Oksana Levchenko , Product owner of TAS Life, touched on the topic of marketing transformation during war. This is a rather large topic that you can talk about for hours, because marketing is a complex tool.
Oksana focused on the main points that will be useful not only during war, but also in peacetime. This includes launching new products and updating products. Because we believe that the war will end soon, and we will need to transform everything again to fit different realities.
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Positioning
Positioning
Brand voice: what should the communication strategy be?
As for positioning, I want to say that the transformation of marketing took place during covid-19, when we first faced such difficult challenges. But we understand that now it is a more difficult situation, because many Ukrainians have left, the solvency of citizens has significantly decreased not only in Ukraine, but also in other countries. And to talk about any specific changes in marketing, of course, it is necessary in terms of niche, target audience. But again, I will try to talk in general about how to transform, update services during martial law and what you need to pay attention to.
Marketing Transformation During Wartime
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