Strategies of Marketing during pre and post Covid era – A comparative study

Abstract

The world has experienced transformation in various fields due to present global pandemic. The impact of Corona has not been measured properly but changes and transformations in business models are clearly visible. The business organizations are transformed from physical stores to online stores by considering various success factors.  The change is experienced in various marketing and advertisement stratifies of the business organizations. The present study aims to explore the pre and post Covid marketing strategies to gather a better understanding of competitive tactics of organizations during complex business environment.  The present study is presenting competitive marketing strategies which were implemented before Corona and the upcoming marketing strategies after and amid corona pandemic. The objectives of this study are achieved through detailed literature survey. The hypotheses of the study are tested through theoretical evidence on related marketing strategies. The study concluded that the post-pandemic strategies must focus on introducing proactive marketing strategies with temporary price reductions and new product launches. The paper discussed that corona negatively impacted the growth of business organizations but this economic downturn can also be used as an opportunity for further growth by utilizing marketing strategies effectively and wisely.