Competitive DynamicsHow should marketers adjust their

strategies and tactics for an economic downturn or recession?

Marketing in an Economic Downturn5 Ways of

Explore the upside of Increasing Investment

WAY1

• Increased Marketing Expenditure in 2009 by 16%• Revenue Increased by 8%• Operating Profit increased by 4%

Get Closer to CustomerWAY 2

Review Budget AllocationsWAY 3

• Weed out underperforming Distributors• Incentives provided to motivate the most

effective product seller

Put forth the most compelling Value Proposition

WAY 4

Price Reduction and Sales are a

BIG Mistake at such times

WAY 5 Fine-tune Brand and Product Offerings

Luxury Brands benefits from Lower-Priced Brands in their portfolio

These slides were created by Archit Raj, IIT Delhi, during a Marketing internship by Prof.

Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )