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Preface
It has been a great opportunity and learning experience for us while we prepared this
dossier. It would brush up the essential marketing concepts in a convenient manner. We
expect that our efforts would enrich your learnings and would help you stand out during
and after your MBA journey. Of course, Placements as well!

We have taken inputs from various websites, blogs, and news articles. As a gesture to
thank, we’ve mentioned the names in the later part of the dossier. We have also studied
from notes of the students studying in other Top B schools in India.

The following students have made this dossier under the guidance of Anuttam Grandhi.

Payal Rote Vaibhav Gosar Preyal Prajapati Greeshma Nair Priyanshi Bansal
IIM Kozhikode IIM Kozhikode NMIMS Mumbai IIFT Kolkata SCMHRD Pune

Anuttam Grandhi is a Marketing enthusiast. He has mentored many

students for their B-school entrance preparation. Few of the colleges
his mentees have joined are XLRI, IIM K, NMIMS, Symbiosis, etc.
He continues to mentor several students in various specializations
across different B schools to ace their MBA journey.

This dossier is a small attempt to help anyone and everyone learn

about Marketing and relate it with the reality, thus, to excel in their
field of interest and make a difference.

The world is dynamic, why shouldn't your source be?

Follow the LinkedIn and Telegram links on the footer where you can connect with other
students and stay updated with the trends in the market!

You can also click on any of our names to connect with us 😊

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Table of Contents

Preface.......................................................................................................................................................................................... 1
1. Introduction to Marketing............................................................................................................................................... 4
2. Sales vs. Marketing ............................................................................................................................................................. 5
3. Need, Want, & Demand..................................................................................................................................................... 6
4. Customer vs. Customer..................................................................................................................................................... 7
5. B2B vs. B2C............................................................................................................................................................................ 8
6. Marketing Mix .................................................................................................................................................................... 10
Product.................................................................................................................................................................................. 10
Price........................................................................................................................................................................................ 10
Place ....................................................................................................................................................................................... 10
Promotion ............................................................................................................................................................................ 11
7. The Extended 7P’s for Services ................................................................................................................................... 11
People .................................................................................................................................................................................... 11
Process .................................................................................................................................................................................. 12
Physical Evidence ............................................................................................................................................................. 12
8. Product Mix ......................................................................................................................................................................... 13
9. Product Life Cycle ............................................................................................................................................................. 15
10. STP: Segmentation, Targeting & Positioning ...................................................................................................... 16
Segmentation: .................................................................................................................................................................... 16
Targeting: ............................................................................................................................................................................. 18
Positioning: ......................................................................................................................................................................... 18
11. Go-To-Market-Strategy ................................................................................................................................................ 20
12. Brand Equity .................................................................................................................................................................... 21
13. Branding Resonance ..................................................................................................................................................... 22
14. Additional Branding Terminologies ....................................................................................................................... 23
15. SWOT Analysis ................................................................................................................................................................ 24
16. Pestel Analysis ................................................................................................................................................................. 26
17. Porter’s Five Forces Model......................................................................................................................................... 27
18. ATL vs. BTL ....................................................................................................................................................................... 29
19. The 4A Framework for Rural Marketing .............................................................................................................. 30
20. BCG Matrix ........................................................................................................................................................................ 32

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21. Ansoff’s Matrix................................................................................................................................................................. 36

22. Maslow’s Need Hierarchy ........................................................................................................................................... 38
23. AIDA Model ....................................................................................................................................................................... 39
24. Integrated Market Communication ........................................................................................................................ 41
25. Marketing Myopia .......................................................................................................................................................... 43
26. Different types of distribution strategy ................................................................................................................ 44
Factors determining the choice of distribution channels ................................................................................ 45
Different distribution channels................................................................................................................................... 46
27. Digital Marketing Must-Knows................................................................................................................................. 47
28. Influencer Marketing .................................................................................................................................................... 49
29. COVID and its Effect on the Market ........................................................................................................................ 52
Change in Consumer Preference ................................................................................................................................ 52
COVID Marketing Campaign......................................................................................................................................... 54
COVID-19’s Impact on Marketing .............................................................................................................................. 55
Effect On Retail and E-commerce: ............................................................................................................................. 57
Brand Vs. Availability – The New Shift .................................................................................................................... 59
List of useful links.................................................................................................................................................................. 60

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Introduction to Marketing

What is marketing?
The answer to the above question as per Philip Kotler (also known as Father of
Marketing) –

It is the science and art of exploring, creating, and delivering value to satisfy the needs of
a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines,
measures, and quantifies the size of the identified market and the profit potential. It
pinpoints which segment the company is capable of serving best and designs and
promotes the appropriate product and services. Marketing is the social process by which
individuals and organizations obtain what they need and want by creating and exchanging
value with others.

Marketer ensures that two ends meet - business objective and customer need. They
identify the product attribute, select target customers, and align the marketing campaign
to ensure product success.
Marketing is about knowing what consumers need is and tension behind it while creating
a sustainable and profitable business. Also, a marketer should ensure that customers
remain loyal and return to the brand for the same product.

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Sales vs. Marketing

Marketing Sales

Marketing refers to activities a company A sale is a transaction between two or more

undertakes to promote the buying of a parties in which the buyer receives tangible
product or service. It includes advertising, or intangible goods, services, or assets in
selling, and delivering products to exchange for money.
consumers or other businesses

Seeks to convert consumer needs into Seeks to convert existing products into cash
products

"PULLING" the target customer towards "PUSHING" the product to your customers
your product in the market

Marketing efforts lead the company to Companies make a product first and then
make products that customers will buy figure how to sell to make a profit

Finds the right products for the customer Finds customers for a given product
base

Takes an "Outside-in" Perspective Takes an "Inside-out" Perspective

An integrated approach to realize long-term A fragmented approach to achieve short-

goals term targets

Emphasizes on "Value- Satisfactions" to the Emphasizes simply on the "Product

customers Exchange."

Cost- centre Revenue Center

Customer is the very purpose of the Customer is the last link in the business
business

The customer determines price; price Cost determines the price

determines the cost

Target is Customer Satisfaction Target is to hook the customer

Management is profit-oriented Management is sales volume-oriented

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Need, Want, & Demand

Needs consist of basic human necessities like food, clothing, shelter, transportation, so
on. Human needs have undergone several changes, along with the social revolution.
During ancient times, needs were limited. Customers tend to pay for all the products they
need. Need is a state of self - deprivation in an individual. For example, the customer has
to purchase a cell phone to keep updated about his family. It signifies that the cell phone
is the need.

