Q1: What is marketing mix? Do comparison of marketing mix before and after Covid- 19,

how businesses have strategically adopted their Marketing mix with this situation. Explain

your answer with relevant example.

Case 1

Al-Fatah is the leading departmental store chain in Pakistan serving since 1941. Al-Fatah has been

offering the widest range of assortment of products to its customers since establishment and has a

reputation of being among the pioneer stores to bring imported variety in Pakistan. From grocery

to crockery, garments to jewelry, toys to kids wear, kitchenware to ornaments, electronic gadgets

to fitness equipment, beauty products to health care accessories our valuable customers find each

and every product of the best quality at our stores. Al-Fatah has been the most trustworthy

shopping destination for more than 76 years to fulfill the needs of customers, which has resulted

in Al-Fatah, becoming a destination where generations stop to shop every day. While our routines

may have become slow, life under lockdown has not stopped; we have just had to work around

new guidelines and restrictions.

As most significant changes we are seeing in consumer behavior as the result of COVID-19. There

is a dramatic reduction in most discretionary spending, which has serious consequences for most

of the industries, such as clothing, footwear, accessories, restaurants, travel, and entertainment out

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of home. the Lock down situation has made all of us to stay-at-home or shelter-in-place orders

around the nation, they are likely to continue reduced spending patterns in these and other product

categories.

If we talk about the grocery industry. Millions of customers walk into grocery stores every day

looking to purchase groceries for their family. From a societal standpoint, with over

1,455,000 cases and 83,664 deaths worldwide (growing by the day), customers are terrified of

contracting the coronavirus. And it is influencing where they are spending their money. In such

situations how Al-Fatah is: