Gcc Olayan Terex Marketing Plan Graphic
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Transcript of Gcc Olayan Terex Marketing Plan Graphic
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