Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic

Abstract

The COVID-19 pandemic has ushered in a wave of unprecedented challenges across global markets, with Nigeria's Fast-Moving Consumer Goods (FMCG) sector being no exception. This study delves deep into the crisis marketing strategies employed by Nigerian FMCG brands during this tumultuous period. The research utilized the potential of a qualitative approach to offer a broad view of the sector's response to the pandemic-induced challenges. The findings underscored a significant shift towards digital platforms, with brands leveraging online engagements, e-commerce initiatives, and social media campaigns to maintain consumer connections. Concurrently, offline strategies were reimagined, emphasizing safety, community engagement, and product diversification. The analysis revealed that these adaptive strategies mitigated the immediate economic ramifications and positioned brands for long-term success in a post-pandemic world. In conclusion, the FMCG sector in Nigeria demonstrated remarkable resilience and adaptability, with brands developing robust crisis marketing strategies rooted in consumer-centricity, agility, and data-driven insights. The study recommends continued investment in digital transformation, prioritization of consumer needs, and adaptability as key pillars for future success. This research provides a blueprint for FMCG brands globally, offering insights into navigating market challenges with agility and innovation.
 Keywords: FMCG, Nigeria, Crisis Marketing, Digital Transformation, Consumer-Centricity, Covid-19 Pandemic.