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Negative Marketing

MKTG 5201 - AUC - MBA
by

Osama Shaaban

on 9 April 2014

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Transcript of Negative Marketing

An Insight To Marketing Aggressiveness !!
Negative Marketing
What is Negative Marketing ... ?
Mahmoud Farwiz
"Etisalat Egypt Marketing Communication Manager"
Etisalat Marketing Campaign of 2012 was a copycat for "Tele2"
Etisalat Negative Marketing History in Egypt
Etisalat Negative Marketing Tendency started in Sep 2009
RFP
Usually the Technical Manager is the one who validates the RFP, makes WBS, and make initial resource allocation.
RFP
Usually the Technical Manager is the one who validates the RFP, makes WBS, and make initial resource allocation.
RFP
Usually the Technical Manager is the one who validates the RFP, makes WBS, and make initial resource allocation.
RFP
Usually the Technical Manager is the one who validates the RFP, makes WBS, and make initial resource allocation.
Etisalat Begins in 3G...
CM = Configuration Management
PA = Project Agreement
Was Etisalat Campaign Successful ?
Nokia Lumia V.S. Othes Smart Phones
The Oldest and the brigthest :)
Etisalat Egypt
Has been awarded 3G License in May, 2007.
Vodafone was awarded 3G License in Jan, 2008.
Etisalat Actual Launch was in May 2008 !!!
Vodafone 3G Launch was in May 2008 !!!
Etisalat & MNP...
NTRA promise to launch the MNP "Mobile Number Portability" at the beginning of 2008
Brand/Image Campaign not sales.
The MNP service spread was the main campaign target.
Vodafone did not react to this campaign.
This campaign was a hit campaign and they are not planning to continue in this direction.
Khaled Foad
"Etisalat Egypt Strategic Planning Manager"
"Etisalat ' s strategy evolved by time, mainly though Four stages"
At the beginning, its objective was to create awareness and they just used the Etisalat wasalet" campagin.
1
2
Then, it focused to acquire Market share through the "Al Donia Lessa Feeha Aktar" campaign.
3
Finally, Etisalat current positioning strategy is being a market leader in innovation with its new campaign"Kol Youm Gedid"
4
Tele2 Break up campaign was launched in 2011, just one year before Etisalat caompaign launch ...
Do you see any similarity ;) ??!
Five Negative Marketing Techniques to Make a Positive Impact ...
(1) Identify the customers you DON’T want.

(2) Be controversial.

(3) Create a shared negative experience.

(4) Explain why something sucks.

(5) Use negative titles occasionally.
In Egypt, revenues of AED 5.1 billion in 2012, up 13% compared to the reported results of 2011.

Revenue growth was mainly driven by customer acquisition and growth in mobile data segement
Market Share Before & After ...
American Chamber of Commerce in Egypt Statement:
Our References ...
(1) http://www.itu.int "International Telecommunication Union Website"

(2) http://www.tra.gov.eg "NTRA Official Website"

(3) http://weekly.ahram.org.eg "Ahram Weekly News Website"

(4) http://etisalat.com.eg "Etisalat Officail Website"

(5) Etisalat Egypt Marketing Communication Manager "Mahmoud Farwiz"

(6) Etisalat Egypt Strategic Planning Manager "Khaled Foad"

(7) http://thinkmarketingmagazine.com "Think Marketing Magazine"

(8) http://www.amcham.org.eg "American Champer of Commerce in Egypt"

(9) Etisalat Company Income Financial Statement
Is Negative Marketing Ethical ?
Etisalat Revenue(billion UAE) 2012
Consolidated 32.9 2%

22.7 - 1%

5.1 13%

Net Profit 6.7 15%


82 92 12%


32.9 32.7 -.6%


36.7 37.2 1.3%


13.8 21.9 58%
Egypt’s Mobile Subscribers(M)
Full transcript