Want is complementary to need. All the things

which customers do not need they want. Culture,
society, and individual personality shape the
wants of an individual. At the same time, they are
not capable of paying for that particular product.
Want is a state of the never-ending wish lists. Let
us continue the same example when the same
customer wishes to purchase an iPhone; it
showcases the wants.

Demand is a request for specific products or

product specialities by a customer. Customers
who demand are capable of paying the price.
When the customer expects a cell phone to have
certain features and demands the same from the seller, it is the customer’s demand.
Need Want Demand

Food Specific Food: Pizza Variety of food

Note: Different products may serve a different purpose for that particular customer.
Specific chocolate may be a need or want or demand, owing to different customers.

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Customer vs. Customer

A common man often uses these words interchangeably. However, there is a

significant difference between the two.

The customer is the person who purchases the product from the seller.
Consumer, on the other hand, is the one who benefits from the product.

For example, an individual buys a parker for his friend. The individual has done the
transaction with the seller. Hence, he is the customer of the company. However, the friend
is the consumer since he uses the product.

Horlicks' marketing campaign focused on addressing the pain area of parents of

growing children. Parents' need to meet the nutrients intake of their child is harness by
the "taller, stronger sharper" tagline. Hence, the company focuses on the customer
that is the parent who buys Horlicks for their children. However, children who benefit are
the consumer of the company.

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B2B vs. B2C

Business to Business (B2B):
B2B refers to the business operated between one company and another. These
transactions are generally in the supply chain, where one company purchases the raw
material, and the other processes it for the final product. E.g., Samsung is the leading
display supplier for Apple iPhones (shipping almost 90% of OLED panels)
In the marketing purview, B2B marketing is more direct as to drive organic traffic from
the other company’s decision-makers.
Business to Client (B2C):
B2C is the general way of business, where the transaction is between a company and a
consumer. The target of the model is usually individual consumers. E.g., All the online
shopping of apparel that we did this lockdown from Amazon! From the marketing sense,
B2C requires tailor-made strategies targeted to segments of factors such as emotions,
personal beliefs, geography, and attitude.

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Marketing Mix

The marketing mix model consists of 4 P’S for Marketing of a product and the service and
knowledge-based industry extend's the mix to 7 'S

Product

Product is the centrepiece of the marketing mix, includes the physical as well as the less
tangible aspects

There are three levels of product:

1. Core Product: The need that it satisfies.

E.g., BMW satisfies the need for transportation.

2. Actual Product: It is the product that the customers have or

want to have.
E.g., Blue coloured BMW with boss speakers, sunroof, and
other luxury attachments.

3. Augmented Product: It is the non-physical part of the

product. It is something beyond the tangible product.
E.g., Warranty of 3 years in the purchased car, call customer
service, delivery at customers doorstep, and many more.

Price
The price is the amount a customer pays for the product. Several
factors play an active role in deciding the price, including market
share, competition, material costs, product identity, and the
customer's perceived value of the product. The business may
increase or decrease the price of a product if other stores have the
same product.

Place
The place is also known as channel, distribution, or intermediary. It is the mechanism
through which goods and services go from the manufacturer/ service provider to the user
or consumer.

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There are four primary 'channel' decisions:

• Do we use direct or indirect channels? (e.g. 'direct' to
consumer, 'indirect' via a wholesaler). Single or multiple
channels.
• Cumulative length of the multiple channels. Types of the
intermediary.
• Several intermediaries at each level (e.g., how many
retailers in Southern India).
• Which companies as intermediaries to avoid 'intra-
channel conflict' (i.e., in-fighting between local
distributors)

Promotion

All communication activities ensure that the customer knows

about the offerings of the product or service, form a favourable
impression, and then make a transaction.

Why is promotion done?

• Providing info
• Differentiate product
• Reinforce the brand
• Building awareness
• Creating interest
• Stimulating demand

The Extended 7P’s for Services

People
People are the most crucial element of any service or experience.
Services tend to be produced and consumed at the same
moment, and aspects of the customer experience alter to meet
the 'individual needs' of the person consuming it. Some ways in
which people add value to an experience, as a part of the
marketing mix, are - training, personal selling, and customer
service.

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Process
The process is an element of service that sees the customer
experiencing an organization's offering. It is something that the
customer participates in at different points in time. Here are
some examples to help build a picture of the Marketing process,
from the customer's point of view.
Example - Going on a cruise - from the moment of arrival at the
dockside, the process starts with greetings, baggage assistance,
restaurants and entertainment services, casinos, and shopping
experience. It then ends with arrival at the end destination.

Physical Evidence
Physical evidence is an essential ingredient of the service mix;
consumers will make perceptions based on their sight of the
service provision, which will have an impact on the
organization's perceptual plan of the service.

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Product Mix
The Product Mix refers to the complete range of products that are offered for sale by the
company. Let us understand the product mix with the help of the example of the product
mix of The ITC.

Product Line – An array of closely related products. Dairy products, smartphones, skin-
care products, hygiene products, and many more are examples of different product lines.
The products under one product line have a great extent of functional similarity between
them. there are 4 product lines of the ITC

The length of a product mix refers to the number of items in the product mix. For The
ITC, the Length is 11.

The Depth of a product mix refers to the variants of each product in the product line.
For example, in the case below of The ITC, curry, pastes, biryanis, conserves, and many
more. It shows the Depth of the food product line.

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The Consistency of a product mix shows the extent to which the product lines are
closely related to each other in terms of their end-use, distribution requirements,
production requirements, price ranges, advertising media, and many more. In the above
example, it is clear that ITC's product lines are less consistent as these perform different

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Product Life Cycle

The life cycle of products and services undergoes four significant stages. They are, namely,
introduction, growth, maturity, and decline. The period of each phase varies with
different products and services, marketing plans, and various developments in the
industry. The Development stage precedes the introduction stage. The step starts when
professionals brainstorm about product ideas.

