It is necessary to innovate, but it is not enough Vietnam Phone Number List simply to change for the sake of change, we need to evolve in a coherent way, according to the transformations that are gradually consolidated in the daily lives of organizations and consumers. Difficult times, however, inspire quick responses and sometimes remind professionals and managers of the need Vietnam Phone Number List to maintain a pace of change. In this sense, a “remedy” for companies to get out of a crisis, but an opportunity for them to get out of a better position. How to work Marketing in times of crisis? As you already know, there is no way to establish a universal marketing approach in times of crisis, as the scenarios and reality of each business are very different. Vietnam Phone Number List The good news is that there are some concepts and guidelines that can be useful for different situations, as well as strategies that have helped many companies in recent years. So let’s look at some information that can help guide your actions in difficult times.
What should be the basic Marketing guidelines in times of crisis
In 2009, shortly after the outbreak of the financial crisis in the United States in Vietnam Phone Number List , Professor John Quelch and researcher Katherine E. Jocz published an article in the Harvard Business Review on Marketing in periods of recession. Although the text was produced more than ten years ago, its guidelines are still valuable, especially for answering the question that any manager or marketing professional asks when diagnosing a crisis: Vietnam Phone Number List what should I do now ? Very succinctly, your actions should be supported by 4 pillars: simplify the portfolio of products or services; increase accessibility; build confidence; position yourself for recovery. As you can see, these pillars provide a Strategic Marketing structure , as they foresee actions with short, medium and long term results. Let’s look at each of them in detail below. Simplify the product or service portfolio In this pillar, we work with urgent measures to Vietnam Phone Number List strengthen the business in the short term, taking due care so that these actions do not harm the brand’s health in the long term.
Simplifying the portfolio is a way to reduce non-essential production
Operation, sale and dissemination costs , Vietnam Phone Number List that is, to pause the sale of products that have not yet been consolidated in the market or are used as a research tool, for example. Thus, the guidelines are: streamline the mix: focus on products with a reasonable margin and (if possible) pause Vietnam Phone Number List the entire marketing chain for non-margin products (usually tests or entry options); slow down production or purchase from suppliers: considering the reduction in consumption during the crisis period, the ideal is that production and stock are worked on in a coherent manner; Evaluate releases with caution: news may motivate purchases, but the investment applied must be managed with caution — the ideal is to keep only the releases of products and services that have already been announced. Vietnam Phone Number List Increase accessibility In accessibility, we deal with the access of consumers to their products and services, which, in most cases, translates into price and promotion .
