Quotes: US MENA   Enter Symbol: NewsLetter: Search: advanced

Strength in shipping  Join our daily free Newsletter

MENAFN - Khaleej Times - 17/05/2014
No. of Ratings : 0
Add to Mixx!



(MENAFN - Khaleej Times) The shipping industry has weathered a lot but keeping your strategies simple can help you navigate through the storm

if you’re a shipping company able to handle a vessel every 15 to 20 seconds all around the world it’s fair to say you’re making waves in the industry.

but it would perhaps be even more impressive to have grown to such a level of success while keeping your strategies just the way it’s always been: simple yet effective.

“everything that we do in terms of developing the brand is the same” sean bradley group marketing director of gulf agency company or gac told khaleej times in an interview.

“when we develop anything that is brand-aware or brand-conscious we’re very careful that there are no changes to the logo taglines and strategic directions that we’re trying to achieve with the brand.”

gac a widely-recognised global provider of integrated shipping logistics marine and other related services is one of the first companies to be established in jebel ali back in the early 1980s. it was started in kuwait by swedish entrepreneur bengt lindwall in 1956 and — as bradley would allude to it — the rest is history. it has 300 offices in 42 countries and manned by 10000 employees.

“we’re very well-known; anyone in shipping or logistics knows gac” he quipped.

while having gone global recently the middle east still contributes more than half of gac’s business. the uae is according to bradley “probably our largest business”.

“we have a very very strong development in all the emirates with many different products” he said adding that gac has a “very strong relationship” with dubai-based logistics giant dp world.

game on

marketing has been at the forefront of gac’s strategy. it has to be carefully thought out not just making sure that you’ll be able to get your point across but as well as hitting customers where it’ll strike them the most.

the gac brand is heavily-promoted on all levels and there is one vertical that it feels can take them closer to people: sports.

sports sponsorships have experienced a boom in recent years. companies have been scrambling to support teams especially in the biggest of leagues but getting your brand slapped on kits and uniforms isn’t the only way to provide sponsorship much less gain promotion. football and cricket are among the sports that attract major sponsorships. the national basketball association or nba in the united states has also stated that it is exploring the possibility of for the first time having brands on their players’ jerseys in the future.

gac is heavily involved in the extreme sailing series or ess an annual global racing event. organised by oc sport it is raced in extreme 40 catamarans and features renowned sailors from circumnavigators to olympic medalists and world-record holders.

aside from having its own gac pindar team at the event gac has a bigger and more important role in the series: it is its official logistics partner making sure everything is moved around the world on time amidst a very tight schedule. the event hops from cities around the world the most recent ones in muscat and the chinese city of qingdao.

bradley believes in the power of commercial sports marketing. aside from their involvement in the ess gac is a long-term sponsor of english premier league side crystal palace and league one team sheffield united as well as the official logistics partner of the nba’s houston rockets. race driver alex brundle golfers richard sterne graeme storm chris wood and george coetzee and ex-england cricket captain michael vaughan are also in the gac sport-sponsorship stable.

and as a result of its competence gac has also been nominated to look after the volvo ocean race which has 1.5 billion viewers.

“i look at the benefits of what i’m doing in sports marketing to retain business and to develop business that we already have” bradley said. “we try to develop new opportunities; we try to do that on the sports marketing platform.”

overall focus is what is needed to drive a business further he pointed out. “from my point of view this is very very good – direct marketing with your customer and your customer target base… basically the guys you already have and how you deal with them on a day-to-day basis.”

circumstances

the shipping industry was not spared by the late-2000s global financial crisis. bradley says that everybody in logistics was impacted by the supply and demand of products. he also pointed out the glut of ship orders before the crisis; while these hit companies hard the good news is that with a recovery in the sector these vessels are now available ready to be used and would increase global container capacity by 20 per cent.

however this also comes at a cost — literally.

“these now have made pricing very very pressured” he said. “so the shipping industry is pressured price-wise [as] there are a lot of competitors and margins are squeezed in our business.”

bradley believes that being able to innovate is something that can see a company through especially in tough times. gac he says has some of the most innovative products and services that it is designing and running. “we are a strong believer in innovation. we have a particular division that looks after the innovation of different things that we can develop” he said.

aside from the uae and the middle east bradley says asia is a developing market for gac. it has offices in key cities such as those in australia china hong kong india indonesia malaysia singapore and others as well as strategic partnerships and alliances in the rest of the region.

strong business relationships keep gac going and moving forward the plan is simple.