Introduction: The idea is to create awareness

about the product or service in the market.
Hence, the phase consumes massive investment
in marketing, advertising, and promotional
activities. Sales will be slow during the
introduction stage. Unarguably, the success of
the introduction stage defines the total duration
of the PLC period.
For Example 3D Printers, Urination Funnel

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Growth: Efforts of the introduction stage bores fruits in the

growth stage of PLC. It is evident from the increase in the number
of sales and profits. Companies form alliances, ventures,
technical collaborations to improve product quality. Implement
changes to target new groups and expand the existing brand
image.
For Example Netflix, Amazon

Maturity: During the maturity stage, new competitors would

have entered the market. As pricing becomes competitive, the
increase in sales is less. The sales figure reaches its peak value and
then decline. Owing to the competition in the market, the profit
margin for the product begins to shrink.
For example Tata Salt, Maggi Noodles

Decline: The product witnesses low demand, decreasing sales

figures, and reducing profit margins in the stage. There is a
complete shift in the demands in this stage. Either the different
competitors have developed innovative products or consumer
tastes have changed. Timely innovation of products may
procrastinate the step.
For example Android Tablets, iPods

STP: Segmentation, Targeting & Positioning

Segmentation:
Segmentation is the process of defining and subdividing a large homogenous market into
clearly identifiable segments having similar needs, wants, or demand characteristics.

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Four essential factors that affect market segmentation are: IMAA

1. Clear identification of the segment
2. Measurability of its adequate size
3. Its accessibility through promotional efforts
4. Its appropriateness to the policies and resources of the company

Four broad parameters of segmentation

• Geographic
• Demographic
• Psychographic
• Behavioural

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Targeting:
The selection of a segment and developing marketing
strategies that focus on meeting the needs of that particular
segment of the market.
We can mass target the product without differentiating at all–
e.g., commodities like salt, sugar, milk, and many more.
We can target multiple segments– e.g., Marie biscuits
targeting elders and seniors as well.
Alternatively, target a niche segment in particular– e.g.,
Horlicks Junior, specifically for kids.

Bases for Targeting:

1. Market size – Sustainability
2. Expected growth – Future potential
3. Competitive position – Attractiveness
4. Cost of reaching the segment – Accessibility
5. Compatibility with the organization’s objectives & resources

Positioning:
Positioning is all about ‘perception.’ It is about improving a customer's perception of the
experience they will have if they choose to purchase the product or service. The business
can positively influence the opinions of its customer base selected through strategic
promotional activities and by carefully defining the business' marketing mix. Effective
positioning involves a good understanding of competing products and the benefits that
are sought by the target market.
Elements of positioning:

1.Target Audience: The company's product intended customer base.

2.Points of Parity (PoP): Attributes similar to other products in the category. Points
of parity are important because customers expect primary offerings from a class. POPs
are also often used to nullify the advantage that the competitor might have over other
companies. E.g., Two facewash brands, both offering to reduce acne, becomes a PoP.
3. Points of Difference (PoD): Differentiate attributes of the products from others in
the same category. The more the number of PODs, the better is the positioning. Two
facewash brands, both offering to reduce acne, but one using only natural ingredients to
do so, becomes a PoD.
PODs should satisfy the following criteria.

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• The customer should desire it

• It should be sustainable for the producer
• It differentiates from its competitors

STP applied by a Local Pineapple Pizza Company:

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Go-To-Market-Strategy
A Go-To-Market (GTM) strategy is a
comprehensive action plan that details how a
company (probably with a new product or a
service) would reach the end-customers and
achieve a competitive advantage. It generally
provides a business plan outlining the target
audience, marketing plan, pricing strategy,
and distribution factors.
Bonus: GTM Strategy vs. Marketing
Strategy – The Difference:
GTM strategy is a short-term, one-time
strategy that’s applied when launching a new
product and/or entering a new market. At the
same time, a Marketing strategy involves
your ongoing efforts to retain that
competitive edge and keep reaching your
end-customers. Although for the companies starting, both of the plans are the same, the
differentiation comes when they have successfully entered the market.

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Brand Equity
Brand equity refers to a value premium that a company generates from the sale of a
product with a recognizable brand image compared to a generic equivalent. Brand equity
is the value of a brand in terms of customer perceptions. Companies can create brand
equity for their products by making them memorable, easily identifiable, resonating with
customer demands, and superior quality and reliability.

Brand value reflects in the way consumers think, feel, and react towards a brand. It
consists of the prices, market share, and profitability the brand commands for the firm.

When consumers perceive highly about a brand, it is positive brand equity. However, if a
brand continuously fails to cater to consumers' expectations, it is negative brand equity.
In negative brand equity, consumers even defer other customers from buying the product
of that brand.
Substantial brand equity facilitates a more predictable income stream, increases cash
flow by increasing market share, and reducing promotional costs, and allowing premium
pricing.
Note: The revenue the company generates from the brand image is brand value. Most of
the cases, both the terms go hand in hand. However, if a product that produces less
revenue but highly perceived by the customer, has higher brand equity.

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Branding Resonance
Branding Resonance refers to the relationship customer has with the brand and how well
he can relate to it. The measure of how well the customer "resonates" with the brand. It is
the intensity of the customer's psychological connection with the brand and the
randomness to recollect the brand in a random situation. Branding resonance has four
stages: brand identification, brand establishment, eliciting of response, and relationship.
Brand Resonance Pyramid facilitates the accomplishment of pre-requisites of brand
resonance.

1. Brand Salience: It is the measure of how aware the customer is about the
product and how quickly he can recall the brand during purchasing.

2. Brand Performance: It gauges the brand's performance and how well the
product meets customers' functional needs.

3. Brand Imagery: Product image created in the customers' minds.

4. Brand Judgments: The judgment the customer makes taking into account the
brand's performance and imagery.

5. Brand Feelings: The feelings customers have for the product and how they are
emotionally attached to the product.

6. Brand Resonance: This is the ultimate level every company tries to reach. It
denotes the psychological bond customer develops for the product.

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Additional Branding Terminologies

Brand Extension:
Brand Extension is the use of an established brand name for a new product category. For
example, Google's main product is a search engine, but now it also caters to Google pay.
Brand Revitalization:
Brand Revitalization is the marketing strategy for the products which have reached the
maturity stage of the product life cycle. In the maturity stage, the sale of the products
decreases, and the profit margin shrinks. It is an attempt to bring the product back in the
market.
Example: In 2000, the Royal Enfield motorbike business was loss-making and in real
danger of going away. The marketing campaign shifted the brand image from "outdated"
to "vintage." They linked the brand image to display power, domination, and an overt
display of masculinity. In “sahasam swasaga sagipo,” a Telugu movie and "achcham
yenbadhu madamaiyada," a Tamil movie, they harnessed the masculine image to connect
to the youth of the country.

Brand Identity:
Brand identity is the way the company wants the brand to be perceived. It includes
everything from the language, logo, colour, design, organizational values owing to the
target audience.
Brand Image:
Brand image is the perception of the brand in the minds of the customer.
Brand Positioning:
Brand Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the mind of the target market. It describes how the brand is different
from the competitor’s product. It highlights in unique selling proposition for the product.

