Alumni and students of Graduate School of Management of St. Petersburg State University (GSOM SPbU) discussed how marketing strategies have changed during the online meeting of the Practitioners Club Covid Marketing: New Buyers and New Challenges.
According to experts, the following trends have formed on the market in the late-covid era:
● customers have become more conscious and careful when choosing products;
● buyers save more; there is a growing need for brands to work on the affordability of goods;
● consumer literacy has increased, they are ready to use technology: the main thing is that the process should be convenient, fast and understandable;
● brand reputation matters;
● safety is important when interacting with the brand;
● personalized approach and striving for cooperation in both B2C and B2B segments.
EMBA student, Brand Expert, Ex-director of Marketing and Customer Service for the DLT and LOVE REPUBLIC brands Irina Staroverova believes that in the late-covid era, loyalty and brand reconfiguration in connection with new trends have become more important than other things, and that to stand out only on the basis of price and quality is no longer enough.
According to Olga Sheveleva, an alumna of EMBA 2019, Marketing Director of Arla Foods, the task of marketers is to predict what will be important and necessary for customers in the future in order to create product value for the customer.
Speaking about the internal work of marketing departments, MBA 2020 graduate, CEO of Window Group Ruslan Kakhramanov noted that many decisions in companies are now made both on the cost of attracting a client, as well as on the calculated potential profit that the client can bring in the future.
In addition, according to the 2006 GSOM SPbU graduate, Chief Marketing and ECommerce Officer at MVideo Vladislav Sviridenko, there has been an important change in the tasks facing the marketer: the specialist should again, among other things, take on the tasks of a product manager, that is, is be responsible for the formation and product positioning.
The Practitioners Club for MBA / EMBA alumni and students is a meeting where experts in various fields of economics and business discuss topical issues of company development, reactions to current changes and challenges, trends and prospects.