MARKETING AND HUMAN RESOURCE

DURING RECESSION
MEANING
 Recession should be a substantial decline in activity
across the economy, lasting a longer period which is
usually more than a few months.
 The activity across the economy are reflected by
various economic data like, industrial production,
employment, gross income and wholesale-retail
trade.
CAUSES OF RECESSION

 Dollar collapse
 Oil rise
 Inflation
 Housing bubble
 Global economy
MARKETING PRACTICES DURING
RECESSION.
Time to introspect
Invest in brands

Be a paranoid

Cut Costs

Partner your stakeholders

Trade Up or down

Listen to your customers

Adjust product portfolios

Support distributors
FIVE STEPS TO A RECESSION-PROOF BUSINESS

Re-evaluate your
Re-assessing your
Unique Selling Adjust your
marketing goals
Proposition
and initiatives
(USP).
offer

Address the
Marketing barriers of
budget
recession
ROLE OF HR DURING RECESSION
 Differentiate Between Your Good and Average
Employees.
 Redirect Your Employees to Other Departments.
 Listen To Your Employees.
 Keep Them Motivated and Busy.
 Lay Your Cards on the Table.
5 THINGS TO DO
o Speak language of CEO and FD – talk strategy and
cost.
o Be proactive in cutting your own costs.
o Focus on the longer term.
o Get close(r) to your customers.
o Encourage use of experienced interims
CONSUMER BEHAVIOR
 Most consumers put a higher priority on “need to
haves” than “want to haves”
 Conspicuous consumption is less prevalent

 Consumers trade down to models that stress

good value
 Consumers shop for the best deals and

Negotiate harder
 Consumers want reliability, durability, safety and
performance
INDIAN INDUSTRY TO DO WELL DURING RECESSION

 Food
 Railways
 PSU Banks
 Education
 IT
 Telecommunication
 Health care
 Media
 M&M consultant
 Luxury products
THANK YOU