A COVID-19 dilemma in India : calibrating a downsized automobile marketing budget /

Expecting a drastic slump in its automobile sales when India put COVID-19 restrictions in place in March 2020, Contana India reduced its marketing budget by 70%. Nonetheless, the marketing general manager was expected to deliver outstanding performance, drive immediate sales, and maintain brand awar...

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Bibliographic Details
Main Authors:	Mukherjee, Jaydeep, (Economist) (Author), Tripathi, Pragati (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2022.
Series:	SAGE Business cases.
Subjects:	COVID-19 Pandemic, 2020- > India > Case studies. Budget in business > Case studies. Automobiles > India > Marketing > Case studies. Pandémie de COVID-19, 2020- > Inde > Études de cas. Gestion budgétaire > Études de cas. Automobiles > Inde > Commercialisation > Études de cas. Automobiles > Marketing. Budget in business. India. Since 2020 Electronic books. Case studies.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Expecting a drastic slump in its automobile sales when India put COVID-19 restrictions in place in March 2020, Contana India reduced its marketing budget by 70%. Nonetheless, the marketing general manager was expected to deliver outstanding performance, drive immediate sales, and maintain brand awareness and image. He saw three practical options: distribute the budget between brand awareness and performance campaigns; dedicate it to one or the other; or commit to a seasonal approach. With high uncertainty about the 2020 market, Dilip was under pressure to decide quickly and provide data to objectively justify his budget allocation strategy to anxious internal stakeholders.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529795233 1529795230