Marketing in the New Normal: Crisis Management and Corporate Response During the COVID-19 Pandemic
Overview
This paper examines how businesses adapted their marketing strategies in response to the COVID-19 pandemic, specifically analyzing Cottonelle's #ShareASquare campaign as a case study of effective crisis management. The paper discusses the roles of various job functions including executive managers, public relations officers, and marketing managers in developing consumer confidence during unprecedented business challenges.
What this essay covers
- Introduction to pandemic's impact on business marketing strategies
- Case study of Cottonelle's #ShareASquare campaign and consumer confidence approach
- Analysis of job roles and responsibilities in crisis marketing management
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Marketing in the New Normal
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Marketing in the New Normal
The outbreak of coronavirus led to the emergence of new threats in the business world. One of the aspects that were affected by the outbreak is marketing. With the crisis expanding and effects increasing, crisis management is an important aspect that will ensure it remains effective. While there have been many crises in the past, coronavirus's emergence imposed new challenges businesses had never experienced before. There are numerous unique responses that businesses implemented to deal with the emerging issues at the time. In order to adapt to the new normal and continue promoting their products, many companies developed meaningful approaches to give clients a reason human will survive the pandemic.
One of the companies that responded positively to the outbreak is Cottonelle, a toilet paper manufacturing company, responded by addressing customer concerns. When the first case was reported in America, and people were forced to go on lockdowns, toilet papers were selling out fasters in many stores across America. In order to address customer concerns, they delivered a message that instilled consumer confidence and discouraged panic buying. In order to survive the pandemic, people were urged to stock up on generosity. The campaign was called #ShareA Square, delivered in partnership with United Way, a charity organization based in the United States. Through the campaign, the company reached out to its customers and general public and promoted consumer confidence. It was a strong message the applauded humanity amidst the ravaging pandemic.