Gulf Marketing Group - Excellence in Innovation in Consumer Product & Service Industries
Company: Gulf Marketing Group (GMG), Dubai, UAE
Entry Submitted By: BCW
Company Description: Gulf Marketing Group oversees a diverse portfolio of international brands and homegrown concepts across key industry sectors, with the aim of making the world a better place. Under the ownership and management of the Baker family, it has become one of the Middle East’s leading family-owned holding companies affiliated with the world’s most successful and respected brands.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Award for Excellence in Innovation in Consumer Product & Service Industries - Organizations with 100 or More Employees
Nomination Title: GMG Leading Innovation in the Middle East and Beyond
Organizational Management
Starting in 2020,Gulf Marketing Group (GMG)implemented one of the most significant internal restructuring efforts of the last four decades of its operations, retaining the same ownership structure but creating new divisions, reporting lines, and functions across the group. Furthermore, GMG is currently working on its new brand identity and structure, representing a strong investment in its long-term vision and future on a global scale.
The company is also continuously expanding its portfolio, including acquisitions of international brands, diversification of business streams, and geographical growth. As a part of its strategic expansion for GMG Sports, the company acquired Royal Sporting House (RSH) in December 2020. GMG thus extends its reach into key Asian markets, including Indonesia, Malaysia, Hong Kong, and Singapore. With this acquisition,GMG can now serve up to 700 million customers globally, offering them a unique brand and shopping experience.
Product Design & Development
GMG is one of the Middle East's leading family-owned holding companies, overseeing a diverse portfolio of international brands and homegrown concepts across key industry sectors, including sports, food, healthcare, education, real estate, logistics, and more. Since its inception, GMG has introduced more than 90 brands into the Middle East. For example, one of its leading business divisions—GMG Sports—is a distributor for Nike, Vans, Columbia, North Face, and many others.
Additionally, GMG has created quality-driven homegrown brands such as Sun and Sand Sports, Supercare, and Farm Fresh. Some of GMG's most recent new concepts include Pedaliere (targeted at the region's cycling community), Basketbolista (a pinnacle destination for all things basketball), DropKick (an athleisure concept for Gen Z), and Nu-Athlete (offering sports apparel and footwear for kids).
Information Technology / Customer Service
GMG Sports has ensured that it is well-prepared for the eCommerce boom and has placed a future-proof digital innovation strategy. The company's sports division experienced a surge in eCommerce demand, with online sales doubling in volume between 2019 and 2020. The company has now deployed an expanded omnichannel ecosystem that enhances customers' accessibility to leading sports brands through digital and mobile-commerce platforms.
GMG Sports' omnichannel ecosystem now uses a Salesforce commerce cloud in stores with AI capabilities from Einstein, which helps personalize customers' experiences. Customers ofSun and Sand Sports, for example, will be able to access inventory from across all stores as the solution is rolled out over the next 6-8 months. An additional marketing cloud system will also support seamless relationships between its brands and customers
GMG has also ramped up its investments in Saudi Arabia and has announced the opening of a new headquarters and mega-warehouse facility in Riyadh to serve its expanding customer base. GMG is also committed to the Kingdom's Saudization and Feminization initiatives, and over half of GMG's current workforce comprises of Saudi nationals. GMG's new headquarters and warehouse increases the company's capacity three-fold and 10-fold, respectively. The mega warehouse also features advanced technologies that facilitate increased productivity, are environmentally conscious, and drive efficiency through automation.
Corporate Communications
In 2020, GMG officially overhauled its marketing communications functions to establish a new team dedicated to supporting open, engaging relationships with internal and external audiences. This is now led by a new VP of Corporate Communications. In addition,Deputy Chairman and CEO Mohammad A. Bakeris an industry advocate and has offered commentary on local policy issues of importance to the ecosystem to tier-1 publications likeArabian Business,Gulf Business, andEntrepreneur Middle East. Mohammad is active on government and private sector councils across the UAE, including ongoing collaborations with DTCM and Dubai Chamber. He is recognized as one of theregion's most influential young business leader