Pivot Game Crazy

Unlike some companies that have one foot in the grave due to their run-in with the COVID-19 Grim Reaper, there are companies that have been prospering. The companies that have been flourishing throughout this pandemic were quick on their feet and know they needed to pivot in these uncertain times to stay afloat. These thriving brands understood that the consumers were still there, they just needed to meet them where they were or at least have 6 feet of distance between them. Here are three brands that got creative and crafted effectively unique marketing strategies that enhanced their market position.

1. Pepsi Co

Who got the snacks? Pepsi had seen a 3% decline at the beginning of the pandemic. This was due to consumers being unable to go out and enjoy a nice day accompanied by their favorite PepsiCo snacks or drinks. Pepsi figured out a way they could bring the snacks directly to their consumers. Pepsi created two websites Snacks.com and PantryShop.com. Snacks.com allows consumers the availability to order Frito Lay products, nuts, dips, and crackers. PantryShop.com allows consumers to purchase specialized packages of PepsiCo’s top-selling brands. It’s stated that 46% of PepsiCo consumers snack more often than eating actual meals.

2. Chipotle

“Chipotlanes” are going to be seen popping up all across the nation. What is a Chipotlane you ask? Well since the pandemic most fast food companies have been finding ways for consumers to feel safe purchasing food from their location. Instead of ordering food by going into locations drive-thrus have been outrageously long but useful. Chipotle realized how much more business they would get right now if they had locations with drive-thrus. Chipotle has decided to make 60% of their new location drive-thru accessible. Hints the term “Chipotlanes”.

3. Amazon

Amazon has been dominating the online retail business, with no end in sight. Do you remember those department stores Sears and J.C. Penney? Have you noticed how their buildings have been abandon for some time now? Well not for long. Amazon has purchased some of those abandoned storefronts to make their distribution centers, which will help cut down on delivery time due to them being in prime areas. I think I just found my future employer because they are rolling in the dough. What a smart move Amazon.

References:

Reeth, M. (21, Aug 2020).  Companies Pivoting Rapidly in the Pandemic. U.S.News. Retrieved from https://money.usnews.com/investing/stock-market-news/slideshows/companies-rapidly-pivoting-business-strategies-during-the-pandemic?slide=2

Shoup, M. (11, May 2020). PepsiCo launches two direct-to-consumer websites for snacks and beverages to meet demand for at-home eating. Foodnavigator. Retrieved from https://www.foodnavigator-usa.com/Article/2020/05/11/PepsiCo-launches-two-direct-to-consumer-websites-for-snacks-and-beverages-to-meet-demand-for-at-home-eating