In a recession, marketers must explore the upside of possibly increasing investments, get closer to customers, review budget allocations, put forth the most compelling value proposition, and fine-tune brand and product offerings.

2. In 2009, General
Mills increased its
marketing
expenditure by 16%
Increase in revenue
by 8% ($14.7 billion)
Increase in
operating profit by
4%

3. In 2008,
Walmart
adopted a new
merchandising
strategy
Walmart
focused on such
merchandise
where it could
outmaneuver
rivals with
extremely low
prices
Low prices
attracted more
customers
during recession
It helped the
brand in getting
close with its
customers
Stock prices of
Walmart rose
more than 20%
during that
period

4. Marketing budgets
are first to be
slashed down
during recession
ROIs are difficult to
estimate during
such a period
Helps in better
utilization of
resources and
reducing wastage
Focus on
PRODUCT &
CUSTOMERS

5. During recession people tend to save, stock and
store more, specially food items
This led to increase inTupperware’s sales as they
had developed products tailored to oxygen
levels required by various fruits & vegetables to
preserve in the fridge
Tupperware’s stock prices were on a 12 years
high in 2009

6. RIGHT
PRODUCT
RIGHT
CONSUMER
RIGHT
PLACE
RIGHTTIME
Because different brands or sub-brands appeal
to different economic segments, those that
target lower end of the socioeconomic
spectrum may be particularly important during
recession
Many years ago, Kingfisher had acquired Air
Deccan (later renamed it as Kingfisher Red) to
start its low-cost budget airline

7. yashoganeriwala@gmail.com
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+91-9039039093