Marketing Strategies Amid COVID-19 Pandemic - A Study

Abstract

The pandemic “COVID-19†the acronym for coronavirus disease of 2019 brought about severe repercussions to human health and economic activity globally. It posed threat to life, people’s jobs and livelihood. The social distancing measure and complete lockdown of economic activities, necessary to combat COVID-19 caused dramatic changes in businesses environment and major shifts in behavioral pattern of human being. It is important for marketing leaders to understand the impact of business interruption due to COVID and shift in consumer behavior during COVID crisis.

In this paper the behavioral pattern of consumer during the COVID-19 pandemic and impact of pandemic on marketing environment is studied. Here attempt is made to analyze how the marketers manage 4Ps – product, price, place and promotion strategically to ensure sustainability and survival during and post COVID-19 crisis.