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SWOT Analysis
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used
to evaluate a company's competitive position and to develop strategic planning. SWOT
analysis assesses internal and external factors, as well as current and future potential.

1. Strengths:
Strengths describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance sheet, unique
technology, and so on.

2. Weaknesses:
Weaknesses stop an organization from performing at its optimum level. They are
areas where the business needs to improve to remain competitive: a weak brand,
higher-than-average turnover, high levels of debt, a small supply chain, or lack of
capital.

3. Opportunities:
Opportunities refer to favourable external factors that could give an organization
a competitive advantage. For example, if a country cuts tariffs, a car manufacturer
can export its cars into a new market, increasing sales and market share.

4. Threats:
Threats refer to factors that have the potential to harm an organization. For
example, a drought is a threat to a wheat-producing company, as it may destroy or
reduce the crop yield. Other common risks include things like rising costs for
materials, increasing competition, tight labour supply, and so on.

A company can use a SWOT for overall business strategy sessions or a specific segment
such as marketing, production, or sales. This way, you can see how the overall strategy
developed from the SWOT analysis will filter down to the segments below before
committing to it. You can also work in reverse with a segment-specific SWOT analysis
that feeds into an overall SWOT analysis.
Want to be a Pro at SWOT too? Just ask these questions!

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Pestel Analysis
Pestel analysis is a framework to analyze and monitor external factors that can affect the
performance and functioning of a given industry. Pestel analysis is considered explicitly
for starting a new venture or entering unexplored markets. PESTEL stands for Political,
Economic, Social, Technological, Environmental, and Legal factors. Let us further
understand each aspect concerning an example of the Automobile industry.
Political: Considered to analyze by what extent do government policies affect the
industry. It can include government policy, political stability, corruption, tax policy, trade
restrictions, etc. For example, Safety Regulations and Tax Norms are some of the political
factors affecting the automotive industry.

Economic: Economic factors affect the purchasing power of consumers or varying

demand-supply trends in the economy. They might have a long term or a short term
impact on the company or the industry. The factor includes economic growth, interest
rates, inflation, unemployment rates, exchange rates, etc. For example Growing
disposable incomes, trade wars
Social: Social factors represent the attitude and behaviour of the population under which
the industry operates. These include population trends, demographic characteristics,
cultural barriers, lifestyle choices, etc. For example, the Popularity of Driving,
Design/colour preferences, etc. are some of the social factors for the automotive industry
Technological: The impact of the changing technological landscape on the industry that
the business operates. The technology might involve the way a company produces,
distributes, or even markets the available products. A business must also forecast the
disruptions as well as challenges the advancing technology might present. For example,
Electric cars, Self-driving cars, improved safety features are some of the technological
impacts on the automotive industry.
Environmental: Due to the increasing carbon footprint and global warming, ecological
factors have come to the forefront. More and more industries are now focusing on

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sustainable and eco-friendly products. Environmental factors include Recycling

standards, Environmental policies, attitude towards green products, pressure from
NGO’s, etc. For example, The car industry perhaps has one of the highest carbon
footprints of all. Emission policies and push for fuel-efficient, high mileage vehicles
should be considered.
Legal: These factors consider the impact that any legal processes or a change in the
legislation might have on the business. Legal considerations also cover the broad domain
of health and safety laws, discrimination laws, privacy and data laws, etc. For example,
Patent policies usually create legal woes between competitors in the automotive industry.

Porter’s Five Forces Model

This model is used to study the attractiveness (profit potential) of a particular industry. It
is done mainly while launching a new product or a service for a specific category or when
there are changes to be made in the existing corporate strategy.
Industry structure has a strong influence in defining the competitive rules of the game as
well as the strategies potentially available to the firm.

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Barriers to Entry:

Several factors determine the degree of difficulty in entering an industry:

• Economies of scale
• Product differentiation
• Capital requirements vs. switching costs
• Access to distribution channels
• Cost advantages independent of scale
• Proprietary product technology
• Favourable access to raw materials
• Favourable location
• Government policy

Bargaining Power of Buyers:

A buyer group is powerful if:

• It is concentrated or purchases large volumes relative to seller's sales.

• The products it purchases in front of the industry are standard or undifferentiated.
• It faces a few switching costs.
• Buyers pose a credible threat of backward integration.
• The industry's product is unimportant to the quality of the buyer's products or
services.
• The buyer has full information.

Bargaining Power of Suppliers:

A supplier group is powerful if:

• It is not obliged to contend with other substitute products for sales in the industry.
• The industry is not a significant customer of the supplier group.
• The supplier group's products are differentiated, or it has built up switching costs.
• The supplier group poses a credible threat of forwarding integration

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Substitute Products:

Substitute products that deserve the most attention are those

that:

• Compete in price with the industry's products

• Are produced by industries earning high profits

Rivalry:

Rivalry among existing competitors increases if:

• Numerous or equally balanced competitors exist

• Industry growth is slow
• Fixed costs are high
• There is a lack of differentiation or switching costs
• large increments augment according to capacity.

ATL vs. BTL

Above the Line Advertising (ATL)
These are activities that have broad reach is untargeted, i.e., undertaken at a general
level. These activities establish brand identity and create/raise awareness and goodwill.
Marketing activities conducted on TV, Radio, or Internet* are examples of ATL
Advertising.

Below the Line Advertising (BTL)

These are activities that target specific groups of people that the company has identified
as potential customers. These generate tangible results, Flyers, SMS, Email, etc. are all
examples of BTL Advertising.

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Through the Line Advertising (TTL)

This an approach that integrates ATL and BTL activities to improve brand visibility and
also achieve tangible results such as increased sales. However, these activities are usually
much costlier to the shoulder. A TV advertisement and sending SMS or Email can be an
example of TTL Advertising.

ATL

BTL

The 4A Framework for Rural Marketing

4A framework is on many similar lines to the 4P model of the marketing mix. 4A
framework is a complementary tool to the existing 4P structure with a more customer-
centric approach. In addition to it, the 4A frame for rural markets keeps in consideration
their income level, inadequate infrastructure, and limited channels. Thus, the 4A
framework includes: Acceptability, Affordability, Accessibility, and Awareness

1. Acceptability
Acceptability focuses on the PRODUCT offered. It asks the fundamental questions before
launching:

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• Is it easy to use?
• Is it sustainable?
• Does it meet the expectations of the customer?

