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Indian Management
|August 2020
Rapidly changing consumer patterns during a crisis require a dynamic strategy aligned with the pulse of the market.
India is facing an unprecedented pandemic and struggling with its economic, social, and financial repercussions. COVID-19 has spared no one, with celebrities, medical workers, police, and country heads all being at risk. Many services such as restaurants, physical stores, shopping malls, and schools are still closed. How should businesses and marketers deal with this situation and strengthen their bond with their consumers? We address these issues in this article by looking at the changes in consumer behaviour due to the pandemic.
Rethink
Rethink what the brand stands for. What value do brands add? How do we build and leverage our strengths?
This story is from the August 2020 edition of Indian Management.
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