Crisis Marketing in the FMCG Sector: A Review of Strategies Nigerian Brands Employed During the Covid-19 Pandemic
Ifeoluwa Oreofe Adekuajo,
Chioma Ann Udeh,
Adekunle Abiola Abdul
et al.
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, wit… Show more
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