Branding and Marketing Strategies for Indian business after COVID-19

Last Updated on May 21, 2021 by DesignerPeople

Till last month, we were rushing to office, busy in presentations, client meetings, partying with friends in a club, going gym, travelling and busy doing many more countless things. If we talk about world’s business chief executives had a long list of things to work upon such as slowing sales, digital disruption, weak consumer demand, credit crisis, GST rates, policy flip-flops and rising global trade barriers.

Everything was on track, things were being planned, and suddenly in an overnight phase, the unprecedented COVID-19 has changed our world with devastating speed. From having to practice social distancing and getting used to life without the outdoors to continually washing our hands and wearing masks and seeing loved ones and friends getting sick, the Coronavirus is something none of us expected.

Hence this changing the complete focus from a business perspective to one that is centred on a survival basis now.

The New ways of working that were waiting on the side-lines are suddenly mainstream.

As we know around half of the world population is in lockdown and attempting to stop the spread of COVID-19, a public health emergency that has claimed thousands of lives and sparked fears of the worst global recession since the Great Depression. Hence this has had a profound impact on the world of work, as well as our mental and physical well-being.

Of course, we still hope for everything to get back to normal as soon as possible, Some experts say that NORMAL will never come back soon we have to adapt with term called “NEW NORMAL” to cope up with the situation.

We have started adjusting to the new abnormal and learn new habits and skills that we won’t want to unlearn. We especially should have to put all the anxiety, fear, suffering and tragedy of the COVID-19 pandemic behind us.

3 Indian GDP Situations:

There will be probability of 3 situations for Indian GDP which COVID-19 will make us witness:

1^st Situation

If corona cases recovered and lockdown ends

In this phase of 2-3 months, the GDP will drop then it will come to stable stage re-bounces to an upward trajectory. Initially there is a loss but “V” shape recovery later is achieved at end.

2^nd Situation

If there is partial recovery or partial lockdown continue

If the corona reoccurs after stable situation then it will increase the time in recovery of GDP. It will impact market directly and there will be inconsistency in entire system.

3^rd Situation

If corona did not end until the correct vaccination discovered

Situation 3 is scary and we hope this doesn’t arise; here GDP will remain at bottom for longest period until the vaccines are found. We can call this situation as great depression.

Looking at the technological advancement we can say that there is very less chance that India will face great depression situation. In extreme case it can reach recession but not depression.

Indian Economy prediction is better compared to World Economy.

Ways Business will change after Covid-19

1. Empathic marketing approach will come into picture where the anxious customer will be tackled with a very humanistic way of approach where trust empathy will play a significant role compared to the motive of just selling.

2. Normal will never come for the market; we have to adapt ourselves with NEW-normal our consumer is anxious today, we have to deal them in very humanistic way trust, empathy will be the critical factor to build a brand.

3. There will be more supply against demand; hence brands have to be very careful and focus on addressing customer’s pain points oriented needs.

4. New marketing tools will come into the picture, such as agility, innovation, resilience, and empathy, which will help to survive slow down and negative sentiments. It is a situation based on givers theory where the more you give; the more will come back so be selfless and help people.

5. The emergence of new industries and existing business will expand business majorly online based through apps such as a grocery store app where the availability and order placing facility will be included. Same as fitness, health, finance, education, training, interviews, takeaways, chatbox, curbside, and everything will shift online as people will avoid physical interaction.

6. Digital marketing will prove to be the most happening place to bring your business; no one can run an active business without being present on social media platforms as it will keep your brand connected with customers.

7. Sanitization will play a massive role from delivery person clothes, gloves, mask to actually all equipment associated with industry from market to doorsteps will have to go through the sanitization process. It will be a serious affair to maintain social distancing along with strong hygiene factor.

8. Businesses will focus on building customer relationships through virtual world as people will not be in relaxed mode when they venture in physical stores. Prefer zoom cars over cabs or taxi’s. They will always be curious and conscious in public places to avoid any risk of virus. Hence the virtual world will be the best place to obtain their 100% attention with their heart and soul.

9. Companies which are planning to cut down marketing cost looking at the present situation will regret tomorrow so do not cut down digital or branding agency expenses. As its said companies cutting down less in downtime will gain more in a better time.

10. There will be change in the sentiments of customers after corona they will approach towards life will shift to “Anything I can live without, I will live without”. As now everyone has got habituated living with limited resources so we have built that confidence that we can survive forgoing many things to lead a life.

Also Read: What is Brand Identity? Key Elements to Develop Brand Identity

DIGITAL MARKETING AS SMART MOVE

When discussing digital marketing, few smart brands are able to produce customized campaigns on social platforms which will creatively address the requirements. As for commercial or signage’s the relevancy will reduce because people cannot go out any revised ads are producing while no people on the road so no relevancy of signage.

Online shopping will be in a boom where people will prefer sitting at home and purchasing.

