The sewa marketing plan

By Categories:

đź“— Book: The SEWA Marketing Plan
Author: Dr. Rashid Alleem
Published: 2018
Focus: A strategic 8-step marketing framework to rejuvenate SEWA’s brand, elevate customer satisfaction, and drive organizational turnaround.

🌍 Purpose of the Book
This book chronicles how Dr. Alleem transformed the Sharjah Electricity and Water Authority (SEWA) from a struggling public utility into a performance-driven, customer-centric organization. It offers actionable insights on strategic marketing, leadership, and culture change within the public sector.

🧱 Core Marketing Philosophy: The 8-Step SEWA Marketing Plan

  1. Market Research & Information – Gather real-time insights to understand customer expectations and challenges.

  2. Situation Analysis & Mapping – Evaluate internal capabilities and external market realities.

  3. Marketing Message – Craft clear, compelling messages aligned with customer needs.

  4. Setting Goals & Objectives – Establish SMART goals that guide performance and impact.

  5. Marketing Budget – Allocate resources wisely for maximum return.

  6. Strategy for Growth – Create a practical roadmap to achieve long-term vision.

  7. Well-blended Communications – Ensure unified messaging across internal and external channels.

  8. Action Plan – Execute, monitor, and adapt dynamically to achieve measurable outcomes.

🔄 Transformation in Action: Key Highlights

  • Crisis Turnaround: Appointed directly by Sharjah’s Ruler, Dr. Alleem led SEWA during a time of declining performance and near-bankruptcy.

  • Vision 2020 & 8Ps Model: Built on 8 pillars—People, Performance, Planet, Projects, Positioning, Partners, Prosperity, and Profit.

  • From Bureaucracy to Brand: Shifted SEWA from a utility mindset to a service and customer-focused enterprise.

  • Marketing as a Core Function: Repositioned marketing from an “ivory tower” to a strategic growth driver.

🧠 Key Concepts & Frameworks

  • CRItRAL Thinking: Critical + lateral thinking for creative leadership.

  • Vuja DĂ©: Re-seeing the familiar with fresh eyes to identify untapped potential.

  • SEWA Core Culture Book: 11 core cultural values reinforcing integrity and service.

  • Nine Champions: A leadership team built on empathy, passion, and shared values.

  • Customer Centricity: Emphasis on Net Promoter Score (NPS), CES, CSATs, and Google reviews to guide decisions.

📢 Vision and Impact

  • Leadership Style: “Command and control” blended with participatory decision-making.

  • Bold Execution: Fast-paced reforms with an emphasis on visibility, transparency, and accountability.

  • Inclusive Empowerment: Women’s teams led key initiatives including Vision 2020.

  • Global Recognition: SEWA became a benchmark for public-sector turnaround and branding excellence.

🌟 Final Takeaway
The SEWA Marketing Plan is a powerful testimony to how public organizations can reinvent themselves through visionary leadership and disciplined marketing. Dr. Alleem’s blueprint transcends sectors and offers a proven playbook for creating happy customers, committed employees, and sustainable profitability.

Related Books