Especially for rural markets, apart from offering products that are value-for-money but
certain add-on services help in gaining acceptability of these products. Thus, innovative
packaging, customized products can help in tapping the rural markets. For example:
❖ Godrej has introduced a refrigerator, Chotukool, for rural areas.
❖ Tata Chemicals introduced water purifier with the brand name as “Swach,” in the
rural areas explicitly targeting the lower-income group to resolve the problem of
irregular supply of clean drinking water
❖ Coca-Cola took an initiative to provide low-cost ice-boxes - a tin box for new outlets
and thermocol box for seasonal outlets to counter the problem of inadequate
supply of electricity and shortage of refrigerators

2. Affordability
Affordability focusses on the PRICING aspect. Rural consumers have low disposable
incomes, and they expect the products to be available at affordable prices. Several pricing
strategies have been employed by major brands to counter the issue of affordability like
Low Pricing, Less sophisticated but sturdy and utility-oriented product, refill and
reusable packaging, promotional schemes, credit facilities, etc. For example:
❖ Hindustan Unilever launched a variant of Lifebuoy in 50 gm pack at Rs 2.
❖ Cavin Kare introduced Chik shampoo in a small sachet of 4 ml at a low price of 50
paise
❖ Bharti Airtel launched an Rs.10 coupon, which would be remained valid for ten
days for the rural markets instead of Rs.30 recharging coupon, which has validity
for a month.

3. Availability
Availability focusses on the PLACE aspect. Due to poor infrastructure, more robust
distribution and accessibility mechanisms for putting into place. Brands have come up
with innovative solutions to counter this issue.
For example:
❖ Project shakti by HUL: HUL’s Shakti project associates various Self Help Groups
(SHGs) with business opportunities. Each Shakti entrepreneur services 6-10
villages in the population range of 1000-2000 people. With training and hand-
holding by the company for the first three months, she begins her journey selling
the products door-to-door.

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❖ Choupal Sagar by ITC: It is the first organized retail outlet in the rural market that
serves as a shopping and information centre.

4. Awareness
Rural India is mainly inaccessible to conventional advertising media like TV and
newspapers. Thus, innovative methods, like local language advertising, wall paintings,
direct-mail advertising, and product demonstrations, have to be implemented. For
example:
❖ Colgate uses Audio Visual Publicity Vans (AVP Vans) as a tool for rural
communication. Colgate van screens a 20-minute film on oral hygiene that
explains how to use the products and offers samples to the villagers during such
programs
❖ Brook Bond/Lipton India Limited has started an All-India campaign to promote
its Kadak Chhap tea through magic shows and skits. A local magician delivers the
message under the garb of a parody. At the end of the show, everybody gets a
sample pack

To sum up, the 4A framework is, in particular, for rural marketing in lines of the 4ps of
the marketing mix. The correlation is as under :

BCG Matrix
(Also known as the growth-share matrix or product-portfolio matrix)
BCG Matrix is a framework for analyzing strategic business units or product lines for a
given business portfolio. The collection is into four categories based on their relative
market share and growth rate.

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Thus, the market leader has a relative market share greater than 1.

The four quadrants are as follows:

1. Stars: Stars enjoy a larger market share in a high-growth industry. Generally, firms
invest their money in stars to press on product development to keep up with the
growing industry trends.

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2. Cash Cows: Cash cows are products that have a high market share but low growth
prospects. Usually, these are in the maturity stage of their product life cycle. The
cash gained from “cows” is generally invested in stars to support their further
growth.

3. Question Marks: Question marks have high growth prospects but a relatively low
market share. They bring little in return to the money invested in them. Thus,
management needs to make an informed decision regarding these question marks.

4. Dogs: Dogs usually have a difficult time in making profits as market presence is
weak and has lesser growth potentials. These are cash traps for businesses and are
prime candidates for divestiture.

Let us understand it further using examples of some companies:

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Ansoff’s Matrix
Ansoff’s Matrix is a tool for strategic marketing planning. Also known as the Product-
Market Growth matrix, it allows businesses to evaluate their growth opportunities to
increase their sales through combinations of new or existing markets against launching
new or existing products and services.

It discusses four different strategies:

1. Market Penetration: Selling more of your existing products or services to an

existing customer base to increase the market share. It involves achieving a more
significant market share by activities like creative advertising campaigns, loyalty
schemes, promotional events, competitive pricing, etc.
For example, Coca-Cola making attractive deals with suppliers, advertising in
football stadiums, sponsoring major events, etc.

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2. Market Development: Selling the same product in different markets by

targeting new segments. Companies usually approach this strategy by exporting
products to new geographical markets by improving or extending distribution
channels, rebranding to target a new set of customers, etc.
For example, Ikea opening its stores in India, FMCG companies adopting
innovative strategies to target rural markets.

3. Product Development: Launching a new product in the market with

additional features or improvements. Product development requires the re-
assessing market needs to be able to offer an appealing product.
E.g., Smartphone giants like Apple and Samsung launching new products with
better features. McDonald's is introducing more unique items on its menu.

4. Diversification: Introducing a new product to a new market. DIversification

requires high investment and precise risk assessments before it can venture into
the modern market.
For, e.g., Reliance Industries entering Telecom Markets with Jio. ZEE5 Loft Cafes
by Zee entertainment group.
The matrix also discusses the risk factor associated with each strategy. Typically, the
safest option is to opt for market penetration as it won’t require much investment in the
market research front. Further, Market Development and product development are
riskier than market penetration, but the technical, financial, and merchandising
resources remain the same. The most dangerous strategy to implement is diversification
due to unfamiliar markets and products. Everything is established from scratch, which
requires new skills, frameworks, and techniques.

Ansoff matrix for McDonald's: Ansoff matrix for Amul:

Source : https://www.slideshare.net/yash 1 Source :https://www.slideshare.net/sabir 1

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Maslow’s Need Hierarchy

Maslow’s hierarchy of needs identifies the five primary areas of needs and desires that
motivate human behaviour. The theory postulates that as man meets the needs at the first
level, he moves toward the next, then the next, and so on. Unfortunately, some life-
changing events or failure in lower level needs may cause the individual to fluctuate
between the levels.

