BIG GROWTH OPPORTUNITIES IN NON-ENGLISH LANGUAGE BRANDS Successful brand strategies must consider special Middle East needs

Marketing 2001 – Strategies for Success in Arabia November 13-15 2000

The long-term success of many of today’s major brands will be decided by the way in which they adapt to the rapidly changing market environment, according to Barry Gray, organiser of the upcoming Marketing 2001 – Strategies for Success in Arabia, management conference. The conference is being held under the patronage of His Highness Sheikh Abdullah bin Zayed Al Nahyan, the UAE Minister of information and Culture.

"With the explosion of the new e-age economy and the growth expectations of non-English language connectivity, it is going to be those companies that structure correctly and develop clear brand strategies that will prosper.

"The new economy presents immediate challenges as well as opportunities, specifically an emergence of the market-specific brands meaning that the established dynamics of the region will require careful management to ensure long-term brand success," he said.

Gray, managing director of Gray Business Communications (GBC), was talking at a press gathering (Dubai, Wednesday November 1, 2000) outlining issues for debate at the Marketing 2001 conference to be held November 13-15 at the Emirates Towers Hotel, Dubai.

Acknowledging Dubai’s position as a major conference and exhibition venue, Gray said : "It is entirely appropriate that this inaugural event from Gulf Marketing Review (GMR) is held in the United Arab Emirates; a country that has achieved global awareness in such a short space of time. This is an outstanding achievement for marketeers to emulate." said Gray. GMR is the region’s only monthly marketing magazine.

"In GMR’s September issue, we reported that Dubai currently generates $550million a year, attracting 1.2 million visitors from conferences and exhibitions held in the emirate," said Gray.

On Marketing 2001

Gray said that Marketing 2001 – Strategies for Success in Arabia is the region’s first strategic marketing forum to gather academics, economists and marketeers to discuss and debate critical planning issues for implementation within the Middle East.

"World renowned marketing guru, Professor Philip Kotler together with Professor John Quelch and Dr Henry Azzam are set to lead discussions on regional opportunities and brand management." (see editor’s notes).

The trio will be joined by a number of the region’s most talented business leaders who will focus on economic and business planning techniques such as market domination tactics and the localisation of strategy and brands.

Gray detailed that 22 presentations will review the elements critical for successful, long-term market planning. Expert speakers will cover subjects from the dynamic conditions of the region's marketplaces to the specific business challenges and opportunities posed by the unique demographic conditions and emerging economies. Special attention will be placed on the function of integrated marketing communications and online marketing. Examples will be tabled for both the business-to-consumer and business-to-business sectors.

"It is essential that marketeers consider local market culture and trends when implementing brand and campaign strategies. All marketplaces have attributes individual to them and international marketeers must be quick to understand the impact of these on their brand position, " Gray said.

On Conference Sponsorship

Key sponsors of Marketing 2001 are Al Hayat, British Airways, Canon Middle East, Cisco Systems, DoubleClick, General Motors, MBC, MEMRB and Al Zamil Group.

Canon’s technical director, Leo Keane spoke of their role as a Marketing 2001 sponsor : "As with most leading brand names, we are approached to support numerous events each year. Marketing 2001 is just one of a few that we have selected for participation. We see the event as a focused platform from which participants and presenters alike will be able to develop strategies applicable to the local environment," he said.

While Stuart Pierce, marketing director of General Motors Middle East, tells of GM's two-prong role, as a sponsor and a speaker : "We agree that Dubai has earned another centre point, that of the region’s exhibition and conference hub.

"We also acknowledge that while each market must have on-the-ground expertise, Dubai has established itself as the centre for marketing creativity.

"Hence, we jumped onboard when we heard of Marketing 2001. It is an ideal venue through which to both give and take. Give, in as much as we feel a blue-chip responsibility in sharing GM’s marketing learnings and experiences and take, because we are always hungry to learn more ourselves." Pierce is a speaker with his focus on regionalising a global strategy.

MBC and British Airways are also supporting Marketing 2001; MBC as the event’s main media partner, while British Airways is the official carrier. Terry Daly, the airline’s general manager, Middle East, North Africa, Central and South Asia, said that many aspects attracted the airline to Marketing 2001 : "Firstly, we are a marketing focused company and feel that the positioning and content of Marketing 2001 is an accurate reflection of the hot topics for regional marketeers of the moment.

"Secondly, the presence of acclaimed marketing voices, such as Professors’ Kotler and Quelch further enhances the conference profile and we are delighted to be able to participate in bringing such speakers to meet region-wide audiences."

