Post Graduate Program in

Management
by upGrad and IMT Ghaziabad

Marketing During the Pandemic

 Agenda for the Session

Marketing during the Pandemic: Today’s Agenda

1. How does the pandemic influence the consumer behaviour?
2. Consequent changes in the consumer decision-making process
3. Break-out session
4. Marketing-mix modifications during the pandemic
5. Role of offline channels during the pandemic
6. Emergence of online channels as the mainstay of marketing communication
7. Q & A
 Marketing During the Pandemic

How does the pandemic influence the consumer

behaviour?
Human needs, available offers, external influences and want.
- Companies study needs to create products
- All products are not equally acceptable to all customers
- Human mind applies many filters to rule out
many products
- The acceptable offers are wanted
 Marketing During the Pandemic

What kind of filters did Covid add to our minds?

How did these filters change our evaluation?
Which of these filters are permanent or long-lasting?
 Marketing During the Pandemic

Consumer Behaviour Model

 Marketing During the Pandemic

Consequent changes in Consumer decision-making process

The pandemic impacted thoughts as well as actions
It changed the way consumers acquired the products
 Marketing During the Pandemic

Consumer decision-making process

 Marketing During the Pandemic

Break-out Session

During the pandemic Indian consumers exhibited stark changes in the way they
purchase items of grocery. The changes were partly due to the fear of Covid-19
and partly due to movement restrictions imposed by the government. Financial
hardships faced by many people also contributed to these changes. However, as
the governments announced unlock measures, some of these changes would
dissipate whereas others would sustain for a longer time; maybe for ever.
Identify the changes or shifts that Indian consumers of grocery would exhibit on a
permanent or long-term basis?
 Marketing During the Pandemic

Marketing-mix modifications during the pandemic

A set of controlable factors

 Marketing During the Pandemic

Marketing-mix modifications:
● Product
-new products, features, packaging, quantity/size
● Price
-economy or premium?
● Place
-convenience, safety, economy
● Promotion
-Offline versus Online
 Marketing During the Pandemic

Let us relate theory to practice:

 Marketing During the Pandemic

Role of offline channels during the pandemic

● TV Advertising
● Radio Advertising
● Print Media Advertising
● Outdoor Advertising
● Events Advertising
 Marketing During the Pandemic

Emergence of online channels as the mainstay of marketing

communication

● Online Advertising
● Search Engine Optimization
● Search Engine Marketing
● E-mail marketing
● Display Advertisements
● Social Media marketing
 STP Framework - Positioning

Now we are open to Q & As