Page 87 - IMDR EBOOK 20 OCT 2020

"Pandemic and Beyond: Naviga ng the New Normal" E - Book Year 2020

Observations:

• Marketers are looking at big cuts in the marketing budgets.
• Reducing the marketing budgets below 10% is not acceptable to any of the
marketers.
• 60% of the respondents will reduce the marketing budgets between 10 and 30%
while 20% will reduce the budgets over 30 to 50%.
• There are an additional 20% who will reduce the marketing budgets by more
than 50%.
3. Which of these channels are you planning to reduce spends on?

Observations:
Social gatherings, sports championship’s and other such events where it was easier for
a marketer to reach out to a large crowd have been banned due to the COVID -19
pandemic and it is therefore that 60% of the respondents plan to cut spends on such
promotions.
Print media is known to have a very low shelf life and a low cost to effect ratio hence 10%
respondents would cut spends on print media.
With liquidity at its lowest and shrinking prots it is unlikely that companies will have
spare money to carry out CSR activities and hence this form of indirect marketing will
be done away with by 10% respondents.

It is an established fact that world over that most people listen to the radio while
driving. With long and frequent lockdowns, it is unlikely that consumers will listen to
the radio hence 10% respondents will reduce the marketing spend on the radio.
With social distancing becoming the norm, it is quite likely that commuters will not use
public modes of transportation and hence 10% respondents would reduce spending on
outdoor hoardings and advertisements on buses, metros, trains, airports and other
such places.
It will be worthwhile to note that the questionnaire was designed for the respondent to
select only one of the given answers from the options given. It is quite possible that
marketers will reduce spend on more than one or all the above channels.

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