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 )