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5/09/2018
How to get the best ROI from Marketing, post Covid19
Vikas Chawla & David Appasamy
The first question is
When will this pandemic end?
Even best case scenario shows 2-3 months of the pandemic
And China is seeing the second wave of the virus, already
Imperial College has estimated 12-18 months
Until there is a vaccine or herd immunity, the base case scenario is a continuous
up and down of disruptions in how we work and live for the coming 2 years,
resulting in new habits long after.
*Imperial College estimate: period impacted 12-18 months (Summary report @
ft.com)
But Frankly, we don’t know when the pandemic
will end
7
The Longer it extends, more job cuts are likely
8
As many as 15 of 88 companies of Softbank may close
down
But the good news, India is one of the few countries that will
still grow
So before thinking about marketing, think about
Business Model change
"You never want a serious crisis to go to waste…
It's an opportunity to do things you thought you
could not do before."
Rahm Emanuel - Barack Obama's Chief of Staff
12
10 Expected shifts post the Pandemic
13
Different industries will be impacted by different
characteristics
And there will be Second & Third Order Changes
Real Estate amongst the industries that will be badly hit
Death of “Just in Time”
Increase in
Warehousing
Decline in
Offline Retail
Digital First Businesses will have an edge
Increase in
E-Commerce
Decline in
Offline Retail
As per RAI, 25% retailers might be out of business
No better time to accelerate ecommerce
Make in India - likely to see a surge again
Increase in
Local
Production
Decreased
Reliance on
Imports
Domestic Travel more likely than International
Travel
Increase in
Domestic
Leisure
Travel
Decrease in
International
Leisure
Travel
Countries reliant on tourism (e.g. Thailand) are going to
have a challenge with their entire economy
Countries like Australia are already working towards this
- See Australia First
Digital Transformation is likely to become a focus
Increase in
Digital
Transformati
on
Decline in
Business
Travel
Build Digital Workplace for your enterprise and others
We launched DigiGrad end of March
Health and Safety will be key, for all industries
Marginal
Increase in
Personal
Transportati
on
Decline in
Shared
Mobility
Are you gonna walk into a restaurant on 4th May,
or
Would you rather order from an online app, that
shows you the temperature of the chef who
prepared your food?
Health and safety of your business (Insurance) will also
be key
Guess who is adapting - Amazon is soon starting
scalable testing for its employees and public
A NEW Normal is forming - of how we eat, work,
shop, exercise, manage our health, socialize,
spend our free time etc
How to Market in this New Normal
33
Assess
The
Impact
Develop
The Strategy
Go
On the
Offensive
Make
It
Happen
Have a Growth mindset and make it happen
34
Assess the impact with scenario planning
Scenario 3
No change in cost structure
with XX % drop in revenue
Scenario 1
Marginal Drop of X% drop in
revenue with 0.8X% drop in
cost
Scenario 2
Marginal Drop of X% drop in
revenue with 0.5X% drop in
cost
35
Define your strategy based on which industry you are in
36
Define your Brand Strategy with a structured approach
37
Organisations and Brands should prepare now
for a possible long-term shift in consumers’
values and attitudes.
38
Marketers may forget that rising sales aren’t
caused by clever advertising and appealing
products alone.
Purchases depend on consumers’ having
disposable income, feeling confident about their
future, trusting in business and the economy, and
embracing lifestyles and values that encourage
consumption.
39
The slam-on-the-brakes
segment feels most vulnerable
and hardest hit financially.
Pained-but-patient consumers
tend to be resilient and
optimistic about the long term
but less confident about the
prospects for recovery in the
near term or their ability to
maintain their standard of living
The live-for-today segment
carries on as usual and for the
most part remains unconcerned
about savings.
Comfortably well-off
consumers feel secure about
their ability to ride out current
and future bumps in the
economy.
Understanding Recession Psychology
40
Consumer
Priority based
Products &
Services Sorted
into
Four
Types
Essentials are necessary for
survival or perceived as central to
well-being
Treats are indulgences whose
immediate purchase is
considered justifiable
Postponables are needed or
desired items whose purchase
can be reasonably put off
Expendables are perceived as
unnecessary or unjustifiable.