Physiological Needs: The most fundamental needs for human survival – Food, water,
clothing, sleep (maybe not much for an MBA student) and shelter
Safety Needs: We all strive for safety next, whether that be physically, financially, or
healthfully.
Social Needs: As a social animal, humans want a sense of belonging and acceptance
among their social groups (even if it’s a GoogleMeet)
Esteem: The need to give and receive respect through feelings of self-esteem, respect of
others, competence, confidence, independence, and freedom

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Self-Actualization: The Ultimate pinnacle everyone endeavours for- Reaching one’s

full potential and making the most of it.
Story Time: https://www.youtube.com/watch?v=O-4ithG_07Q

AIDA Model
AIDA Model is an acronym that stands for Attention, Interest, Desire, and Action. It
describes the stages a customer goes through during the buying process of the product. It
is a purchasing funnel where potential buyers decrease as we progress down the steps. A
consumer doesn't need to go through all the stages; a customer could directly jump from
Interest to Purchase or could detract from Desire back to just Awareness.

What is the AIDA Approach?

1. Attention
In the first stage, the brand captures the attention of the brand. Advertisements,
word of mouth, etc. achieve the objective.
Example:

2. Interest
After gaining the attention of the customer, the brand must convey the benefits of
the products/services to potential customers. It should highlight the point that the
customer's needs are being satisfied. All the effort and capital to capture customer's
attention turns futile if they don't find the product/service useful to them.
Example: Availability of detailed information on the product/service through
videos, brochures, or on the website.

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3. Desire
Usually, the desired stage reaches when the customer is comparing the
product/service to that of the competitors; differentiation can make this stage
easier to achieve. However, it is possible in the best cases to create Interest and
Desire simultaneously.
Example:

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The Ad campaign highlights the intense emotional and personal connection

between driver and MINI.

4. Action
After the brand creates Desire, a call to action is
necessary to compel the customer to purchase the
product/service. Discount deals, Free trials, No
interest EMI options can help push the customer to
make the final call.

Integrated Market Communication

The American Marketing Association defines Integrated market communication as “a
planning process designed to assure that all brand contacts received by a customer or
prospect for a product, service, or organization are relevant to that person and
consistent over time.”

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Don Schultze has defined IMC as – “a strategic business process used to plan, develop,
execute and evaluate coordinated, measurable, persuasive brand communications
programs over time with consumers, customers, prospects, employees, associates, and
other targeted relevant external and internal audiences.”
In other words, IMC is a marketing concept which focuses on delivering the message
through multiple communication channels such as advertising, social media, public
relations, sponsorships, sales promotions, and direct marketing. It ensures that all the
channels deliver a single clear and consistent message.
For example, Coca-cola is known for its integrated marketing approaches. Its ads resonate
with its tagline: “Resonate the feeling.” Even it conducts sponsorship events for college
students along with banners on places like a bus stop, stadiums, etc. Recently its
campaign: Share a coke was a huge hit.

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Marketing Myopia
Marketing Myopia as a concept was first introduced by Theodore Levitt, highlighting that
an organization's short-sightedness while marketing their brand cam impact their brand
in the long run. It highlights that for any business, anticipating the future needs and wants
of the customer is crucial to the market.
For example, Kodak positioned itself as a brand for photography, camera, and films.
Kodak wrongly assumed itself to be in the “Film” business rather than taking the entire
experience as a “Story-telling” business. Later, it entered the digital camera segment, but
by then, players like sony and canon had already taken over.
Another well-known example of marketing myopia is Nokia. It focussed on mobile phones
just for calls, messaging, and some inbuilt games. Later, when Apple and Samsung
entered the industry revolutionizing the smartphone industry, Nokia couldn’t cope up. It
failed to anticipate the future needs of customers and hence, had to give off its market
share.
Probable marketing myopias in the future could include the Dry-cleaning industry,
electric utilities, cable TV operators, etc.

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Different types of distribution strategy

1. Direct channels - Direct selling, i.e., zero level
channel, is one of the oldest forms of selling products. It
does not involve the inclusion of an intermediary, and
the manufacturer gets in direct contact with the
customer at the point of sale. Some examples of direct
channels are peddling, brand retail stores, taking orders
on the company's website, and many more.
Manufacturers selling perishable goods, expensive
goods, and with a geographically concentrated target
audience prefer Direct channels.
2. Indirect channels - When a manufacturer involves
a middleman/intermediary to sell its product to the end
customer, it is said to be using an indirect channel.
Indirect channels can be of three types:
▪ One-level Channel

(Manufacturer→ Retailer → Customer)

Retailers buy the product from the manufacturer and
then sell it to the customers. One level channel of distribution works best for
manufacturers dealing in shopping goods like clothes, shoes, furniture, toys and many
more.

▪ Two-Level Channel(Manufacturer→Wholesaler→Retailer →Customer)

Wholesalers buy the bulk from the manufacturers, break it down into small packages,
and sells them to retailers who eventually sell it to the end customers. Goods that are
durable, standardized, and somewhat inexpensive and whose target audience is not
limited to a confined area using a two-level channel of distribution.

▪ Three-Level Channel (Manufacturer → Agent → Wholesaler → Retailer →

Customer)
A three-level channel of distribution involves an agent besides the wholesaler and
retailer who assists in selling goods. These agents come handy when products need
to move quickly into the market soon after the order is received. Manufacturers opt
for a three-level marketing channel when the userbase is spread all over the country,
and the demand for the product is very high.

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3. Intensive Distribution- The goal of the

intensive distribution is to penetrate as
much of the market as possible.

A maximum number of store

distribution with routine purchase
products.E.g. Tubes of toothpaste, chewing
gums, confectioneries, and many more.

4. Selective Distribution- Selective

Distribution is an approach where targeted
and few outlets selected through which the
products were made available to the
customers. An excellent example of selective
distribution is for low-range and mid-range
car distributions.

5. Exclusive Distribution- Luxury

brands have private and unique collections
available only in particular limited locations
or stores; for this exclusive distribution is
used. This method helps maintain a brand's
image and product exclusivity. Some good
example of a company using select delivery
is Apple, Gucci, Samsung, and many more.

Factors determining the choice of distribution channels

• Customer Base: business user/consumer
• Product Type: Durable/Perishable
• Complex/standardized
• Expensive/Inexpensive
• Technical service or expertise requirement
• Geographically concentrated/dispersed
• Order size and delivery requirement
• Product mix preferability
• Warehouse capabilities and logistics
• Channel control requirement

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Different distribution channels

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Digital Marketing Must-Knows

What is Digital Marketing?
Digital marketing encompasses all marketing efforts that use an electronic device or the
internet. Businesses leverage digital channels such as search engines, social media,
email, and other websites to connect with current and prospective customers.

Cost Per Acquisition (CPA)

CPA is a marketing metric that measures the cumulative costs of a customer taking an
action that leads to a conversion. Sometimes, a transformation is synonymous with a
sale, but it can also be a click, a download, or an install.
CPA = the total cost of a campaign/number of conversions

A/B Split Testing

A/B testing (also known as split testing) is a process of showing two variants of the same
web page to different segments of website visitors at the same time and comparing
which option drives more conversions.

Cost Per Impression (CPI)

CPI measures how many times your ad appears on a site whether or not the users see or
interact with it. It is similar to the marketing term “reach,” but reach measures how
many people see your content and impressions measure how many times your ad or
content was displayed.

Click-Through Rate (CTR)

CTR is the percentage of people who view your ad (impressions) and then actually go on
to click the ad.
Click Through Rate = (Total Clicks on Ad) / (Total Impressions)

Engagement Rate
It is measured using likes, shares, and comments, and is a helpful metric to evaluate in
competitive marketing analysis. This is an important metric to keep an eye on because
higher consumer engagement is a sign of great content.

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Search Engine Optimization (SEO)

SEO is the practice of increasing the quantity and quality of traffic to your website
through organic search engine results. In simple terms, it means the process of
improving your site to increase its visibility for relevant searches. The better visibility
your pages have in search results, the more likely you are to garner attention and attract
prospective and existing customers to your business.

Domain Authority (DA)

There is a number of 1-100 that is assigned to websites by Moz, a marketing analytics
company. The higher your Domain Authority, the more powerful your site, the higher
your chances of ranking. When doing keyword research, domain authority is a metric
that will help you determine whether you will be able to compete with the companies
that are already ranking.
For example, if your DA is 20 and you do a google search for your keyword and the
websites that appear all have DA’s of 50-70, you are probably not going to be able to
rank for that word.

Bounce Rate
A bounce rate in terms of search engine marketing is when a user lands on your site and
only views one page. Google Analytics will show you the bounce rate for your website. If
this number is high, you will need to make some adjustments. The more pages a user
views and the more time they spend on your site, the higher the chances for you to move
up in search rankings

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Influencer Marketing
Influencer marketing basically takes the idea of celebrity endorsements to modern-day
social media campaigns. Also, these influencers might not necessarily be celebrities, but
rather consumers who embrace relevant social media platforms to express their
knowledge, views, feedbacks and tips on a specific niche domain. Over time, these people
gather relevant audience and active followers through their content. Influencer marketing
focusses on using these key leaders to drive the brand’s message to their trusted followers.
Nowadays, brands prefer influencer marketing over other conventional digital marketing
mechanisms because of their authentic content which goes a long way in driving customer
loyalty and increasing repeated purchases.

Few of the types of influencers are:

1. Mother Influencers - they have the audience base of many mothers. Best for FMCG and
F&B products
2. Fashion Influencers - they have the audience base of youth and fashion-conscious
citizens. Want to launch great Beauty products? This is the best bet! Example: The Mom's
Co
3. Health and Fitness Influencers - with the audience base of all the health-conscious
viewers, you can advertise your fitness equipment, gym membership, supplements and
more
4. Technology - You know this don't you? This is the best place online where potential
buyers come to understand the features of new mobile phones before they take action!
Technical Guruji, Marques Brownlee, JerryRigEverything are a few examples
5. Expert Influencers - They can include anyone. Starting from Skin specialists,
Paediatricians, Technocrats, etc. They have a lesser following than the above mentioned
in general but the influence they have on the viewers is a lot more. Brands generally make
sure to try them out too!

Some of the well-known influencers on various social media platforms are as follows:
1. YouTube-
• Bhuvan Bam (BB Ki Vines)
• Gaurav Chaudhary (Technical Guruji)
• Sandeep Maheshwari (Motivational videos)
• Dr. Vivek Bindra (Business and entrepreneurship)
• Emiway Bantai (Rapper)

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2. Instagram-
• Shivya Nath (Travel Blogger)
• Shahnawaz Karim (Motorcycle and bike enthusiast)
• Ayesha Billimoria (Fitness influencer)
• Aashna Shriff (Fashion Influencer)
• Natasha Diddie (Food Blogger)

3. TikTok-
• Faisal Shaikh
• Arishfa Khan
• Jannat Zubair
• Nisha Guragain

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Gaurav Chaudhary aka Technical Guruji on YouTube Shruti Arjun Anand endorses beauty
products on YouTube

Dice media displaying Dairy Milk Silk in a web series

Karan Johar endorsing Godrej Hair colour on Instagram

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COVID and its Effect on the Market

Change in Consumer Preference

COVID is likely to change consumer behaviour and causing a lasting effect on consumer
goods. The demand for local products and brands increases as people are hesitant to step
out of their houses to resume their previous consumption patterns. A survey predicts that
"90% of the Indians have altered their lifestyle and that there is no going back to the pre-
pandemic world of consumer brands. 85% of the countrymen said that they are being
more health-conscious and are focusing more on limiting food waste." Consumers are
focused on buying the most basic needs and are intended to cut down on nonessentials.
Anurag Gupta, Managing Director and Lead - Strategy & Consulting, Accenture in India,
said: "The pandemic has taken a toll on brand loyalty and consumers are making more
socially, environmentally sustainable, and healthy choices. Consumer goods companies
must tailor their offerings accordingly and refresh their brand promise to meet these new
requirements."
Also, the work from home culture has tweaked the way people spend their leisure time.
Entertainment, learning, do it yourself (AtmaNirbhar Bharat) trend reflects in a sudden
increase in the download of specific applications. Brands will also need to explore
different ways to rebuild consumer confidence proving that they follow proper hygiene
and safety standards to retain customers' trust.
Given the uncertainty and general atmosphere of gloom and doom, consumer sentiment
is a moving target. Moreover, it keeps changing. A somewhat disturbed consumer may
become more positive and show a glimmer of hope as he approaches the opening of
different shopping opportunities.

The consumers have been divided based on their shopping behaviour:

Revenge shoppers are the ones that will overindulge in retail therapy by consumers
post lockdown. Notably, the high net worth individuals, who are flush with cash and could
not spend a dime due to lockdown, may go on a spree of buying luxury goods.

