Specifics of Digital Marketing Strategies of International FMCG Companies on Different Foreign Markets on the Example of Unilever and Procter & Gamble

The aim of this thesis is to consider existing digital marketing strategies used by leading international FMCG companies in order to evaluate the role of digital marketing in the foreign and local marketing strategies as well as distinguish the most efficient digital marketing strategies for the selected group of companies. Importance and relevance of the research is determined by the need for in-depth study of digital marketing strategies, because digital marketing is a rather new and perspective direction of marketing dealing with the use of digital technologies for the consumers attraction in the sphere of consumption. The study of digital marketing and its strategies is important for the modern companies as there is an enormous amount of different useful instruments and rises the variety of them due to the growing involvement of people in the Internet. Comparative analysis conducted in this work based on Unilever and Proctor&Gamble, the major international FMCG market players, and their digital marketing strategies on the both markets, foreign and global. The research allowed to answer the main question of this master’s thesis: which digital marketing strategies are the most efficient for international FMCG companies and what are their main features in different markets?