A branding and marketing campaign presentation for the merger between GCC Olayan and Terex the international company for heavy automobiles.

1. GCC Olayan/Terex
Marketing Plan
Communication Plan
Prepared by:
Manal Assaad

2. 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.

3. 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

4. Marketing Strategy – The Message
Reliability
Customer and
Focus Outstanding
Support Product
Technical Top Qualities: Sound
Support GCC Quality
Olayan/Terex
Management High
Delivering Efficiency
Value and
Versatility

5. Marketing Strategy – The Target
• Contractors
The campaign will be
Primary • Subcontractors
divided into 2 stages:
Targets
• Stage One: targeting
• Dealers: Producers and Distributors potential customers from the
• Equipment Rental Companies existing customers’
Secondary database to build
Target • Government
awareness.
• Stage Two: targeting
potential customers
nationally for product
• Local Community promotion.
Strategic
Target

6. Marketing Strategy –
Communication Objectives
Building Creating Providing Stimulating Reinforcing the
Awareness Interest Information Demand Brand
• Media • News • Articles • Increase in • Positive
Placement Editorials • Collateral Product relationship
• Special • Media Materials Sales with Key
Events Stories through audiences
• Newsletters
creating • Strong
• Website
sales leads. brand
image

7. Marketing Strategy – Marketing
Tools
Media Relations Newsletter Special Events
• Newspapers • Direct Mailing • Sponsorships of
• Specialized through P.O. Boxes Planned Events
Magazines • E-Mailing (E- • Participation in
• Affiliates’ Newsletters Newsletters) Existing Events
• Internet (Private • Management of
Website) Corporate Events

8. Marketing Strategy Concepts – Stage 1
Special Events
• Profile Package • Press Releases
• Affiliates’ Newsletters • “Keeping the Roads • News Editorials
• Website Links Safe”
Provide
Follow-Up Publicity
Information
Affiliation News Announcement

9. 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.

10. 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.

11. 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.

12. Marketing Strategy Concepts – Stage 2
Provide Information
• Newspaper Ads • “Demonstration
• Specialized • Profile Package Day” to showcase
Magazines Ads upon request the Products
• Specialized
Newsletter
Build Awareness Special Events
Product Promotion

13. Thank You