Since I arrived to work in Kuwait, I have noticed the enormous amount of promotions run by brands from all categories. Promotion, sales, discounts and gift coupons are filling the air. Do Kuwait customers respond only to promotions? I don’t think so.
I believe that the common understanding of the term “marketing” has been shrunken by agencies and marketing departments to cover only the part that they think they are good at (promotions). The result is suffering brands, inconsistent income and more wasting of clients’ budget on new promotions with the hope that “this one” will save the day.
The problem in the Kuwaiti “marketing job market” is not the huge human resources turnover as many may argue. It is hiring of people with no idea about how brands are built to manage marketing tasks.
I am certain of two things. One, the promotions will not stop because for many companies it is too late to go back, and second, that customers in Kuwait respond to much more than promotions. If you want a good example, visit The Baking Tray.