Alternative Ways of Promotion of Socio-Risky Goods Due to the Limitations and Restrictions on Distribution of Advertising in Russia in 2012-2016 Years ( on the Example of Alcohol)

Graduate qualification work presents a study of the alternative ways of promotion of the socio-risky types of goods and services on an example of alcoholic production in the limited condition of Russian market which occurred due to the different economic, social, political, demographic and environmental factors. The object of research is the system of communication with the customer during the promotion of alcoholic beverages, the subject of study is alternative ways of promotion of alcohol created or modified in 2012-2016 years. The goal of the study is to identify the most effective ways of alcoholic beverages’ promotion, as well as to develop the recommendations to companies producing alcohol for the optimization of promotion strategies of their products on the Russian market. The main research methods are the method of analysis and synthesis, legalistic, comparative analysis and the method of in-depth interviews with representative of market of the promotion of alcoholic beverages, whose opinion is really significant for the study because it will be one of criteria for determining the most effective ways of promotion. The practical significance of the study is determined by the development of recommendations for market participants on the use of the most effective ways to promote alcoholic beverages nowadays.