Changes in Marketing Strategies of International FMCG Companies from the Developed Countries in the Developing Markets in the Conditions of Pandemic using the Example of COVID-19 in Russia and CIS Countries

The COVID-19 pandemic, also known as the coronavirus pandemic, is a global pandemic of coronavirus disease 2019 (COVID-19) that as of 7 May 2021, is described by more than 156 million confirmed cases. More than 3.26 million deaths attributed to COVID-19, making it one of the deadliest pandemics in history. In the attempts to stop the spread of the disease governments across the globe have enacted restrictions on multiple kinds of human activities that has led to unprecedented social and economic fallout. Recession and lockdown are the two most important among the myriad changes experienced by the consumers. To keep themselves from getting sick consumers started to actively seek everyday products that provide hygiene and disinfection. At the same time lockdown and bans of gatherings have drastically changed their everyday routines. The onsetting economic recession has destroyed consumer confidence levels and led to spikes in unemployment. With all these factors influencing consumer behaviour it is useful to study how international FMCG companies adapted their marketing strategies in these difficult times.