Marketing Management Assignment

*Marketing during COVID19

1. Despite being called as a culprit for cause of COVID 19, China used this opportunity to manufacture
and sell masks.

2. Many companies produced hand sanitizers and hand-wash and hiked prices.

3. Local companies  Sanitizing houses which have had people affected due to COVID 19

4. Food companies estimated the lockdown period in India and increased their production rate.

5. India having the most Pharmaceutical companies quickly realized that the Hydroxychloroquine can
suppress corona virus and made large amounts of it and supplied to various countries.

6. Online and food delivery apps made profits during this time. Especially the Jio mart.

7. Video calling apps for online classes i.e; Zoom, Jio meet, MS teams, Google meet suddenly came into
existence during this pandemic.

8. Online learning apps like Byjus, Unacademy did great marketing during this time. And also online
courses went boom.

9. Gaming sector got benefitted. Ex: PUBG Royal Pass which cost 800 & 1600 got bought in huge
number.

10. OTT platforms cleverly bought particular movies and streamed online and made advertisings with
those star-cast. Ex: Amazon prime Video, Netflix, Aha, Zee5. Hotstar came up with the idea of streaming
the popular serial episodes prior to the TV telecast. Other apps launched specific popular movies and
webseries during this pandemic.

11. Poultry (Chicken& Eggs) skyrocketed their sales and price.

12. Immunity boosters made a lot of sales.

13. Hospitals got benefitted.

14. Private labs made huge profits with COVID tests. Ex: Private labs which were not there in my area
suddenly came into existence.
Introduction:

Marketing is about identifying and meeting human and social needs. One of the shortest good
definitions of marketing is “meeting needs profitably.”
Marketing is a societal process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others.

Impact of Covid-19 on Various Industries:

 80% of hotel rooms are empty

 The travel industry is deeply affected
 Airlines cut their workforce by 90%
 Consulting in general and personal services have also come to a standstill
 Industries like the car, truck, and electronics industries have abruptly closed.

While some businesses are struggling, some businesses are thriving.

 Online Entertainment
 Food Delivery
 Online Shopping
 Online Education
 Solutions for remote work
 Healthcare and Medication

However, if there is one thing the COVID-19 outbreak has shown us, it is that markets are dynamic
and can move rapidly.

Impact of Covid-19 on Consumer Behavior:

THE CONSUMER IN THE AGE OF CORONAVIRUS as described by Philip Kotler:

 Businesses are closing down, and people are urged to stay home, practice social distancing, and
vigorously wash their hands. People are stocking up on all kinds of food and sundries that are part
of daily living. Some are hoarding masks, toilet paper, and other necessities should COVID-19 linger
on for weeks, months, or years.

Consumer behavior shifts and impact

1. Increased “work from home” periods will naturally lead to an increase in the time spent
online for personal use. With all else equal, this will potentially lead to an increase in ad
inventory across several platforms. As a result, it is possible to see the cost per
thousand impressions (CPM) decrease across auction-based platforms, especially as some
businesses scale back on their marketing spend during this time. If ad inventory
increases and ad purchasing stays the same or declines, then the cost to buy that
inventory will naturally fall.
 2. As many people opt to remain in their homes, delivery services like Amazon, UberEats,
and DoorDash are likely to see increases in demand due to their ability to provide
products and services directly to the consumer’s door.

3. With the economic downturn, consumer behavior is likely to change drastically. For those
without significant disposable income, those planning for or are in retirement, and for
small business owners, an economic downturn might result in a sharp decline in their
propensity to spend. While consumers could take a “wait and see” approach, advertisers
should consider their target audience and how their buying habits may change as a result
of the current economic climate. Marketers should continue to look at their performance
data and quickly adjust campaigns as needed.

Marketing trends and ideas that need to be considered these days:

 Market from Home - Deploy campaigns quickly from home, collaborate across teams and
keep marketers engaged with apps

 Engage Customers with Empathy - Listen to your customers, use real-time data to better
understand their current situation and needs

 Personalize Digital Communications - Accelerate digital channel adoptions, deliver the right
message, to the right person, at the right time

 Optimize Budget Spends - View unified marketing performance and make real-time
decisions to minimize the negative impact