41
42
43
Managing Marketing
Investments
Customers are likely to
become price sensitive
and less brand loyal.
Building and
maintaining strong
brands—ones that
customers recognize
and trust—remains one
of the best ways to
reduce business risk.
Surgically trimming the
budget is easier to do
during a downturn than
in prosperous times.
Assess
opportunities
Your strategic
opportunities will
strongly depend on
which of the four
segments your core
customers belong to
and how they
categorize your
products or services
Companies should
concentrate their
marketing resources on
maintaining relevance
to core customers in
order to sustain brands
through the recession
and into the recovery
Allocate for the long
term
Marketers that drift away
from their established
base may attract some
new customers in the
near term but find
themselves in a weaker
position
It’s critical to track how
customers reassess
priorities, reallocate
funds, switch brands, and
redefine value.
Balance the
communications
budget
Typically, the share of the
advertising budget
devoted to broadcast
media shrinks, whereas the
share that goes toward
efforts with more-
measurable results, such
as direct marketing
campaigns and online
ads, grows.
Digital advertising in
particular is targeted and
relatively cheap, and its
performance is easily
measured.
44
Bolster trust without
impacting quality of
product/service
Position for recovery by
focussing on what is going to
be important for your
customer
Identify new
product/customer segments
due to Covid19
Improve Affordability with
offers
If a premium brand, look at
a sub brand with new
affordable offering
45
Adapt the media strategy to be “Digital First”
46
Switching From
Defense to Offense
It’s time to prepare for the next
phase.
Industries that were stable for a
decade are now wide open to
turn around. Fast and decisive
movers will win
Key Takeaways
● Be prepared for the pandemic to continue for some more time, and for the second wave
● Lots of companies are going to take hard calls - and you may have to, as well
● India is still going to grow - but will require your business model to pivot
● Adapt, keeping in mind health, safety and digital transformation
● Do Scenario Planning and define your organisation and brand strategy
● Understand recession psychology and tailor your tactics
● Go offensive, be digital first and Act on it
48
THANK YOU!
+91-44-42065648 www.socialbeat.in team@socialbeat.in
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Marketing post Covid 19 - How to get the best ROI - TiE Chennai Webinar

  • 1. 5/09/2018 How to get the best ROI from Marketing, post Covid19 Vikas Chawla & David Appasamy
  • 2. The first question is When will this pandemic end?
  • 3. Even best case scenario shows 2-3 months of the pandemic
  • 4. And China is seeing the second wave of the virus, already
  • 5. Imperial College has estimated 12-18 months Until there is a vaccine or herd immunity, the base case scenario is a continuous up and down of disruptions in how we work and live for the coming 2 years, resulting in new habits long after. *Imperial College estimate: period impacted 12-18 months (Summary report @ ft.com)
  • 6. But Frankly, we don’t know when the pandemic will end
  • 7. 7 The Longer it extends, more job cuts are likely
  • 8. 8 As many as 15 of 88 companies of Softbank may close down
  • 9. But the good news, India is one of the few countries that will still grow
  • 10. So before thinking about marketing, think about Business Model change
  • 11. "You never want a serious crisis to go to waste… It's an opportunity to do things you thought you could not do before." Rahm Emanuel - Barack Obama's Chief of Staff
  • 12. 12 10 Expected shifts post the Pandemic
  • 13. 13 Different industries will be impacted by different characteristics
  • 14. And there will be Second & Third Order Changes
  • 15. Real Estate amongst the industries that will be badly hit
  • 16. Death of “Just in Time” Increase in Warehousing Decline in Offline Retail
  • 17. Digital First Businesses will have an edge Increase in E-Commerce Decline in Offline Retail
  • 18. As per RAI, 25% retailers might be out of business
  • 19. No better time to accelerate ecommerce
  • 20. Make in India - likely to see a surge again Increase in Local Production Decreased Reliance on Imports
  • 21. Domestic Travel more likely than International Travel Increase in Domestic Leisure Travel Decrease in International Leisure Travel
  • 22. Countries reliant on tourism (e.g. Thailand) are going to have a challenge with their entire economy
  • 23. Countries like Australia are already working towards this - See Australia First
  • 24. Digital Transformation is likely to become a focus Increase in Digital Transformati on Decline in Business Travel
  • 25. Build Digital Workplace for your enterprise and others
  • 26. We launched DigiGrad end of March
  • 27. Health and Safety will be key, for all industries Marginal Increase in Personal Transportati on Decline in Shared Mobility
  • 28. Are you gonna walk into a restaurant on 4th May, or Would you rather order from an online app, that shows you the temperature of the chef who prepared your food?