Adjust marketing campaigns and schedules content timelines, decide what should be paused immediately and run campaigns as per situational need with the right content and segmented based. If your industry demand is high in this time, then use this time best to run paid campaigns, like the food industry, 66% of social media usage increases in country lockdown. Modify the existing campaigns which have to run with new content such as if it was “together we can” shift it to “Staying away we can”

5 Tips to overcome Covid-19 Impact

1. Focus marketing strategies on how your brand can help and support you in such a situation. Communicate health benefits of your product and generate helpful information which will help to keep customers updated and educate them about the latest news and entertain.

2. Offer monthly instalment to ease customers purchasing as we know the situation to be part of your customer’s concerns and issues. If you care for them today, they will last forever so support them by introducing easy finance processes.

3. The public knows what is going around so the brand message should focus on human-centric emotions; this approach will help to build strong brand loyalty and creates a sense of belongingness.

4. Focus on Customer Service and Reputation Management digitally where the connection, real-time analysis and dynamic teamwork is focussed on understanding what the customer wants to achievecompared to the traditional product sales model

Engage — understand what success means for your customers.

Monitor — Measure whether they are experiencing success.

Improve — Find ways your product or service can help them be even more successful.

5. Find new markets which can be national or international, which are least impacted of COVID and start expanding business in that location.

Below are some of the key consumer behaviour changes observed, based on survey by NRF(National Retail Federation)

• 9 in 10 consumers have shifted from their traditional shopping habits.
• More than 50% of consumers have ordered products online which they would normally purchase at the store
• Nearly 6 in 10 consumers said they are stressed about going to the physical store due to fear of being infected

While some of these changes are temporary but others will stay for permanent. As we move beyond the survival mode, the digital-adoption momentum will increase and become permanent. The inflection point will majorly be shaped by two major shifts in customer behaviour that is

1.The reluctance to mingle in crowded public places

2.Higher propensity for digital adoption

Industry Grow After Covid

Food and beverages

It will include raw food materials, distribution, packaging which include prepared foods and packaged foods, along with alcoholic and non-alcoholic beverages. Fresh groceries and meat, cold storage, high-quality foreign food and beverage, cooking appliances.

Online food deliveries will boom along with packaged food and beverage industries, are witnessing an upsurge in demand, such as shelf-stable foods and beverages including milk products, as consumers rush to stock the pantries.

e-Entertainment

Gaming industry, online shopping are new ways of disseminating content and promoting small businesses, online cooking classes, and virtual visits to landmarks. Digital dependency will increase to keep ourselves busy and consumed.

e-Education and virtual well-being

It will introduce virtual classrooms, training, interviews, meetings, webinars, yoga classes and online fitness classes.

• Services industry – It will include contact-less systems, chatbox, Artificial intelligence-based services, enhanced delivery services, app oriented, takeaway, remote banking services.

Healthcare

The pharmaceuticals, supplements, medical devices, personal protective equipment, smart hospitals, telemedicine and online consultations, digital medical assistants, apps and mini-apps, self-diagnosing medical devices will be in a boom.

Electrical appliances

As a lot of people would prefer to avoid keeping maids or any helper they would prefer doing work themselves to maintain hygiene. Now this will increase demand for every electrical gadget which will reduce human effort such as dishwashers, automatic dryer and washing machines, sterilization machines, sweeping robots.

Office cost reduction opportunities

As office rent are expensive and flexible work arrangements will open up opportunities across multiple and linked sectors, such as office space redesign, building remote work systems, software platforms, and cloud-based services. Hence all of which will likely see significant gains once the world economy goes into post-COVID-19 recovery mode and employers keep their office space costs in check in case their staff will need to work from other locations.

Industry Fall After Covid

• Luxury 
• Tourism
• Real estate
• Manufacturing non-essential
• Aviation
• Automobiles
• Live Education
• Oil and Gas
• Out of home dining and gathering 
• Out of home entertainment 
• Fashion 

Industry Least Effected After Covid

• Consumer electronics 
• Alcohol 
• Home fitness equipment 
• Health and beauty 
• Home cleaning appliances
• E-businesses such as E-security, E-wallet, E-media, E-learning, E-marketing many more.  

 

CONCLUSION:  The Quarantine is temporary and not forever

We don’t know when we all will get our freedom back, but by all guidance; we’re expecting to emerge from quarantine sometime this year. DesignerPeople motivates you to be proactive and prepare for that transition thoughtfully.

During times like these feel productive, and adding value to the world is very meaningful. We are aware that many people who rely on this feeling may have lost it suddenly but let’s fight together against this evil pandemic COVID-19 by maintaining social distancing and staying at home.

Author: Megha Malik

As a passionate entrepreneur and creative brand consultant with experience of 14 years in digital, branding and packaging industry, it is my honest effort to put my experiences and knowledge of industry towards readers. A chartered accountant by degree but a marketing personality in blood has motivated her to take in designing industry as a career. With her fun-loving personality and sharp branding skills, she is a great motivational speaker on her YouTube channel, an active member in various business channels offline as well as online. Do connect me personally via my LinkedIn and I love to share my expertise with you.