Ways of Promoting International FMCG Brands on The Russian Market under Conditions of Advertising Restrictions

Due to the tough competitive environment, the specifics of Russian consumer behavior in recent years, and the lack of investment in advertising, some international FMCG brands are forced to look for new ways to keep in touch with consumers that cannot be advertising. This topic is relevant because for the first time a number of the largest international FMCG brands found themselves in a situation where it is necessary to move forward in the face of internal restrictions on advertising, restrictions imposed by the company itself. At the same time, international companies now have to compete with Russian FMCG companies, which continue their marketing activities without any restrictions on advertising promotion, and there is also an increase in the emergence of new Russian brands. As a result, this threatens to lose market share, lower positions in the "Top of mind" indicator and, as a result, lower profits. Thus, the problem of finding alternative methods of interaction with the target audience becomes relevant. That is why in this study it is necessary to explore ways to promote international FMCG brands on the Russian market in conditions of internal restrictions on advertising, which practices were used, and how their effect is assessed by market experts. The purpose of this study is to identify non-advertising promotion tools relevant to international FMCG brands in the Russian market in the context of internal advertising restrictions in order to create an effective communication strategy.