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Case study - Covid-19 Pandemic

Covid-19 effects analysis

1

Providing scenario-led analysis of the effects and outcomes of the Covid-19 pandemic on clients' marketing activity, and providing insight into recovery trajectories.

All of our clients have been affected in one way or another by the global Covid-19 pandemic. Whilst the first priority for all of us is the protection of the vulnerable, it is imperative that businesses survive and continue to operate so that the economic impact on those businesses, their employees, customers and suppliers is minimised.

We have been asked by clients to provide a view on the effect of Covid-19 on their businesses and we have provided a range of different insights and recommendations, personalised to each client. These insights are provided through the creation of different scenarios in conjunction with the client.

These insights have helped answer questions such as:

  • What will the immediate impact on my sales be?
  • Which parts of my business are being impacted the most?
  • How do I best recover once the pandemic is past its peak?
  • What is the effect on my marketing spend and how do I reduce any negative effects?
  • How do I optimally increase spend in marketing again, and when should I do this?

For one of our clients we provided insight that showed that they would, unsurprisingly, experience a severe drop in short- and mid-term sales in the initial phase of the pandemic and then see a gradual recovery to a new baseline. Importantly, our analysis also showed how the effectiveness of each marketing channel would be impacted. This insight provided a baseline to support the finance and marketing teams in their planning for 2020 and into 2021. By iterating the long view forecast using newly understood effects of the pandemic on sales and marketing, we were able to provide a range of scenarios and responses that could be used for short and long term planning updates as the situation changed over time.