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Brand MGT

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29 views7 pages

Brand MGT

Uploaded by

purbi ACHARYA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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2

Corona Impact on
Brands & Marketing
Group no - 03
Shikhar, Khushant, Tarun, Nandan, Arushi, Purbi
3

Source ET

What is Marketing now?


- - - - X
This pandemic, having affected all segments; versatile promoting and
publicizing, is no special case. For the time being, organizations have and
will diminish their advertising spend, till the circumstance balances out. Be
that as it may, going ahead, the move of promoting financial plan from
customary showcasing like print, and ATL-outside exercises to
computerized and portable advertising, would observer a spike with END
USER being inside, and liking to devour content essentially on their cell
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phones or TV;and social separating, WFH… . perhaps turning into the new
ordinary.

1- India (and globally too)- news and social chatting platforms, music &
entertainment - streaming TV and Video games, and TV are seeing higher
usage and therefore, possibly, will get more ad spend in the current time
period, to catch the attention of the USER. Eg- DD TRP through
Mahabharata

2- The market recommends that surely there is a decrease in spending


plans of the Marketers but post Covid, a careful Assessment of the
strategies in such a way that they don’t rely on one platform or a way, It
has to be customer centric.

3- There is also, 15-20% of segments,that the current time is the best to


get the focus on their brands, with less competition or clutter in the market.
There are discussions, with few on the tactical changes- such as revisiting
the messaging/content for the mobile campaign strategy.

Eg- Godrej Consumers will expand its Protekt Brand, which was not the
plan otherwise. The need of the hour, Germs protection and Sanitisation
made this happen.

4- Social Media will play an important role

5- Remote customer service in times of lockdown Eg- Medical Transition

6- Educate your audience. Eg- Lifebuoy

7- Communication needs to be empathetic- Eg- ZeeCinema Giving Salute


to Warriors

What is Branding in Covid?


----X
5

1- Very Simply put “Content is the king”.


Now the Content is one of the Weapons for Brands to make their
footprints. This is how-

Eg- DoubleTree, an American hotel chain owned by Hilton, is famous for


the chocolate chip cookies it serves guests at check-in. The recipe had
been a corporate secret, with lovers of the cookies forced to try to replicate
them using unofficial copycat recipes.
But extraordinary times call for extraordinary measures and with its regular
guests stuck at home, DoubleTree decided to reveal its chocolate chip
cookie recipe to the world.

A video containing the recipe has been viewed nearly 250,000 times.

Eg- Global shoe and athletic apparel powerhouse Nike has temporarily
closed its stores in key markets, including the US, Western Europe,
Canada and Australia. But the brand has been pumping up engagement
with consumers using content marketing.

Last month, it made its subscription Nike Training Club app, which offers
streaming workouts, training programs and expert tips, free. It also began
pushing out more content to its Nike and Nike Running Club apps,
Nike.com website, TRAINED podcast and social channels to serve the
millions.

2- Adapting New sales model - With quarantine situations in place across


the world, many stores, restaurants, and offices can’t operate as before.
With many facing closure for the near future, you can look to adapting your
sales model to offer new or alternative services.

For restaurants, this often means introducing home delivery or collection


services. Continuing your services, just adapting them to meet the current
needs.
6

Eg- As automotive sales have dropped, Tesla has switched its


manufacturing prowess to producing medical ventilators. There were 79.1k
mentions of Tesla AND ventilators (with 1.9M engagement) despite Tesla
not sharing the story on official channels.

Eg- Inditex owner of clothing brand Zara, is looking to provide hospital


scrubs and masks using their clothing production facilities.
3 - Provide Assistance to Key workers- The time where companies are
laying off leaving a negative image in the market. This time they can build
up their positive image easily by showing some sensitivity.
Eg- Domino’s UK

4 - Put your Employees before the BOTTOM LINE- At this time, it’s hard to
balance the books, with less income. But now’s the time to consider
employee welfare above the bank balance.
Eg- It’s not just about wages. Starbucks is offering free therapy to workers,
to help cope with the additional stress and pressure felt at this time.
7

5- Offering Free trials- Brands are touching Heart by offering free trials and
Subscriptions. This can help build awareness, and introduce your brand to
potential new customers in the future. People will get reluctant to use it.

Eg- Cure. Fit offered free subscriptions saying “ Ab Cult hai Live”.

6- At the Last, Keep Calm and Carry on!

Thank you Sir.

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