ADOPTION & STANDARDIZATION OF MARKETING STRATEGIES BY DABUR DURING THE PANDEMIC TO SUSTAIN THE COMPETITION

Management

This study focused & builds on analyzing the results of previous studies conducted by different researchers to examine the Strategies adapted by the selected FMCG company Dabur during Covid19 to sustain the competition. The impact of COVID-19 on varied sectors of Asian nation is a war with Associate in nursing invisible enemy. The virus that started within the urban center of China has affected virtually each part of the globe and is considered one among the worst times in human history. Amongst the multi -sectoral impact, FMCG is one of the sectors which considered to be impact-proof sector. Because the consumer base & used by everyone feature make is the most promising sector of Indian economy. However, after the onset of the pandemic all theory & assumptions were proved false. A positivist theory, a deductive approach and a secondary data exploration based study design are employed in the research methodology. The proposed framework provides a wide-ranging understanding of the entangled relations between the external and internal force of a company that have an influence on the standardization/adaptation strategy decision. In these unprecedented times, marketers need to measure how this pandemic has wedged consumer buying behavior, influencers, trade, commerce and community ecosystem at the micro and macro level.

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