  • 29. Health and safety of your business (Insurance) will also be key
  • 30. Guess who is adapting - Amazon is soon starting scalable testing for its employees and public
  • 31. A NEW Normal is forming - of how we eat, work, shop, exercise, manage our health, socialize, spend our free time etc
  • 32. How to Market in this New Normal
  • 34. 34 Assess the impact with scenario planning Scenario 3 No change in cost structure with XX % drop in revenue Scenario 1 Marginal Drop of X% drop in revenue with 0.8X% drop in cost Scenario 2 Marginal Drop of X% drop in revenue with 0.5X% drop in cost
  • 35. 35 Define your strategy based on which industry you are in
  • 36. 36 Define your Brand Strategy with a structured approach
  • 37. 37 Organisations and Brands should prepare now for a possible long-term shift in consumers’ values and attitudes.
  • 38. 38 Marketers may forget that rising sales aren’t caused by clever advertising and appealing products alone. Purchases depend on consumers’ having disposable income, feeling confident about their future, trusting in business and the economy, and embracing lifestyles and values that encourage consumption.
  • 39. 39 The slam-on-the-brakes segment feels most vulnerable and hardest hit financially. Pained-but-patient consumers tend to be resilient and optimistic about the long term but less confident about the prospects for recovery in the near term or their ability to maintain their standard of living The live-for-today segment carries on as usual and for the most part remains unconcerned about savings. Comfortably well-off consumers feel secure about their ability to ride out current and future bumps in the economy. Understanding Recession Psychology
  • 40. 40 Consumer Priority based Products & Services Sorted into Four Types Essentials are necessary for survival or perceived as central to well-being Treats are indulgences whose immediate purchase is considered justifiable Postponables are needed or desired items whose purchase can be reasonably put off Expendables are perceived as unnecessary or unjustifiable.
  • 41. 41
  • 42. 42
  • 43. 43 Managing Marketing Investments Customers are likely to become price sensitive and less brand loyal. Building and maintaining strong brands—ones that customers recognize and trust—remains one of the best ways to reduce business risk. Surgically trimming the budget is easier to do during a downturn than in prosperous times. Assess opportunities Your strategic opportunities will strongly depend on which of the four segments your core customers belong to and how they categorize your products or services Companies should concentrate their marketing resources on maintaining relevance to core customers in order to sustain brands through the recession and into the recovery Allocate for the long term Marketers that drift away from their established base may attract some new customers in the near term but find themselves in a weaker position It’s critical to track how customers reassess priorities, reallocate funds, switch brands, and redefine value. Balance the communications budget Typically, the share of the advertising budget devoted to broadcast media shrinks, whereas the share that goes toward efforts with more- measurable results, such as direct marketing campaigns and online ads, grows. Digital advertising in particular is targeted and relatively cheap, and its performance is easily measured.
  • 44. 44 Bolster trust without impacting quality of product/service Position for recovery by focussing on what is going to be important for your customer Identify new product/customer segments due to Covid19 Improve Affordability with offers If a premium brand, look at a sub brand with new affordable offering
  • 45. 45 Adapt the media strategy to be “Digital First”
  • 46. 46 Switching From Defense to Offense It’s time to prepare for the next phase. Industries that were stable for a decade are now wide open to turn around. Fast and decisive movers will win
  • 47. Key Takeaways ● Be prepared for the pandemic to continue for some more time, and for the second wave ● Lots of companies are going to take hard calls - and you may have to, as well ● India is still going to grow - but will require your business model to pivot ● Adapt, keeping in mind health, safety and digital transformation ● Do Scenario Planning and define your organisation and brand strategy ● Understand recession psychology and tailor your tactics ● Go offensive, be digital first and Act on it
  • 48. 48 THANK YOU! +91-44-42065648 www.socialbeat.in team@socialbeat.in Follow us on: