Marketing Strategies in the Era of COVID-19

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Author(s): Meenu Kumari (Lalit Narayan Mithila University, India)
Copyright: 2022
Pages: 11
Source title: Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch012

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The way consumers used to think about making purchases is totally changed in the period of COVID-19. Due to the coronavirus, consumers are less likely to visit a physical store to buy almost anything. Consumers are being forced to change their shopping behaviour. People are buying products online that they never have before. It could not have been possible if these e-commerce platforms were not available. One of these major platforms is Flipkart, which is grabbing a larger share of the e-commerce market. However, with the announcement of nationwide lockdown, everything came to a standstill at Flipkart. The company accepted the challenge and came out with practical solutions. This chapter analyses the strategies adopted by Flipkart and offers suggestions for other online/offline retailers to overcome this unfavourable time.

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