affiliation News Announcement

Marketing Strategy Concepts – Stage 1

• Providing Information:

– Profile Package: Designing a package to include GCC Profile, Terex Product

Catalogue, and a Multimedia CD.

– Affiliates’ Newsletters: Direct mailing or e-mailing of GCC Newsletter and other

affiliates’ newsletters with the announcement of the affiliation news to addresses

from the database.

– Website Link: provide a link from the Olayan Group website to the Terex

RoadBuilding website to make the information available to all the businesses of

the Group and to their clients.

Marketing Strategy Concepts – Stage 1

• Special Event: “Keeping The Roads Safe”

– Invitations to customers from the database, high profile businessmen from

related industries, and Government Officials.

– Generic introduction about GCC Olayan and Terex Co.

– A topic of public interest presented by a Government Official to boost the

corporate image in the local community and build awareness nationally.

– Topic Idea: the mission of keeping the roads safe is not solely the job of

Policemen and Traffic control systems but rather starts by ensuring that the

roads are built under high standards and top quality to guarantee sustainability

and durability making it safer for citizens.

Marketing Strategy Concepts – Stage 1

• Follow-Up Publicity:

– Press Releases: compose interesting articles about the event happenings with

an introduction to both companies and the significance of such affiliation and

distribute them to members of the news media for publication.

– News editorials: an event with Government official appearances and of public

interest will raise the interest of news media to write and publish articles about

giving the event a national coverage in the news.

Marketing Strategy Concepts – Stage 2

• Newspaper Ads

• Specialized

Magazines Ads

Build Awareness

• Profile Package

upon request

• Specialized

Newsletter

Provide Information

• “Demonstration

Day” to showcase

the Products

Special Events

Product Promotion

Thank You