“we will continue to do what we’ve done very well in the past with a specific way of dealing with and approaching customers” bradley said. “we want to make sure there is transparency and clarity in everything we do.”

— alvin?khaleejtimes.com


 






  MENA News Headlines
 Aug 1 2014 - India hires masked monkey men to combat macaque menaceKhaleej Times
(MENAFN - Khaleej Times) E very talented group of men has taken to wearing monkey masks imitating their whoops and barks and hiding behind trees to ward off the aggressive animals.India has hired a ...

 Aug 1 2014 - Isolated indigenous make contact with outside world in BrazilKhaleej Times
(MENAFN - Khaleej Times) Azilian experts said the indigenous people likely crossed the border from Peru facing pressure from illegal logging and drug trafficking at home.Isolated native people ...

 Aug 1 2014 - Hopes dim for India landslide survivorsKhaleej Times
(MENAFN - Khaleej Times) Out 160 people were thought to have been living in the dozens of damaged houses.Women mourn a victim of the landslide in Malin village of Pune district in western Maharashtra ...

 Aug 1 2014 - Indian nurses stuck in Libya to be shifted from todayKhaleej Times
(MENAFN - Khaleej Times) Acuation of Indians from the strife-torn Libya will begin on Friday with the first batch of 36 nurses from the southern state of Kerala moving to Tunisia in the morning on ...

 Aug 1 2014 - General Suhag takes over as the new India army chiefKhaleej Times
(MENAFN - Khaleej Times) Neral Dalbir Singh Suhag on Thursday took over as the new chief of the 1.General Suhag assumed charge after his predecessor handed over to him the Chief of Army Staff baton ...

 Aug 1 2014 - European Union formally adopts Russia sanctionsKhaleej Times
(MENAFN - Khaleej Times) E new measures finally agreed earlier this week after months of hesitation target Russias banking defence and energy sectors.The European Union formally adopted broad ...

 Aug 1 2014 - Train hits bus with bridal party in Bangladesh 10 killedKhaleej Times
(MENAFN - Khaleej Times) Lice said the accident occurred at an unguarded railway crossing allowing cars and buses to move freely across the track during the early hours of Friday.A train smashed into ...

 Aug 1 2014 - Gas blasts kill 24 injure 271 in TaiwanKhaleej Times
(MENAFN - Khaleej Times) E explosions believed to have been triggered by gas leaking from underground pipelines were powerful enough to upturn cars and tear open paved roads.Vehicles are left lying ...

 Aug 1 2014 - Friends CC GM score easy victories to enter Al Faraa T20 semisKhaleej Times
(MENAFN - Khaleej Times) The quarter-final matches Friends CC defeated Emistate by four wickets while GM CC coasted to a six-wicket victory over X Eleven.Friends CC defeated Emistate. — ...

 Aug 1 2014 - Romelu Lukaku lost focus as was not first choice says MourinhoKhaleej Times
(MENAFN - Khaleej Times) Joined Chelsea from Anderlecht for 18 million in 2011 but failed to make an impact at Stamford Bridge and spent the 2012-13 season on loan at West Bromwich Albion.Jose ...

more...


 






Google

Click to Apply

 
 

Middle East North Africa - Financial Network

MENAFN News Market Data Countries Tools Section  
 

Middle East North Africa - Financial Network
Arabic MENAFN

Main News
News By Industry
News By Country

IPO News
Islamic Finance News
Private Equity News

How-To Guides
Technology Section

Travel Section

Search News

Market Indices
Quotes & Charts

Global Indices
Arab Indices

US Markets Details

Commodoties

Oil & Energy

Currencies Cross Rates
Currencies Updates
Currency Converter

USA Stocks
Arab Stocks
 

Algeria 
Bahrain 
Egypt 
Iraq
Jordan 
Kuwait 
Lebanon
Morocco 
Oman 
Palestine
Qatar 
Saudi Arabia 
Syria
Tunisia 
UAE 
Yemen

Weather
Investment Game
Economic Calendar
Financial Glossary

My MENAFN
Portfolio Tracker

Voting

Financial Calculators

RSS Feeds [XML]

Corporate Monitor

Events

Real Estate
Submit Your Property

Arab Research
Buy a Research

Press Releases
Submit your PR

Join Newsletters


 
© 2000 menafn.com All Rights Reserved.  Terms of Service | Privacy Policy | Contact Us | Advertise | About MENAFN | Career Opportunities | Feedback | Help