Marketing

during
Covid-19
  Introduction
 Impact of Covid-19 on various industries
 Consumer in the Age of Covid-19
 Marketing Strategies adapted

Contents: 


Some Successful Marketing campaigns
Conclusion
 References
 Introduction
“Marketing is the science and art of
exploring, creating and delivering
value to satisfy the needs of a target
market at a profit” - Philip Kotler.
 Impact of Covid-19 on various industries

POSITIVE IMPACT NEGATIVE IMPACT

 E-learning
 Online entertainment(OTT)
 Retail & E-commerce
 Pharma and Healthcare
 Food Delivery
 Hygiene care products
 Travel
 Tourism
 Auto Manufacturing sector
 Hospitality
 Education sector
 Real estate sector
 Consumer in the Age of Covid-19
Shopping & Consumption:-
 Reduced shopping frequency
 Preference in trusted brands
 Decline in discretionary spend
 Shift to stores closer to home
Health & “Caring” Economy:-
Consumers have started caring about healthy and hygienic
packaging and how companies treat their employees
Digital Acceleration
 Remote working
 Remote Learning
 Rise of e- pharmacy & e-doctor
 Online Entertainment
 Surge in e-commerce
 Marketing Strategies adapted
 Online food-delivery companies switching to
delivering essentials.

 Prioritizing the most relevant product categories.

 Pharma companies' collaboration with Covid-19

R&D( E.g. Pfizer and BioNtech).
 Logo updates giving message of social distancing, wearing masks,
staying in home.

 Giving free access to membership or premium content.(Free

downloads, courses, classes etc)
 Covid-19 Creative posters and ads like McDonald’s #touchthis ad, KFC F
for family ad.

 Social campaigns, Alert Covid-19 messages and We’re in it together

messages.(#stayhome, #lightitblue etc)
 Some Successful Marketing Campaigns

 Streetify- an e-commerce platform that

connects consumers with retail stores was
launched during Covid-19.

 Lego- created an animated video during Covid-

19 which resulted in highest sales till date.
 Brewdog-a Scottish multinational brewery took a
proactive stance to the pandemic by using its resources to
make its very own Punk Sanitiser.

 Xiaomi Collaboration with Bilibili- The video platform

Bilibili for a 72-hour, live-streamed launch event for its
Mi 10 5G phone during the height of China’s coronavirus
lockdown.
Lanvins’ VR cloud fashion show- During Paris
Fashion Week, Lanvin collaborated with video
platforms Douyin and luxury e-tailer Secoo to create a
cloud fashion show

Nike- Nike made its club training subscription free

for a limited period—offering fans of the brand
exclusive access to training, health, and fitness
content.
References:
1. ‘The Consumer in the Age of Coronavirus’ in The Sarasota institute website by
Philip Kotler.

2. The Role of Marketing in Digital Business Platforms; Journal of Interactive

Marketing 51(2020) 72-90 by Arvind Rangaswamy, Nicole Moch.

3. Marketing Innovations during a global crisis: A study of China firms’ response to

Covid-19;Journal of Business Research 116(2020) 214-220 by Yonggui Wang, Aaron
Hong.
 Group Members:
• Don Eric Savio A G (215120037)

• Mohammad Razia (215120056)

• Mothukuri Chaitanya (215120059)

• Perumallapalli Karunya (215120072)

Thank You
• Rishitha Parvathareddy (215120081)

• Sereddy Venkata Sai Gowtham Reddy(215120089)

• Ventrapragada Naga Chaitanya (215120101)