The Coronavirus Discussion
each answer has to be 250 words, please use citations and references. Please the answer has to be like you are talking to someone, and you have to say if you agree or disagree.
First discussion post:
The pandemic challenged marketing teams beyond their comfort zones, timelines compressed, business models modified, and advertising content was challenged to connect with the stay at home buyer. During the pandemic, firms leaned hard on marketing to adjust strategy as firms were thrust into a growth phase concerning distribution. According to the product life cycle, a distribution strategy operating under the growth stage allows firms to expand distribution networks to keep up with a fast-paced, growing market (Marshall, Johnson, 2019, p. 227).
Marketers adjusted their advertising to meet the needs and expectations of the customer. As marketing teams changed strategy, advertising quickly followed, and a seamless journey and connection to the end customer were made. Small businesses saw an increase in online purchases by 110% (Miranda, 2020). When families could not gather for holidays, the marketing and advertising teams adjusted their advertisements to present products that made a personal connection with the end customer.
Marketing teams were challenged with developing advertisements that made the customer feel better, included, or connected to their products. Marketing spends on advertising had to shift to social media and streaming services quickly. Marketing teams reacted and followed the customers and spent an increase of funds in these areas accordingly. Areas that typically saw large amounts of advertising spend such as concerts and sporting events were significantly reduced or cut off.
The pandemic led to shifts in demand for some products and decreased for other products. The Kohler company is tied closely to the building market and sells products through big box stores Home Depot, Lowes, and Menards. Kohler saw substantial sale increases from the do it yourself contractor as well as the building market. Our production facility in Tennessee saw an increase in orders that exceeded the original forecast. Our supply chain was stressed with increased demand while at the same time dealing with absenteeism up to 20% due to the pandemic. Lumber prices increased in 2020 due to disruptions in the supply chain and increased demand from consumers. The increased demand was felt by the building industry and large spikes in demand for everyday paper products and disinfectants.
The pandemic has forced marketing teams to become nimble and react quicker than ever thought possible. The pandemic has led to some businesses’ positive and “reimagine”. Kohler has cut out layers of bureaucracy and red tape to allow us to react swiftly to the customer’s needs. Companies have come to realize that proper marketing is a vital tool for the success of their business going forward.
Second discussion post:
Before COVID-19, marketers could use any means and methods of engaging target customers. The pandemic limits marketers to virtual interactions online. The marketing activities can not involve physical interaction (Federal Reserve, 2020). Subsequently, marketers have turned to virtual and online methods of customer targeting and interaction to minimize contact while at the same time reaching out to more people. People need to stay indoors, and the closure of many outdoor venues due to the pandemic has substantially affected how customers consume their products. At this time, household goods have had increased demand, with the need for home delivery drastically increasing over the last ten months. There is a high demand for online delivery services contrary to the decreased demand for goods and services, including massive human interaction such as gyms, parks, concerts, and sports (Federal Reserve, 2020).
Marketers should acknowledge the crisis while continuously reflecting positive values that will keep consumers coming back for more. To accomplish that, they should be adjusting marketing campaigns and content timelines, assessing the wording and images used in advertisements and marketing materials—awareness of consumers’ increased anxiety at this time. A company must engage in promotional strategies to continue its business.
For example, companies could award customers with gift cards to restaurants and retailers or award grocery gift cards to front-line healthcare workers, increasing customer goodwill and loyalty. Many people are devoting more time to social media, online video streaming has increased, and the number of people using food and goods delivery has risen considerably. Companies should create a marketing plan to adapt to the online demand for products. Today’s marketing can precisely home in on specific customers and groups to offer products or services that have a clear and compelling value for the customers (Marshall, Johnston, 2019, p. 185).
As people stay at home, they spend more time on mobile devices and online platforms. They spend more time streaming for entertainment, social media for connecting with the outside world, online shopping, etc. Although COVID-19 has disrupted marketing and advertising enterprises, we can expect marketers to keep their plans fluid and tweak their advertising to reach customers where they are. Businesses are adjusting marketing as customers consume more digital media and practice social distancing.
Everyone now facing the prospect of human tragedy shares one top priority: the health and safety of employees, customers, vendors, and their families. Retailers and restaurants stress quality, safety, cleanliness, and promoting delivery and curbside services through target marketing and positioning to focus on consumer safety (Marshall, Johnston, 2019). project The Coronavirus Discussion The Coronavirus Discussion The Coronavirus Discussion The Coronavirus Discussion The Coronavirus Discussion The Coronavirus DiscussionThe Coronavirus Discussion