As part of our new series, ‘Marketers Playbook for 2020 Post Covid-19?, Shekhar Agarwal, Head of Marketing, Havmor Ice Cream highlights the challenges that touch-based and congregation-based businesses face as they adapt to the post Covid-19 world While going out for my Sunday evening walk in the luscious green stretch of Indiranagar in Bangalore, I was just mentally jotting down in my mind that how will the world look like in the Covid-19 scenario and specifically the economy and the business sectors. I think the world has at least accepted by this time that Covid-19 is here to stay for the next few years. Some of the most evident changes which have been already flagged by most organizations are:
- Importance Of Trust: Trust has become a critical element of the consumer decision making tree. Consumers are actively seeking for the same, a belief that the product is safe to consume. Hence companies are marketing their manufacturing process, the safety protocols they are following in last mile delivery, contactless delivery etc. In Havmor, we are working on an initiative called Havmor Assurance through which we are seeking to provide tangible assurance at all consumer touch point whether it is on our packs or our parlor operations or home delivery.
- Use Of Digital Media: Digital has become a pertinent part of every company`s marketing plan and more so now. Organizations irrespective of their size have been forced to realize the criticality of the medium. More and more spends in the digital space is inevitable. Companies need to devise their digital strategy to figure out how they will work out their engagement strategy on a continual basis.
- Emergence Of Home Delivery & Contactless Delivery: Most companies have signed up with different last mile delivery platforms like Dunzo, Swiggy, Zomato , Lalamove etc….. Some companies like Havmor have even gone a step ahead of initiating their own channel of home delivery, Havmoronline.com .There is a clear change in consumer behavior where consumers are seeking to create more in-house consumption moments and are looking for products to be delivered to the comforts of their home and more and more companies will create it as a new channel of sales