MMI adopts group marketing approach, managers inducted into year-2003 strategy

Conducted by Piers Burton, Head of Business Development, and Marek Sheridan, Marketing Manager, the training session was attended by 20 of MMI's managers from the Travel, Consumer, Logistics, Leisure Retail, Beverages and Corporate Services divisions.

Marek Sheridan, spearheading the company's integrated marketing strategy, explained that it was imperative for the company to focus on a dynamic marketing mix as it maintains its corporate mission to be the region's leading provider of services and products to the leisure and retail industries.

"At more than 120 years of existence, MMI continues to grow at a rapid pace and we have plans in place to secure regional leadership in each of our businesses and are examining the various marketing and promotional techniques required to achieve this. MMI is proud to represent many of the world's leading brands and companies; we are associated with some of the most prestigious events in the UAE's social calendar, and we continue to make significant contributions to socio-environmental and charitable causes - all of which call for a reinforced commitment to an integrated marketing plan for the year 2003," he stated.

MMI's new corporate marketing strategy will focus on increased consumer-interaction, enhanced principal representation, maximised public visibility, and effective event management. While brand representation, sponsorships, advertising, consumer research and public relations will continue to be the chief components of the group's marketing strategy, individual business units will also be encouraged to explore various non-traditional forms of communication.

"We believe that in the current economic climate, our marketing expertise and our ability to demonstrate a return on investment will set us apart," Sheridan said, adding that the managers' forum would be conducted on an annual basis for new incumbents into the company.

MMI, an associate company of the Emirates Group, is one of the oldest and most established companies in the region and operates through six distinct businesses: MMI Logistics, MMI Consumer, MMI Beverages, MMI Travel, MMI Corporate Services and MMI Leisure Retail.