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Revelation shoppers are the ones who are focusing on the things required by them
during this lockdown. From grocery to electronic gadgets, the demand has surged a lot
since lockdown.
Research shoppers or, the bargain shopper. This shopper will hunt for bargains.
Restricted Shoppers are the ones who, when deciding where to shop, look for retailers
with visible safety measures such as enhanced cleaning and physical barriers. Besides,
they buy more from companies and brands that have healthy and hygienic packaging and
demonstrate care and concern for employees.
During these trying times, consumers have a heightened awareness of how businesses
interact with stakeholders, local communities, and society more broadly.

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COVID Marketing Campaign

Bharatpe has launched a marketing campaign to spread awareness about COVID, and
social distancing norms and the use of hand sanitiser. Consumer behaviours are settling
into a new normal, as people everywhere learn to live with the reality of COVID-19 and as
more countries reopen parts of their economies.
BharatPe’s outdoor campaign ‘Ek Bharat Ek QR’ promotes contactless payments from
all payment applications through the BharatPe QR. The battle carried out in Delhi,
encouraged shopkeepers and customers to be cautious and stay safe during the ‘Unlock
3.0 phase’ by following precautionary measures like sanitizing hands, wearing a mask,
and following social distancing norms. They kept sanitizer dispensers outside vulnerable
points like ATM, shopping complexes, markets, milk booths, and local grocery stores.

'#S’ stands for Staying Safe.

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COVID-19’s Impact on Marketing

1. Sense of Community
The pandemic has changed how connected we are. People are staying home to
protect society, sacrificing for the greater good. It will change the mindset of people
when they shop from now on. Brands need to invoke the sense of community and
togetherness, which is needed right now. Advertisements now need to be useful,
show empathy, and subtly show support for the cause.

One of the best example is Google:

Google’s localized COVID-19 alerts have proven to be useful. It also made its
premium video conferencing solution free for all. It has also launched an initiative
to give SMBs over $340 million in free ads. Google has also partnered with Apple
to develop a Bluetooth-based contact tracing app.

2. Brand Identity
Brands cannot lose their identity just to jump on the bandwagon of togetherness
and community. Brands will have to strike a delicate balance and not only with
catchy slogans but through action.

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Example:
Nike is asking consumers to “play inside, play for the world.” The brand backed
that messaging up with a campaign that waived fees for premium programming
on the Nike Training Club app.

3. Opportunity
‘Never let a crisis go to waste.’
Right now, internet usage is up by 50 to 70 percent. While demand is undoubtedly
low, customers are engaging. Now is the time to experiment with marketing
strategies and tweak the long-standing policies. The focus should be on creating
powerful online connections by humanizing the brand and speaking to consumer
concerns.

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Effect on Retail and E-commerce:

The Retail segment has faced quite a disruptive force due to the ongoing coronavirus
pandemic. With customers shifting online, everyone right from the nearby corner shop to
large retailers like malls and showrooms are a challenge with quite a turbulent scenario.
Even post the lockdown, despite putting measures like social distancing to place, the brick
and mortar shops are not yet seeing enough footfalls to keep the business afloat. Besides,
less disposable incomes have made shoppers most cost-conscious.

On the other hand, the e-commerce segment has witnessed order volume growth of 17
percent in June 2020. More importantly, the current scenario has created many new
online customers from smaller cities.

Furthermore, staying at home had pushed sales of ready-to-eat and ready-to-cook

products. This trend has proved to be beneficial to many companies such as MTR, ITC,
Godrej Agrovet (Yummiez), in addition to packaged food companies such as Britannia,
Nestle, Amul, etc. Meat startup Licious has witnessed the demand for its ready-to-cook
range thrice. According to the Red seer, the market size of the ready-to-cook segment is
about ₹2100 crores as of June 2020.

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Source: https://redseer.com/newsletters/ 1

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Brand Vs. Availability – The New Shift

“In times of crisis, the wise build bridges while the foolish build barriers.”
- Black Panther
The dialogue from the marvel movie resonated much likely to the situation marketers are facing
in the COVID-19 era. The main villain in the scenario for physical goods has been the SCM per se
SUPPLY. For people tending not to venture out, and demand for e-commerce rising swiftly, the
need of the hour was “Availability” instead of “Brand name/Brand value.”
The shocker for all the henchman of “Branding” was that majority of the consumers were buying
any brand based on availability, which provided an opportunity for local “kinara-wala,” however
smaller & direct-to-consumer brands. It is owing to the sloppy supply chain & availability to
generate products for replenishment orders. Even big brand names & listed companies have either
had a decline or stagnant sales growth. E.g., According to economic times report, HUL’s m-cap
dropped by Rs. 2,954.95 crores to Rs. 3,95,335.97 crores. Also, as per the recent study, regional
brands managed to gain a fairly good market share specifically for health sanitization products.
The greatest example of this is our very own “Parle-G,” which recorded sales increment of about
5% in market share in the highly competitive biscuit segment. It seems that the consumer
purchase intent has remained steady with the highest purchase category being beauty (personal
care supplies), cleaning products along with the “winner” being the grocery goods (staple food,
snacks, confectionery, etc.)
The whole perspective change of branding was no magic pill for the sales, but only the fact that
smaller and community firms with non-shoddy decision making emerged to cope with the scarcity
in a better way. Thus, the takeaway being even after the pandemic scare reduces, the need for all
the brands is to focus on accessibility, availability, and robust supply chain management.

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List of useful links

1. https://www.smartinsights.com/
2. https://strategicmanagementinsight.com/
3. http://www.quickmba.com/
4. https://www.professionalacademy.com/
5. https://www.thehindubusinessline.com/opinion/what-will-consumer-behaviour-post-
lockdown-look-like/article31786475.ece
6. https://www.financialexpress.com/industry/millennials-will-buy-in-revenge-once-lockdown-
lifts-consumer-behaviour-to-change-in-these-ways/1943322
7. https://brandequity.economictimes.indiatimes.com/news/marketing/bharatpe-encourages-
staying-safe-sanitized-through-new-campaign/77540284
8. https://retail.economictimes.indiatimes.com/news/food-entertainment/personal-care-pet-
supplies-liquor/covid-boom-ready-to-cook-food-sales-rise-as-india-gives-stay-at-home-
advise/77010967
9. https://retail.economictimes.indiatimes.com/news/industry/rethinking-retail-post-covid-
19/76995377
10. https://brandequity.economictimes.indiatimes.com/news/marketing/brand-or-availability-
what-took-prominence-during-the-pandemic/76921011

Though our efforts were to make this document rich with correct information, there could have
been chances where errors would have crept in.

For suggestions, corrections, compliments or queries, please email us at info@insideug.com or

contact the admin of our Telegram and LinkedIn groups.

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