Daly confirmed that British Airways and the London Business School, where Professor Quelch is Dean, have a strong affiliation involving key aspects of the airline’s management training.

British Airways is also presenting two business class tickets to London in the Gala Dinner draw.

On day two, integrated marketing (IM) is a key issue for debate, with FP7’s Jock Wilson giving the agency’s perceptive. While from the client’s side, Abdulla Al Zamil, senior vice president, Zamil Air Conditioners in Saudi Arabia, is travelling to Dubai for Marketing 2001 with promises of a thought-provoking address on the future shape of integrated marketing. Zamil Air Conditioners is also a key sponsor.

Zamil's marketing manager, Khalil Issa, said that the company continues to look out of the box in all aspects of their business planning : "This is not the time to think static, or thoughts of yesterday. We believe that to succeed you must think creatively, think forward, act fast and be prepared to turn a few heads en route."

Issa was reluctant to divulge too much of Al Zamil’s Marketing 2001 delivery but promised a provocative, progressive proposition : "It is our belief at Zamil, that marketing needs to be cut differently. If sectors, like the region’s local air-conditioning segment, are to succeed they need to establish a purchasing power and an amalgamation of core competencies that combined equal a force of strength for ground- breaking local and global market entry."

Issa applauded Marketing 2001 as ‘a marketing event with a difference’ : "We see Marketing 2001 as a forum from which decision makers can glean fresh, strategic information and direction to assist innovative business and marketing planning. I can promise you that Abdulla Al Zamil’s presentation will do just that."

He said that Al Zamil will be presenting the new marketing proposition for the first time at Marketing 2001 : "We are eager to table the concept with the participants in order to debate its feasibility."

Cisco Systems too is an event sponsor and speaker. According to Simon Jacobson, director of marketing for emerging countries, Cisco will focus on online marketing : "E-commerce requires a different approach to marketing than that of traditional street-side activities. At Cisco, more than 92 per cent of our business is conducted online. This has afforded us an annual cost saving of more than $825million. We are ready to share the virtues of being a virtual company at Marketing 2001."

Gray said that the day one opening keynote speaker is yet to be announced but confirmed that day two will kick off with a live videocast, Breakfast with Kotler session. Kotler will discuss how to create, win and dominate markets.

On Conference Participation

Other noted speakers include Michael Wilde, chief operating officer of Dubai Media City, Jim Sillars of the Arab British Chamber of Commerce, and Fadi Ghandour, president and CEO of Jordan-based Aramex.

According to Gray both the two-day Marketing 2001 forum and the one-day workshops have attracted international participants : "Interest from both speakers and delegates has been intense from the begining," he said. More than 200 delegates are expected to attend.

Gray advised that one-day pre-conference workshops will provide in-depth dialogue on a variety of topical management issues such as multi-cultural marketing, e-commerce marketing and personnel strategies specifically for the Middle East region.

GBC is the producer of Gulf Marketing Review (GMR), the region’s only marketing publication, the bi-annual ‘Planning’ supplements and numerous customer magazines including City Life for Deira City Centre, Dubai, Living for Spinneys, Abu Dhabi and a new title for Al Faisaliah Centre, Riyadh.

Gray said that this management conference is a natural extension to the GMR portfolio. : "Marketing 2001 is an obvious progression, taking the valuable information that the publication offers and bringing it to a platform for broader discussion and debate," he said.

Marketing 2001 – Strategies for Success in Arabia will be held at Emirates Towers Hotel, Dubai from November 13-15, 2000.

Key speakers at Marketing 2001 – Strategies for Success in Arabia

Professor John Quelch is Dean of the London Business School, recently voted by the UK’s Financial Times newspaper as one of the top three business schools in Europe. Professor Quelch was previously co-chair of marketing at Harvard Business School and is author of 12 books, the most recent refers to marketing to Muslim populations and business strategies specifically for Middle East markets.

Professor Philip Kotler is professor of international marketing, Kellogg Graduate School of Management in the United States. By live videocast from the USA, he will develop strategies for creating, winning and dominating markets at a morning session entitled Breakfast with Kotler’. Kotler is also the author of numerous best selling marketing texts, many providing the base for university curricula worldwide.

Dr Henry Azzam, chief economist and managing director of the Lebanon-based Middle East Capital Group, is set to give a fresh economic overview of the Middle East, preceeding a panel session where Iran, Syria, Libya and Lebanon have been picked for individual concentration.

Session chair persons at Marketing 2001 – Strategies for Success in Arabia include:

Abdulaziz Kanoo, deputy chairman and deputy CEO of the Kanoo Group and Abdulaziz Al Qatani, chairman, Al Qatani and Sons.