Recession Proof Marketing

Recession Proof Marketing

Written by
Sumit Gupta
Course MBA (IB) First Year

Indian Institute of Foreign Trade

Recession Proof Marketing

Abstract
Recession the word signals declining sales, mounting inventories, declining margins, employees demotivation, uncertainty of cash flows. The obvious measures like across-the-board cost cutting often end up destroying value. It is those who can look beyond the obvious (and often erroneous) who emerge as winners. This paper looks at how marketing in recessionary times is different from the boom times and needs to be adaptive in the changed circumstances.
Firstly we will develop the perspectives for marketing in recession. We will then present how marketing is to be adapted to the difficult times through Seven specific strategies. Our points have been adequately substantiated through the examples of various companies who have been noteworthy in adopting the strategies.

I. The perspectives
Recession provides an opportunity fo...