ВЛИЯНИЕ ПАНДЕМИИ КОРОНАВИРУСА (COVID-19) НА МАРКЕТИНГ МИКС (4Ps)

Ансере Джоэл Кваме Овусу, Антонина Ивановна Ухова

Аннотация


Учитывая, как пандемия коронавируса затронула все уголки мира: и бизнес, и общественную жизнь – актуальным является изучение степени, в которой эта пандемия нанесла ущерб бизнесу. В статье авторами оценено влияние пандемии коронавируса на цену, продукт, распределение и продвижение, поскольку эти элементы составляют основу комплекса маркетинга. Проведенное исследование показывает, как пандемия коронавируса вызвала рост цен на некоторые товары, считающиеся необходимыми в период пандемии, из-за ограниченного предложения. Также спрос продуктов сместился в основном на продукты питания, товары для дома, оборудование для тренировок, товары для здоровья, дезинфицирующие средства и медицинские маски, и в результате эти продукты стали самыми продаваемыми продуктами в ситуации пандемии. Кроме того, из-за законов о социальном дистанцировании, закрытии розничных магазинов и рекомендациях оставаться дома для предотвращения распространения вируса потребители активно участвовали в розничной торговле через Интернет как наиболее эффективном и безопасном способе совершения покупок в этот период. Исследование также демонстрирует, что продвижение продуктов и брендов становится менее результативным, поскольку потребители, как правило, опасаются совершать покупки из-за неуверенности в том, когда ситуация стабилизируется и вернется в привычное русло, это привело к тому, что потребители стали игнорировать акционные предложения и другие стимулирующие мероприятия. Электронный маркетинг также потерпел неудачу, поскольку потребителей утомляет большое число рекламных писем, и единственная информация, которая, вероятно, привлекает внимание, связана с коронавирусом. Маркетинговые агентства прибегают к анимации и другим технологиям создания рекламы, отличной от обычных видео роликов и статичной рекламы, что обусловлено необходимостью социального дистанцирования для предотвращения распространения вируса.


Ключевые слова


пандемия коронавируса; маркетинг микс; цена; распределение; продвижение; продукт.

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